How clients find lawyers

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My wife needed dental work. After she was seen by her dentist and the work was scheduled, she saw an article in one of the newsletters she reads about a new and “better” procedure. After reading more about the new procedure, she was convinced that this is what she wanted to do and started looking for a dentist who offered it. She found one close by, had her first visit, and booked an appointment to have the work done.

She found “candidates” through a search engine. She choose the dentist she did because

  • They have a great web site. It has lots of information about the dentist and their office, and about the technology and procedures they use. There are also lots of testimonials on the site.
  • They have over 200 five star reviews on Yelp
  • They were friendly and helpful on the phone and when she went in for her first visit. They made her feel like she could trust them and that they cared about her.

By contrast, aside from not offering this new procedure, her now former dentist

  • Doesn’t have a web site
  • Doesn’t have any reviews on Yelp, or anywhere else she could find
  • Didn’t make her feel like he cared

Oh yeah, the new dentist is actually less expensive than the former dentist. Not critical, but nice.

People find lawyers like they find dentists. I’m just saying.

Marketing is easy. But you have do it. Here’s how.

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What to say when a prospective client’s first question is, “How much?”

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The phone rings and a prospective client is on the line. His first question is, “How much do you charge for [a service]?” Is this a danger sign? Should you avoid price shoppers like him?

Yes, it is a danger sign. This is someone who is no doubt calling several attorneys and comparing fees. We can assume he intends to choose the lowest priced attorney and I will assume that this is not you.

But that doesn’t mean you should automatically reject him.

Just because someone is shopping price doesn’t mean he is incapable of understanding and appreciating value. Once he sees that you offer so much more than other attorneys, even though your “price” is higher, he may persuade himself that you are the better choice.

The trick is in how you handle his question.

If the initial question is, “How much do you charge for a Living Trust?” most attorneys would answer with a dollar amount. If you do that, then what you offer is a commodity and commodities are bought and sold based on price.

Let other attorneys compete on price. You don’t sell a commodity like they do, you offer professional services and your services are unique.

The better answer is something like this: “We offer a variety of estate planning and protection packages; the attorney needs to speak to you to determine which one is best for your situation.”

You want to be different from other attorneys. You don’t want people comparing the price of your apples to the price of their apples. Get prospects into the office where you can do a complete job of diagnosing their needs and showing them benefits they won’t get from other attorneys.

You should be prepared to give callers a broad idea of what they can expect if they hire you, however. If your least expensive package is $15,000, and they have a $1,000 budget, you’ll be doing both of you a favor by letting them know.

When someone asks, “How much?” answer with a lawyer-like, “It depends.” Because if it doesn’t depend, you are selling a commodity and there will always be someone else with a lower price.

Want to know how to ask for (and get) higher fees than other attorneys? This has the answer.

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Why thin lawyers starve to death

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You can almost hear the death rattle.

Lawyers who are too thin, offering too many services to “anyone who can pay” instead of a focusing on what they do best and offering it the most profitable clients. Settling for leftovers when they could be enjoying a feast.

Forbes did a piece on why too many choices hurt a small business. (Replace “small business” with “law practice.”) When you offer too many options or otherwise spread yourself too thin, you have problems:

  1. Focus. Trying to be all things to all people dilutes your efforts to become excellent. (One reason specialists earn more is that they focus on what they do best .)
  2. Brand. You can’t build your reputation or stand out from the crowd when you do everything for everybody.
  3. Delays. If you give customers too many choices, you make it harder for them to choose. (I don’t think this bedevils most attorneys, but we do need to keep things simple when presenting our services because “a confused mind chooses nothing.”)
  4. Capital. The more products you offer, the more you have to invest in inventory. (The more practice areas you offer, the more you have to invest in maintaining your skills, library, procedural safeguards, and mental energy.)
  5. Competition. You can’t compete with everybody. (Better to be a big fish in a modest sized pond than a guppy in an ocean.)

The author says that to be successful, small business owners should develop a niche expertise and I agree. Focus on what you do best. Offer it to the best clients. Let go of the rest.

Marketing is easier when you focus. More effective, too. Choose one or two strategies and master them. Spend an hour on one thing instead of a few minutes on ten things.

When it comes to your health, being thin may be in, but in building a law practice, fat is where its at.

Focus is one of the six keys in The Attorney Marketing Formula. Learn more here.

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How to break bad news to a client

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A lawyer asked for advice on how best to break bad news to your client when a case is lost.

Great Question.

The answer is simple. Man up and tell them. Don’t make excuses, don’t cast blame, and don’t parse words. Tell the truth and tell it point blank.

If it was your fault, admit it, and deal with the consequences.

But here’s the thing: if you manage things right, the bad news shouldn’t devastate the client. Disappoint, sadden, yes, but not unreasonably anger. You shouldn’t need to hang a “Gun Free Zone” sign in your office.

What do I mean when I say “if you manage things right”? I mean that from the time you first take the case and throughout its execution, you should manage the client’s expectations about its outcome.

That means not sugar coating the prospects of winning the case or the potential size of the verdict. In fact, you should do the opposite. Under promise. Project low. Tell them there’s a good chance you won’t win at all.

Yes, they might have second thoughts about having you as their attorney and go somewhere else. Let them go. They’ll be nothing but trouble. You want clients who appreciate your honesty and openness, and who appreciate your hard work in the face of big challenges.

Throughout the case, keep them informed. Let them see the ebb and flow, the positives and negatives. Help them to detach emotionally from the outcome. When something is good, remember to show them the other side. That’s why God invented the phrase, “On the other hand. . .”. When it’s bad, do the same thing. You don’t want to be a Debbie or Dennis Downer.

If you’ve done it right, by the time the case comes to a conclusion, they will be mentally prepared for any outcome. Win or lose, big verdict or not so big. They may not be happy, but they will be prepared.

Need more clients? Better clients? Get The Attorney Marketing Formula and start gettin.

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Make your clients smile by writing THIS on your next billing statement

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Did you see this story: “Parents’ shock after restaurant bill shows $4 discount for their ‘Well Behaved Kids”.

The kids said “please” and “thank you” and were quiet during the meal.

Imagine that.

Even if the restaurant didn’t get world-wide attention for what they did, do you think the parents of these kids might tell some people about their experience?

I think so, too.

If the restaurant advertised a discount would be given to anyone whose kids are well behaved, the idea would have flopped. “Hey, my kids didn’t start a fire this time, where’s my friggin discount!”

What makes this work is that the discount was given after the fact. Totally unexpected. A happy surprise.

Guess what? You can achieve the same result with your clients.

Find a reason to give them a small discount on their next bill. Maybe they showed up at their first appointment on time. Maybe they were especially brave in the face of fear. Or maybe they did a great job at their deposition.

Find something positive and reward them.

You might even want to zero out something. The client expects to get charged for the letter you sent to their landlord. They open their bill and see a zero balance. Nice. Maybe it is their birthday. Or yours. Or maybe you did it because you like them.

Do you think you might score some points in the good will department? I think so, too.

Do you think you might get some world wide press?

“Client’s shock after attorney’s bill shows $100 discount for their ‘well behaved mother-in-law’.”

Nah, me neither.

Get more clients and increase your income. Click here to learn how.

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Do you offer the iPad of legal services?

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I was reading an article on why the iPad beats Android tablets. The author concluded thusly (I love that word, don’t you?), “Having reviewed the options, the reason for Apple’s continued dominance in the tablet market seems clear – it makes the best product. It also makes the most expensive product, but that doesn’t seem to deter consumers, who continue to buy the iPad in droves.”

The article points out that there is and will be a big market for Android, and many people prefer that platform for reasons other than lower price.

Something for everyone.

Now, how do your legal services compare? Do you offer iPad-ish services–high quality and high price–or Android-ish–lower quality and lower price?

You can make money in either category, but not both.

Many attorneys lean towards the lower end of the market. I suggest you resist the temptation.

Set your fees at Apple levels. High end. Then, make sure you’re worth it.

Higher margins provide huge benefits:

  • You get better clients. Yes, more demanding (like Apple’s), but better in every other sense
  • You don’t need as many clients; you can take your time and turn out a better work product
  • You can hire better talent and delegate what you don’t enjoy
  • You have a marketing budget so you can expand and grow
  • You earn more profit and enjoy a better life style.

Delivering high quality legal services does cost more. A nicer office, the best employees, a higher level of “customer service” all come at a price. But it’s not how much you spend that counts, it’s how much you earn.

The Attorney Marketing Formula shows you the six keys to earning more without working more. Click here.

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Eight ways to use audio recording apps for marketing

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I was reading some of the reviews for Dictamus, the dictation app I use on my iphone. Many lawyers and physicians extol its virtues, saying things like, “best on the market, ” “replaced my 0 dictation equipment,”and “I use it every single day.”

I don’t dictate to a secretary these days, but I do dictate to myself. My phone is always with me so it’s very convenient to capture notes or ideas on the fly. I also dictate entire articles, letters, and other longer documents, using Dictamus’ “insert” function to insert new thoughts into the middle of already recorded sentences. Yep, just like  the old cassette and belt dictation machines I used to use.

Anyway, I started thinking about how audio recording apps (any app will do) can be used for marketing. In addition to the obvious use of recording ideas for articles, people to call, things to do, and dictating complete articles, emails, and letters, here’s what I came up with:

  1. Networking: record details after meeting new contact (where, when, what you talked about, etc.)
  2. Interviews with subject matter experts for podcasts, or transcribe for written articles
  3. Record audio track to add to video slide presentation
  4. Practice your next presentation
  5. Record consultations with prospective clients, give to them as added bonus
  6. Create audio book to sell or give away for lead generation
  7. Record brainstorming sessions with partners, staff
  8. Record consultations with hired consultants, live trainings, teleconferences, or webinars

Do use audio recording apps (or digital recorders) for marketing in your practice? What do you do? Which apps do you use? Please add to the comments.

Want more marketing ideas? Of course you do. Click here.

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Marketing legal services by offering digital document signing

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Technology allows us to get legal documents signed without ever printing them. This post on the Evernote blog shows how to do that with two free apps, Docusign and Evernote (or Box, Google Drive, Dropbox).

I have Docusign and several other apps like it. I have pdf’s emailed, open them in the app, sign them, and send them back. It saves time, paper, postage and/or the cost of a messenger. And saving a copy in Evernote allows me to access those documents everywhere. (For more on how to use Evernote for storing client and other documents, check out my ebook, Evernote for Lawyers: A Guide to Getting Organized & Increasing Productivity).

If you have a tech savvy client, they can download the app to sign and return the documents to you by email. If you don’t, or if you need to explain the document to the client before signing, you can meet with them and have them sign on your tablet.

Offering digital signing is a benefit to you and to the client. If you offer it, you should promote the fact that you do. Make a big deal out it. Let clients and prospects know what you do, how it works, and how it saves them time and money.

Even if other attorneys do it the same way, most of them don’t promote it. When you do, you will “own” that benefit in the eyes of your target market.

To stand out in the crowd, you must show people how you are different. Click here to learn how.

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What would Steve do?

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I was reading an article remembering Steve Jobs more than a year after his passing. The author provides “Ten Life Lessons” from Mr. Jobs that we can all learn from and apply in our lives. A lesson like, “You don’t beat the competition at their game. You redefine the game,” reminds me that Steve Jobs was an incredible leader. He defined the future, where things should go, and then he took us there.

Jobs thought differently, and he encouraged us to do the same. Even Apple’s advertising at one time encouraged us to do so. So when you’re faced with a seemingly insurmountable problem or you’re looking to redefine your game, ask yourself, “What would Steve do?”

If you’re having an issue with one of your employees who isn’t doing his or her job, you might ordinarily give them some time to see the light, offer some additional training, or have a heart to heart talk. If you ask yourself, “What would Steve do?” however, you might berate them and/or fire them on the spot. The lesson, “Don’t tolerate bozos around you,” confirms what most people know about Steve’s lack of patience with under-performing employees.

Am I saying you should chew out your employee? No. But you should consider why Steve would have. It might serve to warn you that the problem is potentially more serious than you think. The employee might improve, but they also might do irreparable harm if your other employees see them getting away with less than excellent performance.

Thank you, Steve, for reminding me to think about the problem from a different perspective.

One of the benefits of reading biographies about successful people, in business, sports, politics, and other fields outside of our own, is that they allow us to see our problems through different eyes, and thereby, find solutions we might otherwise never find. Albert Einstein said, “No problem can be solved from the same level of consciousness that created it.”

Einstein also said, “Imagination is more important than knowledge,” so use your imagination for a moment and think about this: If Apple had acquired your law practice, what would Steve Jobs have told you to change?

Steve never read The Attorney Marketing Formula, but I imagine he would approve.

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I wouldn’t fire this guy, I’d promote him

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In school, if you paid someone to write your paper or take your test, you got in trouble. A big F. “No soup for you!”

So naturally, when you get a job and you pay someone else to do the work for you, you should also get in trouble, right? Fired on the spot!

Not so fast.

Isn’t that what we call “business”? Don’t we do this in a law practice?

We have customers or clients who pay us but our employees do a lot of the work. Maybe most of the work, if you look at the hours. And our clients don’t care, as long as the work gets done and is of sufficient quality.

That’s how we earn a profit. We’re “working smart”. We have leverage.

So, let me ask you, if you found one of your employees was outsourcing his work, what would you do? If he hired someone else to do the work and earned a profit on the difference between what you paid him and what he paid to get the work done, would you have a problem with that?

Assuming the work was high quality and no confidential information was shared, of course.

A software developer at Verizon was just discovered doing this very thing. He earned six-figures in his job and paid a Chinese firm ,000 to do the work. He spent his day surfing the web, playing games, and posting on Facebook.

When his employer found out, they fired him.

Me? I would have given him a raise and a promotion.

The work done by the Chinese firm was considered first rate. Praised for it’s quality, in fact. And always on time. The fact that someone else did it is irrelevant.

The man was lazy but very clever. He should be praised for his cleverness, not punished for it.

During World War II, a brilliant German military strategist described his criteria for managing personnel:

“I divide my officers into four groups. There are clever, diligent, stupid, and lazy officers. Usually two characteristics are combined. Some are clever and diligent — their place is the General Staff. The next lot are stupid and lazy — they make up 90 percent of every army and are suited to routine duties. Anyone who is both clever and lazy is qualified for the highest leadership duties, because he possesses the intellectual clarity and the composure necessary for difficult decisions. One must beware of anyone who is stupid and diligent — he must not be entrusted with any responsibility because he will always cause only mischief.”

The author (there is some question as to which of two men actually said it) thought that someone who is “clever and lazy” is qualified for the highest leadership duties, “because he possessed the clarity and composure necessary for difficult decisions.” They are “natural delegators,” always looking for simpler, easier ways to do things. They “focus on essentials, and despise ‘busywork’.”

If the developer at Verizon worked for me, I’d slap him on the back and ask him to show me other ways I could get a six-figure job done for only $50,000.

But no, his boss was probably embarrassed by what he did. “Clever and diligent,” no doubt, and had to fire him.

All our lives, we’ve been told that laziness is a sin. We’re punished for it in school and on the job. We’re told that hard work is a virtue. But it’s not true. Hard work, for the sake of working hard, is the sin. If there’s an easier way to do something and we ignore it, we squander God’s gift of time.

You owe it to yourself, your family, your employees, and your God, to find the easier way, the better way, the more leveraged way to get things done. You’ll earn more and have plenty of time to play games and post on Facebook.

Leveraging time is one of the six keys in The Attorney Marketing Formula

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