Blog – Page 284

How to get better clients

November 13, 2013 by David M. Ward

A lawyer emailed wanting to know how Â to get better clients. He said he is in a slump. “People come see me but they don’t have the money to retain our services. It’s been a tough month. What can I do?”

Are there any lawyers in your market who do what you do and have clients who can afford to pay their fees? If not, you need to change practice areas or move. If the business isn’t there, it isn’t there.

On the other hand, if otherÂ lawyers in your field are getting paying clients, then it’s not the market. The work is there. You just have to get those better paying clients to come to you instead of those other lawyers.

Start by looking at what those other lawyers are doing. Study them, as I mentioned yesterday. What are they doing that you’re not doing? What are they doing better than you are doing? What are you doing that they don’t?

Do they specialize? Specialists generally earn more than general practitioners. One reason is that clients prefer to hire specialists. They are also willing to pay higher fees to a specialist. If these other lawyers specialize and you don’t, you have to consider doing so, or at least disguising the fact that you don’t. One way to do that is to have separate websites for each practice area.

How much do they charge? More than you, less, about the same? Most attorneys compete for the bottom eighty percent of the marketplace. The most successful attorneys target the upper ten or twenty percent, which obviously includes people with money.

How do they bill? Hourly? Flat fees? Blended? How big of a retainer do they get? What do they do to make it easier for their clients to pay?

Look at their website. What elements do they have that you don’t? Can you do something similar? How can you improve on what they have done? What are you doing on your website that they don’t do that might be hurting instead of helping you?

Valuable information, yes?

Also look at what you are doing. Look at the better clients you have attracted over the last year or two (the ones who have money). Where did they come from? If they came from referrals from your other clients, for example, figure out what you did that precipitated those referrals and do more of it.

In addition, look at what your better clients have in common. Industry, occupation, ethnicity? Where can you find more like them?

Also look at the people who are contacting you who can’t afford you. Where are they coming from? Whatever it is that you are doing to attract them, stop doing that. And screen them out before they come to see you.Â For example, you might quote your minimum fee package on the phone or on your website. This way, if they can’t afford this, they won’t call or come to see you.

I don’t know what you’re doing now to market your services but whatever it is, there are always other things you can try. It might be helpful to get out a piece of paper, draw a line down the middle, and on the left side of the page, write down everything you are doing that could be considered marketing. On the right side, write down things you aren’t doing, including things you used to do but abandoned. Keep adding to the list on the right and try some new things.Â Create a simpleÂ marketing plan.

In addition, look for ways to improve what you are doing. If you are networking, for example, consider finding a different group and/or working on your follow-up.

Finally, seek some perspective on your current situation. You say you’re having a bad month but everyone has bad months. Next month could be great. If it is, don’t rest on your laurels. The best time to ramp up your marketing is when you’re busy, not when you’re in a slump.

If things continue to be bad, don’t panic. It’s nothing five new (paying) clients can’t fix. You can turn things around quickly. Cut overhead to give yourself some breathing room and get busy with marketing. You have the time for it, right? That’s one of the advantages of a slump–less work means more time for marketing.

Think about getting some help. Get a workout partner. Hire someoneÂ to point you in the right direction and/or coach you.

Whatever you do, don’t dwell on the bad. Think about where you are going, not where you have been.

If you need help with your marketing, contact me and let’s talk.Â

Filed Under: Increase your income, Marketing legal services, Marketing Plan, Mentors & Coaches, Online Marketing, Specializing Tagged With: better paying clients, get better clients

What’s your I.Q.?

November 12, 2013 by David M. Ward

What’s your I.Q.? If something doesn’t work out for you, how quickly do you say “I quit”?

I’m sure you’ve hired someone who didn’t work out. You’ve tried software systems or apps that you ultimately rejected. You’ve tried new marketing methods and didn’t stick with them.

How much are you willing to put up with before you say “no mas” and move on?

Of course this is a rhetorical question. Everything is different. It depends on the cost (time and money), the potential return, the complexity, and market conditions. And it depends on you–your knowledge and skills, your finances, your goals, your work ethic.

And so there is no right or wrong answer. But clearly, we have all tried many things we have abandoned that might have produced the desired result had we given them enough time. As Thomas Edison said, “Many of life’s failures are people who did not realize how close they were to success when they gave up.”

Successful people have a long term perspective. They are willing to invest today for a return that might be a long time in coming. Unsuccessful people want instant gratification. And yet nobody wants to do something that’s not working and not likely to do so. When should you continue and when should you admit defeat and try something else?

One thing you can do to answer this is to find someone who has successfully done what you are contemplating and do what they did. In other words, find models and model them.

Because if they did it, there’s a very good chance that you can do it, too. Just knowing that will keep you going when you otherwise might quit.

Don’t necessarily compare yourself to others. When they started, they may have had more skills than you do, or a bigger network. It may take you longer to accomplish what they accomplished. It may be harder.

I’ve found this to be true in my life, and I am okay with this. If what I am attempting promises benefits that I truly want, it’s okay if it takes me longer. What I care about is knowing that I can do it. If I know that it’s possible, based on what others have done, I’ll keep going. In this case, I have a very high I.Q.

I admit, this is not always true. Sometimes, along the way, I discover something about myself or about the journey and change my mind about what I want or what I’m willing to do. But having that model at the beginning allows me to get started and keep going long enough to make that discovery. As a result, I’ve done more than I ever would have done had I waited for the right time or conditions.

What about innovation? Highly overrated. Most inventors will tell you that what they do is look at something that already exists and see it doing something different. Or, combining two things into something new. Entrepreneurs do the same thing.

If you want a successful law practice, find successful lawyers in your field and study them. Find out what they did to become successful and do that. It may take you longer and you may have a bumpier journey than they had. But at least you know that if you follow the same road map, there’s a very good chance that you will get to the same destination.

Want referrals? Quickly? Try The 30 Day Referral Blitz.

Filed Under: Career satisfaction, Personal development, Productivity, success Tagged With: model successful people, modelling, patience, persistence

Thinking outside the box: what it means and why we need to do it

November 11, 2013 by David M. Ward

Human beings live inside a box, the walls of which are comprised of our beliefs and habits. (For the record, lawyers live inside two boxes. In case one breaks.)

Our beliefs and habits protect us from harm. They help us avoid dangerous situations and make decisions that mitigate risk. They also make our lives more productive and less chaotic. Once we have found the love of our life, for example, our belief in monogamy keeps us from looking elsewhere. (Okay, we may look but we don’t touch.)

Our beliefs and habits our foundational to how we govern our lives and by and large, they serve us well. But if they are too rigid, they keep us from growing. In the context of marketing legal services, for example, our old beliefs can cause us to fall behind our younger, less constrained competition.

The world is constantly changing. We must be aware of, and responsive to, those changes. We must be prepared to try new things and learn new skills, and update the old ones.

But how? How do we get outside of our comfort zone?

With some things, we just do it. We pick up the phone and make the call. We show up at the meeting. We write the report.

With other things, we need some preparation. So we read about them and talk to people who are doing them. We make notes and jot down ideas. And then, we try something.

We start with something small and easy. We dip our toes into the cold water. Once we get used to it, we jump in. Or, if it’s harder than we imagined, we wade in. Eventually, what was once scary and difficult is familiar and easy. What was once firmly outside of our comfort zone is now comfortably inside.

But there are some things that are so far outside of the box we can’t imagine ourselves doing them. They are too difficult, too risky, or too far away. What then?

The first rule of change is having the desire to change.Â If you’re happy where you are and don’t want to try anything new, despite the possible rewards, then be okay with not trying. You can’t change if you don’t want to change. But if want something better, admit that you do.

Second, you must be willing to do the work associated with that change. That means being willing to invest time, physical effort, and money, in new things. Of course that means you will probably have to re-allocate resources from things you’re currently doing. There are only so many hours in a day and you only have so much energy.

Finally, and most importantly, you have to be willing to undergo the emotional transformation that takes place by thinking and doing things that challenge your existing habits and beliefs. That’s the hardest part of thinking outside the box, and why most people don’t do it.

Change is emotionally difficult. Giving up old beliefs and ingrained habits, learning new philosophies and methodologies, are the very essence of personal growth. This is the hardest part of the journey. And it takes place outside of the box.

Do your clients pay you on time and in full? If not, you should learn how to Get the Check.

Filed Under: Career satisfaction, Increase your income, Marketing legal services, Personal development Tagged With: change, comfort zone, personal growth, thinking outside the box

Why lawyers should start a SECOND blog

November 8, 2013 by David M. Ward

“Blog” is a scary word for some lawyers. They think it takes too much time relative to the rewards, and/or that they don’t have anything to write about that anybody (i.e., prospective clients) would want to read.

This isn’t true. But let’s put that aside for now and talk about why you should start your second blog. (If you don’t have your first blog, you can come back and start that later.)

And by the way, don’t call it a blog if that word makes you nervous. Call it a “website with mostly non-promotional content,” because that’s what it is.

Anyway, why should lawyers start a second blog?Â To attract prospective clients, of course. And the people who can refer them.

Here’s the idea: you choose a subject that is of interest to your target market (or the people who can refer them) and that also interests you. You write about that subject and post it on a blog, er, website. Interested people find your content and read it. They sign up for your list to get more of your awesomeness. They promote your content to their friends and followers, colleagues and business associates. Your list grows and grows.

You briefly mention your day job to everyone who visits the site and signs up for your list. You tell them what you do and provide a link to your legal website. Every so often, you remind them about what you do.

So, now you have a list of people who share an interest with you. They know, like, and trust you, and while their trust is not directly related to your legal services, when they need a lawyer who does what you do, it won’t be difficult for them to make that leap.

You create this website, promote it, and have fun with it. You write about things that interest your visitors and subscribers and yourself. Or, if “writing” is a scary word for you, think of it as “curating” other people’s content that you append with your brief comments.

Do you see how this could be easy and how it could also bring you a lot of business? Basically, you are expanding your “warm market” (people who know you). When those people need a lawyer, or when someone they know needs a lawyer, you’ll be at or near the top of their list.

What do you write about (or curate)? Well, what interests you?

If you love sports and lots of your prospective clients do too, bada bing, there’s your subject.

You could write about classic cars, photography, food, exercise, or travel. Whatever floats your boat. Hey, how about boating?

What about referral sources? Well, for other lawyers, you could write trial tips, law office management, or marketing (!) Tell them how you do what you do.

You could write about personal development, productivity, or your favorite technology.

In other words, you could write about anything, so long as there are enough people in your target market who share your interest. And if there aren’t, you could always start your third blog.

For help in creating and growing your second blog (or your first), click here.

Filed Under: Blogging, List building, Marketing legal services, Networking, Online Marketing, Referral sources, Writing Tagged With: blawg, lawyer blog, lawyer blogging

How to deliver a great presentation

November 7, 2013 by David M. Ward

If you’ve never seen Simon Sinek’s TED Talk on inspiring action you’re in for a treat. In it, Sinek explains why companies like Apple captivate and dominate their market when legions of other companies sell boxes that do essentially the same thing. He tells us why the Wright Brothers were first to flight with no funding or credentials that would have predicted their success.

Sinek also helps us to understand the difference between a leader and those who lead, and why great ideas and great products often languish while smaller ideas catch fire.

His talk is filled with wisdom. In a few minutes, he will help you understand the key to success in marketing your services and building a firm that sustains and grows.Â I heartily recommend that you take the time to watch his presentation and learn why it is the second most popular TED Talk with more than 12 million views.

But there’s another reason to watch it. Not only will you learn great insights about marketing and business, you’ll also see a great presentation. As you know, a presentation isn’t just what you say, it’s how you say it. It’s how the information you deliver is packaged and staged. A great presentation connects with the minds and emotions of the audience, and this is a great presentation.

If you want to know how to deliver a great presentation, study this one. See how he packages and presents his information. Learn how you can make your next presentation more effective.

This postÂ makes it easier. It analyzes the structure, style, and delivery of Sinek’s talk, helping us to understand why in a world of presentations, this is one of the greats.

Do you know The Attorney Marketing Formula? Check it out here.

Filed Under: Communication, Law office management, Marketing legal services, Personal development, Presentations, Writing Tagged With: Simon Sinek, TED Talks

Law school admissions are down. So what?

November 5, 2013 by David M. Ward

The Wall Street Journal recently reported that the “Number of LSAT Test Takers is Down 45% Since 2009”. Fewer test takers, fewer law students, fewer attorneys.

Is this a good thing or a bad thing? Neither. It’s just a thing.

Sure, fewer lawyers means less competition, but don’t get too excited. It doesn’t matter how many other attorneys do what you do. What matters is if there are enough clients.

If you handle bio tech law, for example, and you are in a small town where there are no clients for your services,. the fact that you are the only attorney in town doesn’t help you. If you are in Silicon Valley, however, where there are lots of clients, it doesn’t matter that there are lots of attorneys competing for those clients. You’re in the right place.

Go where there’s lots of competition and be better.

Work harder. Deliver more value. Be different. And infuse into what you do the uniqueness that is you because in the end, it’s not just about the legal work, it’s about the relationship.

If you own a law school, declining law school admissions matter. If you are an economist or a think-tanker, measuring the ratio of lawyers to clients nationwide, declining law school admissions matter. But if you are a practicing attorney thinking about your future, it doesn’t matter how many attorneys there are or whether or not there is enough business for all of them. What matters is if there is enough business for you.

And there is. So don’t worry about the competition. But don’t get too comfy when there appears to be less of it.

Do your clients always pay you on time and in full? If not, this can help.

Filed Under: Inspiration, Legal industry Tagged With: competition, law school admissions, Law School Admissions Test, LSAT, Wall Street Journal

The gold standard for legal writing

November 4, 2013 by David M. Ward

Writing for clients and prospects is different than writing for lawyers and judges. I know you know that but are you doing that? Do you write blog posts and articles and books that clients want to read?

I just read several reviews of a lawyer’s book for start-ups and small business owners. I don’t know if the book is any good by legal standards but if the reviews are any indication, the book is a winner. Here’s what one reviewer said:

“I’ve tried to read legal books before, and this is definitely the best. The writing style is crisp and conversational, and the author uses the word “I” and “my clients” to tell stories, so it feels like talking to a very smart and experienced business person rather than plowing through a textbook. The book used a lot of real-life examples, which is the only way I can get my head around legal issues, so I feel like I got more out of this book than the big start-up textbooks I tried before.

. . .really is just like having a two-hour coffee chat with an unusually friendly attorney.”

Another reviewer said

“I suspect this book was written by a real human being, not a conference room full of lawyers. For one thing, it’s not boring. . . .this book talks about business almost as much as it talks about law.”

Readers liked the book and, presumably, the author. For marketing purposes, this lawyer has hit a home run.

She accomplished this by writing to the reader, conversationally, and by using stories about her clients and cases. She also inserted herself into the narrative.

Reviewers also liked that the book “talks about business almost as much as it talks about law”. The author shows that she understands the reader from their point of view in running a business. She understands what it’s like dealing with vendors, for example, and talks about strategy, not just law.

Legal writing for clients and prospects is about connection more than content. Yes, the information is important, but if that connection is absent, the writing will have missed it’s mark.

You want to inform readers about the law. Even more, you want to reach out from the page and speak to them in a way that helps them imagine what it would be like to have you as their lawyer.

For more on legal writing for clients and prospects, get this.

Filed Under: Communication, Marketing legal services, Writing

Friday is pink, Saturday is yellow

November 1, 2013 by David M. Ward

When I was a kid, each day of the week had a different color. Friday was pink, Saturday was yellow (sunny?), Sunday was white. I don’t know why. Maybe I had seen a calendar with the days displayed in different colors.

Mondays were blue. Not because it meant going back to school. We had a housekeeper come on Mondays who often wore a blue dress. Tuesdays and Thursdays were dark gray, probably because on those days I attended an after school event I didn’t like. Wednesdays were Orange, a bright color signifying a respite between the dark gray days, no doubt.

Whatever the origin of these colors, my attitude towards each day of the week was slightly different. That’s true even today. Today is Friday and I’m looking forward to the weekend. I’m more relaxed, more likely to write something light, maybe even fun.

How about you? You may not see the days of the week in different colors, but I’ll bet you see each day a bit differently. Your energy is different on different days. You probably get more billable work done on certain days than others.

Of course the same is true throughout the day. Clearly, we have times when we are more productive than others. I think this is also true throughout the year. During summer and during the holidays, we work a bit less, play a bit more.

So, what does this mean? It means we’re not machines. It means we have cycles. Our energy ebbs and flows. There is a natural rhythm to our lives. Unfortunately, we’re often out of sync with that rhythm. We have school and work five days a week and we have to show up and produce, whether we feel like it or not.

I’m not suggesting we abdicate our responsibilities, only that we be a little less rigid about our schedules and a little more open to going with the flow. Listen to our inner voices instead of always doing what’s next on the list.

When we don’t feel like doing something, we usually push harder, “because we have to”. The work has to get done. But maybe the resistance we feel towards the task means something. Maybe if we put the task aside temporarily, when we came back to it we could get it done faster, with better results.

Anyway, too much thinking for one day. Today is pink and I feel like having some fun.

Filed Under: Law office management, Personal development Tagged With: flow, natural rhythm

Why you need to think outside the box

October 31, 2013 by David M. Ward

Your Uncle died. It’s sad, but he was 102 and lived a good life. In his Will, he left you $1,000,000, but there is one condition. You only get the money if you spend it all on advertising your law practice.

You can spend it on any kind of advertising you want. Magazines, newspapers, direct mail, TV, online banner ads–whatever you want. You can spend it all at once or set up a monthly budget. But you must spend all of it in one year or less. (This is starting to sound like a movie.)

If you already advertise, or you have always wanted to, you’re probably dancing around the room right now. Imagine how much business you could bring in with that kind of ad budget!

If you don’t advertise, and have never seriously considered it, would you consider it now?

It’s free money! This could be a life changing opportunity for you. A million dollars, spent wisely, might bring you five million dollars in business.

(If advertising isn’t permitted in your jurisdiction, pretend that it is.)

So, what do you say? Would you say, “No, advertising isn’t appropriate for my practice. I’ll have to pass”? Or would you figure out a way to do it that was appropriate?

If you would figure out a way to do it, if you would spend your Uncle’s million dollars on advertising and you have never considered advertising before, I’d like to know why. Why would you spend someone else’s money but not your own?

Too risky? You don’t know how to do it? You don’t have the money?

You may not have a million dollars to spend on advertising, but do you have $1,000? One or two good ads might bring you $10,000 in new business. So, why haven’t you tried advertising before, or even considered it?

Okay, I’m not trying to talk you into advertising. My point is to get you to think outside the box about marketing your services. Ask yourself, “what am I not doing that might work for me?”

Marketing (anything) is about trying lots of things and seeing what works. You get rid of what doesn’t work and do more of what does.

If you don’t know how to do it, find out. Read, hire someone, or find other attorneys who are doing it and model them. If you don’t have the time, get some help. If there is cost involved, test it on a small scale.

And. . . don’t give up on something the first time it doesn’t work. You may have to do it longer before it does. Study, practice, and try again.

You are a better attorney today than you were the day you were sworn in, aren’t you?Â Marketing works the same way.

Need a marketing plan? You get one free with The Attorney Marketing Formula.

Filed Under: Increase your income, Marketing legal services, Marketing Plan, Personal development