David M. Ward, Author at The Attorney Marketing Center

The attorney marketing paradox

June 3, 2021 by David M. Ward

There’s a paradox to this whole marketing legal services business. To be successful, you need to do something, and you also need to do the opposite.

You need to fit in and also stand out.

Fit in because you want to convey the image of an attorney consistent with the image most people have in their mind.

Most people think of attorneys as sober professionals, with an office and clients, a briefcase, business cards, and business attire. They expect attorneys to comport themselves a certain way when they speak to people, say things attorneys say, ask questions attorneys ask.

If you differ too much form that image, people get nervous.

Despite the popularity of “The Lincoln Lawyer” book and movie, most clients don’t want to meet you curbside.

At the same time, you don’t want to look and sound like every other attorney. You want to be different.

If you look the same, sound the same, and appear to do everything the same as every other attorney on your block, you offer clients no reason to choose you.

They might as well flip a coin.

So, that’s the paradox. You want to fit in and stand out. Make people comfortable so they trust you, and show them something different so they can see why they should choose you.

How you do this?

Mostly, you give people what they want and expect. You play the game. Assume the role. Walk the walk and talk the talk.

If it walks like a duck, it’s a duck. If you look like an experienced and successful attorney, in the eyes of the public, you are.

But that only gets you in the running. You still want to stand out.

You could do something with fashion. Wear a hat, a bow tie, or purple socks. Wear cuff links or a pin in a distinctive shape–an animal you like, a symbol you identify with, a shape that implies power or success, passion or justice.

Something people will recognize and remember. “Oh, she’s the attorney with the Gecko pin.”

But fashion is only one way to stand out and there are other ways that are better.

What do you do in your practice that’s unique and implies a benefit for your clients? That’s how you want to stand out.

Most attorneys don’t make house calls. Maybe you do. Most attorneys don’t have sign-language interpreters on staff or on call; maybe you do. Most attorneys don’t offer a free second meeting with new clients, to do a deeper dive into the facts and map out a plan of action. Maybe that’s something you could do.

The thing is, whatever you do doesn’t literally have to be unique. You can make it appear that way and “own” that advantage by promoting it broadly when other attorneys don’t.

Most attorneys use a questionnaire or form when they interview a client. They have a list of questions to ask, with blanks to record the answers, and a list of “instructions” to give to new clients. It ensures you don’t forget to ask something and shows the client you’ve handled this type of case so often you have your own special form.

Most attorneys might use this, but most attorneys don’t promote that they do. They assume every attorney uses a form or checklist and don’t see it as a big deal.

But it might be a big deal to prospective clients in your niche who don’t know that most attorneys use a checklist or intake form.

When you describe the forms and process you use to interview a new client, in detail, you might find a lot of clients choosing you because of that difference.

For more on how to stand out from other attorneys, get The Attorney Marketing Formula

Filed Under: Legal industry, Marketing legal services

I’d like to interview you for my newsletter

June 2, 2021 by David M. Ward

That’s you speaking to a fellow lawyer, a business contact, a client or friend. Someone you know who might have something to say your readers might like to know.

Another lawyer sharing a few tips about their practice area. An accountant or financial planner speaking about taxes, investing, debt or credit. A real estate broker speaking about your local market. Or one of your business clients talking about how they got started and sharing some advice for someone who wants to start their own business.

You tell them you’d like to interview them for about 20 minutes, over the phone, or you can email them some questions. They get exposure for their business or practice, your readers get to learn something new, and you get the day off.

Well, almost. You still need to edit the interview and post it but the hard work is done by the interviewee.

You supply the questions, they supply the answers.

If you say “pretty please,” they’ll also supply you with some of the questions. Questions they’ve been asked in other interviews or things they think your readers would find interesting.

They’ll also tell you what they’d like you to say about them. If not, grab their bio from their website.

Interviews are incredibly easy to do. They’re also a great marketing tool for you.

How so?

For one thing, some of your interviewees will ask to interview you for their newsletter or podcast. Or invite you to speak at their event or write a guest post for their blog.

You get more traffic, more subscribers, and more clients. One interview per month can bring you a lot of business.

In addition, doing interviews gives you the perfect excuse to reach out to influential people you don’t know but would like to. You’ll make some new contacts, some of whom might provide referrals and introductions to other influential people.

Are your wheels spinning? Good. Go tell someone you’d like to interview them.

Get my ebook on how to interview experts and professionals here

Filed Under: Blogging, Content creation, Marketing legal services, Networking, Newsletters

I smashed a Like button and had to go to the ER

June 1, 2021 by David M. Ward

Clicking isn’t good enough, it seems. Everyone wants you to smash the “Like” button. They also want you to subscribe, hit the notification bell, and share the link to their post or channel with everyone you know or have ever met.

Sorry, Charlie, I’ve got other things to do.

Besides, you haven’t told me why I should do any of those things.

What’s in it for me?

Science tells us people are more likely to do what you ask of them if you give them a reason. It doesn’t have to be a good reason, any reason will do.

Tell people it helps your channel or it helps other people looking for this type of content to find it or, simply tell them you appreciate their support.

But while any reason works better than no reason, telling people the benefits they get for doing what you ask works even better.

Click the button so I know you want to see more free content like this.

Download this report, watch this presentation, go to this page, and you’ll learn (some valuable things).

Call to schedule an appointment so you can find out if you have a case and get your questions answered.

Tell people why.

Something else. Don’t ask for everything under the sun. Ask for one thing, maybe two. But not everything.

Ask them to Like (and tell them why) and you might get more Likes. Ask them to Like and subscribe and share and you might get none of the above.

Ask a visitor to your website to download your report (and tell them why) and you might get more downloads (and subscribers). Asking them to also share your post, read another article and sign up for your seminar, and many visitors will simply leave.

The same goes for your services. Talk about one of your services, offers, or packages, don’t give them a menu of everything you do.

Because when you ask people to do too much, or you give them too many options, they get confused and a confused mind usually says no.

Telling people what to do is good marketing and you should do it. But if you want more people to do what you ask, ask for one thing at a time (and tell them why).

Like this:

Please forward this post to a lawyer you know who might want to get more clients. They’ll appreciate you for thinking of them, and so will I.

Filed Under: Communication, Copywriting, Marketing legal services, Salesmanship

Maybe you should go on a diet

May 28, 2021 by David M. Ward

If you’re like many people, your work and personal life may have gained a lot of weight lately. And by that I mean you have too much to do that’s not getting done–because you have too much to do.

Too many tasks on your daily task list. Too many projects you’re working on or plan to work on soon. Too many commitments, responsibilities, and priorities.

You work hard but often end the day feeling like you got nothing done.

If this sounds familiar, you might want to put your life on a diet.

Once a year, or more often if you think it would help, schedule a quiet day to review your life and see what you can eliminate from that big plate of yours.

What are you doing that doesn’t need to be done? What can you do less of, or do less often? What can you delegate, automate, or do faster?

Look at the people in your life, the tools you use, and the processes you follow. There’s “fat” in there and you’ll do yourself a big favor by cutting it out.

Start by taking inventory. Make a list of everything you do in a typical day and week and note the amount of time you take to do it.

When your list is done, look at everything and make some decisions.

Nothing on your list should be sacred. Make every task and tool earn the right to continue in your life.

If you’re not sure, if you find yourself arguing to keep things the way they are, you might enlist the eyes and ears of someone who can be objective. Someone who might see things you can’t see, or don’t want to.

Make several passes through your list. On the first pass, add a label to indicate things that you can safely eliminate. Tools you don’t use, projects you are unlikely to do in this lifetime, people you really don’t want to speak to again.

On subsequent passes, identify projects you could move from “active” to “someday” or schedule to review them at a later date.

Think big. Cut your current projects or goals down to one or two in each area of your life and put the others out of sight.

But don’t ignore the small things. Collectively, they can take up a lot of time and energy.

Go for “lean” and “simple”. A small list of easy tasks and important projects, things you’re excited about and look forward to doing.

Favor projects with big potential. One big project that could transform your life instead of ten projects that probably won’t.

To get there, ruthlessly cut things you’re not certain you want to keep. For now, you’re just thinking and writing. You haven’t actually cut anything in the real world and you can always add something back if you change your mind.

There’s no right or wrong way to do this. Listen to your heart as much as your head. Favor things that make you happy as much as your most sacred obligations.

When you’re done, you should feel good about what remains. And feel good about all the time you reclaimed that you can now use to do important things and achieve your biggest goals.

If you “diet” day is successful, there’s just one more thing to do. Schedule your next diet day because if you’re like most of us, you’re going to gain back some of that weight.

Click here if you want to double your income in the next 90 days

Filed Under: Productivity, success

2 lists that can help you build your practice

May 27, 2021 by David M. Ward

Whether or not you do any formal networking, in the course of a day you speak to people who can help you build your practice. They know people you would like to know, they know things you would like to know, and they can do things for you you can’t do for yourself.

And they’ll help you. All you have to do is ask.

To make that more likely, I suggest you prepare 2 lists and refer to them before you speak or write to anyone.

List number 1 is a list of favors you can ask for. Little things and big things they can do to help you. Call it your, “Can you do me a favor” list.

What kinds of favors? Well, what do you want?

Referrals and introductions (to clients, professionals, centers of influence in your niche)
Information (about a market, how to do something, where to find something)
Advice (marketing, business strategy, management, best practices)
Testimonials, endorsements, reviews (for your book, your services, your capabilities)
Feedback/opinion (about your idea, your article, your case, your presentation, your problem)
Permission (to quote them, to mention their name, to use their testimonial)
Recommendations (which app, which method, which group)
To do a favor for your client or friend

People like to help. If they can give you the name of someone to talk to about your current project, give their opinion about something you can use in your next blog post, or start thinking about people they know who might need your services, most people will.

Which leads to list number 2.

List number 2 is similar to list number 1, but instead of a list of things you can ask of others, it’s a list of things you can do for others.

Ways you can help them or their clients or contacts.

When you speak to someone, prompt them to tell you what they’re working on or how things are going. When you hear something that’s on your list, offer to help.

Here’s the thing.

The more you use list number 2, the more likely you’ll get help with list number 1.

More ways to grow your practice

Filed Under: Networking

Want more free traffic? Do this

May 26, 2021 by David M. Ward

You write a blog or post articles or other content on your website and you want more traffic.

More people reading what you write, more people inspired to contact you and hire you. The type of content people want to read and will gladly share share with friends and business contacts.

Your wish is my command.

One of the easiest and best sources of content comes from your readers themselves. Ask them what they want to know.

What questions do they want you to answer? What do they want you to write about? What feedback do they have on something you’ve already written?

Ask them what they want and then give it to them.

When you do that, your subscribers will read your articles to see how you answered their questions. Your other subscribers will also read them because they likely have similar questions. Visitors to your site will read your posts for the same reason.

You’ll get search traffic from people who type the very questions you answer into a search engine, and traffic from readers who share your content with their friends.

Plus, when you answer readers’ questions, you don’t have to scramble to come up with ideas to write about.

In addition, as you answer questions, your other readers see that they can submit questions and ideas and do just that.

Hold on, a lawyer in the back of the room has his hand up. He says he likes this idea and wants to know where to start.

Start with your email inbox. No doubt your clients and prospects have asked you many questions over the years. Now you can answer them.

Ask your blog and newsletter readers and social media connections to submit questions or ideas.

And keep your ears open.

People ask you questions all the time. You may see them as an annoyance, people looking for free advice. Instead, see them as fodder for your next post.

What’s that? You don’t have a big list of followers or subscribers? Your subscribers are bashful and don’t typically ask questions or submit ideas?

No problemo.

Visit other attorneys’ blogs in your practice area and see what their subscribers are asking them.

Well, there you have it. And easy way to create more content and get more traffic. What else would you want to know?

Filed Under: Blogging, Content creation, Newsletters, Web traffic

The most dangerous number in business

May 25, 2021 by David M. Ward

In business, the most dangerous number is the number one.

If you have one client and they leave or go out of business, you’re in trouble. You want more than one client.

If you have one “price point” or package of services, you have nothing to offer the prospective client who wants something different.

If you have one marketing method and it stops working for you, if you have one target market and it becomes too competitive, what will you do to keep your pipeline full?

You don’t want your entire livelihood to depend on the number one.

Which means, as soon as you have something that’s working for you, start adding the next thing. A second market, marketing strategy, or offer.

But not another practice area. Not unless you’re in a small market.

The bigger the market, the more competition you have, the more you need to specialize, because you can’t compete with everyone on everything.

When you specialize, marketing is easier, cheaper, and more effective. You can stand out from the crowd and become known for what you do best.

Specializing allows you to become the top dog in your field.

That doesn’t mean you must turn away work that’s not your specialty. Take the work if you want to and can handle it. But don’t promote this, promote the “one thing” you do best and want to be known for.

Because when you specialize, one isn’t a dangerous number, it is your friend.

How to choose your specialty

Filed Under: Increase your income, Law office management, Legal industry, Marketing legal services

You can write this type of article in 15 minutes

May 24, 2021 by David M. Ward

In a previous post, I said the quickest and easiest type of article to write is a listicle. Ten ways to do this, five reasons you shouldn’t do that, seven steps to getting this result.

They’re easy to write because they are basically just bullet points or short paragraphs.

But while the writing is easy, if you don’t happen to know “five things” or “seven steps,” you may have to do some research to flesh out your article. Which means that this type of article may take you more time to write than you would like.

If you want to write an article in a matter of minutes, you need to write one that doesn’t require any research.

You need to write a personal recollection.

Something you did, something someone told you, something you thought.

Think about the last client you signed up who said something that made you smile, or something interesting or unusual about their case.

Think about something you did last weekend, something that happened to you when you were in college, or something you’ve been thinking about for a long time.

The idea may not come to you right away, which is why it’s important to keep a running list of ideas you can dip into. Interesting things, helpful ideas, amusing stories. Things that contain a lesson or illustrate something your readers might like (or need) to know.

But when you have the idea, you can write the article quickly, because it’s just a matter of telling the story. No research required.

Describe what happened and what you thought about it or why it’s important. Invite your readers to tell you what they think or ask them if they have had a similar experience. Make a final point and. . . you’re done.

If you’re taking more than a few minutes to write a personal recollection, you’re working too hard.

Want more ways to write faster? Get my email marketing course here

Filed Under: Content creation, Newsletters, Writing

Building a law practice without feeling sleazy

May 21, 2021 by David M. Ward

Many attorneys say they hate the idea of convincing people to hire them. They don’t like being pushy, which is ironic coming from professionals who make their living being pushy.

They can be mighty persuasive when they’re arguing on behalf of a client, but persuading clients to hire them makes them uncomfortable.

And this is completely understandable.

But it misses an important point.

Your job isn’t to convince people to hire you, it is to show them what you can do to help them, and let them decide if they want to hire you.

You don’t convince them, they convince themselves.

You don’t persuade, you show.

If they want and need what you offer, great. If they don’t, you move on. (But stay in touch with them because things change.)

That doesn’t mean you just hang out your shingle and let people figure out how you can help them. It takes more than just saying, “Here’s what I do, sign here.”

You must provide them with effective marketing collateral that makes the case for you.

You let your website show people what you can do for them. You let your blog or articles or newsletter answer their questions and persuade them to take the next step.

Your job isn’t to convince people to hire you. Nobody wants that job. Your job is to find ways to get more people who need your help to find you, and give them everything they need to convince themselves to ask you to take their money.

The next time you feel uncomfortable doing anything in the marketing arena ask yourself, “Am I trying to convince people to do something they don’t want to do?”

If you are, stop doing that. Because that’s not your job.

How to build a website that does the selling for you

Filed Under: Marketing legal services, Marketing Plan

Can we talk?

May 20, 2021 by David M. Ward

A lot of marketing is finding “excuses” to have a conversation with someone who needs your services or can lead you to people who do.

Your job is to find ways to have more conversations with prospective clients, professionals, centers of influence and others who sell to, write for, or advise your target market.

The more conversations, the better. But quality is more important than quantity.

Talking to someone who knows they need an attorney is better than talking to someone who thinks they might be able to handle the problem on their own. Talking to someone who can easily afford your services is better than talking to someone who has to borrow the funds.

Having a conversation with someone with an active email list or social media following is better than speaking to someone who doesn’t understand the value of staying in touch.

Speaking with people who were referred to you is better than speaking to people who responded to an ad or found your website through search. Speaking with someone who has read your book or attended your seminar is better than speaking to someone who plucked your name out of a directory.

But you should also consider the quality of the conversation itself.

Chatting with a contact on Flakebook isn’t as good as speaking with them on the phone or in person. Answering someone’s general legal questions or telling them more about what you do isn’t as good as consulting with them about their specific legal problem.

At the end of the day, when you’re writing in your journal or otherwise taking score, ask yourself two questions:

How many clients did I sign up today?
How many (high quality) conversations did I have with people who need my services or can lead me to people who do?

If you don’t like the answer to the first question, start working on improving your answer to the second one.

Marketing is easier when you know The Formula

Filed Under: Marketing legal services