Archives for February 2014

Goal setting for lawyers and other smart people

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After yesterday’s post about goal setting and the value of having both “result” goals and “activity” goals, an attorney emailed me and said that when he sets results-based goals and doesn’t meet them, it is discouraging. “By establishing activity based goals, I largely control whether I meet them or not. Therefore I am much more motivated to achieve them.”

Exactly.

Results-based goals are inspiring, but if you continually miss them, you get to where you don’t want to set them anymore.

Before you give up on them, there are a couple of things you can do.

The first thing you can do is to break the rules about “when”. In other words, instead of saying you want to earn $20,000 this month, let go of “this month”. Focus on what you want, not when.

It’s a “law of attraction” thing. The ticking clock is a constant reminder that you don’t have what you want, and when you think about that, all you get is more of what you don’t want. You attract the “not having”.

So, set (results) goals that feel good when you think about them. What and why, but not how or when.

The second thing you can do is to change your thinking about what a goal is. Normally, a goal is a fixed target that you either hit or you don’t. Since we usually set goals that are somewhat out of reach, we get conditioned to missing them, and that quickly gets old.

The answer isn’t to set goals that are so low we always hit them. It is to set three version of the goal:

  1. The minimum (what you absolutely know you can do without much in the way of extra effort);
  2. The target (a realistic goal that will take reasonably significant effort but is not out of reach);
  3. The dream (you probably won’t reach it but it’s not impossible).

If $20,000 is your dream goal, $12,000 might be your target, and $8500 might be your minimum.

Another way to do it is to keep the goal at $20,000 but change the month for hitting it: Six months from now is your target, one year from today is your minimum, and next month is your dream version of the goal.

This way, you almost always hit your goal and are almost never discouraged.

Goals are meant to serve you, not the other way around. If setting goals isn’t working for you, change how you do it, or let it go completely. Leo Baubata, having been a strong proponent of goal setting, relinquished it completely and found that he is just as productive, if not more so.

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Two ways to look at your goals

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I was washing dishes the other night, thinking about my goals for a new project I’m working on. First, I thought about an income goal for the rest of the year. I earned a small amount on this last year. How much do I want to earn this year?

Then, I thought about it in a different way. I thought about how much I want to be earning, per month, by the end of the year. For some reason, I like that better. Perhaps it’s because the end of the year is in the future and I have time to get there. I can build towards that goal instead of having to produce meaningful results right now.

Of course, most income goals are fanciful. You can’t control results. What you really need are activity goals.

Income goals are inspiring, but impractical. Practical goals are based on the activities needed to produce those results.

You can’t control whether your new website will get any traffic or subscribers or sales, but you can control when you will write the first page. You can’t control whether you will get any referrals from contacts at your networking group, but you can control how many new people you will speak to next Tuesday night.

Both types of goals are important. As you see progress towards your result-based goals, you can adjust your activity goals. Want to earn more? Do more. Or do it faster. Or do something different.

The Attorney Marketing Formula comes with a template for a simple marketing plan 

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How to write a blog without writing a blog

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I get it. You don’t have a lot of time to write a blog. Even once a week seems daunting. But you know that having content online is a great way to highlight your capabilities and draw traffic, and you’d like to find a way to make it work.

One way to do this is to let others do the writing for you.

You could have your partners, associates, and staff do some or all of it. You could hire a ghost writer. (They’re not expensive.) Or, you could let other professionals write guest posts. Let’s talk about this one, shall we?

One way to do this is have five or ten other lawyers, consultants, experts, accountants, and so on, who each contribute a post every other month. They get exposure for their practice or business, you get content.

Some of those other professionals will undoubtedly notify their clients, subscribers, and readers about their new post on your site, and provide a link to it, which gives you exposure to their contacts. Of course you can offer to provide guest posts on their blogs, too, if and when you have the time.

If you don’t have enough other professionals who want in on this deal, no problem. You can easily find professionals online who would love to get exposure to your readers. Reaching out this way is a great way of networking with potential referral sources.

One thing you might want to do is add your comments before, during (by interlineation), or after the guest post. In other words, you introduce the guest blogger and his or her post and add your thoughts about how the post applies to your practice area or clients. This should take you very little time and will add value and context to a post that might otherwise seem a bit off topic.

First, make sure you flesh out your blog with ten or twenty substantive posts, written by you, about your practice area. Why? Because it’s your blog and you want to show visitors what you know and do. Also, you’ll be able to link to this content in your comments to guest posts. For example, if you handle employment law and have a guest post by a psychologist writing about how to handle a difficult employee, in your addendum to that post, you can link to your article about the legal implications of what employers might say or do.

Okay, one more idea. Ask one of your guest-post team if you can interview them. Have them give you five or ten questions to ask them, in advance. Record and transcribe the interview and post it on your blog. Easy content.

Of course it’s just as easy to have them interview you for their blog.

For more ideas on how to write a blog, get this.

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How to get more referrals from clients

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What do you think would happen if your first time clients came away from their meeting with you believing that you are amazing? Do you think they might be more likely to stay with you, even though there might be less expensive attorneys in town? Do you think they might be more inclined to send you referrals?

There are lots of ways to “wow” new clients. Here’s one that is both simple and incredibly effective: introduce them to other people in your office.

Take them on a little tour, show them the library and conference room, and introduce them to your partners and staff. Introduce them to the person who answers the phone. Introduce them to the office manager. Introduce them to everyone who will be working on their case.

Make sure everyone shakes hands with the new client, makes eye contact, smiles, and tells them they are happy to meet them.

How many attorneys do this? Very few. How many of any kind of professional or business do this? Same answer. So when you do this, your new clients will see that you are different, that you really care about your clients.

On their way home, the client is thinking about his or her experience. It will forever be imprinted on their brains.

But hold on. You can really hit a home run by following up with a welcome call.

Someone should call the new client later that day or the next day to see if they have any questions, remind them about the next appointment, and tell them to expect a new client welcome kit in the mail. If someone who will be working on their case wasn’t in the office or was with other clients when the new client got the tour, they should also call and introduce themselves.

How much effort does it take to show clients you are amazing? Not much at all. But it only works if do it because you really do about your clients, not because you think it might get you more referrals.

How to get more referrals from clients without asking for referrals: Click here

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When prospective clients interview you for the job

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I once had a client interview me before hiring me. It only happened once in my career, probably because 99% of my clients came from referrals. (She didn’t hire me. I never found out why. It was thirty years ago. I’m over it, now.)

Today, many clients find lawyers through the Internet and other means, and because there are so many articles and blog posts educating them about what to ask a lawyer before they hire them, if you haven’t been interviewed for the job, there’s a good chance you will.

Will you be ready?

One way to get ready is to post content on your website that addresses the questions prospective clients typically ask. The process of writing that content will also prepare you to answer those questions in the event someone bypasses your website. It also helps you codify your philosophies, policies, and procedures, forcing you to examine what you do so you can make improvements.

I read an article recently, for employers interviewing job candidates, that presented “killer questions” to ask to eliminate the duds. I thought the first question was applicable to clients hiring lawyers:

‘Tell me about a work achievement you are most proud of?’

Clients may not ask this per se, but isn’t this something lawyers should be prepared to answer?

Take 30 minutes this week and write three paragraphs about something in your career that you are especially proud of. What was your most gratifying or challenging case? If you were writing your obituary or eulogy, what would you like to be said about your work.

Post this on your website. When prospective clients interview you for the job, or a reporter or blogger interviews you for an article, you’ll be ready.

Did you know, Make The Phone Ring shows you how to create great content for your website? Check it out on this page.

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Legal marketing for dummies

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Hope I didn’t just violate a copyright with that title. Hey, maybe the “For Dummies” publisher will ask me to write that book! Ahem, people of the NSA, I know you’re reading this. Could you do me a solid and pass this along for me?

My tax dollars at work.

Anyway, so this is a very simple idea for bringing in some new business. Possibly a lot of new business.

Here’s the lowdown.

You know some good lawyers in other practice areas, right? If not, you need to get out more. But you can use this idea even if you don’t. I’ll explain in a minute.

So, if you’re an estate planner, I want you to call up a divorce or small business or PI lawyer you know and invite them to coffee or lunch. If they insist on asking why you want to meet, tell them you want to talk about referrals. That always gets a lawyer’s juices flowing.

Bring a legal pad, if you still have one, and an open mind. Tell them to do the same.

The purpose of your meeting is to brainstorm some ways you can help each other.

Here are some ideas to get you started:

  • Send a letter or email to your respective lists, introducing each other
  • Interview each other for your blogs, newsletters podcasts, or youtube videos
  • Do guest posts for each other’s blogs or newsletters
  • Put together a talk, seminar, webinar, teleconference, hangout, or video you could do together
  • Compare notes about professionals you know who might make a good referral source for each other and introduce each other
  • Like and re-tweet and share each other’s social media posts
  • Invite each other to your networking meetings

Got it? Okay, now pick one idea, set a date for completion (if you don’t, we all know it’s not going to happen), and do it. Hold each other accountable for getting your respective parts done.

After that, pick something else on the list and do that.

After that, contact another lawyer you know and do the same thing.

Now, if you don’t know any lawyers in other practice areas, or when you run out of ones you do know, go find some lawyers you don’t know, call them up, introduce yourself, and tell them you want to meet for coffee. If they ask why, tell them you want to talk about referrals.

Of course this isn’t just about referrals. It’s about website traffic and exposure and list building and networking. There are lots of ways professionals can help each other besides referrals. You know this, but are you doing this?

Go get you some marketing partners and some new business.

For more legal marketing for dummies ideas, see The Attorney Marketing Formula

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Attorney marketing plan: time vs. money

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I talked to an attorney yesterday who wanted to drive more traffic to his website. A plan to get more traffic to your website, like any attorney marketing plan, comes down to a choice between time and money.

Here is a list of the more common (and acceptable) marketing options for attorneys who want to get more traffic:

MONEY

  • Advertising (PPC, display, offline, direct mail, radio, etc.)
  • Hire a PR firm to get you coverage, interviews
  • Self-hosted seminars
  • Hire people to ghost write content or assist you in writing content

TIME

  • Writing a blog
  • Guest posts and comments on other people’s blogs
  • Writing articles for article directories, offline publications
  • Webinars/teleconferences
  • Public speaking, seminars
  • Write reports, ebooks, articles, audios, courses
  • Build an email list
  • Staying in touch with former clients
  • Social media networking
  • Youtube videos
  • Networking
  • Marketing joint ventures
  • Podcasts/webcasts/hangouts/interviewing experts
  • Interviews, panel discussions

Most attorneys can’t or don’t want to advertise. Or, they don’t have a big enough budget to compete with some of the bigger advertisers.

The problem is, most attorneys have even less time than money. At least that’s what they tell themselves. They could invest more time in marketing. They often don’t because (a) they don’t know how and/or (b) they don’t think they’ll see a return on their investment.

What if I could prove that one hour invested in marketing (the right way) would bring a three-fold return? In other words, if you’re time is worth $300 an hour, and I proved to you that investing one hour in writing a blog post would bring you $900 in revenue, would you invest that hour?

Of course you would. Yo mama didn’t raise no fool.

But here’s the thing. That blog post might bring you a three-fold return this month, and then again next month. And every month. There will always be new people searching for your content and your solutions.

No guarantees, of course. Your results may vary.

My point is that many time-oriented marketing activities have a long tail, whereas advertising generally doesn’t.

Your website content can bring you traffic and new clients for months or years to come. Networking and building relationships with new referral sources and joint venture partners can do the same. Building lists and staying in touch with people can provide you with a long term source of new business.

When you look at it this way, instead of worrying about how much time marketing is “costing” you, you’ll realize that every hour you AREN’T marketing is costing you.

As Wayne Dyer puts it, “When you change the way you look at things, the things you look at change.”

If you want more traffic to your website, get my Internet marketing course for attorneys

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Marketing legal services: And now, for something completely different

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Differentiating yourself from other lawyers in your niche market or community is an ongoing challenge. How are you different or better? Why should anyone hire you instead?

I provided many ways to address this in The Attorney Marketing Formula, but today, I want to give you an idea that very few attorneys have ever used. As used to be said on Monty Python’s Flying Circus, “And now, for something completely different. . .”:

Gift certificates.

And why not? They work in retail. I’m sitting here looking at an Amazon gift card I got for Christmas that’s I’m itching to use. Why not utilize the same concept for marketing legal services?

You’re an estate planner. You create a gift certificate or card for the preparation of A/B Living Trusts, or a gift card for a $2500 estate planning package, or a $500 gift card that can be used towards any of your services.

You’re an immigration attorney. You create a gift card so family members can help their loved ones get here, or get legal.

You’re a family law attorney. You create a pre-paid divorce card fathers can give to their daughters as a wedding gift. (Don’t laugh. You’d sell a boatload of these in Hollywood.)

Anyway, you get the idea.

If you’re the only lawyer (or the first lawyer) to offer gift certificates or gift cards, people will notice. And write about you. And pay you money.

But it almost doesn’t matter if anyone buys one. You’ll get some great publicity and have something to promote in your newsletter, blog, speaking, or advertising.

Yes, I know there are some thorny ethical issues to contend with. But you’re a lawyer. You’ll figure it out.

Put on your thinking cap transactional attorneys. Small business attorneys, IP attorneys, this is a natural for you.

If you aren’t able to do something like this, there is something you can do instead. Find an attorney who can do this and promote his or her gift cards to your clients and contacts. What do you get out of it? No, not a piece of the action, although that’s not necessarily out of the question. You get a very happy fellow lawyer who will undoubtedly be inclined to reciprocate by recommending your services to their clients. Even though you don’t offer gift certificates.

For more traditional ways to differentiate yourself, get “The Formula”

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Getting things done the way that works best for you

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I just read an article about the four different personality types or thinkers and how we each go about getting things done. We make our lists differently and approach them differently.

Structural thinkers create a traditional to-do list every day and check things off as they do them. They take an organized, linear approach to managing their tasks.

Analytical thinkers consider the value of what they might do, and how much time it will take to do it.

Social thinkers seek input from others and consider how different tasks relate to everything else they might do

Conceptual thinkers don’t keep a traditional to-do list; they use an intuitive approach to getting things done

I don’t know how accurate these four types are or which group I fall into. Trying to figure it out made my head hurt. The author acknowledges that we might be a combination of types, and I’m sure that’s true for me.

My approach varies. It depends on the project, how I’m feeling that day, deadlines, and what I feel drawn to do. Some days, I work through a list and cross things off. Other days, I don’t look at anything, I just go with the flow.

I have a very large list of tasks and projects and someday/maybes, in Evernote, and each has one or more GTD tags that identify and prioritize the task or project. But to be honest, once I’ve assigned those tags to my tasks, I don’t refer to them every day.

I do what’s on my calendar. I do anything I’ve tagged as an “MIT” (most important task). The rest? I usually know what’s “next”.

I get things out of my head and off of scraps of paper and into my “trusted system”. It’s all there for me, in Evernote, so nothing will be lost or forgotten. I can search and find things, by tag, or I can browse. And yet, strangely, I usually don’t. I just know what I’m going to do.

But then my work life is a lot less complicated today than in years past. If I were still practicing, I would undoubtedly have a more structured approach to my day.

I think the big takeaway is that we are all different and we have to do what works best for us. We can use a complicated system, or no system. We can analyze and prioritize, or we can trust our gut. We can manage our lives with GTD, Franklin Covey, Kanban, or Eisenhower, or we can grab a pen and jot down a few things we want to do today.

Use what works best for you, even if it’s just your calendar and a post-it note.

My modified GTD system is detailed in my Evernote for Lawyers ebook

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This is not your father’s law practice

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Every few weeks, a real estate agent in my area sends me oversized postcards describing her listings. The other day, she mailed me a calendar for the fridge. I’d had enough. I wrote to her and told her, “Take me off your list! UNSUBSCRIBE!”

The nerve of some people.

Okay, that never happened. I told my wife I was going to do it, thinking I would at least get a charity laugh, but she’s endured my warped sense of humor for 34 years and this was probably too much to ask.

But it did make me think about how the world has changed since I first opened my law practice, or my father did before me.

Before email, if you wanted to communicate with prospective clients (real estate or law), you could put something in the mail. It worked before and it still works today. In fact, it works better today because so few do it anymore (and because nobody accuses you of spam when you do.)

You may have never done any direct mail, but if you want to bring in new business, this is a viable choice for many attorneys.

Advertising works.

If you don’t want to do direct mail, there are alternatives. Display ads, ezine ads, pay-per-click ads, classified ads, and more, can drive traffic to your website and clients to your office.

If you don’t want to advertise your services, you could advertise a book or report or audio. You could advertise a charity or cause you believe in and include your firm’s name (and web link) as sponsor.

Writing articles, blogging, social media, speaking, networking–they’re all forms of advertising. You may not write a check when you do them, but you’re doing something to get your name in front of people who can hire you or refer others. When you write to former clients, you’re reminding them that you’re still available to help them and the people they know. Yep, advertising.

A PI attorney in Georgia, Jamie Casino, ran a local two-minute TV spot during the Super Bowl. Perhaps you saw it. It’s received over five million views on Youtube. We can debate whether the ad is ethical or in bad taste, or whether he did it as a stunt or truly believes in his message, but one thing is certain: the ad and the buzz it has created will put more than a few shekels in Mr. Casino’s pockets.

I’m not saying that if you advertise, you should look to this as a model. I’m saying, it’s a tough market for attorneys today and if you’ve never thought about advertising before, perhaps you should. Even if all you do is mail out some calendars.

Don’t want to do paid advertising? Here are the best alternatives.

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