Why clients choose you

April 28, 2026 by
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Clients have options. Lots of them. So, why do they choose you?

You can learn how they found you by asking, “How did you find me?” You can also do intake and exit surveys, track your leads and advertising metrics, and you should.

Did they find you via search? What keywords do they use? Did they see your ad? Which publication, what day and at what time? Were they a referral? From which client or business professional, and what did they say about you?

The list goes on.

But while this is important information and you should continue doing what you do to get found by prospective clients, it doesn’t answer the bigger question: when they find you, why do they hire you instead of all the other attorneys they could choose?

Even the most unsophisticated client knows there are other attorneys who do what you do, and they know how to find them.

So, why you?

Sometimes, the answer is simply that you were the first one they looked at. They needed help and didn’t think they could wait. Or you looked like you could do what they needed or wanted done, and they didn’t want to spend time looking at other options.

But that’s not always the case. You should assume that a significant percentage of prospective clients do take the time to look at other options and that they compare them to you.

And so besides getting found, you need say and do things to stand out from other attorneys. You need to differentiate yourself so clients see choosing you as the best option.

The good news is that this isn’t as difficult as you might think. And, while other attorneys might be able to say the same things you could say, the fact is that many attorneys who could, don’t.

Many attorneys don’t say much of anything beyond name, rank, and serial number. Which makes your job much easier.

Okay. What could you say about your services or about yourself to make yourself stand out? That’s what you need to figure out. Here are some ideas to get your juices flowing:

You’re good. You have achieved millions or billions of dollars in verdicts or settlements for your clients, won awards, achieved records your competition haven’t.

** You’re trustworthy. You have many testimonials and endorsements, people who say good things about you, tell their stories and recommend you.

** You’re tough. You have a military or athletic background, or have taken on seemingly impossible cases or causes and beaten the odds.

** You’re smart. You have an academic background; you teach other lawyers (school, continuing education), you’ve been a judge, you do a lot of speaking, have written books, write a blog or newsletter, or served on committees.

** You’re well-known. You have been interviewed in prestigious publications, quoted by your peers, run for office, are the president of your local bar association,

** You’re focused. Clients prefer lawyers who specialize in their particular problem or type of case, or who focus in their niche or market.

** You’re like them. You grew up in their town; you had the same major in school; you read the same authors, or listen to the same kinds of music.

** You’re well-rounded. You have a good sense of humor, play guitar in a band, play sports, coach your kid’s soccer team, are active in charitable or humanitarian causes.

** You’re likable. You say things that make them smile, show them you truly care about your clients, tell stories that make them think.

** You explain things clearly. You thoroughly tell people about your work and how can help them. You spell out the steps, keep things simple, and don’t present too many options.

** You make it easy to hire you. You don’t bury them in details, fine print, disclaimers, and red flags. You spell out the next step and make it easy to take.

Figure out what makes you different and feature that in your marketing. It’s often the reason the people who find you hire you.

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Filed Under: Communication, Marketing legal services

Marketing do’s and don’ts for lawyers (and doctors)

April 21, 2026 by
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Several years ago, I had an appointment with a dermatologist. No, I don’t remember why but thanks for asking. Anyway, I got an email from them yesterday. From a marketing perspective, the email got two things right and several things wrong. 

See if you can tell what’s what. 

The email subject line: “We’d Love to See You Again”

The body of the email: 

“Hi there,

It’s been a little while since your last visit, and we just wanted to check in.

Whether you have a concern you’d like to discuss, or are interested in cosmetic treatments, we’re here for you.

Please schedule your appointment online, [website], request a callback here [link], or call us directly at [telephone]. 

Sincerely,

(Name of the clinic)

-— 

That was the entire email. 

What did they get right? 

First, they contacted me. Many professionals don’t do that. You hire them once and never hear from them again. Bad for them since they get less repeat business or referrals. Bad for patients and clients who might need help but not get it. 

So, kudos to them for contacting me. 

The second good thing they did was to give me several options for contacting them. The easier it is for a patient or client to contact you, the more likely it is that they will. 

A professional will get more business doing those two things. But they could get a lot more:

  • It’s been years since I heard from them. Staying in touch with patients or clients means contacting them more often than once every several years. When you’re out of their mailbox, you’re out of their mind. Even if they don’t need your services immediately, they might need them soon and remember hearing from you, or know someone they could refer. 
  • They didn’t tell me who they were and it’s been a while. They mentioned the name of the clinic and I had to think about who they were, which I did for the purpose of writing this post. Most patients wouldn’t bother. 
  • They listed the generic-sounding name of the clinic instead of the name of the doctor. It would be easier to remember the name of the doctor. Make sure your name in all of your communications, not just the name of your firm. 
  • “We’d love to see you again” (subject line); “We just wanted to check in” (body). Sorry, Charlie, nobody cares what you want. What does the patient or client want or need? You can’t get the attention of a patient or client or prospect by talking about yourself and what you want; talk about them. 
  • They didn’t tell me why I should make an appointment. They leave it up to me to figure out if I might need or want to see them again. Their message should reference problems I might have or want to avoid. Tell your list what you can help them with and you’ll get more appointments. Leave it up to them and you’ll get fewer because clients don’t know what they need or even what they want.
  • Why this clinic? Why should I see them (again) instead of any other doctor or clinic? Always tell clients and prospects why they should hire you or talk to you instead of any other doctor or lawyer. What do you do that’s different or better? What do you specialize in? What’s new I should know about but might not hear from other lawyers?

Finally, they should have made an offer. A free consultation, a discount, an invitation for a friend, or information–a report or checklist, a seminar or video or some other incentive will get more calls and appointments. 

Some things to keep in mind the next time you contact clients and prospects, and I hope that’s soon.

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Filed Under: Communication, Copywriting, Email, Law office management, Marketing legal services

Don’t stop talking about the law

April 7, 2026 by
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You have a newsletter, blog, podcast, or video channel. You create content for subscribers and followers, clients and prospects, and business contacts, and show them what you do and thus how you can help them or people they know. 

And it works. It helps you build your practice. 

Content about legal problems and solutions is a simple and effective way to educate your target market, drive traffic to your website, build your email list or social media following, attract leads and inquiries for your services, and otherwise get more cases and clients. 

So, don’t stop doing it. 

But there’s another way to use content to build your practice. 

Besides “legal” content, you can also create content about subjects that interest your subscribers and followers:

  1. Content about their industry, market, business, or local community, and/or 
  2. Content that could interest “anyone”.

Content about their industry or market is pretty straightforward. If you target small business owners, for example, you can create content that shows them how to get more customers or clients, improve their marketing or advertising, lower their expenses, or increase their productivity. 

You can write this yourself, outsource it, or interview subject-matter experts or your clients. 

What about content that might interest anyone? Here are some ideas:

  • Word-of-the day
  • Interesting quotes
  • Trivia
  • On-this-day in history 
  • Quizes
  • Human interest stories
  • Product recommendations

Just about anything, really. But it’s probably a good idea to stay away from politics, religion, and inappropriate humor. 

Either of these two types of “other” content gives your readers a break from your usual fare, which they might have stopped reading or watching if they haven’t recently had a legal issue. It might also make your content creation more enjoyable if you feel you’ve already said everything you need to say.

Of course, continue creating a preponderance of “legal” content, in the neighborhood of 80-90%, and a small percentage the other categories. You can also append “other” content to your regular legal content, adding a quote or interesting fact to the footer of your regular post.

But don’t be afraid to let go of legal-only content and do something different. 

You might be surprised so see that your “other” content gets more comments, more suggestions and ideas, and more re-posting and sharing; that engagement is far greater than you now get with your “regular” legal content. 

Would it be okay if your “other” content makes your numbers blow up?

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Filed Under: Communication, Content creation, Newsletters

A simple strategy for getting more cases and clients

March 31, 2026 by
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Hint: the strategy is in the title of this post. . .

When a prospective client reads your article, sees your post, or views your ad, when they see or hear your content or marketing message, what do you want them to do? 

Do you want them to call your office? Fill out a form? Go to your website? 

Do you want them to click something, download something, or send you something? 

What do you want them to do? 

Whatever it is, tell them, and make it simple. Because the simpler it is for them to do, the more likely it is that they will do it. 

Conversely, the more complicated it is, the more time it takes to do it, the less likely it is that they will. 

NB: Simplify the next step. 

You want them to take that step. You want them to move forward. You want to get past their fear or doubt, overcome inertia, and take action. 

The first step will lead to the next step. And the next. And eventually lead to your being hired. 

Many attorneys don’t simplify the next step. They often do the opposite and make it harder for the client to take that step.

Why? Because they are attorneys. They live in the details and fine print. They don’t like “simple” they like “complete”. 

You can be that attorney later. Right now, simplify the next step. 

Don’t give them a lengthy page to fill out. Don’t make them go through a lot of hoops. You don’t want them to hesitate or feel the need to get more information. You want them to call or click right now.  

You’ve told them enough. Show them what to do next. One specific, simple step.

Because the more who do, the more cases and clients you sign up. 

One last thought. 

Some attorneys don’t want to make it easy for prospects to take the next step because they don’t want to spend a lot of time talking to people who can’t or won’t hire them. They want to screen them and make sure the prospective client is a good fit. 

Me? I say talk to them. Talk to as many as possible, even if they aren’t a good fit. 

Because while they might not hire you today, if you treat them right, they might remember you and hire you tomorrow.

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Filed Under: Closing the sale, Communication, Increase your income

You talk too much

March 5, 2026 by
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If you’re not getting enough leads or inquiries from prospective clients about your services, if you’re not booking enough appointments for consultations, there might be a very simple reason. It might be because you’ve already told them everything (they think) they need to know. 

Information is good. Educational marketing is highly recommended. But if you put too much information in your marketing materials and answer too many questions before a prospective client speaks to you, you might be shooting yourself in the foot.

In marketing, your job isn’t to tell people everything. It’s telling them enough to get their attention and prompt them to want to know more. You do that not by giving them more information but by withholding it.

Each question you answer in your article or email or ad risks making prospective clients less likely to contact you. 

And that might be why you’re not getting all the leads you want. 

But this doesn’t mean doing what a lot of attorneys do, giving no information. You can’t expect client inquiries if your marketing materials provide little more than a list of practice areas or services. 

You need to strike a balance. 

Give enough information—about the law, about what you do and how you help your clients—to intrigue prospective clients and motivate them to contact you about their specific situation. 

Don’t tell them everything in advance. But don’t tell them nothing.

Make them curious enough to visit your website, download your report, sign up for your seminar or newsletter, or make an appointment. 

Make them curious enough to take the next step. 

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Filed Under: Communication, Content creation, Copywriting, Marketing legal services

Stop writing articles and blog posts 

February 17, 2026 by
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You know that articles and blog posts and other forms of content can attract prospective clients and repeat clients, and you know how to write them. But, unless I miss my guess, you don’t write them as often as you should. 

Because they take a lot of time. Planning, research, writing, editing, posting, reading and responding to comments—it’s a lot of work and you’re busy guy or gal.

So, don’t write them. Write an email instead. 

Emails are easy to write and don’t take a lot of time. And because it’s “just” an email, you don’t feel the pressure to write something worthy of publication, so you don’t resist writing it. 

Write an email to your prospect or client, or professional contact and tell them something you think they need to or want to know. Share a thought, ask a question, tell them something you recently learned or did or thought, and thought might interest them. 

So much easier than writing an article, isn’t it? No pressure. It’s just an email. A couple of hundred words and you can write it and get it out the door in ten or 15 minutes. 

Which is why you’ll do it. 

And guess what? The best part is that a short, informal email like this is often more effective than longer, formal articles and other content. 

Because your reader doesn’t have to set aside time to read them or take notes, so they read them more often They open their email, skim your article, think about you in a positive light, and go on with their day. 

What’s quick and easy for you to write is quick and easy for them to read. And they do.

Content marketing isn’t just about being a lawyer and showing how much you know. or do It’s at least as much about connecting with people and letting them know you’re still around and thinking about them. 

Yeah, staying in touch. 

If you want, you can convert your emails into longer content. I’ve published several volumes of books based on my blog posts and emails, and you can, too. 

Start with a daily or weekly, or even a monthly email to stay in touch with the people in your professional life. 

In fact, I challenge you to do that right now. Grab an idea, write a few paragraphs, and send it to someone. 

No planning or research, simple prose, edit spelling and punctuation, copy, paste and send. 

You can still publish blog posts and articles or other content. But if you resist doing that, don’t write them, write an email instead. 

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Filed Under: Blogging, Communication, Content creation, Relationship marketing, Writing

Most lawyers don’t create this type of content (but should)

January 27, 2026 by
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Many lawyers use informational articles, blogs, newsletters, reports, videos, seminars, and other content for marketing their practice. They write or speak about the law and legal procedure, talk about the problems they see and the solutions they have delivered, and in this way, educate readers and listeners about what they do and how they can help them.

It’s a simple and effective way to bring in new clients, repeat clients, and referrals.

If you’re not doing this now, try it. Write a brief article about your field and post it on your website, share it on social media, or email it to people you know who can share it with people they know. 

You can start by imagining you’re speaking to a prospective client who has a problem and wants to know his options. Explain the basics, tell him about a case or client you had with the same or similar issue, and tell him what you did to help that client, and encourage your reader to contact you if they have questions. 

You’ll probably find that it’s easy to create educational content like that, and when you get calls or emails asking questions and scheduling appointments, how effective it is at generating business.

When you do, I’m sure you’ll want to create more content.

Educational content works because it allows you to “show, not tell”. Readers and listeners get to see you “in action,” helping people understand the law, their rights, their obligations, and what an attorney can do for them, and through the stories you use to illustrate your points, how you wisely and compassionately work with your clients.

It’s a great way to build trust and show the value you offer, and for many attorneys, this is all the marketing they need to do. 

But here’s a tip. 

Don’t limit yourself to content about the law and your work. That’s what most lawyers do. You should also create content about yourself. 

You, the person, not you the lawyer. 

Personal information helps people get to know you. Why is that important? Because it lets people connect with you and see a side of you they otherwise might not see, and they might like what they see. 

And because most lawyers don’t do this, when you do, you’ll stand out in a crowded world of lawyer “options” available to clients and business contacts.

So, tell people what you do when you’re not working, what you like to read or do, about your family and background, and plans for the future.

What did you do before law school? What kind of music do you like? What’s your favorite genre of movie and why?

There are two ways to do this. One way to post an occasional story about yourself and update it when something interesting or good (or bad) happens in your life. Talk about your first child or grandchild and what parenthood or grandparenthood mean to you; describe how frustrated you were with your Windows computer and how you finally switched over to a Mac; describe your upcoming vacation plans and what you’re looking forward to seeing or doing. 

You know, human stuff.

The other way is to weave into your blog posts and articles about your work parenthetical comments and asides about your personal life. For example, “I was trying out a new recipe for lasagna I was cooking for some friends my wife and I had over for dinner and it made me think about how…”.

They both work. Try them and see. 

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Filed Under: Communication, Content creation, Marketing legal services, Writing

Is this the ‘third rail’ of client communication?

December 18, 2025 by
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Many attorneys don’t like to talk about their fees and billing practices, and it’s easy to understand why. But it’s obviously important, and avoiding the subject can lead to misunderstandings, unhappy clients, billing disputes, and worse.

So, discuss it you must. 

Here’s a good rule of thumb: don’t wait for the client to ask; tell them everything up front. 

Explain in detail about hourly fees, retainers, and costs, and, and why you do it the way you do. Talk about the pros and cons of hourly rates versus flat fees. Explain how contingency fees work, how they benefit the client, and (if applicable) why you don’t charge the same percentage as other attorneys do. 

If your fees are higher than what other attorneys in your field charge, explain why. Tell them why you ask for a retainer for fees and also for costs, and why you require clients to replenish these when they fall below a certain threshold. 

In other words, tell them everything they need to know. 

Not just because you are ethically required to do so or to avoid clients later claiming you didn’t explain something or misled them. Tell them everything because it’s the right thing to do and because clients will appreciate your candor and clarity.

In fact, you should also provide a (less detailed) version of this information in your marketing materials, presentations, and social media posts. Educate your market about the subject. It might become the very thing that differentiates you from other attorneys and firms. 

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Filed Under: Client relations, Communication, Fees and Billing

Be normal

November 11, 2025 by
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Many people think lawyers are weird. We’re different from “regular” people they know. We’re boring, our work is boring, and we’re not particularly likeable.

We remind them of that stuffy college professor who was mean to them and gave them a bad grade.

That doesn’t mean clients want a lawyer they can hang out with. They want a lawyer who understands them and makes them feel understood and appreciated.

Of course, they want a lawyer to be professional and good at their job but also a regular person they can talk to and feel good about knowing.

Maybe not a friend, but friendly.

If they don’t think that about you, they will be less likely to hire you, hire you again, or recommend you.

And many lawyers don’t make the grade.

Not because they aren’t normal but because they have been conditioned to wear the lawyers’ mask and come off as distant, lacking a sense of humor, or overly formal.

You see it in their marketing. Emails or ads or presentations that try to impress people instead of informing them and inviting them to learn more.

Clients dismiss lawyers like this. They ignore their ads, delete their emails, stop watching their videos or listening to their podcasts.

And don’t call to schedule an appointment or ask questions.

Clients don’t want to hear your marketing. They want to hear from you. They want you to speak plainly to them and show them you care about what they need or want.

That’s normal. And when a lawyer looks normal, that lawyer has a chance.

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Filed Under: Communication, Marketing legal services

Why your subscribers and followers aren’t hiring you (and how to fix it)

March 27, 2025 by
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Okay, there are lots of reasons someone might not hire you, starting with “they don’t need your services yet/anymore,” all the way to “they haven’t heard from you in a while and forgot about you.”

It could be your “open rate” (or lack thereof). You haven’t told them what to do, or told them often enough. Perhaps they don’t have a sense of urgency about their situation and “someday” is still a long way off.  

Maybe they stopped reading your posts or emails (for a lot of reasons). Maybe you said something that turned them off. Maybe they hired another attorney who showed up at the right time or said the right things. 

Maybe they’ve gotten used to getting free information from you and don’t see why they should pay now for your advice. 

NB: Don’t stop the free information; do show them the benefits of hiring you or taking the next step. 

Of course, there could be other reasons. Maybe they want to get to know you better—your style, your consistency, how you work with your clients—and the list goes on.

You need to pay attention to these things, but don’t obsess over them. There’s something else you can do that can take care of a lot of these issues.

Grow your list. Get more subscribers or followers. 

New blood is the lifeblood of any business. New newsletter, blog, or podcast subscribers, friends or followers are more likely to hire you simply because they are new.

They’re new (recent) because they had a problem or an interest, went looking for a solution, and “found” you. They want to improve their situation and pay attention to what you say, unlike many on your existing list who may not.

New contacts are “hotter” than old ones. 

More content and better messaging to your existing list can bring you new business. Growing your list might bring you a lot more.

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Filed Under: Client loyalty, Communication, Increase your income, List building, Marketing legal services
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