A marketing snapshot

by Susan Van Dyke

Why aren’t you smiling?
Over and over I come across lawyers’ marketing photos that are sporting their best “I will not be pleasant to work with” face. You know the face – it’s the one that tries to tell us the more serious they look, the more capable they are at representing us. Rubbish.

These photos are on law firm Web sites, newspaper announcements, magazines and bio sheets. We’re wired for faces; it’s what we look at first. But remember, your new passport photo won’t qualify. Ever.

We use photos to help people feel comfortable with us. Your friendly face should assure people that you’ll be easy to work with. Put a glum face beside a cheerful face and which one will be more memorable? Why would I call you over someone else who looks like they’re more fun to work with?

Sure, most legal services involve serious matters, but then shouldn’t professionals try to help their clients anticipate a pleasant experience nonetheless?

Some of you have told me you’d rather walk on cut glass than have your picture taken. Take some of the fear away and hire a professional photographer who will use a digital camera and can instantly delete the photographs you don’t like.

Next time you’re facing the lens, put your best face forward.

Voicemail Drones
Participants at the recent CBA President’s Forum in June were told that 87 per cent of a message is conveyed by the tone of voice – not the words. In fact, only 13 per cent of the message is conveyed through words when using the phone. Consider the time you spend with clients and prospects on the phone. What impression does your message give?

Your outgoing voicemail message may be one of the first impressions you make with new clients, and it’s regularly heard by current ones. We can tell how much we’ll enjoy working with you by its tone of voice.

Imagine shaking someone’s hand for the first time. You’re probably smiling and speaking in a clear and pleasant voice. After all, you want to make a good first impression, right? So why are so many outgoing voicemail greetings so dismal? The message we receive from the tone of voice might as well say, “I’m not at all enjoyable to work with and I’m actually much too busy to take on new work (or pass it on), but leave a message if you must.”

If you have doubts about your outgoing message, re-record it. If you want the naked truth, have your kids, a spouse or another loved one listen to it. If they cringe, record a new greeting.

Background party noise to accompany your new greeting isn’t necessary – consider having a double-shot latte, if that’s the only way to get some levity into your voice – but do it yourself and with some energy. Try recording your new caffeinated message standing up and smiling. That’s right, smiling.

Stop Talking!
The all-time challenge for some lawyers is to simply stop talking and start listening. Really listening. Not just pretend listening where you’re only waiting for your turn to hold the conch. I mean active listening, where you’re absorbing what’s being shared with you.

Think of it this way: the person who talks too much on a first date often won’t get a second date. And if they do, it’s because there’s no one else on the island.

Trouble is, many lawyers don’t know they fall into this category. The CBA’s client care handbook “Seven Keys to Great Client Service” has a good “Listening Test”; visit www.cba.org/CBA.

Susan Van Dyke, of Van Dyke Marketing & Communications, is a law firm marketing consultant and can be reached at 604-876-7769 or svandyke@telus.net.

This article was published in the October 2003 issue of BarTalk. © 2003 The Canadian Bar Association. All rights reserved.