Think bigger, run faster, work harder

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We’re often told that hard work is the answer. I say hard work can be a path to success, but it’s not the only path. Just look at how many people bust their butt every day but make little (or no) progress. 

Some people are successful by showing up consistently over a long period of time. Objectively speaking, they don’t work hard or run fast. They do a little every day, do it well, and keep doing it. They improve their skills, deepen their relationships, and allow their efforts to compound. 

Slow and steady wins their race, while others burn brightly and burn out. 

Some people have good business connections and leverage them effectively. Some have money to burn. Some people are smarter than average, some have more charisma, and some happen to be in the right place at the right time. 

There’s also the “passion” factor. Some people love what they do and their enthusiasm and joy for doing it attracts people and opportunities that allow them to leapfrog others who are just doing a job.

Here’s the good news. We get to choose our path. Some choose to work hard, some choose something else. 

We need to give ourselves permission to choose the path that’s right for us, and remind ourself to focus on our strengths instead of trying to run fast enough to overcome our weaknesses. 

When we do, we can not only get where we want to go, we can enjoy getting there. 

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Ad Nauseum

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Why do I tell you things I’ve told you before? While will I tell you again?

And why should you do the same with your subscribers, followers, clients, and prospects?

Because people don’t always hear us the first time. They might not get our email, or read it. They might read it but not believe they need to do anything, now or ever. They may have other things on their mind and can’t deal with anything else.

Maybe they see the need but don’t have the money. Maybe they need to get someone else’s okay. Or maybe the problem isn’t that bad and they think they can live with it or it will resolve by itself.

And then, things change. The problem worsens. The threats increase. Their desire grows. Or they finally have more time to take care of something you’ve been telling about but had forgotten until you mention it again.

You’ve heard me talk about the value of having a newsletter so many times, I’m sure you could write that message yourself. But you haven’t started a newsletter (or improved the one you have) because you were busy as hell last year and didn’t see the need. Or have the time to do it.

But this year, business has slowed, and you realize that it’s time.

Sometimes, people hear your message, need what you offer, have the money, but still hesitate. Then they hear the same message or advice from someone else. Or they hear about someone who did what you’re telling them to and were very glad they did.

And, let’s not forget that every day, new people find you, join your list, and hear your message for the first time. Some people call you and make an appointment immediately. Others might not do that for years.  

Stay in their mailbox or feed, keep reminding them, and when they’re ready, they’ll give you a holler. 

People are ready when they’re ready, not before. 

How to use a newsletter to build your practice

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3 a day

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Marketing your law practice doesn’t require you to do big, difficult, or time-consuming things. At least not all the time. As I regularly note, you can accomplish a lot in just 15 minutes a day.

The key is to do it consistently. 

Schedule 15 minutes in your calendar every workday for marketing. It is arguably the most important appointment of your day. 

During those 15 minutes, you can do anything related to growing or improving your practice. If this is a new habit, however, I suggest you decide in advance what you will do. 

One way to do that is to pick a number. I suggest the number 3. 3 calls, 3 emails, 3 pages. That’s easy, isn’t it?

Here are some examples of what you could do:

  • Comment on 3 social media posts by people you know or would like to know
  • Call 3 old clients and say hello
  • Email 3 professionals in your target market—invite them to (something), ask them a question, share something you have in common
  • Collect 3 business cards
  • Like, comment, or share 3 videos of people in your target market (as a precursor to connecting with them)
  • Contact 3 people in your existing referral network and ask how/what they’re doing
  • Follow-up with 3 prospective clients you’ve spoken with
  • Send 3 thank-you notes, birthday cards, or holiday cards

3 calls or comments or emails today, another 3 tomorrow. Or mix and match, one comment, one call, one email.

Over time, you’ll connect or re-connect with a lot of people. Some will want more information, some will want to speak to you about their situation, some will see how you can help one of their clients or friends.

You could also use your 15 minutes to

  • Brainstorm 3 ideas for an article, blog post, or presentation
  • Write 3 pages (or paragraphs) for your new lead magnet, report, or book
  • Find 3 keywords to add to one of your ad campaigns
  • Find 3 groups that need guest speakers at their event
  • Find 3 blogs in your target market that accept guest posts
  • Find 3 podcasts or channels that interview lawyers

It’s just 3. It’s just 15 minutes. But it might be all the marketing you need to do. 

Marketing is easy when you know The Formula

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Sign here

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It’s the moment of truth. You’ve talked to the prospective client, told them what you can do to help them, answered their questions, and quoted a fee. Will they become your next new client? 

One way to find out: hand them your retainer agreement and a pen (or your tablet and a stylus) and tell them where to put their signature. 

And say nothing.

Actually, I like to give them authorizations and other documents to sign first, to get them in the habit of signing. Then the retainer.

But there’s something you can say to them before you hand them the paperwork to find out if they’re ready (or you have more work to do). 

Ask them, “Are you ready to get started?”

If they’re aren’t, if they need more information or have a reason they’re not ready, you want them to tell you. It’s called an objection, and when you get one, you know what you need to say or do to get them to move forward.

Another option, instead of asking if they’re ready, assume they are (and make them tell you they’re not). One way to do that is to ask, “Would you like me to get things started today or the first of next week?”

Either way, it means they want you to go ahead. But they still may ask more questions or offer more objections.

Answer these, keep asking about getting started, and eventually, you’ll get a yes or a no.

What if it’s a no?

Don’t push, negotiate, or try to scare them. That’s bad posture and isn’t going to help.

Instead, you simply say, “okay,” and ask, “Do you mind if I stay in touch?”

That’s good posture.  

Keep your name in their mailbox and when they’re ready, they’ll let you know. 

Email marketing for attorneys

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What does your desktop look like? 

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My dad was a successful lawyer. You might not have known that if you were in his office and saw the piles of papers and files on top of his desk, on the credenza behind him, and sometimes on the floor. 

I don’t know how, but he got his work done. The mess wasn’t a problem for him. In fact, I’m pretty sure he liked things the way they were. 

Some people thrive in chaos. Not me. I need to have one thing in front of me at a time or I find it difficult to concentrate. 

In my office, I usually had other files on my desk, but I kept them in a neat stack and worked from the top down. That doesn’t mean my office was tidy. I had my share of clutter and knickknacks. I still do. But there isn’t any Work-in-Progress in my line of sight. Or on the desktop of my laptop which is nearly empty most of the time.

I work off my “today” list which allows me to stay organized and prioritize my tasks. This gives me a sense of control and peace of mind. If I did it any other way, (e.g., my father’s way), it would ruin that sense of control, distract me, and become a source of stress.

Call me crazy, but that’s how I work best. 

If you thrive in chaos, bless you. If you’re like me and would like to have more order and peace of mind in your work, try putting everything out of the way except the one thing you’re working on. (And clean off that damn desktop!. Okay, I must be crazy. I’m getting bothered thinking about YOUR desktop). 

Anyway, give it a try. If you miss the mess, you can always go back to the way things were. Just don’t tell me about it. 

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FOMO

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When we want someone to do something we usually tell them what they will get if they do. We tell the prospective client the benefits for hiring us, the visitor to our website what our newsletter will help them learn and be able to do, and this is often enough to get them to take the next step. 

But there is something that is often more persuasive than telling people the benefits they get for doing what we’re asking them to do.

More powerful than telling people what they gain if they do something–telling them what they lose if they don’t. 

We tell the prospective client what might happen if they don’t have a lawyer protecting them from the insurance company, or they don’t choose us as that attorney. We tell the client what might happen if they don’t settle, or what might happen if they do.

We invoke their innate “fear of loss” (or Fear of Missing Out) and it often seals the deal. 

Because humans fear losing something already in their possession.

Fear of loss is often much more motivating than the desire for gain and you should use it in your marketing and in working with your clients. 

When you do, don’t limit your message to the big things they might lose (or gain). Sometimes, it’s the little things that close the deal.

For example, some prospective clients might choose your firm instead of another not because you’re demonstrably the best choice but because the picture of what it’s like working with you appeals to them. 

They like your personality, the way you write your articles, the causes you’ve talked about, or even the great Christmas parties you throw. 

And they don’t want to miss out on that. 

Make sure you show prospective clients the whole package that is you. Because if you don’t, they might not see the one thing that tips the balance in your favor. 

And hire someone else. 

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Daily planning

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As I’ve often mentioned, I plan my day the night before it begins, primarily because I like being able to start the day by getting to work. 

But I don’t get to work until I review the plan I made the night before. Just a minute or two, to double check everything. 

I might remember something I didn’t put on the list. Something important might have shown up in my email I need to address. My wife might remind me about something we need to do. Or I might realize I’m not ready to do something because I need to talk to someone, research something, or do something first. 

Plans change, after all. 

But there’s something else. Sometimes, I wake up, look at the list and realize that I’ve over-committed for the day. I overestimated how much I could accomplish and something has to go. Or there’s something on the list I don’t feel like doing that day. Unless there is a compelling reason why I must do it, I push it to another day. It’s my schedule, after all. 

It’s good to be king. 

Finally, once I’ve amended the list, I put things in the order in which I plan to do them. 

And then I get to work. 

Those two minutes in the morning make for a much more productive day.

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Front loading

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Top athletes don’t train at the same level of intensity throughout the day. They front load their workouts, doing the heaviest parts earlier in the day, when they have the most energy.

They also front load their week, doing the most strenuous workouts Monday, Tuesday, and Wednesday, for example, and leaving the rest of the week for less intense parts of their training.  

This allows them to build muscle, speed, and endurance while getting sufficient rest so they can go at it again. 

We can work the same thing in our work.

The idea is simple. You start your day or week (or project) doing the most important tasks. This allows you to get started when you have more energy, so that if the rest of the day or the week you don’t work with the same intensity, or you work on tasks that are less important, you still make progress.

This doesn’t mean you need to start with the most disagreeable or difficult tasks, a la, Eat That Frog. Just start with your MITs, your “most important tasks”.

You don’t need to do them as soon as you roll out of bed. But when you’re ready to start your workday or a new week, you’re starting a new project or diving into a work-in-progress, do the most important tasks or steps first. 

When you structure your time this way, you make progress even if you don’t do that much with the rest of the day or the week. 

If you’re working on a new presentation, do the outline and first draft early in the day or week. Do the second draft, editing, and creating visuals later.

Many people do things just the opposite. They start their day doing easy tasks, to tick them off their list and make room to work on the important things. The problem with working this way is that we often run out of time and/or energy before getting to the important things.  

Front load your time by prioritizing the most important things on your list and doing them first.

Make that your SOP and, who knows, you might find that a four-day work week is your new reality. 

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Talk it into existence

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There’s something to be said for being the “strong silent type” and letting your work speak for itself. There’s also something to be said for talking about what you do and how you help people. 

Because people who need your help want to know what you can do to help them.

That doesn’t mean you should talk about yourself all the time. We all know people who do that and wish they would stop. It does mean finding ways to communicate the benefits you offer without talking about them directly. At least not all the time.

An effective way to do that is to collect and use testimonials and reviews from satisfied clients, and endorsements from lawyers and other influential people who know you and your work. 

Let others do (most of) the talking for you.

You can also share success stories about the cases and clients you’ve helped. Not to brag, but to illustrate what you do in the context of real cases and clients. 

Success stories are implied testimonials.

You can also use this strategy to get more referrals. 

How? 

It’s simple. When you talk about a case you’re handling, or have done in the past, simply mention that the case was referred to you (by a client with a similar case, or by another lawyer, etc.) 

This tells people that others think enough of you and your work that they tell others about you. It suggests that you have experience helping people with the same or similar issue.

You get more referrals not by asking because you are “referrable.” 

What else can you do to talk it (referrals) into existence? When you sign up a new client, give them some extra business cards (reports, brochures, etc.), and say, “I’m giving you a few extras in case you talk to someone who needs my help”. 

That’s it.

You plant the seed that they might speak to someone who needs your help and equip them to tell them about you.

How to get more referrals from your clients

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Legal marketing made eas(ier)

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Would it be okay if I showed you how to make marketing your practice easier? How to get the same (or better) results with less effort? So you don’t overwork yourself or hate what you’re doing and stop doing it?

I’ll take that as a yes.

Okay, grab a pen. Here are 3 things to do to make your life easier and your practice more profitable.  

(1) Don’t do everything.

There are a lot of marketing strategies you could use but you’ll drive yourself crazy (and get poor results) if you try to do them all.

Choose no more than two or three primary strategies and focus on those. Learn all you can about them, get good at them, and make the most of them. They may be all you (ever) need.

Me? I chose referrals. Later, I added advertising. Later still, I started a blog and a newsletter. 

Fewer strategies are easier and usually lead to better results. The same goes for the tools you use to implement those strategies. 

(2) Don’t do everything yourself

Delegation is your friend. Let your staff do as much as possible and/or outsource. 

Me? I only did things that only I could do. I saved time and got better results because I didn’t do things I wasn’t good at or didn’t enjoy. 

(3) Look for additional opportunities that are low-effort/high-impact

There are other things you can do in addition to your primary strategies that have the potential to bring in new clients, new business contacts, and opportunities you might not otherwise discover.

For example, speaking and networking might not be something you regularly do, but if you are invited by a client or business contact to speak at or attend an event in your target market, or as a guest on a podcast in that market, go for it. Go flap your gums and shake a few hands.

Something else that is relatively low-effort but high-impact is writing a book. (Low effort because you can get help). Publishing a book is a great way to build your reputation, generate leads, and make your other marketing strategies more effective. 

The key word is ‘leverage’. Things you can do that are easy, don’t take a lot of time, and have the potential to deliver excellent results. 

The other keyword is ‘focus’. Do a few things and do them well. (But, never say never to other ideas.)

The Attorney Marketing Formula

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