How to stand out in a crowded market

Share

In The Attorney Marketing Formula I talk about how to differentiate yourself from other lawyers. There are many things you can do within your core practice areas to show people how you are different and give them a reason to hire you instead of other lawyers.

Half the battle is being noticed and remembered. We all look alike. We all wear the same suits and speak the same language. Go downtown and you can spot the lawyers half a block away.

Anyway, what if you had something else you were known for? Something that has nothing to do with being a lawyer but everything to do with being you?

Perhaps you are the personal injury lawyer who likes opera. Or the Texas criminal defense lawyer who loves the Yankees. Or a small business lawyer who put herself through law school playing in poker tournaments.

Different. And memorable.

Take something from your personal life, present or past, and wear it like an emblem. When people see you walking down the street, they’ll remember you as the lawyer who used to play in a rock band or the lawyer who collects Native American art.

It’s a little hook to help you stand out, but it also opens up possibilities for networking in a niche market where you have knowledge and contacts.

When I was in grammar school, there was a kid who always wore green socks. Every day, in fact. He had an Irish surname but I think I asked him once and he told me he just liked green. Today, decades later, I still remember his name and those green socks.

Maybe you could be the lawyer who always wears green socks. Or red. Or bow ties. Or a scorpion lapel pin.

I don’t know what your thing is, but whatever it is, once I associate it with you, I’ll probably remember you. It might not be enough to hire you or send your referrals, but you’ve got a better shot than than the lawyers I met once but can’t remember.

Learn more about how to stand out in a crowded market. Get this.

Share

Prioritizing tasks: If it’s not a nine or 10, it’s a one

Share

One of my favorite sayings is, “You can do anything you want, you just can’t do everything you want.” There isn’t enough time to do everything, but there is plenty of time to do what’s important.

The problem is, when you look at your list of tasks and projects, at a certain level, everything seems important. That’s why we wrote it down. To be productive and reach our goals, we need to decide which tasks are the most important and should receive top priority.

Greg McKeown, author of Essentialism: The Disciplined Pursuit of Less, suggests using “The 90% Rule” for prioritizing tasks. It allows you to take a step back and look at your list objectively.

Laura Vanderkam at Fast Company explains McKeown’s method:

You’re looking at a new opportunity. Rank it on a scale of 1 to 10 on how amazing you think it is. Then try this little thought experiment: “If it’s not a nine or 10, then it’s a one,” says McKeown. The goal is to take on tasks that are “a superb use of my time,” he says, “and I don’t mean that selfishly. I mean, is this the best way I can contribute to others, to society, is this my very highest point of contribution?” The point is that “we need to see the difference between things that are good and things that are exceptionally good,” he says. “It’s an important distinction in a world exploding with options.”

Out of ten tasks, one or two are likely to deliver the most value or biggest results. Put those tasks into their own category and put everything else aside. If this sounds like a variation of the 80/20 rule, I agree. And that’s why I like it.

Don’t get hung up in deciding what’s a six and what’s a seven. If it’s not a nine or 10, it’s a one.

Share

I told you so: email marketing is better than social media

Share

I’ve said it many times before and I’ll say it again: email is better than social media.

Want proof? Okay, feast your eyes on this article which shows that “Email marketing has a ROI of 4,300%,” and is “way more effective than social media marketing. It has greater effectiveness, better ROI, and higher CLV [customer lifetime value].”

The results are based on a survey conducted of owners of ecommerce sites to determine where they got their customers. In terms of customer acquisition percentages, paid and organic search came in first and second, but email had a much higher ROI. Social media wasn’t even in the running.

The conclusion: “Spend more time and money on email marketing than on social media marketing.”

So there.

Okay, but how do you get traffic to your site so you can build your list?

Search, of course. Paid and organic search is still number one for driving traffic.

And. . . social media also works. Hey, I never said it didn’t.

The article has some interesting social media metrics, if you are curious. For example, did you know that YouTube has the “highest engagement and lowest bounce rate”? If you want more traffic, take some of your content and re-purpose it with videos.

Anyway, whatever you do online, if you’re not also building an email list, you’re shooting yourself in the foot. My online marketing course will help you. And here are a few resources I use and recommend.

What do you think, do you feel better about not being a social media stud? Are you going to (finally) build your email list? Or is all of this too much to think about and you’re going to call it a day and catch a movie?

Share

Happiness is a choice

Share

Yesterday, I had one of those moments. You know the one I mean. It’s when you’re having a bad day and you are convinced that you don’t know what you’re doing, you’re not good at anything, and you should probably give up and go do something else.

Yeah, that kind of moment.

But then I paused and thought about it. I thought about things that were going well, things that had amazing potential, and things that I was really good at, and the cloud of doom over my head floated away.

Just like that, I went from near despair to being excited about the future, and with that, I got back to work.

Do we really have that kind of power? Can we really just think ourselves into being happy?

You betcha.

Dale Carnegie said, “Remember, happiness doesn’t depend on who you are or what you have; it depends solely on what you think.”

Yes, you can work your way through a funk. But had I tried to suck it up and work my way through my malaise, I’m pretty sure I would have simply found more “proof” of my inadequacies and justification for feeling sorry for myself.

Eventually, I would have forgotten about what was bothering me and returned to my regular chipper self. But instead of having an entire day being down, I was able to get back to “me” in just a few seconds.

When you are feeling blue, or experiencing any kind of negative emotion, instead of charging ahead despite those feelings, “change the subject”. Think about something that feels better when you think it. I might have thought about walking on the beach. That would certainly have felt better and my mood would surely have improved.

I chose another way. Instead of distracting myself from the issue (not being good enough), I found some aspect of that thought that felt better (thinking about what I was good at).

Either way works.

When we are unhappy, we can wait until our circumstances improve and then be happy. Or we can choose to be happy now and use that feeling to improve our circumstances.

Because happiness is a choice.

Share

How to get more traffic and more clients

Share

Put more people in your posts and articles. You’ll get more traffic, more people reading your content, and more people sharing it. Bottom line, more clients.

People like to read about people. Content about people (instead of concepts) is more interesting to read and more interesting to write.

You could interview people about their life and accomplishments, about their case or cause, or about their process and recommendations. You could present a transcript of your interview or a summary and quotes. You could do a profile. Or simply mention them. You could review their books or articles or performances.

You could write a print piece, create a video or audio, or all of the above. You could talk to them in person, on the phone, or via chat, or email some questions and have them email their answers.

You could tell their story or have them tell it. You could agree with them and champion their ideas, or present their words and your rebuttal. You could name them or keep them anonymous.

You could write about:

  • Your clients
  • People in the news/famous people
  • Centers of influence in your target market or community
  • Prospective clients you have met or consulted
  • People you meet at networking or speaking events
  • People you meet on airplanes
  • Other lawyers in your field
  • Lawyers in other practice areas
  • Professionals in allied fields
  • Business owners who sell to your target market
  • Authors, bloggers, speakers, consultants, and expert witnesses
  • Your family and friends

Asking people you know for interviews or quotes will flatter them and strengthen your relationship. Reaching out to people you don’t know for an interview or comment will open doors to new clients, new referral sources, and new speaking and writing opportunities. You’ll get ideas for improving the marketing and management of your law office. And you have an endless supply of material for your blog or newsletter.

For more ideas on creating content and marketing online get Make the Phone Ring

Share

Visualizing success

Share

There’s an oft cited experiment by Australian psychologist Alan Richardson. The objective was to see if and to what extent visualization could improve sports performance.

Richardson tested three groups of twenty student basketball players shooting free throws and recorded their results. For the next 20 days, he had the first group practice free throws for twenty minutes each day. The second group spent 20 minutes each day visualizing themselves making free throws, without actually practicing. The third group was the control. They did no practicing or visualizing during the twenty day period.

On the twentieth day the three groups were tested again. The group that practiced every day improved their shooting percentage by 24 percent. The control group’s results were unchanged. The group that did no physical practice but merely visualized shooting free throws improved by 23 percent–nearly as much as the group that actually practiced.

In his paper about the experiment, Richardson wrote that best results occurred when the subject used their imagination to “feel” the ball in their hands, “hear” it bounce, and “see” it go through the hoop. The more vivid the experience, the more likely they were to improve.

When I was studying for the bar exam, I routinely visualized myself writing the exam. I pictured myself writing freely and easily, fully in command of the material. I even took a self-hypnosis class to help the process. I don’t know how much (or even if) this helped me pass the bar (the first time, thank you), but I remember going into the exam relaxed and confident.

Lawyers can use visualization to prepare for a speech, an interview, a trial, or a meeting with an important prospective client. If all it does is give you confidence, it’s worth it.

In the basketball experiment, we are asked to believe that visualizing alone provided improvement nearly equivalent to that achieved through actual practice. I understand that this was a test of a relatively simple activity and not on a par with studying for an exam or practicing a closing argument, but it is intriguing, isn’t it? It makes you wonder what else we could improve with the power of our imagination.

Most of  what we do in our work probably can’t be improved by thoughts alone. I wasn’t about to go into the bar exam without studying and doing practice exams. But I’d sure like to know if my visualization contributed to my results in any material way beyond helping me relax.

Unfortunately, the basketball experiment wasn’t complete. In my view, there should have been a fourth group tested. This group would have been asked to both practice and visualize. What might those results have told us?

Today, my wife is reporting for jury duty. I’ve told her to visualize being excused early in the day. Of course I’ve also reminded her to emphasize her husband’s background. Hey, it couldn’t hurt.

Share

A little less planning, a little more action

Share

How much planning is enough? Less than you think.

You don’t need to plan out the entire case. There are two many variables. You need a plan to get it started. Your experience and instincts will take you the rest of the way.

You don’t need to plan all of your marketing. You need to know what you want to accomplish and a few ideas that might help you get there. Your results (or lack thereof) will guide you towards next steps.

You don’t need to plan your entire career–when you will retire, and how. It’s impossible to know how much you will need or calculate specific rates of return. Start putting something away and periodically take inventory.

Planning is good, but too often it is an impediment. Either we procrastinate because we haven’t yet perfected the plan, or we miss opportunities because they aren’t consistent with the plan. Detailed plans never foster creativity, they stifle it.

We accomplish more by taking action. It’s simple. The more we do, the more we accomplish. Yes, more action also leads to more failure but we learn from those failures. Those experiences help us make adjustments and grow. They help us improve future results.

Plan just enough to get the project started. Then do the thing until you get some results. Review those results and make a new plan.

Plan. Do. Review.

For a simple marketing plan that really works, get this

Share

The single most important question in legal marketing

Share

Knock Knock.

Who’s there?

New clients.

New clients who?

New clients aren’t going to hire you unless you give them a good answer to this question.

It’s the single most important question in legal marketing. Unfortunately, most attorneys don’t have a very good answer.

Here’s the question:

“Why should a prospective client hire you instead of any other attorney or firm?”

Inadequate (but typical) answers include:

“We’re good at what we do”

“We work hard for our clients”

“We provide excellent ‘customer service'”

“We’ve won millions of dollars for our clients”

“I’ve been endorsed by XYZ”

“I get top ratings from ABC”

These are bad answers because your competitors can (and do) say the same things.

Your answer to this question must show people how you are different, not the same. It must give people a reason or reasons to consciously choose you, because they can see how they will benefit if they do.

Let’s take the first one, “We’re good at what we do,” and see if we can improve on it. Why are you good at what you do? What do you do differently or better? In what ways do you do your work that other attorneys don’t?

Answer these questions and you might be on to something. If you do something other attorneys don’t do, this differentiates you. If you dramatize that difference with examples and details, prospective clients could well see why you are the better choice.

Yes, the gentleman in the back with the $4,000 suit. You have a question?

“People hire our firm because of me. I’m what makes us different. Why do I need anything else?”

Actually, that’s a great question. If you’ve worked hard to build a stellar reputation and strong relationships with important clients and referral sources, you may not need anything else.

For now.

One day, you may stumble. Your reputation may be sullied. Your relationships may go south. Or, someone else will come along and show your clients something better.

Have we not all seen high flying firms who have faded in popularity? Big name lawyers who have lost their big name clients and had to downsize, or fold?

You can’t rely on your good looks forever.

Yes, build your reputation and your relationships. But just to be on the safe side, think about how you might answer the question. Because some day, you may have to.

Find your uniqueness. Differentiate yourself. Get this.

Share

Reba McEntire: “To succeed in life, you need three things. . .”

Share

In the “I wish I said it” category comes this quote from singer, song writer, and actress, Reba McEntire:

“To succeed in life, you need three things: a wishbone, a backbone, and a funny bone.”

Good advice for everyone, but especially lawyers.

We need to dream big to make it big. You can’t “play” at this profession, you have to go for it. Make big plans and take bold action. Another quote, author unknown, sums it up: “Life’s journey is not to arrive at the grave safely in a well-preserved body, but rather to skid in sideways, totally worn out, shouting, ‘Holy shit… what a ride!'”

We need a backbone to survive and thrive. Competition is tough, clients are demanding, and the ponderous rules we swore to abide by often make us want to bitch slap someone. Practicing law may be worth all the blood, sweat, and tears, but only if you can hang in there long enough to reap the rewards.

Most of all, we need to lighten up. If you don’t have a sense of humor, if you can’t laugh at the world and have some fun on this journey, you’re doomed. Bob Newhart said, “Laughter gives us distance. It allows us to step back from an event, deal with it and then move on.” Robert Frost said, “If we couldn’t laugh we would all go insane.” Groucho Marx said, “Anyone who says he can see through women is missing a lot.” C’mon now, that’s funny!

Share

How to get more clients from your newsletter

Share

When I launched my new ebook on Kindle recently I set up an email list for purchasers. If they subscribe, they get tips and other goodies from me related to the subject matter of the book (network marketing recruiting). They get value from me by being on the list. I get a mechanism for promoting my books.

It’s a small list right now, and that’s fine. Sure, I want lots of subscribers, but more than quantity, I want quality.

You should, too.

If you have a large list that’s not producing many inquires for your services (or buying anything else you’re selling or promoting), it’s because you’re focusing on building a list instead of building relationships. Relationships come from delivering value and engaging the people on your list. By finding out what they want to know or do and finding ways to help them.

A list of 50 people who love your content, and you, is worth far more than a list of thousands who barely know who you are.

When I say list I mean email list, not social media connections. On social media, your messages are fleeting. Most people won’t see them. They are public, so anyone might see them, and that makes your posts less intimate and special.

Email, on the other hand, is personal. Even though the same message is sent to many, that message isn’t out in the open for all to see. If someone wants to comment on a social media post, they have to consider that everyone else can see what they say (and who they are). With email, they can remain anonymous to everyone but you.

And with email, you are in control. Your list is yours. Facebook doesn’t determine who does or does not see what you write.

Yesterday, I sent my first email to the new list. I thanked them again for purchasing and told them the price would be going up in a few days, in case they want to let other people know. I encouraged them to leave a review. And then I shared a tip.

I’m starting to build a relationship with my list.

Note that everyone on your list may not be a prospective client for your services. They may have hired you before and not need you again, or never hired you because the crisis has passed. Or they might be a fellow professional who likes what you do. But everyone on your list is a potential referral source.

My list isn’t going to buy my book again, but they can tell many others about it. I’m pretty sure that if I continue to build a relationship with them, that’s exactly what they will do.

If you want to get more clients from your newsletter, get this

Share