It sounds like a great idea, doesn’t it? Encourage first-time clients to hire you again, occasional clients to hire you more often. A plan that helps you increase revenue and decrease the expense and effort of attracting new clients–what lawyer or firm wouldn’t think that’s a good idea?

Maybe lawyers who think the whole idea smacks of commercialism, leaving a bad taste in their mouth. Maybe lawyers who see this as appropriate for a retail business, not a professional. “Are coupons and discounts next?”

Me? I say, “it depends”. It depends on how you do it. 

If you announce the launch of a ‘client loyalty plan” and promote the idea to your clients and prospects and to other professionals, you might be playing with fire. If you quietly embrace the idea, and carefully and selectively implement it, you might be onto something big. 

When a client gives you more business or otherwise demonstrates their patronage by providing you with referrals, testimonials, endorsements, invitations, and introductions, when they mention you in an article or quote something you said or mention something you did in their newsletter, when they hire you again for the third year in a row, when they invite you to speak at their networking event, why not acknowledge this and yes, reward them? 

Maybe return the favor and introduce them to someone they should know. Maybe hold off for another six months or a year on fee increases your other clients are getting because they’ve been with you a long time. Maybe provide them with an extra service you ordinarily charge for, or promote their business or event in your newsletter.

Or maybe volunteer (i.e., without being asked) to write a recommendation for their child’s college application, because they are a valued client. 

Show people you appreciate them. That’s the kind of client loyalty plan every lawyer should implement. 

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If you aren’t as productive as you would like to be, it might simply be because you’re bored. Work you once found interesting and challenging might now feel mundane and uninspiring. You’ve seen it and done it all and now you’re filling out the same forms you’ve filled out 100 times before. 

It’s hard to do your best work (and enjoy it) when you’re bored. 

Remember when you first started practicing? Everything was new, the work was difficult and exciting, and you never knew what to expect. The work was anything but boring. 

If you want to be more productive you have to find a way to recreate some of the excitement you once felt about the job. 

You have to change something. 

That doesn’t mean you need to start a new practice area, offer a new service, take on a new parter, or start a new marketing or advertising program, although those would likely do the job. You might simply change something about how you interview prospective clients, start doing exit surveys or asking clients for testimonials or reviews. 

Maybe it’s time to start outlining your book. Maybe it’s time to retire your Windows computer and get a Mac, or get a new writing program or task management app.

Anything will do. 

Maybe your library needs refreshing. Try handwriting your meeting notes instead of typing. Attend a different networking group, start exercising, or take acting lessons. 

My best advice? Do something that scares you. Something you’ve never done before. 

Because while it’s hard to be productive when you’re bored, it’s hard to be bored and unproductive when you do something new. And scary. 

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Being a good lawyer isn’t enough anymore. Good lawyers abound. At least that’s what many people think because it’s not easy to tell when one lawyer is “better” than another. And yet, you want your clients and prospective clients to believe that you are the best choice, at least for them.

How do you do that? 

The answer is to consistently give people more than they expect. 

They expect you to work hard, deliver good results, and treat them well. What else could you possibly give them? 

That’s what you need to figure out. It’s one of the best investments you can make in your practice. 

The top lawyers in any niche or market (or any profession) consistently do something “average” professionals don’t. They know they can’t be just like their competition, delivering average effort and average results. They know they can’t merely give clients the same level of service, or even ddeliver better results their competition.

Not if they want to be the best. 

The best lawyers go beyond “good” in every aspect of what they do, in specific, tangible ways. 

They don’t just do the work and deliver solutions. They don’t merely respond to inquires and answer questions. They let their clients know that they aren’t merely avaiable when the client needs or wants them, they can be relied on to proactively and enthusiastically communicate with their clients to tell them what they need to know or might need to know sometime down the road.

They also go beyond merely conveying information. They present that information in a context specific to that client’s business or life and experience. 

The best lawyers know their value isn’t confined to solving problems or doing competent legal work. It’s about taking care of clients on a personal level and always making sure those clients feel taken care of. 

Understood. Appreciated. Protected. 

One way they do that is by telling clients when they don’t have the right solution for them and helping them find another lawyer who does. Or telling the client why he doesn’t need a certain type of service he’s asked about, and know that you will contact them if and when that changes. 

Again, it’s not about the work, or about you; it’s about the client. 

When a client trusts that you always and completely put them first,your relationship transcends that of client and attorney and earns a level of trust that means you never have to sell them on hiring you, convince them to tell others about you, or explain the details about what you do and how you can help them. 

They trust you, they follow your advice, and never think about going anywhere else. You’re not just their attorney, you re a important part of their life.

Repeat business, referrals, and an abiding and often lifelong relationship is the result.

You become the top lawyer in your niche one client at a time. 

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When was the last time you took inventory of the people you know and associate with the most? Partners, business associates, other lawyers in your market or group you regularly speak with, or experts you hire to advise you. 

Who influences you? 

Maybe you’ve known them for years and rely on them daily. Or maybe you don’t know them personally but follow them on social, watch their channel, or read their posts. 

Be careful. They could be your undoing.

They could be decent people. Well intentioned and mean you no harm. You might like and trust them without question. But if they have bad ideas and you listen to those ideas, they could lead you down the wrong path. 

We’ve all seen law partnerships or business partnerships break up for this reason. Marriages and families, too. Someone followed someone’s advice or example and it destroyed what was once a good business or relationship. 

It’s called “the law of association”. We become like the people we associate with most. Sometimes, that’s good. Sometimes it isn’t. 

The message? We all have other people in our life who influence us and we need to spend as much time with the right ones. People who inspire us and set a good example for us. People who influence us in positive ways. 

And avoid (or spend less time with) the ones who don’t. 

No doubt you know this and agree with it. But it’s easy to forget something. It’s easy to forget that people change. Things happen. The people we know and are influenced by are themselves influenced by others. 

Which is why we must regularly take inventory of the people in our life. We might like them and trust them, even love them, but people change and we can take nothing for granted. 

Pay attention. Ask questions and listen to the answers. Watch what they do. 

As someone famously said, “Trust, but verify.” 

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It doesn’t take a lot of time. You can use it to develop blog posts, articles, videos, podcasts, or any other type of content, and use that to bring traffic to your website and inquires about your services to your inbox, almost on auto-pilot. 

And no, it doesn’t depend on ai. 

It’s also a great way to meet prospective clients and other professionals, aka, referral sources, and simultaneously position yourself as a leader in your niche or market. 

Easy-peasy and a great marketing tool. 

What is this miracle method for building a law practice? Interviews. Ask someone about a subject that might interest your subscribers, readers, business contacts, clients, or prospects. 

You ask questions, they answer. They get exposure, you get content. Easy-peasy and as simple as it gets. 

Ask about their work, their area of expertise, a recent case or issue they handled. Ask about something they’ve done or are planning to do. Ask about changes in their industry, changes in the law, changes in their business or practice affecting their clients or customers. 

You can ask about the same subject they’ve talked about on their blog or in other interviews, or something completely different. How have things changed, do they have any predictions or desired hanges, do they have thoughts about something your readers should know about?

If they’ve written or spoken about a subject before, could they give your readers a summary or a few tips or a success story (or horror story) your readers might like to hear?

You can also ask them what they suggest you ask them. It makes the job easier for both of you when you know what to ask and they know what they will be asked. 

Where do you find people to interview? Anywhere. And everywhere. What do you read and who wrote it? What do your clients and prospects read or listen to? Who do they follow on social?

NB: this is one area where ai could help. Ask a chatbot to suggest content creators, authors, subject-matter experts, YouTubers or people in the news you might contact about an interview. 

Or throw a dart at a list and pick someone at random. 

There are an almost unlimited number of people you could interview, not just “willing” but thrilled to be asked, who have something valuable or interesting to say, about an almost unlimited number of subjects. 

Relax. You just ask questions. They do most of the work. 

It’s a great way to meet people in your industry or market. Networking on demand. If you’re shy or slammed for time, you can do everything on the phone or via email. And, if it goes as well as I’m sure it will, they might ask to interview you in return, 

Anyway, don’t overthink this. Once a month, or once in awhile, ask someone to tell you something about themselves or their work and use that to create a piece of content.

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My grandfather used to say that when he wanted to make a point about something taking too long. He was being funny, I guess, and didn’t realize it was good advice for lawyers and service providers who are responding to inquiries and questions from prospective clients and customers.

Don’t keep ‘em waiting. Get back to them immediately (if not sooner). 

Last week, my wife and I decided to replace some plumbing fixtures in the house and asked for a bid from the company we usually work with. Unfortunately (for them), they didnt get back to us immediately and we let our fingers do the walking (Internet version), and contacted another company that had good reviews. They responded immediately (with a lower bid) and we gave them the job. 

Customers and clients are impatient, even more so today than in the days when the Yellow Pages ruled commerce. They also don’t hesitate to contact more than one lawyer or plumber when they need to hire one. So, the lesson is the same. When a prospective client contacts you, you need to follow up with them mmediately. If not sooner. 

Actually, “sooner” isn’t flippancy. You can answer client questions and make the case for choosing you even before they contact you, by posting lots of information on your website. Explain what you do and how you work, answer frequently asked questions, and describe what happens when a prospective client contacts you to get more information.

Also provide multiple ways for clients to contact you, so they can get your help as quickly as possible. 

You should have pages that describe your services, in detail and with examples. “Personal Injury” and “accidents” clearly isn’t enough detail. What kinds of accidents? What kinds of injuries? What specific services do you provide? What kinds of clients do you work with? What do you do that’s different or better than other lawyers in your niche or market?

And, don’t just say it, prove it with success stories, testimonials, and endorsements from other lawyers and business professionals. 

Assume nothing. Show them why they should trust you and choose you. 

Prospective clients (and the people who refer them) shouldn’t have to ask “why you?” Most of that information should be in front of them, available 24/7, so they can see “why you” before they ever call or fill out a form. 

Do that AND get back to them immediately when they do contact you and you’ll get more clients choosing you instead of those other lawyers who didn’t. 

Don’t make people wait. Respond to inquiries immediately. If not sooner. 

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News flash: lawyers are people. Human beings with personal problems, interests, and quirks. We have a lot in common with our bretheren (and sisteren) but we’re also different. 

Different personalities, looks, and styles. Which prospective clients notice, are attracted to, and remember. 

Which is why we all need to embrace our individuality and not try to be like everyone else. We need to be who we are, not who we think our clients want us to be. When we all look and sound alike, nobody pays attention.

We need to be who we are, but normal. Because clients don’t want to hire weirdos. 

Clients want an attorney who looks like an attorney. And sounds like an attorney. Professional, well-dressed, well-groomed, and well-spoken. 

Your headshot photo on your website and marketing materials needs to tell the world you know what you’re doing and are successfull doing it. The car you drive should tell the world you’re no slouch. How you dress, shine your shoes, and conduct yourself from the stage or speaking to clients and prospects and business contacts needs to fit an image that makes people like and trust you. 

You don’t have to hire a stylist or pay big bucks for a photo shoot. Just pay attention to the basics and don’t look like a slob. 

But don’t go the other direction, either. You don’t need $7,500 suits or $400 haircuts. Plastic surgery isn’t a requirement. You want to look your best but not look like you spend (your clients’) money recklessly. 

Perhaps the most important element to pay attention to is your writing. Your articles and blog posts, letters and emails, reports and memos, are often not only the first impression many people see of you, they live on the Internet for a very long. 

Write like a lawyer, but to be understood, not to impress. 

Spell-checking is a must. Grammar-checking and ai can help a lot. You don’t need to be paranoid about your writing or hire an editor for everything, but it couldn’t hurt to have someone look over your shoulder before you hit publish.

Lawyers are expected to write formally, mostly, use upper-and-lower-case words and complete sentences, avoid emojis, and do their best not to sound glib. But lawyers can also be familiar and informal, plain spoken, and down-to-earth. 

Don’t write like a professor or intellectual, unless you’re writing to professors or intellectuals. You can be warm and personable, and have a little fun with your words.

You know, normal. 

And if you want clients to feel comfortable with you and want to speak to you and work with you, you will. 

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The other day I started listening to a podcast about a productivity subject that interests me, but I couldn’t finish it. Not because the subject was dry or the content bad but because the presenter couldn’t seem to say anything without infusing it with curse words.

I just wanted to hear about the tools and the process, but every time there was another f-bomb or scatological reference, it was so distracting, I gave up.

I’m not a prude. I’m not strictly against cursing or rough language. But context matters, and when I’m listening to what is supposed to be a professional presentation, about a professional subject, I expect it to be done professionally.

This guy didn’t and it was off-putting. His manner of speaking made him look unintelligent and I judged the value of his content (that I didn’t stick around to finish) as unworthy of my time. It cost him a listener and potentional client.

I’m sure you understand this and don’t do what this fellow did. I know you are a professional and abide by professional standards.

So why am I telling you this?

To make a point about the importance of paying attention to what you say and do in front of clients and business contacts because some of them are judging you and the value of what you offer by what you say and how you conduct yourself.

It doesn’t mater how rough your audience might be, as professionals, we need to operate at a higher level.

Rule of thumb: if you wouldn’t say it in open court, don’t say it on stage or on YouTube.

But cursing is only one area we need to watch. I always have to look over my shoulder when I try to be funny and, too often, come off looking juvenile.

And, as I’ve mentioned before, politics is the third rail of interpersonal communication. Unless you have a political channel or have built your following based on who and what you support, or denounce, do yourself a favor and don’t go there.

Just don’t.

Religion? Lifestyle choices? Even something as seemingly innocuous as which celebrities you like and which ones you wish would stop talking, be careful.

There are a lot of opinionated people in the world and many are ready to “cancel” anyone who doen’t agree with them (especially lawyers, yes?), and you don’t need any of that.

This isn’t about pandering or being excessively timid. It’s about doing your job. It’s about knowing what’s important and what isn’t, and avoiding unforced errors.

I’m pretty sure nobody has refused to hire you because you didn’t curse enough or talk about politics enough. If you have a choice, and you always have a choice, don’t let anything get in the way of doing your job.

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It has to be simple or you won’t do it. Ask me how I know. 

You’re busy, you don’t have a lot of help, or a lot of time. You can outsource some things, but, let’s face it, a lot of this thing we call marketing and practice development falls squarely on your over-burdened shoulders. 

That’s okay. You don’t have to do everything. You can get all the business you can handle doing mostly what you already do and maybe only a little bit more.

Here’s what I suggest:

1. Make referrals your cornerstone. It always has been and always will be the number one marketing method for professionals, and especially for sole practitioners. You already get referrals, right? With a little bit of attention, you can get more. Treat people right, tell them what to do to tell others about you (directly or on social), and thank them when they do.
2. A simple website. You need a place to send people to find out what you do and why someone should hire you. A few pages about you, your capabilities, and your services. You can do more but you probably don’t have to. Just make sure what you have doesn’t look dated, hype-y, or lacking something important.
3. Networking. If you like it and are good at it, have lunch or coffee once a week with a fellow professional, business contact, or prospective client. Find out what they need or want and help them get it. Introduce them to people, share ideas, build a relationship. If you don’t like doing this, or aren’t good at it, don’t do it. Life is too short; find something else you like and are good at and do that. 
4. Build an email list. People you know and want to stay in touch with, and people you want to know. Don’t rely on anyone remembering your name if they never hear from you. Email is easy, inexpensive, and ubiquitous. Create a lead magnet (report, seminar transcript, ebook, etc.) and offer it as an incentive to sign-up for your list and then stay in touch with that list. (See below). 
5. Content. Write something, record audio or video, or get yourself onto podcasts, and talk about your area of expertise, ideas, trends, news, and stories your market will appreciate. Use this content to keep your name in front of your target market and educate them about things they need to know and can share with with their contacts. You know your field. You know your clients and prospects. A 300 to 700 word article or blog post once a week is not overly demanding to produce and should provide you with sufficient leads and inquiries, visits to your website, and more sign-ups for your list. 

You can certainly do more but you probably won’t have to. You don’t have to spend hours every week attending formal events, posting several times a day on social media, promoting seminars, or laying out six-figures for advertising. In fact, as a sole practitioner, you probably shouldn’t advertise at all. You don’t need billboards or bus benches. Advertising gets expensive, fast, and in many fields and markets, there is too much competition. 

Not everyone only wants to hire a firm that has a billion dollars in settlements to their credit. 

Stick to your knitting. Do what you like and are good at and is working. And keep doing it. 

Unless you want to do more. 

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I’m guessing you charge around the same fees as other firms in your market that do what you do. You don’t charge less because you don’t want to look like a “discount” firm or reduce revenue and profit, and you don’t charge more because you don’t want to be undercut and lose business. 

Something like that? 

If that works for you, fine. But what if there was a way you could charge more than your competition without losing business? What if you could charge more and actually bring in more business, not less? 

That’s not crazy talk. It’s business. 

The secret to getting more cases and clients and higher fees than your competition is to offer more value than your competition. 

But how? You basically do the same things they do. Offer the same services, deliver the same outcomes, and if that’s not literally true, that’s what clients think. So, what’s the secret? How can you charge more?

By telling a different story. 

Their story is about the law, services they offer, problems they solve, their experience and capabilities. That’s obviously important and it should be a part of your story as well. 

But your story should differentiate yourself from these other firms by doing something they don’t do, or say they do.

Specialize. 

Focus your efforts on a niche or segment of the market, a type of client or case, problem or solution. 

Other firms might be “full service”; you might specialize in litigation. Other lawyers might repesent clients of all sizes and shapes; you might specialize in small businesses. Other firms might represent clients who need advice about raising capital; you might specialize in advising the principles of start-ups, real estate developers, or clients with business in other countries. 

The actual specialty isn’t the issue. Choose a niche, a market, an industry, or other segment of the market, and own it. Choose something you’re good at and enjoy, and make it a part of your story. 

And yes, you can have more than one specialty. I built a successful practice targeting a few different niche markets and it was enough to sustain me for many years.

But pick something. Specialize.

When you specialize, you cease being defined only by your practice area or services. You develop a reputation in your market. Marketing is easier, less time consuming, and delivers better results. 

You get more clients, more repeat business and referrals, and you don’t have to work as hard to get them. 

Because you are no longer a commodity, offering the same services offered by dozens of other lawyers. You specialize and are more valuable to your clients who prefer you and are willing to pay more for your services. 

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