The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

Lawyers looking to increase their number of referrals and size of their revenues should mark their calendars for the upcoming Rainmaker Retreats in Chicago – October 16-17, and Orlando – October 23-24. These extremely popular 2-day law firm marketing boot camps are tailored for small and solo law firms and teach techniques for building your business and taking it to the level you desired when you started your practice. The Rainmaker Retreat teaches you our proven Rainmaker System which has helped more than 6,000 attorneys from hundreds of law firms across the country discover how to generate more referrals and find new clients fast.

You won’t want to miss the information shared or the interaction with your fellow attorneys.
The Rainmaker Retreat is designed for solo attorneys and those in small practices who do not have the marketing resources of the larger firms. It is a working retreat that will help you:

• Create a written 90-day master marketing plan for your firm
• Discover your Unique Competitive Advantage
• Have a written plan for improving your internet presence
• Outline either an article or produce a professional press release to submit online
• Create a letter of introduction to potential Strategic Referral Partners

Some of the topics covered in each Rainmaker Retreat include:

• Achieving Expert Status as an Attorney
• Building a Strategic Referral Network
• Creating Credibility in Your Practice Area
• Secrets of Highly Successful Attorneys
• Social Media for Small Law Firms
• Leveraging Technology: Beating the Big Firms on the Internet
• Generating More Clients Using the Power of Speaking
• Advanced Technology Tactics for Small Law Firms and Solo Practitioners

The best way to gauge the effectiveness of a Rainmaker Retreat is to listen to the comments of the participants:

If you are still unsure about attending a Rainmaker Retreat, I encourage you to join our FREE Preview Call on:

• Wednesday October 7 at 4-5:00 p.m. PT/7-8:00 p.m. ET.

These free, one-hour calls will give you a taste of what you will learn during a Rainmaker Retreat. Click here to register for a Preview Call. You can also request a free Rainmaker Retreat Preview DVD, which will give you a look into the Rainmaker Retreats and an opportunity to hear from the participants.

Each Rainmaker Retreat runs from 8:30 a.m.- 5:30 p.m. on Friday and 8:00 a.m. – 2:00 p.m. on Saturday. Early-bird registration for the Rainmaker Retreat is still available for a limited time. A special VIP registration is also available for attorneys looking for more personalized attention. Registration information is available by visiting the Rainmaker Retreat website, www.RainmakerRetreat.com or by calling 888-588-5891.

Additional Rainmaker Retreats are scheduled for:

• Los Angeles - Friday, November 13 & Saturday, November 14
• Las Vegas - Friday, December 4 & Saturday, December 5

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I was recently coaching an attorney at a small east-coast law firm who was lamenting how slow new business had become in the past few months. As we talked, I asked him, as I ask dozens of attorneys every week, “What have you done in the past 3 months to build relationships with potential referral partners?” He mentioned going to lunch a few times and speaking with a couple over the phone when they made a referral to him.

I asked him to open up his Outlook contact database; there were more than 200 non-client contacts in it including: accountants, financial planners, angel investors, business brokers, and private investment bankers. Here are the 3 keys I share with him to develop the relationships in his “Golden Rolodex.”

Law Firm Marketing Key 1:
When It Comes To Referral Relationships Take An Active Role

There is a Jewish saying “A man who has friends must show himself to be friendly.” Don’t wait for someone to take the initiative and contact you – be the first to reach out. In the last few years we have coached and trained thousands of attorneys and the ones who are the best rainmakers are the ones who make at least 3-4 contacts with potential referral sources every week.

Action Step: Take 2 minutes and scan your contact list. Select 15 to 20 names of potential or current referral sources and send them an email or better yet, pick up the phone and call them with an invitation to lunch or coffee. Set a goal of having three face-to-face meetings per week for the next month.

Here’s a sample script: “It’s been a while since we’ve connected. I was wondering what your schedule looks like for the next week. I’d like to get together with your for lunch or coffee, just to catch up – my treat. Let me know what dates work better for you.”

Law Firm Marketing Key 2:
Increase the Frequency of Your Contact

Try as we might, it’s difficult with our hectic schedules to meet with every potential referral source on a regular basis. Here’s one strategy I teach lawyers: Set up a Google Alert for a specific phrase that would be of interest to your referral sources such as “becoming a rainmaker.”

Collect interesting articles and keep them in a separate folder (Referral Articles). Once a month pull one out, print off a bunch of copies and attach a brief handwritten note on each copy (“I thought you might enjoy this article”). Enclose your business card and mail a copy of the article to all of your referral sources.

Several of my clients have doubled and tripled their referrals in 6 months using this simple technique to stay in front of their referral sources on a frequent basis. You can set up a Google Alert at:www.google.com/alerts

Law Firm Marketing Key 3:
Focus on Serving Not Selling

When you meet with referral sources don’t make the mistake of dominating the conversation. You are there to listen, not hear yourself talk. Any attempt to “sell” them on your services will be a complete waste of your time and theirs. Look for ways you can serve them and their clients by connecting them with other resources or pointing them in the right direction regarding a legal issue. Ask a lot of questions about their business.

Educate them about your Ideal Target Market and how you can benefit their clients only after you have carefully listened to them.

Attorneys who want to become top Rainmakers don’t wait for someone to knock on the door or the phone to ring or the referral to come in. They take the initiative, stay in touch, and focus on serving their referral sources, not selling them a service.

Remember, people will forget what you tell them. They may even forget your name, but they will never forget how you made them feel.

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Ready to Take Your Law Practice to the Next Level?

Watch a Sneak Preview of a Rainmaker Retreat on this FREE DVD
Listen to what other attorneys say then join us and discover:

• Over 65 proven strategies to build a 7 figure law firm
• How to triple your referral sources in 90 days
• 10 techniques for dominating your competition online
• How to create a 6 month marketing plan
• How to transform your website into a client generating machine
• Ways to promote your law firm to 150,000 people for $200
• Using blogs and social media to build an internet empire
• How an attorney doubled his revenues in 12 months
• 7 proven ways to generate repeat business

Click here to request your copy of the free Rainmaker Retreat preview DVD.

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In Friday’s post, Jennifer Horowitz, Director of Marketing for www.EcomBuffet.com, opened a discussion of Understanding SEO and how it can help your legal practice. Today’s post concludes her thoughts on this topic.

Understanding the Algorithm

The search engines use a complex formula called an algorithm to determine what sites should rank on top of the search engines for any given phrase.

To simplify this let’s go back to our school days as children. Think of the engines like teachers handing out gold stars for everything that you do well.

Google currently has about 200 factors in their algorithms that determine how your site will rank. Imagine your teacher with a clipboard and checklist with 200 items on it and she assigns you gold stars for each of the things you do well.

Remember, some of the items on the list are more important and you may get multiple gold stars. No one knows for sure how the algorithm works, but we test and monitor the industry to come up with a technique that works well for getting sites ranked.

The number of gold stars you achieve will determine how well your site will rank. There are no shortcuts and there are no tricks (none that are safe to use and won’t result in trouble down the road).

So the goal is to make sure you earn more gold stars than your competitors to keep you coming up on top.

The kicker is that the algorithm is constantly being updated and things fluctuate – which means staying on top of the algorithm and your site’s optimization is crucial.

What does all this mean to you, an attorney with a website?

If gaining new clients is important to your business, then making sure your site is optimized is vitally important. If your site doesn’t come up on top when people are searching for keywords related to your services you are missing out on getting new clients – and your competitors are likely picking them up.
In addition, here is some important information that explains why SEO is important to attorneys.

Validation: Potential clients may have already decided that they are likely to hire your firm or possibly a specific lawyer at your firm due to your existing reputation or based on a referral. However statistics and internet studies show that now, more than ever, people are searching online to help establish trust and comfort before engaging someone’s services. They want to see pictures, read credentials and they also try to get a glimpse of your vibe and style from your website. They may search by an attorney’s name or the firm name, but they are also likely to search by keyword phrases like “family law attorney in Los Angeles”.

Searching is a habit: It has been noted that a lot of people (probably more than you think) use Google instead of typing in a URL. They often have Google set as their home page and find it easier to just search for a keyword phrase or your name or firm name, rather than type in a URL. Even though it is usually pretty easy to get ranked on your name or firm name, that isn’t always the case and they may not find you unless you have good search engine presence.

Hitting the net before the pavement: Before going to physical office locations, internet users are using search engines to find service providers and doing research before calling or going for a consultation.

Local Search and Geo-targeting: An increasingly popular vertical of the search industry is local search. Especially with the advent of smart phones and mobile internet access. People are more often than ever searching for regional specific products and services. We see more and more searches like “Los Angeles criminal attorney” and with geo-targeting people no longer even need to type in the regional parameter. The engines can pinpoint your location to within 7 miles of where you are from your IP address (the exception to that is AOL, where it appears that everyone is in Virginia). So a search for “criminal attorney” by someone in Los Angeles would turn up different results than the same search done by someone in San Francisco. Making sure you are optimized is important so your site comes up on top – especially if someone is searching on their Blackberry and looking specifically for a local office.

Phone books are big, heavy and not as convenient as Google: Many, many people now use Google instead of the phone book if they want to find a service provider.

The Future And You

There is so much more to SEO than I could ever cover in one article. You may have heard buzz words like Universal or Blended Search, Personalized Search and Suggested Search Queries, as well as The Golden Triangle of Search and so much more. It’s an exciting time for people in the search industry and for people looking to take advantage of search engines to get new clients.

The one thing that all of these new additions to the search landscape tell us is that it is more important than ever to make sure your site comes up on top when people are looking to hire an attorney.

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Mark your calendars for the Rainmaker Retreats coming this fall to a city near you. This 2 day marketing book camp for attorneys is full of information that will boost your referrals and increase your bottom line.
Our schedule is:
Chicago - Friday, October 16 & Saturday, October 17

Orlando -Friday, October 23 & Saturday, October 24

Los Angeles - Friday, November 13 and Saturday, November 14

Las Vegas - Friday, December 4 & Saturday, December 5

The schedule for each retreat is Friday – Registration at 8:00, Retreat begins at 8:30, and breaks for the day at 5:30. Saturday begins with breakfast at 7:30 and the retreat runs from 8:00 – 2:00 p.m.

To register for a Rainmaker Retreat or for more information, please visit our website.

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Join us for a free one-hour Rainmaker Retreat preview call hosted by Stephen Fairley where you will discover:

• How to Avoid the Most Deadly Marketing Mistakes Attorneys make
• 3 powerful strategies you must put into action in your practice immediately
• How to set yourself apart from your major competitors
• Secrets top attorneys are using to generate more referrals right now…
• How attorneys are winning even in this economy by implementing this proven 8 step system

The calls are scheduled for Thursday, September 17 at 1:00 p.m. PT/4:00 p.m. ET and Thursday, September 24 at 4:00 p.m. PT/7:00 p.m. ET.   If you are interested in one of our Rainmaker Retreats and want to get a sample of what you will hear, then click here to register.  We look forward to seeing you there.

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Practice Made Perfect For Lawyers: 10 Principles for Marketing Your Legal Services

This comprehensive training manual is specifically designed for attorneys and other legal professionals who desire to achieve a higher return on investment from all their marketing efforts. Much more than a simple adaptation, each chapter has been carefully rewritten to apply Stephen’s unique High Impact Marketing System to the challenges faced by solo and small law firms.

Written especially for solo practitioners and partners at small law firms (less than 25 attorneys), this practical manual includes dozens of specific marketing and sales recommendations that can be easily and quickly applied to your firm.

It includes a 2 CD set—one audio CD that provides you with an overview of the 10 Principles along with ideas on how to maximize your results from the manual and a data CD that gives you customizable templates and forms to help you create a marketing budget and strategic development plan.

To purchase this valuable resource, visit The Rainmaker Institute website.

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Rainmaker CEO’s presentation to 250+ attorneys captured by ABA Journal writers.

In May, 2009 I presented “The Five Immutable Secrets to Building a Seven-Figure Law Practice While Staying Sane” during the Total Practice Management Association’s “Get a Life” conference in Chicago.  Two writers from the ABA Journal were in attendance and wrote an article based on the presentation attended by more than 250 attorneys.

The Total PMA conference targeted the work/life balance issue that so many attorneys struggle with.  During my presentation, I offered some secrets that attorneys need to use in order to attract and retain more clients without losing their sanity. 

My presentation focused on creating the right systems, and having the right people in the right places within those systems.  I advocated the creation of “simple” systems, which are not to be confused with easy.  Attracting business and website traffic is only part of the system.  Without adequate resources to take advantage of the additional traffic and referrals, the net benefit to the attorney is negligible.

The “simple” systems are not easy to implement.  If that were the case, everyone would be wealthy.  Simple is a mindset that creates an efficient system to allow the results you desire to be achieved without unnecessarily complicated effort.

I encourage you to take a look at the article.  The attorneys who were in the presentation received information that can transform their practices, and their lives.

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Want to learn more about becoming a Rainmaker for your small or solo practice?  Come to the Los Angeles County Bar Association on Tuesday, September 15 for a 2-hour “Becoming a Rainmaker” session with Stephen Fairley.  Click below the Register Here button on the website.

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Join us at one of the upcoming Rainmaker Retreats and learn the secrets of increasing referrals, increasing revenue and building the type of practice you have always wanted.

We are excited to announce the upcoming Rainmaker Retreats – a marketing boot camp for solo and small-practice lawyers. Each Rainmaker Retreat will provide you with the knowledge to generate more referrals and find new clients fast by applying our proven Rainmaker System. 

The two-day sessions build on the popular “Becoming a Rainmaker” programs and cover more topics on a significantly deeper level. Over the course of 2 days you will understand and be able to apply the core concepts and secret strategies of legal marketing experts. You will also experience dozens of opportunities to immediately put these into practice in your firm through the use of Action Steps and Action Groups.

Topics include:

• Achieving Expert Status as an Attorney
• Building a Strategic Referral Network
• Creating Credibility in Your Practice Area
• Secrets of Highly Successful Attorneys
• Generating More Clients Using the Power of the Press
• Leveraging Technology: Beating the Big Firms on the Net

Our upcoming schedule of Rainmaker Retreats includes:

Chicago - Friday, October 16 & Saturday, October 17

Orlando - Friday, October 23 & Saturday, October 24

Los Angeles - Friday, November 13 and Saturday, November 14

Las Vegas - Friday, December 4 & Saturday, December 5

The schedule for each retreat is Friday – Registration at 8:00, Retreat begins at 8:30, and breaks for the day at 5:30. Saturday begins with breakfast at 7:30 and the retreat runs from 8:00 – 2:00 p.m.

For more information, visit our website, http://www.rainmakerretreat.com.

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Becoming a Rainmaker:Business Building Strategies for Lawyers  
Based on Stephen’s highly successful seminar series by the same name, this 3-audio CD program covers dozens of practical recommendations and step-by-step sales and marketing techniques for solo practitioners and small law firms.

Stephen has given this seminar to hundreds of lawyers at state and local bar associations, and is scheduled for many more in the upcoming months.

To order this valuable seminar, visit our website http://therainmakerinstitute.com/products.htm

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DON’T MISS THE “TOP 10 “SECRET” STRATEGIES USED BY RAINMAKERS ON THURSDAY, SEPTEMBER 10 FROM 2:15- 5:15 PDT

During the 82^nd Annual Meeting of the State Bar of California  I will be presenting time-tested, proven strategies that solo and small-practice attorneys can use to build a seven and eight figure practice during difficult economic times. Some of the topics to be covered include learning how to triple referrals in 90 days, recession proofing your practice, staying connected with current and former clients, the benefits of online social communities, and three “real life” tools that can be used immediately to generate more and better referrals. 

Attendees will receive a legal marketing education that will allow them to take advantage of the current economic climate and position themselves for even more growth in referrals and revenue as the economy rebounds. You won’t want to miss this three-hour presentation that can help you take your practice to the next level.

Don’t forget to look for the Rainmaker Institute booth during the State Bar of California. We will be in Booth 614 and would love to have you stop by and learn about some of the ways that the Rainmaker Institute can help you increase your referrals, on-line presence, and revenues.

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Mark your calendars for the Rainmaker Retreats coming this fall to a city near you.   This 2 day marketing book camp for attorneys is full of information that will boost your referrals and increase your bottom line. 

Our schedule is:

Chicago - Friday, October 16 & Saturday, October 17

Orlando -Friday, October 23 & Saturday, October 24

Los Angeles - Friday, November 13 and Saturday, November 14

Las Vegas - Friday, December 4 & Saturday, December 5

The schedule for each retreat is Friday – Registration at 8:00, Retreat begins at 8:30, and breaks for the day at 5:30. Saturday begins with breakfast at 7:30 and the retreat runs from 8:00 – 2:00 p.m.

To register for a Rainmaker Retreat or for more information, please visit our website, http://www.rainmakerretreat.com/

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