What Your Car Says About You
The other day I gave a client a ride to a meeting we were both attending. The client, let’s call him George, got into my car and made a remark about how it seemed like a practical car.I drive a five year old Honda Pilot and at any given time it has baby toys in the back seat, a copy of the Florida Bar Journal, a Copy of the Wall Street Journal and crumbs from the last snack my 15 month old son ate.
When my client made this comment, I smiled.
You see George came to me as a client over three years ago. His book of business was a hair shy of $150,000 and he was having trouble making ends meet. A couple of the first months we worked together, I had to charge his credit card in two increments during the month because I could not get approval for the full amount. The reason I smiled when George made this comment was because even during those tough times, George drove a fancy car. Back then it was a leased Porsche (with a $900+ payment per month).
Now George is bringing in over $650,000 a year and he has moved on to a Mercedes S500. Which he is leasing for North of $1,200 a month.
Personally, I’ve never spent a lot of money on a car. To me it has always been transportation. And I’m fine with you judging me based upon what I drive. My car says I care about my family. Everyone fits in it – including my mother-in-law and my nieces (they often travel with us). It is constantly cluttered with things I focus my energy on, reading material for work, toys for my son, and groceries.
Many people say image is important. They say that people will think less of me because of what I drive. That may be the case. But the person who bases their hiring decision upon what I drive is probably not my ideal client. After all, who wouldn’t want to work with a practical guy who cares about his family?
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EmailThe Reason You Don’t Get Hired
A Real Estate broker called me recently. She wanted me to recommend her to my clients when they needed office space. I was reluctant to take the call as I already know several excellent people in this field and I don’t make recommendations on office space all that often.
Since the broker was referred to me by a client I decided to take the call (she originally wanted a face-to-face meeting). In advance of the call, I asked for an email detailing why her firm was different than all the others.
What I received back was an email with seven points that were all about her firm. Nothing about how the client would benefit. Nothing about how the client would save money by using her firm, make more money by securing a better location, save time because her firm does thorough due diligence, etc. I didn’t see any of that. All I saw as chest thumping, me, me, me.
This is the number one reason why clients don’t select you as their lawyer. Until you tell the client how you can help them, they will not care where you went to law school or which judge you clerked for or who you know in the local government.
Legal marketing should be all about the client. Show him how you can solve his problem. Help him understand his options. Show him you know how he feels (empathize).
Put the client first in your marketing, just like you do in your legal work.
A New York Attitude Helps Attorneys Marketing
The only person who likes a pushy New Yorker is the client of the pushy New Yorker. When it comes to attorneys marketing their services, everybody needs a little New York in them. Since you may not be from New York (or South Florida which is the sixth borough) let me tell you about the qualities of a true son or daughter of New York – and how they apply to attorneys and marketing.
Urgency
Things happen fast in the big city. People who have lived in New York and who have run a business in New York know if you don’t get things done in a hurry you will get crushed.
Attorneys marketing with a New York perspective will hustle to get their message out. They will implement law firm marketing tactics quickly and effectively. Twenty four hours is a lifetime and a week is an eternity in New York and that’s the attitude of someone who knows how to build a successful law firm.
Persistence
If you have ever tried to get a cab on New Year’s Eve in New York City, in the rain, you know about persistence. New Yorkers never give up. Ever. They just keep coming at you over and over and over again.
Attorneys marketing like New Yorkers will have that same kind of persistence. They will demand a Return on Investment from every marketing initiative. They will relentlessly pursue progress in their marketing efforts. And if something doesn’t work they will adjust it and try it again.
Passion
People from New York talk fast and can sometimes be loud and animated. This comes from their passion. The Yankee fans scream at the Met fans. The Giant fans gesture at the Jet fans. The passion is everywhere.
Attorneys marketing with a New York attitude will be passionate about the value they provide for their clients. They will make sure everyone knows how they help people. They know that nobody is going to hand them anything and they need to aggressively and passionately make the case for their law firm.
Thick Skin
New Yorkers don’t care what anyone says or thinks about them. They get the job done in spite of all the crap people will sling their way. If you have ever had to fight for a seat on the subway you know that what people say about you is not important at all.
Attorneys marketing on the cutting edge will always be criticized for their effort. Most often this will be envy talking. As long as they are ethical, the attorneys marketing like New Yorkers should give everyone a Bronx cheer as they sign up client after client.
If you want to take your law firm to the next level you need to reach deep down within yourself. You need to find you inner New Yorker and channel. Attorneys marketing with a New York attitude will always lead the pack.
Important Marketing Rule for Lawyers: Be On Time
Last week a lawyer invited me to lunch. He wanted help with the marketing for his firm. Since helping lawyers with marketing is what I do, and since I like eating lunch, I accepted the invitation.
I am a bit of a fanatic about appointments. I tend to get everywhere early. Fifteen minutes early is my standard but it is not unusual for me to get somewhere 30 minutes before the scheduled meeting time. This is not just because of my obsessive personality. I always allow extra time for traffic, the need to fill the car up with gas, a meteor crashing into my route to the meeting venue…you get the idea.
So when the day arrived for my lunch with this lawyer, I got to the restaurant about 20 minutes early. This gave me some time to read the newspaper while I waited. Not necessarily a bad thing. When I completely finished reading the front section of the paper I looked up and noticed that I had been sitting in that same spot for about an hour. This means that the lawyer was already 35 minutes late.
I folded up the paper and was about to leave when my lunch date arrived. He offered no apology and when I confronted him with the fact that I had been waiting for half an hour he simply replied: “There was a lot of traffic.”
Needless to say, I did not accept this man as a client. Here’s why:
A lack of time integrity is an indication of an irresponsible person. Being late is a sign that you do not take commitments seriously. We set a specific time for the meeting. Honor that commitment. To account for the traffic, leave early.
If you do not respect my time, you will not respect the advice I give you. How seriously can you take what I say when you don’t think I am important enough to show up on time?
People who are chronically late lack personal pride. If you do not care about your image enough to be on time for a meeting, you obviously do not care enough to represent yourself well. I certainly do not want to work with someone like that.
I realize many people will think this is harsh. I also realize many people will wonder what this has to do with lawyers marketing their law firms. Unfortunately, the world is a harsh competitive place. Since marketing for lawyers is all about helping them get the best clients, and time is an essential element of the execution of marketing tactics, a lack of time integrity kills the marketing process before it even begins.
If you think I should “give people a break” because “stuff happens” you are involved with the wrong guy. My feeling is that smart people anticipate the stuff that is going to happen and they adjust.
Be on time. It will help you get more clients.
Thoughts on Attorneys, Marketing and Hope
Most of my days are spent helping attorneys with marketing or business strategy. I love doing that. It’s part of who I am. It makes the client happy, improves his/her life and makes me feel good. I am fortunate to have found a career that allows me to do what I do best every day.
During the past couple of years many of us have faced some form of adversity. For many it was financial. Perhaps the loss of a job or a decrease in income has placed a strain on your household. For others it may have been the illness or loss of a family member. Many people placed their hope in the hands of the government and although the election of 2008 was historic, those who hoped for real change have been disappointed.
Although many of these things have touched me as they have touched you, I am grateful and thankful that you have invited me into your home or office, inbox or blog reader. When times get tough I help attorneys with marketing. That makes me feel better. It makes them feel better. I do what I am and I am fortunate that I can.
We are lucky- you and I. We both get to make a profound difference in the lives of our clients. If someone walks into our office in deep despair we can often give them the guidance they need to get back on track. If they have made a big mistake, we can mitigate the damage. If they have experienced loss, we can often help make them whole.
Thank you for making a difference in the lives of your clients. I’m sure you are as grateful for having the ability to help them as I am when I help attorneys with marketing.
How My Barbershop Lost a Client: A Marketing Lesson for Lawyers
I have been going to the same barber shop for about 4 years. Since this is a luxury shop (they do haircuts, shaves, massages and spa treatments for men) and they offer a good experience (they serve beer, wine and tasty snacks) I never had a problem paying a little more for a haircut.
During the three years of my patronage of this shop I would go in for a haircut about once a month. About a year ago my barber left to work somewhere else. When this happened the owner of the shop called me personally and asked me to stay with the shop and try out the new barber they brought it. I was impressed by this proactive gesture so I gave the new guy a try. I am glad I did. He is a good guy who loves sports and has an interest in the same teams I follow.
After a few visits, this gentleman suggested that I come for a haircut every two weeks. I wear my hair very short and waiting four weeks to get it cut can make my hair look unruly. The barber talked with the owner of the shop and they agreed that every two weeks I would get a haircut I would pay half of what I paid for the monthly visit. This meant I was going to pay the same amount each month for more visits. I was thrilled.
Last month the shop was sold.
The new owners sent out an email announcement stating that buying this shop was “fulfilling their lifelong dream of business ownership”. The announcement was all about them. It didn’t thank the customers. It didn’t give us any introductory incentive to come in and meet the new owners. In fact, it didn’t mention anything at all about the clientele.
I went in for my first haircut and the new owner immediately tried to up-sell me into getting a manicure. I’m not the manicure kind of guy but there was no irresistible offer (coupon to try it for free, etc.). It was just suggested that I try it because the manicurist was really good. Again – about them, not the client.
After fending off the hard sell I met with the guy who actually cuts my hair. It was then that he dropped a bombshell on me. No longer could we do the two visits per month at the agreed upon price. A haircut was a haircut. Full price must be paid every visit. When I raised the issue with the new owner I was told the same thing. A haircut is a haircut. Same shop. Different experience. Bad feeling.
So what does this have to do with marketing for lawyers?
Attorneys often treat their clients the same way.
The marketing only focuses on what the lawyer has to offer. It doesn’t take into consideration the client’s needs or wants. The attorney doesn’t give the client any incentive to make a decision. He simply says: “This is what you need to do”. And the surprises that come with hourly billing (just like the surprise of my haircut price doubling) are killers of good client relationships.
Now I need to go look for a new barber. This is a minor inconvenience for me and about a $1,000 per year loss for the barber shop.
Think about the experience the client has when he interacts with your firm. Could you spend more time talking about his needs? Could you give him an incentive to do more legal work with you? Is there a better billing option you could have provided that would have made him feel less “ambushed”?
Marketing for lawyers is all about relationship building. Put the relationship first and offer a great experience. If you do your income will never receive a haircut.
Attorneys Marketing Question: How do I get new clients?
One of the questions I am asked most frequently by attorneys marketing their services is: “How do I get new clients?” My consulting practice is dedicated to helping attorneys answer this question but unfortunately there is no one right answer. Each attorney is different and each practice area has different nuances. Applying a one-size-fits-all answer to this question would be to do a disservice to anyone genuinely interested in the answer.
There is a way to answer this question and have the answer broadly apply to just about any attorney in any practice area. That is answer can be summed up in two words: DO SOMETHING.
It’s not complicated.
Each and every day you should do something that helps you build your law firm client base. Today you write an article for a trade journal. Tomorrow you ask a colleague to make an introduction for you to an influential individual in a target company. The next day you reach out to the chamber of commerce to see if there is an opportunity to give a speech.
Start each day by doing one thing that will help you get closer to your client acquisition goals for your law firm.
Now I have a question for attorneys marketing their services: What have you done today to get new clients?
