Getting Unstuck With Your Marketing And The Two Different Types Of Solicitors.

There are two very different types of people who say the same thing when they become stuck.

They will both say “I know that something needs to change for me to find more new clients but I don’t know what!”

The first type of person will commit to finding out exactly what he or she needs to do become unstuck. They will attend seminars, speak to business contacts, read blogs, books and articles on the topic of marketing a law firm, attend webinars and generally devour all material that they can to find out where they are going wrong and exactly what they need to do to fix it.

These people will find the answers that they are looking for, with or without help from an external source*.

The second type of person asks exactly the same question as the first, but instead of then taking action, he or she sits and waits for something to happen, but it never does.

They often believe that they are clever, never having spent a penny on marketing books or advice. They think they are saving themselves money and laugh at any other firm who takes positive action to improve their position.

Sadly I know from experience of talking to hundreds, if not thousands of solicitors, every year that there are more people in this latter category than the former. You can also see this from the negative comments posted on the Law Society Gazette blog when any firm that trys anything new when it comes to client acquisition. Suddenly a plethora of comments voraciously mocking these attempts are posted by these people, perhaps to make them feel better about their entrenched position of ‘doing nothing’.

As we all know, it is so much easier to criticise than it is to praise, which probably explains the Daily Mail’s popularity.

I often see this trait with people who have been receiving my law firm marketing ideas and tips for two years or more, and then the first time I hear from them is not to thank me for all the advice they have received up to this point, it is to criticise something I suggest in one of my emails.

I can quickly see that the person contacting me has read all of my previous emails and often attended two or three of my free webinars, but never used my services. Now please don’t think for a moment that I am unhappy that they have not purchased any products or services, that is absolutely fine. Some of my best consultancy clients read my emails for more than three years before they became clients because they were just not ready until then. So that part is fine. The point I am making is that having consumed my free advice for two years don’t just contact me for the first time to moan or criticise; that is just a little bit rude.

Easier to criticise than it is to praise….

My aim here is to make you think, and ask yourself where you sit at the moment. Take a moment to think about this, and then please, for your own benefit, plop yourself firmly in the former category I mention above. The answers are out there for you, but you do have to do some looking.

* Getting help from an external source, i.e. someone like me, does one major thing; it fast tracks your path to success. You can go it alone and this can work, but in my experience since 2003 it generally means you spend a lot more money and a lot of time getting it wrong before you get it right. So if you would like results more quickly, and to stop spending money in the places where it won’t ever work, why not talk with me about my 90 Day More Clients Now Programme?

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Marketing For Solicitors

Case Study

Beating the big boys whilst spending a fraction of their budget

We focus on accident claims, and it’s vital for us to have a strong web presence, which we didn’t have before Nick got involved.

As a result we had to buy in leads from other sources, reducing our profit margins and making us reliant on other companies to generate revenue.

We did have a company working on our Adwords and website, but the truth of the matter is that they weren’t getting the results we needed them to get – we only had a handful of clients coming in from those efforts, making us highly reliant on buying in the leads from elsewhere.

And then I came across one of Nick’s books, was impressed by what I read and got in touch with him.

The rest – as they say – is history.

We started working together with a clear brief: Nick’s job was to help us bring in more self-generated work, so we could stop relying on buying leads.

He started by working on our website, making it more accessible and easier to navigate.

Next he overhauled our Google Adwords, which the previous company had been running fairly unsuccessfully.

Adwords is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

But he did, by analysing very closely what people were looking for and tailoring our Adwords efforts towards them.

It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.

Nick didn’t just work on the lead generation side of things either – he helped us with the client conversion process too, training our team, making our sales calls better and improving our onboarding process to avoid drop-offs due to ‘cooling off’.

Now we don’t buy in any work at all, our pay-per-click efforts do a sterling job, and the large client database that Nick has helped us build has allowed us to increase the amount of work we do by a factor of ten, in just three years.

I’m one extremely satisfied client, and despite the dramatic differences Nick has been able to make in the time we’ve been working together, things are still improving thanks to his guidance and support.

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