Cash Flow is King of your law firm and legal marketing plan

Any law firm that is planning to be successful must have a positive cash flow.  Your goal is to make your law firm profitable and then invest a percentage of that profit into additional marketing and resources to improve your client experience.  

Your law firm marketing plan should be designed to generate positive cash flow in a consistent manner.  Consistent, positive cash flow take a great deal of pressure off of the owners and allows the remaining legal marketing strategies to ripen and begin to bear fruit.

Here are some tips from Richard Strauch, the COO here at The Rainmaker Institute on how you can systematically improve your cash flow system and cash flow situation.

  • Analyze your current financial situation, cash flow, and Profit and Loss statements.  Get a realistic picture of your financial situation right from the start.
  • Meticulously review all of your expenses and look for ways to reduce your overhead costs.
    • Develop a systems for reporting in all major financial areas with reports that the Partner(s) can easily run.  Do not be totally dependent on your staff for reporting.
  • Evaluate your billing policies and work with the Partner(s) and staff to improve collections.
    • Analyze all of your accounts receivable and create a system for tracking and reducing your accounts receivable.
  • Identify areas where your financials can be improved and train your staff to use your newly improved systems.

Focusing on your cash flow will make your office flow more smoothly and allow your partner(s) to know the financial situation of the firm. It also allows you to base your marketing plan on the real-world numbers that your law firm is generating.  You can then tailor your legal marketing strategies to the most effective revenue-generating techniques.
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Want to take the Rainmaker System home with you?
Then order the Rainmaker in a Box 5-DVD set!
Some of the information and strategies you will learn include:
• 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
This program also includes a data DVD which includes all 4 PowerPoint slides for all 4 presentations. We recommend you print all these off and take notes on them as you watch the 4 intense DVDs.
To order this information-packed set click here.

 

Stephen Fairley's Law Firm Marketing Presentation on the Front Page of the State Bar of California's Website

 

Okay, so this is a little self-promotional (even for me)...

But I just can't contain my excitement!

I'm very excited to announce I will be giving a keynote presentation at the upcoming 82nd Annual Conference of the State Bar of California and they are promoting my presentation on their event’s homepage!

Here's the link to check it out: http://www.calbar.ca.gov/annualmeeting

How cool is that!?

I will be giving a 3 hour presentation on Thursday from 2-5pm on The Top 10 “Secret” Strategies Used by Rainmakers: How to Build a 7 Figure Law Firm During Difficult Times

If you are an attorney in California I invite you to join me and discover why some attorneys struggle to build a financially successful practice, while others grow even in trying economic times.

In this information packed session, I will discuss in detail 7 strategies small firms must use to “recession proof” their law firm while generating more and better referrals.

Attendees will learn practical tips to:

 

  • Rapidly increase their referrals in 90 days
  • How to stay connected with current and former clients
  • Recession proof their law firm
  • Reduce their overhead
  • Improve productivity and moral among their office staff
  • Ways to market their law firm on a shoe string budget

Looking forward to seeing you there!

 

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Tips to Help Manage and Reduce Stress for Law Firms

In the current economy and with the many changes that are going on around us we are likely to feel overwhelmed, panicked or stressed. Law firm Marketing can be affected by the choices you make in reaction to this stress.

Lynn Jarrett a life balance coach suggests that there are three foundational strategies to help manage the stresses in your law firm that can lead to burnout in your professional life and problems in your personal life as well. I would like to comment on each of them.

1. Set Priorities-The "riches are in the niches" so the saying goes. When you know exactly whom you truly enjoy as a client, focus where you would find them instead of marketing to all the masses. More focused marketing will bring greater results.

I suggest taking this strategy to heart. Many Lawyer marketing mistakes include trying to be everything to everyone. Your Law Firm Marketing plan should be specific. When Marketing your law firm be clear on who you target and what services you want to focus on providing them. Starting with this one simple step can free up a great deal of energy spent worrying.

2. Establish Boundaries -Whether you're a solo lawyer or a partner in a small firm, it's very easy to get caught up in believing that success or failure rests solely on you. From the very beginning of your practice, it's crucial to understand where your talent and wisdom end and where another person's expertise begins, making your job easier.

In last weeks blog post we talked about Delegation. Not only is Delegation key to your financial success but it is crucial to your personal well being and state of mind. Delegate! Your Law firms marketing success depends on it.

3. Know Your Purpose- Once you've established priorities by targeting a niche, allowing you to set boundaries naturally, you then can focus on the purpose of your role as a lawyer: helping people.

Lynn suggests that you think about what you enjoy most about practicing law. Re-discover or discover the true motivators in your career and where you find your purpose. Look at the areas that you have the most passion for and integrate your conclusions as you are marketing your law firm.

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Call to schedule your attendance at our next Rainmaker Retreat.  In this two-day marketing boot camp for small and solo law firms, you'll learn valuable information and practical steps to better market your practice. For more information or to sign-up for the next one, go to:www.RainmakerRetreat.com or call 1-888-588-5891.

 

Legal Marketing Strategies: 13 Ideas to Jump-start Your Formal Networking

  1. Identify 2-3 specific networking groups to attend.
  2. Indentify at least 1 “elite” group and attend 1-2 times per quarter.
  3. Refine your “audio logo.” (For a definition of audio logo and an example of one, see Wednesday’s post.)
  4. Develop 3-5 open-ended questions you can ask at a networking event.
  5. Join your local bar association.
  6. Join your local Chamber of Commerce.
  7. Attend 1-2 Industry-specific trade association meetings every month.
  8. Volunteer to sit on a non-profit’s board of directors.
  9. Join a formal leads group (like Business Networkers International.)
  10. Create a follow-up campaign consisting of emails, letters and phone calls.
  11. Use an Excel spreadsheet to track your results form various network events.
  12. Read Masters of Success and Masters of Networking by Ivan Misner.
  13. Set-up 1-2 informal networking lunches with colleagues every month.

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If you think . . . you can’t make more money and have the time to enjoy your life . . . you’ve never been to a Rainmaker Retreat. If you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take to better market your practice. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

Law Firm Marketing: 7 Tips on Finding Clients Through Formal Networking

One law firm marketing tactic that consistently helps most law firms get new clients is through referrals. Now there are several different ways to get those referrals: initiating a strategic referral partner mail & meet campaign; informal networking and formal networking.

“Formal networking” involves attending an organized group event such as industry trade shows, bar meetings, rotary clubs, special interest groups, political groups and lead groups like Business Network International (BNI).

 

In today’s post, I would like to share 7 tips on finding clients through formal networking.

 

#1. Join the right groups: Not legal groups or groups where a lot of attorneys gather (unless you get a lot of your business from other attorneys). You need to go where the decision makers meet, not the gatekeepers.

 

#2. Join elite groups: Groups that cost several hundred dollars a year are better than cheap groups; groups that require a member to sponsor you are even better.

 

#3. Use an “audio logo”: An audio logo is an idea or statement that clearly and succinctly tells who your intended audience is and what you can do for them.

Most people are basically narcissistic – they want to talk about what interests them. They don’t want to talk to someone who’s only interested in how to get their business. So you can use an audio logo to attract attention. Be prepared to give case examples of how you have helped others.

 

Here is an outline of an audio logo: “I help (who your clients are) to (what your solution is or how you solve their problems.)”

 

#4. Remember your primary purpose: Remember your primary purpose is going to networking events is NOT to get new clients. Your primary purpose is to BUILD A RELATIONSHIP with potential referral sources and to offer yourself as a referral source to them. If you’re going to networking events to get new clients you are not only wasting you time, but you are also coming across as either pushy or desperate to the people you’re meeting.

When you understand the real reason for going to networking events, it takes all the pressure to perform off and keeps you focused on a more productive purpose—building relationships with people you could help and how may also be of help to you.

 

#5. Ask open-ended questions: Use the 8/20 Rainmaker Rule when you meet them. Ask open ended questions like:

What do you like best about the work you do?

What are the biggest challenges your industry/company/profession is facing?

Where do you find most of your clients?

Who is your target market?

If one of your prospects asks what makes you different from your competitors, what do you say?

How would I know if the person I’m talking to would be a good referral for you?

 

#6. Be intentional in your follow-up: It does absolutely no good to go to a bunch of networking events, talk to people, collect business cards, and not follow-up. You must have a plan and reasons for following up with people you meet. Your primary reason is to learn more about their business and see if you would be a good referral source for them.

 

#7. Track your efforts:

Contact’s name and full information.

Follow-up method used—phone, email letter.

Date of 1st follow-up.

Dates of each additional follow-up.

Date of first face-to-face meeting.

Follow-up efforts.

Results of efforts.

Notes.

 

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Are you trapped into working more and more, while enjoying your life less and less? There is a way out.  It’s called the Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take so you can better market your small or solo law practice. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

Legal Marketing Strategies: Tips for Conducting a Client Satisfaction Survey

Client satisfaction surveys are information gold mines. Through these surveys, you understand what your client thinks: about how you delivered your service; what you could have improved upon; what they actually gained from your service and what they really need from you.

Although this insight is vital, the benefits to client satisfaction surveys don’t stop there. You can use these insights to improve your law firm marketing. For example, by better understanding how your clients find services such as yours, you know more specifically how to promote your services to reach similar clients.

 

So here are some tips on creating effective client satisfaction surveys.

 

Who should conduct the survey

 

Preferably have your assistant or outside coach/consultant conduct the survey for you for a deeper level of honesty and better objectivity. Least preference is having the attorney responsible for the account conduct the survey.

 

Choice of formats

 

There is a strong preference for doing surveys either in person or over the phone. If conducted via email or letter, you need to reword the questions to be more quantitative (forced choice), not qualitative (open ended.)

Or you may choose to convert this survey into a law firm Internet marketing technique and use the online resource called “SurveyMonkey.” (www.surveymonkey.com)

 

Some questions to ask

 

No matter what format you use, here are some good questions to ask in your survey:

 

***What was your first impression of the firm? Of your attorney?

***How were you initially treated during your first in-person meeting?

***What do you believe is our biggest strength?

***What do you believe is the area we need the most improvement on?

***Out of the following 5 areas, which ones do you anticipate needing in the next year?

***Were invoices sent out on a regular basis to you?

***Were you ever surprised by the amount on an invoice?

***What are the 2 ways we could better serve you?

***Would you recommend your friends or colleagues to hire us?

***Are they any other comments, suggestions, complaints, or concerns you would like to voice?

 

Some additional ways to use a client survey

 

You can use a survey:

 

  • During a meeting with a client.
  • At the end of a successful relationship (An “exit” interview.)
  • With current and former clients as a “keep in touch” technique.

When you conduct your next -- or your first – client survey, I hope this information has helped you.

 

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Tough times call for tough action. This is especially true today in small law firm marketing, when the competition is fierce, the client dollars tight and your bottom line precious. Get battle-ready now with a two-day marketing boot camp called the Rainmaker Retreat. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

Legal Marketing Strategies: 10 Different Ways to Create a Unique Competitive Advantage (UCA)

A Unique Competitive Advantage (UCA) answers the questions: Why should we hire you versus your competition? What’s unique about your firm and your services?

Here are 10 ways you can begin answering those questions:

  1. Benefits. What are the benefits of working with your firm as compared to working with others? What do you do that other firms refuse to do to better serve their clients?
  2. Value. Compare your costs versus how much money you save clients. How have you helped other clients take better advantage of opportunities or avoid legal liability? What are some specific ways you are constantly looking out for their best interests? What are the core values of your firm and how do you demonstrate these values?
  3. Results. What are some specific results you have obtained for clients in the past? What is your win/loss record? What do you do to achieve better results than your competitors?
  4. Solutions. Give an example of a creative solution you found to a client’s problem. How did you come up with it? What happened because of your creative solution?
  5. Individual Partners. Remember, people don’t buy legal services from law firms; they buy legal services from attorneys. People don’t say, “Go talk to my law firm,” they say, “Go talk to my attorney.” What is different about your partners than in other firms?
  6. Service. How do your clients describe the way you treat them? What’s an example of how you went out of your way to better serve a client? How do you demonstrate exceptional client service on a regular basis?
  7. Industry-specific Specialty. Position your partners as leading experts in a specific industry, not as generalists. To be a generalist for most attorneys is the “kiss of death.” Go deeper, not broader. Have industry specific marketing materials.
  8. Clients’ Feedback. What do your best clients say about you? What would they tell someone else about your services and how you’ve helped them? Do you have a long list of very satisfied clients that prospects can speak with? Do your clients refer other clients to you on a regular basis?
  9. Credibility. What is your firm known for in the industry? Talk about how your partners are profiled in the media or are industry experts. What are 3 reasons why your prospects should perceive you as a credible expert?
  10. Visibility. How visible are your partners within an industry? Do they regularly speak at top industry events? Are they a nationally-recognized expert? A published author? What happens when prospects type their names into Google?

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Where can you read articles like: “9 Proven Keys to Recession-proof your Law Practice”;  

“4 Secret Strategies of Law Firm Marketing” or “Supercharging Your Law Firm’s Referrals?”

In The Rainmaker Advisor Journal. To get your free trial copy, go to www.therainmakeradvisor.com

Law Firm Marketing: Is Your Marketing "on Target?"

One of the biggest mistakes I see most attorneys make in the legal marketing is defining their target market way too broadly. For example, a PI attorney might say: “My target market are those people who have been injured in Texas.”

Although this statement is certainly true, that’s a lot of people and it certainly doesn’t help the marketing efforts of such an attorney.

 

A better way to describe that PI’s target market might be something like: “My target market are those married couples who make more than $50,000 a year, own their own homes and either the husband or wife has been injured in a construction accident in Dallas, Ft. Worth, Houston or Austin, Texas.”

 

There, isn’t that more specific? Now, although for purpose of illustration here I’m making up these qualifiers, in the real world of finding your prospective clients, you should not. Your qualifiers should be based on factors such as:  who is more likely to hire you, who is more likely to listen to you when they hire you and who is more likely to pay you, for example. By strategically qualifying your target market, your marketing efforts are made much, much easier and have a greater likelihood of producing results.

 

Here are more examples of what I’m talking about, broken down into practice categories for

your convenience:

 

Business Attorney for Small, Privately-held Businesses

 

  • CEOs, Presidents, VPs, General Managers.
  • $2M to $100M in annual revenue.
  • Privately-held companies with 20 to 1,000 employees.
  • In the high-tech, telecommunications or software development industries.
  • Headquartered within 20 miles of my office.
  • Are challenged with protecting their IP, wanting to grow nationally or internationally, and looking to joint venture with or license their IP to larger companies.

 

Commercial Real Estate Purchase & Development

  • Owner, General Manager, President or CEO.
  • Involved in a minimum of 3 projects per year.
  • Average deal is worth at least $5M up to $500M.
  • Projects are either retail, office space, malls, land use and require special zoning, such as industrial or multi-family.
  • Have many legal needs including initial and extended contracts, negotiation with larger companies, tenant leasing, employment contracts, zoning laws, lending laws, dispute negotiation, etc.

Business/Corporate Litigation

  • CEOs, Presidents, Owners, General Managers.
  • At least $2M to $100M in annual revenue.
  • Privately-held companies with usually 20 to 1,000 employees.
  • Often my client’s businesses are growing 10 to 20% faster than average.
  • Open to any business, but most clients are in manufacturing, technology or the transportation field.
  • Most clients run a business that has an international component to it, is based largely on their IP, is very employee-intensive, or contracts with much larger companies.
  • Can be located anywhere within the state, but usually within 20 miles of a major city. (Manufacturing and technology companies) or along a major interstate (transportation companies.)
  • Have litigation matters where the ”problem” is worth at least $100,000.

Family Law/Divorce Attorney

  • Have an estate worth at least $500,000 to $1MM in assets.
  • White collar professional or service professional (doctor, chiropractor, accountant, etc.)
  • Not interested in a “scorch and burn” attorney; willing to work with the other party.
  • Located within 20 to 30 miles of my office or a direct referral.
  • Able and willing to pay a $7,500 to $10,000 retainer.

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Where can get practical, proven and results-producing law firm marketing help in one place? In the The Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com

State Bar of California Rainmaker Retreat Legal Marketing Boot camp: Round Up and Recap!

I just flew back from San Francisco. This last Friday & Saturday we had a fantastic group of attorneys for the first ever Rainmaker Retreat sponsored by the State Bar of California.

The staff at the Bar was fantastic. I was very impressed with their level of attentiveness and kindness. We look forward to working with them on many future projects and events.

Later this week on this blog I will let you in on a little secret the CA Stat Bar just shared with me on Friday morning. It blew me away! I'm very excited about this.

The group of attorneys who attended the law firm marketing workshop were incredible. While most were from California, we had lawyers who flew in from the states of Washington, Florida, Nevada, Utah, and Texas to join us. 

The level of sharing, learning, and eye-opening discoveries was non-stop. I also must say that this was probably the most fun I've ever had at a Rainmaker Retreat.

I especially want to thank:

  • Conrad Saam of Avvo.com was there to show attendees how to claim their free attorney profile and how to leverage it to drive great traffic to their website and attract more clients—all for free! What you may not know about Avvo.com is that it is the fastest growing online legal directory in the country. It already has 3 times more traffic than Martindale and will soon surpass lawyers.com to become the #1 largest legal directory. And did I mention it's FREE...
  • Ron Kramer, a personal injury attorney in Utah and a member our Rainmaker Mastermind Group who flew in at the last moment to attend. Thanks for joining us Ron!
  • Adrian Lurssen and Aviva Cuyler from JDSupra.com who gave a great presentation on how to rapidly increase your internet platform by posting articles on their site. Attorneys are using JDSupra to rapidly boost traffic to their websites. This is a very powerful tool we will be using more frequently in the days to come. You can check out my articles and JDSupra profile at: http://www.jdsupra.com/profile/stephenfairley/
  • The Team at Sagaria Law. Scott Sagaria is owner of one of the fastest growing bankruptcy law firms in California. In addition to being a very sharp business owner, he has a great vision for his law firm. He brought several of his team along including: Eddy Hsu (a true work horse!), Tina Phan (Are you still there?), Dominique Sopko (the shy one--not), Heather Cassidy (Hey, is that Stephen Fairley?), Erin Coyle (aka Bubbles), Brittany Klein (Where’s my Starbucks?), and Business Operations Director Extraordinaire Carrie Ramirez (Are you still working? It's 10pm). My thanks go out to Scott and his team for a great dinner on Thursday and for attending the Rainmaker Retreat. Looking forward to seeing you all again in 2 weeks for a 2 day in house law firm marketing audit.


Here are just a few of the comments attendees wrote down at the end of the conference:

“This was a great seminar that went through the very basics to more advanced techniques to bring in high quality cases. The sheer amount of information has left my head spinning! I'm looking forward to the flight home so I can put together a plan to implement the ideas I learned.” Ron Kramer, Esq. (Personal Injury, Draper, UT)

“The Rainmaker Retreat is the most insightful strategic planning I have every experienced! The ideas were simple yet genius and cost-effective. They could be implemented by firms of any size.” Heather Cassidy, Esq. (Bankruptcy & Family Law, Sacramento, CA)

“I am the world’s biggest cynic when it comes to direct marketing...but I decided to come despite my cynicism. I AM NOW A VIP MEMBER—that’s how great and practical this is! Delphine Adams, Esq. (Real Estate, Santa Rose, CA)

“This legal marketing seminar provides a ‘nuts and bolts,’ systematized approach to traditional Rainmaking, then provides strategies for 21st century marketing. I thought the promotional materials over-promised before I came. As I left, it was clear that Stephen over-delivered, by a wide margin!” Michael Atter, Esq. (Personal Injury, Jacksonville, FL)

“The Rainmaker Retreat has been simply amazing. Stephen Fairley is an outstanding speaker who I find very motivating and inspiring. The content, ideas and advice of this retreat has exceeded my expectations 110%!” Carrie Ramirez (San Jose, CA)

“The Rainmaker Retreat will not sell you useless books, CDs and tapes. It WILL teach you real, practical, useful methods for you to sell yourself, over and over again. If you are a small firm or a new Rainmaker, you NEED to attend the Rainmaker Retreat!” Jeff Nunes, Esq. (Estate Planning & Employment Law, Morgan Hill, CA)

“This seminar was an amazing experience! The advice is insightful and practical. We were provided with strategies and procedures that will deliver significant benefits almost immediately.” Dominique Sopko, Esq. (Family law & Bankruptcy, San Jose, CA)

“Stephen Fairley has a fast paced program that motivates, explains and organizes your marketing efforts. I highly recommend this to all attorneys.” Robert Rolnik, Esq. (Patent Law, Kingwood, TX)

“This was very thought provoking. I have not had such a clear plan for marketing presented like this before. I really appreciated the many different marketing options and internet possibilities that were presented.” Clark Vellis, Esq. (Commercial Litigation, Reno, NV)

If you couldn’t make, you really missed a great event! But you can catch a replay in Las Vegas in about 3 weeks at the Mirage.

Here's the link for more information: www.RainmakerRetreat.com

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Anouncing Never Before at the Las Vegas Rainmaker Retreat!
We will have a special, brand new break out session on how attorneys can leverage social media to drive more traffic and land more clients. Think Twitter, LinkedIn, Facebook, YouTube, and more—on steroids!

Legal Marketing Strategies: The Legal Specialization Model

When it comes to legal marketing strategies, there are five main components emanating from an “action” core that I discuss in my Rainmaker Retreats, like you see below. In today’s post, I will discuss these five and their core in a bit more detail.

Expert Positioning: Media and Market Specialization. To differentiate yourself from your competitors, you should develop an expertise and begin positioning yourself as that recognized expert, by using the media and by targeting a specific practice niche.

 

Create Your Success Team. Every successful attorney recognizes the importance of having a quality team that supports their success. You should consider who you need on your team; how to find them; and how to train them to help you grow and prosper.

 

Automate Your Marketing System. To free up your time and your staff’s time and to ensure that your marketing is on-going, it’s important to automate all that you can, by using technology and the Internet.

 

Building Your Platform. Your “platform” is the number of people you communicate with on a regular basis (prospects, clients, and referrals sources). The size of your platform is directly proportional to the size of your bank account. There are several proven methods for increasing the size of both.

 

Referral Relationships and Networking. There are several different strategies to find referral sources and a process for actively cultivating those resources.

 

Action Orientation. Knowledge without action is just . . . well, knowledge. Nice to have, but ineffective in helping you achieve that lifestyle law practice you desire. So you need to put this knowledge into action and the sooner, the better.

 

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Are you trapped into working more and more, while enjoying your life less and less? There is a way out.  It’s called the Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take so you can better market your small or solo law practice. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

Legal Marketing: The Big 3 Reasons Why Attorneys Fail to Grow Their Practices

Law firm marketing is a complex and competitive business. And there are many reasons why certain law firms fail to grow or even fail to survive.

However, in my working with more than 6,000 attorneys over the years, I’ve come to find out that there are essentially 3 main reasons why attorneys fail to grow their practices:

  1. Lack of Time
    This is the single biggest complaint we hear. You’re stressed for time. You barely have time to serve your clients, much less market your practice. Not to mention spend time with your family.
  1. Lack of Systems
    There are several simple systems attorneys can use to create a “lifestyle practice”—a practice that supports the lifestyle you want to lead, rather than one that dominates your life.
  1. Lack of Strategy
    From a marketing perspective, a comprehensive strategy to grow your law firm is essential to your long-term success. Otherwise you and your team lack direction.

These “lacks” can be overcome so that you can create that lifestyle law practice you desire.

Many of our clients are proof of that. When you use a proven legal marketing strategy that consistently produces results, you can then set up legal marketing systems that, in turn, both free-up your time while increasing your client roster, increasing your revenue.


Although this sounds simple (and, at the 100,000-foot level, it is), there are numerous options that are equally good and effective, forcing numerous choices to be made with resources.

When law firms engage a law firm marketing expert or attend law firm marketing seminars, bootcamps and conferences, law firm marketing becomes so much clearer and so much easier.

 

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If you think . . . you can’t make more money and have the time to enjoy your life . . . you’ve never been to a Rainmaker Retreat. If you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take to better market your practice. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

Legal Marketing Strategies: 3 Strategies to Staying Positive in a Negative Climate

Fear and negativity are pervasive and everywhere you look these days. I don’t know about you, but I’m getting really tired of it.

I’m on a personal crusade to promote a positive culture based on positive relationships and positive solutions. No, I’m not sticking my head in the sand, but I do believe that if you only focus on negativity and fear that’s exactly what you will see and experience.

Here are 3 ways you can replace fear and negativity with positive action and attitude:

  1. Focus on Being a Positive Person

Positive people attract other positive people. When your attention is on being positive, you will draw clients and referrals sources to you who are also positive. Stop hanging around people who’s only concern in life is to bring everyone else down to their level. Find people who are doing great things and moving in the right direction and get to know them.

  1. Focus on Positive Solutions for Clients

People are looking for solutions that actually work in the real world. As their attorney, you have a responsibility to provide them with positive solutions. The more effective your solutions, the more attractive you will become to prospects, clients and referrals sources.

  1. Focus on Keeping Your Staff Positive

Everyone can use a little more encouragement and positive reinforcement these days. Even though your firm may be going through a tough time economically, you can still emphasize what your staff did right and say think you.

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Tough times call for tough action. This is especially true today in small law firm marketing, when the competition is fierce, the client dollars tight and your bottom line precious. Get battle-ready now with a two-day marketing boot camp called the Rainmaker Retreat. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

Law Firm Marketing: A Step-by-Step Referral System that Gets Results

In this blog post, I’m letting you peek behind the curtain. I will give you the steps involved in this law firm marketing system that has helped many a client increase business.

  • Identify several professions or industries that already have trusted relationships with your target market.

  • Build or buy a database of potential referral sources (www.infoUSA.com and www.superpages.com are two great list-building resources.).

  • Focus on refining your Unique Competitive Advantage by answering this question: “Why should, someone hire me versus any of my competitors?”
  • Create a form letter that includes who you work with, how you are different and a personal invitation to get together to determine if/how you could work together.

  • Send out 10 to 20 letters per week.

  • Have your assistant call the people you sent letters to and determine their level of interest in connecting with you.

  • Have your assistant set-up appointments for you over lunch or coffee.

  • When you meet with prospective SRP’s (Strategic Referral Partners), find out more about their businesses and how you can help their clients.

  • Ask compelling questions to let them know you are interested in building a mutually-beneficial referral relationship, and remember to ask the best question: “How would I know if the person I’m talking to would be a great referral for you?”

  • Ask them if they would be willing to send you referrals.

  • When possible, try to send them a referral in the next 30 days.

  • Follow-up every 4 to 6 weeks to stay connected with them (Send them a letter, article of interest or one of your press releases.)

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Do you want to double your law practice, increase client referrals and make more money in these challenging economics times? Then subscribe to The Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com

Law Firm Marketiing: Protecting Your Most Valuable Assets

It used to be said “time is money,” but that’s not true anymore.

In our society, time is more valuable than money because you can always make more money, but you can never make more time.

In these perilous times, you must be sure to protect your most valuable assets. Here are the 7 vital and practical areas you must protect:

 

Protect Your Time by developing a practical marketing plan.

 

Protect Your Employees, who will make or break your business.

 

Protect Your Clients by providing exceptional value and focusing on benefits and results.

 

Protect Your Practice with consistent and persistent marketing efforts.

 

Protect Your Revenues with creative alternatives to the billable hour.

 

Protect Your Reputation online through social media and blogging.

 

Protect Your Referral Sources by staying connected with them each and every month.

 

Protect your assets, and they will protect you, both now and in the years to come.

 

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Learn the new rules of law firm marketing by attending an Avvo seminar. Three times bigger than Martinale.com, lawyer directory Avvo is holding three free seminars – today, Wednesday, June 17th in San Diego and Thursday, June 18th in Irvine in the morning and Los Angeles at night. Hear law firm marketing expert Stephen Fairley and others tell you what you need to know to market your law firm in the New Normal.

Click here to register for San Diego, Irvine or to register for Los Angeles

Law Firm Marketing: Where's Your Focus?

I’ve been talking to quite a few attorneys over the past several months who are increasingly concerned about how the tough economy is affecting their practice and their ability to focus on marketing their law firm.

Let’s have a little perspective on this. As a business owner, you can either focus on the fear and scarcity mentality that is being promoted by the media today or you can focus on taking action and abundance. Which choice you make has immediate and long-term implications. If you allow yourself to be controlled by fear or make your decisions based on scarcity, you will miss the opportunities that come your way. Your challenge is to stay focused on taking action, look for opportunity in the midst of crisis and find a way to leverage it!

 

Here are 5 Tips to Keep You Focused:

 

Focus on the positive. I recommend making a list of all the good things that happen to you each day and keep it posted near your computer as a constant reminder that not everything is bad.

 

Focus on what you can control, instead of what you cannot control. You cannot control the global markets, the investment banks, or the economy. You can only control your actions so create an action plan of what steps you are going to take to keep moving forward. Have a heart to heart talk with every attorney in your firm and require them to submit 3 specific steps they will take in the next 90 days to generate more business for your firm.

 

Focus on improving client satisfaction and retention. Send out a client satisfaction survey, call up your top 10 clients and take them to lunch, stay connected with your current and former clients—ask them what challenges they are facing and how you can assist them. Perhaps you can introduce them to a banking colleague for a much-needed business line of credit or a real estate broker who can help them sublease some office space.

 

Focus on implementing your marketing plan. When this economic crisis is over, you will

find some firms have just barely managed to survive, while others have grown significantly. The difference is when everyone else was pulling back, some firms see this as the perfect opportunity to expand their marketing and increase their efforts. Which path will you follow?

 

Focus on connecting with referral sources. Go through your rolodex and reconnect with every single person who sent you a referral in the last 24 months and start meeting with them in person.

 

As you go through your week, working hard on growing your practice, remember these tips. And stay focused.

 

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Don’t get caught playing the law firm marketing game under the old rules. Get a new playbook by attending an Avvo seminar. Three times bigger than Martinale.com, lawyer directory Avvo is holding three free seminars on Wednesday, June 17th in San Diego and Thursday, June 18th in Irvine in the morning and Los Angeles at night. Hear law firm marketing expert Stephen Fairley and others tell you what you need to know to market your law firm in the New Normal.   

Click here to register for San Diego, Irvine or to register for Los Angeles

Legal Marketing Strategies: What Business Are You Really In?

When someone asks you, “What business are you in?” What do you answer? I suspect, if you’re like most attorneys, you’d answer: law, real estate law, probate law, family law . . . or anything related to the word “law.”

Logical, right? It may be logical but it’s wrong. You may have a legal practice, but that’s not the business you’re in. You’re really in the business of running your business.

And there are three specific ways you do this: marketing your legal skills; creating extraordinary experiences for your clients and building deep and lasting relationships with those clients. In my blog this week, I’ll be discussing each in greater depth.

 

You are in the business of marketing your legal skills. As a solo practitioner, a partner in a small law firm, an associate or of counsel, your primary focus, after gaining competency as an attorney, is to understand the key principles of business development and marketing and to apply them every single day. Not every attorney will be a top rainmaker, but everyone can do something to grow and market their practice.

 

You are in the business of creating extraordinary experiences for your clients.  John Bisnar, founder of Bisnar Chase and a multi-million dollar rainmaker, has often spoken about the need to “micromanage the client experience”—controlling every aspect of how the client experiences your law firm. From how the phone is answered, to greeting them by name as they walk in the door, to minimizing the amount of paperwork you ask them to complete to reserving your conference room with their name on the door, to returning client phone calls and emails consistently and promptly, everything should be focused on creating a positive experience for your clients. If your client has asked to name the top 10 businesses that provide the best customer service would your name even be on their list? What are three things you can change this week to greatly improve your client’s experience? When is the last time you asked them how you can better serve them with a client satisfaction survey?

 

You are in the business of building deep and lasting relationships with your client? Far too many attorneys only have a transactional relationship with their clients. They create an estate plan for them, they file a lawsuit on their behalf, or they set up a corporation for them. To be successful over the long term you must think long term.

You must develop long-term, meaningful and influential relationships with your clients because the most expensive thing you can have is a one-time client. The first step is to say connected with them. Regular, non-billable communication with clients is more important than ever in these difficult times. Send out a monthly newsletter, a client communique’ or a copy of an interesting article you read 9or wrote). Here’s the rule of thumb: communicate at least 10 times a year with every current and former client. Sit down with your staff or partner and lay out a game plan for how you can build long term, meaningful and influential relationships with your clients.

 

 

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The rules of law firm marketing are changing. So where do you go for the latest and best information? You go to the game-changers, of course. You go to an Avvo seminar. Three times bigger than Martinale.com, lawyer directory Avvo is holding three free seminars on Wednesday, June 17th in San Diego and Thursday, June 18th in Irvine in the morning and Los Angeles at night. Hear law firm marketing expert Stephen Fairley and others tell you what you need to know to market your law firm in the New Normal. Click here to register for San Diego, Irvine or to register for Los Angeles

Changing the Rules of the Game (Rules #5)

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, who 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 did you need to take yesterday to make the most of the opportunities tomorrow?

Welcome to the New Normal!

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Learn the new rules of law firm marketing by attending an Avvo seminar. Three times bigger than Martinale.com, lawyer directory Avvo is holding three free seminars on Wednesday, June 17t in San Diego and Thursday, June 18th in Irvine in the morning and Los Angeles at night. Hear law firm marketing expert Stephen Fairley and others tell you what you need to know to market your law firm in the New Normal.

Click here to register for San Diego, Irvine or to register for Los Angeles

 

Changing the Rules of the Game (Rules #3 & #4)

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 head 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.

In my next post, I’ll discuss Rule #5

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Don’t get caught playing the law firm marketing game under the old rules. Get a new playbook by attending an Avvo seminar. Three times bigger than Martinale.com, lawyer directory Avvo is holding three free seminars on Wednesday, June 17th in San Diego and Thursday, June 18th in Irvine in the morning and Los Angeles at night. Hear law firm marketing expert Stephen Fairley and others tell you what you need to know to market your law firm in the New Normal.   

Click here to register for San Diego, Irvine or to register for Los Angeles

 

Law Firm Marketing: Does Twitter Change the Game?

Shortly after the Total Attorney’s Get a Life Conference in Chicago, a firestorm started in the legal blogosphere around the question: “Is Twitter the legal marketing tool it’s cracked up to be?”

This firestorm was ignited by legal marketing consultant Larry Bodine when he contended during a Get a Life panel discussion that Twitter is not what it’s cracked up to be that sparked brushfires among scores of legal marketing Twitter Defenders/Twitter Detractors.


Most recently LinkedIn Lawyer David Barrett jumped into the fire with a very thorough and thought provoking discussion of Larry’s contention in Barrett’s blogpost: “Twitter for Law Firm Business Development: A Conversation Among Legal Marketing Brands.”


Such healthy, robust debate is what social media was meant to promulgate. And it is what is very much needed, as we in the legal marketing community try to find a place in our law firm marketing plans (or not) for these new media tools.


Keep in mind: social media is a only tool, not a final solution.


Like any tool it can be wielded with strength and power in the hands of an expert craftsman or it can be ineffectual in the hand of a novice. It's all in how you use it.


Can Twitter be a distraction?
Of course it can be. And so can email and the telephone and endless meetings....


Bottom Line:
Anything can become a distraction if you don’t harness it properly.


Many businesses and lawyers are still trying to figure out if social media is a fad or a trend.


The true test as to it's long term viability as a legal marketing tool is NOT how many people register on Twitter or how many drop off after 30 days (about 40% according to recent stats quoted in the above blog posts).


The real test will be found in the answer to this question: “If I effectively use social media platforms, will it generate new business, new clients, new referrals and/or new relationships for my business?”


To some people that question has already been asnwered in the affirmative. I spent some time with Kevin OKeefe of LexBlog fame. When I posed this question to him, he immediately responded, “All I know is that since I started using Twitter our business has increased by 20-25%.”


Wow!


Bottom Line:
In the right hands, almost anything can be an effective tool that can drive new business.


Clearly, we can’t forget the tried-and-true techniques of building relationships with referral sources, giving seminars and presentations, building an online presence, and the like. But I don’t hear the Twitter defenders saying that at all. I do hear some of the Twitter detractors saying the reverse. 


Bottom Line:
A powerful law firm marketing plan does not rely on one “magic bullet” to solve every problem and overcome every challenge.


Top Rainmakers use a variety of online and offline marketing strategies. They test the results and fine tune their marketing tool.


The exact legal marketing tools they use depends on:

  • Their target market
  • Their geographical location
  • Their practice area
  • Their personality
  • Their level of comfort

It is this bigger picture discussion that both David Barrett and I embarked upon shortly after the Get a Life Conference. We are exploring how legal marketing in 2009 needs to bring together proven techniques from both traditional and new social media marketing in creative, intelligent ways. (Toward the end of Barrett’s post he mentions our discussion.)


From this discussion will spring new educational products and legal marketing services. Stay tuned . . .


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Do you want to double your law practice, increase client referrals and make more money in these challenging economics times? Then subscribe to The Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com

Changing the Rules of the Game (Rules #1 & #2)

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 any more.

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.

In my next post, we’ll be discussing Rules #3 and #4.

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The rules of law firm marketing are changing. So where do you go for the latest and best information? You go to the game-changers, of course. You go to an Avvo seminar. Three times bigger than Martinale.com, lawyer directory Avvo is holding three free seminars on Wednesday, June 17th in San Diego and Thursday, June 18th in Irvine in the morning and Los Angeles at night. Hear law firm marketing expert Stephen Fairley and others tell you what you need to know to market your law firm in the New Normal. Click here to register for San Diego, Irvine or to register for Los Angeles

Legal Marketing Strategies: 15 Ideas for Keeping in Touch with Referral Sources: Ideas 11-15

 

Our legal marketing strategy for all this week is discussing 15 ideas you can use to keep in touch with your referrals. Today we’ll cover Ideas 11-15

#11. If you’re really into social media, try www.Twitter.com, a microblogging site. You can post updates on your status, but it limits you to only 140 characters. You can see how I use it and follow me on Twitter at: www.twittter.com/stephenfairley.

#12. Send them a gift. It doesn’t have to be something large, but once a quarter or every six months (not necessarily around the holidays) send them a good book you just red, a bottle of wine or a gift basket. Ask their assistant for some ideas on what they like.

#13. Bring a group of them together for a luncheon. Ask three or four of them who are non-competitors to join you for lunch and introduce them to each other. This is a great way to be known as a connector. Have lunch at a local restaurant or in your conference room.

#14. Offer them a seminar at your office or their office. If you have a service you could provide them or their staff, set up a complimentary seminar for them, perhaps over lunch.

#15. Rank your referral sources based on specific criteria so you know who you should spend more time with.

A = Referral sources who have the exact same target market as you and have already sent you at least 1 great referral. Spend most of your time cultivating these relationships.

B = Referral sources who have a very similar target market and have great potential to send you great referrals. Consider holding a joint marketing event or seminar to assist them in making the referral to you.

C – Referral sources have some potential, but may serve a different market and have not referred anyone to you yet.

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If you think . . . you can’t make more money and have the time to enjoy your life . . . you’ve never been to a Rainmaker Retreat. If you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take to better market your practice. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Legal Marketing Strategies: 15 Ideas for Keeping in Touch with Referral Sources: Ideas 6-10

 

#6. Send them a holiday card, but not on the major holidays like Christmas. Instead, try a Thanksgiving card or a St. Patrick’s Day card so it will stand apart.

#7. Set-up a Google alert for a topic of interest to your referral sources. For example, “tax law changes” for CPAs or “Los Angeles commercial real estate market update” for a commercial real estate.  (To find out how to do this, click here.)

#8. Ask them if they would like to receive your monthly newsletter or e-zine. Use www.ConstantContact.com to manage and send out your monthly electronic newsletter (e-zine). Send a copy to your referral sources (with their permission, of course.)

#9. Invite them to connect with you on www.LinkedIn.com. This powerful social media tool is a great way to stay connected to referral sources. Be sure to set-up a free account, fill in your profile information, and update your status. You can connect with me at: www.LinkedIn.com/in/StephenFairley. Just click the button “Add this person to your network” and I will accept your request. Also, be sure to check out the various groups for attorneys you can join. Use the “status update” to keep in front of people.

#10. Invite them to connect with you on www.Facebook.com. What started out as a teenage phenomenon has quickly budded into a marketing tool for small business owners. Set up a profile (it should be more personal and a little less professional than your LinkedIn profile) and start to add friends. Search for me on Facebook and request a friend add.

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Are you trapped into working more and more, while enjoying your life less and less? There is a way out.  It’s called the Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take so you can better market your small or solo law practice. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Legal Marketing Strategies: 15 Ideas for Keeping in Touch with Referral Sources: Ideas 1-5

 

Our legal marketing strategy for all this week is discussing 15 ideas you can use to keep in touch with your referrals. Today we’ll cover Ideas 1-5.

#1. Send them an email immediately after each meeting with them. Send it the same day whenever possible. In the email express thanks for meeting with you, add any points you discussed and close with any action items or next steps.

#2. Send them a handwritten thank you card or form letter two to three days after your initial meeting.

#3. After your initial meeting, put a “to do” or task item in your Outlook for approximately 6 to 8 weeks later. Have your staff contact them to set-up another time to get together face-to-face. Make your next meeting more about the relationship than business. Perhaps meet at the golf course, over drinks or in another casual environment.

#4. Use your press releases. Each time you write and submit a press release, send them a copy. It’s easier if you use PRWeb (www.prweb.com) because they will automatically convert your release into a PDF file which you can print off and mail.

#5. Send them a copy of your published articles. As attendees to the Rainmaker Retreat learn, there are dozens of online article directories that will publish your articles for free. When one of your articles is published, print off several copies and send them out with a note.

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Tough times call for tough action. This is especially true today in small law firm marketing, when the competition is fierce, the client dollars tight and your bottom line precious. Get battle-ready now with a two-day marketing boot camp called the Rainmaker Retreat. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Law Firm Marketing: Keys to Reaping Rewards of Relationships--Key #2

 

Of the many legal marketing strategies, one of the most powerful is leveraging relationships to boost referrals. In today’s post, I’m going to be talking about the 2nd key to reaping the rewards of your relationships.

Key #2: Increase the Frequency of Your Contact

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

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

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

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To find out more ways to grow your practice while still having a life, attend the “Get a Life” conference in Chicago May 27th and 28th. Sponsored by Total Attorneys Practice Management Association, this conference is designed to help attorneys in small or solo law practices grow their businesses while achieving a balanced lifestyle. Register today at: www.totalpma.org and click on the banner to your right to access more information!

 

Law Firm Marketing: Keys to Reaping Rewards of Relationships--Key #1

 

Of the many legal marketing strategies, one of the most powerful is leveraging relationships to boost referrals. In today’s and Friday’s post, I’m going to be talking about 2 keys to reaping the rewards of your relationships.

Key #1: When it comes to Referral Relationships, Take an Active Role.

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

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

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

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To find out more ways technology can be harnessed to free your life, attend the “Get a Life” conference in Chicago May 27th and 28th. Sponsored by Total Attorneys Practice Management Association, this conference is designed to help attorneys in small or solo law practices grow their businesses while achieving a balanced lifestyle. Register today at: www.totalpma.org and click on the banner to your right to access more information!

 

Legal Marketing Expert's Article Mentioned in ABA Publication

 

Law firm internet marketing expert Aviva Cuyler, in her article “Small Marketing Steps with Big Impact” that appeared in the American Bar Association’s online publication GP Solo, mentioned my article “10 Steps to Create Your Law Firm Marketing Plan.”

Although I am certainly honored by her mention, I’m mostly excited about the opportunity to help more attorneys in small and solo law practices to succeed in these challenging times.

Today, more than ever, attorneys must understand and implement sound legal marketing strategies to survive, let alone to thrive. And one of the very first strategies you must implement is to create a law firm marketing plan. My article will help walk you through the process, giving you a good foundation.

So get started now . . . get started on building that lifestyle law practice that you deserve. And I wish you much success.

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To find out more ways to grow your practice while still having a life, attend the “Get a Life” conference in Chicago May 27th and 28th. Sponsored by Total Attorneys Practice Management Association, this conference is designed to help attorneys in small or solo law practices grow their businesses while achieving a balanced lifestyle. Register today at: www.totalpma.org and click on the banner to your right to access more information!

 

Sometimes Your Legal Marketing Strategy Requires Sacrificing Sacred Cows

 

These days, nothing is sacred, especially as it relates to law firm marketing in tough economic times. As an attorney who wants to grow your legal practice, you need to be willing to sacrifice those sacred cows. Here are just few questions that will help you prepare them for the pyre:

  • Can you provide the same level of services at a lower cost?
  • How price-sensitive is your target market?
  • How can you structure payments to better fit the new financial realities?
  • What parts of your practice make the most profits?
  • Should you expand your practice areas or get rid of one?
  • Should you really hire another associate or paralegal or could you outsource that need to a part-time contractor for half the price?

By no means is this an exhaustive list; I’m sure you could come up with many other ideas in the same vein. My point, however, is this: Business – and our economic climate – have changed so dramatically that it is far past the time, as Tom Peters has said, to “think outside the box.” Now, we must be willing to “destroy that box” if we want to survive, let alone thrive, today.

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To find out more ways to grow your practice while still having a life, attend the “Get a Life” conference in Chicago May 27th and 28th. Sponsored by Total Attorneys Practice Management Association, this conference is designed to help attorneys in small or solo law practices grow their businesses while achieving a balanced lifestyle. Register today at: www.totalpma.org and click on the banner to your right to access more information!

 

Effective Law Firm Marketing Depends Upon Technology: 5 Tech Tips to Boost Your Practice

 

For law firm marketing to be effective, it’s a given that you need to harness the power of technology. By doing so, not only will you lower your costs but also you’ll improve your legal marketing results many times over. Here are 5 tips to help you get started:

  1. Instead of using a large office suite with onerous monthly payments, use a virtual office or rent one by the hour. HQ.com and Regus.com are two popular options.
  1. Consider hiring a Virtual Assistant (VA) instead of a full-time, onsite one. I have used VA’s for several years now with much success.
  1. Use an electronic newsletter (e-zine) instead of a print one to reduce costs. We recommend www.ConstantContact.com
  1. Instead of hiring a fulltime receptionist at $15 to $25 per hour, use a virtual receptionist (www.CallRuby.com has packages from under $200 per month.)
  1. If you have to fly to meet with clients face-to-face, try using www.Skype.com and a webcam instead. Although it’s not exactly the same, the quality of the video is amazing these days, plus Skype is free. A good webcam costs $75 to $150 (half the price of a plan ticket.) Send your client a webcam as a gift. Set-up takes less than 10 minutes.

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To find out more ways technology can be harnessed to free your life, attend the “Get a Life” conference in Chicago May 27th and 28th. Sponsored by Total Attorneys Practice Management Association, this conference is designed to help attorneys in small or solo law practices grow their businesses while achieving a balanced lifestyle. Register today at: www.totalpma.org, plus click on the banner to your right to access more information!

 

Legal Marketing Strategies and Practice Management Advice Presented at Conference

 

Helping attorneys to improve their law firm marketing while achieving the lifestyles they deserve has been my passion for more than 6 years now. On May 27 and 28th, I’ll be taking that message to Chicago at the “Get a Life” conference presented by Total Attorneys Practice Management Association. To register, click here! To access more information about the event, click on the banner to your left!

If you’re a partner at a small law firm, a solo practitioner or an attorney who just wants to lead a more balanced life, you should attend this conference.

In addition to myself, there are many other well-known names in law firm marketing, including Gerry Riskin, Larry Bodine and Allison Shields.

On Wednesday I’ll be speaking on The Five Immutable Secrets to Building a Seven Figure Law Practice While Staying Sane and on Thursday I’ll be speaking on Technology Enabled Services to Improve Your Life.

So plan to attend. Just go to Total Attorneys to register.

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Do you want to double your law practice, increase client referrals and make more money in these challenging economics times? Then subscribe to The Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com

 

Internet Marketing for Lawyers Includes Press Releases: 10 Top Reasons to Send Them

 

 

Here are 10 top ten reasons to send out press releases:

1)     Accomplishments

i) Winning political office.

ii) Leadership positions in professional organizations.

iii) Additional professional education.

2)     Appearances at major events

i) Participant or speaker at a state, national international conference.

ii) (Caveat: as long as it demonstrates the capabilities or the capabilities of your firm you especially want to promote; i.e. – that meets your marketing objectives.)

3)     Appointment to a board or committee

i) Corporate.

ii) Non-profit.

iii) Civic.

4)     Articles by or about you

i) (Caveat: as long as it demonstrates the capabilities or the capabilities of your firm you especially want to promote; i.e. – that meets your marketing objectives.)

5)     Awards you are receiving

i) Professional.

ii) Civic.

iii) Non-profit.

6)     Books you have written

i) (Caveat: as long as it demonstrates the capabilities or the capabilities of your firm you especially want to promote; i.e. – that meets your marketing objectives.)

7)     Books you are mentioned in

i) (Caveat: as long as it demonstrates the capabilities or the capabilities of your firm you especially want to promote; i.e. – that meets your marketing objectives.)

8)     Community classes you are sponsoring

i) (Caveat: as long as it demonstrates the capabilities or the capabilities of your firm you especially want to promote; i.e. – that meets your marketing objectives.)

9)     Contest you are sponsoring

i) (Caveat: as long as it demonstrates the capabilities or the capabilities of your firm you especially want to promote; i.e. – that meets your marketing objectives.)

10) Contributions to charities, donations, scholarships

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Do you want to double your law practice, increase client referrals and make more money in these challenging economics times? Then subscribe to The Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com

 

 

Internet Marketing for Lawyers Includes Press Releases: 3 Key Questions Answered

 

One vital component of effective law firm Internet marketing is the press release. Today I will answer three key questions regarding press releases and Friday I’ll discuss the top 10 reasons for sending press releases.

What Can a Press Release Do?

A press release is a great public relations tool that can do many things. For example, it can: help you improve your ranking on search engines; get added traffic to your website; provide information to your target market and inform the community of your accomplishments and charitable work.

Is a Press Release Considered “Marketing?”

In and of itself, it is not marketing; however, it can assist you in your marketing, provided that you are very strategic about the press releases you send out. For press releases to be the most effective for you, they must meet at least one of your marketing objectives.

Where Can I Send My Press Releases?

You can send your press release the traditional way: directly to members of the media. There are many media listing resources (like Bacon’s) that will list members of a wide variety of media (print, radio, TV, etc.) with their address and contact information, such as an email address or fax number.

But doing this manually – or even using a software version of Bacon’s – still takes a lot of time.

A better way to send out your press release is through an online service such as PRWeb or Business Wire. Journalists, bloggers, and others read press releases online sent through these and many other online services. This is a great advantage over manually finding the contact information for each and every journalist.

Another advantage of this approach is that journalists and others do read releases online that are sent through the Internet by these services.

Lastly, properly writing a press release for online submission by using keywords to “search optimize” the release helps boost the rankings of your website, blog and other aspects of your online presence. That means that people – your potential clients – can find you when they’re ready to hire an attorney.

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If you think . . . you can’t make more money and have the time to enjoy your life . . . you’ve never been to a Rainmaker Retreat. If you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take to better market your practice. For more information or to sign-up for the next one, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Legal Marketing Strategies: 4 Tips to Generate Clients Using Speaking and Seminars - Tip #4

 

A very powerful law firm marketing strategy to generate more clients is to hold educational seminars or speak at events. Throughout this week, and into Monday of the next, I’ll be discussing 4 tips to help you effectively use this strategy.

Today I’ll discuss Tip # 4: The Fortune is in the Follow-up

The number one reason why lawyers don’t get results is because they don’t have a written follow-up system. You must develop a follow up strategy before the talk.

Let me give you an example. Let’s say your follow-up strategy is a series of emails, phone calls and maybe a letter or postcard. Your follow-up system would include 4 emails, 3 phone calls and 1 letter.

Email I would be sent within 24 hours post-seminar. It would be a thank you email with an offer for a free consultation, special report of audio CD phone Call 1 would be made by your staff and would be made within 24 hours past-seminar. The call would be to thank them for attending and make the same free offer. That’s made in the email. Your letter would be sent out the next day (They should receive it within 3 days if they are local.) and the letter would repeat what you have written in the email. All of this would happen in the first 24 hours after the seminar. Some of you will question if that’s too aggressive. It’s not. It demonstrates a high level of professionalism and commitment to your attendees. We give dozens of law firm marketing seminars every year and this works.

Email 2 is sent 3 to 5 days after the event. Remind them about the seminar they attended and invite them to sign-u for a consultation for your newsletter. Email 3 might offer a brief tip about the topic you spoke about: top 10 tips or recommended resources, etc. Every person should be followed –up with at least three phone calls before you stop trying to reach them. Every attendee should receive at least 5-78 emails and 1-2 letters from your law firm.

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We of The Rainmaker Institute have partnered with more than a dozen state and local bar associations and other trade organizations to bring you a professionally-designed, statistically-valid survey.

Through it, we hope to answer questions such as:

*Current challenges and obstacles to growth faced by small law firms.

*Specific strategies used by top attorneys to build their practices.

*Statistically-valid data on what variables are most critical in determining a law firm’s success.

But to do that, we need you. So please take the survey by going to www.rainmakersurvey.com

 

Legal Marketing Strategies: 4 Tips to Generate Clients Using Speaking and Seminars - Tip #3

Today I’ll discuss Tip # 3: Get Attendees Contact Information

 

Have a plan for obtaining the attendees; contact information both before and after your presentation. You want to get it before so that you can get ready to follow-up with them, but also after your presentation just in case somebody shows up at the door. If you can’t get the contact information from the conference organizer, do a giveaway for a prize and have them pass their business cards to the front or have them email you their contact information to get a free copy of the handout or PowerPoint slides.

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Where can get practical, proven and results-producing law firm marketing help in one place? In the Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com

 

Legal Marketing Strategies: 4 Tips to Generate Clients Using Speaking and Seminars - Tip #2

A very powerful law firm marketing strategy to generate more clients is to hold educational seminars or speak at events. Throughout this week, and into Monday of the next, I’ll be discussing 4 tips to help you effectively use this strategy.

Today I’ll discuss Tip #2: Educate Your Audience

In talking to your audience, you should make your talk educational. Don’t stand up there and spout legal jargon and legal theory or sections and codes because that’s not what people want. They want practical, useful information.

So give them lots of practical, useful information that will help them. You may say, “Well, I don’t want to give away the store. I don’t want to give them so much information that they can do it themselves.” Please understand, if you could give them enough information where they could do it themselves, the people who actually would do it for themselves are not your clients.

You want to target the people who have the money to hire an attorney and don’t want to do it for themselves. You don’t want to hire tire kickers or “do it yourselfers” because all they’re going to do is try to get your lowest price. I actually follow the opposite principle. I purposefully try to overwhelm my audience with practical, useful information when I give a seminar on law firm marketing. Why? Because I want them to walk out of the room with so many great ideas that they don’t know where to start so they will turn to me and hire my company to implement the law firm marketing plan for them.

You must recognize that not everyone in the audience is in your target market and you need to qualify them as much as they qualify you. You need to ensure that they need you, they want you and they can afford you. If you don’t want to attract “Yellow Page Clients” then don’t charge Yellow Page prices.

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Where can you read articles like: “9 Proven Keys to Recession-proof your Law Practice”;  

“4 Secret Strategies of Law Firm Marketing” or “Supercharging Your Law Firm’s Referrals?”

In The Rainmaker Advisor Journal. To get your free trial copy, go to www.therainmakeradvisor.com

 

Legal Marketing Strategies: 4 Tips to Generate Clients Using Speaking and Seminars - Tip #1

A very powerful law firm marketing strategy to generate more clients is to hold educational seminars or speak at events. Throughout this week, and into Monday of the next, I’ll be discussing 4 tips to help you effectively use this strategy.

Today I’ll discuss Tip #1: Always Speak to Decision Makers

The first important tip is to always speak to the right group. Make sure you get in front of the right group (people who either can refer you clients or who are highly likely to need, want and be able to afford your services) by asking about:

  • What is the average attendance?
  • What is your average attendee like? Their job title? Description? Age? Decision maker?
  • What percent of your usual attendees are decision makers?
  • What kinds of topics have had the best turnout?
  • Who has recently spoken to your group and what did they speak about?

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Do you want to double your law practice, increase client referrals and make more money in these challenging economics times? Then subscribe to The Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com

 

Law Firm Marketing Success Tip: 4 Excellent Resources for Creating Your Fully-automated Follow-up System

 

The key to enhancing your credibility as an expert, and building relationships online is to connect consistently with your potential clients. Remember, statistics show that it takes a minimum of 7 contacts to enroll a new client. 

The best way to ensure consistent follow-up with those clients while saving your precious time is to automate that system by using autoresponders and online newsletters, also known as “ezines.” 

Here are some resources to get your started: 


Autoresponders

Two of the resources I recommend are: www.GetResponse.com and www.Aweber.com


Newsletters/ezines

For newsletters, I recommend:    www.ConstantContact.com and www.VerticalResponse.com


A Bonus for You

If you want to see what a popular legal online newsletter looks like, go to: http://newsletters.findlaw.com/nl/

To your success!

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Where can you read articles like: “9 Proven Keys to Recession-proof your Law Practice”;  

“4 Secret Strategies of Law Firm Marketing” or “Supercharging Your Law Firm’s Referrals?”

In The Rainmaker Advisor Journal. To get your free trial copy, go to www.therainmakeradvisor.com

 

Law Firm Marketing Success Tip: 5 Components of a Successful Blog

 

Having your own blog is vital to effective law firm Internet marketing. To have a successful blog, there are 5 components you must keep in mind:

  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. (A top blog directory: www.masternewesmedia.org/rss/top55)

To start creating your own blog, here are some resources: www.blogger.com; www.typepad.com; and www.wordpress.com

For a professionally-designed blog, we highly recommend the firm: www.LawFirmMediaGroup.com. They specialize in working with law firms to create, design and optimize websites and blogs that will not only get highly-ranked but also attract qualified clients.

Here’s to your law firm marketing success!

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Would you like to know more about getting increasing your referrals? Then come to Los Angeles April 24 & 25th to attend The Rainmaker Referral Intensive. For more information and to register, please call 888-588-5891.

 

Law Firm Marketing Made Successful: The Law of 7

 

Law firm marketing can be made successful. Notice I said “successful,” not easy. The truth is, when done correctly, law firm marketing is a complex endeavor that requires diligence, consistency and commitment. Only then is there a good chance that it will be successful, too.

Consider the following statistics regarding contact with prospective clients:

  • 48% of lawyers give-up after the first contact.
  • 25% give up after the second contact.
  • 12% give-up after the third contact.
  • 5% give-up after the fourth contact.

In other words, 9 out of 10 prospective clients are never followed-up with more than 4 times.

This amounts to leaving money on the table. Why? Because legal marketing statistics also show that it takes an average of 7 contacts to enroll a new client. This is “The Law of 7.”

If you want your law firm marketing to be successful, you must obey “The Law of 7.”

You’re probably thinking right now, “I know I should connect frequently and consistently with my prospective clients, but don’t have the time.”

True. That’s why you should also connect automatically with those clients. It’s essential you leverage the power of technology to build relationships with your prospects.

Then what you need is a strategy and a process that leverages the most recent advancements in technology (autoresponders, social media, blogs, for example) to simplify and automate your marketing efforts, building rock solid, long-term relationships and helping you earn more, work less and spend time doing what you love to do.

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Do you want a step-by-step system to get more referrals? Then come to Los Angeles April 24 & 25th to attend The Rainmaker Referral Intensive. For more information and to register, please call 888-588-5891.

 

Law Firm Internet Marketing Strategy: 3 Ways to Build Your Million Dollar List (Part 3 of 3)

 

In Monday’s post, I outlined 3 law firm Internet marketing strategies to build your million dollar list:

Strategy #1: Build.

Strategy #2: Borrow.

Strategy #3: Buy.

The law firm Internet marketing strategies we’ve covered so far are Strategy #1: Build and Strategy #2: Borrow. Today we’ll discuss Strategy #3: Buy

In law firm Internet marketing, a very effective tool to build your million dollar list is buying “Pay Per Click” Internet advertising.

Here’s how it works:

  1. Open an account with $5, $10, or $20.
  2. Select your keywords.
  3. Write your ad.
  4. Prospective clients start coming to your website.

When done correctly, you get to Step # 4 very quickly. And compared to banner ads, link exchanges, buying space in e-zines, waiting weeks or months for your search engine listings to show up, Google AdWords is certainly much faster. It’s an attorney’s dream come true.

When using GoogleAdWords, it’s critical to the success of your law firm marketing efforts to select the right keywords and to write the ad using only 2 or 3 lines. So to help get you started, I suggest two online video courses:

How to use GoogleAdwords in your law firm marketing:

            Virtualpracticebuilder.com/googleadwords

How to select the right keywords:

            Virtualpracticebuilder.com

You’ll get a lot of information to better understand GoogleAdwords and how to use them with the most effect and greatest law firm marketing results. Plus, both resources are free.

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Do you want a step-by-step system to get more referrals? Then come to Los Angeles April 24 & 25th to attend The Rainmaker Referral Intensive. For more information and to register, please call 888-588-5891.

 

Law Firm Internet Marketing Strategy: 3 Ways to Build Your Million Dollar List (Part 2 of 3)

 

In the last post, I outlined 3 law firm Internet marketing strategies to build your million dollar list:

Strategy #1: Build.

Strategy #2: Borrow.

Strategy #3: Buy.

In that post, I focused on Strategy #1: Build. Today our legal marketing topic is: Strategy #2: Borrow.

Strategy #2 is a combination of law firm Internet marketing and face-to-face meetings to help you build your million dollar list. Here are the 7 steps for you to take:

  1. Identify your target market.
  2. Select specific industries or professions that have connections with your target market (e.g., accountants, financial planners, other attorneys who don’t do what you do.)
  3. Create something tangible – your freebie – an eBook, an audio recording, etc.
  4. Meet with 3 – 5 potential Strategic Referral Partners (SRP’s) a week.
  5. Set-up a customer relationship manager system: crm.zoho.com
  6. Keep in touch with them every 30 to 60 days.

In the next post, we’ll conclude our law firm Internet marketing strategy discussion by discussing Strategy #3: Buy.

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Would you like to know more about getting increasing your referrals? Then come to Los Angeles April 24 & 25th to attend The Rainmaker Referral Intensive. For more information and to register, please call 888-588-5891.

 

Law Firm Internet Marketing Strategy: 3 Ways to Build Your Million Dollar List (Part 1 of 3)

 

This week I’ll be discussing using three law firm Internet marketing strategies to build your million dollar list:

Strategy #1: Build.

Strategy #2: Borrow.

Strategy #3: Buy.

The law firm Internet marketing strategy today is Strategy #1: Build.

When it comes to Internet marketing for lawyers, one of the easiest ways to build your list is through article marketing.

This is how it works:

  • You write an article in your area of expertise, solving a problem your prospective client has.
  • People find your article on the Internet because it’s “search engine optimized” (SEO’d).
  • They read your article.
  • They respond by signing up for your newsletter, contacting you for a consult or sending you their contact information – whatever it is you want them to do.
  • You are now building your million dollar list.

That’s article marketing in a nutshell. Here are the steps you should take:

  • Write 2-4 articles each month. (Remember, frequency and consistency is key.)
  • Focus your article on a theme. Edgy, controversial, already being tossed about in the media.
  • To make it search engine optimized, add your keywords (wordtracker.com).
  • Write like a marketer:

Clearly identify your target market.
Describe a primary challenge or problem they are experiencing.
Provide a realistic and simple solution to their challenge.
Write a “call to action.” Tell them what you want them to do: sign-up for a newsletter, contact you for a consult, give you their contact information, etc.

  • Use an automated submission service to publish your articles to thousands of hungry editors. (articlemarketer.com; isnare.com; submityourarticle.com)
  • Test and track your success. (google.com/alerts)

In my next post, I’ll discuss law firm Internet marketing Strategy #2: Borrow.

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Do you want a step-by-step system to get more referrals? Then come to Los Angeles April 24 & 25th to attend The Rainmaker Referral Intensive. For more information and to register, please call 888-588-5891.

 

 

To Niche or Not to Niche: An Essential Question in Law Firm Marketing

 

To niche or not to niche? When it comes to legal marketing strategies, there are different schools of thought on this topic. You may be “pro-niche” or you may be “no-niche.” Or you may be a combination of both, like me.

Why Niche Your Practice?

It’s certainly helpful to concentrate your law firm marketing efforts in a particular area. This does not limit you; rather, it helps you better focus your efforts. The benefits of niching your practice include:

  • Targeted legal marketing materials.
  • A clearly-stated Unique Competitive Advantage, (UCA), or elevator speech. (Just a reminder: selecting a niche doesn’t mean that you can never work with clients outside that niche.)
  • Improves your name recognition and branding.
  • Makes you more memorable to people you meet.
  • Increases your chances of getting referrals.

How to Determine a Niche

(Refer back to your answers to the law firm marketing exercises in my last 2 posts and look for overlaps between what you have to offer and what your clients need. Brainstorm possible target markets or niche names.)

Why Be Flexible About a Niche?

Your ideal client profile may change over time. In addition to building confidence and experience, this will help you determine who you enjoy working with and who you don’t. You’ll discover which practice areas energize you and which ones drain you. (It’s much easier to apply legal marketing strategies to potential clients whom you’d enjoy working with and in practice areas that energize you.)

During this experimental phase, you may want to remain open to possible target markets. It’s important to pay attention to the types of clients who come your way.

What Types of Clients Are Most Commonly Referred to You?

When you get inquiries from prospective clients, what’s drawing them to you and your services? Keep track of your clients and see if they don’t begin to naturally fall into one or more groups. You may find that you attract clients you can learn from or who can learn from you. Their situations may mirror your current or recent challenges. Becoming aware of these commonalities is a way to let your niche find you, helping you develop your law firm marketing.

Only One Niche?

It’s fine to have more than one specialty or niche. Often attorneys have a bread and butter niche – a segment that can afford to pay them well and another one, perhaps for starving artists, whom they love working with but who pay scholarship rates. Sometimes it’s helpful to test the waters to see if there’s a demand for your specialty. You can continue working with an established clientele as you determine whether or not to branch out into a new practice area. Remember, nothing is set in stone. You can always rename your business, print new business cards and update a website. That’s the beauty of legal marketing.

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Where can you read articles like: “9 Proven Keys to Recession-proof your Law Practice”;  

“4 Secret Strategies of Law Firm Marketing” or “Supercharging Your Law Firm’s Referrals?”

In The Rainmaker Advisor Journal. To get your free trial copy, go to www.therainmakeradvisor.com

 

To Make Your Legal Marketing Easier, Use These 9 Keys to Identify Your Ideal Client

 

Now that you have a better understanding of what it is that you, as an attorney, uniquely do, it’s time for the next step in legal marketing strategies: identifying your ideal client.

Not all clients are created equal, especially when it comes to law firm marketing. Neither you nor your firm can be all things to all people. Nor should you ever try.

There are clients whom you’re uniquely qualified to help, clients who can afford your fees and clients who can bring you repeat business. If you’re to effectively conduct law firm marketing, you need to know who your ideal client is.

Below I’ve listed 9 keys to help you determine your ideal client. Now I suggest that you should answer these questions as specifically as you can. Ask yourself, “If I had my druthers, what would I most like to focus on with my clients and what kinds of clients seem like a perfect match for me?”

Here are the 9 keys:

  1. Who’s your ideal client? (Think in terms of age, profession, gender, education, interests, marital status, family size, hobbies, and lifestyle.)
  2. Who can afford your fees? How much can they afford? What’s your value to them?
  3. Who could be a good long-term, repeat client?
  4. What qualities, characteristics and values do they have?
  5. What are you helping them accomplish?
  6. What are their issues, challenges or pain?
  7. What is it like working with them?
  8. Who could be a good source of referrals for these ideal clients?
  9. Who is NOT your ideal client?

I strongly suggest that you spend some time thinking about these questions and answering them as carefully, as specifically, as you can. When you do take the time, you’ll have laid a strong foundation for all your legal marketing strategies.

In my next post, I’ll discuss niching your practice.

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Where can get practical, proven and results-producing law firm marketing help in one place? In the The Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com

 

8 Questions for Developing Your Brand to Improve Your Law Firm Marketing

 

Usually when most attorneys think of their law firms and their legal practices, the word “brand” doesn’t readily come to mind. But it should. And here’s why.

Developing your unique brand is essential for effective law firm marketing because prospective clients:

  • Have many, many attorneys in your practice area and geographic area to choose from.
  • Believe all attorneys are equal.
  • Want to know why they should select you for their attorney.

So the more clearly you can define yourself and your practice, the easier it will be to convey that through your law firm marketing materials; the easier it will be to attract more clients; and the easier it will be to grow your practice.

To help you begin branding your law firm and your legal practice, here are 8 questions for you to answer: (If you find these difficult to answer, ask them of the people you trust. Often they’ll see aspects you’ll take for granted, because these aspects come so naturally to you.)

  1. Who are you? (Think in terms of roles, values, personal qualities and who you are in relation to others.)
  2. What are your natural gifts and strengths?
  3. What have you experienced in your life and career?
  4. What specialized training have you received?
  5. In what areas are you already well-connected?
  6. In what areas do you feel uniquely qualified to serve your clients?
  7. Where are you perceived as an expert?
  8. How do you bring out the best in others?

Although these questions may seem rather simple on the surface, they are designed to help you dig deeply into what makes you and your practice unique. Once you have a clearer idea of what makes you and your practice unique, then the next step – identifying clients – will come even easier.

In my next post, I’ll discuss 9 keys you can use to identify your ideal client.

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Do you want to grow your law practice, increase client referrals and make more money in these challenging economics times? Then subscribe to The Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com

 

Use These Strategies to Get Better Legal Marketing Results from Speaking Venues

As you’re actively considering using speaking venues in your law firm marketing, there are strategies you need to apply before, during and after the event if you want your legal marketing to produce results. Here are these strategies:

Legal Marketing Strategy:  Before Your Presentation

  • Get attendees’ contact information.


Legal Marketing Strategy:  During Your Presentation

  • Have a drawing for a “giveaway.” Then have attendees submit their business cards to participate. (This is especially effective If the organizers won’t give you attendees contact information.)
  • Announce that you’ll be giving away a special report to anyone who emails you after the event.
  • Give away something at the end of your presentation (like a CD) to anyone who gives you their business card.


Legal Marketing Strategy:  After Your Presentation
Create and implement a follow-up strategy. Here’s an example:

  • Email #1:  (Within 24 hours) Thanks for attending and give a free offer.
  • Phone call:  (Within 48 hours) Thanks for attending and giving a free offer.
  • Letter 1:  (Within 48 hours) Repeat of Email #1
  • Email #2:  (3 days later) Invite for a consultation and sign-up for your newsletter.
  • Email #3:  (within 7 days after event) Offer brief tip about the topic.
  • Phone call #2: Reiterate free offer (special report or tip sheet) and ask if they are interested in an individual consultation.
  • Email #4:  Ask some questions to help them determine next steps, how they will take action based on your talk.
  • Email #5:  Invite for a consultation or promote next upcoming event.
  • Email #6:  Monthly newsletter/ezine.


Before you give your presentation, make sure to outline these law firm marketing strategies and to implement them at the appropriate stage. Do that, and you increase your chances for successfully adding new clients to your law firm’s roster.

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Where can you read articles like:  “9 Proven Keys to Recession-proof your Law Practice”; 
“4 Secret Strategies of Law Firm Marketing” or “Supercharging Your Law Firm’s Referrals?”
In The Rainmaker Advisor Journal. To get your free trial copy, go to www.therainmakeradvisor.com

Your Law Firm Marketing Success in Speaking at Events Depends on These 13 Factors

Speaking at regular events—like annual conferences—is an effective law firm marketing strategy to attract new clients. However, there are many factors to keep in mind when considering speaking at these events as one of your legal marketing strategies. Here are 13 of them:

1) Find out the average size of attendance.

2) Determine the demographics of the group.

3) Find out what are the common interests among members.

4) Ask what topics have been covered before.

5) Find out if the group is interested in current or “hot” topics.

6) Ask who will be introducing you at the event.

7) Find out if you can have the attendees’ full contact information (name, phone, email).

8) Get permission to contact the attendees after the event.

9) Find out if you can offer a “give-away” during your presentation. (CD, book, special report).

10) Ask if the organization will publish your article in their newsletter or ezine before the event.

11) If there is a trade show attached to your speaking engagement, try to barter a booth in return for your speaking.

12) Find out who are the other scheduled speakers and their topics.

13) Know where you are in the schedule, what precedes and follows your talk. Be aware, for example, that the worst times to speak are early in the morning, right after lunch, right before or after dinner, Friday afternoon, Monday morning or as the last speaker at the event. Conversely, the best times to speak are mid-morning, from 2 to 5 PM, as the conference opener or as the keynote speaker.

As you work on your law firm marketing, do keep in mind speaking at regular events. These can be great sources of new clients.

In my next post, I’ll discuss strategies to get better legal marketing results from speaking venues.

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Where can get practical, proven and results-producing law firm marketing help in one place? In the The Rainmaker Advisor Journal. To get your free trial copy, go to:  www.therainmakeradvisor.com

7 Speaking Venues to Consider Adding to Your Legal Marketing Mix

One very effective law firm marketing technique to find new clients is using speaking venues. There are many different speaking venues to consider, depending upon your experience, skills and abilities. Here are 7 to consider:

1) Be the moderator of a panel (either a panel of 3-5 of the partners in your firm or of 3-5 different professionals.)

2) Be the expert on a panel discussion.

3) Give a teleseminar (over a conference or bridge line.)

4) Create small, private, client-only seminars.

5) Participate in a joint venture with an organization or company who serves a similar market. These organizations or companies can include small community banks, groups of financial planners, chambers of commerce, networking groups, accounting firms, business consultants, psychologists, chiropractic groups, employee benefits companies.

6) Give a presentation or keynote to a trade association. (Fact to consider:  there are 135,000 trade associations in the United States, according to the Encyclopedia of Associations.)

7) Give a public seminar. (These are usually free; however, you may be able to charge since you’re a business.)

As you are creating your legal marketing program, consider using speaking venues to attract new clients.

In my next post, you’ll learn 13 factors that affect the law firm marketing success of speaking venues.

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Do you want to double your law practice, increase client referrals and make more money in these challenging economics times? Then subscribe to The Rainmaker Advisor Journal. To get your free trial copy, go to:  www.therainmakeradvisor.com

6 Public Relations Tips

“Public relations” is technically defined as the “management function of creating and sustaining mutually-beneficial relationships between an organization and its target audience.” 

Public relations is a subset of marketing. However, public relations is different than marketing because the goal in public relations is to create relationships while marketing’s goal is to help with the exchange of money for a good or service.

So you can’t expect public relations to directly result in turning a potential client into a client. However, public relations is an important tool in any legal marketing toolbox.

Here are 6 tips to get you started with your public relations:

1. Write an article for a legal publication.
2. Write an article for an industry trade publication.|
3. Write an article for your local newspaper.
4. Work with a public relations expert.
5. Send out 2-3 press releases every month.

6. Start a blog.

 

The 5 Biggest Marketing Mistakes Attorneys Make in Advertising

 

Advertising is critical to the survival of your law firm, but not all advertising is equally effective. In these competitive times you cannot afford to waste your precious time and money making any advertising mistakes, so I’m going to share with you “The 5 Biggest Marketing Mistakes Attorneys Make in Advertising” so you can avoid them – and prosper.

1. Most ads are not meaningful. In a day your prospective client sees more than 5,000 ads, so your ad must be unique enough to catch attention.

2. Mass advertising is expensive. When you advertise, you need to obey the Law of 7 Touches. It takes exposing your ad to your prospective client 7 times before he or she is willing to do business with you. So you have a tremendous up-front cost. Added to that, you should expect to receive, in revenue, a minimum of 5 times of what you spend.

3. Ads are not effective in encouraging people to “take action.” And that’s what counts: the action your prospect takes to do business with you. Without that, your money and time is wasted.

4. Most law firms lack follow-up systems. You may have designed a great ad, it’s precisely-targeted and people respond. But then, nothing happens. Nothing happens because you lack a system to follow-up with the leads that come from your ad campaign. And the money is in the follow-up.

5. No tracking of real results. This is just as bad as not having a follow-up system. Without tracking real results, you have no idea what works and what doesn’t. And that means you’re likely burning through cash without much to show for it.

To learn more about this law firm marketing topic, and others, I encourage you to attend my 2-day law firm marketing boot camp called The Rainmaker Retreat. (See details below.)

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Are you trapped into working more and more, while enjoying your life less and less? There is a way out.  It’s called the Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take so you can better market your small or solo law practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call .

 

6 Simple Steps to Building Your Million Dollar Mailing List

 

The key to your online success rests in the quality, responsiveness and size of your mailing.  Here are 6 steps to building that million dollar mailing list:

1. Write 2-4 articles a month. Remember, frequency and consistency is the key.

2. Use a focused theme. It can be edgy, controversial, already being spoken about in the media.

3. Add your keywords. One online source is wordtracker.com

4. Use the marketing syntax. “Marketing syntax” means that you need to clearly identify your target market; describe a primary challenge or problem they are experiencing; provide a realistic and simple solution to their challenge; and include a “call to action.” (What would you like them to do next? Sign-up for your newsletter, send their contact info, schedule a consult, etc.?)

5. Use an automated submission service to publish your articles to thousands of hungry editors. Some services include: articlemarketer.com; isnare.com; submityourarticle.com

6. Test and track your success. An easy way to do that is to use Google alerts.

 (This law firm marketing tip – and many others – I present at the 2-day law firm marketing boot camp called “The Rainmaker Retreat.” To attend my next one, see below.)

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Tough times call for tough action. This is especially true today in small law firm marketing, when the competition is fierce, the client dollars tight and your bottom line precious. Get battle-ready now with a two-day marketing boot camp called the Rainmaker Retreat. You’ll learn valuable information and practical steps to take to better market your small or solo law practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

8 Steps to Leverage Your Online Marketing Efforts

 

As in anything you do to market your law firm, you need to be strategic and deliberate about it. For example, you can’t just throw up a website – no matter how good a website it is – and expect potential clients to come flocking to your home page.

You need to do things to increase your online visibility, improving your chances of having those potential clients find you. 

Here are some steps to improve your online presence using articles, ezines, press releases and blogs.

Step #1: Define a topic area germane 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 ezine and link to it online. (100 to 300 words)

Step #7: Then take that article and develop a blog post from it. (100 to 300 words)

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 – I present at The Rainmaker Retreat. See below for details on the next one.)

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If you think . . . you can’t make more money and have the time to enjoy your life . . . you’ve never been to a Rainmaker Retreat. If you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take to better market your practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

10 Topic Ideas for Press Releases

 

One of the many effective law firm marketing techniques is submitting press releases, especially ones that have been deliberately written to be picked up by search engines, helping you drive more potential clients to your website.

However, I’ve often found that my clients struggle with coming up with topics, month after month. So here are 10 topic ideas for press releases:

  1. Tie your idea in with current news events.

  2. Tie your idea in with how this affects local politics or the local economy.

  3. Issue a special report that people can get for free at your website.

  4. Discuss a big case that just settled.

  5. Announce newly-hired attorneys joining your firm.

  6. Announce an award you just received. (Business person of the year, for example.)

  7. Announce pro-bono work you’re doing.

  8. Issue a protest about a specific topic.

  9. Discuss how a legislative change will affect your clients. (For example, if you’re an estate planning attorney, briefly discuss how a change in the estate laws will affect people like your clients.)

  10. Announce special events, like a firm’s anniversary.

These are just some of the ideas you can use in a press release. To learn more about this law firm marketing topic, and others, I encourage you to attend my 2-day law firm marketing boot camp called The Rainmaker Retreat. (See details below.)

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Are you trapped into working more and more, while enjoying your life less and less? There is a way out.  It’s called the Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take so you can better market your small or solo law practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

4 Ways to Niche Your Practice

 

These days in the legal profession, it’s especially true you can’t be all things to all people. Not only do you have incredible competition but you’re also facing very savvy legal consumers.

So what’s a small law practice or solo practitioner to do?

Niche your practice. And here are 4 ways to do it:

  1. Service Niche: labor/employment, complex litigation, immigration, healthcare, IP, etc.

  2. Industry Niche: transportation, construction, energy, real estate development.

  3. Geographic Niche: LA-based, Southern California, region around Chicago, Mexico.

  4. Specialty-Market Niche: privately held companies, Fortune 500, physicians, white collar executives, blue collar construction workers, Spanish-only speaking, developers, commercial lenders.

I encourage you to take some time to seriously consider how you can niche your practice. It’s the way to stand above the competition and to attract more of your ideal client, helping make your practice more lucrative and your life more enjoyable.

(This law firm marketing tip – and many others – I present at the 2-day law firm marketing boot camp called “The Rainmaker Retreat.” To attend my next one, see below.)

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Tough times call for tough action. This is especially true today in small law firm marketing, when the competition is fierce, the client dollars tight and your bottom line precious. Get battle-ready now with a two-day marketing boot camp called the Rainmaker Retreat. You’ll learn valuable information and practical steps to take to better market your small or solo law practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

7 Proven Strategies to Find New Clients

 

When it comes to finding new clients, there are really only 7 ways to find them. Most successful attorneys don’t use all of them They experiment and find the 2 or 3 that consistently produce the most results and focus all of their time, energy, and resources on those.

Which strategies you select depends on who your target market is and what’s allowable in your location. Some of the strategies and techniques covered in this section will not work or may only work if you are targeting a particular population.

Before I get to those 7 steps, I must add some caveats.

You are personally responsible for seeking specific legal advice regarding your local and state regulations and ethics codes. Every state has different rules and regulations regarding marketing, advertising, and what is and is not allowed. Depending upon your practice area and state code of professional ethics, some of the strategies discussed in this post may not be allowed in your area.

Here are the 7 steps:

1. Referrals: from strategic partners, existing and former clients, friends, family members, other lawyers, legal referral sources, and business association.

2. Speaking and Seminars: formal presentations, workshops, seminars, speaking for associations and organizations.

3. Formal/Informal Networking: connecting with centers of influence, professional associations, chambers of commerce, clubs, trade association meetings, or formal lead groups.

4. An Online Presence: websites, article marketing, blogs, pay-per-click, ezines, auto responders, newsletters, and opt-in lists.

5. Press Releases & Media Placement: online press releases, writing articles or columns for local newspapers, trade magazines, professional journals, offering an advice column, being a content expert for the media, television, radio, trade association magazines, or newspaper interviews.

6. Promotional Events: participating in trade shows, sponsoring a public event like a marathon, participating in a charity event, sending out partnership announcements, or having an “open house” to publicize your new offices.

7. Advertising: in the yellow pages, newspapers, magazines, or trade journals, fax or email campaigns, ads in business directories, or on radio or TV, and Internet –based ads.

After you’ve considered your state’s regulations and your ethics’ code, consider how you can use some of these tactics in your marketing to find new clients.

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If you think . . . you can’t make more money and have the time to enjoy your life . . . you’ve never been to a Rainmaker Retreat. If you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take to better market your practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call .

 

Want To Know How You Can Make More With Less? Specialize!

 

In these challenging times, it’s very tempting to want to serve everyone, everywhere, never turning down any client, frantically trying to build your client base with whoever walks through your door.

But that is counterproductive. To make more, you must do less.

Do less? Sounds counterintuitive, doesn’t it? But I ask you to stop and think, just for a moment.

When you’re trying to be everything to everyone you end up being nothing to no one. And in your prospective clients’ minds, you become one of the many, many lawyers out there, a big legal blur. And if that’s the case, how are you going to attract any attention, much less attract clients you can serve?

The answer: specialize. Now I’m talking more than focusing on an area of law, more than earning a specialist certification through your bar association, although both of these are important.

What I’m talking about serving a specific niche (woman’s divorce attorney) or even a niche within a niche (woman’s divorce attorney emphasizing child custody).

The 8 Benefits to Positioning Yourself as a Specialist:

  1. Significantly higher rate of referrals.
  2. Can charge higher rates.
  3. More opportunities to offer them more expensive services.
  4. Better client retention.
  5. Not perceived as a commodity.
  6. Value is based primarily on credibility and expertise.
  7. Better positioned to get positive media coverage.
  8. Easier to dominate your niche.

With all of these benefits, it pays to spend time carefully defining what “specialization” means to you. Certainly, it must make sense from your experience, training and if there’s a need out there. For example, I know of some law firms that do real estate law are now adding “loan modification” to their offerings. That’s the specialization I’m talking about.

So the next time you’re tempted to take the next client who walks through your door because he has a pulse and is breathing, think: I must specialize.

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Are you trapped into working more and more, while enjoying your life less and less? There is a way out.  It’s called the Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take so you can better market your small or solo law practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Will You Choose Success - or Resign Yourself to Failure?

 

These economic times are like few others we’ve seen. Everywhere you look, there seems to be bad news. Considering this tsunami, one choice you could make is to close your eyes, hunker down and hope for the best for your law firm, that it will somehow weather the storm.

But ask yourself, “Is this my only choice?”

And I would answer you: “No! Certainly not!”

You do have another choice. You can choose to take action, finding the best path during these uncertain times. To help you, here are 3 key points to keep in mind with two courses of action for each:

FAILURE: Cutting back on the level of your customer service.
SUCCESS: Ramping up your level of customer service. Think of this as part of your unique competitive advantage. Look for ways to stand out form other law firms in how you treat prospects and clients. People may forget what you did for them, but they’ll never forget how you made them feel.

FAILURE: Slash your marketing budget.
SUCCESS: Continue investing in marketing
. Done properly, marketing is not an expense; it is an investment. With many of your competitors running for cover, there’s no better time to increase your marketing budget. If you haven’t been actively marketing your practice, don’t wait! There will be winners and losers in this time of economic crisis. Your actions today will determine your fate tomorrow.

FAILURE: Neglect yourself.
SUCCESS: Take care of yourself. It can be tempting to double your working hours to make up for the lost revenues; however, what you really end up doing is burning the candle at both ends and then burning out. Those of you who are following me on Twitter (www.Twitter.com/stephenfairely) know that I take regular vacations. In fact, I took the entire month of December off.

So, take a deep breath, exhaling slowly. Focus on what you can do, using these 3 tips as guides. Then do it!

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Tough times call for tough action. This is especially true today in small law firm marketing, when the competition is fierce, the client dollars tight and your bottom line precious. Get battle-ready now with a two-day marketing boot camp called the Rainmaker Retreat. You’ll learn valuable information and practical steps to take to better market your small or solo law practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Is It Being "Pushy?" Or Being "Persistent?"

 

I can’t tell you how many times I’ve had attorneys come in and say, “I just gave this great presentation to my target market, and it was just fantastic. I talked to dozens of people afterwards and it was great. I got a bunch of business cards and a bunch of contact information.”

But the attorney never follows up on those people Many attorneys would say they don’t want to seem ‘pushy,’ or they don’t want to “bother” the other person.

The truth is, those excited people you spoke to are probably wondering why they haven’t heard form you. They expect to hear from you. And you can believe if they don’t want to be bothered, they’ll let you know.

To succeed in marketing your small or solo law firm, you must be persistent. It’s a numbers’ game, where you have to get in front of X number of people in order to get X number of prospects, then follow-up with these prospects X number of times to get a client. This goes against the grain of traditional legal advertising, but remember that traditional advertising no longer works.

And don’t give up and take a passive approach to building your practice. A passive approach is like waiting for the phone to ring, waiting for a knock on the door or waiting for a referral to come in.

Like it or not, to survive, attorneys have to get in the game. On average, it requires 6 to 8 follow-up attempts to get in front of a prospect, even a prospect who is interested in what you are offering. So in building your practice, you must take an active approach to marketing.

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If you think . . . you can’t make more money and have the time to enjoy your life . . . you’ve never been to a Rainmaker Retreat. If you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take to better market your practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Want to Grab Your Prospect's Attention? Answer These 3 Key Questions

When faced with the task of writing about your small or solo law firm to prospective clients, it’s easy to fall into the trap of telling all and everything you do, how many years you’ve practiced, how many cases you’ve won, etc., etc. ad nauseum.

But by doing so you’ve just broken the #1 Rule of Marketing: Answering your prospect’s questions: “What’s in it for me?” “Why should I care?” And the result of breaking this #1 Rule is you’ve just created ineffective, crowing prose, not marketing copy.

To write effective marketing copy, you need to effectively answer your prospect’s questions. You need to get inside your prospect’s head.  So to help you do that, here are 3 questions you should answer:

  1. How do your clients describe their problems?
  2. How do your clients describe their pain?
  3. What are your clients’ obstacles or challenges?

Now, it helps to reflect upon these questions and answer them for yourself. However, what you also need to do is to ask your clients. Then listen to them answer those questions in their own words.

And use those words in your marketing copy.

Chances are, if your clients think and speak like that, then more prospective clients also think and speak like that. And by talking their language, you’ll grab their attention.

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Are you trapped into working more and more, while enjoying your life less and less? There is a way out.  It’s called the Rainmaker Retreat. In this two-day marketing boot camp for small and solo law firms, you’ll learn valuable information and practical steps to take so you can better market your small or solo law practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

3 Tips for Creating a Strong "Call to Action"

 

You’ve worked hard in writing the best marketing copy out. You made sure you had a strong headline. You were careful to stress benefits potential clients would receive when they hired you. You even added some key facts to buttress your claims.

Congratulations, counselor. You’ve just made a very compelling case in the court of marketing. But you forgot to do one little thing. You forgot to tell the reader of your copy what you want her or him to do.

You forgot the “call to action.”

You see, it isn’t enough to lay out a compelling case, as important as such is. You’ve also got to tell your prospective client what you want him or her to do with this information. How you want that prospective client to act.

A “call to action” falls into two main categories, the “statement” and the “offer.”

The statement is something like: “Please contact XYZ Law Firm to find out more about pursuing your personal injury case.” This invites your prospective client to contact you for information.

The offer is something like: “For your FREE report on the “5 Deadly Mistakes Accident Victims Make in Reporting a Claim,” contact XYZ Law Firm.” This invites your prospective client to contact you to receive something.

For either of these two categories, there are three tips to help you make that call to action strong:

  1. You can replace the word “free” with the word “complimentary.” No matter which way you say it, you must make clear that this is a no-obligation offer.
  1. Clearly telling your prospective client what you want her or him to do lessens that person’s confusion and makes it more likely that he or she will act on your information.
  1. Not only must you clearly state what you want, but you must be specific in what you want. The sentence “XYZ Law Firm offers free consultations to discuss your personal injury case” leaves the reader saying “That’s nice. But so what? What’s in it for me?” That’s because this sentence is a statement, not a call to action. It doesn’t ask anyone to do anything. To turn that sentence into a call for action, you would write something like” If you’ve been injured, take advantage of our free consultation to find out more about how XYZ Law Firm works to protect your rights.”

So the next time you write some exceptional marketing prose, whether it’s for your website, a brochure or an ad, don’t forget your “call to action.”

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Tough times call for tough action. This is especially true today in small law firm marketing, when the competition is fierce, the client dollars tight and your bottom line precious. Get battle-ready now with a two-day marketing boot camp called the Rainmaker Retreat. You’ll learn valuable information and practical steps to take to better market your small or solo law practice. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

5 Steps to Help You Keep Your Focus

 

We all know how tough it is out there these days, so I’m not going to belabor the point. Instead, I’m going to give you 5 tips that will help keep you focused and moving forward. Here they are:

  1. Focus on the positive. I recommend making a list of all the good things that happen to you each day and keep it posted near your computer as a constant reminder that not everything is bad.
  1. Focus on what you can control, instead of what you cannot control. You cannot control the global markets, the investment banks or the economy. You can only control your actions so create an action plan of what steps you are going to take to keep moving forward. Have a heart-to-heart talk with every attorney in your firm and require them to submit 3 specific steps they will take in the next 90 days to generate more business for your firm.
  1. Focus on improving client satisfaction and retention. Send out a client satisfaction survey; all up your top 10 clients and take them to lunch; stay connected with your current and former clients—ask them what challenges they are facing and how you can assist them. Perhaps you can introduce them to a banking colleague for a much needed business line of credit or a real estate broker who can help them sublease some office space.
  1. Focus on implementing your marketing plan. When this economic crisis is over, you will find some firms have just barely managed to survive, while others have grown significantly. The difference is when everyone else was pulling back, some firms saw this as the perfect opportunity to expand their marketing and increase their efforts. Which path will you follow?
  1. Focus on connecting with referral sources. Go through your Rolodex and reconnect with every single person who sent you a referral in the last 24 months and start meeting with them in person.

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You’ll learn valuable information and practical steps to take to better market your small or solo law practice when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

A Simple Follow-up System for Business Cards

 

Here’s an easy follow-up system for something we all collect—and often do nothing with—other people’s business cards:

Create an Excel spreadsheet. In the first column, place the event name. Follow in the other columns with:

  • The name of the individual.
  • Their email address.
  • Their telephone number.
  • Why you want to follow-up.
  • When you should follow up.

Then every single time after attending a networking event, the first time you’re back in the office, go directly to your Excel sheet. Complete the fields with your new information. Do not read your email, make a phone call, or begin any other task until you have filled out your Excel spreadsheet.

Keep the business cards as well, and make little notes on the back to refresh your memory. For example, say, “hot prospect,” “call after January,” “put on my newsletter list,” or “follow-up with name of referral.”

And then, the hard part—follow-up. Once you’ve followed-up, note the date and time of the follow-up and some brief notes on your conversation in the Excel spreadsheet. 

This is so easy to do and helps you keep track of every individual you meet. Every day, or once a week, open up your spreadsheet and start filling in the list. Before you know it, you will have an effective and useful system that you soon will discover you cannot live without. 

Keeping track of all this information helps you to avoid excuses, like “I can’t find their business card” and offers extremely easy access and organization. You might also consider purchasing a business card file case to hold all the cards in the same place, too.

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You’ll learn valuable information and practical steps to take to better market your small or solo law practice when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call .

 

Take Control of Your Future--NOW

 

When it comes to doing law firm marketing, by all means avoid the “shotgun” approach by doing a little bit of this, a little bit of that, a press release here, a blog post there. Each of these is a powerful marketing tactic and a vital part of your marketing strategy; however, to truly get the most out of them in practice development dollars you need to organize your time. After all, you can always make more money, but once time is spent, it is gone forever.

Therefore, the key to moving forward with your practice throughout the year is directly related to finding ways to more fully automate your practice, including a solid follow-up plan, press releases, blogs, newsletters, autoresponders and webinars.

It can seem overwhelming at first, but it’s not difficult when you have a plan, draw out timelines, have invested your time and money in the right campaigns and, most important, know where you have been and where you are going. 

It’s not going to happen accidently. Despite your busy days, endless phone calls and mountains of paperwork, marketing proactively and deliberately is something you can no longer ignore. Recent advances in technology can help you boost your bottom line and simplify and automate your practice as the legal profession is becoming more and more competitive.

(In my next post, I will give you an easy way to create an effective follow-up system for something that we all have—other people’s business cards.)

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You’ll learn valuable information and practical steps to take to better market your small or solo law practice when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreat is scheduled for Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call .

 

Why Market Your Law Firm?

 

Letters on KeyboardWhy do so many attorneys fail at marketing their practices? It all comes down to one simple truth: with a product, the customer can see it, touch it, taste it or feel it. The senses combine to help the customer decide to make the purchase.

But what does the customer have to go on when purchasing a service? Generally speaking, only your words in various forms of advertising, and the words of your satisfied clients.

Specifically speaking, a service purchase cannot be fully evaluated until after the service has been performed. Unfortunately for the consumer, there are no money-back guarantees on legal representation.

Once you understand these differences, you are in a better position to develop the kinds of marketing strategies that work.

Do not falsely assume the client will use rational parameters to evaluate your services before purchasing. The client is as likely to pick you because of your office décor as any other rational reason.

The average client is ill-equipped to use your credentials, education and experience to evaluate your suitability, mostly because the average client does not see a difference from one lawyer to the next.

Statistics show there are more than a million practicing attorneys in the U.S. alone with 30,000 or 40,000 new law school graduates every single year. The field is becoming intensely competitive and will continue on that path, and consumers are likely to carry on as they always have, choosing attorneys for all sorts of reasons that have nothing to do with skill.

Therefore, it is very important to effectively market your services in ways that are actually related to the way your typical prospect buys your services. The way a typical client arrives at the decision to hand over a retainer is probably far different than you think.

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You’ll learn valuable information and practical steps to truly market your law practice – and more -- when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreats are scheduled for Friday, February 20th through Saturday, February 21st, in Los Angeles and Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Boycotting the Recession

 

Calm Winter DayWell, it’s official. We’ve been in a recession for at least the last 12 months. The media has been harping that it’s the worst we’ve seen since the Great Depression of the 1930’s. I’ve had many conversations with clients all across the country and I know many of you are hurting.

Now, I’m not one to stick my head in the sand and ignore world events; however, if it’s all the same to you, I’m going to sit this recession out.

Why? Because most economists will tell you that a recession is as much psychological as it is financial. Therefore, I’m boycotting the recession.

How? Well, here’s how I’m doing it. And I invite you to join me.

  • Don’t make major decisions based upon your emotion. During this stressful time, it’s easy to do so. Therefore, talk to a trusted advisor or mentor and ask for their advice before you make that final decision on major issues.
  • Don’t cut back on your level of customer service—increase it. Think of this as your unique competitive advantage.
  • Continue to invest in marketing. Done properly, marketing is not an expense; it’s an investment. And since your competitors are holding back, then this is the perfect time to continue your marketing to help you pull past those competitors.
  • Call all your best clients every month. Check in with them to see how things are going and how you can help. They’ll appreciate being able to talk business owner to business owner.
  • Take care of yourself. Last, but not least, make sure you’re taking care of yourself—get plenty of rest and balanced nutrition and take time out just for yourself, to recharge your own batteries.

Follow these tips and you’ll not only be helping me boycott this recession, but you’ll be doing your practice—and yourself—a world of good.

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You’ll learn valuable information and practical steps to truly market your law practice – and more -- when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreats are scheduled for Friday, February 20th through Saturday, February 21st, in Los Angeles and Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891

Take Part in the Best Practices Survey (Part 3 of 3)

 Because local and state bar associations play such vital roles in the advancement of the legal profession, we of The Rainmaker Institute have a unique opportunity for these organizations:

Become a sponsor of The Rainmaker Institute 2009 National Survey of Best Practices in Small Law Firm Marketing.

Already, a dozen or more state and local bar associations have taken advantage of this opportunity, organizations including the Indiana and Minnesota State Bar Associations and some local bar associations in Arizona and New York.

For their sponsorship, state and local bar associations receive some added benefits, including special access to survey information not available to anyone else.

What does sponsorship cost?

Sponsorship costs nothing – absolutely nothing. All we ask is that participating state and local bar associations promote this survey among their members.

To find out more about the added benefits of sponsorship or to become a sponsor, please email Beth Mitchell at: beth@therainmakerinstitute.com

P.S. – Attorneys: Have you taken The Rainmaker Institute 2009 National Survey of Best Practices in Small Law Firm Marketing? If you haven’t, please do. It will only take about 7-10 minutes of your time. Go to: www.rainmakersurvey.com

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You’ll learn valuable information and practical steps to take to better market your small or solo law practice when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreats are scheduled for Friday, February 20th through Saturday, February 21st, in Los Angeles and Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Take Part in the Best Practices Survey (Part 2 of 3)

 

Have you taken The Rainmaker Institute 2009 National Survey of Best Practices in Small Law Firm Marketing?

If you haven’t, please do. It will only take about 7-10 minutes of your time.

Go to: www.rainmakersurvey.com

When you take it, not only are you contributing to a law firm marketing best practices knowledge base in areas including:

  • Current challenges and obstacles to growth faced by small firms.
  • Specific strategies used by top attorneys to build their practices.
  • Statistically-valid data on the critical variables in determining a law firm’s achievement.

but also you do receive some added benefits. They include:

  • An Executive Summary of the findings, including analysis of the entire data sample.
  • A white paper highlighting “Best Practices” to help you implement proven business development strategies.
  • Exclusive access to 3 conference calls after the survey to discuss key findings and specific action steps you can apply to generate more clients during this difficult economic time.

So I encourage you to take the survey by going to: www.rainmakersurvey.com

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You’ll learn valuable information and practical steps to take to better market your small or solo law practice when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreats are scheduled for Friday, February 20th through Saturday, February 21st, in Los Angeles and Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Take Part in the Best Practices Survey (Part 1 of 3)

 

When it comes to law firm marketing, have you ever wondered:

  • What your competition is doing?
  • If you could be employing better, faster, more cost-effective legal marketing strategies?
  • What combination of law firm marketing strategies will help you increase your client base?

If you ever asked these—and other—questions about law firm marketing, now’s the time to get answers.

How? By participating in the largest legal marketing survey ever conducted. We of The Rainmaker Institute have partnered with more than a dozen state and local bar associations and other trade organizations to bring you this professionally-designed, statistically-valid survey.

Through it, we hope to answer questions such as:

  • Current challenges and obstacles to growth faced by small law firms.
  • Specific strategies used by top attorneys to build their practices.
  • Statistically-valid data on what variables are most critical in determining a law firm’s success.

But to do that, we need you. So please take the survey by going to www.rainmakersurvey.com

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You’ll learn valuable information and practical steps to take to better market your small or solo law practice when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreats are scheduled for Friday, February 20th through Saturday, February 21st, in Los Angeles and Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call .

 

Position Yourself as an Expert: How (Part 2 of 2)

 

Silver LiningShort of being cited as an expert on TV, however, there are other tactics you can do. Here are a few:

  • PRLeads.com

      You can sign-up online at a company like www.PRLeads.com and, for about $100, make yourself available as an expert in a specific field.

      PRLeads sends out queries stating they need expert opinions. PR Leads will allow you to choose certain categories such as “legal expert” or “legal Industry,” and the next time a journalist needs a quote in that specialty, you might be invited to be interviewed. For the 10 or 15 minutes it  takes to create a profile for yourself, that’s a pretty darn good return on investment.

  • Yearbook.com

      www.yearbook.com is another “paid for” service where you can be listed as an expert. This book is sent out to more than 65,000 journalists all over the country, and journalists use the book to find experts to interview on various topics related to, not only the legal industry, but also other industries.

Marketing your business is an ongoing project, not a once-and-done event. By getting a firm grip on your target market, speaking to that market with the right combination of online and offline marketing solutions, and making sure you stay in touch regularly, your business will continue to grow, whether it’s spring, summer, fall or winter.

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You’ll learn valuable information and practical steps to take on establishing yourself as an expert– and more -- when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreats are scheduled for Friday, February 20th through Saturday, February 21st, in Los Angeles and Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

Position Yourself as an Expert: Why (Part 1 of 2)

Platinum MicrophoneWith your ezine going well, it’s time to turn your attention to using the power of the media to highlight your accomplishments and to create a more visible platform for your firm.


Here are 3 benefits of using the power of the media as part of your marketing strategy:

  1. It imparts credibility. When a reporter writes an article on you, this is known as “third party endorsement” and is perceived by potential clients as more credible than an ad placed by you with the same information.

  2. Positions you as the expert.  This goes along with point #1, imparting credibility. So your goal is to seek out journalists covering stories related to corporate America or events where you have the opportunity to leverage and establish yourself as the authority. Journalists often cite three experts. Regardless of the topic, one expert is on the left, another is on the right and one offers a general answer to the effect that “more research is needed before an opinion can be formed.”

  3. Adds another “touch.” Marketing research has shown that it takes an average of 7 times (or 7 “touches) until a potential client does business with you. By using the media, this can be on of your “touches” with the added benefit of it not costing you a dime, unlike advertising.

Using media as part of your marketing mix plays a huge role in your success. Remember, it’s crucial to “touch” your clients and prospects consistently to ensure they think of you when the need for legal representation arises.

In my next blog post, I’ll give you specific ways you can get media attention.

 

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You’ll learn valuable information and practical steps to take on creating your own ezine – and more -- when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreats are scheduled for Friday, February 20th through Saturday, February 21st, in Los Angeles and Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to:  www.RainmakerRetreat.com or call 1-888-588-5891.

Test, Track & Do It All Over Again

Once you have your system down pat, your next step is to make sure you are tracking everything you are doing.

Most online newsletter creation software will allow you to track how many ezines were sent out via email; how many were actually opened; how many readers took a second action (like clicking through to your website); how quickly after delivery your email was opened and other factors that will help you gauge your success.

 

Testing your market and tracking your results is crucial, and not a step you want to ignore.

 

Overall, remember the five-to-one rule: you want to achieve five times the return on investment that you would make in your marketing. When you consider you will spend less than $50 a month, it’s not hard to imagine how quickly you will reach that number to get the best bang for your buck with a limited amount of time, energy, and money.

 

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You’ll learn valuable information and practical steps to take on creating your own ezine – and more -- when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreats are scheduled for Friday, February 20th through Saturday, February 21st, in Los Angeles and Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

Growing Your Mailing List

Before you begin creating your newsletter, think carefully about who is going to be reading it. What are their needs? What are their problems? What are their challenges? How can you make their lives easier and more enjoyable?

Where do you find the answers to these key questions? Well, if you have a website, are generating traffic (visitors) to your website, and capturing their names and email addresses via an opt-in or another conversion method, you have already begun to build your list.

 

Every single website visitor must be accounted for, because every visitor to your website is a potential customer. It’s very important that your website provides several different means for visitors to provide basic contact information so you can add their names to your list and grow the list over time.

 

After all, if you do not have much of a list, why produce an ezine? Your ezine is designed to connect with your clients and prospects via your list, so building your list is actually your first step.

 

And don’t worry about snapping your already stretched budget, either. With so many terrific newsletter management programs available, you can reach a list of thousands every month for under $50.00.

 

The one we recommend is www.constantcontact.com. It’s an excellent resource, allowing you to produce professional-looking newsletters at an affordable price.

 

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You’ll learn valuable information and practical steps to take on creating your own ezine – and more, when you attend a Rainmaker Retreat, a two-day marketing boot camp for small and solo law firms. So if you’re a partner in a small law firm or are on your own and want to grow your practice while enjoying the lifestyle you deserve, you owe it to yourself to attend a Rainmaker Retreat. The next Rainmaker Retreats are scheduled for Friday, February 20th through Saturday, February 21st, in Los Angeles and Friday, March 27th and Saturday, March 28th in Las Vegas. Register early and receive $200.00 off your registration fee and $800.00 worth of bonuses. To register or for more information, go to: www.RainmakerRetreat.com or call 1-888-588-5891.

 

 

 

The Key to Online Success

The key to connecting powerfully with current clients and winning new clients online is frequency and consistency.

Numerous marketing studies have shown that it takes a minimum of seven ‘touches’ or contacts from your company to a client or prospect—whether an email, phone call, piece of mailed advertising—before most of your best prospects will stop what they’re doing long enough to say, “Who are you and what can you do for me?”

 

The entire world is bombarded with advertising messages, as many as 5,000 each day. All of us suffer from information overload, because there’s just so much information now. We can’t possibly absorb every individual message the first, or even the second, time we hear it.

 

The key to success, then, is communicating with your clients and prospects multiple times, frequently, consistently, and then developing systems, like the ezine, that can be automated and simplified so you just need to devote only one hour a month to keeping in touch with the people you most want to do business with.

The Anatomy of an Ezine

Thinking about creating an ezine? You should. And the sooner you do it, the sooner you can build better relationships with your current clients and help invigorate your referral process, for starters.

But if thinking about creating your own ezine has got you thinking about writing the next War and Peace, stop! Ezines are most effective when they are brief.

 

For an effective ezine, all you need is: 

  • No more than 1,000 words, total.
  • Several interesting, timely topics.
  • Killer headlines. 

That’s it. And that’s the anatomy of the ezine.

Law Firm Development: Are You on Target for 2009?

For many law firms, business slows during the holidays. And that makes it a perfect time to review your law practice.

Start by Asking 3 Questions

 

  1. Am I on target with my goals?
  2. Are my numbers lining up? (Examine your overhead, major expenditures, profit margins, etc.)
  3. Am I creating a business that supports and enhances the lifestyle I want to lead?

 

Create an Action Plan

 

After you’ve collected the data and done a bit of reflection as these 3 questions require, you’re only half-done. You now need to create an action plan. To help you with this, here are a few questions to answer and suggestions to guide you:

 

On Your Goals

 

If I’m on target with my goals, is there something I can do differently to make those goals happen sooner? What are these things I can do? If I’m not on target with my goals, what’s preventing me?

 

On Your Numbers

 

Do the numbers look good? Could they look better? How? What actions should I take? (i.e, “improving law firm marketing,” “cutting costs,”)

 

On Lifestyle

 

If I am creating a business that supports the lifestyle I want to lead, is there something that could be improved even more? What are those items? If I am not creating a business that supports the lifestyle I want to lead, what are the obstacles?

 

Action Plan

 

Now take a look at each category. List what you came up with. For example, under “goals,” depending upon how you answered the question, you could have listed either 1) Things you could do to make the achievement of those goals happen sooner, or 2) Obstacles in the way of your achieving your goals.

 

After you’ve listed all the respective items in their categories, then rank them from “Urgently Need to Address;” “Need to Address Soon” “Nice to Address But Not Essential.” And congratulations! You just created your blueprint for a better law practice in the coming year.

 

A Better 2009 Is Now Yours

 

By taking a little time at the end of the year to review your law practice, you’ll position yourself for an even better start to the New Year. Plus, by taking this simple step now, you’re already ahead of the competition, since most won’t be using the holidays to review their own law practices.

 

So . . what are you waiting for? Now’s the time to review your law practice and get a step closer to all that you deserve.

Don't "Defer" Your Legal Marketing Strategies

According to the Legal Marketing Association, lawyers get too busy with cases and many outside distractions that they don’t have time to work on marketing their own law practice. 

When it comes to legal marketing, there are several questions to ask yourself:

·         Are you obtaining the cases and clients you want?

·         Are you profiting from your client/time investments?

·         What do you do about cases you don't have the time for?

·         Do you spend your time in enjoyable ways?

 

 As an attorney, you're very well aware of the hassles of dealing with non-paying clients, difficult cases, and the demands and time-consuming chores of running an office. Legal marketing is critical to the future success of your law firm!  Don’t worry; there are legal marketing experts that can help you create a successful law firm marketing plan and do all the marketing for you as well. Legal marketing involves well timed, relevant, marketing strategies that will generate leads into clients. 

 

Any lawyer interested in increasing business, quality of clients and proactive business building strategies will not overlook legal marketing as a means to success. Attorneys hire professionals who understand legal marketing. That way, they have time to do what they do best, while professionals tackle their legal marketing endeavors for optimal results. Legal marketing experts know their stuff. So let them do it. And remember, more busy work does not always mean better results. Don’t “defer” your legal marketing strategies any longer!

"The Staples Experience" and Attorney Marketing

Staples, the mega office-supply store, sponsored a contest in 2004. Called “Invention Quest”, the winner received $25,000 and a license from Staples, which offered the winner’s clever invention under the Staples brand name. The winning invention was selected because Jevin Eagle, senior V.P. for Staples brands says.” We aren’t looking for general ideas, but specific ideas that are developed to the point where we can see the products advantages and why it is better than products currently on the market”.

The Rainmaker Institute – Attorney marketing by the nation’s largest law firm marketing provider specializing in small law firms, feels exactly the same way.   The success of our attorney marketing is based upon offering the best products and services including:

  • Specific guidelines for attorney marketing
  • Cutting-edge attorney marketing strategies to create a successful law firm
  • Customized attorney marketing seminars to meet individual firm’s needs
  • More than 20 of the largest state and local bar associations have sponsored our live law firm marketing seminars and Rainmaker Retreats to their members
  • Proven legal marketing strategies to attract your Ideal Target Market
  • Proven attorney marketing system for landing more and better clients
  • Effective legal marketing tools and how to use them to your best advantage
  • Tips on how to demonstrate your services – a crucial component of any successful attorney marketing plan 

Since 1999, we have helped more than 6,000 attorneys create successful and sustainable law practices.   We look forward to working with you in the near future.