Yep, size does matter

May 28, 2013 by
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We used to say, “you can judge the success of a man by the size of his Rolodex.” Of course today we would say, “you can judge the success of a person by the size of his or her list”.

It’s true. The more people you know, the more conduits you have to clients, referrals, introductions, and information. As the currently running ATT commercial says, “more is better”.

However, while the size of your list is important, even more important is the quality of that list.

You may do pro bono work at a legal clinic and know 1000 indigent people. From a networking standpoint, the five people you know on the clinic’s board are probably more valuable to you.

Who you know is more important than how many.

A small list of high quality contacts will almost always beat a much bigger list of weaker contacts.

What is a high quality contact? Someone who needs your services, has the authority to hire you and the ability to pay is a high quality contact. So is someone who is influential in your target market. They might not need your services themselves but if they can refer a lot of people who do (or who know people who do) they are a high quality contact.

But there is another equally important factor: your relationship with the people on that list.

You may know a lot of people who have the ability to hire you or the ability to refer clients to you but if they don’t yet know you well enough to hire you or send you referrals, their value to you is limited.

It’s not just who you know, it’s who knows you.

So you want a list of high quality contacts, people with the ability to hire you or refer lots of others and who know, like, and trust you enough to do so. Where do you find them?

You find them on your list of low quality and average quality contacts. Quantity leads to quality. The bigger your list of low quality and average quality contacts, the bigger will be your list of high quality contacts.

The man or woman with a big Rolodex or email list has lots of high quality contacts but they also have lots of low quality contacts.

So yes, size still does matter.

Want to grow your list online? Click here to learn how.

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Filed Under: Leverage, List building, Networking, Online Marketing, Referrals, Relationship marketing

Say these words, get more referrals

May 10, 2013 by
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If you’re doing a good job for your clients, most of them should be willing to send you referrals. But they won’t unless someone asks them for a referral (“What was the name of your divorce lawyer?”) or starts talking about their legal issue (“I think I’m leaving Joe.”)

Your clients are willing to send business. But they won’t unless someone asks.

Of course that someone could be you. You want to get more referrals, don’t you?

I know, you don’t like asking for referrals. (“Do you have any friends who are getting divorced?”) Fortunately, there is an alternative.

Here’s what you do (and say):

Step one: Write something your prospective clients would want to read. A report, article, or blog post. You could also do a video, webinar, or teleconference.

If you are a divorce lawyer, you would normally write something about the law for people who are considering a divorce, but not this time. (I’ll tell you why in a minute). This time, write something that would appeal to married people in your state. It might be a guide to property ownership for married people, or a legal guide for parents.

Step two: Send it (or a link) to your clients and ask them to read (or watch) it and let you know what they think.

Step three: Assuming you get positive feedback, ask your clients the following: “Would you do me a big favor? Would you forward that link to five or ten (married people/parents) you know? I would really appreciate it.”

You’re not asking them to deduce who they know who might be having marital problems. That would be uncomfortable for them and you would be uncomfortable asking. You’re simply asking them to share your information with married people or parents they know and if it’s good information, they will.

Of course some of the people they send it to will need your services. And if they don’t, that’s okay. At the end of your report or post, ask the people who read it to share it with married people or parents they know. Yep. Some of them will need your services.

Oh yeah, I almost forgot. When you ask your clients to refer people to your report or post, you’ll be reminding them to think about the people they know who might need your services and you’ll be one step closer to some referrals.

Ask your clients to refer your information, not your services.

I told you marketing was simple. Learn more here.

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Filed Under: List building, Marketing legal services, Online Marketing, Referrals, Relationship marketing Tagged With: , ,

4 reasons you should run a contest or drawing

April 17, 2013 by
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You don’t see too many attorneys running contests. That’s one reason why you should. You don’t want to be like every other attorney, do you? I’ll answer for you: no you don’t.

You want to stand out. Be different.

No, a contest or drawing doesn’t demonstrate fundamental differences that prove your superior abilities or experience. But anything you can do to look different in a positive way is a good thing.

Besides, contests are fun and everyone likes to have fun.

Here are four reasons you should consider running a contest or drawing:

  1. It’s news. It gives you a great excuse to connect or reconnect with clients and prospects in a fun and positive way. You could see some repeat business and referrals as a result.
  2. It gets people engaged. They have to do something to enter the drawing or contest. That makes them more likely to do something else you ask them to do, like promoting your webinar or forwarding your new report.
  3. It makes you more likable. People like people who are positive and like to have fun. Attorneys are known for being stodgy and serious. Not you!
  4. Results. If the contest requires participants to Like or Tweet your page, for example, your traffic and email list will grow. But even if Liking or Tweeting isn’t required, many will tell their friends and followers about your contest and encourage them to enter, especially when you tell them to “invite your friends”.

If you’re thinking a contest is unprofessional or inappropriate for your market, think again. There’s always a way to do it in an acceptable (and ethical) way. If you’re still not sure, do a tie in with a charity or cause you support. For example, ask participants to Like or Tweet on behalf of your local dog shelter or blood drive. Or, “anyone who donates $5 or more (send your receipt to me) will get a free (one of your services)”.

The easiest way get started is to use a template. Pay attention to the contests and drawings you encounter online and in your email. You’re bound to find one or two you can adapt to create your own.

Marketing is easy. Start here.

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Filed Under: List building, Marketing legal services, Social media marketing, Web traffic Tagged With:

Why you should get a marketing partner

April 4, 2013 by
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You may not want a law partner but you should definitely have a marketing partner.

Seriously.

It will mean more traffic to your website. More sign ups for your newsletter. And more new clients.

Maybe a ho lotta new clients.

So, this is how it works. You find another attorney, or any other professional who targets the same market you do. It could also be a business owner.

It should be someone who does good work (or sells good products). Someone you would recommend to your clients and contacts if they needed those services or products.

You call them, and ask them if they want to be your marketing partner.

They say yes. Sounds like a plan.

And then. . .

You promote him and he promotes you.

You tell everyone on your list and on social media about how great your partner is. You tell everyone to go visit his website and see all of his great content and sign up for his list.

Your partner does the same thing for you.

You both get traffic. And sign ups. And clients.

Of course your web site should have great content. And a mechanism for signing up visitors on an email list. So if you don’t have these things, you might want to do that first.

And then go get you a marketing partner.

But don’t stop there. Go get another marketing partner. Get as many as you can. Because more is better.

And then, you can talk to your marketing partners about doing more things together to promote each other. Like webinars or teleconferences. Or writing articles for each other’s newsletter or blog.

This is easy. And smart. And very highly leveraged.

It’s called a strategic marketing alliance. Or joint venture. Or cross promotion. And it is one of the best ways for any lawyer to build their practice.

Start making a list. Who do you know who is good at what they do, has a decent website and an email list? Then make some calls.

The Attorney Marketing Formula teaches you more ways to leverage other people’s lists. Click here to get your copy.

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Filed Under: Leverage, List building, Marketing legal services, Online Marketing, Relationship marketing Tagged With: ,

Christmas cards are for wimps

December 19, 2012 by
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When was the last time you wrote your clients?

No, I don’t mean sending a Christmas card, the same one you send to all your clients. I mean a real letter. With real words, not a holiday sentiment written by someone else.

A letter from you (not your firm), not to promote anything, or remind them to update their Will or do their fourth quarter Minutes. Just to say hello. Or to send them an article you thought they might like.

I know, you’ll get back to me on that.

Not long ago, this might have been a big project. Expensive, too. You don’t have that excuse today. Email makes it simple, and virtually free.

If you don’t have an email list for your clients, you need to. Make this your numero uno marketing project. At the top of your list. With a gold star and three exclamation points!!!

Because if you don’t, you won’t write your clients, at least not as often as you should. And if you do, you will have a mechanism for “fundamentally transforming” your practice. English translation: make a boat load of money.

An email list, and regular contact with it, to your clients, prospects, and professional contacts, is critical today. You want repeat business? Stay in touch with your list. You want referrals? Stay in touch with your list. You want traffic to your web site? Stay in touch with your list. All you need is a few minutes to write something and then click a button to send.

That’s the easy part. The hard part? Wanting to do it. See, I know you want the business. What I don’t know is if you believe me when I tell you that this is one of the best ways to get it.

If you’re afraid they don’t want to hear from you, you’ve got to get over that. Send them something interesting, valuable, or inspiring, and they will be glad you wrote and look forward to your next message. Stay in touch with them and when they need your services or know someone who does, they won’t go to a search engine to find a lawyer, they’ll go to their email inbox and find your number.

Lawyers are complicated. Marketing is simple.

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Filed Under: Client relations, Email, List building, Marketing legal services Tagged With:

Why every attorney needs to have a global presence

December 3, 2012 by
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You only practice in one state or province or country. You can’t do legal work outside of your jurisdiction. So why should you pay attention to anything elsewhere? Because we live in a global society.

Every day, people move into and out of your city. New arrivals in your city will need an attorney. Some research attorneys before they move. If someone in Los Angeles is being transferred to New York where you practice, they might find you online long before they arrive in town.

Others will ask their attorney, CPA or other professional (in LA) if they know any lawyers in New York. If you have a relationship with those professionals, there’s a good chance that you’ll get the nod. But even if you don’t have a relationship, many professionals will go online to find an attorney in another city to whom they can refer their client.

It happens all the time, even when nobody is moving. People ask people if they know an attorney in LA or NY or Houston or Miami, because their aunt or cousin or business partner has asked them and they thought you might be able to help.

When you send referrals to attorneys in other parts of the country, or other countries, those attorneys will be inclined to send their referrals to you. The same is true of other professionals and businesses.

A law practice is a local business but from a marketing perspective, it is also a global business.

No matter where you practice, you need a strong online presence. You never know when someone in a country you’ve never heard of might be looking for an attorney in your town.

You also need to reach out to professionals and businesses in other parts of the world so that when a client or professional contact asks you if you know a real estate agent, insurance broker, CPA, or lawyer in another city you can give them a referral.

The more referrals you give, the more you will eventually get. But where do you start?

Well, you could pick a city and pick a profession and ask your contacts if they know someone in xyz who does abc, or you could go online and find someone yourself. Then, when someone asks for a referral to someone in xyz who does abc, you’ll have someone. But this is too slow. I suggest you do things in reverse.

Start by announcing to your clients and contacts that you have connections throughout the country–in law, real estate, banking, insurance, and businesses of all kinds. Encourage them to come to you when they need a referral or know someone who does.

When someone asks for a referral, go find someone. The urgency of having someone who needs that referral will force you to find someone fast. But now, instead of merely introducing yourself and saying you hope the two of you can do some business together some day, you’ll actually have someone ready to refer.

It’s called “working smarter” for a reason.

Want to know more ways to work with other professionals and get more referrals? Get The Attorney Marketing Formula and find out.

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Filed Under: Leverage, List building, Marketing legal services, Networking, Online Marketing

How to make sure you never run out of clients

July 17, 2012 by
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In my practice, every time I closed a client file I reminded myself that I needed to replace it. My future income depended on it.

Early in my career, this made me nervous. I would look at the void in my file drawer where the active file had been and wonder what I could do to replace it.

At some point, I realized that every client can lead me to at least one new client, and if that’s true, I would never run out of clients.

It’s called, “the power of one”.

Every client can refer at least one new client. If not now, at some point in the future. The clients they can refer can do the same.

Of course this is not always true for every practice area. Not every client can refer, or will. But some clients will refer three clients, or ten clients.

Every client can do something to “replace themselves.” If they don’t know anyone they can refer, they know someone who does. Ask every client for the name of their insurance agent, CPA, or other professional. Ask for an introduction. Ask if you can use their name.

Every client can help you build your contact list. Ask every client to distribute your report, promote your seminar, or forward your email.

Growing your practice by leveraging your relationships with existing clients begins with the belief that what your clients pay you for the work you do is only part of your compensation. In addition to your fee, you expect them to refer at least one client or introduce you to at least one professional contact.

Some attorneys discuss this with new clients when they talk about fees. Some actually put this in their retainer agreement.

No matter what you say, or don’t say, one thing is clear: Attorneys who get more referrals expect their clients to refer.

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Filed Under: Client loyalty, Leverage, List building, Marketing legal services, Referral sources, Referrals Tagged With: ,

New law practice: How do I get the word out?

July 2, 2012 by
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I got an email last week: “Do you have suggestions for getting the word out on new (solo) law firms”

Q: Press releases to big city newspapers?

Unless your announcement qualifies as news, these are unlikely to get printed. If you are semi-famous or you’re planning to do something very unusual in your law practice, a press release might get picked up. Otherwise, probably not.

If you want to go this route, your best bet is to send them to niche publications: small town newspapers (where you grew up or your dad was well known), blogs or magazines in a market where you have a connection, that sort of thing.

Q: Mailing announcements to the Bar list (of business attorneys) and/or business owners?

Announcements mailed to other lawyers or business owners are a waste of time. They don’t know you and they don’t care that you’re opening your own office.

You could mail something they would care about: a free report that helps them protect themselves or their clients or earn more in their business or practice. A postcard that offers a report like that, and sends them to your web site to get it, would cost a lot less than actually mailing the report. It could bring lots of traffic, opt-ins, and eventually, some business. However, even post cards are expensive and you need to know what you’re doing.

This can be a viable way get clients, but for a new practice with limited funds, it’s not the best place to start.

Q: Hiring a service to send email announcements to the Bar list and to our own contact list?

Emailing to people you don’t know (i.e., Bar list) could get you into trouble for spamming. There are legitimate “opt in” lists available where people have given permission to receive email, and there are services that will provide these lists and do the emailing for you, but you would be wasting your time and your money.

Again, they don’t know you and they don’t care about your announcement.

However, emailing or sending announcements via regular mail to your own contact list is a great idea.

You should definitely send an announcement to the people you know. Friends, family, people you know from college and law school, and former employers. If you have a connection of any kind, put them on your list.

They do care about you and what you are doing. They will read your announcement. They may respond and wish you the best of luck. At some point, they may also send some business.

Here are my three “rules” for announcing a new law practice:

  1. Send your announcement to everyone you know; don’t bother with strangers, unless you have a very good reason to do so and the budget to pay for it.
  2. An announcement is okay; a letter is much better. Write a semi-personal letter that gives the who, what, where, when, and why of your announcement. Why are opening your own office? What do you want to accomplish? Who are you looking to help? What will you do for them? People will look at an engraved announcement for three seconds and then throw it out. Those same people will take their time reading a heart-felt letter on plain paper or in an email. They will remember your story and may even share it with others.
  3. Don’t rely on a one-time mailing. Follow up your announcement with additional communication–a newsletter, calls, invitations to your grand opening, personal visits. Stay in touch with them, remind them again and again about what you do and for whom you do it, and ask for their help.

Even if there are only 100 people on your initial list, these are the people to whom you should announce your new practice. They do know you and they are willing to help.

They may not be able to send you any business (right now), but they can help promote your web site, like your page, or distribute your new report. They can help you get the word out.

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Filed Under: Communication, Law office management, List building, Marketing legal services, Marketing Plan, Press release, Publicity, Relationship marketing Tagged With: , , , , , , , , , , , , , , , , , , ,

If I were starting my law practice today, here’s what I would do to bring in clients

May 7, 2012 by
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If I were opening a law practice today, my “marketing plan” would be very different than it was when I opened my office thirty-plus years ago.

The Internet changes everything.

So. . . here’s what I would do:

I would start by setting up a web site to showcase what I do. It would be my online brochure as well as a mechanism for networking and lead generation. It would be an information hub, the center of all of my marketing activities.

My web site would be a self-hosted WordPress blog so I could update it without depending on anyone else. I would spend less than $10/yr. for a domain, and less than $10/mo. for hosting.

I would keep things simple, with a clean, professional look. I would favor quality content over bells and whistles. The look would say, “competent, confident, accomplished and approachable,” because that’s what I would want if I was looking for an attorney.

I would add articles and other content to the site, to provide value to visitors and generate search engine traffic. I would continue to add content, seeking to make my site the most comprehensive in my practice area. When someone needed an answer, everyone would point them to my site.

I would make it easy for visitors to contact me through the site and I would encourage this. I want people to ask questions. My answers bring me one step closer to an appointment and a new client. Their questions and my answers would also give me fodder for new content.

I would add testminonials and success stories to the site, providing social proof of my capabilities and add a dramatic aspect to otherwise dry material.

I would set up a lead capture system, using an autoresponder to deliver an online newsletter. I would encourage visitors to subscribe so I could stay in touch with them. Over time, I know they will become clients, provide referrals, and generate even more traffic to my site through their social media channels.

Once my hub was set up, my focus would be to drive traffic to the site and grow my list. I would start by leveraging my existing contacts, telling them about my site and the benefits of visiting. I would ask them to spread the word to the people they know.

Every piece of printed collateral, including my business cards, would include a link to my web site. Every email I sent would link to the site. Every article I wrote would include a resource box and a link to my site.

I would become active in forums and on social media. I would do some networking and speaking to meet new contacts and to stay up to date with the news in my target market.

I would look for other professionals who target my market and propose writing for each other’s blogs and newsletters. If they were physically near me, I would meet them for coffee and explore other ways we could help each other.

I would regularly email to my list, notifying them of new content on the site and sending them other content I found that I thought they might like to see. I would stay in touch with them so that I would be “in their minds and their mailboxes” when they needed my services or encountered someone who did.

I would let people know I appreciate their referrals and thank those who have provided them in the past. I would suggest other ways they could help me, i.e., forwarding my emails to their friends and contacts, promoting my seminar or other event, or introducing me to people they know that I should meet.

I would look for ways to provide added value to my list and even more so to my clients. I would give them information and advice, but not necessarily in my practice area or even anything legal.

I would smother my clients with attention, exceeding their expectations in every way possible, because I know the best way to build a law practice is with referrals from satisfied clients and other people who know, like, and trust me.

Wait. . .  the Internet doesn’t change everything. Marketing is the same today as it was thirty years ago. The Internet just makes it easier, quicker, and less expensive.

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Filed Under: Client relations, Email, Image, List building, Marketing legal services, Marketing Plan, Newsletters, Online Marketing, Referrals, Social media marketing, Technology, Web traffic Tagged With: , , , , , , , , , , , , ,

Marketing legal services like Starbucks or Amazon

April 18, 2012 by
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Whether expressly forbidden by ethical rules or just inappropriate for a professional practice, attorneys can’t do many of the things a retailer can do to bring in business.

Like have a sale or special promotion. Or an army of affiliates.

But don’t you sometimes wish you could?

Actually, there is a way. All you need to do is create a product you can sell to the people in your target market.

A book or audio course. A set of forms or checklists. A do-it-yourself kit.

Take your expertise and turn it into a product. Not only can it bring you more clients, it can become an additional source of income.

You have a body of knowledge that people are willing to pay for, don’t you? Your expertise is valuable. Take a portion of that knowledge and “product-ize” it.

It could be a $5 ebook or a $5,000 8-week seminar. It doesn’t matter. Anything you can offer to the market place will do. Promote that, not your services, and watch your traffic and leads grow.

Now before you say, “it won’t work for my practice,” (you were going to say that, weren’t you?) go to your closet, get out your thinking cap, and put it on your head.

What’s that? You don’t have a thinking cap? No problem. I can get you one wholesale. Just need to find my affiliate link. . .

If you have trouble creating something your prospective clients would buy, find something that’s already available and sell that. Someone else’s book perhaps (e.g., an expert in a related field, a consumer advocate), or even a product.

You could even sell t-shirts if you wanted to. The trick is to tie it to a cause. Find something you’re passionate about (literacy, rain forests, cure for cancer) and donate the proceeds to an appropriate charity. They get the money, you get the customer list.

Anyway, don’t be so quick to dismiss the idea. If you can make it work, it would open up all kinds of marketing possibilities.

Yes, check with your bar association to make sure. We know how fussy they can be. They may claim that because the purpose of selling your book or widget is to bring in clients, the same ethical restrictions apply. Argue it, if you can. Find a way around it.

And stay tuned. Next week, I’m having a sale on thinking caps. You’ll want to stock up.

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Filed Under: Increase your income, List building, Marketing legal services, Web traffic Tagged With: , , , ,
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