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Legal Marketing: 8 Steps to Successful Marketing for Attorneys

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by Cole Silver

I know that many lawyers reading this went to law school never giving thought to the idea of having to do any legal marketing. In fact, I suspect that you would rather undergo root canal surgery than spend your precious time marketing and selling.

Just the thought of legal marketing causes an allergic rash to mysteriously appear all over our bodies. Can’t we just be left alone to “practice”? After all, isn’t practicing difficult enough? The long hours, demanding clients, time constraints, firm politics, and of course, dealing with opposing counsel on every nit.

Yes, practicing law is hard, especially in today’s economic environment. It doesn’t help that today the practice of law looks more like a business than ever before. With over 1 million lawyers in the United States alone, competition is fierce. Outsourcing, increased utilization of RFPs and contract attorneys, budgetary caps and alternative fees, hiring freezes, deferred start dates, reduced salaries, mass demotions, de-equitization of partners, and technology that commands 24/7 attention, are all altering the legal landscape. Practicing law may be a profession, but today’s law firms are run more like a business than ever before. And like their counterparts in the business community, revenues and earnings drive major decisions. The result of all this change is that just being a good lawyer or tactician is simply not enough anymore. If you really want to succeed in today’s environment, you have to become knowledgeable about legal marketing and client acquisition. It’s the only way you’ll be in complete control of your professional destiny. Sure, you could bill an outrageous amount of hours, be a national expert in your area of the law, even a partner in a large firm, but these factors no longer guarantee your financial and personal success. Deep down inside you know this to be true…unfortunate…but true.

And getting started is the most difficult part. An attitude and belief shift may be in order. For many of us, legal marketing is seen as demeaning, time consuming and a waste of our precious time. It goes against everything we believe in. Yellow page ads, obnoxious late night cable commercials, glossy brochures and similar looking web sites all serving only to gratify an attorney’s ego rather than sell real benefits and value reinforce this negative view of legal marketing. Most of us know that today’s typical legal marketing activities represent the opposite ends of the spectrum…either professional garbage about the impressive “image” of the lawyer, or raunchy ads about getting the client massive amounts of money for injury claims. And worse, they all look alike.

The reason the majority of us dislike attorney marketing is that we were never taught how to do it in a professional and personally fulfilling way. And with the pressure to bill hours, how do we find the time to market? Even more, what tactics should we use that fits our personality and are comfortable to implement? Let me assure you that when you know how, marketing your solutions can be easy and enjoyable…if you implement a few of these ideas.

First and foremost, determine what it is you really want to be, do and have with respect to your legal career. Failing to address these important and unique issues will render any legal marketing strategy completely useless and boring. In other words, what do YOU want to do with your legal career; where do YOU want to do it, and what do YOU want your professional legacy to be? The answers to these three important questions explores what inspires and motivates you, what it is you stand for, what activities you love to do, the environment you want to do them in, who you want to serve, and what you want your professional life to stand for. Second, you will need to adopt the mindset of a rainmaker, for being a rainmaker should be the most important activity you’re engaged in and having a list of profitable and loyal clients should be viewed as your most important asset. You are simply going to have to recognize that legal marketing is not selling your soul or compromising your ethics, but is the key that will dictate your future. A marketing mindset is simply the expansion of your value proposition and awareness into the relationships and assets that already exist within your business and sphere of influence. You already have what you need to become a master rainmaker; you just have to leverage your existing assets for the opportunities that await you.

Third, get some help. There are coaches, consultants, books, experts, all sorts of people out there who can help you get started. You’re an expert at the law…not marketing. If you want to cut years off your learning curve, cut down on failures and save thousands of dollars, get the expert advice you need.

Fourth, the key ingredients of any marketing plan include: (i) strategic planning, (ii) tactical execution, and (iii) follow-up. Woody Allen may believe that half of life’s success is just showing up, but real achievement comes from preparation and follow-up. Marketing cannot be performed as a shotgun approach like the occasional power lunch or attending a dreaded networking event. You wouldn’t prepare for a deposition or trial without a plan; why implement a marketing plan without the same thought process. Every aspect of your client development plan must address your long and short-term goals, your strengths, niche, and what you want out of your business. Your strategy should be laser-focused and measurable.

Fifth, get someone to help with the grunt work. Your secretary or a virtual assistant can help write letters, call clients, send out articles, press releases, and help you build a client database. There is no way you can do this alone or completely depend on the firm’s marketing manager. It’s up to you; but apply the 80/20 rule and spend the brunt of your time on the most important clients and matters.

Sixth, do a little client development every day. Call that client who you haven’t heard from. Send an article of interest to a new prospect. Set a little bit of time every day to do some marketing and you’ll soon see a flower grow where once there was just a seed. Seventh, the reason most marketing efforts fail is due to a lack of follow-up with action. And we all make this mistake. In many ways, this is what determines your success or failure, and too often, we don’t realize it until it’s too late. Your system should utilize a “ladder” or “drip” multi- contact approach which will show you’ve been there for them and you’re the “go-to” person they need and want. The mantra here is to follow-up and stay in front of them consistently. And don’t stop until you either die or they tell you to drop dead!

Eighth, have fun with all of your legal marketing activities. Practicing law is difficult enough not to make the marketing fun. Choose tactics that you enjoy and are comfortable, or you won’t follow through. Be targeted and optimistic that you’re going to meet the people you need to advance your career and cause. And then with only a few simple disciplined actions every day, you will be led to the kind of success you desire. Executed properly, legal marketing will become like a second skin as your leads, relationships, and opportunities begin to grow exponentially.

About the Author

Cole Silver is an experienced lawyer and marketing strategist. His Raindancing Expert Audio Series and book, “How to Create Wealth and Freedom in your Law Practice”, 101 Powerful Client Development & Retention Strategies for Attorneys can be ordered by going to http://www.findcareersuccess.com.

Blogging

6 Business Uses for a Blog

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by mallton

When I mention to a business client that their new website can have a blog (like in Blogging for your Business), I’m often asked, “what would I use a blog for?” Most of us have seen how individuals might use a blog as an online journal of their lives – a place to vent and talk about what’s important to them – but how does a business use a blog to actually benefit the business?

Here, in no particular order, are a variety of ways that a business can make great use of a blog format.

1. Answer Questions

If you ever receive questions about your business or industry, either direct or implied, you can answer those questions in your blog. You simply start by posting the question, leaving out who asked it of course, and then answer it.

This is particularly effective since most people end up asking themselves the same questions, so it’s likely that you will be providing valuable information to many people. In fact, you should fully expect that eventually people will be using a search engine like Google and will type in your exact question and your blog post, with the answer, will come up as a result.

If you have an FAQ system or page, you can discuss the same questions and topics – the format of the blog post is simply more casual and conversational, while an FAQ entry should generally be more formal and to the point.

2. Client Spotlight

If you just completed a large or interesting project, or simply have something nice or compelling to say regarding a specific client, use your blog to share. It’s a great way to illustrate how you might handle a specific project or even a challenge. Be sure to get the client’s permission before you post your entry.

3. Reviews

If you read an article in the newspaper or some other online source that you think your customers should read, post a link to it in a blog entry and explain why you think it’s relevant to your clients. Conversely, you could also use this method to respond to negative press your business or industry may receive online.

You can also review a new product or service.

4. Teach

Regularly take a topic or issue from your industry and teach your clients all about it. This method involves a little more work on your part, but is eventually even more rewarding and compelling than others.

First, do your homework. Make sure that everything you state is correct and verifiable. Use statistics if you can and cite your source

Second, create your blog entry in a Word file and see how long it is. Break it up into smaller sections if its lengthy and label them Part I, Part II, and so on. You now have not only several blog posts, but a series that will entice readers to come back for the next part.

5. Lists

A particularly common technique is to make lists. You can list anything you want, anything that might be interesting to your clients, and talk about each list item for a moment before moving on to the next. An easy topic might be Do’s and Dont’s for your clients as I’m sure nearly every business has common pitfalls that their clients struggle with, as well as things every new client should be doing.

Do not feel forced to come up with a specific number, like “Top Ten”, as that will simply frustrate you when you can only think of 8 items. It’s your blog, so list 5 or 50 if you want to.

6. Events & Conferences

Use your blog to talk about and announce upcoming events and conferences, if it’s something you think some of your clients may want to attend or be interested in. If it’s a conference for vendors like yourself, then talk about it afterward and share some of the things you learned that might prove valuable to your customers.

Regardless of which method you use, always make sure that you re-read your entry for correct grammar, spelling, and factual information. Also, whenever possible, make sure that you’re using your targeted keywords. If you can, refer to older blog entries or articles you may have written and link back to them (that’s referred to as deep linking).

Of course, the beauty of a blog is that there are no rules or regulations. Your posts can be as long or as short as you want, and on any schedule you like (though the more regular you post, the better). Furthermore, there’s no reason why you can’t utilize each and every one of the techniques above, and anything else you might find or invent. Your blog doesn’t have to be the same each and every week, as long as the overall topic remains the same – your business and your industry. Continue to write interesting and helpful information and your blog will become a great sales tool for you and your website.

About the Author

Michael Allton is the lead web designer and owner at Stadia Studio, a web design firm in St. Louis, and has been helping businesses get online since the 1990’s.

Branding, Offline Promotions

Successful Personal Trainer Marketing Tips: Why Listening Is Important

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by Steve Hochman

You probably know that many personal trainers make the mistake of doing all of the work themselves. That can cause you to lose money and opportunities in building your business.Please pay attention because this is vital…

One night I was at my favorite movie theater watching a great release…

Then, I saw a couple sitting on the far left whispering while I was trying to watch the movie. All of this was bugging me, but I noticed how the woman paid attention to her partner’s every word.

The guy was talking about his life, work, goals, and accomplishments as if he had traveled the world before this night. It was amazing in the beginning, but I never heard the lady say a word. In a way, the guy tried to control the whole conversation without letting her join in with her opinion or personal experiences. Basically he thought the movie and the girl he was with was less important than himself.

Now, I was curious of why the lady just sat there listening to him go on and on about his life. All of this drew me to the fact they met over the internet and were at their first movie together. His problem was the inability to listen to her when she wanted to speak.

With this in mind, how many fitness professionals go on and on about their accomplishments without listening to their clients? The list is utterly ridiculous and your ability to listen is probably the reason your clients quit their programs.

If you want to build your business, you have to listen to your clients. Any personal trainer trying to build a reputation needs to understand what their client wants so they can create programs to do just that. Never take the initiative to change your client – your client has to want the same thing if you want to keep them long-term.

Stop and think about this….

You have to LISTEN to them if you want to make money.

No matter what kind of personal trainer marketing strategies you use. You have to know what’s going on in their minds and hearts or else you will lose their respect.

Build a relationship by providing WHAT THEY WANT.

Then create workout programs to match their goals in a realistic manner.

I have not met one customer that cared about a trainers certifications, degress, or years of experience more important than their ability to focus on their needs. What does your client want to achieve in their workouts? How can you emphasize on that and build a stronger presence in their hearts? The ball is in your court on whether you listen or not.

The 23 year old college graduate wants to hear about her losing her love handles… so you give her compliments once she overcomes each milestone.

The 41 year old entrepreneur wants to know how great his golf swing has improved so you create programs to help his swing improve over time. You have to focus on how he needs to increase his stamina and energy to make more money so he can have more time to focus on his game. Not only will your workouts make his golfing better, but it will also make him a better businessman to build a strong financial future.

Now, what makes you think YOU are the answer to making more money? It’s not you or your personal trainer marketing strategies – it’s your ability to listen to your client’s every need and the ability to try to fulfill it.

All of your clients want to achieve their goals by working with you, but you have to step out of the picture so they can grow into their own level of success.

Just as I mentioned in the beginning, the two at the movies were only a simple example. Imagine how bad it could be for you if you were on that date. If it were your choice, would you go out with that guy again? Or would you choose someone who wants to listen?

About the Author

Steve Hochman is a personal training marketing expert and gives away tons of his proven client getting tips for free. Check out his Personal Trainer Marketing Tips here