by Trey Ryder

I have long suggested that lawyers not depend solely on referrals for new clients. Not that you don't want referrals. Just that you don't want to rely on them exclusively.

One problem that causes referrals to dry up is the referrer's belief that you don't want new clients. If a referrer concludes you're too busy to accept new clients -- or if he hears through the grapevine that you've closed your practice -- or that you now practice in a different area of law -- he may send prospects to another lawyer.

You help your referral sources when you keep them informed about the specific services you provide and the type(s) of clients you want to serve. Here are ways to market to referral sources:

Mail them (1) your educational handouts, (2) invitations to seminars, (3) newspaper articles in which you've been featured, (4) letters requesting referrals, (5) thank-you letters after receiving a referral, (6) outcome letters when the case has ended, (7) your firm newsletter, and (8) copies of your referral brochure inviting inquiries from prospects.

The more your referral sources know about you, the more they can help you. So keep them informed -- and they'll keep sending you clients.

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Always include a "call to action" if you want prospects and clients to act

by Trey Ryder

If you want your prospects to respond to your message, make sure you tell them exactly the action you want them to take. Prospects often won't act if they aren't sure what to do. Don't leave anything to their imagination Spell out precisely the action you want the person to take.

Every letter, document and brochure should contain a call to action. Typical calls to action read like this: "Call for a free copy of 5 Secrets of Reducing Business Lawsuits." Or, "If you have questions, or to schedule an initial consultation, call John Jones at 123-4567."

In business letters, you might say something like, "Please call me after you have reviewed these documents." On your seminar flier, you might include, "Mark Your Calendar Now to Attend." In a radio commercial, you might say, "To receive your free Executive's Law Guide, call 123-4567."

The type of communication makes no difference. If you want a response, tell your prospect precisely what you want him to do. Otherwise, your attempt to generate a response could easily fail.

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© Trey Ryder

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