Tell me about your law practice


When someone asks you to tell them about your work—what you do, the problems you solve, how someone can tell when they need your help—the words come easily to you. When they have questions, you have answers. 

We’re talking about interviews. A simple and effective way to market your services.

Someone with an audience invites you to talk about your work, you get to tell their audience all about what you do, give out your website and other ways people can learn more, and how to get in touch with you.  

Blogs, magazines, newsletters, podcasts, and other publishers and contact marketers are not only are willing to interview you, they need you, because their audience needs you. 

These publishers know you are an expert and can cogently apeak about subjects about which their audience is interested. They know you will provide valuable information, which is why lawyers are in high demand for interviews. 

Many interviewers welcome you to provide them with your introduction and with questions they can ask you. It makes their job easier and makes for a better interview.

Once you do a few interviews (and add them to your bio), getting additional interviews becomes even easier. 

If the interviews (or transcripts) are published online, they can be a continuing source of traffic and leads leads for you. 

How do you get interviews? You can start with a simple letter of introduction you send to publishers and podcasters. Look for those who do interviews about legal and related topics. Tell them about your experience as an attorney, about other interviews and presentations you’ve done, and a roundup of the types of subjects you can speak about. Invite them to contact you if they are interested in exploring further.

Yeah, as simple as that. 


Have fun with this


If marketing was fun, would you do it more? Get better at it? Get better results?

No doubt. 

So, how can you make it fun? 

First, by believing that it can be fun. Not drudgery, something you enjoy and are good at. Because if you don’t believe that this is possible, you’re always going to have a rough time. 

And then, you draw a line in the sand and do only those things you like doing and delegate or outsource or ignore everything else. 

You don’t have to do paid advertising or social media. Not one bit. You don’t have to go to formal networking events and talk to strangers. You don’t have to get on stage or in front of a camera and do presentations. 

Unless you want to. 

Do what you enjoy or find a way to make what you do enjoyable. 

Yeah, but what if I don’t like any of it? Not. One. Stickin. Bit?

Really? You don’t enjoy doing good work for your clients and treating them with kindness?

That’s marketing. The best kind there is. 

You don’t like staying in touch with the people who put food on your table? That’s marketing, too.

You don’t like providing information about your practice area and your services with people who tell you they want to know? 

C’mon now. 

Anyway, do yourself a favor and make having fun a priority. “If it’s not fun, I won’t do it” would be a good mantra. 

If you don’t want to write a 500-word newsletter every week, write 150 words whenever you feel like it. 

No rules. Do what you have time to do and want to do, and don’t worry about anything else. 

If it’s not fun, don’t do it. 


To know me is to love me


Know, like, trust. Key components for building relationships. A well-known process for creating clients out of strangers, based on the premise that “all things being equal, clients tend to hire the attorney they know, like, and trust”. 

So, job one is getting people to know you. Because they can’t like or trust you before that. 

But that’s not entirely true.

While they can’t “know, like, and trust” you before they meet you, to some extent, they can know, like, and trust you by reputation. 

Which is why you want to get your name and story in front of them, as often as possible.

When prospective clients are familiar with your name and reputation, it invokes the “mere-exposure effect,” a psychological phenomenon (cognitive bias) characterized by people preferring things (people, objects, concepts) with which they are familiar.

And that, bucko, is why I repeatedly tell you to make lists and stay in touch with the people on those lists.

The more often they hear from you, the more familiar you become, and the more likely it is that they will prefer you.

It’s better if you write about things that are important to them, or things they find interesting or helpful. But not nearly as important as continually getting something into their inbox. 

So don’t worry about your “open rate”.

When they see your name each week, they are continually reminded that you still exist and are still available to help them (or people they know). And that happens even if they don’t open and read your message. 

Because of this, if and when they need your help, they will find your email, get your contact information, and contact you. 

I love it when a plan comes together, don’t you?

Email is the simplest way to stay in touch with your lists


The simplest way to get more (of anything)


You want new clients. Repeat business. Referrals.

You want more people making an appointment, booking you as the speaker at their event, posting a review, signing up for your list, or liking and sharing your post.

Bottom line, you want more people to do something.

The simplest way to accomplish that? Ask them again.

Because they forget. Or aren’t yet convinced. Or need to give themselves permission to spend the money.

If you don’t ask again, if your messages (email, calls, conversations) are “one and done“ you are missing out on as much as 50% of the sales or “yesses” to whatever it is you’re asking.

Maybe more.

I know you know this makes sense. I also know you might not want to do it, or do it as much as you could, because (a) you don’t want to appear needy or greedy, or, (b) annoy anyone.

But think about this:

If you have something valuable to offer, something people need and want and will benefit greatly from getting, you need to do everything you can to help them get it.

If you don’t, how will you feel if something happens to them that might have been prevented or mitigated if you had followed up?

This doesn’t mean you should pound on people to sign-up. Just remind them, respectfully, but repeatedly, and keep doing that until they get it.

And guess what? They want you to do this.

They want you to tell them again. Remind them of the benefits and/or what they’ll lose if they don’t take action.

They appreciate being reminded of an approaching deadline. They appreciate that you respect them enough to stick with them while they figure out how and when they can sign up.

Sometimes, they need to hear from you again before they’re convinced of the seriousness or urgency of your request or offer.

Assume they didn’t get your previous message or got busy with other things. Assume they need to hear more reasons, more examples, or what more people say about your services.

Because they do. If they didn’t, they (might have) signed up the first time they heard from you.

Follow-up is essential to building your practice. And you need to do it.

The only thing you have to figure out is how often.

But you don’t have to figure that out in advance. All you need to do is figure out the next follow-up, and put that on your calendar.

The easiest way to follow-up is with email


Simply the best


You are the best in your field. The most talented, the most successful, the most dedicated to your clients. 

That’s why your clients hire you; that’s why prospective clients should do the same. 

Unfortunately, you can’t go around saying you’re the best. Even if it’s true. 

You want others to say this about you. Which is why you should do everything you can to obtain testimonials, positive reviews, and praiseworthy survey responses from your clients, and endorsements from prominent people (especially other lawyers).

It’s also why you should get yourself invited to be interviewed by centers of influence in your niche and be seen in their company. 

If you say you’re the best, people will doubt you. Maybe laugh at you. If your clients and others say you’re the best, it must be true. 

Not only does third party praise help you bring in more business, these kinds of comments give your clients a warm and fuzzy feeling knowing that they made a wise decision to hire you.

It also means you’ll attract higher-paying clients and a lot more referrals, because you’re not just competent, you’re the best. 

Don’t be shy about asking your clients for reviews and testimonials. If they’re happy campers, they should be happy to provide them. But you have to ask because they may not know how important this is to you.

And, while you’re collecting these, you can create the same effect by liberally adding client success stories to your articles, posts, presentations, and other content. That’s where you describe a client’s case or situation before they came to you and how you rescued them and made everything better. 

Set up a file to collect emails and quotes from people who say something nice about you. Thank them, tell them how much it means to you, and ask, “May I quote you?”

Happy clients are the foundation of a successful practice


Activating client referrals


If you treat them right, many of your clients will tell others about their great experiences with you. They’ll also give you referrals, post positive reviews, send traffic to your website, promote your events, and otherwise help your practice grow.

But not everyone will do that.

Some clients don’t know you want this kind of help. (True). Some don’t want to “share” you with others. (Also true). Some are willing to help, but don’t know what to say or do.

And some won’t do anything, even if they love you to pieces. Just the way it is.

So that’s it? You take what you get? Do good work and hope for the best?


While organic word-of-mouth is best, there are things you can do to get more clients to talk about you and (directly or indirectly), send you more business.

First on that list is to educate clients, prospects, and professional contacts about you.

They know some things; make sure they know more.

Inform them about all of your practice areas, services, and offers. Your clients might not need something, but talk to someone who does.

Tell them why your clients get better or quicker outcomes from you, or other features and benefits not available from other lawyers.

Share your success stories, testimonials, and reviews, showing how you’ve helped others, why they chose you, why they would hire you again, and why they recommend you to others.

Tell them about endorsements you’ve received from other lawyers and judges, business leaders and respected individuals in your niche or local market. Tell them about your awards, the books you’ve written, and your speaking and writing credits.

Second, when someone does something nice for you, e.g., referral, review, etc., go out of your way to acknowledge them (publicly, if appropriate), and genuinely express your gratitude.

That doesn’t mean a form letter.

Send a hand-written thank you note. Say something nice about the friend or client they referred. Take them out to lunch or send them a small gift—a book is a good choice.

Show how much you appreciate what they’ve done and they’ll be more likely to do it again.

Third, make it easier for them to spread the word. Equip them with language they can use to describe what you do and for whom you do it. Give them handouts, links to your best blog posts or articles, forms and checklists they can share.

Fourth, do all the above more than once. Because people forget and because over time, they make new contacts who haven’t yet heard about you.

Finally, do what you can to make it more likely that prospective clients and referral sources hear your name from others, so that when your client mentions your name to them, they’ll recognize that name.

The simplest way to do this? Niche marketing. Go deep into business or industry groups, for example (even if you don’t handle business matters), because word-of-mouth is strong in niche markets.

For more about how to stimulate word-of-mouth, get this


3 ways clients can help you


Would you like an expert to help you build a bigger and better practice? Someone who knows, likes, and trusts you, wants to help you, and is willing to do that without being paid?

Yep, we’re talking about your clients who are experts at being your client. Here are three ways they can help you.

Find out what’s working

You can talk to your clients, in a post-case interview, for example, and that might be a good idea, but sending surveys is easier and can be responded to anonymously, which will probably generate more candid feedback.

Either way, you can ask

  • What they liked about the work you did for them (outcomes, how they were treated, fees, keeping them informed, seeing them “on time”)
  • What needs improving?
  • Would they recommend you to others? What would they say?
  • Where did they hear about you (friend, another professional, saw your article or ad?)
  • Did they read any reviews? Where? What did they like best?
  • What keywords did they use in their online search?
  • Before hiring you, did they read any of your blog articles? Sign up for your newsletter? Attend your seminar?
  • Why did they choose you instead of other attorneys?
  • Do they know about your other services?
  • And a lot more

Improve your marketing

Clients can also help you improve your marketing and advertising. Show them two ads or headlines or images, for example, and ask which one they prefer. Give them a variety of topics (for your blog or newsletter or presentation) and have them choose the ones that interest them.

Ask which format(s) they prefer for consuming your content, if they like long articles or short, and how often they would like to receive it.

Ask them to tell you about their industry or market, about their work, the publications they read, leaders they follow, and organizations they belong to.

Lead gen

Ask your clients to share your content, tell others about your upcoming events, hand out your handouts, or invite friends to schedule a free consultation.

Ask them to provide a testimonial and a review.

Ask for referrals and introductions.

Will your clients help you? Not only are most (satisfied) clients willing to do that, they are flattered that you asked.

So, ask.

Marketing is simple when you know The Formula




Building a business or law practice, especially from scratch, is best done quickly.

If you want to build yours, run, don’t walk. Sprint, don’t jog.

Here’s why:

  • Building fast gives you less time to think and more time to do. Once you have some sound marketing strategies in place, spend most of your time executing those strategies, not refining your plans or making new ones.
  • Building quickly means you’ll talk to more people, create more content, get more subscribers, do more presentations, and so on. You’ll have more opportunities to find things that work and get better at doing them.
  • Building quickly allows you to compress time, that is, to do in minutes what might otherwise take hours, by finding ways to do things faster and by productively using the spaces between activities that are often wasted.
  • Moving quickly forces you to adopt routines and simple daily activities, which are the building blocks for success.
  • Whether you are new or seasoned, the faster you move, the sooner you find bigger cases and/or better clients and referral sources (and employees), which lead to compound growth as first time clients become repeat clients and referrals lead to more referrals.
  • Moving quickly allows you to create personal momentum. You get faster (and better) at what you do, delivering more outcomes to more clients and bringing in more revenue and more success stories, which leads to more of the same.
  • Moving quickly allows you to discover flaws and eliminate them, make mistakes and fix them, and get better at what you do.
  • Fast is exciting, and excitement is contagious. You’ll be perceived in the marketplace as someone who is going places and doing things and attract people who recognize your pace and energy and want to work with you.

Don’t confuse “fast” with “busy”. They aren’t the same thing. Being busy doesn’t necessarily mean being productive.

You can build quickly even if you aren’t particularly busy. But only if when you work, you run.

How to build your practice bigger, faster


Leverage distrust


The punchline: “Their lips are moving.” You know the joke.

But humor is rooted in truth, or at least beliefs about what is true and, right or wrong, many people believe lawyers can’t be trusted.

At the very leasts, they’re skeptical. They don’t understand what we do, we’re expensive, and they have a lot to lose.

This is an opportunity for you because you can leverage that distrust in your marketing.

Bring up the subject. Talk about why people often don’t trust lawyers. And what they can do to protect themselves.

In your next article or ad or presentation, you might use something like this as your headline or opening:

Is your lawyer lying to you? Here’s how to tell.

No, don’t use the punchline from the joke. Okay, use it if you can’t help yourself. But then teach your audience what to look for, questions to ask, and other information they can use to protect themselves from being taken advantage of.

Talk about the Rules of Professional Conduct. Malpractice insurance. Your state bar’s fund to reimburse aggrieved clients.

Talk about fees and billing—what to expect and what to do if something doesn’t add up.

Talk about your personal commitment to openness and fairness. You might share your firm’s pledge or your “Clients’ Bill of Rights”.

Explain the steps you take to in your practice to keep your clients informed about everything, and what your clients can do if they have questions.

Explain that while you handle the day-to-day management of their case, they make the big decisions, why this is so, and why this is better for them.

And provide a fair amount of social proof attesting to your trustworthiness: testimonials, endorsements, and success stories that speak to the subject.

They still might not trust lawyers in general, but they might feel better about you.

But. . . don’t overdo it.

Because if you talk about the subject incessantly, some people will think you have something to hide.

On this subject, a little bit can go a long way.

Because most lawyers don’t talk about it at all.

How to create an invoice clients’ trust


Turn your writing into a client magnet


One of your best marketing tools is your writing. Not just what you write about, but how you write it.

Yes, how you write it.

You might provide great information via how-to articles and posts. You might show prospective clients how you can help them solve a problem or achieve a goal. You might tell prospects what you offer, how you work with your clients, and why they should choose you.

And you should.

But other lawyers will say a lot of the things you say. So, unless you write in a way that makes readers feel an emotional attachment to you, you might struggle to close the deal.

There are many strategies for improving the effectiveness of your writing. Ways to make it more inviting, easier to read, and more persuasive. Study these strategies. Practice these techniques. They will help you get more new clients and repeat clients, more referrals, and more subscribers and followers.

But if you want readers to feel there’s something special about you, there’s something else you should do.

It goes beyond technique and better writing. It’s actually a marketing superpower. An elixir that will comple prospective clients to make an appointment, sign up for your list, or otherwise take the next step.

How do you acquire this superpower?


Find out what your market is interested in, what they know, and how they think.

Learn what frustrates them and keeps them up at night. Get conversant with the issues that abound in their industry or market. Be familiar with the words they use to describe their problems and desires.

When you do this, you can show prospects you understand them better than other lawyers who cross their path and talk about the law, but not about them.

Which is why you need to target a niche market and study it and the people in it.

When you write about an issue in that market and reference or quote someone prominent in that market, for example, someone your readers know about (or actually know) and trust, or when you’re able to talk about little details that only someone with a lot of experience in their market would know, your readers will see that you aren’t like other lawyers, you’re one of them.

Choose a niche market and study it. Your knowledge will allow you to write in a way that resonates with prospects on a deep level. You’ll be able to write in a way that makes their Spidey-sense tingle as they realize they’ve found the lawyer they’ve been looking for.

How to choose the right niche market for you