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

Focus your marketing on THESE people; ignore everyone else 

March 24, 2026 by
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There are two types of prospective clients in the world: those who know they need an attorney and those who don’t. I encourage you to focus on the former. 

Focus all of your marketing efforts, your conversations, your networking, your content creation, your advertising dollars on people who already understand the need for an attorney and want to know why they should choose you. 

When you do, you’ll get more new clients with less effort and expense. 

Your “closing ratio” will be much higher. You’ll spend less on traffic and leads. You’ll sign up new clients more quickly and easily. 

And those clients will lead you to other clients like themselves. 

Focus on people who have hired attorneys in the past. They are more likely to see the need for and value of hiring an attorney than someone who has never done that before. 

Some people already know they need an attorney and will pay for their services. Some don’t and aren’t. Do yourself a favor and focus on prospective clients who have hired attorneys in the past or associate with people who do. 

Stop trying to convince people that hiring an attorney is their best (or only) option or that attorneys are worth the fees they charge. 

Look at your marketing message. Does it speak to prospective clients who already know the value of hiring an attorney, or does it try to educate and convince them? Does it focus more on the benefits an attorney can deliver, or does it show them why you are the best choice for the job?

In an ever-changing legal landscape, you’ll always want to educate your target market about the issues they need to know about. But don’t spend a lot of time convincing them they need legal representation. 

Focus your marketing on those who already know that and ignore (or tolerate) everyone else.

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Filed Under: Increase your income, Marketing legal services

What are you working on? 

March 10, 2026 by
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What’s the best way to build a successful law practice? Great minds may differ but I say it is to build stronger relationships with your existing clients and professional contacts. When you do that, 

  • You get more repeat business and referrals
  • You get bigger cases and better clients
  • You get more introductions to key people in your market
  • You get more testimonials and endorsements
  • You get invited to speak at prestigious events and and build your reputation
  • More people share your content, opt-in to your newsletter, and talk about you on social media

Marketing is easier. Growth happens more quickly. You spend less time and money building your practice. 

Building a successful practice is a byproduct of those relationships. 

Building stronger relationships starts with paying attention. Showing your clients and contacts that you’re interested in them and care about them personally, beyond your relationship as attorney and client or fellow professionals. And this is not difficult to do. 

In his newsletter, James Clear, author of Atomic Habits, put it this way:

“One easy way to show you care about others is to ask them questions about their life.

What are they excited about? 

What are they working on?

What are they hoping for?

Simply asking the question and listening thoughtfully is an act of generosity. You’re giving them the gift of attention.”

You’re an attorney. Asking questions is your thing. 

And so is listening.

I suggest you also take notes. When someone tells you what they’re working on, shares a problem or desire, put that information in a file and the next time you speak with them or write to them, ask for an update about what they told you. 

Building relationships can take time and effort but it’s easy to get started. Just ask questions and pay attention. 

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Filed Under: Marketing legal services, Relationship marketing

You talk too much

March 5, 2026 by
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If you’re not getting enough leads or inquiries from prospective clients about your services, if you’re not booking enough appointments for consultations, there might be a very simple reason. It might be because you’ve already told them everything (they think) they need to know. 

Information is good. Educational marketing is highly recommended. But if you put too much information in your marketing materials and answer too many questions before a prospective client speaks to you, you might be shooting yourself in the foot.

In marketing, your job isn’t to tell people everything. It’s telling them enough to get their attention and prompt them to want to know more. You do that not by giving them more information but by withholding it.

Each question you answer in your article or email or ad risks making prospective clients less likely to contact you. 

And that might be why you’re not getting all the leads you want. 

But this doesn’t mean doing what a lot of attorneys do, giving no information. You can’t expect client inquiries if your marketing materials provide little more than a list of practice areas or services. 

You need to strike a balance. 

Give enough information—about the law, about what you do and how you help your clients—to intrigue prospective clients and motivate them to contact you about their specific situation. 

Don’t tell them everything in advance. But don’t tell them nothing.

Make them curious enough to visit your website, download your report, sign up for your seminar or newsletter, or make an appointment. 

Make them curious enough to take the next step. 

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Filed Under: Communication, Content creation, Copywriting, Marketing legal services

The truth, the whole truth, and (almost) nothing but the truth

February 10, 2026 by
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You’re not good at everything. Sometimes you make mistakes. Sometimes you don’t do what you said you would do when you said you would do it. 

You’re a lawyer. And pretty good at disguising your flaws, because why would you talk about them? 

Why tell clients what you don’t do well or give them reasons to doubt you?

Because it might be the best thing you could do.

Transparency isn’t a common characteristic of most lawyers. We thrive on displaying strength and avoid revealing weakness. We say what must be said and avoid saying anything that doesn’t.  

Of course we protect ourselves with disclaimers and disclosures in our retainer agreements, authorizations, invoices, and other documents, lest we later be accused of failing to disclose something.

We hide the negative in the fine print. 

What if you shared some of that upfront? Better for clients to hear it from you instead of hearing it on social media or finding out after they’ve hired you. 

What if, instead of downplaying some things that can go wrong with a case, you talk about them openly? What if you tell stories about problems you’ve seen in your practice and point out that not everything has a happy ending?

What if you tell clients what you do and what you don’t do? Tell them what you offer and what’s not included. Tell them you don’t handle “everything” and when you will refer them to someone you know and recommend.

How refreshing to hear some unvarnished truth from an attorney. 

Transparency will let you differentiate yourself from most attorneys and give you a distinct marketing advantage by building trust and likeability.

You don’t have to walk around with a lie detector attached to your arm or take a truth serum before you meet with prospect clients. 

Just don’t bury everything in 6-point type. 

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Filed Under: Client loyalty, Image, Marketing legal services

The brutal truth about marketing

February 5, 2026 by
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Many lawyers say they don’t have time for marketing, but the reality is, they “do” marketing every day. 

Because everything a lawyer does in his or her practice is marketing. 

The way you speak to a prospective client is marketing. Your words and how you say them make the client feel hopeful about their situation and confident about your ability to help them, and that’s the quintessence of marketing. 

The way you do your work is also marketing. You do it efficiently, expeditiously, and effectively, and show your clients and market why they should hire you and refer you.

It’s all marketing. 

From the way you greet a new client at their first appointment, to the way you describe the documents you ask them to sign, how you talk about your fees, the trinkets on your desktop, the clothes you wear—it’s all marketing. 

And you do it well, or you don’t. 

Take a look at your website the way a client might. Does it look clean and modern and inspire confidence in your practice? Does it provide answers to FAQs, explain the law and describe your services in enough detail that visitors understand what you do and convince them that you’re very good at what you do?

Marketing. 

How often do you stay in touch with clients and prospects? What do you say to them and send them? Do you share success stories, warn them about changes in the law, and strenuously tell them what to do to protect their business or family?

It’s all marketing. 

Some people look for you on social media to see what others say about you or ask you and how you respond. Do you say the right things? Do you “talk” too much or too little? What impression do you make? 

When you turn down a case, do you make sure the client understands why and feels good about you even if you can’t help them? When you deliver bad news, do you do it with compassion and intelligence and help clients see that you did everything you could for them?  

When something goes wrong, when there’s a delay, when you don’t get the results you expected, how do you handle that? How do you explain what happened? How do you respond when a client is angry?

What do you say about the other party or their counsel? What do you tell clients about your personal life? When you speak with another professional, do you show interest in their business or personal life, or are you all-business-all-the-time? 

How about your staff? Are they friendly? Dedicated? Interesting? Do they treat clients with complete respect? Is it obvious that you hire good people, train them well and support them?

It makes a difference. Everything you do makes a difference. Everything you do is marketing.

And you’re doing it well or you aren’t. 

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Filed Under: Marketing legal services, Relationship marketing
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