Many attorneys say they hate the idea of convincing people to hire them. They don’t like being pushy, which is ironic coming from professionals who make their living being pushy.

They can be mighty persuasive when they’re arguing on behalf of a client, but persuading clients to hire them makes them uncomfortable.

And this is completely understandable.

But it misses an important point.

Your job isn’t to convince people to hire you, it is to show them what you can do to help them, and let them decide if they want to hire you.

You don’t convince them, they convince themselves.

You don’t persuade, you show.

If they want and need what you offer, great. If they don’t, you move on. (But stay in touch with them because things change.)

That doesn’t mean you just hang out your shingle and let people figure out how you can help them. It takes more than just saying, “Here’s what I do, sign here.”

You must provide them with effective marketing collateral that makes the case for you.

You let your website show people what you can do for them. You let your blog or articles or newsletter answer their questions and persuade them to take the next step.

Your job isn’t to convince people to hire you. Nobody wants that job. Your job is to find ways to get more people who need your help to find you, and give them everything they need to convince themselves to ask you to take their money.

The next time you feel uncomfortable doing anything in the marketing arena ask yourself, “Am I trying to convince people to do something they don’t want to do?”

If you are, stop doing that. Because that’s not your job.

How to build a website that does the selling for you

There are lots of ways to build a law practice, but if I had to name just three, here’s what I’d choose:

(1) A content-rich website that attracts traffic and persuades visitors to contact me to make an appointment or ask questions and subscribe to my list so I can stay in touch with them.

That website would educate prospective clients about legal problems and solutions, tell them what I do and how I can help them, and prove to them I can deliver what they need and want.

The website would be a digital hub for my practice and my primary presence on the Internet. It would attract prospective clients via search and referral, and it would do most of the “convincing” for me.

(2) Build a list and stay in touch. Most people don’t hire an attorney the first time they visit their website or otherwise encounter them. It may be weeks or months or years before they’re ready to take the next step.

When you have a list, you can stay in touch with prospective clients, remind them of the solutions and benefits you offer, provide additional proof and encouragement, and be in their minds and mailboxes when they’re ready to take the next step.

Your list can also stimulate them to provide referrals (actual clients, traffic to your site, followers on social), and provide reviews and testimonials.

Your list will also generate more repeat business and referrals.

(3) Build relationships. I’d serve my clients’ legal needs and help them with other aspects of their business or personal life. I’d also do that with professional contacts and other centers of influence in my niche or local market.

I’d provide information, introductions, and referrals. I’d promote their business, practice or cause. I’d get to know them on a personal level and help them get to know me.

Because we’re in the people business and the quality of our relationships is a major factor in our success.

If you get these three things right, you may not have to do anything else.

How to build a website that makes your phone ring

My ideal client is a sole practitioner, partner or associate in a small firm, who primarily represents consumers or small businesses, handles much of their own marketing, wants more referrals, and wants to start or grow an email list.

I don’t turn away lawyers who don’t fit the profile, nor other types of professionals or small business owners who want to get more clients and increase their income. I just don’t target them.

How about you? Who is your ideal client?

If you don’t know, it’s time to choose one. It will make your marketing more effective and your practice more profitable and satisfying.

Start with a few key characteristics that are meaningful to you. Here are a few ideas to get you started:

Describe their industry, niche or market, where they live or are domiciled, their occupation, clients or customers, friends and/or business contacts.

List the types of legal matters they tend to have, and how much work they may have for you. Do they have ongoing or recurring needs? When they need legal help, how urgently do they need it?

Where do they tend to look to find an attorney? What social media platforms do they favor? What groups or associations do they belong to?

What publications or podcasts do they read or listen to (so you can create content or ads therefor?)

A good place to start is by examining your existing and former clients. Choose ten or twenty of the “best” and create a composite profile.

Include details like how they found you and why you consider them ideal, e.g., they pay well and on time, they don’t micro-manage, they know a lot of people in their industry or local market (referrals, introductions), they have the potential to bring you lots of business, why you like working with them, and so on.

The smaller and more specific your profile, the easier it will be to find and attract your ideal client. You’ll save time and money and get more of the kinds of clients you want.

Later, you can expand the profile or add additional profiles.

I suggest you start (or revise) your ideal client profile immediately, so you can get next year off to a good start.

The Attorney Marketing Formula will help you do that

Quite a year wasn’t it? As you think about next year and beyond, what will you change?

Virtual meetings are here to stay and no doubt you’ve adapted. But what else will you do?

Take some time this month to explore your options.

Think about the long term. Where do you want your practice to be next year at this time? How about 5 years down the road? You may not know, yet, but ask the questions and let your subconscious mind start working on the answers.

Also ask yourself what you can do in the short term. What can you start working on or investigating right now?

What you can do to adapt your services and/or the ways you deliver them to the changing needs of your clients and target market? What can you do to accommodate people working from home, for example? How could you stand out by tailoring your marketing to first responders or health care workers?

What can you do to attract different types of clients or get a foothold in different niche markets? What business owners or professionals could you introduce yourself to? What new content could you create to attract a new crop of prospective clients?

Explore new marketing methods, or go back to ones you abandoned. If you don’t have a newsletter, start one. If you use email, look into postal mail. If you don’t advertise or do social media, find out what it would take to start.

Take a few hours to explore the future. Read, listen, think, and write down your ideas and questions.

You don’t have to make radical changes but by considering all of your options and asking lots of questions, you may find ways to nuance what you currently do and open doors to new opportunities for growth.

Which is something you should do every year.

Have you read The Attorney Marketing Formula?

A busy sole practitioner asks, “Of all the possible marketing [strategies]. . . how would you rank them in order of effectiveness or “bang for the buck”?

If you’ve followed me for any length of time, you know I’m going to put referrals at the top of the list. If I could only do one thing, that’s what I’d do.

That’s what I did to build my practice. That’s what I recommend for every lawyer.

You should also know my second recommendation: email.

Stay in touch with clients and prospects and professional contacts via email. Do it consistently and it will bring you new business, repeat business and. . . referrals.

My third recommendation: write a book. It’s one of the best marketing tools for a professional.

Fourth, advertising. Done right, there’s almost nothing that will allow you to scale faster.

After that? It depends. Ask yourself questions like these:

• What’s working for me now? What’s worked in the past?
• Where does my target market hang out? What do they read? Who do they follow?
• What am I good at? What do I enjoy? Speaking, networking, writing?
• How much time can I dedicate to marketing?
• How much money am I prepared to invest?
• What could I outsource?

He asked about direct mail. Depends on your target market. It can be extremely profitable (like advertising) but you have to get a lot of things right.

He asked whether adding additional content to an already decent website makes sense? It might. How much traffic are you getting now? Are you dominating organic search for your keywords? If you’re doing well, you might work on increasing opt-ins and conversions.

So yeah, it depends.

Look at your numbers and look at what your gut is telling you.

Don’t do something merely because it’s worked for someone else or it looks like it could be profitable. Don’t force yourself to do something you don’t want to do.

Choose something that feels good to you when you think about it and focus on that.

This can help you sort things out

Repeat clients and referrals are your most profitable clients. Your marketing plan should include strategies for:

• Retention (keeping clients happy, getting more of them to stick with you, and what to do to get them back if they leave)
• Repeat business (getting existing/former clients to hire you again and/or more often)
• Up-selling (getting more clients to “buy” your bigger packages/services)
• Cross-selling (getting clients and prospects to buy your other services (yours and your partner’s)
• Referrals (getting more clients, prospects, and professional contacts to refer new clients, and getting them to do it more often)

This is where you should focus most of your time and resources.

To a lesser extent, your plan should also include strategies for getting more prospective clients into your pipeline:

• Traffic (getting more people to visit your web site/blog)
• Opt-ins (getting more visitors to sign up for your newsletter, etc.)
• Leads (getting more prospects to call or write or fill out a form
• Conversions (getting more prospects to take the next step, i.e., ask questions, make an appointment, sign up)
• Other (e.g., strategies for getting positive reviews and testimonials)

There are lots of things you can do to get more clients and increase your income.

How many of these are in your marketing plan?

If you don’t have a marketing plan, start here