Curious About a Great Legal Marketing Membership? Learn More Below!
Ben Glass and his team at Great Legal Marketing work with an elite mix of attorneys from virtually every practice area from personal injury to bankruptcy and beyond. We are not for everyone, in fact, while we attract many who "want" to get better we know that only about 20% of any population will do the work necessary. The difference in results has nothing to do with where your law practice is located or how much experience you have. This is all about the choices that YOU make.
By joining Great Legal Marketing, attorneys like you discover and implement proven marketing and management strategies that have transformed all kinds of practices. You will discover how to build better referral relationship, improve your internet marketing, expand into new markets, better manage your employees, and so much more – this really is a “club” for success-minded attorneys who want more than just an average practice. We take pride in having members who are ambitious, motivated, and determined attorneys who understand that their law practice is also a business.
We have an exceptional track record of changing the lives of our members. We frequently hear reports of double- and triple-digit growth from our members. And the goal achieved don’t stop there. Our members have told us that being with Great Legal Marketing has given them their lives back so they can do what they really love in life. The power of our programs has also been credited with regular month-long vacations, turning 70-hour work weeks into a highly efficient 40 hours, saving marriages, significant weight loss, countless jobs created and even improved golf scores.We want to help you create your own success story.
Below you will find answers to our top questions about a Great Legal Marketing membership. If you are interested in becoming a member, you can click the button below to purchase our introductory package.
How Does Great Legal Marketing Work?
Great Legal Marketing has three membership levels; Gold Marketers, Diamond Practice Builders, and MasterMind. Most attorneys start at the Gold Marketers level where they learn the basics of direct response marketing for attorneys. We provide our new members with templates, guides, and loads of other free materials to help them launch their very first marketing campaigns. After attorneys have achieved their first goal of getting more clients, they typically ascend to the Diamond Practice Builders membership.
Our Gold and Diamond programs are both monthly memberships that give you access to our materials and our marketing team. Gold members have access to our Chief Marketing Officer Charley Mann as well as access to the other Great Legal Marketing team for help with advertisements, marketing strategies, tracking, and other practice growth topics. Diamond members have more access to Ben Glass as well as access to the rest of our team.
Great Legal Marketing is NOT a done-for-you service. We are forever learners, and our members are as well. We help those attorneys who are ready to do the work needed to achieve the success they dream about for their practice.
Who Is Ben Glass?
Most people who meet attorney Ben Glass come to know him as a father of nine children (four of them adopted and five who still get on the school bus every morning), a small business advocate in Northern Virginia, a non-profit and charity supporter, and ex-marathon runner - in addition to being one of the most-reviewed attorneys in the area (see him on Avvo and Google).
Ben has spent his career practicing law in the courtrooms throughout Northern Virginia. He is a nationally recognized board-certified personal injury, medical malpractice, and disability insurance attorney in Fairfax, Virginia. He graduated from George Mason University School of Law in 1983 and has devoted his career to representing individuals against the insurance companies.
Through Ben’s experience in testing various marketing techniques for his own firm, he has discovered what truly works and has implemented his knowledge into the creation of Great Legal Marketing in 2005. Hundreds of lawyers in the United States and Canada have already joined Great Legal Marketing and are watching their practices take off.
How Do I Start A Great Legal Marketing Membership?
Great Legal Marketing's materials are not free. We have two monthly membership levels and one yearly membership level. The first step is to decide which membership level is right for you. Most attorneys start at the Gold Marketers level where they learn Great Legal Marketing's style of marketing. To start a Gold Marketers Membership, you need to purchase Practice Power Tools. Practice Power Tools is our introductory package that will kickstart your marketing journey and guide you through the first steps.
Attorneys who want a higher level of membership can start at our Diamond Practice Builder level. This is a good option if you are currently a gold member and want to enhance your membership, or you already own a successful law firm but need that extra edge. The process to start your Diamond membership is similar to starting our Gold membership. After you purchase our introductory toolkit, your Diamond membership will begin right away.
If you have been a Great Legal Marketing member before and already have our Practice Power Tools or Diamond Blueprint Package, you can reactivate your membership by calling (703)543-9677.
What is Included With a Great Legal Marketing Membership?
You can read the complete list of benefits that come with a Great Legal Marketing membership at PracticePowerTools.com. Practice Power Tools is our introductory toolkit that kicks off your Gold Marketers membership, and you can receive the benefits listed as soon as you sign up.
A full Gold Marketers membership includes:
- Monthly delivery of the Great Legal Marketing Journal: The Great Legal Marketing Journal is the monthly publication that all members receive. In the journal, you will find tips, tricks, and insight into new (and old) marketing topics and ideas.
- Member Toolkits: Every Great Legal Marketing member gets an introductory toolkit to start their marketing journey. The Practice Power Tools kit is designed to help you launch your very first marketing campaign and orient you with our marketing ethics and values.
- Monthly teleseminars with Charley Mann and Ben Glass: Each month Great Legal Marketing hosts three LIVE calls for members. Gold Members have access to the Gold Call with Charley Mann where you can learn about new, innovative strategies and rediscover old marketing ideas that will bring more leads to your law firm.
- The Ultimate Referral Letter: Charley Mann created the best, and easiest, way to grow your referral list within a few weeks. The Ultimate Referral Letter package is available to all membership levels, and when used this letter will immediately grow your referral network and start getting you better leads right away.
- Access to our many templates, guides, and tutorials: The Great Legal Marketing crew is always hard a work bringing you the latest and greatest in practice growth. We publish new guides and videos to help you achieve your goals.
- The Fast Action Boot Camp: The Fast Action Boot Camp is a members-only event where you get one-on-one access to the whole Great Legal Marketing crew. This event is popular among members, and many members attend more than once! This event is FREE with membership!
- Discount and Specials: Great Legal Marketing hosts a three-day Summit once a year in Washington D.C. You can learn more about the Great Legal Marketing Summit by visiting GLMSummit.com. Gold and Diamond members receive discounts on tickets and on any products available in our web store.
- Access to Our Exclusive Membership Website: We created a portal for our members to access all our materials. Everything we send you for membership can be found in digital form on the membership, plus other materials you can find nowhere else.
- ...Plus Much More!
How Do I Learn More About Great Legal Marketing and Membership?
You can learn all about Great Legal Marketing by browsing this website and by visiting PracticePowerTools.com. You can also fill out our contact form at the bottom of this page to ask a specific membership question. These messages are sent directly to the Great Legal Marketing team and we respond within 24 hours.
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A large law firm recently opened for business in my town, and now I'm bleeding clients. How can I maintain a positive attitude?
It's always a shock, in any business, when a larger, better-funded competitor sets up shop down the street: witness the plight of all those mom-and-pop stores that are driven out of business by a Costco or Wal-Mart.
Once you get over the initial surprise, though, there are two ways to handle this situation: the first is to throw up your hands, concede the game, and take up another profession. The second is to accept the challenge head-on, and figure out a way not only to survive, but thrive, in the shadow of your new competitor.
No, it's not easy. But look at it this way: for every five mom-and-pop stores that are driven out of business by big-box retailers, there are two or three that adjust their business plans, step up their marketing and promotional efforts, and resolve to present themselves as the personable, reliable, home-grown alternative to a faceless corporation. So what if some of your clients defect to that new law firm? With some clever marketing, you can attract new clients, who may not be as eager to have their cases foisted off on junior partners or to be treated like statistics rather than live human beings.
More to the point, failure breeds failure: if your remaining clients see your hang-dog attitude about that new law firm, they'll be all the more likely to defect themselves, since you've convinced them that your ship is going down and there are no rescue boats on the horizon.
Questions? Call the lawyer marketing consultants at Great Legal Marketing (888-791-2150) to learn more!
What “voice” should I use in my law firm’s marketing materials?
This may sound like a simple answer, but all materials—including your webpages, newsletters, and emails—should be written in your own voice. The trick is to be able to establish your style and tone without having to write every piece of content by yourself.
Remember: you want your firm to stand out from the crowd. All other law firms in your area will have polished websites, social media accounts, and offer a free consultation. Your personality is the only thing you have that other law firms don’t—so don’t be afraid to use it!
If you are looking to hire an assistant, you would want someone smart and capable. You might have fifty people apply for the job, and all of them are qualified. How do you make the choice? They all can do the job, but whom do you want to take the job? It all comes down to personality.
Your readers are thinking the same thing about you: they would rather hire a real person than a commodity. What are your opinions? What do you stand for? Don’t be afraid to take a personal stance on an issue: those who share your opinions and hire you as a result will make up for any readers you will lose.
Most successful law firm marketing campaigns have their own writers and editors who specialize in making web content snappy, informative, and easy to navigate. These articles are tailored to the preferences of the law firm; this way, all of the firm’s contact with the reader has been given with one voice.
To learn how to add personality to your legal marketing, join our Great Legal Marketing team by calling 888-791-2150 today to get insider tips delivered right to your inbox.
How Can I Establish Brand Loyalty with My Law Firm’s Clients
Brand loyalty is ideal, but difficult to build for small businesses. When done right, it is an effective way of marketing your legal practice for customers at any level: a new potential client or a previous client looking for representation in the future. However, most brand marketing is done wrong. Before you invest in a branding campaign, you need to understand what that truly means for small law firms.
Typical Brand Marketing Requires Major Investments
TV lawyers will spend a lot of money to show their ads several times a day. The spend is outrageous, with very little tracking. For a law firm with millions at their disposal for advertising, TV ads can be worthwhile. For a solo attorney, they are excessive.
You need to rethink what a "brand ad" is for your law firm. After all, you are working on a budget, so you need to invest wisely and track your return on investment carefully. The good news is by creating trackable ads that focus on direct response advertising; you can brand your law firm and attract new clients at the same time!
Positioning your Law Firm as the Gatekeeper
Think of your practice as a business that sells everything, like Amazon or Google. Even if a customer doesn’t buy an item from them, they will go through them—making that site their natural first stop for questions and the hub of their shopping activity.
You would like to do the same for your legal marketing strategy: make your firm the natural portal for your clients looking for legal information. To position your law firm this way, you have to ask: why are companies such as Amazon and Google so effective?
- Easy information and accessibility. A major reason people click away from websites is because they can’t find what they’re looking for. Take a look at your favorite websites, from calendars and email to the local deli. Can you navigate with ease? Is the information you need available—and is it where you thought it would be?
- Fingers in all the pies. A good website goes far, but those sites have a team of marketers on all the major social media sites (and many develop their own mobile apps for cell phone-friendly shopping).
- An opinion on everything. Shoppers want to do their homework before they buy anything, including shoes, movie tickets, and legal advice. If they like your firm, they’re going to be looking for your opinion on local cases and issues, much like they would look for movie ratings. You don’t lose customers if they read a competitor’s website; you lose if they don’t click back to compare it to what you think.
I've thought of an innovative way to market my law firm, but I'm afraid to use it because another lawyer might steal it. What should I do?
First things first: is that new, innovative way you've hit on to market your law firm really all that new or innovative? Lawyers have been promoting themselves for literally thousands of years, and in the last 50 years they've grown increasingly savvy about TV, radio, print media, social media, the internet, Twitter, you name it.
Not to doubt your marketing savvy, but some lawyer, somewhere, has probably hit upon the exact same law firm marketing strategy as you're thinking of implementing, or has arrived at the idea independently and is planning the exact same maneuver you are.
Even if you have come up with something entirely new, it's a waste of energy to worry about other lawyers potentially stealing it. The fact is, assuming your gambit is successful, other lawyers will steal it—and since you can't really trademark a marketing strategy, there's nothing you can do about it except to take imitation as the sincerest form of flattery.
More to the point, the most successful lawyers know that the legal profession is not a zero-sum game. Just because you've gained a client doesn't mean that another lawyer has lost one, and vice-versa: it's better—and more lucrative—to imagine an ever-expanding pool of potential clients than to assume there are a limited number of people in need of your (and other attorneys') legal services.
In fact, if your new attorney marketing strategy is as effective as you think it is, your best bet may be to share it with every lawyer in town, since—as the age-old saying goes—a rising tide lifts all boats.
Questions? Call the lawyer marketing experts at Great Legal Marketing (888-791-2150) for a free consultation today!
Why should I encourage people to comment on my website? I don’t know what they’re going to write!
That’s true. When you open up the ability to comment on your blog, you can’t pick and choose who’s going to reply (or what kind of comment they’re going to make). However, there are ways to steer the conversation into a healthy and informational debate. This is much better than simply turning the comments off; if your readers can’t weigh in, it’s going to make you look at best unapproachable—at worst, like a know-it-all.
Here are three reasons you should allow comments on your law firm’s website:
- Increasing traffic. There’s a reason social media sites are the most popular places on the web: they allow people to interact with what’s going on, rather than just read about it. Commenting on your site gives your readers a chance to interact with you, making you seem accessible as a person and a professional—two key ways to improve your legal practice.
- Fans to the rescue. Once you have built up a loyal fan base, you can use your followers’ input to battle any negative comments you receive. For every person who leaves an uninformed comment, there’s probably another ready to jump to your “defense.” However, you must make sure that your fans know where to go, so make good use of your Twitter feed to alert them to any ongoing debates.
- Comment moderation. If you are afraid of someone leaving defamatory messages about you in the comments, you can always opt to turn on comment moderation. This allows you to see and approve each comment before it goes “live.”
Want to get insider marketing tips delivered right to your inbox? Join our Great Legal Marketing team by calling 888-791-2150 today. For other tips on attorney marketing strategies, browse our website and download your free preview chapter of Ben Glass’s Great Legal Marketing book.
What is a “mastermind,” and how does it pertain to my law practice?
In his book The Law of Success, motivational writer Napoleon Hill describes the mastermind as “a mind that is developed through the harmonious cooperation of two or more people who ally themselves for the purpose of accomplishing any given task.” In another book, Think and Grow Rich, Hill expands on the mastermind concept with this analogy: “A group of brains coordinated (or connected) in a spirit of harmony will provide more thought energy than a single brain, just as group of batteries will provide more energy than a single battery.”
What, you may ask, does this have to do with promoting your law practice? Well, what Hill is trying to convey is that the company you keep is an important determinant of your success in life.
When optimistic, energetic, forward-thinking people spend a lot of time together, they create a synergy that propels each individual to action. Conversely, if you're feeling down in the dumps, spending the bulk of your time with another disillusioned person won't exactly be conducive to brainstorming your way out of your difficulties and generating new ideas.
If you are a lawyer looking to expand your legal practice or your client base, the last thing you need is to associate with people who tell you that your situation is hopeless, or who bring you down with their own negative take on life. At Great Legal Marketing, we know that a successful advertising or marketing campaign springs from a successful attitude—and if you don't have that, all your efforts will go for naught.
Questions? Call our lawyer advertising experts today at 888-791-2150 for a free consultation!
How Do I Tell My Clients That My Time Is Limited and I Can't Take Many Phone Calls?
Well, a good first step would be not to pick up the phone in the first place, unless you're sure that it's an important call. That's why they invented caller ID: with only a little effort, you can identify “must-take” from “can ignore” phone calls.
You can also invest in an administrative assistant, or make it a practice not to hand out your cell phone number to clients—or at least to lower-level clients who don't require 24-hour attention.
What you should do, though—and which too many lawyers don't do, for fear of offending their clients—is to calmly and courteously explain to the offending caller that your time is valuable and that every minute you spend on the phone is one less minute you can spend preparing his case. A reasonable client will not be offended by this explanation; in fact, he will probably be impressed that you guard your time so zealously, with his interests uppermost in your mind.
Another good strategy is to agree to talk to your needy clients, but only during certain times of the day, and only when the call has been scheduled in advance. When you make the appointment, you can tell your client that you only have five or ten minutes to talk—and when that limit approaches, you can explain that you have another call scheduled and that it would be unfair to the next client to cheat him of his phone time.
This is a time management problem. It's a known fact that lawyers who successfully manage their time are more successful attorneys and esteemed more highly by clients than lawyers who are constantly playing catch-up and showing up late for appointments.
What happens when my law firm’s advertising works and people raise their hands to say they want to talk to us?
If this seems like a silly question, consider all the ways this scenario can go wrong. Your marketing campaign is in full swing, and you’re starting to get some leads. Many attorneys’ knee-jerk reaction is to say, “Well, we call them back and set up an appointment.” Easy, right?
That might have worked ten years ago, but today, it’s not nearly good enough. The person who contacted you isn’t going to stop at asking one attorney for advice—not when the Internet allows him to email anyone, anywhere, instantly. He may have queried five, ten, or fifty lawyers in the past hour, and will likely base his decision on two things: how quickly the attorney responded, and how helpful the attorney was.
How can you show the customer that you’re the best—and quickest—out of fifty?
Don’t overlook the conversion process
Now that you have customers, you must turn them into clients. If they send you an email, your automatic response system should let them know that they have been heard and will be answered shortly. If they have given their street address, an informational packet should be on its way to their home.
The point is: your law practice marketing does not end when someone contacts you. You would be surprised how many people overlook this simple (and vital) part of their marketing strategy.
Not knowing how you’re going to cope with the business your campaign brings in is like spending thousands of dollars on a racecar and forgetting to hire a driver: you may have a great system, but if you don’t know how to work it, it’s not going to go very far.
To get regular insider tips on effective legal advertising, join the Great Legal Marketing team by calling 888-791-2150 today.
Why should I offer an e-book? Doesn’t it look more professional if I have my firm’s legal guide published and printed?
If you want to spend your law firm’s marketing budget on printing your book, by all means, do it. Many sites offer an electronic or a paper copy, and it’s ultimately up to your client which one he would rather have.
But consider this: an online visitor fills out the web form requesting a free copy of your law firm's promotional book. You get the email and send an automated response telling him to check his mailbox in five days. Then you (or your staff), put the book into an envelope, print a label, pay for postage, and wait for the mailman to pick it up.
Meanwhile, the customer keeps searching online for more attorneys in his neighborhood. He finds one of your competitors, who also has written a legal guide with a catchy title. He asks for a copy, and boom: it is instantly delivered to his inbox in an easy-to-read electronic format. The customer sees the email, and begins to read the book, abandoning his web search and becoming closely acquainted with your competitor.
While you spent your ad budget on postage and printing, the competition has won the client from you—and it has cost him nothing.
This is why you will always lose a waiting game with your customers. You’ve convinced them to ask for more, then abandoned them when they took action. The client may be confused, hurt, or angry—but they will be certainly be looking for someone else. It doesn’t matter if you’ve written a better book, have a lower fee, or are a better attorney than the next guy—if the next guy is faster than you, you’ve already lost.
For more insider tips on converting web visitors into customers, join the Great Legal Marketing team at our 2012 web marketing conference. Call 888-791-2150 today to reserve your space.
I’m interested in legal niche marketing. How can I decide what my specialty should be?
Chances are, you’ve already got a special focus area.
Before you consider changing to niche marketing for your law firm, ask yourself about your current crop of clients—or the ones who didn’t hire you in the past. Which were the most rewarding? Which were the most profitable? Which got you the most media attention, and which clients were so impressed they recommended you to their friends?
For instance, think about how many times you had a client ask:
- “Have you handled cases like mine before?” If you were able to give many different examples—or one story that allowed you to demonstrate your knowledge—this could be your niche.
- “Do you think my case has merit?” This question allows you to show not only your knowledge of the law, but also the particulars of each individual case.
- “What do you need from me?” A customer who asks you this shows that she is seriously considering taking you on—and she wants to be an active participant in her case.
- On the other hand, think about the questions you’re tired of answering—or the ones that get you nowhere. For example:
- “How much do you charge?” This client is shopping around for the lowest bidder. Also, if your rates or fee policy is posted on your website, it shows he hasn’t done his research.
- “How long is this going to take?” While most clients will want to know how long they will be waiting, they must be prepared for the answer. Any customer who storms out if their case won’t be settled by the weekend is being unreasonable, and will likely be difficult throughout the course of his suit.
Want to learn more about finding the perfect client? Click the link on this page to download a free preview chapter of our Great Legal Marketing book today. For additional help in developing a winning law firm marketing plan, call our Great Legal Marketing team at 888-791-2150.
I'm thinking of advertising our law firm. Isn't it enough to describe us as “the best personal injury firm in Little Rock?”
That would be a good start, yes. But without even looking at the detailed listings, we can tell you that there are at least a few dozen other personal injury law firms in Little Rock, and all of them would probably describe themselves as the “best” in TV, radio, and web advertisements.
It helps to keep in mind that there are over one million lawyers in the United States, and a whopping 30 percent of them—that's 300,000 attorneys!—list personal injury as one of their specialties.
The point is, while you may well be the “best” personal injury firm in Little Rock, you're far from the only law firm advertising its services. If you really did your homework, you would have identified the other major players in your market and figured out their slant on personal injury law. Do they specialize in on-the-job injuries? Slips and falls? Injuries resulting from car accidents? Only by getting an eagle's eye view of the competitive landscape can you hope to craft a legal advertising campaign that makes prospective clients choose your law firm rather than the one down the block.
At Great Legal Marketing, we specialize in crafting law firm advertising and promotional campaigns that set you apart from the competition, whether you're operating in a small town, a medium-sized city, or a major metropolis—and whether you practice a popular specialty like personal injury, or a more esoteric one like viatical trusts. Only a well-targeted campaign, using carefully chosen media, can reach the kinds of clients you want to attract. Call our legal marketing experts today at 888-791-2150 to get the process started!
Why should I be marketing to an “ideal client?” Don’t I want to attract lots of different kinds of people to my law practice?
Of course you do. However, you may find that marketing to one specific person brings a lot of different people across all age ranges and job descriptions to your door.
Sound strange? Not if you think about how marketing works. For example, let’s say you have no ideal client in mind. You list your practice area pages and qualifications, and say you are ready to help anyone… and yet, you have little to no response on your website. This is because you’re using a “catch-all” approach to marketing—and your text and content will have to be vague and unfocused in order to apply to everyone.
Now, let’s try appealing to one specific person: a worker who has been injured on a construction site near your town. This person will likely be out of work, in his mid-thirties to forties, and probably has a family to support. Now that you know him, you can appeal to his concerns: payment for his medical bills and worker’s compensation to provide income for his children.
And here’s the interesting part: this type of client-specific legal marketing will attract other customers even if they’re not your target audience. Your readers will see how you go about helping someone in specific circumstances, walking them through the problem and stating how you can offer assistance. These snapshots show prospective clients how you will help them, rather than simply telling them you can.
Remember: the world of Internet marketing is always changing, and it doesn’t take long before the uninformed are out of business. Build a successful legal marketing strategy today by joining our ranks, or get more FREE tips by downloading a preview chapter of our Great Legal Marketing book.
What does “less is more” mean for legal marketing?
When a person is looking for a lawyer, chances are he is not in the best place in his life. Whether it’s because of a car accident, possible bankruptcy, personal injury, or any of the other areas for which a person needs a lawyer, he probably don’t want to spend more time than the absolute minimum needed to find the right lawyer.
This is a great marketing opportunity for a lawyer who speaks to the potential client’s needs, instead of showing off her credentials or buffeting the client with legal jargon. A business-like focus on the legal issues at hand might be just what’s needed to pull in the client. This is a time in his life when the client wants to deal with someone he knows can help in a simple, professional manner.
This “less is more” marketing strategy says you can pull in potential clients without flashy online ads, endless posters on buses all over town, or an offer for a free book to answer all their questions. Those types of marketing can work fine, but for certain potential clients, you just need to convince them you’re a competent professional who has the answers.
So how do you make the right impression?
This could be accomplished through a few informative articles on a website or a down-to-earth ad on local television or other local mediums. An ad showing how you took down a major corporation for millions of dollars might be effective for some clients, but a different strategy is need for someone who’s just trying to avoid losing everything he has over a few bad decisions or a car accident.
Local advertising is a good way to catch the eye of someone who is just looking for help, not a lifelong relationship. Present yourself as a regular person who is out to help other regular people, and you will attract the regular people. That doesn’t sound too flashy and profitable, but just remember, there are a lot of “regular people” out there.
For more information on law firm marketing strategies, contact Great Legal Marketing. They have a large library of online resources, and you can order a free chapter from Ben Glass’s book on running a solid law firm marketing campaign.
How Can I Run A Small Law Firm Efficiently?
There are many questions that go into running a small law firm or breaking out to starting your own firm for the first time. You still need to have clients and bring in the money. If you’re starting out, forget about a paycheck for a while and start working to make the company sustainable. If you are already running a small law practice and are looking to make it more viable, there are ways you can help yourself. Here are some ideas for the small law firm, new and old, that will help things run a little more efficiently and cost-effective.
- Focus on the quality of your work instead of running as many cases as possible. You have to know that your clients can be your best marketers after you’ve completed their case. If you do two amazing projects, you’re left with two paychecks and two clients who think you’re the best lawyer since Atticus Finch. If you do three mediocre cases, you have three paychecks but three former clients who will probably forget your name when a friend asks them who helped them with their legal problems recently. Be remembered for your great work.
- Keep in touch with former clients. Keep a database of all your clients’ information and keep them up to date with what’s new in the community—and what’s going on in your office, too. A good law firm newsletter with relevant information will keep your name fresh in their minds. Satisfied former clients will be ready to refer their friends to you, and you can benefit from positive word-of-mouth advertising.
- Promote your law firm intelligently. By that, we mean to spend your legal marketing budget wisely, Plastering your name on billboards, buses, and the Yellow Pages isn’t the most cost-effective way to market when the Internet is available for all the good stuff. Cut costs in your marketing budget by posting informative articles on a website—your own law firm website, or anywhere people might notice your byline. Let your clients find you because they want your expertise.
There are many ways to keep your law firm running at a cost-effective machine, no matter how small the business is. Make time for marketing and focus on doing great work, and the people will be impressed.
Do handwritten notes really matter to clients?
When it comes to time management, it’s hard to get a concrete idea of what kind of return you see on the investments you make. How can you estimate the profits you will see from spending a little extra time keeping up with past clients, or reaching out to potential clients whose contact information you have acquired?
But sometimes the little touches can be remarkably effective law firm promotional tools. For example, a hand-written note really can go a long way to keep you fresh in the minds of the members in your community.
Why pen and paper still beat printers and toner cartridges
When it comes to dynamic legal marketing, one of the best things you can do is maintain a positive image with your community and the businesses and people within it. A lot of legal practices send periodic law firm newsletters or emails to their contacts to keep them up-to-date, or send informational statements that are in their area of interest.
A handwritten note can take that gesture to the next level.
Almost everyone has gotten a hand-written note that looks friendly, only to realize it’s a stamped-on label. Or there’s the printed-out envelope that’s supposed to look hand-written! It should look like a nice touch, but it just comes off as cheesy most of the time.
The hand-written note, however, can be one of those high-return time investments that will put you at the forefront of potential clients’ memories. Someone sees his name and your name in hand-written ink, and it can make an impression. If it’s something you can work into your marketing schedule, and it’s a client you really want to pull in, don’t be afraid to spend that extra little time.
For more information on taking your law firm marketing to the next level, contact Great Legal Marketing. They have a large library of resources online, and you can order a free chapter from Ben Glass’s book, which offers tips on legal marketing and improving your community image.
Do I Need to Hand Out Company Pens, Mugs, And Magnets, or Is It Just A Waste of Money?
It depends on what you consider wasted—and what materials you are relying on to spread the word about your business. Done well, your law firm’s marketing materials can be an effective way of bringing in new clients; done poorly, you’ll end up eating a lot of the cost.
For example, let’s say you buy two boxes of pens for your firm. You give them away at conferences (where everyone else does, too), keep them in the office (where everyone already works for you), and give them to your family and friends (who would have hired you anyway). When one of these pens does make it to a client, it is one among many he has floating around the house—and will more likely spend its life in a drawer rather than being seen and used.
On the other hand, you may choose to order a box of magnetic calendar pads with your firm’s web address on it. Then you mail these, along with your company newsletter, to your subscribers. If one calendar is hung on your client’s refrigerator or file cabinet and is seen by at least ten people per day for one year, it will be viewed a minimum of 3,650 times (most likely more, if it is hung in a communal area of the home or office)—and that is only one calendar.
Why should I spend my money on a radio ad for my law firm? Isn’t my website enough?
If you’ve been following our Great Legal Marketing tips, then your website is no doubt informative and interactive. But the web is a big place, and it doesn’t matter how great your page is: if nobody can find it, it’s not going to help your business.
Most people will hear a radio ad and then seek out the business online. While you may mention the phone number and web address, your potential clients will often be driving or have their hands full when the ad is on—but if they remember your name, a simple Google search will lead them to your site.
Radio ads can fill a few holes in your legal marketing campaign. For instance:
- Radio ads are subtle. Unlike a TV ad, a legal radio advertising spot is only a few seconds long, familiarizes potential clients with the law firm and its practice areas, and does not overwhelm the listener with repetitive tropes (like frightening graphics of gavels and “foreclosure” stamps).
- Radio ads are catchy. If you’ve ever been annoyed by a new song on the radio only to turn it up a month later, you know how effective repetition can be for marketing. People who turn off or tune out your ad in the first few weeks will still remember the ad when they think about hiring an attorney.
- Radio ads are a missed opportunity. Many attorneys put their advertising into television rather than radio, making radio an open advantage for savvy marketers—especially if they offer a free book or other information to the listeners.
To learn more about increasing your market exposure, download your free preview chapter of our Great Legal Marketing book today by clicking the link on this page. For additional help in developing a dynamic law firm promotion strategy, call our Great Legal Marketing team at 888-791-2150.
Why Should I Use Twitter for My Law Firm?
Sure, your clients and potential clients can just look on your website—if they can find it. Maybe the better question is, How can I make sure that using Twitter will get me the results I want?
The important thing to remember is that Twitter is just one link in the chain of your law firm’s web marketing strategy. You don’t need to advertise your legal practice on every webpage on the Internet, but you’d be silly not to be on the one page that everybody is reading.
Here are just a few reasons to use Twitter for online legal marketing:
- Everybody else is. Well, maybe not everybody—but with nearly 200 million registered users, at least one person you know is checking his feed on a daily basis. That’s one person you could have made into a client (who will likely have found your competition through Twitter).
- It’s FREE. Most social marketing sites offer free accounts, making your investment well worth the return. By adding keywords to your posts, you’re making sure local traffic makes it to your page—easily turning readers in your area into contacts.
- It takes about a minute. The whole point of Twitter is to communicate with your audience in a message that is under 140 characters. This the perfect length to promote an update to your website (How does the new Texas helmet law affect your kids? Check our blog to find out!). Just don’t forget to add a link.
Of course, social media marketing is always changing and evolving—and the only way to stay competitive is to make sure you’re changing along with it.
What is cross-selling in legal marketing?
There are different ways to get your name out there in law firm marketing, from the Yellow Pages to walking around town with a business card hoping someone will need a lawyer (Note: Don’t do that). But one of the easiest, most effective, and cheapest ways to give your legal practice exposure is have someone else favorably mention your law firm at the same time you promote his.
Many lawyers and law firms will cross-sell each other, forming a trusting relationship that crosses practice areas and builds everyone’s practice. If you have a bankruptcy law firm and you know an attorney across town who runs a personal injury law firm, why not help each other out?
It generally works like this. Someone walks into your door after a car accident or dog bite or something and is looking for a personal injury lawyer. You say you can’t really help them, but you have worked with a really qualified lawyer down the street who has a great track record with the area they’re looking for. They say thank you, head across town, and get the type of lawyer they need.
The next week, your personal injury lawyer buddy runs into his second-cousin’s college roommate who has run into some financial trouble and asks him to help. He says, "Hey, that’s not my area, but there’s a good bankruptcy lawyer across town"—that would be you—"who can help out."
This practice doesn’t cost either of you anything and everyone wins!
Cross-promoting your law firm can be a powerful legal marketing strategy. One important point is that you must actually trust the other lawyer, because you don’t want to refer a potential future client to a bad lawyer, or a lawyer who will refer an opportunity for you to another lawyer in a double-date type situation. Other than that, everyone comes out on top.
For more ideas for successful law firm marketing, contact the staff of Great Legal Marketing. Ben Glass offers a free chapter from his book on law firm marketing, available online.
I made a LinkedIn account, and now everyone wants to be connected to me. Should I accept everyone? After all, social media is just a big popularity contest, right?
Moments after you create a LinkedIn page to promote your law firm, there will be people popping up in the sidebar: Do you know these people? The site will ask. If you do, add them to your network! They’re only a click away…
But wait!Just like in real life, there’s a difference between being popular and having a bad reputation—and online, “who you know” will always be more important than “how many” you know.When making contacts on LinkedIn, it is important that you add:
- Peers you have worked with. Remember: you are recommending the people you are linked to as positive business contacts. If you have worked with another attorney at a different firm, you may well wish to connect to him—and he should connect back to you. After all, you are acknowledging that you have done business together, which shows potential clients that you have good standing in your field.
- Former clients. Always connect with satisfied clients. They are your best advertisement.
- Professional acquaintances. LinkedIn has a slight edge over Facebook: all of your contacts are created equal. When you add your employees and former co-workers to your site, you are promoting your business simply by commenting on their activities. This way, when their friends are looking for an attorney, they will think, “Wait—isn’t Jane friends with a lawyer?”
For more valuable legal web marketing tips, click the link on this page to download your free preview chapter of our Great Legal Marketing book today or call 703-591-9829 to reserve your spot at our 2012 seminar or to connect with our law firm promotion experts.
I’ll never have time to constantly make sure my website is running smoothly. Is there any way I can have people report issues without losing my credibility?
Of course! There’s a common business improvement tool that you can use for just this reason. Stores do it, restaurants do it, even your local coffee shop probably does it: mystery shopping.
Using secret shoppers, or mystery guests, to evaluate your business is a wonderful way of finding out what your customers experience every time they interact with it. The best part is, you don’t have to hire an outside company: you can poll employees, family members, and even former clients on their experience with the various aspects of your business.
Here are the major questions you should ask when using mystery shoppers for legal marketing:
- Website. Ask people coming to your website to compare it to their favorite or most frequently used sites. Is it easy to find what they want? Are any of your links broken? Is it easy to read? Is there a way to ask questions?
- Social media. Are you being too informal on your Facebook page? Is your Twitter page being spammed by ads? Are the comments being answered in a timely manner?
- In person. Every staff member is a representative of your business. Is everyone at work helpful and friendly? Are they playing games online, talking to friends on the phone, or ignoring people who walk in the door?
Remember: knowing where you need to improve is the only way to succeed in your legal marketing. Encourage your visitors to give you their honest feedback so you know where to put your law firm promotion resources in the future.
For more valuable marketing tips, click the link on this page to download your free preview chapter of our Great Legal Marketing book today.
What is SEO?
There is an incredible amount of information available on the Internet, but it also takes an amazing amount of information and work to get the Internet to function the way it does. There are countless programs and algorithms that work to put people in touch with the information they’re looking for. When it comes to Google and other search engines, SEO is the name of the game.
Search engine optimization (SEO) is the art of designing website content to improve the likelihood that a search engine will find a particular page, and give that page a high ranking on the results screen. The purpose is to attract more visitors to the page without the website paying for advertising space. So if someone searches for the phrase "DUI lawyer in Texas," Google will filter through millions of sites and bring the most relevant to the top. SEO takes into consideration how Google and other sites find the most relevant items, and tailors their coding and language to meet those qualities.
Having a good understanding of search engine optimizers can really help a law firm’s website get the attention it deserves, by using language that will help reach the potential clients who are looking for information in the law firm's practice areas. Google's software is sophisticated enough to penalize pandering and overly obvious attempts to solicit readers. However, a quality writer or webmaster will be able to write marketing content for a law firm website that improves search hits while staying within the guidelines.
Writing to maximize SEO can be a good way to attract more traffic to a site, but that only takes you so far. Producing solid informational content is what will take potential clients to the next step and stop clicking around. A lot of keywords are nice for hits, but real content is the only way to make full use of online law firm marketing.
For more information on maximizing your website's appeal, contact Great Legal Marketing at 888-791-2150. You can order a free chapter from Ben Glass’s book, Great Legal Marketing, which has helped many law firms get to the next level of success.
Why should I provide so many different types of articles on my website?
Great Legal Marketing advises putting a few different types of articles on your website for providing information to potential customers. It might seem a little redundant, and it might make organizing your website slightly more difficult, but it’s all worth it in the end.
Potential customers will not read a law firm’s website like a news website, Facebook, or any other website that they want to read. The average person does not generally read a lawyer’s website for entertainment, and often his mind will drift off the task. It’s very important you counter this tendency. Keep the reader on your website so your name will be more easily remembered.
The successful law firm marketing experts at Great Legal Marketing recommend having three or four types of informational articles, including library articles, blogs, FAQs, and news articles. It might seem troublesome to write and organize so many different types of content, but it keeps the wandering eyes of clients on the website.
So why four different types of information? It gives the lawyer the opportunity to speak in many different “voices”:
- You can be formal and informative in your library articles, describing the specific bankruptcy laws in New York or how to report a car accident to an insurance company.
- Blogs can be more informal, where the lawyer can just talk to the person as another human. Blogs will often provide commentary based on the facts of a library article.
- FAQs—frequently asked questions—get right down to the point in a question and answer format.
- News articles make the previous information relevant to the reader by providing examples of current events relevant to the practice area. News pieces let clients (and potential clients) know they’re not alone with their troubles.
It might seem tedious to put that much work into free information, but the people will appreciate it—and your contact list will grow.
For more information on how to keep potential clients on your website, contact Great Legal Marketing today at 888-791-2150. You can also download a free chapter from Ben Glass’s book on law firm marketing right here on our website.
Help! I finished writing my book, but I have no idea what to put on the cover. Should I just go with a picture of the law firm’s staff?
Your book can be a great marketing tool for your law firm. But it will be effective only if the book appeals to potential clients, and that means you must be attentive to every detail about the book to ensure its maximum impact.
It’s easy to see why so many attorneys make the mistake of a staff photo on their book cover; after all, a lot of books have the authors on the cover. However, most of these are autobiographies—which makes sense, since the book is about them. But this book is not about you: it’s about the reader.
When you’re choosing pictures for a legal book jacket, DON’T USE:
- A picture of your firm’s staff. The people who support you may be great at what they do, but that doesn’t mean their picture will entice people to read a book—especially if the book has nothing to do with them.
- Your law firm’s logo. No matter how pretty it is, your logo has no bearing on what your customer is going through. Remember: you want to stand out, not be boring!
- A blank cover. Having no picture at all behind your title can be just as bad as wasting the space with an uninteresting one.
The old saying is true: people will judge a book by its cover. In order to get someone to pick up (or order) your book, the front cover should have an attention-getting title over a picture that is related to the subject. For example, a medical malpractice book may depict doctors in surgery. Think about what would make you open the book if you were in your reader’s situation.
You should include a photo of yourself on the back cover, as well as a “hook” for readers who are turning it over. Pose a few questions, raise concerns—and then tell them the answers are inside.
For more tips on writing an effective legal book, call 703-591-9829 and join our monthly Great Legal Marketing program to get the latest web marketing updates.
My copy is good and my links point to all the right places. Do I really need to have video on my site?
Well, you don’t need video. Just like you don’t need a Facebook page, Twitter, or other social media—but you’ll probably find business a lot lonelier without them.
The bottom line is, video is one more way to get your clients to visit your page. Imagine your business as a mountain on a map, and Facebook, Twitter and YouTube are all different roads leading to the top. It doesn’t matter how they get to you, as long as they make it there—and if one of the roads is closed, you’re going to have a lot fewer visitors.
Here are just three reasons adding video to a law firm’s website can help your business:
- Personality. If you’ve been following our Great Legal Marketing Tips, you’ve written your webpages in a way that sets you apart from the competition. What better way to set yourself apart than by putting yourself on the site? Your customers can get to know you before they call, giving them a sense of familiarity with you before you’ve even met.
- Optimization. By adding your videos to the YouTube ranks, you’re creating another searchable database of keywords that will point viewers in your direction.
- It’s FREE. Unlike the monthly fees you pay for other forms of legal advertising, attorney videos are completely free to post via YouTube. It doesn’t matter if three people or three thousand watch your video, because any clients you bring in will improve your customer base without your paying a cent.
For more information on how to improve your legal website, join our Great Legal Marketing family by filling out the contact form on this page or calling 888-791-2150 toll-free.
I’ve already spent hours on creating an interesting and interactive website. Do I really need a blog, too?
That depends. Say you were looking to hire a caterer for a business lunch. You really like the menu on a restaurant’s website, but it was last updated a year ago—even the daily specials haven’t changed. Would you expect that the caterer could deliver good service if he can’t pay attention to the face of his business?
The same applies to creating a blog for your law firm’s website. It is necessary to have a multi-page, multimedia presence for your firm, and a blog is an essential marketing tool for bringing in clients and helping your search ranking.
Here are some quick tips to help you get started on your legal blog:
- You don’t have to learn code. Many people are afraid to start blogging because they don’t know how to use the interface. However, many sites offer built-in content management, meaning once the blog is set up, it easy to add, delete or edit content, keeping your blog fresh and relevant.
- Remember your marketing rules. Your blog should contain the same kind of content as your pages: copy that appeals to readers and has key phrases that search engine robots will rank highly. Remember to add a “call to action” at the end of the piece where your readers can find a way to contact you easily.
- Keep it short and sweet. A blog should be nowhere near as long as one of your static webpages. Think of it as a blurb or a summary rather than a whole story. By offering links to other pages on your site within the post, you are leaving your readers hungry for more information and giving them somewhere to go to get it.
For more legal blogging tips, order your copy of our Great Legal Marketing book today. When you’re ready for the next step forward in small law firm promotion, call our Great Legal Marketing team at 888-791-2150.
What information should be used to follow up law firm marketing?
One of the most successful ways to run a law firm marketing campaign is also one of the easiest and cheapest to work. When a law firm offers free information on their website, through a book, DVD, or informational packet, they can request the contact information and various other details that could be used for continuing communication.
Here are some examples of simple information that could be beneficial for law firm marketing communication:
- E-mail address or home address. Your law firm should have a monthly newsletter through e-mail or print to keep your name relevant to former and potential future clients. When someone needs a reference, you should be the first lawyer he thinks of.
- Practice area: If potential clients order your free book or information packet in a certain practice area, you now know what they’re interested in and what kind of questions they might have. Use this to communicate more information. If they request a packet on bankruptcy, e-mail them a few days later with “Five Things You Need to Know About Bankruptcy.” You’ll have them hooked if they like what they see.
- Birthday or anniversary. Send a little e-mail or postcard congratulating them on another year on earth or of marriage. If you can include something about your own life, you can ensure they see you as an actual person as well. This also works for holidays, where you can send a picture of your own family.
- Professional contact information. If a company requests information, you can organize a mutually beneficial agreement to promote one another’s services. This is especially helpful if you’re both community businesses.
For more information on maintaining relationships developed through law firm marketing, contact Ben Glass of Great Legal Marketing by calling 888-791-2150 toll-free. His years of experience can help promoting the positive aspects a law firm has to offer, and you can order a free chapter from his book on Great Legal Marketing online.
Do free consultations work for law firm marketing?
The great thing about free consultations is that potential clients are able to meet with lawyers they might want to work with without signing over large chunks of money to someone they haven’t even met yet. It’s a good thing to offer the free consultations for that reason, but they aren’t what sell the law firm.
Take a look in the Yellow Pages or online for a law firm with similar practice areas to those you rely on. How many ads have an offer for free consultations next to a picture of an eagle or a gavel or some smiling family running through a field? A lot of them probably do. They might even have a picture of lawyers looking tough, showing that they don’t mess around. Is the offer of a free consultation going to bring clients to your office over the others, or will they play roulette with all the law firm clones?
This is not to say you shouldn’t offer a free consultation. They are important in getting to know potential clients who might want to hire you, and clients who you might want to work with—which isn’t always the same people. But start with a teaser of information to get their attention on your ad and away from the others. Give them the opportunity to order a book or receive an informational packet. After that, you have their contact information and can stay in touch through their whole legal process. As you’re keeping in touch, then you can remind them that you do offer free consultations (if you want to).
While free consultations are good for building a trusting relationship, they shouldn’t be the bread and butter of a successful marketing campaign. For more tips and dos and don’ts of law firm marketing, contact Ben Glass at Great Legal Marketing and order a free chapter from his book. And when you’re ready for advanced attorney marketing strategies, toll-free at 888-791-2150 to get up-to-the-minute advice.
A buddy of mine wants me to link to his page, but we’re both attorneys. Doesn’t this mean we’ll be competing for clients?
Aren’t you already competing? It is actually a great idea to link your law firm’s website with other attorneys in your field, especially those whom you respect and admire. Many attorneys think that linking to “the competition” will cost them business, when in reality it ups the chances of bringing in clients.
Linking to other lawyers can help your firm by:
- Making connections. As long as you work out reciprocal links with your competition, you’re on an even playing field. Keep your links local, relevant, and to a small group of select firms, all of whom you know and would recommend—and of course, make sure they link you back.
- Customer comfort. Think about it: would you hire a doctor if he couldn’t think of any other doctors who would recommend him? Showing that you are friendly and professional with your peers elevates your stock with potential clients, and lets them know you aren’t a “lone wolf” in your territory.
- Search engine optimization. Every time someone links to your site, your website is given higher consideration by the search engine algorithms. In a sense, the links are telling the search robots that people are looking to you for information, which makes you more popular in searches. However, you don’t want to be linked by just anyone: a link from a site that is picky about who it endorses means more than a link from a site flooded with outbound links.
For more legal website tips on getting your page the respect it deserves, browse our articles or order our Great Legal Marketing book today.To find out when of one of our legal marketing seminars is coming to a city near you, call 703-591-9829 today.
I can’t make any changes to my site without my web developer, but he’s out of town. What should I do?
Your website is just that: your website. If only your web developer can update it, it’s not really yours, is it?It’s vital that you be able to make changes to your site at the drop of a hat, whether to correct a typo, update your contact information, or simply add a blog post on a recent event that could bring in more clients.
Think about it: every minute, your website is working to promote your law firm’s image. In order to provide the most up-to-date information, you have to be able to get “behind the scenes” of your site on a daily basis. If you can’t, it’s time to think about hiring a new web developer.
When you do, make sure your Internet guru can provide:
- Constant contact. Many web developers are freelance workers who take on tons of clients. While some are competent and trustworthy employees, many have simply bitten off more clients than they can chew. If your developer goes AWOL for days, consider pulling your business.
- Training and information. Don’t let a web developer hold you hostage! Make sure part of their marketing campaign includes teaching you how to make changes and add updates.
- Answers to your questions. Your business is a living thing. If you have problems, you need answers right away, so make sure your new web developer answers calls and emails quickly.
Don’t stop now! Get more tips on how to build a great legal website and other law firm promotion strategies in our Great Legal Marketing book. Call 703-591-9829 today to order your copy.