Here’s a year-end marketing project for you


Now is a good time to update (or start) your new client welcome kit.

A welcome letter is not enough. You should overnight new clients a comprehensive package of information, instructions, and other materials that not only make the client feel welcome but equip him to help you do your job.

Your kit should answer the new client’s questions about their case and about working with you. This will reduce anxiety, misunderstandings and calls to your office.

The kit will also help you cross-sell your other services, help you build your list, and stimulate more referrals.

What goes the kit? Information.

  • what happens next, and what happens after that
  • instructions — what to do, what to NOT do
  • office hours, appointments, parking, how to contact you and your staff, payment options, what to do in an emergency,
  • answers to FAQs and answers to questions clients often don’t ask but should
  • information about the law and procedure relative to their case or matter
  • how to navigate your website
  • your social media channels and a request to Like and Share your content
  • where to send feedback, reviews, and suggestions
  • what to say and do to make referrals
  • a list of your other services and practice areas
  • your bio, and information about your staff
  • social proof about you and your firm–reviews, testimonials, endorsements, success stories/case histories–to minimize “buyer’s remorse” and provide”talking points” the client can share with partners, superiors, etc.)

And so on.

Your kit should also include a supply of your business cards, copies of reports or books you have penned, brochures, and various “referral devices” they are encouraged to share with friends and contacts.

Include more than you think is necessary. People tend to associate “bulk” with value, so load ’em up. It’s not important that they read everything, it’s important that they see that you are accomplished, organized, professional, and prepared to help them.

You can (and should) selectively share some of the contents of your kit again at a later time, especially when it has been updated. This gives you another excuse to contact them, and another way to remind them that you can help them and the people they know.

You can also use much of this information in your kit for prospective clients. But we’ll save that for early next year.

“Referral devices” bring you more referrals. Here’s how to create them


How to use your new client intake sheet to get more referrals


There’s a very simple way to get more referrals from your clients. It will also help you build your newsletter list and meet more referral sources.

All you have to do is add two things to your client intake sheet.

The first addition is a prompt for the client to list people they know who might like to receive your newsletter, special report, video series, or anything else you offer, such as a free consultation.

You or your staff point out this section to them and explain how this helps their friends solve a problem or understand their options. Tell them there is no cost or obligation or pressure of any kind.

Also tell them what you will do if they provide names, i.e., send these people a letter and mention the client’s name (or omit it if they prefer). If they don’t want to give you names, you will instead give them copies of your report or a certificate they can give to their friends to redeem for a free consultation, report, etc.

The client gives you names and you contact those people, or you give the client something to give to those people and let them take the next step. Either way works.

Even if the client does nothing on day one, you will have planted a seed that may eventually result in referrals and subscribers. You can prompt them again by sending them a letter with a blank form they can fill out, or a link to secure web page form. As the case progresses, they may be more comfortable opening up their address book.

The second addition to your intake sheet are prompts to supply the names of other professionals they know. Who are their insurance agents? Do they have a CPA or tax preparer? Do they know any other lawyers? Do they have a financial planner, stock broker, or real estate broker?

Explain to the client that you will introduce yourself to these other professionals. If there is a logical connection with the work you’re doing for the client, explain this. For example, if you’re an estate planner, it makes sense to coordinate with their financial planner or tax professional.

If not, tell the client that you do this for marketing purposes. By meeting other professionals your clients know and recommend, it helps your practice grow. It also helps you meet other good professionals you can recommend to your clients, so it helps these other professionals, too.

Provide a check box for the client to indicate it’s okay for you to mention their name, or not.

Contact these other professionals, tell them you have a mutual client, and you’d like to find out more about what they do and see how you might be able to work together.

Clients will send you referrals without being asked, but if you ask, they’ll send you more.

Learn the formula for marketing legal services. Go here now


What to give new clients when they sign up


I hired an attorney recently. After I signed the retainer agreement, he gave me a copy of the agreement and my check. Nothing else. Nor has he sent me anything in the mail or email in the several weeks since.

No letters, no phone calls, no information.

It’s true, nothing has happened yet that would require an update. Nevertheless, not sending me anything or communicating with me in any way is a big mistake.

Attorneys need to give new clients as much information as possible, and stay in touch with them as often as possible:

  • To thank them for choosing you instead of any other lawyer
  • To educate them on what you will be doing and how the client can help you do a better job for them
  • To inoculate the client from doing or saying anything that could harm them
  • To clarify and commemorate what you told the client and what the client told you
  • To give them something to show their spouse or partner that explains what you are doing and why it is necessary
  • To show clients you are organized and experienced and that they can trust you to stay on top of their matter
  • To ensure the client knows what will be happening, and when, so they don’t expect too much, too soon
  • To let the client know that even though they haven’t heard from you, you are working on their case
  • To reduce the client’s anxiety–about their case and about working with a lawyer
  • To add value to the transaction and exceed the client’s expectations; to give them a “wow” experience
  • To clarify billing and payment requirements so there are no misunderstandings or unpleasant surprises
  • To set the stage for cross-sales and referrals by educating the client about other services your firm offers

Every law firm should send new clients home with as much information as possible. Create a simple “new client kit” and supplement this with regularly scheduled letters and phone calls. Let them know what you are doing for them, even if what you are doing is waiting for something from them or from another party.

Many attorneys do this but too many don’t. How about you? What do you send your new clients and how has this helped your practice?