Keeping Your Clients Coming Back

While lawyers and law firms do not have Black Friday sales on contracts or wills, there are techniques you can use to retain clientele. The practice of law is both a service and legal business. Looking at both of these aspects can help you find ways to retain clients.

The Legal Business

• Do great work and be a leader in your area of practice. Your legal work should demonstrate a good understanding of issues and satisfy your client, even if the result was not quite the one desired.
• Plan for an imperfect outcome—there are two sides to every legal issue, so a frank discussion of both sides and the merits of each case will prepare your client for an adverse outcome should one occur. And, when you win on all points, you’ll look like a star.
• Know your client’s business well enough to be aware of legal issues that may come up in the future. A simple note about a regulation change that may affect business will let clients know you are aware of their needs.
• Keep clients informed. For example, when you write a blog post about the latest case that could affect client estate plans, send them a copy of the post.

The Service Business

The service side of your business is just as important as the legal side. There are several lawyers who can do what you do, so giving clients that little extra bit of care will keep them coming back and referring others to you. Here are some things to consider.

• Communicate—the biggest complaint clients make about lawyers is their failure to communicate (American Bar Association study). Know how your clients like to be kept informed of case progress, either by phone or email.
• If you want clients to know you care for them, just check in from time to time. Even if nothing is going on, phone, stop in, or take them out to lunch.
• There is a good chance that clients will interact more with your staff than with you, so make sure your staff is professional. A helpful office staff is a great asset and increases your service value immensely.
• If your client needs help with a legal matter outside of your area of expertise, offer referrals to lawyers who can help. They will remember your assistance, call you for other legal needs, and bring referrals to you.

Take some time now to think about how to keep your clients coming back, and be sure to add these strategies to your business plan.

After years practicing law, Roberta Gubbins served as editor of the Ingham County Legal News. Since leaving the paper, she provides writing services to lawyers ghostwriting content for websites, blogs, and articles. She is editor of The Mentor, the SBM Master Lawyers Section newsletter.

Face to Face Networking—You Need It

“Are you ready?” Dick asked sister Sally. “I have to be there early to help set up.”

Sally sighed, “I’ve been talking all day. I don’t have any words left.”

“You’ll be fine. You like these events and you said you want to meet the new probate Judge,” said Dick as they walked out together on their way to their bar association networking event.

Dick was right. Sally was the type who enjoyed their face to face networking efforts while Dick was more comfortable when he had a task to perform. Both, however, realize the importance of attending networking opportunities.

Why You Need to Network In-person.

Lawyers, like the majority of humanity, are social beings. That means despite all your Internet social networking efforts, you need to get out of your office and go out into the world.

Meeting people face to face, sharing experiences, ideas and interests is a valuable opportunity to keep your name and practice a step ahead. Meeting in person lets your online acquaintances put a face and personality to the name they see on the blog or e-mail or website and helps build trust while creating a positive rapport for future discussions.

Your reasons for attending an event will vary with the type of audience. Dick and Sally are attending a bar association event. As Elder Law practitioners, they receive a number of referrals from other attorneys and make referrals to lawyers in other areas of practice. Thus, their goal is to renew old acquaintances and meet new members. If they were attending a community event, they would want to meet new people and find a way to assist the group.

How to succeed.

Once you’ve decided why you’re attending this particular event, here’s how to make the most of your time:
        • Pinpoint your networking goal,
        • Discover who will be there, decide who you want to meet and ask yourself what you want to know about them,
       • Have a 10 second introduction ready. People want to know both your name and area of practice, and
         Think about what you have to give to others.

Now you’re at the event, it’s the cocktail hour, everyone is milling around. Some of you are naturals at these events—you can schmooze with the best of them. Others need help. People like to talk about themselves so a few questions can get the conversation going.

1. How long have you been a member of this organization?
2. What keeps you busy outside of your practice?
3. What got you interested in ________________?
4. I read your book, blog, article …,
5. I just saw on LinkedIn that we went to the same college.

Don’t monopolize the conversation and leave gracefully. Introduce the person to a new arrival if known or simply comment on how much you’ve enjoyed talking with them and excuse yourself. Then move on.

You aren’t done simply because the event is over. If you promised a follow-up, do it within a week of the event or you will lose credibility that you can never get back.

A healthy network is made up of contacts from all parts of your life. Face to face networking added to your Internet campaign will help your practice grow.

It’s Time to Update Your Profile

The About Us or Profile page is the second most visited page on your website. Consumers find the Home page and then, to learn about you, they click on your profile. Often these readers are under the stress of a legal problem so they want and need to connect with someone who can help. Therefore, your profile page, as the place where they can learn about you and your practice, is a significant part of their decision-making process.

Because your profile page is so important, it is vital that you review and update it every three to four months. The following are items to consider:

Your name, title and contact info should be right up front and easy to see. Prospective clients don’t want to work hard to find that information. They will navigate away from your profile or website before spending time searching.

Your photo: Readers want to see the person they will be working with. Make sure the photo is current and professionally done. A selfie won’t do the job.

writing your profile-old school

What you do for your clients: Writing in plain English and avoiding legalese and jargon, tell the reader what type of law you practice. Write in first person (I) if possible—some large law firms use third person (Lance Lawyer) and use pronouns. Tell the readers what it’s like to meet with you and how you will work to help them with their problem. If you have added a new service this is the place to let the readers know about it.

Write a compelling lead: If your lead starts like so: I. M. Lawyer is a shareholder in the firm…it needs to be re-written. Better to write: ‘As an elder law attorney, I help older persons with issues about their future care as well as their estate planning needs.’ This tells prospective clients seeking this type of help that they are in the right place.

Interesting Facts about you: Think about what makes you excel at lawyering. Maybe you’re really good at explaining law to clients or helping them reach a solution to their problem. Tell the readers what you like most about your area of practice, describe your hobbies and include your latest community relations activities.

Once your profile page on your website is up to date, check your LinkedIn Profile and any others that are out there that need review. Keeping your profile current is one of the most effective marketing efforts you can do to bring in more business.

Find Clients Using Niche Marketing

 Niche Market: a focused, targetable portion of a market. It is a narrowly defined group of potential customers that have specific needs. 

      A law firm that focuses on a niche is addressing a need for a service that is not being addressed by mainstream providers.
      Lawyers, like other professionals, can no longer be generalists. Because the law is too complex for you to be all things to all comers, it is necessary to select a specialized area of practice that suits you and your firm. Once that decision is made, your marketing should be selective—aimed at your niche market.
      A niche market is a defined, target market that can be classified by demographics such as age, location, gender, by socioeconomic factors or by industry or hobby. It can be as narrow or as broad as you want as long as it is well-described part of the population with the same wants, needs or behaviors.

How do I select a niche? 

      You begin by visualizing your ideal client. If you’ve been in practice for a while, think about the clients you liked working with, the ones that made you smile. Who would benefit from your legal services? What area of law are you passionate about? If you’re new to the practice of law, think of the legal specialties you liked in law school, the people you met in internships and create a description of the type of client you want to attract.
      You can narrow your field of law down to a particular type of individual, socioeconomic group or even industry. For example, if your area of practice is criminal law, you could specialize in DUI or the new marijuana laws or homicide. Or, if you like working with businesses, you narrow the field by the type of business, Internet or brick and mortar or by size such as start-ups or businesses with more than 50 employees.
      Once you narrow the niche down, search the Internet to determine the size of your market. You also need to look at the competition. How many lawyers are competing for the same clients in the same location? Don’t be discouraged, simply be aware so you can offer something the others don’t.  

Why should I Niche Market? 

      Using a narrow approach can help you focus your marketing efforts to a specific group or industry so that you become known and recognized in that group. Niche marketing is cost-effective. Rather than mass marketing to a large audience, you are concentrating your time and money on one area of the market thus saving both precious commodities—time and money. You can become an expert in that group; the go-to lawyer for their legal needs. With the use of social media, your website, blog and networking, you can become known as the industry expert whether you’re a solo or a partner in large firm.

Yes, Virginia, You do Need a Business Card

Antique business card 

The business card is one of the most compact business marketing tools in use today. It fits in your pocket, sits in card files, card cases and desk drawers, you can make notes on it and it never needs charging.

Cards first appeared in England and France in the late sixteenth century. Bearer cards, calling cards and trade cards were the three main predecessors of today’s business cards. They were early forms of advertising as well as symbols of status. Present-day cards are also forms of advertising and should be part of your marketing plans.

Three reasons why the business card is a valuable business tool.

1.     Not all clients have digital devices. You can’t rely on a smartphone for transferring contact information; not everyone has a smartphone, and, if they do, it could be incompatible with your phone or the person could not be tech-savvy. An easy exchange of business cards can be followed up with an e-mail to provide digital information.

2.     Exchanging business cards is quicker. The quickest and easiest way to swap information is with the business card. Multiple cards can be handed out at a networking event in a short period of time.

3.     Business cards essential in international business. Business cards are not only essential in some business cultures but they are treated ceremoniously. In Japan exchanging business cards is a ritual and is considered a formal introduction. In India, business cards are also used in social situations and are handed to the person face up with the text facing them. The backside of your card should include your information in the native language.

The design of your business card.

Your business card should be simple and match your other marketing products. Don’t use elaborate fonts; instead use the same font you use on your letter-head. Fit the tone of the design with the nature of your practice. Examples of business cards can be found at the ABA gallery of business cards. 

Keep your business card relevant. Include your name, the firm name, your phone number and your e-mail address. Add your business address if there is room and if you have a logo include it unless it will make the card too cluttered.

How to use the business card.

While we don’t follow the elaborate practices such as those of Bahrain where the card can’t be exchanged using the left hand and must be looked at before putting it carefully away, we still observe the right moment to offer the card. It should naturally follow as a conclusion to a conversation. After the meeting, you can take a moment to write notes on the back of the cards you received to follow up the next day.

While written communication is often paperless, business cards are still an essential part of business communication. Keep yours up to date and fresh in a card holder ready to use when the right moment arrives.

10 Marketing Tips to Build Your Practice

“What type of law are you going to practice? Where? Do you want a partner? Or will you be on your own?” Those were a few of the questions you were asked when you graduated from law school. And if you had an idea of what you wanted your practice to be and to look like, you may have been able to answer.

Or, perhaps your practice simply grew and years passed and now you’ve decided it’s time to set down those goals and objectives. Get out the yellow legal pad or the iPad, make your list and create a strategic plan. Now that you know where you want to go, start working on marketing. The following steps may help:

1. Marketing, it is said, is a contact sport, so walk out of the office and meet new people. Become active in your local community. Join the Chamber of Commerce, Rotary or other service clubs that interest you and where you can meet people who have the types of legal problems you wish to solve. Go to make as many new friends and acquaintances as you can.

10 easy steps to market your firm

2. Make a list of groups, companies, organizations or companies whose members or     employees might have the sort of legal problems you like to solve. Pick one of the groups to concentrate on for the next three months. To narrow your list, think about what they read, what trade organizations they join, who their competitors are or what legal information they might need.

3. Get active in the trade organizations where you will find most of your clients. Join the organization and volunteer to be active on a committee, particularly the program or publication committees where you can interact with members.

4. Write articles for the trade print or e-newsletter, write a column for your local paper—they are always happy to receive well-written informative articles targeted for their readers.
   
5. Offer to speak at conferences or meetings. In-person presentations are an effective   marketing tactic—talk on legal topics of interest to the group and take lots of business cards.

6. Don’t eat lunch alone. Take people who can help you such as your accountant, lawyers at larger firms, bankers or business owners. Also, contact all your law school classmates, simply to say “hi.” Let them know they type of practice you have and discuss mutual referrals.

7. Draft a budget or financial plan so you can measure your success. Your goals might include increasing revenue by $60,000 opening 5 new files worth $1,000 in revenue per month, or launching a new practice area that will generate $50,000 per year.

8. Create an individual marketing plan. Decide how much you’re going to spend out and how you want to spend it—to fund the lunches, materials for your lectures or costs for on-line marketing. This is not an expense, this is an investment in yourself and your future.

9. Reach out to clients. Make them aware of all the services you provide and they haven't tried yet. And, add to your current practice. Ask yourself “What am I good at? What do I like to do?” and, “Which will my clients buy?” Get the training you need to add the new service. 


law firm marketing suggestions

10. Don’t forget your website. Put your Web address on your business cards, e-mail signature, letterhead and brochures to encourage visitors.


Rainmaking is personal. For some, it comes naturally while for others the skills have to studied and practiced. Find and practice the techniques that work for you. Soon you will be an expert, you’ll meet your goals and your practice will grow.

Love Your Lawyer Day - 3rd Nov, 2017

Several years ago I wrote the following essay encouraging recognition for lawyers. I resurrect it today in honor of Love Your Lawyer Day, celebrated on Nov. 3^rd.

National Lawyer Day. Not Law Day celebrated in May and upon which many of us work, but a day to honor lawyers. Establishing a holiday requires considerable thought and planning. Setting up a holiday to honor lawyers would undoubtedly require extraordinary thought and planning.

Most holidays have colors associated with them. What colors can we associate with lawyers? A quick glance around a courtroom revealed gray, navy blue and black with a touch of red. One disgruntled person suggested gold to represent money. Let us use red for cheeriness and black for black letter law and black robes. Red and black are good strong colors.

National Lawyer Day should have special candy. How about candy in the shape of gavels, scales of justice, palm pilots, cellphones and briefcases? That would work. We could have Pez dispensers designed to represent judges, lawyers or clients.

We need T-shirts emblazoned with “National Lawyer Day—take your lawyer to lunch.” Or, “Have you thanked your lawyer recently?”

And flowers; we need flowers. There are plenty of red flowers. It might be harder to find black flowers. There are deep purple, almost black, irises. And this writer has heard of, but never seen, black orchids. There is, I am sure, a clever horticulturist out there who will find a way to create lawyer-like flowers. They will be expensive.

Lastly, we need a parade. What should be its theme? We could celebrate famous cases and their attorneys. The OJ trial, for example, or a tobacco case. Since we are into reality television, we could have a float entitled “When is it all right to eat your neighbor?” How about a Reasonable Doubt or a proximate cause theme? Or one entitled “My Favorite Tort.”

The Capital Steps can march with their briefcases. The attorneys can walk in the parade to receive the adulation of their grateful clients. Bar associations could sponsor floats. A float honoring the judges would be appropriate.

What day of the month should be designated National Lawyer Day? I suggest a Friday, giving the weekend to recover from the celebration. After all, lawyers are an exciting bunch and need the entire week-end to honor the profession. 

-->