How do you compete with this?

February 8, 2019 by
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Comes this question: What do you do when a prospective client  (who found you through the Internet) tells you they probably won’t hire you because they’ve had free consultations with several of your competitors, suggesting that one of them will get the nod?

If most of your competition offers free consultations, and you don’t, should you change course to stay competitive?

Maybe. 

If you get (or want to get) most of your clients via an Internet search, where prospective clients are given to shopping and comparing fees, you probably need to offer free consultations just to stay in the running. 

On the other hand, if you get (or want to get) most of your clients through referrals, and prospects talk to you because they trust the client or professional who referred them and/or they don’t want to bother shopping around, then maybe not. 

But there is one more option.  

If you do something or offer something most other lawyers don’t do, and you can “sell” that difference to prospective clients, you may not have to make any compromises. 

Do you specialize in a particular area of the law that most lawyers don’t handle, or focus on representing a certain type of client? 

Do you have a better track record you can quantify and point to?  

Do you offer benefits that no one else offers (or no one else promotes?) 

Failing these, if you what you offer is pretty much what everyone else offers, there’s only one other way to beat them–with better marketing. 

You need a stronger on-boarding process, better marketing documents, better follow-up, and better salesmanship. 

When someone takes a look at you, you need to do a better job of selling them on hiring you. 

Start by answering this question: “Why should anyone hire you instead of any other attorney in your field and market?”

If you have a good answer to that question, you’ll know what to do. If you can’t, you’ll know you have some work to do.

Check out my free referral course 

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Filed Under: Marketing legal services Tagged With: ,

I might not be the right lawyer for you

February 7, 2019 by
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Scrivener is my favorite writing app for long documents. I use it on two Windows machines and my iPhone. 

But Scrivener has a flaw.

Because of the way the software is built, you can’t use iCloud to sync between devices, you have to use Dropbox. 

(Funny, I use another writing app that doesn’t play well with Dropbox; I have to use iCloud to sync.)

Anyway, on the App store, Scrivener generally gets great reviews, but there is a chorus of complaints from customers who want to sync via iCloud and are PO’d that they cannot. So they give Scrivener one- or two-star reviews and call it a day.

The sales page says that syncing “requires a Dropbox account (not compatible with iCloud” but it’s a footnote and, apparently, a lot of folks miss it. 

If I was in charge, I would put the “no iCloud”disclaimer up front and center.

I would explain the technical reason why you can’t use iCloud and talk about why had to do it this way so that customers could get certain unique features that are key to Scrivener’s greatness. 

This will cut down on bad reviews but it should also lead to more sales to customers who are intrigued enough by the unique features of the app that they’re willing to switch to Dropbox to get them. 

In sales, this is known as “admitting your flaws”. It’s designed to reduce objections, buyer’s remorse, and bad reviews. Telling customers the flaws of your product or service before they discover them on their own builds trust and allows you to turn a weakness into a strength.

It works the same whether you’re selling software, houses, or legal services. 

I heard from an immigration attorney recently who isn’t an “accredited specialist” in his country because he doesn’t do the type of work that the accreditation accredits. He wanted to know how he should handle this on his website and other marketing. 

He should be upfront about it.

Admit his “flaw”. Explain that he specializes in a different area of immigration law and that accreditation isn’t required to practice in this area. 

He should do this because some prospective clients are no doubt wondering why he isn’t accredited, as they see other lawyers are. 

Give them a good explanation and most of them will not only be satisfied, they’ll see that you specialize in precisely the services they need (instead of everything) and thus see you as the better choice. 

He added, “It’s interesting because just yesterday I was reading the website of a competitor who is an accredited specialist and I was more drawn to his personal story about why he does migration than his credentials. If I was a potential client of his that’s what would get me.”

Me too. 

What to put on your website

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Filed Under: Closing the sale, Copywriting, Salesmanship

This is so ridiculous I had to read it twice

February 6, 2019 by
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I read a lot of articles and posts about a lot of different subjects. Some provide information I can use in my business or personal life, some are inspiring, some are just plain fun.

ome articles make me check the calendar to make sure it’s not April 1st.

Behold:

“Minimize Worry by Scheduling It Into Your Day,” summarizes an article in Psychology Today promoting the idea of scheduling 30 minutes a day on your calendar to do your worrying.

What the hell?

“Instead of letting worry distract you from your life, set aside a special time for it,” the psychologist said. “Studies have shown that scheduling worry into your day decreases anxiety over time.”

Mind you, this isn’t for people with clinical depression or an anxiety disorder. It’s for the rest of us, people with work to do, responsibilities, problems, and all the other things that are a normal part of life.

We’re supposed to validate our worries and schedule time to indulge them?

Okay, I know I don’t have a psychology degree but may I suggest another idea? Instead of scheduling time for worrying, how about scheduling time to do something about the things that worry you?

If you’ve got money problems, for example, set aside 30 minutes a day to work on ways to increase your income or reduce your expenses.

Isn’t that simpler and more logical? Isn’t that what a grownup would do?

No safe spaces, thumb sucking, jammies, or stuffed animals required.

Maybe I’m wrong. It wouldn’t be the first time. But you know what? I’m not going to worry about it.

Marketing is easier when you know The Formula

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Filed Under: Personal development

A message for sole practitioners, introverts, and misanthropes

February 5, 2019 by
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Contrary to popular belief, I’m not a hermit. I like being around people. But like most introverts, I can only handle so much of that before I get antsy or fatigued or ready to scream.

I can speak on a stage in front of thousands. But for personal communication, I prefer one-on-one or small groups.

Also, I usually prefer to work alone.

Not always, not for everything, but given most of the projects I am involved with, my preferred way of working is to do most of it myself.

No committees, no groups, no partners, no second opinions, just me and my lonesome. At least until I’ve taken it as far as I can, or as far as I need to, and it’s ready to hand off to someone else.

Does this resonate with you? If so, you might be a kindred spirit. I’d give you a hug to welcome you to the club but I’d rather just send you an email.

Anyway, the point isn’t that introverts or extroverts are better or more successful. Based on what I’ve seen, it’s a tie. We are equally successful, but for different reasons.

The point is that no matter which way you swing, as an employer or partner or member of a board, it’s important to understand how others prefer to work so that we can give them what they need to do their best.

If you’re an extrovert, understand that if we don’t want to meet with you or work directly with you, it’s nothing personal. We’ll get back to you when we’ve done our thing.

If you’re an introvert, understand that while we do well working alone, there are times when involving others lets us do even better.

As the well-known African proverb says, “If you want to go fast, go alone. If you want to go far, go with others.”

Does your website need a refresh? This will help

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Filed Under: Communication, Personal development Tagged With:

Apple doesn’t do this, should you?

February 4, 2019 by
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You probably recall Apple’s “I’m a Mac, I’m a PC” ads a few years back featuring a nerd (PC) and a cool guy (Mac) telling us why their platform is superior. 

Apple captured a lot of market share with this campaign, so why don’t they do anything like it today? 

A video, “Why Apple doesn’t talk about competitors” explains why Apple no longer talks about why they are better than the competition. They don’t even acknowledge the existence of competition. 

Ads for Apple’s flagship iPhone don’t compare the iPhone to Android phones, for example, because on specs and price, Android usually comes out better. So Apple positions itself as “number one,” talks about their “magical” products, and markets to their loyal fan base.

Apple’s ads simply compare this year’s model with last year’s model. The new model is faster or has a better camera than the previous generation. 

“They don’t want you to think, ‘Which phone should I buy?'” the video explains, “they want you to think, ‘Which iPhone should I buy?”

Okay, what can we learn from this? 

Should you compare your legal services with those offered by other lawyers? Should you compete on specs?

If you are the big dog in your niche, like Apple, no. What’s to be gained by a feature-by-feature comparison? All you will do is force your smaller competition to point out where they are superior.

If you aren’t the big dog, you have to do what Android does: demonstrate why you offer a better product. You need to give clients reasons to choose you instead of the competition.

How are you better? Faster? Different? 

But you’re not selling a product like a computer or a phone that can be taken apart, examined and benchmarked. So, if you’re not “the best,” don’t fret.

Most people won’t hire you based on how you spec out. Most people will hire you because they know, like, and trust you (or someone who referred them to you). 

And they don’t care whether you use a Mac or a PC.

How to get your clients to send you more referrals

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Filed Under: Marketing legal services Tagged With: ,

When your goals are bigger than your gonads

February 1, 2019 by
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If you ever feel down about how little you’ve accomplished this week/this year/this lifetime, you’re not alone. We all feel that way from time to time. 

We set goals that are beyond our current capabilities. We take on too many projects at the same time. Or we let our fears get the better of us and stop us in our tracks.

Hey, we have big appetites. Big plans. And that’s good. So what if we don’t hit all our targets? We tried. We didn’t wimp out and settle for what’s easy, we took a shot at something great. 

So don’t beat yourself up for what you haven’t done. Even if you didn’t come close to hitting your goal, the odds are you’ve done a lot more than you realize. 

Look at your calendar for the last six months. Look at all the tasks you’ve crossed off your to-do list. Think about all of your works-in-progress (cases, client work product, projects, etc.) and reflect on the progress you’ve made. 

Celebrate what you’ve done and how far you’ve come. 

Really. You need to celebrate your awesomeness. 

Take a selfie and show the world your best stink-eye. Take a day off the diet and get you some Rum Raisin. Sing along with some stadium rock and wave your foam finger. 

Because you ARE a champion. A bad-ass, foam finger waving, Superbowl-quality champion.

Just make sure your windows are closed and the shades are drawn. Your neighbors are worried enough about you. 

If you’re not into football, here’s something else to watch

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Filed Under: success

No, the damn thing didn’t get up and walk out the door

January 31, 2019 by
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My wife and I can’t find “the clicker”–the remote control for our TV. We’ve looked everywhere–in the couch cushions, under chairs, in other rooms, but no luck. 

Usually when we lose something–sunglasses, keys, our sanity–we retrace our steps, look again, and eventually find the thing. Usually, right under our nose.

But not this time. This time, we’re convinced the clicker got up and walked out the front door. 

Okay, we know it probably got thrown out somehow and when we get tired of getting up every time we want to change something, we’ll buy a replacement. Until then, the struggle is real. 

The other day I heard from an attorney who is having trouble finding something. She’s looking for attorneys in another jurisdiction to whom she can refer some clients. “It is not hard to find someone who talks a great game,” she said. “But when it comes to actually getting things done, it’s been almost always rather lacking.”

The answer is probably right under her nose. 

One of the best ways to find attorneys to whom you can refer your clients is also one of the best ways to vet them. Talk to attorneys you know. 

Ask them who they would hire? Ask them who they recommend?

When you hear the same names being mentioned by two or three attorneys you know and trust, you’ve probably found someone you can trust. 

If the attorneys you know don’t have any names for you, ask them who they know who might know some good attorneys and talk to those folks. 

The same is true when you’re looking for any professional or business. Ask people you know and trust for referrals to people they know and trust. 

Now if I can just get the couch to tell me where the clicker went. 

Go here for more ways to find referral sources

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Filed Under: Referral sources

How to stop being a perfectionist

January 30, 2019 by
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Are you a perfectionist? Sometimes? About some things?

Yeah, me too. 

Trouble is, our perfectionism causes us to spend more time on a single task than necessary, to the detriment of our other responsibilities. We get fewer things done and are often miserable as we struggle to do them. 

Perfectionism is a bad habit. Fortunately, habits can be changed. Or rather, replaced with a better habit. 

When I’m involved in a big project like creating a major presentation or writing a book, the weight of the task and my innate tendency towards perfectionism often lead me to procrastinate.  

No bueno. 

When I find that happening, I repeat a mantra. “Progress, not perfection,” I say to myself. It reminds me to keep moving forward and gives me permission to create a terrible first draft, because I know I can fix it later.

Another thing I might do is schedule a deadline. “No matter what, I’m going to finish the research for this thing this weekend.”

It helps when I share that deadline with someone who can hold me accountable. 

Finally, when I find myself pushing to improve something that’s already good, perhaps editing a draft for the 27th time, I remind myself that I’m not getting any younger and I have all these other things I want to accomplish. 

Does it work? Sometimes. But sometimes is better than never.

Anyway, I don’t think any of us can ever stop being a perfectionist. All we can do is get used to the idea that done is always better than perfect.

How about you? What do you do to combat perfectionism or procrastination?

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Filed Under: Personal development, Productivity Tagged With: ,

Who are you and why should I hire you?

January 29, 2019 by
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In any competitive market, your number one challenge is to stand out from your competition. After all, you have to get noticed before you can get hired. 

One of the best ways to stand out is to show the market that you are better at what you do than other lawyers in your market. If you can do that, you should. 

But proving you’re better isn’t easy.  

The alternative? Show them you are different. 

Let’s say you handle personal injury cases. Thousands of other attorneys offer the same services. What could you do to stand out?

You might create a blog that’s targeted to a specific type of client–industry, type of business or work, ethnicity, religion, or outside interest (e.g., classic car enthusiasts).

You might create videos of you sitting in front of the camera answering FAQs from prospective clients or telling war stories about some of your interesting cases.  

You might write a book about what to do when you are injured in an accident. 

You don’t have to do anything huge. Just different. Something other attorneys don’t do. Something prospective clients and referral sources will notice and remember. 

When they say, “Oh yeah, you’re the attorney who does those videos,” or “You’re the attorney who wrote that book,” you know you’re doing it right. 

In a competitive market, different is often better than better. It’s certainly a lot easier.  

How to stand out in a competitive market

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Filed Under: Marketing legal services

How I prioritize my day

January 28, 2019 by
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In the past, before I knew any better, I allowed my client work to dictate my schedule. Unless I had a court appearance, an appointment or a hearing to prepare for, my day consisted of starting at the top of the stack of files on my desk and trying to get through as much of it as possible before it was time to go home. 

As my secretary took calls and did the work I had assigned her, she would replenish the stack of files. When the phone rang, when the mail or a delivery arrived, that work got added to the mix.

I got a lot done but every day was chaotic and stressful and every day I went home exhausted. My big projects, therefore,  usually resided on the back burner.   

Today, I prioritize work differently. I do my best to follow two simple rules.

1. Instead of trying to get everything done, I focus on getting the most important thing(s) done;

2. I try to do the most important thing(s) first. 

The most important things are tasks and projects that provide me with the most value. In productivity parlance, they are my “big rocks” and big rocks go in first. (If you’re unfamiliar with the concept, watch this video.)

If I was still practicing, my big rocks would include things that provide my clients with the most value because that usually provides me with the most value.

I don’t always start with the most important work. Urgent matters crop up. Sometimes, I haven’t allowed enough time to finish something that’s due and I have to fit that in. And sometimes, I like to take care of a bunch of small things first, to get them out of the way and free up more time to work on a big project. 

But generally speaking, I prioritize my day by focusing on quality, not quantity. 

If want to do this, start by figuring out what quality means to you, not just at work but in other aspects of your life. If time with your family is important to you, for example, add this “big rock” to your schedule before you schedule anything else.

Because big rocks go in first.

Have you seen my referral marketing course?

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Filed Under: Goal Setting, Productivity Tagged With: ,
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