7 Questions to Ask Before You Outsource Your Law Firm MarketingWhen I started out in law firm marketing some 20 years ago, it was a lonely profession. Today, the law firm marketing landscape is covered with so-called “experts” in SEO, social media, digital marketing, you name it. Some are good at what they do, but most have no business calling themselves an expert at anything but obfuscation.

Today, very few of the top producing law firms rely on just “word-of-mouth marketing” or random referrals. They actively promote their legal solutions to a specific target market using a number of best practices. They have either made the commitment to assemble an in-house team, or they work with an established legal marketing firm to implement their law firm marketing.

Here are 7 questions attorneys should use to vet any individual or company they are thinking of entrusting with their law firm marketing:

  1. Do they specialize in working with attorneys? Attorneys have legal and ethical rules they must follow. If you hire someone who doesn’t know those rules and ethical boundaries, it can get you into big trouble!
  2. How many attorneys have they worked with? Over the past two decades, we have worked with more than 18,000 attorneys. That is a quantifiable number and one you should solicit from any person or company that you are considering to help market your firm.
  3. How big is their digital footprint? We have been active on Facebook, LinkedIn and Twitter since their inception and have been blogging about law firm marketing since 2007.  On behalf of our clients, we have managed more than 5,200 social media profiles and authored over 150,000 blog posts in just about every conceivable practice area.
  4. Do they have a successful track record? We have helped over 18,000 attorneys learn how to double their revenues and increase their referrals. We have probably helped more attorneys break the 7-figure barrier than anyone else in the nation. Ask your candidates to show you specifically what they have done for other law firms and ask to speak to a few attorneys they have represented so you can get a true picture of their capabilities and ability to deliver.
  5. Do they have a blueprint plan or is it just hit or miss? We have the Rainmaker Social Media blueprint that helps guide our clients to success. It is in writing and taught every month at our Rainmaker Retreats, where attendees also use the Rainmaker MAP (Marketing Action Plan) to create their own marketing plans. Ask your candidates to show you their plan and some real-world results that have come from attorneys who implemented it.
  6. How big is their team? Is it just them? What happens if they go on vacation or get hit by a bus? At The Rainmaker Institute, we have a team of 60 law firm marketing specialists who are true experts in the industry.
  7. How do they measure results? How will you know if they are successful? How long will it take before you start to see results? We provide our clients with monthly statistical reports so they know exactly what kind of results their marketing plan is delivering.

They say you get what you pay for, but we all know that is not always true, especially when it comes to marketing. Be sure you know exactly what you will be getting before you hire your next “expert.”

How to Face Your Social Media FearsFear of the unknown is a basic human instinct, and we see it every day when it comes to attorneys and social media.  But with 77% of Americans using social media, it’s time to face your fears!

One way to face your fear is to learn all about proven social media marketing strategies attorneys have used to build their practices at a Rainmaker Retreat, our two-day law firm marketing program.

Here are four of the most common fears I hear from attorneys at our Rainmaker Retreats:

“I don’t have enough time.”

You don’t have to spend a lot of time on social media for it to benefit your firm. Choose the one social media network where your target market is most likely to be found — for B2C attorneys, the #1 network is Facebook; for B2B attorneys, it’s LinkedIn. Then spend about 30 minutes a day — first thing is best — on creating a post about something of interest to your target market. If that still doesn’t work for you, you can engage a law firm marketing company like ours to help you.

“I don’t know what my ‘voice’ should be.”

The voice in your posts should be yours. It should sound human, not corporate. Have your personality and opinions reflect your firm’s marketing strategy and values.

“I don’t know what to post.”

Think about the top 10 problems clients have that you solve, and create posts with solutions to those problems. You can then turn those posts into a free report. How-to articles and FAQs are great ways to showcase your expertise as well — FAQs are especially useful for SEO and voice search. Share interesting and informative articles you’ve found that your audience can relate to, and ask questions to start conversations.

“I’m worried about negative comments.”

The question is not IF you will get a negative review, but WHEN.  And the best way to successfully offset a negative review is to have as many positive reviews as possible. Think about it: the last time you went to order something on Amazon, did the product have both positive and negative reviews? Of course! But you still purchased it, right? Why? Because innately we all know that no matter what the product or service, there will always be someone who is unhappy.  As long as we see more positive than negative reviews, chances are we still invest in that product or service.

There’s also a positive side to a negative review: if it has merit, then you’ve just learned something about how you can improve your service. If it doesn’t have merit, don’t worry — it’s still an opportunity to respond professionally to show you care enough to engage. And if it’s just off the wall, no one will pay attention to it.

At every Rainmaker Retreat, we focus on providing advanced hands-on training for lead generation, lead conversion, legal marketing automation, and Internet and social media marketing strategies specifically designed to help attorneys generate more and better referrals for their law firm, and convert more prospects into paying clients.

Upcoming Rainmaker Retreat dates include:

  • April 27-28, 2019Dallas, TX/The Highland Dallas
  • May 31-June 1, 2019 — San Francisco, CA/Hilton Garden Inn San Francisco/Oakland Bay Bridge
  • June 21-22, 2019 — Boston, MA/Hyatt Regency Boston
  • August 16-17, 2019 — Las Vegas, NV/Aria Resort & Casino
  • November 8-9, 2019 — New Orleans, LA/International House Hotel
  • December 6-7, 2019 — Los Angeles, CA/The Ritz-Carlton, Marina del Rey

Plan ahead and take advantage of the Early Bird pricing, where you can save 30% off the regular price.

You can register online for a Rainmaker Retreat or call 888-588-5891 for more information.

3 Ways Lawyers Can Improve Client CommunicationThe #1 complaint clients make to bar associations is about their attorney’s failure to communicate. Communication is fundamental to building a strong, lasting relationship with clients. You must stay on top of your email and phone messages.

If you spend a lot of time in court, then you need to (1) better set and manage client expectations as to when they can expect a response to their email or phone call, or (2) assign someone on your staff who is trustworthy and reliable to return those calls for you and set up an appointment to speak with you when you are available. Be sure you have a staffer scouring your email for client requests that can be handled without your intervention, like inquiring about when their court date is or how to dress for an upcoming appearance or to remind them of the address for their deposition.

Beyond the everyday communication, there are three other areas most lawyers can work on to improve their client communication:

Keep clients informed about the progress of their cases.

I strongly recommend you have someone (not an attorney) call and email every single client to update them on their case every month – even if there is no update, We are still waiting to hear back from the insurance company. We are still waiting on the judge to issue a ruling on our motion. We haven’t heard back yet from opposing counsel and we are emailing them every week asking for a response. In most cases, there can be weeks or even months that go by with no movement. During this time, clients can think you have forgotten about them.

To retain client loyalty and satisfaction, you need to gently remind them that you are still “on the case” and haven’t forgotten about them. This person can be your legal assistant or even a paralegal, but we don’t recommend it be you or an associate unless absolutely necessary.

Proactively educate clients on events or changes in the law that could affect them.

Sending out regular client communiqués or newsletters is a very cost-effective way to educate former clients and referral partners of changes in the law that could affect them or simply remind them of their legal rights and responsibilities.

Inform them of other ways you can help them and other areas of practice in your law firm. It’s your responsibility to educate and inform clients of other ways you can add value. If there are other services you provide that they could benefit from but are not currently using, let them know what benefits they could get from using those other services. In addition to telling them over lunch and sending out monthly newsletters, you can also hold seminars or webinars on relevant topics of interest. Find every opportunity to demonstrate your expertise and your usefulness.

Remind your clients regularly of the results they are getting from working with you.

Clients are likely as busy as you are and your great work is not always on their radar. Law can be a thankless profession. Far too often clients expect you to move heaven and earth and never even offer a simple thank you in return. If you’re getting good results for your clients, remind them on a regular basis. Don’t wait until the end of the case and the final bill. Casually mention it along the way. As Muhammad Ali said, “It’s not bragging if you can back it up.”

7 Tips to Popularize Your Law Firm BlogThere are lots of legal blogs out there. Many of them may be by your competitors. So how do you ensure that your law firm blog will find a good following when there are so many choices? Here are 7 ways to gain readers for your law firm blog:

Take a stand.  It’s human nature to follow the leader, and a leader always has a strong opinion on the things that matter.  Don’t be afraid to let your readers know what you stand for — it will give your law firm blog a refreshing voice and will attract the people you want to do business with in the first place.

Add value.  It’s always tempting to do a “me too” post, especially when you’re in a time crunch.  However, if you’re not adding something of value to someone’s knowledge base with every post, you are wasting your time and theirs.

Give it away.  Many attorneys are concerned about revealing too much about their area of practice, thinking that if they “give it away” they won’t be hired.  But you don’t want any do-it-yourselfers anyway — they make horrible clients.  And most people will be pulled in and impressed by the depth of your knowledge.  Plus, giving a free report in exchange for an email address is a superb way to get leads.

Leverage experts you know.  Including quotes and even allowing expert guest bloggers to add to your content will transfer their expertise to you in the minds of your readers.

Keep it simple.  Unless you’re writing specifically for other lawyers, legal jargon is a big turnoff for most readers.  You want to make your reader feel comfortable with you, not like you are always talking over their heads. Remember, your prospects are coming to you for insights on problems they have that they don’t really understand — make it clear that you do understand their pain.

Use stories.  Everyone likes to read a story with a hero, a villain and a good ending.  Use stories (with the real names omitted) to illustrate your points and demonstrate that you have an in-depth knowledge of and experience with your topic.

Keep posting.  The most-followed blogs are those that post regularly. You should be adding new content to your blog several times a week to satisfy your readers as well as Google, since search engines rely on fresh content to rank the relevance of websites.



The Client Exit Interview Script That Leads to Retention & ReferralsConducting exit interviews with a client after their legal matter has been concluded is essential. Yes, it can sometimes be uncomfortable. But it is almost always beneficial, since the insights you gain can be used to improve your firm in ways that will eventually lead to more business and happier clients.

Here are 6 critical questions you need to ask each client after the case is closed:

  1.  Are we easy to do business with?

The reason that this is the first question is simple: clients who find you easy to work with are much more likely to retain you in the future and refer you to people they know.  The answers to this question will give you important insights into how your operational system is working to increase client satisfaction — and if your system is flawed, you can learn how and fix it.

  1.  What did you like about our services?

This answer will not only provide you with information on what your client found most important, but also what they wish you offered that you currently do not. There may be some opportunities for new services you could provide that would mean incremental income for your firm.

  1.  What could we have done differently?

Clients usually let small annoyances slide, but those can build up over time. Wouldn’t it be nice to know what is lacking that you can easily fix so you can rid your firm of irritating or unproductive practices?

  1.  Did our team communicate effectively with you?

The #1 complaint bar associations get from clients is that their attorneys do a poor job of communicating with them. If your team is not doing what they should to keep clients up to date on their legal matters, you need to know it and fix it.

  1.  Did we meet expectations?

A negative answer to this question can tell you if your firm is doing a poor job of either setting or managing client expectations, or if you are failing to meet them altogether. Then you can work to prevent similar failures in the future.

  1. Would you refer us to friends and family?

Most people believe lawyers don’t want or need referrals or they get all their clients from their own advertising efforts. Help them understand that your business is just like any other profession and relies on referrals to friends, family members, colleagues, business associates, etc. If you’re a multi-discipline firm, educate them on the scope of your firm’s services. Tell them what a good referral looks like to you by explaining the profile of your ideal client. Instruct them on the best way to make a referral to you — if you prefer an email introduction or a phone call.

Asking these six simple questions can go a long way toward providing you with a more productive law firm and new referral sources that bring you more clients.


How to Grow Your Law Firm by Hiring the Right People [Free Webinar]

The nation’s unemployment rate is at the lowest it’s been in almost 20 years — 3.8% in February — and still trending downward. In real estate parlance, this means it’s a seller’s market and buyers (employers) are finding it harder to recruit and retain top talent in almost every field, including legal.

I’m not talking about lawyers here; as far as I know, there’s no shortage of those. I am talking about the people who make your law firm run — receptionists, assistants, sales and marketing people, etc. — all of whom are critical to a service-based business.

So how can you find and keep the best possible talent for your law firm? People who can add value right out of the box and make a real difference in your bottom line? Our free webinar on How to Find, Train and Retain the Best Talent can get you on your way.  You can access it for free and watch it at your convenience.

The webinar is led by Jay Henderson, founder of Real Talent Hiring, and one of the nation’s leading authorities on how to find and hire the right talent to grow your business. Having good people is what separates good law firms from great law firms. If you want to hire better, more productive people, you cannot afford to miss this webinar.

Some of the topics Jay covers include:

  • The 3 P’s of hiring and driving performance
  • The Superstar Profile
  • The Superstar Magnet for attracting talent
  • Best interviewing strategies
  • Testing: Should you test candidates and what to be aware of

Studies show that companies with happy employees are 12% more productive and 20% more profitable than those with unhappy employees.  Once you have a group of Superstars working for you, you will never want to settle for anything less.

Sign up online now for the free webinar, How to Find, Train and Retain the Best Talent, and start hiring the people you need to succeed!

Time for Lawyers to Review Their Social Media Marketing TacticsIn January 2018, Facebook announced that it was changing its algorithm to prioritize posts from friends and family over business posts. By August 2018, the News Feed algorithm change had resulted in a drop in engagement for business pages — by as much as 50% for some categories.

Although there are a few reports of a rebound, being able to count on organic reach via social media alone to reach your potential clients is pretty much over.

This means it is imperative for lawyers to change what you’re doing — not only because the world has changed, but also because what consumers used to read on social media they now want to watch, primarily on their phones. Here are 3 of the best tactics you should be deploying for social media marketing:


Social networks not only allow you to post a produced video, but you can live stream as well. All this is happening because of demand. People want video. According to Hubspot, 55% of Internet users view video online every day and 78% view it every week — and 85% view video on Facebook.

So if you are lagging behind on video content, it’s time to catch up. Video is a key element in getting attention for your law firm on social media. Talk about the things that are plaguing your target audience on video and post them. Share videos of interest to your prospects that someone else has produced (obviously not a competitor). Get in the game, either by doing it yourself or finding someone who can help.


According to comScore, 80% of social media usage is from mobile devices. Most people prefer using a mobile device for content consumption, as long as the experience is a good one.   Some people only use mobile, having abandoned their laptops and desktops long ago.

Facebook recognized the shift to mobile marketing with Lead Ads, which is perfect for your free ebook, newsletter or webinar signup offers. With Lead Ads, users are taken to a form that is automatically populated with their contact information after they click on your ad’s call-to-action. Lead Ads can greatly increase your mobile campaign conversion rate.

Social Ads

Social media advertising is no longer a want, it’s a need. You need to use paid media to support your organic social media marketing campaigns. People no longer want to be pushed off their Facebook or LinkedIn page to your website. They want to engage with you on their platform of choice.

Luckily, social media advertising is fairly cheap so you don’t need a big budget to be successful. You can scale your buy up or down, depending on your conversion rate. Driven by a need to monetize their platforms, social media networks have made advertising extremely affordable with some exciting solutions that allow you to really zero in on your target market.

Today’s social media is yesterday’s Yellow Pages — it’s where your prospects are going to find you. Be there — on mobile, on video, with ads that forge a direct connection with your clients and prospects.


Don’t Be Misled by These 8 Email Marketing “Alternative Facts” Not only is email marketing NOT dying, it is still the most trusted form of communication. Combine that fact with the reality that it is also the most cost effective way to market to clients and prospects and you have a real winning proposition!

Since email marketing has been around since the advent of email, there are some myths that persist about the practice. Here are 8 of them and the research-backed reasons why they are untrue:

  1. You annoy your clients when you send frequent emails. Research shows that if you are sending relevant content, readers are happy to read them and take action. Just one extra email campaign a month can net you significantly greater opens and clicks.
  2. Timing isn’t everything. 85% of email opens occur within two days of receiving an email, so don’t get caught up in thinking your email needs to be sent on a certain day at a certain time.
  3. “Inactive users” should be culled from your list after six months. Actually, 20% of your annual openers do so after being inactive for six months.
  4. Consumers mark most branded emails as spam.  Less than one subscriber in every 2,000 will mark an email as spam.
  5. The more email a brand sends, the more they are ignored. Actually, if you send four emails a month instead of just one, this actually doubles the number of readers who will open one or more of your emails.
  6. You get better results with short subject lines. It depends on how you define results.  Research shows that email subject lines with under 60 characters increases opens, but subject lines of more than 70 characters increases the number of clicks received. Actually, readers are much more likely to read an email because of who it’s from than the subject line.
  7. Email goes to a spam folder because of subject lines. According to an analysis of 540 billion emails, spam keywords like “free” have little or no effect on whether they will end up in the junk folder. Spam filters are much more sophisticated these days and are more likely to use reputation rather than certain keywords in identifying spam.
  8. Never send the same email twice. In 2018, the average open rate for legal email marketing campaigns was 21%. That means 79% or more may have never read your email. If you’ve sent an important email, don’t fret about sending it again — just be sure you send it only to those who didn’t open it the first time or use a different template and images with the same copy.


3 Steps to Keep Referrals Coming How do you continue to build relationships with referral sources when you are always crunched for time? Just like anything else that matters, you have to carve some time out for the things that are meaningful to you — and few things are more meaningful when it comes to building a profitable law practice than a constant source of referrals.

Developing that referral network takes time and attention, but if you get organized, you can still do it no matter how many balls you have in the air. Here are 3 steps you should take to keep the referrals coming your way:

Step 1: Be Proactive

Don’t wait for someone to take the initiative to 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 those who make at least 3-4 contacts with potential referral sources every week.

Take a few minutes and scan your contact list. Select 15 to 20 names of potential or current referral sources and send them an email or better yet, pick up the phone and call them with an invitation to lunch or coffee. Set a goal of having at least two face-to-face meetings every week for the next three months.

Step 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. When one you think will hit your contact’s hot button hits your Inbox, forward it to him or her with a personal note.

Several of my clients have doubled and tripled their referrals in six 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 google.com/alerts.

Step 3: Focus on Serving, Not Selling

When you meet with referral sources, don’t make the mistake of dominating the conversation. You are there to listen.  Any attempt to “sell” them on your services will be a complete waste of your time and theirs. Look for ways you can serve them and their clients by connecting them with other resources or pointing them in the right direction regarding a legal issue. Ask a lot of questions about their business. Ask them about the attributes of their ideal client or customer so you can reciprocate when appropriate. Then be sure you keep educating them about your ideal client so they don’t waste anyone’s time sending you people you can’t help.

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

Finding Solutions to Your Law Firm's Most Challenging ProblemsImagine what it would be like to have skilled and focused law firm partners helping you find solutions to the most challenging questions and issues in your practice. You would get many lives of experience, resources, education and insight from which to draw. There are few things as powerful.

This is what membership in the Rainmaker Mastermind Group provides.

In the Rainmaker Mastermind Group, success is not merely hoped for, it is assured. Our mastermind group allows you to use the full strength, training, experience and knowledge of other elite members as if they were your own. Each of the minds involved are expanded and reinforced by exposure to other minds.

While all members are unique in many ways, everyone encounters many of the same struggles, and it is only in being aware of these truths and opening ourselves up to assistance that we overcome challenges and reach our goals sooner and easier.

If you are truly dedicated to scaling your law firm to the next level, then you must surround yourself with people who are further ahead in the growth cycle than you are. Joining the Rainmaker Mastermind Group is one of the best ways to do that.

Here are 5 key benefits to being a member of the Rainmaker Mastermind Group:

  1. Specialized Knowledge: No one person knows it all, which is one of the most common reasons people fall short of their goal or choose not to take chances. People believe they don’t have the knowledge or required education to get where they want to be. The fact is, no successful individual has become successful because he knew everything. The most successful people are not the ones who know how to do everything, but the ones who know how to get people to assist them with what they don’t know. While it is your duty to be experts in your particular area of law, it is not possible for you to know everything there is to know about all aspects of the law or building a law practice. For instance, you may know little about law firm marketing, law firm websites, Law firm marketing plans and the like. But by being part of a mastermind group, you can leverage the knowledge and strengths of everyone around you to move forward more quickly toward your goals.
  2. Definiteness of Purpose: Definiteness of purpose is a key to your success. If you do not know with absolute certainty what you want, you are not likely to reach the level of success that is possible. Mastermind groups offer knowledge, information, and direction. Members will help you stay on track, call you out when you are not doing what you say you are going to do, and generally serve as the more rational voice inside you to keep your eye on the prize. However, you have to be clear on your own purpose if you expect to get the most out of the experience. The clearer you are about your purpose, the more success you will find.
  3. Infinite Experience: An individual who is trying to develop a strategy to grow his or her law practice for the first time has a higher probability of failure because he or she has finite experience. You have only what you currently know to guide you. However, the mastermind group has infinite experience. It has years of combined experience, knowledge and insight from which you can draw to accelerate your learning curve.
  4. Group Energy: Many attorneys at small and solo law firms struggle without consistent interaction with their peers on a daily basis. They may work with clients and attend events a few times a month, but working in isolation can limit your growth. Having a mastermind group keeps you connected, helps you to see that your struggles are not unique, and that you can have outrageous success even if you stumble once in a while.
  5. Higher Levels of Accountability: When you have a group of likeminded people committed to you and your goals, it is much more difficult to let things go than when you are working alone. Having others who are expecting you to achieve the goals you have set for yourself can often add that little extra bit of motivation you need to follow through. In addition, when you know that others feel accountable to you, there is a sense of responsibility you have to do what you say you are going to do. Accountability works both ways and it is one of the primary reasons why mastermind groups are so effective.

If this sounds like something you could benefit from, I invite you to click here to learn more about the Rainmaker Mastermind Group and see if you qualify.