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how to market legal services successfully that's what you want to know about today this is a question that i got in the comments of another video dave how do i market legal services successfully we're going to address that on this episode of the inside bs show hi this is dave lorenzo welcome to the inside bs business development and sales show we do tips to help you grow your professional practice today we're talking about law firm marketing we're talking about legal services we're answering the question how to market legal services successfully the way this video is going to go is there are six specific tips to market your law firm successfully i'm going to share those specific tips with you and then at the end of our time together today i'm going to tell you one thing you should never ever do so you're going to want to stay with me to the end this is the one thing the one mistake that could blow up your law firm it'll destroy your law firm marketing and it's how not to market legal services successfully so six things to do one thing not to do that's what today's show is all about let's dive into the content the first way to market legal services successfully is to establish a database now for a lot of lawyers a lot of law firm marketing experts people who are the business development directors of law firms you're thinking to yourself a database what is dave talking about if you're a sole practitioner i want you to think of everybody that you know everyone you've come in contact with for your entire life those people are they fall into two categories those people fall into two categories category number one their prospective clients or category number two their prospective evangelists what does this mean a client is someone who pays you for your services an evangelist is someone who's never invested in your services but they refer you business over and over again so if you're a criminal defense attorney and your best friend is an administrator at a college or a university and the administrator at the college or university refers you cases of students who get in trouble with the law that administrator is not a client he's an evangelist because he's never used your services but he refers you over and over again so everyone you know is going to fall into one of those two categories they're either a client or a prospective client or they're going to be an evangelist so creating a database is valuable because it takes all these people and it puts their contact information in one place now why do you want your contact information for clients and evangelists to be in one central location so you can communicate with them over time so you can continue to communicate with them over time everyone who you've come in contact with let's just assume because it's true they are people of good will and when those people forget about you there's no chance they're going to refer your business when those people forget about you there's no chance that they could potentially hire you to handle an issue for them so your focus must be on staying in touch with these people so that they remember you because they already know you they like you and they trust you you just have to stay top of mind with them when you create a database you give yourself the opportunity to communicate with them for the long term now how you communicate with them well that's up to you but you should make the choice for how you communicate with them based on how they want to receive communication so let's start with monthly communication continues to build your trust over time that's the maintenance level the absolute minimum maintenance level for any relationship is communication once a month think about the most important relationship in your life it may be your spouse or it may be a sibling or maybe a boyfriend or girlfriend your significant other it could be your mother your father it could be an aunt or an uncle or your grandparents would your relationship grow stronger or weaker if you communicated with that person once a year well there's a pretty good chance your relationship would be weaker if your best friend only heard from you once a year he or she wouldn't be your best friend for very long if your spouse only heard from you once a year they wouldn't be your spouse very long what about once a week if you communicated with these people once a week would it be stronger or would you would your relationship grow stronger or weaker once a month would your relationship grow stronger or weaker that's the prism you should use to look through when you're thinking about relationships communication with people in your life is critical to build and maintain trust so your database gives you a platform to use for communication i said the minimum time for communication was once a month so write these people a letter once a month and mail the letter in the us postal service and that's the bare minimum to maintain the relationship my preference is that you communicate with them once a week i want you to send out a weekly email to them and it can be educational it can be entertaining it could be community news that's informative minimum of once a month better once a week communication with everyone in your database so they remember who you are and they remember that you do business by referral so step one for how to market legal services successfully is create a database and communicate with that database frequently step number two is educational marketing when you're communicating with your database or when you're reaching out to people who are brand new to your world use educational marketing i'm using educational marketing right now this is a how-to video and it's coming from you directly people who ask me questions so there are lawyers out there who watch these videos that i do on a regular basis in the comments one of them put hey dave i'd love to learn how to market legal services successfully so i grabbed that question and i made a video about it i also address it in presentations i do in front of groups i address that question in webinars and i teach step by step how to market legal services successfully this is educational marketing if you're an intellectual property attorney you can teach people step by step how to file a brand new trademark now if you're worried that these people are going to do it themselves my contention is the do-it-yourself person for legal services that's not your client in my world the do it myself person or the do it yourself person for law firm marketing that's not going to be my client my client is a person who comes to me for specific focused help for customized strategy and then they go off and implement it with my help and with my guidance but the sole do-it-yourselfer who's going to watch a video implement the strategy that person can make a lot of money but they need my guidance they need my direction they need my support so educational marketing is the doorway through which everyone passes there will be five to ten percent of people who watch your videos or who come to your seminars or who attend your webinars and then do it themselves those are not your clients the 95 who watch your videos are educated and then want the plan customized for them those are going to be your clients all right number three step number three in how to market legal services successfully is doing speaking engagements i don't care if you have a terrible speech impediment or you stutter or you have stage fright speaking is the number one way to attract new clients now you can use other methods and you're welcome to use other methods but if you've never tried speaking as far as using it for lead generation if you've never tried professional speaking or public speaking to market legal services it can be done successfully and i encourage you to do it why when you take to the front of the room it doesn't even have to be on a stage you can be in the front of a room of 10 people you automatically have authority you have credibility someone has thought to put you in the front of the room they've thought to connect you with people who are there to listen to what you have to say they're there to learn from you and you have an enormous amount of credibility by being the person who's standing in front of the room so speaking engagements are a phenomenal way to market legal services successfully and at the end of your time in a speaking engagement you can say if you want more information please give me your business card or go to this specific website and i will share with you my free report which includes everything i've discussed today and so much more and that's how you generate leads from speaking so speaking engagements are a big part of how to market legal services successfully i highly encourage you implement speaking engagements into your marketing plan today the fourth way to market legal services successfully is to write articles now they don't have to be new yorker length articles five thousand six thousand words they can be 300 400 500 word articles that you offer to industry trade publications so for example if you work with retail franchisees you can write an article every month and ask the franchise times that's a real publication for that industry you can ask the franchise times to run your article every month so you're a lawyer and you want to write an article on the pitfalls and benefits of franchising and it's going to be a five article series you send those five articles to the franchise times and say hey you can run this over the next five months and then put all of them on your website it will do phenomenally well i'm not going to charge you for this content in the bio box you put my name is john smith i'm a franchise lawyer i help franchisees make more money and get home on time for dinner every night to reach me call and you put your phone number in there articles will do really well in terms of generating new leads for you and they should be an important part an essential part of your legal marketing strategy they should be part of your law firm marketing plan add articles to market legal services successfully and that's tip number four tip number five is a video now i'm doing a video to help you i do videos just like this every day i also do videos to help people in other market segments my focus in this video is on lawyers tomorrow i'll be focusing on cpas the next day on bookkeepers the next day on cosmetic surgeons but my niche for this video is how to market legal services successfully you can do the same thing look for who your best clients are make videos to help them put those videos up on youtube and make sure they're optimized for search that means make sure that they're on topics that people are actually looking for and then deliver great information deliver great content in your videos just like in your speaking engagements and in your articles and then put a call to action in your video today's call to action for this video is to get you to go and click on this link up here this is my legal marketing strategy video this is a video on great legal marketing strategy and after you watch this video all the way to the end you're going to be given the opportunity to watch that video on great legal marketing strategy i highly encourage you to do that because it gives you a step-by-step guide to building your great legal marketing strategy so you're here to market legal services successfully and in this video i'm teaching you how the next video is even more valuable because it gives you your law firm marketing plan what i just did there was that was a call to action every video you create should have a call to action every video you produce should give a next step in the process to help people learn more from you all right step number six and how to market legal services successfully is to create a power team now a power team is a group of people that markets you and then you have a group of people that markets them so you're the lawyer on the power team you also want to have a cpa you want to have an insurance sales professional you want to have a banker you also probably want a business consultant or a business coach to be on your power team and each week the four other people on your power team are out introducing you to people and you're introducing one person to the other four members of your team so you're gonna get four brand new introductions every week from the other members of your power team and your power team is going to get four introductions one each from you but they're also going to get one each from every other member so you're looking for four people to connect with your four power team members and four people are looking to connect you with somebody who can do business with you every week this is a phenomenal way for you to focus on business development without ever having to be pushy and sell yourself so those are the six ways to market legal services successfully the seventh thing the seventh point is something you should never ever do and i'm glad you stuck with me to the end of this video remember when this video is over you're gonna see a link to my great legal marketing strategy video i want you to watch that video next it's really valuable all right the one thing you should never ever do never ever pay for leads when it comes to law firm marketing strategy or marketing legal services successfully you should never pay for leads why because you will spend all your time sifting through really crappy leads you know who uses these lead services to find lawyers people who don't have any money and they want free advice and you're going to get a ton of them for every 20 leads you go through you may get one good client and it makes you look desperate to be a part of those legal services so never ever pay for leads if you want more of how to market legal services successfully be sure and click the link right now to my great legal marketing strategy video i'll see you right back here again tomorrow for another really important and valuable sales tip for more on how to get clients as a lawyer go to my great legal marketing strategy video right now