The Attorney Marketing Center--Earn More. Work Less

Suck it up, buttercup

November 16, 2017 by David M. Ward

My wife needs a new chair for her office. Last night, we stopped at our local Staples, which is having a sale on office chairs, and she found one she liked. I had a $30 coupon in my pocket which was for phone and online orders. The plan was to find a chair she wanted, go home, and order it.

Eduardo came over and asked if he could help. I asked him if I could use my coupon if the chair we wanted was already on sale. He said he wasn’t sure but would go ask his manager.

He came back with good news. Not only could we use the coupon, we could buy the chair in the store and take it home with us. His manager would override the “online” code and make it happen.

Nice.

Eduardo rang us up. He called his manager over to handle the override. The manager came, clicked some buttons, and the deal was done.

On our way home, my wife and I compared notes about the manager’s attitude. Whereas Eduardo was friendly and helpful, the manager was a walking corpse.

He didn’t say anything–no “have a nice evening,” “enjoy your new chair,” or “thank you for shopping at Staples.” No smile, no eye contact. Nothing. He clicked some keys, threw the used coupon in the trash, and turned to walk back to wherever managers hide out.

As he walked away, I said, “Thank you for your help”. He half-turned back to me, mumbled something, and continued his retreat.

So, what’s the problem? The problem is, he didn’t do his job. If I was his district manager, I would have fired him on the spot.

His job isn’t just to approve coupons. His job is to foster a pleasant customer experience. Make customers feel welcome, appreciated, and glad we chose to spend our dollars with them instead of anywhere else.

It’s the most important part of his job and he didn’t do it.

Maybe he was ill. Maybe his wife just left him. Maybe he hates his job and his life.

So what? When you show up to work, you leave your problems in your car and do your job.

You do your job even if you don’t feel like it. If you have serious issues, stay home. Take a few days off. Do what you have to do, but don’t bring your problems to work.

Nobody cares about your problems. Everyone has problems of their own. Suck it up and do your job. If you can’t do that, go work somewhere else.

As employers, we know that everyone can have a bad day. Hell, we have them ourselves. But nobody should be allowed to let their problems get in the way of our job.

How to use your website to make your phone ring

Filed Under: Client relations, Law office management

Here’s a year-end marketing project for you

November 15, 2017 by David M. Ward

Now is a good time to update (or start) your new client welcome kit.

A welcome letter is not enough. You should overnight new clients a comprehensive package of information, instructions, and other materials that not only make the client feel welcome but equip him to help you do your job.

Your kit should answer the new client’s questions about their case and about working with you. This will reduce anxiety, misunderstandings and calls to your office.

The kit will alsoÂ help you cross-sell your other services, help you build your list, and stimulate more referrals.

What goes the kit? Information.

what happens next, and what happens after that
instructions — what to do, what to NOT do
office hours, appointments, parking, how to contact you and your staff, payment options, what to do in an emergency,
answers to FAQs and answers to questions clients often don’t ask but should
information about the law and procedure relative to their case or matter
how to navigate your website
your social media channels and a request to Like and Share your content
where to send feedback, reviews, and suggestions
what to say and do to make referrals
a list of your other services and practice areas
your bio, and information about your staff
social proof about you and your firm–reviews, testimonials, endorsements, success stories/case histories–to minimize “buyer’s remorse” and provide”talking points” the client can share with partners, superiors, etc.)

And so on.

Your kit should also include a supply of your business cards, copies of reports or books you have penned, brochures, and various “referral devices” they are encouraged to share with friends and contacts.

Include more than you think is necessary. People tend to associate “bulk” with value, so load ’em up. It’s not important that they read everything, it’s important that they see that you are accomplished, organized, professional, and prepared to help them.

You can (and should) selectively share some of the contents of your kit again at a later time, especially when it has been updated. This gives you another excuse to contact them, and another way to remind them that you can help them and the people they know.

You can also use much of this information in your kit for prospective clients. But we’ll save that for early next year.

“Referral devices” bring you more referrals. Here’s how to create them

Looking for a Christmas gift for your clients?

November 14, 2017 by David M. Ward

What do you get the client who has everything? A book, that’s what you get.

Books make a great gift for anyone on your list because they provide value beyond their modest cost.

If you know a client or contact’s reading preferences, you can choose something special for them. Otherwise, choose a non-fiction business, financial, productivity, or self-help book that is likely to appeal across the board. Or one book for business clients and professional contacts, another for consumers.

The best choice is a book you’ve read and recommend. Perhaps something you found useful in your practice. You can add your comments or “review” to a card that accompanies it or post the review on your website and give clients the link.

You don’t have to give books to everyone on your list. Some clients might get a card. Some might get a $25 book, while others get something priced under $10.

You can have Amazon do the fulfillment for you. Or you can buy in bulk, save a few bucks, and mail the books yourself with a hand-written note.

If your clients don’t read, or they’ve already read the book you buy for them, they can give it to someone else. They’ll appreciate the fact that you thought of them and sent them something you like and recommend, rather than just a card.

Any attorneys on your list? I’ve got some books and courses available that make great gifts. Especially when you personally recommend them.

Books and courses for attorneys

Filed Under: Client relations Tagged With: christmas gifts, gifts

Use the familiar to build likeability and trust

November 13, 2017 by David M. Ward

In the first season of the original Star Trek, in an episode entitled The Corbormite Maneuver, the Enterprise crew encounters an alien ship that threatens to destroy them. The pilot of the ship is a bellicose, scary-looking creature who warns the Enterprise of their impending doom.

We later learn that the scary creature displayed on the Enterprise’s view screen is actually a manikin with a synthesized voice. The real pilot is a small childlike alien, played by a young Clint Howard, who maintains the ruse as a way to protect himself.

We like the story because the good guys survive the danger with a ruse of their own. Captain Kirk tells the alien that if he destroys the Enterprise, his own ship would be destroyed, due to the presence of Carbomite within the ship’s hull. There is no such thing but it allows the Captain to buy some time to confront the alien and defuse the threat.

We also look the story because it seems familiar.

Indeed, the same theme was used in The Wizard of Oz, some thirty years earlier. The Wizard is portrayed as powerful and threatening, until we see the man behind the curtain and realize that The WizardÂ is actually a gentle white-haired old man.

Familiar themes help moviegoers become more engaged in a story. They are also used in marketing to educate prospects and generate trust.

When a prospective client or referral source sees that they have something in common with you, they are more apt to like and trust you. Your mutual interest also serves as a natural icebreaker.

If you have a small R2-D2 on your desk, for example, prospective clients will see that you are a Star Wars fan. Even if they are not, they might be less intimidated by you, relax, and open up.

Movies and popular culture are just one way to use familiar themes, but it is a good one because they are so well known and because they invoke the emotions of people who remember them. If you are an estate planning attorney, writing about what to do when a loved one has a terminal illness, for example, you could do worse than referencing the 1970’s book and film, “Love Story”.

In your marketing, presentations, and conversations, look for ways to connect with people by using familiar themes, examples, and stories. They can help you show people what you offer and build trust in your ability to deliver.

More ways to build likability and trust

Filed Under: Marketing legal services, Networking Tagged With: trust

3 ways to get better at finishing what you start

November 10, 2017 by David M. Ward

Success isn’t measured by what you start but by what you finish. Here are 3 things that have helped me to get better at finishing things:

1) Choose tasks and projects you know you can finish

Whenever possible, choose tasks you’ve done before or that you know you have the talent, time, and resources to complete. Delegate everything else, unless it’s something you want to learn how to do.

2) Break up big projects and tasks into smaller parts

Preparing for trial is a big project. Break it up into smaller parts: make a list of evidence, compile research, and make a list of parties or witnesses to interview.

Too big? Break up each part into even smaller parts, things you can do in a few minutes, an hour, or today. Finish a chapter, not the book. Finish a page, not the chapter.

The smaller the parts, the more parts you’ll finish. Each time you finish something, you’ll feel good and want to repeat that feeling by doing more.

3) Do one thing at a time until you finish it

Single-task. Focus. Get rid of distractions and interruptions and keep at it until the task is done or you have taken it as far as you can reasonably go.

One more thing. As you finish a project or a part thereof, reward yourself. Get another cup of coffee, watch a video, read a chapter in a novel, or take the afternoon off. It doesn’t have to be much, just something that you can look forward to, enjoy, and feel good about getting things done.

Get organized and get things done with Evernote

Filed Under: Productivity

You only need one

November 9, 2017 by David M. Ward

Let’s say you want to get more referrals from other professionals. Where do you start?

You start by finding one professional who can and will send you business. If you already have one, you start by finding one new one.

Because one is all you need to start.

You only need one because, in the course of finding them, you will acquire the knowledge and skills you need to find more.

You’ll learn where to find them, how to approach them, and how to help them get what they want. You’ll learn how to help them even if you don’t have referrals for them. You’ll learn how to build a relationship, nurture it, and help it to grow.

You’ll go through a lot of candidates to find that one. Many will disappoint you. Some will lie and stab you in the back. But eventually, you’ll find one who is the real deal and soon, that one will turn into two.

You’ll get better at finding good referral sources and developing relationships. And soon, you’ll have a few.

And a few is all you need to build a big practice.

A few good professional referral sources can introduce you to powerful people in your niche or community. Those people will trust you because they trust the person who introduced you. They will open doors for you, introduce you to their colleagues and friends, and eventually, important people will know your name.

Your marketing will be easier. You’ll get bigger results. Better clients. And even more referral sources.

You don’t need to figure out how to build an army, just figure out how to get one recruit. Once you do, the next step will reveal itself to you.

But it all starts with one.

Here’s how you find new professional referral sources

Filed Under: Marketing legal services, Referral sources

A confused mind says no

November 7, 2017 by David M. Ward

Most lawyers give prospective clients two choices: hire me or don’t. There are no other options. Too often, the prospect chooses to go elsewhere, wait, or do nothing.

If you want to increase your intake of new clients and maximize your revenue, give people more options to work with you or move your relationship forward.

Here are a few examples:

Service A or Service B
Service A and Service B (at a small discount, with extra free services or other benefits)
Package A or Package B (with different services, features, benefits and price points)
Hire me or schedule a free consultation
Schedule a free consultation or call me with questions
Hire me today or download/review this (web pages, articles, your report, your planning guide, etc.)
Attend my free webinar/seminar this week or next month
Hire me or follow me (and watch my videos or read my posts)
Hire me today or sign up for my newsletter so I can send you valuable information

Give folks more options and you’ll increase the chances that they will choose something that’s good for you.

On the other hand, don’t make the mistake of giving people too many options. If you do that, you run the risk that the prospect won’t be able to choose and will wander (or run) away. It’s called “decision fatigue” and it’s a well-documented phenomenon.

In one study, researchers at Columbia University posed as employees at a grocery store and offered passerby samples of jams. When the researchers used six varities, 30% who tried a sample purchased a jar. When researchers offered 24 varieties, however, only 3% bought something.

Of course, hiring a lawyer is a far more complex, expensive, and intimidating transaction than buying jelly. The risks of overwhelming prospects is much greater.

Offer a few options, not dozens. But give them more options besides “hire me or don’t”.

More

Filed Under: Closing the sale, Law office management, Marketing legal services

Antici. . . pation

November 6, 2017 by David M. Ward

I’m excited! I just got a text telling me the storage rack I ordered Saturday night will be delivered today before 8 pm. But I know better. I’ve been tracking the package and know it’s at our local post office right now so I’m pretty sure it will get here this afternoon.

Don’t laugh. My wife does most of the shopping around here so when I get a chance to buy something for my office, I get excited. Even if it’s just a rack to hold some stuff. (You should see me when I’m waiting for a new laptop to be delivered.)

Anyway, I do have a point. The point is that we all need to be aware of how our clients feel when working with us, or more accurately, how they want to feel. We need to know this so we can we can help them get a taste of those feelings before they hire us.

If you handle adoptions, you know your clients get excited when they hear good news from you. They wait by the phone, anticipating your call. In your conversations with prospective clients, in your articles and blog posts, in your marketing documents, you’ll want to talk about what that’s like and share how you feel being able to help people experience one of the happiest days of their lives.

If you handle criminal defense, you know the sense of relief your clients experience when you’re able to tell them that some or all of the counts against them have been dismissed. On your website, blog, videos, or podcast, you’ll want to describe the relief your clients feel when you’re able to deliver that kind of news.

If you handle business transactions or estate planning, you know that your clients enjoy peace of mind and a sense of pride about getting their paperwork done and their business or loved ones protected. That should be the central theme in your marketing.

Give some thought to what your clients want to feel as a result of hiring you. It’s never about the paperwork, the settlement, or the outcome, ultimately, it’s about how they want to feel.

Figure out what those feelings are. Then, do what you have to do to make sure they experience them.

Happy clients are referring clients. Here’s how to make it so

Filed Under: Client relations, Communication, Copywriting

Taking inventory

November 3, 2017 by David M. Ward

The carpets are dry and weâ€™re almost done putting the house back together, all except my office.

Iâ€™m sitting there now, looking at the furniture thatâ€™s in the room but not yet back in place. Iâ€™m thinking about where I want to put things, to see if I can improve my workflow and reduce clutter and visual distractions.

Of special note are the cords that power my computers and other devices. Iâ€™ve got to clean out that nest of snakes.

Iâ€™m also keen on seeing if I can remove an item or two. I have a nearly empty 4-drawer filing cabinet that should go. I donâ€™t need it. Iâ€™ve got enough room in the closet for the few remaining paper files Iâ€™ve hung onto.

My cat just walked in, to see whatâ€™s going on. I asked if he had any ideas. He did, actually. He suggested I convert my office to a playroom for him. I told him I would consider it. You have to be civil to your co-workers.

Anyway, I may wind up putting everything back the way it was (but tidy up the cords). If I do, thatâ€™s okay, too. I looked at things from a different perspective and saw things I couldnâ€™t see before. The late Wayne Dyer said, â€œWhen you change the way you look at things, the things you look at change.â€

Itâ€™s important to step back and look at things from a different perspective every once in a while, and not just the furniture. We should periodically examine our client mix, to see who we might want to replace. We should do the same thing with our lists of tasks and projects.

I just got a new phone and had fun deciding which apps to re-install and which ones to let go of. Thereâ€™s something appealing about a clean slate. If you agree, how about coming over this weekend and helping me clean out the garage?

Filed Under: Law office management Tagged With: eliminating clutter