Gideon Legal Chatbot Software

Chatbot Software for Law Firms

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Marketing, Messaging

Speak Its Name: Don’t Forget to Tell People What You Do

It’s kind of a hassle to tell people what you do for a living.  Sometimes, you just don’t want to talk.  Or, you may want to instead tell folks you do something entirely different, maybe something so weird or disgusting that they will leave you alone.

But, if the subject of work comes up: you have to be strong.  Tell people you’re an attorney.

I know, I know.  Then, they’re going to ask you a bunch of legal questions.

Good.  Refer them to a paid consult.

The fact of the matter is that there are business opportunities everywhere; and, you never know who might be a good client, or a potentially valuable referral source.

But, to find out, you have to venture forth, and say the words: ‘I am a lawyer’.

And, be ready to follow that up with your elevator pitch – because that will be the next (implied) question.

The momentary pain is decidedly worth the future pleasure.

Now, it may come to nothing; but, in a tight marketplace for attorneys, you can’t risk leaving potential business on the table.

As a small business owner, especially in the current environment of unstructured offices, you kind of have to be ready to engage (and be engaging) at all times.

And, it starts with a simple willingness to tell just about anyone your profession.

Keeping secrets is not a great marketing program.

Marketing, Messaging

Time and Temperature: How Far Can Lawyers Advocate?

Lawyers advocate for their clients all the time; it’s literally ‘the job’.

But, most of that advocacy, that ‘zealous representation’, is made in private.  No one knows, but the client.  And, the client may not even know (likely doesn’t know) how hard you’re fighting + how much you believe in their cause.

That’s okay; nobody ever said your clients would be baking cookies for you – even if they sometimes do.

But, from a marketing perspective, it’s really hard to let other knows how effective a counsel you are, since you’re bound by ethical strictures regarding the confidentiality of your clients’ information.  You’re not like a contractor, who’s got a new home addition (and an advertising sign) right out in the front yard, for people to look at, and drive by.

That’s why some attorneys go public with their advocacy.  Employment attorneys address the need for better parental leave laws in their state.  Immigration attorneys are decrying the state of affairs across the whole country.  Landlord-tenant attorneys highlighting potential unfairness in the system, on both sides.

Does that play in the media, including on social media?  You bet it does.

Is every attorney willing to do that?  To take a side, and stand on it?  Not so much.

But, if you do, it could be advantageous to your practice, and generate more of the kinds of clients you want to work with.

So, if you’re passionate about representing your clients, it’s okay to let everybody know.

Marketing, Messaging

And, in the End: Why All Your Marketing Content Needs (Is) a Call to Action

The Beatles wrote that ‘All You Need Is Love’.  But, from a marketing perspective, that’s not exactly right.  You need love, sure.  But, you also need a call to action.

What’s a ‘call to action’?  It’s simply what you want someone to do.

‘Hey, visit my website.’

‘Let’s schedule a time to get coffee.’

‘Listen to my new podcast, at this link.’

One of the reasons you need a call to action is because people are so busy these days, with so much information flying in their faces at all times, that you really need to generate an obvious next step.

Another thing to keep in mind is that, especially for potential law firm clients, many of whom have never worked with a law firm before, and don’t know much about the legal process – they want to know what happens next, and what they should do to move things forward.

So, in the end, any piece of content you produce, reproduce or repurpose, should have at least one call to action, so that you can allow your potential clients and referral sources, to move the ball forward.  Otherwise, they won’t, and you may lose new business because of it.

Marketing, Messaging, Technology

Thanksgiving: How to Treat Your Best Referral Sources

Since many law firms rely almost exclusively on referrals to generate business, it’s essential that those law firms tend to the care and feeding of their best referral sources.  But, lots of lawyers tend to take referrals for granted, and just assume that they’ll keep on coming in, even if they don’t do anything to maintain the sources of those referrals.

But, even the healthiest of referral sources can drop out of your program, if you ignore them for too long.  So, here are a few ways to make sure that your best referral sources stay that way.

-First off, (literally) reward them for referring you cases.  Some law firms keep gift cards on hand, to hand over when a referral is made.  Others send an end-of-year flower arrangement, or a collection of candies.  This is probably the most overt way to make sure that your referral sources seem cared for.

-Next, make sure that you stay in touch with your referral sources, in at least a couple ways: First, maintain contact with your best referral sources, so you can talk to them about how your business is going, and tell them about your evolving clients needs.  Second, send them marketing messages on a recurring basis, whether it’s adding them to your enewsletter list or even creating a specific drip campaign for referral sources.  Keeping tabs on your referral sources both in-person and online is really useful for ensuring future business.

-Lastly, you should make an ongoing effort to educate your referral sources about the kinds of clients you’re looking.  Even if your requirements don’t change, it’s useful to keep reminding the people who send you cases, and about the kinds of cases you want.

Staying on top of your referral sources, means that your baseline business revenue should remain stable, as you add new referral sources and marketing channels.

Messaging, Marketing

Boo Hoo: Scary Clients to Avoid

Effectively vetting clients is one of the more important things you can do as a law firm owner, because those bad clients can haunt you for years and years.  The best policy is to never take them on.

But, what are the signs you should be looking for?

Here’s a list of potential clients to avoid:

-Potential clients who have worked with more than 1 other lawyer, especially with respect to the matter they want to hire you for.

-Potential clients who ask for discounts, or don’t pay promptly.  (Asking a lead to pay for a consultation is a good way to test their bona fides.)

-Potential clients who seem to think they understand the law better than you do.

-Potential clients who ‘overshare’ on the web, including via social channels.  (A thoroughly modern  problem.)

-Potential clients who contact you incessantly, including outside of work hours, with the expectation of an immediate response.

You’ll likely be able to develop a larger list of ‘red flags’, unique to your own experience – but, this catalogue can become a good starting point for you, in your quest to better vet your leads.