The Attorney Marketing Center--Earn More. Work Less

Cleaning up your notes

December 28, 2023 by David M. Ward

Just when you think you’re done for the year and can take it easy for the next few days, I’m giving you another project to consider—to organize or re-organize your notes and notebooks.

That means deleting notes and notebooks you no longer need (or moving them to an archive), moving out-of-place notes to folders for appropriate projects or areas of focus, consolidating tags, and otherwise making your notes easier to find and use.

One thing I’ve done with my setup is adding a “Dashboard” folder at the top level. I use the PARA method (Projects, Areas, Resources, Archives) and my dashboard folder, which I’ve named “Home,” sits at the top.

My “Home” stack currently contains the following sub-folders:

INBOX. I used to keep this “top level” but moved it into Home because I think it looks better. I don’t want to see these notes until I’m ready to process them.
QUICK REFERENCE. For notes such as shopping lists, checklists, contact info for key people, and a list of vitamins I use when I refill the container on Sunday.
TODO. Tasks I need to take action on but haven’t yet added to my task management app, or notes relating to tasks I have added to my task app and need to reference.
READ NEXT. I use a “read later” app but also use this folder for articles I want to read soon.
READ/WATCH. Articles, etc., I plan to add to their respective Projects or Areas, or to the READ NEXT folder when that is empty.
WIP. Notes, ideas, links, and other resources pertaining to projects I’m currently working on. I’ve decided to delete this folder, however, and move the notes in it to their appropriate Project folders. No need for both.
JOURNAL A place to record thoughts, ideas, plans, quotes, etc. I don’t use this regularly, however, and may move these notes to their appropriate Area folders.

Other than the contents of the Quick Access sub-folder, everything in the Home folder is temporary. For now, anyway. I tend to move things around quite a bit.

I’m planning to add a sub-folder to my Home folder for Indies or MOC (Maps of Content) with internal inks to notes relating to key areas of interest.

If you use a notes app that doesn’t have folders or notebooks, or doesn’t allow you to use nested folders or notebooks (or enough levels) but uses tags and nested tags, e.g., Bear, you can effectively accomplish the same structure I use.

Do you use a dashboard note or folder? What do you keep in it?

Filed Under: Productivity

Plan 9 From Mars

December 27, 2023 by David M. Ward

For some reason, when I thought about the idea of planning (for next year), I thought of the title of what many consider the worst science fiction movie of all time.

I only watched a few minutes, many years ago, but I think it was about Martians invading Earth.

I’m pretty sure their plan failed, but I commend those Martians for thinking big, which is the point I want to make today.

If you’re going to plan (something), for next year, or any year, make it big.

Don’t spend a lot of time planning how to redecorate your office when you can plan a new marketing strategy that might allow you to buy a new office building. Or three.

Big plans force us to be creative and do things we’ve never done before. They force us to focus.

Even if your big plans don’t materialize, thinking big helps you sort out what’s important and make that your priority, instead of getting bogged down with a multitude of small ideas which, even if successful, won’t amount to a hill of beans (I’ve got movies on the brain).

Big plans give you a chance to win big.

The Pareto Principle says 80% of our results come from 20% of our efforts (plans, ideas, activities, projects…). Figure out a handful of big ideas that can deliver big results, and then narrow down your list to just one or two.

One or two big ideas that could transform your business or life.

In the book, The One Thing, author Gary Keller puts it this way:

“What is the one thing you can do such that by doing it, everything else will be easier or unnecessary”.

Your big plan might fail (and you’ll have to return to Mars) but if you’re going to work on anything next year, work on something big, so big it could take care of almost everything else.

No pressure. But I need your answer on my desk first thing tomorrow. My ship leaves at 9.

Filed Under: Law office management, Marketing Plan Tagged With: 80-20-pareto, Leverage

Is niche marketing right for you?

December 26, 2023 by David M. Ward

Lawyers can learn a lot about marketing by looking at what other professionals and businesses do to market their products and services. Real estate brokers and agents, for example, use a method of marketing that allows them to maximize the effectiveness of their marketing and minimize their costs, and lawyers can use the same method.

In a nutshell, instead of spreading their marketing “seeds” anywhere and everywhere, real estate brokers concentrate those seeds in a small part of a city or neighborhood (for residential brokers), or an industry or list (for commercial brokers),

That neighborhood or industry is their “farm,” and that’s where they invest most or all of their marketing dollars and time.

It’s a more cost effective and impactful than trying to get their message in front of “anyone, anywhere who might want to buy or sell”.

Open your mailbox and you’ll see the same flyers and calendars from a handful of local agents and brokers who farm your neighborhood. You may not mail flyers and calendars but if you do any advertising, speaking, or networking, instead of trying to do that ‘everywhere” and getting lost in a sea of lawyers’ messages, you can stand out in your target market by focusing on a few neighborhoods, a few industries, or a few groups.

If you advertise, don’t choose “every” keyword or publication, concentrate on keywords or publications that get your message in front of your ideal clients. To some extent, this will allow you to dominate your target market or niche because your prospects will seem to see your message “everywhere”.

Your marketing messages are also more effective in a niche market because you can use buzzwords and stories and examples from their niche. Instead of a lawyer who does estate planning, for example, you can position yourself as a lawyer who does estate planning for medical professionals or yacht owners.

Yes, niche markets are smaller. But for each $1000 or hour of time you spend in a niche, you get a lot more bang for your marketing buck.

And you can then target more neighborhoods, industries, professionals, or lists.

How to choose the right “farm” for your practice

Filed Under: Marketing Plan Tagged With: Niche marketing

Be brief

December 21, 2023 by David M. Ward

At a time of diminished attention spans and lists of things to do as long as their arm, most people don’t have time to watch your lengthy presentation or read your lengthy article, blog post, or email. If you want more people reading more of your content (and you do), keep it brief.

As short as necessary and no longer.

In your core work as advocate, advisor, or draftsman, say as much as you need to say to do your job. For marketing and client relations, say less.

This doesn’t mean writing less often. Actually, if you’re trying to build and strengthen relationships with clients and prospects and professional contacts, you should write more often.

Once or twice a year or “once in a while” isn’t enough to keep your name in front of people.

Good news. Shorter content is quicker to write so you can write more often.

Yes, SEO favors longer articles and posts, and longer sales letters and pages tend to pull higher response, but for a busy lawyer, your top priority should be to get something out the door and into the hands of readers and followers.

As often as possible.

You can also write longer articles and reports, do longer videos and presentation, but make those extra.

Shorter content, published more often, should be your thing.

If you’re using email (and you should), here’s everything you need to know

Filed Under: Blogging, Content creation, Email

Does your newsletter have to contain news?

December 20, 2023 by David M. Ward

Mine doesn’t. Because there isn’t a lot of news related to marketing legal services, at least anything I want to talk about, and when there is, readers can find it from a lot of sources.

You don’t have to write about the news, either. But as a practicing lawyer, it’s probably a good idea.

Whether it’s a major court decision, new legislation, or new rules that affect your practice area and the markets you serve, write about it. It’s a great way to keep your market informed and buttress your position as an authority.

Mention the news, explain what it means, offer your opinion, offer related ideas, and tell your readers what they need to know and do.

It’s all good.

Depending on your readers and market, however, you might not want to do a deep dive on the subject. That might be too much. (The technical term is “Boring A. F.”)

Provide appropriate news in appropriate quantities and make it interesting. Because if it isn’t interesting, they won’t stick around to read it.

Spend most of your words writing “around” the news. Write about the people and situations it affects, not (just) the facts.

Most of all, tell them what to do about the news.

You know, your opinion and advice.

Your readers can get the news from a lot of sources. But they can only get your opinion and advice from you.

Filed Under: Blogging, Newsletters

How well do you know your target market?

December 19, 2023 by David M. Ward

One reason I promote niche marketing is because it allows you to get to know your prospective clients on a deeper level. When you do, you get better results in all aspects of your marketing.

Higher response rate for your offers, better-pulling ads, more leads and inquires, fewer objections, a higher closing ratio, and more repeat business and referrals. With less time and effort and at lower expense.

Because you know your market and your market knows you.

Niche marketing means going “deep” in your niche rather than “wide,” as most attorneys do. When you go deep into a niche, you become more familiar with that market and their problems and interests.

You know what they read, who they listen to, and what’s on their mind. You’re better able to talk to prospective clients, in your articles and other content about things that matter to them, with specificity other attorneys cannot.

Your stories and examples resonate with them. They see that you already represent people like them and can see why you are a better choice to represent them than attorneys who represent “anyone with a legal issue they are qualified to handle”.

You can also get to know the influential people in that market, and through them, meet other people who can hire you or refer you, and will often do so simply because the industry leader has introduced or endorsed you.

It’s possible to do these things when you market to the bigger market, but far easier in a niche.

Which leads to the one reason many attorneys don’t target niche markets.

When you focus on a niche market, the medical community, for example, your stories and articles exclude people who don’t belong to that niche. “I don’t want to limit myself,” they say.

But just because you target one niche doesn’t mean you can’t also target others.

Yes, it’s more complicated. You’ll probably need more than one website, different content, separate marketing funnels, and so on, to accommodate different niches. But it’s worth it in view of the other benefits, especially if by targeting a niche you’re able to dominate it, which is another benefit of going deep rather than wide.

Start with one niche. Something you know well and where you already have clients and referral sources. If you want a second niche, you can do that later.

But you may not need to. You may find that you can make an entire career of targeting a single niche, something I’ve done for more than 30 years.

How to choose the best niche(s) for you

Filed Under: Marketing legal services Tagged With: Niche marketing

Are you a better writer or speaker?

December 18, 2023 by David M. Ward

That’s one question you need to answer if you want to use content to market your practice, but just one. You also need to consider how long you take to produce a piece of content and how often you plan to publish.

Creating videos and podcasts usually requires more time than writing a newsletter article or blog post. They also require a different set of skills. But you might have those skills and experience and be able to push out a new episode or video quickly.

Or outsource those skills and functions (research, editing, formatting) so you can focus on what you do best.

Also consider your market. Short videos work well in some markets; long articles and reports work better in others.

How do you choose what to do? It’s different for all of us. Maybe “none of the above” is right for you.

But don’t reject anything (or choose anything) too quickly. Try different things and give them a bit of time. Something that doesn’t work for you today may be massively successful for you tomorrow.

But don’t decide solely based on results.

The best thing to do is to choose the method you like best. Because if there’s something you like, you’ll probably stick with it. If you stick with it and turn out a piece of content every week, you’ll bring in more business.

And that’s the point, isn’t it?

You don’t need to do everything or be great at everything you do. You just need to do something and keep doing it.

Filed Under: Content creation, Marketing legal services

Lucy, you’ve got some ‘splainin to do!

December 14, 2023 by David M. Ward

Apparently, Ricky Ricardo never actually said that. And there’s a lot of discussion online about why everyone thinks he did. But while Lucy may not have been called to explain, you are. Lawyers are asked to explain things all the time.

What does this mean? How does this work? What happens if I do (or don’t)?

And you prepare answers to these frequently asked questions on your website. They help clients and prospects understand things. And help you save time not having to answer these questions.

They also help differentiate yourself from other lawyers who post few (or no) FAQs. You look more experienced and knowledgeable and open, and clients like that.

If you don’t have a robust FAQ page on your site, I suggest you add one post haste. But don’t just answer questions about your office hours and practice areas. Answer questions about the law.

Explain cases and code sections, procedures and timeliness. Explain what happens when you investigate or research. Explain risks and contingencies, options and opportunities.

Start with a list of what clients and prospects ask you. Add things you typically find yourself explaining.

In some industries, these are called “explainer docs”. Some professionals and businesses post “explainer videos”. Whatever you call them, they give you a chance to demonstrate (some) of your knowledge and experience and how you help your clients.

If you have a newsletter or blog, you can bundle up some of the “best of” your content and use these, at least to start.

They can help you sign up more new clients and sell more of your “other” services to your existing and former clients. They are also a tool for generating more referrals as they are shared online or via handouts.

As you create these, give copies (or links) to your new clients. Hand them out when you do in-person presentations. Keep a supply in the briefcase you bring with you to networking or speaking events.

And let them ‘splain what you do and how you help people.

Filed Under: Marketing legal services Tagged With: faqs

Push-Me-Pull-You

December 13, 2023 by David M. Ward

It’s a marketing thing, silly, not a two-headed talking llama (pushmi-pullyu) from the1960’s Dr. Dolittle movie.

Ah, now you remember. You know what that means, don’t you?

It means you’re old.

Yes, but what does this have to do with marketing?

It’s a reminder that there are two types of marketing: “Push” and “Pull”.

With push marketing, you push your message at prospective clients, whether they ask for it or not.

”Hire me,” “Call me,” “Buy my book,” “Here’s a list of my practice areas and my headshot—don’t I look successful?”

“Pull” marketing does the opposite.

You draw people to you, usually by giving away information or something else the prospect needs or wants. They find your name and offer through search or on social or a referral. Or through an ad.

Yes, most people know you want to sell your services, but because the information is free, there is less resistance and you can get a lot of takers.

Which one is better? They both work. The question is, which works better for you?

Are you trying to attract people who know they need an attorney and are trying to find the right one? Are you building a list so you can market to prospective clients over time? Are you focusing on building name recognition in your target market to support your other marketing efforts?

Or all three?

Push marketing can get your name and offer in front of more people, especially if you’re using paid ads. But that doesn’t mean you’ll get more clients.

Pull marketing can generate a high response because you’re giving away something, but many of those responses only want the freebie and aren’t able or willing to hire you. On the other hand, if your information is valuable and not just more of the “hire me” variety, you could see a lot of new clients because your information proves you know what you’re doing.

You won’t know what’s best for you without testing different options.

If you’re starting out or have a limited ad budget, build a list. You’ll be able to stay in touch with prospective clients, show them what you do and how you can help them, and build a relationship with them that could develop into a lot of long-term clients.

If you are in a highly competitive market, with prospects who need help sooner rather than later, advertising might be your best bet if you have the funds to do enough of it.

Ideally, you’ll be able to do both. Use push marketing to get in front of clients who need help today and pull marketing to build a list for tomorrow.

Filed Under: Advertising, Marketing legal services

You can’t sell your services without answering three 3 questions

December 11, 2023 by David M. Ward

Prospective clients (and the people who refer them) won’t hire (or recommend) you unless you answer some fundamental questions about yourself and what you offer.

(1) Why should I give you any of my time?

I’m busy, I have problems and a life or business. Why should I download your report, watch your video, visit your website, or sign up for your webinar? Why should I listen to you or talk to you?

What will I learn? How will I be better off?

(2) Why should I hire you (now)?

What can an attorney do for me I can’t do myself?

What problems do you solve? What risks will you help me reduce? Why should I hire you now instead of waiting?

Will you save me money? Time? What other benefits will you help me get?

There are lots of attorneys who would like my business—why should I choose you? What do you do other attorneys don’t do? What do you do better or faster?

(3) Why should I trust you?

I don’t know you. I’ve been burned by attorneys in the past. Can you prove what you’re telling me?

What are your capabilities and experience? What resources do you have? What is your track record?

Do you have testimonials, reviews, endorsements, or awards attesting to your abilities and “service”?

When you address these questions in advance, you clarify need, increase trust, reduce objections, and get more prospective clients to hire you or take the next step.

Think of these questions as the agenda for all of your marketing and you won’t go wrong.

Filed Under: Copywriting, Marketing legal services, Salesmanship