Nineteenth-century Philadelphia retailer John Wanamaker supposedly said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” There is certainly some truth in that statement as it relates to marketing, particularly in the legal profession, where it’s critical to attract new clients.
Below are a few ideas that will help you jump-start your marketing efforts.
Start writing about your area of legal expertise. Lessons learned, stories of how you helped a client, and mistakes to avoid might all be of interest to your readers. If you have a good number of followers or connections on LinkedIn, just one click will distribute your newsletter right to your subscribers’ email accounts. You can also use a mail service like Constant Contact or Mailchimp to send that same information out to others who might not be LinkedIn users. Although it’s unlikely to be overwhelmed with comments, I don’t know of another way to reach a relatively large population so quickly and easily. I am continually amazed at the number of people who tell me that they read my content and liked it, even though they rarely comment. I have booked speaking engagements because of this newsletter. You can see an example of the length and content of my LinkedIn newsletter.
I also use LinkedIn for client testimonials after my speaking engagements. Over the years, testimonials by past clients have been one of the most effective strategies to obtain new clients. Two LinkedIn experts to follow for more tips on maximizing LinkedIn are Kate Paine and Richard Bliss.
In addition to recognizing client birthdays, I also make a note to reach out on the anniversary date that we first worked together. The first time I did this, it happened to be a stroke of luck when I was in my client database on the exact day I worked with them for the first time 10 years before. I immediately called, and when they answered, I simply said, “Happy anniversary!” There was a long pause followed by “Who is this?” “Hi Karen,” I replied, “It’s Tim Richardson, and 10 years ago today, we were working together at your conference in Tulsa.” After catching up for a few moments, she told me that she had that annual conference coming up in a few weeks and just learned that their keynote speaker had to cancel. She asked if I was available, and three weeks later Karen and I reunited. We have remained in contact for more than 25 years. Karen was an avid motorcyclist and scuba diver, so I occasionally sent articles if I happened to see something I thought she would enjoy.
Once you get a new client, make sure you have a system that reminds you to touch base at least two to three times per year just to check in with them. Pick a time of year that works for you to reach out to every client you have. Since the Christmas season is flooded with activity and because I want to stand out, I call my clients early the week of Thanksgiving to tell them how grateful I am that I had the pleasure to work with them. I’ve also sent Thanksgiving cards, Christmas in July cards, an April Fool’s Day mailer, and very funny and nonpolitical Election Day cards.
My longtime friend and estate planning attorney, Anne McKinney, is a big proponent of speaking to promote her law practice. It started when she worked at the IRS, where she began speaking to groups about the tax law changes and the importance of filing tax returns on time. With a high school theater background, she moved from speaking to singing, and from writing songs to writing song parodies. This led to relationships with the press, which was an unexpected benefit. She continues to speak (and sing) at community events, legal seminars, and charity events for the nonprofits she supports. She has also hosted a radio show.
Anne and her firm, McKinney & Tillman P.C., provide occasional free introductory client seminars to provide information for their new clients. This seminar helps clients prepare for their initial paid consultation, and they love the fact that there is no charge. All these seminars are recorded and posted on the firm’s website and are available for anyone who wants to know about the firm and what they do, including their community of referral sources — accountants, bankers, and financial planners.
Early in my speaking career, I did a lot of “free” speaking, which I called “strategic marketing.” My first paid speaking engagements came from free speeches, and I can track thousands of dollars in income to this strategy. Think about how you might replicate this idea using your specific legal expertise.
Once you land a client, you need to make sure they never want to leave you. Hire great people who treat your clients with dignity and respect. Make sure that whoever answers your phone radiates kindness, love, and a welcoming attitude. Every interaction with callers should communicate hospitality.
Attorney Anne McKinney says this:
When clients get to the office, you need a big, clear sign near the street; good signage on the building; free parking nearby (or send them prepaid parking tokens — they just love those!). There should be easy access to the entrance; a clean, sharp-looking lobby with comfortable chairs; and lots of award plaques, newspaper articles, and publications lacquered in acrylic. Have photos of you helping in the community. Make sure your undergrad and law school diplomas are prominently displayed. If you have a conference room, make sure to have Kleenex, hand sanitizer, mints or candy, a pad and pen at each seat, easy-to-access guest Wi-Fi, toys or perhaps a small playroom for the kids, and if possible, a whiteboard.
Author Matt Starosciak recommends coffee cups and glassware with your firm logo, but he adds that the “single biggest conversion tool,” which is the best way to form a strong client connection, is to ask open-ended questions (and wait patiently and listen closely to their answers).
Some of the ideas I have shared may fit into a category of shotgun marketing (a strategy that involves reaching a large audience through a variety of channels to build brand awareness and generate leads). The more targeted your marketing, the more effective it will be. To help with tracking how you obtain new clients, make sure that anyone answering the phone asks this simple question of prospective clients who call: “Who may we thank for referring you to our firm?” Print this question on a bright-colored sheet near any office phone line so that no matter who answers the phone, they are reminded to ask this question.
Twenty-first century Philadelphia Wharton marketing professor Peter Fader has found a way beyond mass marketing to targeted marketing to understanding customer lifetime value (CLV). His main conclusion is that a very small proportion of your current and potential customers account for a very large proportion of your profitability. So, relentlessly focus your marketing resources on those individuals, and constantly refine and develop marketing ideas to help your practice soar.
