Miami Legal Business Development | Branding | Lawyer Coaching | Paula Black

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These days we hear a lot about the idea of “value” but what exactly does it mean? Truthfully, it most likely means something different to every firm. That’s why I thought it was an interesting concept when I read that the firm of Drinker Biddle & Reath had split their client relations department and appointed a “Chief Value Officer,” (the other half of the department will be overseen by a traditional “Chief Marketing Officer”). What do I think of the position? We’ll get to that on Thursday. Until then I want you to ask yourself this…

Question of the week: Do you think you might need a Chief Value Officer?

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By giving clients an amazing experience we can not only drum up repeat business, but we can build a referral source for the future.

This week we asked: How do you think clients would rate your client service?

1) Terrible - 0%

2) Not great - 0%

3) Just OK - 31%

4) Pretty good - 43%

5) Outstanding - 26%

My Thoughts: I’m happy to see that over two-thirds of you think that your clients would rate you above average. But are you sure? How do you know?

This week we’re looking at the importance of client service—not just in retaining clients, but in transforming them into major referral sources. The book I referenced on Tuesday (“Flip the Funnel” by Joseph Jaffe) uses actual case studies of big business to show how companies relate to consumers and the importance of making sure they’re happy. Not just happy. Go-out-of-their-way, over-the-top, have-to-tell-someone-immediately happy.

Quick example: One of my team members recently had her second child. When she and her husband pulled out their three-year-old crib to put it back to together for their newborn they found that a small albeit important piece was broken. Having bought the crib from a large national retailer they jumped in the car and headed to the store. After explaining their dilemma to the manager he explained that the crib was a special order item and they didn’t stock the part needed, but he would check the back. 15 minutes later he returned with the part. How? He had taken apart an entire floor model in the back office just to provide them with a 3-inch bracket. Did he have to do that? Absolutely not. Did my associate run immediately to Facebook, Twitter and anyone who would listen and tell them how fabulous the retailer was? Yes. Did that translate to new business? You bet.

Think about it. What have you done for a client lately that would inspire that kind of action?

"In an acquisition-heavy world, we pull out all the stops to woo a stranger to sample our wares, yet we ignore the very people who essentially fund our acquisition efforts in the first place. It is tantamount to feeding yourself by holding the steak knife the wrong way," writes Jaffe. "Not only will you go hungry, but also you'll end up in the emergency room."

Black Pearl: If you’re interested in more information from the book check out the Twitter feed or the website.

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Let’s be honest. On a day-to-day basis how much time do you really spend thinking about the experience your client is having? Probably not a lot. Sure, you’re thinking about how YOUR office is interacting with them, but rarely do we stop and ask THEM how we can be better. And we should. What got me thinking about this? Today I was doing a quick search on Twitter (follow me @legalbranding) and it led me to a review of an interesting book. In it, the author takes on client service and relationships, explaining exactly why and how we need to put a focus on client service. So what’s the answer? In short... if we want to generate new business we need to flip the funnel...

Question of the Week: How would clients rate YOUR client service?

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Thought it may seem scary at first, making the leap into blogging and social media can bring greater rewards than you ever imagined.

This week we asked: When was the last time you took a risk with your marketing and business development?

1) Within the last month – 13%

2) Within the last 6 months – 18%

3) Within the last year – 20%

4) Within the last 2 years – 46%

5) Within the last 5 years – 3%

My Thoughts: I’m sorry—but not surprised—to see that most readers haven’t taken a risk with their marketing and business development in over a year. I know attorneys are busy people, but taking a risk and trying something new is an important step in not only building relationships and brands but in keeping your marketing efforts fresh and exciting.

The pieces I want to share with you today talk about exactly that. The author, Adrian Dayton, talks about how after a training program with a group of bright attorneys, only half ended up putting the ideas to use and achieving positive results. Why? Because the other half didn’t follow through. Why? Because they were AFRAID of putting themselves out there. Writes Adrian:

“What if nobody likes what I have to say? What if people disagree with me? What if someone at my firm doesn’t like my opinion? What if a client dislikes my blog post? What if I commit and then later get too busy? There are plenty of things to be afraid of, but if you focus on those things you will never make it out of your front door in the morning.”

I couldn’t agree more.

Another one of my favorite bloggers, Seth Godin, approached the issue this week as well. His take? Go with the momentum that propels you toward something great—and don’t be afraid.

“We look at a project launch or a job or another new commitment as something that might get out of control,” he writes. “We're afraid of being part of something that feels like it might be too big for us.”

If we don’t take risks we never open the door to possibilities.  If someone had told me 10 years ago that I would write three books for lawyers… I would have told them they were CRAZY!  I guess crazy is a good thing!

Black Pearl: Here is the rest of Adrian’s post, entitled “The Parable of the Blogger.” I think you’ll find it will make you think hard about the value of taking a risk… and as a bonus, here’s the full post from Seth Godin “Avoiding Momentum.”

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Taking risks is always an integral part of achieving great success. Whether it’s narrowing your client base or simply re-branding your firm, doing something new can often be a little scary. One of the things I’ve found to cause the most anxiety in my attorneys when it comes to marketing and business development risks is their entrance into the world of blogging and social media. Putting your ideas, opinions and thoughts out into the world can be an intimidating task, but one that can help you reap incredible rewards. While reading through my usual blog lists I came across a great piece on why the fear of social media can often prevent attorneys from moving forward in their marketing and business development strategy. But first, think about this…

Question of the week: Do you take risks with your marketing and business development?

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Shifting your perspective can open up a world of change...and possibly affect your bottom line.

This week we asked: How easy it for clients to do business with you?

1) Very easy - 24%

2) Easy - 28%

3) Difficult - 0%

4) Very Difficult - 0%

5) I’ve never thought about it - 48%

My Thoughts: Nearly half of you had never even considered this question. But now that your attention is here, it’s something to consider, correct? As Jay Fleischman writes in the piece I mentioned Tuesday:

“It’s been said that your role as a business owner (and yes, you are a business owner if you run your own law firm) is to make it as easy as possible for people to do business with you.  You need to grease the wheels and create a friction-free experience for the potential client.  When you fail to do this, you run the very real risk of losing business – sometimes, without even knowing it.”

Fleischman goes on to suggest five practical ways to make your client's lives easier:

1. Make sure there are magazines in the waiting area-- and that they are geared towards your client base.

2. Ensure your retainer agreement is easy to read and understand.

3. Make sure you have a warm, friendly receptionist.

4. Minimize the amount of work your client has to do.

5. Make sure that your clients can count on you to answer their phone calls- or return them in a timely fashion.

What I like about the piece (link below) is that all of the advice is so simple. It echoes many of the themes we’ve discussed here (market focus, personalization, availability, customer service) but truly applies them to the everyday nuances of running a law office. They are simple, highly effective changes you can make immediately that will make your business life easier by making your client’s experience easier.

Black Pearl: Here’s the article, entitled “5 Ways To Reduce Friction In Your Legal Marketing Efforts.” Read it, consider the changes suggested, and let me know what you think in the comments section below.

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I often approach legal marketing from the perspective of what you can do lure clients in and keep them. I love to hear and read about new theories on networking, Internet usage, credibility.... and it’s rare that I read something that truly shifts my vision and makes me look at legal marketing in a whole new way. This morning I stumbled across a blog post that I found incredibly intriguing (stay tuned for the link on Thursday) not only because of its advice (all very good) but because of its perspective. That perspective? The author was challenging readers to ask themselves if, on a day-to-day basis, they were making it as easy as possible for clients to do business with them? So I will ask you the same:

Question of the week: Are you focused on making your clients' legal experience as smooth & easy as possible?

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Marketers are always looking for new and innovative ways to create business development opportunities. But what advice should we reconsider?

This week we asked: How long have you been following legal marketing trends and ideas?

1, More than 5 years - 32%

2. 4-5 years - 0%

3. 1-3 years - 9%

4. Less than a year - 59%

My Thoughts: 68% of you are relatively new to the legal marketing world, having just come into the realm in the last three years. For you, social media like blogs and Twitter may be the norm—32% of you know it wasn’t always that way. Here are a few ideas from the past that may not have a place in the future...

Your website is your only online presence. Platforms like Twitter and Facebook, as well as the plethora of blogs and article directories give attorneys a direct connection to potential clients and establish their credibility. While a firm website is important in that it can outline basic information and firm vision, a more personal and specific line of communication such as a blog can help attorneys truly show what sets them apart from the competition.

Cards should only be sent for winter holidays. To truly stand out in a sea of holiday cards, I always advise my clients to send either Thanksgiving or New Year's cards. (For the adventurous there is always July 4th as well!). The lesson here is to think outside the box. Don't want to send holiday cards at all? Have a reception instead; send clients a card with an interesting article that relates to their business; or even keep a calendar of birthdays and the like. Communicate all year round...not just when you think you have to.

Law firms don't have taglines. Though it's still met with a bit of resistance from some, a lot of firms have accepted the benefits of having a tagline. Whether it's simple, clever, funny or descriptive, a tagline can do wonders for helping firms not only show their points of differentiation, but establish their position and their firm culture among potential clients. Two other options to consider? First, a tagline doesn't always have to be attached to a logo. It can simply be a strong positioning statement or headline that sums up a firm's vision and point of differentiation. Second, it can be as simple as using "Trial Attorneys" versus "Attorneys at Law." It can set you apart and make clear your place in the legal field.

All you need is a capabilities brochure. While a beautiful and informative brochure can make for a great leave-behind, the secret is really in the content. Stop telling clients what you CAN do and show them what you've done. A results-driven brochure can incorporate case studies, statistics about the firm (and its lawyers) and the backgrounds of its attorneys.

Your bio should be about what you've done. Sure, clients want to know about your cases and clients... but what they really want to know is how those cases and clients apply to them. Refrain from compiling lists and instead focus on how your experience can be of service to a specific industry or group of clients. Make them understand why you're the best at what you do and use those clients and cases as examples.

Legal marketing wisdom changes on a constant basis. As new methods of communication continue to crop up, the marketing opportunities for lawyers and firms continue to multiply. My best advice? Read books, subscribe to blogs and follow legal marketing news for the latest trends and ideas.

Many in the legal profession are hesitant to enter the world of social media.  Take a look what Kevin O'Keefe of Lexblog has to say on the subject:

"Law firms have more to gain from social media than other business. Social media is based upon on engagement, networking, reputation building, and relationships. The exact keys to business development success in the law.

Social media provides a golden opportunity for law firms to gain an edge on their competitors. It'll be interesting to see what firms take advantage of the opportunity by keeping pace with their client companies when it comes to social media spending."

Black Pearl: To prove my point, check out this article about why SEO may be outdated (already??)....

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Let’s be honest, marketing strategy and theory changes from day-to-day and month-to-month. Though many ideas are evergreen (Repetition, Repetition, Repetition) smart marketers must be open-minded to changes in the industry—as well as other industries—and never be afraid to evolve and adapt. Case in point: many of the long-held beliefs of legal marketers have been challenged over the past decade, and lawyers and law firms are finding that the old ways of business development may not be the most effective. So what old school advice should we reconsider? Come back Thursday for my thoughts...

Question of the week: How long have you been following legal marketing trends and ideas?