You could be in big trouble if you don’t read this

June 8, 2016 by
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AIDA is an advertising acronym that speaks to the elements of an effective ad or marketing message. The letters stand for “Attention, Interest, Desire, Action”. “Attention” is first because unless and until you have the reader’s or listener’s attention, there’s no point in presenting anything else.

One of the most effective ways to get the reader’s attention is to say something that speaks to their self-interest. Something they want or something they fear.

If you are a criminal defense attorney, for example, your ad’s headline might use words like, “handcuffs, jail, guilty, or sentencing”. Or about the charge itself, e.g., DUI.

It’s the same for email. You want to get the recipient’s attention and get them to open the email because if they don’t open it, you’re not going to get them interested in what you’re selling.

But email has some other considerations, as illustrated by an email I got this morning from The State Bar of California:

“Dear State Bar Member,

We have received numerous calls and emails alerting us to a fraudulent email being distributed with the following subject line: “The State Bar of California Complaint.”

Please be advised that this email is not from, or authorized by, the State Bar. If you receive one of these fraudulent emails, please do not respond or click on any attachments. Delete it immediately. These emails are NOT from the State Bar of California and may contain links to files that open malicious software.”

The subject line in the referenced email would get many lawyers to open it, wouldn’t it? It speaks to one of our greatest fears. That fear would override our knowledge that Bar complaints, like notices from the IRS, only arrive via regular mail.

So plus one for getting attention.

The spammer probably wasn’t selling anything but was looking to do harm, but suppose they were selling something like information on how to avoid ethics violations or services in the event of being so charged? Putting aside the fact that the email was unsolicited, we’d have to admit that the headline worked because it got us to open it.

The problem is that it was unsolicited email and there are some additional rules.

If instead of an email the same headline was used in a print ad, or in a letter sent by regular mail, we’d read it wouldn’t we? If there was a legitimate offer we probably wouldn’t complain to the state Bar. And we might be more likely to buy something because once the advertiser got our attention, however provocatively they did so, we saw that they offered a product or service we wanted to buy.

Context is crucial in marketing. It’s okay to be provocative and take risks. More than okay, it’s often a great way to get attention. Just make sure you don’t break the rules to do it.

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Filed Under: Advertising

Who fills out the paperwork in your office?

June 7, 2016 by
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In my practice, when I had a new client in the office I didn’t have them fill out any forms or paperwork in the waiting room and I didn’t have my staff do the initial intake–I filled out the paperwork myself.

One reason was that I wanted to talk to them about their case, get all the details, and ask follow-up questions my staff might not ask. I was able to do a better job for them as a result.

Another reason was that I didn’t want them fussing with paperwork when what they really wanted was to unburden their troubles on me and let me fix them. I thought they appreciated my making it easier for them to do that.

I could have had someone else do the initial information gathering before I saw them, and if I was pressed for time I sometimes did that. But I preferred to fill out the forms myself because it gave me an opportunity to spend a few more minutes with the client and get to know them.

I could ask about their kids, their job or business, and where they were going on vacation. I might tell them about a case I had that was similar to theirs. I could have some fun with them and lighten their load.

I often saw my clients only two times: at the first appointment and at the final appointment when I presented a settlement check and final paperwork. Those two visits were an opportunity to bond with them and I didn’t want anything to take away from that.

When clients like you, and think you like them, they come back to you and refer their friends.

So who fills out the paperwork in your office? You? The client? Staff? Do you send them a form to fill out before they come in for their first appointment? Or do you use a combination of the above?

Every practice is different, of course, so I’m not going to tell you what you should or shouldn’t do. I’ve told you what I did, and why, but you need to decide what’s best for your practice.

What I can tell you is that while this may be a “little thing,” you should spend time thinking about it because when it comes to building relationships, and building a successful practice, little things mean a lot.

Do it right and your clients will send you more referrals

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Filed Under: Client loyalty, Client relations, Referrals Tagged With: , ,

Why I get high at work and you should, too

June 6, 2016 by
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Think about all of the projects you’ve started but didn’t finish. All of your unrealized goals and forgotten dreams. When you think about them, or look at the unfinished documents on your hard drive, it’s not a good feeling.

You failed. You weren’t good enough. You didn’t do what you said you would do.

Ugh.

Now, think about the things you did finish. The projects you completed. The cases you settled. The documents you pushed out into the world.

Different feeling, isn’t it?

It feels good to finish things because doing so validates your abilities and value. Getting things done might mean more revenue, or simply the affirmation of a job well done, but whatever it is, there’s no question that it is enjoyable.

One reason it feels good is that finishing causes the pleasure centers of your brain to experience a rush of chemicals that literally make you feel good. You get high on finishing, so you are compelled to do it. And start the next thing on your list so you can finish that and enjoy the feeling again.

It’s a positive addiction and I encourage you to become a junkie.

Give in to your cravings. Finish what you start and feel the rush.

You need to know when to abandon projects that don’t “pencil out,” of course, but when you do that, use the reclaimed time to start and finish something else.

Something else that feels good: referrals

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Filed Under: Personal development, Productivity

Being the best at what you do isn’t good enough

June 3, 2016 by
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Being good at what you do isn’t good enough. Even being “the best” isn’t good enough, according to the late Jerry Garcia who once said, “You don’t merely want to be considered the best at what you do. You want to be perceived as the only one who does what you do”.

The only one who does what you do. That’s your mission.

Tough assignment? Not really. The key word is “perceived”. It’s how the world sees you, not necessarily how you really are. It’s marketing, plain and simple. Packaging. Positioning.

On the other hand, maybe it’s not so difficult to literally be “the only one who does what you do”. You are a unique human being, after all. Others may have a similar set of skills. They may offer the same services and deliver the same benefits.

But they aren’t you.

Your task, then, is to take what you do and express it through the prism of your persona. Incorporate the unique essence of who you are into what you do.

Remember, clients buy “you” before they buy your services. Show them who you are and you will have no competition because there is no one like you.

The formula for creating your “unique selling proposition”

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Filed Under: Image, Marketing legal services

Is that the best you can do?

June 2, 2016 by
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Does it ever seem like there’s an invisible ceiling over your head that limits your ability to earn more income? Do you ever wonder if you’ve hit a plateau in your career?

Wonder no more, my friend. If you believe you’ve reached your peak, you have, because your beliefs determine your reality.

Your limitations are all in your head. They’ve probably been there a long time. Parental messages probably had something to do with it, and a whole bunch of other things. But what’s important isn’t how you developed your current beliefs but how you can change them.

Because if you don’t change your beliefs about yourself and about what’s possible, those beliefs are going to continue to hold you back.

How do you do it? How do you change your deep-seated, long-held beliefs?

Hypnosis? Therapy? Visiting a sweat lodge? Can you read your way to a new self-image? Take courses? Hire a coach?

To some extent, all of the above have some value because doing them, even thinking about doing them, signals your self-conscious mind that you want to change.

But I have another option for you: get some new friends.

Yep, one of the best things you can do to change your life is to spend time with different people. People who have done what you want to do and people who have what you want to have.

While you’re at it, spend less time with, or completely disassociate from, people who don’t.

The so-called “law of association” says that we become like the people we associate with most. If you hang out with people of one political persuasion, for example, the odds are you are on the same side. If they work hard, you probably do, too. If they exercise and eat well, you are more likely to do the same.

If your friends and business associates read a lot, you’re more likely to do that, and more likely to read what they’re reading. If they invest their money wisely, you are more likely to think twice before buying into the latest fad.

When we associate with people, we tend to adopt their way of looking at the world. We learn their “language”. We adopt their habits. We share many of the same beliefs. Those beliefs influence our attitude towards what we do and don’t do, and those activities determine our results.

And let’s not forget that the people we know can introduce us to other people like themselves, and open doors to new opportunities. If you want new opportunities, you need to know some new people.

Think about the people you spend the most time with right now. Your closest friends. Your colleagues. Your professional contacts. The odds are that your income and lifestyle are on a par with theirs. If you’re happy about that, great. If not, if you want to achieve more, you should probably find some new friends.

Here’s how to find and meet new professionals who can send you referrals

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Filed Under: Increase your income, Personal development, success Tagged With:

Too much on your plate? Get a smaller plate

June 1, 2016 by
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Nirvana. That’s what we all want, isn’t it? Maybe that’s why I was attracted to an app by that name several years ago when it was in beta.

Nirvana is built for GTD, with Next Actions, Waiting, Someday, and other “Getting Things Done” features. I liked it, but the developer was taking too long to get it out of beta and I eventually moved onto to other things.

The other day I heard that Nirvana had been updated and I decided to take another look. I played around with it, entering tasks and projects, adding tags, and taking the app for a test drive.

I’m using the free Basic version which limits you to 3 “Areas of Focus” (e.g., Work, Personal, etc.) and 5 Projects. I have more than one business, however, and could use more than 3 Areas of Focus. I also have many projects, both active and inactive, and could use a lot more than 5.

But here’s the thing.

As I struggled to shoehorn my busy life into the Basic version, I realized that while I may have 50 projects I could be working on, I can only work on a one or two at a time. I found myself thinking about what was important to me right now, and used these for my 5 projects. Any other projects (or standalone tasks) I can tag “Someday,” or schedule for a future date, which is what I did with a project I’m planning to work on next month.

If I had the unlimited Pro account, ( per year) and put every project on the project list, both active and inactive, I can see how things might get out of hand. Using the Basic version of Nirvana, or any app that limits you to a handful of “front and center” options, forces you to prioritize.

I can’t have too much on my plate because my “plate” only holds so much.

Of course an artificial limit of 5 projects is just that–artificial. I can still put “everything” in this or other apps and find them when I want to re-fill my list of 5.

I think I’ll play around with the limited version of Nirvana a bit longer. There’s something liberating about looking at a spartan interface with just a few things in front of me, seeing how close I am to being “Done”.

Check out Nirvana and see what you think

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Filed Under: Productivity Tagged With: , , ,

How to bring out the champion inside you

May 31, 2016 by
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Last night, The Warriors clinched a spot in the NBA finals by beating OKC. After being down three games to one, watching them come from behind to win the series was a beautiful thing to behold.

The message? Never give up. No matter how bad things look, champions never give up. That’s what makes them champions.

But there is another message.

After The Warriors won game six and evened the series, Charles Barkley said, “Your flaws show up under pressure”. That’s true. But what he might have also said is that it’s the pressure that makes you into a champion.

Whether it’s professional basketball, building a law practice, or doing anything else that requires skills and determination and hard work, it’s the struggle that allows us to reach our potential. If it was easy, there would be no growth and no greatness.

Don’t fear your problems, embrace them. Don’t lament your mistakes, learn from them.

Do you want more income and greater success? Solve bigger problems. Take bigger risks. Fight bigger battles.

Your flaws show up under pressure and show you where you need to improve. Every battle, every loss, every adversity you overcome makes you stronger and better.

Don’t hide from pressure, go look for more of it. It turns a lump of coal into a diamond and a rookie into a champion.

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Filed Under: Personal development, success

Grow your law practice incrementally

May 27, 2016 by
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A journey of a thousand miles may begin with a single step but you can’t stop after just one. Whatever you’re doing now to market your practice, no matter how successful it is, you should always be looking for what’s next.

You don’t need to find The Holy Grail of marketing. Little things can bring in new business and if you do those little things regularly, those little things can add up to big results.

So here’s the plan:

Once a week, find one small way to extend your existing marketing.

Find one new business contact who can tell his clients about you.

Find one new place to run your existing ad.

Find one new keyword to optimize your online content.

Find one new website where you can submit a guest post.

Find one new social media platform where you can post your existing content.

But don’t stop there. Once a month, find one new marketing technique that you’re not doing and start doing it.

If you don’t do public speaking or webinars, for example, maybe it’s time to start. If you don’t have a blog, start working on one. If you have a website, consider setting up another. If you don’t advertise, look at how you might.

To sum up: Once a week, take what’s working and find one new way to extend and expand it. Once a month, find a new way to get your marketing message heard.

Once a year? Take a vacation, bub. You deserve it and now you can afford a nice one.

Do you know the formula for marketing legal services?

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Filed Under: Marketing legal services, Marketing Plan

What would it take for your clients to say bye-bye?

May 26, 2016 by
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What would it take for your current crop of clients to leave you? What would make them say “enough” and hire another attorney?

Ponder on this for a bit. How might you offend them? What promises would you have to break? To what level would your standard of care have to fall?

It’s good to know these things so you don’t do them. And so you can work on strengthening what you do in each of those areas.

One area to consider are your fees. If you’re doing things right, fees aren’t the most important consideration for most clients. In surveys I’ve seen it’s number four on the list of factors for hiring an attorney, after things like “keeping them informed/availability” and other service-related issues.

If fees aren’t the number one factor, you have to ask yourself how much more you could charge before clients start to leave.

Could you safely raise your fees by 20% without losing clients? How about 30%? Could you double your fees, or triple them?

If you increased your fees and lost some clients, what percentage would be tolerable? Consider the added income you would bring in from the clients who didn’t leave and from new clients who signed up at the higher level?

When it comes to fees, surely even the most loyal client has a breaking point, right?

Maybe not.

I mentioned in a prior post a conversation I had with an attorney who was spending thousands of dollars a year on auto insurance for the family’s three cars. I asked her if they had shopped other carriers to see how much they might save. She immediately told me that she would never do that.

They like their agent and have been with him for years. He provides them with good service and they would never consider going anywhere else.

“What if you could save $2000 a year?” I asked her, and pointed out that this was entirely possible.

“No,” she said, they wouldn’t switch. They’d had other agents before and were disappointed with them, so they really appreciate (and are loyal to) their current one.

It didn’t matter that they might be grossly over-paying for something they might never use. It didn’t matter that if they did file a claim, the agent has little or nothing to do with whether or not that claim is paid, or how much.

Most people, myself included, look at auto insurance as a commodity. There are lots of places you can buy it. A few phone calls or online applications might allow you to save as much as two-thirds for the same coverage.

But this didn’t matter to her.

Granted, auto insurance isn’t purely a commodity. There is a service aspect to it. But how much is that worth?

Apparently, more than some people think.

Now, if this is true for auto insurance might it also be true of legal services? Something that isn’t a commodity (or shouldn’t be)?

I say yes. Which means that if you do a good job for your clients, you might be able to safely charge significantly more than you do now.

Especially if your clients have had other attorneys and were disappointed with them.

Fees, billing, and collection made simple

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Filed Under: Client loyalty, Fees and Billing

Have you done an expense audit lately?

May 25, 2016 by
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When was the last time you looked at the expense side of your bookkeeping ledger, looking for ways to reduce the cost of doing business?

Every dollar you don’t spend on overhead is a dollar in your pocket. Cutting expenses by just $100 a month increases the value of your practice by $12,000 (assuming a 10% cap rate).

Once or twice a year, schedule time to examine your expenses and ruthlessly cut the fat.

Ask yourself, “Do I really need __________?” and get rid of anything you can live without. Once you’ve done that, go back through the list and ask, “How can I reduce this expense?”

What could you eliminate? What could you negotiate? What could you replace with something that costs less?

Ask your bank what you can do to cut or eliminate fees. Look at what other banks charge and use that as leverage to negotiate with your bank or switch your accounts to the bank with lower fees.

Look at your library costs. Do you really need everything on the list or could you make do with less?

Look at your insurance expenses. Can you increase your deductibles, eliminate coverage, or take advantage of discounts? Get quotes from other carriers. You may be shocked at how much you can save by switching.

Examine your equipment costs (copier, fax machine, scanner, computers, etc.) Would it be cheaper to buy instead of lease? Would it pay to replace some equipment with something that uses lower-cost consumables?

Look at everything–couriers, interpreters, stenographers, medical records reproduction, shredding, storage, investigators. Look at the cost of apps and online services, memberships, and service contracts. Look at your office rent and utilities. Look at your advertising, websites, and other Internet expenses.

Office supplies: do you really need the most expensive legal pads?

Meals and entertainment: are you getting business out of those lunches with prospective clients and referral sources? Could you find another restaurant that doesn’t charge as much? Could you meet for coffee instead of lunch?

How might you reduce expenses for employees, virtual assistants, and freelancers?

Examine the checks you’ve written and the purchases on your credit cards. Ask your accountant to look at your expenses and tell you where you are spending more than other lawyers or professionals. Reward your employees who find viable ways to reduce overhead.

Don’t obsess over expenses but don’t ignore them either. Look at everything, so you know how much you’re spending, and on what. And when you’re done, grab your personal ledgers and have a go at them.

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Filed Under: Increase your income, Law office management
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