Tips for Lawyers 101: How to Become the Trusted Adviser & Make an Impression that Lasts

Deborah_asseraf

Deborah Asseraf, Founder & CEO of Popcorn Productions

by Melissa Grau

In this episode of Esquire Coaching Radio, Deborah Asseraf joined us to discuss how lawyers can become trusted advisers while making an impression that lasts.

Deborah Asseraf is the Founder and CEO of Popcorn Productions, an experiential marketing company helping lawyers and financial advisers break through the noise and claim their spotlight through strong, fun, and innovative marketing strategies.

In today’s message-saturated world, how can you hold the attention of potential clients?

Lawyers spend thousands of dollars on SEO, social media, and website design, but neglect to consider a crucial component to gaining clients: the client experience. At Popcorn Productions, the focus is on ways you can influence and create different experiences with potential clients, generating a positive reaction in hopes of forming a connection. This atypical approach to marketing doesn’t focus on points of contact, but focuses on the customers’ needs. If you are able to meet every single one of a client’s needs, they feel validated, automatically building the trust necessary to making a lasting impression.

Oftentimes, lawyers offer a flat fee for a contract. The potential client’s knee jerk reaction is to shop around for the lowest price, meaning the lowest bidder wins. In order to avoid losing a client to the lowest price, offer an experience in addition to the deliverable. Maybe it’s a follow-up or a video… whatever it is, use it as leverage to create an experience for the client, not just a contract, and keep them choosing you over your competitors.

Deborah goes on to talk about how lawyers and small business owners often feel the pressure of having to do everything when it comes to marketing. She stresses that you don’t have to do it all. If you’re a small firm, it makes no sense to market yourself as a global firm. SEO and websites are a very important aspect of marketing, but that’s not where it stops. There is often no offline strategy for directing potential clients to become clients. There needs to be a system in which there is follow up from the website to actually booking them.

Think about the way you interact with clients:

Is it a conversation?

Are you listening?

From the first contact, how long do you wait to follow-up?

How seamless is the process?

Are you answering the phone when they call or do they reach an automatic voice message?

Are you inundating them with voicemails?

It is important to ask yourself these questions in order to devise a seamless strategy to enhancing your customer experience and establishing yourself as a trusted adviser. This isn’t just a one-time transaction. The more you are trusted, the more clients will refer you to the people they value within their life.

In terms of relating this to branding, Deborah says branding has everything and nothing to do with the way you present yourself. You need to know your messaging, core values, target audience, and whom you cater to in order to gauge what emotions you are trying to trigger within potential clients. From there, you can work with those feelings in order to build a trusting relationship between you and that individual. Deborah points out that people have lost their authenticity, what makes them unique to their field. Marketing with a focus on customer experience helps restore that authenticity, bringing passion into your work as a lawyer.

Contradicting to what most marketing gurus say, Deborah’s #1 marketing tip is that you don’t have to do it all. If you’re not an email person, don’t send out a newsletter. If you prefer phone calls, make phone calls.

“If your heart is not in something, no one else will enjoy it. That’s what is contagious – when there is excitement in what you’re doing,” Deborah noted. In short, you don’t have to do it all. You only have to do what you want.

For more from Deborah, email her at info@popcornprod.com or visit Popcorn Productions’ website at www.popcornprod.com to join their email list.

Tell us about how you enhance your clients’ experiences! Share with us on Facebook, LinkedIn, Twitter, and Google+. Visit our website at www.EsquireCoaching.com and sign up for our newsletter today!

Click here to listen to the full interview.

How Do You Create New Leads with Social Media?

by Joncara Marshall

Social media has exploded over the last few years. People can connect with family, friends, or strangers to share their lives and opinions on a global scale. Businesses, both large and small, have used social media to not only connect with their client base, but expand it. However, with the plethora of social media sites, it may be hard for lawyers and law firms, or any business, to figure out the best ways to use them.

In the Esquire Coaching radio broadcast, “How to use Social Media to Generate New Leads for Your Business,” Guy Alvarez, Chief Engagement Officer of Good2bSocial, explains how lawyers can use social media to reach out to current and potential clients.

Guy says that there are two challenges in showing lawyers how to use social media. The first is educating them to the power of social media. Lawyers have to see these sites as more than posting stories and pictures, but “thought leadership” tools that show people what you know and how good you are.

The second challenge is being able to share that knowledge. Guy says that lawyers are used to keeping what they know to themselves. To be more engaged with your target audience, you have to change your mindset and share what you know in your field. By doing this, Guy says that you will show how you are different from other lawyers, have more meaningful relationships with your audience, and have new business opportunities.

Guy offers two steps to lawyers in how they can utilize social media:

1. Listen to others. Social media is like being in a room with strangers; you would not start selling yourself if you were to meet someone for the first time, but rather, you would introduce yourself and get to know them. Just as creating a relationship in person, you have to build trust with your target audience through social media.

2. Contribute to the conversation. Answer questions and offer your insight to an issue. Guy says that you want to give engaging content, not promote your business. If it is just promotion, people will not want to respond to it or share it with others.

Before joining a social media site, you should observe competitors and get an idea of what to do. When you start feeling comfortable with the site, Guy says that is when you should start. Seeing leads from social media takes time-at least 3 to 6 months. However, once you attract a following, he says that you will have loyal advocates for what you do.

If you would like to hear more about how to utilize social media in your practice, as well as listen to past broadcasts, click here. You can also listen to live broadcasts on Wednesdays from 5:30 p.m-6:00 p.m. Eastern Standard Time.

What do you think about the use of social media in business? Has it helped you to network better with clients? Leave a comment. If you would like to see more articles about how to effectively use social media for your practice or other topics, email us at info@EsquireCoaching.com.

How to use Social Media to Generate New Leads for Your Legal Practice

Social Media is being hailed as the must use business strategy of the future. Many law firms are starting to experiment with social media but are having trouble understanding how to use it to deliver real business results. What most firms lack is a good understanding of what social media for business is all about and how to put together a strategy that delivers results.

Join Guy Alvarez, Chief Engagement Officer of Good2bSocial, for this discussion that will help you understand the basics of social media for business and how to use social media to generate new leads.  Good2bSocial is a consulting company that helps firms and professionals in the knowledge industries understand how to use social media to delight their customers, engage with their prospects, and enable their employees to become more productive and innovative.

Guy Alvarez, Chief Engagement Officer of Good2bSocial

Guy Alvarez, Chief Engagement Officer of Good2bSocial

What you will learn:

  • What is Social Media for business and how is it different?
  • The importance of Content and how to make it useful
  • Optimizing your website/blog for social media engagement
  • The big 4 public social networks: Facebook, Twitter, LinkedIn & Google+
  • Visual content- the next frontier
  • How do I generate new leads from social media?
  • Who should be responsible for social media in my firm?
  • What do I need to get started?

Join us LIVE tonight at 5:30 pm EST/2:30 pm PST by clicking here.

Building Your Law Practice with Social Media – Part II

In the second part in the 2-part series on how to build your law practice with social media, Social Media Expert Biana Bakman will discuss:

  • the importance of developing a social media strategy
  • how to develop a strategy that creates engagement
  • top mistakes that most lawyers make when developing a social media strategy

Biana

Biana Bakman is a social media marketing specialist.  She specializes in helping her clients develop sound, ethical marketing campaigns that utilize all forms of social media, including blogging, Facebook, Twitter, LinkedIn, etc.  She has brought her marketing insight to a variety of companies in the non-profit, public and private sectors. Biana also serves as co-organizer of the ArtsTech Meetup group in NYC and has served on the board of Ann Thomas Coaching & Consulting, LLC since January 2012. Biana is proud to be a Terrier, having received her Bachelor of Science in Communication from Boston University.

Call in to speak with the host and guest (347) 838-8719

http://www.blogtalkradio.com/esquire-coaching/2013/11/13/building-your-law-practice-with-social-media–part-ii

 

Building Your Law Practice with Social Media – Part 1

LinkedIn, Facebook, Twitter – oh my!

Have you been curious about building your law practice using social media, but feel overwhelmed?

In this 2-part series of Esquire Coaching Radio Show, Social Media Expert Biana Bakman will review:

  • What social media is
  • Why it’s important for growing today’s legal practice
  • How lawyers can use it to build business
  • Special considerations lawyers must consider when using social media

Join us LIVE today at 5:30 pm EST/2:30 pm PT by clicking on this link.  Have a question for our special guest? Simply call 347-838-8719 and press 1 during our Q&A section (last 5-10 minutes of the show).

Here’s more information on our social media expert:

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Biana Bakman, Esquire Coaching’s Social Media Expert

Biana Bakman is a social media marketing specialist for Esquire Coaching.  She specializes in helping her clients develop sound, ethical marketing campaigns that utilize all forms of social media, including blogging, Facebook, Twitter, LinkedIn, etc.  She has brought her marketing insight to a variety of companies in the non-profit, public and private sectors. Biana also serves as co-organizer of the ArtsTech Meetup group in NYC and has served on the board of Ann Thomas Coaching & Consulting, LLC since January 2012. Biana is proud to be a Terrier, having received her Bachelor of Science in Communication from Boston University.