Is Ben Glass's Great Legal Marketing System for Me?
- Page 1
At the end of a long workday, I'm so tired that I can barely drag myself home, watch some TV, and go to bed. I sense that more successful lawyers are using their leisure time more constructively than I am. What can I do to change?
Well, it's certainly true that some attorneys have more natural energy, and need less sleep, than others. If you really are working 12-hour days, six or seven days a week, then no one can fault you for wanting to relax when you finally get home. The last thing you want to hear is, “Do more work so you can grow your practice!”
However, the fact that you're working those 80-hour weeks in the first place is a sure sign that something is amiss. What you need to do, if at all possible, is to scale back your work day—either by disposing of some of your less lucrative clients, or delegating more of your work to one of your subordinates. Then, when you're working more normal hours, you will have the energy to do more than watch some TV and go to sleep when you get home in the evenings!
What should you be doing instead? Well, the most successful entrepreneurs—and that's a category that includes lawyers—read the latest business bestsellers and eagerly devour news publications like The New York Times and the Wall Street Journal. When more of your energy comes back, you can also take it upon yourself to attend local lectures in your community, or even visit a library or museum, in order to stimulate the parts of your brain involved in creative thought. That's the portion of your gray matter that you tap into when you want to think of creative law practice promotion ideas, and it can't hurt to keep it in good working order!
At Great Legal Marketing, we know how important it is for lawyers to spend their leisure time constructively, so they can more easily come up with that Next Big Idea. Questions? Call our legal marketing consultants at 888-791-2150 to find out what we can do for you!
It's been 10 years since I graduated from law school, and I'm still working 80- and 90-hour weeks to make ends meet. Am I doing something wrong?
That all depends on how you define the word “wrong.” In the opinion of many so-called experts, including—one suspects—more than a few Supreme Court justices, you're doing exactly the right thing: you have made the law your “mistress” to which you have devoted all your waking hours. Of course you're spending 16 hours a day at the office; that's what lawyers are supposed to do!
However, it's one thing to spend your life in the office and rake in tons of money (though that's not all it's cracked up to be, given the sacrifices you're making). It's quite another thing to put in those brutal hours and make what you consider a “subsistence” living. If you genuinely can't shave a few hours from your work week for fear of not making the rent, yes, you are doing something wrong.
The fact is that lawyers—at all stages of their careers—need to learn how to work smarter, not harder.
It's very easy to yield to the received wisdom and resign yourself to toiling non-stop until the day you die, and to accepting every client that walks through your door. It takes a lot more courage to step back for a moment, weigh the situation, and question whether that “the law is a jealous mistress” mantra really makes sense given the economic realities that prevail today. Other lawyers—including your own partners—may accuse you of slacking off if you pare back your hours; you have to realize that this is their problem, and not yours.
At Great Legal Marketing, we know that successful lawyers spend their time, money, and resources intelligently, and make room for other things in life (like having a family). Questions? Call our innovative legal marketing experts today at 888-791-2150 to find out what we can do for you!
I’ve left my old firm, and now I am starting my own practice. Should I use a “tried and true” legal marketing campaign for a few years so I’m not risking my new business?
It’s easy to be tempted by the siren call of web developers who will promise to make your site the best thing the Internet has ever seen. However, it’s unlikely that such a promise it going to be true.
Of course, many web developers have experience building a great legal webpage. But in many cases, the reason they can keep churning out website after website is that they are built using templates. There are a set number of designs; you pick one, and they slap your name on it. It will get you up and running pretty quickly, but you’ll be running next to a million other attorneys in an enormous crowd, with no way to tell you apart.
This is a pretty great deal for website companies. They have a low-risk and high-return business, to the effect that all of their clients are doing the exact same advertising. If you’re the new guy in this crowd, you’ve already got some catching up to do. Why would you want to start at the back of the pack?
Now, granted: there are only so many different ways your website can look, so you’re going to have to depend on your content to sell you. Forget about all the old tropes such as touting your “X years of experience” and your “team of attorneys” and the fact that you’ve been “in business since XXXX.” None of these claims will help you anyway. Zero in on why you are different. Customers are going to see that you’re new on the block, so celebrate the fact that you are starting your own firm instead of hiding it.
To find out how to get your law firm’s marketing campaign off on the right foot, download your FREE chapter of the Great Legal Marketing book or call 888-791-2150 to get our insider tips delivered right to your inbox.
My state bar association is supposed to act in the interests of all of its members, that is, the lawyers in my state. Can't I trust it not to issue regulations that damage rather than help my practice?
In an ideal world, yes, you can. In the real world, though, your state bar association isn't only beholden to its members: it also has to answer to the state government and get along with (or at least not get in the way of) other bureaucratic entities. The results are better in some states and worse in others, but often you wind up with a body that acts against the interests of a significant proportion of its membership whenever it issues a ruling—or simply doesn't grasp that many of its regulations no longer apply to the “real world” of lawyer marketing.
Another reason your state bar won't necessarily have your interests in mind is that it represents all kinds of lawyers, ranging from sole practitioners to small firms of three to five partners to large firms with dozens of partners and even more associates. The larger firms in your state will have a disproportionate amount of pull; so will the small practitioners, who make up a lot of the grass-roots membership (which the bar association may be eager to cater to). If you belong to a small firm, you're stuck in the middle, and the rules issued by your state bar may be a pesky hindrance rather than an active help.
What can you do? Well, first, you can lobby your state bar not to issue foolish or counterproductive regulations. And second, you can sign on with Great Legal Marketing, which will keep you abreast of what your state bar is up to weeks or months before it issues new regulations that interfere with your ability to make a living.
Questions? Call our legal marketing experts at 888-791-2150 to find out what we can do for you!
How can I write good headlines for my legal website articles?
When it comes to appealing to their audience, many attorneys make the mistake of setting their sights too low. For instance, you’ve probably seen headlines such as “personal injury attorney,” or “fighting for your rights,” or “Injured? We can help.”
Not only are these uninteresting and uninformative, they are a waste of valuable real estate on your page. Why, after crafting a useful and well-written article, would you neglect to make a headline that will draw your readers’ attention to it?
Before publishing your articles, ask yourself these three questions about each headline:
- Do you want to know more? Your reader will decide what to read the same way you do: by reading the title and summary of the article. If the headline bores you, it’s certainly going to bore them.
- What is the article about? Read the first paragraph of text. The headline should summarize the article in a provocative way. Consider the difference between “Common mistakes doctors make in surgery” and “Five mistakes that surgeons make every day.”
- Have you seen it before? Remember, you want to be different. If your headline sounds too generic or “lawyer-centric,” rather than focused on the customer, rewrite it.
Our legal marketing gurus know that the whole point of your law firm’s online advertising is to stand out from the competition and get your readers to want to contact you. To find out how our tips can get customers calling, call 888-791-2150 today or click the link on this page to download your FREE chapter of the Great Legal Marketing book.
An advertising firm is trying to convince us to use a catchy jingle in our law firm's TV commercial, but I'm not convinced. Do jingles really work?
In the right hands, they certainly can. Chevrolet spent years advertising its cars using that “heartbeat of America” jingle, a tune that's remembered fondly by an entire generation. On the other hand, General Motors is one of the biggest companies in the world, and it could afford to scour the globe for the exact right piece of music to use in its advertising campaign. The chances are that your law firm's pockets aren't quite as deep!
If you've ever watched daytime TV, you already know that most jingles are unmitigated disasters—usually a seven-digit phone number or the company's name sung in near-random notes by a poorly rehearsed chorus. Some of these jingles are so bad that they're also, in their perverse way, very effective, but most of them are so bad that they're...well, just bad. Simply put, they won't do anything for your firm's name recognition, and they might even prompt viewers to mute their sets (or, better yet, get up and go to the refrigerator) whenever your commercial comes on.
Rather than silly gimmicks like jingles or animated mascots, you're better off putting your best foot forward and telling the viewers of your TV commercial what you can do for them in their hour of need (“Have you been in a car accident? Call our firm to learn the ten mistakes that can hurt your personal injury lawsuit!”)
Ideally, your TV commercial should aim higher than simply making a potential client look twice: it should be so sincere, and so convincing, that that person remembers your name weeks or months down the road when he's in need of a lawyer.
Questions? Call the lawyer marketing professionals at Great Legal Marketing (888-791-2150) to learn more today!
I’m not a writer. How can I be sure the copy for my legal marketing materials is working?
This is a great worry for many attorneys. Since the first contact your customers will have is often with your website, you want to make it an informative and welcome environment for them. They should be able to click easily from one item to the next, feeling as if each article was written just for them.
Impossible? Not so. Here are a few guidelines that can keep you on the right path to great legal website copy:
- An interesting, provocative headline. Most people spend less than three seconds on a website before clicking away. You need to grab their attention quickly to draw them further into your site.
- Copy that enters the conversation in their mind. Your customers don’t care about you (at least, not yet). They care about what’s happening to them—and that’s what you should be talking about.
- The irresistible offer. In this day and age, people aren’t asking what you can do—they want to know what you will do for free (and your offer of a phone number isn’t going to cut it). Your book, CD, or DVD needs to offer information vital to your ideal client—so vital that they would be foolish not to ask for it.
Great website content is a must, but it’s only one component to your attorney marketing strategy. To learn how to take your law firm’s advertising to the next level, call 888-791-2150 today to have our tips delivered right to your inbox. You can also click the link on this page to download your FREE chapter of our Great Legal Marketing book.
Can you give me a “quick fix” solution to get more clients in the door?
We get this question a lot at Great Legal Marketing. Attorneys want to know the one thing, that mythical “magic bullet” that they can use right now to bring a flock of new clients to their door.
The reality is, it doesn’t exist.
Disappointing? Maybe. A lot of people think that there is only one key to successful law firm marketing—a change in their phonebook ad or a few lines of code on their website that will bump them up 50 places in the search engine listings. But think about it: if it were that easy, wouldn’t everyone know it by now?
The truth is, good legal marketing isn’t easy—especially not at the beginning. But that’s actually good news for you. Since web marketing is a complex problem, it has a complex solution. All of those other attorneys who are looking for the magic bullet are going to wander around, wasting their time, trying to find something that doesn’t exist.
You, on the other hand, accept that this is a multi-step process. You outline your goals, learn about social media, and constantly try new things to reach clients. You use many different outlets to reach your clients and funnel them back to your website, and you continually follow up with your rolodex of contacts.
Those other attorneys—the ones who are still searching for the “easy” button—are doomed to repeat their mistakes. Their ads will all look alike, they will waste hundreds or thousands of dollars on media buys in less effective markets—and their prospective clients will hear about you way before they hear about them.
To get started building your legal web marketing campaign, call 888-791-2150 today or click the link on this page to download your FREE chapter of the Great Legal Marketing book.
How will limiting the types of cases I take build my practice? Won’t it mean less business?
Only if you measure “business” by the number of clients you have. Many attorneys do just that, and wonder why they never have time for their families and friends—and their bottom line isn’t even stable to make up for it.
Having fewer clients does not mean less business—in fact, it means quite the opposite. You will be building a better, more successful, and hopefully more lucrative practice.
Stop thinking about how you can pull in more cases and ask yourself:
- Whom do you enjoy representing?
- Which clients have cases that you have a great track record winning?
- Which past clients made you feel proud and honored that you were able to help them solve their legal problem?
- What types of clients (or cases) do you hate?
- Are there cases you would rather not take on sitting on your desk right now?
These questions aren’t irrelevant: they directly impact your relationship with your customer. After all, you didn’t become a lawyer to help people you don’t like, for a paycheck that won’t let you enjoy the little free time you have. You should like your job, not dread coming into the office every day—and if you’re taking cases that are personally unfulfilling, your clients are going to see it in every interaction you have with them.
There are perfect clients out there for you, and once you find them, all of your legal marketing efforts should be focused only on them. If you do it right, your law firm’s web marketing campaign will make your perfect clients feel as if it was designed just for them. At the same time, all those other cases will realize you’re not a good fit for each other (which is really best for you both).
To get more insider marketing tips, call 888-791-2150 today or click the link on this page to download your FREE chapter of the Great Legal Marketing book.
Can I really attract clients to my law firm by doing the opposite of what my competition does?
If you ask most people why they chose an attorney, the top answer would be “I knew the attorney personally.” The second is “someone recommended him.” The third is the thing that brings people to you: why would someone hire you to do an important job above all other qualified individuals?
This is why it is so important to stand out. Think about all those attorney ads in the phone book, pages and pages of names with no personal details attached. If you’re thinking about placing an ad there, would you want it to look just like everyone else’s? What does that say about you? “Hire me, I’m just like everyone else here?”
People need a reason to choose you, and you need to give them that reason. Look through those pages again, and pretend you had to choose one of them based only on their ads. Which one stands out the most? Are any of them funny? Do they make any offers to the client? Or would you simply close your eyes and place your finger on a random name?
If you want to be successful, you have to see all of your competition as the “industry norm.” Your business is different, and you want to be better than the average. If the best way to stay average is by doing what everyone else has already done, than the best way to stand out is by doing the opposite.
To learn more about the best legal advertising tactics for your firm, call 888-791-2150 today or click the link on this page to download your FREE chapter of the Great Legal Marketing book.
My associate likes to write dense, scholarly blogs on our law firm's website, in the hopes that this will establish him as an expert and make him more attractive to clients. Is this a good strategy?
Well, it might be, if your practice specializes in patent law or corporate mergers and acquisitions—for the simple fact that the potential clients most likely to contact you are other attorneys who are already familiar with the language you're speaking. But if you handle car accident or personal injury cases, the fact is that your associate will be writing strictly for himself, since no one in need of your services will be interested in the finer points of tort law (or will necessarily even understand the legalistic phrases being tossed around).
As practicing lawyers, what you and your associate have to realize is that your website doesn't exist to demonstrate your prowess, or to impress your friends or family, or to show how creative you can get with web-building software. The sole function of your website is to attract potential clients—and the way to attract potential clients isn't with long-winded blog entries that no one will ever read, but with “action items” (a free book or DVD offer, an invitation to a free phone or email consultation) that will cause them to either pick up the phone or enter a message into a pop-up IM window.
Of course, if your partner insists, he can still go on writing his blogs; they should not be the first thing a potential clients sees when he lands on your website, but they can certainly be hidden behind an unobtrusive link, if anyone is interested enough to explore your services in depth.
Building a better law firm website is one of the key topics in our Great Legal Marketing book. Download your free sample chapter today, if you have not already done so. Then, if you have further questions, turn to the website marketing professionals at Great Legal Marketing (888-791-2150) to learn how we can help you!
How does legal web marketing work? Won’t people see through my ads and realize I just want them to hire me?
Maybe, but that’s not really a problem. When you go to the supermarket, you fill a cart up with groceries, pay for them, and leave—and you probably didn’t think that the store was just interested in your money. You were thinking about all the things you needed while you were there.
And that should be what your marketing achieves: fulfilling your customer’s needs.
For example, imagine your TV is on the fritz. It’s about fifteen years old, and you’re thinking about getting a new one. A few days later, someone comments on the poor picture quality and suggests a particular brand that you might like.
So where did you go next? Online, to look up that TV your friend suggested. But then you clicked on another brand, and another, and now you’re comparing TVs to see which one you like best. When you go to your friends’ houses, you suddenly notice which TVs they have when you never cared before. You ask them about why they chose the model they did, and what they like about it—and of course, how much it cost.
And now the marketing comes in. You start to “see” ads for TVs everywhere—although of course, they have always been there; your brain just ignored them until you actually started shopping for one. This is the moment where you will choose which model to buy and where to buy it; the moment you are ready to move from shopper to customer. That is where all of your legal clients are the moment they click on your website.
Of course, there are many ways you can make the customer take that leap. To learn more about how your law firm’s advertising copy can affect client conversion, call 888-791-2150 today or click the link on this page to download your FREE chapter of the Great Legal Marketing book.
What is pay-per-click advertising, and will it work for my firm?
Simply put, pay-per-click advertising is when you pay for a group of keywords so that when someone searches for those words, your site will show up first. You may have seen this happen before: when you searched online for a movie and the first three results were “sponsored links,” or saw ads targeted toward you on Facebook.
As to whether it will work for you: it all depends. Luckily, you don’t have to jump in with both feet. You can start with a small pay-per-click campaign as a test. Consider purchasing two or three different keyword terms from a pay-per-click program (offered by Google, Yahoo, or other third-party sellers). These phrases can range from broad terms such as “Houston divorce attorney,” to wordier and more specific terms like “no-contest divorce in Texas.” A range of terms will help you gauge the quantity (and quality) of customer responses.
While this is an effective way to appeal to your customer market, it can also be expensive. The broader term, “Houston divorce attorney,” will likely cost more than the specific terms, as more searches will be done on those phrases. Specific or lesser-used key phrases are more of a sniper approach: that may not catch many customers, but they are likely to land you the ideal client you’ve been targeting.
Before you start buying up all the legal marketing keywords you can afford, keep in mind that you will be paying for each click—and just because a customer clicks over to your site is no guarantee you will sign his case. To learn how to effectively turn your website readers into clients, call 888-791-2150 today to join our Great Legal Marketing team.
Who, what, when, where, why: What does that mean?
You’ve probably heard of the five “W”s before. These questions are a general pattern that reporters use to write an article. All of these questions should be answered in the first paragraph of a news item in order to give the reader accurate information as quickly as possible.
Your law firm’s website content should likewise answer all of these questions. After all, people search for what they want, where they are, and then choose who they want it from. If you tailor your content and keywords to reflect these search terms, you will have a website that appeals to both readers and search engines:
- Who? Who is your ideal client? What information would he want to know?
- What? What specifically is he looking for? The odds of someone finding your site from “New Jersey car accident” are much slimmer than someone who searches for “Parsippany turnpike crash.”
- Where? Your geolocation keywords must direct customers from your area to your site.
- Why? You may think that “why” speaks for itself: because this person needs an attorney. But considering the specific reasons she came to your site (her husband was injured in a construction accident, her child suffered a birth injury) will guide your practice area page content.
- When? The answer to “When?” is always NOW. Your customers need help immediately—and you should not hesitate to tell them that time is of the essence. Create a sense of urgency in your prospective client, and he will not spend time trying to contact other lawyers.
- How? This is your call to action. What can you offer to connect with that customer and follow up with him in the future?
If your keywords answer all of these questions, you’ve taken a big step toward converting readers into clients. For more great tips on perfecting your legal website, call 888-791-2150 today to join our Great Legal Marketing team.
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.
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.
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.
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.
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.
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.
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.
Does alternative marketing work?
Alternative marketing involves accessing potential clients through non-traditional methods. There are people out there who don’t even know they’re looking for your business, but you could be incredibly valuable for them in ways they’re not aware of. So, if you use the traditional methods, they’ll eventually find you, right? Not always. Sometimes you have to think outside the box for successful marketing.
So, does alternative marketing work? Short answer: Yes. Medium answer: (To answer your question with a question), you’re reading this, aren’t you?
Some law firms just throw their names out there as much as possible on billboards, commercials, and park benches, hoping that when you need them, you’ll remember them. There’s at least one law firm in the country with a billboard that just says, “1-800…” and has a picture of the lawyer, and everyone knows who that lawyer is! But how much did he spend to get that much recognition? That’s a multi-million-dollar ad campaign, and I still wouldn’t call him.
The most successful ad on a park bench or billboard I remember is one that just said, “You’re reading this.” The park bench was only advertising itself! I remember the bench, but I didn’t need it when I saw it at age thirteen, and I still don’t need one. They got the wrong guy.
So how do you attract the people who are looking for you without spending your entire bankroll on billboards and park benches? You don’t get clients by people finding you, you get clients by being where people are looking. Try something new.
A client found me through my great legal marketing efforts. I’m afraid that if I don’t call that person back the same day that I might lose a potential case, but it isn’t always possible for me to be available 24/7. What should I do?
You should not try to make yourself available every hour of every day. While it may seem like everyone is always available in our fast-paced society, our legal marketing consultants do not advise that attorneys make themselves available at all times.
We do not make this recommendation lightly, nor do we do we make this recommendation to play some kind of mind game. Instead, we believe that attorneys are most successful when they have uninterrupted time to concentrate on a work project, relationship, or personal pursuit. For example, if you are writing a brief and you are interrupted to take a phone call, then the brief will take longer to write as you try to pick up where you left off after your phone call. Similarly, if you are spending time with your kids then a non-urgent work phone call can distract you from paying full attention to your children.
Instead of living this kind of life, our law firm marketing consultants recommend that you set aside time to return phone calls. A great legal marketing plan is going to result in lots of phone calls to your firm, and we don’t want you to be overwhelmed. Instead, we want your attorney marketing efforts to make you successful.
For more information about law firm marketing or time management, please call us today at 703.591.9829.
My website content is great, but my titles are boring and don’t reflect that. Would changing my titles be an important part of an innovative legal marketing plan or is it just a waste of time?
Changing your page titles to be catchier and to include important keywords or key phrases can be a very important part of your law firm marketing campaign. If a reader finds your website and is not interested in the title of an article, blog, news article, or other piece of content, then that reader is not going to read the content. That reader will never get the opportunity to know that your website content is great. Similarly, you are missing out on an important way to increase your rankings in the search engines and help people find you in the first place.
Of course, your innovative legal marketing efforts should not stop with changing the titles on content that you have already written. You can achieve similar results by adding in subheadings on content that is already written and by creating exciting titles and subheadings on future content.
To learn more about how to create great attorney marketing website headlines and other best marketing tips for lawyers, we encourage you to watch Great Legal Marketing TV, to read a FREE chapter of our Great Legal Marketing book, and to call our legal marketing consultants directly at 703.591.9829, if you decide that your small law firm is ready to make a change.
How do I find keywords or key phrases that result in the best marketing for lawyers? Attorney websites appear to be all the same.
You are right. Most lawyers’ websites do appear to be all the same. However, they don’t have to be that way and the lawyers who use a blend of research and creativity to create different law firm websites within the ethical boundaries are often the ones who see the greatest returns on their law firm marketing dollars.
A big part of the success for some legal marketing websites is that lawyers, or their legal marketing consultants, have taken the time to figure out the keywords or key phrases that would work well for a specific firm. Generally, you can figure out what keywords or phrases may work by thinking, and writing, like your clients. For example, the client who was hurt on a New York City street is not going to google “tort lawyer.” Instead, he or she may search for phrases such as “hit by car in Manhattan” or “tripped on New York City sidewalk” or “New York City sidewalk accident lawyer.”
Once you have identified keywords that you want to try, you may research those words or phrases to determine if they are likely to get hits. Google and other search engines have tools that you can access to learn more about specific keywords. You can also learn more about how to do this in our Great Legal Marketing book or by contacting a legal marketing consultant at 703.591.9829 to discuss more best marketing for lawyers tips.
What can I do if I don’t like my current legal marketing consultant? Can I start to work with Great Legal Marketing instead?
Great Legal Marketing does not work with every law firm that seeks us out for help. That said, we do not necessarily exclude law firms that have previously worked with other legal marketing consultants.
Of course, as a lawyer, you know that the first thing you need to do is to look at any contract you may have entered with your current law firm marketing consultant and find out if you would be breaching that contract by working with someone else.
If you are free to hire another legal marketing consultant and you fit the criteria for working with Great Legal Marketing then we encourage you to contact us. Generally, the two most important factors that we look for in clients are that: (1) you are either a solo practitioner or a small law firm with five or fewer attorneys; and (2) you are ready to work hard and make a serious commitment to change in your law firm marketing plan.
We understand that it can be frustrating and expensive to work with a legal marketing specialist who doesn’t deliver the results that you want. Accordingly, we encourage you to learn more about the Great Legal Marketing way of law firm advertising by browsing our website, reading a FREE chapter of our Great Legal Marketing book, watching Great Legal Marketing TV, and calling us directly at 703.591.9829.
I hate attending conferences. I find them to be boring and a waste of money. Why should I attend a legal marketing conference?
Many lawyers hate attending conferences. Conferences that are poorly run and/or don’t have anything new to bring to the table are boring, and they are a waste of money. More than that, they are a waste of time that could’ve been spent in the office, with your family, or on the golf course.
A well-designed and well-run legal marketing conference is different, however. A legal marketing seminar that gives you new ideas about how to reach the potential clients that you want and has practical ideas for you to implement in your law firm marketing plan can, quite literally, change your life.
The changes that you want to make – whether you want to spend more time out of the office or more time on legal issues that interest you – start with finding the right clients. We will tell you now that the way to make those changes is not to do what every other lawyer is doing. Instead, your marketing has to be different and it has to be ethical and effective.
Most attorneys need some instruction on how to create an innovative legal marketing plan that is both ethical and effective. A great legal marketing seminar can provide you with that instruction and with the tools you need to move forward with your plan.
Why do I need to identify the type of clients and cases that I want? How is that innovative legal marketing?
Taking the time to identify your ideal client is critical to your innovative legal marketing campaign. The places that you advertise, the words that you choose, and the other details of your law firm marketing campaign are dependent on you first identifying your ideal client. It is this person whom you want to attract. It is this person to whom you will speak when you are creating a TV or radio ad, and it is this person’s questions that you will answer with your written materials. Identifying your ideal client will help you focus your lawyer marketing efforts and attract the clients that you want.
Of course, your ideal client may vary between your practice areas, and you may attract and agree to take on cases that fit most, though not all, of your ideal client and case attributes.
Many of your competitors are not targeting a specific type of case or client to represent. Instead, they are still trying to be everything to everyone, and as a result, many of your colleagues are overworked and unhappy. You don’t have to be one of them.
Instead, you can make your small law firm into the practice that you want. You can enjoy your profession and have time to enjoy your family and other interests. Learn how by contacting an experienced legal marketing consultant via our online contact form or at 703.591.9829.
Should I attend several legal marketing seminars or will one conference be enough?
The answer to your question depends on your unique circumstances and which law firm marketing conference you attend. Generally, if you attend a Great Legal Marketing conference, you may want to participate in future legal marketing seminars. This is especially true if you attend one of our one-day conferences. We can, obviously, cover much more ground in our four-day legal marketing education course than we can in a one-day attorney marketing seminar. Many of our conference participants find that they learned so much about effective legal marketing and had so much fun at the conference that they are eager to attend another conference.
Of course, whether you attend another conference also depends on your level of commitment to changing your law firm and your life. If building the practice, and life, that you want remains a top priority, then you will want to learn all that you can about creating and implementing a marketing plan to foster the changes that you need. One of the most efficient ways to learn is by attending a legal marketing conference.
You can learn more about the different conferences that we offer, conference agendas, participant reviews, and other relevant information on our website. Simply click on the events tab and see what is coming up soon. If you have additional questions about conferences or about great legal marketing then please call us directly at 703.591.9829.
I know that legal marketing is important for my law firm, but I have no time to keep up with all the latest trends and Google changes. Can a legal marketing consultant help me?
Yes, a law firm marketing consultant may be able to help you. Attorney marketing consultants work with clients in a variety of ways and may be able to help you adapt your legal marketing plan to account for the latest trend, technological advancement, or search engine algorithm change.
Law firm marketing is important for your law firm, as you note. However, that does not mean it is easy. Successful attorney marketing plans are complex and require continuous review. As the attorney, you are essential to the success of your marketing plan. It is you who must define your ideal client and case, and it is you who must be willing to invest the time and money necessary to develop and implement a successful marketing strategy. Yet, you do not need to do it alone. After all, you still want to practice law and enjoy your life, and keeping up with every trend, development, and change can be time consuming. A legal marketing consultant can help.
If you are a lawyer in a small law firm of five or fewer attorneys and you are committed to successful legal marketing then our legal marketing consultants encourage you to read a FREE chapter of our Great Legal Marketing book and to call us directly at 703.591.9829.