Showing posts with label lawyers marketing. Show all posts
Showing posts with label lawyers marketing. Show all posts

Thursday 16 July 2015

Why Reviews Mean Trusts for Law Firms and Solicitors

This survey echoes what I have been telling clients for years... Reviews are extremely important. They provide social proof that a company is good, honest and trustworthy. They are so useful because one of the easiest ways of selling is to say, "we have hundreds of clients that have written about what a great job we did for them." What a great thing to be able to say to the dithering prospect! This proof answers the question, "why should I choose you and pay your rates?" And before you say you don't have time to collect hundreds of testimonials and get a review from every single client think again. Because this firm in Chipping Sodbury has done it and is under the same time pressure as every other firm. And this firm has a unique way of doing it... The point is that they ASK, even before working with a client... They simply say "our clients are happy to give us a testimonial when we have done good work, will you be happy to give us one at the end of our work for you?" So maybe you could spare 1 minute to send an email to your clients asking for a testimonial? Ask them the three magic questions. What were you looking for by working with us? What was the experience like? What would you say to others considering working with us? If you can get some factual answers like, "We wanted to reduce our inheritance tax liability by 50,000 pounds" then it's great. If you only have "nice people to work with" testimonials that's not as great, but can be effective if you can get people to rate you 5 stars on Google. (More about that below). If I only had one tool to sell it would be a box of testimonials or hundreds of videos of people saying I am wonderful and I helped them make 100,000 pounds. (Well I do have an email one of those here) Being known as the best because that's how people see you moves you a long way toward becoming a successful brand. In fact, claiming to be 100% The Best Solicitors is possible if you have proof. Let me ask you, "Who would you rather go to? A brain surgeon with 100% success rate or one with 85% success rate?" A law firm with a 95% success rate or one with an 80% success rate(see this) So I apologise for the firms already doing this stuff. (I hope you don't mind me reminding you to continue your great work). And to other firms I ask that you spend just a few minutes a week getting reviews and testimonials. *** This is my last newsletter before the summer holidays. I know I haven't been in touch much over the last few months. But I have been really busy setting up a network of designers to produce videos, email newsletters, logos etc. I hope you have a wonderful summer with your family and I'll come back raring to go again in September when I'll also be offering a review monitoring service, text marketing services, and a whole host of marketing tools. The reason for this is that I realise most firms want a done-for-you service. So I've committed to make this happen for a handful of success minded firms. More details come September. Thank you for sticking with me so far. Boyd ************************************************************* Here's an unscripted video I did about Google Plus and your listing and reviews...don't have to watch all 10 mins...just first 4 will give you the info you need. http://screencast.com/t/1zOkmol3utrn And here's a reminder about why getting reviews that are good is valuable. I hope no-one has left you a bad review online. But if you have online reviews there's a good chance at least one of them is bad and possibly unfair. (Although this restaurant owner in Australia has successfully sued for a review) Reviews do two things. Firstly they help your rankings. Secondly, they help people decide to click on your website link. Or not. It would be great if your clients just decided all by themselves to write outstanding positive reviews about your business. It would also be great if money grew on trees. You’re going to have to ask your clients to give you positive reviews (unless you believe in the tooth-fairy.) So here’s some things you’ll want to bear in mind. Firstly, what reviews do you want? (I’d suggest Google reviews but there are other review websites.) Secondly, have you got a simple process that allows all your employees to strike whilst the iron is hot…e.g. when your client is smiling about your work? Thirdly, do employees understand that more reviews that are positive means more business means more money and success for them and the firm? Fourthly, getting reviews won’t be really easy at first. You’ll have to adapt your strategy. But it’s a major factor in managing your online reputation so it is worth doing. There may be reviews about your already on the internet. It might be worth Googling your company name plus the word review. You might find fake reviews, negative reviews, positive reviews or no reviews. Whatever your thoughts are about reviews, you’ll surely realise that they are important factors in helping people decide where to spend their money. Here's a good article from a solicitor Yair Cohen about fake reviews... And here's a quick video about getting more reviews on Google. http://screencast.com/t/a2Or1oCvvk

Read more...

Tuesday 7 December 2010

Personal Injury Marketing News of the World Style for Solicitors

I revisited one of
my old contacts who has a couple
of lead generation websites this week.

And boy are they different to most solicitors
websites that market.


Read more...

Wednesday 10 November 2010

Employment Solicitors Use Facebook Stories To Get New Business

Here's another story to repurpose
if you are an employment solicitor.

http://goo.gl/BMSUJ

Remember you can swipe news stories
and repurpose them in many ways...

Your website/press release/email to clients
newspaper/ radio/direct mail/audio/video

Read more...

Sunday 24 October 2010

Do People Like You Enough To Buy From Your Law Firm?

When you asked your significant other half out on a first date
what was the most important thing?

Was it whether they liked you?

Or whether they trusted you?

And how about your prospective clients?

To read more and maybe review the way you sell?

http://www.greatlegalmarketing.co.uk/sitedata/Misc/Do-People-Like-You.pdf

Read more...

Monday 20 September 2010

Google Instant Gives Solicitors Marketing Ideas

Google has rolled out an instant search mode that will display the top 10 search results as you type.

This is probably going to cause some changes in the way people use Google.

I played around with a "live" just to see what it does

check it out here http://screenr.com/Lin

Here's Google's reason for doing it and their video

http://www.google.com/instant/

If you see changes in your website traffic in the coming months, this could be the main reason.

As you can see the results when you type in the words, instead of scanning through the search engine result page (SERP) after each search, you are more likely to look at the top 3-4 results and then refine the search until they find what they want.

Might be worth optimising your website for some of the instant search phrases.

Here's my vid http://screenr.com/Lin

Read more...

Friday 27 August 2010

Turn Negatives Into Your Positives For Solicitor Marketing

I was away for five weeks and
I only managed to get stung by a jellyfish once.

Now I have a free souvenir of my time in France.

I like to turn negatives into positives. It works well
away from the beach too.

Here's your new scenario....

It uses the law of Compare and Contrast.

It goes like this...a prospect has picked you out
of Google Local (he's searched conveyancing in Bristol)

"Hello just checking on Conveyancing Mr Smith, I've been
recommended to use Countrywide Lawyers by my Estate Agent
but I wanted another option. Could you tell me what you do.?"

"Sure, but first let me send you this link to the Countrywide reviews...http://www.ciao.co.uk/Reviews/Countrywide_Property_Lawyers__5658256

And here's a link to our videos.....

And by the way....we're independent of the estate agent
which means we work Exclusively FOR you."

Now let me tell you 3 things about us which make us unique...."

Do your staff answer the phone like this?

Remember....

To get someone to buy your conveyancing team you only have
to do the following;

Get someone to like you.
Be positive. Be friendly. Be Enthusiastic.

Get them to trust you.
Give them overwhelming proof, video, audio, written testimonials.

Help them understand what they'll get.
Explain clearly, give them guides and videos. Make
your service understandable.

Ensure they know it's a fair price.
Tell them everything you do for them, don't leave
anything out, even if everyone else does it, you've
got to tell 'em because they don't know.

Remember these are the reasons that people buy.

I like the seller

I understand what I am buying

I perceive a difference with this company

I believe the seller

I have confidence in him

I trust him

I feel comfortable

The price seems fair

I perceive this product will work for me.

I believe this sales person wants to help me so he can build his business.


Work your script around making someone feel great
about these things and you'll convert 50% more leads.

Read more...

Tuesday 17 August 2010

How can Law Firms Come Up With New Ideas?

New ideas are a great way to compete.

New ideas are not about money. They are about innovation. And no-one has the patent on innovation.

Most of the business concepts we have are handed down.This means we are limited in our ideas by tradition.

But anyone can create a new world. It’s all in your imagination.

Let’s imagine you are going to be making a presentation about handling a large University property account.

You believe that you will have a good chance of winning the business if you really know what the client is thinking so that you can handle any objections. So you decide to use a prop that ensures the buyers WILL tell you what they are thinking.

You give the panel gavels that they can bang down whenever they have an objection or question.

You say to them, “You be the judge, if you have an objection or question, bang the gavel!”

* You get a clear signal that you have to communicate better or more or prove what you are saying.
* The audience don’t feel embarrassed about asking.
* They get a clear understanding and banish their doubts.
* They enjoy the process.
* They buy.

You can probably think of a hundred different analogies you can use in your law firm like this.

You don’t have to use all the ideas, (pick the best,) but the more you have, the better those you choose to implement.

Here's an example.

Imagine if all estate agents in your town would give a free will to all buyers and sellers written by your firm.

This free will is offered when the buyer/seller gets a conveyancing quote from you.

It’s promoted in every advert that the estate agent places and in every communication with buyers/sellers.

The solicitor gets more conveyancing, gets a relationship with the buyer/seller, sells more family law services via a marketing sequence and gets publicity paid for by the estate agent.

The Estate Agent gives extra value to potential clients.

All the solicitor does is provide the marketing materials to the estate agent. (Got to do some work you know).

Remember your imagination needs nourishment. Stand back once in a while from your day to day work.

Here’s another way to come up with ideas.

Check out this page

Do you know Einstein imagined what it would feel like to be a light particle travelling through space? He came up with the theory of relativity based on his feelings and imagination.


PS, I’ve mentioned it before. Michael Michalko’s Book “Thinkertoys”
is a book that helps feed the imagination.
If you have children or an enquiring mind you will love iit.

Read more...

Tuesday 10 August 2010

Solicitors - Have You Protected Your Relationship with Agents?

Some people are worried about
Tesco Law and the Co-op stealing
business away.

But there's probably a different threat.

Complacency.

You see a company is signing up estate agents in your area
and getting their conveyancing leads. They might
only be at 2.5% of the English market but I expect
that to rise.

What are you doing to protect your leads from Estate
Agents and mortgage brokers. Are you complacent?
Do you know enough about what
your agents want? Are you proactive?

Could you outsource your conveyancing to this growing firm?

Find out what commercial director of myhomemove.com said
when I interviewed him earlier this week.

Here's the interview

http://www.greatlegalmarketing.co.uk/sitedata/Misc/myhomemove_interview.pdf

Read more...

Wednesday 4 August 2010

Solicitors market to the theatre of the mind...

I love it when someone ACTS.

Not as in the thespian way, but in the
genius way.

Remember I talked about I-Sold (Tesco)
using handwritten postcards to target
house sellers?

(It's here)

One of the Great Legal Members
didn't do what I suggested (try the same
for conveyancing) but did do an alternative.

He's selling Wills by recognising that the
house seller is having a major life-change
and it's a good time to get a new/updated will.

Do you systematically market to people undergoing
major life changes?
Things like;marriage, divorce, kids, buying a house,
retirement, selling a business etc.

Most people are going through these at any one time.

So there's the opportunity to enter their "theatre of the mind".

This means that you enter the conversation that is
already going on in their heads.

It's much easier than butting in where you are not welcome.
Just make sure it's a laser targeted headline or
selling phrase you use when you engage them
by email on the phone.

It still amazes me that solicitors don't bundle a Will
with conveyancing EVERY TIME.

But maybe you do?

Read more...

Friday 30 July 2010

Useful Tools for Solicitors to Market and Sell With

Here are a couple of really practical
tools which can be useful on a day to day basis.

http://www.web2pdfconvert.com/

You can plug in any website URL
address and it transforms the website
into a PDF.

How cool is that?

Great for times when you want a hard
copy of a website to read on a train,
in bed (sadly) or on a plane. (Remember
you need to prepare to sell).

http://www.greatlegalmarketing.co.uk/LawyersThatPrepareWin

Some people even download all my website
and read it offline to find out how to do things or
come up with new ideas.

Another great tool is http://screenr.com/
as it allows you to produce screen casts
esily and for free. It's great for producing
You Tube videos which you can then embed
on your website.

Video is a great way for people
to understand what it is you solve.

Check out www.fsp-law.com
who use video to get them to the top
of the search engines and to help clients
see and hear what they do.

An alternative way of creating screencasts is
http://www.jingproject.com

If you want to work with things
which make your life easier here's a
good resource where you can find information.

http://www.c4lpt.co.uk

There's a list of the top 100 tools.

I'd focus on the video stuff myself.

Here's how and why

http://www.greatlegalmarketing.co.uk/sitedata/Misc/10-Tips-for-Making-the-Mos.pdf

It'll work to get you new clients.

Hope it helps.

Read more...

Sunday 25 July 2010

Be Your Own Solicitor Firm Or Law Firm Marketing Consultant

One of my members went through my website and found
47 things he could do to improve his business.

Which is why one of the first things I teach lawyers
is to be their own consultant and give as
much as I can so that you can do this

You see hiring in a consultant to help with marketing can be
expensive.

Because not all of them are value for money.

So why pay someone when all you have to do
is put on a fresh pair of eyes and see your law firm as a
prospective client?

Sounds common sense.

But as Oscar Wilde said, “the trouble with
common sense is that it is not that common.”

But here are some easy things you can do that will
help you identify and make changes for the better.

* Go through my website www.GreatLegalMarketing.co.uk
* Do an audit on your firm by downloading this and using it
* Ask all your clients how you can improve
* Ask all your staff how you can improve
* Swipe the best ideas from companies you like dealing with
* Make a general enquiry by email to 10 law firms in your area and compare responses and follow up.

You'll probably get 100 ideas.

Pick those that are best.

And are free.

Implement them and measure the results.

Read more...

Monday 19 July 2010

Solicitors and Lawyers Use Compare and Contrast To Sell

Here's your new scenario....

It uses the law of Compare and Contrast.

It goes like this...a prospect has picked you out
of Google Local (he's searched conveyancing in Bristol)

"Hello just checking on Conveyancing Mr Smith, I've been
recommended to use Countrywide Lawyers by my Estate Agent
but I wanted another option. Could you tell me what you do.?"

"Sure, but first let me send you this link to the Countrywide reviews...http://www.ciao.co.uk/Reviews/Countrywide_Property_Lawyers__5658256

And here's a link to our videos.....

And by the way....we're independent of the estate agent
which means we work Exclusively FOR you."

Now let me tell you 3 things about us which make us unique...."

Do your staff answer the phone like this?

Remember....

To get someone to buy your conveyancing team you only have
to do the following;

Get someone to like you.
Be positive. Be friendly. Be Enthusiastic.

Get them to trust you.
Give them overwhelming proof, video, audio, written testimonials.

Help them understand what they'll get.
Explain clearly, give them guides and videos. Make
your service understandable.

Ensure they know it's a fair price.
Tell them everything you do for them, don't leave
anything out, even if everyone else does it, you've
got to tell 'em because they don't know.

Remember these are the reasons that people buy.



I like the seller

I understand what I am buying

I perceive a difference with this company

I believe the seller

I have confidence in him

I trust him

I feel comfortable

The price seems fair

I perceive this product will work for me.



I believe this sales person wants to help me so he can build his business.

Work your script around making someone feel great
about these things and you'll convert 50% more leads.

Read more...

Friday 16 July 2010

Solicitors That Market Persistently Win Profitable Business

Thursday, 15th July. St Swithins Day.

My birthday. Again. I'm taking one year off my age every year from now. So today I am 41.

My mother phoned today of course. And told me...

"If at first if you don’t succeed, try again." And that made me think...

Persistency is one of the qualities you must have if you want to be great at marketing.

Because although you are trying to create a marketing system which gives you predictable and profitable results it will take time, effort and testing to get you there.

But don’t despair if your first efforts don’t pay off. Learn from them.

Just as Thomas Edison said, “I got it wrong 9,999 times in trying to invent the lightbulb...but I learned from every failure.”

The main thing about marketing is to know that just testing, tweaking and persisting in marketing will get results.

And sometimes changing the positioning of your service or product can have dramatic effects. Which is another reason to try new things out.

And inventing new products by amalgamating old products, or changing their name or offering them to a different niche.

You might take heart from the fact that well-known brands such as Timex, Kleenex, Q-Tips, or 7UP haven’t always been successful...

  • Timex was a failing company until their cheap watches were put on sale in, of all places, pharmacies. Their success is based on the fact that they tested new places to sell their products!
  • In the 1920s, Leo Gerstenzang saw his wife clean out their baby's ears with cotton balls stuck on toothpicks. He then got the idea to design cotton buds, which he originally called "Baby Gays" in 1926.

    But it wasn't until he discovered that people were using his buds for different uses other than cleaning baby ears that he decided to change the name to "Q-Tips." After that, sales skyrocketed!
  • Kleenex was originally advertised to be used to remove make-up. But when it was discovered that people were using it to blow their noses, they changed their marketing and sales exploded almost instantly.
  • 7UP was originally a means of settling infants' upset stomachs and then, as an adult hangover remedy. But when the makers turned it into a soft drink, it sales rocketed!

Testing is part of being committed to marketing. And marketing is about finding, getting, keeping and growing your clients.

So why is it that very few solicitors firms are members of the University of Marketing Stickability?

Remember most prospects have to hear about you, like you, and trust you even before they consider buying from you. And that takes time.

One way of using time well is by persistently offering high quality information that allows prospects to make an informed choice. This will help you convert prospects to buyers.

Some time ago I did a video about “marketing sequences” which is another way of saying persistent marketing.

You can see those videos here.

Part One - click here

Part Two - click here

It’s still relevant. And it will always be relevant.

Because most law firms give up after a couple of goes trying to sell.

People don’t buy when you want to sell. They buy when you are ready. And you had better be top of their mind when that happens.

One way of doing this automatically is by offering a free report on whatever subject interests your prospects. You get their email address and send a series of 5, 10, 20, or 50 emails with video explanations, testimonials, examples, offers , diagrams, recordings – a whole multi-media "preponderance of proof" that you are the right firm to solve the prospects problems.

Too hard for others to do? You bet.

Too hard if you’re not persistent? Golly gosh yes.

Too hard for you to do...? Maybe.

But if you want to be persistent with your prospects keep in touch with them with quality information...

Just like me...;-)

And if you got this far down congratulations on your persistency.

Read more...

Tuesday 13 July 2010

Legal Services Subscriptions - Solicitors Kill Bill By Hour

I'm always on the lookout for
things you can swipe and deploy.

Here's one

http://www.boysandmaughan.co.uk/cms/document/EmployAssure_Flyer.pdf

It's simply a fixed fee employment law service
for small businesses.


Katie Marsh from Boys and Maughn who operate it told me,

"Each client proposal is bespoke and dependent upon factors such as their industry, length of trading and track record.

However, the annual premium is rarely more than 1% of payroll"

And

"One other local firm offers a similar scheme, but they lock their clients in for a minimum 3 year contract. We are so confident in our scheme that we only ask clients to sign up for 1 year at a time. "

Small businesses have to deal with employees.
They don't really have the expertise or time or money
to do it properly. And this is their "take my headache away" solution.

It's easy to promote this service.

PR in the local paper (every paper has a business
section), small adverts in the classified trades
section, Federation of Small Business, Chamber
of Commerce, direct mail to local small businesses
with 10 employees or less, radio spot, on your own
website, via Business Banking managers, accountants,
financial advisers....the list is endless.

Why not record an audio CD with information
on your service, testimonials and some great advice
and give it to the local business banking manager.

Tell them you'll co - brand it if they give it
to all their business clients.

And the great thing is that you can offer almost
all the documentation small firms need on line
which makes offering a subscription very profitable
.

Even if you don't do employment law can you do
the same for other services by offering subscriptions?


Here's Tessa Shepperson's subscription site
for Landlord Law...
http://www.landlordlaw.co.uk/

How about Business Law, Property and even Family Law...

Is there a way you can do this?

Read more...

Friday 2 July 2010

Swipe and Deploy Tesco marketing for legal marketing success

Can You Swipe And Deploy Tesco Marketing?

I live in Reading and Isold – the virtual estate agency from Tesco have started to market through the local newspapers.

They have taken a direct marketing approach that will work with some house sellers.

They have used handwritten-style notes to entice vendors to find out more.

The handwritten note is genius.

Not for the handwritten font...but the fact that they are doing it.

Because action is genius.

It's something you can copy.

The SRA ethics guys said it was ok to do...
(I phoned them).

The cards and the story is here...

http://www.greatlegalmarketing.co.uk/free_legal_marketing_ideas

Read more...

Thursday 1 July 2010

Selling Legal Services online

I met up with someone yesterday and
we thought about partnerships to get more
business.

I particularly like partnerships for marketing
because someone else promotes your services
and you simply return a fee (only if successful).

So it's really low risk.

And if most of the marketing work is done by the
partner then how about the legal work
also being "backsourced" (a term coined by
Graham Cohen).

It could make for a really interesting, low cost
option of legal service, being promoted for practically
nothing and instantly profitable.

Let's take an example..(one that is being explored by one law firm.
(And one that I exploit for a French Language company).

Imagine going to every school in your county.
Getting them all to put an advert on their bulletins.
That says something like...

Your Children Can Be Put In To
Care If You Were To Die Today
Without A Will.

And each school had an affinity code
or trackable phone number.

And Wills were sold and completed online.

And the price was £47.

And £17 went to the school.

And you built up a Will Bank of 1000 clients
(10 per school).

And these 1000 people bought

100 conveyancing
10 probate
10 divorce

services each year.

And you did it for 10 years.

1000 Conveyancing = 500,000
100 probate = 100,000
100 divorce = 100,000

That's 700,000 Pounds.

And each of those clients referred one
other person over 10 years...

That's another 700,000 Pounds.

£1.4M

And all because it's easy to promote with direct online sales.

Where the client does the work.

As Danny Zuko sang...

"I've to chills...they're multiplying..."

PS, You repeat this process with charities,
large employers, local authority etc.
Once you have a system in place
it's replicable.

Read more...