Dreams vs. goals

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Recently, I talked about the preeminence of activity-based goals over results-oriented goals. I said I now focus on the activities I plan to do more than the results I hope to achieve. 

We can’t control our outcomes—how much, how soon, for example—and it can be frustrating and de-motivating setting those goals and continually missing them.  

But that doesn’t mean setting outcome-based goals is worthless. 

In fact, I think it’s a good idea to always have one or two “big” goals, to inspire us, help us focus our energy and prioritize our time. 

And that’s plenty.

These life-changing or next-level goals are more like our dream or vision. They may take years of work and dedication, and need to be big enough to excite us and keep us going when we feel like quitting or wonder why we’re doing what we’re doing. 

So, in the strictest sense of the word, they aren’t really goals at all. Not the kind we set each year or each quarter. 

Notably, this type of goal don’t have a deadline, or at least a firm one, or a lot of details about how you’ll achieve it. Which is good because we’re often too optimistic about the when and how. Which is why we often miss them.

Your dream goal should include what you want, and why, not when or how. 

Let your dreams be dreams. Their job is to get you out of bed in the morning, make you feel better when you’re having doubts, and give you an exciting picture of the future you desire. 

You can also create a goal for the next quarter, and a plan for achieving it, but your dream might be what drives you to do the work to get there.

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How many times have you postponed that task? 

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We all do it. We schedule something for a given day but run out of time (or energy) and push it to another day. That’s normal. If you rarely do that, you might not be getting as much done as you could. If you frequently do it, however, you might be trying to do more than you can handle. 

There is a sweet spot where you’re not doing too much or too little. But that’s a discussion for another day. 

Right now, a simple suggestion for you regarding what to do about tasks you postpone too often. 

Start by asking yourself why you keep postponing the task or project. Is it because it’s not that important to you, or not as important as other things you need to do? Is this task too difficult (right now)? Or tasks you find boring or otherwise unpleasant?

Because there are different options for each reason.

If you don’t see the value in doing the task, at least not in the short term, you might postpone it again (without feeling guilty about it), put it on a “someday” list, or delete it entirely. 

If the task is overwhelming, unpleasant, or too difficult, you might delegate all or part of it to someone who has more experience with that type of task or more time to do it. Or make the task easier to do, or at least easier to start, by breaking it down into smaller, more manageable steps. 

What if the task is too easy and you’re bored at the thought of doing it? You could make it more challenging or interesting by changing the way you do it. 

For example, instead of researching a project by piling through a bunch of books or articles, you might sign up for a course that shows you what to do step-by-step Or partner up with someone who does the parts you don’t like while you do others.

You could change the subject of a boring or unfulfilling task, e.g., writing a paper, to a different or more interesting subject.  

You could also expand the scope of a boring task and make it more challenging and/or more valuable. If you continually postpone outlining part of a presentation, for example, you might expand that into outlining the entire presentation.

Another idea is to change the software or tool you use, the newness of which should be more interesting and/or more challenging.

Once you know why you continually postpone a task, you can change that task, reframe how you think about it or how you go about doing it. It could be exactly what you need to do things you don’t want to do.

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When you have nothing new to say

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Do you ever feel like you’re repeating yourself? Saying the same things again and again in your newsletter, blog, or on social media? Talking about the same services, the same problems and solutions? Making the same offer? Promoting the same event? 

You want to stay in touch with your list (and you should), but if you keep saying the same things, they’re going to tune out. 

Or will they? 

They tuned in because they’re interested in the things you know and share. So don’t change your message. Change the way you present your message. 

As a friend of mine puts it, “Change the wrapping paper around your core idea and you can repeat the same message every time you connect. . . but it will feel new and different”. 

The simplest and often the most potent way to do that is to tell a different story. 

It can be something simple—something your client or another party said or did, a question they asked, how you met them, or something you thought about the facts or the law. 

You can write about almost anything and make your blog post or article interesting. . . and different. 

You can even write about your pets.

If you’ve followed me for a while, you may recall that I used to have cats and wrote about them from time to time. I’d talk about things they did or about a recent trip to the vet and how long they kept us waiting before they saw us, and use this as an example of how not to treat your clients in your waiting room. 

You can use things that happen to you personally or in your practice to add color and interest to your message, without changing your message.  

Change the wrapping paper and you can keep readers interested and engaged no matter how often you deliver your message. 

How to use an email newsletter to build your practice

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The power of constraints

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If you’re like most people, when you make a list of tasks for the day, you look at your calendar, your list of tasks with an approaching deadline, incomplete tasks from the day before, and things you’d like to finish (or start) soon, and there’s your list. 

There are two potential problems with this approach. 

First, your list might be too big to do in a day. Too many tasks, or tasks that take more time or energy than you have available, are overwhelming. And when you don’t do most or all of the tasks on your list, disappointing. 

Better to have a list of “too few” than “too many”. A short list is a list that gets done. 

Second, your list might not prioritize your most important tasks—the ones that provide the most value. 

A better way to make your list for the day (or every day) is to start by choosing a number—the number of tasks for the day. 

Let’s say you decide that a good day for you means doing 5 tasks (not counting small, recurring, or routine tasks). 5 tasks that move the needle. 

Starting with a small number, a constraint, forces you to choose your most important tasks. You’ll have a more productive day doing 5 important tasks instead of (trying to do) 10 or 12 tasks. 

I usually start my list with 2 or 3 MITs (Most Important Tasks), and a few other things I’d like to do if I have the time. But if I “only” do my most important tasks, I consider it a good day. And it usually is. 

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No dessert until you finish your veggies

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The law was simple. If I wanted ice cream, my parents made me finish my peas and carrots. So I held my nose and ate my peas and carrots. 

You too?

Rewards worked when we were kids, and they work today. When you have something unpleasant or difficult to do, promising yourself a pleasurable reward for doing the task might be all you need to motivate yourself to get it done. 

Finish that research you’ve been putting off and you get to watch YouTube shorts for 20 minutes. 

It works, but if you do it too much, rewarding yourself for doing something productive can actually be counterproductive. 

The reason? The pleasure you get from the pleasurable activity (the reward), is caused by a spike in dopamine, but after that spike, your dopamine dips below normal levels, which can make you feel unmotivated to do the next difficult task. 

The higher the dopamine spike, i.e., the more pleasure you get from the reward, the more time it will take to come back to a normal level. You either have to wait for that to happen or give yourself an even bigger reward (more dopamine) to motivate yourself to do it.

 In addition, using rewards to motivate yourself can condition your brain to do difficult tasks to get the reward instead of the inherent benefit of doing the task itself. 

No veggies, no ice cream.

Does this mean you shouldn’t reward yourself for doing difficult or unpleasant things? No. Go ahead and give yourself a reward if you want to. Just don’t take the reward immediately. 

Put a little distance between the productive act and the reward, to give your brain time to associate the successful completion of that task with the inherent benefits of doing it, instead of associating it solely with the reward.

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Some people don’t do a weekly review

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I read an article by a guy who has eliminated weekly reviews from his workflow. He says they never worked for him:

  1. It took too much of his time and mental bandwidth to do them,
  2. It was tedious in the extreme and he had to force himself to do it, and
  3. It’s more productive to be “executing” than reviewing,

Wouldn’t it be great if you didn’t have that weekly chore (and could still get your work done)? 

But how? How do you ensure you’re keeping the right balls in the air and doing everything you need to do? 

One way he does that is to review everything that needs reviewing at the time he captures it. A few seconds while it’s fresh in his mind. 

Basically, that means looking at it and thinking about it long enough to decide if (and where) to file it or tag it to work on in the ordinary course of his work.

I guess you could describe this as a 30-second review, done one small item at a time. 

Anyway, by doing it immediately instead of saving everything to process later, he spares himself from looking at everything once a week at a time when he may have forgotten why he captured it. 

Do it (review it) immediately and be done with it. 

This means he no longer has to go back through the previous week’s tasks, notes, and documents, and recall what they are and recall what he thought about each one some days ago. Sorta a “touch once” rule.

But, if the item or task requires more than a few seconds to think about, fix or work on, he schedules time to do that. Time to “do” it, not review it (because he’s already done that). 

What do you think? 

What I think is that as tempting as it would be to eliminate the weekly review, I’m not sure I’m ready to do that. As I wrote recently, I can do a brief weekly review in 15 or 20 minutes and I find this is time well spent.

What I will do as a result of hearing this idea, however, is to be more mindful of the notes and tasks that go into my Inbox at the time I collect them. That means deciding what I think and intend to do with it, and making a few notes about that, at the time I capture it instead of deferring this until the end of the week. 

Processing things on the spot that way might let me get my weekly review down to 5 or 10 minutes. 

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You’re not going to want to do this (but you should)

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Have you ever stopped to think about how much more you could accomplish if you just had the time? The projects you could finish (or start and then finish), the skills you could learn or improve? 

You want to take a course, learn a new language, build a second brain, or finish that book that’s gathering dust on your hard drive. You want to learn how to get more referrals, better clients, more leads, more subscribers, or more people registering for your seminars. You want to expand into a new practice area or open another office. 

But you’re busy with work and don’t have the time. 

That’s the problem. The solution is to do it anyway. Take some of the time (you don’t have), and dedicate it to doing things that allow you to “level up” your practice and, eventually, allow you to buy back that time. 

It’s an investment in your future. 

Specifically, block out one hour on your calendar every weekday. Call it your “power hour”. Or your financial freedom hour. Or don’t call it anything, just do it. 

I know, it’s too much time. You’re not sure how you’ll use it. You think I’m crazy for even suggesting this nonsense.

Block out the time even if you don’t know if you should or how you’ll use it. You will use it. And be glad you did.

You’ve heard me talk about calendaring 15 minutes a day for marketing. 15 minutes is a great place to start and create a daily habit, but imagine what you could accomplish if you used an entire hour for marketing. 

It’s your power hour. Use all or part of it for marketing if you want to. I did that when I was struggling in my early days and it changed my life.

If you’re still having trouble wrapping your head around using that much time for non-billable work, start with 30 minutes. Use your lunch hour. Or do this early morning before you start your regular day. 

But do it. Because it can change your life. 

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3 things you need for success in private practice

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What does it take to make it? A lot of things can help. Cash, for one. Because if you can put it to work wisely, you can get things off to a good start or more easily move to the next level. But cash isn’t one of the 3 things you need. 

How about mental toughness? Also good. But also not essential. Even for litigators. 

Knowing a lot of influential people? Excellent. But not on the list of must-haves.  

Charm? Good looks? Being smarter than the average bear? 

No. 

So, what then? What are the 3 things you need for success? 

At the top of the list, far above the other two, is desire. You’ve got to want it. So let’s call it, “burning desire”. 

But not necessarily the desire to be a successful lawyer. The desire to be, do, or have something that being a successful lawyer makes possible.

Something that’s important enough to you to get you out of bed in the morning and do things you might not feel like doing. 

For some, that might mean being able to move their family to a safer neighborhood or helping their older parents (finally) retire. For others, it might mean helping to save humanity. 

Something you are passionate about. Something you might be brought to tears when you think about not getting it. 

That kind of desire. Not ego-driven desire. 

Desire is at the top of the list because that’s what will see you through the tough times, disappointment, and sacrifice that often go hand-in-hand with building a successful practice. Desire is the key to everything else.

What’s number 2? Willingness to learn. But not just legal knowledge or your core legal skills. 

There’s a lot to learn about marketing, hiring and keeping good people, budgeting, productive work habits, and all the paperwork. 

Most of all, there’s a lot to learn about yourself. Your personal and interpersonal skills. Because success means becoming the kind of person who is successful. 

As Jim Rohn put it, you need to work on yourself more than your business. 

Which leads to number 3. Willingness to do the work

You may have the desire and be willing to learn, but if you’re not willing to show up every day and do the work, and keep doing it, you’re not going to get to the promised land. 

I’m not saying you have to continually burn the midnight oil, never take breaks, or do things you hate doing. You needn’t work till you drop. You can (and should) look for shortcuts, and create systems and habits that make things easier and better.

You can have a life while you’re building your business. 

You can also go quickly or slowly and take the path that’s right for you. But you have to do the work and that means you have to keep moving.

Because there’s a lot to learn and even more to do. 

The Quantum Leap Marketing System (if you’re ready)

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It’s all advertising and it’s never free

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You may not be able to advertise your legal services, or you may not want to, but news flash—you do it every day. 

Everything you do to get and keep good clients is advertising because you’re getting your name and message out into the world with the goal of attracting new clients. 

Every blog post or article you write, every presentation you deliver, every person you meet at a networking event—it’s all advertising. Even doing a good job of client relations is advertising because your aim is to get your clients to return to you, introduce you to their friends and business contacts, and say nice things about you on social media. 

It’s advertising and you pay with your money or your time.

Yes, we typically put paid ads in a different category from the rest of our marketing, and maybe we should, but it doesn’t change the fact that. . .

It’s all advertising, and it’s never free. 

Organic social media takes time. Yours or someone who works for you. Writing a newsletter for your clients, having coffee with a colleague, serving on a corporate board, playing golf with a leader in your market—advertising one and all. 

If you want to do paid advertising—display, billboard, paid search, direct mail, etc. (and you are allowed to)–I say do it. Do it with dignity, but get your message in front of more people who need your services.

Because you need clients and clients need you. 

The fact is, you can scale paid advertising much easier than anything you do with your time. So if you want to do paid advertising but still hesitate, consider another option. 

Instead of advertising your services or your firm, advertise your book, report, podcast, seminar, or channel.

The result is the same. Traffic, leads, more new clients. You just take an extra step to get there. 

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Soft call-to-action 

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When you tell your readers, audience, subscribers, or website visitors to do something you want them to do, e.g., Call to schedule an appointment, you’re using a call-to-action. And you should because the more you tell people what to do, the more likely it is that they’ll do it. 

Clearly, not everyone is ready to do what you ask when you ask it, which is why you should ask again. Put calls-to-action in most or all of your marketing communications. Remind them (often) to call, sign-up, or download something. And tell them why—the benefits they get or the problems this can help them solve. 

When (if) they’re ready, they will respond. Your job is to stay in touch with them and continually make the case for taking action by repeating your call-to-action, providing additional arguments and examples, reminding them about the benefits, and otherwise “selling” them on doing what you ask.  

Telling them to call for an appointment is a ‘hard’ call to action. If they call, there is an expectation that this will lead to them signing up for something and paying something, and this may not be easy for them because it requires a commitment they might not be willing (yet) to make.

Which is why you should also use the ‘soft call-to-action’. Asking (telling) them to do something that doesn’t require a big commitment. Something relatively easy for them to do:

  • Like, share, comment
  • Download this report
  • Fill out our survey
  • Hit reply and ask your question
  • Sign up for our free seminar
  • Watch this video, listen to this podcast, read this article
  • And others. 

Why use these? First, because they help you build a list, which gives you permission to follow-up and send additional information. 

And second, because the more often you ask them to do something, and they do it, the more likely it is that they will do something else you ask.  

Get a visitor to your website to give you their email address and download your report today. Tomorrow, it will be easier to get them to sign up for your seminar or listen to your replay. Eventually, it will be easier to get them to schedule that appointment. 

What’s interesting is that even if they don’t do the things you ask, the more you ask, the more they become conditioned to hearing you ask and the less resistant they become to (eventually) doing something you ask. 

The lesson? Ask visitors and readers and prospects to do things and never stop asking. 

Each time they hear you ask, they take a step closer to becoming your next client.

Marketing legal services is easier when you know The Formula

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