Your Law Firm Growth Mantra – Chapter 2

Now this is not a heavy, dull, traditional marketing book with lots of complicated definitions and systems that will mean nothing to you. All these types of textbooks are dry, dull and mostly irrelevant to what you need to know to run a successful business. They might help you to pass an exam, just like the law books I was forced to study for years to qualify as a solicitor, but once you have passed your exams you can forget about using the textbooks to help you in your day-to-day job because they mean nothing in the real world!

There are so many different definitions for marketing, and some of them are long and convoluted enough to curdle milk. I believe that my job is to make it easy for my clients to ‘get it’. Here is the only definition and checklist, rolled into one, that you will ever need for marketing your law firm:

Clients First!

If you put your clients first in all that you do and say, you will have great success when it comes to marketing your business.

Every single time you provide your legal services, write a page for your website, prepare an advertisement, write a direct mail letter or an email newsletter for your clients, you must read it back and say, ‘Have I put my Clients First?’ If not, you need to go back and rewrite it.

In the world in which we now live, where reviews posted online remain there forever more, it is absolutely critical that the legal services you provide are as good as they can be.

Whenever you are providing your service, ask yourself this question and genuinely mean it: ‘How can I make this service better and easier for my clients?’ This question alone, if used regularly, can and will add more clients into your law firm. In the marketing context, let me give you an example of how this might work in practice. On a law firm website, the opening paragraph on the home page might well be as follows:

‘We were established in 1840 in our offices in Basingstoke . . . ’

On reading that, ask yourself if the clients are being put first in that opening line? No – the opening is all about the law firm and nothing to do with their clients, isn’t it? If I am a potential client of that firm, why does it matter that they have been there since 1840? It doesn’t really, in the way it is presented above, but it could be given meaning for me as a potential client if it were changed as follows:

‘If you are a small business we can save you thousands of pounds of unnecessary tax and expenses every single year, using our expertise gained from helping businesses for over 100 years.’

Now that puts clients first, doesn’t it? If you are a small business, you are now thinking ‘tell me more’, aren’t you? With reference to my own business I could say:

‘I established my law firm marketing consultancy in 2003 to use all of my legal marketing expertise to help solicitors to grow their practices.’

That’s a bit ‘me, me, me’ though isn’t it? It would be better if I said this, would it not?

‘If you own or run a law firm and are looking to grow it substantially, I can show you exactly what you need to do to achieve this.’

Put your clients first, always, and everything in your practice from this moment onwards will be a lot easier for you.

Would you like to buy the book for a discount?

Having got this far, I would like to offer you a copy of the paperback book for a discounted price. I will even sign the book if you would like me to – just let me know (although some might say this will de-value the book…).
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Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!

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