Solicitor Marketing Ideas By Spying On Other Firms.

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

For spying on other law firms websites
so you can see their keywords and adverts
they are using on Google you can use Keyword Spy

Just as I did in this video http://screenr.com/cin

This is another cool tool

http://www.web2pdfconvert.com/

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

How cool is that? You can email your
website to clients!

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

Another great tool is http://screenr.com/
as it allows you to produce screen casts
easily 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

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. More useful tools coming up in a few days.

Let me know how you get on.

Read more...

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...

Solicitor Marketing - There's Riches in Niches

It's always great to see a law firm
targeting a niche and understanding
that the more you give the more you get when it
comes to legal marketing.

Take a look at this lawyer in the US.
http://www.bedsorefaq.com/bed-sore-resource-center/

He focuses on care home negligence.

One of the specialities he has is
bed sore claims.

This web site is a fantastically detailed resource
for anyone that wants to know about bedsores.

Who are you going to use to make your
claim if you have a relative that has suffered
from bedsores?

Someone that knows their stuff or an amateur?

If I were a civil litigation solicitor or personal
injury solicitor I'd be tempted to register
pressuresore.org and do the same with a UK
website...

And I'd be looking at niches you can exploit because
if you have two clients of any one kind, i.e. charities,
schools, Supremely affluents etc then you
can create your own legitimate niche.

As Shaw Taylor (Police 5) said..

"Keep 'em peeled"

Read more...

Professional Indemnity Insurance Solicitors And Life Changes

I know that indemnity insurance costs have risen...in case you
didn't see it there's a new insurer on the market and the Law
Society have produced a guide to the subject...

http://www.lawsociety.org.uk/newsandevents/news/majorcampaigns/view=newsarticle.law?CAMPAIGNSID=419346

One member of this newsletter has used Connect2Law
http://www.connect2law.co.uk/
to successfully get P I Insurance. Might be another route for you?

Obviously insurance is a major issue for you. But what are major
issues for your clients?

Because major life changes can help you to market..

Things like;marriage, divorce, kids, buying a house,
retirement, selling a business etc.

Most people are going through these at any one time.

And they don't know that there are legal consequences.

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 or by letter.

It still amazes me that solicitors don't make an offer for a new Will
with conveyancing EVERY TIME. Perhaps you might wait a few weeks/months
to sell the Will because a new house takes up most of
someone's brain for a while.

But plant the seed and then nurture it with a marketing sequence
over a few months and I bet
you'll get their Will sorted.

And if you find this difficult to systemise
why not automate the whole process?

A friendly letter/email and sms text twice a year
highlighting legal solutions to major life changes
would cost pennies but it's a nice reminder
and your clients will thank you for it.

If a garage can send an sms about an MOT
and a dentist can send a reminder about a check-up
couldn't you do the same twice a year about a
legal check up?

The more you help your clients the more they will
trust and like you. And the more they will buy.

And the principle applies to commercial clients
as well as private clients. The more you know about
their business the more you can provide solutions.

But if you don't ask regularly you will never know.

PS remember people buy when they want to buy, not when
you want to sell. That's why you have to be in constant
contact efficiently, in a valuable way, and systematically.
Ask me how if you want to! Visit Solicitor Marketing

Read more...

Online Legal Services - Is The Time Now?

I've been looking at how firms can offer something to sell to visitors to their websites.

After all, why not make money 24/7 right?

One thing that you can do is offer "backsourced" products such as Wills, where the client fills in the details and you check it over. It's how most of the car insurance industry now works.

(For an example of who does use it in the legal world visit www.Nelsonsonline.co.uk

Personally, online legal services are right for me as a consumer and I think there is a big market for them.

And I asked Tim Bishop, (who runs the Salisbury Solicitors firm Bonallack and Bishop) his views on the matter. (Tim's website is worth checking out - he know's where he's headed).

These are Tim's thoughts on online legal services

What do you think about online legal services Tim?

"I suspect it's likely that this method of delivering some legal services will become increasingly popular. However it's early days. I'm a great believer in not adopting a radical new method first I prefer to wait and see and let others go through the expense, the pain and the learning curve -- and if it looks like a winner then I'll happily come on board at the forefront of the second wave, learning from others' mistakes."

Do you see it happening soon?

"If this method of delivering legal services does take off -- I suspect it won't be tomorrow but the day after tomorrow. Law firms are a conservative market."

What mistakes do you envisage people making?

"I've spoken to at least one firm who just started taking this route -- I'm not sure that they have even the basic pricing right however. If I recall correctly they were doing wills the traditional way for about £95 pounds and online wills, with very little input from lawyers, for about £85 ."


" I don't see many clients choosing to go down the technological route, at their own risk when for another £10 they could get a lawyer to take the risk and do all the hard work. In my view to make this offer attractive, there clearly has to be a much bigger differential. But the problem for this particular firm I think is that they are significantly undercharging for wills in the first place."

What are the important things to consider?

"If the market is not ready for mass adoption of these sorts of services -- all we are doing in the short-term is cannibalizing our own market. I appreciate the risk is that non-lawyers to come into the market.

Here however I think is the crux of the matter. It is not so much delivery of service but control of the source of work. If solicitors can control the source work than they can, to a certain extent, control the rate of change in service delivery. Equally if the likes of, say Which, take control over the source of work for wills, that will allow them to start controlling the means of delivery.

How are you preparing for the future at Bonallack and Bishop?

"The central plank of my personal role [I no longer run legal cases] is finding ways of controlling the sources of work -- We will continue to deliver wills for the time being locally and in the traditional manner -- in fact we're coming up with various initiatives to significantly increase the number of wills we are doing and therefore getting people onto our private client database -- a critical move."

"The other issue is that I'm personally concerned about commoditized services -- where profit margins will be driven down and down again and the only way eventually of delivering them will be on a massive scale -- simply beyond most small and medium firms of solicitors -- more suited to the likes of Which or large insurance companies. My target is therefore the niche areas of law which are more specialized and labour-intensive where we are, as solicitors, much more likely to be safer from the likes of Which etc, and where we are likely to be able to continue charging a premium in at least the medium term."

Thank you to Tim for sharing his thoughts.

Tim's words about getting local people on to their client database is very
interesting. This is where online "backsourced" wills and working with
joint venture partners, such as schools, charities and media owners locally can be combined.

Are you looking at online legal services as a way
to capitalise on your website?

Let me know what plans you have or why you won't be doing it any time soon...

Read more...

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...

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...

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...

Niches for Solicitors - Can you exploit yours?

It's always great to see a law firm
targeting a niche and understanding
that the more you give the more you get.

Take a look at this lawyer in the US.
http://www.bedsorefaq.com/bed-sore-resource-center/

He focuses on care home negligence.

One of the specialities he has is
bed sore claims.

This web site is a fantastically detailed resource
for anyone that wants to know about bedsores.

Who are you going to use to make your
claim if you have a relative that has suffered
from bedsores?

Someone that knows their stuff or an amateur?

If I were a civil litigation solicitor or personal
injury solicitor I'd be tempted to register
pressuresore.org and do the same with a UK
website...

And I'd be looking at niches you can exploit because
if you have two clients of any one kind, i.e. charities,
schools, Supremely affluents etc then you
can create your own legitimate niche.

As Shaw Taylor (Police 5) said..

"Keep 'em peeled".

Read more...

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...

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...

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...

Solicitors Market With The News

Here's something you can swipe and deploy
from last week.

It's a good example of how to combine
current news..i.e. recession with legal service i.e. divorce
and come up with an angle the local media like...

(remember local media like "if it bleeds it leads" stories.

You can easily rewrite this in about 20 minutes and email
it to your local newspaper and BBC local radio station.

Once you've got one story in - keep 'em coming
and pretty soon you'll be the legal expert for your town.

Why is it good to be the expert? Check this out.

http://www.greatlegalmarketing.co.uk/sitedata/Misc/How-To-Position-Yourself-A.pdf

Here's the story... below.


http://www.businessdorset.co.uk/90721/8247183

Cheer up! Things may be bad but at least it's a good time to get a divorce

Now could be the time for entrepreneurs to get divorced.

That’s the unusual advice from Ianthe Slinger, head of the family team at Letchers Solicitors in Ringwood, who says that the poor economic climate means that it’s cheaper for people who are in an unhappy marriage and who run their own businesses to untie the knot.

“If you’re going to get divorced, now is the time to do it – any divorce lawyer will tell you that,” said Ianthe, who read law at Cambridge and specialises in financial settlements for business people.

“If you’re a businessman with property, prices are down, borrowing is difficult – you’re more likely to keep your business. It’s an asset. If there is no value the wife cannot have it. If it has value who will buy it and how will they finance the purchase?” asked Ianthe.

Pointing out the financial benefits, she explained: “The court will look at income generating rather than value. When a husband wants to get divorced the wife looks to take half his business. But she will get maintenance. She can’t have both. This scenario happens in this economic climate.

“If a husband says his income is lower than it actually is then a judge will say sell the business.”

She added: “I open two to three cases a week – I have done 60 to 70 divorces so far this year.”

Ianthe, who has been practising for 11 years, trained in Salisbury and then became a partner at Frettens in Christchurch.

She says that in recent years the introduction of collaborative law “where people get round a table” combined with mediation have helped lower the cost of a traditionally expensive divorce.

____________________________________________________________________________

And if you can't think of ways to combine stories then get
creative with this article...http://www.greatlegalmarketing.co.uk/Ideas_For_Marketing_Legal_Companies

Or just buy Michael Michalko's Thinkertoys book

Read more...

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...

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...

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...

Conveyancing Solicitor Goes Football Crazy and Scores

Conveyancing Solicitor Marketing Again...

How can you get free publicity for your firm?

By making a boring subject a bit more interesting!

Thought YOU might like this story.

Here's the link...

http://www.cluttoncox.co.uk/site/ourservices/spurs_champions_league_.html

Those of you who have read Paul Hajek's profile will see that his ambition is for Spurs to win the Champions League within the Perpetuity Period ( a legal definition equivalent to 80 years)

I seem to remember he got publicity from the World Cup too.

Check it out here.

He just emailed the story to all the major news outlets in one email...job done.

Read more...

Legal Marketing Partnerships with Schools

I met up with a CEO of a law firm
a couple of weeks ago
and we discussed partnerships to get more
business.

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

So it's really low risk. (SRA dictats apply!)

And if most of the marketing work is done by the
partner then how about the legal work
also being "backsourced".

It could make for a really efficient, 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 exploited locally 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...

Do You Know What Happens To Your Children If You Die Without A Will? Find Out By Calling Our Free 24 hour Recorded Message on 0844 502 1631 or visit www.yourlawfirmwebsite.co.uk

and each school had a
trackable phone number.

The caller hears a recorded message
and leaves their contact details.

And these callers are then sent an email/text
inviting them to a website where they can
do an online Will.

And these 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 got your picture in the local paper and on radio
handing over cheques).

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...(I expect a lot more).

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 (Grease) sang...

"I've got 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. -

Want me to help you?
I will if you want to give this a go.

Read more...

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...

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...

Be The Best Sales Person at Your Law Firm

I met with the CEO of a major law software company

last week. They are the company that allow

law firms to make money while they sleep.

(If you want to be introduced let me know).

The best thing that Grahame said to me was...

“Boyd, you’re a salesman!”

On the way back from London on the train I thought

a lot about this comment and decided to share my thoughts.

It makes me proud to be a salesman.

Because until someone sells something, nothing in this commercial

world actually happens. There's no marketing, no finance,

no law firm!

How are you as a salesperson?

• Do you enjoy it?
  
• Do you study how to do it?
  
• Or, like me, do you just try your best and then hope that people buy?

Because, being your best and hoping that people

buy isn’t such a crazy idea.

In striving to be your best you generally get smarter and better

than other people. Because most people really don’t reach

half of their potential.

• You see they give up learning.
  
• They give up studying.
  
• They aren’t self motivated.

What I love about you is that you took the

time to sign up to this newsletter.

(And many have been with me for 12 months now - thank you.)

You demonstrated that you are motivated enough to learn.

So I want to share with a like-minded person my list of what

I do to be as great as I can be.

Here’s what I focus on.

Smart. – I try to be smart. Flexible enough to think on my feet

rather than trotting out the same old stuff as everyone else.

Self-motivated. Nobody has to tell me what to do.

I know what to do and why I am doing it. I work to learn and earn every day.

Great Attitude. How much of my success is attributable to attitude?

10% No. 40% No. 90% Yes. Everything starts with a positive attitude.

Excellent Communication. I want to be compelling.

I want to tell stories that resonate. I want to be believable, clear and concise.

Physically and Mentally Fit. I want to exercise my body and my brain.

I want both of them to be fit to take on the day whatever it’s going to bring.

Mental and physical press-ups are required to live to the full.

Computer Skilled. I can’t have the excuse that “It’s all too difficult to keep up”.

The Internet rules the economic world.

Ignore this fact and in 10 years you’ll be unemployable.

Goal Driven. Having a goal is basic to success.

Devising and persisting with a plan to get there is key to success.

Action is genius and I need to act on getting to my goal.

Dedicated to Success. I want to achieve something every day.

It keeps the momentum going. It keeps me dedicated to my goal

with visible progress.

Past Success. Every time I do something successfully I

imprint it on my memory by squeezing my left index finger.

Those memories give me confidence. I can access that

success feeling any time I want by pressing on my finger.

A Career, Not a Job. It’s not about how much I earn this

week or this month. It’s about how much return I get on what

I am investing in. Give me a pound and 50% commission rather

than £2 and 10% commission.

I’m more interested in personal development and

success than money. I dedicate myself every day to becoming better.

As a result people value me more.

Lifelong Student: Accept I don’t know, then learn.

I know I don’t know everything. I accept it.

And I will never be someone that knows everything.

I am a "lifelong learner."

I love helping others. There’s nothing better than

helping someone become successful.

There’s probably something missing from the list.

Ah...Sales Skills.

But do you know what? It’s better to have a positive attitude

and brains than selling skills.

Because selling skills can be learnt.

Whereas being smart, happy and striving to be the best I can be is totally up to me.

Where do I get help to help me think?

Books. And I surround myself with positive people.

If you have never read anything about personal development try a couple of books

out and let me know how you get on. Take a look at these on Amazon.

Psycho-Cybernetics by Maxwell Maltz MD

The Strangest Secret by Earl Nightingale

Think And Grow Rich by Napoleon Hill

Power of Positive Thinking by Norman Vincent Peale

You can get all these books for £12 or so second hand.

Take them on holiday and read them. Read them instead

of watching TV. Read them on the train instead of trash

news.

I guarantee it's money and TIME well spent.

and for a taster of personal development books

try clicking here

http://www.greatlegalmarketing.co.uk/sitedata/Misc/01---The_7_Habits_of_Highl.pdf

Read more...

Recommendation Isn't Referring

Law Society research says 90% of people would recommend their solicitor
to a family member of friend. (IF ASKED BY A RESEARCHER).

Those are my capitals. Because it doesn't really matter what someone says to a researcher. What matters is what YOUR CLIENTS do.

Industry pats on the back don't do anything for your bottom line.

You can't spend researched recommendations at the bank.

And satisfaction is not loyalty.

The true test is loyalty.

How many of your clients will never leave you and
will defend you to the hilt?

Because loyal clients are the best referrers.

And the question is "How are you systematicallly asking
and getting referrals?"

Action on getting a systematic referral process
in place will do everything for you.

The research doesn't show how many referrals each
loyal client is giving you.

The research doesn't show how many each client could
give you.

The research doesn't show the value of each referral and what you should invest in getting referrals.

If you know how to get loyal, highly profitable clients and get them to refer
their best friends, clients and colleagues (i.e. people like them)
then you are on to a winner. But everyone already knows that don't they?

Still, how many people have a referral system in place?

Have you?

First admit you don’t know. Then learn. Then act.

Read more...

Referral Partner System for Lawyers and Solicitors

Remember my last email where I talked
about getting a partner referral programme going?

(It's down below)

Well here's a letter format you can
swipe and deploy for your firm.

This is a real example being used by
my client.

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

Send this letter out to the top 75 businesses
in each category listed.

Obviously change the words for your own (or ask me
to do it for you £££ ;-)
but use the same or a similar format.

Any questions, let me know.

Boyd

PS enjoy the match. An England win means
happy people. Happy people buy things.

PPS advance notice...I'm away for August...
so get any questions in before then...

-----Original Message-----
From: boyd@greatlegalmarketing.co.uk
Sent: Tuesday, 15 June, 2010 10:19am
To: boyd@greatlegalmarketing.co.uk
Subject: Great Legal Marketing Newsletter - How To Create A Referral Network.

Good morning...

Still on the the theme of referrals.

Did you know there are only 5 steps you have to take
to create a referral network.

But you have to take at least one step today.

And that's to open the PDF
I've put together for you.

It's right here

http://www.greatlegalmarketing.co.uk/sitedata/Misc/referral-networks-for-soli.pdf

I'll probably get a few emails after people read this.

So bear with me if it takes a couple of days to get
round to answering yours.

Read more...

Get Your Solicitor Firm on Bing For Buyers To Come

Here's a new tip for you.

You know Google Local right?

And if you've done what I suggested
you are probably making good money
out of it.

But have you done the same for Bing?

Because in my books Bingers are Buyers.

So it makes sense to get yourself on
the Bing local version.

You can do this so easily...I don't even have
to make a video to show how it's done.

Just click here
http://marketlocation.my118information.co.uk/Default.aspx?action=H

And follow the instructions...

PS for all you employment lawyers
using the World Cup to sell your services
take a look at this

http://www.youtube.com/watch?v=FZQL5kobOEs

How many ways can you present information
that makes it more interesting?

Read more...

5 Steps To A Solicitors Referral Network

Still on the the theme of referrals.

Did you know there are only 5 steps you have to take
to create a referral network.

But you have to take at least one step today.

And that's to open the PDF
I've put together for you.

It's right here

http://www.greatlegalmarketing.co.uk/sitedata/Misc/referral-networks-for-soli.pdf

I'll probably get a few emails after people read this.

So bear with me if it takes a couple of days to get
round to answering yours.

Read more...

Do You Continually Test Your Prices for Your Legal Services?

Not the most professional.

Not the best.

But a very important
video

Here it is...

http://screenr.com/hZp


PS If you continually test your prices
and have no problems with getting
premium prices for your services you don't
waste time watching this...but one of my clients
doubled his prices after doing this and has
had 12 record months...

Read more...

Mend Your Law Firm Marketing Bridges

Whenever I talk to a solicitor, listen in on calls or visit a law firm I find small inconsistencies or glaring problems which, if corrected, would lead to a lot more business.

In most cases, the owners or Partners simply leave the selling up to individuals.

They give them far too little coaching.

Your business has opportunities to do better.

When was the last time you tried to identify them and make changes to capitalise on them?

Let’s take phone calls. A lot of initial prospects phone a law firm.

They want to get a feel for the person they might consult with.

They might be asking for prices.

They might be comparing firms.

But I know 90% of owners don’t review how this phone call pans out.

How the solicitor puts the prospect into a liking-trusting-buying frame of mind.

Or not.

If you don’t have a systematic way of improving the way in which your prospects are converted on the phone then you have broken bridges to be built.

Try recording your calls and listening in. (I can arrange this for you)

Identify things that are said that work. And things that don’t.

The script you develop over time will be hugely valuable and powerful in getting you more business.

Go from converting 30% of leads to 80% at a higher rate?

Maybe.

And what would that mean for your business?

I've got a simple script that I have used in the past.

I use this to make sure I get what I want from a call...

If you want it let me know...

PS I write for The Negotiator Magazine and here's a page

you might want to look at - it has a list of questions you should know

the answer to http://www.greatlegalmarketing.co.uk/sitedata/Misc/neg-3.jpg

To make it bigger you should be able to click it.

Read more...

How RG Solicitors market to Estate Agents to get more Conveyancing Business

I'm impressed a little with
RG Solicitors and how they
are targetting Estate Agents
via Estate Agent Today.

I've shot a short video
on what they are up to.

(At the end there's something
you can swipe and deploy with
schools in your area).

The video is here - or click on this link below.

http://screenr.com/6SK

Shame they don't have a proper landing
page for Estate Agents (do you?)

Shame they don't use video? (do you)

Shame they don't tell me what a free Will
is worth....oh well. Should get this newsletter
shouldn't they...

PS What problems are you having
at the moment with your marketing?
Don't be shy...ask me....

Read more...

Solicitors Must Test Prices Regularly

Not the most professional.

Not the best.

But a very important
video

Here it is...

http://screenr.com/hZp


PS If you continually test your prices
and have no problems with getting
premium prices for your services you don't
waste time watching this...but one of my clients
doubled his prices after doing this and has
had 12 record months...

Read more...

Marketing for Lawyers Isn't a Dirty Word

Some lawyers think that marketing is a dirty word.

They think it’s a bit distasteful. That we “don’t do things that way.”

Which is wrong. (And you know it ;-)

Because marketing can be a matter of life or death.

Think I’m overplaying it?

Consider the marketing that a charity like Save The Children engages in.

If they market well, they make more money. And they save lives.

If they get it wrong, fewer children are saved.

If you are marketing ethically

it is the right thing to do and profitable.

And that’s what you should be thinking when you market.

What are you doing that is good. How are you helping?

What problems are you solving?

And if you get great at marketing yourself wouldn’t it

be great to have lots more customers and be able to donate

a little bit to charity yourself?

What about getting involved in the free Wills scheme for over 50's?

http://www.icr.ac.uk/support_us/help_us_in_your_will/will_for_free/index.shtml

Remember probate comes from Wills...

If you know which charities your

clients support? (hint...hint...more reciprococity)

you're on to a win -win. So make it systematic to find out.

Remember the key psychology behind things like this?

http://www.greatlegalmarketing.co.uk/sitedata/Misc/Psychology-GreatLegalMarke.pdf

Read more...

Help Estate Agents and They Will Help Your Solicitor Firm

June 7th - Help Estate Agents and They Will Help Your Solicitor Firm

There's a lot of noise about referral fees being paid out to Estate Agents.
And some agents will always go for the cash...i.e. who pays the most.
And that's ok for you if you are happy with it. (Until someone pays more than you).

Ultimately every business wants more leads. And what do you think would happen if you could help Estate Agents get more leads? Would they come to you?

Would they give you conveyancing leads? Would they be loyal?

So here are a couple of ideas for you to make Estate Agents loyal. (And I'm assuming you have a partner marketing plan that targets them and sets you up as "the estate agent's solicitor" for your area?)

1 Write a report on "How to sell your house for top dollare when getting divorced."
You can then co-brand this with the estate agent and share the marketing.

2 Write a report on "How to sell a house when the owner has passed away - your guide to Probate and Property." Ditto for the marketing.

3 Write 50 Top Tips for Estate Agents and send them to the Estate Agents that you want to start building a relationship with.

Of course the 50 Top Marketing Tips bit is easy.

You just use mine (with permission that you must request) that I've already prepared for you...

Get them here

Read more...

Guarantees Win Business for Law Firms.

One of the problems buyers have is choosing.

Because choosing a law firm means you might get the choice wrong.

And people are worried about making mistakes. That's natural.

Everything you can do to prevent someone making a mistake in choosing
you will help you get more clients. Testimonials (Social Proof), Referrals, (Trust)
Chambers/Lexcel (Authority) all help.

And so do guarantees. The bigger the guarantee the less risk there is for someone to get it wrong by choosing your solicitors firm.

So it's great to see one of the best marketed firms, Bonnalack and Bishop


using a guarantee with commercial litigation. Tim Bishop, who runs the firm, is more entreprenuer than lawyer. He has taken a marketing-focussed approach to his firm. It's one you can swipe and deploy a number of ideas from.

What guarantees can you make to get more people to choose your law firm?

For more on guarantees and marketing law firms click here.

Read more...

Testimonials and Referrals for Solicitors

Great Legal Marketers,

Do you collect testimonials and referrals for your law firm?

You know that your clients want great service.

Do you know if you give it to them?

I am going to assume you ask your legal clients about
your service. And that you do some kind of follow-up survey.
And maybe you actually do something with the results.

Let me ask you...

Is your client survey also a way of getting testimonials?

Because if you word it the right way you will
get them every time. And you will get testimonials that
say you are great, (for specific reasons).
When you get these testimonials people are
declaring they like you.

And they are on the way to becoming loyal.

Which means they are prime clients for getting law firm referrals for you.

And those that really enthuse...
you must dig deeper to get a case study from them.

Or maybe a video testimonial. This works with
business and private clients.

How you do your client follow-up does matter.
If you haven’t got a client survey in place that does this you
might want to get one.

And if you don’t know how... cue music....

“Who you gonna call?”

B-O-Y-D B-U-T-L-E-R!

Read more...

Do you collect testimonials and referrals for your law firm?

You know that your clients want great service right?

Do you know if you give it to them?

I am going to assume you ask your legal clients about your service.

And that you do some kind of follow-up survey.

And maybe you actually do something with the results.

Let me ask you...

Is your client survey also a way of getting testimonials?

Because if you word it the right way you will get them every time.

And you will get testimonials that say you are great, (for specific reasons).

When you get these testimonials people are declaring they like you.

And they are on the way to becoming loyal.

Which means they are prime clients for getting referrals for you.

And those that really enthuse...dig deeper to get a case study from them.

Or maybe a video testimonial.

This works with business and private clients.

How you do your client follow-up does matter.

If you haven’t got a survey in place that does this you might want to get one.

And if you don’t know how... cue music....

“Who you gonna call?”

B-O-Y-D B-U-T-L-E-R!

Read more...

People Pay Top Dollar for Legal Solutions

It is incredibly difficult to be a successful lawyer/owner/entrepreneur

and that's what most law firms are run by.

Sole practitioners - responsible for everything.

In reality these owners find it hard to know what to do. Because they
are in the thick of things on a daily basis.

This is no different from any industry where the owner is also a worker,
(except the onerous and unfair restraints put on solicitors by regulation).

Where law firms should focus is on providing solutions
and not just advice.

Advice is seen as expensive and ubiquitous.

People will pay any price for solutions.

Many law firms are members of my newsletter.

Some of them take the advice.

Som even act on it.

But if I were to provide the solution to your legal marketing problems and
do it for you...i.e. give you lots of willing buyers that would
pay the price you want...what would you pay me?

If you create a system that provides solutions profitably
and it is not reliant on time billed or geography
then you have something very valuable.

It is almost immune to any threats because it is so valuable to clients
and prospects will find you with good marketing.

The system is based on;

Find what people want = solutions to their problems.
Make sure there are enough of them = market.
Devise a way of delivering it = profitably.
Communicate it to them you have the solution = marketing.

Rinse and repeat with new solutions when you find out
more niches.

The beauty of this is that you also have something you can sell
when you retire or when you want to. Because it's similar to a franchise.

(See Gerber's E-Myth Revisited book).

The answer is always the same in business.

Great marketing gives you more money.
You can invest more in the solution.
You get more clients because of it.
Which you re-invest in marketing.

Apple Mac anyone?

Read more...