Are you prepared for fame and fortune?

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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?

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Build your network with email follow-ups

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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?

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

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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

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What’s the best lead magnet?

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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

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Do, then learn

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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.

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Growth happens

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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.

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The first (and only) rule of prioritization

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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

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Quick, write this down

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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.

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Hmm, what shall I write about today?

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Continuing my quest to equip you with a never-ending supply of ideas for your blog or newsletter or other content, or rather strategies for finding ideas, comes something so simple, you might kick yourself for not thinking of it.

To wit: Amazon’s best sellers lists.

The non-fiction best sellers lists are updated daily or hourly and are an accurate indication of what people are buying and reading.

Which means, if you write about those subjects, they’ll want to read that, too. Not only that, if you post your article online, you will help readers to find your article (and you) via search engines.

Instead of trying to guess what people want to read, let Amazon (and other bookstores) tell you exactly what they want to read.

Start by looking at books about legal subjects, of course. But also look at books on subjects that might interest your target market.

For business clients, that would include topics specific to their industry or niche and the people in them. But also general business books, because every business wants to know about marketing, productivity, leadership, sales, and a ‘ho bunch more.

Consumers are interested in a long list of subjects: insurance, debt, credit, investing, and the list goes on.

You’re in business, and you are a consumer. Find something that interests you and you’ll probably have something that will interest your readers.

You can browse by category or use the search box to search by keyword. You can stick with best sellers or drill down into niche topics, but either way, look for books that are selling well.

What then?

No, you don’t have to buy the books. Or download them via Kindle Unlimited. You don’t have to read any of the books, unless you want to. You can get plenty of ideas to write about by looking at:

  • The title. What solutions does the book promise? What will the reader learn or be better able to do as a result of reading the book? You might even use a variation of the book’s title as the title of your post or article.
  • The sales page. In particular, look at the headline and the bullet points. They should supply you with a plethora of ideas and might also be suitable for the title of your post.
  • The table of contents. Use the “look inside” feature to read the chapter titles and sub-titles.
  • The introduction. You can also “look inside” and read the first few pages of the book, to see how the author approaches the topic.
  • Reviews and comments. See what readers and reviewers liked about the contents of the book, what they didn’t like, and what they wanted to know that might not have been addressed.

In a few minutes, you should have enough content ideas to keep you busy for a long time. Hell, you might even have enough ideas to write your own book.

How to write an email newsletter that brings in new business

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Why we don’t do things we know we need to do

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We talk about how our clients don’t always listen to us, but there’s someone else who doesn’t listen to us.

Us.

We don’t always do things we know we should do. Things that are good for us, that serve our purpose and help us achieve our goals. Things we’ve told ourselves we need to do.

Marketing is a perfect example.

We know we should allocate time each week to doing things to bring in new business. Too often, we don’t.

We know the benefits of staying in touch with our clients and prospects and professional contacts. We tell ourselves we will, but we don’t do it, or do it enough.

We know we should network, keep our name in front of people in our niche, update our website, create new content, improve our skills. . . but. . . well, you know.

We’re rational. We know we have to bring in new business and that it’s not going to happen on its own. We also know we have the wherewithal to do the things we need to do.

So why don’t we do them?

Because we don’t really believe the story we’ve told ourselves.

In truth, we think we’ll be wasting our time or money doing things that won’t work, or won’t work well enough to justify that time or money.

Or we think we’re not good enough at the things we need to do and it won’t be worth the investment to get good.

It comes down to our beliefs. Because if we believed in the necessity and value of marketing (or whatever the subject) and our ability to do it well enough to get the results we seek. . .

We’d do it.

But we don’t believe it, so we don’t.

And therein lies the solution.

We need to change our beliefs.

How do you do that?

For some, more information is the answer. Learning the specifics of what to do and how to do it might be all they need to see the light.

For others, seeing what others have achieved might inspire them to take the plunge.

But many people won’t change their beliefs until they see their own positive results, which means they have to find a way to get started even though they don’t believe, and stick with it long enough until something positive happens.

What’s best for you?

That’s what you have to figure out.

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