Shine A Light, Reflect It Back

Idée de génie
Solo lawyers and small practitioners are selfish when it comes to clients. Clients are finite, and hard to come by. So we horde them.

Online, we horde every bit of traffic we can get. Our blog posts reference our other posts, our videos talk solely about our firm. Social media is filled with our stuff or, sometimes, articles in newspapers and other mass-market resources.

We fail to recognize that there’s good work out there being done by others.  Information is being provided by other attorneys in our field, and it’s useful for our potential clients.

But rather than link to that other stuff, we choose to ignore it. Because we’re afraid that our clients will click the link and be taken to another lawyer’s site – and, therefore, to the other attorney’s office.

But consider this: people who find your website are likely searching for information in a variety of place.  If someone finds another lawyer’s information and you’re not referencing it as well, they may wonder why you’re not doing so.

Are you uninformed? Disconnected from the rest of the profession?

Those questions plague the visitor to your site, if not overtly then on a deeper level.

If you refer to good work done by others then that light will reflect back on you.  You look like a hero, well informed and willing to give good information to your potential client regardless of the source.

You become the benevolent stranger, providing assistance even if it provides you with no benefit. That makes people more likely to work with you; after all, people would rather deal with someone who has shown that they have the client’s best interests at heart rather than their own profit motives.

Why not?

To Raise Your Income, Raise Your Value

The day is capped at 24 hours. The best way to make more money is for clients to place a higher value on each one of those hours.

Golden Bars 3D render

A few weeks ago I needed to clear out my garage. I knew it would take me about 4 hours to get it done, and that the only way I could make it happen would be to take time away from client work.

Some quick calculations yielded the conclusion that I needed to hire someone to clean my garage.  $40 later, I had a clean garage. In the time it took for the work to be done, I picked up two new Chapter 7 bankruptcy clients.

Truly, the person I hired for $40 delivered an incredible amount of value to me. [Read more...]

A Client’s Value

man hands showing paper symbolsMost of our clients will need our help only once in a lifetime. That doesn’t mean they don’t have a future value.

This weekend I picked up a new Samsung Galaxy S4 as part of my move from Verizon to T-Mobile. I opted to pick up a new iPhone for my wife at the same time, and the folks at my local T-Mobile store were exceptionally accommodating.

Though the store had the proper screen protector for the Galaxy, they didn’t have a a ZAGG InvisibleSHIELD for the iPhone 5 in stock.  Rather than take a risk with my new investment, I hopped in the car and headed over to Best Buy.

Though the store was hopping, I got my ZAGG pretty quickly and headed to checkout.  There was no line (evidence of the prevalence of showrooming, perhaps), and I was pointed in the direction of the Geek Squad to get the protector put onto the iPhone (my DIY efforts have in the past yielded bubbled messes).

 

[Read more...]

In Matters Of Online Marketing, You Need To Be The Expert

alchemyWe want to write a check and be done with it. For more of us, that’s not in the cards.

You’re a solo attorney, or maybe you’re in a small firm of 2-5 lawyers. You juggle your responsibilities as well as can be expected, but there are only so many hours in a day.

Of course, business needs to come in the door so you can keep your practice afloat. You put up a website, maybe a blog, and commit to creating great content.

Part of your job is now creating that content and getting it into the hands of those who are most likely to need your help. This is your target audience, and unless you reach out to them there’s no sense in existing online at all. [Read more...]

Why Nobody Likes Your Blog (And How To Fix It)

law firm boring blog wastelandYou’re a bankruptcy lawyer and decide to start up a blog. You get a designer, learn WordPress, and launch your site.

Each day you publish a new article to your blog, complete with a photo and a zippy headline. You write like a pro (or hire someone else who does the job for you – I don’t like it, but I’m not Polyanna about the world) and hone each article with masterful SEO techniques.

At the end of 60 days you check your stats and realize this blogging thing hasn’t moved the needle whatsoever.

Same at 90 days.

What gives?

[Read more...]