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How To Book Legal Speaking Engagements Without Making Cold Calls

Regular speaking engagements are a key piece of any good legal marketing strategy.  The more you can get out and educate How to book speaking engagments for your law firmthe public about your practice area and the value of your services, the more quality leads you’ll see flowing into your law firm.

Perhaps your phone isn’t currently ringing with invites and the thought of cold-calling organizations gives you the creeps.  Instead of letting it deter you from speaking all together, think of it as a chance to give our favorite LM2 multi-step technique a try:

1.    Target ONE specific group or organization– It could be non-profit organizations, moms clubs, nursing homes, companies that host regular “lunch and learns,” etc.

2.    Gather all necessary contact information– You can manually compile the contact information of local groups you want to target or work with someone to compile the full contact information of every group or organization within a 25 mile radius.

3.    Warm them up with a mailing– This can be an email or a physical mailing explaining who you are, what you’d like to present, and most importantly, how inviting you to speak will benefit their particular group or organization (never forget to address the issue of “what’s in it for me!”).  Adding a lead generation piece or free guide to this mailing will supercharge your efforts.

4.     Follow up with a phone call– Now instead of “cold” calling, you are simply following up to make sure someone received your letter or marketing materials.  From there you can gauge whether there is interest in having you speak or work with their organization in some capacity in the future.

It’s a great technique that works in just about every practice area.  Just be sure not to neglect that follow up phone call (even if you have to ask your secretary do it for you!) as it often makes the difference between having your materials collect dust on someone’s desk to getting your speaking opportunity booked and confirmed.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Relationships are Important and Must be Nurtured

relationsihpsHow are you nurturing the relationships in your business? I’m not talking about the relationships with your prospects, clients, or referral sources; instead, I’m talking about the people who support you and your business.

If you haven’t thought about this question before, let me just say having a support team and building & nurturing those relationships plays a VITAL role in the success of your law practice.

Whether you are a solo with a few contractors that work on a freelance basis or you have a large in-house staff; having a team that supports you free of drama or complications is an integral part of building your business. Note: If you do not have someone to support you please put that on your list of priorities for the New Year!

However, to ensure you are receiving the best support possible, you must know how to communicate effectively with your team or they can be a regular source of stress, unnecessary work load and aggravation– just the opposite of what you want in your firm.

That is why open, honest and direct communication with your team (or at least the manager of your team if you are not the best communicator) is critical to keeping everyone in sync.

This means empowering your team with communication about what the goals of the firm are, what the marketing plans are and exactly what you expect of them. Learning how to disagree and come to resolutions where no one is walking away feeling unheard or respected is also a vital part of the process.

So with that said, here are a few tips for effective communication:

* Always respect all your team members; and insist they honor/ respect each other as well, respect is a two way street and the only way to build good team morale.

* Be sure to give your team members clear project requirements and standard operations in your office — including the HOW and WHY behind each task for clarity and understanding.

* Conduct regular team meetings WEEKLY to understand and discuss the doubts, questions and concerns of every team member and provide solutions accordingly; remember no question is ever stupid!

* Explain the why when answering questions so your team understands the desired outcome and feels empowered to make decisions on their own based on this information.

* Define the role and responsibility of every team member clearly which allows the team member to take ownership of their responsibilities, avoid confusion or un-necessary re-work.

* When in a meeting or discussion, allow everyone have their turn to speak and suggest. Meetings do not serve a purpose if you alone keep talking and ignore/ dismiss what others have to say.

* Listen to your teams opinions and use their suggestions if found to be effective. Listening plays a significant role in effective communication.

* Always be polite in your way of speaking and behavior. When you tear down, criticize, use rude tone or body language it will usually bring upon negative feelings among team members.

* Clear out any personal differences and misunderstandings by dealing with them directly in a private setting. Keeping it inside and harboring grudges against one another may affect the team spirit and have a direct impact on the quality of everything in your law business.

* Always look for ways to display acknowledgement and appreciation through face to face interaction or electronic modes when a team member performs well. Just a pat on the back, or two lines of appreciation in an email can have a great impact to motivate a team member.

* Deal with tense situations calmly. If you are unable to do that because of the situation, simply say, let me think on this for a little while and schedule a time to deal with it after you have had a chance to relax.

* Avoid placing blame on others when any work is not done. Instead, try to figure out the cause and create a solution

Of course, these are just a handful of suggestions to improve communication in your firm. Start by implementing just 1 or 2 and add new strategies weekly as you feel comfortable with them.

It may seem like a hassle, or even a waste of time at first, but as you observe how communication directly correlates with productivity, morale, and the support you receive I guarantee this will become a permanent fixture in your law firm!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Are You Maximizing Your Most Valuable Legal Marketing Resource?

emailWhat does legal marketing mean to you?

Is it buying a full-page spread in a glossy, high profile magazine?

Maybe it’s starting a blog and hoping someone, somewhere will come and read your posts?

Whatever “legal marketing” means to you, if your campaign does not include the intentional gathering and centralization your email contact list, you are missing out on one of the cheapest and MOST EFFECTIVE ways to generate referrals and additional revenue sources to your firm.

Think about it.  The contacts on your email list are people you already have a relationship with.  Chances are, they aren’t going to delete your emails as “spam” as though you were a stranger.  Instead, a client or former client will generally open your email to see what you have to say.

So now that you have their full attention, you can use this opportunity to build relationships, educate your clients on changing areas of the law that pertain to them, or send out friendly reminders that you and your team are always willing to help—or will at least refer them to another practicing attorney that CAN help if the problem goes beyond your expertise (again, thinking about income from passive referral sources).’

It’s also a great opportunity to ask for referrals from friends and family if the client has been satisfied with your work as an attorney.

But most importantly, email marketing provides that constant contact that you may not be able to achieve during office hours with your client.   It keeps you involved in their life and in their face, without sacrificing countless hours of your time as a busy attorney.

So hopefully by now you realize why the contact list is an “overlooked goldmine” when it comes to generating referrals and repeat clients.

What you may not know is how to get started, or how to centralize your email list so you aren’t manually adding your contacts one by one in Outlook, etc.

In my experience, one of the best (and low-cost) programs to assist with your email marketing campaign is A-Weber.  Not only does A-Weber allow you to centralize your contacts in one database (as well as individual groups), but it also helps you create an opt-in mailing campaigns to reduce the chance that your emails get marked as spam (and hence face the threat of landing on an email blacklist).

Yet for those that want to go one step further and use the list to promote products, services, etc., I recommend using a fully integrated program such as Infusion that offers shopping cart solutions, individual and group email history, fax and voice broadcasting, sale tracking, web forms, etc. all in this one platform.

But whatever program you chose, I encourage you to make a serious effort to not only collect email addresses for each and every client that walks in the door, but to also centralize your contacts into one of these programs to fully maximize your successes in an email marketing campaign.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.