This past week on our Law Business Mentor’s Council webinar (this is the small mastermind for our highest level Personal Family Lawyer® members), Martha Hartney shared with us that she just had her best two months yet.
Her revenue has doubled the last two months in a row compared to the prior year and when we asked her why, here’s what she had to say:
1. Martha is no longer drafting all her legal documents.
Why would this double Martha’s revenue?
For two reasons:
First, because it’s freed up her energy tremendously so she can focus more on being out in her community, engaging with prospects, networking with other professionals and seeking out opportunities to connect with people.
Second, because now that she knows she can easily draft documents and prepare a high quality plan for her clients that requires only a small amount of her time behind the computer (to draft complex provisions and review documents), she’s able to confidently engage clients far more frequently… simply because she knows she can deliver so much more. (More time and energy = more time to engage paying clients.)
So it’s possible that if your marketing isn’t working as effectively as you wish, it would show better results if you were feeling super-confident that you can deliver an amazing service. This type of energy emanates from you, believe me.
I know that might sound like the two aren’t linked, but they are!
As soon as you know you can and DO provide an amazing service, your marketing efforts will start paying off better than they ever have before.
Go ahead and watch this no-charge video we hosted on outsourcing your legal document drafting here. Watch it especially if you are skeptical about outsourcing ‘cause it’s got a lot of great info.
Other ways to find quality and proven companies or people to do your drafting for you is to ask for referrals from other lawyers. Maybe via your LinkedIn networks, or other groups with lawyers you trust and admire. Just ask.
There’s no better proof than a glowing testimonial or referral from someone who’s used a service and loved it. Which is why we made that video, actually—it’s the only estate plan document drafting outsource company we personally recommend.
Bottom Line Tip: Stop Drafting Your Own Form Documents! Free up that energy and use it where it really counts.
2. Martha’s Perpetual Marketing Machine is Paying Off
The #1 biggest thing that has shifted for Martha is that people are starting to come into her office and when she asks how they heard about her, they say what we often hear from our lawyers who have been with us 1-2 years…
They heard about her from their neighbor, at their kids’ silent auction, from their financial advisor or their CPA, saw her ad in the local magazine, saw that she was speaking somewhere, and then got a piece from her in the mail.
Here’s the point, though — they didn’t just see or hear about Martha in one place!
They saw her in multiple places.
And this is what it takes for your marketing to really start paying off.
You cannot do just one thing. You have to be ‘showing up’ though a variety of mediums, so it feels to your ideal clients that you are everywhere. It’s how you become THE go to lawyer in your community for the people you are here to serve. A kind of subtle ‘in your face’ marketing. It’s about familiarity.
Here are some tips to breed this kind of familiarity:
Tip #1: You must send an email newsletter every week. Yes, every week. Sending it any less often (bare minimum is every other week) is simply a waste of your time and energy.
Short-sighted lawyers who don’t really understand marketing worry about annoying their prospects; lawyers who are smart marketers (and get all the business) understand that sending regular newsletters keeps you top of mind with the very people who will hire you or refer you out to people they know.
Of course, it must be an entertaining AND informative newsletter, not dry and boring lawyer-speak. Then, the smartest lawyers supercharge it by also sending out a monthly newsletter by snail mail. Yep, old-fashioned snail mail. Doesn’t get stuck in spam filters and if you’ve got a good newsletter, it gets read and referred back to when you are needed.
Tip #2: You must be speaking in your community regularly.
Tip #3: You must be running ads. In your local community paper, small town magazine, parenting newsletter, on community websites, Facebook pages… make a list of all the places you can advertise to reach your target market in your community.
Tip #4: You must be showing up where your best target prospects are, frequently. So, if you are serving families, you make sure to have a silent auction package in each of the school fundraisers, a banner on the baseball field, and ads in the school newsletters. If you are serving business owners, you attend chamber events and mixers, you speak at local networking groups and service clubs and you go to meetups for those business owners in your target market. (There’s banner and auction options in those realms, too.)
Tip #5: You must be sending direct mail (only after you’ve done everything else). Direct mail is the very LAST thing you want to do because it’s expensive. But, when you are doing everything else, direct mail is often just the thing to take it all to the next level and really put yourself top of mind.
Tip #6: Finally, you must have a great website to support it all.
Now, of course, none of this matters if you aren’t also a fantastic lawyer. Word of mouth is always going to be your best source of business that amplifies and supercharges all of the marketing.
That’s why above all, you must know how to deliver a service that’s second to none.
If you’d love to learn how to serve your clients deeply in a way they love so much that they not only send you flowers, thank you notes, and invitations to family events, but they also happily pay you your (higher than before) fees and refer you to everyone they know — keep an eye on this space for our next training call on how you can love your law practice. In the meantime…