Stop writing articles and blog posts 

February 17, 2026 by
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You know that articles and blog posts and other forms of content can attract prospective clients and repeat clients, and you know how to write them. But, unless I miss my guess, you don’t write them as often as you should. 

Because they take a lot of time. Planning, research, writing, editing, posting, reading and responding to comments—it’s a lot of work and you’re busy guy or gal.

So, don’t write them. Write an email instead. 

Emails are easy to write and don’t take a lot of time. And because it’s “just” an email, you don’t feel the pressure to write something worthy of publication, so you don’t resist writing it. 

Write an email to your prospect or client, or professional contact and tell them something you think they need to or want to know. Share a thought, ask a question, tell them something you recently learned or did or thought, and thought might interest them. 

So much easier than writing an article, isn’t it? No pressure. It’s just an email. A couple of hundred words and you can write it and get it out the door in ten or 15 minutes. 

Which is why you’ll do it. 

And guess what? The best part is that a short, informal email like this is often more effective than longer, formal articles and other content. 

Because your reader doesn’t have to set aside time to read them or take notes, so they read them more often They open their email, skim your article, think about you in a positive light, and go on with their day. 

What’s quick and easy for you to write is quick and easy for them to read. And they do.

Content marketing isn’t just about being a lawyer and showing how much you know. or do It’s at least as much about connecting with people and letting them know you’re still around and thinking about them. 

Yeah, staying in touch. 

If you want, you can convert your emails into longer content. I’ve published several volumes of books based on my blog posts and emails, and you can, too. 

Start with a daily or weekly, or even a monthly email to stay in touch with the people in your professional life. 

In fact, I challenge you to do that right now. Grab an idea, write a few paragraphs, and send it to someone. 

No planning or research, simple prose, edit spelling and punctuation, copy, paste and send. 

You can still publish blog posts and articles or other content. But if you resist doing that, don’t write them, write an email instead. 

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Filed Under: Blogging, Communication, Content creation, Relationship marketing, Writing

The brutal truth about marketing

February 5, 2026 by
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Many lawyers say they don’t have time for marketing, but the reality is, they “do” marketing every day. 

Because everything a lawyer does in his or her practice is marketing. 

The way you speak to a prospective client is marketing. Your words and how you say them make the client feel hopeful about their situation and confident about your ability to help them, and that’s the quintessence of marketing. 

The way you do your work is also marketing. You do it efficiently, expeditiously, and effectively, and show your clients and market why they should hire you and refer you.

It’s all marketing. 

From the way you greet a new client at their first appointment, to the way you describe the documents you ask them to sign, how you talk about your fees, the trinkets on your desktop, the clothes you wear—it’s all marketing. 

And you do it well, or you don’t. 

Take a look at your website the way a client might. Does it look clean and modern and inspire confidence in your practice? Does it provide answers to FAQs, explain the law and describe your services in enough detail that visitors understand what you do and convince them that you’re very good at what you do?

Marketing. 

How often do you stay in touch with clients and prospects? What do you say to them and send them? Do you share success stories, warn them about changes in the law, and strenuously tell them what to do to protect their business or family?

It’s all marketing. 

Some people look for you on social media to see what others say about you or ask you and how you respond. Do you say the right things? Do you “talk” too much or too little? What impression do you make? 

When you turn down a case, do you make sure the client understands why and feels good about you even if you can’t help them? When you deliver bad news, do you do it with compassion and intelligence and help clients see that you did everything you could for them?  

When something goes wrong, when there’s a delay, when you don’t get the results you expected, how do you handle that? How do you explain what happened? How do you respond when a client is angry?

What do you say about the other party or their counsel? What do you tell clients about your personal life? When you speak with another professional, do you show interest in their business or personal life, or are you all-business-all-the-time? 

How about your staff? Are they friendly? Dedicated? Interesting? Do they treat clients with complete respect? Is it obvious that you hire good people, train them well and support them?

It makes a difference. Everything you do makes a difference. Everything you do is marketing.

And you’re doing it well or you aren’t. 

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Filed Under: Marketing legal services, Relationship marketing

You don’t need a big network

January 20, 2026 by
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You don’t have a lot of business contacts? Social media isn’t your thing? You don’t do a lot of networking or socializing?

Me neither. 

Contrary to popular business sentiment, success doesn’t depend on having an extensive network. I don’t have one. Never did. And yet I built a successful law practice and several businesses, including—are you ready—a successful network marketing business. 

Networking is a great way to build a business or professional practice, but it’s not the only way. 

If that sounds like good news to you, welcome to the club. 

More good news? If you want to incorporate networking into your practice-building array, you can do that without putting in a lot of time or effort. 

Because you you don’t need a big network. You need an influential network. 

A few people who are well-known and well-respected in your niche or market, and who feel the same way about you. 

A few influential contacts are all you need because they will lead you to a few more.

They know other influential people in your market, professionals, business owners, consultants, people in media, people who write or speak or who are simply good at their job and know other people they can refer. 

And you need only a few. 

It’s about the depth of your relationships, not the breadth. 

Build strong relationships with a few influential people who are a good fit for you and the markets you target, or want to, and you’re good. 

Quality over quality. 

This year, set a goal to develop one new “good” contact. That sounds doable, doesn’t it? Even for those of us who don’t like networking or aren’t good at it. 

One is a great number. 

And guess what? You might not even have to find someone new. You might simply get closer to someone you already know. 

Call them. Buy them a coffee. Talk to them about what they’re doing and what they’d like to do this year. 

You never know, they might be “the one” or lead you “the one” and, wonder of wonders, they’ve been in your phone book all this time, waiting for you to call.

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Filed Under: Networking, Relationship marketing, Social media marketing

How to ethically ask for reviews and referrals

January 6, 2026 by
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I have homework for you. You need to research the latest ethical rules and guidelines in your state or jurisdiction regarding asking for reviews, testimonials, endorsements, and referrals. 

Here are three reasons:

  1. Compliance. You don’t want to violate any rules, and since rules change and are often ambiguous, you want as much currency and clarity as possible. 
  2. Educate clients and contacts. You want them to know what they can and can’t do to help you and avoid inadvertently getting you in trouble, or getting themselves in trouble if they are also an attorney or other licensed professional. 

Staying current with the rules and guidelines can not only protect you and your contacts, but sharing those rules and guidelines can make it more likely your clients and contacts will be comfortable providing you with referrals, testimonials, and reviews. 

Which leads to the third and perhaps most important reason for doing this: 

  1. Building connections. Sharing your knowledge about the rules and best practices you discover and practice, not only shows your commitment to the highest professional standards, it gives you a great “excuse” for bringing up this subject—in conversation, in presentations, articles, social media, and in other content—without looking like you’re “always” asking for help.

In short, taking the time to stay up to date with the law and ethical rules and widely sharing this information not only protects you and your contacts, it’s a simple way to build your reputation and bring you more business. 

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Filed Under: Client relations, Content creation, Continuing Legal Education, Image, Referrals, Relationship marketing, Social media, Testimonials

Treating your competition

December 4, 2025 by
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You read that right–”treating” your competition, not the conventional advice about “beating” them. 

It’s a different philosophy. 

Reach out to other lawyers in your niche or market and get to know them, or, if you already know them, get to know them better. 

See them not as a threat but as a friend. Not someone to “beat” but someone to work with.

Treat them to lunch, share your presentation or article, find something positive to say about theirs.

Yes, even though they might target the same cases or clients you target. Even if they are literally your competition.

I know what you’re thinking. You’re thinking I’m suggesting this because if these other attorneys or firms see you as a friend, you might get some referrals from them when they have a conflict or a case or client that’s not right for them. 

This is obviously true and how I started my practice. But the philosophy of reaching out to other attorneys in your niche goes beyond that. You can learn from them and be inspired by them, even if just by observing them. 

What are they doing that’s working? Maybe you can do it, too. What mistakes have they made? Perhaps you can avoid doing what they did. Who do they know you should know, if not by name but by category?

Why would other lawyers be willing to embrace you this way? After all, you might look at them as a friend or business asset, but most attorneys, raised on a zero-sum “beat the competition” mindset, are unlikely to see you the same way. 

Maybe. In which case, their reticence might become a self-sorting mechanism, showing you who might be worth knowing and who might be best kept at a distance. 

On the other hand, maybe your openness will unlock something in them that could be mutually beneficial. Maybe they would love to get to know you (or know you better), learn from you and be inspired by you.

In the end, it’s not about them. It’s about you. Your habit of seeing everyone as a potential friend and a willingness to see where that could lead. 

I know lawyers who are like that. Natural networkers, with lots of friends and contacts, and very successful practices as a result. 

It’s not the only path to building a professional practice, not something I’m good at or enjoy. But it’s something I’ve been willing to do over the years, and it has almost always led to good things.

We don’t have competition, you and I. Just people we don’t yet know, or know well enough to call a friend.

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Filed Under: Increase your income, Law office management, Legal industry, Marketing legal services, Networking, Relationship marketing

Referral marketing on steroids

October 23, 2025 by
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No matter what other types of marketing you do, referrals will always be key to marketing your legal services. Prospective clients contact you because someone they know and trust recommends you. They come to you pre-screened as to need, or at least interest, and the ability to pay.

The odds are they’ll hire you. You usually don’t have to do a lot to make that happen. 

And, not only are referred clients easier to sign up, they usually turn out to be better clients. 

There are other benefits to prioritizing referrals as a marketing strategy for a law practice. Among other things, that focus can also lead to more traffic to your website, more seminar attendees, more invitations to speak, and more subscribers and followers.

Because it’s based on relationships.

It’s an idea as old as marketing itself. And while many attorneys benefit do this, they usually “watch it happen” rather than taking steps to “make it happen”. 

What do I mean?

I mean, most attorneys don’t systematically identify other professionals and businesses that already serve their target market (and don’t compete with them), approach them, and propose a marketing alliance.

A mutually beneficial strategic relationship, leading to referrals and other benefits. You promote their products or services, endorse and recommend them, send them referrals and traffic and so on, and they do the same for you.

You help them build their business or practice; they help you build yours. 

Hold on, I know what you’re thinking. You’re thinking that business people and professionals who might make a good strategic alliance partner for you already have referral relationships with attorneys and law firms in your market. 

They don’t need you. 

But they do.

Because the attorneys they currently work with often

  • Target different sub-niches, industries, or types of businesses or clients than you do
  • Offer different services or use different fee and billing arrangements than you do
  • Can’t handle, or don’t want to handle big cases, or may not want the mid-size or small cases you prefer 
  • Have conflicts of interest and can’t take every case or client 
  • Get busy and can’t handle all the work that comes their way
  • Retire, die, move, or get into trouble and are no longer available

They also might not have the same reputation, experience, or skill set you bring to the table, making you a better fit for their contacts.

And even if none of this is true today, tomorrow might be another story.

Which is why you should continually look for and get to know potential referral partners. 

It should be a cornerstone of your marketing. 

Routinely ask yourself, “Which business leader or professional in my market sells to, advises, or otherwise influences prospective clients who would be a good fit for my practice?”

Identify them, meet them, and show them how they can benefit by working with you. 

That’s the plan. 

Okay, I know what else you’re thinking. You’re thinking this is extremely difficult and time-consuming. It’s not worth the effort. 

It might be difficult, but it isn’t impossible. And it is indeed worth the effort. 

Not only can it pay off big time for you, but you don’t need dozens of strategic alliance partners, you only need a few. 

In fact, just one can make a tremendous difference. 

Not only can one new referral partner send you business, they can also introduce you to other professionals and businesses they work with who might also form a marketing alliance with you. 

Good referral relationships might not be easy to come by, but when they come, they can compound. 

Prove it for yourself. Do you have any business or professional relationships right now? Even one? 

Have a chat with them and ask them to introduce you to someone they know who might also want to work with you. 

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Filed Under: Marketing Plan, Referral sources, Referrals, Relationship marketing

The most important question you can ask a new client 

October 7, 2025 by
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When you sign up a new client or meet with a prospective new client, there are lots of things you want to know. About their legal situation, what they need or want, and so much more. But there’s one question you should ask that’s more important than any other. 

“Where did you hear about us?”

Most lawyers ask a variation of this question, but it is often perfunctory rather than strategic. You shouldn’t ask merely out of curiosity but because the answer is valuable. 

You want to know if the client saw your ad, read your article, found you through search or through referral. This information can dramatically improve your marketing.

First, it tells you what you’re doing right, so you can do more of it. Write more articles on the subject, in the same or similar publications, use the same keywords on your website, continue running the ads that are making your phone ring, and so on. 

Second, it tells you what you’re doing wrong. 

If new clients don’t mention having discovered you through things you’re currently doing, you know you should probably stop doing them. If no one identifies the ads you’re currently running or events you’re promoting, you know you need to change something. 

The third reason for asking how the client found you is that if they were a referral, you can ask what the referring party told them about you. What clients and business contacts say about you tells you how effective you are at serving clients and building your reputation. Valuable information, to say the least. 

Finally, if they were a referral, you want to know who referred them so you know who to thank. 

And thank them you should. 

Not just because it’s the right thing to do, but because the referring party will appreciate it and make it more likely that they will do it again. 

I was reminded about the importance of thanking people who refer clients by my friend and fellow attorney Barak Lurie, who told me about an effusive thank-you message he recently received from a real estate agent he had thanked for referring a client to him.

When you get a thank you for a thank you, you know you’re doing something right. 

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Filed Under: Marketing legal services, Referrals, Relationship marketing

Ask

April 24, 2025 by
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Yesterday, I got an email from the author of a book I bought several years ago, asking me for a review. “I’m looking to attract more readers, and your star rating [and review] will help tremendously… I’m asking for your help.”

Have you ever asked your clients or business contacts for help? You should.

Whether it’s asking for a review of your services (or your book), asking for a testimonial or an endorsement (from a colleague), or asking for referrals, the people who know you can help you, and they are often willing to do that—all you have to do is ask.  

Ask website visitors to sign up for your newsletter or follow your blog. Ask people on your email list to attend your event. Ask business contacts to introduce you to a client or recommend you as a speaker at their club meeting.

You have a relationship with these people and are entitled to ask.  

But many attorneys don’t. 

Often, they don’t ask simply because they don’t think of it or don’t know what to say. Sometimes, they don’t ask because they “don’t want to bother people” or think that asking makes them appear “weak”. 

It’s not. Asking is actually a sign of strength. 

You ask because you know you provide value. You ask because it’s what people in business do with clients and contacts. 

The people you know—your list—is a valuable business asset, second only to your reputation. Why not leverage this asset to grow your practice?

If asking makes you uncomfortable, ask in a form letter or email sent to everyone, or have an assistant ask for you. 

There’s no harm in asking for help. So ask.

They got a free consultation? Ask them if they’re “ready to get started?” They read and liked your article? Ask them to share it with friends. You got an excellent result for your client? Ask them to give your card to their neighbors. 

Start small. Put a questionnaire in your new client kit or a P.S. at the end of your “Welcome to the firm” letter. Put brochures in your waiting room with a sign that says “take one”. Ask your email list to call your office if they have questions about the law or their case. 

Start small but start. Get in the habit of asking for help. You’ll be glad you did.

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Filed Under: Relationship marketing

Long time no see. Let’s fix that. 

July 15, 2024 by
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Your best clients, closest friends, strongest business contacts, people who know, like, and trust you and with whom you communicate most—your “strong ties”—are often your primary source of referrals and opportunities to grow your business. 

What about everyone else? 

What about former clients and business contacts you haven’t spoken to in a long time? People who know your name but aren’t now actively involved in your life? Experts say these are your “weak ties” and if you’ve been around for more than a few years, there are far more of them than your weak ties. 

And they represent a potential bonanza of business and prosperity for you. 

They can provide you with valuable information about your (their) market, introduce you to people you’d like to know, send traffic to your website, promote your content and events, provide you with a testimonial or endorsement, and otherwise help your practice grow. 

But their value isn’t so much what they can do for you, it is how easy it is for you to get them to do it. 

You don’t have to spend time or money to identify them, and meet and get to know them. You just have to reconnect with them. You don’t have to win their trust, you just have to kindle it. 

And it can be as simple as digging out their contact information, reaching out and saying hello.

Is that it? Just call or write and say hello? 

Yes. 

Acknowledge the passage of time, ask how they’re doing, and wish them well 

You can do more. You can also send them something, perhaps an article you found (or wrote) and thought might interest them. You can offer to meet and buy coffee or lunch, or invite them to your upcoming event. Or find out what they need or want and help them get it.

What’s next? Perhaps you’ll get together with them and continue the conversation. Or invite them to sign up for your newsletter so you can keep in touch. Or simply calendaring a few months and contact them again.

You might not need to do anything else.

How about contacting them and finding out?

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Filed Under: Communication, Increase your income, Relationship marketing

When should you publish (and how often)?

June 19, 2024 by
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What are the best days for you to publish blog posts or other content? Which days get the most “opens,” sign ups, forms filled out, clicks and engagement? 

Check your stats. 

You might find that Tuesday gets far more opens than other days of the week, in which case you should consider making Tuesday your publication day. 

But, there’s a problem. You typically need enough subscribers to see enough of a statistical variation to matter, and most lawyers don’t. 

If your list is relatively small, other factors besides the day(s) of the week can affect opens and other metrics. So which day(s) you publish might not be important.

How often you publish is another story. 

Publishing once a week will bring better results than publishing once a month. The more often you show up in their inbox, the more your subscribers will get to know you. If they like what you write, they will read most of your messages, look forward to them, and act on them. 

So, publish as often as possible.

Once a week is good. Depending on your market and practice area, two or three times a week, or even every weekday as I do, is (usually) better. 

It allows you to build a relationship with your readers, and that can make all the difference. It’s better to have 100 subscribers who like and trust you than 10,000 who aren’t sure who you are. 

Won’t you get more opt-outs if you publish more often? Probably. But you’re not writing a newsletter for everyone who happens to be on your list. You’re writing for the ones who love you and can’t get enough of you. 

The ones who read you because you teach them things they need or want to know. Because you inspire them, give them ideas, make them laugh, and otherwise lighten their burdens and make their life better.

You don’t have to write brilliant or lengthy articles or posts, or give away the store. You simply need to provide value and publish often enough to stay in your subscribers minds and hearts.

How to write an email newsletter that builds relationships

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Filed Under: Email, Newsletters, Relationship marketing
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