If Marketing for Lawyers was Easy Everyone Would Do It
There is a dirty little secret that most people who work on marketing for lawyers keep from their clients. They keep this secret because once they reveal it, 95% of the attorney population won’t hire them.
Before I tell you WHAT the secret is, let me tell you why it is important to me that you know it:
I only want to work with the best lawyers. I only want to work with people who take their law firms from GOOD to GREAT. I only want to work with ethical people who improve the client’s condition. I am hoping that if I share this secret with you, the best lawyers will act on it and the complacent masses will continue to toil away, content with living a shallow life of unfulfilled potential.
The Secret
Marketing for lawyers requires a great deal of effort. There is no easy way to find and engage hundreds of clients. There is no magic formula for success. You can’t go to sleep at night and wake up in the morning with a waiting room full of clients.
Well, let me rephrase that: There is a formula. It goes like this:
Go to sleep. Wake up. Work your ass off. Go to sleep. Repeat for several months. Wake up with a lobby full of clients.
I know this is not what others are telling you. I know there are people out there who promise you the magic beans that will help you grow your law firm while you sleep. Unfortunately, it is just not true.
The Reason this is Good News
This is good news for 5% of the attorney population. It is good news for the people who get it. It is good news for the people who want to put in the work. Here’s why:
If you consistently work on marketing over a sustained period of time you will get results. Clients will be drawn to you. You will achieve a significant return on the investment of your time.
If you consistently work on marketing over a sustained period of time you will create a significant barrier to entry for your competition. Catching up will be difficult for them. They will not want to put in the time and effort you put in. Or they may focus on the wrong things. Or they may be a step behind. All you need to do is innovate faster than they can copy you.
If you consistently work smart on marketing you will have your choice of clients. Attorney marketing systems deliver qualified clients to your doorstep. You simply need to select the right clients for your law practice.
If you consistently work on marketing you may be able to change your lifestyle. Once you realize that developing marketing systems is the key to law firm success, a whole new world will be open to you.
But first you have to do the work.
At this point, I have either completely lost you, in which case you are only still reading because you are cynical, or you are intrigued (or at least a little interested in marketing for lawyers) and want to learn more. If you want to learn more, visit the website below.
Marketing for lawyers can be your key to making a great living and living a great life!
This is the website to visit: http://milliondollarlawyersecrets.com/
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EmailHow 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.
Late Night Debacle is a Lesson on Writing an Attorney Marketing Plan
Once again there is trouble on the late shift.
In case you have not been following entertainment news, here is a brief overview:
In September 2009 the NBC brain trust moved Jay Leno into a one hour show at 10PM. This move dislodged him from the Tonight Show (which he hosted since 1992). Conan O’Brien became the new Tonight Show host. The NBC Brass loved the move since they were able to profitably sell the new 10PM show to advertisers. (A talk show is much cheaper to produce and air than a scripted show with an ensemble cast).
As it turns out, nobody likes watching Jay Leno at 10PM and only a few people like watching Conan on the Tonight Show. The affiliates (television station owners) are really angry. NBC screwed up royally and they needed to fix it.
So what did they decide to do?
They tip toed around behind the scenes and opened negotiations with Jay to move him into a 30 minute show at 11:35PM (that is currently when the Tonight Show starts). This means the Tonight Show would need to be moved back a half hour. Once Conan got wind of this he was not happy. Although an agreement is imminent, the drama played out on TV, in the newspapers and on line. In the end, it will cost NBC tens of millions of dollars and much more than that value in talent (Conan will probably end up leaving).
Here are three things we can learn from this mess:
When something works, stick with it until it stops working. Don’t tinker with it just because you can.
Conan O’Brien always wanted the Tonight Show and he has demonstrated that he would wait for it. His contract was not up yet and neither was Jay’s. The ratings for both shows were good. But NBC wanted to cut costs during the 10PM hour. So they made this ridiculous deal with these guys. They messed up a good thing.
We do this kind of thing all the time. We come up with a client acquisition tactic that works and then we tinker with it.
What do I mean?
You go to a networking event, you meet a few people, you follow up with them and you get new business. But then you don’t go to another event for six months.
You give a speech and it results in a couple of good new clients. Instead of looking for other venues to give that same speech again, you decide to give a different speech that doesn’t work as well.
When something works, stick with it until it stops working. If you give a speech to a group or trade organization and you receive a positive response, give that same speech to a different group (within the same industry). If networking brings you new clients, stick with it until you simply can’t shake another hand.
Don’t mess with things that are working just for the sake of making a change.
Put the client at the forefront of any new business strategy.
NBC thought they knew what was best for the viewers of late night television. Magically, this aligned with their desire to cut costs. It appears that NBC wanted to do what was best for NBC and the viewers’ desires were secondary.
Every day you face choices that affect the wellbeing of your law firm. It is easy to make those choices when they are black and white - either good or bad for your client. It is not easy to make those choices when they are grey.
Always be guided by giving the client the greatest value for their investment in you. This is the most powerful advertising strategy you will ever employ as it is the key driver of word of mouth.
Do what you love because you love to do it.
Both Jay and Conan are making light of their situation. They realize that it provides them each with an opportunity to get some laughs. And that’s what they love to do, regardless of when they appear on television.
If you don’t enjoy being an attorney (at least 80% of the time) you need to make some changes. Your passion for your profession and your desire to help your clients will make all the difference in the results you get.
Ultimately, the current late night television situation will be a footnote on the careers of both of these gentlemen. It is media fodder now but it will all be forgotten with positive ratings results. But this debacle for NBC serves as a reminder that good planning is far more valuable than most of us realize.
Think things through from every possible angle. Most of the time big mistakes are just not this funny.
Your Law Firm is Leaking
Each and every month you lose influence over your clients. Each month some of the people who have paid you the highest fees or done the most work with you become less and less interested in you. Each month your stellar reputation fades a little more in the minds of the folks who refer you new clients And most people are probably not doing anything about it.
Why?
Because most people are lazy.
You lose 10% of your influence with your clients, prospects and referral sources for every 30 days you do not have contact with them.
This means ten months from now, the great client you had lunch with today will have forgotten all about you. It means the doctor who sent you that great referral last week will have a hard time remembering what you do for a living. It means the business owner you met at the networking event yesterday will not recognize you if you hit him with your car next spring.
So what is the solution?
The answer is to start communicating with these people. Each month you should have some kind of communication with your clients, prospective clients and referral sources. This communication can be a newsletter, it can be a card or it can be a phone call or an email. It really doesn’t matter how you interact with them. You simply want to remind them that you are here and ready to help them and the people they know.
Some people will say: “I don’t have the money!”
Do you have a real business or are you just playing around? You need to invest money in your client acquisition efforts in order to develop a real business (a law firm is a business by the way).
It costs less than a dollar to purchase and mail a greeting card each month. It costs about $2 to send out a printed newsletter (in small quantity). Email is practically free – just type and hit send.
But some people will need to be convinced. Here’s how the math works:
You mail 1000 newsletters at $2 each (the cost for printing and mailing). You mail 1000 greeting cards at $1 each. You type and send 1000 emails to the people within your database (only to those from whom you have received permission). You do these three things every month. That is a total monthly expense of $3000.
Let’s say it takes you three months to see any business from these efforts. So you have spent $9,000 in keeping up with the most valuable 1000 people in your database.
On the first day of the fourth month you get a client as a direct result of these efforts. This client is your average client. And your average client pays you $10,000 in fees.
Was your investment worth it?
Yes.
Will you get more than one client from these efforts?
Most likely. There is a cumulative effect to this kind of system. After about six months you will start to see more and more interest in your services. It takes some people a little longer to absorb the information and react.
Will you get more clients by doing this compared to doing nothing?
Definitely.
What are you waiting for?
If you need a kick in the rear end and want some help in setting up this type of system, give me a call. If you want me to show you how, I will. If you want me to set it up, I will. If you want me to do this for you each and every month I will.
You can be lazy and outsource this system to me or I can show you how to do this for yourself. The choice is yours but doing NOTHING is the worst choice you can possibly make.
Call now. 1.888.692.5531
Thoughts on Motivation, Lawyers and Marketing
I am a marketer and business strategist.
I am good, some would say excellent, at helping attorneys attract and retain clients.
I didn’t always work with lawyers. For a number of years I worked with business owners, managers and executives in many industries. My only guidelines for accepting new clients were that their business was operated in a legal, moral and ethical manner.
Last year I made a decision to focus exclusively on working with attorneys. I did this because I felt there was an underserved need for business fundamentals, strategy and marketing savvy in the profession.
That assumption was correct.
I don’t question the motivation of anyone who chooses to become a lawyer. Some folks go into the law because they want to break new ground – set precedent. Some folks become attorneys because they have a desire to help others. Some folks become lawyers because they want to make a lot of money. Some folks are motivated by all three things.
I have worked with people who are motivated by each of these factors. Marketing and business strategy can help an attorney no matter what his/her motivation.
Here’s how:
For the lawyer who likes to break new ground: We develop a strategy for attracting the kinds of matters that are likely to need new precedent in order to be successful. We then position the attorney (marketing) as the logical choice to help the client in this particular predicament.
For the attorney who wants to help people: Finding someone to help is generally not the hard part. Finding the RIGHT someone to help can be difficult. If you work in private practice you can only take on a select few cases pro bono. This means that you need to attract the majority of your clients from a pool of people you can help who can actually pay you something. Finding those people and getting them to hire you is where marketing and business strategy are helpful.
For the attorney who wants to make lots of money: Identifying, attracting and retaining the best clients with the highest value are great uses for a sound business strategy and good marketing.
I am essentially making two points:
- Marketing and business strategy are not the enemy of a good lawyer. If they are used correctly, they can help any lawyer in private practice.
- Nobody has the right to question your motivation as long as you operate in a legal, moral and ethical manner.
Attorneys love to argue about marketing and motivation. They love to bash their fellow attorneys who have made their law firms into large productive businesses. I don’t partake in those arguments because I am personally in business for all of the reasons I outlined above. I like helping people (and many attorneys desperately need business help). I like doing new things in my field (setting precedent). And I like making money. I find that the people who judge my motivation are usually envious of my success in any or all of these areas.
One of my first mentors once told me that people who complained about someone making “too much money” were people who didn’t have any money themselves. I wonder if the same is true of people who question the motivation of someone who does their job because of the money they make…
In a perfect world we would all do what we love and make as much money as we wanted while doing it. Until that world exists I’ll keep helping the people who show up regardless of why they came to me.
Dave Lorenzo
888.692.5531
Five Things Every Law Firm Should Guarantee
Most businesses are afraid of guarantees. The believe that people will take advantage of them way too often and drive firm into the ground.
Law firms are no different.
In most states law firms cannot even allude to the potential positive outcome of a matter without facing severe penalties. So you can forget about guaranteeing anything…right?
Wrong!
The state bar rules, in most cases, do not forbid SERVICE LEVEL GUARANTEES. They forbid outcome guarantees. Your law firm can guarantee that you will treat your clients with respect and common courtesy.
Many of my clients (I only work with lawyers) have strong guarantees and they ask their clients to hold them accountable.
Here are the five things that every law firm should guarantee:
A Return Phone Call
I hate the fact that most attorneys do not return phone calls in a timely fashion. I do not care how busy you are, I do not care if you spend your entire day in court, I don’t care if you commute 3 hours one way to work; all client phone calls should be returned within two hours. Period.
You don’t have to personally call your client back (it would be great if you would). But your assistant should call people back within two hours and schedule a return call to your clients at the next possible opportunity.
By they way there is no excuse for ever letting a client go beyond 24 hours without a phone call. If you don’t get out of work until 10PM, call then. The client will be glad you did. They will not be upset when you interrupt their TV shows.
Proper Preparation
I have seen many attorneys walk into the lobby of the courthouse and get introduced to their client for the first time.
Sorry but that is crap.
Proper preparation means having at least one conversation with your client before they put their legal future in your hands.
It also means that you have read the file before walking into the meeting with opposing council for the first time (yep I’ve seen and heard about that a few times too). It also means proof reading the settlement letter before sending it – you know – to make sure that the client’s name is spelled correctly…
An Answer to Every Question
You must give your client an answer to every question he/she asks. Helping your client understand what is happening to him/her is an essential part of your job.
If you don’t know the answer to the question at that moment, simply say: “I have to do some research before I answer you.” And then get back to them as soon as possible.
That’s not only a nice thing to do, it’s your job. You work for the client.
Attorney Timeliness
No one client is more important than any other.
If they are you should choose not to represent the lesser of the two clients because they deserve someone who will give them their full attention.
Be on time.
Just like the phone call situation – there are few acceptable excuses for being late to a meeting.
The Right to Speak with the Boss
All clients should have the right to speak with the ultimate decision-making authority in the firm.
If you are a solo or small firm attorney then you might want to consider a “speak your mind guarantee”. This is a guarantee that states that if the client is ever not happy with something, they have the right to speak their mind and not worry about any repercussions. Of course this is not the same as introducing an objective third party into the situation, but it demonstrates your concern for the feelings of the client.
So just what happens if you let the client down?
What happens if you fail in one of these areas?
In most cases, the attorney agrees to forgive some portion of the fee.
That’s right; they put their money where their mouth is.
These five items are foundational elements of client service. If you are not guaranteeing them, there is only one reason: You are scared that you cannot control yourself enough to treat people properly.
Why don’t you implement this five point guarantee today?
Need help? Call me. Dave Lorenzo 888.692.5531
Video: Law Firm Marketing Numbers You Need to Know
Video Notes: These are the notes for the video titled: Law Firm Marketing Numbers You Need to Know
Law firms of all sizes need to look at three numbers to determine the overall health of the firm’s marketing efforts. Those numbers are:
1). The client lifetime value for each client that works with the firm.
2). The return on investment of the firm’s marketing dollars
3). The average cost of acquisition of a new client.
Here’s how you calculate those numbers:
Client Lifetime Value
Calculate the total amount of dollars you have billed to the client. Add in the referral business this client has brought to your firm over the years.
Divide the total dollar amount by the number of years they have worked with your law firm.
Return on Investment
Take the amount you have made as a result of a particular marketing tactic or campaign and divide it by the amount of money you invested in employing that marketing tactic.
Return on Investment (ROI) is calculated at the tactic/campaign level.
Client Acquisition Cost
Client Acquisition Cost is calculated at the enterprise level. In other words, you should track the overall client acquisition cost for your entire law firm. To calculate the client acquisition cost you take the amount you invest in marketing and divide it by the number of clients.
For a BONUS tip on marketing measurement and management please click continue reading.
