Twelve Cost Effective Marketing Strategies for Lawyers and Other Professionals

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Twelve Cost Effective Marketing Strategies for Lawyers and Other Professionals

Episode Summary

This week we cover twelve of the most effective and efficient marketing strategies you will ever find on a podcast.

Listen today, put them into practice, and you’ll make money immediately.

In this episode we cover:

  1. Your Natural Network
  2. Weekly Email Marketing
  3. Monthly Newsletter Distribution
  4. Client Appreciation as a Marketing Strategy
  5. Networking
  6. Speaking
  7. Writing
  8. Using White Papers as a Marketing Tool
  9. Direct Mail
  10. Targeted Public Relations
  11. Joint Venture Strategy
  12. Lead Generation Advertising

All this valuable information in just one episode. We really pack it in.

Don’t miss the hottest 43 minutes in marketing history!

Listen now.

Here is the transcript to this episode:

Twelve Cost Effective Marketing Strategies For Lawyers And Other Professionals

Hi there folks. This is Dave Lorenzo. It’s an honor to be coming to you today to present the 12 strategies you need to employ for cost-effective marketing in your practice right now. That’s right, we’re going to be covering today the 12 strategies you can employ in your practice right now that will help you get more clients immediately. We’re going to cover these 12 strategies in the order of cost efficiency.

In fact, the first few strategies might not cost you anything at all. In fact, all 12 of them if you employ them correctly may not cost you a single dime. They’re going to be investments of your time and in only a couple of cases investments of your money, but investments of your time that will return 10-fold, 20-fold, maybe even 100-fold that investment to you. Let’s start right now by focusing on these 12 powerful strategies.

As we get started let me give you an overview, let me give you the names of each of these strategies so that you can jot them down and highlight the ones that you think are going to be most valuable to you, because there is no one perfect place for you to start with these 12 strategies. Simply start with the strategy that resonates with you most, and enact that as quickly as you possibly can, and then move on to the one that you like the best or the next best. Here are the 12 strategies.

Strategy number one is marketing to your natural network. We’ll talk about what that is in a moment. Strategy number two is sending out a weekly email. Strategy number three is doing a print newsletter. Strategy number four is client appreciation. Strategy number five is networking. Strategy number six speaking. Strategy number seven is writing. Strategy number eight is producing a white paper or a special report. Strategy number nine is using direct mail. Strategy number 10 is targeted public relations. Strategy number 11 is joint venture partnerships. Strategy number 12 is lead generation advertising.

Those are the 12 strategies we’re going to employ to help you build your client base naturally, effectively, and efficiently, and I’m going to get into it right now. We’re going to start with strategy number one. Strategy number one is reaching out to your natural network. Your natural network is simply your contact database of people who know you, like you, and trust you already. These are people who know you, like you, trust you already. All of us, no matter who we are, whether or not you’re a social butterfly, all of us have a natural network of at least 250 people.

What I encourage all of my clients to do first and foremost is to reach out to that natural network of 250 people. Simply put, you get on the phone and you say to them, “Hey, this is,” put your name in here, “Hey, this is Dave Lorenzo. I’m just calling to find out how you’re doing, how it’s going in your life, and what’s going on in your business.” These people will give you an update on what’s going on in their lives, they’ll give you an update on what’s going on in their business, and then they will naturally ask what’s going on with you.

Then you can say something to the effect of, “Hey, I’m glad you asked. Here’s what I’m doing now,” and you talk about how you provide value to your clients. “Hey, I’m glad you asked. Here’s what I’m doing now. I’m providing great information to people who are building professional practices. So I work with doctors, I work with lawyers, I work with people who are independent, professionals, I work with people in large firms, in small firms, and I help them make a great living and live a great life.”

“I do this by working on business strategy, practice management, time management, efficiency, effectiveness, workflow management, and every other aspect related to their business. That’s what I do. If you know of anybody who’s looking for these services just give me a call and I’ll be happy to reach out to them on your behalf and I’ll treat them just like I would treat you, just like I’d treat members of my family. They will get VIP treatment from me.”

That’s the whole call. I just did it right there. You ask them about themselves first. See if there’s something you can do for them first. Then you tell them about yourself, tell them about the value you provide. That is how you reach out to your natural network.

Now here’s what will happen. In your natural network there are let’s say 250 people. Some will have more, some will have a little bit less, but let’s say 250 people. 10 of those people will know somebody right off the top of their head where they can refer you to. 10 of those people will probably need your services themselves, and then five of those people, five of those people out of the 250 may become clients instantly.

Think about that for a moment. How great that would be. All you’re doing is calling and catching up with friends and all you’re doing is reaching out to people who you know, like, and trust and who know, like, and trust you and you’re going to get five clients from it. So why wouldn’t you do this today? Even if you’ve talked to everyone in your natural network database once a month that outreach will still be helpful.

Here’s what I would encourage you to do when you call. If they don’t know anyone who you can help right now, that’s not unusual, and if you can’t help them yourselves, that’s not unusual either, what you should do is simply invite the people with whom you’ve had the best conversations from a business standpoint, invite them to go out to lunch. The others you should invite to a client appreciation event that you’re doing in the future. We’ll get into appreciation events down the road when we talk about appreciation as a strategy, but you should invite them to a client appreciation event that you’re hosting so that you can catch up with them in person.

I highly encourage you as the very first strategy you choose to choose the natural network strategy of reaching out to these people in the future. All you’re going to do is just catch up, see what you can do for them, see how they’re doing, see what you can do for them and get permission from them to contact them on a regular basis so that they can stay in touch with you. That point, the last point I just made, getting permission from them to stay in touch is critical, because you’re going to put them on your newsletter list, you’re going to be emailing them regularly so that you make sure you stay in touch.

Let’s move on to strategy number two. Strategy number two is your weekly email. The weekly email is critically important. What this is it’s a personality driven article sent to your entire database each week. Who’s in your database? Well in your database you have those people in your natural network that I just mentioned. After you make that phone call to them, you’ll let them know you’re doing this weekly email, you put them right in your database. Your past clients go in this database as well. The people who you’ve seen you at a speaking event or you’ve come in contact within a professional setting, they go in your database.

Then each and every single week you deliver a personality driven article to the folks in your database. This is simply a gentle reminder of who you are and what you do, and you’re always going to offer them an additional resource in addition to the email that they’re getting that will help educate them and help advance their business.

Let’s say just for argument sake that you’re a maritime attorney, you’re an attorney who works with shipping companies. What you’re going to do is you’re going to load your database up with people from your natural network, so friends, family members, going to get permission to talk to them on a regular basis, permission to email them on a regular basis, and you’re also going to email them each and every single week with this special email that’s going to go out. Your maritime clients, your past clients are going to go in this database too, they’re going to be segmented as past clients, and they’re going to be segmented as maritime folks. Then you’re also going to include in there any other clients or referral sources that you’ve come in contact with in the past.

Here’s what you’re going to do. Each week you’re going to send out an email that’s personality driven and it doesn’t necessarily have to talk about maritime law. This is the big, big fallacy. Everybody believes this weekly email should be spewing information about the law or spewing information about your area of expertise. No, not true. This weekly email is a personality driven piece so you could talk about the law as it relates to something that’s in the news.

You can also talk about the local community. You can talk about the shipping community if you’re a maritime attorney. This is continuing with the example. You can talk about anything that you think people will be interested in, and you do it in a way that’s reflective of your personality. Business strategy, your motivational material is great for this weekly email, the content is not as important as the personality. It’s timely information that’s relevant to these folks but it’s also personality driven.

Now the ratio of content related to what you do, the law in this case, versus content related to just personality driven stuff is going to be at least three-to-one. I want three meaty content emails, three news topic emails to everyone “expertise driven email.” If you’re a maritime attorney one of them will be about arresting ships, one of them will be about maritime law, and three of them will be about the law in general, it will be about topics in the news, it will be about all sorts of other things that people are talking about and seeing on a regular basis.

If you want to know what to write about here is a hint. If you want to know what to write about just go to your supermarket checkout stand and look at the magazines that are there. Those are the topics that interest 90% of the world. You don’t have to write about gossip stuff, but you can write about if you’re a lawyer the law related to some of those stories that are in the news, or if you’re focused on a specific community, let’s say you’re a criminal lawyer who focuses in one area of the country, particularly one city, or if you’re a CPA and you focus on 50 mile geographic area you can write about things that are important to people in that geography and not necessarily the law or not necessarily accounting.

Really important that you just cover topics that are timely and newsworthy and you comment on it yourself, you write with your personality. Three-to-one ratio: three articles of content irrelevant to your business, one article related to who you are and what you do.

It seems counterintuitive but that’s the formula that makes it successful. You keep your audience guessing as to what’s going to be in there but they know it’s going to be something interesting, and then every fourth week you hit them with topics related to you. You put your biography at the bottom which says that you’re a lawyer in a certain practice area, which says that you’re a CPA, which says you’re a realtor, which says the information that you want them to remember that’s in the bio portion at the bottom of the email.

Now very, very important that you always offer an additional resource in the email, so you always offer a link back to a page on your website or a link back to the news story so that people can follow up if they want to read more about the topic that you wrote about. That’s really important.

The other thing is it’s really important that you use no graphics or very low graphic intense design. This is important because of email delivery issues. You want the deliverability of the email to be as strong as it possibly can be. Graphically intense emails are not as deliverable as emails that have a lot of graphics. Strip down the graphics out of your email as best you can.

Finally, you can repurpose this content. You can take the content that you’re writing each and every single week and sending out to your list and use it on your website. You can put a blog on your website and you can use this content, put it up there. This is phenomenally valuable for a number of reasons. The formula works. Follow it and you’ll be successful.

That was strategy number two. Now we’re going to go to strategy number three and this is your print newsletter. Each and every single month you should send out a newsletter that’s a printed newsletter, hard copy printed newsletter. It doesn’t have to be fancy. It should be black and white. It can be two sides of one paper, fold it over if you want. If you want to make it a large sheet of paper you can fold it in half and then in half again. It doesn’t have to be a lot of work. You can take your four email articles that you’ve written, put them in your newsletter and write a unique cover story if you will, a unique cover letter, the front page should be something totally unique to your print letter, so your email and your print all go together and they go out once a month.

You can include all that repurposed content but you should include a new article on the lead page. If you’re worried about the cost of this, because there is a printing and a mailing cost you can get one or more sponsors to put an ad in your newsletter. This is easier to do than you might think. One or more sponsors to put an ad in your newsletter and that will cover the cost of shipping it out every week. The sponsors will be happy because they’ll get their information in front of your client base.

In fact, a very good way to use that strategy is to just have the sponsor write an article. You provide four articles, the sponsor provides one, and you write the cover copy on the front page of the newsletter. Then the sponsor’s article looks just like another article and they’re delivering great educational content and putting their contact information there and chances are they’ll pay for the entire thing. Using a sponsor to pay for your print newsletters totally acceptable. That’s a joint venture and we’re going to talk more about those joint venture strategies in the future. That’s your print newsletter.

The fourth strategy we’re going to talk about today, the fourth strategy we’re going to talk about is client appreciation. Now I touched on this one. I said do a client appreciation event. Twice a year what you should do is you should get your past clients together, because those are going to be your best sources for referrals, and you can invite them over to your office for an open house, serve light cocktails, beer and wine perhaps, some more [inaudible 14:53] and you give a speech or you have one of the local authors of a book.

No matter where you live in the world there’s always a local author somewhere around there. Have a local author come over. Buy 25 copies of his or her book and have him sign those and give them out to people and give a little talk. Or just have some music in the office and introduce people to one another. This is a great way to stay top of mind with your clients. Even if you only get 10 or 15 of your clients to come to your office this is a phenomenal strategy.

Now if you are too lazy to even do that work and send out an invitation to get people to come over do this. Call up 10 of your vendors, 10 vendors who are providing services to you and ask them to provide you with the names of the five most influential people that they know, and have them invite those five influential people along with them to come to your office. Each of them will get three people probably to actually show up. That’s 30 people who are in your office who are meeting and getting to know one another, and that could be a client appreciation event. That’s an appreciation event where your vendors are showing appreciation to you as a client.

But I would much prefer you to reach out to your specific client base and invite them into your office for wine and cheese, once a year or twice a year. Typically our clients do this once during the holidays. They have a “holiday party” or a “holiday open house” and the second time of the year they do a barbeque. You go to a park somewhere, you do a barbeque. You invite 50 or 100 people. They show up. Everybody’s happy. They think you’re a great person for doing this. They remember who you are and business results. Believe me business always comes from the client appreciation events.

Now if you’d like to what you can do is you can do this on your anniversary date, on the anniversary date of your law firm each year, on the anniversary date of your business each year, or you can just do it on a random date in the winter and a random date in the summer.

Now other ways to show appreciation to your clients. I have a holiday cart strategy that I’ve been using for years. I make up a holiday each and every single month and I send cards out to my client database each and every single month. In January is the New Year. “Hey, get the New Year off to a great start. Make sure you remember me. Dave Lorenzo, I’m the guy who helps you make a great living and live a great life.” February is Groundhog Day. “Hey, I hope you don’t see your shadow. I hope you have six more weeks of good business. Give me a call if I can help you. My name is Dave Lorenzo,” bla-bla-bla and so on and so forth.

March is St. Patrick’s Day. April is spring. May is Memorial Day. June there’s Flag Day and the beginning of summer. July is Independence Day. August is the Dog Days of Summer. September is Back to School, Back to Work. October is Halloween. November is Thanksgivings. December are the Holidays. There’s holidays any time of the year. Sending out a holiday card once a month is a fantastic way to show appreciation for your clients and to stay in touch.

Anniversaries, the anniversary of them meeting you is a great time to send them a card. “Happy anniversary. This is the third anniversary of us being in business together. Really appreciate you and everything that you’ve … All the work that you’ve done with me. Look forward to working with you in the future.” Birthdays, their birthday, fantastic time to send them a card. “Happy birthday. I wish another year of success. Honored to be working with you. Look forward to seeing you again soon.” That’s it. Client appreciation, showing your appreciation, demonstrating your appreciation for your clients in small ways.

Notice, I’m not talking about buying them lavish gifts. I’m not talking about taking them to fantastic dinners. Do that if you want, but don’t create a trend, don’t create and expectation that that’s going to happen. These strategies are very, very easy to employ. There are things that you can do right now cost effectively to show your clients that you like them and that you appreciate them.

Strategy number five is networking. Networking is one of the strategies that professionals like to use the best. The reason is because it’s low cost and it’s high touch. It makes you feel like you’re doing something. It’s low cost. You may pay a fee to go to a specific networking event, but there really isn’t a lot of cost associated with networking. But the challenge that you face is very few professionals network appropriately.

Here’s the right way to network. The first thing you do before you go to any type of an event is you look at the list of people who are coming. Now if you can’t get a list of the people who are going to come to the event what you do simply is you try and anticipate people who are going to come, and you set in your mind three people that you’d like to meet or three types of people that you’d like to meet at this particular event.

Once you have those firmly in place in your mind you can go to the event, you look to meet those three people. Once you meet those three people you just relax. You simply relax and you introduce yourself to anybody else who comes within an arms’ length of you. That is the objective for going to a specific networking event.

Now after you met those people you spend a few minutes talking to them. You have to follow up aggressively with them so the next day send each of those people a handwritten note saying how great it was to meet them, send them an email saying the same thing, how great it was to meet them. The handwritten note by the way gets mailed out, old fashioned mail, sent in the mail US Postal Service or the postal service from your country. You send them an email that says how great it was to meet you or how great it was to meet them, and you attach your contact card, your e-card, your v-card, whatever it’s called, your contact card so they have an electronic file of who you are, an electronic card of who you are.

Then in about a week or so you call them up and you invite them to meet someone you know who you think is a good fit for them. Very important. This is the third step in the follow up sequence. You call them up. You invite them to meet someone you know. You introduce them to someone who could be good for their business. This introduction can be in person. Invite them to lunch with somebody who you know they could do business with. You put these two people together.

Then you put them on your email follow up list, you put them on your print newsletter follow up list, so you’ve touched them a total of seven times within the first six weeks of you meeting them. These people will never forget you and down the road these people are going to refer business to you. This is how you follow up from a networking event. You go to a networking event, you introduce yourself to three people, you follow up with them as I’ve outlined. You do this two or three times a month business will result.

Now the second type of networking I’m going to tell you about today is what I call the arms’ length rule, the arms’ length rule. Anyone who comes within an arms’ length of you, you need to introduce yourself to, and at some point find out what they do, offer them your business card, and get a business card from them. You can do this only in a business setting, but I’ll tell you that I’ve meet a lot of great people in the supermarket who I’ve done business with.

Anyone who comes within an arms’ length for you say, “Hi, my name is Dave.” You discuss a point of commonality. “Hi, my name is Dave, isn’t this a long line at the check-out?” “Yeah it is.” “You know, all things considered I’d rather be at work than waiting on this line, ha-ha-ha. What about you? Would you rather be at work?” “Well no.” “Well why is that?” “Oh I do this, this, and this.” “Oh that’s an interesting job. You know, I know somebody who does that.”

The next thing you know you’re in a conversation. It’s time for you to go. “Hey, it was really great speaking with you. May I have your business card so that I can refer somebody to you if I know someone who has a need for what you do?” You take their business card. It goes into your contacts file. By the way, as a bonus you can follow the same follow up rules that I gave you from the business networking event, handwritten note, email contact, put them on the email list and lo and behold business will come.

Now in the arms’ length rule a good portion of the contacts that you meet are not going to be business worthy contacts. What I encourage you to do is just follow up with an email, and if you think that you’re going to get business from them in the future use the full blown follow up system. If you don’t think you’re going to get business from them in the future or you’re just a little unsure simply follow up with them with an email, put them on your email contacts list, and send them out email every week just like you would everyone else.

Where you can you meet people who you can network with? You can meet people every day, just like we talked about with the arms’ length rule. You can meet people at structured networking groups, groups like BNI. Business Network International is the biggest business networking group in the world. It’s a phenomenal way to get referrals and to meet people who are going to refer business to you and to whom you can refer and you can trust with your business. Structured networking groups are great. Civics groups like Chamber of Commerce or industry trade organizations, those are phenomenal opportunities for you to network with people as well. I encourage you to do this, but only pick one civic group, don’t join 15 civic groups.

Charitable groups like the United Way, also phenomenal opportunities for you to meet influential people in the community. You’re going to have to work a little bit harder for referrals from charitable groups and you’re going to need to make sure that the charity really resonates with you. You want the mission of the charity to be your mission. Don’t join a charitable group strictly looking for business.

Then finally educational groups. If you’re an attorney your local Bar association or your State Bar compliance organization, your State Bar association, your State Bar group, that’s going to be an opportunity for you to network with other people. However, those are the worst places to network because everybody else does what you do.

Use that for educational purposes but don’t necessarily consider it networking unless you join an area of that group where you’re the only person who does what you do. Criminal attorneys join the trust and estates section of your local Bar organization. Vice-versa trust and estates attorneys join the criminal Bar section of the complex commercial litigation section. Remember, any time you meet someone put them into that follow up sequence if you think there’s a good business opportunity to work with them.

If you don’t think that there’s a business opportunity or you’re not 100% sure that there is a business opportunity there, then simply put them on your email list and send them a thank you for meeting them, let them know how nice it was to meet them. That’s networking.

Now let’s talk about speaking. Speaking opportunities are phenomenal ways to develop business. There are different types of speaking opportunities so let’s talk about them. The first are targeted events. Targeted events are places where your clients or referral sources go, so places where your clients or referral sources go. You’ve been invited to speak to the association of hamana-hamana-hamana and that’s where your clients are going to be. Fantastic opportunity for you. Accept that speaking engagement, speak to that group, and at the end of your speech offer them an opportunity to get more information from you. We’ll talk about that opportunity in a minute, but targeted groups where your clients are or referral sources are, always accept those.

Second speaking opportunity that I love are proprietary events. These are events that you host yourself and you fund yourself. You invite people to come, hear you speak, perhaps put on an all-day or a two-day or a half-day seminar on an area of expertise for you. You demonstrate your thought leadership at these events. It’s an event that you put on yourself. I encourage you to put on these events in conjunction with some other industry event.

For example, my clients who are lawyers if they’re an expert in a specific area like some type of agreements, managed service agreements or you’re an expert in litigation you conduct your event the day before like the ABA business lawyers event, and you do it so that people are coming in for the event anyway. We’ll just come in a day early to go to your event. These proprietary events are phenomenal.

The third type of speaking engagement I call these work outs. That’s a speaking engagement where you go speak to a very small local group or organization, or you speak to a group or organization that is not necessarily in your area of expertise or it’s not necessarily a group that you would think business would come from.

The reason you accept those speaking engagements, the reason that you do those is because it’s a work out for you, you get to work out your new material, you get to work out your speaking style, your technique. Always accept those smaller engagements, particularly close to home, the ones you don’t have to travel to, because it’s like a comedian doing standup comedy in little comedy clubs before he goes on the big stage. It’s like a singer working small nightclubs before he goes to Radio City Music Hall to perform.

Always accept those smaller speaking engagements because they’re opportunities for you to speak, to get in front of people, and to work out your presentation style and your material. Simply put, speaking as much as possible as often as possible is a very, very good thing because it will help you become more comfortable and more confident as you go out and speak to people who will actually be your clients.

What I encourage you to do is develop what I call a core presentation. It’s a presentation that resonates with everyone, just about everyone in your client audience, with everyone or just about everyone in your referral source audience. Develop that core presentation, master it, and then add to it or take away from it as you need to, depending upon the group you’re in front of. Having that core presentation is always going to be valuable to you.

All right, we’re on to the seventh strategy and that’s writing. We’re talking about writing. Now writing is a fantastic way to develop client relationships. What I encourage you to do is to write for trade journals in your targeted client base. Let’s go back the maritime attorney, the attorney who works in the shipping industry. You’re going to look for every trade journal that you can find in the maritime industry and you’re going to offer the editors, you’re going to seek out who the editors are and you’re going to offer them a column on a regular basis. You offering them the column will about 40 or 50% of the time be accepted because they need material in those trade journals.

Now the more you can write and the more articles you can get placed in trade journals the more successful you’re going to be, because the trade journals have reached for your exact target market. Trade journals are the first place I encourage my clients to look to get published, to get their information published.

If you’re focused on a local community, so if you’re a criminal defense attorney, if you’re a family law attorney and there’s no real trade journals that are ideal targets for you what I would tell you is you should focus specifically on the local papers and publications. You can focus on doing op-ed pieces and talking about the things that are going on in the news and taking a controversial point of view and being provocative in your writing.

The next place that you should be focused on writing is your website. Anything that you write you should always have joint copyright capability of publishing on your website. Publish it on your blog. Publish it on a page on your website. This content is fantastic for search engine optimization, but it’s also fantastic for demonstrating your thought leadership, demonstrating the knowledge that you have. Anything that you write should be published on your website.

Always remember to keep your writing well organized and concise because the way you write is the way you think, and if you’re publishing you are demonstrating your thought process to the world. Make sure your thoughts are organized and concise. Trade journals, local papers, and your website, those are the three primary places where you need to publish your material frequently and in a way that demonstrates your thought leadership. There are other places to be published but these are the minimum and these are the places where you must be focused.

Strategy number eight is writing a white paper or a special report. The reason that we encourage you to do this is because your white paper or your special report is what we call a conversion device. Remember when I talked about giving a speech and I said at the end of your speech you offer people the opportunity to receive something from you in return for their contact information. Well the thing that you’re going to give them is your white paper or your special report.

That’s right, you’re going to give them a white paper or a special report as a reward for giving you their contact information. You’re going to offer that at the end of a speech, you’re going to offer that in your bio box, in your biography box of the article that you’re going to write. Your bio box is going to say your name. “Dave Lorenzo is an expert on business development for attorneys. If you’d like his free report five things you need to know about business development for attorneys simply send him an email at [email protected]

That is how you’re going to use your conversion device of a white paper or a free report. Offer it to people as a way to get them to show their interest in you. You’re simply getting them to raise their hand and say, “I’m interested in finding out more about who you are and what you do. I’m interested in learning more about you. Please send me your white paper. Please send me your special report.”

Now the topics of this special report have to be timely and relevant to your audience. So it has to be relevant to the audience to whom you’re speaking, relevant to the audience to whom you’re writing, and it has to be very, very concise and written in a way that allows people to take it and take action on it. If there’s information in there it should be actionable. You don’t want to give away the whole story, you don’t want to give away all the information, but what you do want to give them is enough information so that it’s valuable and so that they call you and follow up with you afterwards.

The information in this white paper or special report should not only be well-written but it should also be professionally edited. Make sure you take that special report and send it to a copyeditor. You can find copyeditors at your local college or university. You can put an ad in Craigslist to find them. Or you can find them online. Make sure you get a copyeditor to go through and edit that white paper for you. Also have a graphic design person put the layout together, maybe put a couple of nice graphics in there so that it looks really good and really professional. This is a phenomenal conversion device and it’s a way to get people more interested in who you are and what you do.

The ninth strategy is direct mail. We’re going to talk about direct mail as it relates to your targeted client group or your targeted referral source group. I want you to make a list of 50 people or companies you like to have as clients and 50 people or companies you believe can and will refer business to you. Then I want you to write them one letter every month. It could be the same letter. You just change the name of the people it’s going to. Write them one letter every month. Send it out on the same day every month and follow it up with a phone call.

That one letter written every month is your excuse to reach out to these people and get them engaged in you. You simply must agree to write to these people until they buy from you or until they pass away. That’s your direct mail strategy, it’s 50 letters to clients, 50 letters to referral sources each and every single month follow it up with a phone call.

If you do nothing else and you only do this strategy you will get business from it. If you do this in conjunction with your other strategies you will get phenomenal business from it. This is possibly the most powerful strategy I teach because of the persistence involved. It may take six month, it may take a year, it may take 10 years but these people will eventually become your clients. I’m telling you, this strategy works. Use direct mail to your advantage, old fashioned direct mail, stamp on a letter, send it out.

Strategy number 10 is public relations. Offer yourself out to media sources. Media sources in the publishing world, let’s say in the periodical world, in the newspaper world you’d offer yourself to reporters and editors who write on the “bit” that you’re interested in. The business bit for most of us you offer yourself to editors, you offer yourself to reporters as a source. You’re a source to help educate them on background it’s called, educate them on what’s going on in the market. They may or may not quote you, but as a source who’s educating them you will get quoted in a story eventually or you offer yourself out to be quoted in stories.

This is a phenomenally powerful way to get published and you always have to have the opportunity when you’re quoted in a story to get reprints of that story. Very, very important to make sure you get reprints in that story. That’s what you need to do from a PR perspective, you offer yourself out to be quoted in stories and you offer yourself out as a source to help educate reporters and editors who are covering the story. You can do this with newspapers, you can do it with radio, look for radio reporters who cover your bit, you can do it with television, look for television reporters who cover your bit.

Also producers of television shows and producers of radio shows, particularly business related radio shows always need topics. If you have a topic that you want to present to them make sure you have the topic all put together in a nice package for a three or a four minute segment and you send it to them. If they like the topic they’ll call you, if they don’t like the topic you just offer yourself out as someone who can provide them with educational material, background material for them in case they need it to get educated on a specific topic.

Strategy number 11 is a joint venture. We talked about joint ventures as it relates to the newsletter. A joint venture is allowing somebody else to write articles in your newsletter in return for them sending the newsletter out to their list or possibly funding the newsletter. Well what you need to do is you need to find someone already selling to your market and have them offer your service as an add-on.

If you’re a lawyer and you’re a business lawyer, CPAs who are covering your market could send out a white paper to their clients that you’ve written on 10 things they need to know about organizing your business for success. I mean legally organizing your business for success. Vice-versa is also true. If you’re a business lawyer a white paper written by a CPA, 10 Things you Need to Know About Tax Planning as an Entrepreneur is a very, very good way to introduce your clients to the CPA. Then after they get the white paper the CPA has permission then to put them on his mailing list and vice-versa.

These types of joint ventures can be done in speaking. You can do a joint event. They can be done in writing, in publishing. You can write joint articles. They can be done in any number of ways. Client appreciation events can be done by joint venture. You invite your clients, the CPA invites his clients, each of you gives a 10 minute talk and you get to meet each other’s clients. Joint ventures are powerful. The key is that you have the one thing in common and that’s common clients. You introduce one another to each other’s clients and you see what develops as a result.

Our last strategy is advertising. This is the one I saved for last because it could be perhaps the most expensive. I only advocate my clients using one form of advertising and that’s what we call lead generation advertising. I never ever advocate my clients using branding advertising which just says some catchy tagline and shows your logo. You just simply don’t have enough money to make branding advertising work. That’s for big institutional clients like Coca Cola, General Motors, those types of companies, IBM. You should focus on lead generation advertising.

The best lead generation advertising tools and advertorial. This is when you cannot get, you absolutely cannot get a trade journal to publish your information for free. What you do is you take out a full page ad and you write your article in a full page ad. At the bottom of the article you put down five things from my free report, for the free report from Dave Lorenzo five things you need to know about hiring X, Y, Z, send an email to this email address, call this phone number, or go to this webpage. Simply put, you’re paying to put your article in a magazine or a trade journal or you’re paying to put your article in a newspaper let’s say, in return for putting the bio box down there that will offer your free report or your white paper.

That’s what’s called lead generation advertising that you can do it in a full page ad, you can do it in a small classified ad, you can do it in a quarter page ad. There are a number of different ways to do it. You can do it with pay-per-click advertising online, you can do it with pay-per-click advertising on Facebook or LinkedIn. But what you have to know is you have to know the demographics and psychographics of the readership and you have to be able to test it first. If you test it and it’s not successful you have to discontinue using it. That’s why I put advertising as the last, the 12th and final strategy because of the nuance nature of it and because of the expense associated with it.

Now if you use advertising correctly it will provide you with a significant return on your investment so you should never be worried about the expense. However it is more of an advanced strategy and you have to know your market very, very well and you have to have the message really tightly honed and you have to make sure the media that you’re advertising in is targeting that market effectively.

Advertising can be used as lead generation advertising. You’re simply going to write an educational article or put educational information in a smaller paragraph form and offer them a free report. For that free report they have to give you their name, their email address, and perhaps their mailing address as well. That’s how you use advertising in this setting.

Those are the 12 effective, efficient, and cost-saving methodology that I use, methods that I use for attracting clients. Let me make sure you got all 12 of them. The first was your natural network, reaching out to them. The second was a weekly email. The third was a monthly print newsletter. The fourth was a client appreciation strategy. The fifth was your networking strategy. The sixth was your speaking strategy. The seventh was writing. The eighth is a white paper or special report. The ninth is direct mail. The 10th is targeted public relations. The 11th is joint venture strategy. The 12th and final one was advertising.

Now take each of these strategies and listen to them again and decide which one is right for you, pick one right now and go out and implement it immediately. You’ll be glad you did and as a result you will wind up attracting more clients more efficiently than ever before.

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