ROFLMAO: Can attorneys use humor to build their practice?

April 11, 2016 by
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When was the last time you laughed so hard your belly ached?

When I asked myself that question I immediately thought about Seinfeld. It made me laugh then, and it still makes me laugh today.

Seinfeld masterfully touched on human foibles while avoiding the politically correct and overtly sexual themes we see today. Nobody got hit in the nether region. Nobody got political or lampooned traditional values. Nobody said or did anything that made you want to cover your kid’s ears.

Instead, we had bits about parking in New York, tanning beds, postal workers, and a library cop.

I still laugh whenever I think about Elaine, who couldn’t believe something Kramer was telling her, saying “Get out!” and giving him a shove that sent him backwards through the open door. Or Kramer buying the set from The Merv Griffin Show and conducting his own talk show in his apartment, complete with guests, bumper music, and commercial breaks.

If you were a fan, no doubt your remember your favorite bits: Soup Nazi. Festivus. Shrinkage. How about Elaine dancing? Or any dinner with the Costanzas?

Maybe you weren’t a fan of the show, or never saw it. I’m sure you have TV shows that make you laugh. You can use these to forge a stronger bond with clients and prospects who share your appreciation for those programs.

I know a criminal defense lawyer who has a stand-up comedy act, and while he doesn’t tell jokes in the courtroom or the office, he uses humor to connect with his clients and contacts. We can all do that to some extent.

Did you smile when I recalled a few of my favorite Seinfeld bits? If you did, perhaps you felt a little more connected to me as you recognized something we have in common.

Many lawyers don’t have much of a sense of humor, however. Not that there’s anything wrong with that. (See what I did there?) But while not every lawyer can BE funny, every lawyer can share things that are funny.

So what am I saying? I’m saying you don’t have to avoid humor just because you’re a professional. You can and should use it, judiciously, to connect with people.

Go ahead and share that funny cat video on social media. When you speak with a client, ask her if she watches a certain show, and if she does, mention a character or situation that makes you laugh.

I know, this is more difficult today. When a family friendly program like “Full House” gets rebooted and uses sexual situations and political slights, you know we’re not in Kansas anymore. So be careful.

Make sure everything you reference is “appropriate for all audiences”. You don’t want to mention something that makes your clients think less of you just because you admitted watching it.

Keep the raunchy shows and the politically oriented shows to yourself, and find something everyone can enjoy.

If you can’t find anything suitable for prime time, you can always mention a show about nothing.

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Filed Under: Client relations Tagged With:

How do you stack up against other lawyers?

March 28, 2016 by
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Okay boys and girls, grab your giant pencils and your Big Chief Writing tablets and take a look at the assignment I’ve posted on the black board. This week, you are to look at three or four review sites and write a paper about how you compare to other lawyers.

You don’t need to have any reviews or ratings yourself. The purpose of this assignment is to see what other lawyers’ clients said about them, so you can learn how you can deliver a better experience to your clients.

Start with the “five star” reviews and read the comments. What did the clients like about their lawyer? What did their lawyer do that surprised them or especially pleased them? How were they different or better than other lawyers?

Read as many positive reviews as you can and take notes. Write down ideas you might use in your practice.

Did the lawyer being reviewed go out of his or her way to return the client’s phone calls in a timely manner? Did they have special hours in the office, perhaps opening their doors at 7 am once a week, or staying late until 8 pm, to accommodate clients who couldn’t see them during the day?

Brainstorm ways you could do something similar for your clients. Check out the attorney’s website to learn more about what they do for their clients. Consider contacting them to ask questions and get more ideas you can use.

One benefit of this exercise is that you may discover that the attorneys who received five-star reviews didn’t do anything radical. They simply treated their clients with respect and care and provided them with value.

You might find yourself inspired by these reviews, realizing that you can do this, too.

When you’re done, take a look at the bad (i.e., “one-star”) reviews. As much as you may have learned from the positive reviews, you will surely learn even more from the negative ones.

You’ll see many clients telling their tales of woe. They’ll say how their lawyer disappointed them, where they failed them. You’ll see broken promises, neglect, and negligence.

But you’ll also see problems occasioned by nothing more than a lack of understanding. The lawyer didn’t explain something, the client misunderstood something, or once the lawyer was retained, they failed to keep the client updated.

You can learn a lot from negative comments. It is a compendium of things to avoid. Learn from the mistakes of other lawyers, and confirm that you’re not making the same ones.

When you’re done with this exercise, you should have several pages of notes. Use them to prepare a ten page report on ways to improve your client relations and get lots of positive reviews.

Your paper is due by the end of the week, and yes, spelling counts.

Better client relations will bring you more repeat business and referrals

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Filed Under: Client relations Tagged With: , ,

Party favors for new clients? Yes, that’s a thing

March 2, 2016 by
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Remember when you were a little kid and you went to a friend’s birthday party? You got party favors–puzzles, noisemakers, toy soldiers, cap guns, candy, and other fun stuff? Something to take home with you and show your siblings and parents?

It made the party more fun, didn’t it?

Ooh, remember those finger puzzles where you put your index fingers in both ends and couldn’t get them out?

Anyway, you should do the same thing with your new clients.

Party favors for new clients? Why not? Even though it’s not a party, even though they may be seeing you about a very serious problem that is anything but fun, you should make a point of giving new clients things to take home with them.

Maybe a nice folder to hold the paperwork on their case. Maybe a nice pen with your contact information on it. Maybe a book you wrote or a book you recommend. Maybe a gift card so they can get dinner on you and forget about their troubles.

Load them up because people like getting stuff. Adults are just big kids, aren’t we?

You don’t have to spend a lot of money, but don’t let them go home empty handed. Legal services are intangible. Give them something they can hold in their hand and show their spouse or friends.

Make sure you also give them information about your practice areas. Educate them about their problems and the solutions you provide. Show them how you can help them and the people they know. Teach them how to identify your ideal client and give them tools (reports, coupons, DVDs, etc.) they can pass out.

If you have a practice that is suited to having a bit of fun, you can give new clients something whimsical. Maybe an adult coloring book and colored pencils. If that’s not your thing, give them coloring books they can take home to their kids.

I know, lawyers don’t do these things. That’s the point. Party favors are an easy way to stand out, be talked about, and remembered. And maybe put a smile on the face of someone who’s going through a difficult time.

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Filed Under: Client relations, Marketing legal services

Why can’t lawyers answer a simple question?

February 29, 2016 by
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My wife wants to know what I want for lunch. A simple question, right? So why can’t I give her a simple answer? Why do I say, “I don’t know?”

Because I don’t know. I haven’t thought about it. I need to consider my options.

What did I have for breakfast? What time is dinner? Do we have any cool leftovers? What sounds good to me?

You’re a lawyer. You know the routine.

Oh, I’ll have an answer eventually. It’s just lunch, after all. But my wife is busy and can’t wait for me to go through my decision making process. “How about a turkey sandwich?” she’ll say, or even better, “Would you like turkey or roast beef?”

Smart girl I married.

She knows I think like a lawyer. Lawyers say things like “I don’t know,” “I need to think about it,” and “it depends”. And, just when you think we’ve finally answered your question, we go and spoil it by saying, “on the other hand. . .”

If you ask my wife about this subject, I think she would tell you that the most frustrating thing I do is answer questions with a question.

Why do I do that? I don’t know, why do you ask?

Holy crap, I must be annoying.

Okay, here’s the thing. If the people who love us find our lawyer ways difficult, what must our clients think? They hire us to answer questions and provide solutions. Hearing us say, “I don’t know” must be a little off putting.

What we need to do is school our clients and prospects so that they understand how our minds work. We need to educate them that when we don’t have an immediate answer, when we go back and forth with on the one hand and on the other, we’re going through a natural process of weighing the possibilities and reasoning our way to a conclusion.

We’ll have an answer for them. It just might take awhile.

It might be easier to keep all of this to ourselves and answer their questions after we’ve done our brain voodoo. Maybe send them a letter. But do we really want to make it look like our job is easy? They ask, we answer, done?

I don’t think so. For one thing, it’s not easy. Thinking is hard work. And there are lots of issue to consider. And we want our clients to know that. We want them to see that even though it might not look like it, we’re working hard for them.

But we should explain that we’re not avoiding their questions or trying to give them a hard time. We’re doing our job.

Someone once said that we shouldn’t let our clients see us sweat, and that’s true. But we also don’t want them to think that our job is easy. We want them to know that we put a lot of effort into what we do, because in addition to results, effort is what they’re paying for.

Got referrals? Here’s how to get more

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Filed Under: Client relations, Communication

Two “musts” for every lawyer who wants more referrals

February 8, 2016 by
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Some smart wag said that if you’re not getting enough referrals, there are only two reasons. “Either you don’t deserve them or you’re not asking for them.”

Let’s talk about this, shall we?

What do you have to do to “deserve” referrals?

Is it enough that you do good work, deliver good “customer service,” and charge reasonable fees?

No. This is expected of every lawyer. If you want more referrals, you need to do more than what is expected.

Look, you can’t depend on your clients telling people about how great you are if you merely do what they paid you to do.

It’s like buying a new car. When it does what it’s supposed to do, i.e., get you where you want to go safely, comfortably, and economically, that’s fine. You might tell others about your new purchase, you might not. If someone asks about the car, you’ll tell them. Otherwise, who knows?

If you buy a car that puts a big smile on your face, however, a car that has a bunch of extras and cool features, a car you can’t wait to show off to the neighbors, that’s different.

To get more referrals, you need to put a smile on your clients’ faces.

Give them more value and a better experience than other lawyers deliver. Surprise and delight them, give them more than they expect, and your clients will be much more likely to tell their neighbors about you.

This isn’t difficult. Little things make a big difference. But you have to want to do those little things, not because you see them as a means to more referrals, but because you enjoy putting smiles on your clients’ faces and hearing them say thank you.

Okay. Now what about the asking part of the equation?

This is where it gets sticky for many lawyers. They try it once or twice, but get tongue tied, and never do it again.

What if there was a way to ask for referrals that was natural and comfortable for you and for the client? A few simple sentences about referrals that didn’t put any pressure on them but nevertheless set the stage for referrals?

Would that help?

What if you could ask for referrals without actually uttering any words? If you could give the client a document or send them a letter that did the “asking” for you. . .

Would that help?

If you ordered my new course, Maximum Referrals, you not only know that this is possible, you know how to do it. You also know what to do to deliver an exceptional experience that makes clients not just willing to refer, it makes them want to.

If you haven’t ordered yet, do yourself a favor and grab a copy.

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Filed Under: Client relations, Marketing legal services, Referrals

Referral marketing for lawyers–roots before branches

February 4, 2016 by
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Let’s say you want to get more referrals from your clients. Not a bad idea. Now, how will you go about it?

Your strategy might be to give your clients lots of attention, show them that you care about them, and make them feel good about choosing you as their lawyer.

Good. An excellent strategy. What techniques will you use to effect your strategy?

What will you say to them at their first appointment? What will you give them? What will you send them, and when? What will do, and how often?

Strategies before techniques. Roots before branches.

Strategies derive from your values and beliefs. If you believe it’s important to surprise and delight your clients with over-the-top service and extra value, if you believe that doing so will endear them to you and make it more likely that they will return to you, say nice things about you, and send you referrals, your actions will reflect those values and beliefs.

If you believe that giving clients lots of attention takes too much time and won’t produce more loyal clients or more referrals, however, your actions will be different.

If you believe that your clients can provide you with more referrals than they now provide, you will be more inclined to invest time equipping your clients with information and tools they can use to send you more referrals. If you believe that your clients do what they can and can’t do any more, you probably won’t.

What many lawyers do, I think, is implement certain techniques before they have firmed up their beliefs and committed to a strategy. They hear that it’s a good idea to send new clients a thank you letter, for example, so they do it, but their heart isn’t in it. They say the words, but they don’t feel the sentiment behind them.

Sure enough, when they speak to the client, their words and behavior often tell a different story.

Start by asking yourself what you want to accomplish and choose one or more strategies for accomplishing it, based on your values and beliefs. Only then should you examine the techniques that are available to you.

My new course, “Maximum Referrals,” can help you do that. It shows you both the strategies and techniques you need to build a successful referral-based practice.

Check it out, here.

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Filed Under: Client loyalty, Client relations, Marketing legal services, Referrals, Relationship marketing

You don’t dress like a lawyer–does it matter?

January 26, 2016 by
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So Mark Zuckerberg wears the same t-shirts and hoodies every day. Same color, too. He says it’s easier that way because he doesn’t have to take any time deciding what to wear. I admire his efficiency but why not wear a blue suit, white shirt, and red necktie every day?

Why dress like a teenager who doesn’t care about how he looks or what people think? Why not hire someone to choose his clothing for him?

Because he’s a billionaire and he can do whatever he wants. Because he owns the stock and nobody refuses to do business with him. And because he’s in tech, not law.

Yeah, he’s in an industry where dressing casually and being quirky is cool and dressing in traditional business attire isn’t. If you’re a billionaire you can do the same thing. Otherwise, you probably need to dress like a lawyer.

Your client’s expect you to “look the part”. If you don’t, if you vary from their image of what a lawyer is “supposed” to look like, they get nervous and may doubt you and your abilities. I’m not saying it’s right, but that’s the way it is.

So men, you need the suit and tie. Women need to wear appropriate business attire.

Lawyers shouldn’t have tattoos showing. Men shouldn’t wear earrings. Or long hair. Or purple hair. Women can wear earrings and have long hair but not purple hair.

What if you handle entertainment law? That’s different isn’t it? Maybe. You can probably get away with dressing casually but you won’t be laughed at if you dress like a lawyer. (I wonder what Zuckerberg’s lawyers wear?)

Yes there are exceptions. An office in Beverly Hills is different than an office in Omaha. Seeing a long time client on a Saturday is different than meeting a prospective client on Monday morning.

But you get my point. Optics are important.

We see politicians on the campaign trail today and many of the men remove their neckties and wear blue jeans. I’m sure it’s because they want to look like a regular guy. That’s okay if they’re at a picnic or riding a tractor; otherwise, I think they need to look the part they are auditioning for (even if they’re not a lawyer).

Yes, I know it’s not the 1950s. And yes, I’m old fashioned. But so are voters. And clients. And judges. And other lawyers who might not send you referrals if you wear gray t-shirts and hoodies every day.

Get more referrals from lawyers and other professionals. Here’s how

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Filed Under: Client relations, Image, Legal industry, Referrals

Faster than a speeding search engine

January 22, 2016 by
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Information. You need it, you want it, and you have it, thanks to the search engine of your choice. But there’s something that’s often better than a search engine. In many cases, it’s faster, too.

I’m talking about experts. People who have the answer to your query on the tip of their tongue. Their real-world experience allows them to instantly provide you with answers, or at least point you in the right direction.

Unlike a search engine, you don’t get 101 links of possible solutions. You don’t get sent down a rabbit hole of never-ending research.

You ask, they answer. Done.

We all need to maintain a list of names and contact information of people who know things, and who know people. A group of folks we can call upon to quickly get information,  recommendations, and referrals.

I’m not talking about paid experts, although we need them, too. I’m talking about friends and business associates and networking buddies who know things and know people and will help us out without sending us a bill.

If we have a computer problem, we have someone who can walk us through the solution, or recommend someone who can fix it for us. If we want to find a CPA on the other side of the country for a client who is moving there, we can tap into our network and get referrals.

An information and referral network can benefit you and your clients and other contacts.

Your network makes you better at your job and helps you bring in business. It also allows you to add value to your relationships with your clients and professional contacts.

Let people know that you know a lot of people in different fields and different parts of the country and when they need information or referrals, they should contact you first.

If you know someone, great. You’re a hero. If you don’t know someone, you can find someone you don’t know and expand your network. Nothing like contacting a professional and telling them you have a client who might need their services.

Your network will make you more powerful than a locomotive and able to leap tall buildings in a single bound.

Build your professional network with this

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Filed Under: Client relations, Networking, Referral sources, Referrals, Relationship marketing

The most important (and neglected) element in legal marketing

January 7, 2016 by
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Alrighty then. You’ve got a blog and a newsletter. You crank out reports, ebooks, articles and presentations. You do email. Maybe even social media.

You’ve got this content marketing thing down.

Or do you?

If you’re like many lawyers, there’s something missing from your content. Something important. Something your clients and prospects want to see.

You. There’s not enough “you” in your marketing.

You’ve got the law down. Procedure, too. You obviously know your stuff. Anyone who accesses your content can see that you are qualified to help them. But then so are all of the other lawyers out there who do the same thing.

The thing that differentiates you from your competition, more than anything else, is you.

Because clients buy you before they buy your services.

Clients want to know what it would be like to work with you.

The law? Not that interesting to most people. Clients want to know that you understand it and can work your magic with it and get them some great results (or die trying), but in the end, they are far more interested in hearing about the man or woman behind the curtain.

That’s you.

They want to hear your voice. If not literally (via audio and video and live presentations), through your writing. They want to know your personality, your opinions, and your habits. They want to know about what’s important to you.

They want to know something about your personal life. What do you do when you’re not working?

They want to know about your other clients. How do they feel about you and what you did for them?

They want to know about your staff, your partners, and others with whom you associate, because our associations are a big part of who we are.

They want to know your opinion about things–cases and clients you’ve handled, trends in the law or in their industry or community. Maybe your predictions, too.

They want to know what it would be like to sit in your office, sharing their secrets with you, and looking to you for help.

So put more “you” into your marketing. Not too much, of course. You don’t want to sound like a politician who can’t stop saying “I”. Just enough about yourself so that people can see who you are, not just what you do.

Because people buy you before they buy your services.

Legal marketing is easier when you know The Formula 

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Filed Under: Client loyalty, Client relations, Communication, Marketing legal services, Relationship marketing, Writing

Your clients think you’re getting rich at their expense

December 30, 2015 by
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Your clients have no idea how expensive it is to run a law practice. Is it any wonder that some clients shake their heads at $400 an hour? Can you understand why a $10,000 retainer might be incomprehensible to someone who earns $40,000 a year?

How do we get clients to understand that we’re not getting rich at their expense?

Should you tell your clients how much you actually earn? No. It’s none of their business.

Besides, you want your clients to think that you earn a very good living.  Nobody wants to hire a lawyer who is struggling to pay their rent.

But perhaps you could help your clients to understand that running a law practice is expensive, and that what you bill out in no way approximates what you take home.

One way to do that would be to take new clients on a tour of your office. Show them how many desks and chairs there are. Show them your conference room and library. Point out the computers and copy machines and other equipment. Introduce the people who work for you and describe their function.

You might also want to explain, perhaps in a letter in their “new client welcome kit,” what you and your staff will be doing for them. You might point out that at any one time, there are at least three people working on their case. You could also provide a soup-to-nuts description of the major steps you take to do what you do.

Let them know how you investigate a case, conduct research, prepare pleadings and motions and discovery, and get ready for trial. Mention something about the costs you incur on a typical case. If your work is handled on contingency, remind them that while you are good at what you do and selective about the cases you accept, there is no guarantee that you will win every case and if you don’t, you will get paid nothing.

In your newsletter, talk about the things you do to hold down costs. Talk about how the forms and templates you have developed over the years allow you to save your clients money, for example. Let them see that while you don’t cut corners, you don’t spend money unnecessarily.

At the same time, unless your clients are wealthy, don’t talk about your new Mercedes, your lavish vacation, or expensive new toys. Don’t “dress down” — you’re expected to do well — but don’t give clients cause to believe that you are indeed getting rich at their expense.

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Filed Under: Career satisfaction, Client loyalty, Client relations, Law office management, Legal industry
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