Q: “Is there anything I can do to bring in more business that doesn’t require a lot of time or money or to doing things I don’t want to do?”

A: “Yes—Stay in touch with people who already know, like, and trust you—clients, former clients, professional and business contacts, and others on your list.” 

Note to self: make a list. 

Every time people hear from you it reminds them that you’re still alive, still practicing law, still helping people solve legal problems. 

They think about you, they think about what they want or need, and you get repeat business and referrals and other opportunities to grow your practice. 

You might simply send them a birthday card or holiday card, Or call, say hello and ask how they’re doing. Hearing your name or voice, even on a phone message, can lead to business. 

You can also send emails. Choose two people each day and send them an email, an article link, or just say hello. Or send everyone a weekly newsletter. 

You can do more but you don’t t have to. Don’t overthink this. Just stay in touch with people who know, like, and trust you and keep doing that. 

You may not like marketing but you’ll like the results. 

The Attorney Marketing Formula

Clients hire you because they want value from you. They want the results you deliver via your legal services, but there are other ways you can give them value. 

Give them more value than they expect, more value than other lawyers deliver.

This doesn’t mean giving away your core services or discounting your fees. (Don’t do that). 

You can deliver more value with

• Bonus services. Include add-ons or small additional services they need or might need soon. 
• Better terms. Payment plans, guarantees, more manageable retainers, hybrid fees.
• Information. Forms, guides, reports, templates, checklists, seminars, and other things they can use in their business or personal life.
• Speed. If possible, give them the results they seek in less time than they think it will take. Return calls and emails quicker. Show them into your waiting room a few minutes after they arrive.
• Support. Proactively refer them to other professionals or businesses who can help them with business or personal matters. Promote their business, their charity or cause. Give them advice, feedback, or a shoulder to cry on. 

Ultimately, clients want to feel good about their decision to hire you. They took a chance on you and may be nervous about that. Show them you will protect them, work hard for them, and treat them exceptionally well. 

The more value you deliver, the more value they will deliver to you. They’ll be easier to work with, give you more work, recommend you, promote your events, and otherwise help your practice grow. 

The Attorney Marketing Formula

You finish the case and send the client a letter explaining that the case is closed. You tell them what happened, what to expect, how to get their documents, and so on, and thank them for allowing you to represent them. 

Your letter allows you to protect yourself, in much the way a letter declining representation does, and provides other benefits. This article does a good job explaining these benefits, the risks for not sending one, and a description of what should go in your letter.

But I write about marketing and would be remiss if I didn’t point out how your closing letter (or a secondary letter or document) can bring you more business and solidify your relationship with the client. 

What should you say that speaks to that subject? That depends on your practice area, your relationship with the client, and other factors, but here are some options to consider:  

• Thank you again for choosing me/your firm, how they helped make your job easier (with examples), and how you enjoyed getting to know (and work with) them and their team, partners or family
• A summary of the steps you took during the pendency of the case, or a recap of what you’ve previously sent them, so they can see how much you did to earn your fee
• If the case was lost or the result was disappointing, some perspective about that
• A request to fill out a survey about their level of satisfaction with the work you did and how you treated them
• A request to leave a review and instructions about how and where to do that; copies of (or links to) reviews by other clients as examples
• A list of your other practice areas, a description of how to recognize when they might need them, and (optionally) an offer for a free consultation or special offer
• Asking them to contact you about any future legal issue because you know a lot of good lawyers who handle things you don’t handle
• A request to share your report, presentation, brochure, business card, web page, etc. with people who might need or want information about a legal issue and how you can help them
• A request for referrals and details about what to say and do to make it easier for them and the people they refer
• Telling them you will continue to send them information they can use in their business or personal life (and/or requesting them to sign up for your newsletter) 

And then, in a couple of weeks, call them to see if they got this letter, if they have questions, and to once again thank them for choosing you as their attorney. 

The case has ended; the relationship continues. 

I see a doctor who is well regarded in her field, technically skilled (at least as far as I can tell) but severely lacking in bedside manner. She tells me what to do but doesn’t explain why or solicit questions. If I ask, she’ll answer but oh-so-briefly and (it seems) begrudgingly. 

She makes me feel like she doesn’t care about me. Like I’m just a billing code to tick off on her way to her next patient. 

I get that she has to see so many patients a day and doesn’t have time to chat. But that’s part of the job.

It wouldn’t take much. Asking how I’m doing (besides medically), telling me she’s happy when I tell her I’m doing better, an occasional smile or light moment, or even mentioning the crazy heat we’ve been having—you know, the kinds of things humans do when they want other people to feel like you give a fig. 

Why don’t I leave? Because I’m a big boy and can take it, and because it would be inconvenient to have to find someone new, especially since I’m almost done with my treatment. 

But I do think about it. A lot. 

So, I stay. But would I return? Recommend her? Probably not. And if I was writing a review, I’d write what I just told you.

I know she may be under a lot of pressure and may have problems of her own. It doesn’t matter. Patient care is a crucial part of her job.

She may actually care about her patients. But unless she makes them (us) feel like she does, she’s not doing her job. Or doing herself any good.

Lawyers have the same challenge, of course. Making the people we serve feel like we care about them. 

So simple. And some of the most effective marketing a professional can do. 

Here’s the formula