The Attorney Marketing Center--Earn More. Work Less

Taking inventory

December 19, 2022 by David M. Ward

I watched a video about tasks, tools, and processes for creatives and thought the information was helpful for lawyers. Helpful because it provides a framework for thinking about your work and how you can do it more efficiently and with better results.

We’re told that tasks fall into 4 types of categories, Administrative, Consumption, Documentation, and Creative, and as I thought about what I do in my work in this context, I starting thinking about what I could eliminate, delegate, automate, speed up, or otherwise improve. You might do the same.

Administrative

Administrative tasks include calendaring, conflict management, bookkeeping, client communication, website updates, file management, HR, individual task management, and so much more.

We spend a significant percentage of our day doing or managing these tasks; they are the most obvious category to delegate or automate.

Consumption

Cases, articles, books, blogs, courses, podcasts, newsletters, videos, seminars—it’s a long list.

You can streamline this category by cutting out some sources of material you regularly turn to, subscribing to services or newsletters that curate this information for you, more audio and less text, and by assigning the “first pass” for some of this content to someone who works for you.

Documentation

This includes taking notes on client matters, and notes on the other material you consume, recording ideas, storing documents, and the software and systems you use to retrieve this information.

Creative

This is your output—how you get paid. It includes your legal work—drafting, negotiating, writing, speaking—and everything you do for marketing.

You might not want to delegate all of this, but you can get help with research, investigation, first drafts, editing, and follow-ups.

As you consider these categories, think about your situation and what you want to improve. Go through a typical week or month and document what you do.

Tasks. Brainstorm every function performed by you and the people who work for you (or outsources).
Tools. Note the software and hardware you use on the computer, browser extensions, phone apps, paper and folders, etc. It also includes forms, templates, checklists, reminders, and more.
Processes. How you do what you do. This will take the most time to document, but is likely to deliver the most benefits.

If you don’t want to do all this right now, at least use this as a checklist to think about how you use your time and what you could do to use it better.

Filed Under: Law office management, Productivity

Leveling up your referral game

December 16, 2022 by David M. Ward

Yesterday, we talked about the value of educating other lawyers about your practice area, to build your reputation and get more referrals. You can do that, I said, by disseminating information, e.g., reports, checklists, that helps other lawyers understand your field, spot issues, and answer their clients’ basic questions.

But there’s a lot more you can do.

If you want to be perceived and followed and sought after as the go-to expert in your field, you can do the kinds of things experts do.

Number one on that list is to write a book.

As an author, you will, by definition, be an authority. Your book is a doorway to requests for interviews, being invited to speak and sit on panels, and otherwise expand your reach.

When you are introduced as “the lawyer who wrote the book on. . .”, you are at the top of your game.

Publishing a book is also a great way to get more leads, both from other lawyers and other centers of influence, and also from prospective clients.

If you’re not ready to do that, or perhaps while you are writing your book, there are other things you can do to establish your authority and get more referrals.

You can conduct seminars, start a podcast, or write blog posts, teaching lawyers the basics, discussing changes in the law, and answering questions. You can interview others in your field (or your client’s industry), and offer downloadable resources (which helps you build a list so you can stay in touch with these prospective referral sources).

If you’ve got enough to share, and the quality is there, you can even turn these into paid seminars.

Your object is to establish yourself as the go-to lawyer for all matters related to your field, and you can start with a single video, blog post, or seminar. You’ll begin to build a following and, before long, one of your followers will ask you to look at one of their cases or speak with one of their clients who needs your help.

Lawyer-to-Lawyer Referrals

Filed Under: Publicity, Referral sources, Referrals

Teach and grow rich(er)

December 15, 2022 by David M. Ward

You know the value of educating prospective clients in your target market about the law in your practice area(s), the risks, the options, and the benefits to be had working with a lawyer who does what you do.

And why that lawyer should be you.

You’re also hip to the value of educating other lawyers who don’t do what you do, because they have clients with problems they don’t handle, but you do. Those lawyers don’t always have someone to refer their client to, which is where you come in.

The easiest way to get on their radar is to provide them with information about your field of expertise. Teach them everything they need to know to spot issues and explain the risks and options. Educate them about the law and procedure and ethics, the way you would if you were teaching a continuing education class.

The more you teach other lawyers about your field, the more you will be seen as the expert they want to refer their clients to when those clients need help.

But you don’t have to create continuing education classes to do that. Create some reports and articles, forms and checklists, and other resources that speak specifically to lawyers.

What do they need to know? What do they need to ask their clients, and tell them? And make sure you tell them that you’re available to answer their questions and to speak to their clients.

Okay, I can see you nodding your head. This makes perfect sense. But there’s something else.

Wait for it. . .

You should also educate other lawyers who do exactly what you do.

What?! Teach my competition what I know? Why would I do that?

Because they can (and will) get this information somewhere and it might as well be from you.

When your competitors have a case they can’t handle, because it’s too big for them or they have a conflict or they’re too busy to take on more work, they will think about the lawyers they know and respect and refer that business to you.

As the go-to expert in your field, you’ll not only get more referrals, you’ll build your reputation and get invited to speak and publish and network with the stars.

Build a bigger practice by helping other lawyers with theirs.

Here’s how

Filed Under: Image, Referral sources, Referrals

Stop trying so hard

December 14, 2022 by David M. Ward

I have a theory. Because being a lawyer is so demanding and requires so much attention to detail, and because most lawyers work their tails off to get everything right, they tend to do the same thing with creating content.

Which is why many lawyers don’t create a lot of content and thus miss out on a lot of traffic, leads, subscribers, and new clients.

If you’re not producing as much content as you want to, quit trying so hard. You can produce all the content you need without breaking a sweat.

No, you can’t produce junk. You need to provide value. That’s what keeps readers reading, sharing your content, and selling themselves on taking the next step towards hiring you.

You can do that with a lot less effort.

How? By writing less:

Shorter posts. A few hundred words is plenty.
Re-reusing/re-purposing your old/other content
Re-writing other people’s content (your words, examples)
Listicles (resources, tips, ideas, quotes, definitions, checklists, etc.)
Avoiding research; writing what you know (you know a lot)
Publishing less often
Getting help (in house or outsource)

You can also publish content without doing a lot of heavy lifting. Answer questions posed by your readers and clients, or share something you learned in an article, book, video, podcast, or MCLE.

You can report industry or local news (e.g., acquisitions, new hires, promotions, mergers, etc.), appellate opinions, and new or pending legislation, with very little of your own writing other than brief comments, e.g.., “this is new” and “here’s what I think about it” and “here’s what I’d like to see next”.

Stop trying so hard. Set a goal to provide ONE nugget per post, something your reader can take away, remember, and want to share.

Something interesting, helpful, or entertaining. Something you can write in 30 to 45 minutes.

More ways to (quickly) produce content

Filed Under: Content creation, Marketing legal services

I was wrong

December 13, 2022 by David M. Ward

You’re reading this because you want to know what I was wrong about and why I’m sharing my “confession” with you.

Mission accomplished.

Well, almost. I haven’t told you what I was wrong about, or why admitting you were wrong is a good way to connect with your readers.

It’s good because people see you don’t pretend to be infallible. You’re a real person, just like them.

Warts and all.

It makes you likeable. Someone they can trust.

Confession is good for the soul.

Maybe you trusted a friend and should have known better. Maybe you recommended a certain app to everyone and had to backtrack when you found out it has a security flaw. Maybe you predicted something would happen on the world stage and you were dead wrong.

Show your readers the real you. Warts and all.

But you have to be careful. You don’t want to admit you were wrong about something irretrievably tied to your core competency.

It’s okay to admit you once hired a secretary too hastily, and she stole from you. It’s not okay to admit you settled a certain case because you didn’t think you had enough experience to take it to trial.

Capice?

In addition to admitting to a mistake, you can also admit to a weakness or quirk, or share a personal experience that humanizes you.

Maybe you like cherry pie a little too much (me!). Maybe you took your daughter to ballet class and had to ask one of the moms to do up her hair (me!) Maybe your sense of humor gets you into trouble a little too often (me!)

The more embarrassing, or humorous, the better.

Admit a mistake or a weakness (that isn’t too weird) and your readers will love you for it. Unless you eat all the cherry pie and don’t leave any for them.

Filed Under: Client loyalty, Communication, Writing

Are you the best choice?

December 12, 2022 by David M. Ward

Are you willing to admit that there are other lawyers who do what you do and are better at it than you are? That you’re not the best lawyer in town, or even better than most?

And yet clients still hire you and refer you and love you.

Because hiring a lawyer or firm isn’t a completely rational process.

Clients meet you or hear you speak or read something you write, or they see your ad or a friend recommends you (or your article or post), and they visit your website to learn more.

If they continue to like what they see (and what you offer), they take the next step. And eventually hire you.

Most clients don’t do a lot of comparison shopping.

Which means you don’t have to be the best there is, or even better than your competition. You just have to be good enough to get looked at and not blow it.

Sure, some clients are sophisticated and will scrutinize you down to your shorts. But most don’t.

Your mission, should you decide to accept it, is to get more people to look at you and not give anyone a good reason to not hire you.

Be the best you can be, but don’t worry about being the best there is.

The quantum leap marketing system (for lawyers)

Filed Under: Marketing legal services

This isn’t for everyone, but it might be for you

December 9, 2022 by David M. Ward

I came across this line in an email. I wrote it down to share with you because it’s a great way to sell legal services (or anything else).

It gets attention and makes the reader curious about what “it” is
It adds credulity by “admitting” it isn’t for everyone (and not trying to persuade everyone)
It suggests exclusivity, which creates desire; people want things that are for a select group, especially if they are told they might not qualify to be in that group
It imbues the writer or advertiser with strength and confidence, which are attractive traits (especially in a lawyer)
It almost forces the reader to continue reading, to find out more

Of course “it” isn’t for everyone; few things are. But including a line like this in your headline or the body of your message might make your reader “hope” that it is for them, making it more likely they will look for a reason it is.

Look for a way to include a message like this in your marketing. It isn’t for everyone, but it might be for you.

Filed Under: Advertising, Copywriting, Email, Marketing legal services

What if I don’t play golf?

December 7, 2022 by David M. Ward

Playing golf is a great way to meet other professionals and prospective clients and many lawyers do. But what if you don’t play golf and don’t want to learn?

Sorry, you’re out of luck. No clients for you!

No, there are many ways to meet prospective clients and referral sources that don’t require you to take up a sport or do anything that doesn’t appeal to you.

You can meet people at formal networking groups where professionals and business owners go to meet people, hear speakers, and exchange ideas and leads. You can also meet people informally, as you go about your regular day.

But you don’t have to do any of this. You can meet the kinds of people you want to meet through the people you already know.

Your clients and existing referral sources can introduce you to the professionals and business people they know and do business with.

Lawyers, insurance agents, financial planners, real estate brokers, of course, but also business executives and other influential people in their industry or market. If they’re consumers, they can introduce you to their friends and neighbors.

This isn’t the only way to network, but I can’t think of anything better.

You’re talking to people who know, like, and trust you and are willing to help you. They know people you would like to know, and all you have to do is ask.

But you have to help them help you. You have to tell them who you would like to meet, by name if you know it, or by occupation, business or industry, or other identifying factors.

Tell them who would like to know and ask them to introduce you, or ask them to tell their contact about your upcoming seminar, or about an article you just posted on your blog that might be helpful to them, or anything else that will connect you with the people they know.

This is a remarkably effective, highly targeted way to grow your network. And doesn’t require you to wear any funny pants.

Here’s how to get started with your clients

Filed Under: Referrals, Relationship marketing

Size doesn’t matter

December 6, 2022 by David M. Ward

A tiny list of subscribers can make you a fortune. It’s true. You don’t need tens of thousands or even thousands of subscribers to your newsletter, blog, podcast, or channel.

For one thing, someone who reads or listens to your content won’t know they are among a handful. And can be as impressive as any other attorney.

Your article or post shows them you know what you’re doing. They see you understand their problem and have solutions. They hear success stories about how you’ve helped others in their industry or market. And they get a sense of what it would be like having you as their attorney.

Instead of merely telling the world the services you offer and asking them to trust in your ability to deliver results, your content proves you know what you’re doing.

You can also leverage your content to score interviews and joint marketing alliances with other professionals and influential people (who also don’t know you have very few subscribers).

You might start small but as you post more content online, you get more traffic from search and social sharing. Your list grows organically, bringing you more leads and inquires and new clients.

Regularly posting content makes you a better writer and marketer. It helps build your reputation. It helps you attract referrals from lawyers in other jurisdictions who find you from afar. And it supports your speaking, networking, advertising, and other marketing efforts.

But even if nobody finds you online, your online content give you a place to send prospects and leads you generate from other sources. It also gives your clients a place to send people they know to find out more about you.

Your content is an online brochure of sorts, that speaks to your prospects on your behalf and shows them why they should take the next step.

You might post just 5 or 10 articles on your blog and never add another. But that’s more than enough to show the world you know what you’re doing and convince them to find out more.

How to start and grow a blog that makes your phone ring

Filed Under: Blogging, Content creation, Online Marketing