Take a loser to lunch

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An excellent way to grow your practice is to spend time with other lawyers. Once a week, invite a successful lawyer to lunch and get to know about them and their practice.

Look for ways you can help each other, with referrals, introductions, promoting each others events and content, guest posts, and so on. Ask lots of questions about what they want and need and look for ways to help them.

But don’t stop there. Learn from their successes. Ask questions about how they market their services and look for ideas you can use to market yours. What do they do, where do they do it, how did they get better at doing it?

Jim Rohn said, “If you want to be successful, study success.”

Also keep your ears open for what hasn’t worked for them, or hasn’t worked as well. Learn from their mistakes.

If you can see what they’re doing wrong, offer suggestions on how they can improve. If they aren’t getting as much traffic to their website as they want to, for example, share what’s working for you.

On that note, every once in awhile you might want to spend time with unsuccessful attorneys. Find someone who isn’t doing well and take them to lunch. Ask about what they’re doing and then do the opposite.

More on joint ventures: The Attorney Marketing Formula

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If the IRS was in charge of your marketing

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In school, we had deadlines for finishing papers and projects and being ready for exams. If it weren’t for those deadlines, many of us would never have done the work.

Today, we have more deadlines. Statutes of limitations, court dates, appointments, CLE compliance due dates, bills to pay, tax returns to file, and many more. We also have deadlines tied to our promises to other people, e.g., when the work will be done or the papers will be delivered.

Sometimes we miss a deadline and suffer the consequences, but for the most part, the system works. It works not just because we are aware of the penalties for missing deadlines but because there is a specific date reminding us that something is due.

What about all of the other things we want to do, or need to do, that don’t have a deadline? Too often, we don’t get these done. They may relate to our most important goals but because there is no deadline, no due date, they get pushed aside.

Countless studies, which I am too lazy to look up, have shown that scheduling these “open” tasks dramatically increases the odds that we will do them.

Let’s say you set a goal to increase your income this year. Part of your plan is to bring in more clients by adding one blog post or article to your site each week. The weeks are flying by, however, and you haven’t written the first article, or you wrote one or two but aren’t keeping up.

Because there is no deadline, you’re not doing the work.

It’s not that you can’t do it. If you knew that you had to get the work done by a certain date or the IRS would seize your bank accounts, you would get the work done.

So, give yourself a deadline.

Decide when you will write those articles and schedule time on your calendar specifically for that purpose. Make an appointment with yourself and tell your staff not to schedule you for anything during that time.

When Thursday at 4PM rolls around and you see on your calendar that you have an appointment to write your weekly post, you’ll be more likely to write it.

Tell yourself that you can either write it or sit at your desk and stare at the wall for 60 minutes. Your “client” (you) has paid for that time. So no Facebook or reading or anything else.

You can also impose penalties for missing your deadlines. You might authorize your accountant to automatically send $1,000 to a politician you detest if you fail to send the accountant a copy of your completed post by the due date.

You can also reward yourself for making your deadlines. For each post your write, for example, you get to watch another episode of your favorite TV show.

But while penalties and rewards can help, just having a deadline will often be enough.

Try it. Choose something you need to do and put it on your calendar. Give yourself a deadline for getting it done. I’m betting you’ll do it, but just in case, I’ll tell the IRS to keep an eye on you.

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Starting is the key to finishing

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I’m about to start a big project, a new marketing course. I’m excited about it but the immensity of it all weighs on me.

When I think about all of the work I have to do, I feel resistance. I want to do other things instead. So, I don’t think about all that I have to do. Instead, over the last several weeks, I’ve been making notes and working on my outline.

The project isn’t something I “plan” to do, I’m already doing it.

Yesterday, I talked about how you do big things by doing lots of little things. How I wrote 1009 blog posts and created an online marketing machine not by writing 1009 posts but by writing one post and then writing another. Once I wrote the first one, it was easier to write the next one.

It turns out there is a scientific basis for this, called the Zeigarnik Effect. “Just get started, because humans have an instinctive drive to finish a task once they’ve begun it.”

The Zeigarnik Effect is “a tendency to experience automatic, intrusive thoughts about a goal that one has pursued but the pursuit of which has been interrupted. … That is, if you start working toward a goal and fail to get there, thoughts about the goal will keep popping into your mind while you are doing other things, as if to remind you to get back on track to finish reaching that goal.”

Is there something you’d like to do but find yourself procrastinating? Start it. Do something, even if it’s just five minutes. If it’s something you need to write, write just one sentence.

You can write one sentence, can’t you? Do it. Write one sentence today. Tomorrow, write another sentence. Keep going, one sentence at at a time, until it becomes a habit.

But here’s the thing. Once you have started, you probably won’t stop. You’ll write more than one sentence. You’ll work longer than five minutes. This too has been confirmed scientifically. Once we begin something and realize that things aren’t as hard or intimidating as we thought they were, we tend to continue.

Go ahead and try it. Go through your list of projects, pick one you have been putting off, and do something on it (anything) for five minutes today. Or write one sentence today.

Because starting is the key to finishing.

Need ideas for blog posts or newsletter article? This will help

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You get a lot done by consistently doing a little

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I just passed the 1000 blog post milestone. 1009 to be exact. That’s 1009 ways someone could find my blog through search engines. 1009 snippets of my wisdom that could convince a visitor to follow me. 1009 pages someone might share with their connections or link to from their blog.

It’s a body of work that brings prospective clients to my virtual door and convinces them to do business with me.

Sound good? Sure. And daunting. If you had told me a few years ago that I would write 1009 posts, I would have thought you were crazy. And yet here I am.

How do you write 1009 posts? You don’t. You write one post, and then you write another.

You get a lot done by consistently doing a little.

That’s why I say you can successfully market your practice in as little as 15 minutes a day. It’s not how much you do today necessarily, it’s what you do in the aggregate over time.

If you have some big projects you’re thinking about tackling, don’t let their immensity put you off. Any project, no matter how big, can be broken down into bite size pieces. Isn’t that how we eat an elephant?

Also, the more you do something, the better you get at it. I’d like to think I write better today than I did a few years ago. I’m also faster. I can knock out a blog post or email in just a few minutes.

What do you want to accomplish this year? Okay, hit the deck and give me 15 (minutes).

Do you know the formula for marketing your law practice? Here it is

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How much selling should a lawyer do?

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How much selling should you do in your letters and emails and blog posts?

More than you think.

The people on your list, your readers and subscribers, your friends and followers, need your help. If they’re not getting that help, if they don’t hire you, they will continue to have those problems and needs.

Your job isn’t to wait until someone taps you on the shoulder and asks you to get to work. It is to reach out to them and persuade them to hire you, or at least take the next step in that direction. If you don’t do that, you’re doing them a disservice.

Educate your prospects about the law and procedure and their options, but don’t merely deliver information. Sell them on why they need to hire you to get the solutions and benefits they want.

Pound your drum with warnings about what could happen if they don’t hire you, or if they wait too long. Share horror stories about people with the same issues who failed to act. Make your prospects feel what it was like for those people, and imagine what it will be like if they follow the same course.

Do everything in your power to convince people to hire you. Pull out the big guns. Don’t leave them to suffer their problems and pain when you can help them get relief.

Don’t be all thunder and brimstone, however. They’ll tune out. Mix things up. Share success stories. Back off the main message and talk about something else. But never stop reminding people about their problems and how you can help them.

And don’t leave it up to them to figure out what to do next. Tell them to hire you, or tell them to call with questions, schedule a consultation, fill out a form, or read more about the issue.

How much selling should you do? More than you think.

If you want to get more clients and increase your income, get this.

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What do you “know” to be true about legal marketing?

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Smart people once believed that it was impossible for man to fly. Most accepted this as truth and never considered challenging it. The Wright brothers thought differently and changed the world.

Orville Wright said, “If we worked on the assumption that what is accepted as true really is true, then there would be little hope for advance.”

It got me thinking about what we (lawyers, society) believe is true about the subject of legal marketing.

Not long ago, many lawyers said that other than writing scholarly articles, public speaking, and networking, marketing wasn’t appropriate for an attorney. While this is still true in some places, most of the world has evolved.

Advertising was long thought to be inappropriate, even unethical. Most western jurisdictions now recognize that with certain standards in place, advertising isn’t the stain on the profession it was once thought to be.

Question for you. What do you know to be true about legal marketing? What do you do, or refrain from doing, to market your practice based on your beliefs?

Let’s take the subject of referrals. It is widely understood that you get more referrals if you ask for them. Yet many attorneys don’t ask. They think it makes them look weak or needy, or they don’t know what to say so they don’t even try.

Our beliefs create our reality. If you believe that asking for referrals makes you look weak or is an imposition, you won’t ask. On the other hand, if you believe that referrals are good for all three parties (the referral giver, the client, and you), your entire framework changes.

You’ll ask for referrals because you know that a referral helps the referred client save time and avoid the risk of making a bad decision. You’ll ask for referrals because you’ll know that your clients and contacts want to help the people they know get the benefits you offer and you’ll know they also want to help you.

If your beliefs about referrals currently preclude you from asking for them, changing those beliefs could transform your practice.

It’s time to re-examine all of your beliefs about legal marketing and re-validate them. Are they still true? Has anything changed? Are there any exceptions?

Have you “closed the door” to things you might now consider?

Have you looked at things as black and white and not seen the gray areas within within which you could operate?

Step away from the construct that is your existing practice and look at it from a distance. See your practice and all of your existing beliefs as contained in a giant box.

How can you think outside that box?

Because progress never occurs inside the box.

Marketing is easier when you know The Formula

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What to do when you have nothing new to offer

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What’s new?

Unfortunately, for most attorneys, the answer is “nothing”. They offer the same services today that they offered last year, and the year before that.

The clients change, the cases have different elements, but for most attorneys, same old same old. Even if they offer a menu of services, the menu rarely, if ever, changes.

Worse, many of their clients need them only once in their lifetime.

If attorneys owned any other type of business, they would regularly offer new products or services. Their business would always be growing.

But if a client doesn’t need another divorce, or doesn’t get in another accident, it’s game over.

It would be great to be able to offer the client another service, wouldn’t it? But if you specialize (as you should), you probably don’t have anything else.

Some attorneys offer updated documents, reviews, and modifications, and that’s good. But what about everyone else?

Well, there are a couple of things every attorney can do.

First, you can partner with other attorneys and promote their services to your clients. In return, your partner promotes your services to their clients. You can also do joint ventures with other types of professionals, and businesses, too.

Your clients have problems and needs that go beyond what you can do for them. They need help finding high quality professionals and vendors. They would love to get a good deal, or at least know they aren’t getting a bad one.

You can help them, and in so doing, help yourself.

Think “clients” not “cases” or “engagements”. Continually look for ways to help your clients with their other business or personal needs.

See The Attorney Marketing Formula for different ways you can work with joint venture partners.

Second, no matter what kind of practice you have, you should continually be creating new content.

Every article, blog post, report, seminar, video, or ebook you produce and put out into the market place can bring you new clients.

They can bring traffic to your website via search and social sharing. You can ask your clients and contacts, (and joint venture partners), to share our content with their clients and lists. You can offer them for sale on Kindle and other venues, where millions of prospective clients can find them.

Each piece of content you create educates prospects about what you do and how you can help them. It pre-sells them on the need for an attorney, and why that attorney should be you. And it prompts them to contact you to ask questions, make an appointment, or sign up for your list.

New services, albeit someone else’s, and new content. These are your new products and services. This is what you should continually create and offer.

Then, when someone asks, “What’s new?” you’ll be able to show them.

To learn more about joint ventures, get this

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Don’t break the chain

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You know a lawyer whose practice is rocking. More business than she can handle, lots of money, busy as all hell. Three years ago, she had just opened her doors. No clients, tiny office, nothing happening.

How did she get from a standing start to where she is today?

Many factors could have contributed to her growth, including talent, connections, hard work, and luck. But one factor may be more important than you might think.

Momentum.

When she started her practice, she did some things to bring in business, and then she kept doing them. She got better at them, and did them faster. She got progressively bigger results. Those results compounded and she continued to grow, until her practice reached the tipping point and became the juggernaut it is today.

Momentum is a critical factor in anything we do. Creating it is the hardest part of anything we do.

It’s like pushing a car from a dead stop. It takes a lot of effort to overcome inertia, but once the car starts rolling, it gets easier, and then easier still, until you have to do little more than lean on it to keep it going.

Alrighty then, how do we create momentum?

We do it with consistency.

Whatever it is you need to do, you do it regularly. You don’t “do” some marketing this week and pick it up again in six months. You do a little bit every day or every week.

You get better at it. It becomes easier. You do it faster and get better results.

Your results affect other areas of your life. If you build momentum with an exercise program, you get more energy to do other things. You might finally be able to read that book you’ve been wanting to read, or start that new website project.

When you write a blog post or newsletter article each week, you become a better writer, of course, but you may also become a better speaker. You may get better at networking, too, as you reach out to other professionals to invite them to do a guest post for you and as they do the same for you.

When Jerry Seinfeld was starting out, he promised himself that he would write one new joke every day. Every day he did it, he made a mark on his calendar. As the marks piled up, he kept going because he didn’t want to “break the chain”.

In any area you want to improve, find something you can do and do it. Walk for ten minutes three times a week. Write two paragraphs every morning. Invite one professional to lunch every week.

Get started and don’t break the chain. Consistency breeds momentum, and momentum breeds results.

If you need a marketing plan that really works, get this. 

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When was the last time you failed at something big?

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We’ve heard the rhetoric many times before. Lawyers are risk adverse, we don’t make good entrepreneurs, we’re not good in business.

And it’s true. Most lawyers are overly cautious. It’s in our nature.

But without risk, there is no reward. As Robert Kennedy put it, “Only those who dare to fail greatly can ever achieve greatly.”

Fear of failure is the biggest obstacle to our success. But this fear is often unreasonable.

What holds us back is that we tend to overestimate the cost of failure. We imagine dire consequences and worst case scenarios that are greatly unrealistic in their scope and very unlikely to occur. (Researchers have found that eight-five percent of what we worry about never happens.)

We also underestimate the potential rewards of our actions. One good idea or relationship can make us rich.

It comes down to this: If you want to be more successful, you’ve got to try new things and take more risks.

If you try something and it doesn’t work, you learn from it. As Napoleon Hill tells us, “Every adversity, every failure, every heartache carries with it the seed of an equal or greater benefit.”

Okay, take more risks. Got it. But how?

I think we start by taking small risks more frequently. We get in the habit of regularly trying new things, things that might not work but which have limited downside.

We get used to the experience of failing often, but on a small scale.

As we see that most things work out most of the time, and that when they don’t we easily recover, we eventually take bigger risks.

In other words, we learn how to take risks by taking risks.

Start by changing the way you look at the ideas that cross your path. Instead of rejecting many of them automatically, as we both know you do, collect them and put them on a list called “maybe”.

Then, once a week or so, choose something on that list and try it. If it doesn’t work, if you hate it, if someone you report to says you can’t do that anymore, you will have learned something and you can try something else.

And whenever you feel the tug of fear that seeks to hold you back, remember what Mark Twain said: “My life has been filled with calamities, some of which actually happened.”

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Planning 2015 and beyond

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What do you want to accomplish this year? Be specific. Next year at this time, if I ask you, “Did you do it?” I hope you’ll be able to answer in the affirmative, but what is “it”?

You have many options. You must decide what you want and be very clear about it. What’s the number? What’s the outcome?

Do you want more clients? How many? Do you want better clients? How do you define better? Do you want fewer clients who pay you more? How many and how much?

Start with the big picture–where do you want to be five or ten years from now?

Do you want to expand into a new market? Branch out into a new practice area? Attract different types of clients?

Do you want a big firm, with lots of employees and offices, or a small firm with low overhead and low(er) management requirements?

Do you want to build a war chest to finance something new, or passive income so you can retire?

Before you make a plan or take action, you must know what you want. But there’s something else you need to figure out.

Why?

Whatever it is that you want, you have to know why you want it. You want more income? Why? What will you do with it?

When you think you know your “why” take it deeper. You say you want more money to pay off debt, start a college fund, or hire some new staff. Fine. Why do you want that?

Ah, more staff will allow you to earn more and work less. Okay, why do you want that?

It will give you more time with the family you love. You won’t miss soccer games and ballet recitals. You’ll be able to pursue music or art or travel the world.

Okay, but why do you want those things?

Keep asking yourself “why” until you get to the emotional core that is driving what you want. That core will be fueled by one of two emotions: love or fear.

Your love of your children will keep you going when you hit an obstacle. So will your fear of disappointing them.

It is our emotions that drive us and unless we access those emotions, it’s too easy to get distracted, procrastinate, or give up.

When you have emotional clarity about what you want, nothing will stop you from getting it. Without that clarity, anything can stop you.

Get clear about what you want, and why you want it.

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