I don’t need the practice

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I’ve done a lot of interviews and I’m looking forward to doing more. They are easy to do, bring high quality traffic to my site, and I enjoy doing them. If you’re looking for a simple and effective marketing method, interviews with bloggers and podcasters, authors and other influencers, gets my highest recommendation.

Anyway, I recently received an invitation to a one hour interview about “marketing strategies in the legal profession.”

Right up my alley, right? So why haven’t I replied to this invitation, or to the follow-up email seeking to schedule a date?

Because the person conducting the interview said she is “working with a client outside the legal profession. . . to increase our clients’ understanding of the often complex legal industry.”

That’s nice and everything, but. . . what’s in it for me?

Seriously. Why should I help you with this research project?

Will the interview be published anywhere lawyers might see it? Will I be quoted and get a link to my site? Will you compensate me in any way for my time and expertise?

Anything? Bueller?

Alrighty then. Imma need to sit this one out.

Actually, I did get something out of this. I got the opportunity to remind you that in your marketing, always tell people what’s in it for them.

Tell people why they should hire you (or let you interview them). Tell them the benefits. Tell them how will they be better off.

Even if it’s obvious.

Because what’s obvious to you may not be obvious to them. And because if you don’t tell them, or you aren’t persuasive enough, your message (like the one I just told you about) will probably wind up in the digital dumpster.

Why should anyone hire you?

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Law firm newsletter vs. individual newsletters

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Is it better for each lawyer in the firm to write their own newsletter or to have one newsletter for the firm with each lawyer contributing thereto?

Having one newsletter means each attorney has less writing to do. Once a week or once a month, each attorney contributes content. That doesn’t sound so bad until one or more attorneys are late and it throws off the entire schedule.

Someone has to coordinate everything and make sure the writing gets done on time. They also have to make sure the contributors don’t duplicate content or contradict each other.

When you do your own newsletter, you don’t have to wait for anyone or be concerned about what someone else says.

The bigger issue, however, is that a firm newsletter brands the firm, not the individual lawyers. That’s okay, but clients hire and refer clients to their lawyer, not the firm. When a client hands out your business card, they say, “Call my lawyer,” don’t they? Not “Call my law firm”.

Think about the purpose of a newsletter. Yes, it is to inform and to stay in touch with clients and prospective clients, referral sources, and others, but more than that, it is to build relationships with them.

You can do that more easily when it is your newsletter, not a group effort.

But that doesn’t necessarily mean you have to do all the writing.

You can ask other lawyers in the firm, or outside the firm, to contribute “guest posts,” or you can interview each other. You can also collaborate on longer articles.

A firm newsletter is a great idea, but if you’re inclined to publish one, do it in addition to individual newsletters, not in place of them.

One way to do both is to encourage the individual attorneys to write their own newsletters and periodically submit the “best of” their content for the firm’s newsletter. That way, each attorney can build their own following, while the firm showcases its talent and cross-promotes it to the readers of the firm’s newsletter.

How to build your practice with a newsletter

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The two most important questions you will ever answer

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It’s not clickbait. These two questions are the key to your future.

The questions are simple. The answers, not so much. The answers require some thinking and introspection, maybe some praying, and a willingnes to be completely honest with yourself.

The first question: What do you want?

Describe your ideal life five years from now. Where are you, what are you doing, who are you doing it with? What have you accomplished and what are you on the road to accomplishing?

In this vision, you can be, do, and have anything. No rules, no restrictions. This is your vision for an ideal (perfect) future.

Write it down. You will surely want to refer to it again.

Now that you know what you want, it’s time to answer the second question:

What are you willing to give up to get it?

Yes, give up. Because if you didn’t have to give up something, change something, you’d already have what you want.

You may believe you are on the path to your ideal life and the only thing needed is to give it more time. You know that if you keep doing exactly what you’re doing now, you’ll get there.

Even if that’s true, wouldn’t you like to speed things up?

Either way, you have to change something. What are you willing to change? What are you willing to give up?

Mostly, we’re talking about time and how you currently spend it.

Track your time for a week and you’ll likely find that you waste a lot of it. Three hours or more per day, according to some experts.

Are you willing to give up some of your indulgences, change your habits, and redirect some of your time and energy towards more productive things? Are you willing to give up an hour of TV or gaming or social media each day, and use that time to improve your knowledge and skills?

So, two questions. What do you want? What are you willing to give up to get it?

Plaintiff rests.

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Do you need more than one website?

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Do you need more than one website? Most lawyers and law firms don’t. But there are several reasons to at least consider the benefits of having additional sites.

If you do PPC ads or SEO and target highly competitive keywords, having a site that’s “tuned” for those keywords could give you an advantage. If you do broadcast or display advertising for major tort cases or consumer class actions, having sites dedicated to those matters also makes sense.

If you target very different markets, financial professionals on the one hand and first responders on the other, for example, or businesses and consumers, having separate sites that provide content, testimonials, use cases and offers appropriate for those markets may also be a good idea.

The same goes for your practice areas. Your business clients might not be interested in your criminal defense work and might actually see you in a different light if those practice areas are promoted on the same site. And remember, clients prefer to hire lawyers who specialize, so keeping what you do separate from what else you do might be a sound practice.

Do you have different locations or practice in different jurisdictions? Do you target clients who speak different languages? You might want to “localize” your marketing with separate sites for each location or language.

If you want to test special offers for new clients, without alienating your existing clients, maintaining separate sites is a good way to insulate yourself.

Finally, if you have more than one or two lawyers, especially in different practice areas, you might want each lawyer to have their own site in addition to the firm’s site.

That way, each lawyer can build their individual brand, post their own practice-area specific content, maintain their own blog, promote their own newsletter and social media channels, and otherwise do their own marketing, without getting in the way of anything being done by the other lawyers, or the firm.

So yeah, different websites might be just what the doctor ordered.

How to create a website that makes the phone ring

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Reframe and grow rich

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Many attorneys are uncomfortable with marketing. Or at least certain aspects of it. They don’t like networking, writing, or talking to people about referrals. They don’t like doing interviews or presentations. They don’t like advertising, generating traffic, or buying leads.

It’s out of their comfort zone and they resist doing it.

The old saying, “Do the uncomfortable until it becomes comfortable” comes to mind, but if you can’t or won’t start, you’re never going to get there.

There are two solutions.

The first solution, instead of trying to “jump” out of your comfort zone, ease out of it. Take baby steps until you learn to walk.

Make a list of options, different types of marketing and different ways of doing them, choose one, learn all you can about it, get some help if you need it, and do it on a very small scale, until you “get used to it”.

You don’t like networking? Take a friend to lunch or ask to accompany them when they go to their next meeting. Get your feet wet in a non-threatening situation where nothing is expected of you other than showing up.

You might find you don’t hate it as much as you thought and can eventually take the next step.

You don’t like talking to people about referrals? Try writing a letter to your clients about the subject and how it helps both them and the people they refer. Don’t send the letter, just write it for now. Maybe you’ll send it later. Or maybe you’ll read one of my books or courses and find better ways to ask or ways to get referrals without asking for them.

Baby steps, baby cakes.

The other solution? Sit yourself down and have a talk with yourself.

Talk to yourself about the activity you’re resisting and why you’re resisting it. Pretend you’re talking to a parent or teacher, and tell them all the reasons you don’t want to do it. Don’t forget to pout and say, “and you can’t make me!”

And then, talk to yourself as that parent or teacher and convince yourself that you can and should.

One way to do that is to reframe the activity by changing how you think about it, or contrasting it with the alternatives.

You did that somewhat if you looked at networking as just going to lunch with a friend.

You could explain to yourself that writing a weekly email may not be something you’re excited about doing, “but it’s a lot better than going to a weekly meeting” (if that works for you).

If you don’t advertise because you see it as an unnecessary expense, think about it as a investment which could have a very profitable return. Talk to someone who advertises, see what they do, play with some numbers, and you may find a way to eliminate your resistance and get excited about the possibilities.

Maybe you hate social media. You might remind yourself that, “It’s a lot better than cold calling or sending spam emails”.

You don’t want to do any marketing, it’s all horrible? Reframe this by telling yourself it’s a lot less horrible than having no clients and being one month away from getting evicted from your office, which is where I was early in my career, before I “got religion” and saw marketing as a better alternative to losing everything.

Baby steps and/or reframing. Two ways you can do what’s uncomfortable until it becomes comfortable.

How to get referrals without asking for referrals

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You have a goal? Good. Now forget about it

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You have a goal for this year. Nice. I hope it puts a big smile on your face when you think about it.

Now, stop thinking about it.

The goal has served its purpose. It caused you to decide what you want and inspired you to start the journey towards achieving it.

But that goal won’t help you get it.

What will? Activity or process goals. Goals that reflect and measure what you will do to achieve your outcome goals.

Focus on “the work”. That’s what you should think about and track.

Focus on making the calls, writing the articles, sending the emails.

Focus on talking to your best clients and referral sources and reaching out to new people you’d like to work with.

Focus on improving your website, getting more traffic, and building your list.

Set goals for each activity and be specific.

What will you do today and tomorrow, next week and next month? How many? How often?

Your big goal may be to bring in a new case or client every week. Fine. How many clients or contacts will you call each day? How many words will you write each week? How much will you invest in ads? How many bloggers or podcasters will you contact? How many people will you invite to your presentation?

What will you do, and when will you do it? How much, how often?

Your process goals don’t need to be massive. You can make a lot of progress in 15 or 30 minutes a day. But you have to be consistent, so set daily and weekly process goals you know you can do—and do them.

Every day, every week.

You know what you want. You know what you will do to get it.

Get excited. And then get busy.

Just starting your marketing journey? Start with this

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What worked?

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It’s time to let go of last year. That was then. This is now. This is the next chapter.

But before you turn the page, reflect for a few minutes on what went well last year.

What did you do that had a positive outcome? Which projects bore fruit? Which habits, mindsets, strategies, and methods helped you make progress?

Go through your notes, your calendar, or your journal. Meditate or free-write or just have a good think and find a nugget or two that belongs in the “win” column for last year, so that this year, you can do it again (or something like it).

While you’re at it, also note what didn’t work.

It may be a marketing strategy that flopped or a bad habit that didn’t serve you, like staying up late, not exercising, or spending too much time reading the news.

Identify what didn’t work, so you can stop doing it or do it less often.

Finally, ask yourself what you can do differently this year. Besides doing more of what worked and less of what didn’t, what could you change about the way you do the things you do?

How could you do them better or faster? How could you make them easier, more enjoyable, or less stressful? What could you change that might help you earn more, work less, or both?

You might want to enlist the aid of your employees to help you brainstorm ideas. They may see things you can’t see about yourself or your practice. They might offer some game-changing ideas.

Good or bad, last year’s story has been told. But before you put that book back on the shelf, do a quick re-read and find the lessons you can use to provide a happy ending to this year’s story.

How to make this year your biggest year

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How to make next year your best year

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You’ve probably seen a spate of articles and blog posts about things to do in the coming year to improve your law practice marketing and management.

No doubt these articles contain some good ideas for bringing in new clients, being more productive, lowering your expenses and increasing your income.

Save those articles and try those ideas. But not right now.

Most of these ideas will deliver only incremental improvement. If you want to make next year your best year, you need an idea, strategy or tactic that will help you double or triple or ten-times your income.

Find that idea, your “one thing,” and focus all of your attention on it.

No, I can’t tell you what it is. It’s different for everyone. I can only tell you it’s there and if you look for it and allow yourself to find it, you will.

Meditate, pray, ask your inner being for guidance. Let your subconscious mind go to work for you and point you in the right direction.

The thing is, there’s a good chance you already know what it is. You considered it once but rejected it, telling yourself it won’t work, it’s too risky, it takes too much time, or it’s just not for you.

Or you allowed someone to talk you out of it.

But it’s still there, lying dormant in your subconscious, and all you need to do to activate it is to give yourself permission to do that.

On the other hand, it might be something you’ve never considered. You never looked. You were too busy cranking out work and never needed to do much else.

Maybe today things are different.

If so, your “one thing” is to devote yourself to finding that one idea and get it up and running.

How will you know you’ve made the right choice? Don’t use logic to answer that. Use your gut.

The right idea feels good when you think about it. Exciting. Scary, too, but fear and excitement are two sides of the same coin, so if you feel either way, you’ve probably found your one thing.

If you feel indifferent, keep looking.

When you find (or remember) an idea that scares or excites you, what then?

Don’t study it. No research. No pondering. Don’t set any goals or new year’s resolutions, either.

Just start.

Allow yourself to get swept up in the excitement and do something. Take the first step. It doesn’t matter what it is, just move.

You’ll learn what you need to know and do as you do it.

And that’s how you’ll make next year your best year.

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Remind me to kill you later

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My calendar is set to remind me about appointments, meetings, and other time-specific activities, but I don’t use reminders for anything else.

I check my task app, see what I’ve planned for the day, and do it. If I’m not sure about something, the app is only a click away.

I’ve also turned off most push notifications.

I don’t need or want to be reminded about everything in my life. Too many beeps and buzzes and pop-ups—it’s annoying. And distracting when you’re trying to concentrate.

“I’m in the middle of my skin care routine! Thank you for reminding me to take out the garbage, but go away!”

I also don’t like the idea of depending on reminders.

What if they fail? What if I don’t see the reminder? What if I’ve become immune to those pop-ups and beeps and alarms and ignore the little bastards?

I prefer self-reliance, not app-reliance.

I know, some people depend on reminders to gete them through their day. It’s like they’re back in school, waiting for the bell before they go to their next class.

Some folks are addicted. Their watches and phones are their overseers, constantly telling them what to do, when and where, and if they don’t do it, they nag them until they do.

I don’t want to be nagged, do you?

Here’s the thing.

We generally don’t forget to do things we want to do. We don’t need to be reminded to watch our favorite show, play our favorite game, or do the horizontal hokey-pokey.

It’s the chores, the errands, and the work we don’t want to do we find easy to forget, and for those, reminders might help.

So use reminders if and when they serve you, but not for everything.

When I drive by the grocery store, I don’t need my phone to remind me to get pickles.

It’s on my list, okay? (I just need to remember to check my list.)

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Use constraints to increase focus

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You may have heard that you can accomplish more by doing less. The idea is that when you have fewer things to do, you have more time and energy to do those things and do them well.

Many productivity systems suggest using “WIP Limits” to structure your work, WIP standing for “Work in Progress”. By limiting yourself to fewer (but more important) tasks, you can be more effective than having a dozen lesser tasks on your list that you may or may not get done.

I usually schedule 2 or 3 “most important tasks” for the day. If I get those done, it’s a good day, even if I do little else.

WIP limits are an example of “constraints,” limits to the amount of work you commit to. They acknowledge that we only have so many slots to fill each day and we should fill them with activities that deliver the most value.

One way to implement constraints is by the way you use your task app.

The task management app Todoist allows you to have up to 300 projects in their paid version. A project could be a case or client, an “area of focus” (e.g., work, family, finances, etc.), a time frame (e.g., this week, next week, this month, next month, future) or something else.

You might have 300 clients in your system, each one a project, but you can’t expect to focus if they are all “active” at the same time. You’ll find it easier to focus if you limit yourself to perhaps 5 or 10 active projects.

If you have trouble limiting yourself, you might choose an app that doesn’t allow so many projects or areas, or, in the case of Todoist, downgrade to the free version, which only allows 5 active projects.

Having only 5 slots to fill forces you to choose those slots wisely. It forces you to figure out what’s most important to you, so you can focus on it.

How many active projects, areas of responsibility, clients, or cases do you currently have in your task management system? What might happen if you reduce that number? And what might happen if you schedule fewer tasks each day to do your work?

Over the next few days, consider these questions and how WIP limits and other constraints might help you to focus and be more effective.

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