Get Testimonials Agreed Before You Start Work

Sometimes it is difficult for lawyers to talk money in testimonials

but testimonials can demonstrate the solution to problems.



What is the result that has been achieved?



“I got my dream home because Sarah kicked ass!”



That’s a result testimonial because getting your dream

home is as important as a corporate client completing a

7 million pound deal.

You can get a testimonial agreed before you start working with someone.

Simply state,

”We’ve got a testimonial scheme in place where our legal clients give us a testimonial when we have completed the job. 90% of people are happy to give us a testimonial.

When we do your work successfully will that be ok with you to give us a testimonial for our law firm?"

90% of people say yes. And that's important.

Because Testimonials are Social Proof you are great.

USE THEM IN YOUR LEGAL MARKETING!

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The Power of Scarcity Can Sell Legal Services

People buy for emotional reasons.

And justify it by logic.

Psychology plays an important role in emotions.

The fear of missing out is a major factor in decision-making.

Check out this video to see how Ryanair and Russell Brunson use it.

You can get more on psychology and selling with my

Resource Report on Psychology for Selling right here

20th January - Legal Services Video Marketing

I send an email to newsletter subscribers and you want more!

Here's the 10 Tips For Great Video Marketing You ASKED FOR!

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How Video Gets You To Top On Google

Check out the Google search results for Solicitors in Reading.

Field Seymour Parkes are second in the organic listings (FREE)
and also on the Google Local search results. (Get my Google Resource Report For Legal Marketing Services here)

They have put videos on their site and this has helped them
increase website visits by 1000% Why?

Because one year ago they were not on page one of Google.
So they may as well not have existed for 70% of internet
searchers..

Billions of videos are being watched online. People find it easier
to watch and listen than to read. (Shame but true).

Are you getting yourself top Google rankings and more enquiries
from video marketing?

If not, you are leaving money out there
that others are taking from you.

TGI Friday

Here's an inspiring video as lawyers head into the week end..

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Law Firm Marketing Demands Guarantees

Todd Davis, the CEO of Lifelock,
plastered his social security number on the
top of his web site (it's 457-55-5462).

Journalists asked CEO's of other
"identity theft protection" firms to
give their social security numbers and they all said "no".

Lifelock gives you a $1 million insurance policy
against identity theft.

If your identity is ever stolen they'll spend
up to $1 million to correct it.

What guarantees can you give that makes it
a "no brainer" to buy your legal services?

Because in a cynical world, guarantees give people
the crutch they need "in case they make a mistake".

And a guarantee is another unique buying point for your law firm.

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Law Firms Waste Money On Adverts

What are the greatest adverts you’ve ever seen?

The best adverts I’ve see are those for
“old people” in the Sunday papers.

For slippers, trousers and hearing aids.
With a picture, lots of detail and a coupon.

You may hate them. Or maybe not notice them.

But you should study them.

Why?

Because the fact they appear week after
week means that they are successful.

Because they are direct response
ads that make money.

“I cannot judge good advertising; it judges me.”

If the ad works—brings in orders, donations or
inquiries at the budgeted return on investment...
it's a good ad. If not, it’s bad..

I hate ads whose return on investment
can’t be measured.

Lots of solicitor firms are wasting their money.

If your law firms doesn't want to waste money use my

“Write an advert for your law firm that kicks butt guide”.

And remember when you do get an ad that works,
make sure that your phone lines are
ready for the calls!

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Financial Facts Tell The Story

Lots of solicitors are being made redundant.

And many law firms are closing.

And it comes as a surprise to many people
that work in these firms.

But it should not be a surprise.

Because all staff should know exactly
how their law firm is performing. And if
they don't they must find out.

As you live with the consequences
of decisions it’s essential that you
help make them.


And if you work for a law firm you must know
the basic financial facts if you are to have
any influence on the business.

Management that informs staff, educates
them and allows them to influence their
own futures is good management.

If you are the Parnter in charge, provide your staff
with the answers to questions.

As staff, ask these questions. (Cut and paste).

• Do we have an annual business plan?
• Can we have a copy?
• How many clients do we have this year?
• How does it compare to the last 3 years?
• How much income from fees are we forecasting this year?
  
• How does this compare to last year?
• How much income in total is forecast for this year?
• Is there a monthly accounts document that can be shared with a snapshot of how we are doing each month?
• What will our profit before tax be for the year?
• How are any profits this year going to be used?
• How have we been affected by the recession?
• What areas are expected to expand and contract over the next two years?
• What plans are in place to allow this to happen effectively?
• Who is responsible for cost control?
• What areas have been identified where we can save money?
• How are salary increases worked out?
• What are our forecasted income, costs and pre-tax profit for the 2010/11?
• What is our average income per client in each department that comes to our law firm? (number of years x £ per year)
• What are the main threats to our profitability?
• What are the main opportunities for growing our profitability?

This is the start of open-management.

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National Make A Will Week - Every Week

Are your prospects thinking about Wills this week?

There's been some coverage in the press that might be
making them think about it. (See Telegraph article here.)

I have also seen a promotion in my local Reading Post newspaper,

The question I have is this....

Why wait until national Wills week to do a
promotion with several charities?

Flint Bishop have partnered charities
all-year round. Can You?

For the price of a phone call and a follow up
letter you could get a partner with 100,000 members.

That you could mail to, in conjunction with their brand.

Let me know if you want a sample letter.

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Direct Mail Letters That Sell

If you know you have 3 clients that are similar
how about trying to find some more?

One way you can do this is by writing a sales letter.

Let's say you have 3 charities you work for.

If you can write to another 500 charities
that are similar, with a persuasive letter
and 25 respond then you have an immediate
qualified 25 prospects.

And it cost you £250 to send the initial letters.
That's £10 a lead for your law firm.

Here's my video thoughts on a letter sent to me to try and get me to buy.

If you convert one from 25 you will probably make a
return of at least 10 x the money you have invested.

So why not try it?

Here are some tips that will help you write better sales
letters to market your law firm.

There's another resource on direct mail for solicitors here.
Send a letter with no offer and you’ll get no response -
That's known in the world of marketing as a “waste of money.”

If you do not get the results you need or response is flagging,
check the offer first.

“If you want to dramatically increase your response, dramatically improve your offer.”

“Success in direct mail is 40% lists, 40% offer and 20% everything else.

Before sending out a letter without an offer, think the letter “P”:
only the Printer and the Post Office make money.

A good direct mail letter is as direct and personal
as the writer can make it.

Even though it may go to thousands of people,
it still talks to an individual.

It’s a message from one letter writer to one letter reader.
A sales letter should never be signed by two people.
Two is a committee.

It's impossible to make an emotional connection with a committee.

Do not write “we” in your letter. Write “I”.
This gives the sense that one is getting a letter written by a real person.

If you are available anytime (24/7) for the call, or for more
information, make sure that you are and tell them you are.

They’ll appreciate you saying it, even if they don’t take you up on it. Turning a 50 pence letter into £2500 of business
is a skill that you can easily learn.
Just follow simple, proven and profitable systems.

(Of course the 475 that don't respond
will go into a marketing sequence remember...)

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Celebrity Status = Trusted Resource

"Boyd, I'm having my picture taken by the
local Gazette newspaper on Monday morning!"

I love getting emails like this.

Someone that tries something different.
And gets publicity. And sales.

Remember, celebrity status = trusted source

Someone should film you getting your
picture taken or giving a seminar whenever it happens.

There's nothing better than a video of a celebrity
that works for you on your website to convince people to buy.

And the reason they are coming to do a story on him?

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More Testimonials Than Any Other Law Firm On The Planet

You have put your law firm on Google Local right? (Click this link to find out how)

Apart from the fact that Google local helps you get on the first page of Google for searches such as "solicitors in Reading" another reason all law firms must take Google local seriously...because it provides a simple platform to generate tens or even hundreds of online testimonials.

If a law firm like yours started today and got one a day then I expect you would be able to say you are "the World's number one law firm on Google Local" or "More Testimonials Online Than Any Other Law Firm On The Planet." withing 3 months.

Just like this company with more than 1000 reviews.

And it's easy. Just ask every client you have to go to your Google Local listing...

Like this listing for a law firm in Reading...

And ask them to write a review of your services.

That's it. Brilliant testimonials. Online proof of your value. For free.


Check out the websites section of this legal marketing site...

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October 13th - Can You Use Humour To Sell Your Legal Services?

Did you know that almost 60% of internet use is video? Did you know that most solicitor websites don't use video. Why is that?

One of the problems is that solicitors aren't always comfortable with shooting a video, uploading it to a hosting site, such as YouTube, and then "embedding it" on their website.

I guess it sounds difficult to do. And what about making movies that tell a story. Sounds impossible! But let me ask you...Can you type? Can you point and click and drag with a mouse?

Because take a look at what you can do really easily with some free software.

And you can use this type of thing to get meetings with key corporate clients, on your email newsletters , for praising staff...anything where you want to be noticed and have an effect.

Read more...

October 8th - Do You Have A Reason To Communicate?

Have you ever seen Disney's Jungle Book?
Do you know the bit where the three vultures
are sitting on a tree, just waiting for something to happen

"What we gonna do?" says one.

"I dunno, what we gonna do?" says the other.

And so it goes on until Shere Khan arrives on the scene...

Sometimes you want a reason for "what you're gonna do."

Or what you have to say.

This is where a promotion from a company selling
server space caught my eye. See it here.

It's based on the clocks going back on October 25th.
It's usually an excuse for an hour lie in but Rackspace
are using this annual event as a promotion.

And this made me think.

"Charities benefit from crazy clock rules as
law firm donates hour to good causes."

"Solicitor uses time machine to give over 65's free Wills"

"We've donated our lie in to our clients.
We'd rather help you than have breakfast in bed."

How many events are there a year that you can use to
market your legal services for PR, marketing to your
existing clients and generally creating a USP for your firm?

National Lottery, Halloween, Xmas, New Year,
Wimbledon, X Factor, Strictly Come Dancing...

It's all about using the rising tide of what's
going on, and benefiting from free publicity
for your law firm to grow faster than anyone else.

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October 6th - Enter the Theatre of the Mind to sell your Wills..

There's been a discussion going on at
Law Gazette about marketing Wills.

One of the contributors came up with a
short list of life changing events that mean people want Wills.

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.

This should dictate the type of subject lines you
write in emails and headlines in letters and stories on your website.

A laser-targeted headline about a subject someone
is thinking about will have a good chance of getting you a hot prospect.

The Head Partnership consistently cross-sell their legal
services in this way.

They know I'm a business owner.

They know I don't have a Will.

Take a look at this legal firm cross-selling email

This may just have hit me at the right time.

(although they missed the "offer" tactic out).

Is there anything stopping you from writing
to all your small business clients and company
owners with something similar?

Remember something is going on in your clients' minds.

You want to learn how to read them
so that you can market your law firm successfully.

What is it today? What will it be tomorrow?
And if you don't know...ask them.

Read more...

September 29th - Halifax Legal Target Great Legal Marketing Owner

Sounds a bit sinister? Well I guess it could be.

Because when I opened my inbox this morning
someone from Halifax was trying to sell me a Will.

And do you know what?
I've wanted to get one for the last 5 years...
so now maybe the time is right.

Some of the lessons to be learnt from their approach
are; communicate, an offer, that's clear and beneficial,
make it personalised and....let's see if they continue to market it -
because the sequence is everything...

Would I use their service?

Would their email and website suck me into and make me buy?

Click to see the video o see what I think.

Read more...

September 24 - 3 Million Wills Written

Oh yes. He's gone and done it.
Partnered up with a great organisation.
That will do his company no end of good.
And it didn't cost him a penny.

And not only has he done it with Oxfam but he's
also got the BMA and Breast Cancer Care.

Access to 3 million people and 500 transactions a month.

There are probably other law firms out there doing the same thing.

I hope so.

Alan is one of the people who gets the
Great Legal Marketing email newsletters.

But I bet he's also someone that does something with them.

Do you?

Alan gave me permission to let everyone know about this deal.

I wanted to ask his permission because he's got a system
that is very valuable.

And it can easily be copied.

In fact, the idea of marketing partners is very old.

The only way it has remained a secret is because of the knowing-doing gap.

You know you should do it.
But you don't do it.

And there are always so many reasons, (excuses) not to.

Aren't there?

Don't say I didn't mention partner marketing for
solicitors to you...it's been here all along.

Remember "if it's not your job, then maybe it's your opportunity?"

And Alan, if you're reading this,
buy yourself a present. A DVD,
a nice restaurant meal, oh..and happy birthday.

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