EL054: The Lawyer Marketing Formula, with David Ward
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“Referred clients tend to be better clients because they are already pre-sold on you” – David Ward
David Ward started out young. He opened his first law practice at the age of 23 and had no idea of how to market himself. After about five years of struggling, he slowly began to understand how to market his business and is now a leading marketing expert in the US. David runs two successful businesses and has practiced law for over 20 years. In today’s show, David and Jacob discuss strategies for attracting clients, the value of referrals and Jacob finally gets to ask David about his apparent dislike for social media.
“Get really focused and get over the fear, as it’s better to own the lion’s share of a smaller market that is hungry…than fighting it out with the thousands of other practitioners” – David Ward
David Ward understands what it’s like to be a struggling attorney. He opened his own practice having come straight out of law school and wasn’t very successful at marketing himself. By learning the hard way, David began to understand how to attract clients and get referrals from them, as well as understanding the concept of crafting a marketing message.
If you prefer to watch the discussion in action, here is my recorded interview with David Ward (please refresh your browser a few times if it isn’t loaded properly the first time):
In this interview you’ll learn
- 01’02” – David’s story – his legal background and how he became a marketing specialist
- 04’40” – How to attract clients
- 08’45” – Why referral sources are so important
- 15’00” – The concept of crafting a marketing message
- 23’47” – David’s view on social media
- 28’20” – Why blogging is so important
- 36’21” – David’s tips and forecasts for 2015
Written Podcast Transcription:
Jacob: Hello everybody, this is Jacob Sapochnick with the Enchanting Lawyer podcast. Welcome to the show. Today we have a special guest, especially for the attorneys that listen to the show. We have David Ward.
David is an attorney himself but he’s known as one of the leading marketing experts in the US for — whenever it comes to marketing or practice, building a profitable practice, and using technology in the legal field.
David, welcome to the show. How are you today?
David: Thank you, Jacob. Thanks for having me. I’m doing just fine.
Jacob: Very good. We are lucky we both live in Southern California; beautiful weather today. Many of our listeners are listening all over the world and some places are pretty cold. So we’re sending you a bit of sunshine from California to everybody.
David, I introduced you briefly but I always like to let my guest share a bit more about who they are, what they do. I know that you’ve been an attorney for many years, you started, I think, in the age of 23. You were licensed. So why don’t you briefly tell us about your legal background and then what brought you to be a marketing specialist?
Well, I did start off young. I was one of the youngest in my law school class. It wasn’t because I was brilliant or hardworking than anyone; I just wanted to get it out of the way because I knew that’s what I wanted to do.
So I graduated early and shortly thereafter open my own doors. I didn’t think anybody would hire me and I don’t know that I would be a good employee anyway. I’ve always been kind of independent that way.
For the attorneys that are listening, you understand how difficult it is to start from scratch when you’ve got no experience and no contacts. The first few … Well, first five years were really, really difficult. It was day-to-day, meal-to-meal literally.
I finally figured out a few things that worked and started bringing in some business. Mostly from outside the legal field because at the time there just weren’t any books written or courses available or anything for attorneys on how to build your practice and so I looked elsewhere.
Adapted what I learned and tried different things and eventually found that I was able to build a very successful practice over a period of time. I did that for more than 20 years. Eventually got the entrepreneurial bug and wanted to do some other things so I started a business.
One of the first businesses I’ve started was a publishing company, teaching other lawyers how to do what I had been doing which was marketing and getting referrals. And that led to other businesses over the years and now that’s pretty much what I do full time. I still have a couple of other businesses and I spend a lot of time writing, my first love.
To read the complete transcript from this podcast, click here.
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