Immediately, if not sooner

June 16, 2026 by
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My grandfather used to say that when he wanted to make a point about something taking too long. He was being funny, I guess, and didn’t realize it was good advice for lawyers and service providers who are responding to inquiries and questions from prospective clients and customers.

Don’t keep ‘em waiting. Get back to them immediately (if not sooner). 

Last week, my wife and I decided to replace some plumbing fixtures in the house and asked for a bid from the company we usually work with. Unfortunately (for them), they didnt get back to us immediately and we let our fingers do the walking (Internet version), and contacted another company that had good reviews. They responded immediately (with a lower bid) and we gave them the job. 

Customers and clients are impatient, even more so today than in the days when the Yellow Pages ruled commerce. They also don’t hesitate to contact more than one lawyer or plumber when they need to hire one. So, the lesson is the same. When a prospective client contacts you, you need to follow up with them mmediately. If not sooner. 

Actually, “sooner” isn’t flippancy. You can answer client questions and make the case for choosing you even before they contact you, by posting lots of information on your website. Explain what you do and how you work, answer frequently asked questions, and describe what happens when a prospective client contacts you to get more information.

Also provide multiple ways for clients to contact you, so they can get your help as quickly as possible. 

You should have pages that describe your services, in detail and with examples. “Personal Injury” and “accidents” clearly isn’t enough detail. What kinds of accidents? What kinds of injuries? What specific services do you provide? What kinds of clients do you work with? What do you do that’s different or better than other lawyers in your niche or market?

And, don’t just say it, prove it with success stories, testimonials, and endorsements from other lawyers and business professionals. 

Assume nothing. Show them why they should trust you and choose you. 

Prospective clients (and the people who refer them) shouldn’t have to ask “why you?” Most of that information should be in front of them, available 24/7, so they can see “why you” before they ever call or fill out a form. 

Do that AND get back to them immediately when they do contact you and you’ll get more clients choosing you instead of those other lawyers who didn’t. 

Don’t make people wait. Respond to inquiries immediately. If not sooner. 

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Filed Under: Closing the sale, Communication, Marketing legal services, Online Marketing

How to charge higher fees than your competition, without losing business

June 2, 2026 by
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I’m guessing you charge around the same fees as other firms in your market that do what you do. You don’t charge less because you don’t want to look like a “discount” firm or reduce revenue and profit, and you don’t charge more because you don’t want to be undercut and lose business. 

Something like that? 

If that works for you, fine. But what if there was a way you could charge more than your competition without losing business? What if you could charge more and actually bring in more business, not less? 

That’s not crazy talk. It’s business. 

The secret to getting more cases and clients and higher fees than your competition is to offer more value than your competition. 

But how? You basically do the same things they do. Offer the same services, deliver the same outcomes, and if that’s not literally true, that’s what clients think. So, what’s the secret? How can you charge more?

By telling a different story. 

Their story is about the law, services they offer, problems they solve, their experience and capabilities. That’s obviously important and it should be a part of your story as well. 

But your story should differentiate yourself from these other firms by doing something they don’t do, or say they do.

Specialize. 

Focus your efforts on a niche or segment of the market, a type of client or case, problem or solution. 

Other firms might be “full service”; you might specialize in litigation. Other lawyers might repesent clients of all sizes and shapes; you might specialize in small businesses. Other firms might represent clients who need advice about raising capital; you might specialize in advising the principles of start-ups, real estate developers, or clients with business in other countries. 

The actual specialty isn’t the issue. Choose a niche, a market, an industry, or other segment of the market, and own it. Choose something you’re good at and enjoy, and make it a part of your story. 

And yes, you can have more than one specialty. I built a successful practice targeting a few different niche markets and it was enough to sustain me for many years.

But pick something. Specialize.

When you specialize, you cease being defined only by your practice area or services. You develop a reputation in your market. Marketing is easier, less time consuming, and delivers better results. 

You get more clients, more repeat business and referrals, and you don’t have to work as hard to get them. 

Because you are no longer a commodity, offering the same services offered by dozens of other lawyers. You specialize and are more valuable to your clients who prefer you and are willing to pay more for your services. 

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Filed Under: Marketing legal services

The right way to share your knowledge

May 14, 2026 by
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If you meet with a prospective client, or even an existing client, and tell them what you know about a given subject, offering information and advice about that subject, some lawyers and so-called marketing experts will tell you you’re being foolish. Your knowledge and opinions are your work product, they say, and you should never give that away; you should be paid for it. 

There are others, myself included, who tell you just the opposite. If you do it he right way.  

“Give away lots of information,” we tell you. “Share your knowledge and ideas liberally, because education-based marketing is extremely effective at showing people what you do and how you can help them, and if you do it right, it can be some of the most profitable marketing you do. 

But first, it depends on your practice area and services.

If you handle plaintiffs’ personal injury, for example, free consultations convert to new clients often enough to make it worthwhile, which is why most lawyers in that area offer them. With other practice areas, it can be a different story, because it takes time to speak with prospective clients and indeed, time is our most precious commodity. 

The thing is, many lawyers refuse to use content marketing because creating content also takes time. 

What they don’t realize is that that while speaking with invididual prospects can be a costly use of your time and might not provide a sufficient return on your time, spending the same amount of time creating content is usually differeent, because content scales. 

You might spend an hour or two writing a newsletter or creating a video or article, but unlike meeting with prospects individually, that piece of content might be seen or heard by hundreds or thousands of people, which might result in dozens of new cases or clients. Over time, and with sharing and referrals, those numbers could be even higher. 

But there’s more to consider. 

Many lawyers believe in the value of creating content, and do it, but don’t put a lot of effort into it. Their content tends to be generic and overly simple. Their content tends to attract less sophisticated clients or freebie-seekers, and not necessarily the best clients.

Better clients are attracted to better content. 

Which is why you should give away not just any ideas but your best ideas. 

Don’t hold back. It’s just information. If you give these away, you still have them and can use them again and again. 

If the information is good enough, it shows clients that you’re not like other lawyers, you’re different and better, and they can see why they should hire instead of those other lawyers.

If you want to attract the best clients, give away your best ideas. 

One marketing expert got it right when he said, “Be stingy with your time but generous with your ideas.”

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Filed Under: Communication, Content creation, Marketing legal services

How to get people to listen to you, hire you, and tell people about you

May 7, 2026 by
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I remember my eighth grade history teacher, Mr. Fourgis, these many decades later, because he did something most history teachers don’t do or don’t do well.  Most teachers talk about the facts and recite the dates looking backward through time. They talk about history. Mr. Fourgis talked about the historical figures as though he knew them.

He told us what they did, how they felt about their decisions, and how they felt about what happened. We heard about their fears and struggles and their hard-fought victories. Sitting in Mr. Fourgis’ class was like sitting in a movie theater and watching history in real time. 

The difference, the reason I still remember him and am telling you about him today, is that he didn’t just tell us the facts about long-deceased figures with powdered wigs and long coats. He told us stories about people as though they were still alive.

Facts tell but stories sell. Which is why you should tell more stories in your marketing. 

Don’t just tell prospective clients about your services, tell them what those services have done for real clients. What problems did they have and how did they feel about those problems? Describe their pain and desires, what you did to help them, and how they felt about what you did.

Tell stories about cases and clients they might relate to or at least find interesting, stories that illustrate what you do and how your clients are better off when you do it.

The facts are important, but stories make prospective clients feel something. That emotional experience is what makes them pay attention to you and hire you. And maybe tell others about you, decades later. 

One more thing. Unlike a history class, you were there. You witnessed some of what happened and were instrumental in creating a better outcome. So, when you tell client stories, remember to talk about yourself.

Your story is an important part of their story.

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Filed Under: Communication, Copywriting, Marketing legal services

How long has it been for you?

May 5, 2026 by
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When was the last time you asked a client why they chose you instead of another lawyer or firm? When was the last time you tried a new marketing strategy, billing method, or productivity tool? 

How long has it been since you did something new or different in your practice? If it’s been a long time, maybe it’s time to do something about that. 

Contact an old client to say hello and ask how they’re doing. Write some content on a subject you usually don’t write about. Interview a new ad agency to see what they think about your existing campaigns. 

Any change could make a huge difference in the success of your practice. 

Anything. 

It might be small compared to what you currently do or have done in the past. It might be only slightly different from what other attorneys in your market do. It could be as seemingly small as adding a new success story or testimonial to the “About” page on your website, or sending hand-written thank you notes instead of doing everything digitally. 

It might be as small as updating your forms or editing your form letters. It also might be big as starting a new practice area or opening another office in another part of town. 

You might write your first article or blog post or record your first YouTube video. You might talk to other attorneys about a possible partnership or marketing alliance, or interview a new office manager or business coach. 

Maybe you’ll do something with ai. Or commit to writing short, daily posts instead of your current once-a-month schedule. 

The question isn’t how big or small it is, or even what it is. The question is when was the last time you did something different?

Change is uncomfortable for most people but especially for attorneys. What if it fails and I look bad? What if it costs too much and returns too little? What if it takes up too much time or distracts me from my billeable hours?

I know. I think those things too. 

Instead of thinking what if it doesn’t work, we should think about what if it does.

What if ian idea leads to bringing in twice as many new cases this year? What if it allows you to increase revenue by thirty or forty percent? What if it gives you more free time you can use to do something else?

What if it makes you happy?

By definition, most changes won’t work, or won’t work well enough to be worth the effort. But the fact that most ideas flop doesn’t mean we shouldn’t try new things, it means we should try more of them. 

Because one good idea could be worth a fortune to you. 

I know, you’re skeptical. Don’t have time to think about what you might do, let alone try it. Need to stop reading this and get back to work.

Okay, but I have one more question for you. 

When was the last time you thought like a business owner and not like a lawyer? 

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Filed Under: Marketing legal services, Personal development, success

Positively mental attitude

April 30, 2026 by
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I know, that should read “positive mental attitude” but I’m having a little fun. And that’s the point. Life isn’t just about work and obligation, productivity and achievement. We’re not machines. We need rest and sustenance and fun. 

Put “have more fun” on your todo list. 

Last few days, I’ve been on a kick watching ai videos that recreate the music and themes from the 50’s and 60’s. There are tons of them and they are amazingly well done. They’re fun to watch because they harken back to a time when people seemed to enjoy life more than we do today. No doom and gloom. A better time (and better music, if I’m allowed to say so). 

However unrealistic these videos might be, they are fun to watch. And, let’s face it, optimism is good for the soul.

Speaking of that, I have a question for you. What are you optimistic about for your future? Specifically, the future of your law practice. 

Give it some thought. Here, I’ll give you some ideas.

Think about the fact that you are one decision away from a new level of success in your practice. One idea, one strategy, one change in what you currently do. That could be all it takes to take your practice to the next level.

It might be a new marketing campaign. Meeting a new business contact. Finally writing the book you’ve been talking about for years. Or freeing up two hours a week by letting go of a certain networking event that’s not working.

One decision could be all it takes to dramatically improve the direction of your career. What might it be?

You could be a single conversation away from converting a business contact into a big source of referrals. Turn that thought over to your subconscious mind to work on. Who might that be? What could you say to them? What kind of case or client could they refer? 

Fun to think about that, isn’t it? 

How about another?

Think about the notion that you are one email to “old” clients away from bringing in a lot of repeat business. 

What might you send or say to clients you haven’t worked with (or spoken to) in a long time to get them to hire you again? 

There is an answer.

More. 

You have a list of prospects. People who have never hired you but subscribe to your newsletter, read your blog, follow you on social, or otherwise know who you are. You could be one message away from attracting dozens of new subscribers, sign-ups for your seminar, or requests to talk to you about a legal issue. It could be a turning point that eventually doubles or triples your revenue.

What could you say or offer to make that happen? 

This isn’t fantasy. These are real possibilities. You should get excited about these thoughts and let them stimulate your creative juices. 

You don’t need to figure out everything immediately. The “how” will come. Right now, think about what you want, believe that you can have what you want, and have fun thinking about how good that makes you feel.

Now, if you will excuse me, I’m going to see if I can find some ai music recreations of the 70’s.

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Filed Under: Increase your income, Marketing legal services Tagged With:

Why clients choose you

April 28, 2026 by
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Clients have options. Lots of them. So, why do they choose you?

You can learn how they found you by asking, “How did you find me?” You can also do intake and exit surveys, track your leads and advertising metrics, and you should.

Did they find you via search? What keywords do they use? Did they see your ad? Which publication, what day and at what time? Were they a referral? From which client or business professional, and what did they say about you?

The list goes on.

But while this is important information and you should continue doing what you do to get found by prospective clients, it doesn’t answer the bigger question: when they find you, why do they hire you instead of all the other attorneys they could choose?

Even the most unsophisticated client knows there are other attorneys who do what you do, and they know how to find them.

So, why you?

Sometimes, the answer is simply that you were the first one they looked at. They needed help and didn’t think they could wait. Or you looked like you could do what they needed or wanted done, and they didn’t want to spend time looking at other options.

But that’s not always the case. You should assume that a significant percentage of prospective clients do take the time to look at other options and that they compare them to you.

And so besides getting found, you need say and do things to stand out from other attorneys. You need to differentiate yourself so clients see choosing you as the best option.

The good news is that this isn’t as difficult as you might think. And, while other attorneys might be able to say the same things you could say, the fact is that many attorneys who could, don’t.

Many attorneys don’t say much of anything beyond name, rank, and serial number. Which makes your job much easier.

Okay. What could you say about your services or about yourself to make yourself stand out? That’s what you need to figure out. Here are some ideas to get your juices flowing:

You’re good. You have achieved millions or billions of dollars in verdicts or settlements for your clients, won awards, achieved records your competition haven’t.

** You’re trustworthy. You have many testimonials and endorsements, people who say good things about you, tell their stories and recommend you.

** You’re tough. You have a military or athletic background, or have taken on seemingly impossible cases or causes and beaten the odds.

** You’re smart. You have an academic background; you teach other lawyers (school, continuing education), you’ve been a judge, you do a lot of speaking, have written books, write a blog or newsletter, or served on committees.

** You’re well-known. You have been interviewed in prestigious publications, quoted by your peers, run for office, are the president of your local bar association,

** You’re focused. Clients prefer lawyers who specialize in their particular problem or type of case, or who focus in their niche or market.

** You’re like them. You grew up in their town; you had the same major in school; you read the same authors, or listen to the same kinds of music.

** You’re well-rounded. You have a good sense of humor, play guitar in a band, play sports, coach your kid’s soccer team, are active in charitable or humanitarian causes.

** You’re likable. You say things that make them smile, show them you truly care about your clients, tell stories that make them think.

** You explain things clearly. You thoroughly tell people about your work and how can help them. You spell out the steps, keep things simple, and don’t present too many options.

** You make it easy to hire you. You don’t bury them in details, fine print, disclaimers, and red flags. You spell out the next step and make it easy to take.

Figure out what makes you different and feature that in your marketing. It’s often the reason the people who find you hire you.

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Filed Under: Communication, Marketing legal services

A proven way to build a new law practice or niche

April 23, 2026 by
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I didn’t learn how to build my practice in law school (or college). Or by reading books or taking courses. I learned it by observing what other lawyers were doing successfully and doing what they were doing.

I copied them, and you should do the same . Find successful lawyers and firms in your niche or market and do what they’re doing, or did.

Forget originality. You can experiment later. For now, be a copycat.

Target the same market or niche. Use the same keywords. Advertise in the same publications.

If they have a newsletter, you should, too. If they network at a certain organization or meeting, that’s where you should be. If they create videos or podcasts, you should consider doing that, too.

At least for now.

Do what they do not necessarily to compete with them but to learn from them. They’ve made some good decisions, met some of the right people, created content that brings in leads, and conducted themselves in ways that helped them attract clients and referrals.

It worked for them. There’s a good chance it will work for you.

Their success is proof that there is a viable market for the types of services you offer, and the ways you have available for offering them. So, learn from them. Study their websites. What’s on the home page? What other pages do they feature? What forms do they use? What offers do they make?

Read every page and take notes. How do they describe their services? Do they display testimonials or success stories? How many and what do they say? Do they have a slogan or catchphrase? Do they do something that makes them stand out?

Study their content. Read their articles and blog posts. Watch their videos. What topics do they write about? How often do they publish? How long is their average article or audio?

Do they use social media? Which platforms? How often do they post? What do they say, what do they offer? How do they engage with followers?

Watch what they do. Subscribe to their content, go to their seminars, read everything they write or that is written about them.

If you meet one of their former clients or employees, talk to them. See what they can tell you about what that lawyer did well and/or any mistakes they might have made.

Talk to other professionals in the market and see what they think about what that firm does or how they market their services.

You don’t need to do this for every lawyer in your niche. Just a few who are successful and consistent, a few of your so-called competitors.

So-called because you’re not going to go head-to-head against them; you’re going to do what they do, or have done, but better.

A better version of their website, ads, or articles. Make yours simpler or, if the market demands it, more comprehensive. Do the same things but more often. Add more social channels, or concentrate on one or two. Use the keywords they use but increase your bids. Run the same kinds of seminars but promote them to different lists.

What they do has worked for them and will work for you. Especially if you do them better.

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Filed Under: Marketing legal services, success

Marketing do’s and don’ts for lawyers (and doctors)

April 21, 2026 by
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Several years ago, I had an appointment with a dermatologist. No, I don’t remember why but thanks for asking. Anyway, I got an email from them yesterday. From a marketing perspective, the email got two things right and several things wrong. 

See if you can tell what’s what. 

The email subject line: “We’d Love to See You Again”

The body of the email: 

“Hi there,

It’s been a little while since your last visit, and we just wanted to check in.

Whether you have a concern you’d like to discuss, or are interested in cosmetic treatments, we’re here for you.

Please schedule your appointment online, [website], request a callback here [link], or call us directly at [telephone]. 

Sincerely,

(Name of the clinic)

-— 

That was the entire email. 

What did they get right? 

First, they contacted me. Many professionals don’t do that. You hire them once and never hear from them again. Bad for them since they get less repeat business or referrals. Bad for patients and clients who might need help but not get it. 

So, kudos to them for contacting me. 

The second good thing they did was to give me several options for contacting them. The easier it is for a patient or client to contact you, the more likely it is that they will. 

A professional will get more business doing those two things. But they could get a lot more:

  • It’s been years since I heard from them. Staying in touch with patients or clients means contacting them more often than once every several years. When you’re out of their mailbox, you’re out of their mind. Even if they don’t need your services immediately, they might need them soon and remember hearing from you, or know someone they could refer. 
  • They didn’t tell me who they were and it’s been a while. They mentioned the name of the clinic and I had to think about who they were, which I did for the purpose of writing this post. Most patients wouldn’t bother. 
  • They listed the generic-sounding name of the clinic instead of the name of the doctor. It would be easier to remember the name of the doctor. Make sure your name in all of your communications, not just the name of your firm. 
  • “We’d love to see you again” (subject line); “We just wanted to check in” (body). Sorry, Charlie, nobody cares what you want. What does the patient or client want or need? You can’t get the attention of a patient or client or prospect by talking about yourself and what you want; talk about them. 
  • They didn’t tell me why I should make an appointment. They leave it up to me to figure out if I might need or want to see them again. Their message should reference problems I might have or want to avoid. Tell your list what you can help them with and you’ll get more appointments. Leave it up to them and you’ll get fewer because clients don’t know what they need or even what they want.
  • Why this clinic? Why should I see them (again) instead of any other doctor or clinic? Always tell clients and prospects why they should hire you or talk to you instead of any other doctor or lawyer. What do you do that’s different or better? What do you specialize in? What’s new I should know about but might not hear from other lawyers?

Finally, they should have made an offer. A free consultation, a discount, an invitation for a friend, or information–a report or checklist, a seminar or video or some other incentive will get more calls and appointments. 

Some things to keep in mind the next time you contact clients and prospects, and I hope that’s soon.

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Filed Under: Communication, Copywriting, Email, Law office management, Marketing legal services

How to attract your best clients 

March 26, 2026 by
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Some clients are better (for you) than others. At a minimum, the best clients (for you) have a large quantity of legal needs and wants that align with the services and benefits you offer, and the ability and willingness to pay for them. 

Agreed? 

Can we also agree that it’s better to attract these clients, meaning they find you and hire you, rather than you having to find them and convince them to hire you?

Of course. 

So, how do you do that? 

Lots of marketing-related activities can lead to that outcome, but in my book, here are the top four (in reverse order):

The fourth best way to attract your best clients is currently referred to as “content marketing”. It means showing your work—demonstrating your knowledge and abilities and successes, along with a taste of your style and personality, where prospective clients will see it. 

You do that through a newsletter or blog, videos or a podcast, websites, articles, live presentations or workshops, and the list goes on. 

And yes, this also includes advertising, and other paid media.

You have lots of options, and many of them are an effective way to bring in business. But for attracting your best clients, there’s something better. 

The third-best way is to meet and talk to prospective clients. 

Networking, lunches, and coffees, for example, let you speak with potential clients, learn about them and what they need or want, so you can give them personalized advice or suggestions about what they need and how you can help them. Of course, it also gives them the opportunity to get to know you and sell themselves on hiring you. 

Call these informal, free consultations. You can also do them formally, of course. 

Onto the second-best way to attract your best clients: referrals.

Referrals from people who have already hired you and were happy with your services, and referrals from other professionals and centers of influence whose clients or customers or business contacts have hired you and been happy with your work. They’ve seen you deliver, or heard from people they trust that you’re good at what you do.

Referrals are about as good as it gets when it comes to attracting the right clients. But there’s something even better and it’s number one on our list.

It also happens to be the easiest on this list.

Number one on the list of ways to attract your best clients is staying in touch with your former clients. 

They hired you once; they will almost certainly hire you again. But you may need to remind them you’re still in business and still available to help them, and that they might still need your services.

Easy to do. 

Stay in touch with everyone who has ever hired you, or referred clients to you, and you will be almost certain to get more repeat business and referrals. 

You don’t have to go looking for it. Just stay in their minds and mailboxes and be there when they call. 

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Filed Under: Marketing legal services
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