Archives for August 2013

WTF: Cussing in email, blogs

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Last week I got an email from a subscriber who disapproved of my use of the word “bastard” in a blog post. He referred to it as a “strong cuss word” and thought I should refrain from using such terms.

That surprised me. I don’t consider that a strong cuss word. I’m not even sure it’s a cuss word anymore, at least in most circles.

I think I monitor my language pretty well. I don’t use four letter words in my posts and emails. But coarse language does have its place in communication. If used appropriately and not overdone, it can add color and contour to our writing and speech.

So, at the risk of pissing off some of my subscribers (oops), I don’t plan to change anything.

On the other hand. . .

If most of my subscribers told me they didn’t approve of my language, I would be foolish not to listen. If you want to stay in business, you have to pay attention to your market.

But you can’t listen to everyone who is unhappy with something you said.

At the end of the day, you have to be yourself. You will attract people who like you “as is”. They may not like everything you say, but if they read something that bothers their sense of propriety, you have to assume they will let it go. If they don’t, it’s their loss, not yours.

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A simple marketing plan for lawyers

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The experts and gurus tell you you’re not doing nearly enough to market your legal services. They provide you with a laundry list of tasks you need to do and you had better do them, they say, or you will be left behind by your competition.

Screw ’em.

You don’t have to do everything. I certainly don’t. Not even close.

I write a daily blog post, I occasionally do some guest posts, and I spend about five minutes a day on social media. Okay, you got me, I also do a lot of reading. But I am not consumed with doing everything others say I must do. I don’t worry about what anyone else is doing, and you shouldn’t either.

“Do what you can, with what you have, where you are,” Teddy Roosevelt said. He was replying to a request for more guns and soldiers during the Spanish American War. His generals wanted more. He told them they were fine with what they had. You are, too.

Yes, there are other things I’m working on. Because I want to, not because I have to. I’ve got the basics covered.

You may be different. You may have more time than I do. Okay, let me re-phrase that–you may want to spend more time on marketing than I do. You may love posting and pinning and tweeting and commenting and sharing and instagramming. You may be a video stud or a mobile maven.

And that’s fine. It’s great, in fact. God bless you. You’re doing what you enjoy and it’s working for you. That’s the way marketing should be.

Because if it’s not, if marketing is something you loathe in all it’s forms and iterations, you shouldn’t do it. Why make yourself miserable? Partner up with someone who likes marketing. Or get a job.

Because marketing must be done.

If you want to do more, do more. Not because you see other lawyers doing more and you think you must keep up with them. Do it because it makes sense to you and you want to do it.

Start by learning about what’s possible. This blog is a good place to start. My course, The Attorney Marketing Formula, provides a system for marketing legal services and includes a simple marketing plan for lawyers. My other course, Make the Phone Ring, shows you how to do marketing on the Internet.

I mentioned Teddy’s quote in a previous post where I also quoted Mark Zuckerberg. He said we often start projects with the hard parts, figuring we can always do the easy bits. He says that instead, we should start with what’s easy. This way, we will have started and starting is the most important part.

If you start, you can get better, maybe even learn to like it. If you never start, that can’t happen.

Starting is easy. Starting includes things like reading and thinking and making notes.

So don’t worry about what anyone else is doing, or what anyone says you must do. You can market your services any way you want. Find out what’s possible, do something and see how it goes. And start with easy.

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10 tips on public speaking for lawyers

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Admit it. You’re a ham. You like the limelight. You love to be in front of the room.

Okay, even if you don’t, you know that public speaking is an excellent way to market legal services.

Here are 10 tips on public speaking for lawyers:

TIP #1: Write your own introduction. Your audience will hear everything you want them to hear and nothing you don’t. It’s better to let the host say nice things about you than it is to say them about yourself.

TIP #2: If you use handouts, pass them out at the END of the talk. Otherwise, everyone will read and not listen. (The exception would be handouts that track on screen bullet points.)

TIP #3: Don’t read. You should know your material well enough that you don’t need to read anything. It’s okay to have notes with you but only as reminders of points you want to cover.

TIP #4: If you use slides, aim for no more than three bullet points on each slide. Keep it short, simple, and easy to read. No animation or fancy graphics. Also, try to use no more than a dozen slides. The audience is there to listen, not read.

TIP #5: Tell stories. All facts make Jack a dull boy. Stories show people what is important and why. People relate to the people in your stories on an emotional level.

TIP #6: Engage the audience. Make eye contact. Speak to individuals in the room, not to “the crowd”. Mention people by name. Ask rhetorical questions (e.g., “What would you do if that happened?”) and questions that call for an audible response.

TIP #7: Mix it up. Vary your speed, tone, and voice level. Pause for effect. Gesture. Walk from one side of the room to the other. Point to something.

TIP #8: Aim for one main take-away. One main point, one memorable line, one evocative story. If they are asked about your talk two weeks later, what’s the one thing you want them to remember?

TIP #9: Keep it short. Twenty minutes is ideal. After twenty minutes, people get restless. If you have a bigger topic, break it up into twenty minute segments.

TIP #10: Close with a “call to action”. Tell them what to do next: visit a website, fill out paperwork, call to make an appointment. If you tell them what to do, more people will do it.

Do you have any tips to add to this list? Please share in the comments.

Start your marketing library with The Attorney Marketing Formula.

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My clients are driving me crazy

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I got an email from an attorney who said, “my clients are driving me crazy”. Apparently, many of his clients don’t appreciate him. They are rude and think they know better and he is finding it difficult to maintain his composure.

What do you do in a situation like that?

The first thing I would suggest is to take a look at yourself. Why? Because your law practice is a reflection of you–your attitudes and habits. If you have a preponderance of clients who don’t appreciate you, that may be because you don’t appreciate them.

We don’t attract the clients we want, we attract the clients we deserve.

Do you appreciate your clients? More importantly, do they know it? Do you show them by your words and deeds that you care about them and will do whatever you can to help them? In what ways do you show them? How often do you show them? Is it sincere or is it something you do because you think you have to?

You can’t fake this. People know.

But you may not know. You may not be able to see yourself clearly. So, ask your staff what they think. Ask other professionals who know you. And ask your clients. Send them a survey they can respond to anonymously and leave room for their suggestions.

The other thing I suggest is that you focus on the clients who do appreciate you so you can attract more like them.

What’s different about them? What services do they hire you to perform? How did they find you? (Clients who come from referrals are often better than clients who come through the Internet or advertising).

Are they at the high end of the fee spectrum or the low end? Are they first time clients or repeat clients? What is their background or occupation? Age? Income level?

Survey them as well and see what they like best about you.

Look for patterns and create a profile of these better clients. Then, work on attracting more like them by focusing your time, energy, and resources marketing to people who fit that profile. Start with your existing and former clients who fit that profile. They will lead you to people like themselves.

And, as soon as possible, start pruning your client garden. Get rid of the clients who don’t appreciate you, first, before you have found clients to replace them. Scary? Yes. But you will feel great getting rid of all that negative energy and soon, the void you create will be filled with the clients you want and deserve.

This shows you how create a profile of your ideal client.

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What does “hard work” mean to you?

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One day early in my career I was looking for new office space. I found myself looking at a nice space in Beverly Hills that had been recently leased by some young turks (small “t”). They had taken a bit more space than they needed and were looking for a sub-tenant to take over one of the offices.

As he was taking me on a tour, the turk explained to me how he and his partners conducted business. He said, “we work hard and we play hard”. Even though I was going to be a tenant, not a partner or employee, I got the feeling he wanted to see if I was a good fit.

He didn’t elaborate but something told me I wasn’t a good fit. I don’t know what “playing hard” meant to them but I’m pretty sure it didn’t mean they played a lot of chess. Don’t laugh. I like playing chess. A lot.

Anyway, this morning, when I was in the rain room, I recalled this exchange and thought I would ask what you think about this whole work vs. play business.

Here’s my take on it.

To me, work means doing things you don’t want to do. Play means the opposite. My entire method of operation is to try to do as much of what I want to do and as little of everything else.

In other words, my ideal would be no work and all play.

That doesn’t mean goofing off. It doesn’t mean the absence of accomplishment.

It means eliminating or doing less of the things I don’t like or am not good at. I do that by delegating those tasks to someone else or finding creative ways to run my business and personal affairs so as to avoid or minimize them.

We weren’t put here to endure, we were put here to enjoy. There is no virtue in hard work for hard work’s sake.

Anyway, what do you think? How do you define work and play? And do you work hard and play hard or, like me, do your best to enjoy the journey? Let me know in the comments.

By the way, when I called back the next day to ask if I could take another look at the office, the turk told me they had rented it. I was pretty sure that was not true. I think they discriminated against me because I wasn’t cool. I don’t know what gave me away. It couldn’t have been my fez because fezzes are cool.

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The strangest secret

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You just found out you won the Powerball. Hundreds of millions of dollars or pounds or shekels or yen. Life changing wealth.

Smile. Bask in the thought. Feel the tingle of delight go up your spine (or down you leg).

From this day forward, your life will never be the same.

Now, what will change? What will your new found wealth allow you to do?

Will you continue practicing law? If so, is there anything about your practice that you will do differently? Different cases or clients? More employees? Fewer?

Will you retire? What will you do all day?

Will you give the money away?

What will you buy? Where will you live? What will you be doing a year from now?

You may think it silly to indulge in such fanciful thoughts. You may remind yourself that you don’t play the lottery and see this exercise as a waste of time.

It’s not a waste of time.

It makes you examine your life to see what might be different. It may make you realize that some of things you’re doing aren’t serving you. Maybe you can get rid of them. Or begin moving in that direction.

Many people live their entire lives doing what they have always done. They never consider changing course. They may be unhappy but they are settled into their unhappiness. It’s easier to maintain the status quo.

And then a crisis occurs. A serious illness. The death of a loved one. A divorce. A financial calamity. Only then are ready to consider making changes. And then they find that some of those changes are a welcome relief.

I don’t want you to wait for a crisis before you examine your life. Use your imagination instead. Let your mind dwell on the impossible dream. Let your inner child frolic in the playground of your mind.

Grab a pen and start writing. Or grab a friend and a beer and start jabbering. You just got the word that you won the lottery and now, anything is possible.

What’s the first thing you will do? What will you do after that?

Now, how does it feel when you think these thoughts?

If it feels good, it means you are already moving in the right direction. The essence of what you desire is on its way. You are attracting the changes you desire.

If it doesn’t feel good, if you feel resistance towards what you have imagined, things will not change for you, at least not the way you want them to.

In his classic recording, The Strangest Secret, Earl Nightingale said, the key to success and the key to failure is this: “We become what we think about.”

He also said, “Whatever we plant in our subconscious mind and nourish with repetition and emotion will one day become a reality.”

Our thoughts have power. I hope you use that power to get what you really want.

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How to market by email (NOT)

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I got an email this morning from a guy trying to sell me his Internet marketing services. You’ve probably seen emails like this a thousand times.

The subject says, “Schedule call”. The email starts, “Are you getting the most out of your Internet marketing efforts? More than 80% of businesses and consumers research products and services online before making a purchase, creating a massive opportunity from an effective campaign.”

Blah blah blah. Yada yada yada.

He goes on to tell me how great his company is and asks to schedule 30 minutes on the phone to tell me what they can do for me.

Now if this guy knew ANYthing about Internet marketing, he would not be doing this. This is NOT how to market by email.

Yeah, I know, he wouldn’t do it if it wasn’t working. Lucky for him, there are plenty of people who know even less than he does about marketing and if he sends enough of these emails, he will get some business. But not nearly as much as he could if he was doing things the right way.

I’m not being critical of his email because it arrived unsolicited. I don’t get bent out of shape when I receive unsolicited email. But. . . don’t subscribe me to your list without my permission and make me DO something to get off of it. So guess what this idiot did?

Oh no you didn’t! (Yes, he did.)

So. . . instead of simply deleting his email and parting friends, after I unsubscribed, I clicked and identified the email as SPAM. As others do the same, eventually none of his emails will get through to anyone’s inbox.

As I say, this dumb bastard doesn’t know anything about Internet marketing.

But the problem with the email isn’t that it arrived unsolicited. The problem is that the email is a stinker.

It should be blindfolded and executed by firing squad.

You don’t need to see the entire email. All you need to know is that it’s all about the company and not. . . about ME.

There are some bullet points that attempt to suggest benefits: “Maximizing social media for business development,” and “Ensuring your website stays up-to-date on search engine. . .”.

Zzzzzz.

Boring. Weak. Trite.

Stuff we’ve seen so often our eyes glaze over.

And I don’t want to “maximize social media for business development”. I want clients. I want people to hire me and pay me. I want more people to find me and sign up for my list so that more people will hire me and pay me.

Okay, what is he offering? Even a poorly written email can be effective with a strong offer.

Hmm, . . a 30 minute phone call. . . so he can try to sell me something. . . yeah, thanks but I’m just going to have to pass.

Even if I liked his email, it’s too soon in our “relationship” to close for a phone call.

What could he have offered that might have gotten me to click?

Information. A report, for example, with tips and advice about how I could beef up my Internet marketing, get more traffic, more sign ups, and more clients.

I might have at least taken a look.

If the report delivered good information, I might have been open to learning more about his company and what he can do for me.

Most lawyers aren’t going to send out unsolicited emails. But if you do, that’s how to do it. The same goes for your ads, speeches, and articles. Or when you are networking.

Don’t talk about yourself. Don’t go for the close the first time you communicate. Talk about the prospect. Offer information.

Let the information demonstrate your knowledge and experience and sell the reader on hiring you or taking the next step.

There. Now you know more about Internet marketing than this guy. Please don’t subscribe me to your list.

Need help with Internet marketing? This shows you what to do and how to do it.

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Long blog posts, articles, and emails, or short?

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How long should an article or blog post be? Right, long enough to say what you have to say. If you can communicate your information or message in three well written paragraphs, great. That’s what it should be. If you need 2500 words to get the job done, that’s what you should do.

But there are other considerations.

It is well known that long blog posts (articles), I’m talking 2000 words, or more, tend to get more search engine traffic and incoming links. Longer posts tend to be perceived as authoritative and rank well with search engines and human beings (social media sharing).

On the other hand, the objective isn’t just traffic. It’s clients and sign-ups for your email list. To accomplish that, visitors have to read your content and see how smart you are and what you have to offer. If your content is long, they may save it “for later”. I don’t know about you but I’ve got gigabytes of saved articles (and pdfs) that I’ll probably never get around to reading.

Also, if you write to your email list frequently, as I suggest you do, you may overwhelm them with too much content. They either won’t read it or they will unsubscribe from your list.

How frequently you post or write, and how long individual posts should be, does depend on context. Are you writing for consumers or business people? If you’re writing to professionals and providing valuable and relevant content, they will probably make the effort to stay with you. Consumers may not, but if are writing about the very problem that currently plagues them they’ll read every word.

So, the answer to the question of “long or short” is a very lawyer-like, “it depends”. The best course is to have a mix of both.

Write longer, authoritative articles and posts for search engine traffic and to address issues prospective clients want to know about. Write shorter posts to engage your readers and allow you to contact them more frequently.

One thing you can do with longer material is to break it up into segments. Three 700 word posts instead of one with 2000 words. In addition to giving readers the impression that there’s not “too much to read so I’ll save it for later,” it gives search engines three opportunities to find you. (Make sure each of the three parts is optimized for different keywords).

So, this post is around 400 words. Not too hot, not too cold, but just right.

Learn more about internet marketing for attorneys. Click here.

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How to write a thank you note

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A long time ago in a galaxy far, far away, people used to use a pen to write thank you notes. When someone did something nice for you, or even when you just wanted to acknowledge that you enjoyed meeting them, a hand written note was de rigueur.

Today, not so much. Email is the new standard. Therefore, if you really want to make an impression on someone, take a few extra minutes to write a note, on a note card, and put it in the mail.

What do you say? I found a great article about how to write a thank you note. The author, who sent a gift (books) after his conversation with a subject matter expert who generously gave of her time and information, made sure to include in his note specific details about the conversation and about the expert.

He used a G.R.E.A.T. format:

G stands for Grateful: Express appreciation for the other person’s time or graciousness or other contribution.

R stands for Reference: Tell them what you got out of your conversation –what you learned or what you will remember.

E stands for Explain: He told her he was sending her a book related to the problem their conversation helped him solve.

A stands for Action: If you talked about working together or the next time you might meet, mention this “next step,” but don’t focus on it.

T stands for Thanks: End your note with “thanks again” or something similar, followed by your signature.

You can see the actual note the author sent, using the above points, in the article.

Your thank you notes don’t have to include all of these points, nor are you obligated to send a gift. But when someone does something especially nice for you, such as providing a referral or taking extra time to provide advice, you should do everything you can to acknowledge their help.

Think about the last time you received a heartfelt thank you note. It felt good, didn’t it? Like you made a difference in someone’s life? You make others feel that way when you send them something similar.

Sending a thank you note is not just an act of courtesy, it’s good for business. It makes people remember you and want to see you again or help you again because they know you appreciate them and what they have done.

Thank you for reading this post and sharing it with others.

Marketing is simple. Say please and thank you and in between, try not to mess things up.

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Business cards and attorney websites

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Awhile back I wrote a report about business cards–what should go on them, how to use them, that sort of thing. A few attorneys who read the report asked me whether they should put their photo on their business card as they had seen real estate agents and others do. They wanted people to remember their face after a networking event, for example, but thought that kind of card might be unprofessional, especially in court.

I pointed out that they could have more than one card. They could have a plain, traditional card to give to lawyers and judges, and a card with their photo, a slogan, a list of practice areas, and anything else they might want, to give to others.

They could have several cards, in fact, each one tailored for a specific target market. If they ride a motorcycle, for example, and want to target bikers for their personal injury practice, they could have a card that shows them riding.

What’s true of business cards is also true for attorney websites.

You don’t have to limit yourself to one website.

Your could have a main website (or page on your firm’s website) that is plain and professional, to show lawyers and judges, and other websites for other purposes. You can have websites with content optimized for different keywords. You can have websites for different practice areas or different niche markets. You can have a personal blog, where you write about your personal life, causes, and hobbies.

You can have more than one business card, more than one brochure, more than one youtube channel, and more than one website.

The most effective marketing is targeted marketing. The more focused and specific you are, the more your message will resonate with a specific market.

If you want to learn more about attorney websites and Internet marketing, get this.

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