The secret to my success

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Want to know the secret to my success? The secret is simple. I do a few things well.

That’s it. A few things. The “precious few” in 80/20 parlance, that deliver the majority of my results.

I run three businesses. In each business, there are only a few things I focus on to keep the wheels turning. Well, actually, one business is nearly 100% passive income and requires almost none of my time anymore. The other two businesses are flexible enough that I can work at them when (and if) I choose. So for me, at this stage of my life, my precious few are “writing, learning, and marketing.”

How about you?

If you run a law practice, your precious few probably include, “marketing, management, personal development, and work product”. Am I right?

[Sidebar: Don’t be one of those lawyers who foolishly boasts that they don’t do any marketing. Everything you do is marketing.

Every time you speak to a client you’re showing them why they should remain your client and refer their friends. Every time you give someone your card or mention your website you’re inviting them to learn more about you do. Every time you talk to a prospective client or fellow professional you’re showing them why they should do business with you. It’s all marketing. All of it.

Okay, back on the record.]

Let’s start with “areas of focus”. You run a law practice, you have a personal life. That’s two. You might also do charitable work, be active in your church, or have a hobby or outside interest that’s important to you.

What are your precious few areas of focus?

Next, for each area of focus, think about the precious few things you focus on (or need to).

For your practice, what are the precious few things you do for marketing?

You may focus on a few types of clients, niche markets, or practice areas. Your strategies might include client referrals, professional referrals, and driving traffic to your website. If you advertise, your precious few might include a group of niche publications, keywords, or offers that deliver the majority of your results. You might create content, build a social media following, or speak or network in the “real world”.

What are they? What are precious few in your marketing?

For work product, you might derive most of your income from a certain type of case or client or a certain type of work. What are your precious few?

For management, you might focus on new client intake procedures (although that’s also marketing), billing, and document management. You might focus on hiring the best people, training, or building culture. What are your precious few?

For personal development, you might work on building a new habit, improving a particular skill, or acquiring a certain type of knowledge. What do you focus on? What are your precious few?

In the end, success comes from doing a few simple things. It can’t be any other way. You can’t do 100 things and expect to do them all well. You can’t focus on 100 things you can only focus on a few.

I built my practice with referrals. It was one of my precious few.

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What breed of dog does your client own?

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What’s the name of the last client you spoke to? How well do you know them?

Are they married? What’s their spouse’s name?

Do they have kids? How old are they?

What part of town do they live in? Do they play any sports? Do you know the name of their accountant, tax preparer, and insurance agent? How about the name of their dog?

I know it’s difficult to build a personal relationship with all of your clients but how about some of them?

Or are you the type who does the work and that’s the end of it?

No communication, no relationship, nothing from you. If they contact you again, fine. Otherwise, you don’t have time for them.

Please say that’s not true. Please say you make an effort to get to know at least some of your clients and that you make it a habit to stay in touch with all of them.

If you don’t, it’s not too late to start. Reach out at least one client this week and have a conversation with them. Take a few minutes to find out something about their personal life. Write it down so you’ll remember it. Verify their email address so you can stay in touch.

Every client you do this with represents potential growth for your practice. Even if they never hire you again, they can send referrals, introduce you to other professionals, share your content, promote your events, and send traffic to your website. Oh yeah, they can also write a positive review about you, including how much they appreciate that you stay in touch with them after the work was done.

Before you spend another hour attending a networking event and talking to strangers, how about networking with the people who already know, like, and trust you?

Start here

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Working three hours a day

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I saw a blog post this morning citing a study about productivity in the UK. The study found that most people (in the study at least) are productive just under three hours a day.

True or not, it got me thinking. What would happen if we intentionally chose to work no more than three hours? Hey, in comparison to a four-hour work week, three hours a day is positively Draconian.

Is it possible? If it were, how would it change your life? Your health? Your happiness?

If you work for someone, your first thought might be that you would get canned if you only showed up three hours a day. Fair enough. So suppose (for now) that you showed up for eight hours or whatever you’re contracted for, got all your work done in three hours and nobody knew what you did the rest of the day?

If you work for yourself, imagine getting your work done in three hours, after which you could go home.

I know, sounds crazy, but what if it’s not?

Assuming arguendo that it is possible, what would you have to do to make it so?

Humor me. Think about it. You might ultimately conclude that it’s not possible but what if by thinking about it and making some changes you could cut an hour a day off your schedule?

Could you use an extra five (or six) hours a week to do something else?

Today, I don’t have answers for you. Just questions, to get you thinking. What would you have to do to make this happen?

What could you cut out? What could you consolidate? What could you delegate? And what could you do more quickly if you had better skills, equipment, or experience?

Think! Plant the idea in your subconscious and let it go to work for you. Let it find some ways for you to get your work done in less time.

I know, some people reading this are thinking, “It won’t matter. If I get my work done in three hours, I’ll spend the rest of the day doing more work.”

Lawyers. You can’t argue with them. Or take away their hourly billing.

Leverage is the key to earning more and working less. Here’s the formula

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Live, from your office. . .

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The other day I recommended not relying solely on live presentations but to record them so they can go to work for you 24/7.

It’s leverage. Do it once, use it over and over again.

But don’t stop doing live presentations.

I don’t just mean “live and in person”. I mean live online. Podcasts, hangouts, chats, webinars, and so on, that are presented in real time. There’s magic in something done live.

When you promote a recorded video, it’s harder to create a sense of urgency. You can say, “This will only be available until. . .” but you then lose the ability to get eyeballs on an ongoing basis. If you leave it up all the time, many people say, “I’ll catch it later,” but we all know that later often never comes.

When you do it live, however, you can promote it as a special event because it is special. You can say, or more likely imply “Never before and never again,” has this been done, creating an even bigger sense of urgency.

When it’s live, you can say, “Join me” or “Ask me anything” and thus provide more value and build a closer relationship with your followers. Or you can promote it by saying you’re presenting some new or timely information that shouldn’t be missed.

One of the biggest draws of a live event is that nobody knows what will happen. What will be said, what will be asked, what information will be shared for the first time? And let’s face it, one reason people watch live events is that they know it could be a train wreck and they want to see that.

One way to make your live events have more train-wreck potential is to have someone else speak with you. If you have a co-presenter, a panel discussion, you interview someone or have someone interview you, the likelihood of something noteworthy or cringeworthy happening is even greater. (You’ll also get the other speakers’ followers to tune in.)

Do some live events and watch your subscriber numbers and engagement soar. Of course, you should also record these events so you can use them again or make them available 24/7. But you might not want to mention that you’re recording it when you promote it for the first time.

Let your website do the heavy lifting: Marketing online for attorneys

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If I could save time in a bottle

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If I could save time in a bottle. . . I’d sell it. I mean, who wouldn’t want to buy more time? More time with your family. More time for hobbies or worthy causes, more time get more work done.

How much would like to buy?

Unfortunately, I can’t sell you any time. But I can show you how to get it for yourself.

The first way to get more time is to steal it. Steal it from what you’re currently doing by taking on fewer tasks and projects or fewer cases and clients, and focusing on a smaller number of more valuable matters. Delegate less valuable work to others.

The second way to get more time is to get your work done more quickly. You can do that by improving your skills and knowledge, learning new skills and methods, using better tools, and developing better habits and workflows. Delegating work to others will also help.

The third way to get more time is to specialize in your practice areas and in the clients you target. This will allow you to charge higher fees and attract more clients (and better clients) who prefer attorneys who specialize.

The fourth way to steal time is through marketing, which will allow you to bring in bigger cases and clients, and allow you to hire more help.

Even better, instead of “one and done” marketing activities, do things that can bring in new business with little or no additional effort. Instead of only doing live presentations or seminars, for example, record them so they can go to work for you 24/7. Instead of networking to find clients, network to find more referral sources.

All of these will give you more time and more income. I know, because this is what I did to build my practice when I was struggling.

Work on fewer more valuable things, become more efficient, specialize, and get better at marketing. That’s how I was able to earn more and work less, and that’s how you can, too.

How I did it: the formula

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What’s your shtick?

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I just downloaded an app that provides a collection of “sleep sounds,” that is, recordings you can listen to when you want to rest or fall asleep. There are many of these types of apps available. I’ve tried more than a few.

But this one is different.

It’s the only app I know of that doesn’t come with all of the audios in the initial download. You choose the ones you want and download them separately. Any sound you don’t like can easily be deleted.

I like this because it means I don’t have to fill up my phone with gigabytes of sounds I’ll probably never use. I can choose a few I like and forget the rest.

Most of the app’s reviewers agree. Choice is good. Smaller downloads are good.

But some disagree. They hate having to download each audio one at a time. “It takes too long!” they moan.

So yeah, you can’t please everyone. And you know what? You shouldn’t try.

Suppose the app developer listened to the cries of the customers who don’t like the “choose your own” feature? They would wind up with an app like all the others that use an “all or nothing” approach. They would find it difficult to stand out from their competition. And the would alienate those of us who like being able to choose.

“Choose the ones you want” is this companies shtick. Their thing. Their Unique Selling Proposition. And it works. They knowingly give up trying to please the “I want it all” crowd and from a marketing perspective, this is the right thing to do.

And guess what? Lawyers should do the same thing.

Stop trying to please everyone. Stop offering “all things to all people”. Be different. Carve out a niche. Choose a segment of the market and show the folks why you’re their guy or gal. Promote your differences to prospective clients who like those differences. And let go of everyone else.

Need help choosing your shtick? Here it is

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I wanted to change the world

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You can’t look at the world today without wondering, “How did things get this bad”. Everywhere you turn you see evil and hatred, bad people and bad ideas. You want things to change. You want the world to change. What can you do?

When we are young and foolish, we think we can change the world. We soon learn that the world is big and we have very little power to change it. Eventually, we give up and get on with our lives, hoping someone else will lead the charge.

This isn’t a new phenomenon. Wanting to change the world has been around for a very long time. In 1100 A.D., an unknown monk penned this poem:

I Wanted To Change The World

When I was a young man, I wanted to change the world.

I found it was difficult to change the world, so I tried to change my nation.

When I found I couldn’t change the nation, I began to focus on my town. I couldn’t change the town and as an older man, I tried to change my family.

Now, as an old man, I realize the only thing I can change is myself, and suddenly I realize that if long ago I had changed myself, I could have made an impact on my family. My family and I could have made an impact on our town. Their impact could have changed the nation and I could indeed have changed the world.

Change yourself and you can change the world.

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Most new things don’t work and that’s good

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You tried something new but it didn’t work. You wasted time and wasted money. You’re disappointed. Embarrassed. Hesitant to try the next idea that comes along. You’d rather go back to doing what you know works instead of taking chances on something that might not.

Can we talk?

Most new ideas don’t work the first time you try them. Many things never work. That’s  good because if most things you tried worked right out of the box, it would mean you’re playing it safe, doing what’s easy and familiar and not taking enough risks.

No risks, no growth. No pain, no gain.

That doesn’t mean you should be reckless or jump into things with doing your homework. It means trying lots of new things and not worrying about the results. It means hoping for the best but expecting the worst and when the worst happens, learning from it and trying again or moving on to the next idea.

Think about it. What was the last new thing you tried that didn’t work? Maybe you sent an email to your clients, hoping to get some repeat business or referrals, but nothing happened.

Why? Figure it out. Review the email and see what you might have missed. Show it to someone who knows marketing. Ask a few clients for feedback.

Then, try a different approach. A different subject line. A different offer. You might find the right combination and open a treasure chest of new business.

If the email had worked the first time, you might have continued to use it “as is” and never found something that worked much better.

Try lots of new things and keep track of what works and what doesn’t. If most new things fail or get poor results, smile. You’re on the right track.

Marketing is easier when you know the formula

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Your two most valuable employees

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I’ve mentioned before that the most valuable person in a law office is the person who answers the phone. They project that oh-so-important first impression of you and your office. They make people feel welcome and valued and glad they dialed your number instead of someone else’s.

When the phones are busy, they deftly handle the rush, putting callers on hold without making them feel abandoned and coming back to them with a sincere “Thanks for holding, how may I direct your call?”

They are professional but friendly. Helpful but not servile. Efficient but not mechanical. They are even-tempered, never letting anyone upset them or bully them.

They protect you and enforce your rules. When you don’t want to talk to someone, they cover for you, and callers never know.

The person who answers the phone is your most valuable employee. Make sure you find the right person for the job and pay them well.

And make sure that person isn’t you.

Don’t answer the phone in your office. It’s bad posture. It says, “I’m not busy enough (successful enough) to have someone answer the phone for me.

If you’re working late or in the office on the weekend, okay. You can explain. Otherwise, hire someone or hire a service to handle the phones for you.

There’s another important job that you shouldn’t do. You shouldn’t be the one who asks for money or calls clients when they’re overdue. Let your administrator, bookkeeper, or accountant do that. Let them be the bad guy.

Stress-free billing and collection for lawyers: Get the Check

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A to-do list by any other name

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The other day I watched a video that promised to show me why I should ditch my to-do list. The presenter said that to-do lists don’t work. Hmm. He said that instead of preparing a to-do list, I should prepare an “outcome” list, a list of things I want to accomplish.

Okay, I’ll bite.

He said that once you know the outcome, you should decide the things you need to do to achieve that outcome–and write those down.

Does something smell funny here?

Half the comments were along the lines of,”Awesome,” “I’m going to do this immediately!” and “Brilliant”. The other half said what I was thinking, “WTF, it’s still a to-do list”.

Click bait aside, what is this guy thinking?

I agree that you should create a to-do list based on your desired outcomes. That’s better than just randomly writing down whatever comes to mind. As Stephen Covey said, “Start with the end in mind”.

But wherever you start, it’s still a to-do list.

This morning, I was sent an article along the same lines. The title said something like, “Forget to-do lists, do THIS instead”. The author had interviewed wealthy and successful people who reportedly said they stay productive by time-blocking everything, that is, putting everything on their calendar in 15-minute increments.

“If it’s not on my calendar,” one said, “it doesn’t get done”.

I’m all for setting aside blocks of time dedicated to specific projects or groups of tasks but the idea of blocking out your entire day sounds like hell to me.

And, at the risk of stating the obvious (again), it’s still a to-do list. You’re simply deciding in advance when you will do it and writing that down.

(Hold on. . .)

Okay, I’m back. I only allocated 15 minutes for this post and the time ran out. I had to re-arrange my schedule so I could finish.

Here’s the thing. I don’t see how you can block out your entire day or week with that degree of granularity. Other than appointments, or a list of regular tasks that have be done each week, there are too many variables.

Things come up and need to be handled. Priorities change. Your energy level changes. You have to wait on other people.

You have to be flexible. Well, at least I do. I need my space, Jerry.

But hey, if it works for them, my hat’s off to them. (Hold on. I’m back. I had to look at my schedule to see when I’ll have time to go buy a new hat. . .looks like three weeks from never. . .)

Anyway, the fact is that while not everyone admits it, everyone makes to-do lists. Some write them on paper, some put them on their calendar or in an app, and some keep them in their head. But whatever they call it and wherever they keep it, it’s still a to-do list.

So I’m going to do what works for me and I suggest you do the same.

Okay, I’m off to work on a writing project. Or maybe I’ll work on something else. Hmm, I could get a sandwich first. I don’t know, I’ll see how I feel and then I’ll decide. Because that’s how I roll.

Need more clients? Here you go

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