Superstar Secret #1: They make marketing their highest priority. Superstar lawyers know marketing is the key to success. They hire capable attorneys to do legal work for them, so they can focus their attention on maintaining relationships and attracting the clients they want.
Superstar Secret #2: They know that nothing is more important than their credibility. Superstar lawyers avoid selling-based marketing, which casts them in the role of a salesperson because it undermines their credibility and causes people to question whether they can be trusted. They use Education-Based Marketing instead, which attracts clients to them because of their knowledge, skill, judgment, and experience.
Superstar Secret #3: They seize the number one position in their niche. The Law of Leadership states it is better to be first than it is to be better. Everyone knows Charles Lindberg was the first person to fly solo across the Atlantic Ocean. But do you know who was second? In marketing, second place is not much better than last place. Superstar lawyers know that to gain maximum marketing advantage, they must be first in their niche.
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Superstar Secret#4: If they can’t be first in their present niche, they create a new niche in which they can be first. Do you know who the third person to fly solo across the Atlantic Ocean was? If you didn’t know who was second, you probably assume you’ve never heard of number three. But you have. It was Amelia Earhart. You remember her because she was the first woman to fly solo across the Atlantic. Superstar lawyers know if they can’t be first in a category, they create a new category in which they can be first.
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Superstar Secret #5: They establish themselves as respected authorities nationwide. Superstar lawyers know when prospects see them as an authority, they are drawn to them at both the conscious and subconscious levels. As they broaden their geographical area of recognition, the more knowledge, skill, and experience they are presumed to have. Superstar lawyers focus their marketing efforts over a wide geographical area.
Superstar Secret #6: They profit from the mystery of distance. Superstar lawyers know the farther prospects go to hire a lawyer, the more knowledge, skill, judgment, and experience they believe the lawyer has. This principle gave rise to the expression, “You’re never an expert in your own hometown.” By marketing over a wide area, superstar lawyers can obtain bigger cases than they can find locally.
Superstar Secret #7: They create their own unique educational message. Superstar lawyers know education is the highest and purest form of marketing. Their educational message contains an explanation of the prospect’s problem, facts about their background, case histories of past clients, and the steps they recommend to help their prospect solve a problem or achieve a goal. The more they weave their qualifications and experience into their message, the more likely prospects are to hire them.
Superstar Secret #8: They provide client service beyond compare. They return phone calls quickly. They work day and night to finish projects. They have backup plans for their backup plans. They error on the side of caution. They hire bright, responsive support staff. And they always go the extra mile. Whatever it takes, they get the job done. And the superstar’s staff is equally committed to bring the client the best result on time, on budget.
Superstar Secret #9: They make sure everybody knows they welcome new business. One obstacle successful lawyer’s face is that other lawyers think they don’t want new clients. As a result, they quit referring cases. When prospecting for new clients, superstar lawyers know it is far better to receive too many inquiries than too few. They make sure their current clients, past clients, prospects, and referral sources know they welcome new clients. This allows them to skim the cream off the top and refer the rest.
Superstar Secret #10: They turn people on their contact/mailing list into goodwill ambassadors. Every person on a lawyer’s mailing list knows one or two other people who are prospects for the lawyer’s services. Superstar lawyers ask clients and referral sources to invite prospects to call for the lawyer’s educational materials.
Superstar Secret #11: They send a monthly newsletter, alert or bulletin. Superstar lawyers know the value of keeping everybody on their mailing list informed and up to date. In their newsletter, they offer (1) facts and advice about the law, (2) summaries of successful cases they have handled, (3) dates of future seminars and retreats, (4) educational articles available from their office, (5) their website address, (6) answers to questions, and (7) facts about their background. Superstar lawyers keep lines of communication open, so clients come in for services and colleagues refer their friends.
Superstar Secret #12: They carry out an aggressive publicity program. Superstar lawyers know their ability to gain ongoing media publicity depends on supplying editors and producers with news releases and articles every month. This requires that they maintain a current mailing list and fax numbers of publications and broadcast outlets that reach their target audience. At the end of each news release, they offer their free fact kit to anyone who calls their office. This is another way they attract an ongoing flow of inquiries.
Superstar Secret #13: They are dignified, professional, and confident. Superstar lawyers pay close attention to detail and appearance. They don’t let clients or prospects see anything that might reflect poorly on them or hurt their credibility. They know that prospects are moved by the lawyers’ belief, conviction, and self-confidence. As a result, they know their value and know how to help prospects achieve their goals.
Superstar Secret #14: They are warm and friendly. Superstar lawyers know their chances of earning a new client increase dramatically when the prospect likes them. They call prospects by name, smile, and maintain good eye contact because eye contact conveys honesty and trust. The sense of relationship that develops between superstar lawyers and their clients is a bond that is not easily broken.
Superstar Secret #15: They genuinely respect and care about their clients and prospects. Superstar lawyers know when people see dollar signs in a lawyer’s eyes, they grow defensive and resist the lawyer’s efforts to help. But when the lawyer really cares, this feeling comes through loud and clear. Superstar lawyers don’t talk down to prospects. They maintain an attitude of helpfulness and make prospects feel special. Their respect and caring give prospects a powerful emotional reason to choose them over other lawyers.
Superstar Secret #16: They stay positive, grateful, and polite. The superstar lawyers’ outlook is always positive and optimistic. They appreciate their success and are grateful to the many people who helped them along the way. Superstar lawyers are genuine. They express themselves with the refinement you would expect of a highly educated, highly policed professional. All in all, most people find them nice to be around.
Superstar Secret #17: They stay away from dishonest, negative, and lazy people. Superstar lawyers know negativism breeds negativism. They know that if they’re around negative attitudes long enough, those attitudes become the norm. Superstar lawyers resign clients who take advantage of them and clients who are lost causes. They decline to represent prospects when their intuition says, “No way!” Not all people see the opportunities these lawyers see. Not all people share their goals. Superstar lawyers know that negative people drain their energy and spill doubt all over their custom-tailored suits.
Superstar Secret #18: They never use closing techniques to pressure people into hiring their services. Superstar lawyers let their reputation stand on its own. They educate prospects about their background, qualifications, and experience. They discuss their success. They emphasize the
importance of having a skilled lawyer represent them, and they express their desire to help. Superstar lawyers never pressure a prospect into making a decision. They have total control in the prospect’s hands. This causes the prospect to feel greater respect further and trust the attorney and increases the likelihood that the prospect will retain the lawyer.
Superstar Secret #19: They create a network of like-minded entrepreneurs. Some people are cut out to be followers. Superstar lawyers build a network of friends and colleagues who share their energy, drive, and determination. Then they encourage and support each other’s efforts, so they are not inhibited by people who don’t appreciate their desire for achievement.
Superstar Secret #20: They hire a coach to help them achieve success. No matter how they define success, superstar lawyers have so many distractions that they can easily lose sight of their goals. Coaches help them identify what they’re doing right – what they’re doing wrong – and help them steer their course, so they reach their destination. For example Alex Rodriguez, Arnold Palmer, or Tiger Woods all have all employed Coaches to help them improve their game. Chances are you’d do better if you had a coach, too. (I have one.)
Superstar Secret #21: They take time away from their business. No one can endure the intensity of a law practice without interruption. Superstar lawyers generously allot time for their families, their church or synagogue, their outside interests, their vacations – anything they enjoy doing. This time away from their office recharges their batteries, keeps them from growing stale, and makes them even more effective when they practice law.
Superstar Secret #22: They never stop educating their audience. Prospects, clients, and referral sources want to believe that superstar lawyers have the knowledge, skill, and experience to support their fee. Still, they know people may hesitate to hire their services – or make referrals – if they aren’t sure about the depth of the lawyer’s knowledge. Superstar lawyers take every opportunity to educate their target audience. This allows them to put their knowledge on display and increases their credibility, which attracts more clients.
Superstar Secret #23: They just do it. Superstar lawyers don’t get bogged down in marketing plans and committee meetings. They identify the steps in their marketing process and go to work. Sure, they may make a few mistakes along the way. Who doesn’t’? But the result of taking action now is far more profit able and rewarding than planning …. and planning – but never getting to first base.
