What? You STILL don’t want to do it?

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Yesterday, I talked about coming to grips with doing things you don’t want to do. Like marketing.

Basically, I talked about sneaking up on a task and giving it a big hug, until it feels familiar and you can give it a go. But there’s another way to do things you don’t want to do.

Do them anyway.

Who says you have to feel like it? Who says you have to like it? You have work to do so do it.

You may have legal work you don’t “feel” like doing. You do it anyway because if you don’t, your clients leave you, sue you, and complain about you. You can’t pay your bills. You lose your license. Your home. Your spouse.

There’s no choice here, you do the work.

With marketing, it’s different. Or so we tell ourselves. If we don’t do the work, we don’t lose, we just don’t gain.

Of course, that’s not true. If you don’t do any marketing, eventually you will lose everything.

Fear of loss is powerful. That’s why we do our legal work even when we might not want to. The desire for gain doesn’t motivate us in the same way.

That’s why we have to create habits and routines for marketing, why we have to hold ourselves accountable to others, why we have to block out time on our calendar for marketing (even five minutes a day), and why we have to force ourselves to do it.

But not forever. Eventually, we see that marketing isn’t that bad and it really does work. Eventually, we come to like it.

Or we don’t. But we do it anyway.

Your clients want to send you referrals

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When you don’t want to do something, try this

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Let’s rap about the stuff you’re “supposed” to do but don’t want to. Okay, too many things. Let’s limit it to marketing.

Actually, I’d like you to make a list. Write down all of the marketing tasks you can think of that are currently in your no-go zone.

You don’t want to do networking? Write that down. Social media sucks? Add that to the list. Blogging, asking for referrals, webinars, public speaking, email, direct mail, advertising, cross-promotions, convention booths, sponsoring sports teams. . . and the list goes on.

Look at the items on your list, one by one, and write down the reasons you don’t want to do them. What is it about each strategy that gives you heartburn? Or, is it that you don’t think you’re any good at it or you’re convinced it won’t work for you?

Don’t skip this part. Write down why you don’t want to do it.

Next, write down the answer to this question: “If I DID like this [was good at this/got results with this], what are the possible benefits?”

If you liked networking, for example, what could it do for your practice or career?

Write this down, too.

The purpose of this exercise is to get you to confront the things you don’t want to do in a rational manner. The goal is to take something you don’t do now and find a way you can do it.

Pick one strategy on your list and learn more about it. Read, watch videos, and explore the different ways people (lawyers) are using these strategies and getting results.

See if you can find someone who will let you see their content creation process–what they do to write and publish an article, for example. See if you can find someone who will let you tag along to their next networking event.

We all talk ourselves out of doing things we don’t want to do. This exercise is meant to help you talk yourself into giving it a try.

There’s a big world of possibilities out there you’re currently not doing. How might your life be different if you could find one possibility and make it work for you?

Marketing 101

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What if you’re not better?

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Many lawyers have a marketing message that says, “choose me, I’m better”.

If you are better, and you can prove it, bravo. Go with that.

If you’re not better, or you can’t prove it, I suggest you tell the world how you are different.

What do you do that other lawyers don’t do? What do you do differently?

You’ll be giving prospective clients a way to notice and remember you. “Oh, she’s the lawyer who rides a motorcycle to the office.”

Ideally, whatever difference you promote will also contain a benefit for clients. It will show them why they should choose you.

Yes, while showing them how you are different you will also show them how you are better.

But the “difference” you promote doesn’t have to make you better. It might just help them remember you.

If you ride a motorcycle and you handle PI cases, specializing in motorcycle collisions, you’ve both different and better. If you’re a corporate lawyer who rides a motorcycle to the office, people will remember you because most corporate lawyers don’t do that.

If you’re not better, be different.

This will help you figure out how

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Remain calm and carry on

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Bad stuff happens. That’s actually a good thing because without the bad there can be no good.

Embrace the bad!

Okay, maybe not embrace it. Acknowledge it and let it go. Because if you don’t, you’ll just make things worse.

“Life is thickly sown with thorns, and I know no other remedy than to pass quickly through them. The longer we dwell on our misfortunes, the greater is their power to harm us.”

― Voltaire

How do we quickly pass through our misfortunes?

Here are some (positive) options:

  1. Ignore it. Many problems, perhaps most, have a tendency to resolve themselves. Put the problem in the closet and get on with other things.
  2. Distract yourself. If the problem really bothers you, occupy yourself with a new project or something you love to do. Remain calm, carry on, and let your subconscious mind find a solution.
  3. Do something. Try anything. If it doesn’t work, try something else. You may not solve the problem but you’ll feel like you’re doing something, which is better than feeling helpless.
  4. Get help. Share the problem with someone who knows something about the issue and can offer advice or assistance. Or share it with someone who’s a good listener and can help you think things through.
  5. Write a check. If you can throw money at the problem and fix it or lessen the impact, bite the bullet and do it. It’s only money.
  6. Surrender. Let the problem do what it’s going to do. The pain will pass.

Worry is useless. It can only make things worse. So don’t go there.

Blame is useless. If it was your fault, accept it, without rancor or guilt. If it was someone else’s fault, learn something from the experience and move on.

Complaining is useless. And annoying to everyone within earshot.

Resistance is useless. The more you fight the problem the bigger its hold on you. Do something or let go and take your medicine.

Count your blessings. No matter how bad the problem, if you’re not dying, you have a lot to be thankful for.

The formula for getting more clients

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Reviews happen

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Positive reviews are important. Maybe even critical. I’ve heard that 84% of people trust an online review as much as if a friend had referred them.

So yeah, you want reviews.

I know, all you can think about is getting a stinker from some nutjob who thought you weren’t going to charge for [whatever] or who complains that you took 25 hours to get back to them instead of the 24 you promised.

Sorry, Charlie, bad reviews are going to happen. In fact, clients are much more likely to leave a review when they’re not happy than when they are, so that risk will always exist.

Unhappy clients are emotionally driven. They’re going to tell the world how they feel just because that’s how they roll.

Your multitude of happy clients is less likely to leave reviews. They need to be prompted, reminded, and made to feel like their reviews are important.

The bottom line: ask clients for reviews. You’ll get a preponderance of positive ones and they’ll drown out the ones who reside in crazy town.

According to a recent study, more than 50% of the people you ask for a review will provide one. The numbers are probably less for legal clients who want to protect their privacy but if only one in five leaves a review you should be way ahead.

Tell them which site you prefer and give them the link. Tell them how reviews help other people who are looking for a lawyer choose the right one. Tell them how much you appreciate them for taking a few minutes to help you.

Just DON’T ask for Yelp reviews, however, because, I just learned, it is against their TOS and you don’t want the Yelp police coming after your azz.

While you’re at it, you should also ask clients for referrals. Here’s how

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I want your case

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According to HR professionals, few job applicants say the one thing they should say in an interview to give themselves the edge as a candidate for the job.

They don’t say, “I want this job.”

Employers want to know you want what they have to offer. They want to know that you’re excited about working at the company and eager to get started.

Why should they hire you if you’re not?

Anyway, I was thinking about how lawyers are in the same position with prospective clients. Clients want to know that we want them as a client.

Does that mean we should tell them we want their case or that we want to be their lawyer?

No. We shouldn’t say that. But we should tell them this nevertheless.

Through our body language, the questions we ask and the comments we make, we should let them know that we are enthusiastic about working with them or that we understand their pain and want to help them alleviate it.

We need to tell prospective clients that we are not only ready, willing, and able to help them, we want to.

Yes you can get more referrals

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Using your calendar as a todo list

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Yesterday, I talked about the difference between legal work, which tends to get done because of deadlines, promises to clients, employees putting the work in front of you, etc., and discretionary work, which is basically everything else.

Marketing, management, CLE (when there is no looming deadline), and a host of other valuable tasks often get delayed or ignored because we run out of day.

I suggested setting a goal to do one discretionary task each day. That’s something everyone can do and it helps you develop the habit of doing more than what’s on your desktop or calendar.

Attorney GF wrote, “Or, you could put them ON the calendar and treat them as non-discretionary. . . Use the calendar as a to-do list.”

My thoughts:

According to David Allen, the calendar should be used only for appointments, meetings, and tasks that have a specific due date. Using it for other tasks can lead to clutter and confusion.

For one thing, how do you know how much time and energy you will have three weeks from today? You don’t, so when the date arrives and you have other priorities or you don’t feel like doing the scheduled tasks, you push those tasks to future dates. When those dates arrive and you again aren’t ready to do them, you push them further still. Before you know it, tasks start piling up, like a chain reaction car accident on a foggy highway.

I know. I’ve tried to make this work. It does not lead to a “mind like water”.

On the other hand, I have been successful using the calendar to create “time blocks” for doing related tasks.

You schedule an hour every morning for email, for example. You block out 30 minutes twice a week for writing. Or you block out 15 minutes each workday for marketing-related activities.

It works and I think David Allen would approve.

One thing I do that he might not approve of is using my calendar as a tickler system. When I have tasks I want to review or do on a future date, I add them to my calendar as “all day” appointments.

Is this different? Maybe not, but it feels different because these are reminders, not appointments or commitments. That, plus I don’t have many of them so I don’t fall behind. If I had more of them, I’d set up a separate calendar exclusively for tickler items.

This is in addition to my other task and project lists.

When I started practicing, I kept a paper diary for tickler items or “come ups” as we then called them. These reminded me to do things and to make sure I regularly reviewed every file to make sure they didn’t fall through the cracks.

I kept a calendar for appointments, court dates, and due dates, and another calendar (diary) for statues of limitations. Do they still make that big red diary?

I kept discretionary tasks on paper notes or I wrote them on the blotter on my desk. But there were so few of them, unlike my work today, that I rarely had to schedule anything.

I kinda miss those days.

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Getting things done when you don’t have to do them

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I’ve talked about this recently. You’ve got your day planned out. Appointments, documents to prepare and review, people to call, emails to send. You don’t have to think about what to do–it’s on your desktop, on your calendar, or in your email.

Most of it gets done because you have to do them. There are deadlines, due dates, and penalties for not doing so. You have people reminding you to do them and causing problems if you don’t.

Actually, it’s a pretty good system.

But what about discretionary tasks.? Things you should do or want to do that aren’t on your calendar or sitting neatly on your desk waiting for you. Things nobody will remind you to do it or ask you why you haven’t done them.

Many of these tasks are important. They will help you achieve your goals. But they reside on a long list. Overwhelmingly long. Which is why most of these tasks aren’t getting done.

The day ends, you’re tired, and you think, “I’ll start tomorrow.” But tomorrow the story is pretty much the same.

So, here’s what I suggest. Every day, choose one task on your “discretionary” list and do it before the day ends.

Just one.

It can be small. One phone call, jotting down a few notes for a writing project, reading an article. It doesn’t matter. Get it done, cross it off your list.

One discretionary task a day and you’re done.

By setting your goal low, almost ridiculously so, you will get that task done. Every day, you’ll make progress on something important.

And you’ll feel good about that. You’ll have a little dopamine party in your head and go home with a healthy high.

Who knows, you might wind up getting addicted to that feeling and do a second task.

How to get referrals from other professionals

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Weekly review ‘trigger list’

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During your weekly review, you follow a checklist of tasks, things like:

– process/empty inboxes
– review/update calendar
– check off/remove done items
– process tasks
– follow-up on ‘waiting’ tasks
– review project list
– review someday/maybe
– review goals
– and so on.

These are specific actions you do to review the previous week and plan for the following one.

After you’ve worked your way through your checklist, you might want to also review another list, a ‘trigger list’ of keywords that can jog your memory about things you might need to do that aren’t on any of your lists.

You could have a trigger list for work, with trigger words like these:

– projects started, not completed
– projects that need to be started
– clients to call/email
– former clients to email
– referral sources to contact
– research-legal
– research-management issues
– employees (by name)
– CLE
– thank-you notes
– bank/financial
– articles/blog posts
– etc.

A personal trigger list might include items such as:

– vacation
– hobbies
– birthdays
– graduations/weddings
– birthdays/anniversaries
– gifts to buy
– restaurants to check out
– amazon purchases/shopping cart
– car maintenance
– study/homework
– etc.

A quick perusal of your trigger lists might stimulate you to recall overlooked tasks to add to your inbox.

Merlin Mann posted a comprehensive trigger list some time ago. It might help you create yours.

Where do you store your checklists? Evernote is a good choice

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Shutting down checklist

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While back I told you about my morning checklist. Things I do to organize and begin my day. I’m putting together an evening checklist, things to do to wrap up the day.

An end-of-day checklist should cover three areas:

  1. Wrap up the day (e.g., clean out inboxes, update status on projects, re-schedule/prioritize unfinished tasks)
  2. Review the day (e.g. note what I got done and what I didn’t finish, review what went well and what could be improved)
  3. Plan for tomorrow (e.g., identify @today tasks/MIT’s for tomorrow, review calendar/schedule to see what’s planned, find notes for tomorrow’s tasks/meetings, etc.)

I’ll probably wind up putting some of this on the morning checklist. It’s all a work-in-progress, isn’t it?

Let me know what you do in the am or pm. How do you start your day? What do you do at days end?

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