A simple way to stand out in a crowded field

November 29, 2018 by
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Look at the typical law firm website.

Boring, isn’t it?

The message is bland. Lacking in personality and energy. Devoid of passion.

It fails to get anyone excited about the solutions offered. Hell, it probably doesn’t even mention solutions (benefits), it probably does what most lawyers’ websites do–provide a list of practice areas and a few bon mots about the attorney.

It’s ineffective. It looks like every other firm’s website. And it is very easy to ignore.

Don’t let this happen to you.

Clients often decide to hire an attorney based on how they feel about them and they make up their minds in the first 60 seconds.

If you want to stand out and get people excited about working with you, you can start by adding a little pizzazz to your website.

Don’t go overboard. Keep it professional. Dignified. Manicured and tailored. But pump some blood into its veins and add some color to its cheeks.

  • Show people the positive side of what you do. Show them how your clients like working with you and are thrilled with the work you do for them.
  • Show them your personal side–your background, your side interests, family, and what you do for fun.
  • Show them the passion you bring to helping your clients–why you do what you do.
  • Show them how your partners and staff love what they do, that your firm is a great place to work.
  • Show them that while you might deal with serious subjects and painful problems, your practice is imbued with a positive spirit, and a productive and happy atmosphere.

Show prospective clients not just how you can help them but that you are passionate about helping them.

Make people feel good about you. Put a little life into your website (and other marketing collateral) and you should see more clients signing up.

You should also feel more excited about coming to work.

How to make your website work for you

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Filed Under: Marketing legal services Tagged With: ,

What are your three things?

November 16, 2018 by
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“Perhaps the most important personal productivity tool ever discovered is what we call the “Law of Three.” This law says that 90% of all of your results and eventually, your income, come from only three of your daily activities.”

So says Brian Tracy in a post on his blog.

In 80/20 parlance, those three activities are your “vital few”–20% activities that deliver 80% of your results.

And they’re different for everyone.

Tracy used sales managers as an example. He says their three things are recruiting, training and managing.

So, what are your three things?

Of all the things you do in your practice, what three activities create the most value?

Focus on those three things. Do more of them, get better at them, and you should be able to increase your income at an accelerated rate.

You may also find that you can let go of a lot of things that aren’t your top three. This will give you more time (and energy) for your top three activities, allowing you to compound your results.

But don’t stop there.

Once you’ve done this exercise and found your three activities, do the same exercise for each of those three.

If one of your 20% activities is litigation, for example, identify the top three activities that make you better or more successful at it.

If one of your top three activities is marketing (and if it’s not, what’s up wit dat?), make a list of all of the marketing activities you do and from that list, choose your top three.

Which marketing activity brings in the most clients? Which produces your best clients? Which activity do you do best and want to do more?

Focus your marketing on those three things and consider letting go of or doing less of everything else.

You’ll thank me later.

One of my top three: client referrals

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Filed Under: Law office management, Marketing legal services, Productivity Tagged With: ,

What’s wrong with this email?

November 7, 2018 by
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I got an email from someone who calls himself a “wealth manager and financial advisor”. Apparently, we’re connected on LinkedIn because his email begins, “Hi David. We’re connected on LinkedIn. . .”

He said, “I wanted to reach out to you personally and share important information on some of the recent Tax Changes for 2018 for Business Owners. Please enjoy this short video and give us a call if we can better assist you with your Financial and Estate Planning questions.”

What’s wrong with his approach? His email?

Is it that he oddly capitalized “Tax Changes for Business Owners” and “Financial and Estate Planning”?

Is he trying to impress me by making what he does look more important?

Ooh, he doesn’t just handle estate planning, he handles Estate Planning. He must be good.

Is it that he begins by saying, “I wanted to reach out to you personally. . .” and then says, “give US a call if WE can better assist you”?

We? What happened to “I”? Is he a member of the Royal Family?

Okay, these aren’t deal killers. But they aren’t unimportant. Little things make a difference, especially when you’re writing to a professional nit-picker.

I like that he’s offering information that might be valuable to me. (I didn’t watch the video, so I don’t know.) I liked that he didn’t tell me all about himself and his practice. He provided a link to his website under his signature so I could learn more about him and his practice.

I also liked that he mentioned our being connected on LinkedIn so I would know where he got my name and wouldn’t think he was spamming professionals and business owners he finds on the Internet.

But that’s exactly what his email makes it look like he’s doing.

If he had read my profile, he would know I’m an attorney or a professional, not a business owner. Wait, Business Owner. Okay, I’m also a business owner, but he didn’t do anything to personalize his message so it looks like junk mail.

He didn’t mention anything we have in common. He didn’t say anything about my business or website. He didn’t say anything about one of my posts he liked.

Had he done any of those things, I might have watched his video or visited his website. Who knows where that might lead.

But he didn’t. So I deleted his email and will never find out if he’s someone worth talking to about financial planning or how we might work together.

A cautionary tale.

Cold emails (and calls) are a viable way to build a professional practice. Even when you send them to people who aren’t social media connections.

But if you make no effort to personalize your email or connect with the recipient, you’re just wasting electrons.

How to use email to build your practice

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Filed Under: Email, Marketing legal services, Social media

Could you write an email like this?

October 31, 2018 by
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I just got off the phone with a young married couple who is having their first child. Josh works in tech sales. Karen does bookkeeping for a company that owns several restaurants. They were referred to me by a financial planner I know from my networking group.

They wanted to get their wills done and see if they could benefit from estate planning strategies they’d heard about from some friends.

We scheduled an appointment and I sent them to a page on my website to fill out a simple questionnaire. I also sent them information about some of the options we would discuss.

If you have questions about your estate planning options, go to [this page]. And, if you would like to talk to me about your situation or make an appointment, give me a call at [number].

— — —
No matter what your practice area, tell your newsletter readers about one of your new clients. Or tell them about an interesting case you have had in the past.

Let them see that people like them, with issues like theirs, are hiring you to help them. It reminds them about what you do and how you can help them.

Let them know that those clients were referred to you, by a client or a fellow professional. It shows them that other people trust you and look to you to help their friends and clients.

Let them know they can get information about their legal issue and your services on your website. And let them know they can call you to talk or to make an appointment.

You can add more if you want to.

You could tell them a few details about the issues in the case and what you did about them. You could add a question or two the client asked you and your answers. You could quote the client at the end of the case, expressing relief or praising you.

Let people hear what you do and how you can help them and more people will hire you. It doesn’t get any simpler than that.

How to start an email newsletter

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Filed Under: Email, Marketing legal services, Newsletters

Too much or not enough?

October 26, 2018 by
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Most lawyers present prospective clients with a single option: hire me to do “x” [or don’t].

The problem is, if they don’t want “X” or think it’s too expensive, they have nowhere to go but out the door. If you give them two or three options instead of one, you increase the odds of getting hired.

Right?

Maybe. If you’re not careful, giving them too many options, or the wrong options, can lead to the same result.

Too many options can lead to confusion and indecision. They need to think about it (but don’t). They need to discuss it with someone (who is equally indecisive).

So they do nothing. Or find a lawyer who offers something simpler.

I’m not saying you should stick with one option. Sometimes, that’s the right choice. Sometimes, it’s not.

How do you decide?

There are many factors to consider: the legal issue, deadlines, the stakes, the client’s experience, their budget, how many other attorneys they’ve talked to (or hired before), and more.

It also depends on the quality of your marketing documents and salesmanship.

Most lawyers take the “safe” route. They look at what other lawyers do and copy them. If they all offer one option, they do too.

Some lawyers look at what other lawyers are doing and do the opposite. The masses are almost always wrong, they believe, and even if they’re right, being different is the essence of differentiation.

The smartest bears in the woods admit they don’t know and try different approaches. They offer different groups of prospective clients different options or they offer all clients one option for six months and a different set of options for six months and see what works better.

They might have different packages or price points for clients with different budgets, for new clients (to get them in the door) and returning clients, and for clients in different markets. They also have something to offer to prospective clients who balk at the first option.

They track their numbers and that’s how they know.

What’s that? You want a simpler answer? “Just tell me what to do!”

I just did.

This will help 

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Filed Under: Law office management, Marketing legal services

You will always have competition and that’s good

October 25, 2018 by
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Are you concerned that there too many attorneys in your market? Don’t be. As long as there is demand for the legal work you perform, it doesn’t matter how many other attorneys there are competing for it.

The reason? Clients buy you before they buy your services, and you are unique. Build relationships with prospective clients and referral sources and you will effectively have no competition.

But hold on. Having competition is good.

It’s good because the existence of competition proves the existence of demand. If the work wasn’t there, the other attorneys would find something else to do.

Having competition is also good because it forces you to find ways to differentiate yourself. When you do, marketing is easier and more effective because you are able to show your market an advantage to choosing you.

Your competitors can also provide a fertile source of ideas. Follow them on social, subscribe to their newsletters, study their ads and blog posts, and discover what they’re doing that you can do better or differently, or discover market segments they have overlooked.

Meet your competition and get to know them. Find out what they need and how you can help them. They can become a source of referrals (conflicts, clients that are too big or too small, etc.) for both of you. And, if you find yourself on the opposite sides of a case, your relationship might help you reach a better resolution.

Don’t worry about the competition. Embrace it.

How to get referrals from your competition

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Filed Under: Marketing legal services, Referrals

Stop kidding yourself

October 23, 2018 by
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I can’t tell you how many attorneys, having heard something I said or wrote, tell me, “I didn’t go to law school to become a salesperson,” or “I’m not good at sales.”

No, you’re not a salesperson. But you do sell your services. And, if you have any clients and get any referrals, you’re pretty good at it.

You speak to a prospective client and convince them (or allow them to convince themselves) to hire you. You speak on stage and convince people to make an appointment. You meet with a fellow professional, show them how you can help his or her clients, and eventually, persuade them (or allow them to persuade themselves) to send you referrals.

A while back, a subscriber (thanks, Tom) sent me this quote: “Pick your butt out of your chair thinking that a forty hour week is going to do it. Yep, forty at the machine, but forty more out in the field hustling and bending elbows with prospects and satisfied customers egging them on to give you referrals.”

The author was Frank Lloyd Wright.

Architects need to sell their services and so do attorneys.

How to get your clients to send you more referrals

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Filed Under: Marketing legal services

Interviews for the win

October 17, 2018 by
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People like to read about people. One of the simplest and most effective ways to market your practice is to interview people in your niche market.

Interview another professional. Interview a business owner or executive, a blogger or YouTuber. Interview one of your business clients. Interview anyone with an interesting story, information or advice pertinent to your niche market.

  • You’ll get content your target market wants to read (and your interviewees provide most of it)
  • You’ll get traffic to your blog, shares of your emails, social media posts or videos
  • You’ll get more subscribers and followers, prospects, and clients, and build your reputation as a leader in your market
  • You’ll have the perfect excuse to reach out to and meet influential people in your niche market
  • And you’ll get some of the people you interview asking to interview you, providing you with additional exposure

Interviews are easy. Ask 5 to ten questions, record and transcribe the interview, and turn it into a blog post or newsletter article. You can even turn an interview into a book. Here’s a book I published based on an interview of another attorney: How to Build a Successful Appellate Practice

Here’s a book I published based on an interview of me: How to Build a Successful Law Practice with Referrals

And here’s my book about how to turn interviews into books: The Easy Way to Write a Book

Interviews are easy. And pay the bills.

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Filed Under: Marketing legal services

What ‘working smarter’ looks like

October 8, 2018 by
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There are lots of ways to work smarter. Targeting niche markets instead of “anyone with a legal problem” is an example. Networking with influential professionals in your target market instead of generic ‘Chamber of Commerce’ attendees is another.

One of the simplest ways to work smarter is to continue doing what’s working and abandon what isn’t.

And also doing what’s working for other lawyers.

No, don’t copy them. Emulate them. Do what they’re doing but do it better.

When I started practicing, there weren’t many examples of lawyers doing things I could emulate. I wasn’t a member of the country club crowd and I didn’t have money to advertise, so I had to get inventive.

I looked at what other self-employed service professionals, salespeople, and business owners were doing for ideas. Much of it didn’t apply but some of it did. Eventually, I found some things that worked and made them my own.

Years ago, a fast food company hired someone to go out and locate profitable sites for new restaurants. His job entailed examining car traffic and foot traffic, retail sales per square foot, rent comparisons and other factors.

But he didn’t do any of that.

All he did was locate all the McDonald’s in town and choose a location across the street. McDonald’s had already done the research and proven the value of the location and he piggybacked on their success.

Working smarter, he did. And so can, you.

You need a marketing plan. This will help

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Filed Under: Leverage, Marketing legal services, success

C’mon in, the water’s fine

October 5, 2018 by
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Yesterday, I mentioned that specializing was one of the keys to growing my income and cutting my work to three days. Many attorneys resist the idea of specializing.

Some believe that having more practice areas allows them to earn more overall by having more services to sell to their clients. “Why refer it out when I can do it myself?”

Some think like a professional instead of the owner of a law practice that employs lawyers (including themselves.) Because they can, they think, they should.

And some have a poverty mentality and are afraid to let anything go.

When I decided to specialize, at a time when I was barely surviving, I was scared to death. It was the most counter-intuitive decision I ever made.

But it was also the best decision I ever made.

Yesterday, I got an email from an attorney who agrees. He said,

“When I did that [specialized], I did notice a slight drop in income for about 2 months (it was not that great, and didn’t last long). The drop was only due to not taking every case that came in the door. I referred those to other attorneys doing that specific work, who in turn, would refer my types of matters back. This allowed me to meet the needs of my clients without doing it all myself. I began seeing increased earnings quickly, could concentrate on matters that really interested me, built my referral network, and most importantly worked fewer hours, but billed more.

I know what you’re saying does work. People do have to get off the fence and commit to what they truly want, though.”

Think about joining us. But only if you want to earn more and work less.

Here’s where to start

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Filed Under: Increase your income, Marketing legal services Tagged With:
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