The Courtship of the Perfect Client

• Author: David V. Lorenzo
• Pages: 18-19

§11. Client Attraction Secrets for Lawyers

18

§11.

THE COU RTSHIP OF THE PE RF EC T CLI EN T

Although it is relatively easy to tell when a relationship ends, most people have a difficult time

understanding when a relationship begins. Yet it is often the early stages of a relationship that are

most critical. At the beginning of the relationship there is a heightened sensitivity to every interac-

tion. Trust has not yet been established so there is an imaginary wall in place. To win this person

over you will either have to go over that wall or convince them to take it down.

While this could be the description of the early stages of a friendship, it is not. This is the feel-

ing your client has while he is looking for a lawyer. By the time he actually contacts you there is

already a relationship developing. It began without your knowledge.

You can control how this relationship begins. You can also nurture that relationship along. And

you can do this even before you meet the person who will, one day, work with you.

There are three tools that are so valuable and so underestimated that they have become a secret

weapon for my clients. I frequently discuss them and have made countless videos about them. But

for some reason, most people fail to put them into practice.

I can’t speak to why someone may or may not want to do something. And I do not have the

time or the space to represent all the overwhelming case studies that prove my point. What I am

going to do is list these three tools here, once again, specifically for you. Suffice it to say that

these three tools are, in some way, responsible for 70% of the new business most of my clients

receive. That means they work.

Three tools that can skyrocket your new client acquisition:

1. A Blog. The word blog is short for weblog and it is simply a website that is updated regular-

ly. I counsel my clients to start a blog and update it at least one time a week. Three times is better.

You only need to write an article of about 300-500 words in length each time you update the blog.

Blogs provide great insight into how your mind works. Blogs can educate your clients. They

can motivate them to take action and they can differentiate you from everyone else. They also are

great for attracting traffic on the Internet.

2. A Weekly Email Update. Some people refer to this as an e-blast. Some people call it an

e-newsletter. It is basically an email that contains excellent educational information.

Many attorneys think a weekly email is too frequent. This is crap. People who do not want to

read what you are sending will unsubscribe. The others will either ignore the information or they

will read it.