The most important question you can ask a new client

August 28, 2012 by
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How many new clients did you get last month?

If you don’t know the number, either you didn’t get any new clients or you’re not keeping track.

You need to keep track.

You also need to keep track of where they came from. Who referred them? Which keyword did they use to find your website? Which ad did they click on?

You need to know how every new client made his or her way to your doorstep. That’s why the most important question you can ask a new client is: “How did you hear about us?”

You need to know so you know what’s working. Are your ads pulling or are you throwing your money away? Which ad is working better? Are you getting clients through your efforts on social media or are you wasting your time? Which social media platform is working better? Which posts?

John Wanamaker, who owned department stores in the early part of the twentieth century and spent a fortune on advertising, once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Department stores do “brand advertising”. They don’t usually track response. Although they can do focus groups and track coupons, they don’t know with any degree of accuracy if what they are doing is working. You won’t have that problem if you ask, “How did you hear about us?”

Don’t just ask new clients, however, ask everyone. If they call your office, if they contact you through email, if they show up at your door, ask them.

In my office, our new client intake form had a space to record the name of the person who referred the new client. We kept track, so we knew who to thank. It also allowed us to bring up the subject of referrals with the new client.

We had a form next to the phone to record the name of the referring person or the phone book or other ad that prompted them to call. We tracked them after the call, to see if they became a client. In this way, we learned which of our ads generated new business and which ones didn’t. (Some brought a lot of calls but not a lot of clients.)

Today, there are other options for measuring response to ads and traffic to our web sites. But nothing beats asking, “How did you hear about us?”

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Filed Under: Advertising, Law office management, Marketing legal services, Referrals Tagged With: , , , , , ,

New marketing course shows attorneys how to dramatically increase their income

August 27, 2012 by
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The Attorney Marketing Center has released The Attorney Marketing Formula, a new course for attorneys who want to increase their income but don’t have a lot of time for marketing.

The course is based on the work of attorney David M. Ward, founder of The Attorney Marketing Center. “Every day I talk to attorneys who could dramatically increase their income by leveraging their existing talents, assets, contacts, and opportunities. This course shows them what to do and how to do it.”

More and more attorneys have realized that marketing is essential to their success. Unfortunately, their efforts often produce poor results. Ward says one reason is that they are using tactics without mastering the strategies that make them work. “It doesn’t matter which techniques you use–networking, social media, blogging, advertising–without the right strategies, you’re not going to get optimal results. The good news is that with the right strategies, almost any technique will work.”

The course presents strategies in six key areas: focus, value, trust, money, people, and time. “Implement one strategy,” Ward says, “and you’ll increase your income. Implement all six and the results will be staggering.”

Busy attorneys will be glad to know that marketing doesn’t have to take a lot of time. Significant progress can be made in just 15 minutes a day. “If you’re doing the right things and doing them consistently, you can build a big practice without working harder. “Using the strategies in this course,” Ward says,” I was able to quadruple my income and cut my work week from six days to three.”

The course brings everything together in a bonus module that helps attorneys create an effective marketing plan.

The Attorney Marketing Formula is $79. For a limited time, it is available at the introductory price of $59.

For additional information, visit The Attorney Marketing Formula.

David M. Ward practiced law for more than twenty years. He is the author of several marketing programs for attorneys. His blog, The Attorney Marketing Center, provides free tips and resources for attorneys who want to earn more and work less.

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Filed Under: Increase your income, Law office management, Marketing legal services, Marketing Plan Tagged With: , , , , , ,

Targeting the Hispanic market by going in the side door

August 22, 2012 by
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In most of the many offices I have had in my legal career I have had Spanish speaking employees. This only made sense in a city like Los Angeles.

According to this article on the dramatic growth of the U.S. Hispanic market, today you might want to have Spanish speaking employees no matter where you practice. But there’s another way you can leverage this growing market.

The article lists seven industries that will benefit most from the growing Hispanic population:

  1. Residential buying, food (grocery and restaurants)
  2. Retail (especially clothing and electronics)
  3. Education (higher education and technical schools)
  4. Financial services
  5. Transportation (automotive and airline)
  6. Entertainment
  7. Media

Legal is not on this list, but it doesn’t matter. You can leverage the growth of the Hispanic population by aligning yourself with professionals and businesses in these industries who already target the Hispanic market.

Let’s take financial services, for example. By networking with bankers, brokers, financial planners, and CPAs who target the Hispanic market, you can grow with them.

What this means is that you don’t have to re-brand yourself for the Hispanic market in order to benefit from its growth. You can piggy-back on the influence of business owners and professionals who have already established themselves in that market.

Of course this is good advice in any market. When I moved out of Los Angeles and started over in a city where I didn’t know anyone, I didn’t merely hang up a shingle and try to compete with already established firms. I hired someone who had a lot of contacts in the market I chose to target and through him, met many professionals and business owners who already had influence in that market. My practice grew quickly because I wasn’t really starting from scratch.

The next time you want to get into a new market, try the side door.

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Filed Under: Law office management, Legal industry, Leverage, Marketing legal services, Relationship marketing Tagged With: , , , , , , , , , , , , ,

How to grow your law practice by establishing routines

August 17, 2012 by
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Lifehack has a post today on improving productivity by turning important tasks into routines. The idea is that you are more likely to do something when it’s part of a regular routine, just like you do, for example, every morning when you get ready for work.

How might this be applied to marketing?

We know it’s important to regularly reach out to clients and former clients, via email, regular mail, phone (and possibly, social media). The return on your investment of time, in terms of repeat business and referrals, is tremendous. A few minutes a day spent connecting like this could bring you thousands of dollars in additional revenue every month.

Arguably, there is nothing more important to the growth of your practice.

It’s important, you know it’s important, you WANT to do it, but somehow, you’re not doing it. Life keeps getting in the way.

What if you established a new routine whereby every day at lunchtime, before you eat or before you leave for a lunch meeting, you take ten minutes to connect? You send out ten emails, make three phone calls, or write and mail a handwritten note.

Easy stuff. And because it’s your part of your daily routine, you do it.

At first, you schedule this ten minutes on your calendar. You see it there every day, reminding you to take action. You have an app send you an alarm. Later, when you’ve been doing it for a month or three, when it has become a habit, you won’t need to be reminded. It’s as much a part of lunchtime as eating.

Make a list of marketing activities you do, or know you need to do. Look for ways to make them routine.

Marketing is easy. The hardest part is remembering to do it.

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Filed Under: Client loyalty, Client relations, Increase your income, Law office management, Marketing legal services, Personal development, Productivity, Time Management Tagged With: , , , , , , ,

Get rid of what’s not working in your law practice

August 1, 2012 by
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The military periodically schedules a day or a week to “stand down” from normal operations and review everything they’re doing to make sure it’s still necessary and working at peak efficiency. They fix or get rid of anything that’s not working and make room for new or better ideas.

Anita Campbell, Founder of Small Business Trends, suggests we do something similar with our businesses. She says,

What if we approached innovation from the opposite direction – by getting rid of what isn’t working before we try to come up with something that works.

This is good advice for any law practice. Strip things down to the essentials, lighten the load and add back only what is necessary. Make room for new ideas, tools, and procedures by getting rid of anything that isn’t working:

  • Legal services you no longer sell or are no longer consistent with your long term plans
  • Inefficient processes (forms, letters)
  • Employee functions that are no longer necessary or can be assigned to someone else; employees who no longer carry their weight
  • Furniture, equipment, technology that no longer works
  • Office space that is not being used
  • Closed files you no longer need to retain
  • Ads that no longer pull or cost too much relative to the alternatives
  • Subscriptions you no longer read; books you haven’t referred to in over a year
  • Groups you no longer participate in

Campbell says,

Like cleaning out your garage and tossing unused belongings, jettisoning old processes or products can give your business a whole new start. You’ll be surprised how much space you suddenly find in your mind, and how free you and your team will feel to create something new without all that clutter clogging up your brain.

Earlier this year, my wife and I did an extensive spring cleaning at home. We got rid of a ton of stuff and simplified our lives. I guess it’s time to do the same for the business.

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Filed Under: Law office management, Personal development, Productivity Tagged With: , , , ,

Which of these companies do you think we hired?

July 31, 2012 by
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Our air conditioning is having some challenges. My wife called a few service companies. It’s been hot lately so they were all busy.

As she told me the story, I couldn’t help thinking about the parallel to calling lawyers. Clients, like air conditioning customers, often choose a lawyer based primarily on how they are treated on the phone.

So, which of these companies do you think we hired?

COMPANY #1:

  • Abrupt, unfriendly, not compassionate
  • Can’t come out for a week.
  • Laughed and said,”good luck” when my wife said she’d have to call around

COMPANY #2

  • Pleasant
  • Can’t come today
  • “We should be able to come tomorrow; call in the morning and we’ll give you a time”

COMPANY #3

  • Can come today; gave us a 3 hour window and will call 30 minutes before to make sure we’re home (in case we need to run an errand)
  • Friendly, patient, re-assuring, confident
  • Gave us a price range: “Most repairs run between $x and $y
  • Described the technician’s licenses and (extensive) experience
  • Gave her name; “call me personally if you have any questions”
  • Asked, “Where did you find us?”
  • Mostly “5-star” reviews on Yelp

So, which company do you think we hired? And which one do you think we’ll recommend?

Plaintiff rests.

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Filed Under: Client relations, Closing the sale, Law office management, Marketing legal services, Online Marketing, Salesmanship

Do you ever completely unplug? Me neither.

July 26, 2012 by
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I confess, I’m one of those people who is never completely unplugged.

When I’m not in front of my computer, I have my iPhone with me and it is never off.

I check email every hour, often several times an hour. In fact, in the middle of writing this paragraph, I clicked over to my always open gmail tab to have a quick look.

I can be reached by email or phone or text or instant message at any time of day (or night, if I’m up).

You may think I’m weird. Or you may say, “Me too,” or “That’s nothing. . .”.

In the Woody Allen movie, “Play it Again, Sam,” Tony Roberts plays a character who is obsessed with work and always being connected. Each time we see him he calls into his office to give a phone number of how to contact him and for how long, and then the next contact number.

That’s not me.

I am not a social media junkie. I get on when I can (perhaps once or twice a day), and get off.

I don’t get nearly the number of calls I used to get.

And even though I can receive information at any time, that doesn’t mean I respond to it. Sometimes I do, often I don’t, at least until I’m ready.

I like being connected. If I didn’t, if I was feeling overwhelmed by incoming communications or the need to respond, I would change something.

How about you? Are you always connected? Is it a problem for you? How about for your family?

How about vacations? Do you completely unplug?

I admit I don’t. I’ll shut things off for several hours, but I’m never completely “offline”. When we were in Europe years ago, before I had a smart phone, I made sure there was an Internet cafe within walking distance so I could log on at least once a day.

Michael Hyatt is a very busy and very accomplished individual who recently returned from a 100% unplugged vacation. I don’t think he needed to do it. He seems to lead a very orderly life. He wanted to unplug, and he did.

He wrote about everything he did to prepare for that trip, and it was extensive. He says it was worth it. He came home truly rested, and more in touch with the important things in his life. And because of his preparations, everything at work was just fine without him.

Reading his posts on the subject made me think he is onto something. Taking a vacation without my phone or the Internet, completely unplugged, intrigues me.

If I can just get used to the idea that everything at work will be fine without me.

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Filed Under: Inspiration, Law office management, Personal development, Technology Tagged With: , , ,

Why attorneys need to brag (and how to do it without opening your mouth)

July 25, 2012 by
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One of the primary objectives for any attorney interested in attracting clients is to show the world why they are a better choice. One way to do that is by bragging about your achievements.

Unfortunately, nobody likes a braggart.

The obvious alternative is to let others brag about you. That’s what word of mouth is all about. Happy clients telling others. Your task, then, is to make sure your clients and contacts know about your achievements and have an easy way to share them with others.

You need a “brag book”.

What is a brag book?

A brag book is a place to collect laudatory information about you. It’s a physical notebook, or the digital equivalent, with pages of clips and stories and information about you and your accomplishments.

Those clips and stories show people what you have done for others and suggest that you can do the same for them. The book is filled with third party validation, proving that you are experienced and knowledgeable and trustworthy.

What’s in a brag book?

Your brag book can have a variety of content:

  • Testimonials
  • Endorsements
  • Awards
  • Thank you letters
  • Articles about you, your cases
  • Articles by you, especially if they appear in an important publication
  • Photos of you with happy clients
  • Photos of you with important people
  • Photos of you helping a charity or important cause
  • Photos of you speaking from stage
  • A photo tour of your office
  • Success stories about your clients/cases
  • Stories about big/important verdicts
  • Press releases
  • Your CV or bio
  • Client survey results
  • FAQ’s that show how and why you are different/better

How do I use my brag book?

Use the contents of your brag book whenever you create a new marketing document. Having this information and these documents and photos in one place will make it easier for you or your copywriter to put together new brochures, seminar slides, web pages, or other documents.

You can also put together an entire book that can be shown to clients and prospects, meeting planners, publishers, and others you want to impress.

Use your brag book, or mini-versions thereof:

  • On the table in your waiting room
  • Framed on the wall in your office
  • As a page your web site; link to it from your “About” page
  • As a handout at seminars, networking events
  • As your “firm brochure”
  • In your “new client kit”
  • Send it to prospects who inquire about your services

How do I start a brag book?

Start by collecting these documents and putting them in one location. If you have paper documents, scan them. You could set up a separate notebook in Evernote for this purpose, or simply add a tag (i.e., “bragbook”) to any note that contains brag-worthy information or documents.

As your collection of items grows, you’ll be prompted to seek out additional documents to add to your book. You might ask more clients to provide a testimonial, for example, or make a point of saving copies of photos you have been tagged in on Facebook.

Once you have started your book, it will remind you to fill it, and use it.

Do you have a brag book? Are you going to start one? How will you use it?

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Filed Under: Communication, Law office management, Marketing legal services, Presentations, Productivity, Referrals Tagged With: , , , , , , , ,

Using teleconferences and audio messages to market your law practice

July 24, 2012 by
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I just hosted a conference call for my business partners. It was a twenty minute call with a guest speaker. We could have invited our partners to dial into the call live but in this case, we simply recorded it. We will give the playback number to our partners, but I could also download the recording and either email it or post it on a web page.

Teleconferences allow you to create the excitement of a “live event” for your clients or prospects, and recording allows you to make that event available 24/7.

Here are some uses for teleconferences:

  • Live seminars for prospective clients
  • Informational programs for clients
  • Training employees; instructing new clients
  • Creating audio brochures or reports
  • To capture testimonials
  • Creating information products you can sell or offer as bonuses

You can do one-one-interviews, group presentations with multiple speakers, or simple broadcasts, with or without caller participation.

Speakers use a different code to dial in so they can be heard. Participants can be muted, or they can be allowed to ask questions.

There are many free and paid teleconference services available. The paid services usually offer additional line capacity and features, but for most purposes, the free services work just fine. For today’s call, I used FreeConferenceCall.com, which allows up to 96 callers.

FreeConferenceCall.com has another free service for recording audio messages directly for playback. It works like voice mail, but there is no limit to the length of your recording.

I’ve used this to record introductory messages, aka “sizzle calls,” to generate interest in a product or service I was promoting, for training messages, to record live conference calls for permanent playback, and for FAQ-type messages.

You can get a single audio playback number, or one with “extensions” so the caller can press “option one for information, etc. . .”.) The free version requires callers to dial an extension to listen. There is a paid version ($5/mo.) if you want a direct dial number without an extension or pin number.

The audio recording service can be set for “playback only,” so callers can access information, or you can allow callers to leave a message. This can be used as a lead capture tool for advertised promotions.

I’ve used teleconferences and audio recordings extensively in my businesses, both the paid and free versions, and they are an excellent, low-tech way to communicate with a large number of people. If you have not used these services in your marketing, I encourage you to do so.

A good place to start: set up a free account and record a message, “Three Reasons For Hiring [Your Firm Name] for Your [Legal Issue/Engagement]”.

How have you used teleconferences and audio messages in your practice?

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Filed Under: Communication, Law office management, Marketing legal services, Presentations, Technology Tagged With: , , ,

Marketing legal services: Do one thing and do it well

July 18, 2012 by
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Unix is a forty year old computer operating system that owes its longevity, in part, to its simplicity.

Simple and powerful. Or perhaps, simple IS powerful.

Unix programmers speak of the Unix philosophy approach to writing software. They say, “Write programs that do one thing and do it well.”

I immediately saw the parallel to success in the practice of law.

If you’re trying to do too many things in your practice, you’re certainly finding it harder to do everything well. Success is more likely when you keep things simple. One practice area. One niche market.

Do one thing and do it well.

The same is true of marketing legal services. If you’re trying to do too many things at the same time, or what you are doing is anything but simple, you’re much less likely to do it well enough, or long enough, to get good results.

I’ve seen great practices built with one or two marketing techniques. The key is to have a simple strategy (program) so that you can execute it well.

Simplicity is also key to success in the area of productivity. I get more done, and more important things done, when I keep things simple. I don’t use two apps when one will do. I look for ways to eliminate options because too much of a good thing usually isn’t a good thing.

Forget complicated. Keep it simple. Do one thing and do it well.

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Filed Under: Law office management, Marketing legal services, Personal development, Productivity Tagged With: , , , ,
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