Getting the words right in the opening of your next presentation

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How would you describe “Getting Things Done” to an audience of people who, it must be assumed, know nothing about the subject?

I’m doing a presentation this week to just such a group. I have no more than 45 minutes, so obviously, this will be an introduction. I hope to explain the basic ideas and get them interested in learning more. I’m going to use my blog post, “The Ten Commandments of Getting Things Done,” as the basis for my talk.

But where do I start? How do I quickly get their attention and show them why they should listen?

I was thinking about this as I was looking at my first slide, which has the title of David Allen’s book. It occurred to me that this is where I should begin.

The book’s title, “Getting Things Done: The Art of Stress-Free Productivity,” does a great job of describing the subject, as well as the benefits. It tells you what the book is about and what’s in it for the reader. So in my opening, that’s what I’ll talk about.

It will go something like this. . .

“Have you ever been frustrated because you’re not getting things done? The days fly by and you realize how much you haven’t done that day or that week, and before you know it, it’s the new year and you realize that you haven’t made a dent in the goals you set last year. It is frustrating, isn’t it?

Then, someone tells you about this great system for getting your whole life organized and you try it, but it’s so complicated, you spend all your time organizing your stuff and even less time getting things done. Or maybe you learn the system and it works for you, but then you find that while you’re getting things done, you’re not getting the right things done.

‘Getting Things Done’ is a book that promises to change all that. It’s about ‘Productivity’–which means getting the RIGHT things done, the most important things done, in a way that’s ‘stress-free’. If you use the system in this book, you’ll start each day knowing what you need to do that day and you won’t worry about forgetting anything important. Take a deep breath and imagine what your life will be like when you have everything under control.

This evening, I’m going to show you some of the basic ideas behind this system. . .

I’ve explained the subject of the book and shown them the benefits. I think they’ll pay attention, don’t you?

The most important part of any presentation is the opening. That’s when you sell the audience (reader, judge, jury) on listening to what you are about to tell them. When you get the opening words right, the battle is half won. When you don’t, well, you better be loud or you better be funny because that audience is thinking about what they have to do that day and not listening to you.

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I know you’re busy, but are you happy?

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Some people’s lives are incredibly busy. They have a job and a business. Or two businesses.

They have a husband or wife, kids, and large extended families. They take great vacations and love planning them. They have several hobbies they love, love, love. They exercise every day.

They are handy around the house and like decorating, cooking, or gardening. Or all three. They create their own Christmas cards and include a personal note in every one. They are active in their church, home owner’s association, and PTA. They are a Cub Scout leader. They post every day on Facebook, Twitter, Pinterest, and their personal blog. And oh yeah, they’re also writing a book.

If this is you, I have to ask, “How do you do it?” How do you cram so much into your life?

You must know that most people aren’t like you. Most people can’t do everything you do. I’m one of them. Just thinking about your day makes me sleepy.

Oh, I do admire you. You’re amazing. I just don’t want to be like you. But then, you probably don’t want to be like me.

My life is much simpler. Even when I was putting in long hours in my practice and our daughter was young and there was dance and piano and sports, my life was a cake walk compared to yours. My wife and I were busy (by our standards), but more importantly, we were happy.

And today, we’re even less busy, but just as happy.

Being busy means different things to different people but being busy isn’t what’s important. If you’re surrounded by people you care about and do work that makes a difference, that’s what counts.

Tonight, when your head hits the pillow and you think about your day, don’t ask yourself if you did enough, ask yourself if you’re happy. If you are, great! Have a nice sleep. If not, ask yourself what you need to change. It could be something big, like a new career or a new spouse. More likely, you’re simply trying to do too much.

Want to be busier with more work? Get The Attorney Marketing Formula.

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New iPhone? Here are the apps I use and recommend

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A Facebook friend posted that they just got a new iPhone and wanted suggestions for apps. I just went through my screens and jotted down the apps I use the most and thought I would share them with you.

I’ve downloaded hundreds of apps, most of which I quickly abandoned. Some had a steep learning curve or were confusing. Some duplicated apps I already had that did the same thing, only better. And some I just didn’t like.

Of course everyone has different needs and preferences. This is just my list and it is by no means complete. Just the apps I use the most.

I’ve included a few excellent apps I don’t use that much. Dictamus is one example. You can replace your expensive dictation machine with this app. iA writer is another. I don’t do much long form writing on my iPhone. Small screen, small keyboard, old eyes. I make notes on my phone and do my writing on my laptop.

I try new apps all the time because I’m always looking for better and easier ways to do things, and because it’s fun. I like apps that are well suited for the job, and actively developed and supported. Many of my favorites are at or near the top of their categories.

I’ve organized my list by category. Please let me know (in the comments) if you use these apps, and if not, what you use instead.

Productivity

  • Evernote (Essential. Nuff said.)
  • Drafts (Great for quick notes that are uploaded to other apps (including Evernote).
  • Workflowy (I’ve been using this a lot lately; great for outlining. I use the web app mostly, and tweak my outlines on my phone; if you sign up for a free account through this link, you’ll get more free space (and so will I).
  • iA writer (Simple, distraction free writing with few options. Sync to Dropbox, iCloud, other devices.)

Business

  • Dictamus (Best dictation software; try the free version and you’ll see)
  • Jotnot Scanner Pro (I have others but mostly use this)

Utilities

  • Easy Calendar (Simple, quick to update)
  • Pocket Informant (Used this for a long time. Very capable, but more than I need; find it in Productivity)

News

  • Instapaper (Must have; anything saved for later reading, but not in Evernote, goes here)
  • Newsify (Google RSS)
  • Stitcher Radio (Live radio, podcasts)
  • Flipboard (News, social media feeds)
  • Zite (News, blog feeds, great for finding sources you don’t currently follow)
  • AppAdvice (For finding new apps and reading reviews)

Social Media

I have the native apps for Facebook, Twitter, and LinkedIn, but don’t do much updating on my phone. When I do, I usually post from other apps (i.e., Drafts, Flipboard).

Other

I also have (and use) Youtube, Google, and Kindle. I have several apps for document downloading, storage, (Dropbox, etc.) and editing, but I prefer to use their desktop or web app equivalents. I listen to Pandora and Spotify. I don’t download games any more, but I do play Words With Friends.

So that’s my list. How about yours?

Let me show you how to grow your practice and your income. Check out The Attorney Marketing Formula

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Please retweet this!

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A fundamental precept in marketing is that you get a higher response when you tell people what to do. Tell them to buy, tell them to sign up, tell them to call, and more people will.

The infographic below, about The Art of Getting Retweets, has some interesting stats about the best days and times to tweet, optimal tweet length, and the use of urls and hashtags for maximum retweetability. It also offers compelling statistics that support the efficacy of telling (asking) people what to do:

“Please retweet” has a 51% retweet rate followed by “PleaseRT” which has a 39% retweet rate. Using neither of the two yields only a 12% retweet rate.

The Art of Getting Retweets
Courtesy of: Quick Sprout

Frequency of asking for a retweet must be a factor. Someone who constantly asks for a retweet, like the boy who cried wolf, probably doesn’t get a lot of retweets. It is the rarity of this request that undoubtedly gets people’s attention and compliance.

Although it is not stated in the infographic, it is also well known that a higher response occurs when you also tell people why they should do what you ask. This may be due to associated scarcity and fear of loss implied in a statement like, “Buy now before our prices go up,” but there’s evidence that that’s not the only reason.

I read about one psychological study involving a long queue at a copy machine in a college library. A female “student,” holding a sheet of paper, asks the person at the front of the line if she can cut in. When she gives them a reason for needing to cut in line, she gets a significantly higher percentage of the subjects to agree. What was remarkable about the study is that it didn’t matter what reason the student gave for asking to cut in line. Even when the “reason” was as empty as, “. . .because I need to make a copy. . .,” she got a higher response.

So telling people what to do and giving them a reason, no matter how weak that reason may be, will increase response.

Put this in your notes because you should should have this in your notes.

(Did you?)

Buy The Attorney Marketing Formula. Excellent reason: You’ll get more clients and increase your income.

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Evernote for Business: Is it right for your law firm?

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Evernote has launched Evernote for Business, which promises enhanced sharing capability for the workplace. For lawyers, the idea is that your firm would have it’s own business account, with a library of shared notes (documents) which employees (with permission)  can access. You and your employees can also have your own personal Evernote notebooks which are private.

Does your firm need this capability? I’m not so sure.

Personal Evernote accounts already allow sharing. You can set up one or more notebooks in your account and share those notebooks with others in the firm. Sharing basic firm documents such as email templates, checklists, and blank forms is pretty straightforward. Where things get hairy is with sharing client files or other non-public information.

In Evernote for Lawyers, I discussed the idea of storing client files in Evernote. If it’s just you who is accessing that information, your comfort level will depend on whether you feel the need to encrypt that information before uploading it. The more critical issue is sharing that information electronically with others in your firm.

Evernote can be accessed anywhere there is an Internet connection, so if your employees aren’t as careful as you are, someone who is not authorized to access those shared notebooks might be able to do so. If your secretary’s laptop is stolen, for example, your client files could wind up in the wrong hands.

I don’t know how Evernote for Business handles permissions and other security issues, but if it makes shared access to private information more secure, that alone would make it worth considering. The added functionality it promises would be icing on the cake.

Evernote for Business is $10 per month per employee, a small investment if it allows you to set up a secure virtual filing cabinet for your firm. But that remains to be seen.

Are you planning to use Evernote for Business? Let me know in the comments.

Evernote for Lawyers shows you how to use Evernote for marketing, GTD, blogging, AND storing client files.  

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Why every attorney needs to have a global presence

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You only practice in one state or province or country. You can’t do legal work outside of your jurisdiction. So why should you pay attention to anything elsewhere? Because we live in a global society.

Every day, people move into and out of your city. New arrivals in your city will need an attorney. Some research attorneys before they move. If someone in Los Angeles is being transferred to New York where you practice, they might find you online long before they arrive in town.

Others will ask their attorney, CPA or other professional (in LA) if they know any lawyers in New York. If you have a relationship with those professionals, there’s a good chance that you’ll get the nod. But even if you don’t have a relationship, many professionals will go online to find an attorney in another city to whom they can refer their client.

It happens all the time, even when nobody is moving. People ask people if they know an attorney in LA or NY or Houston or Miami, because their aunt or cousin or business partner has asked them and they thought you might be able to help.

When you send referrals to attorneys in other parts of the country, or other countries, those attorneys will be inclined to send their referrals to you. The same is true of other professionals and businesses.

A law practice is a local business but from a marketing perspective, it is also a global business.

No matter where you practice, you need a strong online presence. You never know when someone in a country you’ve never heard of might be looking for an attorney in your town.

You also need to reach out to professionals and businesses in other parts of the world so that when a client or professional contact asks you if you know a real estate agent, insurance broker, CPA, or lawyer in another city you can give them a referral.

The more referrals you give, the more you will eventually get. But where do you start?

Well, you could pick a city and pick a profession and ask your contacts if they know someone in xyz who does abc, or you could go online and find someone yourself. Then, when someone asks for a referral to someone in xyz who does abc, you’ll have someone. But this is too slow. I suggest you do things in reverse.

Start by announcing to your clients and contacts that you have connections throughout the country–in law, real estate, banking, insurance, and businesses of all kinds. Encourage them to come to you when they need a referral or know someone who does.

When someone asks for a referral, go find someone. The urgency of having someone who needs that referral will force you to find someone fast. But now, instead of merely introducing yourself and saying you hope the two of you can do some business together some day, you’ll actually have someone ready to refer.

It’s called “working smarter” for a reason.

Want to know more ways to work with other professionals and get more referrals? Get The Attorney Marketing Formula and find out.

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The Ten Commandments of “Getting Things Done”

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Many people refer to David Allen’s book, Getting Things Done, as their productivity Bible. Like the real Bible, however, Allen’s book isn’t particularly easy for the uninitiated to digest. It took me several reads and a lot of hi-lighting before the ideas started to sink in.

And yet the principles in Getting Things Done (GTD) aren’t that complicated. In fact, the system is basically your calendar, a few lists, and a process for organizing everything so that you know what to do first and what to do after that. This allows you to be effective (getting the right things done) and efficient (getting things done right).

The sub-title of Getting Things Done is “The Art of Stress-Free Productivity” and that is an apt description of the ultimate benefit of mastering GTD.

If you’re trying to learn GTD, or this is your first exposure to it, here is a summary of its key components, the “Ten Commandments of “Getting Things Done”:

  1. Put everything in a “trusted system”. Get it out of your head, off your desk, and into one “Inbox” (or a few), ready to be processed.
  2. Organize your tasks into lists, for example, “Today,” “Next,” “Someday,” “Waiting,” and “Projects”.
  3. A project is anything that requires more than one step (task). Each project should have a list of tasks needed to complete it.
  4. Organize your lists by “context”: Where (@Office, @Home, @Errands), Tool: (@Internet, @Phone), People: (@Debbie, @ABC Board). That way, when you’re @Office, having a meeting with @Debbie, you can zero in on appropriate tasks and not be distracted with @Errands or chores you need to do @Home.
  5. Use your calendar to record future tasks by date (i.e., appointments, start dates, due dates, review dates). The calendar is sacred territory. If it’s on your calendar, you should do it.
  6. Use a tickler system to remind yourself of things you may want to do or review in the future but aren’t due on a specific date (and thus, not on your calendar).
  7. Process your Inbox often: If something is actionable, either Do it (immediately), Delegate it, or Defer it (Calendar, or “Next” list). If it’s not actionable, either Trash it, put it on a list to review in the future (“Someday” or “Tickler”), or file it as Reference material.
  8. Review your lists daily. Decide what to do based on your Time and Energy and the task’s Priority. Don’t prioritize in advance because priorities (and Contexts) change constantly.
  9. Plan every day in advance. Review your plan and your progress once a week at a regular Weekly Review.
  10. As you process your Inbox or review your lists, ask yourself two questions: What’s the successful outcome? And, What’s the next action (logical next step) to make it happen? David Allen says, “These provide fundamental clarity for Getting Things Done, and they lie at the core of most everything I teach.”

This probably represents 90% of the GTD system. There are many nuances and refinements and many of us have modified “pure GTD” to suit our work flow and preferences. You can spend a lifetime tinkering with GTD or, once you have a basic set up, simply get things done.

GTD can be done with pen and paper. There are also many GTD apps for your smart phone or computer. I do all of this in Evernote (plus my calendar). My GTD system is presented in detail in my Evernote for Lawyers ebook.

Do you use GTD? How has it helped you to get things done?

You can use my Evernote GTD system even if you don’t use Evernote. Read Evernote for Lawyers, however, and you’ll want to use Evernote. Even if you’re not a lawyer. 

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Marketing takes up too much time? I wrote this post in 15 minutes

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In the interview yesterday, (replay), I said that if you (the viewer) got nothing else out of my comments, I hope you are inspired to commit 15 minutes a day to marketing. Even if all you do is sit and think, or write down ideas, or read some articles. I said that if you do that, eventually you will pick up the phone and make some calls or write something that could be considered marketing-related. Like a blog post, article, or email.

You can do a lot in 15 minutes.

I wrote this post in 15 minutes. Sure, most of my posts take longer but I have the time. You might not. That’s okay. Short posts are fine.

How do you write a blog post in 15 minutes? You start with an idea and write it down. In this case, “writing a blog post in 15 minutes”. You open up something to write in. I write my posts in Evernote. And you begin writing. Put down your thoughts. Share a couple of tips or resources. Give your opinion on something related to your area of expertise.

Three or four paragraphs and you’re done. I’m at 200 words at this point. My posts are usually in the 300 to 500 word length. Length isn’t critical, as long as you have said what you need to say.

Then, edit. Make sure the thoughts flow. Not hard, really (pauses for a sip of coffee, reads. . .). Looks pretty good. Time to publish. Copy and paste into WordPress. Add some tags and hyperlinks and I’m done for the day. Elapsed time: 14 minutes. And what do you know, this post is now just over 300 words.

If you missed the interview yesterday, you can watch the replay here. It was about an hour so you might have to watch over the next four days. If you don’t have time, just order The Attorney Marketing Formula and call it a day.

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In marketing, WHEN someone reads your message may be more important than what it says

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It’s true. Timing is everything. To wit:

Two days ago, a business owner found out his biggest distributor is 120 days delinquent. If they don’t pay him, the business owner may not be able to pay his suppliers. He’s upset and wants to know what he can do to collect on the account. He is a prospect for your services.

He sees your ad and plans to call you. But first, he places a call to the distributor and talks to the accounts payable clerk. She assures him that they were having a temporary cash flow issue. This has been resolved and payment in full will be mailed in a few days. The two companies have done business for many years and the business owner is satisfied. He calms down. He doesn’t call you. He is no longer a prospect.

Yesterday, the business owner talks to a mutual friend who tells him he’s having the same problem with the distributor. In fact, he hasn’t been paid in over six months and has turned the account over to an attorney. Now our business owner is nervous. He can’t take any chances. He must take action. He is a very motivated prospect.

Just before he calls you, the owner of the other company calls him, apologizes, and tells him not to worry. He was indeed having a cash flow issue but he has just been approved for a loan and will have the funds within ten days. He promises to clear up his account. Our business owner is relieved. He didn’t want to take action against his biggest client. Ten days is acceptable. He doesn’t need a lawyer.

This morning, the business owner finds out that the distributor has just been indicted for fraud. He has been accused of running a Ponzi scheme for the last several years. He has stolen millions. Nobody is going to be paid, at least not without a fight. The business owner is desperate. He needs your help. Can he messenger over a check?

Timing truly is everything. Someone may be a prospect this morning, ready to write you a big check, and not interested this afternoon when his problem seems to be resolved.

Suppose our business story took place over a period of months, not days. And suppose our business owner saw your ad once, three months ago, when he didn’t need you, but didn’t see your ad today when he was ready to hire you?

This is why you continue to advertise, to mail, to network, to write. This is why you continually stay in touch with your list, reminding them that you are still there, still ready to help. Not once but over and over again. Not today but forever.

You never know when a prospect’s “buying window” will open or how long it will stay open. Keep your message in front of them. Stay in their minds and in their mailboxes because when their window opens, you want to be the one they see.

I’m being interviewed today. Join us (free) at 2pm PT and bring your attorney marketing questions.

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The problem with multiple streams of income

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Smart people often counsel us to diversify our investments. “Don’t put all your eggs in one basket,” they say. From an investment standpoint they’re probably right. If all your money is in gold or oil futures or a single stock and the market turns south, your losses could be catastrophic. But diversification has a dangerous side.

If you are building a law practice, buying a restaurant or another business that requires your time and mental energy is usually not a good idea. Buy (or start) another business only after your practice is at a point where you can devote some time to the business. Donald Trump made several fortunes in real estate before he branched out into other businesses. Donald Sterling made a bundle as a personal injury attorney before he turned to real estate and only years later to buying sports franchises.

Most people who try to build two businesses simultaneously usually fail to achieve great success in either. Perhaps that’s why Mark Twain said, “Put all of your eggs in one basket and then watch that basket.”

Yes, I started my attorney marketing business while I was still practicing. It was the kind of business that only required a few hours a week at first, to see if I could make a go of it. Once I did, I began shutting down my practice as I ramped up the new business. After a couple of years, the marketing business was running smoothly. I had competent staff who were taking care of the day-to-day operations and the demands on my time were minimal. At that point, I started another business. Again, just a few hours a week at first.

Today, I own two successful businesses. I would never have been successful in my practice or businesses had I tried to build them at the same time.

Okay, you get this. You wouldn’t lose focus and try to build two businesses simultaneously. But a lot of attorneys do exactly that and they don’t even know it.

When you try to build a family law practice, for example, and you also handle personal injury, you’re building two businesses simultaneously. Each practice area is different. Each has it’s own rhythm and culture. Referral sources are different. The judges are different. Marketing is different.

Some practice areas compliment each other. Many don’t. Put all your eggs in one basket and let the world know that you have the finest eggs available.

If you want help in choosing the right basket, get The Attorney Marketing Formula.

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