Speakeasy Marketing's online newsletter for January 2018
GROW YOUR LAW FIRM IN 2018
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How to Find Potentials Who Are Willing and Able to Pay You What You’re Worth
You know, one of the most common things I hear from
building MyDUIAttorney.org from scratch) that might help. It’s not that potentials don’t have money. The problem is that some potentials don’t have money, and they’re the kind of potentials your practice attracts right now. So, what’s the solution? You need to attract more affluent clients. That was the single most important breakthrough that allowed me to turn MyDUIAttorney.org into a success and sell it — realizing that, with just a few changes, you can attract a different kind of client, who has money. What are those changes?
It’s about changing your positioning. Now, it’s beyond the scope of a single newsletter issue to detail the kind of positioning you need for attracting affluent clients and how to achieve it. However, it’s all detailed in my new “Attorney Authority Reboot” book. You don’t yet have a copy? Follow the link below, request one, and I’ll have my people send a complimentary copy to your office tomorrow morning.
attorneys is, “Nobody has money. They all want payment plans, or they will try to lowball you. So how can I get enough business to sustain the kind of income I deserve and worked for all my life? Seems like I should raise my fees, but then I get undercut by fresh graduates who’ll take anything they can get and are happy to cut their fees to almost nothing to get some experience in court.” Can you relate? If so, here’s something I discovered 7 years ago (back when I first started
speakeasy.marketing/ AttorneyAuthorityReboot
–Richard Jacobs
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A tight-knit team benefits every business, regardless of size or industry. Every one of your employees is working toward a common goal, so a sense of camaraderie is crucial. As a leader, bringing your team together is one of the best investments you can make. What’s even better is that you don’t need to take everyone to Cancun to build real connections. Here are a few activities that will delight your staff without crushing your budget. Back-to-Back Drawing Team communication is vital to an effective workplace, so why not have a little fun testing that skill? Break your staff into groups of two, or do it by department if you have a larger workforce. Each pair sits back to back, and one is given an image to describe to their partner, but they cannot just say what the image is. The other partner has to try to replicate the image, and whoever comes closest wins. Egg Drop Contest You may have done this in high- school physics class, but you’d be shocked at how well it tests creative problem-solving in your office. Give each team (you can decide the
numbers) an egg and a time limit to create a contraption that will allow the egg to survive an eight-foot drop. You can provide materials if you’d like or force them to make due with whatever’s lying around. Not only will teams have to work together to create a novel solution, they’ll have the satisfaction of seeing their work put to the test. Top 5 Anything Introducing a new employee to your group can be a challenge. “What’s your name?”, “Where are you from?”, and the like are boring and don’t really let someone express themselves. A great way to let a new employee share a passion or interest is to simply ask them to share their top five favorites from a category of their choosing. An avid reader might choose top five novels, and a home cook their top five favorite dishes. The great thing about this activity is that gives an employee the freedom to talk about something they love, while also letting the group get to know them. Sure, everyone loves a free lunch and a chance to escape the office for a few hours. But these team-building activities, which require no travel at all, can be even more rewarding.
Killer Team- Building Activities 3
DO YOU HAVE WHITE COAT SYNDROME? ...Continued from back page
Patients often get nervous around doctors, so they don’t ask questions, or they fail to divulge important information. It’s a real problem.
standing to you, they’re often going to be too afraid to pick up the phone and call you for a free consultation. That is, unless you make a few simple tweaks to your website, which are designed to make you seem more approachable. (We used to test these tweaks with our clients, and they almost always increased the number of new leads from their website. Now we make these changes with all our
clients because it’s one of the easiest ways to get more leads.)
As an attorney, you too have that kind of intimidating presence.
What are these tweaks? They’re detailed in my Secrets of Attorney Marketing book: speakeasy. marketing/book.
While it often works in your favor in the courtroom, it usually works against you when it comes to marketing your firm, because unless your clients have an equal social
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The Art of Saying NO
SHOULD ATTORNEYS CHASE POTENTIALS? ...Continued from back page
Should you also “stoop” to chasing your clients? Well, that’s really a personal decision. However, here’s something to consider. If you don’t want to chase clients, you can be darn sure many of those competitors within that one-hour driving distance won’t even think twice about it. They’ll do whatever it takes to eat your lunch. And the juniors? You bet. There’s actually a way to chase potential clients in a manner that does NOT compromise your status or make you appear desperate for their cash, a simple yet effective strategy that many of our attorney clients use. If you want to discover this strategy (and put it to use in your firm, starting today), then listen to this podcast: speakeasy.marketing/chasing-clients. Anyway, here’s something else to bear in mind.
Business owners can find it hard to say no. If you say no, you can be left with thoughts like “What if I miss out on an amazing opportunity?” or “Can’t I take on just one more project to hit my revenue goal this month?” However, saying no can be extremely empowering and good for your business. Steve Jobs, co-founder of Apple, once said, “People think focus means saying yes to the thing that you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I am actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1,000 things.” It can be tempting to jump at every new opportunity or challenge presented to you, especially when you are dedicated to growing your business. However, there are certain instances in which saying no is completely necessary to the success of your business. Regardless of your niche, there is a saturation point at which you cannot take on more work. It happens when you are working long hours, when you rarely spend time with your family, and when your health and sleep habits are suffering. Suddenly, you don’t enjoy work anymore, and you are constantly stressed. When your work-life balance is slipping away, it’s time to say no. Your business serves a specific demographic. But what about when you get a new offer from a prospect who falls outside your normal arena? Ask yourself, does it conflict with my demographic? Do I have enough expertise to be able to do the job? Does it hurt the image I’m trying to create around my brand? If you can say yes to these questions, say no to the prospect. It can be tempting to chase a new offer, but think long term about your business and stay true to your mission and goals. The secret to saying no is knowing not only when to say it, but when to say it right away. Saying no might mean you have to pass on one opportunity now, but it can open new doors for you later down the road. Be empowered by your ability to say no and use it to showcase the value of your work to others and yourself.
Real Secrets of Attorney Marketing Law School Dares Not Teach (2nd Edition)
• Five new chapters, live chat, what’s changing for personal injury attorneys marketing-wise in 2017, and more • Completely revised and updated for 2017 • Complimentary copy mailed or emailed upon request Available on Amazon Kindle, and by emailing rj@speakeasymarketinginc.com.
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How to Find Potentials Who Are Willing and Able to Pay You What You’re Worth 3 Killer Team-Building Activities The Art of Saying No
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Should Attorneys Chase Potentials? Do You Have White Coat Syndrome?
SHOULD ATTORNEYS CHASE POTENTIALS?
It goes like this: An average Joe realizes they need a top-notch attorney, so, they search Google, find your website, and punch your number into their phone. Or, at least they would, but they hesitate and do something else. DO YOU HAVE WHITE COAT SYNDROME?
It used to be that a simple Yellow Pages ad was all you needed to let potential clients know you exist, and then they would come to you.
However, as I’m sure you’ve noticed, the good old days of a simple phone book ad went the way of the dodo. And clients sure don’t beat a path to your door anymore. Nowadays, attorneys must compete for clients. Why is that?
Why? What stops them from calling you?
Law schools. They are churning out a glut of newly minted juniors who are so desperate for experience they’ll chase potentials just to work for free.
They’re afraid. They’re literally afraid of hitting the dial button and talking to you. And the reason might be surprising. It’s your authority. People find it intimidating. In the medical profession, they call this “white coat syndrome.”
What’s more, thanks to Google, every firm within an hour’s driving distance is now your competitor because they’re also chasing your clients.
Times have changed, and the legal profession is more fiercely competitive than ever in history. And there’s nothing you or I can do about it.
So, what’s an honest attorney to do?
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