Why clients don’t appreciate their attorneys (and what to do about it)

June 12, 2012 by
Share

An attorney mentioned to me that clients often don’t appreciate what attorneys do for them. He said, “. . .[B]ecause they can’t see what we do or because they believe that it’s just templates and forms, [they think our] fees should be low and that we don’t really do much for our fees.”

We shouldn’t be surprised that clients feel this way. After all, we sell an intangible service, something you can’t look at or hold in your hands. We deal in ideas and paper and much of the hard work goes on in our brains.

And attorneys are expensive. When the client earns $30 an hour and you’re billing $300 an hour, or when you get $3,000.00 for “a few letters and phone calls,” you can see why they don’t appreciate what we do.

A detailed accounting of your work helps them see how much effort you put into their case or matter. But this can backfire if they don’t understand why you had to do what you did.

The solution is to teach your prospects and clients as much as possible about what you do. Educate them about the law and procedure. Teach them about their options, the risks and the contingencies. Show them the process and the paperwork.

The more they know, the more they will appreciate what you do for them.

Write articles and blog posts. Tell war stories that illustrate what can go wrong. Provide interviews, Q and A’s, and FAQ’s.

Record videos that walk them through the documents in a typical file or a pile of depo transcripts, tabbed and notated. Give them copies of the full opinions you quoted in your motion, highlighted and with your notes in the margins. Give them copies of everything that comes into, or out of your file.

And explain everything. What is obvious to you is not obvious to them. What you do every day is something they’ve never seen before.

Tell them why you choose A instead of B. Explain why you used to do C (which is what other attorneys do) and why you no longer do it that way.

Don’t hold back. Teach them enough so that they could do all of it, or parts of it, themselves. They won’t even want to try and they will begin to appreciate how hard you job really is.

They won’t understand everything and they don’t have to. They simply need to see that what you do is a lot more than they thought it was.

Educating prospects and clients is also one of your most potent marketing strategies.

When you teach people about what you do, and other attorneys don’t, you have an advantage. All of that information positions you as knowledgeable and experienced. It also positions you as generous. “If he gives away all of this information free, I can only imagine how much he does for his paying clients!”

Educate the market. Provide lots of information. Teach them what they need to know about their legal matter and about what you do. More often than not, they’ll choose you as their attorney and instead of questioning your fees they’ll thank their lucky stars you agreed to represent them.

Share
Filed Under: Blogging, Client loyalty, Client relations, Communication, Fees and Billing, Marketing legal services, Newsletters Tagged With: , , , , , , , , , , , , , , , , , , ,

How to get prospective clients to see you as the ONLY attorney to choose

June 11, 2012 by
Share

Imagine you are looking for a new accountant. You’ve collected information about several candidates, but you haven’t spoken to any. You’ve narrowed your list to three accountants you plan to contact.

You call the office of the first accountant and tell the receptionist you want to talk to Mr. Roberts about possibly hiring him. You are told that you will need an appointment and you set one up for the following week.

You have a similar conversation with the second accountant’s office, but in this case, you are transferred immediately to Mr. Green. He tells you about his background and practice. He’s friendly and open and you schedule an appointment to meet with him as well.

You call the third accountant, Mr. Jones, and are transferred to his personal assistant, Sally. She asks you some questions and also sets up an appointment with Mr. Jones.

So far so good. Three decent candidates. You’ll meet all three in person within the next ten days and you hope you can choose the right one. You start making a list of questions you will ask when you meet.

You check your email. There’s a message from Sally, Mr. Jones’ personal assistant, thanking you for your call and confirming your appointment. Attached are some documents for you to review before you meet:

  • A letter confirming your appointment, directions, and parking instructions.
  • A F.A.Q. brochure about Mr. Jones, his firm and staff, fees, payment options and other basics a prospective client would want to know
  • Three articles by Mr. Jones, one about saving time and money with bookkeeping, one on how to minimize taxes, and one published in a bar journal about tax issues lawyers need to know that will help with do a better job for their business clients.
  • Another article, an interview of Mr. Jones that was published by a prominent CPA Journal
  • Three back issues of Mr. Jones’ newsletter
  • A booklet of testimonials from Mr. Jones’ clients, including several attorneys, and endorsements from other CPAs, financial planners, and a professor of taxation
  • Mr. Jones’ CV listing his education, experience, awards and honors
  • A two-page questionnaire to be filled out in preparation for your appointment, about your practice and your tax and accounting needs

Every page includes links to Mr. Jones’ web site. There you find additional information, articles, blog posts, white papers, and back issues of his newsletter. There is also a link to subscribe to his ezine via email and links to connect with him on social media. You follow several links and see he is connected to many attorneys, including many whose names you recognize.

The next day, you get an email from Mr. Jones himself. He says he’s looking forward to meeting you the following week, encourages you to fill out the questionnaire, and says he has already visited your web site to get some preliminary information about your practice.

Mr. Jones invites you to send him additional information about your practice that you would like him to see, and any questions you would like him to address.

The next day, in the postal mail, a hand written note arrives, signed by Mr. Jones. It says, simply, “I’m looking forward to meeting you next Wednesday.”

Over the next few days, you get two more emails from Mr. Jones.

The first is an article written by one of his other clients, a lawyer who practices in the same field as you. The email says something nice about this lawyer and Mr. Jones says he thought you might like to read the article, that a lot of his clients have found it helpful.

The second email contains a checklist Mr. Jones gives to all of his clients and a report that shows how to use it to save time and better prepare for tax time. The email invites you to contact Mr. Jones if you have any questions. The email is signed “Bob”.

Next week rolls around and two days before your appointment, you get an email reminding you of the appointment and asking you to either send your questionnaire in advance or to bring it with you.

The next day, the day before the appointment, Mr. Jones’ assistant calls you with a courtesy reminder. She asks if you have any questions, reminds you that they have free parking, and says she and Mr. Jones are looking forward to seeing you.

You haven’t even met Mr. Jones but you already know: he’s the one. You will probably meet with the others, just to be sure, but unless Mr. Jones has two heads and a forked tongue (and maybe even if does), he will be your new accountant.

What can be learned about this experience?

  • Mr. Jones used a “shock and awe” campaign to overwhelm you with reasons for choosing him over any other accountant. Even if you never read the documents he sent you, you are impressed by his diligence and thoughtfulness and convinced he has the requisite experience.
  • The personal touches he adds to the process made you feel good about him. He treats you like a client before you became one. He shows you respect, like you are a valued individual, not a name on a file folder.
  • He provides social proof (articles, testimonials, endorsements) of his experience with and commitment to attorneys as a niche market for his practice. He makes you believe he understands what you do. He shows you that he has helped others like you, suggesting that he can do the same for you.
  • He uses content (articles, blog posts, etc.) to do the heavy lifting. It proves he is good at what he did, without him having to say so himself.
  • It doesn’t take a lot of time to do what he does because almost everything is written in advance and he and his staff obviously use a checklist to manage most of the process.
  • He doesn’t do anything you couldn’t do. You may not have all of the documents he has, but you can start with what you do have and add more later.

I’m sure you can imagine what Mr. Jones will do when you arrive at his office, during the appointment, and after the appointment. Marketing is actually very simple: Treat people like you would like to be treated.

Take some time to outline the process for communicating with a prospective client for your practice. What can you do to show them what they need to see and hear so that they fall in love with you?

Done right, they will “know, like, and trust” you before they even meet you. You won’t just be the best choice, you’ll be the only choice.

Share
Filed Under: Client relations, Closing the sale, Communication, Law office management, Marketing legal services, Marketing Plan, Social media, Specializing Tagged With: , , , , , , , , , , , , , , , , , , ,

The most important person in your law office

June 8, 2012 by
Share

The most important person in your law office is the person who answers the phone. What they do, or don’t do, is critical to your success.

That’s not an exaggeration. Your “receptionist” can be a major factor in the growth of your practice, or they can destroy it.

When a prospective client calls your office for the first time, they don’t know what to expect. Their legal situation is weighing on their minds and if they’ve never talked to an attorney, they’re probably nervous. They’re looking for solutions, sometimes desperately, and they want someone to comfort them and tell them everything will be okay.

How well does your receptionist do his or her job?

Have a friend call your office and pose as a prospective new client. You listen in. How are they treated? You may be surprised by what you hear.

I’ve talked to some excellent receptionists and I’ve talked to some awful ones. I can tell with surprising accuracy how successful the attorney is, or will be, within a minute or two of calling their office.

A professional receptionist will make the caller feel important. They listen carefully, ask appropriate questions, and explain what the caller needs to know. They don’t talk “at” people, they talk to them. They care about helping people, and it shows.

What are you paying the person who answers your phone? You should either fire them or give them a big raise. They are either making you a lot of money or costing you dearly.

What’s that? You don’t have a receptionist, you answer your own phone? Record yourself answering a few calls and then listen to those recordings. You may be surprised by what you hear.

Share
Filed Under: Client relations, Communication, Law office management Tagged With: , , , , , ,

3 smart ways to create content your prospects really want to read

June 5, 2012 by
Share

Have you ever struggled to come up with ideas for your blog or newsletter? After you read this blog post, you’ll never have that problem again. Even better, you’ll be able to create content your target market actually wants to read.

It makes no difference whether you have a static web site, a blog, an ezine or a paper newsletter. There are three proven ways to find out what people want to know. You can use these strategies for any kind of content–seminars, webinars, white papers, articles, audios and videos–and come up with the perfect idea every time.

CONTENT CREATION METHOD NO. 1

Let’s start with the most obvious way to find out what your target market wants to read: asking them.

You can email (or write) your list, or ask via your blog or through your social media channels, to find out what people want to know. A free online poll service like Surveymonkey makes it easy.

When a lot of people say, “I want to know X,” you can be fairly certain that this will be a popular topic for a blog post or newsletter article.

For best results, give people a choice of topics: “Do you want to read about A or B?” “Rank these five titles in order of preference. . .”. Of course, this means you will have to come up with the titles you are asking them to choose between so you might want to start your inquiry with one of the next two methods.

CONTENT CREATION METHOD NO. 2

Every day, your target market searches online for information and solutions. A keyword tool like Google Keyword Tool or Wordtracker.com will tell you precisely what words are being searched for and in what volume.

You should have a list or spreadsheet of your keywords and phrases. If not, using a keyword tool will help you get one started. Searching on words like, “Los Angeles divorce lawyer” will lead you to related words and phrases to add to your list.

You’ll also be able to see the volume of searches for each keyword, and the number of web sites that use them, i.e., your competition.

Although optimally, you want a combination of a high number of searches and a low number of competing sites, the purpose of this exercise isn’t to find the best keyword deals for you to bid on, it’s to find keywords that allow you to create content people want to read. Therefore, for writing purposes, it doesn’t matter how much competition you have for those keywords.

Nevertheless, if you can find variations of high-ranking keywords with low competition, i.e., “Certified family law specialist Torrance,” instead of “Los Angeles divorce lawyer,” you will increase your chances of getting search engine traffic, especially if  you use those keywords in the title, in subheads, in the text itself, and in the image tags.

CONTENT CREATION METHOD NO. 3

In school, we were punished for copying off of someone else’s paper. In marketing, copying others can get you a gold star.

The simplest, and arguably the most accurate way to find out what your prospects want to read is to look at what they are reading on other blogs. If a particular topic is popular on the blog of another lawyer with a similar target market, you can be fairly certain that topic will be popular on yours.

Create a list or spreadsheet of your competition’s blogs and add the urls of the posts they’ve published recently. Then, look at each post and note how many tweets or Likes those posts received. If they don’t have buttons for Twitter or Facebook, type the URL into twitter to see the number of re-tweets or mentions. You could also find a non-competitive lawyer, i.e., in another state or province, and ask them which of their posts is getting the most traffic.

Now you know exactly what your target market wants to read and you can write content related to those topics. Don’t plagiarize the post. Write your own unique content, a different take on the subject, your own stories and so on, and change the title.

For example, if a lawyer is getting a lot of re-tweets and shares for a post entitled, “How to get joint custody in California,” you could write a post with the title, “Strategies for men seeking joint custody in a California divorce.”

With all of these methods, the key is to first let the market tell you what it wants, then go create it. You’ll save time, you’ll never run out of ideas, and you’ll always give people content they really want to read.

Share
Filed Under: Blogging, Communication, Marketing legal services, Newsletters, Online Marketing, Social media marketing, Web traffic Tagged With: , ,

How to make people like you–part 2

June 1, 2012 by
Share

Would you like to know how to make people like you? No, I’m not talking about cloning. (Sorry. And yes, I used the same joke in part 1 of this post. I just like that joke.) Being liked is important because clients prefer to hire lawyers they know, like, and trust. And no, “likable lawyer” is not an oxymoron. (Sorry. . . I can’t stop myself. . .).

Did you laugh when you read the previous paragraph? Maybe a snicker? If you did, there’s a good chance you like me a little more. Making people laugh is a great way to make them like you. If humor isn’t on your list of skills, try the next best thing: “a positive, happy outlook and perspective on life.” People like to be around happy people because everyone wants to be happy.

Another way to get people to like you is to find something you have in common. People tend to like people who are like them. When we meet someone for the first time, we ask questions to find out things about them, don’t we? We do that because we’re looking for commonalities.

Where did you go to school? Me too!

You know Joe Mantenegro? We used to be neighbors!

Your son plays soccer? Mine too!

When you find and acknowledge something you have in common, you have a bridge for moving forward. Tension dissipates, the conversation continues, and you tend to like each other because you share a common experience or interest.

I was getting my hair cut yesterday. Some of the men (and boys) were talking about sports. Okay, they were all talking about sports because that’s what you talk about in a barber shop. It’s what guys talk about, right? Because it’s a shared interest and because guys aren’t going to talk about weddings or graduations, thank you.

When you meet someone new, ask questions to find out what they do, where they are from, and what they are interested in. You can use this acronym as a reminder: F.O.R.M.: Family, Occupation, Recreation, Motivation. One of these will undoubtedly lead to something you have in common.

If not, you can always ask, “How about those Kings?”

Share
Filed Under: Communication, Marketing legal services, Networking, Relationship marketing Tagged With: , , , , ,

How to get more clients to schedule an appointment

May 31, 2012 by
Share

There’s a precept in marketing, and especially copy writing, that says you will get a higher response to your offer when you, “tell people what to do”.

Don’t leave it up to them to figure out. Tell them what to do, even if it’s obvious.

If you want people to call to schedule an appointment, tell them WHAT to do (call 888-555-4321), WHY (to get a free consultation and find out if you have case), and WHEN (now, between 8-5pm weekdays, any time 24/7).

If you leave something out, fewer people will call.

And whatever it is you’re telling them to do, make it easy for them to do it. Filling out a simple form on your web site with spaces for the information they’ll need to submit will get a higher response than an application they’ll need to print, fill out, and fax.

Making it easy also means being clear about what to do. Tell them what form to fill out and what button to push. Tell them what will happen after they do it.

Make it so clear that it is almost impossible to misunderstand.

And don’t change something that’s working. Once people get used to doing things a certain way, changes risk confusion and a lower response.

My wife went to pay our electric bill online. Last month, all she had to do was click the button that said “Submit.” This month, without telling anyone about it, the “Submit” button was now labeled “Save.”

She didn’t want to save, she wanted to pay. Where was the submit button?

She wound up calling the company to make sure she was doing it right. The person she spoke with admitted they were getting hundreds of emails from customers who were confused by the change. How many customers will be late paying their bills this month because they are confused?

Side note: Someone should fire the genius who thought “Save” was better than “Submit” or “Pay Now”. Yikes.

Another side note: If they’re getting hundreds of emails from confused customers, uh, here’s a thought: change the button back to “Submit”.

If you want to get more people calling, clicking, or pulling out their credit card, tell them precisely what to do and make it as easy as pie for them to do it.

If you’re not sure, show your page or email to a ten year old kid and ask them to follow the instructions. If they’re not completely clear on what to do, if they hesitate in any way, you’ve got work to do.

Share
Filed Under: Communication, Copywriting, Marketing legal services, Presentations, Salesmanship, Writing Tagged With: , , , , , , , , , , , , ,

3 Essential Marketing and Communication Skills for Every Attorney

May 17, 2012 by
Share

When I opened my first office fresh out of law school I knew nothing about marketing and it showed. For several years, I struggled to bring in clients and pay my bills. Fast forward five years and I had built a very successful practice and was on my way to teaching other lawyers how to get more clients and increase their income.

What changed? I did. I had learned a lot about marketing and I acquired some new skills. Those skills allowed me to apply that knowledge in the real world, transforming the abstract into dollars and cents.

If you want to develop your practice, I consider these 3 skills to be essential:

I LEARNED HOW TO SELL

Many attorneys I speak to tell me, “I didn’t go to law school to become a sales person.” “Actually, you did,” I reply. “They just didn’t teach you very well.”

Okay, I get snarky sometimes. But the truth is, while attorneys may not be sales people in the literal sense of the word, attorneys do sell.

The best attorneys are very good at persuading people to do something they otherwise might not do (or do as much). Sometimes we use intimidation and thinly disguised threats to accomplish these outcomes. Sometimes we appeal to logic and reason. Sometimes, we appeal to emotion.

Some people see selling as manipulative but couldn’t the same be said for what attorneys do?

Actually, selling is not manipulative, at least not done correctly. If you’re among those who believe that selling is less than honorable, an article in INC. Magazine, How to Sell if you Hate Selling, might help you to see that selling is a natural extension of being an advisor and advocate, and a benevolent one at that. It is benevolent because it allows you to do a better job of helping people to get what they want and isn’t that what we are paid to do? Of course sales skills will also help you get what you want but isn’t that at least part of the reason you went to law school?

Learning how to sell was the most valuable of the 3 key skills I acquired in my transformation from struggling neophyte to successful professional. But 2 other skills were also essential.

I LEARNED HOW TO WRITE

It started with demand letters. I let go of the legalese and formality that I had been hiding behind and started writing letters that communicated and persuaded. I stopped writing in the “third person”. I began using active verbs and specific nouns. I used personal references and I told stories. I can’t say it always brought in higher settlements. Most of the time it probably made little difference. But it opened my eyes to what is possible with a good command of the written word.

I read many books about writing and I began journaling. I wrote as much as possible and continually improved my abilities. I also studied copy writing and with a lot of practice, got good at that, too. Eventually, I wrote all of the ads, sales letters, and collateral material that sold millions of dollars of my Referral Magic marketing course.

Yes, you can hire people to write brochures and sales copy for you. But just as learning how to sell makes you better at every aspect of marketing, so too does learning how to write.

I LEARNED HOW TO SPEAK

Seminars or luncheon presentations may not be a primary marketing tool for your practice, but becoming a good public speaker is an invaluable skill for every attorney.

Speaking is very different from writing. You may present the same information and you may achieve the same result, but speaking and writing are two completely different sets of skills.

I’ve spoken to small groups and to groups of thousands. I’ve been on many webinars and conference calls and done hundreds of live presentations. I’ve trained lawyers and business owners and influenced the buying decisions of thousands of prospects. In addition to bringing in a lot of business, my speaking skills have made me a better writer, a better sales person, and a better lawyer.

Selling, writing, and speaking are 3 marketing and communication skills that are essential for every attorney. I hope I’ve sold you on making them an important focus of your personal development.

Share
Filed Under: Communication, Copywriting, Marketing legal services, Personal development, Public Speaking, Salesmanship, Writing Tagged With: , , , , , , , , , , , , , , , , , , ,

How to get people talking about you and your law practice

May 15, 2012 by
Share

One of the best ways to help people understand what you do is to tell stories about the clients and cases you’ve handled in the past. All of your marketing documents and messages should be peppered with client stories for reasons I’ve written about before.

But if you want people to talk about you and remember you and send business to you, there’s one more story you need to tell: your story.

People are fascinated by lawyers. Yes, they criticize us and make jokes about us, but at the same time, they love to watch TV dramas and read novels featuring attorneys.

Of course we know that the real world of practicing law is not anything like that depicted on TV. By and large, what we do is boring.

Nevertheless, your clients and prospects and social media fans and followers believe you lead a fascinating life. They would love to peek behind the curtain to see what you do.

Don’t tell them. Remember, what you do is boring.

But who you are is not.

Tell them your story. What drives you? What gets you out of bed in the morning, ready to slay dragons and save princesses? Why do you do what you do?

Share your passion for your work and insights into who you are. What fascinated you when you were growing up? Who influenced you? What experiences made you the person you are today?

Share your feelings and beliefs, desires and dreams, and even your fears. Let people see that you are a real person, just like them.

Real stories, of course, have a dramatic arc. There is controversy, disagreement, hardship, struggle. Our hero (that’s you) wants something, but there are obstacles in the way. The dragon doesn’t roll over and die, you have to slay him.

Find the dramatic story of your life and tell it. It’s what makes you unique and memorable. It’s what will help you stand out in the crowd.

Your story will attract people and get them talking about you and sending you business. And hey, if your story is good enough, one day we might see it on TV.

Share
Filed Under: Client loyalty, Communication, Copywriting, Image, Marketing legal services, Public Speaking, Writing Tagged With: , , , , , ,

The best way to open and close your emails and letters

May 11, 2012 by
Share

“Dear Reader:”

Doesn’t make you feel all warm and fuzzy, does it?

“Dear Friend,”

A little better. And note that a comma is less formal than a colon.

“Dear George,”

Much better. Speaking to an individual. Nothing sweeter than the sound of one’s own name. But “Dear” is a bit old fashioned in an email.

“George,”

Arguably the best way to open an email. Much better than “Hey!” although it’s okay to use something like that for informal messages with people you know really well. Of course if you know the recipient really well, you could skip the salutation altogether and just get right to the message. Perfectly acceptable in email today.

What if you’re mailing to a big list of people? A lot of cc’s or bcc’s or your email newsletter?

Of course you must consider to whom you are writing and the context of the message. You don’t want to be unprofessional, but email is generally considered a less formal medium so a less formal greeting is almost always appropriate. If you don’t know which salutation to use, consider omitting it. You’ll probably be just fine.

What about signing off? “Very truly yours,” or “Regards”? “Sincerely,” or “All the best,”?

I usually sign my emails with “All the best,” followed by just my first name. Friendly, personal, informal. Or I just put my name with no close. With people I email to a lot, I often put my initials (just to be different) or no close at all.

Your emails should be a natural extension of who you are, but also reflect the context of your relationship with the recipient. Use whatever feels right to you, but lean towards informal. Formal messages put distance between you and the reader, and you generally want to bring them closer.

Snail mail is more formal than email, of course, but a personal salutation and warm closing will go a long way towards reaching out and connecting with your reader. “Dear Mr. Jones,” or “Dear Joe,” is much better than, “Dear Client:”.

If you’re sending something to opposing counsel and you want to be businesslike and maintain posture (and a little distance), you’ll probably continue using whatever you use now. With clients and prospects and colleagues, anyone with whom you have or want to have a closer relationship, a less formal and warmer approach is warranted.

Finding the right salutations and closings begins with greater awareness. Over the next few days, take a few minutes to review the emails and letters you send and receive. What do others do? How do they make you feel? What do you do and what affect do you think they have on your readers?

Chances are you won’t make many changes with letters and emails sent to counsel or insurance carriers, nor do you really need to. But there’s probably a lot you can do with letters to clients and friends.

What salutations and closings do you use in your emails and letters? Have you considered any alternatives?

Share
Filed Under: Client relations, Communication, Email, Newsletters, Writing Tagged With: , , , , , , , , , , , , , , , , , , ,

Build a more profitable law practice by relaxing and doing less

May 9, 2012 by
Share

Yesterday, I spoke with an attorney who is on the verge of burnout. I could hear it in his voice. After thirty years of practice, he’s struggling to attract clients, he’s stressed out and he doesn’t know what to do.

He tells me he’s competent and people like him when they meet him. “Put me in front of someone and they’ll sign up,” he said. He doesn’t do a lot of networking and admits he doesn’t get in front of enough people.

He has a web site and a blog for each of his five practice areas. He’s spent considerable time and money creating content for his blogs and optimizing them for search engines. Unfortunately, the clients who have contacted him through his site have had little money or were looking for free advice.

Within a couple of minutes, I could see his problem and told him what I thought. I could do that because his “ailment” is so common. Like many attorneys, he’s spread too thin and trying to do too much.

I told him he needed to slow down and get focused. Choose one practice area, the one he likes and is best at, and stick with it. His background is in business law. He doesn’t like doing divorces but that’s the kinds of clients his web site seems to be attracting so he added that to his repertoire. While you can’t ignore what the market wants, you are never a slave to it.

I also told him to specialize in the kinds of clients he represents. Some clients are better than others. They have more money and more legal work, the kind you enjoy doing, and you should concentrate on attracting them. Choose an industry or market niche where you have some knowledge and experience and own it. Everything is easier when you do.

His blogs have a lot of content but I suspect it is content created for search engines more than for real people. When you write for SEO purposes you often wind up with content that is mechanically correct but lifeless. When your content is organic, coming from your experiences with real clients, you attract similar clients who resonate with your message.

The process I recommended was one of subtraction: getting rid of most of what he was doing and starting over with a clean slate. Most of his good clients had come through referrals and that’s where they will continue to come from, once he stops trying so hard.

Marketing professional services should be a natural outgrowth of who you are. It starts with knowing what you want and giving yourself permission to have it, choosing your clients instead of letting them choose you.

Relax, do less, but do what you are, not what an SEO expert says you should be.

Share
Filed Under: Blogging, Career satisfaction, Communication, Dealing with stress, Marketing legal services, Online Marketing, Specializing, Web traffic Tagged With: , , , , , , , , , , , , , , , , , , ,
« Previous Page
Next Page »