Six Words You Never Want to Hear: “I Didn’t Know You Did That!”

February 20, 2016
Daniel Decker

“I didn’t know you did that!”

Many lawyers have heard this before – usually from a client who is excited to find out that you offer services beyond what you have done for them in the past.

And while it often leads to more business, “I didn’t know you did that” is a phrase that you never want to hear.

Here’s why: it means that your clients (or referral sources) aren’t aware of the various ways in which you can serve clients – and for every one of them that happens to “find out”, how many more take their business elsewhere simply because they’re not aware that you can help?

Failing to educate your clients and referral sources about your full range of practice areas and services is letting money walk right out your front door.

Below are practical steps to make sure that your clients, your referral sources, and your market in general are aware of all the ways you can help.

1) Regular E-Newsletter. An email newsletter is a perfect channel to educate your clients and referral sources. In addition to providing practical and valuable content, which is necessary to keep your audience engaged, make sure that you clearly communicate what you do. We suggest creating a static box, prominently featured in your newsletter design, which reminds your readers what you do and how you can help.

2) Follow-up Phone Call. Another great time to let your clients know what else you can do for them is after you complete a project or a case for them. Give them a call to follow-up, thank them for their business, and remind them what else you can do to help.

3) A Clear Brand Identity. If your clients and your market perceive you generically (“just another lawyer”) – they’re not going to understand your practice and how you can help. Build your brand around your specific niche – so that you can become the “go-to” divorce lawyer, or immigration attorney, or litigator in your area. A clear and memorable brand ensures that clients and referral sources will think of you when a need arises.

4) Social Media. Create a regular conversation on social media to keep your audience engaged and remind them of what you do. Note well, this does not mean simply listing your practice areas over and over again. Your audience will quickly tune you out. Instead share valuable content and ideas that relate to your practice – this is how you create and maintain top-of-mind awareness.

5) Clearly Communicate Your Practice Areas on Your Website. First, make sure that your practice areas are accurately listed on your site and that they are easy for potential clients to find. Second, make sure that you communicate in language that makes sense to your audience. Don’t use complicated legalese that only other lawyers could make sense of – use language that resonates with your target market.

6) Consistency. All of us are bombarded with communications all day long. Social media. Email. Phone calls. TV. Radio. The list goes on forever. If you don’t establish regular touch-points with your network, it’s only a matter of time before they forget you. So get active on social media. Launch that e-newsletter. Get out and network. Speak at industry gatherings. If you’re not moving forward… you’re falling behind.

If this sounds like a lot of work, the good news is that we can help you with a lot of it. Click here to learn more about the services we provide.

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Daniel Decker

Daniel Decker is a co-founder and Partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. In his spare time, Daniel enjoys playing sports, guitar, politics, and Minnesota sports.