Law Firm Marketing: How to Help Your Referral Sources Keep Making Referrals
According to a recent ABA survey, 46% of those surveyed say they go to a trusted source like a family member or friend to find an attorney. That certainly comes as news to no one. Referrals continue to play a huge part in new business for attorneys because they are based on trust, and trust is based on the customer experience.
I'm convinced one of the biggest reasons that attorneys don't receive more referrals is because they don't take the time to inform and remind their clients of the various services they offer. Most clients immediately put their attorney in a box and believe the only service the lawyer offers is the one they used.
I remember a conversation I had with an attorney who practices business law. He was upset because a former client, whom he'd helped set up an LLC three months earlier, referred a competing law firm to a friend looking for representation in a multi-million dollar lawsuit.
When the lawyer explained that this was precisely his specialty, the client was shocked and said, "I'm sorry, but you really need to do a better job informing me of what you do and what kind of cases you want because I don't know."
How much business have you lost because your clients simply aren't aware of the various services your firm can provide?
Another way to increase client referrals is to make certain that your clients can accurately explain your ideal target market:
Your ideal target market is the person or company most likely to hire you initially, repeatedly and at the highest profit margin. With so many attorneys struggling to define their ideal client, it's no wonder if your clients don't know whom they should refer to you.
Remember that memory is elusive and just because you wowed them once and they sent you a referral - doesn't mean they will ALWAYS remember. So don't take referral relationships for granted. Finding a high-quality lawyer is easy and it takes more than quality to make an impression - it takes a relationship.
Just like any relationship, you need to be connecting with your current and former referral sources every four to six weeks to ensure the health and longevity of the affiliation. In my E-newsletter last month, I wrote about keeping in touch with referral sources - it is full of great suggestions.
Rainmakers don't wait for the door to knock 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.
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Stop Wasting Precious Time and Money
Feel like you don’t have time for marketing? Let us show you how to make a plan that runs on “autopilot” – one that attracts new and lucrative clients while you focus on your practice.
Learn how easy it can be to create an effective law firm marketing plan that performs by getting our Free Guide: 5 Easy Steps to Create Your Law Firm Marketing Plan.
After working with many ultra-successful lawyers we found five common threads in their marketing plans. This guide outlines these shared elements to provide insight into strategies that work and how to make them work for you.
There are two versions: one for Attorneys in Solo Practice and one for Attorneys in a Small Firm. Click here to download, and start using these proven strategies today!
Law Firm Marketing: Google Launching Its Answer to Facebook with Google+
Google is field testing its Facebook clone, Google+. You only need to see this chart to understand why:
Actually, Google says it is not trying to replicate Facebook, but trying to improve a critical aspect of the Internet – online sharing – which they believe is “broken” and “awkward” and “rigid”. Here’s how they’re doing it:
Circles – these are groups of people you organize by how you know them: friends, colleagues, family, etc. The drag-and-drop feature makes it easy to plop your contacts into each circle. What’s different about this feature is you can choose which circles you want to “share” posts with...on Facebook, your updates go to everyone.
Sparks – this is Google Reader reinvented and better organized. You indicate your interests and each of those interests gets its own Sparks page. Google then fills each page with relevant articles, videos and photos.
Hangouts – this is where you video chat with people who are in your circles.
Huddles – a group messaging app where you can select your group and everyone can chat with each other.
Instant Upload – for Android only; lets you upload photos from your phone to Google+.
Google+ is by invitation only right now and you can request an invitation on its Google+ project home page. If there’s a message that says capacity has been temporarily exceeded, you can try again another day.
Eventually, Google+ will be rolled out to everyone with a Google account. You’ll know you have access when you see a “+You” button on your Google toolbar when you log in.
Only time – and users – will tell if this latest Google social media platform will rival Facebook, so stay tuned.
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Free CD: Insider Small Law Firm Marketing Practices
Get your free CD on Insider Small Law Firm Marketing Practices by #1 Best-Selling Author And Nationally Recognized Law Firm Marketing Expert Stephen Fairley, and listen as he reveals A Proven System To Generate More and Better Referrals, Find New Clients Fast, and Fill Your Law Practice! Discover:
- How 1 piece of simple technology in your practice will drastically increase your communication with prospects, clients and referral sources – resulting in a major revenue boost
- 5 ways to market and position yourself as a recognized expert
- How 2 Attorneys promoted their law firms to over 100,000 people for less than $100 in 2 hours
- The 1 item you must absolutely have to create a Million Dollar Law Practice (hint: Not having this will almost guarantee your failure!)
- 6 BIGGEST secrets to generating more and better referrals
- How to create a proven network of 30 new Strategic Referral Partners in the next 90 days
To obtain your free CD, click here now.
The Key Question You Should Answer About Attending A Rainmaker Retreat
If you're on the fence about coming to a Rainmaker Retreat...let me ask you a question: If we can teach you a proven system that brings in several new clients every month, how much would that system be worth to you?
The Rainmaker Retreat includes:
- Over 65 proven ways to grow your law firm
- 10 ways to dominate your competitors online
- An 8-step method for tripling your referrals in 90 days
If you truly want to build a 7-figure law firm, then you need to attend an upcoming Rainmaker Retreat:
- Orlando, FL: Friday, July 22 & Saturday, July 23
- Las Vegas, NV: Friday, Aug. 19 & Saturday, Aug. 20
- San Francisco, CA: Friday, Oct. 7 and Saturday, Oct. 8
- Los Angeles, CA: Friday, Dec. 3 & Saturday, Dec. 4
Is a Rainmaker Retreat “Rah, Rah?” Nah.
"One thing I’m really taking away from this seminar is it’s not just a feel good, everybody go out there “rah rah” seminar. There were specific things that were taught and the biggest thing I’ve learned is how to leverage blogging which I’m already doing, into press releases and articles to really get the word out there and that’s what I’m going to concentrate on." – Greg May, Partner, Appeals Attorney
Dog & pony? No, more like old dogs learning new tricks:
"I am completing the seminar today and probably the most important thing I’ve learned is you can teach an old dog new tricks. A lot of the things I was doing right I stumbled upon. The things that I liked about this seminar are that it’s not theory; it’s things you can apply to your practice immediately. For instance one of the things I will use is the ‘keep-in-touch’ letter. By that I can keep in touch with clients that I may have lost contact with and that’s a major source of referrals so that’s something I can put into use immediately." -- Jim Hearn, Esq., Partner, Real Estate
To learn more about Rainmaker Retreat events, visit www.RainmakerRetreat.com or call 888-588-5891.
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Want to get a taste of what a Rainmaker Retreat can do for you and your legal practice?
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
Register now for one of these upcoming preview call sessions:
Wednesday, June 29, 2011
1pm PT | 2pm MT | 3pm CT | 4pm ET
Thursday, July 7, 2011
12pm PT | 1pm MT | 2pm CT | 3pm ET
Tuesday, July 12, 2011
1pm PT | 2pm MT | 3pm CT | 4pm 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.
How to Create Happy Clients Through Effective Listening
Here’s what many small business owners (yes, that’s you) don’t get: when it comes to communicating with customers, listening is often more important than talking. It is by listening that you learn what clients want, and then you can give it to them. Which makes for more referrals and better client retention.
Here are some important methods you can use to actively listen to clients:
Open feedback. Always offer clients a way to provide feedback, through your website, an online survey and in your e-newsletter campaign. Simply asking for their thoughts is often enough to garner some important insights.
Transactional feedback. If you’re a regular Starbucks customer, you have undoubtedly received a free survey at some point with your receipt. You provide them with some feedback online and you get a free drink for your efforts. What attorneys can learn from this is the importance of asking clients for their thoughts about their experience with your firm after the case is over or at important points along the way. Keep your finger on the pulse of how satisfied they are with how your firm is treating them, and you’ll have a satisfied client.
Social media interaction. Monitor your social media channels to see what people are saying about you. You can search for your firm name on Twitter and Facebook , and you should be regularly monitoring Avvo, FindLaw, Yelp and Google for other comments about your firm.
Client satisfaction surveys. Using formal client satisfaction surveys is another good way to gauge client experiences with your firm. Send one out after each engagement is closed and respond immediately and personally to any negative feedback.
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FREE Rainmaker Retreat Preview DVD – Learn Before You Go!
If you want to learn more about the Rainmaker Retreat and why it is a proven legal marketing system that has helped over 7,000 attorneys find more and better clients, then click here to receive a free DVD of your colleagues (and even your competitors) describing their experiences at our 2-day law firm marketing boot camp, the Rainmaker Retreat.
Yes, we know you are skeptical. So instead of us telling you how these 2 days will transform your business, you can listen to your peers describe their experiences in their own words.
Click here to order your complimentary DVD right now.
How To Make More Money by Giving Something Valuable for Free
Are you aware you can make more money by giving something away for FREE?
What you have to give away is something that you don't have to create, you don't have to buy, and something you already have. It's your expert knowledge. And you can use this expert knowledge to attract people and turn them into paying clients.
Expert knowledge is one of the most cost-effective tools you can use to promote your practice and make more money. One of the best ways to do this is to give away your special knowledge for free.
Yes, that's what I said-for FREE.
Many attorneys are afraid if they give away something for nothing it will be perceived as valueless or ignored. They are often anxious about losing business by revealing too much to a prospective client.
However, by giving away your expert knowledge you are actually adding value. Prospects perceive you as someone who wants more than their money, you want a relationship. You are perceived as the honest expert. Your practice is seen as one who wants informed clients.
Attorneys often have to work harder than other small business owners to develop customers. It is more difficult to sell something you cannot see, feel, or touch. However, your clients still want to know similar things about your service: what are the features, the options, the benefits, whether they can trust you, and how your services will either cut costs or make them more money.
Here are some ways you can make more money by giving your knowledge away for free:
- Offer a complimentary consultation session
- Do a periodic survey of existing clients to see how everything is going, if they have any questions, to gauge their level of satisfaction, and to see if there is any other way you can be of assistance
- Write some online white papers that provide more detailed information
- Write an article for your local newspaper or a valued website
- Host a free "How to" seminar for your prospective clients
- Find out what trade publications your customers read and offer to write an article for them
- Do a call-in radio program
- Have a Q&A section on your website
Be creative about ways to give away your expert knowledge, but as you do so remember these principles:
One of the most cost-effective ways to make more money is to give away your special knowledge for free. I don't mean sell the whole farm, but provide enough information so your potential clients feel educated about the process of purchasing your product or service.
Timing is everything. A person may not have a need for your services or product today, but might next month. Develop ways to keep in touch with your potential customers, not just your existing ones.
Listen carefully to your potential clients. Look for their "pain"-- why they need your help. Listen to their needs. Do not try to sell them something they do not need.
Listen even more carefully to your existing customers. Reinforce the benefits of your service. Find out what you can do better. Listen for their future needs and how you can meet them.
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FREE "Top 10 Mistakes Attorneys Make and How to Avoid Them" E-book
In a newly revised e-book, legal marketing expert Stephen Fairley outlines 10 of the most common marketing mistakes attorneys make that can lead to the failure of their business, and provides specific strategies and proven principles for avoiding these deadly errors.
Get your complimentary copy online here.
Regardless of your specific situation, this free e-book will help you examine how you are currently finding new clients and recommend specific steps you can immediately start using to grow your practice.
We have helped thousands of attorneys achieve their goals of creating a financially successful and personally satisfying legal practice. In this e-book you will discover specific principles and tools you can use to grow your practice, too.
Keynoting at The State Bar of California Solo and Small Firm Summit
The next two days are busy ones as I keynote four general sessions at The State Bar of California Solo and Small Firm Summit at the Anaheim Marriott. I’ll be speaking on:
Law Firm Marketing Strategies in a Social Media World: How to Use Facebook, LinkedIn and Twitter to Connect with Clients, Prospects and Referral Sources
- The 7 social media networks every law firm needs to use
- Specific steps to “build your platform” using social media
- Practical tips for attorneys just getting started on social media
- How to tap into Facebook, the fastest growing social network on the planet
- Using Facebook Fan pages and Groups to attract highly qualified prospects
- Case studies of how attorneys are using Facebook to get qualified leads
- Which practice areas are finding clients on Facebook...and which ones are not
- Where and how to build your online presence using LinkedIn
- The power of Groups on LinkedIn: How to use them to generate referrals
- How to focus your efforts on Twitter to drive traffic to your blog and website
How to Use YouTube, Avvo, and Your Blog to Connect with Clients, Prospects and Referral Sources
- The #1 factor that can double your website visitor conversion rates
- Attracting leads from Avvo: How to maximize your profile
- Advanced strategies for law firms who already have a social media presence
- Using YouTube to rank higher and faster on Google
- The 2 things Google loves most
- 4 secrets about blogs: How often do you need to post? What blog platform does Google rank faster? How to drive traffic to your blog? How to convert visitors into paying clients?
- Steps for using “freemiums” to capture website visitors contact information
- Case studies from law firms currently using social media
- The Rainmaker Social Media Blueprint
Proven Strategies for Using Websites and Internet Marketing to Generate More Leads
- What Google wants you to believe is important to achieve high rankings for your website
- The truth about what factors Google really uses to rank some law firm websites higher than others
- Understand what Search Engine Optimization (SEO) is and the major components of it
- Why almost everything you have heard about SEO is wrong...and we can prove it
- The real reason why you must be on page 1 of Google
- Why your website is broken and how to fix it
- Real world case studies: What 5 law firms did to get on the 1st page of Google in the areas of bankruptcy law, personal injury, DUI, divorce, and immigration
- Why blogs can be one of the most effective lead generation tools—if you do it right
- How to give Google what it loves most
- Top 2 strategies to dominate your competition on the Internet
From Lead Generation to Client Retention: Secrets of Highly Successful Rainmakers
- 3 proven techniques for generating more referrals and repeat business
- A simple (and free) tool you can use for tracking and monitoring leads
- The 5 stages of lead conversion and a system for doubling your conversions in 90 days
- 3 steps to measure your return on investment from your marketing efforts
- Secret strategies of top attorneys to convert more prospects into paying clients
- How to overcome price objections while increasing your prices
- Tips for creating more balance in your life with a “lifestyle law firm”
If you’re wishing you could be in Anaheim for this conference, don’t worry – we cover all these subjects and more at our two-day law firm marketing boot camp, The Rainmaker Retreat! You can visit www.RainmakerRetreat.com to learn more and sign up for one of these upcoming sessions:
- July 22-23, 2011 in Orlando, FL
- August 19-20, 2011 in Las Vegas, NV
- October 7-8, 2011 in San Francisco, CA
- Dec. 2-3, 2011 in Los Angeles, CA
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Practice Made Perfect for Lawyers CD Set
The Practice Made Perfect CD set and manual applies Stephen Fairley’s unique High Impact Marketing System to the practice-building challenges faced by solo practitioners and partners at small law firms.
It includes dozens of specific marketing and sales recommendations that can be easily and quickly applied to your firm, including:
- The only 7 sure-fire ways to get clients in your door NOW
- Why advertising doesn’t work for most small law firms
- The 7 reasons why people don’t buy from you
- How to market and sell with USP’s (Unique Selling Proposition)
- Using audio logos to attract immediate attention for your business
- Using low-cost, high impact marketing strategies
- Strategies for achieving maximum results from all of your marketing efforts
- How to discover your Ideal Target Market
- 3 critical factors to remember when looking for new clients
- The NEW sales cycle for professional services
- How to retain your best clients
Click here to order your Practice Made Perfect for Lawyers CD set and manual now.
Law Firm Marketing: The Top 10 Reasons You Don't Get Referrals
If you have more referral business than you can handle, you are obviously doing something right. But if you want and need more referrals and they aren’t coming to you, maybe you are doing something wrong.
Here are the Top 10 Reasons You Don’t Get Referrals:
No goal. Have you set a specific goal for a specific number of referrals as part of your law firm marketing plan? If not, you’re just going down the same old road with no map.
No gratitude. Have you thanked your referral sources and kept in touch, just to say “hi?” Do you thank people online who say nice things about you?
No response. Have you been tardy about responding to a referral? Or worse yet, not responded at all? If so, why would your referral sources continue sending people your way?
No engagement. Are you engaging potential referrals on your social networking sites, or do you just leave sales messages? Your goal is to engage, not to sell.
No reaction. If someone comments on your blog, do you respond? You should then follow-up with an email to further the discussion.
No participation. Don’t just join the social networks, participate. Comment on other people’s posts and encourage a conversation.
No request. If you don’t ask for a referral, chances are pretty good that you won’t get one. Encourage everyone you communicate with through email or e-newsletter or on your social sites to tell a friend about you and your services.
No staying power. Keep in touch with past and current clients, even if they are not currently shopping for an attorney. You never know when they may need you, so staying top of mind is important.
No reciprocity. When it comes to referrals, do you give as good as you get?
No personality. Let your true self shine through in everything you do. People do business with people they like and trust.
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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.
More than 7,000 attorneys from law firms all over the country have experienced powerful results from attending the Becoming A Rainmaker seminar. It has been sponsored by more than 22 of the largest state and local bar associations.
In this information-packed audio program, you will discover:
- How to generate more leads by using education-based marketing
- The relationship between credibility, visibility, tangibility, and consistency
- How to position your small firm as an industry leader
- The importance of being perceived as a specialist
- Why most advertising is a waste of your money
- What to expect from a Yellow Pages ad
- The 3 marketing strategies that will produce 80% of your results
- How to influence the Know, Like and Trust factors
- Common marketing mistakes lawyers make and how to avoid them
- How to answer the question, "Why should I buy from you?"
- Specific ways you can set yourself apart from low-cost lawyers
- What to do with the 15% of the population that always buys on price
- Ways to attract your Ideal Target Market
- The 6-stage sales process you must follow for maximum success
To order yours now, click here.
Law Firm Marketing: How to Optimize for Social Search
Earlier this year, I blogged here and here about how the two major search engines -- Google and Bing – have placed greater emphasis on social media content in search results. If you want to obtain higher rankings with these search engines today, here are some things you should be doing online:
Add original, high quality content to your blog and other social media networks. As I’ve said many times, Google loves fresh content! However, it’s not enough for it just to be fresh – it also needs to be original and relevant.
Add social sharing to all your online activities. Adding a “Share” capability to your E-newsletters, website, blog and social networking profiles will help boost your visibility in social search.
Establish a Google Profile. Set up a Google profile here and create links to all your social content. You’ll need a profile on Google in order to use the new Google+1 button, which is Google’s answer to the Facebook “Like” button and is likely to become more ubiquitous as awareness of its existence grows.
Use videos and photos. Video and photo files are more likely to be shared online than text, so be sure your website, blog and social pages contain lots of these files.
Understand the importance of the now. Google has decided that real-time information is more relevant and rewards content posted on real-time networks like Twitter, Facebook and Foursquare with higher search rankings. If you are a Twitter user, activate your Twitter Location and use social check-ins on Facebook and Foursquare.
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Want to Learn More Internet Marketing Techniques for Attorneys? Attend a Rainmaker Retreat!
If you are interested in building a lifestyle law practice through effective law firm marketing, then come to one of our upcoming Rainmaker Retreats:
- July 22-23, 2011 in Orlando, FL
- August 19-20, 2011 in Las Vegas, NV
- October 7-8, 2011 in San Francisco, CA
- Dec. 2-3, 2011 in Los Angeles, CA
If you want to learn more about the Rainmaker Retreat and why it is a proven legal marketing system that has helped over 7,000 attorneys find more and better clients, then register now for one of our one-hour complimentary teleseminars:
Thursday, June 23, 2011
11am PT | 12pm MT | 1pm CT | 2pm ET
Wednesday, June 29, 2011
1pm PT | 2pm MT | 3pm CT | 4pm ET
Join us and learn why the Rainmaker Retreat is the one law firm marketing boot camp you cannot afford to miss!
Rainmaker Retreat Teaches Attorneys How to Put Their Money Where the Clients Are
If you want to learn a proven attorney marketing system that will help you bring in several new clients every month, you owe it to yourself to attend our two-day law firm marketing boot camp, the Rainmaker Retreat.
Watch as Los Angeles attorney Erin Tenner talks about how she learned to invest her marketing monies more effectively:
The Rainmaker Retreat includes:
- Over 65 proven ways to grow your law firm
- 10 ways to dominate your competitors online
- An 8-step method for tripling your referrals in 90 days
Register now for one of our upcoming sessions:
- July 22-23, 2011 in Orlando, FL
- August 19-20, 2011 in Las Vegas, NV
- October 7-8, 2011 in San Francisco, CA
- Dec. 2-3, 2011 in Los Angeles, CA
Early-bird registration for the Rainmaker Retreat is available for a limited time, and provides you with $300 of extra benefits. A special VIP registration is also available for attorneys looking for more personalized attention.
You can register online at the Rainmaker Retreat website, www.RainmakerRetreat.com or by calling 888-588-5891.
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FREE Rainmaker Retreat Preview DVD – Learn Before You Go!
If you want to learn more about the Rainmaker Retreat and why it is a proven legal marketing system that has helped over 7,000 attorneys find more and better clients, then click here to receive a free DVD of your colleagues (and even your competitors) describing their experiences at our 2-day law firm marketing boot camp, the Rainmaker Retreat.
Yes, we know you are skeptical. So instead of us telling you how these 2 days will transform your business, you can listen to your peers describe their experiences in their own words.
Click here to order your complimentary DVD right now.
When It Comes to Your Ideal Target Market, Think Small
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Successful law firm marketing requires gaining an intimate knowledge and understanding of your Ideal Target Market (ITM). Some attorneys balk at the notion of spending the time required to identify their ITM. The amount of time spent getting to know your target audience will be more than worth the effort. In fact, not doing so can cause your firm to bypass valuable clients and to miss out on thousands of dollars in potential revenue.
One target market that is growing rapidly these days is one that may have been overlooked by many firms too busy chasing the marquis brand names: the small business owner. Specifically, the self-employed.
Today, self-employment counts for nearly one-third of the workforce, with a population of 40 million! The U.S. Bureau of Labor Statistics estimates that within the next 8 years, 40 percent of the American workforce will be self-employed.
Identifying and targeting the right market is absolutely critical to the success of your law firm marketing plan. If you don’t target the right market, nothing else you do will matter. To be successful as a legal marketer and attorney, you have to start with a clear picture of your ITM.
I have a list of 9 keys to help you determine your ideal client. I suggest that you answer these questions as specifically as you can:
- Who’s your ideal client? (Think in terms of age, profession, gender, education, interests, marital status, family size, hobbies, and lifestyle.)
- Who can afford your fees? How much can they afford? What’s your value to them?
- Who could be a good long-term, repeat client?
- What qualities, characteristics and values do they have?
- What are you helping them accomplish?
- What are their issues, challenges or pain?
- What is it like working with them?
- Who could be a good source of referrals for these ideal clients?
- Who is NOT your ideal client?
Spend some time thinking about these questions and answering them as carefully, as specifically, as you can. When you finish, you’ll have laid a strong foundation for all your legal marketing strategies.
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Stop Wasting Precious Time and Money!
Feel like you don’t have time for marketing? Let us show you how to make a plan that runs on “autopilot” – one that attracts new and lucrative clients while you focus on your practice.
Learn how easy it can be to create an effective law firm marketing plan that performs by getting our Free Guide: 5 Easy Steps to Create Your Law Firm Marketing Plan.
After working with many ultra-successful lawyers we found five common threads in their marketing plans. This guide outlines these shared elements to provide insight into strategies that work and how to make them work for you.
There are two versions: one for Attorneys in Solo Practice and one for Attorneys in a Small Firm. Click here to download, and start using these proven strategies today!
Leveraging the Power of Social Media to Market Your Law Firm
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Today I am speaking to the Arizona State Bar Convention on Leveraging the Power of Social Media to Market Your Law Firm, discussing the six most important social media networks for attorneys and providing specific tools that attorneys can use to benefit immediately from the power of social media.
The fact is that social media is like any other marketing tool – if you don’t use it right, with forethought and follow-up, it is not going to work. And how you do it right can be gleaned from how so many do it wrong. Based on my own observations of why some attorneys succeed and many more fail at social media, here are The 10 Deadly Mistakes Attorneys Make When Using Social Media:
- No clear objectives and specific goals.
- Too short of a time frame: social media is a long-term play of building relationships it's not a get rich quick scheme.
- No budget allocated: most social networks are free, but you either have to do it yourself or you have to pay. someone else to do it for you.
- No responsibility or accountability.
- No tracking of results.
- No blueprint of what works and what doesn't so you end up reinventing the wheel by trying to do it yourself.
- Only using 1 network: most attorneys are attracted to LinkedIn, but more consumers are on Facebook. Don’t try to just use one -- you need to experiment with all of them to see where you get the best ROI.
- Not using social media to build your database: s/he who has the biggest list wins!
- Not taking your social media contacts “offline”.
- Hiring a company to handle your social media that doesn't work with attorneys.
I spend a lot of time discussing how attorneys can leverage social media to market their law firms at our Rainmaker Retreat. Why not join us for a session? We have upcoming Rainmaker Retreats scheduled for July 22-23 in Orlando and August 19-20 in Las Vegas. Click here to learn more.
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Free CD: Insider Small Law Firm Marketing Practices
Get your free CD on Insider Small Law Firm Marketing Practices by #1 Best-Selling Author And Nationally Recognized Law Firm Marketing Expert Stephen Fairley, and listen as he reveals A Proven System To Generate More and Better Referrals, Find New Clients Fast, and Fill Your Law Practice!
Discover:
- How 1 piece of simple technology in your practice will drastically increase your communication with prospects, clients and referral sources – resulting in a major revenue boost
- 5 ways to market and position yourself as a recognized expert
- How 2 Attorneys promoted their law firms to over 100,000 people for less than $100 in 2 hours
- The 1 item you must absolutely have to create a Million Dollar Law Practice (hint: Not having this will almost guarantee your failure!)
- 6 BIGGEST secrets to generating more and better referrals
- How to create a proven network of 30 new Strategic Referral Partners in the next 90 days
To obtain your free CD, click here now.
How the Rules of the Game Have Changed, Part 3 of 3
Today in our look at the new rules of legal marketing, we’ll be taking a look at Rule #5, both the old and new.
Old Rule #5: Look to your competitors to succeed. In the race to be perceived as equals, small law firms have done their level best to erase the lines between them and their larger brethren. The result is an inability to self-differentiate. Ask two partners, one at a small firm and one at a large firm, what makes each of them unique, and they’ll both likely give you the exact same response.
New Rule #5: Only the specialists will survive. In this new economy, you must clearly stake out your ground: who you are, whom you serve, and how you specialize is increasingly vital to your survival. Identify your uniqueness and emphasize it everywhere. Train every person from your partners to the receptionist how to answer the Big Question: “Why should I hire you?”
Agree or disagree, the rules have certainly changed. The new rules are here and they may be here to stay. How will you respond? What actions do you need to take today to make the most of the opportunities tomorrow?
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FREE "Top 10 Mistakes Attorneys Make and How to Avoid Them" E-book
In a newly revised e-book, legal marketing expert Stephen Fairley outlines 10 of the most common marketing mistakes attorneys make that can lead to the failure of their business, and provides specific strategies and proven principles for avoiding these deadly errors.
Get your complimentary copy online here.
Regardless of your specific situation, this free e-book will help you examine how you are currently finding new clients and recommend specific steps you can immediately start using to grow your practice.
We have helped thousands of attorneys achieve their goals of creating a financially successful and personally satisfying legal practice. In this e-book you will discover specific principles and tools you can use to grow your practice, too.
How the Rules of the Game Have Changed, Part 2 of 3
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When it comes to legal marketing, I’m here to be a game-changer for you. Throughout this week, I’ll be equipping you with a new playbook, so that you can be a fiercer competitor in today’s crowded legal market place.
Today let’s take a look at Rules #3 and #4, both the old and new.
Old Rule #3: The law is a noble profession. In times past, it was enough for you to be excellent at your craft. New layers could invest the first decade of practice perfecting their pitch.
New Rule #3: Law is a business. As outside pressures narrow your focus on what is truly important (your survival), you must pay attention to the business of your practice and engender a culture of total participation driven by measurable results, where setting and achieving aggressive goals is paramount.
Old Rule #4: Mediocrity is acceptable . . . as long as they bill enough hours. Although no one openly states mediocrity is okay, far too many partners tacitly accept it; some believe it’s inevitable. I have heard and seen firsthand the devastating effects the wrong office manager or receptionist can have on a small law firm. I have had clients who tolerated mediocre associates only to lose top accounts and lawsuits because of them.
New Rule #4: Superstars are the currency of the new economy. You have a limited number of positions to fill in your firm and you can only afford to retain superstars in every position. If you find a position filled with someone who is “good enough,” either eliminate the person or eliminate the position. You set the standard. You raise the bar. Excellence is the only attitude we allow. “Exceptional” is the “New Normal” in our firm.
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Exclusive Rainmaker Retreat Preview Call – Learn Before You Go!
If you want to learn more about the Rainmaker Retreat and why it is a proven legal marketing system that has helped over 7,000 attorneys find more and better clients, then register now for our one-hour complimentary teleseminar.
Hosted by Rainmaker Institute CEO Stephen Fairley, this teleseminar will give you a preview of the valuable material that is taught at our 2-day Rainmaker Retreat as well as teach you:
- 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
Sign up now for one of these upcoming one-hour teleseminars and learn why the Rainmaker Retreat is the one law firm marketing boot camp you cannot afford to miss!
How the Rules of the Game Have Changed, Part 1 of 3
In the past few years of my working with attorneys across the country, I’ve discovered that the legal marketing game has quickly changed.
Sadly, many attorneys are still playing the old game by the same old rules. No wonder they’re seeing fewer clients, making fewer dollars and witnessing the erosion of their practices.
That’s got to stop, now. So throughout this week, I’ll be equipping you with a new playbook, so that you can be a fiercer competitor in today’s crowded legal market place.
Let’s take a look at Rules #1 and 2, both the old and new.
Old Rule #1: More marketing will obtain more results. In the past, all you had to do was throw more money at marketing or advertising and you would see more results. But not anymore.
New Rule #1: ROI rules. With the increased competition and level of sophistication in the legal marketing industry, to get ahead you must be faster, smarter, and more effective than your competitors.
Your ability to leverage Internet marketing and automatic parts of your marketing system will allow you to dominate larger firms with bigger budgets; however, every dollar must be accounted for and every effort must be measured for Return On Investment. You cannot afford to be indifferent.
Old Rule #2: Taking care of clients comes first.
New Rule #2: Take care of your business first or you won’t be in business to take care of your clients. Too many times lawyers focus solely on their clients without focusing on the bottom line. The result is devastating: not sending out invoices on time; not raising your rates for years; not actively cross-promoting other services your firm offers; and not staying connected with former clients.
Everything rises and falls on leadership. You must be the one to lead the charge in shifting your firm’s culture from one of passivity into action orientation.
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Get All the Law Firm Marketing Strategies You Need to Create A 7-figure Law Practice with Rainmaker In A Box: Volume 2!
Newly released! Rainmaker in a Box: Volume 2 includes:
8 Proven Steps for More & Better Referrals
Discover the proven step-by-step system used to double your referrals from current and former clients and how to build a network of strategic referral partners. Top attorneys have used this exact system to double their referrals in 6 months or less!
7 Strategies to Recession Proof Your Law Firm
Watch and learn as I walk you through the specific strategies top lawyers are using to increase their revenues in this tough economy-and it doesn’t include reducing their fees!
6 Keys to Unlocking the Secrets of Social Media
Social media has emerged as the fastest way to build a massive platform of prospects! I pull back the curtain and let you in on little known secrets of how attorneys are generating dozens of leads every month from social media.
5 Core Components for Highly Successful Websites & Blogs
My interview with nationally recognized personal injury attorney John Bisnar on how his law firm uses search engine optimization and internet marketing to drive tens of thousands of unique visitors every month to his 30 websites and 10 blogs. Discover proven techniques for converting website visitors into paying clients.
Data DVD: Includes all 4 PowerPoint slides for all 4 presentations. We recommend you print all these off and take notes on them as you experience these information-packed DVDs!
***For Blog Readers, Facebook Friends, Twitter Followers and LinkedIn Connections – we are offering you a $50 discount for Volume 2 and a $100 discount for both Volume 1 and Volume 2 because of your social media presence with The Rainmaker Institute.
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Helping to Make Better Leaders at the CWBA Convention
I am one lucky man! I am in Vail, Colorado today preparing for a workshop tomorrow at the Colorado Women’s Bar Association’s 34th Annual Convention. While many love Vail for the winter activities, I love it here in the summer. While all my compatriots are broiling in Phoenix, I am enjoying superb scenery and the company of a dynamic group of savvy businesswomen.
I’ll be speaking to the convention tomorrow on From Lead Generation to Client Retention: Secrets of Highly Successful Rainmakers.
There are 3 major areas attorneys must focus on to be successful: (1) lead generation—attracting more qualified clients, (2) lead conversion—converting more prospects into paying clients, and (3) client retention—consistently offering high quality services so clients will come back and send more referrals. I’ll be speaking about specific strategies that focus on how female attorneys can improve in each of these areas.
In working with over 7,000 attorneys from small and solo law firms, The Rainmaker Institute has found several common characteristics of top Rainmakers that I’ll also be presenting in this workshop, including:
- 3 proven techniques for generating more referrals and repeat business
- 7 lead generation strategies for lawyers
- A simple (and free) tool you can use for tracking and monitoring leads
- The 5 stages of lead conversion and a system for doubling your conversions in 90 days
- 3 steps to measure your return on investment from your marketing efforts
- 2 ways to market your law firm on the Internet on a shoe string budget
- Secret strategies of top attorneys to convert more prospects into paying clients
- How to overcome price objections while increasing your prices
- Tips for creating more balance in your life with a “lifestyle law firm”
My thanks to the CWBA for this fantastic opportunity and for the brief respite from the early summer heat!
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Practice Made Perfect for Lawyers CD Set
The Practice Made Perfect CD set and manual applies Stephen Fairley’s unique High Impact Marketing System to the practice-building challenges faced by solo practitioners and partners at small law firms.
It includes dozens of specific marketing and sales recommendations that can be easily and quickly applied to your firm, including:
- The only 7 sure-fire ways to get clients in your door NOW
- Why advertising doesn’t work for most small law firms
- The 7 reasons why people don’t buy from you
- How to market and sell with USP’s (Unique Selling Proposition)
- Using audio logos to attract immediate attention for your business
- Using low-cost, high impact marketing strategies
- Strategies for achieving maximum results from all of your marketing efforts
- How to discover your Ideal Target Market
- 3 critical factors to remember when looking for new clients
- The NEW sales cycle for professional services
- How to retain your best clients
Click here to order your Practice Made Perfect for Lawyers CD set and manual now.
Law Firm Marketing: How to Build a Compelling Online Presence
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Your online presence is vital to your law firm marketing efforts. There are many ways to create an online identity including websites, blogs, and social media like LinkedIn.com, Twitter, Facebook, etc.
Your online presence generally is designed to work with your online legal marketing efforts to get prospects to take action by either: contacting you, requesting information from you, setting up an appointment with you, or hiring you. This strategy typically requires the most money to implement.
Here are some keys to remember when building your website:
- Position yourself as a Generalist versus Specialist
- Choose a Strong Domain Name
- Your Domain name should be easy to spell; easy to remember
- Use the Actual Keywords Prospects Use to Find Your Practice. For example: RealEstateAttorneyLA.com, BestAttorney.com, BostonDUIDefense.com, etc.
- Craft a Powerful “Headline” at the Top of Your Website
- Write Captivating Content: writing for the internet is completely different from writing a legal brief
- Use Case Studies or Testimonials (follow your ethics guideline)
- Use Multiple, Custom Websites
- Design One Main Corporate Website
- Then create multiple Mini, Practice Specific Websites
For example, a business law firm practice's online presence might look like this:
Specific Sites: business litigation, registered agent site, employment law, commercial real estate, mediation.
A personal injury law firm practice might have the following sites as part of their online presence:
Specific Sites: auto accidents, construction accidents, SUV accidents, dog bites, specific product liability lawsuits.
Focus each website on a specific target, practice area or geographical location.
Create and Promote your own Blog
Blogs are a simple way for anyone to post new content in an easy-to-read web site format with the newest information always on top.
But how can a blog benefit your business? Your blog can boost your ranking in the search engines, increase your traffic, and improve your credibility -- ALL of which will ultimately lead to more sales!
Components of a successful blog: 1. Highly targeted, well branded. 2. Provides quality content that solves your prospects challenges. 3. Publish your blog constantly and consistently: 2 to 4 times per week. 4. Write in relation to the most popular current events. 5. Register your blog in directories and promote actively.
Experience Law Firm Marketing Magic at the Orlando Rainmaker Retreat July 22-23
Attorneys looking to boost their revenues and increase the effectiveness of their law firm marketing strategies should not miss the opportunity to attend the information-packed 2-day Law Firm Marketing Boot Camp for small law firms. The Orlando Rainmaker Retreat will be held July 22-23 at the Peabody Orlando.
While the Rainmaker Retreat is chock-full of information that will allow you to generate more referrals and convert a higher percentage of those referrals into new clients, the schedule also allows you time to enjoy some of the unique features that each of these cities are famous for. Orlando is legendary for fabulous weather, the Disney complex, Universal Studios and other amusement parks that have sprouted up in one of the world’s premier destination cities. But Orlando also features a Restaurant Row with independently owned world-class restaurants and live entertainment that is well worth your time.
So, while you are at a Rainmaker Retreat learning how to build your business to the level that you dreamed it would be, you also have magnificent opportunities to unwind and take in the sights of this great American city. Downtown Orlando and Thornton Park are home to a lively club and house music scene and many of the clubs house internationally-known DJs and dance acts. International Drive and Pointe Orlando house some great restaurants and musical acts including B.B. King’s Blues Club.
To register for the Orlando Rainmaker Retreat, visit our website which offers testimonials from past attendees and more information on accommodations and the Rainmaker Retreat schedule.
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Exclusive Rainmaker Retreat Preview Call – Learn Before You Go!
If you want to learn more about the Rainmaker Retreat and why it is a proven legal marketing system that has helped over 7,000 attorneys find more and better clients, then register now for our one-hour complimentary teleseminar.
Hosted by Rainmaker Institute CEO Stephen Fairley, this teleseminar will give you a preview of the valuable material that is taught at our 2-day Rainmaker Retreat as well as teach you:
- 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
Sign up now for one of these upcoming one-hour teleseminars and learn why the Rainmaker Retreat is the one law firm marketing boot camp you cannot afford to miss!
How to Use RSS Feeds as a Legal Marketing Tool
We all know there is an enormous amount of information available on the Internet that would be useful for law firm marketing purposes as well as legal practice management purposes. But who has the time to go to all of these sites and look for new information? But there are ways to monitor the sites that interest you without investing a great deal of time.
RSS – Really Simple Syndication – is a free Internet technology that allows you to monitor your favorite blogs and news sites without actually having to take the time to visit them. You subscribe to the RSS feed and when new content is posted there, it comes right to your computer.
There are several ways to do this. I’m going to highlight 2 of them for you. First, almost every website and some browsers have a built-in RSS feed on them. Look for an orange icon that looks like the graphic here on the right.
Click on the icon, and it will give you the option to subscribe to the RSS feed for the site. After you have subscribed, click on your favorites and you will see a “Feeds” tab. When you click on that tab, you will see all of the RSS feeds you have subscribed to. Those that are in bold have new content.
The second way is to use a news agreggator like Google Reader. It’s a free service you can use to collect all of the sites you want to monitor in one place. The flip side to this is to make sure that your blog and website have the RSS feed enabled, so that others can monitor your content.
An RSS feed can be a useful part of your legal marketing toolkit if you deploy it well. It reminds people when you have new content, and brings them to your site.
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Free CD: Insider Small Law Firm Marketing Practices
Get your free CD on Insider Small Law Firm Marketing Practices by #1 Best-Selling Author And Nationally Recognized Law Firm Marketing Expert Stephen Fairley, and listen as he reveals A Proven System To Generate More and Better Referrals, Find New Clients Fast, and Fill Your Law Practice!
Discover:
- How 1 piece of simple technology in your practice will drastically increase your communication with prospects, clients and referral sources – resulting in a major revenue boost
- 5 ways to market and position yourself as a recognized expert
- How 2 Attorneys promoted their law firms to over 100,000 people for less than $100 in 2 hours
- The 1 item you must absolutely have to create a Million Dollar Law Practice (hint: Not having this will almost guarantee your failure!)
- 6 BIGGEST secrets to generating more and better referrals
- How to create a proven network of 30 new Strategic Referral Partners in the next 90 days
To obtain your free CD, click here now.
7 Effective Law Firm Marketing Tips For Following Up with Leads
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When it comes to law firm marketing, the fortune is in the follow up! You need to have a system in place to connect with and stay connected to your leads, prospects, clients, and referral sources.
1. Don't do it all by yourself. Most of the follow-up should be done by your staff, not you. Don't have a staff? Then outsource it to a virtual assistant or someone who provides legal marketing services. You should remain focused on bringing in more business, meeting with prospects, signing new people up as clients, and billing your clients.
2. Create your written plan ahead of time. Do not wait until the last minute to create your follow up plan. As part of your law firm marketing you plan you should write down the exact steps your team will take to connect with prospects. Write down roles, responsibilities and time frames.
3. Have a plan for obtaining their full contact information and then have a back up plan. Do not rely on someone else giving you their contact information in a timely fashion. They may or may not. They may have better things to do or an emergency might arise or they may forget. Always, always have a back up plan. Make sure you get all their contact information including: full name, mailing address, phone number, and email. This will be of great value later on.
4. Use a database to keep track of your contacts. Do not rely on the stacks of business cards you have on your desk. Put them into a database as soon as possible.
5. Use multiple methods to connect. Some people read emails, some people read letters, and some people respond to phone calls. Any law firm marketing consultant will tell you to use at least two of these methods to connect. If possible, use all three. For example, have your assistant send out an email the very next day after your networking event. Have a letter sent out the day after that and three days later have them follow up with a phone call to set an appointment for you.
6. Remember the Rule of 48. The Rule of 48 refers to the amount of time you have to follow up with a qualified prospect after you meet them before they forget why you are contacting them. In most cases, you have 48 hours to make the first contact or you can forget about it.
7. Plan for the long-term. Even though you usually only have 48 hours to start the follow up process, your law firm marketing plan should include specific ways you can stay connected to your leads, prospects, clients, and referral sources over the long-term. Whether it's a monthly newsletter, a quarterly phone call, or a legal update you send out. Once a semi-qualified person is on your list, institute a process to stay connected with them at least seven to ten times per year.
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June 8 Webinar on Getting to the Top of Google: The Power of Link Building for Lawyers
Join me on Wednesday, June 8 at 3 p.m. ET for a one-hour webinar on Getting to the Top of Google:The Power of Link Building for Lawyers. I will share a little known secret of how hundreds of attorneys are rapidly increasing their website rankings in 90 to 120 days through building targeted links back to their websites.
In this 60-minute webinar, you will learn:
- One of the fastest ways to get your website blacklisted by Google (make this mistake at your own peril)
- Link building on the low down—building links on a shoestring budget
- What an “inbound link” is and why Google loves them
- The metric Google uses to determine if a link is good or worthless
- Why you should almost never pay for a link
- Selecting the right keywords to go after
- The benefits of being at the top of the rankings
- Which directories are worth paying for...and which ones are not
- The top 5 questions you must ask before you hire any link building company
To register for the one-hour webinar on Getting to the Top of Google: The Power of Link Building for Lawyers on Wednesday, June 8 at 3 pm ET, click here now.
This event will be presented live by phone with a web connection available for those wishing to view the presentation on their personal computers. Internet access is not required for phone-only participants. A copy of the presentation and downloadable materials will be provided after the event.
June 15 Presentation at TAJ Convention: Advanced Law Firm Marketing Strategies For Attorneys
On June 15, I will be in Chattanooga, TN, where I will have the honor of opening the Tennessee Association for Justice 2011 Annual Convention with a presentation on Advanced Law Firm Marketing Strategies For Attorneys.
It’s an all-day seminar and is followed by a keynote address I’m certainly excited about hearing from Senator Fred D. Thompson (the renowned Senator and actor known for his role as a Manhattan district attorney in the Law and Order TV series).
The Tennessee Association for Justice advocates for accountability and the constitutional rights of all citizens and works to protect civil justice in Tennessee. My presentation will center on the protection of an attorney’s business through effective law firm marketing strategies.
If you are in the Chattanooga area in mid-June and are interested in attending, you can register online at www.tnaj.org. You have the option of attending the first day or both days of the convention, and can view a brochure of the entire event by clicking here.
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FREE "Top 10 Mistakes Attorneys Make and How to Avoid Them" E-book
In a newly revised e-book, legal marketing expert Stephen Fairley outlines 10 of the most common marketing mistakes attorneys make that can lead to the failure of their business, and provides specific strategies and proven principles for avoiding these deadly errors.
Get your complimentary copy online here.
Regardless of your specific situation, this free e-book will help you examine how you are currently finding new clients and recommend specific steps you can immediately start using to grow your practice.
We have helped thousands of attorneys achieve their goals of creating a financially successful and personally satisfying legal practice. In this e-book you will discover specific principles and tools you can use to grow your practice, too.
Internet Marketing for Lawyers: 8 Ways to Increase Your Visibility
These days, no one puts up a website and expects potential clients to come flocking to it. Most savvy law firm marketers know you have to do things that drive traffic to the site.
There are a number of things you can do to increase your online visibility, thereby improving your chances of having potential clients find you.
Here are some steps to improve your online presence using a variety of different online marketing channels, including articles, e-newsletters, press releases and blogs.
- Step #1: Define a topic area relevant to your practice and your target market.
- Step #2: Write a 400-750 word article about that topic.
- Step #3: Submit that article online.
- Step #4: Create a press release from that article, discussing that topic.
- Step #5: Submit that press release online.
- Step #6: Use a part of that article in your e-newsletter and link to it online.
- Step #7: Then take that article and develop a blog post from it.
- Step #8: Submit a second press release announcing the article you just published based on the original topic in Step #1.
This law firm marketing tip – and many others – is a small sampling of what you will learn at The Rainmaker Retreat. See below for details on the next one.
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Want to Learn More Internet Marketing Techniques for Attorneys? Attend a Rainmaker Retreat!
If you are interested in building a lifestyle law practice through effective law firm marketing, then come to one of our upcoming Rainmaker Retreats:
- July 22-23, 2011 in Orlando, FL
- August 19-20, 2011 in Las Vegas, NV
- October 7-8, 2011 in San Francisco, CA
- Dec. 2-3, 2011 in Los Angeles, CA
If you want to learn more about the Rainmaker Retreat and why it is a proven legal marketing system that has helped over 7,000 attorneys find more and better clients, then click here to register now for one of our one-hour complimentary teleseminars:
Thursday, June 2, 2011
1pm PT | 2pm MT | 3pm CT | 4pm ET
Tuesday, June 7, 2011
1pm PT | 2pm MT | 3pm CT | 4pm ET
Join us and learn why the Rainmaker Retreat is the one law firm marketing boot camp you cannot afford to miss!
Law Firm Marketing: The Final Secret Top Rainmakers Use to Fill Their Practice
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During May, I posted two blogs about the secrets top Rainmakers use to fill their practice, gleaned from more than 10 years of working with small law firms and solo practitioners. Here’s the final one:
Strategy 4. Answer the Question, "Why Should I Hire You?"
With an estimated 600,000-800,000 attorneys in private practice across the nation, standing apart from your competitors is increasingly difficult. I have asked hundreds of attorneys, "Why should someone hire you versus your competition?" Virtually all of them respond with the same four answers: quality, service, years of experience, and price - none of which has any impact on prospective clients!
Quality is not a feature people will pay extra for. It simply means you meet the minimum level of expectations. For every service you provide there are a thousand other law firms who offer the exact same service. Regardless of how long you've been in practice, someone has been there longer. And do you really want to be known as the "Wal-Mart" of law firms-the low cost leader?
Every prospect that walks in your office has the same question: Why should I hire this attorney versus any other one out there. While they may not verbally ask it, they are all thinking it. To be effective, you need to answer the question for them. Here are three things to emphasize in your response:
Focus on the benefits, value, and results. When meeting with a prospective client, emphasize the benefits you offer to clients, the value you bring, and the results you achieve. Be careful not to run afoul of your state's ethics in advertising regulations.
Focus on your service, not the list of services your firm provides. Explain how you serve your clients better by going out of your way for them and by treating every person as a VIP. Ask yourself what kind of "client experience" you want each to have. Be very specific and write down your ideas. Put an action plan into place with your staff to ensure that every experience a prospect or client has with your firm is a positive one.
Focus on solutions. People don't buy legal services; they buy solutions to their legal problems. Prepare a case study of how you found a creative solution to another client's problem. Explain how you came up with it and the results.
Marketing your law firm is both art and science. There are no magic wands or silver bullets. It takes time, energy, money and advanced planning. It's important to realize that marketing is a process, not an event. Too many attorneys view marketing as an event you go to or an ad you place in the yellow pages. Top Rainmakers recognize marketing is a process, a systematic approach to building referral relationships, cultivating contacts, and staying connected to clients.
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June 8 Webinar on Getting to the Top of Google: The Power of Link Building for Lawyers
Join me on Wednesday, June 8 at 3 p.m. ET for a one-hour webinar on Getting to the Top of Google:The Power of Link Building for Lawyers. I will share a little known secret of how hundreds of attorneys are rapidly increasing their website rankings in 90 to 120 days through building targeted links back to their websites.
In this 60-minute webinar, you will learn:
- One of the fastest ways to get your website blacklisted by Google (make this mistake at your own peril)
- Link building on the low down—building links on a shoestring budget
- What an “inbound link” is and why Google loves them
- The metric Google uses to determine if a link is good or worthless
- Why you should almost never pay for a link
- Selecting the right keywords to go after
- The benefits of being at the top of the rankings
- Which directories are worth paying for...and which ones are not
- The top 5 questions you must ask before you hire any link building company
To register for the one-hour webinar on Getting to the Top of Google: The Power of Link Building for Lawyers on Wednesday, June 8 at 3 pm ET, click here now.
This event will be presented live by phone with a web connection available for those wishing to view the presentation on their personal computers. Internet access is not required for phone-only participants. A copy of the presentation and downloadable materials will be provided after the event.
