Go deep with fewer people


You don’t have to go to networking events, do seminars, write a newsletter or blog, advertise, or “chat” on social media. It can be beneficial if you do, but you don’t have to. As long as you regularly connect with the key people you know or want to know—your best clients, top referral sources, most promising business contacts.  

The plan is simple. Make a list of 5-25 connections who fit that description and call or email them once a month. 

What do you say? Anything. Because anything you say can make a difference. But here are some suggestions: 

  • “What’s new with you?” What’s new in their business, what are they working on, what’s the latest in their personal life? 
  • Congratulate them on something they’ve done (personal or business). 
  • Comment about news you read about their company, industry or market. 
  • How can I help? (Referrals, introductions, advice, information).
  • Compliment their new venture, campaign, website, product, or service.
  • Invite them to coffee or lunch; invite them to play golf. 
  • Invite them to accompany you to your next networking event.
  • Volunteer for their committee.
  • Offer to do a private seminar for their business.
  • Contribute to their favorite charity or promote their favorite cause.
  • Interview them (or let them interview you).
  • Send articles, videos, books that may interest them.
  • Ask, “What are you reading?” Get the book, share your thoughts.
  • Introduce them to your other business contacts.
  • Help their kids (get into college, support their team, buy their Girl Scout cookies). 

If you can’t think of anything else, just call and say hello.

Keep in touch with your most valuable business contacts. Help them, build relationships with them, be a friend. Inevitably, they will help you. 

The Attorney Marketing Formula