The quickest way to build your authority

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Many people assume that because you are an attorney you know what you’re doing. You’ve got a license, you’ve been vetted, you don’t have anything to prove.

Clearly, not everyone feels that way.

Your colleagues, sophisticated clients who want to hire the best of the best, business leaders who can send you referrals, promote you, and open doors for you, usually want to see more.

If you want them to see you as an authority, you can’t rely solely on your license.

To build your authority and achieve “expert” status, you typically need to do the kinds of things experts do–write for authoritative publications, speak to important groups, get invited to corporate boards, and represent top-tier clients.

You start by writing and posting authoritative information on your blog or website, along with success stories of clients you’ve helped.

You write guest articles and posts for blogs and newsletter in your target market.

You get interviewed by smaller publications, podcasts and channels, building your speaking skills, making new connections, and driving additional traffic to your website.

You teach CLE courses, serve as an arbitrator or mediator, join authoritative organizations, do charitable work and volunteer for their committees, and build your contacts and your bio.

And you use your existing contacts to meet other professionals and centers of influence in your niche, building strong relationships with key people who can help you get to the next level.

You can do these things, and you should, but it can take years for these things to bear fruit and, well, you’re in a hurry.

There is something you can do, right now, to dramatically speed up the process.

You can write a book.

Experts write books. You can, too.

You don’t have to wait years to become qualified to do it, or to be asked to do it, You can write it and self-publish it in the next few weeks.

Your book will position you as an authority. (An “author” is, by definition, an “authority”.) People will hire you and refer you and invite you to speak and write and join their group or cause because you wrote a book and other attorneys didn’t.

Writing a book is the quickest way to build your authority, and a smart way to build your practice or career.

Once you’ve written your book, promote it. Give it away, send it to everyone you know and everyone you want to know. Make sure your clients have copies for themselves and to give to friends, offer it to prospective clients, bloggers, editors, meeting planners, and influential people in your niche.

When you talk to someone who wants to know what you do and how you can help them, their clients, or their readers or listeners, stop talking and send them a copy of your book. Your book will tell them everything they need to know.

What to say when someone asks, “What do you do?”

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The attorney marketing paradox

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There’s a paradox to this whole marketing legal services business. To be successful, you need to do something, and you also need to do the opposite.

You need to fit in and also stand out.

Fit in because you want to convey the image of an attorney consistent with the image most people have in their mind.

Most people think of attorneys as sober professionals, with an office and clients, a briefcase, business cards, and business attire. They expect attorneys to comport themselves a certain way when they speak to people, say things attorneys say, ask questions attorneys ask.

If you differ too much form that image, people get nervous.

Despite the popularity of “The Lincoln Lawyer” book and movie, most clients don’t want to meet you curbside.

At the same time, you don’t want to look and sound like every other attorney. You want to be different.

If you look the same, sound the same, and appear to do everything the same as every other attorney on your block, you offer clients no reason to choose you.

They might as well flip a coin.

So, that’s the paradox. You want to fit in and stand out. Make people comfortable so they trust you, and show them something different so they can see why they should choose you.

How you do this?

Mostly, you give people what they want and expect. You play the game. Assume the role. Walk the walk and talk the talk.

If it walks like a duck, it’s a duck. If you look like an experienced and successful attorney, in the eyes of the public, you are.

But that only gets you in the running. You still want to stand out.

You could do something with fashion. Wear a hat, a bow tie, or purple socks. Wear cuff links or a pin in a distinctive shape–an animal you like, a symbol you identify with, a shape that implies power or success, passion or justice.

Something people will recognize and remember. “Oh, she’s the attorney with the Gecko pin.”

But fashion is only one way to stand out and there are other ways that are better.

What do you do in your practice that’s unique and implies a benefit for your clients? That’s how you want to stand out.

Most attorneys don’t make house calls. Maybe you do. Most attorneys don’t have sign-language interpreters on staff or on call; maybe you do. Most attorneys don’t offer a free second meeting with new clients, to do a deeper dive into the facts and map out a plan of action. Maybe that’s something you could do.

The thing is, whatever you do doesn’t literally have to be unique. You can make it appear that way and “own” that advantage by promoting it broadly when other attorneys don’t.

Most attorneys use a questionnaire or form when they interview a client. They have a list of questions to ask, with blanks to record the answers, and a list of “instructions” to give to new clients. It ensures you don’t forget to ask something and shows the client you’ve handled this type of case so often you have your own special form.

Most attorneys might use this, but most attorneys don’t promote that they do. They assume every attorney uses a form or checklist and don’t see it as a big deal.

But it might be a big deal to prospective clients in your niche who don’t know that most attorneys use a checklist or intake form.

When you describe the forms and process you use to interview a new client, in detail, you might find a lot of clients choosing you because of that difference.

For more on how to stand out from other attorneys, get The Attorney Marketing Formula

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The most dangerous number in business

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In business, the most dangerous number is the number one.

If you have one client and they leave or go out of business, you’re in trouble. You want more than one client.

If you have one “price point” or package of services, you have nothing to offer the prospective client who wants something different.

If you have one marketing method and it stops working for you, if you have one target market and it becomes too competitive, what will you do to keep your pipeline full?

You don’t want your entire livelihood to depend on the number one.

Which means, as soon as you have something that’s working for you, start adding the next thing. A second market, marketing strategy, or offer.

But not another practice area. Not unless you’re in a small market.

The bigger the market, the more competition you have, the more you need to specialize, because you can’t compete with everyone on everything.

When you specialize, marketing is easier, cheaper, and more effective. You can stand out from the crowd and become known for what you do best.

Specializing allows you to become the top dog in your field.

That doesn’t mean you must turn away work that’s not your specialty. Take the work if you want to and can handle it. But don’t promote this, promote the “one thing” you do best and want to be known for.

Because when you specialize, one isn’t a dangerous number, it is your friend.

How to choose your specialty

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A simple idea for your next newsletter or blog post

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Your clients and prospects see lawyers at work on TV and in the movies and think this is a realistic depiction of what lawyers do. They might be a bit disappointed to learn that our work isn’t glamorous and problems don’t get solved in 42 minutes, but they are curious about what lawyers do.

If you’re looking for ideas to write about in your newsletter or blog, educate your readers about the “legal industry” and what you do in your practice.

Here are a few idea to stimulate that big brain of yours:

  • What a typical day looks like for me
  • How I get new clients
  • Why I advertise/don’t advertise
  • How Zoom meetings have changed my practice
  • The software tools I use every day
  • Top ten questions I get from prospective clients
  • How I decide to take a case (and what I do if I don’t)
  • Legal fees, costs, and retainers, oh my
  • Why some lawyers earn more than others
  • Malpractice: what is it and what lawyers do to avoid it
  • Questions I ask prospective clients before I take their case
  • What I tell new clients before I start working on their case
  • What I’ll tell you if you ask me, “How much is my case worth?”
  • How often do I need to update my [business/estate documents?]
  • Phone, mail, email, or text: how I communicate with my clients
  • Why I (usually) love what I do (and when I don’t)

Articles like these are quick to write, give people interesting and helpful information about a subject that interests them, and helps them appreciate what you do. When someone is looking for a lawyer, this is precisely the kind of information that can help them decide to choose you.

Tell people about your work. Even if it’s not glamorous.

Email Marketing for Attorneys

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The future of your law practice

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It should be obvious that some practice areas will soon be “hotter” than others, if they’re not already. Divorce, bankruptcy, foreclosure, loan workouts, evictions, and other areas are likely to be in high demand.

What can you do with this information?

If you’re starting (or re-starting) a practice, it makes sense to practice in one of these areas. Get ready for the coming wave.

If you have a general practice right now, get prepared to emphasize these those practice areas. Work on your skills, create more content, and explore ways to market your services to clients who need those services.

If you don’t practice in any of these high-demand areas, consider adding them to your repertoire.

Finally, if you don’t practice in any of these areas and you’re not inclined to start, align yourself with lawyers and firms that do.

When the wave hits and your clients and prospects ask you for help with something you don’t handle, you want to be able to refer them to someone.

Helping the client, and scoring points with attorneys to whom you’re referring business, can only lead to more business and good will for you.

Of course, this is something you should be doing anyway. It’s a smart way to build your practice.

Start by making a list of practice areas you predict will be in high demand. Then, make a list of attorneys you know who practice in those areas.

After that, begin looking for attorneys you don’t know. Start by asking your current contacts who they know who specialize in those areas.

Contact them, introduce yourself, and tell them you’d like to know more about what they do. As you get to know them, they will get to know what you do.

Which should lead to some referrals for you.

Start now. Get ready for your clients and prospects to ask you for a referral.

Because they will.

You can learn more about how to do this in my Lawyer-to-Lawyer Referrals Course.

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How will attorneys fare in 2020 and beyond?

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The economy is good. Prosperity is predicted to continue next year. Is that good or bad for attorneys?

A growing economy is certainly a good thing if you handle business start-ups. Maybe not so good if you handle bankruptcy.

What about litigation? Collection? Foreclosures? Evictions? Will there be less work ahead? If fewer people are arguing about money, will there be fewer divorces?

Will there be less work for criminal defense lawyers?

With higher incomes, record growth in the stock market, and an aging population, we should see more work for estate planners, right?

On the other hand, some say we’re due for a recession. What then?

I don’t know what the future holds. What I do know is that it doesn’t matter.

It doesn’t matter which way the economy goes or the outlook for the legal profession or any specific practice area. What matters is how you do.

And you can thrive no matter what the economy is doing.

Work may be down for your practice area but there will always be enough work to keep you busy.

Providing you stay one step ahead of your competition.

You don’t have to be the best in your field, you just need to do a good job of marketing.

But, if you happen to be in a practice area where there is more work than before, you shouldn’t take it for granted. Don’t assume you can ignore marketing.

You may earn more in a thriving economy but not nearly as much as you could if you also put some effort into marketing.

Next year, make marketing your jam and you won’t have to worry about the economy, nor have to depend on it.

Here’s a good place to start.

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Why am I not surprised?

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I just saw an infographic depicting “America’s Most & Least Trusted Professions”. Lawyers ranked near the bottom, just above business executives, car salespeople, and swamp-creatures, aka, members of Congress.

I’ve noted before that lawyers are an easy target. We do everyone’s dirty work and tend to make a lot of enemies, after all. And who doesn’t like a good lawyer joke?

But that doesn’t mean we should accept the world’s collective opprobrium. Neither should we single-handedly attempt to repair the reputation of an entire profession. 

Instead, we should take steps to differentiate ourselves. To show the world that we’re one of the good ones. 

We can do that, we must do that, by going out of our way to foster trust in the eyes of our prospects, clients, and professional contacts. 

This covers a lot of territory, everything from treating people better than they expect (or deserve) to be treated, to displaying the accolades and endorsements of others who vouch for us, to doing charitable work usually associated with good people, and everything in between. 

We should, of course, also refrain from the types of practices we know client’s dislike. Failing to keep clients informed about their case and charging for every little expense and every nanosecond of time are common examples.  

Another way to earn trust is to exceed our clients’ expectations. Giving them extra services, delivering better results, and showering them with the highest level of “customer service” not only goes a long way towards earning trust, but it can also stimulate a heap of positive word of mouth about you. 

In our marketing, we can build trust by showing our market how we are different or better than our competition. This can be as simple as providing more information than most attorneys do, or doing so in an interesting or entertaining matter. 

Finally, one thing we shouldn’t do is deny the fact that lawyers tend to rank low on the trust totem pole. Instead, we should acknowledge this fact and help people understand what to do about it. 

Educate your market about the standard of care, so prospective clients will know what to expect and demand. Teach them what to do when a lawyer doesn’t deliver.

And teach them what to look for when they are looking for a lawyer in your practice area. Give them the questions to ask and the answers they should get.  

Do this, and you will take a big step towards showing the market that you are indeed one of the good ones.

How to build trust and get more repeat business and referrals

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We’ve got trouble. Right here in River City

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According to the Wall Steet Journal, there’s a lot less suing going on these days. “Fewer than two in 1,000 people. . . filed tort lawsuits in 2015,” down significantly from 20 years ago.

Why? You know the drill: higher costs, caps on damages, changing jury sentiment against “frivolous” claims, carriers taking a hard line, and the list goes on.

Alternative legal services (paralegals, mediation document prep services, legal plans, etc.) and self-help measures are also thinning the herd. The latest? You can now use a chatbot to get answers to a variety of legal questions and help (advice, sample letters) in fighting parking tickets.

On top of this, more firms offer “low cost” legal services, educating the public to not pay “retail”.

Should we panic? Yes. If panicking is what you need to do to wake up and smell the coffee. Otherwise, no. There may be less business overall, but there is (and always will be) more than enough for you.

But you may need to make some changes. It’s not your father’s profession anymore.

  • Consider changing practice areas. If you handle tort litigation, consider refocusing on business litigation. Or at least adding this to your menu of services. Also consider “emerging” practice areas like “Drone Law”. (I mentioned this the other day, not realizing it’s not “coming” it’s already here, according to the email I got later in the day offering a CLE class on the subject.)
  • Don’t expand your practice areas in order to compete with multi-practice-area firms, in fact, don’t compete at all. Specialize. Be the best you can be in fewer practice areas. Clients prefer specialists, remember?
  • Target the high end of the market and charge higher fees to clients who are willing and able to pay them. Of course you’ll also need to up your game and offer more value and premium services.
  • Target niche markets and dominate them. Become the best known and most highly regarded lawyer or firm in smaller markets. Leverage word of mouth and “influencer” marketing and take the lion’s share of the business.
  • Make marketing an even bigger priority. Pick a handful of strategies and get good at them.

On the latter point, you’re in luck. Many lawyers still don’t get it. Some don’t believe they need to do any marketing at all. You should find them easy to beat. But don’t get complacent. There’s a new crop of young attorneys coming up who do understand the need for and power of marketing, and they’re eager to take business from you.

But don’t get complacent. There’s a new crop of young attorneys coming up who do understand the need for marketing and they’re eager to take business from you.

So basically, do what you should have been doing all along. Narrow your focus, develop your skills, offer more value, and hustle.

There’s plenty of work out there. Go get it.

Good marketing comes down to getting good at the fundamentals

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What to do when your practice area dries up?

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This just in: Divorce in U.S. Plunges to 35-Year Low. If you’re a divorce lawyer, what do you do?

Whatever you do, don’t panic. Put down your coloring book, let go of your blankie, and come out of your safe space. Everything is going to be okay.

First, markets ebb and flow. This year might be bad, next year the trend could turn.

Second, no matter what’s going on in the overall divorce “marketplace,” unless and until divorce is outlawed, there will always be enough business available to keep you busy. In fact, there should be enough business available to make you rich.

The same goes for other practice areas.

So don’t worry about “the market”. Just worry about yourself.

It’s like the old joke about you and a friend getting lost in the woods and a bear starts chasing you. You don’t have to outrun the bear, you just need to outrun your friend.

But don’t ignore what’s going on in the market or get complacent. In order to run faster than the other lawyers and stay ahead of the bears, you must continually work to

  • Improve your core lawyering skills
  • Improve your other skills, e.g., writing, speaking, networking, sales, etc.
  • Attract better clients (e.g., more affluent, more “at risk,” better connected, etc.)
  • Run a profitable practice (e.g., manage overhead, hire good employees, improve operations)
  • Look for new target markets
  • Expand and improve your marketing

Do these things no matter what’s going on in the marketplace and you’ll be golden.

Oh, one more thing. Don’t believe everything you read in the news.

Make sure your marketing plan is up to date

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You don’t dress like a lawyer–does it matter?

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So Mark Zuckerberg wears the same t-shirts and hoodies every day. Same color, too. He says it’s easier that way because he doesn’t have to take any time deciding what to wear. I admire his efficiency but why not wear a blue suit, white shirt, and red necktie every day?

Why dress like a teenager who doesn’t care about how he looks or what people think? Why not hire someone to choose his clothing for him?

Because he’s a billionaire and he can do whatever he wants. Because he owns the stock and nobody refuses to do business with him. And because he’s in tech, not law.

Yeah, he’s in an industry where dressing casually and being quirky is cool and dressing in traditional business attire isn’t. If you’re a billionaire you can do the same thing. Otherwise, you probably need to dress like a lawyer.

Your client’s expect you to “look the part”. If you don’t, if you vary from their image of what a lawyer is “supposed” to look like, they get nervous and may doubt you and your abilities. I’m not saying it’s right, but that’s the way it is.

So men, you need the suit and tie. Women need to wear appropriate business attire.

Lawyers shouldn’t have tattoos showing. Men shouldn’t wear earrings. Or long hair. Or purple hair. Women can wear earrings and have long hair but not purple hair.

What if you handle entertainment law? That’s different isn’t it? Maybe. You can probably get away with dressing casually but you won’t be laughed at if you dress like a lawyer. (I wonder what Zuckerberg’s lawyers wear?)

Yes there are exceptions. An office in Beverly Hills is different than an office in Omaha. Seeing a long time client on a Saturday is different than meeting a prospective client on Monday morning.

But you get my point. Optics are important.

We see politicians on the campaign trail today and many of the men remove their neckties and wear blue jeans. I’m sure it’s because they want to look like a regular guy. That’s okay if they’re at a picnic or riding a tractor; otherwise, I think they need to look the part they are auditioning for (even if they’re not a lawyer).

Yes, I know it’s not the 1950s. And yes, I’m old fashioned. But so are voters. And clients. And judges. And other lawyers who might not send you referrals if you wear gray t-shirts and hoodies every day.

Get more referrals from lawyers and other professionals. Here’s how

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