Whether expressly forbidden by ethical rules or just inappropriate for a professional practice, attorneys can’t do many of the things a retailer can do to bring in business.
Like have a sale or special promotion. Or an army of affiliates.
But don’t you sometimes wish you could?
Actually, there is a way. All you need to do is create a product you can sell to the people in your target market.
A book or audio course. A set of forms or checklists. A do-it-yourself kit.
Take your expertise and turn it into a product. Not only can it bring you more clients, it can become an additional source of income.
You have a body of knowledge that people are willing to pay for, don’t you? Your expertise is valuable. Take a portion of that knowledge and “product-ize” it.
It could be a $5 ebook or a $5,000 8-week seminar. It doesn’t matter. Anything you can offer to the market place will do. Promote that, not your services, and watch your traffic and leads grow.
Now before you say, “it won’t work for my practice,” (you were going to say that, weren’t you?) go to your closet, get out your thinking cap, and put it on your head.
What’s that? You don’t have a thinking cap? No problem. I can get you one wholesale. Just need to find my affiliate link. . .
If you have trouble creating something your prospective clients would buy, find something that’s already available and sell that. Someone else’s book perhaps (e.g., an expert in a related field, a consumer advocate), or even a product.
You could even sell t-shirts if you wanted to. The trick is to tie it to a cause. Find something you’re passionate about (literacy, rain forests, cure for cancer) and donate the proceeds to an appropriate charity. They get the money, you get the customer list.
Anyway, don’t be so quick to dismiss the idea. If you can make it work, it would open up all kinds of marketing possibilities.
Yes, check with your bar association to make sure. We know how fussy they can be. They may claim that because the purpose of selling your book or widget is to bring in clients, the same ethical restrictions apply. Argue it, if you can. Find a way around it.
And stay tuned. Next week, I’m having a sale on thinking caps. You’ll want to stock up.






My political views finally revealed (not)
When I first got stated on Facebook, one of my “friends” posted an incendiary political comment on my wall. In response, friends with opposing viewpoints took him on. Back and forth they went, telling each other in heated tones who was right. Others joined in. Soon, a full blown flame war was taking place.
It was great theater.
I let the two sides go at each other for while and I stayed out of it. No way was I going to get involved in that mess.
And then it really got ugly.
The original poster starting insulting people. Despite repeated requests by the majority to curtail the invective and stick to the issues, he continued his name calling. The more he was asked to tone things down, the worse he got. I had no choice but to remove him as a friend.
Even though this was an extreme situation, it reinforced the notion that discussing politics in public is not a good idea. Unless you are certain that everyone in “the room” is of a like mind, you’re just asking for trouble.
If you’re a professional or in business, your political views should not be posted on social media. Why risk alienating half of your friends and followers? Even when the discourse is civil, political postings provide an insight into your thoughts that can drive a wedge between people who might otherwise get along just fine.
I have political views. Not a day goes by that I don’t feel like posting my opinion about one thing or another, or re-posting what someone else has said.
I’d be nuts to do it.
So I bite my tongue. And save it for a private conversation.
It’s called being in business.
I have many friends on the other side of political aisle. We like each other. We do business together. We can talk about almost anything. Â But not politics. We don’t go there.
In business, you can’t go there.