Marketing legal services Archives - Page 3 of 125

Push-Me-Pull-You

December 13, 2023 by David M. Ward

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.

Filed Under: Advertising, Marketing legal services

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

December 11, 2023 by David M. Ward

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.

Filed Under: Copywriting, Marketing legal services, Salesmanship

Marketing doesn’t get any simpler

December 8, 2023 by David M. Ward

“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.

Filed Under: Marketing legal services

The fortune is in the follow-up

December 5, 2023 by David M. Ward

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

Filed Under: Email, Marketing legal services

How much is that doggy in the window?

December 4, 2023 by David M. Ward

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.

Filed Under: Client relations, Marketing legal services

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

November 30, 2023 by David M. Ward

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.

Filed Under: Marketing legal services

Better than other lawyers? Could you be more specific?

November 20, 2023 by David M. Ward

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

Filed Under: Communication, Content creation, Marketing legal services

Hope and opportunity

November 17, 2023 by David M. Ward

That’s really what you sell. Your legal services are merely a means to an end.

Clients want their problems to be fixed. They want to recover their losses and be protected against future harm. They want their pain to stop and the pleasure they seek to start.

And they want to know they have you by their side, fighting for them, defending them, advising them, and helping them achieve their goals.

Hope and opportunity. That’s why they hire you. And your presentations, articles, and conversations should feature these.

Clients aren’t especially interested in how you do what you do. They want to know that you can and will help them feel better and sleep better and be more prosperous. Clients choose you because of how you make them feel. They stay with you and tell others about you because of how you continue to make them feel.

In your marketing, talk mostly about the big picture, the benefits, and not so much about how you do what you do.

Other lawyers may point to their impressive track record, but clients will choose you because you did something those other lawyers didn’t do.

You made them feel good about themselves and their future.

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

Adapt or die

November 16, 2023 by David M. Ward

In marketing, nothing works forever. At least you shouldn’t count on it.

Laws change, rules change, trends and interests change, and you need to be prepared to respond when they do.

If your advertising used to work like gangbusters but it’s a different story today, your ad copy, keywords, or offers might be the culprit and need an update. If you do seminars and response is down (attendees, percentage of client conversions), it might be because of an increase in competition, or the economy has thrown a monkey wrench into your marketing machine.

Or it might be something else

No matter what the reason, you need to adapt. That might mean:

Reducing your overall ad budget or eliminating marginal campaigns
Increasing your ad budget but changing your copy or offers
Starting a new practice area or eliminating one that’s draining your resources
Changing the markets and clients you target
Reducing overhead and riding out the storm
Spending more time on X and less time on Y
Hiring different staff or advisors
Changing your fee structure and billing practices
Adopting marketing strategies you’ve never used before or resurrecting strategies you no longer use
Focusing more on evergreen strategies, e.g., referrals, and less on the flavor of the day
Improving marketing and sales training for you and your staff

But you need to do something.

But don’t wait for response to drop or your profits to languish. Be nimble and get ahead of things at the first sign of things going in the wrong direction.

Because you’re in a business and what worked yesterday might not work tomorrow.

Filed Under: Law office management, Marketing legal services

Why you shouldn’t focus on getting new clients

November 15, 2023 by David M. Ward

You want more clients, of course, but the best way to get them isn’t to focus on new clients but to focus on your existing clients, professional contacts, friends and subscribers.

Sure, you can get new clients through advertising and speaking and networking and writing, and I’m not saying you should give that up if it’s working for you. Or you’re new and don’t yet have a lot of clients or contacts or much of a list.

I’m saying it’s easier to get more of what you already have, your existing or “warm” market, than to do everything from scratch, which is what you do when you focus on strangers in the cold market.

In your warm market, you have leverage. In the cold market, you don’t.

It’s easier to get an existing or former client to “buy” more of your services. It’s easier to get referrals from clients and business contacts who already know, like, and trust you. It’s easier to get better clients and bigger cases when you have a good reputation in your existing niche.

Focus on your warm market.

Learn all you can about their businesses, their industries, and their local market. Strengthen your relationships with the people in those niches and their advisors. Stay in touch with them and help them in ways that go beyond your core services.

When you do, not only will you get more clients from your warm market, you’ll also get them from the cold market.

How? Your reputation. Word of mouth (as opposed to actual referrals, but you’ll get these, too).

People will hear about you and ask you to speak at their event or ask to interview you for their podcast or blog. People will hear your name a second or third time and decide to talk to you about their legal issue.

You want more clients and you’ll get them by focusing on people who know your name and what you do.

Just the way it works.

Filed Under: Image, Marketing legal services