The Best Form Of Law Firm Marketing

If, like me, you read many many marketing and business books every year, you will see one form of marketing that time and time again is confirmed as the cheapest and most successful form of marketing. It is one that provides you with the biggest return on your investment, and also one of the cheapest forms of marketing available to you. However, I know from talking with thousands of solicitors that it is the one marketing tool that time and time again they fail to use. This failure costs them tens of thousands of pounds of lost fee income every year. Is it costing you lost income?

So what is this big secret? What method are you not using that you should be?

It is the dull, yet tried and tested method of communicating with existing clients on a regular basis.

I have heard all of the reasons why it can’t be done:

  1. It costs too much;
  2. We don’t know what to say to them;
  3. If we did know what to say we would not know how to say it; and
  4. We don’t have a database.

Let me take each of these points in turn so that you too can start to benefit from the hundreds of extra new instructions a year that my consultancy clients benefit from.

1. It costs too much.

Not anymore. Software is now so much cheaper than it first was and there is a huge amount of choice available. So this excuse is no longer valid.

2/3. We don’t know what to say or how to say it.

Short and sweet is the answer here. People do not want pages of legal advice, they want snippets of information. Whet their appetite, and invite them to contact you if they would like more information. One hour a month and you could be talking to all of your clients every single month. Do you think if you did this you might occasionally receive more instructions from your existing clients? I know you would.

4. We don’t have a database.

If you start today and you take on 10 new clients a month and add these to your email list, you will have over 100 by the end of the year. If you take on more clients than 10 a month and actively start looking for opportunities to build your mailing lists (referrers of work, accountants, promotion on your website) you will soon have thousands of subscribers.

Email newsletter software is so easy to use that within 30 minutes you could set up an account, import your clients’ name and email addresses (easily from a spread sheet) and send your first email. Would that not be a positive thing to do today?

Imagine sending an email every month to all of your clients. Even if it is only 100 people at the start, soon that 100 will be 1,000. Imagine making an offer of your services to 1,000 people. They say that a direct mail shot is a success if 2% of recipients respond. But you would be sending this to your own database, people who have already bought from you and like you. Even on a 1% return that would provide you with 10 enquiries, every month! Even more important, because you are prompting the contact, these clients are not on a "ring around" for the best price, they are only going to be talking to you, "their solicitor". Loyal clients and increased profits, now that is my kind of marketing!

If you are not convinced that you absolutely must talk to your clients on at least a monthly basis, just think about this: I know as you do that most of your competitors are not communicating with their clients. If you start to do so, do you think that you would do better or worse than your competitors? Do you think when Tesco Law or Insurance Law becomes reality that you will have a more loyal client base if they have heard from you regularly every month and continue to do so? We all know the answers, so why not take some action now to protect your fee income in the future.

You can start by using the software that I use to communicate with my clients on a regular basis. It really is the best software out there, is easy to use and set up, and most importantly is incredibly reasonably priced (from $20 a month – it is in dollars because Americans still make the best software – don’t let the dollars put you off). You can find out more and request a 1 dollar trial here: AWEBER TRIAL. It is easy to set up (I am not a total techy but I use it on my own without any help and there is excellent online "live support"). Really, what have you got to lose?

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Case Study

A straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

I first stumbled across Nick when searching on Amazon for help growing a firm in the legal sector.

Straight away I was struck by his no-nonsense approach, so after checking out a preview of his book, I bought it on Kindle and started devouring it straight away.

What was immediately apparent was that Nick really does know what he’s talking about, which was hugely refreshing in an industry with plenty of bluffers and chancers.

I found the fact that Nick has actually been there and done it in the legal world very compelling indeed, and after finishing the book, I knew there was plenty he still had to teach me.

I booked a free call, which contained plenty of value, but what became clear is that if I was really going to get Nick’s personalised help to grow my firm, I needed to do it properly, so after speaking to a couple of Nick’s clients to reassure myself I was making the right decision, I took the plunge, and booked the Steady Stream of New Clients meeting.

And I’m so glad I did.

From the moment my wife Rachael and I arrived, Nick put us at complete ease and we quickly built up a strong rapport, and thanks to the pre-meeting preparation put in by all parties, we were able to wring a huge amount of value out of it, because most of the fact-finding had already been completed before the meeting began.

Consequently, the meeting was chockfull of useful, actionable information, and most importantly, that information was grounded on what actually works in the real world – no theory in sight.

When we left Bristol, we were hugely energised and excited; but more than that, we also had clarity, and three days later, things were even clearer, thanks to the report Nick prepared for us detailing exactly what marketing we needed to be doing AND how to make sure that that marketing was actually implemented.

Having used a consultant in the past, my biggest fear was that there’d be a lot of talking around the issues, and a whole lot more questions than answers, but that simply isn’t how Nick works.

Instead, he calls a spade a spade, and fuses that straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

If you’re considering booking one of Nick’s Steady Stream of New Clients meetings, I would say, unhesitatingly, that you need to go for it”

Bill Ward, Ward Trademarks