How Law Firm Marketing is Bringing Sexy Back

April 1, 2014 by
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In the 1980’s, TV’s “LA Law” depicted a successful downtown Los Angeles law firm where the lawyers were high-paid and attractive (and shagging each other), the clients were rich and often famous, the cases were challenging, the cross-examination was brilliant, and everything was resolved in 44 minutes.

I’m guessing the script for your life is a little different.

Unrealistic as lawyer TV shows are, there are lessons to be learned from shows like these. Lessons about law firm marketing.

What do TV lawyers do to bring in business? They win cases. Their success in the courtroom breeds more success. So, the first tenet of law firm marketing is to be good at what you do. You don’t need a script writer. You don’t need to be brilliant. You just need to be better than the guy at the other table.

Next, they do a lot of networking. They know a lot of other lawyers. They know lots of business owners and executives and centers of influence in their community. They know reporters. They go to lunch with someone just about every day.

They do a lot of public speaking. And write books. And get interviewed.

Hey, they don’t do anything on TV you can’t do in your practice.

There’s one marketing area where fiction and real life part company. On TV, they don’t do much on the Internet because it’s hard to make that visually interesting. You don’t have that restriction, so make sure you have a robust web presence.

Your life may seem boring and routine when compared to TV lawyers, but you can be just as successful. Get good at marketing, bring in lots of business, make lots of money, and you can have what they have. Minus the drama.

By the way, I got the title for this post by using one of the blog post title generators I wrote about yesterday. Have you tried them yet?

Marketing is everything we do to get and keep good clients. Here’s The Formula.

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Filed Under: Marketing legal services, Networking Tagged With:

Blog Post Title Generators: Get Ideas, Titles for Your Blog, Newsletter, or Article

March 31, 2014 by
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Ideas are a dime a dozen, they say but we all have days when we’re bankrupt.

When you have to write a blog post or other content and you’re fresh out of ideas, one easy solution is to head on over to a blog post title generator, plug in some key words, and let the Internet find ideas for you.

Here are three you can try (ht to Search Engine People):

I used the Title Tool and put in the words “personal injury”. Here are the first ten results:

  • Personal Injury Protection Plans Also Are Called ‘No Fault’ Insurance
  • Few Types Of Personal Injury Claims
  • What Is Personal Injury Law?
  • Finding a Personal Injury Solicitor
  • Hire A Personal Injury Lawyer To Get The Compensation You Deserve
  • How Much Money Can A Personal Injury Lawyer Charge Me for My Case?
  • A Definitive List Of Expert Personal Injury Law Secrets
  • Litigation Costs in Personal Injury Cases
  • Personal Injury and Attorneys Who Can Help You
  • Why Is A Personal Injury Attorney Worth It?

I tried it again with the words “auto accident” and got these results:

  • How to Protect Yourself During an Auto Accident
  • 4 Types of Auto Accident Insurance Claims
  • Knowing What To Do After An Auto Accident
  • Methods To Maximize Your Recovery After An Auto Accident
  • Auto Accident Compensation Claims – How to Go Through the Process
  • Steps You Cannot Avoid Taking While Choosing an Auto Accident Attorney
  • How A Good Lawyer Can Help When You Get Into An Auto Accident
  • Important Tips To Remember To Protect Yourself During Auto Accidents
  • The Auto Accident Attorney – A Look at the Job

Supposedly, these are “existing high ranking titles using that keyword”. You can click a button and get more results. But not all keywords I inputted came back with results. For example, I tried “California personal injury” and got nothing.

Nevertheless, I’m sure you can see these tools can help you generate plenty of ideas. Give them a try and see.

For more content ideas, check out my online marketing course for attorneys

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Filed Under: Blogging, Marketing legal services, Online Marketing, Writing Tagged With: , ,

Queen for a Day: Marketing Legal Services Like a 1950’s TV Show

March 28, 2014 by
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When I was a kid, there was a TV show called “Queen for a Day”. I think it started on radio.

The premise was that some lucky housewife would be brought to the studio, surprised with a multitude of gifts, and treated like royalty. She received clothing, furniture, appliances, jewelry, dinners, and trips. And with a lot of fanfare, she was anointed “Queen for a Day,” complete with a crown, a fur wrap, and a scepter.

Corny, but cute.

Anyway, in marketing legal services, we usually think in terms of what we can do for all of our clients, collectively. We send everyone a certain email, we upgrade our waiting room for the comfort of all clients.

Today, I’d like to suggest that you start your own “Queen for a Day” program.

Every day, choose a different client who will become “Queen (or King) for a Day”. You don’t have to buy them expensive gifts, or film them jumping up and down with excitement. You don’t even need to tell them they were chosen as part of your “Client of the Day” marketing program.

Choose someone, at random, and send them something, or do something, to surprise and delight them. Something that’s not part of the regular service they receive from you and not something you regularly do for all of your clients.

Here are some examples:

  • A handwritten note of appreciation
  • Flowers or a plant
  • Cookies or donuts
  • Enter their name in a drawing for the month, with prizes (e.g., gift certificates, etc.)
  • Mention their business in your newsletter or on your website
  • Make a charitable donation in their name
  • Offer to meet and buy them coffee
  • Offer them a free or heavily discounted service
  • Send them a book

Imagine how the client will feel when he or she gets this unexpected attention. Do you think they will feel good about having you as their lawyer? Do you think they might keep you as their lawyer? Do you think they might tell their friends about how you treated them?

You don’t have to give the same thing to each client. You can spend more on better clients if you want. And, there are lots of things you can do that cost very little, or nothing.

It’s not about the “prizes,” it’s about the recognition. It’s about showing your clients you appreciate them.

Choose one client every day and make them feel special. Like a Queen or a King for a day.

Marketing is easy, when you know The Formula.

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Filed Under: Client loyalty, Client relations, Marketing legal services Tagged With: , ,

The two stages of following up with prospective clients

March 27, 2014 by
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So, someone is interested. You talked to them about how you can help them, they came to a seminar, or requested information. You may or may not know where they are in terms of hiring you (or not), but you understand that following up with prospective clients can bring you a lot of business.

What do you do?

Following up with prospective clients (and this can include former clients who have inquired about another one of your services) should be done in two stages.

Stage one takes place soon after the initial conversation, consultation, or request for information. How soon depends on the nature of their problem. For most legal issues we’re talking days, not months.

In stage one, you contact them frequently and send them lots of information.

Your letters and emails (and calls, possibly) have an element of urgency. If you have made an offer for a free or discounted service, there is a deadline, the clock is ticking, and you remind them about this often, right up until the deadline has expired.

You or someone in your office should call them. Ask if they want to schedule an appointment to get started. Ask if they reviewed the information you sent. Ask if they have any questions. You have to assume they will be making a decision soon and that they have or will talk to other attorneys. You want them to choose you.

Stage two follow-up is for prospective clients who went through stage one but did not hire you. They may have hired another lawyer or done nothing. The legal situation that precipitated their first contact with you has either passed or is under control. They may hire you for that matter at some point in the future, or for something else.

Stage two is your “drip list”.

You contact them less frequently, and with less urgency. You send them a little bit of information (about your services, about their legal issues) from time to time. You don’t wait months but you don’t send them something every day.

You might invite them to another event, offer them a free or discounted service (or renew your original offer), or encourage them to call with questions. You gently remind them that you are still handling the kinds of matters they first inquired about, and you tell them about your other services or practice areas.

Stage one follow-up runs its course in matter of days or weeks. Stage two follow-up takes place forever. Someone who talked to you today may hire you ten years from now, if you stay in touch with them. They may never hire you but send referrals.

Your might fold your drip list into your newsletter list. After all, they have the same purpose.

Learn more about following up with email and how to Make the Phone Ring

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Filed Under: Closing the sale, Marketing legal services Tagged With: ,

Marketing Legal Services: Keeping the Pipeline Filled

March 25, 2014 by
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In marketing legal services, there are two types of attorneys. The first, and by far the most common, are the ones who wait for things to happen. 

Not surprisingly, they are at a competitive disadvantage to attorneys who make things happen.

What does a proactive attorney do to make things happen? They keep their pipeline filled with new people.

People, not necessarily prospective clients. Lots of people will never hire you, but they can help you build your practice nevertheless. They can send referrals, provide endorsements and introductions, send traffic to your website, promote your events, and otherwise help your practice grow.

So, when I say, “keep the pipeline filled,” I mean adding new people to your lists.

There are lots of ways to get your name and face in front of people who can hire you or help you, but if they’re not on your list, they’re not in your pipeline. If they are on your list, you can stay in touch with them, and make things happen. If you can’t stay in touch with them, you have to wait for things to happen.

Now that we have that cleared up, what can you do to fill your pipeline?

Every day, you should (1) build traffic to your website, and/or (2) communicate with your list.

You build traffic to get people into your pipeline. You do that by posting content so people can find you through search and social sharing, by speaking, advertising, interviews, joint ventures, and so on. They come to your site, you offer them an incentive to opt into your list, and now they are in your pipeline.

You communicate with your list to build a relationship and show them what you do and how you can help them, of course, but you also communicate to further build your list.

Give your list content they can share with people they know. New people come to your site to access that content, and your list (pipeline) grows. Ask your list to invite people to your page or promote your event or share your special offer, and your pipeline grows.

Do the math. The new clients you get right now come to you because a certain number of people know who you are and what you do. If more people know who you are and what you do, you will get more clients.

Don’t wait for people to find you and ask what you do. Do something every day to build your list.

Learn how to use the Internet to Make the Phone Ring. Click here.

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Filed Under: List building, Marketing legal services, Online Marketing

Attorney newsletters: what do you write about?

March 24, 2014 by
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You see the value of staying in touch with clients and former clients. You want to start a newsletter or email list. But you hesitate, because you don’t know what to write about.

Your divorce clients don’t want to hear about all things divorce. They want to forget about it and move on. Your personal injury clients don’t plan to be in another accident. Why would they want to constantly hear about injuries and claims and trials? Estate planning clients might need to stay up to date with changes in the law or with the latest strategies, but every week?

If you have a consumer oriented practice, how do you write an attorney newsletter anybody would want to read?

That is the essence of an email inquiry I received last week.

The answer is to realize that your clients have different roles and interests and you can provide them with information related to those roles and interests.

Start with general consumer information and advice. Write about insurance, mortgages, debt, identity theft, taxes, saving money when buying a house, avoiding scams, building credit, repairing credit, leasing vs. purchasing, home appliance warranties, and a host of other topics.

But you’re a lawyer, not a consumer expert. Where do you get this information? How are you qualified to give advice?

You have several choices.

You can read and learn this information. I didn’t say you need to become an expert. You can learn just enough to share these ideas with your subscribers. You only need a few paragraphs per topic.

You can do a roundup of articles and resources you find online, and link to them. “If you’re looking for a way to. . . here are three articles you might like. . .” Add a few comments: “When I refinanced, I did exactly what this expert suggested, and here’s what happened. . .”.

You can reach out to subject matter experts in these areas and have them supply the information. They can write a “guest post” or article. You can interview them. Or you can ask them to supply something they’ve already written and allow you to quote from it (and link to it).

You can write articles describing your life as a consumer. Describe how you handled the purchase of a new car, researched contractors for some repair work to your home, or shopped around for a new insurance policy.

In addition to general consumer information, how about writing about legal issues outside of your field? Research and write it yourself or have another attorney write it. You can write articles for his or her newsletter in exchange.

What else. . . ?

How about. . . ANYthing?

Write about your personal life. What did you do on your last vacation? What’s going on with your search for the right college for your son or daughter? Have you seen any good movies lately? Read a great book?

Have you had an interesting case or client lately? Do have any clients who own a business?

And hey, the practice of law is local. What’s going on in your community? New stores opening? New restaurants you tried? A controversial rezoning effort? A scandal in the city counsel? Any interesting speakers at your rotary meeting?

Each time you add content to your website, you can mention this in your newsletter. Tell  what it’s about, provide a link, and describe who might benefit from that content. It might be your subscriber, it might be someone they know, so encourage them to forward your email.

In answer to the email inquiry I received about what to write about, I asked the attorney, “What would you talk about at a party?” You wouldn’t talk about the law (unless someone asked), you’d talk about the things people talk about at parties: life, kids, travel, food, art, community. Why can’t you “talk” about these things in your newsletter?

Your newsletter doesn’t have to be about your practice area. You can write about anything. Your newsletter is a mechanism for staying in touch with the people in your life. Each time they receive it, they are reminded of your name and how to contact you. They open and read your newsletter because you are a friend who shares interesting information. A friend who happens to be a divorce lawyer.

For much more on what to write about on your blog and newsletter, get this. Really. You’ll thank me.

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Filed Under: Blogging, Marketing legal services, Newsletters, Writing

Attorney marketing in a nutshell

March 19, 2014 by
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Relax. Marketing really isn’t difficult.

Yes, you have to work hard the first few years in practice to establish a client base and develop some professional relationships, but once you do, you can leverage those clients and those relationships for the rest of your career.

Yesterday’s clients come back and send you referrals. Professional contacts send you business and introduce you to their counterparts. New clients and new contacts help your list grow, and the cycle continues.

That’s the way it always was. That’s the way it always will be.

The Internet lowers costs and gives you more options. But it can also become a big distraction. When you find yourself wondering what to do, go back to the fundamentals. Build a list and stay in touch with it. Contact former clients. Remind them you’re still here. Send them news and information.

What’s sad is that so many attorneys don’t get it. They don’t build a list, or stay in touch with it. They write big checks for advertising or consultants, instead of investing in their existing relationships.

The people you know, right now, are your biggest source of new business. Invest in them. Find ways to help them. Stay in touch with them.

I’ve hired attorneys before you never contacted me again. If I had a referral, I wouldn’t send it to them because I can’t remember their name.

Hello, is this thing on?

I’ll say it again. Attorney marketing is not difficult. Build a list and stay in touch with it.

You are on my list. I stay in touch with you. You buy my products and services and send me referrals and traffic. Thank you for that. I appreciate it. Of course you do this because I provide you with value. We have a mutually rewarding relationship.

What if I didn’t have a list? I wouldn’t be able to provide you with that value. I couldn’t stay in touch with you.

What if I never wrote to you? Would you remember me? Send me referrals or traffic? Not so much.

Yes, there are other things you (and I) can do to bring in new business. But nothing is more effective, less costly, or easier than building a list and staying in touch with it.

And that’s attorney marketing, in a nutshell.

Use your website to build your list. This is all you need.

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Filed Under: Client loyalty, List building, Marketing legal services, Newsletters, Referrals, Relationship marketing

Building a law practice is like growing a Chinese Bamboo tree

March 17, 2014 by
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I mentioned to my wife that the recently planted tree in our yard didn’t seem to be growing much. She reminded me that it would first build its root structure before it grew above ground.

Of course. Roots before branches.

What a perfect metaphor for building a law practice. Before you grow branches or reaching out methods, make sure you have a strong foundation.

Before you attract prospective clients, make sure you are ready to do a good job for them and leverage their experience with you to generate referrals, website traffic, and positive word of mouth.

The roots of a successful law practice include your core competencies, your operating systems, and a commitment to delivering exceptional service. If your roots aren’t strong, networking, advertising, and content marketing may bring prospective clients to your door, but you may not sign them up. You may be able to do the work but if you aren’t prepared to surprise and delight the client, he may not be back.

Before you do any external marketing, you should know how you will ask clients for referrals. What will you say? When will you say it? What collateral material will you provide to make it easier to provide those referrals?

Before you connect with anyone on social media or at a networking event, you should be ready to respond when they ask for information about what you do and how you can help them. Make sure your website is filled with information and success stories that demonstrate your expertise and knowledge.

Before you sign up your next client, make sure you have a new client kit, thank you letter, and a system for sending out timely bills.

I am told that the Chinese Bamboo tree shows no visible signs of growth for four years after it is planted. All of the growth is underground. Then, in the fifth year, it breaks through the surface and in the next six weeks it grows to a height of 80 feet.

My law school torts professor told us it would take five years to build a successful practice from scratch. I didn’t want to believe him, but he was right. Today, because of the Internet, you can do it a bit quicker. But you still must have a solid root structure before you do anything else.

The 30 Day Referral Blitz shows you how to quickly get referrals. Click here for details.

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Filed Under: Law office management, Legal industry, Marketing legal services, Marketing Plan

7-minute attorney marketing workout

March 14, 2014 by
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Have you seen those 7-minute workout apps? You set them up with your workout schedule, the app reminds you what to do and when, and as you do your workouts, you record it in the app. It’s like having a workout coach in your pocket.

If you miss a day, it shows. Some apps nag you about it. You are motivated to keep up your workouts and not “break the chain” and so, even with just a few minutes a day, you get in shape.

What if you had something like this to track your marketing? Do you think you would get more marketing done on a regular basis? Do you think it would be easier to develop the marketing habit?

I think so, too.

And trust me, doing something every day, even for a few minutes, is easier than trying to book an hour or two once a week.

I don’t think there are any attorney marketing apps, but you could accomplish something similar with just about any calendar or reminder app. You need a list of activities (exercises), and a schedule. Set up recurring tasks or appointments, with reminders.

You might also want to have someone in your office, or a workout partner, hold you accountable. At the end of the day, they ask you if you did your workout. If you do this with a workout partner, you do the same for them.

I suggest 15 minutes per day, five days a week, but if you can only do 7-minutes, do that. Consistently is more important than quantity.

You can do a lot in a few minutes. You can make calls, write, work on your website, read and take notes, learn a new software program, or share ideas with your workout partner. You can plan a new seminar or webinar, outline a report, or work on a speech. You can research new networking groups, write and post blurbs on social media, or add new contacts on LinkedIn.

A few minutes a day and you can get your practice in shape. Without breaking a sweat.

Want ideas for marketing online? Get this.

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Filed Under: Marketing legal services, Marketing Plan, Personal development, Productivity

Using sales funnels in your law firm marketing plan

March 13, 2014 by
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When you create your law firm marketing plan, I strongly suggest you consider using sales funnels.

A sales funnel simply means that on the front end of the sales process (the narrow part of the funnel), you offer something inexpensive (relative to everything else you offer) or free. The idea is to get as many people as possible buying something on the front end, to get them into your funnel, where they will be offered progressively more expensive products or services.

On the front end, you can offer products, services, or both. So, your front end offer might be a free report or a free consultation. It might be a $5 or $10 ebook or a $99 document tune-up. Once they have purchased something, or availed themselves of your free offer, you have their contact information and tacit permission to contact them with additional offers.

A sales funnel is useful because it helps you to identify prospects (leads) and build a list of prospective clients. You then invest time and money marketing to these higher probability clients.

A sales funnel also works because someone who buys something from you, however inexpensive, is more likely to buy something else. When they buy two products or services from you, the odds that they will buy a third go up exponentially. And, clients who buy more than one service or product are also more likely to buy your more expensive services. Their lower priced “purchases” help build trust in you and help them to see the need for additional work.

Studies in the banking industry prove that if you have multiple accounts with a bank, the odds of you staying with that bank increase dramatically. It works the same way with legal clients.

You can have multiple sales funnels bringing in clients from many directions. One of your funnels might start with advertising a free report to build your list. Another funnel might start with offering your basic package (e.g., estate planning, corporate formation, etc.), followed by offers for more expensive services.

You can also work with other professionals to create packages that both of you can offer on the front end. For example, an estate planning attorney and financial planner could offer packages that include information, consultations, and/or actual paid (or free) services, to get prospective clients into your sales funnels.

Sales funnels all come down to two things: giving prospective clients a sample of your work or your expertise, and building your list. Make sure you use them in your law firm marketing plan.

For more on creating a law firm marketing plan, see The Attorney Marketing Formula

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