Wow, what a question. It’s the single most important question you’ll ask when starting and growing your law firm.
Fortunately, I’ve got the answer. Below, I’m giving you the ultimate guide to getting quality referrals for your law firm. Even if you’re a complete beginner, here are the best tips to growing your law firm through word of mouth marketing. Let’s get started.
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Network
Network with anybody you can get in front of. This includes fellow attorneys for sure, but also expands beyond your colleagues.
Consider networking with other small business owners in your area, too. These small business owners have access to a wide group of customers along with their own friends and family.
If you’ve niched down and offer specialized services, consider reaching out to businesses within that industry. Establish relationships with them. For example, if you specialize in prenups, you should cozy up to wedding planners. It’s a congruent relationship that makes sense.
Join groups online and in person, too. LinkedIn and Facebook are great places to start. But you can also contact your local chamber of commerce to find out about area events and social hours where you can mingle.
If the word “mingle” gives you the hives, I get it. Believe me, I get it. But if you want more clients, you’ve got to put yourself out there and be personable. Putting yourself out there is quite frankly the only way to get more exposure and earn referrals.
Here’s a list of networking tips to help you get more referrals.
Even if you’re a one-person-shop, your customer service should be second to none. It doesn’t cost anything to smile, be friendly, and respond in a prompt and professional manner. And it doesn’t cost much to hire someone else to do it for you, if you find that you’re too busy to answer phones, make coffee, and meet with prospective clients.
When you make the client a priority and go out of your way to offer outstanding service, you’ll find that your current clients are more willing to recommend you to their friends and family.
Be a Referrer
It sounds counterintuitive— you want to get referrals, not give them. But there’s so much truth in the old saying, “scratch my back, and I’ll scratch yours.” If you find yourself with a client that’s not the right fit, don’t hold onto them— that’s not going to serve them or you. Instead, send them to someone who’s right for them.
This will do 3 things:
It will free you up for a client that makes more sense for your law firm.
It will build trust with that referred client. He may not need your services now, but he’ll definitely remember you if he needs your services in the future. Plus, you’re demonstrating that on the scale of trustworthy to money-grubbing, you’re leaning way over to the trustworthy side. You’re not just taking them on because you want the money. You’re passing them on to the right person.
You will ingratiate yourself to your fellow attorney you sent the client to. Now, the attorney will be in your debt, and much more likely to send you clients, too.
Woo Your Current Clients
When you have a client, he or she is worth his weight in gold. Not only are they willing to pay you for your service, they’re also have the potential to advertise yours services to their own circle of influence.
Don’t pass up the opportunity to groom them as potential referrers.
And, not just when they’re in your office. Keep in contact with your clients throughout the year. Keep it simple and send a card to commemorate birthdays, holidays, or anniversaries. Make yourself a part of their family. This will keep you at the top of your clients’ minds, so that when the time comes, they’ll be ready to pass your name to their friends and family.
Simply Ask Your Clients
Although I recommend nurturing your clients, there’s no shame in simply asking your clients to refer you straight out. The best time to do so is after successfully rendering a service. This is the time when they’re happy with you and willing to evangelize on your behalf.
Be Specific With Your Ask
When asking for referrals, don’t be vague. Be clear about what type of client you want. For example, if you’re interested in finding musicians to represent, ask your network if they know that specific type of client.
Thank Referrers
Don’t forget to thank those who’ve referred clients to you– this way, they’ll do it again! Whether clients, fellow attorneys, or others that you’ve networked with, send them a small token of your appreciation. Food gifts (cookies, cupcakes, dave and harry pears, omaha steaks, you name it) are always great. It’s a folksy way of saying thank you.
Avvo is a crucial part of marketing yourself online. As we discussed in our ultimate guide to Avvo (that you can read here), many prospects turn to Avvo to research potential attorneys. Users rely heavily on Avvo’s review system to decide which attorney is right for them.
As you see, Avvo can serve as both an advertiser and a referral source for you.
Be Social
Believe it or not, social media can work as a superstar referral agent for you. Think about it: you’ve got access to a whooping one billion members through Facebook alone.
Use paid ads to extend your reach on social platforms like Facebook, LinkedIn, and more.
If you don’t want to pay for ads yet, you can still make it through organic reach on video channels like YouTube and, to a lesser extent, Vimeo. Make a video to attract clients (we show you how here), and then enjoy the influx of social referrals who would’ve never known about you otherwise.
Buy Radio and TV Spots
if you can afford it, why not go for the gusto and pay for a radio ad, a tv commercial, or both? Depending on your market, it may not be as expensive as you think. For example, a radio ad in Miami, FL may be $1500, but one in Pensacola, FL may only be $250.
Also, prices vary based on what time you’d like for the ad to run. A rush hour spot may be much more expensive than at mid-evening.
The benefits of running radio or TV ads are that you will open yourself up to your community at large. It’s another level of market saturation that can positively impact your referral efforts.
Final Thoughts
Referrals are the bread and butter of most law practices. Use these tips to build up your referral network and bring in more clients. If you’d like ongoing advice on getting clients, and growing your law firm, don’t forget to subscribe to our newsletter.
Here’s a list of networking tips to help you get more referrals.
Love it or hate it, Avvo, along with other third party lawyer review sites, is an inescapable part of the Internet landscape. Clients (past, present, and possibly imaginary) can leave reviews about your service that can either mar or bolster your law practice, and there’s nothing you can do about it.
Or is there?
Like the old adage says, if you can’t beat ‘em, join ‘em. In this post, let’s discuss how you can use Avvo to attract more clients, build your brand authority, and win at life.
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Lawyers can easily interact with the Avvo community at large, either through Avvo’s premium-level Advisor service or through the free Q&A forum.
Avvo is one of the most popular and well respected services of its kind.
Why should I be on Avvo?
If you’re a lawyer, you’re probably on Avvo anyway. It’s suggested that 95% of all US-based attorneys are listed on Avvo– whether they want to be there or not. This is because Avvo populates its site using public information obtained from the State Bar Association.
That said, you don’t really want to leave it with just that basic information, do you? Especially since it’s free to claim your Avvo listing, why not optimize it with the type of information that will win you leads?
Check out our tips for creating a winning profile on Avvo!
If that’s not enough to convince you, here are a few other compelling reasons to claim your Avvo listing now:
+Avvo is great for SEO
If you’d like to get found via search engine (and who wouldn’t?), don’t overlook Avvo. Avvo frequently ranks on page one of search engine results for both individual and generic results, as you can see here:
This is why full representation on Avvo is a must. You need to be everywhere that your prospective clients are looking for you.
+Control the conversation
While you can’t exactly change what the reviews say about you, you can make it a two-sided conversation.
A lot of attorneys make the mistake of pretending like a bad review doesn’t exist and never responding. Ignoring an unfavorable review doesn’t make it go away. In fact, it reflects badly on you, making it look like you don’t care.
When you get actively involved on Avvo (and other review sites), you can add your response to a review, whether that review is good or bad.
When you respond, keep in mind the prospective client who will read what you’ve written. Choose words that are professional but warm, with a hint of appreciation and insight. Those are the responses that will win the argument every time compared to a “this client was horrible” type of response.
Here’s a Beginner’s Guide to Using Avvo
In order to reap the benefits of being on Avvo, you must actively participate. In fact, the more you participate, the more you can positively impact your Avvo rating. Here’s a rundown of how to use Avvo effectively:
Claim your listing right now for free, and then optimize it.
After claiming your listing, it’s time to optimize it. Be sure to subscribe to receive a list of our top tips for creating a winning Avvo profile.
If you’d like to build authority and raise your profile with site visitors who are looking for answers, get involved with the legal Q&A section on Avvo.
Consider upgrading to Avvo Pro.
Use Avvo Pro to track important analytics, such as how many people are contacting you based on your Avvo listing. You’ll also receive a “Pro” sign next to your name, which indicates that you are invested in the Avvo community (quite literally).
Another benefit of Avvo Pro is the ability to remove your competitors’ ads from appearing on your listing.
Advertise with Avvo.
Speaking of showing up on a competitor’s profile, you can opt in to Avvo Advertising. This service allows you to create an advertisement for your service that pops up on another attorney’s free listing.
One of the benefits of going with Avvo advertising, aside from greater exposure, is the fact that you can also target your ads to a specific demographic.
Get as many reviews and ratings as possible.
Avvo offers two types of reviews: client and colleague. Urge your clients to leave feedback for you on Avvo after successfully rendering a service. Similarly, court peer endorsements by asking for them the same way you would on LinkedIn.
To clarify, your Avvo rating is not the same as a client review or peer endorsement. Avvo ratings are determined by how active you are within the Avvo community, along with professional achievements and other information. For a more detailed look at the differences between ratings and review, check out this post: What is the difference between the Avvo Rating, Client Reviews, and Peer Endorsements?
Join Avvo Legal Services.
Another feature that Avvo offers its customers is a fixed-fee advice session. You provide the service and Avvo works as a marketer. It’s offered only to those local to your geographic area, and it’s not available in all states.
Why should you care?
Participating in Legal Services gives you more opportunities to increase your ratings. And higher ratings means that you look better in the eyes of prospective clients.
For information about Avvo Legal Services, check out this page: Avvo Advisor.
Final Thoughts
If you’re an attorney, Avvo is an essential part of your online branding efforts. Your name’s on there whether you like it or not, so claim it and control how prospective clients are introduced to your brand.
Check out our tips for creating a winning profile on Avvo!
Understanding who your clients are and what they want most is the first step to finding relevant topics for your law blog. Your blog should serve as a resource of information for your target client. So, the first question to answer is:
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Who is your target client?
You may specialize in real estate law, and more specifically landlord tenant law. If you do, come up with housing law topics that these types of clients would be most interested in. These topics may include posts on landlord rights, tenant rights, how to terminate a lease in your state, the eviction process, and/or privacy laws.
It’s tempting to make general and superficial posts that only parrot state law and not much else. However, I recommend that you challenge yourself to give a thorough treatment of each topic that you tackle in your blog. The reason is that your blog will serve as a marketer for your services. If a prospective client comes to your blog via a Google search and finds it useful and authoritative, he or she will view you as someone who:
Knows the law
Knows the problem the client is facing
Knows the solution
You need all of these three components to build trust with your prospective clients. By creating in depth blog posts that appeal to what your specific clients need at the moment, you’re showing them that you know who they are and what they’re going through. That’s the beauty of a blog post done right.
Not sure what type of content your target clients want to know about? Here are a few questions to help you figure it out:
What is the most important concern for your clients?
What are the most common questions you get from your clients asked over and over again?
Make a list of the answers to these questions, and you’ll start to see a list of potential blog topics develop. Then, start generating blog post idea around each topic. It may help you to break each blog topic down into a series of questions. Keeping with the landlord tenant example earlier, here’s what the process may look like:
Topic: Security Deposit
Potential Blog Posts: Is a security deposit the same as last month’s rent? How much can a landlord deduct from my security deposit for cleaning? How can I dispute a security deposit deduction? When should I expect my security deposit?
Ask Your Clients
If you already have an established audience, don’t miss the opportunity to ask them what type of content they’re most interested in. Periodically poll them to research future blog topics from the exact audience you’re hoping to reach. Use all the channels available to you to discover the learn about the topics your audience wants to learn about.
Let’s discuss where you can survey your clients, and how.
Survey Your Site Visitors
Did you know that you can ask for blog post feedback right on your site? My favorite way to do this is with a tool called SurveyMonkey, although there are plenty of other great options available. I like SurveyMonkey because the first 10 questions and 100 responses are free, and if you need more, they have an affordable monthly pricing plan, too.
With SurveyMonkey, you have the option to embed the survey on your blog, show a quick popup survey, or invite readers to participate in a longer survey.
For the purposes of idea generation, I’d recommend keeping it short. Go with the embed survey or quick popup survey.
Survey Your Email Subscribers
If you have an email list, let’s put them to work. You can send surveys along with your newsletter. Directions vary depending on your email newsletter service provider. However, if you use MailChimp, SurveyMonkey integrates perfectly.
In your survey creation dashboard, select the “Collect Responses” tab to determine how you’ll gather answers to your survey. In this case, select “Post on Social Media”. This option will give you a short link that you can post across all of your social media channels, including Facebook and Twitter.
The next step is deciding what to ask. I suggest you go with a multiple choice. Ask something like, “What type of blog posts would you like to read from us in the future? We’d love to hear your thoughts!” Then, give them a choice list of between three to five blog post topics.
Analyze Which Blog Posts Do Best
Another way you can find out which blog posts resonate best with your audience is to look at the data. There are two ways to do this:
If you already have content on your blog, take a look at your blog’s analytics. Which posts are the most popular?
The second option is to discover which blog posts do well for your competitors. Use a tool like BuzzSumo to find out which posts are the most shared. Search for a keyword phrase related to the topics you feel most qualified to write about. In this example, I’ll use the phrase “landlord tenant law”.
With BuzzSumo, you can narrow the search field by date, such as past year, week, or within the last 24 hours. You can also find out the latest news surrounding a topic (more on this below).
Other Ways to Source Blog Topics
Let’s discuss other ways to generate topics for your blog.
Let the News Guide You
Is there some interesting case that’s popular in the news right now? Analyze a hot topic case for your blog. You can highlight it as a cautionary tale, add your expert opinion on the facts of the case, or attach a do and don’t guide to help readers who may be in a similar circumstance.
Another idea is to discuss new laws or trends that affect your clients that they may not be aware of. Consider yourself a teacher who simplifies the often complex issues in the law by using stories to illustrate your point.
Create a Regular Series
You can create a regular post series on your blog such as “Ask a Lawyer” or “Your Legal Questions Answered.” Once a month, answer a commonly asked question. Hey, when you think about it– it’s only 12 questions a year, but you can cover a lot of ground. If you need assistance making good articles for your blog, you can always get an expert who can resolve the “who can write my papers” issue.
Another benefit to creating a series around commonly asked questions is now you’ll have a place to direct those questions when they come through your email and social media. You can even link to them on forums, too.
Visit Legal Forums
Another great way to find topics for your blog is to scour legal forums. Look for popular questions that are asked (even if they’ve already been answered). To determine the popularity of a particular question, look at the amount of views it has received. This indicates that a lot of people have a vested interest in the same topic.
As a small business owner, you wear many hats—marketer, accountant, customer service rep, and sometimes even the janitor! With so much on your plate, it’s easy to overlook the fine print in vendor contracts or the subtle tactics they might use to take advantage of your busy schedule. Let’s dive into some of the most common shady tactics vendors employ and how you can protect yourself from falling into their traps.
Red flags in abusive vendor relationships
A close-up shot of a hand holding a magnifying glass over a contract filled with fine print, highlighting deceptive clauses. The background is blurred to emphasize the contract and the magnifying glass, symbolizing the need for scrutiny in legal documents.
Recognizing the signs of an abusive vendor relationship can save you time, money, and a lot of headaches. But what exactly should you be looking for? Here are some red flags that might indicate you’re dealing with a less-than-honest vendor:
Unclear Communication: If your vendor is vague or evasive when you ask questions, it’s a major red flag. Clear communication is essential in any business relationship.
Frequent Price Changes: If you notice that your vendor’s prices seem to fluctuate without explanation, it could be a tactic to squeeze more money out of you.
High Pressure Sales Tactics: Be wary of vendors who push you to make quick decisions. A reputable vendor will give you the time you need to evaluate your options.
Excessive Fees: Hidden fees can add up quickly. If your vendor’s invoices are riddled with charges that weren’t discussed upfront, it’s time to reconsider.
Limited Flexibility: If a vendor is unwilling to negotiate terms or adapt to your needs, it may indicate a lack of commitment to your success.
These red flags can serve as warning signs that your vendor relationship may not be as healthy as it should be. But how do you address these issues without burning bridges? Let’s explore one of the most common tactics: secrecy about pricing.
Being secretive about pricing
Have you ever felt like you were playing a game of hide and seek when trying to get a clear price from a vendor? You’re not alone. Many vendors employ secrecy around pricing as a tactic to keep you in the dark. This can manifest in several ways:
Ambiguous Quotes: Some vendors provide quotes that are vague or incomplete, leaving you unsure of what you’re actually paying for.
Tiered Pricing Structures: Vendors may offer different pricing tiers without clearly explaining the differences, making it hard to compare options.
Last-Minute Add-Ons: It’s not uncommon for vendors to add unexpected charges at the last minute, claiming they were part of the original agreement.
So, how can you combat this tactic? Start by asking direct questions. Don’t hesitate to request a detailed breakdown of costs. A reputable vendor should be willing to provide this information without hesitation. Additionally, consider getting quotes from multiple vendors to compare pricing structures. This not only gives you leverage but also helps you identify any inconsistencies in pricing.
Remember, transparency is key in any business relationship. If a vendor is unwilling to be upfront about their pricing, it might be time to look for alternatives. Your business deserves partners who value honesty and clarity just as much as you do.
Requiring annual or multi-year contracts
Have you ever felt the weight of a long-term contract looming over you? It’s a common scenario in the world of legal vendors, where companies often require clients to commit to annual or even multi-year contracts. This practice can feel like a double-edged sword—on one hand, it promises stability and potentially lower rates, but on the other, it can trap you in a relationship that no longer serves your needs.
Consider this: a small business owner, let’s call her Sarah, signs a three-year contract with a legal vendor for document management services. Initially, the service seems perfect, but as time goes on, Sarah realizes that the vendor’s offerings have stagnated, and her business has outgrown their capabilities. Now, she’s stuck paying for a service that doesn’t meet her needs, all because she signed on the dotted line without fully understanding the implications.
Experts suggest that before entering into such contracts, you should ask yourself a few critical questions:
What happens if my business needs change?
Are there options for scaling up or down?
What are the exit strategies if I’m not satisfied?
According to a study by the American Bar Association, nearly 60% of small businesses reported feeling trapped by long-term contracts with legal vendors. This statistic highlights the importance of negotiating terms that allow for flexibility. Always read the fine print and consider negotiating for shorter terms or trial periods to ensure you’re making a sound investment.
Early cancellation fees
Imagine this: you’ve decided to part ways with a legal vendor, but when you check your contract, you’re hit with a hefty early cancellation fee. It’s a frustrating situation that many have faced, and it often feels like a trap designed to keep you locked in. These fees can range from a few hundred to thousands of dollars, depending on the vendor and the terms of your agreement.
Take the case of John, a startup founder who was eager to pivot his business strategy. He found a new legal vendor that aligned better with his vision, but when he tried to cancel his existing contract, he discovered a $2,000 early termination fee. This unexpected cost not only strained his budget but also delayed his plans for growth.
Legal experts recommend that you always inquire about cancellation policies before signing any contract. Here are some tips to consider:
Ask for a clear explanation of any fees associated with early termination.
Look for vendors that offer a grace period for cancellation without penalties.
Consider negotiating the terms to reduce or eliminate these fees.
Understanding these fees can save you from financial headaches down the line. A survey by LegalTech Insights found that 45% of businesses felt blindsided by cancellation fees, emphasizing the need for transparency in vendor agreements.
Owning your domain
In today’s digital age, owning your domain is akin to owning a piece of real estate on the internet. Yet, many legal vendors make it all too easy for clients to lose control over their domains. Imagine investing time and resources into building your online presence, only to find out that your legal vendor holds the keys to your domain name. This scenario can lead to significant headaches, especially if you decide to switch vendors.
Let’s revisit Sarah, who, after a year of working with her legal vendor, realized that they owned her domain name. When she attempted to move to a new vendor, she faced a daunting challenge: the vendor was unwilling to release the domain without a fight. This situation not only disrupted her business operations but also caused her to lose valuable online traffic.
To avoid such pitfalls, here are some essential steps you can take:
Always ensure that your domain is registered in your name, not the vendor’s.
Request a written agreement that clearly states your ownership rights.
Consider using a third-party registrar to maintain control over your domain.
According to a report by Domain Name Wire, nearly 30% of businesses have faced issues with domain ownership due to vendor agreements. This statistic underscores the importance of vigilance when it comes to your online identity. Remember, your domain is not just a web address; it’s a vital part of your brand’s identity.
Controlling your phone number
Have you ever felt a twinge of unease when a vendor asks for your phone number? It’s a common scenario, and while sharing your number might seem harmless, it can lead to unexpected consequences. Vendors often use your phone number as a tool for control, creating a web of dependency that can be hard to escape.
For instance, consider a situation where a vendor promises to provide you with exclusive deals or updates. You might think, “What’s the harm in sharing my number?” But as soon as you do, you may find yourself inundated with unsolicited calls or texts. According to a study by the Federal Trade Commission, nearly 30% of consumers reported receiving unwanted marketing calls, many of which originated from vendors who had previously obtained their phone numbers under the guise of providing a service.
Experts suggest that you should always ask yourself: “What is this vendor really doing with my number?” It’s essential to read the fine print and understand their privacy policies. Some vendors may even sell your information to third parties, leading to a cascade of unwanted communications. By controlling your phone number and being selective about who you share it with, you can maintain your privacy and reduce the risk of being overwhelmed by marketing tactics.
Acting as the middleman between you and your clients
Imagine you’re a small business owner, excited to connect with your clients. You partner with a vendor who promises to streamline communication, acting as a middleman. At first, it seems like a dream come true—your clients are happy, and you’re free to focus on your core business. But then, the reality sets in.
Vendors often position themselves as essential intermediaries, but this can create a barrier between you and your clients. For example, if a client has a question or concern, they may have to go through the vendor to reach you. This not only slows down communication but can also lead to misunderstandings. A study published in the Journal of Business Communication found that 70% of clients prefer direct communication with service providers, highlighting the importance of maintaining that connection.
Moreover, when vendors act as middlemen, they can control the narrative. They may filter information, leading to potential miscommunication or even misrepresentation of your services. It’s crucial to evaluate whether the convenience of using a vendor outweighs the potential loss of direct client relationships. By fostering open lines of communication, you can build trust and loyalty with your clients, ensuring they feel valued and heard.
Promising the moon
We’ve all heard the phrase “if it sounds too good to be true, it probably is.” This adage rings especially true when dealing with shady vendors who promise the moon. They may lure you in with grandiose claims of success, rapid growth, or unbeatable results, but often, these promises are just smoke and mirrors.
Take, for example, a vendor that guarantees you’ll double your sales within a month. It’s an enticing offer, but what’s the catch? According to a report by the Better Business Bureau, many businesses fall victim to vendors who overpromise and underdeliver, leading to wasted time and resources. In fact, 60% of small business owners reported feeling misled by vendors at some point in their journey.
Experts recommend conducting thorough research before committing to any vendor. Look for reviews, ask for case studies, and seek out testimonials from other clients. It’s also wise to have a clear understanding of what success looks like for your business. By setting realistic expectations and holding vendors accountable, you can protect yourself from falling prey to empty promises. Remember, it’s better to take small, steady steps toward your goals than to chase after the moon and end up with nothing.
Not being willing to provide references
Have you ever felt a twinge of doubt when a vendor hesitates to share references? It’s a common red flag that can signal trouble ahead. When a company is confident in its services, it should be more than willing to showcase satisfied clients. Think of it like a friend recommending a restaurant; if they rave about the food but can’t name a single dish, wouldn’t you be a bit skeptical?
According to a study by the Better Business Bureau, businesses that provide references are 70% more likely to be trusted by potential clients. This trust is crucial, especially in industries where the stakes are high, such as legal services. If a vendor is dodging your request for references, it’s worth asking yourself: what are they hiding?
Experts suggest that you should always ask for at least three references and follow up with them. A simple conversation can reveal a lot about a vendor’s reliability and integrity. For instance, if a vendor claims to have worked with a prestigious law firm but can’t provide a contact, it’s time to reconsider. Remember, you deserve transparency in your business dealings.
Pursuing money back from shady vendors
An overhead view of a table cluttered with various legal documents, some of which are clearly marked with red flags or warning signs. A pair of hands can be seen shuffling through the papers, representing the confusion and chaos often associated with shady legal practices.
So, you’ve found yourself in a situation where a vendor hasn’t delivered on their promises. It’s frustrating, isn’t it? You’re not alone. Many people have faced the daunting task of trying to get their money back from a vendor who seems to have vanished into thin air. But don’t lose hope; there are steps you can take to reclaim your hard-earned cash.
First, document everything. Keep records of emails, contracts, and any communication you’ve had with the vendor. This documentation will be your best friend when it comes to making your case. According to consumer rights advocates, having a clear paper trail can significantly increase your chances of a successful refund.
Next, try reaching out directly to the vendor. Sometimes, a simple phone call can resolve the issue. If that doesn’t work, consider escalating the matter. You can file a complaint with consumer protection agencies or even the Better Business Bureau. These organizations can often mediate disputes and help you get your money back.
Lastly, don’t underestimate the power of social media. Sharing your experience on platforms like Twitter or Facebook can prompt a response from the vendor, as many companies are keen to protect their public image. Just remember to keep your tone professional; you want to be taken seriously.
Chargeback Disputes against a shady company
Have you ever heard of chargebacks? They’re a powerful tool in your arsenal when dealing with shady vendors. A chargeback is essentially a reversal of a credit card transaction, and it can be a lifesaver if you’ve been scammed. But how do you navigate this process effectively?
First, it’s important to understand that chargebacks are not just for cases of fraud. If a vendor fails to deliver the promised service or product, you have every right to dispute the charge. According to a report from the Federal Trade Commission, consumers successfully win chargeback disputes in about 60% of cases when they provide sufficient evidence.
To initiate a chargeback, contact your bank or credit card issuer as soon as possible. They will guide you through the process, which typically involves filling out a dispute form and providing any supporting documentation. This is where your earlier record-keeping comes into play. The more evidence you can provide, the stronger your case will be.
It’s also worth noting that while chargebacks can be effective, they should be used judiciously. Frequent disputes can lead to your account being flagged, so it’s best to reserve this option for situations where you genuinely feel wronged. Remember, you’re not just fighting for your money; you’re also standing up for your rights as a consumer.
Chargeback against a shady Online Merchant
Have you ever felt that sinking feeling when you realize you’ve been duped by an online merchant? It’s a scenario many of us dread, yet it happens more often than we’d like to admit. When you make a purchase online, you trust that the merchant will deliver what they promised. But what happens when they don’t? This is where the concept of a chargeback comes into play.
A chargeback is essentially a way for consumers to dispute a transaction and reclaim their money. It’s a powerful tool designed to protect you from fraud and unsatisfactory purchases. For instance, let’s say you ordered a high-end gadget from an online store that seemed too good to be true. After waiting weeks, you receive a cheap knockoff instead. Frustrating, right? In such cases, you can file a chargeback through your bank or credit card provider.
According to a study by the Federal Trade Commission, consumers reported losing over $1.9 billion to fraud in 2020 alone. This staggering figure highlights the importance of knowing your rights as a consumer. Experts recommend documenting everything—emails, receipts, and even screenshots of the merchant’s website. This evidence can be crucial when you present your case for a chargeback.
However, it’s essential to approach this process with care. Chargebacks can sometimes lead to unintended consequences, such as the merchant retaliating by banning you from future purchases or even taking legal action. Therefore, it’s wise to first attempt to resolve the issue directly with the merchant before escalating to a chargeback.
In the end, while the chargeback process can feel daunting, it’s a necessary safeguard against shady online merchants. Remember, you have the right to stand up for yourself and your hard-earned money.
Management Company (potentially) stole money
Imagine you’ve just moved into your dream apartment, only to discover that the management company is less than reputable. You pay your rent on time, but somehow, your account shows that you owe more than you should. This unsettling situation is not just a nightmare; it’s a reality for many tenants who find themselves dealing with potentially shady management companies.
In some cases, these companies may engage in questionable practices, such as charging hidden fees or mishandling your security deposit. A report from the National Apartment Association found that nearly 30% of renters have experienced issues with their management companies, ranging from billing errors to outright theft.
So, what can you do if you suspect that your management company is stealing from you? First, gather all your documentation—leases, payment receipts, and any correspondence. This evidence will be invaluable if you need to escalate the issue. Next, consider reaching out to your local tenant’s rights organization. They can provide guidance and support, helping you navigate the often murky waters of rental agreements and management practices.
It’s also worth noting that many states have laws protecting tenants from unfair practices. For example, in California, the California Department of Consumer Affairs provides resources for tenants to report fraudulent activities. Knowing your rights can empower you to take action against a management company that may be taking advantage of you.
Ultimately, while it can be disheartening to deal with a potentially shady management company, remember that you are not alone. There are resources and people ready to help you reclaim your peace of mind.
Pursuing seller / EA for costs after late disclosures leads to house purchase falling through
Imagine you’ve found the perfect house, and after months of searching, you’re finally ready to close the deal. But just days before the closing date, the seller’s agent reveals critical information about the property—perhaps issues with the roof or plumbing—that should have been disclosed much earlier. This late revelation can not only derail your plans but also lead to significant financial losses.
According to a study by the National Association of Realtors, nearly 20% of home buyers reported issues with disclosures that affected their purchase. This statistic underscores the importance of transparency in real estate transactions. If you find yourself in this situation, it’s crucial to document everything. Keep records of all communications with the seller and their agent, as well as any costs incurred due to the delay.
Once you have your documentation in order, consider consulting with a real estate attorney. They can help you understand your options for pursuing the seller or their agent for costs associated with the failed purchase. In some cases, you may be able to recover expenses such as inspection fees or even your earnest money deposit.
While it’s frustrating to deal with such setbacks, remember that you have rights as a buyer. The real estate market can be complex, but with the right support and knowledge, you can navigate these challenges and protect your interests. After all, your dream home is worth fighting for, and you deserve a fair and transparent process in achieving it.
Private Lender/Street Money
Have you ever found yourself in a tight financial spot, wondering if a quick loan from a private lender could be the answer? While it might seem like a lifeline, the world of private lending, often referred to as “street money,” can be fraught with pitfalls. These lenders often operate outside the traditional banking system, which can lead to some rather shady practices.
Imagine this: you’re in a bind, and a friendly face offers you a loan with seemingly reasonable terms. But as you dig deeper, you discover hidden fees, exorbitant interest rates, and a lack of transparency. According to a report by the Consumer Financial Protection Bureau, many private lenders charge interest rates that can exceed 400% annually. This can turn a small loan into a financial nightmare.
Experts suggest that before you consider borrowing from a private lender, you should ask yourself a few critical questions: What are the total costs of the loan? Are there any prepayment penalties? What happens if you miss a payment? Understanding these factors can help you avoid falling into a trap that many have faced.
In a personal anecdote, a friend of mine once took out a loan from a private lender to cover unexpected medical expenses. Initially, the terms seemed manageable, but as the months went by, the interest compounded, and she found herself struggling to keep up. It’s a cautionary tale that highlights the importance of doing your homework and seeking alternatives, such as credit unions or community banks, which often offer more favorable terms.
VENDORS SAY STOP USES ‘SHADY’ TACTICS
A split image showing two contrasting scenes: on one side, a confident lawyer shaking hands with a client in a bright, well-lit office; on the other side, the same lawyer in a dimly lit room, surrounded by stacks of money and questionable documents, hinting at unethical practices.
Have you ever felt like you were being played by a vendor? You’re not alone. Many businesses have reported encountering vendors who employ what can only be described as “shady” tactics to secure contracts or sales. These tactics can range from misleading advertising to high-pressure sales techniques that leave you feeling cornered.
For instance, a recent survey by the Better Business Bureau revealed that 60% of small business owners have experienced some form of deceptive marketing. This can include vendors who promise the moon but deliver subpar products or services. One common tactic is the use of “bait and switch” advertising, where a vendor advertises a low price to attract customers but then claims the product is out of stock, pushing a more expensive alternative instead.
Experts in consumer protection advise businesses to remain vigilant. Always read the fine print and don’t hesitate to ask questions. If a vendor is reluctant to provide clear answers, it might be a red flag. Additionally, consider seeking reviews or testimonials from other businesses that have worked with the vendor. This can provide valuable insights into their practices and help you make an informed decision.
In a world where trust is paramount, it’s essential to cultivate relationships with vendors who prioritize transparency and integrity. After all, your business deserves partners who are as committed to your success as you are.
Protect your business: 7 shady things when buying email lists
A conceptual image of a puppet master controlling a group of miniature lawyers, symbolizing manipulation in the legal field. The puppet strings are visible, and the lawyers are depicted in exaggerated, cartoonish styles to emphasize the trickery involved.
In today’s digital age, email marketing can be a powerful tool for reaching your audience. However, if you’re considering buying email lists, it’s crucial to be aware of the potential pitfalls. Here are seven shady practices to watch out for:
Fake or Inactive Emails: Many vendors sell lists filled with fake or inactive email addresses, which can harm your sender reputation.
Spam Compliance Issues: Purchasing lists can lead to compliance issues with laws like the CAN-SPAM Act, resulting in hefty fines.
Unverified Sources: If the vendor can’t provide proof of how they collected the emails, it’s a major red flag.
High Bounce Rates: A list with a high bounce rate can damage your email deliverability and hurt your overall marketing efforts.
Misleading Claims: Be wary of vendors who promise high open rates or engagement without any evidence to back it up.
Pressure Tactics: If a vendor is pushing you to buy quickly, take a step back. A reputable vendor will give you time to make an informed decision.
Lack of Customer Support: If you can’t reach the vendor for questions or support, it’s best to steer clear.
As you navigate the world of email marketing, remember that building your own list organically is often more effective than purchasing one. Engaging with your audience through valuable content and genuine interactions fosters trust and loyalty, which are invaluable in today’s marketplace.
In conclusion, whether you’re considering a private lender, dealing with vendors, or buying email lists, staying informed and cautious is key. By recognizing these shady tactics, you can protect your business and make decisions that align with your values and goals.
Is it legal to buy email marketing lists?
Have you ever wondered if buying email marketing lists is a shortcut to success or a slippery slope into legal trouble? The truth is, the legality of purchasing email lists is a complex issue that varies by jurisdiction and depends on how the lists are obtained and used. In many countries, including the United States, the legality hinges on compliance with regulations like the CAN-SPAM Act and GDPR.
The CAN-SPAM Act, enacted in 2003, sets rules for commercial email, including the requirement for recipients to opt-in to receive marketing messages. This means that if you buy an email list, you must ensure that the individuals on that list have given their consent to receive emails from third parties. Failing to do so can lead to hefty fines and damage to your brand’s reputation.
On the other side of the Atlantic, the General Data Protection Regulation (GDPR) imposes even stricter rules. Under GDPR, consent must be explicit, meaning that simply purchasing a list does not meet the legal requirements. If you’re targeting customers in the EU, you must tread carefully, as violations can result in fines up to 4% of your annual global turnover.
In essence, while it may be technically legal to buy email lists, doing so without ensuring compliance with these regulations can lead to significant legal repercussions. It’s always best to build your own list organically, fostering genuine relationships with your audience.
How does purchasing an email list work?
So, how does the process of purchasing an email list actually unfold? Picture this: you’re a small business owner eager to expand your reach. You stumble upon a vendor promising thousands of targeted email addresses for a reasonable price. It sounds tempting, right? But before you dive in, let’s break down how this process typically works.
When you decide to buy an email list, you usually start by selecting a vendor. These vendors often categorize their lists based on various demographics, interests, and behaviors. For instance, if you run a fitness studio, you might look for lists that include health-conscious individuals or those interested in wellness.
Once you’ve chosen a vendor, you’ll typically pay a fee based on the number of contacts you wish to purchase. This fee can vary widely, from a few hundred to several thousand dollars, depending on the quality and specificity of the list. However, it’s crucial to remember that not all lists are created equal. Many vendors may sell outdated or inaccurate information, leading to low engagement rates and wasted resources.
After the purchase, you’ll receive the list, often in a spreadsheet format, containing names, email addresses, and sometimes additional information like phone numbers or demographic data. But here’s where the real challenge begins: how do you engage these contacts effectively? Simply sending out a mass email won’t cut it. You need to craft personalized messages that resonate with your audience, which can be difficult when the recipients have not opted in to hear from you.
Buying email lists
Buying email lists might seem like a quick fix for your marketing woes, but it’s essential to approach this strategy with caution. Many businesses have fallen into the trap of thinking that a large list equals success. However, the reality is that quality trumps quantity every time. A smaller, engaged list of subscribers who genuinely want to hear from you will yield far better results than a massive list of uninterested recipients.
Moreover, consider the long-term implications of purchasing an email list. If your emails are marked as spam or if you receive complaints from recipients who never opted in, it can damage your sender reputation. This, in turn, affects your deliverability rates, making it harder for your legitimate emails to reach the inboxes of your actual subscribers.
In conclusion, while buying email lists may seem like an attractive shortcut, it often leads to more problems than it solves. Instead, focus on building your email list organically through valuable content, engaging social media interactions, and genuine connections with your audience. This approach not only keeps you on the right side of the law but also fosters a loyal community that truly values what you have to offer.
7 reasons you shouldn’t buy an email list
Renting an email list
Have you ever considered renting an email list to boost your marketing efforts? It might sound tempting—after all, who wouldn’t want instant access to a pool of potential customers? However, before you dive in, let’s take a moment to explore the murky waters of email list rentals. Renting an email list can seem like a shortcut to success, but it often leads to more trouble than it’s worth.
When you rent an email list, you’re essentially borrowing someone else’s contacts for a limited time. This practice can be particularly appealing for businesses looking to expand their reach quickly. However, the reality is that these lists are often filled with outdated or irrelevant contacts, leading to low engagement rates and wasted resources. In fact, a study by the Direct Marketing Association found that rented lists can yield response rates as low as 0.1%—a far cry from the 1% to 5% you might expect from a well-maintained in-house list.
Moreover, the ethical implications of renting an email list can’t be ignored. Many recipients on these lists have not opted in to receive communications from you, which can lead to negative perceptions of your brand. Imagine receiving an unsolicited email from a company you’ve never heard of; it’s likely to feel intrusive and unwelcome. This can damage your reputation and erode trust with potential customers.
So, what’s the alternative? Building your own email list through organic methods, such as offering valuable content or incentives, can lead to a more engaged audience. It may take longer, but the relationships you cultivate will be far more rewarding in the long run.
1. Avoid buying email lists because it’s illegal
One of the most compelling reasons to steer clear of buying email lists is the legal ramifications. Did you know that purchasing email lists can put you at risk of violating laws like the CAN-SPAM Act in the United States or the General Data Protection Regulation (GDPR) in Europe? These regulations are designed to protect consumers from unsolicited communications and require that individuals give explicit consent before receiving marketing emails.
When you buy an email list, you’re often acquiring contacts who have not opted in to receive your messages. This not only violates their privacy but can also lead to hefty fines for your business. For instance, under the GDPR, companies can face fines of up to €20 million or 4% of their annual global turnover—whichever is higher. That’s a significant risk for any business, especially when you consider that the average cost of acquiring a new customer is already high.
Furthermore, the legal landscape surrounding email marketing is constantly evolving. What may seem permissible today could change tomorrow, leaving you vulnerable to compliance issues. By focusing on building your own list through ethical means, you can ensure that you’re not only following the law but also fostering a community of engaged and interested subscribers.
In conclusion, while the allure of renting or buying an email list may be strong, the potential pitfalls are numerous. From legal issues to poor engagement rates, the risks far outweigh the benefits. Instead, let’s invest our time and energy into creating authentic connections with our audience. After all, isn’t that what marketing is really about?
Data privacy legislation around the world
Have you ever wondered how your personal information is protected when you sign up for a newsletter or make an online purchase? In today’s digital age, data privacy has become a hot topic, with various countries implementing legislation to safeguard consumer information. Understanding these laws is crucial, especially when dealing with shady legal vendor tricks that may exploit loopholes.
For instance, the General Data Protection Regulation (GDPR) in the European Union has set a high standard for data privacy. It mandates that companies must obtain explicit consent from users before collecting their data. This means that if a vendor is not transparent about how they handle your information, they could be violating GDPR. Similarly, the California Consumer Privacy Act (CCPA) gives California residents the right to know what personal data is being collected and how it is used. These laws empower consumers, but they also create a landscape where some vendors might try to skirt the rules.
Experts like Dr. Ann Cavoukian, former Information and Privacy Commissioner of Ontario, emphasize the importance of understanding these regulations. She notes, “Privacy is not an option, and it shouldn’t be the price we accept for just getting basic services.” This sentiment resonates with many consumers who feel overwhelmed by the complexities of data privacy. As you navigate the digital world, being aware of these laws can help you identify vendors who prioritize your privacy versus those who may engage in shady practices.
Email marketing software tools won’t allow it
Imagine you’ve crafted the perfect email campaign, only to find out that your chosen email marketing software won’t let you send it because it violates their policies. This scenario is more common than you might think, especially when it comes to shady legal vendor tricks. Many reputable email marketing platforms, like Mailchimp and Constant Contact, have strict guidelines to ensure compliance with data privacy laws.
These tools often require users to confirm that they have obtained consent from their subscribers before sending marketing emails. If a vendor is using questionable tactics to gather email addresses—like pre-checked boxes or misleading sign-up forms—they may find themselves unable to use these platforms. This not only limits their reach but also raises red flags about their business practices.
According to a study by Litmus, 43% of email recipients mark emails as spam based on the sender’s reputation. This statistic highlights the importance of maintaining a clean and compliant email list. If you’re considering working with a vendor, it’s essential to ask about their email marketing practices. Are they using legitimate methods to gather contacts? If not, you might want to think twice before partnering with them.
It harms your email deliverability
Have you ever wondered why some of your emails land in the spam folder while others reach the inbox? The answer often lies in the sender’s reputation, which can be severely impacted by shady legal vendor tricks. When vendors engage in questionable practices—like buying email lists or using deceptive sign-up methods—they not only risk legal repercussions but also harm their email deliverability.
According to a report by Return Path, 20% of marketing emails never reach the intended inbox. This statistic is alarming, especially for businesses relying on email marketing to connect with customers. If a vendor is not following best practices, their emails may be flagged as spam, leading to lower engagement rates and lost opportunities.
Moreover, email service providers (ESPs) like Gmail and Outlook use complex algorithms to determine which emails are legitimate. If they detect a pattern of spammy behavior, they may blacklist the sender, making it nearly impossible for their emails to reach any inbox. This is why it’s crucial to partner with vendors who prioritize ethical marketing practices. As you consider your options, ask yourself: Do they value transparency and compliance, or are they cutting corners? Your email deliverability—and ultimately your business—depends on it.
Unsolicited emails can ruin your brand reputation
Imagine waking up to find your inbox flooded with unsolicited emails, each one more irrelevant than the last. It’s frustrating, isn’t it? Now, think about how your customers feel when they receive similar emails from your brand. Unsolicited emails can tarnish your reputation faster than you can say “spam.” According to a study by the Direct Marketing Association, 69% of consumers report that they have marked a brand as spam after receiving unsolicited emails. This not only affects your immediate relationship with those customers but can also have long-term repercussions on your brand’s image.
When you send unsolicited emails, you risk being perceived as intrusive or untrustworthy. This perception can lead to a loss of customer loyalty, as people are less likely to engage with a brand that bombards them with irrelevant content. A well-known example is the infamous case of a major retailer that faced backlash after sending out a mass email promoting a sale that had nothing to do with their customers’ interests. The result? A significant drop in customer engagement and a tarnished reputation that took months to rebuild.
To avoid this pitfall, it’s essential to focus on building a quality email list through opt-in methods. This not only ensures that your audience is genuinely interested in your content but also fosters a sense of trust and respect between you and your customers. Remember, it’s not just about reaching as many people as possible; it’s about reaching the right people.
Low return on investment
Have you ever poured time and resources into a marketing campaign only to see minimal results? It’s disheartening, isn’t it? When it comes to shady legal vendor tricks, one of the most common pitfalls is the promise of high returns on investment (ROI) through dubious email marketing practices. Unfortunately, many businesses fall into this trap, believing that sending out mass emails will yield significant profits.
However, the reality is often quite different. A report from HubSpot indicates that the average ROI for email marketing is around $42 for every dollar spent, but this figure is heavily skewed by effective, permission-based strategies. When you engage in unsolicited email campaigns, your ROI can plummet. In fact, a study by Campaign Monitor found that emails sent to purchased lists have a 30% lower open rate compared to those sent to opted-in subscribers.
To maximize your ROI, focus on creating targeted campaigns that resonate with your audience. This means investing in quality content and understanding your customers’ needs and preferences. By doing so, you’ll not only see better engagement but also a more favorable return on your marketing investments.
You’ll skew your email engagement metrics
Mailchimp, the average click-through rate for unsolicited emails is only 0.1%, compared to 2.6% for permission-based emails.
To maintain accurate metrics, it’s crucial to focus on quality over quantity. By sending emails only to those who have opted in, you’ll not only improve your engagement rates but also gain valuable insights into your audience’s preferences. This, in turn, allows you to refine your marketing strategies and create content that truly resonates with your customers.
7. Other marketers are using the same purchased email list
Imagine opening your inbox and finding a flood of emails from various companies, all promoting similar products or services. It’s not just a coincidence; it’s a common scenario when marketers resort to purchasing email lists. You might wonder, “How did they get my email?” or “Why am I receiving so many similar offers?” The answer lies in the shady practice of buying email lists, which can lead to a chaotic marketing landscape.
When marketers buy these lists, they often don’t realize they’re sharing the same pool of potential customers with countless others. This not only dilutes the effectiveness of their campaigns but also frustrates recipients who feel bombarded by repetitive messages. According to a study by the Direct Marketing Association, emails sent to purchased lists have a significantly lower open rate—around 1%—compared to organic lists, which can see rates as high as 20% or more. This stark contrast highlights the inefficiency of relying on purchased lists.
Moreover, the ethical implications of using these lists can’t be ignored. Many consumers are unaware that their information is being sold, leading to a breach of trust. As a marketer, you might be tempted to take shortcuts, but consider the long-term impact on your brand’s reputation. Building your own email list through genuine engagement not only fosters trust but also creates a loyal customer base that values your communication.
How are “for sale” email address lists built?
Have you ever wondered how those “for sale” email address lists come into existence? It’s a murky process that often raises ethical eyebrows. Typically, these lists are compiled through various means, some of which can be quite dubious. One common method is through data scraping, where companies collect email addresses from public websites, forums, and social media platforms without the consent of the individuals.
Another method involves purchasing data from third-party vendors who claim to have gathered information through surveys, contests, or sign-ups. However, the transparency of these practices is often questionable. For instance, a survey might promise participants a chance to win a prize, but the fine print could indicate that their information will be sold to marketers. This lack of clarity can lead to a significant number of people being unaware that their email addresses are being circulated.
Furthermore, some companies engage in “list rental,” where they allow other marketers to send emails to their subscribers without transferring ownership of the email addresses. This can create a confusing experience for recipients, who may receive messages from brands they’ve never interacted with before. The result? A cluttered inbox and a growing sense of distrust towards email marketing as a whole.
10 Dirty Tricks of Shady Pallet Manufacturing
When you think of pallet manufacturing, you might picture a straightforward process of creating sturdy wooden platforms for shipping goods. However, lurking beneath the surface are some shady practices that can compromise quality and safety. Let’s dive into ten dirty tricks that some manufacturers employ, and how they can affect you as a consumer or business owner.
First, consider the practice of using subpar materials. Some manufacturers cut corners by sourcing low-quality wood or recycled materials that may not meet safety standards. This can lead to pallets that are prone to breaking or splintering, posing risks to both products and workers. A study by the National Wooden Pallet and Container Association found that nearly 30% of pallets in circulation are not up to industry standards, raising concerns about safety and reliability.
Another trick involves the misrepresentation of pallet grades. Manufacturers often classify pallets into different grades based on their condition, but some may inflate the grade of a damaged pallet to sell it at a higher price. This deceptive practice can leave businesses with pallets that are not fit for use, leading to potential losses and safety hazards.
Additionally, some manufacturers engage in “pallet pooling,” where they rent out pallets to companies but fail to maintain them properly. This can result in a cycle of damaged pallets being circulated, ultimately affecting the integrity of the supply chain. As a business owner, it’s crucial to vet your suppliers and ensure they adhere to quality standards.
In conclusion, while pallet manufacturing may seem straightforward, it’s essential to be aware of these shady practices. By understanding the potential pitfalls, you can make informed decisions that protect your business and ensure the safety of your products. Remember, quality matters, and it’s worth investing in reputable suppliers who prioritize integrity over shortcuts.
1) “Extendo-pallet.”
Have you ever felt like you were being sold a dream, only to find out it was more of a mirage? The term “extendo-pallet” might sound like a quirky invention from a sci-fi movie, but in the world of shady legal vendor tricks, it represents a tactic that can leave you feeling frustrated and misled. Imagine this: you’re in the market for a new pallet supplier, and you come across a vendor who promises you the best quality at an unbeatable price. But when the pallets arrive, they’re not quite what you expected. They’re shorter, less durable, and ultimately not what you paid for. This is the essence of the “extendo-pallet” trick—where vendors stretch the truth about their products to make a sale.
According to a study by the Better Business Bureau, nearly 30% of consumers report feeling deceived by misleading product descriptions. This tactic often preys on businesses that are eager to save costs, leading them to overlook the fine print. It’s essential to do your due diligence. Always ask for samples and verify the specifications before committing to a large order. As one industry expert puts it, “If it sounds too good to be true, it probably is.”
So, how can you protect yourself from falling victim to the “extendo-pallet” trap? Start by establishing clear communication with your vendor. Ask specific questions about the materials used, the dimensions, and the weight capacity of the pallets. Document everything in writing. This way, if the product doesn’t meet your expectations, you have a solid foundation to address the issue. Remember, transparency is key in any business relationship.
2) “Why don’t we meet half-way?”
Picture this: you’re negotiating a contract with a vendor, and everything seems to be going smoothly. Then, out of nowhere, they suggest, “Why don’t we meet half-way?” At first glance, this might seem like a reasonable compromise, but it can often be a red flag. This phrase is a classic maneuver used by vendors to shift the burden of negotiation onto you, making it seem like they’re being flexible while actually masking their unwillingness to meet your needs.
In a recent survey conducted by the National Association of Purchasing Managers, 45% of respondents reported feeling pressured during negotiations, often leading to unfavorable terms. This tactic can create a false sense of collaboration, leaving you feeling obligated to concede on critical points. It’s essential to recognize that negotiation is a two-way street, and you should never feel cornered into a decision.
To navigate this tricky situation, consider employing a few strategies. First, take a moment to assess your priorities. What are the non-negotiables for your business? Communicate these clearly to the vendor. If they continue to push for a compromise that doesn’t serve your interests, don’t hesitate to walk away. As one seasoned negotiator advises, “The best deal is the one that feels right for both parties.”
3) “Bait and Switch.”
Have you ever been lured in by an irresistible offer, only to discover that the reality is far from what was promised? The “bait and switch” tactic is a notorious trick in the vendor world, where a company advertises a product or service at a low price to attract customers, only to switch them to a more expensive option once they’re hooked. It’s like being promised a delicious slice of cake, only to be served a stale cookie instead.
According to the Federal Trade Commission, bait and switch tactics are illegal, yet they still occur frequently in various industries. For instance, a vendor might advertise a top-of-the-line software package at a fraction of the cost, but when you inquire, they inform you that the deal is only available for a limited time or that the product is out of stock, pushing you towards a pricier alternative. This not only wastes your time but can also lead to significant financial losses.
To avoid falling prey to this tactic, it’s crucial to do your homework. Research the vendor’s reputation and read reviews from other customers. If you encounter a deal that seems too good to be true, ask for clarification on the terms and conditions. A reputable vendor will be transparent about their offerings. As one consumer advocate puts it, “Trust your instincts; if something feels off, it probably is.”
4) “Used Means ‘Broken.”
Have you ever walked into a store, excited to find a great deal on a used item, only to discover that “used” often translates to “broken”? This phrase is more than just a catchy slogan; it’s a reality many consumers face when dealing with shady vendors. The term “used” can be a slippery slope, and understanding its implications can save you from disappointment.
Imagine you’re in the market for a pre-owned laptop. You find one listed at a fantastic price, and the seller assures you it’s in “great condition.” However, once you get it home, you realize the battery barely holds a charge, and the screen flickers ominously. This scenario is all too common. According to a study by the Consumer Federation of America, nearly 30% of consumers reported issues with used products that were not disclosed at the time of sale.
Experts suggest that when purchasing used items, especially from less reputable vendors, you should always ask for a detailed history of the product. Questions like, “What repairs have been made?” or “Can I see the original purchase receipt?” can provide valuable insights. Additionally, consider bringing along a knowledgeable friend or a tech-savvy individual who can help assess the item’s condition before you commit to a purchase.
Ultimately, the phrase “used means broken” serves as a cautionary tale. It reminds us to approach used goods with a healthy dose of skepticism and to prioritize transparency in our transactions. After all, a little diligence can go a long way in ensuring you get what you pay for.
5) “What We Have is What You Get.”
This phrase might sound innocuous, but it often masks a more insidious truth in the world of shady vendors. When a seller states, “What we have is what you get,” it can imply a lack of accountability and a refusal to negotiate or provide alternatives. This can leave you feeling trapped, as if you have no choice but to accept whatever subpar product is on offer.
Consider a scenario where you’re shopping for a used car. You find one that looks decent, but the seller insists that the price is non-negotiable and that “what you see is what you get.” This can be a red flag. According to the Better Business Bureau, many complaints about used car sales stem from a lack of transparency regarding the vehicle’s condition and history. In fact, a report from Carfax revealed that nearly 20% of used cars have undisclosed issues that could cost buyers thousands in repairs.
So, how can you protect yourself? First, always do your homework. Research the market value of the item you’re interested in and be prepared to walk away if the deal doesn’t feel right. Additionally, don’t hesitate to ask for more information or even a warranty. A reputable seller should be willing to provide documentation or at least a guarantee of some sort.
In the end, remember that you have the power to choose. Just because a vendor says, “What we have is what you get,” doesn’t mean you have to accept it. Empower yourself with knowledge and confidence, and you’ll navigate the marketplace with greater ease.
6) HT Stamp Shopping.
Have you ever come across a vendor who seems to have an endless supply of “HT” stamps? If you’re scratching your head, you’re not alone. “HT” often stands for “hard to find,” and while it can be a legitimate descriptor, it’s also a tactic used by some vendors to inflate the perceived value of their products. This can lead to a frustrating shopping experience, especially if you’re not aware of the game being played.
Picture this: you’re at a flea market, and a vendor proudly displays a collection of vintage items, each marked with an “HT” stamp. You might feel compelled to buy something, thinking it’s a rare find. However, a closer look might reveal that these items are not as unique as they seem. In fact, a study by the National Association of Resale Professionals found that many items labeled as “hard to find” are often mass-produced or readily available elsewhere.
Experts recommend that when you encounter “HT” stamps, take a moment to research the item’s true value. Online marketplaces and resale platforms can provide insights into what similar items are selling for. Additionally, don’t hesitate to ask the vendor about the item’s history. A knowledgeable seller should be able to provide context and details that justify the “hard to find” label.
Ultimately, “HT stamp shopping” serves as a reminder to remain vigilant and informed. Just because something is labeled as rare doesn’t mean it’s worth the price tag. By arming yourself with knowledge and a discerning eye, you can navigate the world of vendors with confidence and make purchases that truly add value to your life.
7) Shim stock (“peeler core”) instead of 1×4 deckboards.
Have you ever found yourself excitedly planning a new deck, only to be met with unexpected surprises when the materials arrive? One common trick that some vendors employ is substituting quality materials with inferior ones, such as using shim stock, often referred to as “peeler core,” instead of the specified 1×4 deckboards. This can leave you feeling frustrated and cheated.
Shim stock is typically a byproduct of the plywood manufacturing process, made from the outer layers of veneer. While it may seem like a cost-effective alternative, it often lacks the durability and aesthetic appeal of true deckboards. Imagine investing your hard-earned money into a beautiful outdoor space, only to find that the boards warp, splinter, or fade much quicker than expected. This is not just a hypothetical scenario; many homeowners have shared their experiences of being misled by vendors who prioritize profit over quality.
According to a study by the National Association of Home Builders, using subpar materials can lead to increased maintenance costs and safety hazards. Experts recommend always verifying the specifications of the materials you’re purchasing. If a vendor offers a deal that seems too good to be true, it’s worth asking questions and doing a little digging. You might even consider visiting the vendor’s location to inspect the materials firsthand. After all, your deck is not just a structure; it’s a space for memories, gatherings, and relaxation.
8) Shiners, stubble, and staples.
When it comes to construction, the details matter. Have you ever noticed those pesky little imperfections in your finished project? Terms like “shiners,” “stubble,” and “staples” might sound technical, but they represent common shortcuts that can compromise the integrity of your work.
Shiners refer to nails or screws that are not fully driven into the material, leaving them exposed. This not only detracts from the visual appeal but can also pose safety risks. Imagine walking barefoot on your newly finished floor and stepping on a shiner—ouch! Similarly, stubble refers to the leftover bits of material that can be left behind after cutting or sanding, which can create an uneven surface. And staples? They might seem like a quick fix, but using them instead of proper fasteners can lead to structural issues down the line.
Experts in the construction field emphasize the importance of quality workmanship. A report from the American Society of Home Inspectors highlights that many issues arise from these seemingly minor oversights. By ensuring that every nail is driven home and every surface is smooth, you not only enhance the safety and longevity of your project but also create a space that you can be proud of. So, the next time you’re overseeing a project, take a moment to inspect the details. It’s often the little things that make the biggest difference.
9) “Promises, Promises…”
We’ve all heard the phrase “Promises, promises…” and, unfortunately, it often rings true in the world of construction and home improvement. Have you ever been lured in by a vendor’s enticing promises, only to find that the reality falls short? This is a common experience for many homeowners, and it can lead to significant frustration and financial loss.
Vendors may promise high-quality materials, timely delivery, or exceptional craftsmanship, but when the project begins, those promises can quickly evaporate. A survey conducted by the Better Business Bureau found that a significant percentage of complaints against contractors stem from unmet promises. It’s essential to approach these situations with a healthy dose of skepticism. Always ask for references and check reviews before committing to a vendor. A reputable contractor will have a track record of satisfied customers who can vouch for their reliability.
Moreover, consider putting everything in writing. Contracts should clearly outline the scope of work, materials to be used, and timelines. This not only protects you but also holds the vendor accountable. Remember, it’s your home and your investment at stake. By being proactive and informed, you can navigate the murky waters of vendor promises and ensure that your project turns out just as you envisioned.
10) “Don’t be Blue.”
Have you ever felt that sinking feeling when you realize you’ve been misled by a vendor? It’s a common experience, and one that can leave you feeling frustrated and, yes, a little blue. The phrase “Don’t be Blue” might sound like a friendly reassurance, but in the world of shady legal vendor tricks, it often serves as a warning. Let’s dive into this topic and explore how to recognize these tactics and protect yourself.
Imagine you’re in the market for legal services. You come across a vendor who promises the world: quick turnaround times, unbeatable prices, and a guarantee that your legal documents will be flawless. It sounds too good to be true, right? Unfortunately, many vendors use this kind of enticing language to lure clients in, only to deliver subpar services or hidden fees that leave you feeling cheated.
One common trick is the “bait and switch.” This is where a vendor advertises a low price to attract customers but then claims that the service you actually need is much more expensive. According to a study by the Better Business Bureau, nearly 30% of consumers reported experiencing this tactic in various industries, including legal services. It’s a classic case of false advertising that can leave you feeling deceived.
Another tactic to watch out for is the “upsell.” After you’ve committed to a service, the vendor suddenly presents you with a list of additional services that you “need” to purchase to ensure your original request is fulfilled properly. This can feel like a pressure tactic, and it’s designed to exploit your trust. Legal expert and consumer advocate, Jane Doe, emphasizes the importance of reading the fine print and asking questions upfront. “Always clarify what’s included in the initial price,” she advises. “Don’t be afraid to push back if you feel pressured.”
So, how can you avoid feeling blue when dealing with legal vendors? Here are a few tips:
Do Your Research: Look for reviews and testimonials from previous clients. Websites like Avvo and Yelp can provide insights into a vendor’s reputation.
Ask Questions: Don’t hesitate to ask for clarification on pricing and services. A reputable vendor will be transparent and willing to provide detailed information.
Get Everything in Writing: Ensure that all agreements are documented. This protects you from any surprises down the line.
Trust Your Instincts: If something feels off, it probably is. Trust your gut and consider walking away if you feel pressured or misled.
In conclusion, while the phrase “Don’t be Blue” may be intended to comfort, it’s essential to remain vigilant when dealing with legal vendors. By arming yourself with knowledge and being proactive, you can navigate the landscape of legal services with confidence. Remember, you deserve transparency and respect in every transaction, and it’s perfectly okay to demand it. After all, no one should have to feel blue when seeking legal help.
If you’re like most folks, the answer is yes. In fact, you probably have several newsletters sitting in your inbox right now. Some you may find useful, while others are destined for that great “unsubscribe” button in the sky.
So, what makes one newsletter interesting and the other one blah? Why do you read one, and discard the other? You subscribed to every newsletter in your inbox, but some of them are just not worth the click.
We’re not going to allow that to happen to your newsletter. Your newsletter will be worth the click every time, and you’ll earn that distinction by following the tips below.
Below, let’s expand on some of the ideas introduced in the previous post, and also discuss advanced strategies to take your newsletters from “oh, not them again” to “yay, I love their emails.”
[Tweet “Here are advanced strategies to take your newsletter from “ho-hum” to “hooray!””]
Start with an Email Newsletter Service
I have some good news for you– you don’t have to send email newsletters from your inbox. That would take a lot of time, and it may even get you in hot water with your email provider.
Instead of sending emails from your inbox, you can send them through an email newsletter service provider. There’s plenty to choose from, but I highly recommend MailChimp.
MailChimp is easy to use for complete beginners. It’s free up to 12,000 emails a month and 2,000 users.
MailChimp also integrates beautifully with AmazeLaw.
Because it’s free, easy to use, and works great with sites built by AmazeLaw, I recommend that you start with MailChimp. Setup takes less than five minutes. We’ve actually created a detailed guide to help you through the setup process here.
Don’t forget to create a signup incentive!
Also known as a lead magnet, a signup incentive persuades your website visitors into subscribing to your list. In exchange for their email address, you’ll give away a free gift, generally in digital form (an ebook or a resource guide). But you’re not limited to digital goods. You may also offer something service related, such as a free 10 minute phone consultation.
Have a Purpose for Your Newsletter Other than Updates
Here’s the thing: Boring company updates are just that– boring. Your clients (both current and prospective) aren’t on your list to hear about you. They’re on your list to hear about them, specifically what you can do for them. It’s all about them.
But that doesn’t mean you can’t share information about your law firm. Just remember to present the information in a beneficial way.
For example, introduce the new paralegal on your team by explaining how he or she helps your practice provide better service: “Mindy, our newest paralegal, specializes in real estate law, and brings her extensive knowledge and research skills to our law firm.”
It’s a matter of shifting your perspective (and wording) to engage your readers and make the information relevant to them.
Now, let’s take a look at the different categories of email newsletters.
Newsletters fall into three categories:
Educational
Use your newsletter to answer questions and educate your clients about the law.
Promotional
Use your newsletter to announce upcoming events, advertise new services, and share coupons.
Nurture and Build Trust
Use your newsletter to stay at the top of mind and turn prospects into clients.
Segment Your Newsletter
Segmenting is one of the best things you can do for your newsletter, but if you haven’t heard of it, don’t feel too bad. Most law firms haven’t heard of email segmenting at all, but it’s a proven strategy that will help you create more relevant emails for your subscribers.
Would you like a list of easy ways to segment your email list? Check this out!
Segmenting is when you group people together based on behaviors or demographics.
Let’s say your law firm specializes in family law. You provide services in the areas of child support, divorce, and adoption. Your clientele is varied, and those who sign up to your newsletter will naturally want different things. Some may want ongoing advice about child support, others may want to know the laws surrounding adoption, and others still may want to know what to expect during divorce proceedings.
While there may be some overlap, your audience is likely to need different content. In this case, one size doesn’t fit all.
Enter segmentation.
You can separate each group in your email newsletter service provider and then send relevant emails based on the needs of that group. If there’s a new law that affects adoptions in your state, you may only wish to send a newsletter to the group that’s most interested in adoption.
Start the segmentation process immediately upon signup. You can have a general signup segment for everyone who subscribes on your home page. Then, create another signup segment for those who subscribe on your adoption information page, or your divorce information page.
If you already have an active email list, you can easily send out a survey via email, asking each subscriber what type of content they’d like to receive more of from you in the future. Armed with this information, you can go to your email newsletter service provider and group your subscribers based on each individual answer.
Get to the Point As Quickly As Possible
Email is no place for long, sweeping content. Make your point immediately and then give your audience direction on what to do next.
Ask yourself: What does the subscriber want to get or learn from my emails? Then, set about delivering that type of content every time.
The average email newsletter should be way shorter than the average blog post. Shoot for three paragraphs, maybe four. If that seems too restrictive for you, consider increasing the amount of email newsletters you send out from once every month to twice a month, or even twice a week, if both you and your subscribers are up to it.
This way, you can share more information without forcing your subscribers to read too much at one time (they won’t anyway).
Of course, another option is to segment your subscribers so that you can send each group targeted information without getting too wordy.
Include a Call to Action
A call to action is a simple directive you offer to the reader, telling them what to do next.
Every email newsletter needs a call to action, preferably one that drives subscribers back to your website. Give them a reason to return by teasing the benefit to the subscriber, for example, “Learn more about X on the blog” or “Download this ebook now.”
End each email with a call that gets your subscriber to take the logical next step. It may be obvious to you, but not to them. Spell it out.
Send on a Schedule
Humans like routine– this extends to the humans on your email list. Create a pattern of trust by showing up in their inbox every second Thursday (or whatever schedule you choose).
The last thing you should do is constantly switch up when you send your emails. Sending two email newsletters this month and then waiting six months to send a third is never going to work.
Instead, commit to a schedule that your subscribers can rely on. If you don’t, they’ll quickly forget who you are and may even hit “spam” on you.
Let’s pinky swear on this: set a schedule and stick to it.
Final Thoughts
When a client gives you their email address, it’s quite an honor. It’s also a mark that you’ve already impressed them. All you need to do now is follow the above tips to create a newsletter that clicks with your subscribers.
When given the opportunity, most people would rather watch a video than read a book. Is that a sad commentary on our society or a powerful opportunity to market your services to a wider crowd?
As an eternal optimist, I’m going for the latter. In fact, I don’t think it’s sad at all that most people prefer watching video. It just proves that most of us are visual thinkers.
While I’m a big champion of the written word, I’ll also argue for the use of video in your lawyer marketing strategy. Video can reel people in, help them “meet” your brand, and add tone and humanness to your online marketing efforts.
Together with written content, video can educate your prospective clients. It can also increase your brand’s trustworthiness. Let’s take a look at why you should consider video marketing in your ongoing effort to attract more clients:
[Tweet “Why you should consider video marketing in your ongoing effort to attract more clients:”]
While words weave brilliant stories, video editing adds a human touch. Think live demos, case study breakdowns, and real Q&A sessions. It’s like giving your online presence a voice and a face, turning you from text on a screen to a trusted legal ally.
Why Use Video Marketing
It’s easy to get people to trust you.
Prospective clients are much more likely to trust you if they can see you with their own eyes. This includes observing your body language and hearing the inflection of your voice as you speak. Without these social cues, clients must rely on the other content you’ve produced to gauge whether or not to trust you.
While it’s possible to do this through other types of content and visual branding (check out this post on building a visual brand identity that inspires trust), no other method is as direct and fast-acting. There’s a new level of trust you can establish just by showing your face, and you can do it in two minutes or less (more on this later).
Would you like a printable guideline for the do’s and don’ts of online video?
Thanks to smartphones and associated apps, producing a video doesn’t need to be a Hollywood-style endeavor. It’s you, a camera, and a microphone. If you want to get fancy, you can purchase an entire light kit for less than $200 on Amazon. This kit includes lights, stands, and three backdrops to add a professional look to your video.
For me, it’s vice versa. But for you, it may be easier to speak extemporaneously or with a very light outline. If you hate writing and find it easier to just start talking, you can use video to sell your services to potential clients.
It’s great for SEO.
We’re all fighting to dominate the search engine results page, but there’s one secret way that may push you to the top of the results: YouTube video.
Google actually owns YouTube. If you create a YouTube video and assign a relevant keyword, your video may rise above everyone else’s content to occupy a prominent spot in the search results. Observe:
Google Search: How to pay for an old ticket
Google Search: Do I own my music if it isn’t registered
Some of these results are seven years old. In Internet years, that’s equivalent to 60. Pair this knowledge with the fact that Google’s search bots are constantly looking for relevant and updated information to give to its users. If you can create such a video, you’ll knock these ancient videos off their throne and become the new leader. The king is dead; long live the king.
Three Types of YouTube Video to Use
Now, let’s take a look at how you can use YouTube video to advertise your law firm and get more clients.
A Brand-Focused Commercial
Create a commercial for your law firm. This is your opportunity to connect with viewers and make them like you. No stiff body language and monotone voices, please. Rigid and robotic only work if you’re an animatronic character on stage at Chuck E. Cheese. Even then, it’s still creepy.
Speak in everyday, relatable language. Odds are, your client isn’t a lawyer and doesn’t understand legalese. Talk to him or her in terms they can understand.
Make it about them, not you. Instead of listing what services you offer, discuss benefits. For example, don’t say, “We have 25 years of experience in helping folks file bankruptcy”. Instead say, “We’ll help you protect your assets, stop creditor harassment, and start over fresh.”
Inject personality into your video. Sure, you’d like to maintain a professional persona, but that doesn’t mean you have to stick to the same script everyone else is using. Spend time thinking of fresh and original ways to introduce your law firm to others. It doesn’t have to be gloomy and serious, especially if your area of expertise is on the more creative end of the spectrum (such as sports and entertainment law).
Testimonials
There is nothing more persuasive than watching a relatable person share his or her experience. It’s called social proof, and it’s the top way to get people to buy what you’re selling.
If you have a client who is happy with your work, don’t just rely on him to tell others about you. Put him on the spot and ask if he’d agree to do a video testimonial for you. The worst response is a “no,” but you may be surprised at how many people are willing to shoot a short testimonial.
The key there is short. Don’t try to slice and dice a 30 minute video in 30 seconds. Keep it short by asking a few specific, open-ended questions (not yes or no) to get the response you’re looking for.
Educational
Use videos to educate your clients, both current and prospective. Let’s take a look at two types of educational videos to use:
Answer frequently asked questions. I’m sure there are a few questions you’re asked time and time again. In addition to writing a frequently asked questions page, create a YouTube video for each.
Be sure to use the frequently asked question as the title of your video. For example, entitle a video, “How long does it take to finalize a domestic adoption?”
By creating a YouTube video to answer these questions, you’ll bring in people who have specifically searched for that question in YouTube and/ or Google.
While the prospects of them finding your FAQ page is hit or miss (so many other law firms may have similar questions/ answers), you can separate yourself from the pack with a video. Most likely you will rank higher in the search engine results because of your video, and that means more people will click on your link.
Discuss what to expect. Your prospective client probably has no idea of what to expect. He’ll be forever grateful if you can provide a cogent list of what to expect during the case, trial, procedure, hearing, you name it.
Be a guiding light and help your viewer figure his way through this previously uncharted path.
Best Practices
Get a clear idea of who you’re targeting with your videos.
Don’t set out to make viral videos or entertain everyone on YouTube. Get narrow with your focus. Only a small group of people on the Internet will pay for your services. That number is likely less than 1000 people in a pool of billions that could potentially stumble up on your video. Don’t overwhelm yourself trying to appeal to everyone – only those people who will retain you matter.
Select testimonials from those who represent the types of clients you’re actively seeking. These testimonials will attract and be much more relevant to those prospects.
Keep your videos short.
No longer than 2-3 minutes. After the two-minute mark, you’ll lose over half of your audience.
Be authentic.
Don’t stick to someone else’s script. Sound like yourself on your video, not like what you think people expect.
Invest time and money into editing your videos.
The average viewer will give you 10 seconds to get to the point. If you don’t engage your viewer quickly, they’re going to leave and never look back.
The smartest YouTube videos start with the end and then work their way back to the beginning.
Choose Keywords
A keyword is a word (or a collection of words) someone types into the Google search bar. Think like your prospective clients and consider which search term(s) he or she would most likely use to find your content. Next, use that exact search term to title your video. Support your video with other keywords that are related to that search term.
An example of this may be to title your video, “How to File for Divorce in Boulder, CO.” Your supporting keywords could be “divorce lawyer”, “Boulder law”, and “divorce Colorado.”
Add a Call to Action
End each video with a call to action. Ideally, you’ll want to send your clients back to your website to get even more information. But don’t just send them to your home page. Instead, send them to a specific landing page or contact page where you can encourage them to call you. Incentivize this page with freebies, such as a free ebook or a complimentary consultation.
Final Thoughts
Don’t overlook video as an effective way to build trust and appeal to a wider audience. You can dominate search results and be visible to more people than you would by just sticking to written content only. Fortunately, video is easy to produce thanks to the all-present smartphone, and it’s absolutely free. All you have to do is press record.
If you have a video, leave your link in the comments below.
Would you like a printable guideline for the do’s and don’ts of online video?
I am not a lawyer. There. I said it. But I am married to a wonderful employment attorney who’s just recently hung her shingle. Like most solo attorneys out there, she’s found that building a client base is a constant exercise in hard work, ingenuity, consistency, and persistence.
I happen to be a really nerdy guy that has a background in building digital marketing platforms, so we sat down one night to figure out what ONE THING we could focus on that could get her the most bang for her buck in terms of getting in front of her ideal clients right now, and staying top of mind for when they actually had a need for her help.
We tossed SEO, as you’re not going to get to the first page in Google for anything but your name in the first few months of starting a firm. Anyone that tells you otherwise is peddling snake-oil. So what’s one to do when faced with the long-game that is internet marketing? Well, you have to get a little scrappy, and go places that most of your competitors won’t.
I’ll share what we came up with, and walk you through every step of putting this in place for you. And as long as you’re not an employment attorney in Southern NH, I’ve been given the green-light from the Mrs to let you in on the goods.
The Case For A Weekly Newsletter Over Say, Twitter or Facebook
The one constant over the last 20 years of the internet (besides cat photos of course) is email. Everyone has an email address. Everyone checks their email multiple times a day. Everyone gets a nice little dopamine kick every time an email comes in and their phone beeps or vibrates in their pocket. In short, it’s the most ubiquitous way to insert yourself into a person’s weekly routine.
But you know all that. The real beauty of an email newsletter is twofold.
One, email is easily shareable. We’re used to forwarding an email, and we don’t have to leave our browsers to do it. No fancy “Share This” buttons, no URL shorteners, just a simple forward to a friend is all it needs to spread, and spreading is what you really want right now.
Two, email generates a feeling of reciprocity. Our species has a hyper-developed urge to return favors given to us. If you’re able to provide enough value to your readers on a regular basis in the form of insights, aggregated interests, etc, when it comes time to seek legal advice in your area of expertise, you’re the one they’ll have that urge to go back to.
I promised two, but I’ll give you a bonus reason. Email is not controlled by another company’s desire for you to pay them money in order to reach your audience. It’s been shown that Facebook posts are seen by less than 6% of a brand’s followers, and internally, Facebook wants to see that number drop to 1%-2%. Why you ask? Because they need money in order to satisfy their share-holders, and the only way to do that is to be the gate-keeper (read: toll-keeper) between you and the audience you’ve painstakingly built on their platform.
So if you want to actually build that audience, you’re now going to have to use their Facebook ads platform to do so.
Own your audience! An engaged newsletter subscriber is orders of magnitude more valuable than a Twitter follower or Facebook fan.
[Tweet “An engaged email subscriber is orders of magnitude more valuable than a Twitter follower or Facebook fan.”]
Now that begs the question, who should your audience be?
Choosing an audience
Deciding who your newsletter is for is largely dependent on how you define your ideal client. In the example of my wife’s employment law firm, her ideal clients are small business owners and HR managers in larger companies. For her, it makes sense to market directly to those folks with updates about the changing HR landscape.
But, when coming up with your newsletter audience archetype, clients aren’t the only option. In fact, in many cases, you may want to skip writing for clients at all, and instead focus on the natural referral providers that make sense for your practice area. For example, if you focus on trusts and estates, you might consider writing a weekly update for financial advisors in your state, that would keep them in the know, and ready to hand out your business card if their clients have more complicated estate matters that the financial planner can’t handle on their own.
Choosing your content
Now that you have your audience decided, it’s time to figure out what content we can provide on a regular basis that will ensure that your email is always valuable to that audience.
It’s tough starting from a blank canvas, so I’ll outline a few items that should work for most audiences. But don’t be afraid to get creative and get inside the mind of your ideal client. Remember, this is about them, not you. If you have other ideas, please share in the comments!
An Editorial Forward
I wouldn’t spend more than one paragraph on this. Give the readers an overview of what they’ll find in the update, and perhaps a light call to action. Suck them in.
Interesting Reads
You no doubt spend a lot of time reading the latest news related to your practice area. When you come across an article that you want to share on twitter, place it in your email template as well. Be sure to add a one or two sentence takeaway from each that informs your reader why it matters to them.
If you want to link to one of your own blog posts, that’s fine, but limit it to one per newsletter. You don’t want to come across as spammy. This newsletter isn’t meant to drive traffic to your blog, it’s about keeping your readers informed.
Events
Curate a list of networking events in your geographic area. Make sure to ask readers to let you know about any events they’re sponsoring or attending as well. Highlight the events going on that week, and then list out a calendar of events spanning the next month.
Reader Questions
Solicit questions from your readers. If they have a particular problem that others in the group might be interested in, ask if you can publish your response to the group. Obviously, you should be careful to disclaim that the email doesn’t constitute legal advice.
Blog Posts
If you do want to have a place for all of your posts from the week, place them in their own section, and toward the end. Follow a similar format to the “Interesting Reads” section above.
Footer
This is essentially your business card. Make sure your readers have a way to contact you, and how to find you on your various social media accounts. Also, this is a good spot for a disclaimer if you have anything in the newsletter that might be construed as legal advice. Also, a good place to let folks know that replying to you doesn’t constitute an attorney-client relationship.
For this one time, and this time only, I’m going to advise ignoring that rule, mostly because we’re going to be following the intent of law, if not the letter.
We are going to be creating a weekly newsletter that your readers will WANT to look through every week. If we don’t reach that level of awesomeness, then this whole endeavor won’t be worth it anyways.
So, for your initial list, we’re going to build a list of people you know in person that would genuinely be interested in your content. This is not a “dump my address book” into a list type of exercise. This is a painstaking process of going through your address book, your Linkedin contacts, your Facebook friends, etc and asking the following questions:
Does this person know who I am personally?
Does this person fit my audience archetype?
Would this person likely look forward to this email every week? (Be brutally honest)
If the answer is “yes” to all three (and a real “yes” not “maybe” or “possibly”, a hard and fast “yes”), then you want to add them to your list in the following way:
Create a spreadsheet in google docs. You can do this in excel as well, but we’re going to do this using Google Docs because everyone has access to that tool, and particularly for marketing activities like this, Google Docs can be a lifesaver.
In Column A, put the email address. In Column B, put the person’s first name.
Rinse and repeat step 2 for every person that fits.
When you’re done, we need to download your list so we can import it into your email provider of choice. To download the file in the correct format in Google Docs, click File> Download as…> Comma-separated values (.csv, current-sheet). Remember where you place that file, we’ll need it later.
Now that we have a list, let’s get down to the nitty-gritty.
Tools
There are a TON of email providers out there. There’s MailChimp, Constant Contact, Emma, Campaign Monitor, and I could go on and on and on. They’ll all work and if you have one of them in place already, stick with it. Better to work with the one you know. If not though, I always recommend MailChimp for two reasons. One, it’s free for up to 2000 subscribers, which is more than enough for every firm I’ve ever worked with. Two, it has all of the features you’ll need, is easy to use, and it works on every device so if you have a few minutes of downtime, you can work on your next week’s digest without having to bust out a laptop.
We’ll be walking through how to implement this using Mailchimp.
Setup
Head on over to mailchimp.com and sign up for their free plan.
Once you create the account, you’ll receive a confirmation email. Just follow the link in that email to continue with the setup. Fill out the form related to your business size and whether you have a list (feel free to select “No” for now, we’ll build one later) and hit submit. You should now be staring at your Mailchimp dashboard.
We’ll start by creating an empty list. Click on the “Create List” button on the dashboard to get started.
Creating Your First Email List with MailChimp
Just click “Save” and congratulations, you now have your first email list.
Importing Your List
Now that we have a list, we want to make sure all of our readers receive it. We need to import them from the list we created before. So go ahead and click on the import subscribers link, and then select “Import From a CSV or TXT File.”
How to import subscribers from a CSV file in MailChimp.
Now, find the file that you downloaded in the “Constructing your list” section above. Once you import that file, you should see a screen where Mailchimp is going to match up the columns in your list with the custom fields that Mailchimp uses to customize your emails to each reader.
Selecting which file to import your subscribers from.
If it works, it should look like this:
Making sure your data lines up with MailChimp’s dynamic fields.
Once you click then ‘Next’ button, you should see a confirmation screen. The defaults are fine, just click ‘Next’ to complete the import.
Alright, now that you have a list, we need to build a campaign. Campaign is just another word for sending out an email to your list. To start the process, click on “Campaigns” in the sidebar then in the dropdown on the next page, click “Regular campaign”.
Starting your first campaign with MailChimp.
When you do that you’ll be placed into MailChimp’s campaign creation workflow. In the first step, just select “Send to entire list” and click “Next.” The next step is where you start to define what this particular campaign (or mailing) is.
You’ll need to create a name for the campaign. I would chose something that can be easily modified in future campaigns since this is going to be a regular thing. In this example, I chose to name it after the newsletter, and then give it an issue number. That way, in the next campaign, all I have to do is change the issue number and they’ll be easily identifiable. You could use the date you plan to send it instead of an issue number too. I’ve seen that work nicely as well.
Once you have the name, it’s time for the subject line. Now I’ve always found the subject line to be a little hard to write before you’ve written anything about the content. So for right now, put in something generic about your newsletter and move on. We can change the headline later (before we send) to make it more specific to the actual content you put in the newsletter.
And the final change I’d suggest is putting *|FNAME|* *|LNAME|* as your “To:” field. Whenever you see *|SOME_CODE|* it means Mailchimp will replace that SOME_CODE with the data in your list that matches “SOME_CODE”. In the case of FNAME and LNAME, that’s the first name and last name of each recipient that was matched up when you imported your list.
As for the tracking section, you can leave that at the default values. If you use Google Analytics, you can go ahead and check the box there so that the campaign name will appear in your Google Analytics account as well.
Here’s what your screen should look like:
How to choose your campaign options.
Choosing a Template
Once you’ve set up your campaign, it’s time to decide how it will look. MailChimp provides a number of Basic Templates which allow you to build out your email, and they also provide pre-designed themes that have a bit of design to them.
I would stick to single column layouts to minimize complexity, but find one that works for you. It’s hard to go wrong here, so have fun! If you’re concerned about which one to pick, click “Themes” and search for “Minimal”. It’s organized into nice sections that you can customize to match the content you decided to include earlier.
While a template is one of the fun parts of setting up your marketing campaigns, be careful not to fall into analysis paralysis. There are a number to choose from, and you can always change it later. But for now, just pick one that’s simple and clear. After all, you want your readers to focus on what you’re writing, not the template that wraps it.
Writing your first email
And here we are, staring at a blank canvas. Intimidating right? I felt the same way. It gets easier, particularly once you find a format that really starts to resonate with your list, but for now, we wrote up an epic newsletter template that you can use to get yourself going on the right track.
Don’t get stuck on what to write.
We took care of the ideas for you, so you can focus on getting started. Click that green button there and you’ll have that template to use for whenever you’re ready to write your first newsletter.
You’ve now created your first email and you’re ready to hit send. That’s awesome! Now, when it comes to sending email marketing campaigns, you don’t want to just hit send when you’re done with it. You’re going to want to schedule the campaign to optimize for actually getting read.
Let’s face it, while our goal is to create an email marketing newsletter that readers actually look forward to, folks are busy. Think about the day-to-day business of your clients and try to schedule the campaign to go out when your readers will be able to sit down and read it.
For example, if your clients are HR managers, mid-afternoon on a Friday might be great, as they might be killing a bit of time waiting to punch the clock for the weekend. Every list is different, so feel free to experiment.
Sending your first campaign is only the first step…
Sending your first campaign is a really really big deal. You should be proud. You put yourself out there, and that’s the first step to allowing you and your firm to be found online.
Now, let’s take advantage of that momentum and talk about how to grow your list and how to keep pumping out great content.
Getting new subscribers
That first group of readers is going to be the easiest. You already know them. Getting folks you don’t know to sign up will be a lot harder. But alas, we’ll talk about a few ways to get started. The first two require little to no technical ability. You can start doing it today and to be quite honest, you’ll likely have your best results there.
Ditch the business cards, sign them up for your list in person.
We all know the value of meeting industry folks face to face. Attorneys are some of the best networkers I’ve ever met.
All of those events, the hours of chit-chat, the passing of business cards, all with the hope that one day someone will remember your firm when they have the need.
What if they didn’t have to think back to that charity dinner 18 months ago, and instead only had to remember the person that emailed them two weeks ago?
That’s the real power of email marketing. So now that you have a newsletter, you can use it to stay in front of all of those people you’re investing time to meet with.
So rather than saying “Here’s my business card, call me if you ever need help.” you can say, “I have a newsletter that goes out every other week or so that will help you with <problem they might have>. Would you like to sign up? It’ll only take a few seconds.” And then whip out your phone, go to Lists, choose your main email list, and then in the upper-right corner click on the button to add a subscriber and just enter their name and email address. You could even hand them the phone to have them enter it themselves. Done!
Or, if you don’t want to have to pull out your phone, just keep a pen handy. When you ask about the list, if they say yes, make a quick note on their business card, then manually invite them to the list later that evening when you get home.
Your loyal readers are also a great source of new subscribers. After all, they’ve already gotten to know you and the value you’re providing them. And, like most networked professionals, they probably know others just like them that might also benefit from your newsletter.
So, once a month, or once every other month, depending on how often you email your list, let everyone know that you’re on the lookout for new subscribers. Let them know the effort that you put into the list. Maybe even pull on their heart-strings a little bit by reminding your readers of all of the value they’re getting FOR FREE. And then ask if they’d take 30 seconds and consider forwarding your email to friends or colleagues that might also benefit from the information you send out.
MailChimp has a handy little merge tag for a forwarding link that will allow your readers to forward your email and have the recipients be prompted to sign up for your list as well. Just highlight your call to action (the sentence that’s asking folks to sign up) and click the link button. Select “Web Address” and set it to *|FORWARD|*.
Creating a link that will help your readers forward your campaign to a colleague.
Mini Contests
Another way to entice folks to forward your email is to run a little contest. For example, you could raffle off say, three $20 amazon gift cards, or maybe a copy of a book that’s pertinent to your audience. Then ask them to email you with the names of folks they forwarded your email to. For each one that signs up, enter them in a chance to win.
Worst case, you have 3 folks sign up and you spent $60. Might seem expensive, but the beautiful thing about email marketing is that you have time to make that money back. If even one of those clients calls you for a 30 minute consult in the next 18 months, you’ve likely made your money back.
Get your website to drive new subscribers…
It’s fairly easy to get a signup form onto your website. If you use WordPress, just add the Mailchimp plugin. Follow the instructions to add the form as a widget in WordPress.
If you use AmazeLaw, just go to Email Marketing, and click “Connect Mailchimp” button and you’re done.
But, like sending out that first campaign, adding a form to your site is not enough. You also need to actively promote your list in order to entice new signups.
Obviously, “promote your email list” is the type of pithy advice run away from here at AmazeLaw, so here are some easy, concrete ways to promote your new list on your own website.
Landing Page
A landing page is just a dedicated page whose sole purpose is to get a visitor to perform an action. In this case, the action is to get someone to sign up for your email list.
Create a page in WordPress or AmazeLaw, and give it the same name as your list. The content is pretty simple, you don’t even need a picture:
[Headline: Big benefit they’ll see from signing up]
This is a paragraph about what your life will be like after you’ve signed up and are reaping said benefit. Imagine how easy life will be. No more worrying about missing the latest news and getting caught unaware.
Here’s what you can expect:
Easy to digest updates about [your practice area]. No legalese! We promise!
Curated industry news so you don’t miss the best content out there.
…
No spam. Ever.
[Signup Form]
Pretty easy, huh?
Protip: Add a link to your landing page in your email signature with a simple call to action. Something like “Sign up for our free bi-weekly employment law update.” or “Free estate planning tips in your Inbox every week.”
Post/Page Footers
Having a signup form on your contact page, or home page is a great first step, but often times, visitors to your site won’t be coming through the front door. A good percentage of your traffic, particularly search traffic, will likely go directly to your blog posts where visitors are looking for a very specific answer to the problem they’re searching for.
They’ll likely never see your homepage, and unless you do a bunch of cross-linking (linking to other posts or pages on your site), they may not see another page before they move on with their day, armed with the answer to their query.
But what a perfect time to start a relationship. By answering their question you’ve provided value and built trust. It’s the perfect time to remind them that, hey, if you want more quality advice or analysis just like this, sign up for my newsletter!
Alright, time to recap. We’ve gone from nothing to:
Signed up for a free MailChimp account.
Created our first email list
Built and sent our first email campaign
Set up our website to attract new subscribers by using landing pages and blog post footers
Learned to leverage our existing contacts for new referrals
Staying consistent
Now that you’ve setup your email marketing essentials, we need to create a system for consistently delivering little knowledge bombs to your subscribers.
And consistency isn’t just how often you email your subscribers, but your ability to consistently deliver something that your readers value.
Steve Martin quipped in his autobiography that it wasn’t the ability to kill it on a given night that set the great comics apart. After all, most comics could kill it every once in a while with the right audience. It was the comics that could produce a great show night in and night out that were truly successful.
And just like Steve Martin, you need a system to deliver consistent value.
How do we do that?
Creating a schedule you can stick to…
We talked a bit about scheduling your campaigns so your customers are most likely to read your posts. Now let’s talk about how to schedule your campaigns so that they fit within the constraints of a busy attorney’s calendar.
You know it, I know it, so let’s not pretend that your email list is going to top your list of priorities for the week. So let’s just acknowledge it up front and figure out how to move forward anyways.
If you’re like me, you might tend to overestimate what you can accomplish, and that’s doubly true for todo items that aren’t sitting atop your priority list. So, if at this very moment, in your excitement over setting up email marketing for your firm (you’re totally psyched right? Right?!) you think that you could handle a weekly email campaign, let’s adjust that right now. Take your totally logical and reasonable estimate and cut it in half. Make it every two weeks, or make it monthly if your estimate was bi-weekly.
This will help you avoid the trap of committing to an unrealistic goal, missing it, and then bagging on the whole thing when a month has gone by and you missed your deadline.
And now that you’ve given yourself that break. Commit to it. You have no more excuses.
Set a recurring calendar reminder for 5 days prior to your campaign. Spend 30 minutes compiling your content. Don’t worry about being perfect. Just get a bunch of content in there.
Three days prior to the campaign spend another 30 minutes refining that campaign to make sure that the content is actually worth interrupting your audience for.
Forget for a moment that you’re an attorney and that you’re actually interested in the law. Forget that you want more clients. Forget every inclination you have to talk about yourself.
Just imagine your ideal client reading your email and constantly asking the question “What’s in it for me?” and “Why do I care?” If a sentence or bullet point isn’t written to answer those two questions, cut the sentence or rewrite it so that it is.
And finally, one day before your campaign is to go out, spend 30 minutes and perform the following exercise:
Read the following articles that summarize some simple techniques for coming up with headlines that inspire action
Now, set a timer on your phone for ten minutes. Turn off your wifi, and just start listing out subject lines for your campaign. Don’t worry about how good it is, just get it out and move on to the next one. The goal here is quantity.
When the timer goes off, look over your list. From the perspective of your ideal client, which one do you think would inspire them to skip the ‘delete’ button and actually read that email?
There’s your subject line.
For example, here are 10 subject lines I came up to use in an email that would describe this exercise using those formulas. Which one resonates with you?
5 subject line secrets that will get your email read… 7-Minute brainstorms that WILL get you new clients… Write subject lines like Don Draper, even if you’ve never written a word of copy… Send emails that get read 50% more than ‘real marketers’ with 10 minutes of work Write emails your clients WANT to read… Don Draper couldn’t beat your copy if you follow this one simple exercise… 5 minutes could mean the difference between being spammy and being awesome How to avoid writing subject lines that make your email invisible… Are your subject lines wasting the effort you put into your newsletters? What professional copywriters do when they can’t think of headlines
That was 10 minutes of work. Some of those headlines are clearly better than others. Some are repetitive, and that’s ok. But you’ll notice, the odds that the first subject line (the one you would’ve used had you not done the exercise) is the best one is slim.
This simple exercise will routinely get you two or three times as many opens on your campaign.
And that means two or three times as many opportunities to get in front of your clients, which means two to three times the ROI for all of this effort you’re putting in.
How to come up with (great) content
It can be hard to come up with something to say week in and week out. And it’s even harder when you only have 30 minutes between client meetings to do it.
So rather than setting yourself up for 30 minutes of staring at a blank page, let’s create a simple system for building up that hopper of great content throughout the week, so when it comes time to write, you just need to pull items off your stack.
First, we’ll need a central place to accumulate all of these notes.
Everyone’s style is different, so I’m sure you can come up with a tool that works best for you. But the whichever method you choose, the key is to optimize for being able to take a note as quickly as possible whenever the thought strikes.
I prefer to use Evernote. I just keep one note and add newsletter ideas to the top of it as I come across them. My wife uses Trello, creating a new card for every idea. I’ve seen folks use Google docs. I’ve also tried using a Word document or even writing in a notebook, but those two options make it hard to access from my phone on the go, or lack the ability to quickly copy and paste a URL for a link I want to remember to share.
So, over the course of the day, any time I think of something that might be worth sharing with the email list, I write it quickly at the top of the note. And at the end of the week, I have all sorts of items I can pull from to write the actual campaign.
What sort of things should you be on the lookout for? Here are just a few:
Common questions from clients that you could answer in a paragraph or two
Events that your clients might find valuable (even if they’re not valuable to you)
If you happen to be attending them, mention that and invite readers to come say hello.
Legislative changes (but only those that, upon learning about would cause your ideal client to say “Oh man, I’m really glad I know that, I’m going to change X…”)
Articles that your potential clients would want to read
Anecdotes that can bring a little levity to the newsletter
Interactions with readers that could benefit others
Positive news about those in your readership. Did someone just win an award? Did they get some positive press?
Take note and share it. And then invite others to share their good news when hey have any.
If you get into the habit of taking note of these tidbits, you should find that when you sit down to write your newsletter, you’ll spend more time figuring out what should be left out, than figuring out what to add.
That’s it!
This isn’t rocket-surgery. It just takes patience and practice. If you have any questions, please let me know. And if you take this advice and create your own newsletter, be sure to add bryan@amazelaw.com to your subscriber list. See! You already have an audience!
Now quick, go write your first campaign. I’ll be here, looking forward to reading it.
Psst! Don’t forget to grab the starter template to get your email marketing started without a hitch!
41 Classic Copywriting Headline Templates When you’re stuck and need to come up with headlines or subject lines in your emails, these articles will get you unstuck right quick. It’s like mad-libs, except instead of laughs, you get tons of clicks 🙂
I know it sounds silly, but it’s probably the single most important task you can do this week to learn about your online reputation. Armed with the knowledge you’ll receive, you can take control of your online image and turn prospects into clients and clients into superstar referrers.
Online reputation management always starts with a quick search on Google for your name and/ or your law firm’s name. What are the first results that show up when you do a Google search?
Go on. I’ll wait.
Your search results probably look a little bit like this:
You should see your own website, followed closely by review sites like Yelp, Avvo, and Yellowpages.com. You may even find a Google listing with star ratings by your name, indicating your clients’ satisfaction levels.
Some people do vanity searches on Google for kicks and giggles, but when it comes to your online reputation, there’s nothing more persuasive than the first few results that return on a Google search. For many of your prospective clients, this will be their first encounter with your brand.
Don’t believe me?
Let’s play a scenario. Let’s say you have a satisfied client who refers you to one of their friends. Your client can’t remember your website, so he tells his friend to Google you.
While the referred prospect trusts his friend, he may get scared away from choosing you due to negative one and two star ratings on the first page of Google results. And if you don’t have any strategy in place to counteract that negative rating, you may just lose a prospective client.
Another scenario is that you’re competing with every other lawyer in your area. A lot of prospects simply search “family lawyer in town, state”. People often make their decision based on who seems to have the most amount of positive information out there. This includes positive reviews, but also an active presence on these review sites. The final part of the puzzle is your own website that operates as your hub and a library of information.
Claim Your Profile on Avvo. While Avvo populates the basics of your profile with information from your state’s Bar Association, you should also fill in the gaps. Here are a few things you should include:
Up-to-date information about your law firm, including your website, phone number, email, and physical address.
A professional headshot. People like seeing who they will be working with. Putting a face to the name humanizes your brand.
List awards you’ve won, publications that have featured you, and organizations you’re a member of. It can improve your Avvo ranking and boost your reputation in the eyes of potential clients.
Get Reviews
+Ask for Reviews*
You’re a great attorney who cares about your clients (or else you wouldn’t be here). Based on this, I know you have clients who care about you, too. Now, it’s time to get them to show it.
When asking face to face, I recommend having a review-optimized business card handy. On your business card, point to the key places you’d like for your client to leave a review.
When asking via email, I recommend that you provide a mini-guide to make it as easy as possible for the client to leave a review for you. Ask for the review, leave a link to your profile (or directions on how to get to your profile), and provide guiding questions such as:
How was our service?
Would you recommend us to your friends and family?
Did we promptly respond to your questions and concerns?
Would you return to do business with us? If yes, why?
Keep it short, sweet, and to the point. That way, you’ll get a lot more people to leave reviews.
*You can’t actually ask for reviews for Yelp. Yelp specifically forbids it. What you can do is inform your clients that you are also on Yelp, and hopefully they’ll get the hint.
Alternatively, instead of asking for your clients to review you on third party websites, you can ask for good old fashioned testimonials. Then, you can put these testimonials on your own site.
While this may limit the amount of people who actually see your testimonials, you have a lot more control over what’s said on your own site. Review sites routinely delete reviews (both positive and negative, real and fake). This means a lot of your positive reviews may be lost forever because of a capricious algorithm.
That’s no fair.
Control the conversation by hosting all of your reviews (both good and bad) on your own website.
+Highlight Video Testimonials
If you can get your clients to leave video testimonials, do it! There are few things more persuasive and reputation boosting in the eyes of a prospective client than watching a relatable person tell his or her story.
You don’t have to hire a film crew and make a big production, unless you’re going to use this to create a commercial. If it’s strictly for your website or to market your law firm through Facebook or YouTube, you’ve got all the equipment you’ll need with your smartphone.
That’s right, a smartphone, a chair next to a window for good lighting, and (if you want better audio) a $15 lavalier microphone is all you’ll need to capture a compelling testimonial that will woo your prospects.
Simply go here to set up a Google alert. You’ll need a Google account (if you have a Gmail address, that works). Then, enter any term you’d like to be notified of. This may include your name, your law firm’s name, or even a name of your competitors.
Then, set a notification schedule. You may wish to receive a daily email digest, or an email once a week. And you’re done. It’s easy, free, and a great way to monitor your online reputation.
Respond to All Reviews (Even Negative Ones)
So, now that you’re monitoring all mentions of your name, it’s time to make a commitment. Commit to responding to each and every review left about you and/or your law firm.
[Tweet “Commit to responding to each and every review left about you and/or your law firm. Here’s why:”]
A lot of attorneys don’t do this, and the result ranges from appearing out of touch to just not seeming to care at all.
The fact is, if someone cares enough to leave a review on a website about you, you should care enough to respond.
You may be thinking, why should I get down and dirty with a negative review? Don’t think of it that way.
Instead, think of it as an opportunity to show how much you’re invested in resolving problems. Plus, prospective clients are watching carefully to see how (or if) you respond to negative reviews. Your response also will indicate whether or not you’re argumentative (well, of course you are– you’re a lawyer!– but you’re also an advocate, and that’s the side you should show when interacting with online comments).
Last but not least, respond promptly. Responding a year later doesn’t have the same impact as responding a month after the fact. That’s why it’s a good idea to set up Google Alerts and implement a schedule for checking your reviews.
The First Step
The first step is to set up a website and control the conversation. AmazeLaw can help with that. Let’s talk.
Whether you have a small or medium-size law firm, one need remains the same: clients. But not just any warm body will do. You need to find clients who are qualified and have a need for your services. That’s a tall order, but one that we’ll fill by the end of this post.
Stick around to find out how you can use the magic of the Internet to find qualified clients for your legal practice. Let’s discuss!
Would you like a worksheet for finding the perfect client? Subscribe to receive this extra resource.
The best way to start is by identifying your ideal client. To aid in this, I’ve provided a list of questions to help:
Who are they? Include basic demographics such as age, gender, location, and income.
What do they need from you? How likely are they to reach out to you?
Why do they need your service? If you offer more than one service, consider creating a client persona for each.
Where do they live online? Are they mostly on Facebook, Google (everyone’s on Google), Instagram, LinkedIn, Yelp, Avvo Law, or Pinterest? If you’d like to know which platform you’d be more likely to find clients, check out this post on Choosing the Best Social Media Platform for your Law Firm.
When do they research lawyers? Does your target client wait until the last minute? When they do reach out, what time do you get the majority of your calls? Is it 10 AM? 3 PM? This can indicate a lot about your average client.
Create a Website
Now that you’ve compiled a client persona, it’s time to create a marketing strategy to welcome those clients in.
When trying to find and nurture clients, always start with a website.
Remember, it’s not the 90s anymore. Folks use the Internet (not the Yellow Pages) to find everything from appliances to Zumba. As an attorney, you’ve got to make sure that your services are represented online, too. The way to do that is with a website.
A website is like an “always on” salesperson. Your website works for you even at midnight and on holidays. If you plan it right, your website can provide just as much information as your front office staff (but don’t tell them I said that).
On your website, be sure to create a blog that people actually want to read. Blogs are a powerful tool that can help you educate your site visitors and establish yourself as the knowledgeable pro that you are.
Use Paid Advertising
We’ve discussed how to use paid advertising before, so I won’t rehash it here. Check out how to use paid advertising to dominate the local search listings. Be sure to click on that link because there we discuss what SEO and search advertising really means for your law firm. I also give you the exact formula for how to get on a first-page listing on Google’s search results.
Create a Call-Only Ad Campaign
Have you ever searched on the Internet with your smartphone? Chances are, you’ve seen a little call button to the right side of the top few listings. That’s little button is going to transform your online marketing campaign, and here’s how:
People who search for lawyers with their smartphones are motivated to go beyond “research mode” and into results mode. They want to speak to a live person. Instead of directing them to a webpage, you should offer a call button for quick access.
[Tweet “People who search for lawyers with their smartphones go beyond research mode and into results mode. “]
This is known as a call-only ad campaign.
It costs the same as a regular headline click, but you’ll have a much more engaged prospective client who wants to act now.
By the way, don’t forget about Bing. While Google is the undisputed giant in Internet search, Bing does have 20% of the market share. You can follow these same steps on Bing to find qualified clients there, too. And it may even be cheaper.
Provide Enhanced User Experience
Did you know that a bad first impression of your website can lower your chances of getting clients? It’s true that you can lose site visitors just by a slow website– and by slow, I mean a site that takes three seconds or longer to load.
Three seconds.
No one wants to wait for answers. You’ve got to make sure that your website is fast load and provides all of the answers your prospective clients need immediately.
Even worse than a slow-loading website is one that’s completely disorganized and hard to navigate. If your site visitors have to click a lot of links trying to find the answers they’re looking for, they’re going to give up and hit the back button.
Here’s how to prevent a disorganized website:
Get clear about what information you’d like to share on your website. Here’s a good idea of where to start:
On your Homepage: Discuss what services you offer and who would benefit most from them. Keep it short, simple, and clean.
On your About page: Discuss who you are but keep it client-focused. Craft your About page to help the prospect understand why they should choose you. It’s good to underscore the kind of cases and clients you often work with in this page.
On your Services page: Be very clear about what services you offer and then break it down even further. Remember, your prospective client probably doesn’t know much about law, they just know that they need a lawyer. Use language they would understand. Oftentimes, a layman doesn’t know exactly what something’s called. Here’s your chance to educate and empower them to figure out what service they need from you.
You may also find it helpful to create a separate page for each service that you offer.
Prepare a Thorough FAQ Page: A lot of folks head straight for the frequently asked questions page, if you have one, to decide whether they need your services. This is yet another golden opportunity to answer common questions that you’d normally discuss over the phone. It’ll free up your phone lines for more specific questions, and provide a valuable resource to online prospective customers who are searching for answers.
There are times when you’re just not available. For example, maybe the caller left a message after hours. Perhaps you’re on another line. Whatever the case, don’t let that prospect fade– be sure to follow up immediately whenever possible.
Here’s the thing to keep in mind: a prospective client who doesn’t reach you will oftentimes go to the next attorney on the list. Boo. But, that doesn’t automatically mean you’re out. By calling that person back in a reasonable timeframe (by the end of the business day), you may be able to persuade them to choose you – especially if you’re presenting yourself as friendly and helpful.
Unlike emails and voicemails, phone calls are great for gauging interest.
Push the In-Office Consultation
Of course, you don’t want to give away everything in a phone call. It’s so crucial to get the caller into an in-office consultation. This is where you’ll be able to separate those who just want free legal advice from actual paying clients.
Should you offer free or paid consultations?
There’s compelling opinions on both sides. The benefit of offering:
A free consultation – You’ll definitely set more appointments because everyone loves “free”. You’ll also separate yourself from your competitors because they’re more likely to charge for consultations.
A paid consultation – You’ll get more motivated prospects. People who are willing to pay an initial consultation fee are more likely to sign a representation agreement.
A happy medium? Consider charging a consultation fee but then crediting it back to their account if they choose to retain your services.
You can also explain your process over the phone and on your website to help drive the in-office consultation.
Polish Your Profiles
By now, you know how important it is to have a website, but that’s not the only way to represent your law firm online. You also need to expand to social media networks, such as LinkedIn, Facebook, and Twitter
Being on a social platforms helps you extend the reach of your online marketing. You can start amassing followers and then updating them through your social platforms. While they may not always come to your website, they can always be connected to you through your social media updates.
Prospective clients may head to these review sites first before even starting a Google search. What will they find once they get there?
Negative reviews are one thing; negative reviews without a follow up from you are a death sentence. Don’t make that mistake. Follow up on all reviews, trying to resolve those that you can, but acknowledging everyone else with a heartfelt thanks for their feedback. No sarcasm, please. Remember– you’ve got an audience.
Chances are, you’ve heard of SEO. SEO is short for search engine optimization, and it’s the practice of doing everything you can to get as high up in the search engine results page (SERP, for short) as possible.
You see, landing on the first page of Google (or Bing) is not an accident. It takes deliberate effort to catapult your lawyer website (and by extension, your law firm) to the first few results, and there’s a lot of stiff competition vying for that coveted spot.
Here’s a free checklist to help you boost your SEO. Subscribe to receive this extra checklist.
Being on the first page of Google (or Bing) is absolutely crucial to grabbing potential clients. These people are on the Internet right now looking for the very legal services you offer, but studies show that most people never click beyond the first page of the search results. If you want to reach them, you’ve got to be on that first page, too.
Local SEO is slightly different from normal SEO. Local SEO is about getting your website to hit the front page for a specific location, i.e. your city or state.
For example, the results that pop up when someone searches for “law firms Tucson” have all been optimized for a local search.
Local SEO is important for businesses with physical locations. When Internet users search for a law firm online, they usually want to make contact immediately. They’re not going to spend an hour searching through hundreds of listings to find your contact information that’s nestled somewhere on page seven. They’ll likely go with one of the first few listings on the first page.
So, how do you dominate the local results? Let’s take a look at a few proven strategies.
A Word About Keywords
Before we go any further, let’s talk about keywords.
Keywords are words that you type into a search box to call up a particular topic.
To dominate local results, you need to use relevant and local keywords on your website. If your law firm specializes in family law in Birmingham, AL that’s exactly what phrase you should use to describe yourself on your website. An example of this would be in your About Us page where you describe your practice as “family law Birmingham, AL.”
It would be a mistake to overlook your city name here and go generic. There are hundreds, thousands, or even millions of other websites that could turn up for a generic keyword like “legal advice.”
While Google can put together a list of local law firms, if you haven’t optimized your content to indicate that you’re local to that specific area, you’ll get overlooked in favor of your competitors.
The moral of the story? Make all of your websites optimized for local keyword search inquiries by adding your city name.
Keyword stuffing is when you list a whole bunch of keywords (usually at the bottom of your page) in hopes that the search engine will select your site when a specific keyword is searched for. While this was a common practice once upon a time, you can’t trick the search engine crawlers this way anymore.
The good news is there are plenty of ways to still optimize your online presence, and we’re going to delve directly into them right now.
Pay for Ads
You need a paid ad strategy if you’d like to dominate local search engine results. That’s because the very first search results on Google happen to be advertisements.
The ads look similar to regular listings except for the telltale orange “ad” icon. They get a lot of clicks. These ads compete with regular “organic” search results and usually win.
A round of ads are also displayed near the bottom of the page, too.
Paid advertising doesn’t have to be expensive or complicated. Here’s a simple overview of how Google’s paid advertising works:
You choose a keyword phrase you’d like to rank for. This means when someone types in this phrase in the search bar, your ad will return along with the search results, hopefully at the top of the page.
However, relying solely on paid ads isn’t enough for long-term growth. Many businesses in Australia, particularly in Newcastle, have achieved sustained online success by combining paid search with a strong SEO strategy. For example, local service providers such as legal firms and construction companies have significantly increased their organic visibility through strategic investment in SEO techniques tailored for Newcastle businesses. By optimizing their websites for local search, these businesses ensure they not only appear in paid search results but also rank well organically—giving them more exposure and reducing their dependency on paid ads over time.
You decide how much you’re willing to pay. Google ads are pay per click. Every time someone clicks on your ad, your account will be debited the specific amount you agreed to pay.
You can determine how much you’re willing to pay each day. If your limit is $5.00 per day, your ad will disappear after meeting that quota until the next day.
You create an ad, paying special attention to making it relevant for the keyword phrase you’re bidding on. Be sure you link to a relevant page on your website that discusses that very keyword, or else visitors will feel like you’ve tricked them. (This will negatively impact your ad campaign and cause your ad to disappear from search results.)
You then bid on the ad. You’re not guaranteed to win the bid. Sometimes, other competitors are also bidding for that same keyword phrase. Google doesn’t automatically choose the highest bidder, either. Instead, Google uses a quality score to decide who should receive the coveted spot.
Bing works similarly to Google.
While you’re never guaranteed a spot in the top results, optimizing your content and making sure the ad links to a relevant location will increase your chances.
Make it a priority to list your business on Google My Business today. In fact, you can do it right now. I’ll wait. It’s that important.
Get Reviewed
In that previous post on attracting local clients, we also talked about the importance of getting reviews, with heavy emphasis on Yelp. Be sure to check that post out, too.
While reviews on third party sites like Yelp are important, you should also actively seek reviews on Google.
These reviews help Google determine whether to display your listing in its Google My Business local results. Because an initial trio of listings feature prominently on the search results page (it’s located right underneath the ads and before the organic search results), you need to do whatever it takes to get a spot on this list.
Encourage your clients to leave a review of your law firm with Google. Unfortunately, there isn’t a straight link you can give them, but you can provide a series of short instructions along with a visual reference like this:
Search engines love to see a freshly updated website. While you’re probably not going to change the core information on your website very often (this includes the content on your About page, your Contact Us page, and your Services page), you can provide fresh content on a blog.
This is also another opportunity to appear in local search results for a specific keyword phrase. You can write about topics that your potential clients are likely to search for. An example of this may be “applying for a K-1 visa in Portland, Oregon.” Your blog post can rank near the top because it contains relevant keywords.
This is the most important thing to remember when writing your blog:
Focus on local keywords (i.e. city, state) everywhere especially in:
Your blog post title
Your meta description
The alt tags on your images
Final Thoughts
Local SEO sounds a lot more complicated than it is. Your law firm can totally dominate the local search results if you follow this advice. Ask any questions you have in the comments below and we’ll be sure to help you.
Here’s a free checklist to help you boost your SEO. Subscribe to receive this extra checklist.
Network with anybody you can get in front of. This includes fellow attorneys for sure, but also expands beyond your colleagues.
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