Marketing legal services Archives - Page 91 of 134

How to stand out in a crowded market

August 5, 2014 by David M. Ward

In The Attorney Marketing Formula I talk about how to differentiate yourself from other lawyers. There are many things you can do within your core practice areas to show people how you are different and give them a reason to hire you instead of other lawyers.

Half the battle is being noticed and remembered. We all look alike. We all wear the same suits and speak the same language. Go downtown and you can spot the lawyers half a block away.

Anyway, what if you had something else you were known for? Something that has nothing to do with being a lawyer but everything to do with being you?

Perhaps you are the personal injury lawyer who likes opera. Or theÂ Texas criminal defense lawyer who loves the Yankees. Or a small business lawyer who put herself through law school playing in poker tournaments.

Different. And memorable.

Take something from your personal life, present or past, and wear it like an emblem. When people see you walking down the street, they’ll remember you as the lawyer who used to play in a rock band or the lawyer who collects Native American art.

It’s a little hook to help you stand out, but it also opens up possibilities for networking in a niche market where you have knowledge and contacts.

When I was in grammar school, there was a kid who always wore green socks. Every day, in fact. He had an Irish surname but I think I asked him once and he told me he just liked green. Today, decades later, I still remember his name and those green socks.

Maybe you could be the lawyer who always wears green socks. Or red. Or bow ties. Or a scorpion lapel pin.

I don’t know what your thing is, but whatever it is, once I associate it with you, I’ll probably remember you. It might not be enough to hire you or send your referrals, but you’ve got a better shotÂ than than the lawyers I met once but can’t remember.

Learn more about how to stand out in a crowded market. Get this.

Filed Under: Image, Marketing legal services

How to get more traffic and more clients

July 30, 2014 by David M. Ward

Put more people in your posts and articles. You’ll get more traffic, more people reading your content, and more people sharing it. Bottom line, more clients.

People like to read about people. Content about people (instead of concepts) is more interesting to read and more interesting to write.

You could interview people about their life and accomplishments, about their case or cause, or about their process and recommendations. You could present a transcript of yourÂ interview or a summary and quotes. You could do a profile. Or simply mention them. You could review their books or articles or performances.

You could write a print piece, create a video or audio, or all of the above. You could talk to them in person, on the phone, or via chat, orÂ emailÂ some questions and have them email their answers.

You could tell their story or have them tell it. You could agree with them and champion their ideas, or present their words and your rebuttal. You could name them or keep them anonymous.

You could write about:

Your clients
People in the news/famous people
Centers of influence in your target market or community
Prospective clients you have met or consulted
People you meet at networking or speaking events
People you meet on airplanes
Other lawyers in your field
Lawyers in other practice areas
Professionals in allied fields
Business owners who sell to your target market
Authors, bloggers, speakers, consultants, and expert witnesses
Your family and friends

Asking people you know for interviews or quotes will flatter them and strengthen your relationship. Reaching out to people you don’t know for an interview or comment will open doors to new clients, new referral sources, and new speaking and writing opportunities. You’ll get ideas for improving the marketing and management of your law office. And you have an endless supply of material for your blog or newsletter.

For more ideas on creating content and marketing online get Make the Phone Ring

Filed Under: Blogging, Marketing legal services, Newsletters, Online Marketing, Web traffic

The single most important question in legal marketing

July 25, 2014 by David M. Ward

Knock Knock.

Who’s there?

New clients.

New clients who?

New clients aren’t going to hire you unless you give them a good answer to this question.

It’s the single most important question in legal marketing. Unfortunately, most attorneys don’t have a very good answer.

Here’s the question:

“Why should a prospective client hire you instead of any other attorney or firm?”

Inadequate (but typical) answers include:

“We’re good at what we do”

“We work hard for our clients”

“We provide excellent ‘customer service'”

“We’ve won millions of dollars for our clients”

“I’ve been endorsed by XYZ”

“I get top ratings from ABC”

These are bad answers because your competitors can (and do) say the same things.

Your answer to this question must show people how you are different, not the same. It must give people a reason or reasons to consciously choose you, because they can see how they will benefit if they do.

Let’s take the first one, “We’re good at what we do,” and see if we can improve on it. Why are you good at what you do? What do you do differently or better? In what ways do you do your work that other attorneys don’t?

Answer these questions and you might be on to something. If you do something other attorneys don’t do, this differentiates you. If you dramatize that difference with examples and details, prospective clients could well see why you are the better choice.

Yes, the gentleman in the back with the $4,000 suit. You have a question?

“People hire our firm because of me. I’m what makes us different. Why do I need anything else?”

Actually, that’s a great question. If you’ve worked hard to build a stellar reputation and strong relationships with important clients and referral sources, you may not need anything else.

For now.

One day, you may stumble. Your reputation may be sullied. Your relationships may go south. Or, someone else will come along and show your clients something better.

Have we not all seen high flying firms who have faded in popularity? Big name lawyers who have lost their big name clients and had to downsize, or fold?

You can’t rely on your good looks forever.

Yes, build your reputation and your relationships. But just to be on the safe side, think about how you might answer the question. Because some day, you may have to.

Find your uniqueness. Differentiate yourself. Get this.

Filed Under: Marketing legal services, Marketing Plan Tagged With: differentiation

How to get more clients from your newsletter

July 23, 2014 by David M. Ward

When I launched my new ebook on KindleÂ recently I set up an email list for purchasers. If they subscribe, they get tips and other goodies from me related to the subject matter of the book (network marketing recruiting). They get value from me by being on the list. I get a mechanism for promoting my books.

It’s a small list right now, and that’s fine. Sure, I want lots of subscribers, but more than quantity, I want quality.

You should, too.

If you have a large list that’s not producing many inquires for your services (or buying anything else you’re selling or promoting), it’s because you’re focusing on building a list instead of building relationships. Relationships come from delivering value and engaging the people on your list. By finding out what they want to know or do and finding ways to helpÂ them.

A list of 50 people who love your content, and you, is worth far more than a list of thousands who barely know who you are.

When I say list I mean email list, not social media connections. On social media, your messages are fleeting. Most people won’t see them. They are public, so anyone mightÂ see them, and that makes your posts less intimate and special.

Email, on the other hand, is personal. Even though the same message is sent to many, that message isn’t out in the open for all to see. If someone wants to comment on a social media post, they have to consider that everyone else can see what they say (and who they are). With email, they can remain anonymous to everyone but you.

And with email, you are in control. Your list is yours. Facebook doesn’t determine who does or does not see what you write.

Yesterday, I sent my first email to the new list. I thanked them again for purchasing and told them the price would be going up in a few days, in case they want to let other people know. I encouraged them to leave a review. And then I shared a tip.

I’m starting to build a relationship with my list.

Note that everyone on your list may not be a prospective client for your services. They may have hired you before and not need you again, or never hired you because the crisis has passed. Or they might be a fellow professional who likes what you do. But everyone on your list is a potential referral source.

My list isn’t going to buy my book again, but they can tell many others about it. I’m pretty sure that if I continue to build a relationship with them, that’s exactly what they will do.

If you want to get more clients from yourÂ newsletter, getÂ this

Filed Under: Blogging, Client loyalty, Client relations, Communication, Email, Marketing legal services, Newsletters, Social media marketing

Where I get some of my craziest ideas

July 21, 2014 by David M. Ward

When I began my quest to learn about marketing legal services, there weren’t many books available on the subject. There were the usual ABA assortment, with advice for big firms, and some books on starting a new practice (thank you, I know how to order business cards), but nothing that was immediately usable to me.

I didn’t need theory, I needed to know what to do today to bring in some business tomorrow so I can pay my rent on the first.

Hungry for ideas, I turned to books written for other disciplines.

I read books written for retail store owners, insurance sales people, and real estate professionals. I read books about cold calling, copy writing, advertising, direct mail, speaking, writing, and sales.

I read everything I could find in the library that remotely pertained to marketing and advertising, and bought countless more at the bookstore.

Much of what I read didn’t apply to marketing legal services, but I got some ideas. Eventually, I found some things that worked.

Reading broadly, outside of the legal realm, helped me gain perspective and grow as a marketer. I still do this and I suggest you do the same.

Of course today there are a lot of books and blogs about marketing legal services. But when we only read in oneÂ area, we risk growing stale. Mix it up a bit. Read books and blogs written for other professionals and businesses. Learn how they go about marketing, advertising, sales, and management.

Read about personal development and leadership. Even if you have no employees, you are still a leader–of your clients and professional contacts and in your community.

When I started a network marketing business, I learned about a different kind of marketing. The genesis of some of the crazy (crazy good) ideas that infuse my writing about marketing legal services is network marketing.

Speaking of network marketing, have you read my new book, “Recruit and Grow Rich”? Even if you have no interest in network marketing, you might want to pick up a copy. One of the reviewers (an attorney whose name you will recognize) said many of the ideas in the book apply to almost any type of business. Another reviewer called it a “must read for attorneys”.

Anyway, I’m raising the price soonÂ so now would be a good time to get the book:

http://recruitandgrowrichbook.com/kindle

Outside the US, go to your amazon store and search “Recruit and Grow Rich”.

If you’ve read the book and liked it, and haven’t yet left a review, I would appreciate it greatly if you did.

It doesn’t have to be long. Just a quick “here’s what I thought”.

Every review helps me. And helps others decide if they should read it or not.

If you insist on reading about marketing legal services, star with this

Filed Under: Marketing legal services Tagged With: network marketing

Promote a local organization or event, not your law firm

July 17, 2014 by David M. Ward

Me me me. Look at me. Call me. Hire me. I’m good. I’m really good. Hire me. Tell others about me. Like me. Share me. Love me.

Uh, no. Well, maybe. But listening to you prattle on about yourself is such a turn off. I don’t know if I want to have anything to do with someone who is so self involved.

When your marketing message is all anyone hears from you, it can become tiresome. People tune out. They label you as just another self-promoter. Nothing special here.

Talk about something else. At least once in awhile.

Perhaps you are involved with a local charitable organization that’s doing good things. Wow, you’re helping them? That’s very cool. Tell me more.

Get involved in your community. Organize an athletic event for children at your local park. Volunteer for your local blood drive. Join a committee. Get involved in a fund raiser.

And promote that, not your services.

You’ll get people listening when you speak. At some point they’ll say, by the way, what do you do?

You’ll meet other centers of influence in the community. They’ll also ask, what do you do?

You’ll have a good reason to reach out to other professionals and business owners and ask them to help. Can they donate, can they volunteer, can they mention the event on their website? Yep, what do you do?

Find something going on locally that you believe in and offer your help. Promote a local organization. Start an event. Pass out fliers, promote it in your newsletter, mention it when you speak.

You can do well by doing good.

Filed Under: Marketing legal services Tagged With: charitable work, local community, volunteering

The Better Business Bureau for lawyers: what are the benefits?

July 14, 2014 by David M. Ward

What are the benefits of the Better Business Bureau for lawyers? More than anything: trust. Being able to say that you are a member in good standing of the BBB tells clients and prospective clients (and those who might refer them) that you are one of the good guys.

Being accredited by the BBB allows you to post their badge on your website and in your office, and use it in your advertising. If that makes even one prospective client choose you instead of another attorney, it will be well worth it.

To prospective clients, lawyers’ ads and websites all look pretty much the same. Clients look for anything that can distinguish you from your competition in even the smallest way. BBB membership could be just the thing that tips the balance in your favor.

Being a member also gives you verisimilitude when you talk and write about the subject of trust. As a member of the BBB, you are holding yourself accountable by aligning yourself with an organization that encourages feedback from the public.

The BBB doesn’t rate you in the same way that Martindale or AVVO might. An A+ rating from the BBB is easier to achieve than A-V, however, and more people are familiar with the BBB.

There are additional benefits to belonging, as this articleÂ points out. I wouldn’t count on getting any business through the directory or through these other methods, but you certainly might.

In a world that increasingly distrusts lawyers, anything you can do to foster trust is a good thing. Take a look at what your local BBBÂ has to offer.

For more ways to build trust, get this

Filed Under: Image, Law office management, Marketing legal services Tagged With: BBB, Better Business Bureau, building trust

Getting new clients with just one click

July 11, 2014 by David M. Ward

Yesterday, I announced the publication of my new book. Even though it’s not related to marketing legal services, I sold a small boatload of books. If you bought one, thank you. If you did not see yesterday’s post, you can see the book in the Kindle store here.

I was able to do this because I have an email list. One email, click, and sales.

If you have a list, getting new clients can be just as easy.

Wait, what if you practice criminal defense, personal injury, or consumer bankruptcy, where something has to happen before people hire a lawyer? What good is having a list if the need for your services has passed, or has not yet occurred?

Good question.

Here’s the answer.

Let’s say you have a list of several thousand people who were at one time interested in what you do or something you offered. Your list may include former clients, prospective clients who never hired you, and many others with whom you crossed paths. Â Putting aside the notion that out of thousands of people on any list, there is always somebody who needs your services, let’s look at what else that list can do for you.

Let’s start with referrals. The people on your list know people who need your help. Ask them for referrals. Or ask them to refer people they know to a web page where they can download your free report (and sign up for your list). Or ask them to refer people to your social media channels to follow you. Or ask them to forward your email announcing your new seminar to people they know.

You may not get “instant clients” this way, but on the other hand, you might. You will also get your name and information in front of a bunch of people who might need your help some day, or know someone who does.

Use your list to grow your list and use your list to grow your practice.

What else?

What if instead of promoting your own services or offering, you promoted someone else’s? Your former bankruptcy clients may not need you today, but they may need the services of an estate planning attorney. Or a financial planner. Or an accountant. Or an immigration attorney. A divorce lawyer. Business lawyer. Real estate agent. Insurance broker.

Find someone with a list and promote their services to your list. Ask them to promote you to theirs.

What else?

What if you write a book and put it up for sale. The book helps people with issues in your practice area. Book sales build your reputation and generate leads and inquiries for your services. You ask your list to buy it and promote it. Their efforts help you sell more books. The books help you sell more services.

Getting new clients is much easier if you have a list. If you don’t, there are other things you can do to bring in business, but you’ll have to do a lot more than click.

To learn how to build a list and what to send it, get this.

Filed Under: List building, Marketing legal services

Keep it simple, stupid

July 9, 2014 by David M. Ward

One of the most valuable skills for any lawyer is the ability to make complicated subjects simple and easy to understand.

Simple communicates. Simple persuades. Simple sells.

KISS or “Keep it simple stupid” is a principle that acknowledges that most systems work best if they are simple rather than complicated. Simplicity is a key goal in design, where the concept originated; unnecessary complexity should be avoided.

If your website is filled with complex documents and analyses, you’re not doing your clients or yourself any favors. The same goes for your ads or marketing documents, speeches andÂ articles. Unless you’re writing for other lawyers, and I would argue that even if you are, your number one goal should be to write simply and plainly.

Robert Louis Stevenson, said, “Don’t write merely to be understood. Write so that you cannot possibly be misunderstood.”

When a prospective client comes to your site, or reads your marketing document, they want to be able to quickly understand your message. Make it easy to read and easy to understand. Use lots of white space, short sentences and paragraphs, and bullet points. Use active verbs and vibrant word pictures. Illustrate your points with relevant stories and examples.

But simple doesn’t necessarily mean less.

When someone has a legal problem and goes shopping for an attorney, they want to see lots of information. Choosing an attorney is a serious undertaking. Most people want to make sure they make the right decision.

When I go shopping for a new product on Amazon, I read everything about the product. All the reviews, too. I’m sure you do, too. Why would anyone do less when shopping for an attorney?

An article on Forbes makes the case that because people are bombarded with too much information today, offering more information “isn’t working like it once did”. The author uses Apple as a paradigm of the “less is more” approach to marketing. Their ads are indeed simple, and I have no doubt they are effective. But selling computers isn’t the same as selling legal services.

Apple can get away with less information because people are familiar with their products and what they do. They see them everywhere. Their friends have them, and rave about them. All the cool people in movies and TV have them. Apple has a well-known reputation and doesn’t need to load up their ads or their website with an abundance of information.

Apple also doesn’t have any competition. Yes, there are many other computers available, but there is only one Apple.

Buying a computer is usually not an emergency situation. Hiring an attorney often is.

Buying a computer isn’t intimidating. It’s fun. I don’t think the same could be said for hiring an attorney.

Lawyers need to keep things simple, but don’t confuse simplicity with paucity. When it comes to marketing legal services, “more is more”.

What to put on your website. GoÂ here.

Filed Under: Communication, Marketing legal services, Writing