Do not do any marketing without doing this first

Dear Subscriber & Friend,

Last week, I talked to you about a mistake many small law firms make when they’re about to engage in “marketing” – they skip the essential step of properly “laying the foundation.” Builders do it when constructing a house… and lawyers do it also when trying cases.

Jumping right to marketing tactics without laying the proper foundation will often result in ineffective and disjointed marketing.

So, this week, I’d like to introduce you to 4 foundational marketing questions I’d like you to ask yourself right now. Once you know the answers, you’ll be able to apply them to every marketing initiative you undertake.

1. What is your marketing identity?

You may also hear this referred to as a “brand.” In other words, what is your brand identity or personality Do you want clients to see you as ruthless and fearless… or do you want them to perceive you as a thoughtful, deliberate and wily negotiator… or would you prefer being thought of as the “blue collar” law firm that isn’t afraid to get its hands dirty… or is your goal to convey your brand as a cutting-edge, technologically savvy law firm?

These are only a few of the almost endless branding possibilities. The…

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Have you ever used this amazing persuasion tactic?

Dear Subscriber & Friend,

I don”t know — maybe you’ve already heard about this persuasion trick. When it was used on me a while back, I fell for it hook, line and sinker. It was at that point that I realized just how powerful a persuasion tactic this is.

It’s almost too simple to believe, but it really works.

About Three Years Ago…

I was negotiating the purchase of some “primo” property in Florida and I was the seller. The buyer and I were going back and forth, trying to come to some agreement on terms. I knew how desirable the property was… I knew exactly what I had… and I wasn’t giving an inch on the terms. 

The buyer didn’t say it at the time — but I knew he thought I was being unjustifiably rigid. Eventually, we got some of the terms hammered out, but not price.

When things got heated and the price became the sticking point, that’s when the buyer pulled out his ace in the hole.

I gave him the price. He flinched a little bit and came back with…

“I’m Just Not Comfortable Paying That Much”

Almost reflexively, I asked him, “So what are you comfortable paying?”

I hadn’t really planned…

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Clarification and really cool photo (see inside)

Dear Subscriber & Friend,

I’m sending you this quick clarification email because I don’t believe I was clear in my email yesterday called, “We hate intake forms.” There was some confusion regarding whether I wanted you (personally) to implement steps 1, 2 and 3 or whether I meant that your receptionist should do it.

The answer? I absolutely meant that this is something your RECEPTIONIST should do when a new client comes into your office.

As a reminder, here are the three steps again (adjusted to reflect clarifications):

STEP 1: Have your receptionist greet new client BY NAME.

STEP 2: Your receptionist should hand the new client a clipboard with a sheet of paper with the headline: “We Hate Intake Forms — So We’d Never Ask You to Fill One Out.” 

STEP 3: When they hand back the clipboard, receptionist should tell them to keep the paper.

I hope this is more clear. I suggest you go back and review the details of these steps. This strategy works!


Regarding the photo I mentioned in the subject line, I’m excited to share with you a couple of pics I had taken with none other than…

Lee Majors — The Bionic Man Himself!

Yes, I met the Six Million Dollar Man recently and…

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What? A marketing strategy that’s 100% successful?

Dear Subscriber & Friend,

Is it true — is there really a marketing strategy that works like gangbusters, time after time? 

The answer is yes. Actually, I have developed many strategies that are nearly fool-proof, and I’ll share just one with you now.

It’s all about creating an unparalleled client experience and making a killer first impression.


Does this describe your office? Client comes into your office for the first time. They are greeted by the receptionist. Receptionist hands them an intake form. Client fills out the form, hands it back and waits to be called for the appointment.

If you answered yes, then you are like over 90% of the law firms out there — they use intake forms. Doctors do it, the DMV does it, and even many “take-out” restaurants use some form of the intake form.

That’s a pretty lousy way to treat the most important person in your professional life, if you ask me.

The fact is, the intake form has become so prevalent in the legal arena that…

Clients Actually Expect Them!

That’s a sad state of affairs, but it’s true. Clients aren’t phased in the least bit when they’re handed one of these — although if you ask them, they’ll tell you they don’t like filling them…

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Is Your Marketing Full of THIS?

Dear Subscriber & Friend,

One of the classic “Brady Bunch” episodes had Jan complaining to her parents that Marsha always got all the attention. Jan felt slighted and insignificant because she imagined no one ever focused on her. Everything always came easy to Marsha… everything was always, “Marsha, Marsha, Marsha!”

Classic stuff. (Seriously, if you ever watch some of the old 1970′s shows nowadays, it’s like getting into a time capsule. Things have changed so drastically in the last 40 years. And certainly not all for the better.)

Anyway, if you have no idea what I’m talking about (you’re missing a lot!) or would like to take a quick stroll down TV memory lane, here’s the clip (it’s less than two minutes):

The big takeaway is, like Jan Brady, your clients, your perspective clients, many of your colleagues, and even some people you know on a social level, all have the same basic question:

“What’s In It For Me?”

I won’t get into too much of the psychology on this, but suffice it to say, the main reason for this question is the same reason why headlines that start with “How to” are so successful. Because it appeals to a person’s self-interest.

That’s why your marketing has to be full…

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