I don’t know

Share

We tell clients that if they’re not sure about something, it’s okay to say “I don’t know”. In fact, we encourage it. But when a client or prospective client asks us a question and we don’t know the answer, we’re often uncomfortable “admitting” we don’t know.

Because we’re supposed to know. 

And if we don’t know and we should, or the client thinks we should, we look bad. So we avoid answering the question directly, change the subject, or stall. 

That can be even worse. 

It makes it look like you’re hiding something, aren’t the expert we purport to be, or want them to cough up more fees before we answer what the client believes is a simple question. 

What should we do? 

I don’t know. No, really, it’s one of those things that doesn’t have an easy answer. 

Is it a complex issue? Unsettled law? Unclear fracts? What is your relationship with the client? What do you need to ask them before you can provide a complete and accurate response? How much time is available to answer?

And, is it the type of question you ordinarily get paid to answer?

Clients don’t expect you to know everything. Or tell them everything. But you should tell them something. 

Tell them what you do know, or tell them some of the issues that make it difficult to answer on the spot. And then tell them you need to do some (more) research, ask them (more) questions, or give it some thought.

Or tell them there are issues that are outside the scope of your practice area and you need to consult with (or refer the client to) another lawyer.

Of course you could also just tell them you don’t know or you’re not sure and, say it with me, “you don’t want to guess”.

Share

Survey says!

Share

“Got a minute? Please take my one-minute survey about your favorite ways to market your services.”

That’s how easy it is to survey your clients, readers, or audience. You can survey them by email, in a blog post, during a presentation, even when you’re chatting in person. “Can I ask you a question?” Yeah, that’s a survey too.

Why do it? Because surveys can help you learn what your audience wants or needs, what they think, what they do, and what they might do in a given situation. And you can use this information to improve your marketing. 

Surveys can help the people you survey recognize the need for your services and generate more leads and appointments. They can also help you build your list. 

Surveys can show clients and prospects what others do (or mistakenly didn’t do), building interest in your solutions, offering social proof of their need, and creating urgency for taking action. 

Surveys also provide you with material you can use in your content, improve your offers and packages, and identify better ways to describe what you do and why people need to talk to you.

In short, surveys help you build your practice. 

You can survey new clients about how they found you, why they chose you, if they have other issues you can help them with, and if they know anyone who might need to talk to you or get a copy of your report. 

You can survey former clients and find out if they need an update, need help with any other legal matter, or know anyone who might like to read your latest article.

You can survey prospective clients, subscribers, social media connections, or visitors to your website. You can distribute surveys via flyers, advertising, or at the bottom of an article.

Surveys are flexible and powerful. And everyone who sees your survey, even if they don’t respond to it, sees your name and learns what you do. 

It’s all good. And it’s all easy to do. 

Share

Keeping it simple doesn’t make you a simpleton

Share

In your job as an attorney, one of your top priorities is to get people to understand you and see that you understand them. That’s true whether you’re negotiating, speaking on stage or in front of a jury, or writing a brief, a blog post or a demand letter. 

Generally, that requires being clear and precise, using simple words, and presenting your ideas in a logical order. 

But it can take some work to get it right. 

When I first started practicing, I thought I needed to impress people with a big vocabulary and a formal writing style. I wanted to sound like a lawyer but, looking back, I’m sure I either confused people or made them laugh. 

How did I change my wicked ways? First, by deciding it was important, and then rewriting, editing and polishing again and again until I found the right balance. 

I worked at it and still do today. Because it’s worth it. 

Unless there is a very good reason for using a formal writing style, or a ten-dollar word when a .50 cent word will do, don’t do it. It makes you look like you’re trying to impress people and makes people wonder why you feel the need to do that. 

Similarly, don’t dumb down your message, or use emoticons or the latest buzzwords just because all the cool kids do. 

You’re a lawyer. Sound like one. Just not one one who is overly impressed with themself. 

Share

The worst clients are (sometimes) the best clients 

Share

Most lawyers are leery of clients who already have an attorney and are looking to switch. They’re often considered difficult to work with, impossible to please, micro-managers, complainers, and a one-way ticket to trouble. 

And that’s often true. But not always. 

Sometimes, their attorney is the problem. Sometimes the chemistry isn’t right. Sometimes the client had unreasonable expectations, perhaps because someone was in their ear about what to expect, and they have now come to their senses.

Yeah, it’s complicated. It could be a combination of factors. Which suggests the wisdom of spending time to find out instead of rejecting them at the first sign of (potential) trouble. 

One thing is certain, dissatisfied clients are motivated and if you talk to them while they’re looking for a new attorney, or thinking about it, they could be easy to sign up and a great client, at least for you. 

When you don’t do the same things their previous attorney did, when they are relieved that they found you and wondering “where were you when I first starting looking for an attorney,” not only could they be easy to work with, they could become a great source of referrals. 

I know, you might think that’s crazy talk, especially if you’ve been burned by “problem clients” in the past. And, if your gut tells you “no,” you probably should go with that. 

But sometimes, your gut is trigger-happy and you should sleep on it before you decide. 

In fact, instead of avoiding prospective clients who are unhappy about their case or their attorney, you might consider “specializing” in them. Focus on people who are dissatisfied with their current provider. Marketing is easier when you target this type of client, especially when most attorney are so quick to avoid them. 

Yes, they might be trouble. You have to get good at sizing them up and lay out ground rules for working with you if you agree to represent them. If you do, and you hit the right notes with these clients, you might find this to be a very lucrative niche for you. 

Share

I don’t like my doctor

Share

Pretend I’m talking about my lawyer because it works the same way. So there’s this lawyer (doctor) I “use” and I trust her medical skills (which is why I have continued to “use” her, including for two (minor) surgeries) but now that I’m “better” I don’t think I’ll go back to her if I have another issue.  

It would be convenient to go back to her, and a hassle to find someone else, but I can’t say for sure what I would do. 

Remember, “all things being equal (e.g., skills, trust, convenience, value, results, etc.), people prefer to hire professionals they ‘know, like, and trust’. 

I know her. I trust her. But I don’t like her. Use her again? Not sure. Refer others to her? Probably not. 

Much is said about the importance of trust, and rightly so. Not enough is said about the importance of liking. It should be, however, because in the competitive environment we find ourselves in today, likability makes the difference. 

You can only go so far in a professional practice built mostly on transactional relationships. If you want sustained growth, you need loyal and committed relationships that all but guarantee repeat business and referrals. To achieve that, you need people to like you. 

So, why don’t I like my doctor? The usual reasons. Essentially, not making me feel cared for or appreciated. 

She doesn’t listen as closely as I would like her to (or at least pretend to), and doesn’t respond as thoroughly and patiently as I’d like. 

I get that she’s busy. And that I ask a lot of questions and aren’t that warm and fuzzy myself. But I’m not asking for too much. Maybe just taking an extra second or two at the end of an appointment to assure me before turning and scooting out the door. 

Show me you care about me. Give me a reason to like you. And maybe I will. 

Share

Who loves ‘ya? 

Share

Among your many professional and business contacts, who loves you and your work enough to recommend you to their clients and customers? 

Not just when their clients or customers or business contacts mention a legal issue or question or ask for a referral–immediately, without being asked?

Who loves you enough to go out of their way to send a letter to all of their clients and contacts telling them that they recommend you wholeheartedly, and why? Who loves you enough to tell the people in their world to hire you, sign up for your newsletter or seminar, or download your report? 

Who loves you enough to endorse you? 

Endorsements (from the right people) give you instant credibility and can instantly bring you new business and new opportunities. If the endorser has even a small list of people who trust and respect them, their endorsement can cause your list, your following, and your practice to blow up. 

You get testimonials and positive reviews from your satisfied clients that convince prospective clients that you are “the one”. Endorsements can do much more.  

Endorsements can introduce your name and capabilities to legions of people who don’t know who you are and don’t know they need you. They can open doors to speaking and networking opportunities. They can help you meet key people in your market that bring you scores of new clients and better clients.  

Endorsements are marketing gold. And you should do everything you can to earn them. 

Share

It’s not who you know

Share

It’s who they know. Which means you don’t need a large network to build a successful practice. Just a well-connected one.

If you know just 10 people who are influential in your target market, they can lead you to a multitude of new clients and referral sources. 

Lessons? 

  1. Stop wasting time networking with the masses of people who aren’t influential in your market. Focus on the “precious few” who can send you a lot of business or introduce you to other influential people in your market. 
  2. Identify people you want to know by name, and work out a plan to meet them. 
  3. Start with people you already know. Go through your list(s) and identify 5 contacts who are influential in your target market and like and trust you. Spend more time with them. Find out who they know and ask them to introduce you. 
  4. Next, draw up a list of 25 or 30 people you don’t know but would like to. They might be high quality prospective clients or other centers of influence who appear to know the kinds of people you would like to meet. Ask the people you know if they know any of these people and, if so, ask them to introduce you. 
  5. Study the people you identify. What do they want or need? Who do they know? How can you get their attention? What can you do to help them and/or their clients or customers? 

And then get to work meeting these new people. 

You might have to go through quite a few people before you find the ones who are receptive to meeting you and eventually working with you. 

But you only need a few. 

This will help you do all of the above

Share

A simple tool for getting more referrals

Share

It’s extremely effective, costs little or nothing to use, and doesn’t take a lot of time. You can start using it today and start getting referrals almost immediately. 

Without talking to anyone. 

Yes, I’m talking about email marketing. Which means using email to stay in touch with people you know—clients, prospects, business contacts, even other attorneys. 

When you do, you’ll get more referrals. 

In this context, a referral can occur when someone forwards your email to someone they know who might need your help. Or know someone who does.

To start, ask people if you can contact them from time to time via email, with a newsletter, announcements, or special offers. That’s your initial list. (Don’t assume you can do this; ask).

Then, send them valuable or interesting information once a week (or at least once a month) and include a link to a page on your website about what you do and how you help your clients.  

When you email your list, ask your readers to forward your emails to their contacts. If the content is good, they will. And their contacts will find out what you do and how you can help them. 

Your list will grow and so will your referrals. 

If you want to grow faster, add a sign-up form on your website or blog for visitors to subscribe to your newsletter. Offer an incentive such as a report, ebook, checklist, or form for signing up. 

Your list will grow and so will your referrals. Which is why email marketing is one of your best tools for getting more referrals. 

Not everyone can hire you. But EVERYONE can send you referrals. 

Email Marketing for Attorneys

Share

Less isn’t always more

Share

Some clients and prospects don’t want to know how you make your sausages. They just want you to deliver the meal. 

Some clients and prospects want to know everything. 

They want the details. What you do, how you do it, why you do it this way instead of that.

Many lawyers don’t provide a lot of details. Probably because they think their clients aren’t interested. But maybe they don’t want to go to the bother of explaining.

But they should explain.

Providing details, the step-by-step procedure, the method behind the madness, gives a client confidence in a lawyer and the legal system. And shows them why that lawyer earns more in an hour than they earn all week. 

Give people the details about what you do and how things work. If a client doesn’t want to know everything, they don’t have to read everything. But I guarantee they will like knowing that you know all the details. 

This goes for your services, your operations (how you run your office), and your content. Err on the side of telling them too much rather than too little. 

When you describe your services, for example, explain the steps you take and the reasons you take them. Don’t just tell them the what and when, tell them the how and why. 

You’re good at explaining things. Explain things. And show your readers where they can learn more. 

Because people want to know.

Share

Content marketing. Are you doing it wrong? 

Share

Content marketing is perfect for attorneys because it allows them to showcase their knowledge and experience and give prospective clients (and the people who refer them) a taste of what it would be like to work with them. 

It’s an extremely effective, low-cost way to attract a steady stream of leads, prospects, subscribers, fans and followers, and new clients. 

No advertising or promotion required. 

There are two steps:

  1. Create content (or hire people to create it for you), and
  2. Post it on a website, blog, newsletter, podcast, or on social. You can also share it with other professionals and content creators who can share it with their clients and prospects. 

It doesn’t have to be brilliant. Or comprehensive. But it does have to provide helpful information.

Something attorneys can deliver in spades.

You educate prospective clients about the law and procedure, their risks, responsibilities, and options, and thus show them what you do and how you can help them (and their clients and prospects). 

Some attorneys tell me they don’t want to do this because it means giving away their knowledge and advice, the very things they charge for. “If I show people what to do, they won’t need to hire me,” they say, “they’ll just do it themself”. 

Au contraire. 

You don’t have to tell them everything. Just enough to get them to realize they need to talk to you about the specifics of their case. When they do, you get more clients, not fewer.

Or, go ahead and tell them everything. Tell them how to prepare and file the document or solve the problem. Some will. But these “freebie seekers” were never really prospective clients, so you lose nothing. 

A small percentage will do it themself and won’t need you. A much bigger percentage will try, mess up, and need you even more. 

Yes, some people will consume your content and successfully do everything themself. That’s okay. Because they will then hire you for something they can’t do themself. Or refer you to others who can’t or don’t want to do it themself. 

Bottom line, the more content you produce, the more you prosper. 

So, what do I mean by doing content marketing wrong? I mean not doing it all. 

There are a lot of things you can do to bring in more clients and increase your income but nothing is as simple and cost-effective as telling people what they need and want to know (and search for) and letting it do most of your marketing for you. 

How to create better content (and more of it)

Share