Michelle Peters - The Client Magnet Formula For Lawyers: How To Attract And Convert More Of Your Ideal Clients

The Client Magnet Formula for Lawyers

First published 2019

This book is not intended to provide personalised legal, financial or professional ethics advice. Before starting any new marketing or business development initiatives you should always check with your local law society or bar standards board that you meet your professional standards requirements. The author specifically disclaims any liability, loss or risk which is incurred as a consequence (directly or indirectly) of the use and application of any of the content of this book.

Author: Michelle Peters
Cover design: Katie Bell
Cover image: Alphaspirit/Shutterstock.com
ISBN 978-1-7986-3412-7

The author specifically asserts her moral right to be identified as the author of this work.

2019 The Business Instructor Ltd. All rights reserved.

No part of this publication may be reproduced, distributed or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system without the prior written permission of the author except brief quotations embedded in reviews and certain other non-commercial uses permitted by copyright law.

PREFACE

If you're a lawyer who's had little or no training in how to attract your ideal clients, and you're suspicious of traditional marketing and sales tactics, then this book is for you.

In it, I'll show you how to attract and convert the quantity - and quality - of clients you want, without ever compromising your integrity or feeling uncomfortable.

From my own experience as a practising lawyer, I understand why many lawyers are reluctant to take any action that might feel unprofessional. But I promise there's a sweet spot between the kind of marketing which is overly 'salesy', and that which plays it so safe that it produces no results at all.

This book will share my key strategies for success and the results that following them has brought to others like you. Along the way, I'll prove that you don't have to choose between being professional and being successful at selling your services. By reading this book and following the steps I recommend, you can be both.

CONTENTS

PREPARE

CHAPTER 1
GETTING STARTED

What is the Client Magnet Formula?

The Client Magnet Formula enables you to dramatically increase the number of ideal clients you bring into your practice, allowing you the freedom to work only with clients who appreciate you and don't quibble about your fees.

The Formula consists of my Client Attraction and Client Conversion Systems, which are combined to enable you to identify who your ideal clients are, and then attract more enquiries from them and convert more of them into paying clients.

It will allow you to do so without having to sell your services. Instead, it will attract enquiries from your ideal clients, and persuade them to say "yes" to instructing you at the fees you want to charge, by showing them the 'four whys': why they need your service; why they should obtain your help sooner rather than later; why it's worth investing in your services; and why they should specifically choose you.

How to use this book

Here are my recommendations:

1.Don't skip the fundamentals (the 9 Key Principles to attracting and converting more of your ideal clients). Without them it'll be like trying to build a house without foundations.

2.Start with either 'Attract' or 'Convert', depending on which you consider you most need.

3.Look out for helpful signposts:

a.Takeaways - bite-sized summaries of the content.

b.Success Tips - advanced moves to accelerate your results

c.Action Steps - your homework (nothing will change unless you take action).

4.Use the resources and checklists at www.clientmagnetformula.com (make sure to register for updates and notifications of new tools as they become available).

Note: In this book I use the term 'marketing' to refer to any action used to attract new clients. This means it covers a wide array of business development activities such as networking, writing articles, running seminars or talks, websites, adverts in newspapers, online advertising, and 'pay-per-click' marketing.

Before you start: do you have the right mindset to grow your practice?

In the next chapter we'll look in detail at why it might not be your fault that you don't yet have the clients and income you deserve.

But first, I'd like you to consider whether there's something else that might be holding you back and sabotaging your success: too much knowing and not enough doing.

"To know and not to do is really not to know", said Dr Stephen R Covey in his book 'The 7 Habits of Highly Effective People'.

In other words, knowledge without action doesn't change things. Action changes things.

So, as you read this book, listen out to that little voice in your head. If it's saying, "I already know this" then I want you to ask yourself, "Yes, but am I doing it?"

If you are, then give yourself a brief pat on the back before asking, "But can I improve the way I'm doing it?" If the answer is "no", then that's great news (as long as it's really true!). If, however, the answer is "yes", then your mission is to find out how you could improve it - whether with the help of this book, or with more direct support from an expert (perhaps me).

And if you're thinking "I've tried that but it doesn't work", remember that failure is only a signal that you haven't yet found the right way to do something. Perhaps it's also a signal that, just like your clients, you might need the support of an expert before you get it right.

CHAPTER 2
WHAT'S STOPPING YOU FROM
HAVING THE CLIENTS YOU WANT?

If you're reading this, I'm going to assume you don't have as many of your ideal clients as you really want. And I'll also bet this has nothing to do with your skills as a lawyer.

In which case, you're not alone.

You've probably spent thousands of hours honing your legal skills, both in training and in practice.

Maybe you're a general practitioner who advises clients on many different areas of law, so you need to spend a lot of time keeping up with developments in all the areas in which you practise.

Or maybe you're a specialist in, for example, corporate law, employment, or intellectual property, and you need to spend time making sure you know everything there is to know about legal and practice developments in your specific area.

Either way, I'm sure you get great results for your existing clients and they gladly refer you when they can.