List building Archives - The Attorney Marketing Center

You only need a few

July 8, 2020 by David M. Ward

You can’t serve thousands of clients. That’s okay because you only need a few. A few good clients will lead you to more good clients; soon, you’ll have all you can handle.

If you don’t have a few good clients right now, or you want to speed up the process, you need more new people coming into your world.

You need new leads, new subscribers, new referral sources, new prospective clients, to help fill your pipeline.

But, once again, you don’t need massive numbers. You only need a few.

In marketing your professional services, seek quality, not quantity.

How do you do that?

First, define your ideal client.

What’s their background? What type of business or industry?
What’s their legal situation?
How much work might they have for you?
What’s their timetable?
Do they need anyone’s approval?
How much do they already know about their legal situation?
What do they need or expect from a lawyer like you?
What’s important to them
Etc.

See The Attorney Marketing Formula for help defining your ideal client.

Second, what’s the source of the lead or prospect or subscriber?

Search leads are better than leads from a directory or rented list because they are actively looking for the solutions you offer.

Leads that come via your book or report or by hearing you speak are better than search leads because they know more about what you do and how you can help them.

Referred leads are better still because someone they trust is recommending your content or endorsing your services.

Third, what’s your message?

Tailor your content to appeal to the types of leads you want to attract. Use buzzwords they use in their industry. Talk about benefits that are important to them. Use examples and stories of people like them.

Talk about what they’re talking about. Show them you understand them and can help them, as you have done for other clients like them.

That’s how.

50 of the right people, brought to you with the right message, from the right sources, are worth more to you than 5,000 people who are wrong for you.

That’s why you only need a few.

The Attorney Marketing Formula

Filed Under: List building, Marketing legal services

A simple way to grow your email list

April 22, 2020 by David M. Ward

Everyone loves free stuff and that includes people you would like to have as subscribers to your newsletter.

Which is why one of the easiest ways to get more subscribers is to conduct a giveaway.

Here are the steps:

(1) Choose a prize.

Your prize could be one of your legal services, e.g., an hour of your time. That’s likely to lead to higher quality leads because few people will sign up for your list unless they’re interested in your services.

If you want more subscribers, you might offer a gift card or book, something that will appeal to people who don’t need your services immediately but might in the future.

Another idea is to offer a product or service from another professional or business. A financial planner’s start-up package, for example, or dinner for two at a local restaurant (coming soon).

Better yet, see if the professional or business will donate the product or service.

(2) Set up a landing page for your giveaway, on your website or free-standing.

Describe the prize details and the rules, (e.g., enter once, when the contest ends, how to enter).

You can identify new subscribers by tagging them on the landing page or having them added to second list.

(3) Promote your giveaway. Some options:

Email your existing list and ask them share.
Ask the prize creator or donor to share the contest. They get additional exposure that way.
Promote the giveaway on social media. You can do this with your personal connections and to groups you belong to.
Ask your personal and professional friends to promote the contest to their lists and on social media.
Mention the giveaway on your blog, podcast, interviews, videos, etc.
Add additional emails to your autoresponder asking new subscribers to share the contest on social media.
Advertise the giveaway.

(4) Pick a winner.

Export your list of new subscribers and choose the winner. You can do that manually or you can use a free randomizer tool.

All that’s left is to announce the winner, deliver the prize, and start planning your next promotion.

For more ways to build your list, see my Email Marketing for Attorneys course.

Filed Under: List building, Newsletters, Online Marketing

How to find a good attorney. . . according to an attorney

January 13, 2020 by David M. Ward

If you were looking for a good auto mechanic, podiatrist, accountant, or therapist, you’d want to know what someone in that field recommends about how to find them, wouldn’t you?

That’s why you should write an article that shows people how to find an attorney in your field.

Include your practice area in the title. “How to find a good personal injury attorney. . . according to a personal injury attorney,” for example.

Then, to save time, search online for similar articles or blog posts, and use the information as prompts to write your own. You should see ideas about who to ask for referrals, places to find “candidates,” questions to ask, things to watch out for, and so on.

Here are a few ideas to get you started:

Who to ask for a referral. (Friends, other professionals they know.) What should they tell the person about their case or situation? What should they ask them about the attorney they recommend?
Should they look at ads or lawyer directories? If so, what they should look for? If not, why not?
What to look for on the candidate attorney’s website. What kind of experience or qualifications? What else they should note (Testimonials, reviews, endorsements; types of clients they represent; cases or issues they emphasize. Are they a certified specialist? Fees and billing, free consultations, etc.)
Where to get more information. (Review sites, Bar website, websites where the attorney has published articles or been interviewed, etc.)
Questions to ask the attorney when they speak to them. What should they look for in their answers?

Include examples and stories from your practice. These make your article more interesting to read and allow readers to see you “in action,” talking to people like them, handling issues similar to their own.

You might talk about the questions a new client asked you, for example, and how you responded.

Valuable insights from an industry insider like these should be easy to get published on websites or blogs that target your market. You can also feature it on your website, turn it into a video, or use it to get interviewed by blogs and podcasts.

You could also turn it into a “free report” and advertise it to build your email list.

People want to know how to find a good attorney (like you). Now’s your chance to tell them.

How to write a report and use it to build your list

Filed Under: List building, Marketing legal services, Writing

Paid content vs. the other kind

November 14, 2019 by David M. Ward

You’ve got content you give away to get leads and build your list. Because it’s free, it may or may not bring you high-quality leads.

But, you’ll take them.

If you get 100 sign-ups this month by giving away a report and only 5 “buy” your services, you could make out like a bandit.

The other option is to offer paid content.

Being a professional doesn’t mean you can’t (or shouldn’t) create seminars or books or other content that people pay for. You may earn some extra income that way (or turn it into a new business as I did), but there’s another reason to do it.

Better leads.

If your content provides value and is targeted to your ideal client, the leads and subscribers you get, while smaller in number, will usually be higher quality.

Which can bring you more clients. Probably better clients. With less effort because your content does most of the “selling” for you.

In my humble (but correct) opinion, you should consider creating both free and paid content. At the very least, publish a short book and use it to get traffic to your website.

On Amazon, you can run free promotions for your paid books, to get your book into more hands and improve the ranking.

Which is what I’m doing over the next few days for my latest book, “How to Sell Your Legal Services in 15 Seconds or Less.”

Starting tomorrow (Friday), for the next few days you can download the ebook at no cost.

You can get it here

It’s a quick read that spells out how to quickly get other people to understand what you do and how you can help them (or their clients). It also helps you find out if they are a candidate for your services and then transition to the next step such as an appointment or phone conversation.

So, check it out.

If you like the book, I’d appreciate your showing me some love and leaving a review. Even a few words help.

“How to Sell Your Legal Services in 15 Seconds or Less.”

Filed Under: List building Tagged With: book writing, content marketing

The best way to build your list

October 29, 2019 by David M. Ward

The simplest way to get more clients and increase your income is to get more people to discover what you do and how you can help them.

In other words, build your list.

That doesn’t mean fill it with names. You want quality. You want people on your list who need your help and have the money to pay you, and you want people who know people like that and can tell them about you.

So, what’s the best way to have them find you?

Referrals. From people like the people you want to attract.

You won’t get as many people joining your list as you might get through advertising or other means. But the people you do get will be higher quality because someone they know, like and trust told them about you.

You’re more than half-way to “the sale” at the moment they join your list.

Okay, how do you make that happen?

The best way is to give people a reason to talk about you.

Give your clients an experience that is “chat-worthy,” that is, so good they want to tell people about you.

When you do that, you’ll get more referrals.

You’ll also get more people visiting your website or following you on social or coming to your seminars, to find out more about what you do and how you can help them.

What else?

Create a report, a checklist, a set of forms, or something else the people you want on your list would like to have. Make it something good and valuable, something that can solve a problem or help them achieve an objective.

Then, tell people where to get it.

One of the best (and easiest) places to tell people about your free report or other offer is your existing list.

Tell your social media connections, your networking contacts, the people who read your blog, and your newsletter subscribers about it and encourage them to tell others.

Case in point, my free report, “Marketing for Lawyers who Hate Marketing” is now available on my website. It shows lawyers how to build their practice without networking, blogging or social media.

If you know any lawyers who would like a copy, tell them about the report and my newsletter.

More ways to build your (email) list

Filed Under: List building

5 Ways to Grow Your List

October 7, 2019 by David M. Ward

If your marketing has gotten complicated and you find yourself doing less and hating it more, it might be time to get back to basics.

Here goes:

One of your most important marketing tasks is to continually build your list of prospective clients and professional contacts. This is essential because of attrition. The list you had yesterday won’t be big enough or “ready” enough tomorrow.

You know there are many ways to build your list and, no doubt, you’ve used some of them in the past.

The question is, what are you doing now?

In case you aren’t doing much (or anything) right now and you want a place to start or re-start (or expand) your list building activities, here are 5 simple but effective options to consider.

Networking

You connect with people (prospective clients, referral sources, centers of influence) in your target market, find out what they want and how you can help them, and build a relationship with them, leading to engagements, referrals, and joint venture marketing activities.

Social media

This is “networking” done online.

You find groups of people in your target market, learn about the groups and the people in them, introduce yourself, and then take your “conversations” offline, e.g., phone, meet for coffee.

And/or, you can offer a free report or another lead magnet to people in the group and send them to your web page to opt-in to your list.

Advertising

If you have more money than time, advertising is a great way to scale up your list building and lead generation. There are many ways to do it and many experts who can advise you and help you set up and run your campaigns.

Media exposure

Find podcasts, blogs, and publications in your target market and get yourself interviewed. You can also submit articles and guest posts and comment on existing posts and articles.

Leverage existing contacts

This is the easiest and a great place to start. Ask the people who are already on your list to share your content, invite their friends or colleagues to your webinar or event, check out the content on your blog, or subscribe to your video channel or podcast.

So, there you go. A few places to start (or re-start) your list building.

Of course, having a list doesn’t mean you’re done. You need to stay in touch with the people on your list.

I recommend email.

Filed Under: List building