"I think of marketing as being BB and AB - that is Before Boyd and After Boyd.
He has totally transformed the way we think, do, and get rewarded for our marketing." Simon Roberts - Field Seymour Parkes
"Boyd Awesome Result! £100k plus! Just to let you know that we have been awarded the work. There were originally 65 applicants at the first stage. It went down to 14 applicants at the second stage and at the interview stage there were 4.
Thanks for your help. Rachel FSP-Law.com
“A genius in the world of internet marketing and general marketing forlaw firms and beyond" Paul Hajek, Clutton Cox
"If there's only time to read one email a day, it's yours I read Boyd. Thanks." Janet Davis, Booth, Ince and Knowles.
Boyd, I am not a lawyer myself but a marketing consultant working for the firm here in Lincoln. It's always good to get other views on how to do things as I would never claim to know everything! Not all the time anyway.
I haven't recommended you to anyone in the area simply because they are our competition and I don't want them to act on the good advice you offer.
That's a compliment, even though it doesn't help you very much.
I have implemented one or two of your ideas and adapted some others to suit. Also, the occasional idea that you throw at me takes me off on a tangent where I come up with things that are completely different, but take their start from your email.
Jonathan Bowman, McKinnells
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Solicitors Marketing Information
277 solicitor law firms are using these simple-to-implement marketing secrets and resources that have been proven to work.
If you like proof, you'll like this video (including my dog!)
My private newsletter clients call on my resources to help them take control
of marketing. Because they want to enjoy the positive personal and professional
outcomes of being able to easily;
1 Find new prospects 2 Get these prospects to convert to new clients 3 Keep existing prospects 4 Grow the existing and new prospects 5 Enable these prospects to become volunteer referrers
They are able to do this without employing any more staff or increasing
time at work or even radically changing the ethos of the company.
Sign up to my newsletter as a priority today so you get the latest tips, ideas and videos.
When you want to invest some money in creating a marketing strategy that works
then let me know. We'll talk on the phone, I'll send you something, you'll think
about what you want from me and if you want...we'll work together on creating
the new law firm you want.
Don't have time to get leads through writing? (Or video)
If you don't want to write the content yourself
you might want to visit www.words4business.com and use their content for blogging and email newsletters. (I'd say just do the free trial Joe offers and see what happens as a minimum)
I took one article and spent 3 minutes on it and got on Google's first page for a relevant search term just by adding in some geographical terms. Civil Partnerships Solicitors Bournemouth (I sent Joe a video of how I did it - ask him for it.
Here are 20 ways you can slice and dice the content Joe sells to make it go further...
1 On your website
2 In your newsletter
3 As part of a direct mail letter
4 On an audio CD (when read out loud)
5 As audio or basis for a video on your website or You Tube
6 As an email as part of a 7 week email newsletter
7 In a newspaper
8 As a press release
9 As an invitation to a radio journalist to get in touch
10 As part of a selling pack
11 As a fax broadcast
12 On a display board
13 As a report
14 As a handout at seminars
15 As the basis for a presentation pack
16 For an information line
Amazing how much blood you can get out of a stone!
Video and Audio Testimonials are a key selling tool
One of my clients just got 16 video testimonials he could use to sell by using Testimonial Director.
Just a couple of years ago, the only practical way of capturing video testimonials was to be in front of your customer with a video camera. But today, mobile devices and the ubiquity of high speed internet means that there are now a variety of options for getting multimedia testimonials without being there.
Clients can record themselves on their webcam or smart phone and upload it to YouTube. You grab the embed code from there.
Alternatively you can go for a system that allows you to get video testimonials directly from your website...possibly the coolest and neatest way of doing it...here's something I think will make life a lot easier.
It allows clients to record testimonials directly on your website.
Audio testimonials are also a very effective tool for selling.
Take a listen to this Speakpipe service. It enables your clients to give you a testimonial and to send you voice messages right from a web browser without any phone calls. http://www.speakpipe.comHere's how it worked for me....Boyd audio testimonial
A tip for you is to ensure you use testimonials on the top 10 pages of your website. Don't just use them on the "testimonial page" because that's like only opening for business once a week.
Automated Marketing Secrets
Check out this - I've shot a video showing how easy it is to set up automated marketing. That's here.
And you really ought to see how it works by clicking this link
PS there are some more videos from this seriesright here
Cross Selling Checklist
One of the new members asked me about cross-selling, so I thought about some key things firms should teach their staff to do. You'll get more cross selling done if you;
1. Make it part of the job - and explain why it's important
2. Keep score - reward people for cross-selling
3. Staff will then see it's important.
4. Make sure it's part of the questioning process for phone calls.
5. Coach all staff in cross-selling so they feel confident in doing it.
6. Put cross selling paragraphs on the bottom of everyone's emails.
7. Make sure links on the website cross-sell (with the right keywords in the links)
8. Make sure that you cross-sell in email and paper newsletters
9. Bundle products together so cross-selling is seen as natural
10. Have forms that people fill in and give to other colleagues with opportunities.
11. Have a follow up and feedback system in place to see who follows up well.
12. Have a budget in place to reward staff who pass on opportunities,
13. Reward internal referrals whether they turn into work or not.
14. Think about it. Action it. Test it. Refine it.
Cross selling is habit you must create. And PROFIT from. And cross selling means you always have new services to sell.
Remember "If you aren't counting, you're just practising".
PS, you know I talk about tracking your marketing?
I'm going to be launching a service that will allow you to do this
very soon because I believe in it 100%.
If you want to be the first to try call tracking, gratis,
maybe on your newsletter/advertisements/website - email me today
Travel broadens the mind and the pocket.
I travelled over the summer and kept my
eyes open for things that might be useful to GLM
Here's something I spotted from the university of life.
It's a cafe in France where you pay
a lower price for your coffee if you ask
politely. It's 2 euros if you don't say please
and 1.80 if you do.
Manners cost nothing and yet this cafe
owner decided to make them worth something and
got lots of publicity as well as a nicer clientele.
There are hundreds of ideas like this you
can use to get local or national publicity.
And that means free advertising.
My old boss, Sir John Madejski copied an idea he saw in America and
made £250M (AutoTrader magazine). So I know that if you try you might
Does Your Firm Do Conveyancing?
Claim Expert Status – because experts get paid more.
Paul Hajek from Clutton Cox gets 4 our of 10 clients via his website for conveyancing.
That's based on excellent writing and blogging, (he's won awards for it, PrimeLocation, Legal 360 and is Law Society Accredited for Conveyancing Quality).
He took my advice and wrote a book about his subject which is conveyancing. He's now got expert status. Which is why he converts even more of his prospects to paying clients.
As I've worked with Paul for a number of years, I've been on his case to let other Great Legal Marketing Subscribers use his book to do the same. I know how hard it is to find the time to write a book. But because I believe in this I have moved heaven and earth to get Paul to agree. (Authors get precious with their work!)
If you are interested in having your own expertly written, 111 page book with everything in it you need to win instructions - then get in touch with me.
We are talking about having your name on the book as the author. Your company on the cover. And giving you 1000 copies for you to give to your Estate agent partners and conveyancing prospects.
I'm pretty sure you don't have 3 months spare to research and write a book. But with the average conveyancing deal worth £1500-£2000 in fees, your new book only has to get you a couple of deals a year and it's paid for itself. And that's excluding any publicity you get.
Let me just mention 3 reasons you might want to do this;
Nothing gives you better instant expert status than having a book.
When you let your local BBC Radio station and newspaper know you have written a book they'll want to feature you. That's priceless publicity. (I'll give you a sample press release)
When you offer to send prospects your book, it blows them away.
This is not a freebie.
Paul has to make some money out of his hard work. But if you are interested, it's £2200 for 1000 copies of the book with your name on it. This is a real book not a digital download. People still love physical books!
I am also going to set up an autoresponder sequence for Paul - this is so he can convert even more clients who get the book.
But they are also great for getting someone to pick up the phone, send you an email or sign up for some more info. Once someone makes the connection with you and you have their contact details - you put them in a marketing sequence that I call "Buy or Die". (see video http://www.screenr.com/hrss)
Pages on websites that are designed to illicit a specific action have to make it easy for the prospect to take action. Think of your pages as a slippery slide where the headline leads you to the opening line and then the opening paragraph and so on. If you can keep someone interested until you ask them to take action - then you are on to a winnner.
Often the reports are good but they don't get as many sign ups as they should. This is usually because the basics of landing page design are taken into account.
Here are 10 steps you can take now to optimize your enewsletter/report/pdf landing page to get more customers and prospects to sign up for your content.
Spell Out the Benefits: On the landing page, clearly list why someone should sign up for your enewsletter.
Show Them a Picture: Show a sample picture of what they will be receiving (what does the email newsletter or report or download look like?).
Link to a Sample: Link to a sample enewsletter and have that sample open up in a daughter window (don’t take them away from the landing page).
Sign Up is Above the Fold: If prospects have to scroll down to get to your signup area, there is a problem. Bring the signup above the fold.
No More than three to five Fields: Less fields = more likely prospects will sign up. Only ask for the fields you truly need. Name and email is bare minimum.
Clear Link to Privacy Statement (Below the Fold): Although no one will ever click on it, be sure to have a privacy statement available that has been checked by your legal team.
Tell Them What You Will and Won’t Do with Their Information: At the bottom of the page, be very clear about how you will use the information they’ll be giving to you.
Button Says “Subscribe” or “Sign Up” (Not Submit): Words like submit and phrases like “click here” don’t accurately spell out the positive action you want prospects to take. Use “subscribe” or “sign up”.
Get Rid of Needless Distractions: The landing page for your enewsletter has one goal…to get people to sign up for the enewsletter. Get rid of all the distractions that may take them away from the signup page.
Testimonials and Awards Are a Must: Put at least one good testimonial about what a user thinks about your enewsletter or report.
There are two things worth noting. First, people often buy at £99 a year and then trade up...i.e. in for a penny in for a pound and secondly, Alan didn't just think of an idea...he researched it and TOOK ACTION.
Use The News - The Media Love "It's National Divorce Week" and
Free PR is a great way to get yourself known as the experts in your field.
And it's pretty easy to come up with very short press releases for local media
who want news stories to fill their radio airtime or pages.
So do you have a publicity plan? Do you cut out articles from newspapers
that can generate ideas for your firm to get local press and radio coverage?
For example, if you offer Divorce legal advice next week there is Divorce Week.
Maybe you could write a quick release and send it to the local radio producer
(BBC Local radio is best) and your local weekly newspaper.
Something like this...
Did You Know That Divorce Week Starts on the Jan 9th 2013?
Unfortunately, the first true week back at work after Christmas and New Year is also the
week when many people decide to get divorced.
"This time of year is when people make decision about their future. It seems that being
with your partner over the holiday period for a prolonged length of time combined with the
New Year and looking for a new start, means that many decisions to divorce are taken,"
says Paul Solomon of SolicitorsInBournemouth.com
"A fresh start to the year and to a future life is always attractive. But at Solicitors in
Bournemouth we advise that before you take any decision you must see how the legal
landscape lies, especially if there are children involved."
"We're certainly not celebrating a busy January because people ask us for divorce advice.
But we are pleased when our advice helps someone start a new life once they have decided
that divorce or separation is the path they want to take."
If you are thinking about divorce at this time of the New Year , SolicitorsInBournemouth.com
are offering a free consultation to Echo readers so you can make the right decision from a legal perspective. They also have a free guide available for Bournemouth Echo readers on their website.
Paul Solomons runs SolicitorsInBournemouth.com. A qualified and experienced solicitor,
he has also published the legal book Wills, Probate and Inheritance Tax, The Zero
Tolerance Approach to Misinformation. He has also been the chair of the board of Trustees for Christchurch Citizens Advice Bureau for many years. His offices are on Seamoor Road,
For more information please telephone 01202 802 807.
Here’s 3 reasons why a solicitor should be your starting point for divorce advice.
The law changes from time to time. Lawyers must keep up with the law.That’s ourjob.
As solicitors we have to make sure that the advice we give is applied in the right way.
There are so many common myths about divorce that you must consult a lawyer before you separate otherwise you won’t know what the outcome may be.
PS Here are some tips that I have collected from various members. I think number one is
Why You Should Ask Your Best Legal Clients What They Want From Your Website
One reason why Google is successful is because it allows people to abdicate from responsibility. Their process of searching for what they want is summed up by “Don’t make me think!”
Freedom to research is scary.
Prospects searching have a fear of making the wrong choice. Google gives law firms appearing on page one of Google results huge credibility with these “scared prospects” because if they pick one of the top firms on Google they feel they aren’t going to be wrong.
When you are already ahead of the competition on page one you can only mess it up.
How do you mess it up?
You fail to get someone to like and trust you. Not everyone will like and trust you so don’t try and be everything to everyone. Decide who you want to be friends with.
Who are you current best clients?
They are who you want to be friends with. Your strategy should be to get more of them by giving them online the sort of experience they want.
So how about asking your best clients what it is they want?
Sure enough you’ll find out what you need to have a website that will get others to like and trust you and soon become another of your best clients.
What can you learn from the way in which your calls to your solicitors office are handled?
The answer is...practical stuff.
Things like where your leads come from, how many convert to sales and what you can do to improve this. ( I call these "the numbers").
You also find out things about how they are handled - and what you can do to improve the way you run your business.
Hearing recordings of calls to your business will reveal a gold mine of information.
(It's ten times better than any survey and ten times cheaper). And your staff will get better at selling. They'll be able to build up a list of common questions and all your staff can help answer them. This is then a great guide on how to handle a call, (and a sale).
Law firm employees aren't always natural salespeople so building this checklist will be a major asset to your firm. And it's a way of sharing sales skills amongst everyone in a co-operative way.
When you can ask a phone any question you want such as,
"Find me a great local solicitor that can handle my divorce"
and the phone gives you the answer...
"I recommend Solicitors in Bournemouth, they have 79 positive reviews from happy clients, they are accredited and insured and offer a free consultation and fixed rate options. They are 1.7km from your home and offer free parking. They are rated 5 stars out of 5."
That's going to be pretty amazing. And scary for many firms.
(You might want to get my Review Crusher training at this point - get it here)
But then the world isn't going to be the same for anyone in any industry...
All you can do is cover as many of the bases as possible...and ensure that your online reputation and marketing is the best it can be.
Because online is at the centre of your brand. (Make sure you've seen this page on my website too)
Watch this video if you haven't about why you website should be a multi-media channel.
You Can Film 100 of Your Own Video Testimonials This Year
Got a laptop at the office?Got a webcam?Got a microphone? (use a Samson Go Mic recommended).
Then you can get every visitor to your office to make a video testimonial for you. Just sit the laptop at reception. You'll get something like this
This is VERY POWERFUL. Please try it. And then send melots of £'s when it works for you. Because it will.
Or why not practise by sending me a video testimonial about what you get out of my emails/website/videos? That'd be great.
Here's how you can use those 100 video testimonials.
Your Business Is The Internet - So Pay Attention To How You Are Doing
•Selling •Generating Leads •Client Service •Delivering Services •Building Loyalty •PR - Expert Status •Branding •Repeat Lifetime Clients
All these things above are a function of your website.
Some people still don't get it.
Which is why I put a little basic video up on the website right here
But I want to ask you one question...
What is the bounce rate on your website? (That means how many people
come to your site and then leave it within 8 seconds).
Because if you can reduce your bounce rate from 75% to 50% you'll make a lot
more money. That's because you will engage with 25% more people. And get 100% more leads.
But first you have to look at your numbers. And then devise a way ofreducing your bounce rate.
So if you have a high bounce rate don't let your web designer fob you off.
Tell him exactly what you want to happen to your website because your websiteis your business. And your business is in internet marketing.
And if you don't know what to do...maybe become an expert by talking to a few...
Love Your Clients? Get Them To Carry Your Card
Remember the advertising catchphrase, "Don't Leave Home Without It"?
Alan Whicker and Karl Malden used to advertise the American Express card, almost describing it as the 4th emergency service. (You have to be over 40 to remember these adverts).
The American Express card could get you out of trouble. Their traveller's cheques could be replaced if they were stolen. The basic premise was American Express was good in emergencies - other cards not so good.
This made me think of the ban on referral fees for personal injury cases.
Because when someone has an accident it's an emergency. But as soon as someone has an accident it's the insurance company that has the power because it gets the first call. And that's why they've been selling PI cases.
However, if every driver had access to a personal injury solicitor or a personal solicitor and it was the solicitor who got the first phone call and handled and advised the injured driver - then things would be different.
And how difficult is this?
Perhaps if every existing client of every law firm had a card, (like a donor card) that provided 24 hour legal advice line then things may change.
Thereafter, every existing client gave 10 cards to friends and family. And so on. Pretty soon every person in the country would have one of these cards.
Far-fetched? I don't think so. I have an RAC card in my wallet. And a donor card. I don't expect to use them - they are there just in case.
And the solicitor is well-placed to build up a personal relationship with individuals and offer genuine legal expertise. So "don't leave home without it" should be the rallying call of solicitors everywhere so that they can be in control.
And how much does it cost to produce a colour card that slips inside someone's wallet of purse?
£100 for 10,000 cards. Not much to ensure you get the first call...
Missing Six Client Calls A Day - Read Their Story
Despite having two receptionists, this law firm were still missing SIX valuable calls per day at just ONE of their offices.
They recognised the problem and found the solution. Read their story.
Here's a thought for you if you have business clients of personal clients that run businesses.
Barter. Trade some of your work for some of theirs.
Unless you are operating at 100% capacity (and if you are you should raise your prices quick) then you probably have some spare time.
So why not follow the lead of other companies and barter?
I used to barter football match tickets at Reading FC for company cars, office supplies and advertising. And why not? Tickets were empty seats with a big sell by date, (every match).
One Great Legal Marketing member slashed his accountancy costs to zero by doing the legal work of his accountants.
Another did legal work for his IT services firm.
And I know that IBM traded computer work with an airline and charged them for every mile their jumbos flew - rather than straight up cash.
You probably know you what you spend your money on. If you don't then it'd be worth finding out.
And there may even be something you want but can't afford. Maybe you could barter for it?
Barter is an ancient tool for survival. It's always been there and I don't think it's going away.
PS And if you have never used an Expense Reduction Analyst (someone that brokers better deals on electricity/phones etc for commission only) then you might want to try one.
Forgetting To Say Thank You Is Costing You Thousands
Too often in business, (as in life) we seem to be too hard pressed to remember to say thank you. Remember when you were a kid and you had to hand write all those Thank You notes to your aunties who gave you that £1 Woolworth’s gift voucher.
Didn’t you just hate it, (despite the fact that it got a gift voucher every year without fail?)
Well that “getting your Aunt’s business every year” tells you something about thank you notes.
A personal thank you note is something that the receiver loves to receive and they’ll reciprocate the thank you by giving again and again.
When you say thank you remember these simple steps.
Handwritten notes are far more effective than typed notes.
Personalised notes are better than general (i.e. thoughtless) notes.
Don’t make it several gushing pages long. A short note has more impact.
The more genuine the note is, the better it is.
And just in case it’s been 37 years since you last wrote a Thank You note, here’s a memory jogger for you…………..
Thanks for your business. It’s been great getting to know you and your company.
I look forward to the game of golf we’ve booked up next month. As neither of us have played the course before, we’ll discover the bunkers together!
I’ll keep in close contact whilst the project goes on and once it’s complete, we’ll review it together to see what we’ll do next.
Feel free to call me anytime during the week, except Monday-Friday!
Xxxxxxxxxxx Personal Mobile.
If you write something like this you won’t be repetitive.
You won’t overegg the thank you.
You tell him you’ll be getting in touch again.
You’ll be there the whole time.
You made it personal and you made yourself accessible through your personal phone.
You also gave it a sense of humour, not some dull, lifeless corporate gift.
The request for the lowest price is just another barrier for your law firm to overcome.
When someone asks about price it means they have made a mental leap... about buying your service. To find out how you can overcome price objections and watch a video about why you aren't charging enough here's a PDF
Solicitors that leave wads of cash on the table because they don't have a systematic way of handling telephone prospects.
You see there may be nothing wrong with your marketing. You may be pre-persuading people about how great you are. But then when they call you they get infected by the sales prevention virus.
The following events are based on a true story. All names have been removed to prevent the solicitors firm from being identified. (But it could be yours).
Let's say someone calls you to get a pre-nup agreement. They've seen your info-rich website and picked up the phone. They call and ask "How much is it for a pre-nup." This is a big buying signal. So how do you screw it up?
"Let me just check the computer." Yes, that screws up.
"Let me just put you on hold" Yes, that screws up.
"Er...I'm not sure, can you call back, she's not in at the moment" Yes, screw up.
I agree with you it sounds unbelievable. But in most law firms this is exactly how the phone is answered.
You should have a system for handling calls that guarantees 90% conversions of callers to clients. If you don't then you are losing money big time.
What's the minimum you need for a system to handle calls?
How much it costs (without looking at the computer which is not working) How about a paper price list available to all staff?
Which solicitors handles the other side i..e who you recommend and why and how much they charge.
That you can set up appointment/s for the prospect with the other solicitors so they just make one call to you. Make life easy.
When the prospect needs to get the pre-nup done by.
Get the phone number, mobile, email and postal address of the prospect.
If you don't book an appointment in there and then don't let them go off and phone the other solicitors and phone you back when they feel like it! You fix a time to call them back.
You may also want to email a sample document to the prospect so they can see what they are getting? (Immediately). Costs nothing.
Send a postcard from your firm that day (first class) with your contact details and confirmed price on it. Costs 50p
Two hours later give them a timescale/breakdown of what happens and offer an appointment time (that suits you). Costs nothing.
The following day text them a reminder of the appointment being held for them. Costs 10p.
Then put them in a weekly reminder email sequence (automate this - let me show you how) so that they either "buy or die". Costs nothing.
All this is 60 pence in marketing costs. Remember it's about being resourceful, not resources! I am sure that this will help you close lots more business. And it's replicable for every type of enquiry your firm gets.
Any solicitor that did this would impress the hell out of me! If you liked this newsletter you may also like this PDF
Because all calls are tracked (and automatically diverted to another solicitor seamlessly) it's been a great way of finding out qualitative information. By this I mean understanding who calls and why. I've discovered;
That people who call are qualified buyers...i.e. they have already made up the mind 80% of the time to use this provider if they need a solicitor. This is because they are already convinced of expert status through the content.
They want to see you today or tomorrow. They are in a hurry once they have decided to act.
That I need to increase my content to include certain search terms for which I am not ranking so that I can get even more callers
If I can do this part time in the evening, then maybe someone who is paid to do marketing at your firm could do it too?
Here are my results on Google. Bear in mind that positions 2-7 are out of my hands because I cannot have a duplicate Google Places listing for SolicitorsInBournemouth.com as it would affect the solicitor's website that these callers are diverted to. (You knew that right?)
Pre Nuptial Bournemouth
Divorce Solicitors Bournemouth
5 and 8
Solicitors in Bournemouth
Lasting Power of Attorney Bournemouth
Probate Solicitors Bournemouth
Wills and Trusts bournemouth
Notice they are all local searches with the word Bournemouth in them. Local clients are what I am looking for. I have focussed on specific services to get people who are ready to buy i.e. lasting power of attorney, divorce, wills and trusts.
I guess if you invested your time or even, £500, £1,000 or £5000 for someone else to do it and you get back £20,000 in year one it's worth doing. Internet enquiries are only going to grow over time.
One trick that is worth knowing is that you can get two websites showing for local searches which means two bites at the cherry. You probably have an existing website that is getting calls, so why not have another?
Maybe it will help you get valued for what you do when you help change people's lives for the better.
Email Disasters I Keep On Getting
Help...I've got an email disaster...
I write all this stuff and it's a disaster because only 47% of people open it and only 11% click on the links!
That means 53% of people aren't acting on my emails!
Are your emails getting treated like this? Like rubbish? Well the above "story" may or may not be true...but it's how most emails get treated...like dirt.
Most emails don't get opened ecause either the subject line is useless, the preview paragraph is terrible, or you have just no goodwill in the bank with your list of prospects and that's because you don't send valuable stuff.
If you are sending out emails and you know that people aren't opening them, the good news is you can improve your results by improving these factors.
I'd be happy to hear about what emails you are sending out to your list because I'm betting that you don't do much email marketing? Or am I wrong?
(Maybe you can put me on your list so I can see what you send).
And if you want me to write an email for you send me one you are going to send out and maybe I can improve it and we can have an email face-off. (See I'm trying for more goodwill from you ;-)
BTW - if you send out an email and 53% don't open it - send it again with a different subject line to those that didn't open...another 15% will open it.
You should link this page to your Google Places account and ask people to leave a testimonial for you. (They just need a Google account to do this). Alternatively you can ask them to review you on many of the review sites such as Qype.
In any case, the more testimonials you have the better. They are a great way to get people to visit your site and convert visitors to buyers. And testimonials on review sites will help boost your ranking online.
A lower ranking site with more testimonials can convert more people into clients than a higher ranking site with no testimonials.
I was speaking to a solicitor who complained about his clients
always asking for discounts and always questioning his value.
(Even his "best clients").
He blamed the price comparison sites for driving prices down. I asked him, "Who let's your clients treat you like this?" He thought about it for a moment before replying...
"I do," he said. Now let me ask you...
Do you accept every prospective client that comes along?
Do you accept price hagglers?
Do you accept people that don't take your advice?
What sort of firm are you going to have if you do accept people that you don't really want?
How hard are you going to work to fill your books with clients that don't want to pay you what you are worth?
If you have to beg or even worse, pay for leads from middlemen how does it make you feel?
The truth is that businesses fail because they don't know how to market not because they don't know how to deliver.
When marketing is good you can set your own price. You can send problem clients elsewhere. You can increase prices until you hit a diminishing net return.
The goal of your business is;
In Minimum Time
With The Least Work
You may want to do lots of work and spend hours over it but that's a personal choice, not a business choice.
Some people say you'll never get referrals if you charge high prices. Well let me ask you this.
"If you have great clients that pay you what you are worth what type of referrals are they going to send your way?"
That's right - more people like them.
And if no-one refers so what - you've got a firm of high value clients all paying you the money you deserve. Is that so bad? You just keep marketing to find more.
But the fact is that if you choose to be cheap - then you'll get cheap referrals and if you choose to be premium...you will get premium referrals.
Ultimately you are responsible for the type of clients you get. And if you do it right you'll get good ones. And then if you serve them right and keep them loyal they'll stay with you for years.
There's only so much you can take from Tesco Law, tighter regulations and increasing insurance premiums.
Taking the path of least resistance and doing nothing is no way to live your life.
Do nothing, say nothing, be nothing.
Wouldn't it be better to be the highest price firm in town? To walk around proudly because of the value people see in you? To give your family what they want when they want it without having to make excuses?
You can create any life, any firm you want.
And you don't have to work all the hours that God sends.
Because you just have to apply the right knowledge at the right time. And then Systemise it.
Turning your business into a system that means you can reduce costs, speed up service and make more profit is the only way to make as much as you want for as little effort as you want.
That's right. For as little effort as you want. You don't think Warren Buffet works
harder than a scaffolder do you? If it was down to hard work, labourers would be
stinking rich. But they're not.
The people that make the money have a short-cut. They have the their system up and running in a couple of months.
Do you want to create your own system. Or do you want to rely on luck?
Pay Only For The Leads You Get Not The Space You Buy
I thought you might like to see this. It is the advert designed to get calls from a local paper. Click on it for a bigger image.
The paper is charging £7 per unique call which I think is really cheap. (But then I negotiated it!). I wonder if you could do a pay-per-call deal with your local paper?
This is where you only pay for calls that are generated rather than for "space".
If you can, then I can arrange the tracking of the calls for you, (including call recording) so that you can assess what you could do better. 90% of callers to this were women and of those 50% were getting second opinions and all mentioned the advert was the reason they called.
How many times could you turn £7, £10, £20 into £97?
If you have never asked your local newspaper why not ask them next time they call you? The principle will work for any media you can get your hands on. Radio, magazines, e-newsletters...
Just get the price you think it is worth sorted before you make the connection with the media owner. PS There are a couple of improvements I can make to this advert - what do you think they are?
Yellow Pages or Google it?
Find the Yellow Pages, find the category, scan the adverts, choose the advert, make the call/s, put the Yellow Pages back and wait for the client pack to arrive, read it, go online, check the website, read the reviews and call.
Google it, look at the website, see the reviews, get all the information you want fast and call.
Today is not 9-5 and Yellow Pages. it's 24/7/365
People buy when they want to buy not when you want to sell.
And if you haven't got your website onto the first page of Google for hundreds of search terms then get a move on.
Either way you've got to do it because the internet is the future.
I've been hearing clients talk about their experience with solicitors.
(The beauty of call recording as research!)
Many of them have explained they are not sure if they are getting the right service and advice.
I think this is a natural response from some clients.
They may have been expecting a different service when they engaged their solicitor. Or they may not have expected it to be "so expensive". Or they may have made the wrong choice of solicitor in the first place.
Perhaps it's worth looking at making your services "checklist-able" so that clients know exactly what they will get.
(Make sure you add in everything you do and when prospects ask "Why should I choose you?" you can show them why. Think compare and contrast).
And secondly, perhaps it's worth creating a "second opinion" service on a fixed fee that reviews other solicitor's work.
Ethically, some solicitors may not be comfortable about this.
And I know there are some that specialise in going after other firms.
But I know there are probably a percentage of clients that would like a non-confrontational second opinion, (and may transfer their business over to you).
A belt and braces approach appeals to people.
So why not offer both?
Are You Using Video To Market Your Firm? You Don't Have To Be Spielberg...
People watch television and go to the movies.
Videos work because they use visual and audio elements to persuade.
And the good news is you don't have to have an expensive camera and set up to make videos.
One video I did has now 500 plus views and it didn't cost a penny to do.
Publicity is FREE, powerful and will turn you into a local expert.
And your kids will love it too...
One of the best ways to get media coverage is to start sending out regular press releases to your local media.
It’s cheaper than advertising. It’s probably going to be read by more people. And it’s powerful.
But where do you start?
The key is to think of all the things that are newsworthy. You’d be surprised at what local media will pick up. You'll find a couple of examples and a list of things that can get you coverage. Click on the Solicitors Marketing Through PR Link. http://goo.gl/QTaVr
Send me your successes!
Here is something about Positive Attitude.
You'll never achieve without it so please read this.
And when there is nothing stopping you, then why not start today. Because if a six year old can film something and upload it to the internet, then so can you.
If you are a videographer, then you already know what to do. But if you are like 99% of lawyers then start out with the simple KODAK Zi8 video camera or equivalent.
For around £70 you can get a camera that will record decent enough audio and video to upload on to the internet. It's a simple point and shoot camera with an inbuilt USB, so no messy cables.
And all you have to do to shoot a video is ask your very happy client three simple questions and record his response. Practice this with your colleagues in your firm so you get better at asking the questions and your colleagues get used to seeing themselves on film.
Asking three questions will mean that your video testimonials are to the point and get across what you want to get across.
Asking something along the lines of;
What do you look for in a legal firm?
How did we help solve your problem?
What would you say to anyone thinking of using us?
This will get the answers you need to be on film and will take no more than five minutes to get done. And make sure they are no longer than 2 minutes to watch.
Easy to do, absolutely necessary and massively powerful.
If you wanted local publicity you could easily say something like...
Get Your Conveyancing With Us And If England Win
The Rugby World Cup It's FRE*.
How it works?
You take in the £2000 for conveyancing and insure this £2000 for £250. If England wins the Rugby World Cup the insurer gives you the full £2000 to pay back the client.
Why not go out to all the Estate Agents in your area and get them to offer it? It's a bit of fun, it makes people talk about you and who knows...maybe there's 20 grand out there waiting for you to pick up?
This type of offer can work for any service and any event e.g. A Brit Winning Wimbledon, Manchester United doing the treble, Arsenal winning a trophy (sorry Paul ;-) There's a list of events below you can choose from.
Or choose something to do with your local professional football or rugby club.
Get Your Website Mobilised TODAY.
(Want to see a tipping point as it happens? Look at global smartphone penetration this year... Latest data on smartphones from Canalys uncovers a global leap in smartphone use as sales of smartphones rise 83% year-on-year. In the first quarter of 2011 over 100m mobiles with smartphone capabilities were sold.)
What does your website look like on a smart phone?
I talked a little the other day about how you want to make sure your website can be read easily on a smart phone/Ipad etc.
If it's not optimised you risk people abandoning your site (in less than a few seconds). And that means fewer calls and fewer new clients.
Here's a tool that can analyse your website to see if it's optimised already. (You never know maybe you've got a great website designer that knows this stuff).
Existing clients will want to be able to see your mobile optimised site too remember - don't let them think you're stuck in 2009...
( I can help with this if your website designer can't - you see there's a secret way of getting a mobile optimised website that could work for less than £100 but I can only tell you if you get in touch.)
OH MY GOD I’VE GOT TO GIVE A PRESENTATION.
Every person in business has to present at some time or another.
If you’re selling, you have to do it every day. If you’re the boss, you’re doing all the time. Many people get nervous about presenting and speaking in front of an audience. Most people would rather die than speak in public!
Well, you are just going to have to get over it, because being a good presenter, and even more importantly being a good performer is an absolute must if you want to maximise your business.
This is because speaking to large groups of people means large groups of potential clients. Here are 19 great tips for presenting. Read them and use this like a checklist when you have to give a presentation.
In thisTender there may well be a need for the technical and service GENIUS of a law firm to be demonstrated.
Because technical aspects are usually given. It's the service that matters.
I think that you should be gathering PROOF that you do what you say you will do devising a Unique Selling Proposition and making it difficult for the prospect to come up with any objections that you haven’t already answered in the Tender Document
In other words think like a client. (TLC).
This is worth a lot of money if you pitch for business from tenders and companies.
I'm a great believer in having a positive attitude. And it's attitude that gets us our success in life. But did you ever study it at school? Were you ever taught it? Nor me. I've had to develop it over years...
I remember writing this some time ago. Thought you might like it. Comments always welcome.