The Attorney Marketing Center--Earn More. Work Less

Why you should write your own reviews

October 5, 2022 by David M. Ward

Most clients don’t leave reviews, even when they love you. That’s why you should write your own.

Hold on, I’m not suggesting anything unethical. Here’s what I mean.

The issue isn’t that clients don’t appreciate your work or the way you take care of them. They do. They tell you that all the time.

They say thank you. And mean it. They tell you how relieved they are that you got them out of a jam. They say you did a great job, you’re a great lawyer, and they are glad they found you.

Nice things. The kinds of things you would love for them to say in a review.

They usually don’t post a review, however, because they’re busy. Or don’t think about it. Or don’t know know how important it is.

But if you make it easy for them, they will.

Which is why you should take the words they say to you, or send you in an email, and write the review for them.

Send them an email, thank them for their kind words, and quote back to them what you heard. And then ask if they would post those words in a review and give them the link to the review site you prefer.

Tell them they can add to or edit what you wrote any way they want to, and can submit it without showing their full name. You can also offer some additional language they could use if they agree with it. Things you know they think or feel but didn’t actually say.

Make sure they know how important reviews are to a lawyer, and to the people who are looking for a lawyer. And thank them again.

Not everyone will say yes, but you will get more reviews. And every single one will be good.

When you SHOULDN’T do email marketing

October 4, 2022 by David M. Ward

Email marketing rocks, for reasons I’ve spoken about many a time. But it’s not for everyone.

There are a few situations where a lawyer in private practice probably shouldn’t do email marketing.

Such as. . .

(1) Your firm or jurisdiction doesn’t allow it

There’s a difference between cold email, sent to strangers, and permission-based email sent to clients, business contacts, subscribers, and others who have opted in to a list or otherwise want to hear from you.

If you want to use email to build your practice, make sure your firm understands the difference. If they don’t and you can’t convince them or find exceptions (and you like your job), email marketing isn’t for you.

(2) You don’t need or want more business

You’ve got all the work you can handle, earn more than you can possibly spend, and are reasonably certain that this will continue. You don’t have a reason to do email marketing, or any marketing at all.

(3) You don’t believe it works for your practice

Why wouldn’t staying in touch with clients and business contacts result in repeat business and referrals?

I’ll give you a minute.

But hey, if you really believe it’s not right for you, you shouldn’t do it. Your heart won’t be in it and, frankly, you’ll find a way to mess it up to prove that what you believe is true.

(4) You don’t want to do it

That’s legitimate. There are a lot of marketing strategies that work incredibly well for a lot of lawyers I don’t want to do, and I don’t.

To each his or her own.

And that’s all I can think of.

Note, I didn’t mention “not enough time” or “don’t know how”. I don’t buy either of these. Any more than I accept “I tried it and it didn’t work.”

Like anything, it works if you want it to. It doesn’t if you don’t.

Email Marketing for Attorneys

Filed Under: Email, Newsletters

My blog is better than your blog

October 3, 2022 by David M. Ward

Ready for some good news? You don’t have to write a better blog or newsletter.

That doesn’t mean you can write junk and call it a day. You have to deliver value and make it interesting enough for your readers to continue to read it.

Because if they stop reading you, they might forget you.

Of course, the more valuable and interesting your content is, the more likely it is that your readers will see why they should talk to you about their situation, and/or share your information with others.

You also want to attract traffic and sign-ups to your blog and newsletter.

But that still doesn’t mean you have to be better.

It means you have to be different.

If you can, write about different topics than the competition. But that’s not the only way to be different.

You can write about the same topics (cases, issues, problems, trends, ideas, methods, etc.) other attorneys write about and still make your content unique.

You can do that by offering a different opinion about the subject than other lawyers offer.

You can do that by offering additional information, examples, and resources than others offer.

But the easiest way to make your content unique is to present it in your own unique voice.

Your voice is a depiction of your unique personality. So, be yourself.

Not your lawyer self, necessarily, your authentic self.

Relax and talk to your reader (one reader, not “everyone”), like you would if you were talking to them over your favorite beverage.

Combine that with stories from your practice and your content will be original and interesting and attract the kinds of people who want to hear what you have to say. And after you’ve said it, come back to hear more.

That’s how you get and keep readers, and how you get and keep clients.

How to write an email newsletter that brings in clients

Filed Under: Blogging, Newsletters, Writing

Don’t let your daddy take your T-bird away

September 30, 2022 by David M. Ward

Is practicing law fun for you? Do you enjoy what you do and look forward to coming to work every day?

My guess? You like some things, but not everything. Sometimes, you can’t believe you get paid to do what you do; other times, you think you should have your head examined.

That’s life.

Hey, if everything was easy as pie and your days were filled with nothing but sunshine and lollipops, you probably should have your head examined because you’re living in the real world.

There are good parts and bad parts to being a lawyer (or any occupation) and they go together. You can’t have one without the other.

Problems, challenges, disappointments, losses—they’re part of the deal. You can’t change that. Nor should you try because your very existence depends on it. People don’t hire lawyers when everything is hunky dory.

But one thing you can do, should do, is to have more good days and good moments than bad ones.

Because if you don’t, why bother? Do something else with your life.

Okay, let’s assume you’re going to stay. Now what?

Now you focus on the good things. The wins, the big paydays, the smiles on the faces of the people you help.

Focus on the fun.

Because what you focus on grows.

You want more good times? Think about the good times you already have.

Start by taking inventory. Make a list of what you like about your job. What do you appreciate? What do you love?

Write them down. And, as good things happen, write those down too (in six-minute increments—because that’s fun, isn’t it?)

Find the joy in what you do and you’ll get more of it.

Filed Under: Career satisfaction

You are amazing

September 29, 2022 by David M. Ward

You’re having a bad day (or week). You don’t want to listen to one more problem or complaint from a client who doesn’t appreciate all you do for them.

Yeah, it goes with the job, but sometimes. . .

And then, you get an email from a client thanking you and praising you. Or you get a review that tells the world how great you are. Or a client fills out your survey and gives you top marks and smiley faces in all categories.

It makes your day. And reminds you why you do what you do.

We all get these. Letters from clients, from business contacts thanking us for a referral, from meeting holders and bloggers thanking us for our great presentation, interview, or article.

Save these. Put them in a file or add a tag or label so you can quickly find them.

Don’t forget the kind words you receive in person or over the phone. You might get one today. When you do, send yourself an email, recount what they said, and add it to your file.

Call it your “praise” folder or “kudos” file. And when you’re having a bad day, think nobody cares, or start questioning your choice of career, re-read some of these letters and feel better.

You are appreciated. People do recognize your abilities and hard work. You have proof.

And, if you want to, you can use some of that proof in your marketing.

Testimonials and positive reviews aren’t just good for what ails ya. They’re also good for prospective clients who want to know if you’re good at your job.

Good? You’re amazing. And you can prove it.

Filed Under: Inspiration, success

Tell me about yourself

September 28, 2022 by David M. Ward

Everyone’s favorite radio station, we’re told, is WIIFM—“What’s in it for me?” They tell us that prospective clients don’t care about you or what you want; it’s all about them.

So make it about them.

Make your content, offers, stories, and examples about your reader or prospect. Because that’s why they’re reading your article or copy and that’s why they will hire you (or won’t).

Just tell them about your services and benefits. Leave yourself out of the picture.

No, don’t do that. You will always be in the picture because you’re the one who will help them get what they want.

If you don’t tell them about yourself, if your articles and sales pages are only about your services and offers, that’s boring. And generic. And unlikely to persuade anyone to choose you.

(NB: don’t write articles or sales copy that any other attorney could grab and slap their name on.)

If you want clients to hire you instead of any other attorney, tell them about yourself.

Anyway, aside from that, the reality is, people do care about other people and that includes little ‘ol you.

Sure, they care about themselves a lot more, but don’t for a minute think nobody wants to know anything about you.

They do. They want to hear your story. Especially if they’re thinking about hiring you.

They want to hear about your experiences working with other clients. They want to know what you think about things. They want to know where you’ve been and where you are going.

Because they want to see what it would be like having you as their attorney. But they’re interested in you even if they’re not shopping for a lawyer.

Because people are interested in and care about people.

Something else.

If your reader finds your story interesting, if they relate to you, if they feel that in some way they know you, they will be more likely to hire you.

Knowing is the first step. Liking is second. Trusting may take more time, but the more you tell them about yourself, the more likely this is on the way.

Don’t overdo it. Don’t be one of those people who talks incessantly about themselves.

Me, me, me, doesn’t win friends or influence people.

But don’t hide yourself and talk only about your services. Make your articles and copy mostly about them but also about you.

Because if they hire you, it’s going to be about both of you.

Filed Under: Content creation, Marketing legal services, Writing

Prioritizing your task list

September 27, 2022 by David M. Ward

You have a list. On that list are things you must do, things you should do, and things you want to do.

You want to do your most important tasks—the ones that put food on the table and help you achieve your personal and professional goals. And you want to have some time to do the things you enjoy. Because all work and no play isn’t good for your health.

How do you choose? How do you prioritize your list?

Start by dividing the list into three parts:

Things that provide you with the most value. The “20% activities that produce 80% of your results”. Activities that have the largest impact on your goals and overall happiness. Your “most important tasks (MITs).”
Tasks you just need to get done. They might not contribute much to the mix, but they keep the wheels greased and the machine running. These are your routines and recurring tasks; the boring stuff.
Everything else.

You want to spend more time on the first list and less time on the other two.

If you can, do the tasks on the first list before you do the others. Do them early in the day, when you have the most energy.

To give you even more time and energy to do them, cut down on the tasks on the second and third lists.

Delegate, automate, eliminate, or postpone.

Because your most important tasks are more important.

On my list, each workday I usually have 1 to 3 MITs. These are my top priority for the day and I almost always get them done.

I have 3-5 other tasks I want to do today but it’s okay if I do them tomorrow or later this week or next.

And I have 5 or 6 routine tasks, usually small and easy to do, and I usually do all of them.

If I get everything done early enough, I look at my list for tomorrow or later in the week and pick something else to do.

But only if I want to.

But I rarely want to because all work and no play isn’t good for my health.

Filed Under: Productivity

Are you sitting on a nail?

September 26, 2022 by David M. Ward

There’s a dog on the porch and he’s sitting on a nail. It’s painful, but he doesn’t move. He likes his spot on the porch and the pain isn’t that bad. It’s more annoying than anything else. And he’s used to it. And thinks it’s too much effort to get up and find another spot.

So he stays put.

Old joke but reality for many people.

Sometimes, there’s something going on in our life that’s painful, but not painful enough to do anything about it.

I’ve been there. I’m sure you have, too. You might be their right now. A problem, a situation, an unfulfilled dream. We might not like our current situation, but we put up with it because it’s not that bad.

And we don’t. Until we’re in enough pain.

One day, we wake up and admit to ourselves that this can’t continue. We’re fed up and finally going to do something.

That day even has a name. It’s called our “day of disgust.”

I had that day a long time ago, early in my practice. I was in pain, unhappy with my situation, and myself, disgusted actually, and that disgust lit a fuse under me and I finally took action.

Don’t fear a day of disgust. Welcome it. It’s a day of clarity and a day of change. The first step towards a better future.

You might wake up and say to yourself, “I’m mad as hell and not going to take it anymore”. And you don’t.

Unfortunately, for many people, things have to get worse before they have their day of disgust. A lot worse. They have a nail in their butt, but it’s not that bad.

But nobody has to wait until things get worse. They can decide to change any day of the week.

If things aren’t where you want them right now, why not make today that day?

Filed Under: Inspiration, success

Time blocking for thee and me

September 23, 2022 by David M. Ward

I’ve struggled with time blocking, aka time boxing or calendar blocking, at least the way I’ve seen others do it. I don’t want to schedule my entire day down to the minute, as some studs do, but even when I mentally block out time for writing or other projects, I still resist putting this on my calendar.

I informally dedicate my mornings (after doing email, some admin stuff and waking up my brain) to “deep work” — writing and other things that require focus and concentration. But I don’t schedule it.

When I’m ready, I go to work. When I’m not, I don’t.

This works for me, but there’s something appealing about the idea of looking at the calendar and seeing my day organized and tidy.

So I will try again.

In my quest to learn how others do it, I’ve watched some videos and picked up some suggestions. I thought I’d pass along a few of the best.

Time block email and admin so you can stay on top of it, and not be distracted when you’re doing other things and remember you forgot to reply to your email.
For “deep work”—anything that requires concentration—be specific about what you will work on (the case, file, project), and for how long, so you know exactly what to do during your time block. Specifics create clarity, clarity creates focus, and focus is how you get things done.
If you’re trying to block your entire day, for each block, (a) give yourself enough time to do the work; (most of us grossly underestimate how long things will take), and, (b) build in buffer time between blocks for breaks, travel, interruptions, and things that need more time than you have allowed.

If you have other suggestions, or would like to share how time blocking works for you, please let me know.

Filed Under: Productivity, Time Management, Writing

What do you do for fun?

September 22, 2022 by David M. Ward

We’ve all been asked this, haven’t we? What are our hobbies, outside interests, things we do when we’re not working?

We often minimize these while we’re building our practice because they take time away from our demanding career.

What if you didn’t have to do that? What if you could do both?

Even better, what if you could use your outside interests to help you build your practice?

You can. And you should.

Pick something that interests you. Something you would like to do more of.

Let’s say you like horses. Riding, showing, watching them race, reading Dick Francis novels, painting them, or anything else.

How on earth could any of that help you build your practice?

That’s simple.

A lot of other people like what you like and some of them need your services or know someone who do.

They might share your interest or they might be in a business or profession that works with, sells to, or advises people in that niche.

If you handle personal injury cases, wouldn’t it be great to represent horse lovers? You have something in common, and that commonality gives you a way to connect and possibly dominate that market.

If you handle business transactions, wouldn’t it be great to represent businesses related to the horse world? Trainers, breeders, feed companies, track owners, and so on?

And, don’t forget the professionals and influencers—the lawyers and accountants and brokers and bankers, the bloggers and authors, podcasters, and event organizers who target the horse world.

No matter what the niche, there are people in it who might hire you, refer you, or promote you. People who might interview on their podcast or book you as a speaker at their event. People who want to hear your story and introduce you to people they work with.

You speak their language. Understand them. And can (eventually) cite examples of things you’ve done and clients you’ve helped in that niche, giving you an advantage over lawyers who can’t.

Point taken?

Choose a niche that interests you. Get to know the people in it. And have fun while you build your practice.

This will help you choose your niche

Filed Under: Marketing legal services