From the Archives

Your marketing strategy is the key to growing your law firm. If your marketing strategy is stale (or non-existent) you’re not going to fuel the growth you’re hoping for. On the other hand, an effective marketing strategy will help you bring in new clients, generate more referrals, and even help you justify higher rates. In this report, I suggest some possible “new additions” to help you take your law firm marketing to the next level.

How can you attract the clients and the work that you legitimately enjoy – and free yourself from the economic pressure to take any matter that shows up at your door?

Here are ten ideas to get your wheels turning. Don’t try to implement all of these at once – I recommend focusing on just one or two initiatives at a time. Which ideas resonate with you and make sense for your firm?

1) Launch a podcast. Podcasting has exploded as a media source – iTunes reports over one billion subscriptions, and hundreds of millions of plays per month. Launching a podcast geared towards your target market is an effective strategy that you can use to educate potential clients, keep them engaged, and build your credibility at the same time. The key is to come up with a theme and a direction that provides genuinely valuable information to your market. As a business attorney, you could focus your podcast on legal pitfalls that entrepreneurs should be aware of. A family attorney could focus on preparing for and navigating the divorce process, including how to protect and care for the children involved. The possibilities are endless. What are the most common questions and misunderstandings that your clients have? Chances are, addressing those issues would make a great podcast.

2) Host events. Creating and hosting in-person events for potential clients and referral sources can generate momentum and enthusiasm for your practice. We’ve seen clients take this strategy in many different directions – from hosting monthly informational sessions for individuals contemplating divorce, to holding quarterly VIP parties for top referral sources, to organizing seminars featuring expert speakers on topics of interest to business owners. Get creative and find an angle to host in-person events and build a community around your law firm.

3) Sharpen your referral strategy. Referrals are a primary source of new business for most law firms, and clients who are referred to you are typically among the most pleasant and profitable to work with. Are you doing everything can to maximize these referrals? Start by identifying your top referral sources and invest time and energy into deepening those relationships. Identify other individuals who are strategically positioned to send a high volume of work your way and create relationships with them as well. The potential payoff makes it worth your personal investment in this relatively short list of individuals. But, don’t neglect your current clients, your past clients, and your larger network. Ensure that you’re creating top-of-mind awareness and continually educating them on what a good referral looks like. Consider creating referral incentives or even holding regular referral competitions to keep your entire network engaged.

4) Targeted sponsorships. Sponsorships can be a big waste of money if you take the wrong approach. Do NOT jump on every opportunity that comes your way. I’ve seen firms spend large sums of money sponsoring organizations, events, or publications that have little-to-no relevance to their target market. On the other hand, if you can identify groups, events, websites, or magazines that your clients are engaged with, sponsorship can make a great deal of sense. The best approach is generally to identify a small number of organizations or publications to sponsor and to engage with them as deeply as possible. Sponsor their events and ask for speaking opportunities or other visibility. Sponsor newsletters and ask if you can also contribute content. Do your best to create repeated touch-points for members or subscribers – repetition and consistency is key.

5) Offer an audit or check-in to past and current clients. Oftentimes there is more work to be done for your past and even current clients. They just don’t know they need it yet, or they don’t know that you can provide the solution. Solve both problems by creating an “audit” or evaluation for your clients. This could be a worksheet they complete on their own, or it may be a sit-down with you or (even better) someone on your team. The goal is simple: ask them questions about their business, their estate plan, their family life, whatever it may be, and help them to see that they need your help in these areas. Be prepared to explain how you can help them address these challenges or take advantage of the opportunities that you have uncovered together. This simple strategy could result in a massive influx of new work.

6)  Publish a book. There’s arguably no greater tool to establish your credibility and your expertise in your area of practice than publishing a book. While it might sound overwhelming, chances are that you have a good amount of content that you have created over the years which could be re-purposed into a book. If you have a marketing person on your team, assign them to organize this content into an outline. Then, create new content as needed to fill holes and create cohesion. There are a variety of companies out there that can help you layout and publish your book, and some of them can even help you with the content as well.

Once you’ve had your book printed, the marketing opportunities are endless. Give it away at consultations. Offer it as a gift to past clients. Use it as a door prize at events. It’s a powerful tool that will enhance your credibility and build your brand as an authority in your practice area in a very big way.

7) Network smarter. Networking is a valuable strategy for drumming up referrals and new business, particularly when you’re in the “more-time-than-money” phase of your firm. But it’s important to manage your investment well. Don’t simply attend every event in your area. Instead, identify a small handful of targeted organizations that have great potential and get heavily involved. Don’t just attend, get involved in leadership. Speak at events. You’ll get a much better return from deep involvement in a few carefully selected organizations than you will from surface-level involvement in a large number of groups.

8) Speak. Speaking positions you as an expert and an authority. It’s a great way to attract new clients. Look for opportunities to speak in front of your target market – whether that’s a networking group, a trade association, a seminar or conference, or whatever the case may be. Look for opportunities to educate your audience while building your expertise at the same time. This can include presentations on changing laws and regulations that impact your industry, tips, and strategies for your market, best practices for avoiding legal disputes, and more. Just be sure that you’re targeting speaking opportunities that make strategic sense for you – opportunities to reach potential clients in a way that enhances your expertise and your position in the marketplace.

9) Launch a joint venture. Who can you partner with and what can you create to reach a new audience? I know a business lawyer that partnered with a banker and a graphic designer to create a “one-stop start-up shop” for entrepreneurs – helping them to address the legal, financial, and marketing needs of their new business all in one place. Don’t be afraid to think outside of the box here – who can you join forces with to provide a uniquely valuable product or service for your clients? The advantages to this approach are significant – it represents an opportunity to earn additional income from your existing clients, but more importantly, it also gives you access to the clients and customers of your partners in this venture. If you’re creative, you may also tap into a whole “new market” by creating a product or service that didn’t exist previously. Many of these people will expand the relationship over time, engaging you beyond the scope of the initial joint venture.

10) Train your staff to recognize and capitalize on opportunities for new business. Finally, get the team involved. Your staff likely knows people that could use your services or will encounter them in their daily life – and they’ve seen firsthand how your firm creates value for your clients. Teach them how to recognize potential clients, how to engage them, and how to connect them with you (or whoever handles the intake process for your firm.) This doesn’t have to be a complicated process and it frankly shouldn’t be hard for your team to execute. They just need to understand who’s a good fit and be able to briefly articulate the value that your firm provides to those clients. You never know who your team knows, so tap into their network as well as your own. You can consider offering some sort of incentive for your team members, if appropriate. Make it a team effort!

We’ve covered a lot of ground here, and hopefully, you’ve gleaned a few ideas that could work for your firm. But it’s important to be realistic about this – don’t bite off more than you can chew. I suggest that you identify one (or two at most) new initiatives to start with. Invest the time to get them up and running and carefully track your results. When you find something that works well, make it a part of your ongoing marketing system and then move on to the next new idea.

 

Your marketing strategy is the key to growing your law firm. If your marketing strategy is stale (or non-existent) you’re not going to fuel the growth you’re hoping for. On the other hand, an effective marketing strategy will help you bring in new clients, generate more referrals, and even help you justify higher rates. In this report, I suggest some possible “new additions” to help you take your law firm marketing to the next level.

How can you attract the clients and the work that you legitimately enjoy – and free yourself from the economic pressure to take any matter that shows up at your door?

Here are ten ideas to get your wheels turning. Don’t try to implement all of these at once – I recommend focusing on just one or two initiatives at a time. Which ideas resonate with you and make sense for your firm?

1) Launch a podcast. Podcasting has exploded as a media source – iTunes reports over one billion subscriptions, and hundreds of millions of plays per month. Launching a podcast geared towards your target market is an effective strategy that you can use to educate potential clients, keep them engaged, and build your credibility at the same time. The key is to come up with a theme and a direction that provides genuinely valuable information to your market. As a business attorney, you could focus your podcast on legal pitfalls that entrepreneurs should be aware of. A family attorney could focus on preparing for and navigating the divorce process, including how to protect and care for the children involved. The possibilities are endless. What are the most common questions and misunderstandings that your clients have? Chances are, addressing those issues would make a great podcast.

2) Host events. Creating and hosting in-person events for potential clients and referral sources can generate momentum and enthusiasm for your practice. We’ve seen clients take this strategy in many different directions – from hosting monthly informational sessions for individuals contemplating divorce, to holding quarterly VIP parties for top referral sources, to organizing seminars featuring expert speakers on topics of interest to business owners. Get creative and find an angle to host in-person events and build a community around your law firm.

3) Sharpen your referral strategy. Referrals are a primary source of new business for most law firms, and clients who are referred to you are typically among the most pleasant and profitable to work with. Are you doing everything can to maximize these referrals? Start by identifying your top referral sources and invest time and energy into deepening those relationships. Identify other individuals who are strategically positioned to send a high volume of work your way and create relationships with them as well. The potential payoff makes it worth your personal investment in this relatively short list of individuals. But, don’t neglect your current clients, your past clients, and your larger network. Ensure that you’re creating top-of-mind awareness and continually educating them on what a good referral looks like. Consider creating referral incentives or even holding regular referral competitions to keep your entire network engaged.

4) Targeted sponsorships. Sponsorships can be a big waste of money if you take the wrong approach. Do NOT jump on every opportunity that comes your way. I’ve seen firms spend large sums of money sponsoring organizations, events, or publications that have little-to-no relevance to their target market. On the other hand, if you can identify groups, events, websites, or magazines that your clients are engaged with, sponsorship can make a great deal of sense. The best approach is generally to identify a small number of organizations or publications to sponsor, and to engage with them as deeply as possible. Sponsor their events and ask for speaking opportunities or other visibility. Sponsor newsletters and ask if you can also contribute content. Do your best to create repeated touch-points for members or subscribers – repetition and consistency is key.

5) Offer an audit or check-in to past and current clients. Oftentimes there is more work to be done for your past and even current clients. They just don’t know they need it yet, or they don’t know that you can provide the solution. Solve both problems by creating an “audit” or evaluation for your clients. This could be a worksheet they complete on their own, or it may be a sit-down with you or (even better) someone on your team. The goal is simple: ask them questions about their business, their estate plan, their family life, whatever it may be, and help them to see that they need your help in these areas. Be prepared to explain how you can help them address these challenges or take advantage of the opportunities that you have uncovered together. This simple strategy could result in a massive influx of new work.

6)  Publish a book. There’s arguably no greater tool to establish your credibility and your expertise in your area of practice than publishing a book. While it might sound overwhelming, chances are that you have a good amount of content that you have created over the years which could be re-purposed into a book. If you have a marketing person on your team, assign them to organize this content into an outline. Then, create new content as needed to fill holes and create cohesion. There are a variety of companies out there that can help you lay out and publish your book, and some of them can even help you with the content as well.

Once you’ve had your book printed, the marketing opportunities are endless. Give it away at consultations. Offer it as a gift to past clients. Use it as a door prize at events. It’s a powerful tool that will enhance your credibility and build your brand as an authority in your practice area in a very big way.

7) Network smarter. Networking is a valuable strategy for drumming up referrals and new business, particularly when you’re in the “more-time-than-money” phase of your firm. But it’s important to manage your investment well. Don’t simply attend every event in your area. Instead, identify a small handful of targeted organizations that have great potential and get heavily involved. Don’t just attend, get involved in leadership. Speak at events. You’ll get a much better return from deep involvement in a few carefully selected organizations than you will from surface-level involvement in a large number of groups.

8) Speak. Speaking positions you as an expert and an authority. It’s a great way to attract new clients. Look for opportunities to speak in front of your target market – whether that’s a networking group, a trade association, a seminar or conference, or whatever the case may be. Look for opportunities to educate your audience while building your expertise at the same time. This can include presentations on changing laws and regulations that impact your industry, tips and strategies for your market, best practices for avoiding legal disputes, and more. Just be sure that you’re targeting speaking opportunities that make strategic sense for you – opportunities to reach potential clients in a way that enhances your expertise and your position in the marketplace.

9) Launch a joint venture. Who can you partner with and what can you create to reach a new audience? I know a business lawyer that partnered with a banker and a graphic designer to create a “one stop start-up shop” for entrepreneurs – helping them to address the legal, financial, and marketing needs of their new business all in one place. Don’t be afraid to think outside of the box here – who can you join forces with to provide a uniquely valuable product or service for your clients? The advantages to this approach are significant – it represents an opportunity to earn additional income from your existing clients, but more importantly it also gives you access to the clients and customers of your partners in this venture. If you’re creative, you may also tap into a whole “new market” by creating a product or service that didn’t exist previously. Many of these people will expand the relationship over time, engaging you beyond the scope of the initial joint venture.

10) Train your staff to recognize and capitalize on opportunities for new business. Finally, get the team involved. Your staff likely knows people that could use your services or will encounter them in their daily life – and they’ve seen firsthand how your firm creates value for your clients. Teach them how to recognize potential clients, how to engage them, and how to connect them with you (or whoever handles the intake process for your firm.) This doesn’t have to be a complicated process and it frankly shouldn’t be hard for your team to execute. They just need to understand who’s a good fit and be able to briefly articulate the value that your firm provides to those clients. You never know who your team knows, so tap into their network as well as your own. You can consider offering some sort of incentive for your team members, if appropriate. Make it a team effort!

We’ve covered a lot of ground here, and hopefully you’ve gleaned a few ideas that could work for your firm. But it’s important to be realistic about this – don’t bite off more than you can chew. I suggest that you identify one (or two at most) new initiatives to start with. Invest the time to get them up and running and carefully track your results. When you find something that works well, make it a part of your ongoing marketing system and then move on to the next new idea.

 

Networking is no less dreaded by many lawyers than it has always been. But, it doesn’t have to be.  Hopefully, a few of my 40-plus posts on this blog about networking over the past 11 years will be useful. A few of which I have highlighted below.  They may prove of interest to those who may not have seen them previously.

Mike O’Horo has a recent post on Attorney at Work that mentions a couple of networking tips, one I hadn’t thought about or covered before.

  • It concerns the awkwardness of the situation where you are not sure whether you’ve met a person before or have but forgotten their name. His suggestion: “Hi Denise, nice to see you.”  Thus, avoiding the risk of  “… nice to meet you” (when you already have) or “… nice seeing you again” (when you haven’t);
  • Another suggestion involves the buddy system. Work with a “partner” to help each other in situations where you’re not sure, or need help with an introduction; and
  • Name tag game. Put it on your handshaking side or, if on a lanyard, up high enough to be seen to avoid stares in the general area of the belly button. For more about name tags check out Scott Ginsburg, the Nametag Guy, if you question the importance of such things.

A few of my networking posts include: (my apologies for any broken links)

Basic Networking Tips

Do you feel uncomfortable networking? Maybe better questions include: Do you enjoy helping friends and acquaintances? Are you a good listener? Do you like to party?? Then, you may be better at networking than you think. So, maybe it is the word “networking” that is the culprit. Think of it as enjoying yourself at events….Continue Reading

7 Ideas To Improve Your Networking

Effective networking is more important as the legal marketplace becomes more competitive. A lot of lawyers do not embrace networking and wish they didn’t have to do it. It is not why we went to law school after all. Notwithstanding one’s aversion to networking, it is necessary! So you might as well make networking work…Continue Reading

Top 10 Marketing Tips: No. 9 – Networking With Super-Connectors

I recently posted a couple of items on networking, one about normal encounters during your daily routines and the other which required more focused activity. A recent post on Inc.com’s blog highlighted an excerpt from a chapter of Keith Ferrazzi’s book Never Eat Alone which is called “Connecting with the Connectors”; that is, those who…Continue Reading

Networking Requires Getting Off Your Duff!

Social media is obviously one way to network these days, and it can work. But, it is not as effective as face-to-face events with clients, referral sources and prospects. So, it’s time to get up from your desk, and get out and about. That is the theme of an article on Attorney at Work by…Continue Reading

P.S. Heaven forbid, if you want to read more of the 40 or so networking posts, go here.

Since we are in the personal services business, I remain skeptical of social media as an effective tool of legal marketing. Clients hire lawyers they know, like or trust (or are referred by someone they do). I think that social media is too impersonal, remote and time-consuming as a business development tool to cross that bridge.  I know, I know there are those who would strongly disagree with me, but I believe the jury is still out on whether social media provides a reasonable ROI for time spent.

One could argue that a recent survey would bear that out. Attorney at Work reported today on its Social Media Survey conducted with its readers, of whom 450 responded (includes 340 lawyers). The results were interesting to say the least and informative. They are:

  • 91% use social media, but only 60% said it was a part of their marketing strategy;
  • LinkedIn was the top choice at 91% use, 73% use Facebook and 45% are also using twitter (Google+ only garnered 21% use);
  • 39% claim LinkedIn “is the most effective client-getter.” HOWEVER, as to ROI, only 4% said that “social media is ‘very responsible’ for getting them new clients.” In fact, “31% said no social media platform is effective at bringing in new clients;” and
  • 56% of lawyers in the survey think that “using social media for marketing is ‘more hype than reality.’”

Personally, I am not saying that social media cannot help bring in clients. It can be one instrument in the toolbox, but not a significant one in my opinion for all the noise and traffic it garners. Sorry, but I believe face-to-face meetings are far more effective. So, my suggestion is that lawyers spend less time playing with social media, get off their duffs, and get out and about meeting with clients, referral sources, and networking for prospects.

P.S.  CALL FOR SUGGESTIONS. In celebration of the 10th anniversary of the Legal Marketing Blog, I have decided to ask my readers for suggestions on marketing and business development tips that they would like me to cover. So, SUGGEST AWAY!

 

Read a post on the Cordell Parvin Blog about the reasons your client development efforts may not be working. I’ve heard lawyers complain over the years how they are doing “stuff,”, but nothing seems to happen.

I’ll put a different twist on Parvin’s post by suggesting ten tips (using his thoughts) you can use to improve your business development efforts:

  1. Do more than good work. Clients may not fully appreciate what the value of your work product is (most didn’t go to law school afterall).  So, you need to let clients and potential clients know about you and your firm, and what you could do for them;
  2. Prepare a plan. You need to prepare your very own personal, focused business development plan;
  3. Implement the plan.  Maybe it isn’t fair you have to both sell and produce the work product. Well, that’s life in the personal services business. Keep the pipeline fed, using the tools at your disposal or the work eventually will not be there (ask many partners let go by law firms).  Look at Kane’s Top Ten Markting Tips for some ideas in getting started;
  4. Educate clients vs. selling them. Nobody likes to be sold anyway.  Personally, I sell myself, after being educated about the product or service, and why I should be interested in it. So, educate clients and prospects about the reasons and benefits of hiring you;
  5. You need to be very focused.  That is the reason for having a thoughtout plan you will implement.  That doesn’t mean you can’t take work that comes over the transom, or change it.  But, don’t lose sight of the plan.  You can change it as long as part of a thoughtful refocusing process;
  6. Be client-centric vs. self centered. That begins with understanding the client’s business, industry, and goals of the organization/client contacts. Clients have told me how frustrating it is to have to educate lawyers all the time about their business, and the context within which the legal issues come into play;
  7. You need to raise your profile.  Work on being more visible to your target audience through writing, speaking, and networking with trade groups, associations, or community organizations where your desired clients hang out;
  8. Leave your comfort zone.  It’s easier to eat lunch at your desk rather than to implement your plan, particularly when you have billing pressures.  But avoid taking the comfortable out.  You need to stretch yourself and not forget the importance of the other half of your job;
  9. Be a team player. Within your firm and with client contacts with whom you deal, look at your job as a joint team effort; and
  10. Provide extraordinary service.  Go above and beyond just good work.  That is the minimum in today’s competitive marketplace. which is vital today in the highly competitive market. Clients want more value so consider ways to give it to them.

Be positive, and look for ways that your business development efforts will work for you.  Remember, rainmakers don’t get fired.

Due to my holiday vacation, I decided on another encore presentation of my top ten marketing tips which I first did in 2006. They are just as accurate today as they were then. The only difference would be the increased role of social media today in both networking and writing opportunities.  That notwithstanding, I hope you will find them useful.

 

Kane’sTop Ten Marketing Tips

By Tom Kane on July 5th, 2006 Posted in Marketing Tips

It’s been awhile since I posted my top ten legal marketing tips, and I’ve never done so in a single post before. So, here goes in the reverse order of near-term effectiveness and how I posted them (with links to where you can read my earlier post on each):

No. 10 – Be Active In Organizations

No. 9 – Networking With Super-Connectors

No. 8 – Take A Reporter To Lunch

No. 7 – Write Articles of Interest

No. 6 – Talk It Up With More Speeches

No. 5 – Communicate Often

No. 4 – Offer To Make Proposal

No. 3 – Seek Client Feedback Often

No. 2 – Entertain Your Client

No. 1 – Visit Your Clients

Hope they are helpful to you and your firm.

Sometimes I run across an article or blog post that just strikes me for its simplicity and clarity. Such was the case when I ran across an article by Orlando attorney Tony Sos that appeared in the most recent online issue of Law Practice Today. His “boots on the ground” marketing tips were primarily designed for the young lawyer, but I find that too limiting. Many experienced lawyers can benefit from the advice, even if only as a refresher.

So let’s get right to them:

  1. Work at being top of mind with clients and referral sources. (Sos only mentioned referral sources here, but I include clients since, to state the obvious, they are an incredible source of referrals.) I liked his idea of planning each month to takeg “X” referral sources to lunch (or coffee if your budget is limited). I also favor building a quarterly contact list of contacts to at least touch in some manner (by email, telephone, visit, lunch, or sending its information of interest) each quarter. Say your list is only 50 people, that amounts to 200 touches/top of mind opportunities in a year. It works;
  2. Speak to overcome inexperience and raise profile. That is why this tip is No. 6 on Kane’s Top Ten Marketing Tips. And when you have an upcoming speech, let people know about it on social media, as well as those on your contact list (you can also turn your speech into an article for publication (No. 7 on my list) in both print and online media);
  3. Actively seek out opportunities to make referrals. One way to do that according to Sos is to make a list of noncompeting attorneys and their areas of practice. When you have the opportunity or are asked, you can quickly refer to your list and make a referral(s) quickly when the opportunity presents itself. Make sure to let the referral source or sources know that you have made the referral;
  4. Become involved in organizations where your ideal clients hang out. This is No. 10 on my list of top marketing tips, and can include local chambers of commerce or trade groups that current clients and/or your ideal clients belong to. Keeping abreast of issues affecting such groups, you can offer to make a speech (or write an article) for their members. This also helps with accomplishing tip number 2. above; and
  5. Do excellent legal work. Oh yeah, I almost forgot about this one. Not really!  Us old guys can relate to the bygone days when all it took to get more business was to do good legal work. We know better today, and that is why it is number five on this list. It is critical for success, but you need to do much more in today’s competitive marketplace.

As I say, these are pretty basic and straightforward tactics to increase your business development for both the younger and more experienced attorneys. Stop procrastinating and start implementing these tips today.

I received a call this week from a young lawyer a couple of years out of a top tier law school.  She left a message that she was thinking about starting a solo PI firm.  She wanted to know who and what was out there to help her with that.  The voicemail message stated that she didn’t know a lot about marketing, “…and  obviously don’t want to do (it). I’d rather be doing the law firm stuff.“

When I spoke with her I was astonished to hear that she really thought that she could hire someone to do the marketing for her.  And she was thinking that a website, for instance, would bring her all the clients she would need.  She seemed deflated when I explained that personal services marketing requires personal involvement.  Obviously, an example of someone who doesn’t get it.  Not only does she dislike the idea of marketing, but hasn’t a clue as to how vital it is to any law firm’s survival.

[Aside: I blame law schools for that.  As my long time readers know I have riled many times against our legal academic institutions that are more interested in the almighty buck and purism of the law, instead of preparing their financially strapped grads for the real world of law practice.  (See below for just a few of my posts on the topic.)]

Okay, I couldn’t resist another rant.

It came to mind after reading John Cunningham’s article “Why Attorneys Hate Marketing and What You Can do About It,” thanks to Amy Campbell’s Web Log and the Legal Marketing Reader.  So, if you are one of those who “hates” marketing or knows someone who does, I commend Cunningham’s article to you.  He discusses “10 common attorney objections to marketing and sales,” and suggests ways to overcome them.

==========================

 

Now there is a brilliant title, right? Obviously, any client who sues for malpractice (or even files a grievance with the state bar), is probably not going to hire you again. Not to mention how many people they will bad mouth you to. Okay, so that is pretty darn obvious. But stay with me a minute.

Last year around this time, I did a post about poor client communications being the most common reason grievances are filed against lawyers with state bars. And I pointed out that such lack of communication with clients is just baffling from a marketing perspective.

Well, it seems that the lack of communication is also the "number one cause of malpractice claims” according to Dan Pinnington, practice management advisor with Lawyer’s Professional Indemnity Company in Toronto, in an article that appears on Attorney at Work. He goes on to give his top 10 tips “for avoiding a malpractice claim.” They include: getting the assignment in writing and money up front; managing client expectations; documenting everything of importance; sending periodic and final reporting letters; never suing for fees (only gets you a counterclaim for malpractice); and going with your gut when it says to not take on a matter.

Additionally, he recommends several tips to avoid claims that are near and dear to my heart, and are really, really just plain smart from a business development standpoint. They are:

  • Meeting or beating deadlines. For obvious reasons, but also because it is a good way to turn clients into raving fans;
  • Avoiding surprises. Amen! Don’t surprise clients about anything, especially the bill, but really anything that might annoy them to the point of causing dissatisfaction with your services; and
  • Seeking feedback. Asking clients how you/firm is doing at any stage of the matter is a good idea. It shows you care about whether they are receiving value and happy with your representation. Good for follow-on business and referrals.

Not only should you avoid the things that can lead to claims, especially when they are not even close to being malpractice, but rather, just poor marketing practices.

A client mentioned to me this week that things are a little slow, so he has more time to think about marketing. Too bad! He should have been thinking about his next clients when he was busy. Yeah, I know, easier said than done. However, when you are pressed for time to complete a client’s matter, you simply have to find the time to keep feeding the pipeline in order to avoid the client issue mentioned above.

Stacy West Clark has an article “10 Marketing Tips for Time-Pressed Lawyers” that appeared recently on Law.com. As always, her suggestions are right on. A few of my favorite tips include:

  • Don’t make your action list of contacts too long or extend over too many months. And stay focused;
  • Schedule at least one hour per week to review your marketing action items – lunch, telecom, meeting, etc. – and then do them;
  • Involve your secretary and other staff members to assist in those marketing tasks that don’t require your direct involvement – tracking LinkedIn and Facebook for relevant information, setting up lunches, tracking seminars/conferences of interest, and the like; and,
  • Concentrate on contacts and activities likely to “have the biggest payoff.” For example, visiting clients off the clock (my all-time favorite top tip), seeking client feedback, attending board meetings again off the clock, and being active in trade groups your best clients belong to.

There is a lot more in Stacy’s article, so I strongly recommend you take the time to read it.