Getting referrals without breaking a sweat

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See, I get it. You don’t want to ask your clients or professional contacts for referrals. Even though I’ve shown you more than a few easy and natural ways to do that, you’d rather swallow a cup of nails than ask anyone to send you some business.

Alrighty then. Be that way. But let me show you another option.

Instead of asking people to refer clients to you, ask them to refer those folks to your content. Or more accurately, share that content with them and ask them to do the same.

Have you ever shared a video you like on Youtube or Flakebook? Have you ever shared a blog post or article with someone you think might like it, too? Of course you have. And you will continue to do that because we’re humans and humans like to share.

Why not do the same thing with your own content?

Tell folks about yur article and ask them to share it. Ask your clients to forward the link to your new report to anyone who might benefit from the information. Ask them to hit the share button on your blog post or youtube video.

When you’re networking and someone asks a legal question, give them a page on your website that addresses that issue.

People come to your website, consume your content, see that you know what you’re doing, and before you know it, you have some new clients.

Easy.

Your content shows people what you do and how you can help them or people they know. Your content sells them on hiring you, so you don’t have to. All you have to do is get your content out into the world and ask people to share it.

The catch? You have to have some content to share. You have to write something or record something that prospective clients want to consume.

So do that. And then share it.

Let me show you how easy this is.

Do you know a lawyer who might want to get more clients and increase his or her income? Forward this email to them so they can see that getting referrals is easy. Add a note to the top: “Joe, thought you might like this”.

(If you’re reading this on my blog, click the share button and send it that way).

Done and done.

See, that wasn’t difficult?

Now, go write something and share it.

More easy ways to get referrals

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3 reasons your email newsletter isn’t working

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As you can imagine, I get to see a lot of attorney’s email newsletters. Most have “problems”. If your newsletter isn’t working for you, if it’s not bringing in business or it’s taking up too much of your time, here are 3 probable reasons and what to do about them.

You’re writing a “newsletter” instead of an email

You can call it a newsletter but you’ll be much better off sending simple emails. Most newsletters get deleted. Or they are set aside to be read later but forgotten. That’s because most newsletters (especially from attorneys) are too long and too dry.

Instead, send an email. Short and sweet. 300-400 words, not 1500. An email from you (not your firm). Tell them what you’re doing. Tell them about your clients. Weave in a few words about the law, but focus on people, not statutes and decisions.

Use your emails to help your readers get to know you better. Show them how you can help them but keep it light and interesting and personal.

And forget about making it pretty. Graphics get in the way and take time to find and use. Just send text. Like a real email. When every other lawyer and vendor is sending “pretty” emails, yours will stand out.

You don’t email often enough

Once a month isn’t enough. People need to hear from you or they forget about you. If you’re writing interesting emails and delivering value (tips, resources, recommendations, etc.) they’ll want to hear from you.

Weekly isn’t too often. Even daily isn’t too often, if you’re up to it. And if you send short and simple emails, instead of trying to cram “articles” and “news” into one long missive, you’ll have the time to email more often.

No, your subscribers might need you right now (or ever) but they know people who do. Write often and you’ll get more referrals.

You’re expecting too much, too soon

Give it time. Your readers need to get to know and trust you. They need their problems to mature and get painful enough to decide to call you. They need time to save the money to pay you or to convince another decision maker that you’re the one to hire.

You also need time for your list to grow big enough so that there are enough “ready to go” prospective clients on it at any given time.

The biggest problem with email “newsletters”? Not having one. Done right, they can bring you all of the business you can handle, and then some.

If you don’t have an email list, start one. If you have one but it’s not working for you, you can fix it.

Learn more about using email to build your practice here

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The benefits of a daily writing routine

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Most attorneys write every day. It’s a big part of the job. But let’s face it, most of that writing is formulaic and dull. Here’s our demand, this is what that case held, the facts are as follows.

You can dictate this stuff in your sleep.

Set aside 15 minutes every day to do a different kind of writing. Write something that expresses what you THINK and how you FEEL. Share your professional and personal experiences and observations. Inspire people to think, act, and buy.

Writing every day will make you a better writer. Faster, too. You’ll also produce more content (articles, blog posts, ebooks, reports, presentations, newsletters) that can bring you new business.

You don’t have to show your writing to anyone just yet. Just keep writing. The day will come, sooner than you think, when you know it’s time to put your writing to work.

If you love to write, writing every day can be a guilty pleasure you don’t usually get to experience. If you hate to write, talk. Record yourself “thinking out loud”.

Write every day, even when you don’t feel like it. Especially when you don’t feel like it. If 15 minutes is too much, start with ten. Or five. Do three-minute writing sprints, squirting out words as quickly as possible, without thinking or stopping.

Have fun with it. Be funny, or bitch and moan. Write whatever you want to write. But don’t break the chain. Writing daily is as much about discipline as it is communication. Once you’ve established this new habit, who knows what you might be empowered to do next.

Make a habit of getting referrals

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Unintended consequences can mess things up big league

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Last night, my wife and I did some shopping. At the checkout, we were reminded that California has just passed a law banning single-use plastic bags. Our options were to bring our own reusable bags (or, portable germ factories as I call them) or buy their multi-use bags at ten cents a pop.

Curiously, the multi-use bags are also plastic, so I’m guessing this is less a landfill thing than a California revenue thing, but whatever it is, I’m against it. (Horse Feathers.) So, like many of our co-shoppers, on principle, my wife and I put our purchases back in the cart, bagless, and proceeded towards the exit.

At the door, we were met by an employee who asked to see our receipt and then did a quick look at the contents of our cart. We received her blessing and left.

I wondered why the store had implemented this new procedure of checking carts and my wife pointed out that it was the new law. They needed to have someone make sure customers didn’t roll out the door without paying, something they didn’t have to do when we all had bags.

I had to laugh. This store, and others no doubt, now has to pay someone ($15 an hour) to stand by the door to prevent shoppers from ripping them off. Will the store pass this cost along to customers? Will another store attract their customers with offers to absorb the cost of the bags? Will absorbing the cost of bags be cheaper than hiring additional employees to guard the door? How might this affect online purchases and deliveries?

Unintended consequences.

The point is that any time you introduce something new, you have to think it through. Your new ad campaign, seminar, or website may attract new clients, for example, but alienate or confuse your current client base.

Everything has consequences. Make sure you consider them.

Good marketing begins with a good plan

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How to choose the right tasks to do today

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Yesterday, I said that a good way to avoid being overwhelmed by a large to-do list is to make a list of 3-5 tasks you are committed to doing today and putting everything else out of the way (on other lists). I said your “today” list should be comprised of your most urgent and import tasks, but how do you decide what those are?

Urgent is pretty easy. These are tasks you must do today or bad things will happen. One expert says urgent tasks are ones you would be willing to stay late at the office to finish. If it can wait until tomorrow, it’s not urgent.

Works for me. But what about “important” tasks? How do we choose those?

One way to do that is to “start with the end in mind,” as Covey says, and work backward. That means first deciding on the outcomes you want to achieve today, this week, or relatively soon. Once you know the outcomes, brainstorm what you have to do to accomplish them, or take the next step in that direction.

If one of your desired outcomes this week is to file a motion in an important case, you would first write down all of the necessary action steps (e.g., assemble a factual time line, research, write points and authorities, write a declaration, write the first draft, and so on). From that list, you would choose what to do first and put that on your to-do list for today.

If a desired outcome this week is to get at least one referral from your professional contacts, possible actions would include going through your database to identify professionals you want to contact, writing emails, and making phone calls. Put one or more of those tasks on your list for today.

Now, how do you decide on the outcomes you want to achieve? By first looking at your goals. But that’s a subject for another day.

How to use Evernote for getting things done

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Getting things done by re-thinking the definition of a to-do list

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No matter what task management system you use, or even if you don’t use one at all, the odds are you have a seemingly endless list of things to do.

You might keep them in an app. You might keep them on paper. You might keep them in your head. But there’s your list, a mile long and growing every day, overwhelming you to the point where you don’t want to look at it anymore.

Okay, maybe that’s just me.

But I have a new weapon in the battle of wits between my lists and my sanity and you may want to use it.

It starts with thinking about a to-do list as simply a list of things to do TODAY.

Not tomorrow or next week. Today.

It is a list of 3 to 5 tasks you are committed to doing today because they are urgent or important.

Take a deep breath and imagine a list of ONLY 3 to 5 tasks. That’s a list you can and will do.

If you find yourself resisting a task, break it up into 15-minute bites. You’ll be less likely to procrastinate when “it’s only 15 minutes”.

You can also use 15-minute increments for bigger projects. I’m working on something right now that’s tedious and will take many hours to complete. I had put it off for a long time but I’m doing it now because my task list only commits me to 15 minutes. I can do more than 15 minutes if I want to, and I often do, but only if I want to.

Yay me.

Now, what do you do if you have more than 5 important or urgent things to do today? You keep them on a second list.

Your first list (today) has your most important or urgent tasks on it. Your second list is what to do after you’ve taken care of those tasks.

Your second list has no more than 15 or 20 tasks on it. It includes other things you need to do today, and things you need to do in the next week or so. Or things you’d like to consider doing.

When you have completed the tasks on your today list, you look at list number two and choose additional tasks.

Two lists: 3 to 5 most important tasks you are committed to doing today. 15 to 20 back-up or “next” tasks.

Check your today list frequently throughout the day. Check your second list once a day, after you have finished your today list.

Put everything else–all of the someday/maybes, ideas, things you’re not committed to doing–on a third list. Check that list once a week. Skim through it and find things to put on your first two lists and then put your third list away until the following week.

I’ve been doing this for about a week and it’s making a big difference in how I feel about my lists and in my overall productivity. My lists are much more manageable and much less daunting.

And, you can use this with any other task management system because it’s basically a way to combat overwhelm by limiting the number of tasks in front of you and the amount of time you commit to doing them.

One more thing.

While your first two lists are purposefully limited in number, list number three (everything else) will no doubt grow to hundreds of entries, many of which don’t need to be considered each week. To keep list number three from overwhelming you, at some point, you’ll want to segment it so that you don’t have to look at every task or idea on it every week.

You can do that by creating sub-lists or by using software to label or tag items to consider at some point in the future or under certain specified conditions. I have a list of more than 1000 blog post ideas, for example, but I only look at that list occasionally.

How to use Evernote for getting things done

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Today’s a good day to get organized

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Any day is a good day to get organized but the day before a holiday is especially good. You’re relaxed and looking forward to Thanksgiving. You’re probably not in the mood to do a lot of serious work. And you like the idea of starting the week without 102 things to do and no idea where to start.

Take a look at your email inbox. This would be a good time to zero it out. Go through the first few hundred (the rest are probably too old to bother with). When you find something that you want or need to do, tag or label it, or forward it to your task management software, and then archive everything else. It will still be there if you need it but you won’t have to look at it.

Take a look at your tasks and projects and do the same thing. Flag those that are important and should be done soon and put everything else out of sight (e.g., archive, someday/maybe, or tagged for future review).

Take a look at your current and upcoming projects. Consolidate your notes and ideas, clean up your outlines and task lists and get things ready so that when you see them next, you can finish them quickly or start them with aplomb.

Get organized today and then enjoy the morrow. Clear your mind, fill your belly, and give thanks for what you have and what the future has in store.

Happy Thanksgiving.

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Increase your income by focusing on income producing activities

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How much of what you do each day could be considered “income producing activities”?

Client work is income producing. So is marketing which brings in (and keeps) the clients. Everything else is is an expense and should be minimized, delegated, or eliminated.

In my opinion, in an eight-hour day, five hours of client work is a good target. Another hour should be invested in marketing. That leaves two hours that can be used for admin, lunch, and (your choice), more client work or more marketing.

If you have lots of clients, do more work. If you need more clients, do more marketing.

Of course this is just a starting point and your mileage may vary.

Next step: hire (more) assistants so you can do more work and more marketing. After that, hire more lawyers and/or legal assistants and have them do most (or all) of the work. Then, hire people to supervise and assist your team so you can continue to grow, open another office, and have time to spend some of the loot you’re bringing in.

That’s how I built my practice. That’s how I quadrupled my income and cut my work down to three days a week.

Sound like a plan?

This will help you do more income producing activities

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How to create a task you’ll actually do

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If you find yourself procrastinating about certain tasks on your list, one reason might be the task description itself. If it’s unclear what you’re supposed to do, if the task looks daunting or overly time consuming, it’s easy to see why you might put it off until later or skip it completely.

You can avoid this by writing better descriptions. Here are three ways to do that:

1) Make sure the task is something you can DO.

A task should be something simple, meaning something you can actually do.

You can’t “buy a car,” for example. There are too many things you need to do first: research makes and models, read reviews, consider extras and add-ons, choose a color, compare prices, take a test drive, inquire about financing, and so on.

Buying a car is a “project” not a task. Break up your projects into the component tasks and record those on your list.

2) Use ACTION VERBS to describe your tasks

Describe each task clearly and concisely. Start the description with an action verb: write, call, review, outline, research, send, etc.

If your task is to compare prices on your new car, for example, you might write, “Call five dealers for written quotes”.

Specific, clear, concise, and doable.

3) Make it EASIER to do

The easier (and quicker) it is to do a task, the more likely it is that you’ll do it. When writing the task description, include additional information and resources you’ll need so you don’t have to go looking for them when it’s time to do the task.

If the task is to call someone, put the phone number in the task description. Add notes you might need to reference during the call.

If the task is to review a document, embed the document or a link thereto in the task description. If you need to fill out a monthly report, include the template or the previous month’s report to refer to and/or modify for this month’s report.

Make your tasks something you can do, make the description action-oriented so you’ll know exactly what to do, and make the task easier to do by adding additional information and resources.

“Get more referrals” is a project, not a task. Here’s everything you need to do

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What to do when your practice area dries up?

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This just in: Divorce in U.S. Plunges to 35-Year Low. If you’re a divorce lawyer, what do you do?

Whatever you do, don’t panic. Put down your coloring book, let go of your blankie, and come out of your safe space. Everything is going to be okay.

First, markets ebb and flow. This year might be bad, next year the trend could turn.

Second, no matter what’s going on in the overall divorce “marketplace,” unless and until divorce is outlawed, there will always be enough business available to keep you busy. In fact, there should be enough business available to make you rich.

The same goes for other practice areas.

So don’t worry about “the market”. Just worry about yourself.

It’s like the old joke about you and a friend getting lost in the woods and a bear starts chasing you. You don’t have to outrun the bear, you just need to outrun your friend.

But don’t ignore what’s going on in the market or get complacent. In order to run faster than the other lawyers and stay ahead of the bears, you must continually work to

  • Improve your core lawyering skills
  • Improve your other skills, e.g., writing, speaking, networking, sales, etc.
  • Attract better clients (e.g., more affluent, more “at risk,” better connected, etc.)
  • Run a profitable practice (e.g., manage overhead, hire good employees, improve operations)
  • Look for new target markets
  • Expand and improve your marketing

Do these things no matter what’s going on in the marketplace and you’ll be golden.

Oh, one more thing. Don’t believe everything you read in the news.

Make sure your marketing plan is up to date

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