Why your readers aren’t reading

Share

You work hard to produce good content. Intelligent, thoughtful, interesting articles and posts. You share valuable ideas in your newsletter or your website or content management system.

Maybe you do videos, podcasts, or webinars. Maybe you regularly interview experts and authors and other smart people with something valuable to offer.

Unfortunately, your numbers tell you the folks aren’t reading or watching. Let alone contacting you to find out more about how you can help them.

Is content marketing a failed idea?

No.

Do you need to upgrade your research, writing, and content production skills? Get a better camera, microphone, or lighting set-up?

No.

Your subscribers and followers may not be reading or watching your content simply because you make it difficult for them to do that.

I get a lot of newsletters I’d like to read but don’t because I’d have to follow a link to a website, maybe log-in, maybe download something.

Sorry, I don’t want to bother.

Almost daily, I get emails that don’t share any ideas or information, but invite me to register for yet another webinar or “summit”.

Looks like it might be great, but I don’t have time for that.

I get sent links to a lot of videos. Five minutes, I might be your boy. 20 minutes, sorry, maybe another time.

I might like to read your pdf or ebook, but I’m in the middle of something else right now. Okay, I’ll download it and read it later, but let’s face it, later usually never happens.

And hey, I don’t want to give you my email address again. I’ve been your subscriber for years. And now I’m going to get two of everything from you? Thanks, but no thanks.

Like most folks, I decide to read or watch something in a second or two. If the next step is to start reading or watching, I might do it. If the next step requires me to register for something, put something on my calendar, invest an hour or two of my time, the odds are I won’t.

Sometimes I will. But not every time.

Bottom line: if I have to spend a lot of time to get to your content before I can consume it, on most days, the answer will be a hard no.

Love ya, but I’m busy and have to move on. You set up too many hoops for me to jump through, and I’m not in the mood.

So I never see much of your best content.

My advice to anyone who wants to build their business or practice with content of any kind: make it easy for people to access that content.

More readers, more leads. More leads, more clients.

How to use a simple email newsletter to build a law practice

Share

You can change your name, but not your stripes

Share

Jimmy, the protagonist in Better Call Saul, couldn’t do it. Changing his name didn’t change who he was.

That’s true for all of us. How we think, what we do, who we are.

Our beliefs about ourselves and the world are the core of our “operating system”. And while we can change our beliefs, we can’t do it by changing our name.

Our beliefs determine our attitudes towards the choices we make, the things we do and how we do them. Our activities determine the results we get. And our results determine our success and lifestyle.

Look at how this works in the context of marketing and managing a law practice.

(1) Our beliefs determine our attitudes

If you believe that that nothing is achieved in life without hard work, that there are no shortcuts, no such thing as “working smarter,” you will no doubt be skeptical about strategies that suggest otherwise.

You would be reluctant to try these strategies because they are inconsistent with your core beliefs.

If you did try any of these strategies, you might do so with an attitude that says, “Those things never work” and you may seek to prove you’re right.

On the other hand, if you believe that some “working smarter” strategies can work, you’ll be open to learning more and giving some strategies an honest try

(2) Our attitudes affect our activities

If you believe working smarter is possible, that you can increase your income without working more hours (and even by working fewer hours), you’ll be willing and perhaps eager to explore strategies that promise that outcome.

Your attitude will be “let’s see” instead of “no way.” And if you try those strategies, you’ll look for ways to make them work instead of trying to prove they won’t.

You may have always used hourly billing in your practice, for example, but you may be willing to try flat fee billing. If you’ve tried it before, you may be willing to try it again.

You’ll at least be open to getting more information about ways to do it effectively and to see how other lawyers are doing it.

(3) Our activity determines our results

Your activities—what you do, how you do it, how much you do and for how long, determine the results you get.

Do more marketing activities, do them better, and you’ll bring in more clients. Try different billing methods and if you find one that allows you to earn more from the same work, you’ll increase your income without putting in more hours.

Maybe even by working fewer hours.

(4) Our results determine our success and lifestyle

If you are able to increase your income by working smarter instead of working harder, in the case of our example, by successfully implementing flat fee billing, you will earn more without working more.

You’ll be able to do that because you believed it was possible.

Our beliefs guide our attitudes, our attitudes affect our activities, our activities determine our results, and our results are how we measure success.

How does this explain the success of people who lie, cheat, and steal their way through life? Who believe that the way to succeed is to do whatever it takes, even if it’s wrong?

They may get away with it, but only for so long. Eventually, their nature catches up with them.

And changing their name, or the name of their company, won’t stop that.

Get the Check: Stress-Free Legal Billing and Collection

Share

Are you prepared for fame and fortune?

Share

When a top authority in your target market endorses you, says something nice about your article or presentation or book, or simply mentions you in passing, you want to share that with your clients and contacts—the people you know and the people you want to know.

It gives you street cred. Publicity. Something to add to your “about” page. And a heaping helping of pride.

It can bring you approbation (and referrals) from other professionals, more traffic to your website, new subscribers and leads, and new clients.

Your clients will like seeing that their attorney is a big shot. It validates their decision to hire you and refer you.

And don’t be surprised if other influential folks come knocking on your digital door, to interview you or invite you to something.

Anyway, it’s a beautiful thing when it happens and you should be prepared to leverage it when it does.

Set up a file and add notes about what you will do, with whom you will share the mention, and how you will thank the praise-giver.

In other words, how you will use endorsements or mentions (and testimonials and reviews) in your marketing.

Of course, not everyone who praises you will be a household name in your target market. In fact, you should assume they aren’t, and be prepared to tell your market all about them.

Who they are, what they do, why they matter.

If they’ve written a book, do a podcast, founded a company, won awards, served on important boards, have a prestigious degree, or even if they’re “merely” successful in their field, you need to talk about that when you share their endorsement or mention.

Edify them. Build them up. Make them appear to walk on water and glow in the dark.

When you do, the people who hear about them will have more respect for their opinion, and for you.

Are you ready to take a quantum leap in your practice?

Share

Build your network with email follow-ups

Share

You meet someone new, in person or online. You get their email address (because if you don’t, why bother meeting anyone?) You’re all set to follow up with your new professional contact or prospective client.

What’s next?

You need to decide that, in advance.

What will you do? When? What will you say, what will you send them, what will you ask them?

Put on your thinking cap, figure that out, and write it down.

What you do will depend on many factors, including where you meet them, your practice areas and services, what they do, what you’re looking for, and more.

But you can sketch out a few typical scenarios to start and modify them as you go along.

For example, here’s a 5-step follow-up sequence you might adapt and use when you meet a new professional contact:

  1. Email No. 1—sent immediately: Nice to talk to you, (mention something I liked/thought was interesting); “here’s the (information/report/link) I promised to send you.”
  2. Email No. 2—sent X days after No. 1: Did you get it? Have any questions?
  3. Email No. 3—sent X days after No. 2: BTW—here’s something else you (your clients) might find useful.
  4. Email No. 4—sent X days after No 3: “I saw your website/read your article and liked X”, and/or ask them to tell you more about what they do
  5. Email No. 5—sent X days after No 4: Invite them to coffee/talk on phone (to see how we might work together)

You might also keep a list of optional or additional questions or comments to use in different situations. For example, what will you say or do if you didn’t promise to send them something?

The point is, follow-up is the key to building a new relationship and playing it by ear is not a good plan.

Get ready. You’re going to meet someone soon.

Are you ready to take a quantum leap in your practice?

Share

Tell ’em what you did, not what you’re going to do

Share

If you want an easier way to create content, a good rule of thumb is to share stories about what you’ve done rather than what you plan to do.

Two reasons.

The first reason is pragmatic. When you predict something or share your plans for the future, there’s too much pressure on you to perform.

You might describe a case you’re working on, for example, and talk about the possible outcome. A lot of things can go wrong, however, and if they do, you’ll be left having to explain.

Which might make you look less formidable.

Why not make it easy on yourself? Wait until the case is done, share the results, and then talk about why things turned out the way they did.

And, if you didn’t get the results you wanted or predicted, or did something that hurt the case, you don’t have to write about the case at all.

CYA, my friend.

The second reason to talk about what you did instead of what you’re going to do is that it makes for a better story.

Telling your readers you’re going to deliver a presentation next week is okay. It’s also a good idea if you’re trying to fill seats. But it’s an announcement, and not terribly exciting.

Telling them about the presentation you delivered last week, on the other hand, is a story and it might be a good one. You can describe what happened—the size of the crowd, anecdotes about how you were introduced, some people you met, questions you were asked, and so on.

Much more interesting.

(Yes, do both. Promote the presentation and do a recap.)

That’s all I have for you today. What will I talk about tomorrow? C’mon, if you’ve read this far, you know I don’t want to tell you what I’m going to do. . . okay, okay, I don’t know what I’m going to do. I guess we’ll both find out tomorrow.

Build your practice with an email newsletter

Share

What’s the best lead magnet?

Share

What’s the best freebie to offer people as an incentive for signing up for your email list?

A report? Ebook? Checklist? Form? Webinar?

The format isn’t that important. What’s important is that you offer your target market something they want enough to get them to give you their email.

So, what do they want?

They want to solve a problem, learn about the process, understand their options, get their questions answered, make a better decision. . .

Offer them that and they’ll sign-up.

But don’t spend days or weeks creating the perfect lead magnet. You can create something that’s “good enough” in just a few minutes.

Here’s how:

  1. Write down 5 or 10 questions prospective clients typically ask you before they hire you. You know the drill: questions about the law, procedure, their risks, their options, your services, how you can help them, how to get started.
  2. Grab your phone and dictate answers to these questions.

You can also spend a minute or so telling them about yourself, how you work with your clients, and what to do if someone wants more information or is ready to take the next step.

No hard sell. Just information.

And you’re done.

Yep, you can copy that recording and make it your lead magnet.

Or transcribe the recording, edit it, and use that.

Give it a title that promises the benefit they want. And start offering it.

Remember, good enough is good enough. You can improve it later.

The point is, you need to create something today so you can offer it on your website tomorrow.

Because every visitor to your site who doesn’t opt-in is, you must assume, not coming back.

Email marketing for attorneys

Share

Do, then learn

Share

We went to law school to learn how to practice law. Learning came first, then doing.

Generations ago, it was the other way around. You began by “doing”–working as an apprentice for a practicing lawyer, and getting experience working with real clients and real cases.

Most book learning was done in the context of those cases.

By and large, it was “do, then learn.” Or at least “learn while you do.”

I’m not saying we should go back to that way today. Although more “clinical” work early on might be a good idea.

But with learning other skills, marketing, for example, “Do, then learn” is something every practicing lawyer should consider.

Because the best way to learn almost anything is to do it.

You don’t really need more information. You need to take action.

Run an ad and see what happens. Call someone and introduce yourself. Post something on a blog or on social media, write something, record something, outline something, and as soon as possible, get it out into the world.

Even if it’s not ready.

You’ll learn faster that way. You’ll learn from your mistakes. You’ll get feedback and ask yourself questions and figure out how to answer them, guided by your real-world experiences.

Book learning has its place, of course. It can give you ideas and tips on how to do things properly, how to improve and get better results, but until you go out and do them, it’s all theory.

Many of use learning as an excuse to avoid doing. We tell ourselves we need to read more, take another course, get a coach, or do other preparation, because we’re afraid to get started.

We procrastinate because we’re afraid we might fail. Or because we believe we need “motivation” to get started.

But action precedes motivation, not the other way around.

So do something. Take the first step, or the next step. Start small, see what happens, fix it, make it better, or do something else.

Do, then learn. And let what you learn provide the motivation to continue.

Share

Growth happens

Share

Some days, you open your task app, look at your today list, and think “I’ve got this.”

Your list looks do-able. It feels about right—not too long, not too difficult. It calls to you and says, “Let’s get this done!”

Other days, you open your list and think, “Crap!” There’s too much to do, everything looks important and difficult, and you realize you’ll never get it all done today.

Your list is overwhelming. You don’t even want to look it let alone get to work.

We do our best to avoid loading up our lists with too many tasks. But we’re human and often bite off more than we can chew.

Our weekly review helps. But over time, we tend to add new tasks faster than we finish old ones, so our lists are perpetually growing.

Which means, despite our best efforts, sometimes our lists get out of control.

When that happens, it’s time to do some maintenance and repairs.

Which is what I did this past weekend.

I knew it was time because I found myself deferring more tasks each day than I was actually doing.

That’s called a clue.

The first thing I did was go through my lists, cut out tasks I knew I wasn’t going to do, and consolidate duplicates. That probably reduced the total by 15% or 20%. Not a bad start.

I usually keep 4 primary lists: Today, Next (this week), Later, and Someday/Maybe. The next thing I did was go through my lists again and “downgrade” tasks.

I moved some Today tasks to Next, Next tasks to Later, and Later tasks to Someday. Doing that means I won’t have to look at as many tasks each day and each week.

And that makes a huge difference.

When “Today” has no more than 10 tasks on it, I know I can get that done. More than that and I feel resistance.

It wasn’t a complete task reset. More like grooming my lists and making them more presentable. A long overdue shave and a haircut.

Moving forward, there are two things left to do.

First, I still need to go through my Someday/Maybe list and give that a trim. That’s scheduled for the end of this month.

The other thing I need to do to keep my lists manageable is schedule a new recurring task, to do what I did this weekend every 60 days.

Coincidentally, we had the trees in our front yard trimmed this weekend. We’ll have to do that again next year.

Because growth happens.

Share

The first (and only) rule of prioritization

Share

You’ve got a lot of options. Goals, plans, ideas, things to do. And you want to prioritize them so you know what to focus on.

But you can’t prioritize a list of options. You can only have one priority.

One project, one goal, one thing you decide is most important to you right now.

Everything else? Not your priority. Everything else has to wait.

Many people understand this conceptually, but don’t do it. They work on too many things in parallel and disperse their energy in too many directions. They usually take longer to finish things this way and are more likely to get poorer results.

Imagine if you worked on only one thing at a time and gave it all of your brain power and physical energy. “I’m doing THIS,” you say, you get to work on it and continue until you finish.

Think about how liberating and empowering this would be, and how good it would feel to focus on “Plan A” and not even think about “Plan B”.

Yes, you have other obligations, other things you need to do in the course of your day. You can’t spend all your time on your priority.

No. But you can commit to never letting a day go by without doing something related to your priority. And it if you have chosen the right priority, you will.

If building a successful law practice is your priority, you will work on marketing every day

Share

Quick, write this down

Share

I don’t know if David Allen originated the idea of ubiquitous capture, or merely popularized it (and I’m too lazy to look it up), but it’s something I do and recommend.

In a nutshell, it means being able to capture ideas and thoughts and things to do, wherever we are and whatever else we might be doing—so we don’t forget them.

Because we will forget them if we don’t.

I know, some say that if it’s a good idea, we’ll think of it again. They also say most of our fleeting thoughts aren’t worth spit, so don’t worry about capturing everything. But I’m not so sure.

Besides, the more we practice the art of capturing ideas, the more ideas our brain will produce, so even if most of our ideas aren’t useful, we’ll get more that are.

I don’t know if there’s a scientific basis for this, but it sounds good to me, so that’s what I’m going with.

So, I have apps on my phone and computer which allow me to jot down or dictate the idea and save it to my notes program or task program, for later processing and action. I’m sure you do, too.

I also keep a pad of paper and pen nearby my desk and side chair, because it’s often quicker to capture an idea the old-fashioned way.

But here’s the thing. The ideas I capture with a pen often feel different from the ones I capture digitally.

I can’t explain it. There’s something about how it feels to scratch words on paper and the movement of my hand across the page that feels more organic. It’s as though I’m more closely connected to those thoughts; they are the product of a deeper part of my brain.

And no, writing with a stylus on glass isn’t the same. At least for me.

Studies tell us that taking notes on paper fosters better understanding, and those notes are remembered longer, too. So there must be something to it.

Now, don’t get me wrong. I love my apps. I love dictation. I’m a digital guy most of the time. But when I want to get something down quickly, and especially when I don’t quite know what I think or what I want to say, I often reach for a pen to figure that out.

So, boys and girls, don’t throw out your legal pads just yet. But okay, you can get them in other colors.

Share