Attorneys ask a lot of questions. We ask to find out what our clients want and need so we can prepare the right documents. We ask questions through discovery, to avoid surprises, develop a strategy, and gain an advantage. Questions are how we tell a story in the courtroom or negotiate a settlement in the hallway. Questions are even how attorneys answer questions they don’t want to answer.
We’re good at asking questions.
We know when to ask open-ended questions and when to ask leading questions. We know how to question a hostile witness, an expert witness, and our own client. We know when a question is proper and when it is objectionable.
All day, every day, we ask questions in our work. Why don’t we do the same thing in our marketing?
Your clients and prospective clients can tell you what you need to do to grow your practice. They can tell you what you need to say to get them to say yes. They can tell you what you need to do (or not do) to make them happy. They can give you information you can use to improve every aspect of your practice.
All you have to do is ask.
You can ask about the specific handling of their case, what they liked best in your latest newsletter, or how they were treated when they called to make an appointment.
You can ask what topics they would like you to write about in your newsletter, whether they are interested in other services you’re thinking about offering, and whether they think your fees are too high, too low, or just right.
You can ask them what you did well for them, and where they felt you could have done better. You can ask which headline they like best, which blogs or magazines they regularly read, or whether they want paper copies mailed to them or if email is just fine.
You can ask in person or over the phone, through email or online surveys and polls. You can ask directly or, for more honest feedback, let them answer anonymously.
You can ask anything, and they will tell you, and what they tell you could be worth a fortune to you.
What if you have always assumed your clients wanted updates only when there is something important to report but in reality, most of them want to hear from you every month? What if you’ve been writing about how to avoid infringing on others’ patents but they want to know is how to minimize employee lawsuits? What if you have always assumed your receptionist is doing a good job but half of your clients think he is rude?
And guess what? People like being asked. They like giving their opinions and they will appreciate you for asking. It tells them that you care about what they think, and that you want to make them happy.
Make a list of questions to ask your clients and prospects and business contacts. Get in the habit of regularly asking people what they want, what they like, and what you can do to improve. And then do something even more important: listen.
Smart marketing by a smart lawyer
Yesterday, I was interviewed live via a new video broadcast service, Spreecast. The interviewer was my friend and fellow attorney, Mitch Jackson. The subject was using Evernote in a law practice and my Evernote for Lawyers ebook. You can watch the replay here.
In the interview, you’ll note my comment to Mitch that his Spreecasts are smart marketing on his part because it allows him to network not only with the experts he interviews but with a large number of attorneys and allied professionals who come to watch. It positions him as a leader and gets his name in front of a lot of people who can either directly refer clients to him or who can lead him to others who can.
Although these Spreecasts are new, I know Mitch has for many years done a great job of networking in this fashion, promoting others’ law practices, books and events to his large network. I also know he gets a lot of referral business.
Smart marketing, and you can do the same thing. It’s called being a connector.
Being a connector can not only help you grow your practice, it is also a great vehicle for learning. I’m sure Mitch will tell you in reading the blogs and books of the experts he interviews, he learns the best ideas and latest techniques, which help him become a better lawyer and a better marketer.
To become a connector you need two things.
First, you need a platform. This can be a blog, a Facebook or LinkedIn Group, a newsletter, your own Spreecast channel, or a local breakfast group. This is where you match up content (writing, speaking, interviews) with your audience. You are the organizer, the master of ceremonies, the interviewer, the publisher. Everything goes through you.
The platform is easy. Just pick something and plant a flag.
The second thing you need might be a little more difficult. It’s not something you sign up for, it’s something you must have within you. To be effective as a connector, you need to truly enjoy helping others. It’s true, the more value you create for others, the more you promote them and champion their practice or product, the more you will benefit. But you must be willing to help others without any agenda, other than the pleasure you get from seeing others succeed.
Mitch has a series of great interviews lined up. Follow his Spreecast Lawyers Group (channel) and invite your friends.