Know Your Client and Grow Your Business' Series for Law Firms

(This article is five posts brought together in one article)

?????? ??????????: ?????????????????? ?????????? ???????? ??????'?? ???????? ?? ???????? ?????????????? ????????.....

???????? ??/?? ???? ?????? '???????? ???????? ???????????? ?????? ???????? ???????? ????????????????' ???????????? ?????? ?????? ??????????.

?? ??????????’?? ??????????: Knowing what makes your ideal client tick.

??????????????: After planning a 'Letters of Introduction' sequence for a client.

??????????: Chiang Mai, Thailand.

????????: 25 July 2024.

?? ???????? ???? ?? ??-???????? ???????????? ????????????????:

1. Who are you writing to?

2. Do you already know your reader?

3. What outcome do you want?

4. Does your offer appeal to your reader?

5. What guarantees can you give your reader?

Here we go.....

?? ?????? ?????? ?????? ?????????????? ?????

Your ideal client is not anyone! You must have a target client so you can focus your marketing efforts. Matters to consider include:

● Are they male or female? (Shoot me now for saying this – If you're targeting work from blue-collar businesses, your target market will be primarily male.)

● How old are they? (The language you use will be different depending on age.)

● What's their education standard? (The average reading age of a UK adult is that expected of a 9-year-old child.)

● What's their income? (No point targeting people or businesses who can't afford your services.)

● What problem/s do they need solving? (You need to know this before making them an offer regarding your legal services.)

● What would make your reader feel good?

● How can you help this person with their personal or business life? (This could be something they didn't even know they needed until you came to their attention.)

● Is the reader the decision-maker?

● If not the decision-maker, can the reader influence the decision?

The list goes on, but you get the drift.

????????'?? ?????? ?????? ??????????.....

?? '?????? ?????????? ???????????????????? ?????????? ???????????????????? ?????? ??????????????'

Psychological Mind-Reader / Non-Practising Solicitor / Ex-Coppice Woodsman / Digital Nomad / King of the Retainers / Ex-Trout Farmer / The Cold Email Man / Breathing Life into Your Warm Leads That Went Cold / ????,?????? ?????????????????????? ?????? ?? ????????????: No.1 Legal Copywriter on LinkedIn

? ?????? ???????? ?????? ??????????: ??????'?? ???? ?? ????????????????; ??????'?? ????????.

??.??. Book your 2-hour ???????????????? ???????????????? ???????????? coaching session here: https://shorturl.at/hruCE

??.??.??. The coaching comes with 12 weeks of access to me via email to turbo your account into generating leads and new business.

??????????????: ???????????? ?????????? ???????????????????? ?????? ???????? ???? ???????????? ????????????????

?????? – Are you doing this or throwing away new business because you're lazy?

Part 2/5 of the 'Know Your Client and Grow Your Business' series for law firms.

?? ??????????’?? ??????????:

??????????????: After eating a chicken panang curry.

??????????: Chiang Mai, Thailand.

????????: 26 July 2024.

?? This is a 5-part series covering:

1. Who are you writing to?

2. Do you already know your reader?

3. What outcome do you want?

4. Does your offer appeal to your reader?

5. What guarantees can you give your reader?

???????? ???? ????.....

?? ???? ?????? ?????????????? ???????? ???????? ?????????????

Writing for someone who has previously used your services will be very different to writing for someone who doesn’t know you.

Case in point: I write "Letters of Introduction" sequences (Yes, cold emails) for law firms, consultant lawyers, and B2B in the legal service industries. Those emails take various routes to get the reader interested in their services - and to book a call.

What they're not is 'too familiar' with the reader. Being too familiar can be a turn-off. I detest people connecting with me on LinkedIn and immediately asking, "How have you been?" Maybe it's the "English" in me, but I just don't like it. They don't know me (Or care less.)

?? ???????? ?????????? ?????? ???????????? ?????? ?????????

That could be a former client. Assuming they're happy with your service, you can be more familiar with them.

Let's say you're sending them a warm email, effectively pitching for work. (Unsolicited B2B approaches to former clients are allowed by the SRA.)

You don't need to persuade them you're a safe pair of hands. They already know. You can be familiar, talk about your last work for them, and even ask about their family or personal interests.

?????? ???????? ????????.....

You make them an offer they're likely to read. People generally read letters from law firms.

Need help thinking of an offer? Talk to me!

????????'?? ?????? ?????? ??????????.....

?? '?????? ?????????? ???????????????????? ?????????? ???????????????????? ?????? ??????????????'

Psychological Mind-Reader / Non-Practising Solicitor / Ex-Coppice Woodsman / Digital Nomad / King of the Retainers / Ex-Trout Farmer / ?????? ???????? ?????????? ?????? / Breathing Life into Your Warm Leads That Went Cold / ????,?????? ?????????????????????? ?????? ?? ????????????: No.1 Legal Copywriter on LinkedIn

? ?????? ???????? ?????? ??????????: ??????'?? ???? ?? ????????????????; ??????'?? ????????.

??.??. Book your 2-hour ???????????????? ???????????????? ???????????? coaching session here: https://shorturl.at/hruCE

??.??.??. The coaching comes with 12 weeks of access to me via email to turbo your account into generating leads and new business.

?????????????? & ?????? ??????????: ?????? ?????? ?????????? ???????? ?????? ???? ?????? ????????????????

Part 3/5 of the 'Know Your Client and Grow Your Business' series for law firms.

?? ??????????’?? ??????????: Why you should write for a specific goal in mind.

??????????????: After joining a new gym.

??????????: Chiang Mai, Thailand.

????????: 29 July 2024.

?? This is a 5-part series covering:

1. Who are you writing to?

2. Do you already know your reader?

3. What outcome do you want?

4. Does your offer appeal to your reader?

5. What guarantees can you give your reader?

???????? ???? ????.....

?? ???????? ?????????????? ???? ?????? ?????????

Many lawyers have told me that they see no point in writing every day on LinkedIn or any other platform. Some of them have said, "Michael, why do you bother writing on LinkedIn 5-6 times a week?"

????????????: Because it generates new leads and business. I wouldn't do it otherwise.

"How does it generate new enquiries and business," they ask.....

????????????: Writing on LinkedIn daily helps to make me omnipresent on the platform. Most days, I help lawyers and law firms with posts that guide them in improving their own copywriting. My goal is they get more work from their words. In the process of doing this, I'm seen as an authority on legal copywriting and sales copy, plus a safe pair of hands. I'm doing precisely the thing I'm talking about.

As a result, a percentage of lawyers and law firms contact me as they'd rather I do the work for them rather than doing it themselves. Sometimes, I'm brought in to work with an existing in-house legal marketing department.

?? ?????? ?????? ???? ?????? ????????

You can follow my general working model.

???????? ?????? ???????? ???????? ???? ????????:

The action you want your reader to take. Invariably, that's going to mean triggering your reader into contacting you.

Seriously ..... it's not complicated.

????????'?? ?????? ?????? ??????????.....

?? '?????? ?????????? ???????????????????? ?????????? ???????????????????? ?????? ??????????????'

Psychological Mind-Reader / Non-Practising Solicitor / Ex-Coppice Woodsman / Digital Nomad / King of the Retainers / Ex-Trout Farmer / ?????? ???????? ?????????? ?????? / Breathing Life into Your Warm Leads That Went Cold / ????,?????? ?????????????????????? ?????? ?? ????????????: No.1 Legal Copywriter on LinkedIn

? ?????? ???????? ?????? ??????????: ??????'?? ???? ?? ????????????????; ??????'?? ????????.

??.??. Book your 2-hour ???????????????? ???????????????? ???????????? coaching session here: https://shorturl.at/hruCE

??.??.??. The coaching comes with 12 weeks of access to me via email to turbo your account into generating leads and new business.

?????? ??????????: ?????? ???????????? ???????? ???? ?????????? ?????? ????????.....

(Get out there and outsell your competition.)

Part 4/5 of the 'Know Your Client and Grow Your Business' series for law firms.

?? ??????????’?? ??????????: Make irresistible offers to complete strangers and grab more business.

??????????????: After a quick swim in the pool.

??????????: Chiang Mai, Thailand.

????????: 30 July 2024.

?? This is a 5-part series covering:

1. Who are you writing to?

2. Do you already know your reader?

3. What outcome do you want?

4. Does your offer appeal to your reader?

5. What guarantees can you give your reader?

???????? ???? ????.....

?? ???????? ???????? ?????????? ???????????? ???? ???????? ?????????????

???????? ??: in a troubled economy, you can't afford to sit around and wait for people to come to you.

???????? ??: You never want to compete on price – If it's your business model, you're on your way to extinction.

You need to be making great offers to attract new business. You're in a service industry where people reluctantly pay money to you!

You need to sell the benefits of your service. For instance, to businesses that could be saving/making money and freeing up time. Other angles for business would be compliance issues - ensuring they're legally compliant so they don't get fined or go to prison.

The important thing is that the benefits and results are what your prospective clients want.

● Do you know what they want?

● If yes, how do you know?

● Or are you guessing?

● Have you researched your market?

?? ?????? ?????? ???????? ???????????? ???????? ?????????????????????? ???????????? ???????? ??????'???? ???????? ???????? ????????????????

I've researched ??????! I know what keeps law firm owners awake at night.

Remember, I was a practising solicitor. I know what goes on in law firms. I also know about the scatter-gun, disjointed marketing approaches most firms make!!!

And.....I know how to remedy the problem.

????????'?? ?????? ?????? ??????????.....

?? '?????? ?????????? ???????????????????? ?????????? ???????????????????? ?????? ??????????????'

Psychological Mind-Reader / Non-Practising Solicitor / Ex-Coppice Woodsman / Digital Nomad / King of the Retainers / Ex-Trout Farmer / ?????? ???????? ?????????? ?????? / Breathing Life into Your Warm Leads That Went Cold / ????,?????? ?????????????????????? ?????? ?? ????????????: No.1 Legal Copywriter on LinkedIn

? ?????? ???????? ?????? ??????????: ??????'?? ???? ?? ????????????????; ??????'?? ????????.

??.??. Book your 2-hour ???????????????? ???????????????? ???????????? coaching session here: https://shorturl.at/hruCE

??.??.??. The coaching comes with 12 weeks of access to me via email to turbo your account into generating leads and new business.

?????? ??????????: ?????? ???? ?????????????? ???? ?????????????????? ?????????? ???????? ????????????????????

Part 5/5 of the 'Know Your Client and Grow Your Business' series for law firms.

?? ??????????’?? ??????????: Tip the balance in your favour by offering guarantees to persuade your prospective client to contact you.

??????????????: After sending out 10 ‘letters of introduction’.

??????????: Chiang Mai, Thailand.

????????: 31 July 2024.

?? This is a 5-part series covering:

1. Who are you writing to?

2. Do you already know your reader?

3. What outcome do you want?

4. Does your offer appeal to your reader?

5. What guarantees can you give your reader?

???????? ???? ????.....

?? ???????? ???????????????????? ?????? ?????? ???????? ???????? ?????????????

What do Rishi Sunak, Prince Andrew, and Jacob Rees-Mogg have in common with lawyers?

Answer: None of them will win a popularity contest with the UK public!

Now, you probably think comparing those three lovely fellas with you is a bit unfair!

Well ...

People don't trust you ...

?? ???????? ???? ???????? ?????????????? ???????? ?? ???????? ???????????? ???????????????? ???? ????????????

"Two-fifths generally trust lawyers to tell the truth."

60% of the respondents effectively are saying lawyers are liars!

?? ?????? ???? ???????????????? ???????? ?????????????????????? ??????????????' ???????????????????????? ?????????? ??????

?????????? ????????????????????

Of course, you can't offer the ultimate guarantee in many cases, and that is the result. However, you can offer guarantees that they will put their minds at rest and trigger them to contact you.

Examples:

● Same-day or next day communication to any client query.

● Only one fee-earner will deal with their matter.

● Fixed fees (People love them.)

● Being kept informed of costs.

● Breadth of legal experience.

???????? ???????????????????? ?????? ?????? ???????????

????????'?? ?????? ?????? ??????????.....

?? '?????? ?????????? ???????????????????? ?????????? ???????????????????? ?????? ??????????????'

Psychological Mind-Reader / Non-Practising Solicitor / Ex-Coppice Woodsman / Digital Nomad / King of the Retainers / Ex-Trout Farmer / ?????? ???????? ?????????? ?????? / Breathing Life into Your Warm Leads That Went Cold / ????,??70 ?????????????????????? ?????? ?? ????????????: No.1 Legal Copywriter on LinkedIn

? ?????? ???????? ?????? ??????????: ??????'?? ???? ?? ????????????????; ??????'?? ????????.

??.??. Book your 2-hour ???????????????? ???????????????? ???????????? coaching session here: https://shorturl.at/hruCE

??.??.??. The coaching comes with 12 weeks of access to me via email to turbo your account into generating leads and new business.