The Attorney Marketing Center--Earn More. Work Less

When it comes to writing, law school messed us up

October 1, 2020 by David M. Ward

We present the facts. We present the law. We argue our side, or both sides, and report what happened.

That works when you’re briefing cases, but if your blog and newsletter readers wanted to learn the law, they would have gone to law school.

So, you tell stories. And that helps. You write about what your client said or did. And how they felt.

You talk about how they were scared and worried. How they tossed and turned the night before court. How they gave you a big hug after they won.

But what about you?

How did you feel?

Did the case make you tear your hair out? Did the outcome make you smile ear to ear? Did you have tears in your eyes when the client said you saved his life?

Attorneys rarely talk about their feelings. In fact, it seems we usually go out of our way to hide them, perhaps thinking they make us look weak.

Not so.

When we share our feelings, it humanizes us and endears us to our readers and listeners, clients and colleagues. It shows that we care about what we do, and the people for whom we do it.

Have you ever had a client who made you so angry you wanted to throw their file at them? I remember one such client in particular who, in the middle of mediation, on a case that should have settled, changed her mind about what she’d previously told me she would accept.

Okay, that happens, But then, in front of the mediator, she blamed me for not getting her what she wanted, and told me I didn’t know how to do my job.

What? Where did this come from?

I suggested she find another attorney, she did, and life went on. But today, decades later, I still remember her name.

Something tells me you can relate.

Want more referrals? Here’s how to get them

Filed Under: Client relations, Writing

How to make marketing a habit

September 30, 2020 by David M. Ward

A lawyer wrote and said the things he’s learned from me “really work and I see results in a very short time.”

That’s good.

He mentioned his email newsletter and said, “unfortunately, it is not yet a habit.”

I told him to commit to writing once a week and put it on his calendar.

Simple. But does it solve his problem?

Note, he didn’t say he doesn’t have time or he’s not a good writer or he doesn’t know what to write about. Those are different problems, with different solutions.

As for habits, there are countless books, articles, videos, and courses that explain the psychology and present strategies and much of it is useful.

But no strategy works if you don’t use it.

And keep using it.

Which means making it a habit, which leads us back to where we started.

My advice?

You either want to write a weekly newsletter (or create any other habit) or you don’t.

If you don’t want to do it, you won’t do it. You’ll never start or you’ll start and stop. Or force yourself to do it, be miserable, and then stop.

If you want to do it, however, you’ll do it, and you won’t have to depend on strategies or tricks or willpower.

Much better, yes?

There are many strategies that can help you start, and starting is the most important part. I encourage you to do that. You might find you like it after all.

Try lots of things. And variations. If you don’t want to write a weekly newsletter, write one every other week. Or don’t write a newsletter the way others write newsletters, share your thoughts in a few paragraphs and call it a day.

Give things a reasonable tryout. If they don’t make the cut, bench them and try something else.

The good news is you only need one. You can build a massively successful practice with just one marketing strategy.

Don’t listen to all the goo-roos who say otherwise. Just listen to yourself.

How to build a successful email newsletter

Filed Under: Marketing legal services, Marketing Plan, Newsletters Tagged With: habits

You’re more interesting than Steve Jobs

September 29, 2020 by David M. Ward

I’ve written my share of articles and posts that mention something Steve Jobs said or did. At least one of those posts, around the time of his death, went viral.

I got a lot of traffic and feedback. So did others who wrote about him.

And that’s the problem.

When everyone writes about the same people, news stories, issues, or subjects, nobody stands out or is remembered.

People might remember the anecdote or quote from Jobs you shared, but unless you’re telling about a time you met him or did something you learned by reading about his life, they won’t remember YOU.

Traffic is nice. Feedback can be interesting or helpful. But the primary reason we write is to help people get to “know, like, and trust” us.

That’s why you must write about yourself.

Write about your practice, your life, how you work with your clients, interesting cases and what you did with them, the world the way you see it, things that make you angry.

Write about conversations you’ve had with the people you work with, your professional contacts, friends, family, experts, and vendors.

Write about what you do, what you think, and what you’re like. Because that’s what people are interested in and will remember.

Because that’s how you build a practice.

Don’t make everything all about you, of course. Just make sure you’re in the picture somewhere, sometimes as a protagonist, sometimes as a bit player, and sometimes as a passionate narrator, but your presence should be felt.

You don’t have to do this in everything your write. I didn’t do it in this article. But do it often enough so that, like the bar on Cheers, everyone knows your name.

How to write interesting emails that bring in clients

Filed Under: Writing Tagged With: stories

Your fees are too high

September 28, 2020 by David M. Ward

What do you say to a client or prospective client who says your fees are too high?

Do you negotiate? Offer to reduce your fees?

Yeah, don’t do that.

Do you tell them that’s what you charge and they can take it or leave it?

Don’t do that, either.

Instead, say something like, “When you say my fees are too high, what are you comparing this to?”

Let them tell you about other lawyers who charge less.

And then show them why you charge more because you are worth more–to them.

Show the client what they get with you they won’t get from other attorneys.

The best way to do that, of course, is to let your other clients do it for you. Show them your positive reviews and testimonials and share success stories about what you’ve done for other clients.

But maybe the client doesn’t have anyone they’re comparing you with, they think all lawyers fees are too high.

In that case, go over their current problem or situation and ask how much this is costing them now, in terms of time and money and mental anguish.

Let them see how they will be better off hiring you than continuing to live with their current situation.

Finally, if they can’t see things your way, say something like this:

“I don’t want to take your money if you don’t think this is going to work for you. I understand you want to solve this problem but I don’t want to work with you if you’re not committed to working with me to solve it”.

C’mon, you know you want to.

Referred clients make the best clients. Here’s how to get more

Filed Under: Attorneys fees, Closing the sale, Fees and Billing, Salesmanship, Uncategorized Tagged With: posture

Do you want to see something really scary?

September 25, 2020 by David M. Ward

Lawyers sell hope and opportunity. We sell money at a discount. We sell relief.

We tell stories to show prospective clients what it will be like when they hire us to help them.

But we also tell stories of what it will be like if they don’t.

Fear is an important tool in our toolbox and we use it to motivate people to act.

We describe the worst case scenario, enumerate the potential losses, and estimate the potential expense. We dramatize this in our web copy and consultations, and it works. People sign up because they’re afraid of what might happen if they don’t.

So, use fear. Scare your prospects into taking action. You’re doing them a favor, motivating them to do something they need.

But. . . don’t overdo it.

Because if you scare them too much or too often, many people shut down.

They stop listening. They stop reading your emails. They cancel appointments.

So, how much fear is enough but not too much?

Publicly, meaning on your website, newsletter, articles or presentations, offer lots of hope and a sprinkling of fear. Let them know about potential risks or problems, share a story or two of things that went wrong for people in their situation, but don’t go into a lot of detail–or do it too often.

You want them to take the next step, not keep looking for a lawyer who offers hope and opportunity.

Privately, in a consultation or on the phone, you can give them more than a sprinkling of fear. How much, you’ll have to decide in the moment.

How much is at stake? What’s their level of sophistication? How do they feel about their current situation?

Ask lots of open-ended questions and get them talking. They usually tell you everything you need to know to get them to take the next step.

How to get more people on your list to take the next step

Filed Under: Communication, Copywriting, Newsletters

I need to think about it. . .

September 24, 2020 by David M. Ward

Ever have a prospective client tell you they’re not ready to sign up, they need “to think about it”? How do you respond?

Do you say something like, “No problem. Let me know if you have any additional questions”?

There’s nothing wrong with that. It’s great posture. Don’t chase. Make them come to you.

But there’s something else you can do instead. You could find out what it is they want to think about and “handle” it.

The fact is, they’re not going to think about it. That’s just an excuse.

They need to talk to someone (and get their permission or buy-in), they don’t have the money (and may need to “find” it), they’re not convinced they need to hire an attorney (yet), or they’re not convinced they should hire YOU.

They came to you with a problem. There’s something stopping them from getting the help they need and probably want.

With a little probing, you may be able to find out what’s stopping them, address it, and get them to sign up.

Because if you let them walk, you have to assume they won’t be back.

They’ll talk themselves out of it, or get overruled. Or they’ll see a “better deal” offered by another attorney and grab it.

Take a minute to find out what they need to think about.

“Is it the fee?” Because that’s often it.

“Are you thinking you have more time?” Because they often tell themselves they do, hoping the problem will go away or they’ll find another solution.

“You told me you wanted/needed X; has that changed?” Remind them why they need your help.

But DON’T ask, “Do you need to clear this with your [spouse/boss/partner]?” because that’s something you should have clarified at the time they made the appointment. That other person should be seated next to them.

Your job is to help people. You can’t do that unless they sign up.

So, help them do that.

For lawyers: The Quantum Leap Marketing System

Filed Under: Marketing legal services, Salesmanship

Does your marketing plan need a tune-up?

September 23, 2020 by David M. Ward

Repeat clients and referrals are your most profitable clients. Your marketing plan should include strategies for:

Retention (keeping clients happy, getting more of them to stick with you, and what to do to get them back if they leave)
Repeat business (getting existing/former clients to hire you again and/or more often)
Up-selling (getting more clients to “buy” your bigger packages/services)
Cross-selling (getting clients and prospects to buy your other services (yours and your partner’s)
Referrals (getting more clients, prospects, and professional contacts to refer new clients, and getting them to do it more often)

This is where you should focus most of your time and resources.

To a lesser extent, your plan should also include strategies for getting more prospective clients into your pipeline:

Traffic (getting more people to visit your web site/blog)
Opt-ins (getting more visitors to sign up for your newsletter, etc.)
Leads (getting more prospects to call or write or fill out a form
Conversions (getting more prospects to take the next step, i.e., ask questions, make an appointment, sign up)
Other (e.g., strategies for getting positive reviews and testimonials)

There are lots of things you can do to get more clients and increase your income.

How many of these are in your marketing plan?

If you don’t have a marketing plan, start here

Filed Under: Marketing legal services, Marketing Plan

Gift cards for legal services

September 22, 2020 by David M. Ward

Your clients can buy them for friends and relatives. Employers can buy them for employees. Business owners can give them to customers and prospects. Charities can offer them as a prize in their next raffle.

I’m talking about gift cards for your services, in specific monetary denominations or that cover the entire fee for designated services.

Or. . . for free consultations.

“Happy Birthday, Sis–use this to get your will prepared, on me”.

“I heard you want to start a business. Here’s $2500 in legal services from our good friends at The Smart Law Firm”.

“That’s a good question; I know a great lawyer you should talk to. With this card, you can get a 30-minute free consultation.”

And so on.

You can give them away yourself, perhaps in a drawing for everyone who signs up for your next event, or to thank your loyal clients.

You can promote them on your website, in your newsletter, and on social. You get to talk about your services and reinforce the idea that people trust and value you so much they hire you to help others.

You can use pre-paid credit cards, or a simple letter of authorization, and have this done in time for the holidays.

More marketing strategies than you will ever need

Filed Under: Marketing legal services Tagged With: free consultations, gift cards

Tiny habits — for the win

September 21, 2020 by David M. Ward

I haven’t read BJ Fogg’s best selling book, Tiny Habits, but was intrigued by a quote from it:

“Celebrating a win–no matter how tiny–will quickly lead to more wins”.

Reading the sales page and some reviews told me the premise–that we can effect great change in our lives by making small changes to what we (repeatedly) do–our habits–and when we celebrate our “wins,” it leads to more of the same.

Ostensibly, that’s because it triggers the release of dopamine, causing us to crave more of the same.

We feel good so we repeat the behavior.

Which is, of course, what happens each time we check a task on our list as “done”.

What areas of your life would you like to improve? What are some tiny habits that will help you do that?

If you’re trying to improve your health, tiny habits might include drinking more water, walking 3 days a week, and eating smaller portions of food.

If you’re working on building your practice, your habits might be to write a blog post or newsletter article once a week, check in with 1 professional contact each week, and to smile more when you’re speaking to someone (on camera, etc.)

Okay. You’ve identified some habits you want to develop. How do you celebrate your wins?

A few ideas:

Chart them. Every time you do them successfully, note this on your calendar or in an app.
Congratulate yourself. Just say, “Well done” or “I did it again”.
Write about it in your journal.
Share your progress with your spouse or workout partner.

It might help to gamify it. “If I walk around the block 3 times per week for 90 days, I’ll treat myself to a new [toy of your choice].

What tiny habits do you want to develop? And how will you celebrate your wins?

Filed Under: Personal development, Productivity, success Tagged With: habits

Little and often

September 18, 2020 by David M. Ward

If you’re trying to tackle a big project and not making as much progress as you’d like, the reason may simply be that you’re trying to do too much too soon.

In his book, Do It Tomorrow, Mark Forster provides a series of fundamental productivity principles. Number three is “Little and Often,” his prescription for handling big projects or accomplishing big goals.

Forster says it’s easier to get things done if you do small parts frequently, instead of attempting to get it all done in a short period of time.

Little and often is how we learn to play a musical instrument or a new language, he points out. It’s how we develop any new skill or habit.

It works because it allows your brain to repeatedly return to and process the subject, assimilate new information and experiences and make new connections between them, providing us with new ideas and different ways to incorporate them.

I’m working on a book right now and while I have the time to power through it and get it done faster, I’m moving slowly, writing for an hour or two a day, and I know the end result will be better for it.

What are you working on right now that could benefit from “little and often”?

Filed Under: Productivity