You charge too much

October 27, 2026 by
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Do clients or prospects ever tell you your fees are too high? They hire you once but don’t return because they don’t believe they’re ‘getting their money’s worth”. Or they talk to you but don’t sign up because they think you charge too much?

It’s one thing when a client doesn’t hire you because they can’t afford you. It’s quite another when they think you charge more than you’re worth. 

Charging more than clients think you’re worth obviously isn’t good for business. But neither is charging less than you’re worth. If your fees are lower than what other lawyers in your market charge, clients wonder why. Aren’t you as good as your compeition? 

Fees that are (perceived as) too high or too low can scare away clients and inhibit repeat business and referrals. 

So, what’s the sweet spot? How much is enough but not too much? 

In my view, you want clients to think you charge (a bit) more than most lawyers in your field and market “but you’re worth it”. 

Your goal is to figure out how much service or value you need to deliver to make clients think you’re worth somewhat higher fees, without under-valuing yourself. 

First, don’t deny that your fees are at or near the higher end of the fee spectrum, and don’t try to explain or defend them. Many clients, certainly the better ones, won’t be deterred by your somewhat higher fees and may even choose you because of them. 

Higher fees suggest you’re you’re good at your job, and know it. Your other clients pay those fees and must do so because you have more experience, deliver better outcomes and better service. 

You charge more because you’re worth more. 

That’s the posture you want. But don’t “tell” them these things, show them. 

One thing you can do is use sound bites in your marketing and presentation that succinctly tell people the value of what you do. 

For example, “I help [companies/people] solve [types of problems, issues] and/or achieve goals or outcomes] and avoid [pain, secondary problems, delays, etc.] “ 

Frame your services and value in a way that conveys the benefits your clients want and need,  and that you deliver. 

And prove it. Provide success stories and testimonials that illustrate the value of what you do. 

That’s the simplest and most effective way to prove your value. 

Ideally, though, you won’t have to say anything. If most of your new clients come from referrals, the credibility of the referring clients and professionals will do most of the talking for you. 

How to get more Referrals

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Filed Under: Copywriting, Fees and Billing, Handling objections, Marketing legal services

Clients hire lawyers more often because of one thing

October 22, 2026 by
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It’s not a lawyer’s qualifications or reputation. It’s not how they describe their services, the value they promise, their fee and billing practices, the size of their client list, or the quality of their marketing. 

All of these things are important. But clients will hire you more often based on one factor: their first impression of you. 

When you meet them, do the things you say (and don’t say), make them believe you can help them? Do they like and trust you? Do you make them feel good about you, their case, their future?

Objectively, you may or may not be the best choice for them. You may not offer everything they need or want. But that’s not as important as how you make them feel and that’s primarily determined by their first impression. 

It comes down to the things you say and how you say them. It’s the questions you ask, your body language, how you dress, how you greet them and how you treat them. 

Do you talk more about them or about yourself? Do you try to impress them with your knowledge and experience or do you make them feel you care about helping them?  Do they believe you respect them and truly want to help them or do they believe you’re doing what you have to do to get their business?

Yes, it’s complicated. There is no checklist for you to follow. You can’t learn everything you need to do in a book or a course. You learn it through experience, putting clients before cases, people before fees, and treating clients like you would like to be treated if your roles were reversed. 

But learn it you must. 

Because that first impression is crucial to your success.

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Filed Under: Client relations, Closing the sale, Law office management, Marketing legal services

Still not sure if you should start a newsletter, blog, podcast, or channel? Here’s how to find out.

October 20, 2026 by
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You don’t have a newsletter (etc.) but you’ve heard (repeatedly) why you should, and you’re tempted. Or, you have a newsletter and are thinking of starting a second one, for a different  practice area, niche, or target market.

Should you?

Will it generate enough business to justify your time? Do you have enough to say to justify a newsletter or a second one? Will it lead to new cases and clients, more repeat business and referrals, or will it cause you to lose focus and regret your decision?

I can’t tell you. But I can tell you how to find out.

Yes, you could try it and see what happens. And how you feel about what happens.

Or you could do a beta test.

Instead of announcing your newsletter (et. al.) and promoting it to everyone you know, try the idea on a smaller scale.

Here are some options:

** Don’t send the first issue of your newsletter to your entire list of 3000 clients and prospects and business contacts, send it to 300. Or 30. What happens? Do you get positive feedback? Do people want to hear more? Are you encouraged and want to continue, or realize it would be a mistake?

** Instead of sending a 1,000-word missive, send 300. Or 100. What happens? How do you feel about that?

** Segment your list. Send one or two issues of your new newsletter to long-term clients who know and trust you and will stick with you even if your plans change. Or, send those first two issues to prospective clients only, who won’t care what happens. Or send it to seminar attendees who didn’t schedule an appointment, or social media followers on just one platform.

** At the end of your next seminar or podcast or mailing, mention what you are planning and call for a show of hands to see who’s interested in your newsletter or podcast.

** Send out a questionnaire, describe what you’re planning, give recipients 3 to 5 different topics (for articles, practice area content, format), and ask which one they would be interested in getting. If most choose the same topic, that’s a clue. If you don’t get many responses at all, that’s also a clue.

** Do a soft launch. Don’t announce or promote anything, just mention the newsletter in a P.S. in your next email or post, and see if anyone clicks.

** Create a tip sheet, short report or audio or video, offer it widely, see who watches, leaves comments, asks questions.

** Ask for feedback. Launch your newsletter to everyone, tell them it’s a test to see if people want to get more like it, and ask for replies or comments.

Your list can help you decide if there is sufficient interest in your idea. If you’re still not sure, find another lawyer or firm that targets your market and see what they do. If your successful competitors have newsletters or video channels, maybe you should, too.

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Filed Under: Content creation, Marketing legal services, Newsletters, Social media marketing

What, when, why, and how?

October 6, 2026 by
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When a client or prospect asks you a question, about the law or their situation, when they want information or your opinion or advice, do you usually answer or do you suggesst they make an appointment, (because your knowledge and opinion are valuable and you are entitled to be paid therefor?)

Sometimes, there’s a fine line. I suggest you draw that line on the side of answering their questions, because it is a natural way to show a client or prospect why they need to hire (and pay) you. 

You can’t tell them everything, of course, but you can tell them enough to show them the seriousness of their situation, deliniate the issues, explain how long it could take to resolve their situation, and how difficult it might be. 

Questions let you say things like “it depends” and otherwise allow you to demonstrate the nature and extent of your expertise and experience. As a result, you don’t have to go into presentation mode and convince anyone they need to hire you. Your answers do the selling for you. 

Which is why you should encourage clients and prospects to ask you questions. There more the better.

There’s another reason to do that. Those questions, and your answers, give you content you can use in your newsletter, blog, articles, and speaking. 

There’s nothing more compelling than telling readers or listeners about a question you were recently asked (or are often asked), and answering it. 

There’s also no easier way to create content. 

They ask, you answer, and your post or that segment of your speech is done. 

When you create content from these questions and answers, you also get to talk about cases and clients you’ve handled, which tells your readers that you know what you’re doing and  can help them with similar issues. 

Questions and answers prompt readers to think about their own situation, leading to more inquires, appointments, and engagements. 

And more content for you. 

Which is why you should encourage clients and prospects, readers and listeners, to ask you questions. 

Questions help you build your practice.

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Filed Under: Closing the sale, Content creation, Marketing legal services

Your clients are dying 

September 29, 2026 by
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They’re human, or managed by humans, and humans die. Or retire. Or get sick and can no longer run their business. Or go broke and no longer have a business.

No matter how good you are at what you do, or how long you’ve been doing it, your clients won’t be around forever. 

At least you have to assume that. 

They might sell their business. Move out of the state or the country. Or argue with you or your partner and find another attorney. 

Which means you have to replace them. 

But even when your clients love you and have lots of legal work, things happen. Laws change. Competition grows. You get tired of your practice area or niche, advertising is no longer effective or affordable, and you decide you want to or need to do something else.

Your world changes and you have to change with it. Which means you can never stop marketing. 

No matter how good things have been, or still are, nothing lasts forever. 

Except the need for marketing. 

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Filed Under: Legal industry, Marketing legal services

3 keys to getting referrals that aren’t ’staying in touch’ 

September 22, 2026 by
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Yes, of course, stay in touch. It’s the simplest and, dollar-for-dollar most effective way to get referrals from clients, prospects, and professional (and personal) contacts. 

Repeat business, too. 

It’s simple because email makes it so. 

It’s effective because hearing from you is often all it takes for someone to realize or remember that they, or someone they know, needs your help. Or at least contact you to find out. 

So, never stop staying in touch. Email often. Text, call, message, pop something in the regular mail. It’s all good. It all works.

But there’s something else you can do to make it work even better.

3 things, actually. 

  1. Educate people about your work. What you do and how you do it. Tell them about your services, the law and procedure, the timeline, typical issues, objectives, and outcomes. Describe the benefits and the costs. Help them understand the benefits of getting legal asistance and the risks of delay. Tell them about a typical day or a typical case. Teach them about your work so they can see how you can help the, identify people they know who could use your services, and do a better job of talking to those people about what you do. 
  2. Educate them about the people or entities you serve. Tell them about your target market and ideal clients. Their industry or background. Their problems, pain, or desires, and how you’ve helped them. The more you tell your contacts about who you serve, the more they will be able to identify good candidates for those services. It also helps them see why they should choose you instead of other lawyers or firms.
  3. Equip them. Give your clients and contacts articles, links, brochures, videos, and other content that provides more information about what you do and for whom you do it, and makes it easier for your contacts to share that information with their contacts. 

Getting more referrals is simple. Stay in touch, teach or remind people what you do and how you can help them and the people they know, and equip them with information they can review for themself and share with others. 

I know you know most of this but, be honest, are you doing most of it? 

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Filed Under: Marketing legal services, Referral sources, Referrals

Put this at the end of your newsletter

September 17, 2026 by
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Attorneys tend to be aggressive. We like telling people what to do,and clearly, that’s part of the job description, but it can backfire. Because nobody likes being pushed. Even if what they’re being pushed to do, or not do, is in their best interests.

If you must push, push. But instead of pushing, consider pulling.

Pushing means telling recipients of your newsletter (et. al.) to call and make an appointment, fill out a form on your website, read something or do something or pay attention to something you sent them, because they need to know it or do it. 

Pulling means showing them what’s available, what you recommend or advise, describing the benefits, and reminding them why it’s important and/or time-sensitive.

It’s a kinder, gentler approach and can be just as effective. 

One way to pull your clients, prospects, subscribers, and followers, is to put a statement, reminder, or offer in your newsletter, under your signature or in a P.S. Something simple and non-confrontational. Along the lines of, “Here’s something you might find useful” or “Here’s how I can help you…”. 

One newsletter I follow (not a lawyer) puts this at the end of every newsletter, “P.S. Whenever you’re ready, here’s 3 ways I can help you [benefit]”. He lists 3 things his readers might want to do, e.g., buy [his course], watch one of his videos, sign up for an upcoming event. 

Depending on the scope of your practice and what you have to offer, you might want to do something like that. 

For example, 

P.S. Here are 3 ways I can help you: 

  1. [One (or more) of the services  you offer or types of cases you handle]
  2. [Content: Articles, blog posts, your podcast, your next seminar, downloads] 
  3. [Consultation, second opinion, referra, recommendation]

You don’t have to give 3 options. One or two are better than zero. 

On the other hand, if you’re shy, or too cool for school, you could simply link to your blog or latest article and/or invite them to call you with questions about a legal situation (of any kind). 

You can add something at the end of every newsletter, as this marketer does, or attach it to any content you produce. You could do it every week, once a month, or once in awhile, but do it some time because when you do, you help your readers recieve the benefits they want or need, and you get more business, calls, downloads, appointments, subscribers, social sharing, or referrals.

Without being pushy. 

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Filed Under: Blogging, Marketing legal services, Newsletters, Online Marketing

Nobody wants to read your newsletter. Write it anyway. 

September 15, 2026 by
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One of the best decisions you can make for growing a law practice is to write a newsletter. 

Even if nobody reads it. 

The act of writing a newsletter will not only improve your overall client development skills and (eventually) bring you a lot more business, it will also make you a better lawyer. 

Writing is the quintessential communication skill for a professional and there’s no better way to improve that skill than to put more words in the hands of more clients and prospects and professional contacts. 

Yes, even if nobody reads what you write, 

Think about it, every time you write something and send it to somebody, you are reminding them that you are still alive, still practicing law, still able to help them or someone they know. 

Yes, they might remember you if you don’t send them a newsletter, but you’ll get more business if you do. People are busy. Many can’t remember your name, haven’t thought about you in years, and don’t care about what you do if they don’t presently have a problem or need legal advice.

A newsletter let’s you stay in their minds and their mailboxes, reminding them what you do and how you can help them. And gives them a link or phone number to make it easy to take the next step. 

That’s the “no brainer” part of the equation. 

But there’s more. 

Writing a newsletter also provides you with content you can use in other aspects of your marketing. You can recycle your newsletter content into articles, white papers, handouts, presentations, videos, podcasts, social media posts, blogs, and books. 

Easy, free content you write once and use over and over again. 

Writing a newsletter also “forces” you to read and listen to content created by other lawyers or experts. I reguarly get ideas for this newsletter that way. 

Okay, you are a good writer and have something to say that’s worth reading. What if you don’t have enough subscribers to justify the time it takes to write a newletter?

Your “small” list can be used to introduce your other services, put more butts in seats at your presentations, and solicit success stories from clients you can use on your website and other marketing content. 

And, if you stay with it, your numbers will grow. And compound.

If you have 50 people on your newsletter list today, next year you might have 500. Two years from now, 5000. 

Start, or start again, and give it time. Even if a newsletter is the only marketing you do, it might eventually be all you need.

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Filed Under: List building, Marketing legal services, Newsletters

Go your own way

September 1, 2026 by
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Why do clients hire you? I don’t mean your services and the outcomes you deliver. Other lawyers in your field do what you do. Why do your clients hire you instead of them? 

There are three possible reasons. 

The first reason a client hires you instead of another attorney is that they know, like, and trust you. They hired you once, you delivered, treated them well, and they believe you will do it again. 

That’s how lawyers build a clientele. Repeat business is the not-so-secret sauce.

The second reason a client chooses you is that they know, like, and trust the person who referred or recommended you. They might not know you, but they know, like, and trust someone who knows, likes, and trusts you, and that’s usually good enough for them.

Repeat business and referrals. Got it. 

There’s a third reason you get chosen. No, it’s not because you have the lowest fees. You didn’t just say that, did you? Actually, having the lowest fees is often the reasons clients don’t choose you.

No, the third reason you were chosen is that you said something in your marketing message, content, or conversation that caught the client’s attention and showed them you are different.

You’re not like all the other lawyers they see or hear.

Most lawyers look and sound the same and, let’s face it, are the same. A small minority are different and that difference is enough to attract more clients than other attorneys who are essentially chosen at random.

That difference also allows an attorney to charge higher fees than they ordinarily might charge, more than other attorneys in their market charge, and clients happily pay it, simply because the attorney isn’t like other attorneys.

Now, here’s the thing. The differences that make you stand out don’t have to be huge. You don’t have to have billions of dollars in settlements, sit on prestigous boards, or be regularly talked about in the right circles. 

You also don’t have to “do” more than what other lawyers do for their clients. Sure, do that if you can. It’s better. But it’s not required.

So, what makes you different? You.

It is your personality, your style, your brand that makes you stand out. The things you talk about, the things that are important to you, who you are as an individual.

Do “you”. Go your own way. People will notice, remember, and choose you. They’ll also tell others about you.

Because there is a benefit attached to that difference and clients are attracted to that benefit.

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Filed Under: Marketing legal services

Creative marketing for attorneys

August 20, 2026 by
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My father was an attorney and before he went into private practice, he worked in-house for a mid-sized company. Every summer, the company sponsored a picnic for employees and their families, customers, and business contacts. They grilled hamburgers and hot dogs, put out big piles of chips, soda, apple and cherry pie, ice cream, and more. 

They had games and contests and drawings with cool prizes. It was a day filled with fellowship and fun.

I know, I was there. 

Everyone looked forward to the picnic each year and told friends about it. It was a way to promote culture in the company, and an effective form of marketing. 

Marketing? You bet your sweet bippy. (Bonus points if you know where that (fun) phrase comes from). 

The point is, marketing doesn’t have to be dull. It can be fun. And when it’s fun, people look forward to it and talk about it and feel a part of something bigger (and better) than what everyone else is doing. 

Which is why I encourage you to put some fun into your marketing. 

It doesn’t have to be a picnic. Challenge another firm to a baseball game, do a movie night or bowling night, or do a “bring your pet to work” day. 

Something different, something that puts a smile on people’s faces, even if they just hear about it but don’t participate. 

If you’re too small to sponsor a picnic, or not inclined to do that on your own, you can pair up with another law firm or an accountant or broker or advisor. 

They need to have fun, too. 

The point is, most people think of attorneys as boring, and let’s be honest, we are (and that’s okay), but we don’t live in pin stripes and enjoy having fun, and so do our clients and the people they can refer.

You can have fun online, too. Probably not as much fun as a picnic or baseball game, but conducting a drawing or contest, posting a quote of the week or photos of your team wearing silly costumes for Halloween are easy to put together. 

And fun. 

Most lawyer marketing isn’t creative. It isn’t fun. Boring and professional (safe) might be de riguer for us, but there’s nothing wrong with breaking the mold, at least occasionally, and showing people the lighter side of our very serious image. 

Want to know know something else that’s fun? Sharing some of our creativity with our clients and contacts, letting them share it with their clients and contacts, and thus do some of our marketing for us.

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Filed Under: Marketing legal services Tagged With:
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