Case Study: Benefits of Showing Your Personality in Your Law Firm Marketing
I'm not sure how I originally found my way onto Internet Attorney Mike Young’s list, but if I had to guess I would bet that he offered me a free special report like his free “Website Legal Checklist” or white paper (we call these “freemiums”—free premiums) filled with useful information that I was interested in and in order to receive his report I gave him my contact information.
Since then, he has consistently followed up with me via email almost every week. As a legal marketer, I'm very impressed! Most attorneys simply don’t “get” the importance of long-term follow-up.
If a prospect connects with you or downloads your free special report online, they have a reason for doing so...and it's probably NOT because they were sitting bored at their computer late one night. It's likely because they have a legal problem and they are hoping you can help them solve it.
However, most of them are not ready to sign on the dotted line...at least not yet. You must be persistent in your follow-up with them! Mike Young has been sending me follow-up emails about once a week or so for at least a year! He doesn't stop!
How is that possible you ask—well, quite simply it's because he has a “follow-up system” in place that does most of the work for him. No, I did not set it up for him. Mike is not one of our clients, but it's a follow-up system that anyone can be proud of.
Do his constant emails ever bother me? Nope. Do I read them all? Nope. But they have enough good information that I want to stay on his list otherwise I might miss something useful. So don’t worry about upsetting people by following up with them too frequently. Please! As the saying goes, if you try to please everyone, you will end up pleasing no one. You're an attorney—grow some thick skin. There's always a nice little button at the bottom of each email Mike sends that I can use to easily opt-out at any time I want.
While I have never met Internet Attorney Mike Young in person, I feel like I kind of know him....which is precisely the reason why you should keep in touch with prospects on a consistent basis. When you consistently communicate with prospects and give them practical, relevant information, you build the “know, like and trust” factors that can lead to business for you down the road when they are ready to buy.
The other day he sent me an email with one of the best legal disclaimers I've ever seen. His target markets are small business owners who use the Internet to generate leads and new clients (like The Rainmaker Institute) and Internet marketers, people who have products or services they are selling online. I asked Mike’s permission to reprint this.
You have to read this! it's a great way he shows a little personality in his communications:
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Please read this not-your-typical disclaimer and disclosure...
Guess what? This email does not contain legal advice or create an attorney-client relationship between sender and recipient.
If you have legal issues, talk with your lawyer.
If you have mental health issues, see a psychologist or psychiatrist.
If you have spiritual issues, a priest, a minister, and a rabbi walk into a bar...find that bar.
If you need help building your online business, check out the Resources page on our website.
If we refer to a product or service in this email, you should assume that we own it or are promoting it as an affiliate or because of another material connection.
This means, like everyone else on the planet, we're biased. Do your own research before investing in chinchilla farms or anything else for that matter.
Don't eat lead paint chips.
No animals were injured in the creation of this disclaimer. However, one of our dogs did chew up a printed copy and risked a paper cut in the process.
Yada...yada...yada...etc., and so forth.
Michael E. Young, J.D., LL.M.
Attorney & Counselor at Law
Law Office of Michael E. Young PLLC
http://USInternetLawFirm.com
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I love it!! That’s a great way to show a little personality in his emails.
Many attorneys make the mistake of being “faceless” to their prospects and clients. Most small business owners don’t want to work with, and will never fully trust, a stuffed shirt hiding behind a fancy suit.
Don’t be afraid to show prospects a little bit of your personality. It can be a great attraction to the kinds of clients you want to work with and a tool for repulsing the kind of prospects you don’t enjoy working with.
And never stop following up with prospects! As attorneys who attend our 2-day law firm marketing seminar know, you follow up with until they DIE, BUY or UNSUBSCRIBE!
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