Taking a look at ‘time blocking’

Share

Not long ago, I mentioned my horror at the idea of using your calendar to schedule your entire day (in 15-minute increments). Apparently, some folks do that. More power to them. It’s not for me.

On the other hand (when you’re a lawyer, it’s good to have more than one hand), I’ve recently been reading about how some people use their calendar to manage their day and what they do makes sense to me. Instead of breaking up the day into bite-sized segments of time, they schedule blocks of time that are dedicated to important projects or groups of tasks. Because it’s on their calendar, an appointment with themselves, they do them.

When I first heard about this, I balked because, being invested in GTD, I see the calendar as a place to record appointments and other must-do time-oriented tasks.

Once I saw how other people use time blocking, however, I realized that it’s not inconsistent with GTD, as long as you are committed to keeping those appointments with yourself.

Anyway, here’s what I’m doing right now.

I scheduled a one-hour block for writing. I do that first thing.

I scheduled a second block for my walk. I was already walking every day so this was just a matter of putting it on the calendar.

And I scheduled a third block for writing my blog post/email and doing other tasks associated with the business such as answering email.

By 11 am, I’m accomplished my MIT’s (Most Important Tasks) for the day. I’ve got the rest of the day to do other tasks, do more writing, read, work on small projects, take a nap, run errands, or whatever.

So far, so good. I like getting my MIT’s done early. If that’s all I do on a given day, it’s a good day.

Do you use time blocking? GTD? How do you use your calendar to manage your day?

Share

20 calls a day

Share

I listened to a podcast featuring a sales trainer for a very successful real estate broker. He said his brokers are asked (required?) to make 20 calls a day. They can do more, but 20 calls are the minimum expected of them.

I assume these calls are to property owners who might be open to selling. The goal is to get a listing appointment, or failing that, to find out when the property owner might be open to that and scheduling a date to contact them again. They would also ask for referrals.

The sales trainer said that consistently making 20 calls a day allows the brokers get enough listings and sales to earn a substantial income.

Okay, 20 calls a day (five days a week) is not difficult. I would think you can get it done in an hour or two, leaving enough time for appointments and other things agents do.

Can lawyers do something like this? Yes and no:

Problem: Lawyers usually aren’t allowed to cold call prospective clients

Solution: call prospective referral sources. Introduce yourself, ask about their practice or business, invite them to meet you or offer to send them information. See Lawyer to Lawyer Referrals to learn what to say and do, with lawyers and with other professionals.

Problem: Lawyers don’t have time to make 20 calls a day

Solution: Make 10 calls. Or 2.

Solution: Have someone in your office make the calls on your behalf.

Solution: Calling is best, but email can work too.

Problem: Lawyers don’t want to make calls

Solution: Have someone in your office make the calls, or send emails.

Contacting prospective referral sources (or prospective clients if you are permitted to do so) isn’t the only way to build a law practice, just as it’s not the only way to build a real estate business. But it is one of the best.

Lawyer to Lawyer Referrals

Share

The year everything changes

Share

15 minutes a day. You’ve heard me repeatedly preach and pound on that theme. I’ve told you that you can make a lot of progress towards your practice-building goals with just 15 minutes of marketing effort per day.

“Put it on your calendar, as an appointment with yourself,” I’ve said, “and keep that appointment. If someone wants to see you or talk to you during that time, they’ll need to wait until you’re done with your appointment.”

So, are you doing it?

If not, it’s a new year and it might be a good time for you to start.

I don’t know how I could possibly make this any easier for you—it’s only 15 minutes, after all—but I’m going to try. But you have to meet me half way.

Let’s start with some affirmations. This is you talking:

  1. “I want to get more clients, and better clients, and increase my income.” Go ahead and say that. Out loud. Click your heels 3 times, and say, ‘there’s no place like home’. Okay, you can skip the last part.
  2. “I understand that marketing is vital to the growth of my practice and I am ready to do it.”
  3. “I can work on marketing 15 minutes every weekday and I am committed to doing it.”

Are you with me? Are you ready to do this?

Remember, I’ve said (more than once) that you can start anywhere–sitting and thinking about marketing, reading about marketing, writing down marketing ideas, names of people to contact, or anything else. And, if you don’t know what to do, it’s okay to do nothing. Sit and stare at a wall. Just keep that appointment with yourself and don’t do anything else during that time.

Yes?

Okay. I think you’re ready for the missing piece of the puzzle. The key that unlocks the door to creating your new habit.

Get out your calendar. Not your task list. This is an appointment, remember?

Open to the week view and schedule a 15-minute marketing block, for tomorrow, as the first appointment of the day. Make it repeat every weekday.

The key is to make this your first activity. Before court or any other appointments. It’s important, right? You’re committed to it, right? So it should be done first thing. That way, you’ll get it done. You’ll also affirm to your inner child (the one who doesn’t want to do this) that it is important and you’re doing it.

Now, keep that appointment. Do it for two months and watch what happens. I promise, if you do that, you’ll see amazing things happen.

Make this your new habit of the new year and this will be the year that everything changes.

Key marketing strategies

Share

One size does not fit all

Share

Your marketing has a personality. A style. In part, it is comprised of what you say to prospective clients and how you say it, but also things you don’t say because you presume prospective clients already know it.

That’s a dangerous presumption because not all clients are alike.

Some clients have a lot of experience dealing with legal issues and hiring lawyers. Others don’t. Some clients have deep pockets and understand how lawyers’ bill. Others have to dig deep to pay you and have trouble understanding why you charge $400 per hour when they earn only $25.

You have to understand these differences, and others, and groom your marketing and client relations playbook for each type of client. You need different content, different language, and different levels of hand holding.

You shouldn’t expect your clients to completely adapt to you and your ways; they are the client, you serve them, and you must be prepared to adapt to theirs.

“Know thy client,” I’m sure someone wise once said, and it’s good advice. It will help you attract good clients who will like you and trust you and hire you again, because they know that you understand them and care about making them happy.

Study your clients–their backgrounds, their industries, their cultures and personal lives. What do they know? What do they want? What are they afraid of?

Because one size does not fit all.

This will help

Share

Any marketing is better than no marketing

Share

You have goals for the year. Resolutions. Plans. You intend to grow your practice, increase your income, and make this year your best year.

You’re ready to dig in and make it happen. Marketing is one of the big things on your list.

So you begin.

Three weeks from now, when the excitement and newness has worn off, when you’re bored or tired, when you’re not seeing results and you’re ready to give up, you need to remember something.

Any marketing is better than no marketing.

So do something.

Even if you hate it. Even if you’re terrible at it. Even if you give up after three weeks.

Do something. Anything. If you start, you may continue. Or you may learn something, about marketing or about yourself.

You might learn what doesn’t work (for you). You may confirm that you don’t want to do something ever again and free up some time and brain power for something else. You might mess up but learn from your mistakes and figure out how to do it better. You might get poor results, keep going, and finally have a breakthrough.

So choose something and do it. Something new or a new way of doing something you’ve done before.

Try it on for size. Maybe you won’t hate it. Maybe it will be okay. Maybe you’ll actually like it and want to continue. If so, great. If not, the effort won’t be wasted. Everything you do is an opportunity to learn and grow.

You may learn a new skill. Meet some new people. Write something you can use. Wherever you wind up, three weeks from now or later this year, you’ll be in a different place than you are right now.

And that’s why any marketing is better than no marketing.

So do something. Give yourself permission to stink at it. Accept that you might hate it. But pat yourself on the back for doing something.

Because any marketing is better than no marketing.

A simple marketing plan that works: here

Share

The 3 types of prospective clients

Share

There are 3 types of prospective clients you could target:

1) People who need your help (but don’t know it).

These people have a problem but don’t know they do. Or they believe the problem isn’t that bad, it will resolve on its own, or that they can fix it without an attorney.

Attorneys who target this type of client conduct seminars, post videos, write blog posts and social media posts, and do other things to educate people about the problem, the risks of inaction or self-help, the benefits of hiring a lawyer, the options for doing so, and the reasons why they are the best lawyer for the job.

It is a viable strategy but takes the most time.

To target this type of prospective client, the best course of action is to build relationships with prospective clients and especially the people who can refer them, before the client has a problem or is ready to hire an attorney.

2) People with a “felt need”.

It’s easier to market to people who know they have a problem and are prepared to do something about it. Your task is to show them the benefits of hiring an attorney and the risks of delay. As you do that, you’ll also show them that you have the knowledge and experience to help them with their problem and they will naturally be inclined towards choosing you.

Your best course of action is to build an opt-in list and stay in touch with these people. You should also educate your clients (and others) about your ideal client and how to refer them.

3) People who are actively looking for an attorney.

This is the most competitive and “expensive” option. Your task is to show prospective clients why you are the best choice. Show them how you are better or different from the competition.

An effective strategy here is to target specific segments of the bigger market (niche markets) and dominate those niches. Show prospective clients and referral sources that you focus on this market, have experience with the market’s needs and a proven track record of helping clients in that market solve their problems and provide for those needs.

Which of these 3 should you target? That depends on what you do and a host of other factors.

If you’re not sure what’s best for you, the best course of action, for now at least, is to combine strategies: target niche markets, build a list and stay in touch, educate people about their problems and the need for an attorney, teach people how to recognize your ideal client and how to refer them, and show people why you are the attorney they should choose.

For help sorting things out, get The Formula

Share

A few thoughts about goal setting

Share

If you’re about to sit down and write some goals for the new year, there are a few things you should consider.

First, understand that the purpose of goal setting is to gain clarity about what’s important to you, and thus worthy of your focus and commitment. You have limited time and resources so limit your goals to no more than three. One is better. One big goal for the year, the achievement of which will make everything else easier or better.

Second, goal setting isn’t done until you determine what you need to do to achieve the goal and you commit to doing it.

You can’t control outcomes, you can only control your behavior. What activities will you do to achieve your goal? What new habits will you acquire? What will you give up so you have the time and energy to do what’s needed?

Finally, make sure your goal is something you truly want, not something you think you should want or something someone else wants for you.

When you think about the goal and imagine having achieved it, you should feel excited. As you imagine yourself doing the daily work needed to achieve your goal, you should be just as excited.

The right goal will pull you forward. When you wake up each day, your first thoughts will naturally be about your goal and the work you are doing to achieve it, and you will feel good about that. You’ll want to run to your desk and get to work. You’ll want to stay up late reading, making notes, writing down ideas.

If it’s the right goal, you will, as Napoleon Hill said, have a burning desire to achieve it. You will be single-minded in your devotion to it. You will be like a successful friend of mine who describes himself as, “a monomaniac on a mission”.

Examine the goal you have chosen and see how you feel about it. If it feels good, you won’t struggle to achieve it. Yes, you’ll work hard but the time will pass quickly, and if you fall short, you won’t mind that much because you’ll know where you’re going and you’ll know you’ll get there.

This will help you set and achieve your marketing goals

Share

Stealing from other lawyers

Share

Yesterday, I said you should plagiarize yourself, that is, take your previously written, recorded, and presented material and re-use or re-purpose it. I also suggested that you pay attention to the emails, documents, and other materials sent to you by other lawyers, and use it for ideas for creating your own materials.

Today, I’m going to take things a bit further and suggest you blatantly steal from other lawyers.

Now, don’t lose your lunch. I’m not going to tell you to do anything illegal, immoral, unethical, or unbecoming of a professional.

What I mean is this:

Go online and find content in your practice area that other attorneys are publishing–on their blogs, in guest posts, articles and anywhere else you can find it. Look especially for material that is getting a lot of traffic, upvotes (Medium), Likes, shares, comments, and so on. You might use a tool like Buzzsumo.

Once you’ve found some popular articles, look for ways to cover the same subject or idea in a different or better way. A few ideas:

  • Take a post by a lawyer in another state and write a version of that post for your state
  • Write a more in-depth article on the subject, or a shorter, more accessible summary
  • Write a version of the article for a different type of client or market
  • Link to the article and provide additional arguments, stories, statutes, or case law, to support the argument posited in the article and why you agree with it
  • Link to the article and show why you disagree with it or explain when and why things can be different
  • Take one section of the article and explore it in depth
  • Take something barely mentioned (or not mentioned) in the article but relevant to the subject and write about it
  • Interview or survey other attorneys or subject matter experts on the subject for your own article

Re-write the headline, optimize the headline and body for keywords you target, and you’ll not only have new content for your blog or website, you’ll have something you know is likely to bring traffic and engagement.

And you’ll never again say, “I don’t know what to write about”.

More ideas here

Share

Go plagiarize yourself

Share

I have another project for you for the new year. In a nutshell, you’re going to inventory everything you’ve written or recorded in the past so you can use it again.

It’s about leverage. Getting more value out of your previous work, and saving a bunch of time and effort in the process.

First, gather up the following and put them into digital files:

  • Forms, documents, and other work product.
  • Frequently used emails and letters.
  • Content: articles, blog posts, newsletters, podcast, video, and interview transcripts, presentations, reports, ebooks, etc.

You might break up work product by practice area, type of matter, type of client, or stage of the proceeding. Instead of files, you can use tags or labels.

Calendar some time in the coming weeks to go through your files, and then:

  • Update forms and documents. Create an index of these documents, with searchable tags.
  • Convert emails and letters into boilerplate: transmittal, demands, notices, client updates, marketing, newsletters, etc.

Re-use, update, or re-purpose other content:

  • Re-publish blog posts, newsletters, and articles. Or combine parts of several posts to create new ones.
  • Convert blog posts, articles, podcasts, and interviews into ebooks, reports, presentations, social media posts, lead magnets (giveaways), and bonuses. Convert presentations, ebooks, reports, etc., into blog posts.
  • Update older posts, etc., with new information, new results, different opinions, predictions, etc. Consolidate several posts into round-up posts. Break up longer posts into shorter ones.
  • Modify marketing documents for use with different types of readers or markets

Do a little bit each week and you should soon find yourself saving time and getting better results.

You should also set up files to save copies of “incoming” content from other lawyers–documents, emails they sent you, (subscribe to their newsletters), forms they use (when you sub-in on a file), and so on. No, don’t plagiarize their stuff, use it for ideas for updating yours.

C’mon, you know they’re doing that with your stuff, don’t you?

Evernote for Lawyers

Share

A simple way to build trust

Share

I don’t know if you know this but, uh, you’re not perfect. You can’t do everything, nor do you do everything equally well. Instead of trying to hide your weaknesses and risk sounding defensive when they are inevitably discovered, you’ll do better admitting them up front.

You know this is true in the courtroom. You tell the jury about the weaknesses in your case before your opposition does it. You know that this not only deflates their power over you, your transparency makes the jury more likely to believe you when you tell them about your case’s strengths.

Admitting your weaknesses also helps build trust in marketing.

Tell prospective clients the types of cases or matters you don’t handle, but let them know you can recommend someone who does.

When I went from a general practice to a 100% personal injury practice, I turned down or referred everything that wasn’t PI and watched my PI practice quickly grow.

Today, I freely acknowledge that I am not an expert in social media marketing. Far from it. In fact, in just about every interview I give, I make a point of telling the interviewer this, early in the conversation. When most other marketing ex-purts are telling lawyers they have to get on board the social media train, my position gives me a point of differentiation. (It also gives me an advantage among lawyers who don’t like social media and would rather not do it.)

Tell the world what you do, and also what you don’t do. Admit your weaknesses, turn down work that isn’t a strength, and watch your practice grow.

How to choose the right specialty for you

Share