Your doctor doesn’t use an away message so why do you?

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I saw an article this morning about how to write a good out-of-office email and reminded myself that I’ve never used one. I don’t want to tell anyone that I am in or out of the office. I don’t want a leash.

Why do your clients need to know where you are? And why does it matter if you’re out? Do you need to be “in the office” to receive or reply to an email?

No, you don’t.

“What about when I’m out of town and cannot be “reached” (i.e., on vacation?) I won’t even look at their email for two weeks. Don’t I need to tell them that?”

No. Nobody needs to know where you are, or for how long, or when you might read or reply to their email.

Yes, you do need to be accessible. Clients need to know that when they need help, they can count on you. But that doesn’t mean they should expect a personal reply to every email or phone call. You have staff to do that for you.

In fact, why are you even giving your clients your email? Do you have your doctor’s email? If he provides one at all, it’s for his office, and if you write to him, someone in the office will reply. You don’t know whether your doctor is in the office, at the hospital, or on the golf course. If it’s an emergency, someone will be able to reach him.

And that’s how it should work for you.

If you are a lone wolf, have one email for your office, another for you in your capacity as a lawyer, and another for personal matters. Don’t give everyone your lawyer email. Give them the official office email, and make sure they know that someone else will be reading it.

Don’t give everyone your cell number, either. Get an answering service who can call you if it’s an emergency, and take messages if it is not.

When I started practicing, in the days before email and cell phones, I had a secretary, an answering service, and a pager. A client could reach my “office” at midnight if they wanted to, but unless it was a true emergency, nobody called them back until the morning.

I was accessible, but on my terms. I served my clients, but I wasn’t at their beck and call.

 

 

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What you write isn’t as important as how you write it

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How do you write an original article or blog post? After all, hundreds or thousands of attorneys (and others) are writing about the same things. They talk about the same laws, the same legal system, the same problems and solutions.

The good news is that what you write isn’t nearly as important as how you write it.

Prospective clients don’t read your content because they want to learn the ins and outs of your practice area. They don’t really want to learn about the law, they want to learn about you.

Do they understand you? Do they relate to you? Do they like and trust you?

So, while content is important, style and personality are more so.

Don’t be concerned with delivering the definitive word on your subject. Write something that will make prospective clients see you as someone they would like to work with.

How?

By putting yourself in your writing.

Tell them about clients you’ve helped–what you did, why you did it that way, and what happened. Talk about how you feel about the issues and about your clients. Give them not just the facts, but your advice.

Don’t hold back, either. Give them the unvarnished truth. Write with passion. Open up your heart and your mind and share what’s inside, and let people see who you are.

And that’s the best news, because there’s only one you.

If you give the same raw material to 100 attorneys and ask them to write an article about that material, most of the articles will be very similar. A few will be unique and show readers why they should choose them as their lawyer.

Only a few because most lawyers don’t understand (or are unwilling to accept) the fundamental truth that clients don’t hire your knowledge or your experience, they hire you.

Marketing online for attorneys made simple

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Sell more legal services with better reviews and testimonials

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I got another five star review on one of my Kindle books (on network marketing). It was a great review:

“Probably the most valuable book on network marketing I have ever read. . . and that is saying a lot. If you are in direct sales or network marketing, you will find great benefit in this book. Buy it! Now.”

Nice, huh?

Yes. And very much appreciated. But as good as it is, it could have been better.

When a prospective buyer reads a positive review like this, they will want to know “why?” Why is it so good? How is it different? What will I learn? What will this help me to do? What has it helped you  to do?

They want specifics.

The same goes for reviews of your legal services.

When a client posts a positive review about you online, or sends you a testimonial, encourage them to provide details. If they say you treated them well, ask them to give an example. If they talk about the great job you did on their case, ask them to explain what they mean.

Did you get them a bigger settlement than they expected? Did you close the case quickly? Did you do something extra for them?

Were you nice to their kids? Did you regularly keep them informed about the progress of their case? If they had questions, did you answer them thoroughly? If you weren’t in when they called, did you call them back within 48 hours?

Specifics.

Specifics help prospective clients see the benefits of hiring you. They also make the review more believable.

Reviews that recommend you and your services will bring you more clients. Especially when those reviews explain why they are recommending you.

Want more referrals from other lawyers? Behold. . .

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I just met you, and this is crazy. But here’s my number. . .

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You just met someone. You give them your card. Then what? What do you do?

Do you tell them to call you? Do you give them a reason to do it? Something you’re going to share with them, or something you want to discuss with them?

Or do you leave follow-up to them?

Okay, maybe it’s too soon to call. Fine. Tell them to go to your website, to see an article you think they’ll be interested in, or a checklist they can fill out, or to download a report that covers the topic you’ve been discussing with them.

Because if they see that article or download that report, they will be one step closer to knowing what you do and how you can help them or the people they know.

Tell them what to do. Give them a reason to do it. Don’t leave it up to them. Don’t say maybe.

Too aggressive? Nah. You’re telling them about something that might benefit them. If they don’t want it, they won’t do it.

By the way, what’s on your card anyway? I see some attorneys make the mistake of not putting their website and email on their card. Why? I don’t know. Maybe they don’t have a website or use email, and if that’s true, that’s an even bigger mystery.

Hello, is this on?

But then making it easy for people to find out more about you and how you can help them is only one of the reasons we carry cards, and it’s not the most important one.

It’s not? No. The most important reason for giving someone your card is to get their card. So you can contact them. Because it’s your practice, not theirs, and marketing and following-up with people you meet is your responsibility. It’s also your best bet for turning a one-time meeting into new business.

So, I just met you, and this isn’t crazy. Here’s my card, may I have yours, so I can call you or send you something?

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Calling all note-taking junkies–come and get your fix

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Who knew?

I had no idea how many different note-taking methods there were. Different methods for different styles and a variety of situations, from classroom to courtroom and everyone in between. And then I read a blog post, The Ultimate Guide to Note-Taking, which I heartily recommend to you.

Even if you’re not a note-taking fanboy or girl, or looking for something different from what you currently use to record notes or ideas, you’re bound to find something you can use.

The post presents a wide variety of note-taking methods, including the traditional outline/list method we first learned in grade school, visual methods like mind maps and charts, the Cornell method, and more. The author first demonstrates a paper version of each method, and suggests how it might be adapted for digital.

I think we all develop our own methods of taking notes. I know I did, first in law school, and then in depos and court. For the latter, I would write down what a witness said, what I thought about what they said, and notes to myself about what to ask in cross or what to look into when I got back to the office. I used abbreviations and visual marks to identify notes to zero in on when I later reviewed them.

I do something similar when I’m listening to a presentation or in a business meeting.

I’m going to study this blog post to see how I can use some of these methods for recording tasks and projects and for taking notes on books and blogs.

If you want to talk nerdy to me, check it out and let me know what you think.

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One step forward, two-steps back?

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A tax resolution firm is running a radio ad featuring one of their satisfied clients. He says he hadn’t filed a return since 1990 and the IRS had finally caught up with him and demanded $68,000 in back taxes.

I don’t know how he could ONLY owe $68,000 after 25 years, but that’s his story. He couldn’t pay it and didn’t know what to do.

Enter the tax firm.

They did what they do, and helped him eliminate most of his indebtedness.

Here’s the problem.

As he tells his story, he laughs gleefully at his good fortune. Twice. Like he got away with something. His story, and especially his attitude, suggest to listeners that we’re all suckers for paying our taxes.

I can imagine prospective customers listening to this spot and intentionally calling another firm because it looks like this firm isn’t helping good people who fell on hard times, it’s helping irresponsible people get away with irresponsible behavior.

That’s the sub-text.

They could have conveyed the message that they know what they’re doing and can help you with IRS problems, without the negative sub-text, had they portrayed the client as “relieved” and “thankful” instead of flippant and irresponsible.

They shouldn’t have mentioned 25 years of unfiled returns, just that he’d fallen behind and couldn’t pay $68,000 the IRS said he owed. And they shouldn’t have had him laugh. Twice.

Obviously, the ad is working because the firm keeps running it. But how much better might it work if they made the client more sympathetic?

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Career day for fourth graders

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Did you attend your child’s third or fourth grade class for career day? Do you remember explaining what a lawyer does and making it as interesting as possible? Tough to do when you’re competing with Joey’s dad who is a professional magician, but you did it.

You explained what you did, who you helped, and why it is important. You helped some future lawyers see that being a lawyer is cool.

If you had to do it again (or for the first time), what would you say?

Think it through and write it down, or record it. This is a valuable exercise, even if you don’t have any kids.

It can help you explain what you do to prospective clients and referral sources. It can also help you create content for your website, articles, and presentations.

You don’t necessarily have to write at a fourth grade level, but keep it simple enough that your ideal clients can follow.

Here are some ideas to prime your mental pump:

  • What kinds of clients do you represent? What kinds of problems do you handle? Give some examples of real clients you have helped.
  • What’s the first thing you do when a new client comes to you? What do you do after that?
  • Do you charge by the hour? Flat fees? Why? How is this better for your clients?
  • Why did you become a lawyer? What do you want to accomplish in your career? Do you have any role models?
  • What’s the best way to find a good lawyer in your field? What questions should someone ask?
  • What’s the hardest part of your job? What’s the worst case or client you have had?
  • What are you most proud of about your work? What do you like best about what you do?
  • How is your practice different from others in your field? What do you do that other lawyers don’t do, or what do you do better?
  • Who would make a good referral for you? If someone knows someone like that, what should they do to refer them?
  • What questions do prospective clients and new clients typically ask you? How do you answer them?

Take one of these and write a few paragraphs. It won’t take you more than a few minutes and you can start using it immediately. And, if you run into a fourth grade class and are asked to speak, you’ll be ready.

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Another way to stand out and get noticed

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Yesterday I talked about making your ad look like an article or feature story and thus get noticed and read.

Because people tend to ignore ads.

If your ad looks like an article, more people will read it. More readers eventually means more clients.

Are there any other ways to make your ad get noticed?

I’m glad you asked.

Another way is to get noticed is to make your ad. . . what’s the word?. . . oh yeah, UGLY.

Lost of copy, tiny print, random layout, “noisy” messages—-anything but pretty, anything but normal.

Why? Because in a sea of normality and prettiness, ugly stands out. People will notice your ad because it looks different.

When all the other ads look like they were designed by a slick graphic artist, your ugly ad gets noticed.

You still want the ad to be easy to scan and read. White space, short sentences and paragraphs, bullet points and sub-heads. But it should look different.

The same goes for your website and emails.

Show people that you’re not “advertising” you are telling them something they need to know. Put the magic into the words, not the photos and design.

When other lawyers use html emails, make yours plain text. When other lawyer’s websites use the same templates and layouts used by every other lawyer, along with stock photos of The Scales of Justice, law books, and courthouse steps, make yours look anything but the same.

Be different.

Of course you don’t want to be so different that you scare people off. Clients have definite expectations about what a lawyer does and what they look like and you need to give them what they expect.

When you use a photo of yourself you should be wearing business attire. If you use a photo of your office, it needs to look like a law office.

Be different, but not weird.

Do you know what to put on your website? Find out here

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The best way to close a presentation

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Yesterday I talked about the best ways to open a presentation. Today, I want to talk about the best way to close a presentation.

Many presentations close with a summary of the key points made during the talk. You tell the audience what you want them to remember, perhaps numbering them in some fashion, and that’s fine.

Another way to close is to tell another story that illustrates those key points.

Stories can dramatize your message and create an emotional response in the listener. People tend to remember the stories you tell long after they have forgotten the facts.

You might combine these two techniques–summarize a few key points, then tell a story that reinforces them.

Another good way to close is to say something that echoes something you said at the beginning. Finish the story you began early on, or provide another startling statistic.

One of the best ways to end a presentation, and something I do in almost every presentation I give, is to tell the audience what to do.

Tell them to fill out the paperwork. Tell them to visit a web page. Tell them to like your page. Tell them to buy.

What do you want them to do after they leave the presentation? What do you want them to do while they’re still in the room?

They’re listening to you because they want to learn something. What do you want them to do with that information?

You’re delivering this talk to gain a new client, subscriber, supporter, or follower. What should they do to take the next step?

The same idea applies to written pieces, mostly. Close with a call to action. Tell them what to do. Tell them why.

When you tell people what to do, more people will do it.

Like this:

If you’re reading this in an email, please forward it to three attorneys you know. If you’re reading this on the blog, please like, tweet, or share.

And this:

Your friends will thank you for thinking of them and how they might benefit from this information. I will appreciate you, too.

So thanks for sharing. You’re a good egg. And thanks for listening. You’ve been a great audience.

 

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3 sure-fire ways to start a presentation

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In any presentation or piece of writing, the first words spoken or written need to get your audience’s attention. Those first words are your headline. They tell people, “look at this–this is important”.

If your audience knows you and trusts you to deliver something they will value, you can jump right in and say what you want to say. That’s what I did at the start of this post.

But in other situations, you need to do more.

You can’t go wrong by promising a benefit in your headline. Tell people what they will learn or gain by reading or listening. The title of this post does that by promising to show you 3 sure-fire ways to start a presentation.

But there are other ways to get attention. Here are 3 of the best:

(1) Tell a story

Start your talk or article with a story. People like stories because they are about people and things that happen to them. They keep reading or listening to find out, “what happened next”.

Start with a story about a former client, for example. What happened to him? What did you do to help him? How did it all turn out?

(2) Make a provacative statement

Say something unusual or shocking, something people don’t know or don’t expect you to say. You might share a surprising fact, for example, or a statistic related to the subject of your talk.

If I was speaking about identify theft, for example, I might say, “Most people think identity theft means that someone has stolen your financial information. The truth is, there are five different types of identity theft”.

This gets the audience thinking about what these are, and whether they might be a victim of one of them.

(3) Ask an probing question

Questions work because they bring the reader or listener into the conversation. If you start your talk by asking, “When was the last time you updated your Will?” your audience starts thinking about the answer to that question.

Questions asked at the beginning of a presentation also make the audience continue to listen or read, to find out the answers.

With that in mind, would you like to know the best way to end a presentation? I’ll tell you tomorrow.

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