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My take on gun control

October 5, 2015 by David M. Ward

I have a very strong opinion on the gun control issue. I’d like to share it with you but I would be a fool if I did.Â I write about marketing, not politics or policy. Telling you my opinion on an emotionally charged issue like gun control might satisfy my need to express myself, but from a marketing standpoint it would be a mistake.

I might lose half of my readers who disagree with me. If I represented a special interest group or had a talk show or forumÂ of some sort where “taking sides” was part of the deal, fine. But I don’t, so why unnecessarily alienate people who might hire me?

As a friend of mine colorfully advises, “Don’t shit on your money”.

And that’s my advice to you.

There is a way to talk about issues like gun control, climate change, abortion, and the likeÂ without stabbing yourself in the back. You do that by writing about those issuesÂ as though you were writing a Bar exam essay.

Present both sides of the issue–the legal arguments and the body of law–in an unbiased manner. The facts and arguments on one side, and then the other.Â Leave out the conclusion altogether, or couch it in terms of “if/then”.

State the facts and keep your opinion to yourself.

Your clients and prospects, readers and listeners, will appreciate you for educating them about both sides of the issue and for giving them credit for making up their own mind. You have presented a valuable service to them, and haven’t pushed anyone away.

I know, it’s hard to keep mum about what we think, especially when we have strongly held opinions about important issues. But we just can’t go there.

When I see what some people post on Facebook, I have to bite my tongue and watch cat videos to calm down. But I don’t comment. I also don’t like political posts I agree with. I don’t letÂ anyone know my opinion.

Lately, however, I’ve taken to un-following people who reveal their foolishnessÂ through their posts. I’m not their client or prospect, so it doesn’t matter, but if I were, their opinions might cost them a small fortune.

What to write on your website or blog

Filed Under: Blogging, Image, Networking, Newsletters, Online Marketing, Public Speaking, Social media, Writing

Be different or be gone

July 30, 2015 by David M. Ward

Albert Einstein said, “The one who follows the crowd will usually go no further than the crowd. The one who walks alone is likely to find himself in places no one has ever been before.”

Most lawyers don’t want to walk alone. They don’t want to stand out. They do what other lawyers do, read what other lawyers read, and do what other lawyers do. They even look like other lawyers look.

And that’s why the average lawyer is just average.

If you want to be better than average, if you want to earn a bigger income or leave a bigger mark on the world, you can’t do what everyone else does. You have to be different.

You can’t network in all the same places most lawyers network. You can’t write what they write, say what they say, or do what they do. When they zig, you need to zag.

You often hear me say that you need to tell the world (clients, prospects, referral sources, etc.) how you are better than other lawyers, or how you are different. You have to differentiate yourself and give the world a reason to notice you and choose you.

You don’t have to be a radical, or a visionary. Just different.

Speak out about something. Join a group. Or start one.

Change something about how you do your work. Or change your appearance.

Move away from the mainstream and follow your own path.

Do things other lawyers don’t do and you will go places other lawyers don’t go.

Learn how to differentiate yourself

Filed Under: Image, Increase your income, Marketing legal services, success

Another “fee raising” success story

July 24, 2015 by David M. Ward

I spoke to another attorney yesterday who told me that, at my urging, he increased his fees approximately 40% and has received no resistance. His fees were low to begin with, he said, but this has emboldened him to increase his fees even further.

He said the top of the market is still 70% higher than his new fee, and we talked about what he would need to do to justify another increase.

You don’t have to be the top of the market, I told him, but you should at least be in the top one-third to 20%.

But don’t be so quick to dismisss “top of the market” fees. Why couldn’t you be the most expensive guy in town?

You could. The question is how.

Much of marketing is about perception. To some extent, you’re worth more because you say you are. Who’s to say any different?

Your lower-priced competitors, you say? See, that’s where you’re missing the boat. There is no competition at the top of the market. It’s at the lower 80% of the market where everyone does pretty much the same thing and competes on price and good looks.

If you’re mucking about in steerage, you’ll never maximize your potential.

But there is a limit to how much more you can charge simply because you want to charge more.Â You’ve got to find something you do better or different than other lawyers, and make that a point of differentiation.

One way to do that is to specialize not only in the services you offer but the clients for whom you perform those services. Choose a niche market to target, focus on it, and groom yourself to become the “go to” lawyer in that niche.

There are big advantages to this strategy. Besides being able to charge higher fees, marketing is easier and more effective. Instead of networking with or advertising to “anyone” who might need your services or be able to refer clients, for example, you can concentrate your efforts on marketing exclusively to prospective clients and referral sources in your niche market.

That’s what this attorney said he will do.

He’ll save time, spend less on advertising (if not eliminate it completely), and develop a name for himself in his niche.

Word of mouth travels fast in niche markets. By next year at this time, I wouldn’t be surprised to learn that he has indeed become the “go to” lawyer in his market.

Learn more about niche marketing, with this

Filed Under: Attorneys fees, Image, Increase your income, Marketing legal services, Marketing Plan, Networking, Specializing Tagged With: Niche marketing, target marketing

One step forward, two-steps back?

July 23, 2015 by David M. Ward

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 thatÂ 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 madeÂ the client more sympathetic?

Filed Under: Advertising, Communication, Copywriting, Image

Laugh and the whole world laughs with you. . . unless you’re a lawyer

July 15, 2015 by David M. Ward

I used to have an employee who laughed after nearly everything he said. He might have asked me something completely innocuous like, “Should we open a file?” and follow that with an awkward smile and a pinched little laugh.

He was incredibly lacking in self-confidence and this was his way of coping with life.

He could get away with it with clients and others who didn’t listen to him all day long. I tuned it out, mostly, but I have to admit it bothered me. Sometimes, I would ask, “Why are you laughing?” or “Why is that funny?” Yes, I was a prick. And no, it didn’t help.

Maybe you’ve had someone like this work for you. Or maybe you’ve had an office clown. You know, the ones who are always telling jokes and making comments that aren’t in the least funny. And yet they persist, because they think they are God’s gift to humor.

Even if they are funny, too much yucking it up in a law office isn’t a good thing. A little humor is great for lightening the mood. And laughter is contagious. One or two people start laughing, it won’t be long before the entire office is enjoying themselves.

Just make sure there aren’t any clients around. You can’t let them think that what we do is fun and games, or that we’re insensitive to their problems.

But this is probably not a problem in most law offices. Just the opposite. There are too many lawyers who never crack a smile and never find humor in anything.

That’s not good, either.

You need a balance. Not too much humor, not too little.

How much is too much or too little? We must use the reasonable man standard. What is appropriate? What would a reasonable man do in the same or similar circumstances?

Wait, I guess that should be the reasonable person standard. We don’t want to be sexist.

Wait, if we say person, are we not insulting the rest of the animal kingdom? Guess we need to say, “reasonable being” standard.

Hold on, that doesn’t work. What about robots and drones and AI? They may not have feelings, but that doesn’t mean we can insult them. That’s just rude. And unfair. Probably racist, too.

Okay, someone just read this and thinks I’m a jerk for making fun of an out-of-control politically correct narrative. They don’t think this is at all funny.

But hey, calling me a jerk is hate speech.Â Lawyers have feelings, too. Said no one, ever.

Filed Under: Image, Just for fun, Law office management

The number one factor in marketing legal services

June 9, 2015 by David M. Ward

When we talk about marketing legal services we say that clients hire and make referrals to lawyers they “know, like, and trust”. Of the three, “know” is the most important.

Trust is essential of course, but not that difficult to obtain. Most people give you the benefit of the doubt regarding your competency and trustworthiness, until you do something to show them why that trust is misplaced.

The biggest factor in your success is familiarity. The more people who know you, or at least recognize your name, the more fruitful will be your marketing and successful will be your career.

In fact, familiarity is what causes most people to give you the benefit of the doubt. Familiarity builds trust. That’s why incumbents are almost always re-elected.

Studies show that the number one factor in email open rates isn’t the subject; that’s number two. The number one factor is the sender’s name. Make sure your emails come from you, not your firm.

Familiarity also means keeping in touch with subscribers and followers on a frequent basis. A short email once a week is much better than a detailed white paper once a year.

Does your firm have a website? That’s fine. Make sure you also have one for yourself (and promote that one).

Your primary objective in marketing your legal services is to get as many people in your target market to know your name.

It’s not about how many people you know; it’s about how many people know you.

How to get more clients online

Filed Under: Email, Image, Marketing legal services, Publicity

Why people don’t trust lawyers

June 1, 2015 by David M. Ward

Why is it that so many people don’t trust lawyers? Unless they’ve been burned by a lawyer before, or know someone who has, I think it comes down to how we are portrayed in the media, movies, and TV. And let’s not forgetÂ all of thoseÂ lawyer jokes.

And yet I think most people who meet us for the first time are willing to give us the benefit of the doubt. They will assume that we can be trusted, because it’s too difficult to assume that we cannot. They come to us with a problem and they want to believe that they can trust us to help them.

But their trust can evaporate in an instant.

The smallestÂ misstep can trip us up. A little white lie, missing a deadline by a day or two, a bill that comes in for a few dollarsÂ more than expected.

For many clients, one screw up, one broken promise, or even one exaggeration is all it takes.

I thought about this over the weekend when I was looking at a book on Amazon. A five-star review said something like, ” . . .although it took some time to read. . .” and then praised the book. But the book was only 26 pages. Seeing that, I knew the review was phony. The author had purchased the review.

That’s cheating. And against Amazon’s terms of service. If the author did that, what else is he dishonest about? Why should I trust his information or advice?

So I didn’t “buy” the book, even though it was free.

One strike and he was out.

Learn how to build trust

Filed Under: Image, Legal industry, Personal development Tagged With: building trust

Another way to stand out and get noticed

May 6, 2015 by David M. Ward

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 yourÂ 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.Â 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 withÂ 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

Filed Under: Advertising, Communication, Email, Image, Online Marketing

Do you look like a professional?

February 16, 2015 by David M. Ward

I love watching a professional do his or her work. When I see a studio musician, a house painter, or gourmet chef doing what they do, I admire their skills and how they deploy them. There is a grace to what they do. It isÂ effortless and efficient.

They look like a professional.

If I was planning to hire them, seeing them work would inspire confidence. I’d know I was getting someone who knew what they were doing. I wouldn’t worry about them making mistakes. I would know they were worth every penny they asked. Once I gave them the job, I’d get out of their way and let them do what they do.

Wouldn’t it be great if our clients could watch us work and have that same confidence about hiring us?

But a lawyer’s work isn’t visual. We work in our heads, mostly, and on paper. When we talk to people, it’s nothing like what lawyers do on TV. What we do looks boring. Watching us work is unlikely to inspire anyone.

You might not wantÂ to show people what you do, but you can do the next best thing. You can show them what it looks like after you have done it.

Show people photos of your office, your library, and your staff. Show them photos of you coming out of court, shaking hands with clients, and speaking in front of a crowd. Make sure you’re wearing the uniform (suite and tie) clients expect you to wear.

Make sure your website looksÂ professional. You don’t need fancy (which can actually work against you), just not amateurish.

Let your content do most of the heavy lifting. The quality, depth, and quantity thereof should leave no doubts about your experience and ability to help your clients.

Make sure people see you doing things professionals do. Speaking, writing articles and books. Teach a CLE class (even once), because if you teach other lawyers, you must be good.

Promote the fact that you have forms and systems for everything. The chef has his tools, you have yours.

Don’t hide your light under a bushel. Highlight your awards, honors, and milestones. Post testimonials, endorsements, and positive press.

Clients and prospects are watching you. Show them the professional they want to hire.

How to earn more than you ever thought possible. Click here.

Filed Under: Image, Increase your income, Law office management, Marketing legal services