The Attorney Marketing Center--Earn More. Work Less

Success inside your comfort zone

April 25, 2022 by David M. Ward

It is often said that success lies outside our comfort zone. When we try new things, we’re often scared, we risk failure and embarrassment, but that’s how we grow.

Inside our comfort zone, it is safe but little changes.

We’ve all heard this, and said it to others, but it it true?

In high school, a friend suggested we go ice skating. He was a good skater but I’d never done it and was afraid I’d get hurt or look like a fool, but I agreed to go. I fell a lot but eventually did okay, and I had a lot of fun.

Score one for trying new things.

Of course, it doesn’t always work that way. We often try new things, hate them, and never do them again.

That’s also part of the process.

You date a lot of people until you find “the one”. You change your major, your employer, even your career, until you find something that feels right.

That’s your comfort zone. And that’s where you build long-term success.

Inside your comfort zone, things are familiar. You do them over and over again and get good at them. Over time, you build a successful career, a successful marriage, a successful life.

Success lies inside your comfort zone, but you need to get outside it from time to time to explore.

Try things that make you uncomfortable. Seek new adventures and challenges. You’ll learn a lot about a lot of things, but most of all about yourself.

When you do, come back to your comfort zone with the knowledge and experience you’ve gained, use it if you want to, or forget about it and try something else.

You say you don’t like a certain marketing strategy you have never tried? I’m your friend inviting you to try it and see.

You might fall a lot and look foolish. But you’ll learn something about yourself.

You might also have a lot of fun.

The Attorney Marketing Formula

Filed Under: Personal development, success

Just make sure you copy the right cat

April 22, 2022 by David M. Ward

“Don’t be a copycat,” our parents told us. But we didn’t listen, did we? We copied our friends, our siblings, our parents and teachers, and people we saw on TV.

If someone did something we thought was cool, we wanted to do it. If they didn’t die riding their bike down that steep hill that scared the beans out of us, we knew we wouldn’t die either.

I’m still here, aren’t I?

We wanted to be like others. Do what they do. So we copied them.

And we still do that today.

There’s nothing wrong with that. We learn by copying. Seeing what others do, how they do it, and how it turns out.

I did it again the other day.

I watched a video about GTD and the narrator said he does his daily planning every afternoon at 4 pm. He has a ten-minute appointment with himself posted on his calendar. I’ve always done my planning at the end of my workday, whenever that might occur, but hearing how this guy does it, I had to try it.

So now, don’t try to contact me at 4 pm. I’m busy.

He mentioned something else I liked. He schedules his weekly review on Fridays at 3 pm.

Why not, I thought?

I’ve been experimenting with different days for my weekly review. For a long time, it was every Sunday morning. I recently tried Saturday, but something about doing it Friday to close out the week (and keep my weekends open) appealed to me, so I’m doing that now.

It’s okay to be a copycat. But don’t copy blindly. Do what makes sense to you and for you.

If you hear about a lawyer who built his practice by sending unsolicited email and cold calling 12 hours a day, that’s one cat I wouldn’t copy.

Filed Under: Productivity, success

How to add value (and why should you)

April 20, 2022 by David M. Ward

What do you think would happen if you became more valuable to your clients and business contacts?

You’d get more repeat business and referrals. You would increase your gross and net income. Gross income because you’d have more work coming in. Net income because you could spend less on outside marketing and enjoy the economics of scale.

You would be “in demand”. Clients and influential people in your market would learn of your good work. They’ll want to hire you, network with you, interview you, and recommend you.

The more value you bring to the market, the more value you will receive in return.

It is law.

How do you become more valuable? You find out what the people in your market need and want and you help them get it.

What are they talking about, reading, asking, and doing? Survey your lists or talk to them individually. Everyone likes to talk about themselves. Encourage them to do that and they’ll tell you what you need to know.

You’ll discover their problems—legal, business, and personal. They’ll share their goals. You’ll learn what they want and what they need—information, advice, recommendations, ideas, clients or customers.

They’ll tell you how you can become more valuable.

If you can’t deliver what they need yourself, talk to your clients and business contacts and see what they can do.

Does a client need more customers for their business? Introduce them to a blogger or podcaster you know who can get them some exposure.

Does a client have a personal issue with a member of their family? Tell them about a book you heard about on that subject or give them some advice that has worked for you.

Did a professional you know mention the high cost of his insurance premiums? Maybe you know something about that and can offer some advice, or refer him to a broker you know who has worked miracles for some of your clients.

Adding value doesn’t just mean giving clients more deliverables or better outcomes, or helping them get more clients or customers. It also means doing things that give your clients a better experience.

It might mean simplifying your billing process or offering alternative payment methods. It might mean communicating more often, sharing information and ideas and recommended resources via a newsletter, videos, or podcast. Or it might mean cutting down the frequency and quantity of that information if that’s what they prefer.

Adding value can be as simple as getting to know your clients on a personal level and being there for them when they need another set of ears to listen to their idea or a shoulder to cry on when they’re having a rough time.

Value means different things to different people. Your job is to find out what it means to your clients and contacts, and then do what you can to help them get it.

The Attorney Marketing Formula

Filed Under: Increase your income

How much should you charge?

April 19, 2022 by David M. Ward

How much should you charge for your services? Well, how much are your services worth?

You don’t want to charge less than what you’re worth. That’s not fair to you or your kids.

But you can’t charge more than you’re worth because that’s not fair to your clients (or sustainable).

When it comes to fees, follow The Goldilocks Rule: Not Too Hot, Not Too Cold (but how much is ‘just right’?)

Well, you have to consider:

The size and complexity of the problem or goal
Clients’ willingness to pay to solve that problem or achieve that goal
Clients’ ability to pay
Urgency (deadlines, risks, pain, associated problems)
Your experience and reputation
The clients’ sophistication and experience in working with lawyers
How much other lawyers charge
The economy
And other factors

Yeah, it’s complicated. You can’t figure this out with a spreadsheet. So, let the market give you the answer.

It starts with you. How much do you want? Quote a fee and see what clients are willing to pay.

Willing buyer, willing seller.

If most clients complain or try to negotiate, if they hire you once and never again, you may be asking more than your services are (or appear to be) worth.

If most clients pay without blinking, however, you may be asking less than you could. A common affliction among our kind.

But if most clients pay what you ask, readily hire you again and refer others, your fees are probably about right.

But that doesn’t mean you should set them and forget them.

Over time, your kids (and creditors) want you to increase your fees and continue doing that until the market tells you no more.

But that’s not necessarily the last word on the subject.

If you want to increase your fees but the market says “too much,” you have three options:

Add more value so more clients are willing to pay more
Improve your marketing and salesmanship and increase the perceived value of your services
Target a different market

The market tells you how much you can charge. But you have to ask. And listen.

The lawyers’ guide to stress-free billing and collection

Filed Under: Attorneys fees, Fees and Billing, Increase your income

The 3 best times to ask clients for referrals

April 18, 2022 by David M. Ward

Before you lose your lunch, keep in mind that “asking” doesn’t necessarily mean you speaking to the client.

Asking could mean having a member of your staff speaking to the client. It could mean handing the client a a few referral cards to pass out. It could mean describing—on your blog or in your newsletter—an interesting case you’re handling and mentioning that another client referred it to you.

It’s all good. But what’s the best time to do it?

The most obvious time is at the end of the case or engagement. You’re wrapping things up, the client is happy, you’re talking about the future, so you ask who they know who might want some information about what you do.

Less obvious, but also a great time to talk about referrals is at the start of the case.

When you’re signing up the client, ask them to provide the names of the other professionals they work with. Or hand them some invitations to your upcoming presentation they can give to their friends. Or give them a link to a page on your site with a form or checklist or valuable information and encourage them to share that page with people they know.

The third time to talk about referrals is “anytime” during the pendency of the case or engagement.

You might say to the client, “I hope you’re seeing value in the work we’ve done for you so far. Are there any other matters you’d like us to look at/help you with?“

That’s not difficult, is it?

If they don’t have any other work for you, put on your big boy or girl pants and ask, “Do you know anyone you could refer to us who might need these services?”

They might say no. But they might say yes. One out of two ain’t bad.

Am I saying you can ask for referrals at almost any time? It sure sounds like it.

Clients want to help the people they know, and they want to help you. Make it easy for them to do that and everyone wins.

How to get more referrals from clients

Filed Under: Referrals

Some clients are trouble

April 15, 2022 by David M. Ward

Some clients are sharp. Some aren’t. Some clients follow your instructions. Some don’t. Some clients make a good witness. Some don’t. Some clients will be a major pain in your ass. Some will be even worse.

You’ll find out eventually what each new client is like, but wouldn’t you like to find out right away?

Sure you would.

If you know a client doesn’t listen or will do things that hurt their case, you need to know that so you can keep an eye on them.

My advice? Give the new client a homework assignment and see what they do.

Ask them to download a form and fill it out, read something and answer a few questions, or call you with some information.

Simple stuff any client can do.

If they don’t do it, make excuses, or ask for more time, you’ll have an idea of what they’re going to be like.

If you’re not sure, give them another assignment.

Yes, they might be busy or forgetful. It doesn’t matter. You need to know if you can count on them.

Some clients need more hand holding. You might need to send written instructions instead of merely asking them to do something when you speak, or send additional reminders about upcoming appointments, deadlines, or things they need to start working on.

Part of your job is to make sure your clients help you do that job.

You could do something similar with your professional contacts. I did that with a lawyer I met at a retreat. We talked about working together on a project that could benefit both of us, decided we would talk about it the following week and scheduled a phone appointment.

The day came, I called, he didn’t answer. I left a message, reminded him about our phone appointment, and asked him to call me.

He didn’t. So I was done with him.

If I couldn’t count on him to keep a simple phone appointment, I knew I couldn’t count on him for anything.

If you want to know what someone will be like to work with, ask them to do something and see if they do it.

Because how people do one thing is often how they do everything.

Filed Under: Client relations, Networking

Get more feedback and reviews

April 14, 2022 by David M. Ward

I need new eyeglasses and went for an exam the other day. I was impressed with the thoroughness of the exam and the help the optometrist’s staff provided me with choosing the right options. They took their time, answered all my questions, and dutifully laughed at my dumb jokes.

My original plan was to get the exam at the optometrist’s office and buy the glasses somewhere less retail. But I changed my plan and bought from the optometrist.

I didn’t even negotiate. Bad lawyer.

I bought from them because they did such a good job with me, I felt a little guilty buying elsewhere, and because they made it so easy for me to say yes and be done with it.

Great service and convenience cost me more, but it was worth it.

Your clients will often “pay retail” for the same reasons.

The next day, I got an automated request for a review from the doctor’s office. But as much as I was happy with them and would recommend them, I didn’t respond because the email said the review would automatically be posted online and would include my full name.

No option to provide feedback anonymously, or to provide a review with just my first name and last initial.

So now, the doctor won’t get a review or feedback about what I thought they did right and what they could improve. (I had two small issues I would have “complained” about if I could have responded anonymously, or at least privately.)

Don’t make that mistake.

Ask all your clients for feedback and have it come back to you, not automatically made public.

If the feedback is negative, you don’t want that posted online.

If the feedback is positive, reply to the client, thank them, and ask for permission to post their feedback (review) online, or ask them to do it and give them the link.

And whatever you do, if you want more reviews, give the client the option to provide one without using their full name.

The Attorney Marketing Formula

Filed Under: Client relations, Law office management

Your fees are too high

April 13, 2022 by David M. Ward

Ever heard that? Maybe not. A lot of prospective clients will simply tell you they want to think about it, or some such, and not tell you what they really think.

But what about those who do?

How do you respond when they say you charge too much?

I’d find out if they understand what’s at stake. Talk to them about what it could cost them if they don’t hire an attorney, i.e., do nothing,, wait, or try to fix the problem themselves.

How much would it cost if the other party got a judgement against them or the tax man cometh and taketh away?

And what’s the value of knowing the problem is being properly taken care of and they can stop worrying about it and get on with other things?

More than anything, we sell peace of mind.

There’s a cost to hiring an attorney, but there’s also a cost of not hiring an attorney. So when someone talks about your fees being too high, show them what it might cost if they don’t hire you.

But suppose they mean your fees are too high compared to what other attorneys charge?

How do you respond?

I’d tell them it’s true, you don’t have the lowest fees in town, that you’re actually higher than most.

And then I’d tell them why.

You have more experience; you provide more benefits than other lawyers; you deliver better outcomes; you charge flat fees so they know up front what it’s going to cost (unlike other firms). . .

You charge more and you’re worth it.

I’d prove this by providing a boatload of testimonials and reviews attesting to your wonderfulness.

I’d follow that by offering to refer them to one or two other lawyers who charge less (because they don’t have as much experience or whatever) and might be a better fit for their budget.

They’ll see you aren’t defensive, you don’t try to talk them into anything, and you don’t negotiate.

Refreshing, isn’t it? Damn good posture.

You’ll often find that this is all you need to do to win the hearts and minds and retainers of prospective clients.

Here’s how to write your bill to show them they made the right decision.

Filed Under: Attorneys fees, Fees and Billing

Burned out and loving it

April 12, 2022 by David M. Ward

You’ve got way too much to do and you’re overwhelmed. You’re stressed out, perpetually tired, making mistakes, and alienating clients or staff, or you’re bored out of your mind and wondering why you’re still doing this.

It’s called a sign. A signal that something’s not right and you need to do something about it.

The good news is that when you do, there’s a very good chance you will come out the other end much better off. Productive, happy, centered, and far more successful.

So, when you get that signal, what should you do?

I don’t know. But you do. Or rather, your body and mind do and they will guide you. But whatever it is they want you to do, don’t do immediately, reflexively, impulsively.

Don’t be rash.

Write it down and see what you think and how you feel about it. Talk to people who care about you, or a pastor or therapist. Tell them what’s going on with you and let them help you work through it.

And then explore your options.

At various times of my career, most of the following have helped me get unstuck and go on to bigger and better things, and I’ll bet they can help you do the same:

Exercise, get more sleep, eat better, take some time off; you will feel better and be able to think more clearly and that might be all you need to reset.
Delegate more. If you’re like most lawyers, you do too much yourself. Give more work to others so you can focus on what you do best and enjoy.
Get help. Hire a business coach to help you sort things out, focus on what’s important, let go of what isn’t, and hold you accountable. Or team up with another professional to share ideas, progress, encouragement, and accountability.
Get a hobby. Or a girlfriend. Or a side business. Something else you can focus on that makes you happy and gives you something to look forward to.
Follow the plan. After you get some rest, sort out your goals and your process, developed some new habits or jettisoned some bad ones, get back to work. Action is almost always the cure for what ails you.

But if nothing you do seems to work despite your best efforts, start looking for the next chapter in your life. I did that, too, and I’m very glad I did.

If you need someone to talk to, let me know

Filed Under: Career satisfaction, Dealing with stress, Inspiration, Mentors & Coaches Tagged With: burn out

Success inside your comfort zone

Just make sure you copy the right cat

How to add value (and why should you)

How much should you charge?

The 3 best times to ask clients for referrals

Some clients are trouble

Get more feedback and reviews

Your fees are too high

Burned out and loving it

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