Don’t Worry, Be Happy

Share

In 1988, Don’t Worry, Be Happy reached number one on the Billboard music charts, a position it held for two weeks. Bobby McFerrin’s a cappella hit had us singing (or whistling) along, buoyed by it’s upbeat message. Right now, there’s a whole lot of worrying going on in the world and it might do us all some good to listen once again.

“In every life we have some trouble. When you worry you make it double. Don’t worry, be happy……” (lyrics)

A long time ago, I eliminated the word “worry” from my lexicon. Worry is not a helpful word, or emotion. All it does is make you anxious. Today, I might be “concerned” about something, but never worried. I find I can deal more clearly with things when I’m not caught up in the emotions surrounding them.

Worrying about a problem will never fix it. Creative thinking, asking for help, taking action–these can fix a problem, but not worry. So stop it. Stop worrying about your problems. Get yourself a big box and put all your worries in it. Set that box on fire. Burn it up. You don’t need what’s in it, so get rid of it. (At least put it in storage. You can come back later if you really miss your problems.)

“I’ve had a lot of worries in my life, most of which never happened.” –Mark Twain

While you’re at it, throw into your box all of the things you worry about that aren’t problems. Stuff that never happened and probably never will. That includes all of the “missed opportunities” that nag at you. All of the shoulda’s, coulda’s, and woulda’s.

What good is it to worry about your web site and all of the search engine traffic you’re NOT getting, for example? Let it go. Stop thinking about it. In fact, what if you never had to think about SEO again? How would that feel? You wouldn’t have to think about it or read about it or spend money on it.

Release it. Let it go.

There are other ways to get traffic (and clients) that have nothing to do with search engines. Sure, it’s nice when you get them through search but wouldn’t it be nice to know you don’t have to depend on it?

Relax. Everything will be fine. Don’t worry. Be happy.

“Here is a little song I wrote
You might want to sing it note for note
Don’t worry be happy

Now that you’re feeling better and you have more free time, you can explore SEO if you want to. But only if you want to, not because you have to. No worries, no “have to’s,” just an opportunity. Do it or don’t do it.

Make a list of things you’re thinking about right now. Projects, ideas, things you have to do. Make sure you add anything that you’re worried about. Get them off your desk and out of your head. That alone feels good, doesn’t it?

Then ask yourself, “How many of these things could I cross off my list?” If you can’t cross them off, label or tag them with “someday/maybe” and file them away, out of sight.

Spend your time thinking about things that are important, and things that feel good when you think about them. No, you can’t ignore your responsibilities or pretend you don’t have any problems. But you don’t have to worry about them, either.

Need clients? Don’t worry. Get The Attorney Marketing Formula and be happy.

Share

How to write something when you don’t know where to start

Share

It’s November and you know what that means? NaNoWriMo!

What’s that? You don’t know about National Novel Writing Month? I wrote about it last November when I shared some thoughts about “Writers’ Block”.

You may not aspire to be the next John Grisham, but if you’ve ever struggled to write something you’ve never written before, and you don’t know where to start, I have a possible solution.

When I was in high school, my parents had a friend who created several TV shows, wrote screenplays, non-fiction, and music. He also did some acting. Anyway, he didn’t have a musical background, but he wrote some very clever songs. One day, my father asked him how he did it.

He said he took an existing song he liked and used it’s structure as a template. He changed it, note by note, until he had an original piece that was nothing like the one he started with, except maybe in length, key, and tempo. (Since he couldn’t read music, he recorded himself humming his new tune and had someone transcribe it.)

For the lyrics, he took the original words and changed those word by word, or he found another song he liked and changed those words to create a new song to go with his new music. He used the same technique for creating screenplays.

Instead of writing from scratch, he re-wrote something that was already written. He didn’t plagiarize or steal ideas. He took the original, pared it down to it’s skeleton, and added new flesh and sinew to give life to a completely new creation.

Now don’t get me wrong, the guy had talent. Lots of it. He simply used his note/word-changing technique as a starting point. If I ever write a novel, that’s exactly how I will start.

After all, isn’t “getting started” the hardest part of doing something new? Once you have a first draft, you can make it better. But so many aspiring writers never get started so they never have a first draft they can improve.

If you wanted to use this technique to write the first draft of a novel, find one you like (in the appropriate genre and voice, i.e., “first person detective”) and create a “step outline”–a sequential list of the plot points. Note the number of major characters, when they are introduced, and their role (i.e., friend who encourages, villain, love interest, and so on). How many chapters are there? How long are they? When does the crime take place? When do we meet the hero?

Now you have a story skeleton, but of course it’s for someone else’s story. Your job is to change things, point by point, element by element, to write your own.

Your setting will be different. San Antonio instead of San Clemente. Your characters will be different. If the victim in the original was an insurance investigator who is murdered to cover up a fraudulent claim, your victim might be an accountant who knew too much about his crooked client’s business activities.

You write your own novel, using the structure of the original, but nothing else.

Now I didn’t say yours would be a good novel. That’s easier said than done. But your novel will at least be the right length, number of characters, and have the requisite elements in it. You’ll have a workable first draft.

You can use the same technique to write something much less ambitious, like an article or report. Decide on a topic you want to write about and find a model. How many paragraphs? How many main points? How many bullet points? Use this as a template.

Doing something new is much easier when you have a place to start. Fortunately, you don’t have to invent the place the start. You can follow someone who already finished.

Would you like a template for marketing your legal services? Use this

Share

The most important part of a live presentation

Share

Last night I did a one hour presentation. At the end, I was introduced to a young man who had been in the audience. The gentleman who introduced him told me what the young man liked best about the presentation: my suit.

Not my content. Not my delivery. Not my jokes. My suit.

I didn’t know if I should take this as a compliment or an insult. Didn’t he like what I said? After all, he was there for information, not a floor show.

Granted, it was a nice suit and I was wearing a very spiffy red tie, but what about what I said? Did I. . . blow it?

Not at all. He was persuaded by what I said and wanted to take the next step. He just liked my suit.

I thought about this and realized that while content is important, it’s not the only thing you have to get right in a presentation. People look at your appearance. They notice the lighting and sound quality, the music, even the coffee. All of the little things are important and you have to get them right.

A month from now, if this young man thinks about last night he’ll probably remember my suit. Not my name or anything I said. My suit and my snazzy tie. That’s the image he’ll remember. Someone else might remember a song they liked, the hostess’ smile, or a story I told that evoked a pleasant memory.

People rarely remember what you said. And that’s okay. What you say isn’t the most important part of the presentation. The most important part of a presentation, what people remember long after it’s done, is not what you said, it’s how they felt when you were saying it.

When you give your next presentation, whatever the objective–a verdict, a new client, or a response that says “tell me more”–don’t rely solely on your content, however logical and persuasive it might be. You have to get all the little things right, too. Do what you can to make people feel good about you, about what you’re saying, and especially, about themselves. Use humor if you can. Tell stories. Make sure the coffee is good. And wear a nice suit.

The Attorney Marketing Formula really works. More clients, more income. Hey, it’s a formula.

Share

Undecideds win close elections and build law practices

Share

In a close election it is undecided voters who carry the candidate or cause to victory. One of the biggest blocks of undecideds are “low information” voters–people who ordinarily don’t pay much attention to politics until a few weeks before the election.

Another block of undecideds are supporters of third party candidates who, at the last minute, realize their candidate doesn’t have a chance to win and are open to choosing another candidate.

In most consumer-based law practices, prospective clients are “low information voters”. Unless and until something occurs in their life (divorce, accident, arrest, lawsuit, etc.), they won’t pay much attention to anything you might say. They don’t have a problem (that they are aware of) and they aren’t in the market for an attorney.

In a business oriented law practice, prospective clients are often “third party supporters”–they have an attorney they are reasonably happy with and aren’t looking to switch, at least for now.

In either case, your prospective clients aren’t interested in what you can do for them. They won’t notice your ads or ask their friends for a referral. There’s no impending event that forces them to pay attention.

But eventually there will be. Your objective is to be there when that occurs.

Your strategy is to put mechanisms in place that allow you to be found and recommended when prospective clients are finally in the market for an attorney. Depending on your practice area, target market, and personal preferences, this might include:

  • A strong Internet presence–blogs, search engine optimization, social media connections
  • Referral strategies–equipping your clients and professional contacts with information they can disseminate
  • Search-based advertising–classifieds, PPC, directory ads
  • Networking–meeting those who are in the market and the people who can refer them

Position yourself to be found when prospective clients realize they have a problem and go looking for a solution. This is usually more profitable than targeting “pre-need” prospects–people who don’t yet have a problem or aren’t ready to do something about it.

However, you may also want to target pre-need prospects who have a problem but don’t fully understand the risks or their options. Estate planning seminars, for example, can be effective at persuading “no need” and “vaguely aware of a need” prospects into becoming paying clients.

The best plan is to target all three types of prospects. Focus primarily on those who are looking now, but don’t ignore those who will be looking later.

The Attorney Marketing Formula shows you six key marketing strategies for getting more clients and increasing your income.

Share

Why good attorneys achieve mediocre results

Share

An expert, addressing a group of lawyers starting their own practice, offered this advice:

“Your goal, if you expect to have lots of happy clients and turn a sweet profit, is efficiency. That means creating systems, for instance, that eliminate double and triple entry of information—client information, case information, conflicts information—and looking for systems that save you time and reduce paper and administrivia [sic].”

I agree that efficiency is important. You should use systems and tools that eliminate redundancy and waste and allow you to maximize your time and effort. I credit much of my success to developing these systems and using the right tools. But while efficiency is important, effectiveness is far more so.

Efficiency means “doing things right”. Effectiveness means “doing the right things”. The difference is crucial.

You can be inefficient (i.e., sloppy, slow, distracted, riddled with mistakes, etc.) and amazingly successful in your career, if you are doing the right things. I know people who waste a lot of time and money and don’t get a lot of things done but are at the top of their field because they get the important things done.

I know others who are very efficient but achieve no better than mediocre results in their careers because they are efficient at the wrong things.

It’s far more important to choose the right practice area, for example, than to have the latest software. You’ll earn more by focusing on marketing instead of accounting. Your amazing library isn’t nearly as valuable as your amazing client relations practices.

Many attorneys achieve mediocre results because they major in minor things. They master the details but forget the big picture. They’re climbing the ladder of success, only to find that the ladder is leaning against the wrong wall.

Yes, you want to be good at what you do. Just make sure that you’re doing the right things.

If you want to be effective AND efficient, get The Attorney Marketing Formula.

Share

Why lawyers should target clients who WON’T hire them

Share

Are you planning to upgrade to Windows 8? I’m not. At least not right now.

I use Vista on my PCs. It’s not the most feature rich or trouble free, it’s certainly not the fastest, and in no way would anyone say it’s the best OS. But it works. So why switch?

If I switched, I might find that like any new software, Windows 8 has bugs or conflicts or other issues that cause me headaches. Why take the chance? I remember thinking the same thing when Windows 7 came out.

So, for now, I’ll stay where I am.

Guess what? It is this same mindset that keeps your clients from “upgrading” you. They’re used to you. You’re working. You may not be the best, but they don’t want to risk switching because your replacement could be worse.

So unless you’ve screwed up, your clients will probably stay with you. If you haven’t neglected your clients, they’ll probably return. Inertia keeps me from upgrading my software and it keeps clients from “upgrading” you.

But what works for you also works for other attorneys. Their clients will also stay put. So, if your marketing strategy is based on getting clients to switch firms and hire yours, you’re going to have a tough time of it.

However. . .

Eventually, some of those those other attorneys will screw up. At that point, their clients will be open to hiring another attorney. You should be there when that occurs.

But how do you do that? How do you get in front of prospective clients at precisely the moment when they are again “in the market” for a new attorney?

You have two options:

1. Advertise. Keep your marketing message in front of your target market. When someone is ready to change lawyers, they may (finally) notice your message and respond.

2. Build relationships. Network with prospective clients in your target market, even though they are happy with their current attorney. Be “number two” on a lot of lists and when “number one” screws up, dies, or retires (or has a conflict of interest), there you’ll be.

There’s a lot of money to be made signing up clients who are ready to upgrade their attorney. Just make sure your version is bug-free.

Get The Attorney Marketing Formula and learn key marketing strategies for getting more clients and increasing your income.

Share

Another lesson from Apple: how to get clients to pay higher legal fees

Share

Yesterday, I wrote about Apple’s pricing strategy with the new iPad Mini. Instead of competing with other tablets for the low end of the tablet market, they’re letting other companies duke it out while they target the more profitable high end. The same is true for their entire product line.

Apple fans are willing to pay more for Apple products (and stand in line to get them) because they believe it’s worth it. They believe they get more value for their dollar.

Style is certainly one aspect. So is functionality. But more than anything, I think what appeals to Apple users is ease of use.

Apple’s slogan, “It just works,” is arguably responsible for converting legions of PC users, frustrated with complicated, buggy, and virus prone machines to the Apple brand. True or not, the impression Apple’s marketing team has created is that with Apple products you won’t have continual crashes or blue screens, and you won’t have to take a class to learn how to use it. You just turn it on and it works.

And that’s exactly what Apple’s customers want.

Well guess what? That’s what your clients want, too. At least the clients you should be targeting. They want to know that when they hire you, you’ll get the job done.

They don’t want complications. They don’t want to know the boring details. They want the peace of mind of knowing that when they hire you, they’ll be in good hands. If you can give this to them, they’ll pay you more than what other attorneys charge.

Now I know many attorneys will cynically argue that their clients are very price conscious and won’t pay a penny more if another attorney will do it for less. And that’s true–THEIR clients are price conscious and won’t pay a penny more. But that’s not true of all clients.

Didn’t the PC world say the same thing about Apple when their prices first became known? “Why would anyone pay double for something just because it’s nicer looking?”

The answer was, and still is, because “it just works.”

You can follow in Apple’s footsteps. Target the higher end of the market for your services. Show them that when they hire you, everything is taken care of for them. They won’t have to worry about getting a bill filled with surprises, or an attorney who doesn’t explain things or return their phone calls. Show them that “you just work” and they’ll pay you more. Because it’s worth it to them.

Learn how to earn more than you ever thought possible. Get The Attorney Marketing Formula.

Share

What Apple’s new iPad Mini can teach lawyers about pricing legal services

Share

So everyone is buzzing about Apple’s new iPad Mini. Comments abound about the features, or lack thereof, but the number one topic of discussion is price.

Many predicted (hoped?) Apple would price the Mini in line with what Amazon, Barnes & Noble, and Google are pricing their tablets, in the neighborhood of $199-$249. They said that in so doing, Apple would crush the competition and own the small tablet market. Instead, the lowest priced Mini is offered at $329.

Many observers are questioning Apple’s strategy. How can they compete with tablets priced so much lower?

The answer is they’re not even trying.

Avi Greengart, research director for consumer devices at Current Analysis, told The Verge, “I think what Apple has done here is create a new category of premium small tablet.” The writer Greengart spoke to summed up Apple’s strategy thusly: “[I]t appears Apple is simply opting out of the low end of the market altogether, much like it’s done with personal computers.”

Greengart continues: “I don’t think this puts Amazon, Barnes & Noble, or Google out of business, but it means that those three — and anyone else entering that market segment — are all competing against each other for the budget consumer.” [emphasis added]

Apple is letting everyone else compete for the low end of the market while it offers a premium product to the smaller but more profitable segment of the market that is willing to pay a premium price.

This is exactly what lawyers should do.

Most lawyers offer the same services at the same prices to the same prospects. Everyone looks the same and says the same things. Nobody stands out. Everyone is average. And so the average lawyer gets average results from their marketing and earns only average income.

The better strategy is to offer higher quality services to those who are willing to pay for them.

Marketing is easier because you have something better to offer. Marketing is less expensive because you’re not trying to deliver your message to everyone. Other lawyers can’t compete with you because they don’t offer what you offer. And your income is higher because your clients are paying more.

You may not have Apple’s resources or “sex appeal” but you can follow the same strategy they do. Let other lawyers fight over the masses while you offer a better “product” to a smaller, more profitable segment of the market.

Most lawyers will never do this. They won’t offer premium services and, frankly, don’t even know what that means. That makes it so much easier for you.

How does Apple compete with Google? It doesn’t. How do you compete with other attorneys? You don’t.

The Attorney Marketing Formula shows you how to offer premium services and get premium fees.

Share

The power of focus: how one new habit can transform your practice or your life

Share

Darren Hardy, publisher of Success Magazine, tells the story of Paul O’Neill and what he did as the incoming CEO of Alcoa. It was 1987 and O’Neill was being introduced to investors and analysts for the first time. To everyone’s chagrin, O’Neill didn’t talk about growing market share, lowering expenses, or expanding markets. He didn’t talk about anything directly related to increasing the company’s profits. Instead, he turned everyone’s attention to the subject of safety.

It wasn’t that safety was such a big issue or that there was a direct correlation between improving it and increasing profits. O’Neill later said he wanted to disrupt everyone’s habitual thinking and get them all focused on one thing. Hardy calls this “one thing” a “Keystone habit,” “a pattern of behavior that has the power to start a chain reaction, changing other habits as it moves throughout the organization.”

To everyone’s surprise, it worked. Focusing on improving safety led the company to record growth and record profits during O’Neill’s tenure.

In explaining how focusing on one habit can create seemingly unrelated results in other areas, Hardy cites another example, a dieting study. The participants in the study were told to concentrate on writing down everything they ate at least one day per week. Nothing more. It turns out that this one habit led to other habits, which in turn led this group to lose twice as much weight as everyone else.

Even more surprising was how many of the participants

. . .reported big improvements in other areas of their lives… areas they weren’t even focused on, but awareness and improvement in one area, with noticeable results, bolstered their self-confidence and informed them about other areas of their life, which also improved. It had a rippling effect throughout most every other area of their lives.

Hardy notes that if you want to transform some aspect of your life, trying to adopt too many new habits is unsustainable. He challenges his readers to choose one new habit and track it, and I am challenging you to do the same.

Pick something and commit to it. Make a change and watch how other things change.

Could something like going for a twenty minute walk three days a week actually lead to an increase in your income? Will writing a weekly blog post for your practice improve your marriage?

I don’t know. But I do know that you’ll be healthier and get more clients.

Get in the habit of focusing on marketing. Get The Attorney Marketing Formula and learn how.

Share

A simple way to get clients to choose you instead of other attorneys

Share

I know something about you. At least I think I do. I know that the services you offer are pretty much identical to what other attorneys in your market offer.

Am I right?

If I am, you have a problem. And an opportunity.

The problem is that when you offer essentially the same services other attorneys offer, it’s harder to stand out. “Why should I choose you?” clients want to know.

There are many ways to differentiate yourself from other lawyers. One of the simplest is to enhance the “value proposition” of your services by offering something different.

No, not radically different. A divorce is a divorce after all. A small change or addition to what you offer is enough to differentiate you.

What could you add to the services you offer that would make you “a little bit better”? Could you add a bonus service? A guarantee? Free updates or reviews?

Fill in the blanks: “When you hire me to handle your _____________ (legal matter), not only do you get _______________ (services), you ALSO get_____________ “.

A divorce lawyer might give clients a free “Will/Living Will package”. A bankruptcy attorney might provide information and advice on “Re-Building Credit after Bankruptcy”. A PI lawyer might provide an insurance policy review, showing clients how to save money and improve their coverage.

By the way, the “something extra” you offer can be provided by another professional. For example, our divorce lawyer might offer his clients a “financial makeover” provided by a financial planner or CPA.

Offering something extra, something other attorneys don’t offer (or don’t promote) could be just enough to get clients to choose you instead of other attorneys. But there’s something else it might do: allow you to charge more than other attorneys.

When you offer more value to your clients, you are worth more. Clients can fill in the blanks, too. If they say about you, “Yes, he charges a little more but with him, I also get _________”, not only will they choose you instead of other attorneys, they’ll pay more for the privilege.

Get The Attorney Marketing Formula and learn more ways to differentiate yourself from the competition. 

Share