How well do you know your target market? 

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One reason I promote niche marketing is because it allows you to get to know your prospective clients on a deeper level. When you do, you get better results in all aspects of your marketing. 

Higher response rate for your offers, better-pulling ads, more leads and inquires, fewer objections, a higher closing ratio, and more repeat business and referrals. With less time and effort and at lower expense. 

Because you know your market and your market knows you.  

Niche marketing means going “deep” in your niche rather than “wide,” as most attorneys do. When you go deep into a niche, you become more familiar with that market and their problems and interests. 

You know what they read, who they listen to, and what’s on their mind. You’re better able to talk to prospective clients, in your articles and other content about things that matter to them, with specificity other attorneys cannot. 

Your stories and examples resonate with them. They see that you already represent people like them and can see why you are a better choice to represent them than attorneys who represent “anyone with a legal issue they are qualified to handle”. 

You can also get to know the influential people in that market, and through them, meet other people who can hire you or refer you, and will often do so simply because the industry leader has introduced or endorsed you. 

It’s possible to do these things when you market to the bigger market, but far easier in a niche. 

Which leads to the one reason many attorneys don’t target niche markets. 

When you focus on a niche market, the medical community, for example, your stories and articles exclude people who don’t belong to that niche. “I don’t want to limit myself,” they say. 

But just because you target one niche doesn’t mean you can’t also target others.  

Yes, it’s more complicated. You’ll probably need more than one website, different content, separate marketing funnels, and so on, to accommodate different niches. But it’s worth it in view of the other benefits, especially if by targeting a niche you’re able to dominate it, which is another benefit of going deep rather than wide. 

Start with one niche. Something you know well and where you already have clients and referral sources. If you want a second niche, you can do that later. 

But you may not need to. You may find that you can make an entire career of targeting a single niche, something I’ve done for more than 30 years.

How to choose the best niche(s) for you

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Are you a better writer or speaker? 

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That’s one question you need to answer if you want to use content to market your practice, but just one. You also need to consider how long you take to produce a piece of content and how often you plan to publish. 

Creating videos and podcasts usually requires more time than writing a newsletter article or blog post. They also require a different set of skills. But you might have those skills and experience and be able to push out a new episode or video quickly.

Or outsource those skills and functions (research, editing, formatting) so you can focus on what you do best.

Also consider your market. Short videos work well in some markets; long articles and reports work better in others. 

How do you choose what to do? It’s different for all of us. Maybe “none of the above” is right for you. 

But don’t reject anything (or choose anything) too quickly. Try different things and give them a bit of time. Something that doesn’t work for you today may be massively successful for you tomorrow. 

But don’t decide solely based on results.

The best thing to do is to choose the method you like best. Because if there’s something you like, you’ll probably stick with it. If you stick with it and turn out a piece of content every week, you’ll bring in more business.

And that’s the point, isn’t it? 

You don’t need to do everything or be great at everything you do. You just need to do something and keep doing it.

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Lucy, you’ve got some ‘splainin to do!

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Apparently, Ricky Ricardo never actually said that. And there’s a lot of discussion online about why everyone thinks he did. But while Lucy may not have been called to explain, you are. Lawyers are asked to explain things all the time. 

What does this mean? How does this work? What happens if I do (or don’t)? 

And you prepare answers to these frequently asked questions on your website. They help clients and prospects understand things. And help you save time not having to answer these questions. 

They also help differentiate yourself from other lawyers who post few (or no) FAQs. You look more experienced and knowledgeable and open, and clients like that. 

If you don’t have a robust FAQ page on your site, I suggest you add one post haste. But don’t just answer questions about your office hours and practice areas. Answer questions about the law. 

Explain cases and code sections, procedures and timeliness. Explain what happens when you investigate or research. Explain risks and contingencies, options and opportunities. 

Start with a list of what clients and prospects ask you. Add things you typically find yourself explaining.

In some industries, these are called “explainer docs”. Some professionals and businesses post “explainer videos”. Whatever you call them, they give you a chance to demonstrate (some) of your knowledge and experience and how you help your clients. 

If you have a newsletter or blog, you can bundle up some of the “best of” your content and use these, at least to start.

They can help you sign up more new clients and sell more of your “other” services to your existing and former clients. They are also a tool for generating more referrals as they are shared online or via handouts. 

As you create these, give copies (or links) to your new clients. Hand them out when you do in-person presentations. Keep a supply in the briefcase you bring with you to networking or speaking events. 

And let them ‘splain what you do and how you help people. 

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Push-Me-Pull-You

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It’s a marketing thing, silly, not a two-headed talking llama (pushmi-pullyu) from the1960’s Dr. Dolittle movie. 

Ah, now you remember. You know what that means, don’t you? 

It means you’re old.

Yes, but what does this have to do with marketing? 

It’s a reminder that there are two types of marketing: “Push” and “Pull”. 

With push marketing, you push your message at prospective clients, whether they ask for it or not.

”Hire me,” “Call me,” “Buy my book,” “Here’s a list of my practice areas and my headshot—don’t I look successful?”

“Pull” marketing does the opposite. 

You draw people to you, usually by giving away information or something else the prospect needs or wants. They find your name and offer through search or on social or a referral. Or through an ad.

Yes, most people know you want to sell your services, but because the information is free, there is less resistance and you can get a lot of takers. 

Which one is better? They both work. The question is, which works better for you? 

Are you trying to attract people who know they need an attorney and are trying to find the right one? Are you building a list so you can market to prospective clients over time? Are you focusing on building name recognition in your target market to support your other marketing efforts? 

Or all three? 

Push marketing can get your name and offer in front of more people, especially if you’re using paid ads. But that doesn’t mean you’ll get more clients. 

Pull marketing can generate a high response because you’re giving away something, but many of those responses only want the freebie and aren’t able or willing to hire you. On the other hand, if your information is valuable and not just more of the “hire me” variety, you could see a lot of new clients because your information proves you know what you’re doing. 

You won’t know what’s best for you without testing different options. 

If you’re starting out or have a limited ad budget, build a list. You’ll be able to stay in touch with prospective clients, show them what you do and how you can help them, and build a relationship with them that could develop into a lot of long-term clients.

If you are in a highly competitive market, with prospects who need help sooner rather than later, advertising might be your best bet if you have the funds to do enough of it.   

Ideally, you’ll be able to do both. Use push marketing to get in front of clients who need help today and pull marketing to build a list for tomorrow.

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You can’t sell your services without answering three 3 questions

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Prospective clients (and the people who refer them) won’t hire (or recommend) you unless you answer some fundamental questions about yourself and what you offer. 

(1) Why should I give you any of my time?  

I’m busy, I have problems and a life or business. Why should I download your report, watch your video, visit your website, or sign up for your webinar? Why should I listen to you or talk to you?

What will I learn? How will I be better off?

(2) Why should I hire you (now)? 

What can an attorney do for me I can’t do myself? 

What problems do you solve? What risks will you help me reduce? Why should I hire you now instead of waiting?

Will you save me money? Time? What other benefits will you help me get?

There are lots of attorneys who would like my business—why should I choose you? What do you do other attorneys don’t do? What do you do better or faster? 

(3) Why should I trust you?

I don’t know you. I’ve been burned by attorneys in the past. Can you prove what you’re telling me? 

What are your capabilities and experience? What resources do you have? What is your track record?

Do you have testimonials, reviews, endorsements, or awards attesting to your abilities and “service”? 

When you address these questions in advance, you clarify need, increase trust, reduce objections, and get more prospective clients to hire you or take the next step.

Think of these questions as the agenda for all of your marketing and you won’t go wrong.

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Marketing doesn’t get any simpler  

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“I have an attorney friend who helps people [do something]” That’s how your email begins. 

Along with that email, you send your clients or subscribers a copy of or link to that attorney’s report or form or article. Or a replay of their seminar, video, or podcast—something that shows them how to [do something], get something, improve something, or understand something.

Your subscribers or followers get some intellectual goodness. Your attorney friend gets some exposure. And you get the rest of the day off. 

It’s a triple win.

Okay, objections. Let’s hear them….

Still waiting… 

Bueller?  

Yeah, I thought so. Not so tough, are you?

Okay, maybe you don’t have an attorney friend who has something you’re comfortable sharing with your precious list. Well, get one. Someone who knows what they’re doing and can write something useful. Read it before you send it and make sure it’s good. 

That’s all there is to it. Enjoy your day off. 

Wait, I forget to tell you. Choose a friend who is willing to send their clients or subscribers a copy of YOUR report (et al.).

Okay, now you’re smiling. About time. 

Anyway, that’s your homework. Not too bad, right? Pretty nifty, actually. 

Did you just nod your head and say yes? (Really? Out loud?)

Great. Your next assignment will be to choose another attorney friend. Or an accountant. Or broker. Someone who knows people you want to know.  

Wash, rinse, repeat. 

You’ll thank me later.

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The fortune is in the follow-up

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In marketing, many lawyers prioritize getting new leads and attracting new prospects when they should prioritize following-up with the ones they already have.

Anyone who expressed interest is far more valuable to you than someone you’ve never spoken to, doesn’t recognize your name, and may or may not have any interest in hearing how you can help them.

And since you’ve already invested your time or money to acquire those leads or attract those inquires, why wouldn’t you follow up?  

Some attorneys never follow-up. They meet someone, give them their card, and leave it up to the would-be client to take the next step. Or someone visits their website and downloads their report or asks a question and once they deliver the report or answer the question, that’s it. No additional follow-up.  

They justify this by saying, “If they want to know more, they know where to find me.”

This may be true, but it is beside the point. They showed interest but may not be ready to take the next step or ask for more information. If you don’t follow up with them, by the time they are ready to hire you or talk to you, they may not recall your name or know where to find you.

Or they hire another lawyer who did follow-up.

How long should you follow up? Days? Weeks? Months? Years?

Forever. Until they “buy or die”. 

Actually, don’t stop after they buy. They might buy again. Or need an update. Or tell someone about you. Or provide a review or testimonial. Or share your content. Or ask a question that gives you a great idea for your newsletter.

Don’t stop when they die, either. Their surviving spouse or children or partner may need your services, or know someone who does. 

So never stop. Once someone is on your list, don’t stop emailing or remove them unless they tell you to. 

“But I don’t want to annoy them?” 

Annoy them. You might email them precisely when they need you and be very glad you did.

It’s better to contact someone too often than not often enough. They can delete or ignore your emails, click the link to remove themselves from your list, or tell you to do it for them. 

How often should you contact them? At the beginning, just after you’ve met them or spoken to them or they signed up for your report, more often. They are more likely to hire you or take the next step with they are “fresh”.

Make your initial follow-ups more personal and do them more often. Strike while the iron is hot. 

After a suitable period, stay in touch with them more generally and (perhaps) less often, via a newsletter. You might choose to supplement that with something more personal: a card, a call, a reminder of something they told you or asked you about, but you don’t have to. You can let your newsletter do the heavy lifting, and it will.

How to use an email newsletter to follow-up with prospects and clients

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How much is that doggy in the window?

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You know, the one with the waggly tail? 

How much does he cost? And how much is he worth? 

He’s more than a bag of bones and fur, you know. He’s warm and cuddly and will make you smile and laugh and love you to pieces. 

He’s worth far more than he costs. 

Just like the value of your services. 

Clients aren’t just buying the results you deliver. That’s a big part of it, but they’re also buying other benefits like the way you treat them and take care of them and make them feel safe. 

They’re buying a bundle of benefits and they are part of the value you deliver.  

Value includes everything you do to make your client’s life happier, easier, safer, or more profitable. At a price they’re willing to pay. 

How much is all that you do worth to them? I don’t know, but your clients will tell you. They’ll tell you by the way they say thank you, the ease with which they pay, their repeat business and referrals, their positive reviews, and how they sound when they hear your voice on the phone. 

I don’t know if you have a waggly tail, but you’re worth more than a bag of bones and fur. 

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How to get your big, fat foot in a lot of doors

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A “legal audit” is a simple but effective way to get more prospects and new clients, and more legal work from your existing (and former) clients. All you do is create a series of questions that help identify actual or potential legal issues or opportunities and distribute it.

You can do the audit in person, but I suggest doing it by email, via a questionnaire.

You ask, they answer, and you review their responses. When you spot an issue or opportunity, you tell them their risks and options and invite them to talk to you about the specifics of their situation. The audit costs them nothing and might save them a lot of expense or headache, or open doors they might not realize are closed.

This may sound like a “free consultation” but you’re not going to spend a lot of time with them, nor will you share a lot of your expertise. Think of this more like a pre-consultation, to see if they need your help or advice.

Your audit will provide you with people who  

  • Hire you immediately, or
  • Sign up for a paid consultation (if you do these), or 
  • Learn what you do and how you can help them and hire you in the future.  

If you’re concerned about missing issues because you aren’t speaking with them, reduce the scope of the survey. Remember, this is just a pre-consultation.

You can do this with existing and former clients and your prospects. You can offer it as a service to people who work with, advise, or write for businesses and individuals and want to provide their clients or customers with added value (i.e., your survey). 

You can use it as an “excuse” to re-connect with leads or prospects you haven’t spoken to in a while. Rattle their cage, see if they want to speak with you. And you can advertise your survey or promote it on social. 

If you want to “go big,” team up with other lawyers in other practice areas and have each supply you with survey questions related to their field. Or, if you want to advertise, join forces and share the ad costs.

Can you see how this could generate a lot of new business for you?  

Try it with a small number of clients or prospects with a handful of basic questions. If you get some results, adjust and expand to taste. 

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Better than other lawyers? Could you be more specific?

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You want prospective clients and the people who can refer them to see you as the better choice. But saying you’re better, or your services are better, or your “service” is better, isn’t convincing. You need to tell them why. 

How are you better? What do you do other lawyers don’t do and why is that a benefit to your clients? 

You need some “better” adjectives. 

Here are a few to consider and the meaning behind them:

  • Faster (You get the work done more quickly; your clients can enjoy the benefits and peace of mind sooner)
  • Efficient (Modern methods, tech, allow you to deliver high-quality work product at lower expense)
  • Reliable (You don’t cut corners and put your clients at risk; highest standards, ethics, proven methods) 
  • Transparent (You explain everything and show your clients everything you’re doing, when and why, and invite them to ask you anything) 
  • Reasonable (Fairness: fees, costs, procedures)
  • Comprehensive (Your documents and processes are thorough and cover everything your clients need and want)
  • Simpler (Your documents, processes, fees, billing, are easier for your clients to understand; fewer questions, confusion)
  • Newer (New services, methods, content, partners, employees, offices, computers, and how your clients benefit. Careful, though; “new” implies risk, so make sure you address this.)
  • Guaranteed (No fee unless recovery, no fee unless satisfied; yep, money-back guarantee. If that makes you nervous, put a limit on it, e.g., first 30 days or “up to X dollars”) 

They all mean “better” but tell clients why you are better. Make sure you prove everything, however, by providing examples, specific numbers, and by answering FAQs and objections in advance. 

Stress-free legal billing and collection policies

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