3 Essential Marketing and Communication Skills for Every Attorney

May 17, 2012 by
Share

When I opened my first office fresh out of law school I knew nothing about marketing and it showed. For several years, I struggled to bring in clients and pay my bills. Fast forward five years and I had built a very successful practice and was on my way to teaching other lawyers how to get more clients and increase their income.

What changed? I did. I had learned a lot about marketing and I acquired some new skills. Those skills allowed me to apply that knowledge in the real world, transforming the abstract into dollars and cents.

If you want to develop your practice, I consider these 3 skills to be essential:

I LEARNED HOW TO SELL

Many attorneys I speak to tell me, “I didn’t go to law school to become a sales person.” “Actually, you did,” I reply. “They just didn’t teach you very well.”

Okay, I get snarky sometimes. But the truth is, while attorneys may not be sales people in the literal sense of the word, attorneys do sell.

The best attorneys are very good at persuading people to do something they otherwise might not do (or do as much). Sometimes we use intimidation and thinly disguised threats to accomplish these outcomes. Sometimes we appeal to logic and reason. Sometimes, we appeal to emotion.

Some people see selling as manipulative but couldn’t the same be said for what attorneys do?

Actually, selling is not manipulative, at least not done correctly. If you’re among those who believe that selling is less than honorable, an article in INC. Magazine, How to Sell if you Hate Selling, might help you to see that selling is a natural extension of being an advisor and advocate, and a benevolent one at that. It is benevolent because it allows you to do a better job of helping people to get what they want and isn’t that what we are paid to do? Of course sales skills will also help you get what you want but isn’t that at least part of the reason you went to law school?

Learning how to sell was the most valuable of the 3 key skills I acquired in my transformation from struggling neophyte to successful professional. But 2 other skills were also essential.

I LEARNED HOW TO WRITE

It started with demand letters. I let go of the legalese and formality that I had been hiding behind and started writing letters that communicated and persuaded. I stopped writing in the “third person”. I began using active verbs and specific nouns. I used personal references and I told stories. I can’t say it always brought in higher settlements. Most of the time it probably made little difference. But it opened my eyes to what is possible with a good command of the written word.

I read many books about writing and I began journaling. I wrote as much as possible and continually improved my abilities. I also studied copy writing and with a lot of practice, got good at that, too. Eventually, I wrote all of the ads, sales letters, and collateral material that sold millions of dollars of my Referral Magic marketing course.

Yes, you can hire people to write brochures and sales copy for you. But just as learning how to sell makes you better at every aspect of marketing, so too does learning how to write.

I LEARNED HOW TO SPEAK

Seminars or luncheon presentations may not be a primary marketing tool for your practice, but becoming a good public speaker is an invaluable skill for every attorney.

Speaking is very different from writing. You may present the same information and you may achieve the same result, but speaking and writing are two completely different sets of skills.

I’ve spoken to small groups and to groups of thousands. I’ve been on many webinars and conference calls and done hundreds of live presentations. I’ve trained lawyers and business owners and influenced the buying decisions of thousands of prospects. In addition to bringing in a lot of business, my speaking skills have made me a better writer, a better sales person, and a better lawyer.

Selling, writing, and speaking are 3 marketing and communication skills that are essential for every attorney. I hope I’ve sold you on making them an important focus of your personal development.

Share
Filed Under: Communication, Copywriting, Marketing legal services, Personal development, Public Speaking, Salesmanship, Writing Tagged With: , , , , , , , , , , , , , , , , , , ,

How to get people talking about you and your law practice

May 15, 2012 by
Share

One of the best ways to help people understand what you do is to tell stories about the clients and cases you’ve handled in the past. All of your marketing documents and messages should be peppered with client stories for reasons I’ve written about before.

But if you want people to talk about you and remember you and send business to you, there’s one more story you need to tell: your story.

People are fascinated by lawyers. Yes, they criticize us and make jokes about us, but at the same time, they love to watch TV dramas and read novels featuring attorneys.

Of course we know that the real world of practicing law is not anything like that depicted on TV. By and large, what we do is boring.

Nevertheless, your clients and prospects and social media fans and followers believe you lead a fascinating life. They would love to peek behind the curtain to see what you do.

Don’t tell them. Remember, what you do is boring.

But who you are is not.

Tell them your story. What drives you? What gets you out of bed in the morning, ready to slay dragons and save princesses? Why do you do what you do?

Share your passion for your work and insights into who you are. What fascinated you when you were growing up? Who influenced you? What experiences made you the person you are today?

Share your feelings and beliefs, desires and dreams, and even your fears. Let people see that you are a real person, just like them.

Real stories, of course, have a dramatic arc. There is controversy, disagreement, hardship, struggle. Our hero (that’s you) wants something, but there are obstacles in the way. The dragon doesn’t roll over and die, you have to slay him.

Find the dramatic story of your life and tell it. It’s what makes you unique and memorable. It’s what will help you stand out in the crowd.

Your story will attract people and get them talking about you and sending you business. And hey, if your story is good enough, one day we might see it on TV.

Share
Filed Under: Client loyalty, Communication, Copywriting, Image, Marketing legal services, Public Speaking, Writing Tagged With: , , , , , ,

The best way to open and close your emails and letters

May 11, 2012 by
Share

“Dear Reader:”

Doesn’t make you feel all warm and fuzzy, does it?

“Dear Friend,”

A little better. And note that a comma is less formal than a colon.

“Dear George,”

Much better. Speaking to an individual. Nothing sweeter than the sound of one’s own name. But “Dear” is a bit old fashioned in an email.

“George,”

Arguably the best way to open an email. Much better than “Hey!” although it’s okay to use something like that for informal messages with people you know really well. Of course if you know the recipient really well, you could skip the salutation altogether and just get right to the message. Perfectly acceptable in email today.

What if you’re mailing to a big list of people? A lot of cc’s or bcc’s or your email newsletter?

Of course you must consider to whom you are writing and the context of the message. You don’t want to be unprofessional, but email is generally considered a less formal medium so a less formal greeting is almost always appropriate. If you don’t know which salutation to use, consider omitting it. You’ll probably be just fine.

What about signing off? “Very truly yours,” or “Regards”? “Sincerely,” or “All the best,”?

I usually sign my emails with “All the best,” followed by just my first name. Friendly, personal, informal. Or I just put my name with no close. With people I email to a lot, I often put my initials (just to be different) or no close at all.

Your emails should be a natural extension of who you are, but also reflect the context of your relationship with the recipient. Use whatever feels right to you, but lean towards informal. Formal messages put distance between you and the reader, and you generally want to bring them closer.

Snail mail is more formal than email, of course, but a personal salutation and warm closing will go a long way towards reaching out and connecting with your reader. “Dear Mr. Jones,” or “Dear Joe,” is much better than, “Dear Client:”.

If you’re sending something to opposing counsel and you want to be businesslike and maintain posture (and a little distance), you’ll probably continue using whatever you use now. With clients and prospects and colleagues, anyone with whom you have or want to have a closer relationship, a less formal and warmer approach is warranted.

Finding the right salutations and closings begins with greater awareness. Over the next few days, take a few minutes to review the emails and letters you send and receive. What do others do? How do they make you feel? What do you do and what affect do you think they have on your readers?

Chances are you won’t make many changes with letters and emails sent to counsel or insurance carriers, nor do you really need to. But there’s probably a lot you can do with letters to clients and friends.

What salutations and closings do you use in your emails and letters? Have you considered any alternatives?

Share
Filed Under: Client relations, Communication, Email, Newsletters, Writing Tagged With: , , , , , , , , , , , , , , , , , , ,

How to be more persuasive in your writing and speaking

May 2, 2012 by
Share

When I was in law school I helped a friend with her divorce. I prepared the Petition (yes, under supervision) and served it.

In those days, even though there were no children or real property and the matter was uncontested, she had to appear in court. I went with her to the hearing in downtown Los Angeles and we waited in the hallway for the courtroom to open.

I’d never seen my friend so nervous. She had never been in a courtroom and was afraid she wouldn’t know what to say. I told her this was a very simple case, the judge would ask a few basic questions and everything would be over in a few minutes. I kept talking, trying to calm her down, but nothing seemed to work. She was visibly shaking and barely able to speak.

Finally, I said, “Oh, here comes the judge.” I was looking over her shoulder behind her. She turned to look. Coming towards us was a shabbily dressed old man with dirty, unruly hair and an unshaven face. It was not the judge of course but a homeless man and the sight of him shuffling down the hall made her laugh.

A good laugh was exactly what the doctor ordered. My friend was able to get through the hearing and soon, we were on our way home.

In the car, she thanked me for helping her and especially for helping her to calm down enough to get through the hearing. It meant a lot to her that I cared enough to do that. We are still very good friends today, more than thirty years later.

So, why did I tell you this story? I could have simply made the point that your clients want to know you care about them and really do appreciate the little things you say or do.

Telling you that story was a better way to make that point, don’t you think?

I talk a lot about using stories in your writing and presentations. You’ve often heard me say, “facts tell but stories sell” and I’ve explained why:

  • Stories have people in them and the reader or listener can relate to them and their experiences.
  • Stories have a dramatic theme; people want to know, “what happened next?”
  • Stories have verisimilitude; they “show” instead of “tell,” and are often more persuasive than a logical argument
  • Stories appeal to human emotion. When you make people feel something, you connect with them on a deeper level.
  • People remember stories long after the facts are forgotten.

As you read my story, I hope you were you able to see my friend and me in that hallway and you could relate to the experience of trying to comfort a nervous client. If you could, then my story did double duty–it made the point about showing clients you care and it showed you why you need to put more stories in your writing and presentations.

Share
Filed Under: Blogging, Client loyalty, Client relations, Communication, Copywriting, Marketing legal services, Presentations, Public Speaking, Salesmanship, Writing Tagged With: , , , , , , , , , , , , , , , , , , ,

How to get fence sitters to pull the trigger

May 1, 2012 by
Share

Yesterday, I talked about using a special offer to get prospects on your list to hire you instead of another attorney. But what if they’re not ready to hire an attorney? How can you persuade them to do so?

Send them to school.

In your blog posts, newsletter, seminars, and private conversations, you must educate people about why they need an attorney, and why it should be you.

If they don’t know they have a problem, they’re certainly not going to do anything to resolve it. If they aren’t aware of the seriousness of the problem and the potential consequences, they still may not do anything. And if they don’t know the options that are available, they may think they don’t have any.

Your job is to continually make them aware of these problems and your solutions. But you can’t simply tell them, you have to show them, by telling them stories

My eighth grade history teacher made history come alive by telling stories about the people who lived it. Hearing about George Washington’s life, his struggles and victories, we not only learned about that period in our nation’s history, we were affected by it. We not only understood what it was like, we felt it.

If your prospects don’t feel something, if you simply deliver a steady stream of facts, they will eventually tune out. The facts are boring. Talk about people.

Pepper your messages with stories about people who are similar to your prospects. Give them a face and a name if possible. Describe their background. Talk about their problem and the pain it caused them. Or about the opportunity you helped them take advantage of. And then, talk about how this relief from pain or pleasure from gain. . . made them FEEL.

Because if you want your reader to do something (i.e., hire you), you have to transfer to them the feelings of other people who were in the same boat.

If you are allowed to use testimonials, do so. But a well told story can achieve almost the same effect.

But wait. You’re not done. In addition to stories of relief from pain or achievement of gain, you need to tell stories about people who didn’t take action, or took the wrong action. They did nothing, and lost. Or they delayed and missed out. Or they hired the wrong lawyer and wound up worse than when they started.

Success stories and tales of disaster. You need both.

And yet they still may do nothing. Why? Because. . . they don’t want to.

In “The Seven Reasons Prospective Clients Don’t Hire an Attorney,” I said that of all the reasons people don’t hire an attorney the most difficult to overcome (and the most frustrating) is, “No Want.”

If they don’t want it, they don’t want it. Why is that? I really don’t know. And as the late Jim Rohn used to say, “I wouldn’t enroll in that class.”

Keep them on your list. Continue to educate them. Keep telling them stories. One day, they may see the light. Maybe when someone they know encounters the very issue you’ve been warning them about. It’s like people who won’t do any exercise or quit smoking until their brother or best friend drops dead of a heart attack. That’s a story they can’t ignore.

In the mean time, don’t worry about it. Focus on the “easy to get” clients.

Share
Filed Under: Closing the sale, Communication, Copywriting, Marketing legal services, Writing Tagged With: ,

An easy way to improve your marketing results

April 25, 2012 by
Share

I’ve got good news and bad news about your marketing. Which would you like first?

The bad news? Okay. Here it is:

Most of what you write in your marketing–articles, letters, blog posts, emails–will never be read by the recipient. Even worse, most of the people who do read it won’t take action. They won’t call you for an appointment, Like your page or forward your email.

Most of the writing you do for marketing purposes is wasted effort.

The good news is that this is easy to change.

You can get more people to read what you write and do what you want by getting better at writing, or, more specifically, copywriting–writing that is designed to get a response.

You can subscribe to blogs that focus on copywriting. Learn a tip every day and start using it. There are many books and courses, too. (In the legal realm, check out my own, Lawyers’ Marketing Toolkit).

You can study good copy. The books and courses will supply you with examples, and point out what makes them good and what needs to be improved. You can also find good copy online and in your mailbox. When you read something that gets you to take action, save it and study it.

You can re-write good copy. Take proven sales copy and re-write, ideally by hand, to get a sense for the rhythm of the words and the “staging” of the information.

And you can practice. Write and re-write your letters and articles, constantly seeking to improve them. Over time, you will get better.

Pay particular attention to your headline, opening, offer, and call to action.

The headline (email subject, report title, etc.) is critical. It must capture the attention of the reader and make them curious to read more. If you don’t accomplish this, it won’t matter how effective the rest of your message might be, or how enticing your offer is–nobody will see it.

The title of this post is a good example. It promises a benefit I believe you want: an easy way to improve the results of your marketing. It made you curious to read the post or the email, as you are doing that right now.

Once you get the reader’s attention with your headline, your opening must continue the job. I did that by promising you “good news and bad news”. This is one of many effective openings.

I spoke with an attorney this morning about a sales letter he is preparing to send to his estate planning clients. He wants to get them to come in for a review. I suggested a “bad news/good news” opening and that’s what he’s going with. It works.

I also suggested the following formula for the body of his letter:

  1. Problem (The bad news–what could be wrong with their estate plan or the execution thereof).
  2. Agitate (What could happen as a result. Tell stories about clients who thought everything was okay but found out otherwise. What happened to them? What did it cost?)
  3. Solution (The good news–it’s not difficult or expensive to fix the most common problems you see. An amendment or two, an extra step, a few instructions to carry out.)
  4. Benefits (What they get or avoid as a result of this solution. Peace of mind, security, savings, etc.)
  5. Call to action (Tell them what to do get the solution and benefits. Call for an appointment, send in a form, go to a web page.)

Copywriting can be learned and it’s well worth the effort. Not only can it improve your marketing results, it can help you become a better lawyer. Copywriting is “salesmanship,” something you can use anywhere else you need to persuade people to act.

I used to “write like a lawyer” and taught myself how to write to sell. It is a skill that has earned me a fortune.

Share
Filed Under: Communication, Copywriting, Marketing legal services, Writing Tagged With: , , , ,

How I studied for the Bar exam and how I use those skills today

April 13, 2012 by
Share

The other day I found the outline I used when I studied for the Bar exam over thirty years ago. It was from a Bar review course I had taken, a single “mini-outline” that condensed eight volumes of study material into one paper-bound book.

I remember the process I followed to study for the exam. I went through each of the eight subject volumes, all of my notes, practice exams, and handouts from the review course (and anything I had saved from law school), distilled everything to what I considered essential and re-wrote this in my “mini-outline”.

There was plenty of white space for additional references, notes to myself, case citations, and examples that I wanted to remember. When I was done, I was able to put everything else aside and study just from the mini-outline.

Of course I learned most of what I needed to know not from studying the mini-outline but through the process of creating it. In deciding what to include in the outline, I had to read everything with a critical eye. I couldn’t just read everything as we typically do when we study, I had to think about what I was reading and make decisions about what it meant.

“What is the essence of this idea?” “Is it essential or tangential?” “How does this fit in with what I already know?” “How would I illustrate this?” “What is the opposing or minority view point?”

I didn’t think about it at the time but I was essentially doing research (my study material) for a paper (my mini-outline). I had to read like a writer, not a student.

Next, I went through the mini-outline with a hi-lighter and then again with a red pen. I circled key phrases, drew arrows from printed notes to my hand-written examples, and otherwise marked up my outline so that after several times through it, I had mastered it.

I remember during the exam itself, when I needed to recall something, I was able to see in my mind’s eye the actual page in my mini-outline where the information was written. I could see the yellow hi-lights and red arrows, what was at the top of the page and what was below. I could see and “read” my hand-written notes.

I had spent so much time creating the outline and studying it, I had all but memorized it. It was as if I had the book with me in the exam room.

There was something else I did to prepare for the exam. I knew I needed to have all of this information in my head, but I also needed to be able to “output” that information. We study for exams by reading but exams are taken by writing, so I knew I had to do as much of that as possible.

I took lots of practice exams. This helped me to discover where I might know something but not be able to express it. Or I had memorized something but really didn’t understand it. I could then go back and fill in the blanks and add those notes to my outline.

There was something else I did to prepare for the exam. I created, from memory, a one-page outline for each of the eight subjects. This really showed me what I knew and what I only thought I knew. I then re-wrote my one-page outlines, adding the material I had not been able to write from memory in red ink. When I was done, I had an “outline of my outline” and was able to study from those eight pages.

For good measure, I then wrote a one page outline of those eight pages. It was a summary of everything I had studied, reduced to a single page. There wasn’t room for details, and that was the point. While it didn’t really add anything to my body of knowledge, it was inspiring. “Everything” I needed to know was on one piece of paper.

I felt completely at ease during the exam. It was almost too easy. I was delighted when I got the news that I had passed, but not surprised. I knew the material and I was able to “output” what I knew onto the printed page. All of my preparation had paid off.

Today if I was studying, I would use “mind maps” to create a visual depiction of the information and how it fits together. It’s a better way to outline because it groups things organically, the way your mind sees them, instead of artificially forcing that information into linear order.

The process I used to study for the Bar exam has helped me over the years. I have used it to prepare litigated cases and in marketing. I use it in writing, preparing course material, and in live presentations. I often write first drafts “to see what I know”. I distill large quantities of information into shorter summaries. I outline my outlines.

For your next presentation, brief, report, or trial, when success is predicated on explaining and persuading, take what you know and distill it to its essence. Practice your presentation to see what you know and what you need to improve. Make an outline and re-write that outline until you can recite it from memory.

The job of an advocate, writer or presenter (or test taker) is to make things so clear that the listener or reader cannot possibly misunderstand. You don’t need to be brilliant or a gifted writer or orator to accomplish this. But you do need to know your material.

Share
Filed Under: Communication, Personal development, Presentations, Public Speaking, Writing Tagged With: , , , , , , , , , , , , , , , , , , ,

Get more writing done in less time with OmmWriter

March 30, 2012 by
Share

I wrote this post in OmmWriter, an application that creates a quiet, uncluttered writing space. Just a simple, full page of blank writing surface, a few basic fonts, and little else.

The idea is to be able to write without being distracted by Facebook, email, or other web sites or applications. It gives you a quiet place to be alone with your thoughts, so you can get more writing done in less time.

I remember going to the library in high school to write papers I didn’t want to write. Once I settled down and resigned myself to getting started, the quiet helped me to focus. Applications like OmmWriter create a similar environment.

On the other hand, I usually don’t need a quiet setting to write. In fact, like many people, I enjoy having some distractions. I think that’s why you see so many people writing or doing homework at Starbucks.

Also, when I write I usually refer to notes or articles I’ve saved or have open in a browser. Being in a writing app that takes over the full screen means I have to close the app to get to those notes or articles.

I do enjoy writing in OmmWriter, especially when I’m writing about something I know a lot about or have strong feelings about. The writing is quicker and flows more freely. What I mean is that I’m not so much engaged in the act of writing as I am in connecting my thoughts with my keyboard. For first drafts especially, it’s a more intuitive, natural process, and in some ways, the writing is better.

Applications like this are a good idea for writers who need that quiet space where they can let their creativity flow. If you ever find yourself unable to settle down and get into your writing, this is a good solution.

I’ve tried other applications like this. Some are browser based, some, like OmmWriter, you download. OmmWriter offers a feature I like, background colors and sounds (music) they have found to be conducive to writing. They provide a sort of “white noise” that helps me focus better.

OmmWriter is free and there is also a paid version (donation-ware) with more colors and sounds. I have used it off and on since I first downloaded it a month ago and I will continue to use it. It’s easier than driving to the library, and a lot cheaper than Starbucks.

Share
Filed Under: Productivity, Writing Tagged With: , , , , ,

If I could use only ONE marketing tool

March 27, 2012 by
Share

I started this post intending to make the case in favor of email as my favorite marketing tool. There’s no question that it is one of the most effective ways to deliver messages to people who can hire you or refer someone who can. It’s (almost) free, almost everyone has an email address, and email is still more popular than social media.

With the click of a button, you can send out an email to hundreds or thousands of people, and almost as quickly, get orders or phone calls and appointments.

Strange that so many attorneys (most?) don’t use email in their marketing, at least not as much as they could. Or should.

You may have a list of people–clients, former clients, and business contacts–but if you’re not communicating with them on a regular basis, you’re not going to get their business. They forget about you, or they forget how to contact you, or they’re just not motivated to contact you because. . . you haven’t contacted them.

The point of having a list, indeed, of all of your marketing efforts, is to stay in touch with people. Or as I put it, “. . .to be in their minds and their mailboxes so that when they are ready to hire a lawyer, or know someone who is, there you are. . .”.  Email is one of the most effective ways to stay in touch.

So, I was going to say email is my favorite marketing tool, but that’s not quite accurate. Nope. My favorite marketing tool is. . . a sales letter.

Lawyers may not call it that. We’ll call it a newsletter or information or anything but a sales letter (because we don’t sell, right?)–but whatever you call it, and however you disguise it, if it’s designed to get someone to do something, it’s a sales letter. My favorite marketing tool.

A sales letter is words, on paper (or electrons), that communicate a message and an offer or a request. People read it and call for an appointment, Like your web page, or sign up for your seminar. You can send it by postal mail, or by messenger. Hand it to someone in person, or deliver it via fax or text message. You can post it on your blog, web page, or on Facebook.

Oh, and guess what? Every time you talk to a prospective client on the phone or in person and you tell them about your services and what you can do to help them, you’re delivering a sales letter. A spoken sales letter.

Do yourself a favor and write it down, so you can send it by email.

Share
Filed Under: Communication, Email, Newsletters, Online Marketing, Relationship marketing, Salesmanship, Writing Tagged With: , , , , , , , , , , , ,

How is important but don’t forget why

March 21, 2012 by
Share

I did a presentation last night for some of my business partners and their guests. The objective was to get the guests to either invest in our business directly or provide referrals to our partners.

I talked about the history of our company, the value of our services, and the size of our market.

Lots of facts and figures. Very compelling, if I do say so myself.

But in order to get the ball over the goal line, I made sure I also told them why.

Why the facts I recited are important. Why I got involved, and why they should, too.

I did this by telling stories about some of our partners, their backgrounds and motivation, and also my own. I showed them what motivated us. Facts are static and lifeless. Stories have people in them and everyone wants to know “what happened next”.

Whenever you want to persuade people to act, tell them why. What’s in it for them? What will they get if they do? What might they lose if they don’t?

On your web site, tell people why they should opt-in to your newsletter. What’s the benefit? What do they get? Why will they be better off as a result?

In your demand letters, tell them why they should say yes. Why is it in their best interest? What might happen if they refuse?

In your oral arguments, explain why something was said or done. Tell the judge why he should accept your version. Tell him why he should grant your request.

You may have the weight of evidence in your favor, but it’s your job to interpret that evidence and tell people why it matters. Don’t assume they will know. It’s not always obvious. And even if it is obvious and even if they do know, tell them anyway. Tell them stories that reach beyond their intellect and pluck the heart strings of their emotions.

How is important but don’t forget to tell them why.

Share
Filed Under: Communication, Copywriting, Presentations, Public Speaking, Writing Tagged With: , , , , , ,
« Previous Page
Next Page »