What’s the hardest part of practicing law that nobody talks about?

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I don’t know about you but for this lawyer, the hardest part of practicing law is the enervating weight of responsibility we carry.

We take on all our client’s problems so they don’t have to. We feel for them, work unendingly to make things better for them, and take bullets for them, because that’s what we do.

And that’s on top of our own burdens.

We have employees who depend on us. Overhead to meet. The bar association and the tax man constantly looking over our shoulder.

There are so many balls we have to keep in the air. So many ways things can go wrong.

And so much at stake.

One mistake could cause the client to lose everything. It could do the same for us.

We learn the law. We learn how to build a practice. Over time, we get better at doing the job. The hardest part, the part that never gets easier, the part that nobody talks about, is the feeling that the weight of the world is on our shoulders.

But that’s a good thing. Because the day we stop feeling that burden is the day we stop caring, and the day we know it’s time to do something else.

I had that day, once. I was conducting an arbitration, listening to my client testify, listening to her complain, thinking I would do my best for her but I really didn’t care how much she was awarded, I was tired and wanted to go home.

That’s when I knew it was time to get out. A few months later, I did.

Looking back, I realize that I was probably just going through a tough time (and an insufferable client) and that I still cared about helping people. After a year doing something else, I started practicing again and continued for another ten years.

So yeah, practicing law is hard. Caring is hard. But that’s what we do.

It’s easier when you get the money out of the way

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Freedom’s NOT just another word for nothing left to lose

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Last weekend, I went to my first Amazon bookstore. Yes, I got out from behind my computer and actually walked into a real store. 

It was nicely laid out, clean, and had an ample supply of books, considering the store’s small footprint. 

I didn’t find any of my books on the shelves, however, nor did I expect to. The store primarily carries books from major publishers and I am a self-publisher. 

I was approached by a legal publisher once. I submitted an outline but my heart wasn’t in it and the deal was never consummated. 

It would be nice to have a “real” publisher publish my books.  Give me a lot of exposure and prestige. Maybe even get the book into bookstores. So why did I turn it down?

Freedom.

As an indie publisher, I control everything. And I get the lion’s share of the royalties.

In other words, I turned down a publishing deal for the same reason I’ve never worked for a big firm or considered having partners. I didn’t want anyone telling me what to do or paying me what they thought I was worth.

We all have options in life. And we all tend to gravitate towards those options that align with our highest values and most important goals.

In my case, that means freedom.

Freedom can be a double-edged sword. Being free can be painful. So said Kris Kristofferson who wrote the song with that lyric.

Yes, freedom isn’t free. It comes at a price. I’m glad I was willing to pay it.

I built my practice with referrals

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You probably think this post is about you

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Actually, this post is about you. Because you are the most important element in your marketing and career.

Whether you are a sole practitioner or the head honcho in a big firm, your success is predicated on the total package called “you”.

Clients buy you before they buy your services. They are attracted to you, your story, your face, and your message. Yes, they want to know about your experience and your services, but before they take the next step they want to know about you.

Put more “you” in your marketing.

Most lawyers don’t. They push out information, great information and in great quantities, but devoid of context or personality.

It’s not enough.

Clients don’t want a librarian, they want a mentor, a warrior,  a confidant, a friend.

They want to know what you’re like, what you think, and how you work with your clients. They want to hear your voice, telling them that you have the solution to their problem and that everything is going to be okay.

Information is good but will never take the place of “you”.

How to put more “you” in your website

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Information isn’t advice

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There are those who say we should give away lots of information to show prospective clients how much we know and thus, how much we can do. Others say that we shouldn’t give away our knowledge and experience, that’s what we get paid for.

Who’s right?

Should we deliver “massive value” via a plethora of blog posts and articles and free seminars, to demonstrate our skills (and generate leads), or should we play it close to the vest and make people pay to learn what we know?

Content marketing makes a lot of sense. The information we share does attract prospective clients and shows them we know what we’re doing. It’s also an effective way to attract traffic and generate leads.

And, general information isn’t advice. The client still has to hire us to find out what we think about their specific situation. To the extent the information we give them demonstrates the risks they face and the benefits of hiring us, that information makes it more likely that they will do that.

So, score one for free information.

On the other foot (hey, why should my hand get all the glory?), many top lawyers and other professionals do little or no  “content marketing”. They may do some speaking and publish the occasional paper but they build their practice primarily via their reputation and their contacts.

If you need brain surgery, you hire the surgeon that other doctors recommend, not necessarily the one who has the most videos on YouTube.

If you’re tops in your field you may not have to do any content marketing. For most lawyers, however, giving away information is a simple and effective marketing strategy with no discernable downside because we sell our advice and services and solutions, not information.

Your website is made for content marketing

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Tripping over your marketing message

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I heard a radio ad for a company selling gold. It offers a free guide to gold investing as a lead magnet.

Fine.

The spot ends with the tag line: “We promise to add massive value before asking for your business.”

What do you think about that proposition?

I’ll tell you what I think. I think it sounds weird. And gimmicky.

Don’t promise to add value, just do it.

When you say that’s what you’re going to do, you sound like you’re saying something a consultant or copywriter advised you to say, to build trust.

But it doesn’t build trust. Just the opposite. It sounds like you’re trying too hard, suggesting that you have something to hide (even if you don’t).

Tell me about this “value” you’re promising. Tell me about the guide you’re offering. What will I learn? How will I be better off?

That’s what they should talk about.

The word, “massive” doesn’t help. It makes it worse. It calls attention to their offer and not in a good way.

Finally, everyone knows they’re going to ask for their business. They’re not scoring any brownie points by revealing that “secret”.

They tried, but all they’ve done is call attention to their marketing instead of their offer.

True, all of this is in the ear of the beholder. Some may think the ad is okay, or better than okay because it’s different. 

Different is good. Unless it’s not.

Tell prospects how you are different, in a good way

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I hear my mother’s voice and smile

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I found this quotation today:

“My mother is a big believer in being responsible for your own happiness. She always talked about finding joy in small moments and insisted that we stop and take in the beauty of an ordinary day. When I stop the car to make my kids really see a sunset, I hear my mother’s voice and smile.”

Jennifer Garner said that. Thank you, Jennifer. It’s a good reminder to stop and smell the roses. And that’s just what I’m going to do.

It’s rained a lot here lately and there are flowers blooming everywhere. I’ve been indoors for too long. Time for an outing. Time to (literally) smell the roses. Time to spend some time with my wife and appreciate our blessings. 

The forecast is for clear skies. I’m looking forward to the sunset. 

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My, what a big niche you have

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Recently, I wrote about an interview I read with the founder of a web design studio who spoke about the value of niche marketing. She said what I’ve seen saying since day one.

In response to my post, I heard from an attorney asking for clarification.

“What is considered a niche?” he asked. “Is a practice area enough of a niche? For example, PI? Or do you need to the dog bit attorney or the brain injury attorney, etc?”

I said, “PI is a practice area. Brain injuries MIGHT be a niche. Brain injuries suffered by highly-compensated executives is definitely a niche.”

He came back: “Well, I should be pleased that last year, I started the move from a general practice to a PI practice. I think it will be a great move in the long run.”

I did the same thing early in my practice and it was indeed a great move for me. I told him to, “Niche it down. PI for Hispanic small business, owners, for example. The smaller you get, the easier it is to market.”

He said he was doing that. He focuses on a certain type of tradesperson, mostly from a certain state in Mexico.

Now that’s niching it down.

I don’t know how lucrative his niche will be but that’s not the point. The point is that it is a niche that he can easily dominate and, having done so, leverage his contacts in the niche to build his name in others.

If you want to get big, start by going small.

This will help you choose your niche

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Reducing decision fatigue

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I forget where I read it but it makes sense: we can only make so many decisions in a day before our brains reach “decision fatigue” and the quality of our decisions diminishes.

The upshot is that we should do our best to make important decisions earlier in the day.

We can also reduce decision fatigue by finding ways to make fewer decisions.

One way is by develop more routines.

I’m sure you’ve heard the idea of wearing the same color t-shirt every day. Once you’ve chosen your color and brand, you don’t have to think about it again.

Once you’ve figured out the best route to different courthouses, write it down and you won’t have to think about it again.

Another way to reduce decisions (and speed up your work) is to create checklists for everything.

Checklists for opening and closing a file, conducting a client interview, reviewing and summarizing a deposition transcript,  in case of emergency, and so on.

Templates and boilerplate for writing letters and emails or responding to FAQs also help. So do lists of resources you frequently access or recommend (links, cites, references, forms, notes, etc.)

Start by paying attention to all of the decisions you make today. You’ll probably be surprised at how many there are and how much time you spend making them.

Then, look for ways to eliminate small decisions so you’ll have more time for the big ones.

If you have “referral fatigue,” here is the answer

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Winging it

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We’re told that before we start a project (or a career) we need a plan and we need to know what we’re doing. Otherwise, we’re being reckless and inviting failure.

Sure. Only that doesn’t work for all of us, at least not all the time.

How many times have you just fallen into something, with no plan or reason to believe you will succeed? You took a leap and built your wings on the way down.

That’s how I started my practice, my brother.

I rented an office, bought some furniture, a typewriter and some supplies, and opened my door for business.

I didn’t know how to build a practice, or run a practice. I knew slightly more than jack squat about practicing law. I had no clients, no money, no clue.

If I had been a patient in the ICU, you would have said I was terminal.

But the patient lived.

So, here’s the thing.

Whatever you’re contemplating, be it project or career, plan if you must but don’t beat yourself if you feel like winging it.

I met my wife without a plan. Built businesses without a plan. Wrote books and courses without a plan. And started a law practice (twice) without a plan.

You know what? If I had forced myself to create a plan before I started the things I’ve done, I’m not sure I would have started most of them.

Oh yeah, what you just read? No plan.

Want more referrals? I wrote the plan for you

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Spray and pray

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According to Wikipedia, “Spray and pray is a derisive term for firing an automatic firearm towards an enemy in long bursts, without making an effort to line up each shot or burst of shots. This is especially prevalent amongst those without benefit of proper training.”

The term is also used in marketing: “. . .an approach to communication, where mass emails, broadcasts or leaflets are dispersed in hopes that everyone in the intended audience has received the message”.

It’s inefficient. And too often, ineffective. You hope your message reaches people who fit the profile of your ideal client,  and while you may find some people who need your help, the odds that they will be an ideal client are slim.

The better approach and one I drone on about incessantly is to select a smaller group–a sub-segment of the larger market (a niche) and fire your bullets at them.

If your ideal client is a business owner who has certain needs and/or attributes, for example, you focus your time and dollars on getting your message in front of them.

But there’s another approach that might work better.

Instead of targeting groups, you target individuals.

Make a list of influential people in your target market and market to them.

Instead of networking at the Chamber of Commerce, for example, you identify 5 or 10 influential people in your target market’s industry or area and find ways to meet them.

Go see them speak and introduce yourself. Go find someone who knows them and see if they can introduce you. 

It takes longer, but what might happen to your practice when you are on a first-name basis with the top dogs in your niche market’s industry?

You don’t need a large network, you need an influential one. You find them with a rifle, not a machine gun.

How to determine your ideal client and target market

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