I know….it’s been a long time since I posted. Twelve to 14 hour days and weekends too don’t leave me a lot of time.

Over the last 5 weeks, of the many calls I’ve taken from law firms, three stood out. All three had the same story. They were sold a pipe-dream in regards to Internet Marketing services.

All three left the companies they were doing business with. All three were not hitting a home run with their websites, but they were doing okay. They each had received a call from a very talented sales person that talked a good game.

And all three signed up for this company’s “Super Duper Platinum Level Service” to the tune of $20k a year.

All three law firms saw their websites disappear on the search engines….along with a lot of money. Sorry to say, this company (they are in Florida) did some of the poorest work I’ve seen in a decade – and had the stones to charge $20k for it.

Here’s what I’d recommend you do the next time a slick-talking, promise-you-riches, sales person calls…..

Ask them to prove it.

First, ask them what is the expected rate of return? If it’s an attractive number, say 5 times return on investment, do this:

Get the names and numbers of other law firms they have as clients and call them. Ask pointed questions. Ask what the time frame was before they started to see decent returns.

The bottom line is this; save yourself a lot of aggravation and wasted money. If you get a phone call from a pro….make them prove what they say before you invest a dime.

P.S. All three of the law firms have retained us to help right the ship.

In 2008, a new law school grad by the name of Josh Williams hit the road and accepted a job at one of the largest firms in Minneapolis. Within a year, he knew “Big Law” was not for him and made the decision to go solo.

This decision was extremely risky. He was such a “new” attorney and had a very limited network to leverage. To top it all off, he had just recently been married. It’s likely he spent many sleepless nights wondering how the hell he was going to pull this off.

Prior to opening his doors, he did two incredibly smart things – perhaps even brilliant – and that too few attorneys do when they go solo:

1. He researched law office technology so he new exactly what to put to use that would allow him to practice law and not be bogged down by the mundane tasks associated with running a law firm.
2. Since he had no network to leverage (yet), he had to find clients. It’s basic Business 101 that no clients equal no revenue. So he researched the the most cost effective marketing in existence – online marketing.

The result of his research, and then implementing the most effective small firm technology and marketing strategies, allowed him to net $100,000…..in his first year as a solo. I know this because he took the time to call and thank me for my help.

As time passes by, and Josh continues to utilize the technology in place, expand his online marketing and leverages his growing network, he’ll be on pace to double his revenue yearly over the next couple of years. And he’ll soon be at a point where if he wishes, he’ll have to hire other attorneys, which at the end of the day will increase his revenue even more.

Josh now wants to share how he did it – how a new attorney venturing out on their own, and even veteran attorneys, can work less while increasing revenue. And that should appeal to all.

He’s put all of his thoughts down on paper and is making it available three ways.

1. Approximately half of the material is available online for free at www.lawyer2point0.com
2. The complete volume is available for purchase in PDF format here for $20.
3. In paperback, it’s available here

If it was me, I’d pick up the PDF because you can click on the links to the resources he uses – makes it heck of a lot easier to use the info he provides.

And it might be the best $20 you’ve spent in a long time…even if you only use one of his ideas and it saves you 25 hours a year, you’re way ahead of the game.

I’m not an Apple guy. I don’t own a Mac. I don’t own an iPhone. And I don’t own an iPod Touch or iPad.

But a heck of a lot people do – there are currently more than 100 million Apple mobile devices in use today and that number will only increase in the future.

Because of that, a large number of businesses are investing in apps that work on mobile devices – including law firms. And with the number of devices in use, having an app is close to being a “must have” for many law firms.

Large and medium size law firms might be able to afford custom designed apps but small firms and solos can’t afford expensive development costs.

So what does a small firm do if they want to have an affordable iPhone app?

You can enlist the help of business that offers a do-it-yourself platform for small business owners – where the business owner can create a mobile application in just a few simple steps.

One of my clients has partnered with one such company – http://www.biznessapps.com/

This client was very pleased with the the set-up process and final product. You can see their app at http://itunes.apple.com/us/app/gertler-law-firm/id407402557?mt=8

And here’s another law firm that set up their own app – Law Offices of Aaron J. Stewart.

From my perspective, an app gives a law firm one significant advantage over their competition – ease of contact. Two taps on a screen and a potential client can call you, e-mail or even visit your website. And isn’t that what any business wants?

Biznessapps doesn’t charge a setup fee, and gives law firms control over the creation, editing and management of their very own iPhone app.

Available features include turn-by-turn GPS directions, sharing capabilities that integrate well with Facebook, Twitter and email clients, in-app messaging and push notifications, check-in and coupon capabilities, calendering options and more.

Bottom line, every iPhone app is custom-made for the law firm, submitted to the App Store and regularly updated with new features and improvements by the Bizness Apps team.

And this full-service offer is only $39 a month.

Should every law firm have an app? I really don’t think so.

But if your practice focuses on business law or consumer law such as PI, Divorce, Criminal or other consumer litigation matters, it’s certainly something you should consider, especially since the cost is so low.

And considering the “big picture” is something you should think about as well. How many potential clients will be using mobile devices – exclusively – to search for law firms or legal related information in 5 years? The number will be staggering. Why not get in on the ground floor now.

This is a Guest Blog Post, compliments of Dr. Drew Stevens – a friend, colleague, consultant, speaker, expert media source, author of seven books including “Split Second Selling“, and President of Drew Stevens Consulting, offering free advice and guidance on Business Development & Sales on his blog. By the way, if you’re not closing 50% – 70% of calls from potential clients, you might want to have a chat with Drew – that’s one of his specialties.

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There is a cliché that states for those that follow horoscopes that your moon is in….

Marketing your business works similarly. You need to create a gravitational pull – to you – so that you spend less time calling and handing out brochures. You need to invent magnetism so that clients gravitate to you.

One of the best methods for people to find out who you are is to announce your expertise to the world. Yes, let people find you. Think about this, when was the last time you ordered something from someone cold calling you? Meet any very wealthy cold calling stockbrokers or mortgage brokers recently?

My program in Split Second Marketing™ Building a Message that Clients Hear contains over 25 different marketing attraction techniques. Listed here is the top 7.

1. Speaking. One of the best methods to introduce your expertise is to tell others about what you do. Rotary’s, Kiwanis, Chambers of Commerce are constantly in need of experts. Contact these organizations or others to discuss content to enlighten their members. Participants are attracted by new and interesting content.
2. Writing Articles. There are more newspapers in circulation today then ever before. There is a multitude of newsletters, web sites, regional business magazines, and local newspapers starving for decent material. Articles need not be more than 500 to 1000 words. With good content and a solid byline your message can be in the hands of hundreds or thousands.
3. Website. The proliferation of the Internet allows others to discover your content and determine your value. Fees are inconsequential and the business world requires a website to denote your sincerity to clients.
4. Blogs. Similar to articles having a Blog serves two purposes 1) remaining in constant contact with current subscribers 2) enabling you to reach new clients at relatively no cost. The difference from articles is immediacy of availability and frequency of your content.
5. Lunch and Learns. These concise information sessions last no longer than 30 minutes during a corporate luncheon and feature your content. Benefits are a live audience, interested attendees and low cost of acquisition. The intent is not only delivery but possible business from attendees.
6. Booklets. Typically focused on one topic, these small content rich pieces feature your advice on one particular topic i.e. sales skills. Booklets can be used for potential clients as handouts or products to be sold at special events.
7. Products. When clients become enamored with your content your style and most importantly your results, they want you!!! Products such as CD’s, DVD’s, books, booklets, hooded sweatshirts, etc. make great passive income.

Refrain from the bromide tactics others use and begin to conduct yourself with poise, power and differentiation. The world today requires new methods of selling, new methods of marketing and more importantly, methods that are memorable. If you truly want to sell more, stop unearthing decision makers, let them search for you.

In a prior post (Potential Clients Fear The Phone?), I discussed the fear or mistrust potential clients have in contacting you and the simple way you can address that – and make your phone ring and your inbox fill-up by just adding a few words to your website or marketing material.

It’s only 93 words – but it can make all the difference in the world.

I featured a Personal Injury firm based in New Orleans in a recent case study (see Personal Injury Internet Marketing) and although I just finished the initial project, and owe you a final installment on that project, I want to show you how much of a difference 93 words makes.

I wanted to add these words early on in the process but the firms partners were a little hesitant. After my initial work brought an average of a call a day, they agreed to add the 93 words.

Here is what I added:

Need Professional Help With Your Injury or Accident Legal Matter?

Then contact Gertler, Gertler, Vincent & Plotkin for your FREE Consultation at 504-581-6411.

• We really do welcome your call.
• We will gladly talk with you over the phone or in person, without charge.
• During the day, we’ll return your call promptly if we are not available when you call.
• We will not pressure you in any way.
• And if for some reason we can’t help you, we will put you in touch with another law firm in town… that’s our promise to you.

I added the 93 words on Friday evening, 6/11/10. On Monday, of 6/14/10, the firm had 6 calls in one day. One of which was from a family who had a relative slip and fall in a retail establishment and was rushed to the hospital for surgery to treat a traumatic brain injury.

That’s a 600% increase in calls – and one case that’s probably going to be extremely lucrative – the first full business day it was live.

Take a look at the home page of Gertler, Gertler, Vincent & Plotkin – take a look at how I set it up.

It might be an idea for you to copy….no matter what your practice area is.

I have a client that opened his own practice in 2001. He has focused on DUI and Criminal defense since he opened his doors and averaged just over $150,000 in revenue per year since he started.

In early 2009, we started working together with a focus on his Internet presence and setting up a referral system (that’s still a weakness in his marketing plan due to the time commitment – but he’s just hired additional staff to help).

In the 12 months I’ve been helping him, his revenue has increased from just over $150,000 to….

$539,900.

And that’s just from DUI defense – that number doesn’t include criminal defense.

And when he implements a complete referral system, the numbers will be even more ridiculous.

This is not a client in New York City or some other huge metro area. He practices in a sleepy, Midwestern town that is considered a mid-major city.

And he has not increased his revenue because local law enforcement has tripled DUI stops.

He is simply taking the business his competitors used to get. Several have even complained that their business is down 30% – 50%.

If you want to make more money – dominate your practice area on the Internet and implement a solid referral system.

Interested in hearing a little more?

Although my client asked that I not use his name, he will answer your questions if you’d like. E-mail me at tom (at) the-attorneys-atm.com and I’ll give you his contact info.

The headline above was repeated over-and-over again by one the most successful Madison Avenue ad men ever. I won’t bore you with his life story but I’d wager his efforts increased his clients revenue by tens of billions over the years.

He made this comment in response to the dreary, mindless and repetitive ads Madison Avenue was, and still is, famous for. Most ads did not, and still don’t, increase revenue.

I can make that same comment, with a slight twist, about many law firm websites. Here it is:

You Cannot Bore People Into Calling

When a visitor hits a law firm website, what do they see?

Well, on 99% of law firm websites in the U.S., they see dreary, mindless and repetitive content.

This visitor to your website then clicks the back-button on their browser, never to return….right after they wipe the sleep out of their eyes and the drool off their chin.

Most content on law firm sites….stinks.

And when I get the chance to “suggest” to a potential client that their content needs a little work, I hear every excuse in the book as to why their content is fine – or that their client base is educated and expects a certain image.

Hogwash…..

Many of these law firms are sitting-pretty in the search engines. They get thousands of visitors a month. And revenue is down 30% – 50%.

Why?

You Cannot Bore People Into Calling

Give them content they can use.

Tell them how you can help.

Tell them a story.

Do anything – just change what you have on your website now.

Your bank account will thank you.

Need help with your content? Call me at 859-816-3344.

I know that law firms get an incredible amount of marketing material mailed to their offices – and phone calls galore from sales reps pushing the next “big” idea that will help your online marketing efforts.

And most of the material and content of their sales pitch…is nothing more than jargon-filled drivel.

Well, if you’ve ever wondered where they get all of their useless jargon, I’ve discovered the source!

Go to the Web Economy Bullshit Generator – and have a good chuckle.

I just recently noticed a new feature added to the search results on Google…and it has me a little concerned.

This new feature doesn’t appear every time you do a search so it appears that Google is testing it.

Take a look and see what you think.

I spend a lot of time talking about getting new clients. But the fact is, at least 50% of your revenue should be from past clients through new work – or the the referrals they send you.

In fact, after I’ve completed a client engagement, the next conversation I always have with the client is about how they are staying in contact with their past clients. The answers I get are depressing.

Denny Hatch, with Target Marketing Mag tells a great story about this topic. It was passed on to him by legendary direct marketer Bob Hemmings…and makes a handful-of great points about how important your past clients are.

The story goes like this.

More than half a century ago, Bob Hemming worked for a jeweler in New York’s West 47th St. diamond district. There, merchants rent counters and window space in a kind of giant co-op. Every evening, all the jewelers would dutifully take their diamonds out of the windows and showcases and lock them in the safe until the next morning.

All the jewelers, that is, except for Hemmings’s boss, who’d leave his diamonds out all night and put his customer list in the safe.

When asked his boss replied – “If I lose the diamonds, the insurance company will pay,” “If I lose my customer list, I’m out of business.”

Your clients are just as important to you – today – as they were to Hemmings boss back in the early 1900′s.

So here are few gems that Denny passes along.

• The main business of business is acquiring customers and then doing your very best to continually delight them.
• Customers are the lifeblood of every business. If you don’t have customers, you don’t have a business.
• This truism holds in boom times and even better in bust times (like now).
• When a business is sold, the lion’s share of the price is for the customer base.
• Every new customer represents increase share of market.
• Once a new customer is in the fold, the next challenge is to increase “share of wallet”—make wonderful offers to that customer so more and more money is spent with you (and not with the competition).
• A basic rule of business: It costs five to 10 times as much to acquire a new customer as it does to sell services to an existing customer.

So, I ask you….what are you doing to keep in contact with your clients?