Law Firm Marketing Strategy You Should Not Miss
Below are some of the best law firm marketing ideas that surfaced in the past week. I highly encourage you to read, absorb and implement them as quickly as you possibly can…but only if you want more clients, of course.
Law firm marketing should help you make a great living and live a great life. ® That’s easy to say but sometimes hard to pull off. Here’s how great lawyers do it.
Sometimes you just have to liberate clients to retain other counsel. In other words, you gotta send ‘em packin’. Here how, when and why you need to do this.
Successful lawyers make a commitment to educational marketing. Finding the time to creat huge amounts of content can be challenging. This article discusses how you can create enough content to fill a library in the time it takes to boil an egg.
Every lawyer wants more referrals. But most lawyers are afraid to emotionally engage their clients. The truth of the matter is, unless you build a deep trust-based relationship with your clients, the referrals won’t come. Here’s how you can do that and still remain a big, bad tough lawyer.
Social media is all the rage online right now. But you need to have one central place to send your prospective clients when they are looking for educational information in your area of practice. This central location is your website known as your primary web presence.
Giving away your advice is a big mistake for many reasons. People value things they pay for and they value them based upon how much they pay. Instill some pride in spending in your clients.
These are just a few of the many articles available to you on the Rainmaker Lawyer Consulting website. It is the leading resource for educational information related to business strategy, client attraction, relationship development, law firm management and productivity Improvement. Visit the website today and you’ll discover how you can make a great living and live a great life ®.
Four Letter Word Everyone Hates
There is one four letter word lawyers hate when it comes to law firm marketing.
This word is not a common obscenity. It’s not a word that attorneys hate when it comes to legal activity. It’s not a word attorneys hate when we talk about juris prudence.
It’s a word attorneys only hate when we begin to talk about marketing.
The word the attorneys hate when we discuss marketing is the word “work.”
Why Attorneys Hate to Work on Marketing
You didn’t go to law school to learn how to attract clients.
You didn’t go to law school to learn how to deepen relationships.
You didn’t go to law school to learn how to run a business.
In fact, when you were in law school you may never have thought you would be running a business.
But if you are in a solo practice, or if you are a partner in a law firm, you are a business owner.
It’s Not Taught in Law School Does that Mean It’s Not Important?
They don’t teach the business aspects of a law practice in law school so most attorneys assume they are not important.
This is especially true of law firm marketing.
Yet when the rubber meets the road, attorneys need to know how to attract clients. They need to know how to develop and deepen relationships.
This is an interesting conundrum. They need this information but it is not found in law school.
Then the attorney stumbles upon this website. Here he finds all the information he needs on the subjects of: client attraction, business strategy, relationship development and practice management.
But discovery of this information is just the first part of the solution.
It Still Requires Work
Most attorneys who come to me are looking for the easy solution to attracting clients. The word easy is meant to imply as little effort on their behalf as possible.
They essentially want to hire me and wait for the clients to come into the office and sign up.
That doesn’t often happen without the four letter word.
The three areas that require law firm marketing work – with your involvement–include:
Crafting Educational Material: You know your area of practice. You know which parts of your area of practice resonate with your clients. You know the value your work provides to your clients. In order for you to demonstrate your value to your audience of potential clients, you must educate them.
Motivating People to Take Action: You’ve seen it all. You know the potential pitfalls your clients face. You know how to avoid those pitfalls. You know the likelihood of avoiding the pitfalls. Who is better to discuss the steps necessary to improve the client’s situation?
Differentiating You From Everyone Else: You must articulate your difference. This gives the client a reason to choose you over everyone else. Who is better qualified to articulate this difference? You know yourself. You know your competition. You know why people should hire you.
This is the minimal involvement you must have in your marketing. In most cases, in the most effective cases, you need to be more involved.
If you are a law firm owner, you must make marketing a priority. You have no choice. Without marketing there is no law firm. It just doesn’t exist.
Start thinking about your law firm as a business. Start thinking like a business owner. Need to hear this more directly?
Watch this video.
Here are three more articles you will find interesting now that you are focused as a business owner:
Successful attorneys have a propensity to take massive action. They don’t wait for things to come to them. The go out and make things happen. This article highlights this propensity for action.
The main thing that separates winners from losers is their ability to take action once they make a decision. When was the last time you made a decision and took action on it immediately? This article may have a few things for you to think about.
You choice is a simple one. Take action or go broke. If you do not formulate a law firm marketing plan and take the action outlined within it, you may not be in business very long.
Get Real About the Business of Law
I’m tired of being polite about this issue.
A law firm is a business. Like it or not, your law firm produces revenue and profit.
If you want your business to grow or at least continue to produce value for you and your family, you need to spend time focused on the business aspects of your law practice.
The money in your pocket is directly proportionate to the amount of time and intellectual energy you apply to being the Chief Executive Officer of your law business.
Think about that statement. It sums up your issues perfectly.
A focus on the day-to-day, case-by-case management of a law firm is essentially creating a job you pay to hold.
You find the work. You do the work. You get the money. But you have to pay for that privilege. You pay the administrative costs of your law firm. You pay the emotional cost of trying to serve two masters (your business and your clients) and you pay the cost of investing time, money and energy in a business that will never be sold because it has no value beyond your capability to complete legal work.
But it’s not your fault.
Nobody taught you how to be the Chief Executive Officer of a company.
They taught you how to be a lawyer.
If you want to make that transition, the first step is developing systems to help you manage and grow your law firm.
When it comes to growth, you need five specific systems:
- A system to attract new relationships through speaking engagements
- A system to attract new relationships through publishing opportunities
- A system to develop productive relationships through networking
- A system to attract and develop productive relationships via the internet
- A system for continuously following-up with clients and prospective clients
You don’t have to develop these systems on your own. In fact, I want to help you develop the system for attracting clients via the internet.
Follow the link below to review an article on my six month effort to help you grow your law firm. While this is only one system, it will give you a flavor for the level of effort required in building a business that can be leveraged to produce income with or without your direct involvement.
There is no fee for you to participate in this challenge but you must make the effort.
Isn’t it time you took control of your future?
Check it out now.
The Value of Systems in Lawyer Marketing
One of the areas that can literally make or break a law firm is the systems designed to keep things running. Too often lawyers complain to me about time they cannot afford to spend on tasks like updating a database or sending out pitch letters to develop speaking opportunities.
Investing time in developing good systems is critical to creating a culture of continuous improvement.
Why You Need Systems in Lawyer Marketing
Systems play a critical role in lawyer marketing and law firm management. Today we are going to focus on the value of those systems in your day-to-day marketing activities.
As a lawyer you probably spend the majority of your time working on the practice of law. Although you may believe this is the place where money is generated, that is only partially true. Clients must first be attracted to your law firm and then you must establish relationships with them.
This means you must focus a portion of your time on the processes of relationship development and client attraction – lawyer marketing.
You must also spend a portion of your time on practice management. This includes things like ordering supplies, administering payroll, handling accounts payable and accounts receivable.
All of these things take time. Time you do not often have to spare.
Creating systems will help you get everything done and make sure things are done correctly.
Systems will also help you train other people to do these tasks in the future.
How to Set Up a System
- Identify the Ideal Outcome: The first step in building a system is identifying the ideal outcome for this particular situation. This means giving some thought to what you want to achieve as an end result.When we talk about systems related to lawyer marketing, an end goal could be something as simple as attract 30 new prospective clients and add them to our database.
- Take Action: The next step in the process is to take some form of action you believe will help your law firm advance aggressively toward that end goal. In the example of adding 30 people to the prospective client database, you would take the actions of:
- Identifying a group to whom you could give a speech
- Researching the membership of the group to make sure it contained your ideal clients
- Investigating the leadership of the group to determine the who you should target to pitch your speech
- Writing a pitch letter
- Mailing the letter
- Writing a script for a follow-up telephone call
- Making the call
- Scheduling periodic follow-up after leaving a message or speaking with the decision-maker
- Record the Action: The next step is to record the actions you have taken. This must be done in real time. This means you should be writing down what you are doing as you are doing it. This is important because it will help you capture some of the seemingly minor activities that may make all the difference.
- Observe the Result: At this point you need to take stock of the results. Record the success you achieved and record any events that were less than successful.
- Adjustment: Make any adjustments necessary. This means change the message or change the audience or change the delivery system. But only change one thing at a time. Changing multiple aspects of any system at one time will make it difficult to determine what works and what doesn’t. If you change one thing at a time, you will be able to tweak your activity and determine what is contributing to your success and what is not.
- Observe the result: Once again you must observe the results. This allows you to continuously make adjustments and improvements to your system.
- Teach Someone Else: At this point you will have a workable system in place that will deliver results. This is the time to teach someone else to run your system. This takes the burden off of you. In addition, the fresh eyes of a new player in the mix will help surface improvements you might not have seen because you were too close to the process.
- Supervise the Activity and the Results: This is not the time to run away and hide. Even though you have delegated the authority to complete this task to someone else, you have not abdicated responsibility. You must continue to watch over the activity until you are comfortable it can be performed to the level of proficiency expected. Remember, we are striving for progress. Perfection may or may not follow.
- Identify “Choke Points:” With every system there are certain critical points when things tend to break down. Since you have experience in working within this particular system, you will be able to predict where these points occur. These are called “choke points” and they are the first place you look when something goes wrong. You should also teach the person handling the tasks within the system to recognize and anticipate choke points and avoid the pitfalls inherent in them.
- Create a Dashboard with Results Compared to Goals: As part of your follow-up, you should develop a dashboard with metrics that help you know if your law firm marketing is on track toward meeting its goals. Things like: number of leads, conversion rate, return on investment and closing ratio should all be reviewed on a system by system basis. This means if you have separate systems for speaking, writing articles for trade journals, and networking, you should have metrics associated with each of them.
If you want to be certain your business will continue to grow, you can teach your team the process I outlined above. Once a few members of the team become masters at developing and recording systems, your law firm will grow rapidly without your day-to-day involvement.
You will always need to review the dashboard metrics you have in place and your knowledge of the choke points is critical to helping you diagnose any issues that may arise. But creating a culture of continuous improvement based upon systematization is a big step toward making a great living and living a great life ®.
Here are some additional resources you will find valuable:
This is an interview I recorded with Best Selling Author David Allen. He wrote the book on getting things done. In this interview, David identifies several factors that will lead to an increase in productivity. The time is right for you to listen to this valuable interview.
This is a resource for people who fall into a rut and can’t seem to take action on their lawyer marketing. Read this article and watch this video. They stress the importance of one specific aspect of lawyer marketing in particular. Do this now.
Need more time? Read this brief article. It contains a three step process to putting your productivity into overdrive. You can’t afford to miss this one.
How to Get a Book Publishing Deal
Once you write a book that is successfully published you will be asked (over and over again) how to get a book publishing deal.
I get this question a lot.
Lawyers think getting a publishing deal will help them get clients. Some people (a few lawyers included) think being a published author is the key to fortune and fame.
Being published helps with credibility, and it can also increase your visibility, but it is not a panacea.
Nevertheless, I feel compelled to offer the best advice I know of on getting a book publishing deal.
(Keep in mind I have only written two books and only one of them was commercially published – but hey, you asked…)
Here are three steps to getting commercially published:
Step One: Build a huge list of followers
This is absolutely essential. You must have a huge list of people who have given you permission to communicate with them. Email, physical address, social media subscribers, all of those count.
I recently attended a presentation by one of the leading agents in business book publishing and he said publishers were looking for a list of at least 30,000 subscribers in a narrow niche and at least 100,000 subscribers in a broad niche.
This guy also said he wanted his authors to have a Klout Score of over 70. Yeah, he actually referenced Klout scores. I threw up in my mouth a little and wrote it down.
Step Two: Successfully Sell This List of People Other Information Products
Publishers want to know your audience will buy things from you. You can be the most brilliant person on the planet but if you can’t sell your ideas, they are worthless.
So to get a book publishing deal you’ve got to prove your sales skills (even as a lawyer if you don’t sell, you are not getting published).
Step Three: Write a Book People Want
No publisher cares what you want to write about. They only care about things that will sell. What sells? Books that fill a need or solve a problem. If you are going to pitch a topic to an agent or a publisher, it better be something that can solve a problem that has persisted for ages and at the same time, one that people need to solve.
Is this the advice you were looking for?
Is it accurate?
Sometimes the advice that answers the question: “How do I get clients as a lawyer?” Is incongruent with your version of reality. That’s probably the case with getting a book published too.
Here are some other resources you will find valuable:
If you want to get clients to say yes and if you want to master attorney marketing, you must understand why they say “No.” This article highlights the four reasons why clients say “no” to hiring you as their lawyer.
- 2% of all sales are made on the 1st attempt
- 3% of all sales are made on the 2nd attempt
- 5% of all sales are made on the 3rd attempt
- 10% of all sales are made on the 4th attempt
- 80% of all sales are made after the 5th attempt
When was the last time you persisted beyond your fifth rejection?
What are you going to do to change that?
Here are a few quick tips that can help you write better law firm newsletters. Make sure you select at least one and implement it today.