What to say when someone asks, “What do you do?”

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The next time someone asks you what you do what will you say?

“I’m a lawyer”?

That doesn’t say very much, does it? It’s a good way to clear the room, however.

“I’m a PI lawyer”?

I used to say that but too many people wondered if I was a lawyer or a private investigator.

“I’m a personal injury lawyer”?

Getting better, but many people still don’t know what that means or how you can help them.

If you’ve ever found yourself searching for the right way to answer this question, help is on the way. All you need to do is follow these three steps:

  1. “You know how. . .?” Orient the listener to the problems you solve.
  2. “I help. . .”. Tell them what you do.
  3. “I’m a. . .”. State your practice area.

Examples:

  • Estate planning: “You know how people want to protect their kids and their spouse in case something happens to them? Well, I take care of everything for them so they never have to worry about that again. I’m an estate planning lawyer.”
  • Personal injury: “You know how people get injured in a car accident or on someone else’s property and want to collect money from the other party or their insurance? I make sure they get their bills paid and don’t get taken advantage of so they can get well and get back to work. I’m a personal injury lawyer.”
  • Small business lawyer: “You know how business owners need to protect their businesses and make better decisions? I help them do that with advice and legal documents. I’m a business lawyer.”
  • Family law: “You know how when people get divorced they want to protect their kids and get a fair property settlement? I take care of that for them so they get what they deserve and can sleep better at night. I’m a family law attorney.”

You can also add a few words about “what else” you do: “I’m a business lawyer. . . I also help business owners collect money that’s owed to them and defend them when anyone sues or tries to make a claim against their company.”

You get the idea.

Answering this way gives the listener a context so they can better understand what you do and how you can help them, or someone they know. It may still clear the room, however.

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David Allen on how to handle distractions

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I thought you’d enjoy this short video by David Allen, the “Getting Things Done” guy himself.

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How to read more and get more out of what you read

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Attorneys read a lot. Still, there’s always more we want to read, if only we had the time.

I was reading an article, yesterday, “7  Tips for becoming well-read,” and it has some good tips for reading more, things like starting small (e.g., 15 minutes during lunch) and minimizing distractions. But I didn’t think the tips went far enough so I came up with my own:

  • Be ruthless in what you select to read. Spend a few minutes with a book candidate and decide whether or not it is worth your time. Read reviews, the book’s cover, excerpts, and ask the person who recommended it. A few minutes spent in this process could save you hours of wasted time.
  • Skim. You don’t have to read the entire book, cover to cover. The 80/20 principle tells us that 80% of the value of a book is contained in 20% of its content so look for that.
  • You don’t have to finish it. If you don’t like it, stop reading it. Don’t waste time on books that don’t resonate with you.
  • Learn to speed read. Why spend five hours reading something you could read in 30 minutes?
  • Subscribe to book summaries services. Their editors summarize the books for you. For most books, that’s all you’ll need but if you like what you see in the summary, you can put that book on your list to read in its entirety.
  • Delegate. An employee can read for you, present a summary, and/or bring to your attention those books or articles he thinks you would want to read.

This will allow you to read more by eliminating a lot of marginal choices. You’ll have more time to read the “best of the best”. When you do, here’s how to get more out of what read:

  • If a book is truly high value, you may want to read it more than once. When I was in high school, I read, “How to Read a Book,” by Mortimer Adler. He presents a process for reading a book several times, each time with a different purpose. I don’t think every book qualifies for several readings but when you find one that does, a second or third reading could have immeasurable value.
  • Highlight. If you think you might read the book again, highlighting passages will make the second reading faster because you can, if you choose, read only the highlighted passages. (If you don’t think you will read the book again, or use it as a reference, there’s not much point in highlighting). For the record, I use a yellow highlighter on my first read and, usually, a red or blue pen on the second read.
  • Take notes. You’ll learn more about what you’re reading if you think about the words while you are reading them. Put the ideas in context, ask yourself questions, speculate on the options, and write it all down. It takes longer but you’ll get more value out of what you read. You’ll remember it better, too.
  • Read (and take notes) as though you had to teach the subject tomorrow. This will force you to zero in on the essence of the material, and master it.

So those are my tips for reading more and getting more out of what you read. By the way, none of this applies to fiction. We read fiction to escape, to learn about exotic places, to solve a mystery, to feel emotions, to have fun, or to learn about the human condition. Not something you want to speed up or delegate.

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“What can I do in the next two minutes to grow my law practice?”

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I know, you’re busy. I also know you have lots of ideas for getting more clients and increasing your income that you aren’t doing. You’re so busy with work, there’s no time for anything else. But actually, there is.

It’s called, ‘marketing in the moment”.

It doesn’t require you to set aside a half day, a weekend, or even an hour to work on marketing projects. Marketing in the moment means taking advantage of the little snippets of time we all have throughout the day to do the “little things” that, in the aggregate, help your practice grow.

The idea is simple (as all great ideas are). Throughout the day, as often as you can, ask yourself, “What can I do in the next two minutes to grow my practice?”

There are lots of things you can do in two minutes. You can

  • Call a client to ask if he knows about your new Facebook fan page
  • Send an email to a prospective referral source
  • Review your notes for your upcoming speech
  • Jot down some thoughts for an article
  • Brainstorm ideas for a new report or seminar
  • Write a list of new key words for your web site
  • Check in with someone who’s working on a project for you
  • Check out a competitors web site
  • Read the comments on a book you’ve been thinking about ordering
  • Read another article on this blog

Periodically throughout your day, between phone calls, while you’re driving, while you’re eating lunch, or whenever you think about it, pause and ask yourself, “What can I do in the next two minutes to grow my practice?” (You may want to write the question on a sticky note or index card and put it where you can see it.)

You’re asking your subconscious mind, of course, and it won’t disappoint you. While you’ve been working and sleeping and doing all the things you do, your subconscious mind has been working on your ideas and coming up with new ones, and, because you asked, it will deliver those ideas to you in bite-sized, two minute chunks.

You’ll remember people you may not have thought about and you’ll call them or email them. You’ll open your bookmarks and see a web site you’ve been meaning to look at. You’ll jot down ideas for your newsletter or blog. You’ll do a lot of things you may never have done had you not asked that question.

Try it. Ask yourself that question right now. Then go do it.

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A simple marketing plan for attorneys

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Yesterday, I said there are two mistakes lawyers make in marketing their services: not having a plan and not executing that plan. Today, I want to help you create a simple marketing plan for your law practice.

Why simple? Because if it’s not simple, you won’t do it.

Forget complicated. Forget long term. A simple plan has a few steps and a short time frame–this month, this week, today. You can create this plan in a few minutes; you can execute the plan a few minutes a day. Short, sweet, do-able. Baby steps, followed by more baby steps.

Most plans are overwhelming. Pages of tasks and sub-tasks, market research, resources, footnotes. A simple plan fits on a sticky note.

So let’s get to it. Let’s create a simple plan and let’s use a magic number: three. Three things. Not seven or seventeen, just three. Why three? Because you can remember three things. You won’t even need a sticky note.

We’ll start with some objectives:

  • Three new clients a month
  • Three prospects a week
  • Three actions a day

Your goal is three new clients a month. (Feel free to adjust these numbers for your practice.) In order to get them, you’re going to get three prospects each week. In order to do that, you’re going to perform three marketing-related activities each day.

So far so good. Easy peezy.

Now, let’s brainstorm some ideas. Write down your ideas–this is not your plan, it is thinking on paper which will help you create your plan.

NEW CLIENTS

There are different kinds of “new clients”:

  • Never hired you before
  • Former clients who hire you again
  • Existing clients with new engagements

Choose one. Let’s say, “never hired you before.”

PROSPECTS

Let’s define a prospect as someone who looks at some information: a brochure, a web page, an ad, a recorded seminar–something that lets them see what you can do for them. Let’s say you’ve written a report on a subject of interest to your target market. Your objective for the week is to get your report into the hands of three people who have never hired you.

Again, simple, and do-able.

ACTIONS

There are many ways to get information into the hands of a prospect. You can do that via

  • Phone
  • Email
  • Social media
  • Advertising
  • Snail mail
  • In person
  • Articles
  • Speaking
  • Etc.

Let’s use your existing network of clients and professional contacts as the conduit for distributing your report and phone and email to do that. So, here are your action steps, in preparation for executing your plan:

  1. Write a report.
  2. Make a list of clients, former clients, and professionals you can contact.
  3. Calendar 15 minutes a day for calls.

Now, here’s your plan:

  1. Monday through Friday, between 3pm and 3:15pm, I will call three people on my list.
  2. I will tell them about my report, confirm their email, and tell them I’m sending the report to them.
  3. I will ask them to forward the report to people they know who might be interested in reading it.

A simple plan. One you can do. One you will do. And one that will work.

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Do you make these mistakes in marketing your law practice?

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There are two mistakes you can make in marketing your law practice and unfortunately, most attorneys are guilty of both.

What are the two mistakes?

  1. Not having a marketing plan, and
  2. Not executing that plan.

As a result, most attorneys don’t do any marketing, at least not with any consistency. Let’s face it, if you don’t have a plan–a list of projects and tasks and a schedule for completing them–any marketing activities you do will be sporadic and isolated. You’ll never generate momentum or sustained growth.

Having a cool web site (or any web site)  may be good for your ego but if you don’t have any traffic to it, that’s all it will be. Traffic doesn’t happen by itself. You need a plan and you need some activity or that traffic will never materialize.

Don’t get down on yourself. The problem isn’t you. It’s not a lack of self-discipline, poor organization, or bad habits. You aren’t lazy and you don’t need to get motivated. What you need is a better plan.

You need a plan that is

  1. Simple (so you can do it), and
  2. A good fit (so you want to do it).

If you want to do something and you believe you can do it, you will do it. You won’t have to force yourself to do things you don’t want to do, you’ll do it because you enjoy it.

In his remarks to the 2005 Stanford graduating class, Steve Jobs said, “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” A friend of mine puts it this way: “When you love what you do and do you what you love you’ll never work another day in your life.”

If you don’t enjoy being a lawyer, common sense says to either change careers or find some aspect of practicing law you do enjoy. That might mean a different practice area, different clients, or a job with a different firm. If you don’t, you’ll never be happy and you’ll never do “great work.” The same can be said for marketing.

The good news is that there are lots of ways to market legal services and you only need one or two. You don’t have to be good at networking AND writing AND seminars AND getting web traffic AND social media AND referrals. Pick something that sounds good to you or feels right. For once in your career, put logic aside and listen to your gut.

Maybe nothing feels right or maybe you don’t know enough yet about the different options. That’s okay. Make no decisions, take a step back and simply learn. Read, observe, see what others are doing. Soak it all in and eventually, you’ll find something that’s a good fit.

And then, you need a plan. We’ll talk about that tomorrow.

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Steve Jobs’ prescription for success and happiness–in his own words

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In 2005, Steve Jobs addressed the graduating class at Stanford University. I’d never heard his remarks before today, but I’m glad I took 15 minutes this morning to watch this video. Jobs tells three stories, taken from his life experience, to communicate a simple but powerful message. It is one of the most insightful and motivating speeches I’ve ever heard. In light of his recent resignation, ostensibly for health reasons, it is also one of the most moving.

I hope you enjoy this as much as I did.

Here is a transcript of his remarks.

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The one thing you need to know about success

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When I’m asked to recommend good books on business or personal development I usually include Marcus Buckingham’s “The One Thing You Need to Know. . . About Great Managing, Great Leading, and Sustained Individual Success.” Based on his empirical studies, Buckingham reveals the “secret” to success: “Discover what you don’t like doing and stop doing it.”

In doing so, you make room for doing what you do like doing:

“The most successful people sculpt their jobs so that they spend a disproportionate amount of time doing what they love. . . . The secret to sustained success lies in knowing which [activities] engage your strengths and which do not and in having the self-discipline to reject the latter.”

Another book, based on a groundbreaking study by famous psychologist, Walter Mischel, presents a different perspective and an actual way to predict success. “Don’t Eat The Marshmallow Yet,” describes a study of a group of four year olds who were presented with a marshmallow. They were told if they could wait 20 minutes before eating it, they would get a second marshmallow, but if they eat it now, it would be the only marshmallow they get.

Some kids were able to wait, others couldn’t resist.

The researchers studied the kids for many years after the initial experiment and found that the kids who were able to delay their gratification and wait 20 minutes to get a second marshmallow were much more successful in all areas of their life.

The differences in results as the kids grew older were startling. The ones who could delay gratification had better social lives, were more intellectual, better off financially, and happier.

The co-author, Joachim De Posada, describes the experiment (and shows us some adorable “test subjects”) in this video:

So if success comes from doing what you want (and avoiding what you don’t) and what you want is to eat the marshmallow now (and not wait 20 minutes), don’t these two conclusions contradict each other?

I don’t think so.

I define success in terms of happiness; the happier you are, the more successful you are. When you know you are on the right path, doing what you enjoy, going where you want to go, you are happy, even though you are not yet experiencing all of the fruits of your labor. In fact, I would argue that delaying gratification actually enhances your joy because success isn’t in the destination, it’s in the journey.

When you imagine what your life will be like a few years from now and the picture in your mind is pleasurable, you can be just as happy now imagining your future as you will be when that future arrives.

So they are both right. In doing what you want to do you enjoy the present and you are also excited about the future. You don’t mind waiting for that future to come because you know it’s coming (and you enjoy thinking about that) and, more importantly, you’re having fun right now.

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Steve Jobs’ resignation: what it means for your law practice

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Steve Jobs’ abrupt resignation yesterday had social media buzzing about the news and what it means for Apple (which saw its stock immediately drop, and then rebound) and for the tech world. Every news channel and blog had something to say and the tweets and wall posts abounded.

But what does his resignation mean for attorneys? How will this affect your law practice?

Well, unless you work for Apple or one of their affiliates, it won’t affect your practice at all.

So. . . why the tease? Was my headline a gimmick to get more clicks?

Well, yes and no.

It’s true that I don’t have anything to say about how this news story will actually affect your practice, and while that smacks of gimmickry, there is a lesson in this.

The headline that brought you here illustrates an important marketing technique: tying your message–blog post, tweet, post, email–to something already on the minds of your readers or followers. According to a new Kindle ebook by Dan Zarrella, about the science and metrics behind social media, this is called “priming”. Zarrella says,

“If a subject is exposed to something related to your idea before he actually encounters your idea, he’ll be more sensitive to it, and this makes it easier to catch his attention. . . .

“The easiest way to make priming work for your idea is to create timely content. If there is a topic or news story currently making the rounds in your target audience, relate your idea to that topic, and the zeitgeist will do the priming for you.”

And so, primed as you were by the news of Jobs’ resignation, you were more inclined to click through to read this story. Yes, I cheated a bit with my headline and yes, it would have been better if I had something to say about how the resignation affected the legal profession, but then this would have been a very different blog post.

Zarrella’s book is brief, not at all dry, and has some great insights and data, such as the most and least re-tweetable words and the best times and days to tweet, blog, post to Facebbok, and send email. “In many cases, the most effective times to send are the less popular times. Because your messages have less clutter to compete with, they break through.”

Zarrella also says that people share on social media not for altruistic reasons but because the information they share reinforces their reputation. People prefer to share breaking news, for example, because it is scarce, rather than humor or opinion which is all too common.

Some might say that putting news in your headlines to piggyback on what’s already on the minds of your readers isn’t a new idea, and they would be right. I’m sure this post, with the headline, “Man Accidentally Impregnates Goat,” is getting lots of traffic. Like my post, the lesson is in the headline, not the story. (Be sure to download the free ebook he mentions, “How to Write Headlines That go Viral with Social Media”.)

So, not a new concept. What’s new is that now, social media metrics let us quantify what we always suspected, while leading us to discover ideas that never crossed our minds.

Zarrella’s book is also free, through August 27.

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The two reasons attorneys don’t get more referrals

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If you’re not getting as many referrals as you want, there are only two reasons. Either you don’t deserve them or you don’t ask for them.

Lawyers who get referrals are competent, of course, but competency doesn’t make you referral-worthy; you need more. To deserve referrals, you must also

  • Deliver good value,
  • Excel at “customer service”,
  • Give more than is expected, or asked,
  • Show gratitude, and
  • Be likable

Lawyers who do and are these things have clients who are not only willing to refer, they go out of their way to do so. When you give people more than they expect, the “law of reciprocity” compels them to give back. When you deserve referrals, the world responds by delivering them.

If you deserve referrals, you can get more by asking. The best time to do that is at the end of a case or engagement, when you are delivering the check or the final papers, when the client is feeling good about the outcome. But asking is not limited to opening your mouth and “asking”. There are many ways to ask for referrals:

  • You can ask in your newsletter, on your web site, or with a sign in your waiting room
  • You can tell stories that mention clients who were referred to you and how much you appreciate the client who referred them
  • You can ask clients to “Like” your page or forward your email to their friends
  • You can have your employees call and ask for you

Attorneys who ask for referrals get more referrals. But only if they deserve them.

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