It ain’t over ’til it’s over

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At half-time, I thought, if Atlanta can score 21 points in the first half, New England can do the same in the second half, and win. That’s the way The Pats have to look at it. There’s a lot of game left.

Yeah, I’m so smart I turned off the game early in the fourth quarter and missed the comeback of the century.

I thought it was over. No time left. Too big a deficit. But it wasn’t over. Because it wasn’t over until it was over.

So, is that it? Is the lesson to never give up, no matter what? Keep fighting no matter how bad things look?

Yes.

The game isn’t over, the election isn’t over, the trial isn’t over until its over (and you’ve exhausted all appeals).

Never give up. Never give in.

Now, it’s easy to give up when nobody is watching. All those projects you’ve started but never completed, all those goals that were quietly swept under the rug. When you’re the only one who knows, giving up is no big deal.

So if you want to win, make sure lots of people know.

There are those who say we should never share our goals or plans with others, that we should keep them to ourselves. Telling others, they say, puts too much pressure on you to perform and causes you to mess up.

But it is precisely that kind of pressure that leads to great victories.

When hundreds of millions of people are watching you, cheering you, counting on you, that’s when you do the impossible.

Go public with your plans. Share your goals. Be accountable. Take the chance that you will mess up. Because in this way, you will summon all that you have and accomplish things you might otherwise never accomplish.

There’s a related lesson, one that Atlanta missed, and that is assuming you’ve won before you’ve won. The Falcons took the win for granted and blew it. As Lost in Space’s Dr. Smith would put it, “Oh the pain”.

Never give up, and never celebrate before all the beans are counted. Because it ain’t over ’til it’s over.

What’s your goal? How many referrals are you going to get this month?

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Extreme vetting of lawyers

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I got an email from a lawyer who had a bad experience with a referral to another lawyer who mishandled the case (and the client). She’s feeling gun shy now about giving referrals and wants to know what she might do to vet lawyers before sending them any business.

First, let me point out that most lawyers do a decent job most of the time so there is no need to panic or stop referring because one lawyer messed up. It happens, we deal with it, and we move on.

In choosing lawyers to whom you will refer, do what you might do if you were going to hire them yourself. Start with obvious due diligence measures: check with the bar for discipline and complaints, search online to dig up any dirt, review their web site(s) and examine their experience and other qualifications.

Make sure they have sufficient staff to handle the job and carry E and O insurance.

You might give them extra points for expert certification, serving as an arbitrator or judge pro tem, teaching CLE, bar association committees, awards, and so on.

In addition, you may want to

  • Talk to other lawyers who know them, including opposing counsel and judges who have seen them in action
  • Read articles they have written and articles that were written about them. Get a sense of their world view, processes, communication skills, and personality.
  • Run a credit check and/or a background check if there’s a lot at stake or your Spidey-sense is telling you there’s something wrong

If you’re still not sure, have a chat with them. Tell them you want to make sure they’re the right lawyer for the job. Anyone who is qualified should respect that.

You might ask them to fill out a questionnaire, something like the ones E and O carriers use, where they are asked to disclose their calendaring and conflict checking systems and other safeguards and to disclose any malpractice lawsuits against them. Check with your carrier because some require this information as a prerequisite to defending a claim against you for a negligent referral.

While you’re at it, consider whether your client will be comfortable with the lawyer’s personality and style. Not every competent lawyer is a good match for every client.

Start by referring small matters, so you can see how they handle them and how they treat the client. Stay involved with the case, not to micro-manage it but as a second pair of eyes on behalf of the client. They are still your client, after all. Check in with them regularly, to see how things are progressing and to look for signs of trouble. Make sure they know to contact you if they have any questions or concerns.

Bottom line: do your homework but don’t let a bad experience with one lawyer unduly color your judgment in choosing others.

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What to do with a referral source who isn’t referring?

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What do you do when a referral source isn’t referring?

The wrong thing to do, of course, is to push them. Point out that they haven’t referred much lately or that their numbers have fallen off. Or that they “owe” you.

That’s probably not going to work. In fact, it could easily backfire by alienating them and causing them to do even less.

No, the best way to get a referral source to refer more is to assume (until you learn otherwise) that he is doing all that he can and then help him to be able to do more.

In other words, help his business or practice grow so he will have more customers or clients to refer.

You can do that by introducing him to some of your business contacts who might be able to send him business, make introductions, or open doors to speaking or networking opportunities.

You can feature his business or practice or his products or services on your website and in your newsletter.

You can recommend marketing experts or vendors, or share information you’ve found (books, courses, blogs) that could help him get more clients or bigger clients.

And you can send him some referrals of your own. No, he won’t be able to refer those clients back to you but those clients might refer other clients to him, which he can refer to you. Also, the cash flow your referrals generate might allow him to expand his business in other areas.

But here’s the thing. Even just offering to help him could make a difference. How many other lawyers do that?

Show him you’re trying to help him and when he’s able to refer more, you can bet that you’ll be number one on his list.

Get more referrals from lawyers, other professionals and business owners: click here

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Referral cards for the win

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On the counter in my dentist’s waiting room, prominently featured, is a supply of referral cards. They are full-color, glossy, and about 50% bigger than a regular business card. They are folded in half, creating four panels.

On the front panel is a stock photo of a (smiling) family. Under the photo, it says, “Care Enough to Share”. Under that, it says, “New Patient Gift Card”.

When you open the card, the upper panel’s headline says, “Valuable Offer To New Patients”. Under this, it says, “The referral of a friend or family member to our office is one of the finest compliments our patients can give us. We welcome you to become part of our practice.” (Remember, these are meant to be given to prospective new patients.)

The next paragraph presents a special offer (exam, x-rays, cleaning). The fee ($99) is large, centered and written in dark red. Under that, in smaller print, it says that the regular fee is $298.

The next panel has four bullet points that describe the practice: highly skilled dentists, friendly and caring staff, convenient hours and location, that sort of thing.

Under the bullet points are three “blanks” for the referring party to fill out: “Presented to,” “Referred by,” and “Expires”. Ostensibly, the referring patient fills out the first two, and the dentist’s office fills out the third one if they want an expiration date on the special offer.

These are followed by the names of the two dentists, address, phone number (large and in dark blue), and finally, the practice’s web site.

Turn the card over and the fourth panel has a map of the office, the practice’s name, the dentists’ names, and the office address. Finally, it says, “Call Today!” (large) and provides the phone number. Under that, once again, is the practic’s web site.

The card is colorful and professionally produced. It’s a simple concept: a special offer for new patients and the suggestion that as a current patient, you are “allowed” to bestow this offer on your family and friends.

I’ve talked about referral cards before. It’s an idea that just about any consumer or small business attorney can use. Once you have these made up, you can display them on a desk or counter and let them go to work for you. Or you can point them out to your clients and encourage them to use them.

You can also put a small supply in your “new client” kit, or mail them to clients once or twice a year.

You can also use referral cards to offer information. A Special Report or ebook, available on your website, for example. You can offer this in addition to a special offer on services or a free consultation, or to offer the information by itself.

When your clients take one or more cards, they might not have someone in mind to give them to but it should get them thinking about who they know who might benefit. It also tells your clients that referrals are normal, expected, and appreciated, planting a “referral seed” in their mind.

Referral cards are a simple, inexpensive way to promote your practice, stimulate referrals, and build your email list, and I encourage you to use them.

Learn more about referral cards and other “referral devices” here

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How to get prospective clients off the fence and onto your client list

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Over the weekend I was looking at a piece of software I was considering. I’d seen a few reviews and watched some videos. I liked what I saw but the developers didn’t provide a lot of information and I wasn’t sure I wanted to spend the money.

Do I really need this? How much would I use it? Is it as good as it looks? What if I get it and find something better?

They offer a money back guarantee and I was leaning towards buying but decided to sleep on it. See if I could find more reviews, maybe write to the developer and ask some questions.

Today, I went to the website from another computer. Lo and friggin behold, the software was available for one-third of the price I saw last night.

Not one-third off. One-third of the original price.

I saw nothing about a “sale” or promotion. Were they price-testing? Did I somehow load an old page?

Who cares. I bought the sucker.

It really wasn’t that expensive at the original price. But at one-third the price, it was a no-brainer. Take my money.

Two lessons for you my young Padawan.

First, don’t scrimp on the info. Make sure your website and other marketing materials show prospective clients as much information as possible. Make sure you have lots of reviews and testimonials. Answer every question a prospective client might ask about you and your services. Do your best not to give them any reason to “sleep on it” because they might not come back.

Second, don’t lower your “prices” but do offer lower-priced alternatives. If a prospect sees your full-priced package but isn’t sure they want to go ahead, your lower-priced package could be just the thing to get them to take the plunge. Get the client, even at a lower fee. You can sell them on buying additional services later.

When it comes to pricing and the perception of value, context counts. A $3,000 fee may seem expensive when that’s all the client sees, but a bargain when they are first presented with your $9,500 package.

Increase your income with effective billing and collection strategies: click here

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How many clients have you seduced this week?

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Marketing is a seduction, not a bludgeoning. You don’t walk up to a prospective client and ask them to hire you, nor do you dump a truckload of information on them or talk their ear off. You introduce yourself, tell them almost nothing about what you do, and ask them about themselves.

You don’t sell your services to them from the get-go, you pique their interest in learning more.

You might do that by commenting on something they say or sharing a story that relates to their situation. You let them know, with questions and body language, that you know something about their business or situation and then see if they ask questions.

Eventually, they’ll ask for your card. Or they won’t. If they don’t need your services, the chemistry between you is wrong, or they don’t want any information, you’ll part company. No date. Not this time.

Your website shouldn’t be an information dump, either. It should also pique interest. It should first show visitors the big picture about what you do (e.g., your practice areas and target markets), and invite them to “drill down” through the pages to find information that addresses their specific interests.

When you meet someone and they don’t ask for your card, you should ask for theirs so you can contact them again. You might offer to send them some information about something you discussed.

Your website should do the same thing. It should ask visitors to sign up for your newsletter or download your report to learn more. Let them give you permission to stay in touch with them.

Any kind of marketing–advertising, speaking, writing, networking, social media, joint ventures, referrals–should seek to connect with prospective clients and the people who can refer them, pique interest, and invite them to take the next step.

Don’t ask everyone you meet to go to bed with you. Seduce them. Let them get to know you, see how smart and charming you are, learn something about what you have to offer, and decide that they’re ready to go on that date.

Marketing is simple. Lawyers aren’t. 

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You need to be rich

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I need to be rich and so do you. We need to be rich so we can make the world a better place and leave a legacy for future generations.

We can’t do that if we’re broke. Or just getting by.

The richer we are, the more we can help others. Donate to worthy causes. Create more jobs. And inspire others to do the same.

And let’s not forget that the way we become rich (or richer) is through our work, helping others solve problems and achieve results.

We must never feel guilty about creating more wealth. Even if we don’t give it all away, in acquiring it through our work we have already made the world better.

At the end of “Schindler’s List,” Oskar Schindler considered the 1200 lives he had saved and while he was surely proud of what he had done, lamented that he could have saved more.

I don’t want to reach the end of my life feeling bad because I could have done more. I don’t ever want to stop creating wealth because “I have enough”.

As long as there are problems to solve and people to help we can never have enough.

Create more wealth through better marketing. Start here

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Winning

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You may not be a legal scholar. You may not have a lot of experience in your field. Other lawyers may have more cash or better connections.

It doesn’t matter. You can beat them. You can build a fabulously successful practice if you do the one thing most lawyers don’t do.

Focus on marketing.

Many lawyers take marketing for granted. Or use flawed strategies that do little to bring in new business. Even when they choose the right strategies, they often get poor results because their heart isn’t in it or they don’t stick with it long enough.

You can do better.

Where other lawyers seek to attract “anybody” who has a certain legal issue or need, you can laser focus on specific segments of the market and dominate them.

Where other lawyers use a weak and ineffectual marketing message, you can show prospective clients and the people who refer them the benefits you offer and the results you can help them achieve.

Where other lawyers provide good “customer service,” you can deliver outstanding customer service that surprises and delights your clients, ensuring long-term repeat business and referrals.

Where other lawyers merely provide their core legal services, you can help your clients be more successful in their business or personal life. If a client wants to refinance their home, for example, you can give them information and referrals to help them do that. If a business client needs more customers, you can use your contacts to help their business grow.

You can work smarter than your competition and deliver a better overall client experience. If you do this thoroughly, consistently and enthusiastically, clients and prospects will come to see you as the lawyer they want to represent them.

It doesn’t take much to beat the competition. Look at what most lawyers do and do the opposite.

Start marketing smarter with this

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Plan less, do more

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Relax. You don’t need to know everything. You’ve got some goals, or you know the general direction you want things to go, and that’s enough.

You don’t need a detailed plan. You’ll figure things out as you go along.

I say this from the perspective of someone who usually wants to know everything. Over the years, I’ve had to fight my need to know because, frankly, it has held me back.

Many of my biggest accomplishments began on a lark. They weren’t well-planned or even given much thought.  Something sounded good and I went for it.

Sometimes they worked out, sometimes they didn’t, but the net result was that a lot of good things happened for me that I’m sure would otherwise have never seen the light of day.

Do yourself a favor. Take a look at your project list or your someday/maybe list, or reach into your subconscious and choose something you’ve thought you’d like to do but have continually put on the back burner.

Choose something that excites you. Something that would make you leap with joy if you could actually do it. Something that has seemed impossible or the timing hasn’t been right or something you’re not sure you are capable of doing.

Don’t spend a lot of time on this. If you’re not sure, choose something that scares you.

When you’ve got it, push aside your doubts and questions and start doing it.

You don’t need to know what’s next, just take the first step.

You may not succeed. You may give up before the day is done. You may realize that you really don’t want it. But if you don’t start, you’ll never know.

If you do start, you might continue. And accomplish something that completely changes your life.

Referrals rock. Here’s how to get more

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Competition? I don’t have no stinkin’ competition!

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One school of thought about building a successful business or practice is to find a successful business that does what you do (or want to do) and copy them.

Not literally, of course. You couldn’t do that even if you wanted to. Your practice will be as individual as you are, even if you have the same practice areas, target the same markets, and deliver the same caliber of service.

You are unique. So is your practice.

So don’t worry about being a copycat or being accused of stealing ideas. Your implementation of those ideas will differentiate you.

What I’m suggesting is that you don’t need to do something nobody else does. Do what others do but do them differently.

If there is a lot of competition in your market, that’s good. It means others are making money. When your town is littered with personal injury attorneys, your TV and radio airwaves are filled with ads from other PI attorneys, if the cost-per-click of advertising is insanely high, these are signs of a healthy market.

You can get a share of that market.

One way you can compete is to use different marketing channels and techniques. When everyone else is advertising, you focus on referrals. When everyone else proclaims their success in getting big verdicts and settlements, you focus your message on the types of people you’ve helped and problems you’ve solved.

Instead of touting that you handle “injuries,” you can differentiate yourself by emphasizing your experience in representing victims of one type of injury, one type of tort, or one type of client. In other words, niching what you do.

You can also differentiate yourself with your ads or marketing message. Talk about a benefit you deliver that all attorneys in your practice area deliver but don’t talk about. A USP (Unique Selling Proposition), is yours to own if you are the first or the only one claiming it.

Don’t try to reinvent the wheel. Copy what successful lawyers are doing. Just do it a little differently.

More ways to differentiate your practice from the competition, here

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