It’s complicated. You might get more leads, but pay so much for them (and this includes the cost of your time) they don’t seem worth it. But before you say, “I’ll take better leads for $200,” there’s something else to consider. 

Actually, two things.

The first is the “back end”. 

A lead may turn into a small case or client, providing barely enough revenue to cover the cost of acquiring them, but bring you enough work after that (on the back end) to make them exceedingly profitable. 

You need to consider the lifetime value of a new client. That includes all the work they hire you to do, all the direct referrals they send you, and all the leads they send you.

The second thing to consider is what you do (and don’t do) with your leads. 

Two lawyers. Lawyer number one gets a lead, sends out information, talks to the prospect, shows them some dogs and some ponies, and the prospect signs up. Or they don’t.  

Lawyer number two goes through a similar process, but when the prospect doesn’t sign up, follows up with them, and continues to follow-up with them until they do sign up. 

As a result, lawyer number two converts more leads into clients. 

Lawyer number two does something else lawyer number one doesn’t do. He follows up with leads that do sign up. He stays in touch with them, generating repeat business, referrals, traffic to his website, attendees at his presentations, and subscribers to his newsletter.

All of which generate more revenue and more profit.

The number and quality of your leads are important. But just as important, and often more so, is what you do with those leads.

How to use email to get more leads and convert them to clients

Know, like, trust. Key components for building relationships. A well-known process for creating clients out of strangers, based on the premise that “all things being equal, clients tend to hire the attorney they know, like, and trust”. 

So, job one is getting people to know you. Because they can’t like or trust you before that. 

But that’s not entirely true.

While they can’t “know, like, and trust” you before they meet you, to some extent, they can know, like, and trust you by reputation. 

Which is why you want to get your name and story in front of them, as often as possible.

When prospective clients are familiar with your name and reputation, it invokes the “mere-exposure effect,” a psychological phenomenon (cognitive bias) characterized by people preferring things (people, objects, concepts) with which they are familiar.

And that, bucko, is why I repeatedly tell you to make lists and stay in touch with the people on those lists.

The more often they hear from you, the more familiar you become, and the more likely it is that they will prefer you.

It’s better if you write about things that are important to them, or things they find interesting or helpful. But not nearly as important as continually getting something into their inbox. 

So don’t worry about your “open rate”.

When they see your name each week, they are continually reminded that you still exist and are still available to help them (or people they know). And that happens even if they don’t open and read your message. 

Because of this, if and when they need your help, they will find your email, get your contact information, and contact you. 

I love it when a plan comes together, don’t you?

Email is the simplest way to stay in touch with your lists

When asked this question, most attorneys reply with, “Visa or Mastercard,“ because they’re not in the advice-giving business, they’re in the advice-selling business.

Free consultations are no exception.

You don’t charge the would-be client for a free consultation, but since a preponderance wind up hiring you, you still get paid.

What about free information you provide via a blog or newsletter, video or podcast?

You don’t speak to the viewer or listener about their situation, but they still get your valuable information and opinions. And many who consume said information will hire you or refer business to you.

So you still get paid.

We’re lawyers. We always get paid.

Free advice and free information are effective ways to market legal services. But are they right for you?

Some attorneys want to get paid for their advice and information, besides getting paid for their services. And many attorneys do.

Many attorneys don’t offer free consultations. If you want their advice, you write a check. Some attorneys don’t offer free content. You want to know what they know, you buy their book or course. Or hire them.

What’s the right way to go?

Do the math.

If you get more clients by offering free consultations and/or free information than you would if you didn’t, there’s your answer.

But not always.

It depends on how much time you need to invest to give those consultations or create that information. And it depends on the quality of the clients that result from your efforts.

Some clients are worth more. Bigger cases, more work, repeat business, more referrals, more contacts they can introduce you to, more opportunities they can help you find and exploit.

It’s complicated.

And then there’s the matter of your marketing.

If you have a big back end, you can afford to spend more on the front end. It’s an investment. If you know the value of building a list and staying in touch with it, you’ll be inclined to create more free information, not less.

And then there’s the matter of your gut. What does it tell you?

You shouldn’t do anything just because all the cool kids are doing it, or not do it because they aren’t.

Hey, just some things to think about. And talk to your people about.

If you want to talk to me about it, I take Visa and Mastercard.