Every lawyer does it

Share

Not all lawyers litigate, negotiate, or speak in front of groups. But every lawyer writes. 

Writing is a lawyer’s super power. 

Write well and you can persuade people to write you, call you, and hire you. Write well and you can get clients to hire you again, share your content, and tell others about you. Write well and you can create content that gets more people to your website, to learn more about what you do and how you can help them. 

Write well and you can get more leads, better clients, and bigger cases. Write well and you might even generate an additional source of income through books, courses, and consulting. 

Writing gives you space to think, to figure out what you want, and why, and discover what you’re willing to do to get it.

Writing can make you a better lawyer, and a more successful and happy one.

Years ago, I took a look at my work product and realized that form letters and boilerplate documents might make my work easier but did nothing to improve my writing. And I wanted to improve my writing because it was stilted and boring. 

I started by writing more creative demand letters. I got some adjusters and lawyers to notice and while I can’t say this lead to better outcomes (or it didn’t), I enjoyed it and was encouraged to continue.  

So then, I wrote articles, reports, and ads that were different than most lawyers write. Later, when I started a newsletter and blog, and wrote books and courses, my commitment to liberating my writing served me well. 

It will serve you, too. 

What’s the best way to improve your writing? By reading about good writing, by reading good writing itself, and mostly by writing more. 

Write something every day. Practice. Play with words and ideas. You’ll get better at explaining the law, telling stories, and crafting persuasive arguments—the kind that win cases and new clients.

And have fun with it. Start small if you want to. A single colorful sentence or turn of phrase can be enough to make you stand out and convince yourself that there’s more to writing than form letters and boilerplate. 

How to write emails that bring in more clients

Share

How-to articles for lawyers are good. This is better.  

Share

Lawyers write a lot of blog posts and other content that explains how to do things. That’s good because “how to” is a very popular search term for people with legal issues. 

But prospective clients also want to know “why”.

You tell them to do something, or avoid doing something, but your advice is much more persuasive and valuable to them if you tell them why. 

If you handle personal injury cases, don’t just tell people what to say to the other driver, and what to avoid saying. Tell them why. 

In fact, it’s a good idea to write blog posts and articles with a headline or title that features the word “why”. When someone sees that word, they become curious. “Why should I do that?” “Why is that a mistake?” and they read the article to find out. 

You should also use the word “why” in your calls-to-action. 

You want them to call and make an appointment? Tell them why. What do they get if they do? What are the benefits? What will that appointment help them do or avoid?

You want them to download your report? Fill out a form? Sign up for your webinar? Hire you (instead of any other lawyer)?

Tell them why. 

Don’t stop writing how-to articles. They always have and always will be effective. But they are more effective when you also tell people why. 

Share

You cost more because you’re worth more

Share

If you can show prospective clients why it costs them more to NOT hire you, do you think more clients would choose you? 

I do too. 

One way to do that is to show them how “doing nothing,” i.e., ignoring their legal problem, or trying to fix it themselves, often costs them more in the long run. Their problems can worsen, they can develop secondary issues, and the additional damages they incur, and the additional legal fees that come with them, can be fear greater than what they might pay by taking care of the problem immediately.

Give them examples of people who waited and it cost them.

(Note, it is a better overall strategy to focus on prospective clients who know they need an attorney and are willing and able to pay them, and ignore the ones who don’t. But sometimes you might need to have a conversation with someone about “why legal fees are so high,” etc.)

Then, show them why they should choose you instead of any other lawyer. Show them that you cost more than other lawyers because you’re worth more.

Show them you have greater skills, experience, higher settlements and judgements, and more success stories. Show them that you “specialize” in their industry or niche, and your reputation and contacts can deliver better results for your clients.

You can also show them how your clients get additional benefits other lawyers don’t provide.

Extra services, better payment terms, and how you keep your clients informed, might not be the sole reason a client will choose you, but it can tip the balance in your favor if they are comparing you to other lawyers who don’t offer these benefits.

Show prospective clients that while it costs more to hire you than other attorneys, it actually costs more to NOT hire you.

Share

Alternatives to a free consultation?

Share

It is axiomatic that if you talk to more prospects, you’ll sign up more clients. Does this mean you should offer free consultations across the board? Or, if you already do that, you should look for ways to do more of them? 

Not necessarily. 

Because while these consultations are free for the prospective client, there is a cost to you. Especially if you ordinarily get paid for consultations.

For some lawyers, free consultations are an anathema. For others, they are a simple and profitable marketing strategy. And necessary for lawyers who practice in areas where most lawyers offer them.

But does it have to be so black and white? Are there any other options?

Maybe there are.

Instead of offering free consultations to everyone who asks, perhaps you could set up a screening process whereby the prospect has to first fill out a questionnaire or speak to someone in your office, to allow you to determine if they are qualified to speak to you personally.  

Another option is to offer discounted consultations, a nominal fee perhaps, fully credited if the prospect becomes a client. 

You might offer ten-minute free consultations and a paid consultation option if they need or want more.

What if you allow prospective clients to dial into a scheduled conference call where they can describe their situation and ask questions anonymously? The way some lawyers do it on radio call-in shows, or when a lawyer takes questions from the audience after a presentation. 

Prospective clients get some feedback about their situation and you get to determine if you want to speak to them further. 

Maybe you can record these and put them (or transcripts) on your website. Prospective clients can get some general feedback about their situation, and a sense of what it would be like speaking to you personally. 

These options might not give you enough information to allow meaningful feedback, or help the prospective client decide if they want to hire you, but they are clearly better than the alternative. 

Ask yourself, what else could I do to talk to more prospective clients?

Share

Screening calls

Share

People call with a question, about your services or about their case. Or they call to sell you something. Everyone wants to speak to you immediately, and if they leave a message, they want you to call them back the same day. 

But you can’t talk to everyone immediately, or call back everyone the same day. At least you shouldn’t. You need to a gatekeeper to screen calls for you.

If a client calls with a question about their case or another legal matter, your gatekeeper needs to know what to do. Your clients need to know what will happen when they call. Who will they speak to? Where can they get additional information? What to do in an emergency?

Clients should be told all of this the day they become a client, so they can get the help they need in a timely manner, and not panic if you’re not available. 

What about prospective clients? They might expect to speak to you when they call, or at least speak to someone. If they cannot, they need to be told (by the gatekeeper, voicemail, website) what to expect so they don’t call someone else. 

People with something to sell? You don’t have to take their call, return their call, or reply to their email. And you probably shouldn’t.

Okay, the basics. But you might want to refine the basics to make things run more smoothly. 

One way to do that is to have different policies for different types of calls and emails:

  • Prospective clients with a certain type of case 
  • New clients
  • Long-time clients 
  • Business clients
  • Consumer clients
  • Referred clients
  • Emails (who gets a form reply, who gets a personal reply, who gets called)
  • Inquires from old/dormant clients
  • Calls/emails from other lawyers (non-case related)

What to do, what to tell them, and when (or if) you will follow up.

You might create a list of clients your screener should always put through to you, and another list of clients you don’t want to speak to. A list of clients to call back immediately and a list of those who should be called back within 48 hours. 

Lists like these can make life easier for your clients and prospects, and more profitable for you.

Share

If it’s Tuesday, it must be Belgium

Share

If you write a blog or a newsletter, have a podcast or channel, write articles or post content on social media, I bet there are times when you don’t know what to write. So you skip this week or this month but, unfortunately, before you know it, you’re not producing anything. 

You know you should, and you want to, but life (and work) get in the way. 

You’ve tried setting up a schedule. You want to write a weekly blog post or newsletter, for example, and have calendared Thursdays for doing that. But Thursday rolls around and you still don’t do it.

Sure, collect ideas throughout the week, so you have more than enough for next Thursday. But there’s something else you can do. 

What’s that? 

First, choose 4 or 5 areas in your niche your subscribers and followers are interested in. One of those areas would obviously be your core practice area. 

If you handle personal injury, this would include writing about the law, procedure, insurance, negotiation, settlement, litigation, trial, appeals, and so on. If you have other practice areas, they would be one of your other subjects. You could also create content about debt, investing, credit, and other consumer-oriented matters. 

Once you have chosen your broad content areas, make a list of subjects related to each. Then, calendar one of those areas or subjects per week (for a weekly newsletter, etc.). Dedicate that week to that subject and rotate through these areas on a recurring basis. 

The first week of the month, you might write about the law in your field. The second week, you might provide consumer (or business) tips. The third week, you might share stories about interesting cases or clients you’ve had or heard about, or something law-related in the news. The fourth week, you might write about how you do what you do (interviewing clients, opening and closing files, research, investigation, etc.)

Next month, you do it again. 

This way, you keep things fresh and interesting for your readers and never run out of things to talk about. 

Newsletter marketing for attorneys

Share

Dreams vs. goals

Share

Recently, I talked about the preeminence of activity-based goals over results-oriented goals. I said I now focus on the activities I plan to do more than the results I hope to achieve. 

We can’t control our outcomes—how much, how soon, for example—and it can be frustrating and de-motivating setting those goals and continually missing them.  

But that doesn’t mean setting outcome-based goals is worthless. 

In fact, I think it’s a good idea to always have one or two “big” goals, to inspire us, help us focus our energy and prioritize our time. 

And that’s plenty.

These life-changing or next-level goals are more like our dream or vision. They may take years of work and dedication, and need to be big enough to excite us and keep us going when we feel like quitting or wonder why we’re doing what we’re doing. 

So, in the strictest sense of the word, they aren’t really goals at all. Not the kind we set each year or each quarter. 

Notably, this type of goal don’t have a deadline, or at least a firm one, or a lot of details about how you’ll achieve it. Which is good because we’re often too optimistic about the when and how. Which is why we often miss them.

Your dream goal should include what you want, and why, not when or how. 

Let your dreams be dreams. Their job is to get you out of bed in the morning, make you feel better when you’re having doubts, and give you an exciting picture of the future you desire. 

You can also create a goal for the next quarter, and a plan for achieving it, but your dream might be what drives you to do the work to get there.

Share

How many times have you postponed that task? 

Share

We all do it. We schedule something for a given day but run out of time (or energy) and push it to another day. That’s normal. If you rarely do that, you might not be getting as much done as you could. If you frequently do it, however, you might be trying to do more than you can handle. 

There is a sweet spot where you’re not doing too much or too little. But that’s a discussion for another day. 

Right now, a simple suggestion for you regarding what to do about tasks you postpone too often. 

Start by asking yourself why you keep postponing the task or project. Is it because it’s not that important to you, or not as important as other things you need to do? Is this task too difficult (right now)? Or tasks you find boring or otherwise unpleasant?

Because there are different options for each reason.

If you don’t see the value in doing the task, at least not in the short term, you might postpone it again (without feeling guilty about it), put it on a “someday” list, or delete it entirely. 

If the task is overwhelming, unpleasant, or too difficult, you might delegate all or part of it to someone who has more experience with that type of task or more time to do it. Or make the task easier to do, or at least easier to start, by breaking it down into smaller, more manageable steps. 

What if the task is too easy and you’re bored at the thought of doing it? You could make it more challenging or interesting by changing the way you do it. 

For example, instead of researching a project by piling through a bunch of books or articles, you might sign up for a course that shows you what to do step-by-step Or partner up with someone who does the parts you don’t like while you do others.

You could change the subject of a boring or unfulfilling task, e.g., writing a paper, to a different or more interesting subject.  

You could also expand the scope of a boring task and make it more challenging and/or more valuable. If you continually postpone outlining part of a presentation, for example, you might expand that into outlining the entire presentation.

Another idea is to change the software or tool you use, the newness of which should be more interesting and/or more challenging.

Once you know why you continually postpone a task, you can change that task, reframe how you think about it or how you go about doing it. It could be exactly what you need to do things you don’t want to do.

Share

When you have nothing new to say

Share

Do you ever feel like you’re repeating yourself? Saying the same things again and again in your newsletter, blog, or on social media? Talking about the same services, the same problems and solutions? Making the same offer? Promoting the same event? 

You want to stay in touch with your list (and you should), but if you keep saying the same things, they’re going to tune out. 

Or will they? 

They tuned in because they’re interested in the things you know and share. So don’t change your message. Change the way you present your message. 

As a friend of mine puts it, “Change the wrapping paper around your core idea and you can repeat the same message every time you connect. . . but it will feel new and different”. 

The simplest and often the most potent way to do that is to tell a different story. 

It can be something simple—something your client or another party said or did, a question they asked, how you met them, or something you thought about the facts or the law. 

You can write about almost anything and make your blog post or article interesting. . . and different. 

You can even write about your pets.

If you’ve followed me for a while, you may recall that I used to have cats and wrote about them from time to time. I’d talk about things they did or about a recent trip to the vet and how long they kept us waiting before they saw us, and use this as an example of how not to treat your clients in your waiting room. 

You can use things that happen to you personally or in your practice to add color and interest to your message, without changing your message.  

Change the wrapping paper and you can keep readers interested and engaged no matter how often you deliver your message. 

How to use an email newsletter to build your practice

Share

The power of constraints

Share

If you’re like most people, when you make a list of tasks for the day, you look at your calendar, your list of tasks with an approaching deadline, incomplete tasks from the day before, and things you’d like to finish (or start) soon, and there’s your list. 

There are two potential problems with this approach. 

First, your list might be too big to do in a day. Too many tasks, or tasks that take more time or energy than you have available, are overwhelming. And when you don’t do most or all of the tasks on your list, disappointing. 

Better to have a list of “too few” than “too many”. A short list is a list that gets done. 

Second, your list might not prioritize your most important tasks—the ones that provide the most value. 

A better way to make your list for the day (or every day) is to start by choosing a number—the number of tasks for the day. 

Let’s say you decide that a good day for you means doing 5 tasks (not counting small, recurring, or routine tasks). 5 tasks that move the needle. 

Starting with a small number, a constraint, forces you to choose your most important tasks. You’ll have a more productive day doing 5 important tasks instead of (trying to do) 10 or 12 tasks. 

I usually start my list with 2 or 3 MITs (Most Important Tasks), and a few other things I’d like to do if I have the time. But if I “only” do my most important tasks, I consider it a good day. And it usually is. 

Share