Count The Cost Of Creating Before You Start Building: Funding Your Marketing Plan
We know from extensive research that it takes at the very least 7-10 meaningful touches to move someone through the sales process to get them to the point where they are ready to buy from you.
If your marketing plan only has enough steam in it to produce five meaningful touches, it will be as if you had never touched them at all.
5 touches aren't enough to break through past all of the marketing efforts made by other attorneys vying for your potential client's time and money... including your biggest competitors.
Don't let those clients slip through your fingers by short changing your own marketing efforts. Which brings us to the question - How much is enough to invest in your marketing efforts? There are several questions to consider before you get your answer:
What practice area are you in? Some practice areas require significantly more time and money to market (litigation and personal injury to mention two).
What are your profit margins? The larger your margins, the more you can invest on marketing and new business development. Some practice areas have bigger profit margins (litigation) while others are notoriously lower (residential real estate).
What are your annual revenues? It is not unusual for successful law firms to spend between 15 percent and 40 percent of their annual revenues on marketing.
Are you targeting other businesses or individual consumers? Anytime you are marketing directly to consumers, your marketing budget must be bigger because of the intense competition for consumer's pocketbooks.
What is the size of your competitors? Obviously, trying to take market share from Wal-mart as opposed to a beauty salon would require a much bigger marketing budget. Analyze your competition; what marketing materials do they put out? How are they positioning their firm?
How sophisticated are your competitors when it comes to marketing? Typical companies in service-based industries and professional services (like law firms) are a lot less sophisticated than other industries.
How much time can you devote toward your marketing plan? The more time you can devote, the less money you have to spend. For example, if you use direct marketing, and are able to follow up with a phone call, you spend less on mailing costs.
Are you marketing directly to the end user or through a referral source? Marketing to the end user of your services is more difficult than working through an established marketing channel like a referral source.
How long is the typical marketing-cycle? How long does it take a prospective client to make a decision after they have all the information they need? The longer the cycle, the more money you spend staying in touch while they contemplate their decision.
What's the geographical size of your prospect base? For many professional service firms, like doctors, lawyers and accountants, it is usually limited from five to 25 square miles.
What is your average fee per client? $500? $5,000? $500,000? $5 million? Services less than $500 require different marketing strategies than $5,000 services. Typically, higher fees require you to provide additional evidence as to your credibility, and necessitates the need to educate your client as to the benefits of hiring your firm.
What's the lifetime value of your average client? How much does your average client spend with you over a given time frame?
- When you have that final number you know how much you can afford to spend on landing each client before it negatively affects your profit margins.
- Alternately, If your average client only uses your services once and never returns, then you will need to use lower cost marketing strategies to reach them.
- Consider factors to increase the value of each client. For example, developing simple, yet seemingly extraordinary customer service strategies will extend the "life" of a client and create referrals, thus increasing their value.
Once you have had a chance to review and analyze these variables for your firm, I invite you to immediately TAKE ACTION by using the information you gather to complete or revise your marketing plan in the next 30 days.
If you would like more direction in writing or implementing your marketing plan contact me for additional resources.
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Looking for more proven tactics from The Rainmaker Institute?
Then subscribe to our FREE monthly e-newsletter. One click of your mouse will take you to our site where you can see the current issue and subscribe to our complimentary monthly e-newsletter that will be delivered to your inbox. Each issue is chock-full of legal marketing information you can put to use right away. The information in every newsletter is something you will want to share with your staff to maximize the effectiveness of your legal marketing plan.
Law Firm Marketing: Use These 10 Tips to Own Your Turf
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Building a reputation in the legal niche you serve will serve you well when it comes to attracting new clients. But how do you differentiate yourself enough to claim ownership of that piece of legal turf when there are hundreds of other attorneys out there providing similar services?
It takes a focused approach to become a recognized authority, and it doesn’t happen overnight. Here is a 10-step program you can use to dominate your competition:
Focus on your area of expertise. Whether it’s a doctor or a lawyer, no one wants a generalist, we want a specialist. Find a targeted, focused legal niche where you can specialize.
Own your niche’s keywords. Choose several keywords that prospects use to look for you, and make it a goal to be at the top of the search list for these keywords.
Blog. Provide valuable content on a regular basis – 3-5 times per week – to help establish your authority.
Guest author. Target high-traffic blogs that appeal to your target marketing and offer to guest author posts.
E-book. With the rising popularity of e-book readers, you can self-publish your own works and not only extend your authority, but make a few bucks in the process.
Offer seminars. Nothing is more authoritative than public speaking, either live or online via webinars, which allows you to reach a limitless audience. You can charge a nominal fee for these, too, even if it’s only to cover the cost of your webinars.
Press releases. Create a media list of target publications that reach your market and feed them regular press releases.
Radio. Create your own radio show at BlogTalkRadio.com, where your content will be distributed based on your keywords.
Publish a survey. With so many online survey tools at your disposal, you can conduct a survey then publicize the results.
Create information products. Write and distribute articles, e-books, free reports and other information products that demonstrate your authority in your niche.
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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: Volumes 1 and 2!
Want to discover Proven Marketing Strategies that Top Law Firms are using right now to generate more leads and referrals and convert them into paying clients?
Rainmaker In A Box: Volume 1 and Rainmaker In A Box: Volume 2 contains highly valuable legal marketing information you absolutely need to know!
Rainmaker in a Box: Volume 1 includes:
- The 5 Immutable Secrets to Building a 7 Figure Law Practice
- Secrets of Building a Referral-based Law Practice for Busy Practitioners:
- The Top 6 Most Powerful Online Marketing Strategies for Attorneys:
- Action, Accountability and Next Steps
- Data DVD: Includes all 4 PowerPoint slides for all 4 presentations
Rainmaker in a Box: Volume 2 includes:
- 8 Proven Steps for More & Better Referrals
- 7 Strategies to Recession Proof Your Law Firm
- 6 Keys to Unlocking the Secrets of Social Media
- 5 Core Components for Highly Successful Websites & Blogs
- Data DVD: Includes all 4 PowerPoint slides for all 4 presentations
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Is Social Media the New Tool of Branding for Attorneys?
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A recent Wall Street Journal article on young attorneys who are building buzz through their regular use of Twitter made an interesting observation:
The old tools of branding—snazzy ties, confident bluster and gimmicky ads—are being replaced by a prominent web presence.
Focusing on a couple of Manhattan’s young gunslingers trying to earn a reputation for themselves in that highly competitive criminal law marketplace, the article explored the way these attorneys are using Twitter and a blog to aggressively market themselves.
One of the partners at Galluzzo & Johnson – Zachary Johnson, 34 – said, "It's a very cost-effective way of marketing. Facebook and Twitter are becoming so prevalent amongst consumers of all services, we would be doing ourselves a disservice as a law firm to not use these channels to reach people."
On the other side of the fence is well-known Bronx criminal defense attorney Murray Richman, 73, who finds any type of law firm advertising – including social media marketing – distasteful.
Richman noted in the article that when he started his practice, he got clients by going to “bars, clubs and pool rooms on a Friday night. By the end of the night I had five, 10 or 12 new cases because they got to know me."
And that is the crux of the matter, really – getting potential clients to know you. Back in the day, Mr. Richman went where his potential clients could be found, in bars and clubs. Today, Messrs. Galluzzo and Johnson meet their potential clients online, tweeting and blogging about their experiences and opinions on cases in the news so they can become known.
Different times, different methods.
Mr. Johnson concedes that a solid legal reputation is built on what you do in the courtroom, saying, “At some point you have to win big cases. No amount of blogging or tweeting is going to put you on that level.”
He goes on to add: “But can you get a big case using social media? Absolutely."
And as we all know, you gotta get ‘em before you can win ‘em.
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Free Report: 4 Myths That Keep Attorneys From Building A Referral-Based Practice
Referrals are the lifeblood of many law practices, and building a good referral program takes a proven process. Stephen Fairly unveils the 4 Myths That Keep Attorneys from Building a Referral-Based Practice in his new free report. Read and discover:
- How to determine the best source for your referrals
- How to explain your ideal target market to a referral source
- How to get referrals from other attorneys
- Whether online directories are a good referral source
- How to network effectively
- And much, much more!
Click here to get your free report today.
Law Firm Marketing: How to Keep the Rainmaker Retreat Magic Going
I’ve just returned from another energizing Rainmaker Retreat last weekend in Orlando. I never tire of seeing “the lights come on” for the attorneys who attend our law firm marketing boot camp or of hearing about their perceptions of what they have learned in just two short days.
Stephen Bornstein, a hedge fund attorney from New York City, was in Orlando for our latest session and these are his words:
“If you really want to jump-start your law firm or take it to the next level, the Rainmaker Retreat is the place for you. In two fact-filled days, Stephen Fairley serves up a smorgasbord of mostly unfamiliar or untried marketing and management techniques that, if adopted, would undoubtedly magnify your presence in your practice area. It’s then up to you to determine how much of what Stephen has to offer you can sensibly incorporate into your business.
For those attorneys without the time or staff to implement Stephen’s multifarious prescriptions, The Rainmaker Institute will undertake them on your behalf (for a price) and guarantee the results. In addition, the 20 or so lawyers in my seminar were an interesting and accomplished bunch. All in all, a truly eye-opening educational experience.”
We intentionally keep our Rainmaker Retreat sessions strictly limited in size so every attorney present gets individual attention in a more intimate environment. And to keep the energy flowing after you go home, we offer a VIP program that gives attorneys access to me and my staff throughout the year to act as your law firm marketing mentor, coach or sounding board and allows you to attend another Rainmaker Retreat session free within the next 12 months to hone your skills and further develop your law firm marketing program.
Our next Rainmaker Retreat will be August 19-20 at The Platinum Hotel in Las Vegas. To register online or learn more about it, visit http://www.RainmakerRetreat.com.
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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:
Thursday, July 28, 2011
1pm PT | 2pm MT | 3pm CT | 4pm ET
Wednesday, August 3, 2011
12pm PT | 1pm MT | 2pm CT | 3pm ET
Thursday, August 11, 2011
11am PT | 12pm MT | 1pm CT | 2pm 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: To Google+ or Not to Google+?
One of our Rainmaker Advisors, Kara Smith, brought a post on the Google+ Terms of Service flap to my attention the other day. It’s by Rory Webber, who writes the Social Media for Lawyers blog at Martindale.com and the title pretty much says it all: “Google+ - Great Tool, Scary Terms of Service”.
Actually, the Google+ TOS is the same as the Google TOS, so if you’re using Gmail or any one of the many useful Google tools, you’ve already agreed to it. Here’s the “scary” language Webber and some others in the Internet world are buzzing about, under Google’s TOS Section 11: Content License from You:
11.1 You retain copyright and any other rights you already hold in Content which you submit, post or display on or through, the Services. By submitting, posting or displaying the content you give Google a perpetual, irrevocable, worldwide, royalty-free, and non-exclusive license to reproduce, adapt, modify, translate, publish, publicly perform, publicly display and distribute any Content which you submit, post or display on or through, the Services. This license is for the sole purpose of enabling Google to display, distribute and promote the Services and may be revoked for certain Services as defined in the Additional Terms of those Services.
11.2 You agree that this license includes a right for Google to make such Content available to other companies, organizations or individuals with whom Google has relationships for the provision of syndicated services, and to use such Content in connection with the provision of those services.
11.3 You understand that Google, in performing the required technical steps to provide the Services to our users, may (a) transmit or distribute your Content over various public networks and in various media; and (b) make such changes to your Content as are necessary to conform and adapt that Content to the technical requirements of connecting networks, devices, services or media. You agree that this license shall permit Google to take these actions.
11.4 You confirm and warrant to Google that you have all the rights, power and authority necessary to grant the above license.
Another post dismissing the hubbub by Tom Anderson, former president of MySpace, features a graphic by LiveJournal comic Ryan Estrada that attempts to explain the Google TOS in plain terms:
Still scary? Maybe. Maybe not. The fact is, Google+ already has 20 million users and it’s still in Beta rollout stage. While Google has stumbled a few times in launching social media tools, they may have succeeded this time out with Google+.
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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.
Law Firm Marketing: 6 Reasons Why You Should be Blogging
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Today I’m in Florida at our first day of the Orlando Rainmaker Retreat, so before I jump into my first session, I wanted to share a recent Huffington Post article by digital marketing maven Paula Berg exploring the reasons why major brands should be blogging. I find those reasons certainly extend to solo practitioners and small law firms as well:
1. A blog is a low-cost, long-term venue to reinforce your brand and educate prospects about what you bring to the table.
2. A blog provides an informative resource for anyone seeking information about you and your practice area(s).
3. A blog gives you a platform to speak directly to clients, prospects and other attorneys rather than through the filter of the media or other sources that may not be accurate.
4. A blog provides a stable base for your content without the limitations of other social media channels like Facebook and Twitter that are constantly streaming feeds. It is a place for your own voice, 24/7.
5. A blog can generate leads for you at a low cost.
6. Blog analytics provide you with important information on what interests your prospects so you can generate more content to attract them and learn more about marketing to them, thus increasing the likelihood of a greater ROI on your marketing spend.
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Can’t Make It to a Rainmaker Retreat? Then Have One Delivered to You!
Over 7,000 attorneys from hundreds of law firms across the country have discovered how to generate more referrals and find new clients by simply applying our Rainmaker Marketing System.
Here's just a sample of what you will discover in our Rainmaker Retreat Live! 6 CD set audio program:
- Over 22 proven strategies for attracting more and better clients
- How to create powerful relationships with over 30 new Referral Sources in the next 90 days
- 7 ways to find more clients fast and how to select the best ones for you
- 2 ways to promote your firm to 100,000 people for only $100
- 5 ways to automate your marketing using technology and the Internet
- 6 secrets top Rainmakers use to dominate their competition
- 8 steps to creating a 6-month comprehensive marketing plan for your firm
- Much, much more!
This live recording of our highly successful 2 day law firm marketing boot camp will inspire you with practical examples, motivate you with sample case studies, walk you through best marketing strategies used by top Rainmakers, and provide a guide for you to quickly implement proven tactics in the next 30 days. You will also get the same 70-page marketing manual used at all our Rainmaker Retreats.
Click here to order your copy of Rainmaker Retreat Live!
Attorneys: Enhance Your Client Experience with Your Law Firm Website
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Many law firms make the mistake of using their legal websites to bog down visitors with facts and figures about their achievements. Visitors to attorney websites are there to find a lawyer who solves their problems, not to read a long list of accomplishments. Successful law firm marketing always relies on the simple principle: make the legal website about the client; not about YOU.
Legal websites are a great way to generate leads. In order to attract the right kind of leads, however, you must use law firm marketing strategies to make your legal website a place qualified leads want to visit repeatedly. By using your online presence to enhance your client's experience with your firm's legal website, you will begin building a strong relationship. You must use proven law firm marketing techniques to capture your target audience's attention and leave them wanting more.
One of the easiest and best ways to enhance your client's experience of your legal website is by making useful information available like a free special report or eBook. This information can be offered in different formats; posting interesting articles on a regular basis is a sure-fire way to keep clients visiting your legal website.
Another very effective form of law firm marketing is to offer free audio or video feeds on your legal website. Whatever information you convey to your clients must be interesting, informative and current if you expect your attorney marketing techniques to work. Be certain any information you share is well written, free of errors, as well as clear and concise. Do not use legal jargon to communicate with prospects.
Some law firms make the critical mistake of concentrating their legal marketing efforts on getting prospects to visit - just once. They miss the mark completely if they expect their legal website to be an effective marketing tool without providing compelling reasons for clients to return consistently and repeatedly. Successful attorney marketing relies on building a solid relationship with clients. Firms that clearly understand attorney marketing requires time and consistent effort are likely to be successful.
Other ways to enhance your client's experience at your legal website include: Offering an e-newsletter packed with powerful information that will grab and keep their attention. Creating a free "eBook" and having it available at your legal website is also a good way to keep prospects coming back. If you or any member of your firm has written articles or books, you can use these as legal marketing tools by including a link on your legal website so clients can view or purchase the materials.
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July 27 Webinar: How to Get a Great ROI From Your Law Firm Marketing Efforts
If you are currently investing any money in marketing your law firm or are thinking of jumping into the fray hoping to find new ways to get more leads then you absolutely cannot afford to miss this riveting webinar on Wednesday, July 27 at noon PT (3 p.m. ET).
Join us and discover:
· The 5 biggest mistakes attorneys make in their marketing and advertising
· Why asking prospects “how did you hear about us?” is a complete waste of your time
· 3 simple steps to track every lead that comes into your law firm
· Training your staff to use the Rainmaker Lead Tracking Sheet
· Measuring the metrics of your marketing efforts
· Making sense of the data and how to make wise decisions
· A good rule of thumb when it comes to ROI
· The formula for measuring Marketing Return On Investment
· How to identify your “marketing money losers” and when to cut the cord
· Setting realistic expectations from new marketing efforts
Click here to learn more and register for our one-hour webinar on How to Get a Great ROI From Your Law Firm Marketing Efforts. Here are the details:
Wednesday, July 27, 2011
12-1pm PT | 1-2pm MT | 2-3pm CT | 3-4pm ET
Five Common Internet Legal Marketing Mistakes
For an attorney, having a legal website and being actively involved in Internet marketing can either be an exciting opportunity or an extremely frustrating ordeal. Unless you are doing things right, you are probably working way too hard without seeing the results you deserve.
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There is a common misconception that it is easy to get rich quick through marketing your law firm on the Internet. While it is possible for a lawyer to see stunning results online, it requires a lot of patience, planning and hard work; not to mention avoiding these five common mistakes:
1. Not Planning: If you want to reach your goals, you need to have a full online marketing plan for obtaining them. As an attorney, you already understand the importance of planning ahead before ever being rewarded for your hard work. Much like the time and effort you have invested in your education and case files before reaping the benefits, Internet marketing requires the same front-end effort.
2. Focused on the Wrong Person: Too many attorneys build their websites around themselves. Instead of talking about you and your accomplishments, discuss what your prospects are looking for! What do you have that they want? What unique benefits can you provide? What answers can you offer them? While it is important to discuss your credentials in order to earn their trust, do your best to avoid bombarding others with the words “I" and "me".
3. Waiting for Traffic to Arrive: So you've got your website up and everything in place to captivate your reader's attention and compel them to use your services whenever they need an attorney. So what now? Many lawyers end up leaving their websites sitting somewhere in cyberspace that is nearly impossible for prospects to find.
Unless you spend the time, effort and money to attract visitors to your site, you will be hearing crickets for a long time. Some great ways to attract prospects include optimizing your site for search engines, writing white papers and articles, blogging, publishing press releases, creating pay-per-click campaigns and marketing your legal website offline.
4. Not Collecting Email Addresses: Every lawyer needs people to market to. While you don't necessarily have any products to sell, it is a vital part of Internet marketing to do everything possible so you can be top of mind whenever somebody needs your services. By giving visitors free reports or information guides and simply asking for their name and email address in return, you can create a mailing list to which you can send newsletters and other educational material.
5. Ignoring Analytics: Lastly, unless you are tracking all your law firm's Internet marketing statistics, it is unlikely you'll know what you are doing right and what you are doing wrong. By setting up Google Analytics on all your pages, tracking your law firm's marketing campaigns, and measuring the conversion rates and return on investment for everything you do, you'll set yourself up for much more success in the future.
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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.
Law Firm Marketing: How to Identify A Prospect's "Point of Pain"
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As a member of a small or solo law firm, you are certainly faced with many challenges daily. If your firm is not growing as you had envisioned, it may be largely due to the fact that you are not utilizing effective law firm marketing strategies to get more. By not using proven legal marketing techniques, many attorneys remain stuck in the same old rut; doing the same old thing and getting the same miserable results.
If you have been looking for clients, using the same old advertising techniques and are getting nowhere, it is definitely time to make a change in your legal marketing strategy.
One of the primary reasons that a company or person hires an attorney is to alleviate some type of "pain". They may use words like "challenges", "problems", or "obstacles", but all of the words amount to the same thing; they are experiencing discomfort; they are experiencing pain. Their "pain" is whatever they are asking your assistance with. Successful marketing for lawyers relies upon your ability to identify their pain and effectively communicate how you will help them resolve it.
You can use this knowledge to increase your law firm marketing effectiveness by following these 7 guidelines to uncovering your prospect’s "point of pain":
1. You must know how your prospects define and describe their "pain".
2. You must talk about the problem using their language. (Using language they don't understand will lead to the failure of your legal marketing efforts)
3. Ask a lot of questions about their pain; they will feel listened to and that you truly care about their problems.
4. Do not waste precious time describing the process you will employ to resolve their pain; focus on helping them visualize your solution and the results.
5. You must give the client a sense of hope; let them know that things will get better and you know how to make that happen.
6. Project confidence in your ability to help them. Share a case study or an example of a success story.
7. You must listen to them and make them feel understood before they will listen to you.
Law firm marketing starts with successfully identifying the prospect's "point of pain," listening to them carefully and showing that you truly care.
Alleviate your law firm marketing point of pain by attending an upcoming session of the Rainmaker Retreat, our two-day legal marketing boot camp. Go to www.RainmakerRetreat.com to learn more and register online – early bird discounts available!
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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.
3 Reasons Traditional Advertising Fails for Law Firm Marketing
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If there's one truth in operating a successful, profitable law firm, it's this: you have to make more than you spend. In order to achieve this, you need clients cycling through your practice on a continuous basis; both new and repeat alike. While that's obvious enough, making it happen is often another story.
Law firm marketing isn't that much different than marketing any other kind of service business. With that in mind, you set about the task of getting the word out about whom you are, where you can be found and what services you offer. You place ads in local papers, several popular magazines, on the radio and even a few late night television spots. The consummate law firm marketing plan. Much money and time have been invested and anticipation is high. Then it happens: nothing.
Traditional advertising is one of the least effective forms of law firm marketing. Unfortunately, most lawyers equate marketing with advertising. The result is that you have wasted money and have no new prospective clients to show for it. Here are three major reasons why advertising in the traditional sense does not work.
1. It does not move people along in the sales cycle. It's only effective in the first stage when the client is getting to know you. It will not increase your likability or sense of trustworthiness.
2. Frequent advertising is too costly for most budgets. Reams of advertising research has shown that you need to reach your prospects multiple times to make enough of an impression so they will remember you when they need you.
3. Most ads are often poorly designed or written, even to the point of being boring instead of influencing your target market.
With so many other forces vying for the time and attention of your target audience, advertisements live and die by the quality of the ad and the offer it extends. Most law firms list their services or give a couple "reasons" why they are the better law firm. Neither of which does anything to distinguish them from other lawyers in the same practice area.
What does all this mean? Focus your law firm marketing efforts on methods that actually work. Don't waste your time and budget on marketing that is not designed to produce the right results. Focus on your target audience, the best way for you to reach them and the most attractive way to present your services in order to keep them.
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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.
July 27 Webinar: How to Get a Great ROI From Your Law Firm Marketing Efforts
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Attorney advertising is a multi-billion dollar industry. Yet every year law firms waste millions of dollars on ineffective marketing.
Why? Because they enjoy losing money? Of course not!
They do it because they don’t know how to set up the systems to track their marketing efforts or they don’t know how to interpret the data that is shown to them.
If you are currently investing any money in marketing your law firm or are thinking of jumping into the fray hoping to find new ways to get more leads then you absolutely cannot afford to miss this riveting webinar on Wednesday, July 27 at noon PT (3 p.m. ET).
Join us and discover:
· The 5 biggest mistakes attorneys make in their marketing and advertising
· Why asking prospects “how did you hear about us?” is a complete waste of your time
· 3 simple steps to track every lead that comes into your law firm
· Training your staff to use the Rainmaker Lead Tracking Sheet
· Measuring the metrics of your marketing efforts
· Making sense of the data and how to make wise decisions
· A good rule of thumb when it comes to ROI
· The formula for measuring Marketing Return On Investment
· How to identify your “marketing money losers” and when to cut the cord
· Setting realistic expectations from new marketing efforts
Click here to learn more and register for our one-hour webinar on How to Get a Great ROI From Your Law Firm Marketing Efforts. Here are the details:
Wednesday, July 27, 2011
12-1pm PT | 1-2pm MT | 2-3pm CT | 3-4pm ET
5 Law Firm Marketing Strategies to Retain Clients
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The hard truth is, landing new clients is only the beginning of a harder task: keeping them. Now the real work begins as you find a ways to keep those clients you have worked so hard to get.
Along with new clients comes the inherent need for more time to spend on their cases. Now the problem is not enough new clients but work flow and time management to handle them all. With such a limited schedule, how do you keep them happy so they don't run off and hire your competition?
It is a situation that many attorneys find themselves in, and the stress and frustration is overwhelming at times. The following five strategies are designed to help you maintain a good working relationship with your new client:
1. Begin work on the case immediately. As soon as the client signs on, spend time that day or the next working on the case. This is not only to protect your client's best legal interests, but also to show them their need for immediate legal help. It also shows them that you genuinely care about them.
2. Send the client some form of written communication within 48 hours of taking the case. It isn't enough to start working immediately on their case. You must show that you are working and making progress by e-mailing them a copy of everything you do. Consider time stamping your e-mails so that your client sees you have begun working on their case almost as soon as you landed it.
It is also wise to send a tangible copy of all of your communications with your client. Often, it is easier for people to pay for services they can actually visualize. When they can see some physical evidence of your work, it seems worth more to them.
Follow-up letters after phone calls or in-person meetings are another great way to clarify and avoid misunderstandings. They also serve to protect you from malpractice accusations because you have everything documented and dated.
3. Send out a brief survey directed at new clients. Within one week of landing the new client, send out a one-page survey. This can be a great way to collect data on vital questions for use in future law firm marketing strategies; this is also a good time to ask them for their birthdays and anniversaries so you can send a card, which is a great marketing strategy.
- Why did they select your firm?
- Who else were they interviewing?
- What do they like best/worst about working with you?
- How can you improve?
- How fast was your response time to their initial request?
- How did they find you?
- Do they know of anyone else who could use your services?
- Additional contact information, etc.?
4. Send out a client satisfaction survey after you have completed the case. This is another great way to maintain good communication with clients. It also shows them that you really care about their opinions and feelings. They will see that their cases and how it all turns out are important to you.
5. Send the client a hand written thank you card. Nothing says you care like a greeting card. Send out the card the same day they select you as their attorney. It doesn't have to be anything fancy, but you should do it because no one else does.
Clients must feel like you are there to serve in their best interests because you want to be there. Lawyers have the negative reputation of only being in it for the prestige and the money. While these are two important factors from your business view, they are of little concern to your client. You must show you care through your law firm marketing efforts and your communication with your clients. If you don't care about them, they won't care about you.
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Looking for more proven tactics from The Rainmaker Institute?
Then subscribe to our FREE monthly e-newsletter. One click of your mouse will take you to our site where you can see the current issue and subscribe to our complimentary monthly e-newsletter that will be delivered to your inbox. Each issue is chock-full of legal marketing information you can put to use right away. I think you will find the information in every newsletter something you will want to share with your staff to maximize the effectiveness of your legal marketing plan.
Back to the Basics: Law Firm Marketing 101
Before you can effectively employ the strategies of law firm marketing, you will need to clearly understand precisely what "legal marketing" is. Many attorneys confuse "marketing" with "advertising"; in fact, the two terms are often used interchangeably. That is a mistake because they don't mean the same thing at all.
Marketing for lawyers is like any other form of marketing and simply consists of building relationships with people and sharing with them how you can help them. You need to be able to present clear, compelling reasons why your clients need you and your firm. That will take a little bit of homework on your part. Know exactly how the client will best benefit from your services and tell them about it. Tell them about it over and over and over again.
The failure to find and retain more clients is fundamentally a marketing failure. To be an effective form of legal marketing, the message and image you present must meet the following four criteria:
1. Consistency. Once identified, continue to reinforce the same reasons why your clients need you. If you do not stay on point, you run the risk of confusing them. Repetition of your core message is essential to successful marketing for lawyers.
2. Brevity. Keep your message short and to the point. Choose your words carefully when engaged in legal marketing; people do not have the time or interest in reading dense paragraphs. Keep it clear of legal terms and focus on presenting solutions, not a litany of your legal services.
3. Enthusiasm. Your belief in your law firm marketing is contagious; share the wealth! Without implementing this key component, you run the risk of getting lost in the crowd. Once lost in a crowd, it is very difficult to re-establish why you are better than the rest. Too many attorneys make the mistake of trying to appear so professional that they end up being boring. This is the most deadly marketing mistake a attorney can make.
4. Connection. If you are not telling them exactly what it is they need from you (what they absolutely must have that only you can provide), you will be wasting your time and energy. Marketing your law firm is different than marketing other kinds of professional services, but to build a bridge to your prospective client, you must come down out of your "ivory tower" and meet them at their point of need. Strive to connect with them emotionally as well as cognitively.
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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!
Have You Planned For Law Firm Marketing Success?
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The best attorneys have achieved success because they started with a law firm marketing plan. No matter how big you dream or how much effort you put into your practice, you will constantly lose your way on the path to success unless you create and follow a well-defined plan.
Now, that's not to say you can't change things along the way. In fact, you should adjust your plan as the markets change, your goals change, and your prospect's needs change. However, by starting out with a road map that will lead you where you want to go, you'll have a solid foundation in place so you can become a successful lawyer.
Here are three things that all your law firm marketing plans must revolve around if you want to reach your dreams:
1. You: If your plans aren't based on what you want to achieve, then you'll have a very difficult time putting in the work that is necessary. Don't worry about what the attorney on the other side of town is doing, find out what you want to accomplish and then figure out the steps that will take you there.
2. Your Prospects: The only way you are going to be successful as a lawyer is if you consistently meet the needs of your key prospects. If you don't understand what they are looking for and where they're searching to find it, then your plans might be leading you in the wrong direction! By doing proper research before you let the pen hit the paper, you'll ensure that your marketing plan is leading you towards success.
3. Measurable Goals: A law firm marketing plan is only good if it provides you with a sequential list of measurable goals you want to accomplish. Many professionals recommend setting five-year goals, one-year goals, 90-day goals and monthly goals. If you can't figure out where you are in your marketing plan, then you'll always be sitting at the start. However, if you lay out a strategy that takes you from one step to the next without missing a beat, you'll be heading full-steam towards success.
Attending a Rainmaker Retreat will help you create the marketing plan that will help you achieve your wildest dreams, and teach you how to go beyond the planning stage and into implementation.
For information on upcoming Rainmaker Retreats, visit www.RainmakerRetreat.com.
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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:
Tuesday, July 12, 2011
1pm PT | 2pm MT | 3pm CT | 4pm ET
Wednesday, July 20, 2011
11am PT | 12pm MT | 1pm CT | 2pm ET
Thursday, July 28, 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!
5 Law Firm Marketing Tips to Turn Prospects into Clients
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Attorneys are famous for wasting their time following up on bad leads. These are prospects that are not a good fit or that are not likely to hire your law firm. Another big mistake lawyers make is targeting the wrong market, usually too large of a market. What percentage of the people you follow up with come to your office for an official interview? And of those, how many actually sign on as clients?
Successful law firm marketing includes determining which people and businesses are not currently interested in your service and which are just not good prospects. Remove these dead ends from your contact lists and don't waste your time trying to win them over.
You probably have a very low percentage of prospects who turn into clients. And with the limited hours in your day to get everything done, you simply can't afford to waste this kind of time! These 5 simple steps will help you turn more prospects into clients. Incorporate these into your law firm marketing strategy and watch your conversion rate grow.
1. Separate Your Contacts from Your Prospects
Learn to identify people who are genuinely interested versus those who simply are not saying "no" out of politeness. Listen for the signals that distinguish a real prospect from someone who is simply price shopping or worse (using you to obtain a lower fee from another lawyer). Create a list of questions to disqualify contacts focusing on the criteria of "need, want, afford." Remove those contacts that don't meet these qualifications, and focus your energy on solid prospects.
2. Interview Your Qualified Prospects Directly
Are you consistently talking directly to your prospects (versus their gatekeepers and time-wasters) and pitching them your services? What's your closing ratio? What percentage of people come to the interview versus become clients? Make sure you are speaking to the real decision-maker.
3. Strengthen Your Presentation Skills
Improving your presentation skills will go a long way toward winning over new clients. Strengthen your phone skills and develop better phone scripts. Learn to recognize "buy questions." Be prepared to ask for the sale at the end of the presentation. Take a presentation skills seminar and focus on benefits and results more than services and features. Work harder at identifying your target's points of pain and using them clearly and consistently to demonstrate the value of your services. Become more fluent at speaking their language. Develop a list of critical questions to ask prospects you present to. Don't talk as much: listen more.
4. Give Prospects a Call to Action
After an interview, do you actually ask your prospect to commit to the sale? How soon do you follow up with people after the interview? What do you send them to encourage them to buy from you versus the competitor and buy from you now versus waiting? Make sure each prospect receives one clear call to action. Make it easy for them to follow. Ask for their business!
5. Follow Up After Your Presentation
Follow up with a thank you letter or e-mail within 24 hours of the interview. Be sure to end every interview with action steps (e.g., what each party agrees to do as next steps and when they will do it by). If you agree to do something, be sure to do it before the deadline. (This may be a way they are testing you to see if you will respond to their needs). If you are a business lawyer, have a process for writing successful proposals. Immediately set a reminder to yourself to contact the hot prospect in a timely manner.
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Free Report: How to Use Article Marketing to Increase Your Google Ranking & Control Your Online Reputation
Did you know there are thousands of directories on the Internet that will publish your articles for FREE?! Get all the details in Stephen Fairley’s latest free report, How to Use Article Marketing to Increase Your Google Ranking & Control Your Online Reputation.
Here are 4 reasons why you should publish your articles online:
- You can control what comes up when people search for your name on Google!
- Most of the Article Directories will give you a link back to your website!
- It’s FREE Marketing! The majority of these article directories do not charge anything to publish your article.
- You can look like a much Bigger Player!
To get your free report right now, click here.
Facebook Adds Video Chat: What's the Potential for Law Firm Marketing?
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In a “back at ya” to Google+, Facebook announced this week that it had added video chat via Skype as a new feature. And for those technophiles out there, what is really cool is that you don’t have to download and install any plug-ins – two clicks from your Facebook page and you’re video chatting.
Go to http://www.facebook.com/videocalling to get started.
What this means for law firm marketing right now is not really what’s here, but what’s coming. While the new Facebook video chat feature for now is one-to-one, the group chat feature is already part of the Skype repertoire, and since Google+ features group chat functionality via its Hangouts feature, group chat on Facebook cannot be far behind.
Imagine having the ability to provide a quick seminar, tapping directly into that database of Facebook followers you have so diligently been collecting. You would be able to issue invitations by geography or through your groups, and immediately place yourself in front of a group of prospects who already are aware of you but haven’t gone much further than that. This could be another dynamic tool in your law firm marketing arsenal for attracting new clients.
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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.
Not Attracting Enough New Business? Make Sure You're Not Making These Law Firm Marketing Mistakes!
It’s no revelation that business is down for many law firms, but if your law firm marketing plan is not working for you, you need to examine the reasons why....fast!
Here are several common law firm marketing mistakes you may be making and what you can do to fix them:
You have failed to convince them of the value your service gives to them specifically. Solution: Go back and do more research on your target market's "points of pain." Use more of these in all of your conversations with prospects.
They don't trust you. Solution: Develop a list of specific things you can do to build your credibility. Examine your personal image: your clothes, your mannerisms, your listening skills. Analyze your business image: your office location, your office furniture, the quality of your stationary, your business cards, etc.
They perceive your cost outweighs your value. Solution: Either temporarily reduce your price or immediately find ways to significantly increase your perceived value.
They don't believe your benefits or values because you haven't demonstrated them. Solution: Find a way to give them a FREE sample of your services.
Their risk seems too great. Solution: Find creative ways to reduce or eliminate the risk of working with you.
They don't feel like you listen to them. Solution: Stop talking so much during your presentation. Ask more questions. Develop a list of questions to ask prospects. Work on reading their body language. Use active listening skills and reflective feedback. Use the 25/75 Rule. A good attorney talks less than 25% of the time during the initial interview. They ask good questions and then listen 75% of the time. The interesting thing is that prospects will feel you are more competent the less you talk, the more you listen and the better your questions are.
Prospects will not hire you when they don't want you, don't believe they need you or can't afford you. Solution: Cut your losses and move on. They are currently NOT in your target market.
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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 Make Referrals Happen
Lucky – and rare! – is the lawyer who can sit back and watch the referrals come rolling in day after day. The hard fact is that referrals rarely just happen; they are the result of infusing your law firm with a referral-cultivation mindset, of having a process in place to plant the seed, nurture the crop and reap the harvest.
Here are some ways you can infuse your law firm marketing program with referral-making strategies:
Make sure all your marketing materials mention how important referrals are to your firm.
From the first meeting, make sure your clients know that referrals are a very important part of your practice.
Continuously educate your referral sources on your target market as well as all the practice areas within your firm.
Work those networking events you attend. Don’t just automatically say, “Business is great!” Instead, tell those potential referral sources that things are good, “but we’re always looking for people we can help with x (your practice area).”
Always look for ways to refer others and they will in turn feel an obligation to refer you.
Want more tips on how to build a referral-based practice? I have a new report out that is yours totally free of charge -- see below.
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Free Report: 4 Myths That Keep Attorneys from Building a Referral-Based Practice
Referrals are the lifeblood of many law practices, and building a good referral program takes a proven process. Stephen Fairly unveils the 4 Myths That Keep Attorneys from Building a Referral-Based Practice in his new free report. Read and discover:
- How to determine the best source for your referrals
- How to explain your ideal target market to a referral source
- How to get referrals from other attorneys
- Whether online directories are a good referral source
- How to network effectively
- And much, much more!
Click here to get your free report today.
Rainmaker Retreat Early Bird Discount Ends July 8 for Orlando Law Firm Marketing Boot Camp
This Friday is the deadline for the Rainmaker Retreat Early Bird Discount, where you can enjoy a savings of $200 on registration for our July 22-23 law firm marketing boot camp in Orlando, Florida.
With the Early Bird Special Registration, you also receive the Becoming A Rainmaker 3 CD set, which provides an overview of many of the foundational concepts we cover in each Rainmaker Retreat, as well as access to 3 pre-recorded Business Building Seminars – a $327 value, totally free with early registration!
That’s $527 in total value, simply for registering for the Orlando Rainmaker Retreat by July 8.
Listen as Los Angeles criminal attorney Tom Adranno shares his recent Rainmaker Retreat experience:
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
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.
Let Freedom Ring: ABA Ethics Commission Finds No New Restrictions Needed on Law Firm Marketing
Attorneys received an early reason to celebrate law firm marketing freedom yesterday with the release of the ABA Commission on Ethics 20/20 proposal on attorney advertising and technology.
The Commission found that Rule 7.1’s prohibition against false and misleading communication is already applicable to online advertising and electronic communications attorneys use to attract new clients.
The Commission made clarifications to three rules:
Rule 1.18-Duties to Prospective Clients – the proposed amendment clarifies when electronic communications constitute a prospective client-attorney relationship.
Rule 7.2-Advertising – the proposed amendment clarifies an existing ambiguity on the prohibition for paying for a recommendation, including what is permissible when conducting online lead generation and other Internet-based marketing campaigns.
Rule 7.3-Direct Contact with Prospective Clients – provides more detailed definitions of what constitutes a “prospective client” and a “solicitation”.
If you have some extra reading time over the holiday weekend, I suggest you review the Commission’s proposal, which can be found here.
As always, I wish you and yours a safe and relaxing Independence Day weekend.
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Independence Day Special! Buy One, Get One Free
Get the Rainmaker Retreat Live! 6 CD set FREE ($497 Value) when you purchase either Rainmaker In A Box, Volume 1 or Rainmaker In A Box, Volume 2! This one-time offer expires at midnight ET on Tuesday, July 5, 2011.
Want to discover Proven Marketing Strategies that Top Law Firms are using right now to generate more leads and referrals and convert them into paying clients?
Rainmaker In A Box, Volume 1 and Rainmaker In A Box, Volume 2 contain highly valuable legal marketing information you absolutely need to know!
As a special bonus with your purchase, you will receive Stephen Fairley’s Rainmaker Retreat Live! 6 CD set free. This live recording of the Rainmaker Retreat will inspire you with practical examples, motivate you with sample case studies, walk you through best marketing strategies used by top Rainmakers, and provide a guide for you to quickly implement proven tactics in the next 30 days.
To take advantage of this one-time free promotion, please click one of the links below before midnight ET on Tuesday, July 5, 2011:
Rainmaker In A Box, Vol 1 Rainmaker In A Box, Vol 2
