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July 2010, Issue #49

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In this issue:

The Secret of ‘Thank You’ In Lawyer Marketing

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I was reminded recently of one of the simple but effective lawyer market marketing approaches and thought it would be good to remind you this month. There is a simple fact about human nature; we like people who like us. This doesn’t mean that we have to like everyone in order to be successful in relationships with others. Nevertheless, it does mean that we should recognize the power that letting others know that you appreciate them can have in building relationships.

Acknowledging others or what parenting educators call "catch the child being good" is powerful process. One law of psychology goes something like this: Behavior that is reinforced tends to reoccur. Acknowledgment is a rather simple strategy that can affect all relationships in your life, not just the professional ones. You just take the time to notice and acknowledge the contribution that others are making to your business, whether it be through referrals, skills or even their attitude or commitment to the work you are doing together.

When it comes to using ‘thank you’ as a law firm marketing strategy, then this of course refers to focusing on the client or referral source and acknowledging what they are bringing to your firm. This could be their business, or, if you are building your networks, it could be other potential business contacts that they introduce you to. Your goal is to have the ‘thank you’ be a regular, intentional system that you apply to all clients and referral sources; not something that you do haphazardly when you remember to say something.

This requires a little bit of planning and intention, but it will be effort that goes a long way towards expanding your client base – as well as your reputation. First, purchase a number of different types of formal thank you notes. This will allow you to send more than one to a person without repeating the same style. Your notes should be hand written, and should be sent to every person who either brings you business themselves or refers new business to you. Of course, if you repeatedly do business in a single week or month with one client, or a referral sources sends you clients regularly then you will not want to send them a card every single time – use your good judgment, and vary thank you notes with a face-to-face thank you. You can provide that through meals or social activities that may be fun for you but always fun for the person you are giving the gift. I recall one divorce lawyer who took her clients horseback riding...do you suppose that was memorable for the client. Now some clients might not like that idea so be sure that what you have in mind fits the personality of the client or referral source as well as the relationship you have with the client or referral source. Also in adding gifts, don't make them too large. We want them to be large enough to seem special, but not so large that they could be misinterpreted as a bribe or paying for referrals.

Remember too that consistency is key. If you get a referral from someone once and send him or her a thank you, but fail to do it the next time, they may feel that you have taken them for granted. However, don’t be afraid to ask people for a referral because everyone wants to know that they can help others – both you, who served them well, and their friend, family member or business associate who they can do a favor for by recommending you to them. Of course asking for referrals is a whole other newsletter.

Last, but by no means least, sincerity in thanking someone is absolutely essential. If you are seen as someone who gives meaningless, empty compliments, then your integrity will be in questions. So look for appropriate times, qualities, or reasons to thank someone. Do it well and do it often. Don’t include your business card or any other mention of your firm at this point – use this as a chance to truly make contact as if you are thanking a friend. The lack of an attempt to ‘sell’ yourself will stand out to the person as being even more sincere. Oh, one more thing. If you are mailing a thank you card never, ever use the postage meter! Always use a commemorative stamp....again more personal.

Comments, ideas, questions or topics you would like to see addressed in future newsletters? I would love to hear from you. Just reply to this newsletter and tell me what you think.

Best regards,

Henry Harlow
Founder, www.Law-Firm-Marketing-Coach.com