When I first started out in practice, I used to think
that marketing my law firm meant figuring out the one
thing I could do that would bring me in all the clients
I needed.

I spent at least a year trying to figure out what
that one thing was.

I searched google for law firm marketing, marketing for
lawyers, marketing for attorneys, build my law firm,
how can I get more clients …

I’m sure you know what I mean.  If you are here it’s
because you’ve been searching for all of that too.

You want more clients.

You want the answer on how to get more clients. And
perhaps, like me, you think there is some secret to
getting more clients for your law firm that has eluded
you.

I read all the white papers, websites, forums and blog
posts on marketing for lawyers, law firm marketing,
marketing for attorneys, etc.,etc.

I found that most of what was out there wasn’t from
other small and solo practice law firm owners who had
found success, but from law firm marketing consultants
who were trying to sell me on their services.

Most of them weren’t lawyers at all. They were consultants.
They hadn’t actually done it in their own law practices.

So, long story short, I decided to try some of the law
firm marketing strategies they suggested.

Some of it worked, some of it didn’t.

Ultimately, I was able to get my phone ringing.  Not by
implementing one lawyer marketing strategy, but by
putting in place several strategies to market my law
practice and to get those strategies on an automated
system that would run continuously even when I got
busy or distracted with running my law practice and
serving my clients.

But here’s the most important thing I found out – I
was doing it all backwards.

You see, no one told me that it isn’t law firm
marketing strategies or even marketing at all that
will make the biggest difference …
it’s about what happens once the phone does ring.

You see, I got my phone ringing, but then I found
I was only converting a very small percentage of those
phone calls into appointments and I was only converting
a very small percentage of those appointments into
clients.

I was wasting my time and money on marketing my law firm
when I wasn’t really ready for the phone to ring at all.

What no one told me (and I really do believe it’s because
they didn’t know) is that the first place to focus is
not on marketing your law firm.

The place to start is on getting a system in place for
what happens once your phone rings.

What exactly do you say when someone calls to inquire about
your services?

What exactly do you say when they show up in your office
so they go from interested prospect to paying client?

What exactly should they see when they get to your website?

How do you bring someone from hearing you speak and being
interested in what you offer to coming into your office
and hiring you?

Those are the most important questions. If you invest time,
money and energy in marketing your law firm before you have
a solid process in place for engaging clients, you are
wasting your time and money.

If you want the very best marketing for your law practice,
begin by creating a solid client engagement system and process.

Once you know you can convert every qualified website hit
and phone call into an appointment and then at least 75% of
those appointments into client, then invest your money
in marketing your law practice.

Until then … build the system for engaging clients.

This is how I ended up building a million dollar law firm
and it would have happened much faster if I would have started
with figuring out  how to engage clients first and only marketing
my law firm after that.

If you’d like a huge shortcut to building your law firm, I’ve
got a gift for you – I never want to see another lawyer reinventing
the wheel like I had to.

Download over $22,500 of practice building resources on everything
from law firm marketing, to pricing and packaging your services,
setting your fees, collecting your fees, and having happy clients
who are thrilled to pay your fees at http://www.LawBusinessRevolution.com

I created these resources for my own law firm and I’m sharing them
with you absolutely free because I want to help you reinvent your
law business on a new model that is sustainable for you and your
clients.

If you want to be loved by your clients, command higher fees, and become absolutely indispensable, it all comes down to this…

You have to stop seeing yourself as a litigator or transactional lawyer.  Litigation leaves clients miserable and legal documents on their own are virtually worthless.

When my father-in-law died, after spending a few thousand dollars on a set of estate planning documents with his personal lawyer, I thought that lawyer must have committed malpractice because the documents didn’t work.

Why didn’t they work?

Because the lawyer completed the transaction (legal docs) for my father-in-law and never followed up with my father-in-law to make sure his assets were owned properly or that he’s legal documents stayed up to date with the changes in his life.

Divorce lawyers finalize their client’s divorces and never make sure their estate planning documents are updated.

Business lawyers put in place LLCs and S-Corporations and never make sure share certificates are issued, agreements are put in place with vendors or team members, or that the client has the right insurance in place.

Are we really helping our clients when we see them as a transaction, a case, or a matter?

No, we aren’t offering anything more than our clients would get if they went online.

So my question for you is what will you do when they realize they don’t need you?  Or has it already begun?

Please don’t tell me that you’ll deal with this by decreasing your costs and becoming a virtual law office providing unbundled legal services as seems to be the trend these days – that’s a recipe for failure unless you do it so that you are creating a killer experience for your clients that they cannot simply replicate by going online and doing it themselves.

So many lawyers are trying to compete with online companies providing “buy them as you need them” document preparation services.  But unbundled legal services, deep discounts and doing nothing but turning out reams of paper do nothing to build relationships with your clients.

It’s a one shot deal at best and doesn’t provide an ongoing revenue stream for your business.  That’s a recipe for misery and a Going Out Of Business sign (as many law businesses, even large ones, are learning).

As I learned in building my own practice to more than $1 million in revenue, the best way to keep your clients coming to you (and referring their friends and family) are to follow these 5 tips:

1.    Give away the legal documents for free. Yes, free. You’re not selling the paper – you’re selling the client YOU, your energy, your counsel, your advice.  Clients call lawyers because they need help. They want you to take care of them, to love them, to make it easy for them.  The documents are merely the by-product of the relationship.

2.    Give away free legal documents on your website to generate leads you can then build a relationship with and convert into lifetime counseling clients. As an example, we do this at http://www.KidsProtectionPlan.com where we let people name guardians for their kids for free because we know that many of those people will need a fully counseled estate plan once we develop a relationship with them.

3.    Narrow your niche.  Stop trying to serve everyone who calls or walks in your door.  It devalues your service and who you are.  Decide who you love to serve and who you do your best work for and build your business around deeply serving these most perfect clients.

4.    Create a billing structure that encourages your clients to communicate with you without fear of the cost. Most of the time, clients don’t want to talk to you because they know they’ll get a big fat bill at the end of the month.  This can keep them from telling you about significant changes in their lives or businesses.

5.    Learn to love your clients again.  Stop seeing them as cases, transactions, and matters and return to the reason you went to law school.  Connect at a heart level, whether you do it virtually or in-person.  In this new economy, it’s the only path to your success.

I’ve been having some very interesting conversations with well-known lawyers throughout our industry about the future – where we’re going and what lawyers need to do to be prepared.

I’ll be interviewing several of them who I believe have the answers for you as part of a telesummit I’m hosting in September.

In the meantime, I want to make sure you don’t have to wait to see how you may be putting yourself and your clients at risk so you can do something about it now.

If you are still seeing yourself as a transactional lawyer or a litigator, you are likely screwing yourself and your clients.

You are neither of these things and it’s time to stop thinking of yourself in this way.

If you see yourself as a litigator, every case that comes in is ripe for litigation.  That is NOT what is best for your clients.

In some cases, litigation may be appropriate, but in my experience litigation almost always means that even if someone wins, they lose.

If you see yourself as a transactional lawyer, you probably don’t have any sort of a real relationship with your clients. They are a transaction, a matter, a one and done.

That’s the old, outdated model that will put you out of business.

It incentives conflict escalation and a constant focus on the next new retainer.

It’s time for lawyers to begin seeing their clients not as cases or transactions or matters, but as people with a lifetime of issues they need resolved.

It’s time for you to become the trusted advisor for your clients – the person they turn to for objective guidance about hard decisions in their lives and businesses.

To do this, you need to start seeing yourself differently and help your clients do the same.

When you successfully make this transition from transactional lawyer/litigator to counselor, you will stop leaving money on the table and start knowing  you are really making a difference for your clients.

Isn’t that what you really want?

It’s certainly what your clients want and it’s only a  matter of time before they no longer need you.

Are you ready to really do it?  More to come soon.

The financial success of your business depends on your profit – the amount you keep at the end of the day after paying all your expenses.

In the beginning of your business, you are pretty much entirely focused on revenue because you are already spending as little as you possibly can.

Once you’ve got revenue going, you’ll start to notice that your expenses slowly start to creep up.

And it might feel like for every dollar of revenue you bring in, you add another two dollars of expenses.

That is not a winning proposition.

So, today I’m going to share with you three sure-fire ways to increase your revenue without adding any more overhead.

Way #1: Engage More Prospects

One of your biggest expenses is very likely to be marketing.  You are either spending a lot of money on it or a lot of time on it or both.  If you are marketing and not engaging at least 75% of the prospects calling your office, you are losing a whole lot of profit because getting your phone to ring is where all the cost is.

You’ll increase your revenue without increasing overhead if you just start hearing yes from more prospects.

Way #2:  Offer More (Expensive) Services to Your Clients

You can add more revenue to your office without adding any additional overhead by offering those clients who do say yes additional complementary services.

I did this with the Kids Protection Plan  – adding a more comprehensive form of planning for parents with minor children at home added $1,000 to my fees.

And then I found other services I could provide that my clients wanted and were happy to pay me for.

Once I figured this out, I was collecting an additional $1,000-$3,000 on each engagement with no additional overhead.

Way #3:  Get More Referrals

Every time one of my clients sent me a client, I was increasing my revenue without adding any overhead.

So, I built systems into my office that resulted in more referrals.

I always made sure my clients knew how valuable referrals were to me because I worked that into my client engagement process.  I developed a system in which I could comfortably ask for the referral without feeling strange.  And I was always publicly thankful for all referrals – whether they turned into clients or not – by acknowledging the referrer with thanks in my monthly newsletter.

Try one or all three of these and let me know how much additional revenue you make without increasing your overhead.

Not long ago on the Lawyerist Lab discussion board there was a whole string of discussion regarding how lawyers answer their phones.

As usual when lawyers talk about things like this, I was surprised to hear how many lawyers are answering their own phone when they are in the office or having calls directly transferred to them.

I guess I shouldn’t be surprised though because I used to do it too when I was first in practice and didn’t know any better.

I felt overwhelmed by all there was to do in the early years of my business (even when i didn’t have a whole lot of clients) and yet when the phone rang, I lunged for it like a teenage girl waiting for her suitor to call.  (It could be a client or even better, a prospect!)

Little did I realize how answering my own phone was the worst thing I could possibly do.

It’s counter-intuitive in a way.  I thought I HAD to answer my phone to be a responsive lawyer.  In fact, it’s exactly the opposite. Make these small changes and watch your life (and bank account) improve, dramatically.

1. Have Your Phone Answered With a Smile By Someone Other Than You

Whatever you do, do not let your phone be answered by someone barking “law offices” into the phone upon pick up.  Make sure whoever answers is smiling when they do.

If you have to use voicemail, make your voicemail smile.  Add something quirky or different. So that you come across as a different kind of lawyer right off the bat.  Unless you enjoy being stereotyped in the same bucket as all the other lawyers.

Call Ruby and Total Attorneys both have great services.  (And if you mention I sent you, each of them will likely give you a free test out period.)  I believe Total Attorneys can even schedule appointment for you, which is really important because as you will see below, you want all your phone calls to be scheduled.

2.  Never Take an Unscheduled Call (Except In Case of Emergency)

When you allow the phone to interrupt you and your day even for a few minutes of the time, you will often find yourself at the end of the day wondering why it feels as if you did not get anything done. (a Microsoft study indicated that it can take as much as 15 minutes to get back on task after an interruption and then it often takes longer to get the task completed.  Add up those 15 minutes and you can lose a whole lot of day.)

So, set yourself up so that everything is scheduled. Use time blocking and hire a scheduling assistant to schedule your calls.  Or, if you are more of the virtual type use TimeDriver, Genbook, or BookFresh.

3. Do Better Work & Get More Love

When you stop allowing your phone to interrupt you throughout the day, you are going to get so much more work done and be far more productive.  That means your family is going to be giving you a lot more love because you are going to be home in time for dinner.

Plus, your prospects are going to love you a whole lot more because you are going to be more in demand than if they can get you on the phone right when they call. When’s the last time you got your surgeon on the phone when you called with a question before surgery?

And, your clients are going to love you because you are going to establish right from the first meeting that the reason you don’t take unscheduled calls is because when you are focused on their matter, you are focused and doing great work for them and refuse to be interrupted. When you DO get on the phone, you’ll always be on time (no more annoying phone tag!) and prepared for the call.  You’ll become the responsive lawyer everyone loves.

Finally, you’ll be doing better work.  And ultimately, that’s what it’s all about.

So stop answering your phone and feel the love.

Over the past several months, I’ve done some personal soul-searching about my business and my life.

And I had to look at why I was serving lawyers and whether continuing to do so is the best use of my time, energy and resources.

I made the decision that it was, but only if I was willing to move beyond my safe 2nd stage business and build a business that would radically
and completely change the way legal services are provided to families and small business owners throughout the US and Canada.

To do that, I recognized I’d have to deconstruct my business – release what wasn’t working and re-build on what is and was.

It’s been a difficult process and it’s far from over. But, it’s given me a lot of compassion for those of you who are not satisfied with the old paradigm and are having to deconstruct and reconstruct your law practices to create something truly meaningful.

I wrote about the three stages of the entrepreneurial roadmap on my personal blog a couple of weeks ago and saw that it can help you here too.

So, this week’s Law Business Revolution blog applies the entrepreneurial roadmap to the business of practicing law.

The Law Firm Entrepreneurial Map

The three stages of the entrepreneurial map, as it applies to your law practice transforming into a business.

Stage 1: The True Solo

Stage 1 is all about brand new-ness. It’s about the idea, the vision, and just getting started and getting it done. It’s about figuring out your revenue model (where the money comes from) and getting on the road to freedom.

Generally speaking, you are probably working alone or with a partner. There is no team support or perhaps one person helping youout on a part time basis. (When I first started, I rented office space from other lawyers and my sister sat across the desk from me, helping me out. Within about
three months, I brought in my first part-time employee.)

You have no systems. And probably just one revenue stream, which will be your main service offering. You may be taking anything
that walks through the door just to make your bills.

You are probably charging hourly or very low flat fees.

Many (most?) lawyers remain in Stage 1 indefinitely. You may feel frustrated, tired (or exhausted), and as if you are not making as much of an impact (or money) as you’d like.

Stage 2: Enterprising Entrepreneur

When you get tired of doing it all alone, you’ll bring on some team. That’s one of the major signs you’ve made it beyond Stage 1.

You’ll also begin to realize that there’s a pattern to what you do and how you do it.  Yep, you’ve got systems and processes.

You are still working pretty hard, but you begin spending more time working on your business instead of always in your business.

And you may begin to realize that you can’t take everything that comes through the door – you have to narrow your focus to serving one market or just providing services in one practice area.

Financially, you are doing okay. You know how you make money in your business and you are constantly surprised by how much money it takes to make money.  You’d probably like to keep a bit more than you are.

While you have some team support, you are the one managing the team, for the most part. You dream of the day you get to spend all your time doing the parts of your business you really love and let go of the rest.

Stage 3: Legacy Builder

When you hit Stage 3, your work will continue, even if you aren’t there to do it. You spend your time primarily working either on the business or in the business, but not both.

You are clear on who you serve and what you do for them.

If you got sick, took a long vacation or the long permanent vacation, your business would continue.

You’ve got documented systems and process, a team, and other leaders in the company besides just yourself.

The transition from Stage 2 to Stage 3 will be harder than you expect, at least that’s my experience so far.  But, it will be well worth it.

If you try to make this transition too quickly and without the right people in place, the whole thing will blow up in your face.

No matter where you are today and how far it seems you have to go on the journey, if you are in business for yourself, stop for a minute and celebrate.

You are working for yourself. You are in control of your destiny.  You are on the road to freedom.

One of the single most important things you can learn how to do as a business owner is how to bounce back from failures.

How you handle failure is the key to whether you will succeed. Here’s how some of the most successful people of all time have handled what would have stopped most of us dead in our tracks.

* Thomas Edison failed 10,000(!) times before finally inventing the light bulb

* Henry Ford started many businesses and ended up completely broke FIVE times before he founded Ford Motor Company

* Harland Sanders and his famous Kentucky Fried Chicken recipe was rejected 1,009 times before he finally heard a yes.

* Oprah Winfrey was fired and rejected as a TV reporter.  Her bosses called her “unfit for TV.”

* R.H. Macy started SEVEN failed businesses before his department store Macy’s became a huge global success.

Maybe you too are experiencing failure at this very moment.  Maybe you’re drowning in a sea of debt and can’t fathom how you and your firm can possibly come out alive.

Maybe you feel like a failure as a parent…or a husband or a wife because your law firm steals all of your time and forces you to neglect the things or people you love the most.

Perhaps you’ve lost a string of cases that’s shattered your self-confidence and you’re now questioning your ability in the legal field all together.

To you I say: Don’t give up!

Each of these failures is a stepping stone to your ultimate success.  Instead, see them as tests to see how serious you really are about succeeding in business and life.

Here are the things that help me bounce back and get back on the horse each time I fall off:

1. Find the lesson. Every failure is merely an opportunity to learn how to do better next time.  When you see failure that way, you discover that not only is failure not something to be afraid of, but something to embrace because it brings you one step closer to what you need to learn to get where you want to go.

2.  Don’t blame. Blame blocks your lesson.  Instead, if you take 100% personal responsibility for your part of every failure, you can learn the lessons you need to turn the failure into a huge success.

3.  Move out of why and into what. Many of us spend our time WHYning constantly.  Oh why me, why did this happen. Why, why, why, why, why????  Why doesn’t matter.  All that matters is what.  Accept the reality of whatever did happen and now ask yourself WHAT you are going to do to turn it around into the greatest opportunity of your life.

4.  Ask for help. Sometimes it’s hard to see the lessons in our own failures.  Emotion can get in the way.  So ask for help from someone who cares about you and is not emotionally invested in your outcome.  Even if you are a solo lawyer, that doesn’t mean you have to do it all alone.

If you want the support of an amazing group of lawyers who will help you turn every failure into the greatest opportunity for success, consider becoming a PFL.  I held a no-charge call on February 16th where I gave all the details of the program and opened the doors for our open enrollment happening this week. If you missed the call, you can download the replay here and still get your application in before tomorrow’s deadline.

The PFL program isn’t for everyone.  If what we offer doesn’t fit with your practice area or simply isn’t a business model you’d like to implement, keep searching until you find the one that is.  You really can have a life and business that you love being a lawyer and serving your clients in  a way that really matters.

Image courtesy of Flickr

Every now and then, I like to move away from teaching about the legal marketing/ law practice aspects of running a small or solo law firm and dive into something that’s rarely talked about in the legal field…which is your mindset.

Because here’s the truth, I can give you all the legal marketing and practice management tips in the world, but if your head isn’t in the right place, you’ll find a way to sabotage your efforts.

Conversely, you can be the worst marketer or business person, but if you have the right mindset, you’ll eventually find success.

Today, I want to talk about DRIVE and how it relates to the success of your life/business right now.

Take a moment and consider the following:

1. What drives me?

2. What is my purpose for being a lawyer?

3. What is my purpose in life?

4. Am I happy?

5. Why did I go to law school?

6. Am I making a difference in the world?

These can be hard questions to look at….especially in times of economic hardship. You may feel driven on pure survival. And you may find yourself enduring gruesome hours and complete misery all in the name of making money.

You may even be compromising your time and sanity by taking legal work that you don’t WANT or LIKE to do-just to get by.

Ultimately though, these actions don’t lead to more money. They lead to burnout, bitterness, depression, addictions and in extreme cases, suicide (which is sadly on the rise for lawyers these days).

There comes a point at which if you’re going to succeed in the business of law….and in the business of life, you need to get very clear on what drives you, why you wanted to practice law in the first place and whether you are really living the life you want.

I recently had a call with Dan Pink, the New York Times best-selling author of Drive: The Surprising Truth About What Motivates Us, where we discussed this issue as it relates specifically to lawyers and the legal field.

What you may not know about Dan is that he’s got a JD from Yale. But, he never used his law degree to practice because he realized early on that his “drive” and motivation was not to be a lawyer.

Going to law school was, for him, just the next logical step for a bright kid with a top-notch college degree and a lack of clarity about what else to do.

And there’s many lawyers out there who went to law school for the same reason and are now incredibly unhappy in the actual practice of law…..not because they aren’t smart….but they aren’t aligned with that which drives them. (This may even be you.)

Dan also acknowledged there’s another group of lawyers….lawyers like me who went to law school with the DRIVE and purpose to really help people. If that’s you, you’re driven by the idea of making a real difference in the world and using the power of your law degree to some chief and definite aim.

And there’s many of us in this group who have lost sight of that drive. We take jobs in law firms that keep us stuck in the transactional rut or we get so desperate running a small or solo law firm that we take clients and cases that leave us miserable in practice.

If that’s you-I completely understand. I was there. It’s exactly what motivated me to leave the safety of my six-figure paycheck and set out to build my own law firm. And it’s also what motivated me to master the skills and create the systems I now teach in the Personal Family Lawyer Program.

I wanted to make a real difference in my client’s lives and I knew the old, broken business model just didn’t leave enough room for that. Not if I wanted to also enjoy my personal life.

Yes it was scary…..yes there were moments when I questioned my own sanity leaving the big check and investing hundreds of thousands of dollars reinventing the business model….but I had to get aligned with what drives me or face years of unhappiness and little quality time with my kids.

What I can tell you is that when I made the decision to get aligned with what was really important to me in life and my practice, the money, freedom and success ultimately followed.

So take a moment today and think about what drives you.

Why did you go to law school and are you living that desire?  A great start is downloading the call I did with Dan Pink and force yourself to identify any disconnect in your own life. I’ll show you how to work through it in the weeks to come.

The results of our 2009 legal marketing/ law practice survey are in and the responses are sadly indicative of our industry as a whole.

According to the results, you are frustrated and tired of begging for business and struggling to turn a profit in your small and solo firms.  The statistics show 23% of lawyers surveyed made under $50,000 last year, while 40% of lawyers surveyed felt “very dissatisfied” with the amount they made in 2009.

A large majority also expressed dissatisfaction with the amount of time they wasted on tire kickers, price shoppers and clients who refused to pay their full fee…and quite frankly, what you know you are worth.

That’s a hard pill to swallow, especially after spending up to six figures on your law degree.

The most unfortunate part, however, is how many of these lawyers did do the right things in marketing their practices last year.   99% of lawyers surveyed tried at least one form of advanced marketing (if not many forms) and still failed to see consistent results or good ROI from their efforts.  As you can imagine, these attorneys were off the chart when it came to feeling “very dissatisfied” with their marketing efforts and practice as a whole.

But, here’s the important thing for you to know … the lawyers who felt “very satisfied” with their marketing, practices and income last year all had one thing in common:

They were not just relying on one source of business; instead, they had an automated marketing system to consistently market using a diverse set of strategies without fail-even (especially!) when times got tough.

A good client attraction strategy is like having a diversified investment portfolio.  When one sector bombs, your stock in an unrelated sector shields you from huge loss.  The same holds true with your marketing.  You want to have an integrated and coordinated marketing system set up so that if one source temporarily dries up, it doesn’t affect you.

I’m sure some of you are thinking, “Wow, that’s got to be expensive …I can barely afford to run a nice big ad in the yellow pages, let alone do all this marketing you’re talking about”.  The good news though is that some of the best strategies are low-cost or even no-cost provided you put in the time to set up the system to begin with.

The great news about a system though is that once it’s set up, it’s good to go and will produce consistent, reliable and predictable results for you on an ongoing basis.

So, what does an integrated, coordinated, automated system look like?

I laid it out in detail on this call I hosted.  Listen to it here .

And if you are ready to get your integrated, coordinated, automated system in place for 2010 and beyond, join us for our 2-day virtual event . It will change everything for you. I guarantee it.

Corporations spend billions each year developing creative advertising and marketing campaigns to attract more clients.   They realize creativity is the key to standing out in a saturated marketplace.  So, how do they stand out?  The key is in creativity.  Making their product, marketing materials and physical space “unique” and different on multiple sensory levels.

The good news is you don’t have to spend billions to do this in your own law business.

And yet most lawyers are stuck looking the same as everyone else. Why?

Because most of us:

1. Are analytical/left-brain thinkers who have a hard time jumping into our right-brain/creative side (creativity really is hard for some people); and

2.  Assume everything must be “professional” to earn the respect of a prospect, leaving very little room for creativity and innovation.

Lawyer type of professional is a thing of the past. Today, people associate that old kind of “professional” image with a non-responsive, scary lawyer who takes their money and won’t return phone calls or the attorney who will bill for every email, phone call or correspondence that crosses her desk.

Being creatively professional, on the other hand, helps remove the defenses and stereotypes people have when hiring a lawyer and overcomes the presumption that you’re just like all the other lawyers in town.

With that said, here are the top three ways where a bit of creativity and right-brain thinking can go a long way in attracting clients to your law firm:

1.  Web copy:  If your web copy reads like a CV or a text book, time to hit the delete button and juice up your creative writing skills.  Use your website to tell the story of who you are, why you are different and why your area of law matters so much.  You can even get creative with your writing style! Throw in some bullet points, contractions and folksy language if that’s how you speak.  Use those creative juices to prove you aren’t the stuffy lawyer prospects expect you to be.

2.  Firm Story:  Your firm story (the story you relay to clients about why you practice law, how your business came to be and what makes you different from other lawyers) should be about true life events and epiphanies that are relevant to the person you are speaking with, not a biography of your most notable accomplishments and awards.  Here you’ll creatively use your experiences outside the law to connect to prospects on a much deeper and more meaningful level.  Did you grow up in foster care and now practice family law or estate planning as a result? Integrate that into your firm story!  Did you live through a bankruptcy and now practice business law to help other entrepreneurs avoid the same plight?  Include that too!  The more outside-the-box your story is, the more likely it will stick with your prospects and make an impact.

3.  Your office space:  If you haven’t watched my video on setting up your office space in a way that’s creative, outside the box and prime to attract more clients, do so now by clicking here. Your office says so much about you and plays a huge role in attracting the right type of clients to your firm.  Therefore, you’ll want to get the décor and ambiance just right so your first impression with a prospect won’t be the last.  You can do this even if you use a virtual office space.  Create a basket that you bring in before each client meeting that personalizes the space.

And as always, be sure to email alexis@lawbusinessrevolution.com with your success stories or questions on getting creative in the marketing of your law firm.  Creativity is the key to your client attraction strategy in 2010 so jump out of that left-brain thinking and get started!