Marketing legal services Archives - Page 88 of 134

The best way to get more legal work

December 19, 2014 by David M. Ward

I spoke to an estate planning lawyer the other day. He’s getting ready to do another mailing to his client list to encourage them to make an appointment to review and update their estate plans, due to a change in the law. It seems many people are either unaware of the new law or believe it doesn’t apply to them.

We spoke about the content of the letter, including whether or not to extend a special offer or incentive to get more people booking appointments.

I am sure he will get more work out of this, but not nearly as much as he could.

One letter (or email) isn’t enough. Selling your services to prospects or clients is a process, executed through a series of communications. Even if the letter he sends is brilliant and makes the phone ring, a second letter would bring even more.

Some people won’t read the first letter. Some will mean to call, but forget. Some will need time to take care of other business. Some won’t have the money today, or not want to spend it today, but that will change over time.

Never rely on a “one off”. If you do, you’re leaving much dinero on the table.

Your letters and emails, your newsletters, and everything else that comes out of your office, should be part of a sequence of communications, designed to educate and stimulate response.

But don’t stop with the written word. Or other static ways to educate and motivate your list (e.g., videos, seminars, speaking engagements, etc.)

I told this lawyer that if he wants to book more appointments, there’s something else he needs to do.

Call the clients.

You are their lawyer. They need to have this work done. You’ll book more appointments and get more legal work if youÂ talk to them.

Actually, have someone else in the office call on your behalf: “Mr. Twinkletoes wanted me to call you to make sure you received his report about the recent changes inÂ the tax law and to see if you have any questions. He knows you’ll want to take care ofÂ this immediately, so we’re booking appointments right now for the week of the 5th. I have an opening on. . .”.

You’ll get waaay more appointments if you call.

What’s that? You don’t do estate planning? Your practice area doesn’t have a lot (or any) repeat business?

No problem. Here’s a couple of things you can do.

Team up with an estate planning lawyer and promote his or her services to your client list. That lawyer can then promote your services to his or her list.
Call you clients and tell them you have a special offer or promotion going right now and you want to let them know so their contacts can take advantage of it.Â Referrals, baby.

Your list is incredibly valuable. Repeat business, updates, and referrals await you. Call and get some.

Filed Under: Client loyalty, Marketing legal services, Referrals Tagged With: book more appointments, get more legal work, repeat business

What’s wrong with your website?

December 15, 2014 by David M. Ward

My wife is nesting. Getting the house ready for Christmas company. Cleaning, polishing, making sure everything is ship shape. You know the drill.

I am amazed at the little things she finds that need repair. A chip in the paint that needs touching up, for example. I walk by it every day but never noticed. Why? Because I walk by it every day.

I’m used to it. So it doesn’t stand out. If you came to the house, having never been here, that chip would probably be the first thing you’d notice.

My wife is also proofreading my latest book. I’ve been through it more times than I can count. To my eye, it’s done. She spots typos on almost every page.

We all need fresh eyes to look at our work. We’re too close to it. We can’t see what’s obvious to others.

Take your website for example. Do you know what’s wrong with it? Can you spot the things that are missing or need improvement?

Even if you know what you’re doing, there’s a good chance you’re missing things, simply because you’re too close to it.

You need someone else to look at your website. You need fresh eyes.

Have a client go through your site with you. Have them narrate what they see and what they’re doing. Note the pages they go to first, and where they go after that.

Have them find and fill out the contact form. Have them find your bio, your list of services, and the directions to your office. Have them follow you on Twitter or Like your Facebook page. Have them share one of your posts.

You’ll see how others see and use your site. I promise you, it will be an eye opener.

You should also have an expert look at your site. They’ll find more things that need fixing. They can show you how to get more traffic, more subscribers and more social media followers. They can show you how to get more visitors to see you as the lawyer they should choose, and get them to call or email to hire you or take the next step.

You can hire me to do that. I’ll go through the site with you and tell you what to do. Or, you can have me do this for free.

Remember, when you order The Quantum Leap Marketing System, you get a free coaching session with me as a bonus. You can use that session to have me go through your site with you.

What’s wrong with your website? Have me take a look and help you fix it.

Filed Under: Coaching, Marketing legal services, Online Marketing, Web traffic

How to make 2015 your best year ever

December 10, 2014 by David M. Ward

Is next year going to be pretty much like this year? Or do you plan to do bigger things?

I’ll assume you plan on growing your practice next year.

More clients. Bigger income.

That’s what it comes down to, doesn’t it?

I’ll also assume you would like to do this as quickly as possible. You don’t want to stumble your way through the year, growing incrementally. You want to BLOW UP.

I’d like to help you do that.

A couple of years ago, I released The Quantum Leap Marketing System for Lawyers. It’s a video training series that shows you how to quickly bring in a lot of new business. Over ten hours of videos and a bunch of bonuses.

On the sales page, I make the ridiculous (but accurate) claim that the course can help you DOUBLE your practice in 90 days or less.

Yes, you will have to work your pants off to make that happen, but it is possible. If you don’t want to work that hard, would you be okay with doubling your practice in six months or a year?

Anyway, as you may know, I like to offer some kind of holiday special each year, and this year is no exception. I’m putting Quantum Leap back on the market for a few days and offering it to my subscribers (that’s you) at a huge discount.

See for yourself.

You’ll see that one of the bonuses is a personal coaching session with me. I consider this to be the most valuable part of the entire program.

In our coaching session, we’ll talk about your practice–where you’re at now, where you’d like to be next year–and I’ll tell you what you need to do to get there. You can ask me anything. You can even have me critique your website.

So, if you’re wondering what to do to make 2015 your best year ever, this is the answer.

Filed Under: Marketing legal services, Marketing Plan

Why you should stop selling your legal services

December 9, 2014 by David M. Ward

If you’re selling your legal services, you’ve got to stop. Nobody wants to buy them. Nobody wants your work product.

What they want are the benefits your services provide. Money, freedom, safety, peace of mind. That’s what clients want and pay for.

So when you talk to prospective clients about your services, they really don’t care that much. Those are just details. Your services are merely the tools you use to create and deliver benefits.

I’m not saying that your services, skills, and experience are unimportant. Not at all. But to the client, nothing is more important than what you can do to improve their life.

We sell hope. We sell the promise of a better future.

When a client is in trouble, when they are scared or confused, when they want something but don’t know how they can possibly get it, you need to give them hope.

It’s the most precious thing you sell.

How to sell the benefits your services provide:Â The Attorney Marketing Formula

Filed Under: Marketing legal services, Salesmanship Tagged With: benefits, selling legal services

Why you should tell prospective clients to talk to other lawyers

November 19, 2014 by David M. Ward

I read an article this morning written for people looking for a lawyer on how to find the right one for the job. I’ll summarize it:

Attorneys specialize and it’s important to find someone who handles your type of case; [examples]
Keyword searches are a good way to find some candidates; avoid referral sites and directories, you don’t need a middleman
Check out their websites and choose three or four attorneys who handle your type of case; [examples]
Call all of them and ask questions about them (how long practicing, what percentage of their practice is this type of matter?), and about your case (what are the options, how much will they charge?)
Meet with them, ask more about the case, about how they will work with you, accessibility, fees, etc.
Most people looking for a client won’t do half of this, they will hire the first attorney they speak to, and that’s not wise. You have many lawyers to choose from so take your time and choose the one that is most qualified and “feels” right

Twelve paragraphs. Basic stuff. Something any attorney could write.

Including you.

Have you written an article like this and submitted it to blogs and websites in your target market? You should. It will bring visitors to your website who like your information and the honesty with which you presented it. They’ll want to learn more about you and put your name on their short list of candidates.

But here’s the thing. They probably won’t call other attorneys, as you advised, or if they do, there’s a good chance they will come back to you. They “met” you first. You helped them. You know what you’re doing.

And let’s face it, if they wind up hiring someone else instead of you, they were probably going to do that anyway.

One more thing. After you write an article like this, post it on your website, too. Yes, tell visitors that they should call other lawyers who do what you do, and tell them what to ask. Crazy? Not at all. They will respect you for being so forthcoming. They will see your confidence, and like it, and like you.

Just do it. You’ll thank me later. You’ll get lots of traffic from people searching for “how to find a _____ attorney,” and a good percentage of them will hire you.

Marketing online is simple when you know what to do

Filed Under: Blogging, Legal industry, Marketing legal services, Online Marketing, Web traffic

How to get your first client (or your next client)

November 13, 2014 by David M. Ward

An attorney who is starting his own practice wrote me asking how he could get his first client.

I’ve written before about the value of doing a S.W.O.T. analysis. “S” stands for “Strengths”; “W” means weaknesses; “O” is for “Opportunities”; “T” means “Threats”. You can read more about this hereÂ and here.

If you’re launching a new practice, or setting goals for growing and improving your existing practice, a S.W.O.T. analysis is a good place to start.

The attorney who wrote me didn’t tell me anything about his background or experience, or anything else, frankly, other than the fact that he doesn’t have an office. (I’d put the latter in the category of “Weaknesses”. Get thee some office space, my legal friend.)

Anyway, getting your first client. Or your next client. Start by assessing your “Opportunities” (and keep an eye on your “Strengths”).

Who do you know? Make a list of employers, your employers’ clients with whom you have a relationship, other lawyers, and business contacts. Include family and friends on your list.

Who do you know socially or from church? Do you have hobbies or something you do outside of work? If there are other people involved, put them on your list.

The point is that everyone you know, or have known in the past, may have legal work for you, or referrals. They may be able to introduce you to peopleÂ who have work or referrals.

To get your first client, contact everyone you know and let them know what you do and what you want. Tell them how they can help you and ask them to do that. Ask them for referrals, ask them for introductions, and if they have experience in the business world, ask them for advice.

While you’re at it, ask them if they know where you can find an office space. Which reminds me, when you get an office, get in a suite or building with other lawyers. You can get work from them. That’s how I got clients when I opened my first office. Overflow, conflicts of interest, appearances.

What else?

Create a website. Add ten or twenty articles or posts that demonstrate your expertise. You need an an online presence so prospective clients and referral sources can find out what you do and how you can help them.

In fact, do this first. Then, when you contact everyone you know and tell them what you’re doing, you can send them to your website.

If you don’t know how to create a website that pulls in business, get my course, Make the Phone Ring,Â to learn what to include on your website and how to use it to get traffic, build a list, and get new clients.

Other opportunities? Look around you. Find some places to network or deliver a presentation. You’ve got the time. Don’t sit there organizing files, go meet some new people. Look for people you can help, and not just with legal issues. Send them business and introduce them to others who can help them. Build a relationship with them.

Every day, you need to build your email list. All of your marketing efforts from this point on should be designed to get more people to opt into your list. As your list grows, and as you stay in touch with them and remind them that you are available to help them solve legal problems, your list of clients will grow.

That’s enough for now. Do these things and you’ll have your first client. Or your next client.

Want more referrals? The 30 Day Referral Blitz shows you how.

Filed Under: List building, Marketing legal services, Marketing Plan, Networking, Online Marketing, Referrals, Relationship marketing Tagged With: first client, new law practice

Promote your practice with a tasty holiday promotion

November 10, 2014 by David M. Ward

A local real estate agent sent me a card for Thanksgiving. It says, “Thanksgiving is the perfect time to remember special clients and friends like you. . .” It closes by saying, “Wishing you and your family a blessed Thanksgiving!”

I don’t know this agent and I assume she sent this card to many of my neighbors. If she’s like most real estate agents, she has a “farm” of 300 or 500 contiguous homes she targets. She advertises to us, mails cards and note pads or calendars and such, and otherwise keeps her name in front of us so that when we’re ready to sell, we’ll think of her.

Anyway, what made this card different is the offer. It says, “Email to order your complimentary FRESH APPLE or PUMPKIN PIE by Monday November 17, 2014” followed by her email address. It continues, “Delivery is Wednesday, November 26, 2014, 2:00 to 6:00 PM”.

Now, what does this accomplish? Well, I assume she will drop off the pies herself and get to meet the homeowners, give them her card, and possibly offer a free home evaluation. If they’re not home, she’ll drop off the pie with her card or note attached, and follow up with a call to make sure they got the pie.

But it’s not about the pies, or meeting homeowners. It’s about creating an impression. It’s about standing out amongst all of the other agents in the area. It’s about anchoring her name with the pie promotion and being remembered for it.

That’s why you create a farm, and that’s why you build a list. So that when the client is ready, your name will be in their “minds and mailboxes”.

My guess is that no more than 25 out of 500 homeowners will request a pie. She’ll pay perhaps $3 per pie, plus the cost of the mailing, so maybe $300. She may get a couple of homeowners who want the free home evaluation, and that may turn into a listing. Or not. But more than a few homeowners who aren’t ready to sell will remember her when they are.

In addition, some of the people who got her offer but didn’t request a pie might be interested in a home evaluation. They may also know people who aren’t on the agent’s list but who are looking for an agent, so she could also get some referrals.

Anyway, could you use an idea like this in your practice? Next month for Christmas or next year? Or any other time?

What could you offer? Who would you mail to?

If you do something like this, I have a suggestion. Instead of asking people to send you an email to accept your offer, tell them to go to a page on your website with a form to fill in their name and email address. This way, they will subscribe themselves to your email list, allowing you to send them more information, offers, and invitations.

The other things this will do is get them to your website, where they can read your articles, offers (i.e., free consultation, download your report, etc.) and begin the process of getting to “know, like, and trust” you.

Okay, gotta go. All this talk about pie is making me hungry.

Filed Under: Advertising, List building, Marketing legal services Tagged With: direct mail, gifts, holiday promotion

Who’s your favorite client?

October 28, 2014 by David M. Ward

Quick question: who’s your favorite client?

You know who I mean. The one who pays you big money and hires you more often. The one who sends you lots of referrals, promotes your website, and shares your social media posts. The one who follows your advice and never causes problems.

Bottom line, if you could clone him, you would be one happy camper.

So who is it? What is his or her name?

(I’m going to call him Jim.)

What’s that? You have more than one Jim? Good stuff. You can do this with each of them (and trust me, you’ll want to).

Okay, remember waaaay back where you said you would be happy if you could clone Jim? Let’s see if we can do something like that.

Get Jim on the phone, or you can do this the next time he’s in the office. Tell him he’s one of your favorite clients, that you enjoy working with him and you want to ask him a few questions so you can do a better job for him and your other clients.

Then, interview Jim.

Start off with a few easy questions about his work and family and what he likes to do for fun.

Next, unless you already know, ask him how he went about finding you. Did he find your website? What did he search for? Was he referred? By whom? Did he see an ad, come to a seminar, or meet you at an event?

Then, ask him what he liked best about the work you did for him and how you and your staff treated him.

Write this stuff down. It’s golden.

Once Jim has said some nice things about you, ask him, “What could we do better?”

Next on the list, ask him for the names of a few other professionals he works with and recommends. What does he like best about them? Will he introduce you to them (or would it be okay if you use their name)?

Finally, ask Jim what you can do for him outside of your legal services. What does he need or want? Does he have a problem? Can you send him more business? Help him find a new vendor or employee? Write a college recommendation letter for his oldest? Buy his youngest’sÂ girl scout cookies?

Okay, what have you learned?

You’ve learned how people like your favorite client are finding you. Now you can do more of what’s working and attract more clients like Jim.

You’ve learned what you’re doing well and what you need to improve. This helps you fix anything that needs fixing and do more of what makes you great.

You’ve learned the names of other professionals you can reach out to. You can meet them and start a referral relationship and you also have a high quality professional you can recommend to your other clients.

Finally, you’ve learned what you can do to help Jim. You’ve got something you can do that will make your great relationship with him even better.

Oh yeah, one more thing. When you asked Jim what he liked about you and how you helped him, you can use the nice things he said about you as a testimonial.

After the interview, send Jim a thank you note. Tell him how much you appreciate his help. Maybe enclose a gift card or send a fruit basket.

After that, make sure you continue to let Jim know how important he is to you. Call him, just to say hello. Send him articles he might find helpful or interesting. Give him freebies from time to time. And make sure he hears from you around the holidays, his birthday, and his anniversary.

If you want more clients like Jim, focus on Jim because what we focus on grows.

To learn how to create a profile of your ideal client, get the formula

Filed Under: Client relations, Law office management, Marketing legal services, Thank you letters Tagged With: ideal client