Out of sight, out of luck

July 12, 2016 by
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One of the main reasons people who could refer you business don’t do so is that they “don’t think about it”. They’re busy and have other things on their mind. Unless they have a legal need, they don’t think about you or your services.

Out of sight, out of luck, me bucko.

You can change that, and get more repeat business and referrals, by doing the following:

1) Stay in touch with them

The easiest way to do that is via email. One of my subscribers, an associate in a firm that severely limits his ability to do any marketing, told me that he now emails his clients and prospects and referral sources every two weeks.

He writes about legal matters, and also about what he’s doing in his practice and, I suppose, in his personal life.

He’s staying “in their minds and their mailboxes” and getting repeat business and referrals, and lots of it.

He tells me, “It has worked like a charm. When you write email blasts “right where they live” you are reaching out to them, and many think it is personal. You establish your credibility. You establish a reputation.”

2) Talk about referrals

Another reason you don’t get as many referrals as you could is that you’re not talking about referrals. There are many ways to do that, but one of the simplest is something I suggested to the lawyer mentioned above: put a blurb at the bottom of your emails asking the recipient to forward it to their friends, colleagues, etc., who might like to receive his updates. Spell out what those people should do if they want to be added to the list.

People read your wisdom, tacitly endorsed by the friend or colleague who forwared it to them. They like what they see and want to see more. They ask to be added to your list. You stay in touch with them and they hire you and send you referrals.

Wash, rinse, repeat.

You can make this work better by using an autoresponder to manage everything and offering an incentive to join your list–a report, ebook, or a collection of some your best prior articles–but you don’t have to.

3) Make it easy to refer

Many clients and contacts come close to referring but don’t do it because they don’t know what to do. Do they tell the referral about you and give them your number? Do they send the referral some information about you, and if so, what should it be? Do they tell you about the referral? If they do that, what will you do?

Of course, when it comes to making it easy, “forward this email” is about as easy as it gets. Your contacts don’t have to refer people to you, they can refer them to your content and then your content refers you.

Get this if you want to learn how to get more referrals

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Filed Under: Email, Marketing legal services, Newsletters, Referrals

If IKEA managed your law firm

July 11, 2016 by
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Yesterday afternoon, my wife and I visited IKEA. Among other items, I bought a side chair for my home office. This morning, I opened the box and looked at the instructions for setting it up.

Note to self: never look at instructions before having coffee.

I’m sitting here now, coffee mug at hand, remembering the other IKEA furniture I’ve set up. As intimidating as some of the instructions have been, I never once failed to set up anything, and I’m not what anyone would call handy.

IKEA sells millions of items that need to be set up, to millions of people who aren’t handy, many of whom don’t speak English. Or Swedish. They do it by providing caveman-simple picture instructions that spell out everything. No words, just big, easy-to-understand drawings of all of the parts and what to do with them.

If you don’t understand something, they tell you to call to get help. Yep, they use pictures to explain that, too.

Now, do you think your clients would like this kind of help when they buy your services?

Yes they would. They would like to know exactly what you are doing with their case and exactly what they should do and not do. They don’t want to have to call you to explain everything, but they like knowing that if they wanted to, they could.

You need written, detailed, dead-simple instructions for every service you offer, and for every stage of those services. You can’t use pictures, and you probably need to translate everything into other languages, but this is definitely something that should be a hallmark of your practice.

Think about it. When you prep a client for a deposition, you talk to them and explain what’s going to happen and what they should and shouldn’t do. How much of what you tell them registers and is remembered?

You probably role-play with them. You may show them videos that demonstrate the process. That’s all good, but they should also have written, detailed instructions they can refer to, with plenty of if/then statements, explanations, and examples.

If an IKEA rep had EXPLAINED to me how to set up my new chair, even if he role-played with me, without written instructions in front of me, I’m not sure I could set the thing up. Even if I could, I know it would take longer, I would make mistakes, and the entire experience would be a stressful mess.

IKEA does a lot of things right but do you think one of the reasons people buy from them instead of other retailers is that they make things easy? If you make things easy for your clients, do you think some might choose you instead of other lawyers who don’t?

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Filed Under: Law office management

You don’t know what you don’t know

July 8, 2016 by
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New computer arrived and it’s faster than hell. I had no idea that apps and sites and pages could load that fast.

The hard drive is faster, the processor is faster, and it has twice the RAM. I’m sure being new also has something to do with it.

The last time I saw this happen was the last time I got a new computer. “So this is how the rest of the world lives,” I thought.

Anyway, this isn’t about why you should consider replacing your old equipment with something new. It’s about not knowing what you’re missing in your life until you actually experience it.

Like the first time you hire someone who is really good at their job. I once hired a temp who was so fast and competent I begged her to work for me full time. She didn’t, but she set the standard for everyone who followed.

Or the client who is scared to death to hire a lawyer and finds out you’re not scary and you can truly can help them and they are so relieved they want to cry.

We don’t know what we don’t know and the only way to find out is to try a lot of things.

When it comes to marketing and practice management, read everything you can get your hands on and try as many things as time permits. One idea, one technique, one tool, one contact, could change everything.

But you’ll never know unless you try.

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Filed Under: Law office management, Personal development, Technology

Do you have a back-up plan for your practice?

July 7, 2016 by
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My hard drive started making a noise so I ordered a new computer. I also ordered a new external hard drive for back- ups. And yes, I also back up to the cloud.

So I’m good. If disaster strikes, I’m ready.

Going through this process made me think about back-up plans for other areas of my life. I have multiple sources of income but I’m working on new ones. I don’t rely on one marketing method, so if something went awry, I could lean in on the others.

How about you? Do you have back-ups for your machines, your marketing, and your sources of income? Do you have extra food and water at home?

If something bad happens, will you be ready?

In the marketing department, most lawyers get most of their new clients through referrals. At least they should. And when you think about it, referrals have their own built-in back-up plan because referrals come from, or should come from, dozens of individuals–former clients, existing clients, professional referral sources, friends, and so on. If one decides they no longer like you, you still have others.

Referral sources die off, however, and need to be replaced. And you should never rely on referrals just happening, even if they presently do. You should work at making them happen, consistently and in ever-increasing numbers. There are ways to do this, as detailed in my several courses on referrals.

Okay, you’re with me. You regularly do things to stimulate referrals. You’re getting most of your new clients from referrals and that number is growing. Or at least you’re working in that direction.

Good. But what’s your back-up plan?

Yes, a back-up plan for your back-up plan. What else do you do to bring in business? What else will you start doing?

Suggestion? A content-rich website. Just make sure you back that up, too.

How to get more client referrals

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Filed Under: Law office management, Marketing legal services Tagged With:

It’s time for me to confess

July 6, 2016 by
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I have a confession to make. I don’t like marketing. Never have, never will.

That may sound crazy coming from me but it’s true. So if you don’t like marketing, that’s cool. We’re on the same page.

What I like is what marketing can do. The new business it brings. The lifestyle it affords.

I like knowing that because of marketing, I will never have sleepless nights worried about where my next client will come from, or if they will come at all.

And, compared to some of the other things I’ve had to do in my career, marketing really isn’t difficult. Or time-consuming. Or expensive.

At least it doesn’t have to be.

And hey, marketing lets you use the very skills that made a career in law attractive to you: writing, speaking, thinking, planning–using your brain instead of your brawn. And let’s not forget that marketing also allows you to help more people.

So hate on it, if you must, but find a way to do it. Because marketing is your friend. Even if you don’t like your friend and wish you never had to see her again.

Marketing is easier with this

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Filed Under: Marketing legal services

Is your online presence costing you business?

July 5, 2016 by
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Our washing machine is failing so we’ve been shopping for a replacement. My wife spent lots of time reading reviews before making her selection. Unfortunately, the one she wants is slightly too big for the space occupied by the current machine. There is a cabinet overhead and the lid of the new machine wouldn’t clear it.

We went to a store to see if there was anything we could do. We talked to a friendly sales person and asked about switching the positions of the washer and dryer, which would solve the problem (our dryer is front loading), and the sales person told us that they do this all the time.

Only they don’t.

According to another sales person at that store, due to legal concerns, their installers won’t move the dryer. We would have to buy a new dryer, which we don’t need. He also pointed out some other issues with respect to the position of the existing hookups.

Was the first sales person telling us what we wanted to hear? Was the second sales person being overly cautious?

We didn’t know so went to another store and asked the same questions.

That sales person told us there should be no problem switching the machines, but he would check with their installers and let us know.

His shirt indicated that he was the head of the department and we wondered why he didn’t already know the answer to this question. In addition, he made absolutely no eye contact with us while he said “no problem.” My wife and I walked away thinking we couldn’t trust him.

Now, do you think prospective clients go through a similar process when they are shopping for a lawyer?

Yes indeed. And if they don’t trust you, they won’t hire you.

If a lawyer doesn’t have a website, many clients will pass them over, even if the lawyer was referred by a friend. In addition, according to one study, 75% of consumers say that not having a professional email address (you@yourdomain.com) is an important trust factor.

I’ve mentioned this before. If you have a generic gmail or hotmail or aol email address, you’re probably losing business.

Prospective clients don’t hire lawyers they don’t trust and if you don’t want to lose business, you need to tick as many “trust” boxes as you can. Start with your online presence, which is what they see first. Your website doesn’t need to look snazzy, but it should look professional, be easy to navigate, and have lots of good content.

And when they come to see you, make sure you make eye contact and tell them the truth, not what you think they want to hear.

The 9 elements of an effective website

 

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Filed Under: Email, Online Marketing Tagged With:

What to do about freebie seekers

July 1, 2016 by
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We all get people asking us for free advice. It goes with the territory. But sometimes it gets to us, as a friend of mine expressed in a recent email:

“Hi David –

Do you get requests to provide free advice?

I’m feeling insulted by professionals – many of them strangers – expecting me to provide free advice.

I hear “I just want to ask a few questions” or “I don’t have money to pay you” and the like.

Am I putting the wrong vibe out there? Or, is it a universal problem?

What do you think?

Thanks for your input.”

I said, “So you’re asking me for free advice about what to do about people who ask for free advice?”

Okay, having a bit of fun, but isn’t that what she’s doing? Even if we are friends and even if she is only letting off steam and looking for me to tell her this is normal (which is it), her request makes plain how easy it is for people to ask for free advice.

That’s just the way it is.

I get these, too. Are we putting out the wrong vibe? I don’t know but I don’t worry about it.

In fact, it’s a good thing. It means that people feel comfortable reaching out to us. It means they value our advice, yes, even if they are unwilling or unable to pay for it.

So don’t let it get to you.

The question isn’t how many people don’t want to pay, it’s how many do. Are you making money? Are most of the people who contact you willing to hire you? When they do, are they willing to pay top dollar?

Focus on them and you will attract more of them.

And hey, just because someone emails you doesn’t mean you have to respond. Or explain why you charge for your services, or why you charge as much as you do.

If you do respond, point to the page on your website that explains your policies, enumerates the services you offer, and tells them what to do to hire you or take the next step.

Or ask them, as I often do, “Do you want to book a consultation?” I usually don’t hear from them again.

Be firm. But be nice. Because today’s freebie seeker might be tomorrow’s paying client.

And if you are inclined to respond substantively, as I am doing here, turn your response into a blog post or article, as I am doing here. Think of it as your compensation. Because you don’t work for free.

How to use your website to weed out freebie seekers

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Filed Under: Marketing legal services Tagged With:

Would you do me a favor?

June 30, 2016 by
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Your clients are willing to help you. They’re willing to send you referrals, provide positive reviews, promote your event, and tell others about your new article or blog post.

All you have to do is ask.

But you have to ask.

Yes, many clients (and prospects) will tell their friends and social media connections about your free report or email newsletter without being asked. But with a little prompting, many more will do it.

You can have your website and email do much of that for you. Put buttons on your site that make social sharing a one-click effort. On your “contact me” page or widget, add a check box that says, “I have a referral”. Add a call to action to your emails asking subscribers to forward the email or share your link.

When clients are in the office or on the phone, have your staff ask for their help. Have them remind clients that you “get most of your new clients from referrals” and then give the client “referral devices” that make it easy for them to send you business.

Of course you can ask, too.

When someone says something nice about you or your services, after you thank them, say, “Would you do me a favor?” Then ask them to email you their kind words [and then put them on your site] or go to a review site and post their feedback.

You can also ask, “Would you do me a favor?” when they don’t come forward with a compliment.

Give every client your business cards, reports, and referral devices and ask them to pass them out. Tell them about your upcoming webinar and ask them to invite their friends or business contacts. Ask them to add you or follow you on social media. Ask them to “tell your friends about us”.

Can it really be that simple? Why not? You’d do a favor for them, wouldn’t you?

When a client asks you to buy their daughter’s girl scout cookies, you do it. You do it because you want to help them, just like your clients want to help you. But you wouldn’t buy those cookies if you didn’t know about them, and you won’t know about them until the client asks you to buy a box.

Let me show you how to create the perfect referral device to give your clients and other lawyers

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Filed Under: Marketing legal services, Referrals

How to compete with bigger firms

June 29, 2016 by
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You’re a small firm or a solo, competing against bigger firms. They have more employees and bigger budgets. They have more buying power and can advertise for half of what you’ll pay. They have marketing committees and dedicated staff who do marketing-related activities all day long.

How do you compete against them?

You don’t. If you want to win, you have to choose the right battles.

If you have a small team, perhaps just you and an assistant, don’t target big clients who would never consider a small firm. Target smaller clients who not only would consider hiring a sole practitioner or small firm, they prefer it.

As a small firm, you are quicker and more agile. You don’t need committees to make decisions or change course. You make the call and do what needs to be done.

Unlike big firms, you don’t handle “everything”. You’re not adequate at many things, you specialize and are excellent at what you do.

You don’t have a huge staff or rent entire floors so your clients save money when they hire you.

You work closely with your clients and develop a personal relationship with them. When they need you, they can speak to you. You understand their business and industry. You know their staff. You are more than just their lawyer, you are a partner in their success.

Big firms have their strengths. Don’t compete with them. Don’t approach big companies and try to dazzle them with your successes. Even if they are impressed and love you they’re not going to hire you.

Create a profile of your ideal client and target only them. Tailor your marketing materials and your approach and show them that they are your ideal client and you are their ideal lawyer.

To create a profile of your ideal client, use this

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Filed Under: Marketing legal services Tagged With:

The hidden value of content marketing

June 28, 2016 by
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Education based marketing means providing prospective clients with information about their problems and the available solutions. As they contemplate the severity of the issues and the nuances of the solutions, they get closer to hiring a lawyer. Your content shows them that you understand their problem and have helped others to solve it, and you thus become the lawyer they are mostly likely to hire.

In other words, the quality (and quantity) of your information does much of the selling of your services for you.

So, plus one for content.

But in what form do you deliver that content?

William Glasser said that we learn. . .

10% of what we read,
20% of what we hear,
30% of what we see,
50% of what we see and hear,
70% of what we discuss,
80% of what we experience,
95% of what we teach others.

So you want to give prospective clients options to read, watch, and listen to your information. You also want to involve them with that information by engaging them in a conversation about it, through commenting on your posts and emailing and calling you to ask questions about how the information applies to their specific situation.

In a live presentation, you can engage the audience by soliciting feedback and asking people to talk about their experience with the subject. On your website, you can post surveys and other types of involvement mechanisms.

The more senses your prospects use, the more they learn; the more they learn, the more likely they are to see you, the teacher, as the best solution to their problem.

But there’s a hidden value to this process. As you create your content, you learn more about the subject and get better at teaching it.

You spend more time thinking about what you know and verifying what you think you know. You read what other teachers (lawyers) say about the subject and how they say it. You find more examples and stories to illustrate your points. And as you write and re-write your information, and practice your delivery, you become a better teacher and thus better at attracting clients.

If you want to get better at content marketing, use this

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Filed Under: Marketing legal services Tagged With: ,
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