It’s not a problem if you can write a check

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I’ve mentioned before that a lawyer friend of mine who did a lot of speaking and training used to tell his audience, “It’s not a problem if you can write a check”. He meant that most problems aren’t fatal, they usually have a solution, and that if you have enough money, the solution is simple.  

What if you don’t have enough money?

That’s a different problem, isn’t it? But it also has a solution. 

If you’re a self-employed lawyer, for example, and are struggling financially or want to up your game, go get 5 new cases or clients. Problem solved.

Sure, you need to know how to do that, you need to do it, but first, you need a plan. 

Not a complex plan with lots of contingencies and moving parts, a simple plan. For me, that means easy to start and get some results, however small, relatively quickly. A plan that allows you to leverage your resources—your time, your staff, your contacts, your skills and knowledge, and your email list.

You might start by asking yourself the “Focusing Question” at the heart of the book, The One Thing by Gary Keller: 

“What is the one thing I can do such that by doing it, everything else will be easier or unnecessary?”

Leverage.

If you want to bring in 5 new cases or clients, ask yourself that question. And answer it. 

There is an answer. There’s always an answer. Even if the answer is to read or re-read something written by yours truly.

How to use email to build a successful law practice

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Maybe you need some new friends

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It’s called The Law of Association and tells us we become like the 5 people we associate with most. Think about your best friends and closest business contacts right now. You’re probably close in terms of income, lifestyle, and beliefs. 

If you’re not where you want to be right now, maybe some new friends would help. 

They could:

  • Introduce you to their clients, customers, vendors, and resources
  • Give you ideas and advice about what you’re doing in business or practice or your new business idea
  • Set an example for you to emulate, e.g., how they lead their life or conduct their business
  • Expand your income horizons by seeing what they do, what they read, and what they talk about
  • Help others see you in a different light—judging you by the (new) company you keep
  • Help you solve problems and achieve goals with their skills, knowledge, and experience
  • Introduce you to new experiences, e.g., hobbies, travel destinations, restaurants, books, etc.
  • Invite you to sit in on their poker game
  • Give you someone new to talk to or laugh at your (stale) jokes

And maybe become one of your 5.

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Remember me?

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Think about all the clients you’ve had over the years. Do you think some of them might have a legal issue or question but haven’t contacted you? Or know someone who has a legal issue or question but haven’t told them about you?

Your old clients might know where to find you when they need you, but many don’t. If they haven’t talked to you or heard from you in a while, some won’t even remember your name. If you stay in touch with them, even just sending an email from time to time, they’ll not only remember who you are, they will think of you first when they need some help.

But there’s another reason to stay in touch with them. Your mere presence in their mailbox makes it more likely that they will recognize that they might have a legal problem or question and be more likely to contact you to find out.

And unlike the multitude of strangers and cold leads in the world, you don’t have spend a dime to find these people, or have to convince them of your capabilities.

Just contact them and say hello. 

Yes, you can also offer them something, send them your new article, or ask them about their family or business. But saying hello is often enough. 

If they don’t have a legal issue or question to talk to you about, hearing from you will make it more likely that when they do, they’ll think of you before looking for help anywhere else.

Especially when you continue to stay in touch with them.

Guess what? It works the same way with “old” business contacts and newsletter subscribers.

They “knew” you once and might be happy to “know” you again. If they do, it could be the first step towards reestablishing a relationship with you, and all the benefits that go with that. 

Email Marketing for Attorneys

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Attraction marketing

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The best way to find prospects is to get them to find you. You don’t want to chase people and they don’t want to be chased. So don’t do it. Because it looks to prospective clients as bad as it feels to you.

How do you do attraction marketing? By making yourself and your solutions attractive to prospective clients. 

You do that with:

  1. An effective website. It doesn’t have to be complicated (or expensive), it just needs to do a good job of telling people about you, what you do and how you help people. Include a form that allows visitors to request an appointment or get more information, and/or sign up for your newsletter.
  2. Content. Educate your market about their problems and available solutions. Tell them their risks and options. Share examples and stories to illustrate and inspire people to see that you are the best choice for them.
  3. Referrals. Equip your clients and contacts with information about your services, how to recognize your ideal client, and how to make an effective referral. Keep them informed about new content on your or blog and other channels, so they can share this with people they know who might like to see it.
  4. Staying in touch. You don’t lose posture by continuing to contact people who know, like, and trust you because they hired you or connected with you in the past, as long as you have their permission. If you continue to share valuable or interesting information, and remind them about what you can do to help them and the people they know, they will appreciate you and tell others.

These are the primary sources of new clients for many attorneys and they can be for you. Done well, they not only allow you to maintain “attractive” posture, they are likely to enhance it.  

Yes, you can also advertise, network, do public speaking, conduct seminars, write articles, and do other things to market your services, without chasing anyone. But you may not need to.

Isn’t that refreshing?

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Leveraging other people’s talent, knowledge, and resources

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One of the best ways to grow a law practice is to conduct joint ventures with other professionals and businesses that target the same markets and clients you target. 

If you handle family law and target high-income executives in the health-care industry, for example, you should talk to business owners, insurance brokers, financial planners, consultants, accountants, and other (non-competing) lawyers who have an established clientele and/or actively target the types of people who fit the profile of your ideal client (and the people who can refer them).

You identify joint venture candidates, find ways to meet them, and learn more about what they do. You then tell them what you do and see if there is some common ground for working together for your mutual benefit. 

This might mean conducting seminars together, sharing the costs of a mailing, or interviewing each other for your respective newsletters or blogs.

It might mean inviting each other to networking functions, co-authoring articles or books, or sending emails to each other’s lists with information or offers.

It might be keeping each other on a list of recommended “vendors” and referring to each other when a client or contact says they are looking for someone who does what you (and they) do. 

And it might simply mean providing suggestions, feedback and encouragement to each other in your individual marketing ventures.

But don’t try to figure that out right now. 

Just make a profile of the kinds of joint venture partners who might make a good fit for you. Once you’ve done that, you may discover that you already know people who fit that profile. Talk to them, tell them you think you should talk about “working together” and see what develops. 

How to get referrals from, and set up joint ventures with, lawyer and other professionals

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When your calendar and task app aren’t enough

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Do you ever get notifications about an upcoming appointment or scheduled task and miss it? You don’t see the pop-up or hear the chime and, oh well, there has a be a better way. 

Besides having an assistant knock on your door to tell you your next appointment has arrived. 

I just heard about a guy who uses a stupidly simple way to make sure he doesn’t miss things. Or ignore them. In addition to setting notifications for events on his calendar et al., he sets the alarm clock on his phone. When it rings or buzzes or chirps or plays a song, he can’t ignore it because it doesn’t stop until he stops it. 

And, unlike the polite notifications most of our apps give us, the alarms on our phones are loud. And obnoxious. Which is why we use them to wake up (especially when we have an early plane to catch and it’s still dark out). 

He sets an alarm to notify him to wake up, of course, but also for meetings, to eat, exercise, shut down for the day (and plan the next day), and for important tasks and time blocks that often get away from him.

I thought this was a great idea and set up my first alarm for 9am tomorrow to try it out. You might want to give it a go yourself. 

Especially to notify you it’s time to do something you don’t want to do. 

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How to write a blog post or article in 30 minutes or less

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Yesterday, I said you have all the time you need to market your practice. I used the example of creating content, which might seem to be problematic for a lawyer who has a lot to say and feels they have to say it all.

Fear not. You really can write an article or blog post in 30 minutes, if you do these three things:

(1) SCHEDULE IT

If you write “when you have the time,” you’re unlikely to do much writing. When you commit to a writing schedule, however, put the days and times on your calendar, tell your subscribers when to expect your next post, and tell your staff not to book any appointments for you during those times, you’ll be much more likely to keep your schedule. And because it is a commitment, when the deadline is approaching, you’ll work quickly to get the work done.

(2) TOPIC

Despite committing to a schedule, it’s human nature to find excuses for not sticking to it. One of the most common is “not knowing what to write about”. The simplest way to overcome this is to maintain a running list or file of topics you can choose, and continually add to it.

  • Keep a list of ideas in a file or in your second brain. Collect ideas, articles by others, notes from books or videos, and copies of content you’ve created before because you can create new content by updating it.
  • Read a lot. You can write what other lawyers write about, for example, agree with it or disagree, or write from a different angle.
  • Write a lot. You’ll get better at finding topics and angles and ideas related to them, and get better and quicker at writing.
  • Choose your topic the day before so can get right to it. Your idea might be a single sentence or you might note your lead or intro, bullet points, examples or stories, or your conclusion. 

(3) WRITE LESS

By “less,” I mean shorter articles or posts. When you know you only need to write a few paragraphs or a few hundred words, you’re less likely to resist starting and more likely to finish.

Give yourself 10 to 20 minutes to write a first draft and 10 minutes to edit. 

Yes, that means you have to write fast. And that’s the point. 

An article doesn’t have to be lengthy or scholarly. You don’t need to include every argument or example or write perfect prose. 

Good enough is good enough and you can get good enough done in 30 minutes. 

For more ways to write quickly, see this

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No, you don’t need to find time for marketing

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You don’t need to find time for marketing your practice. You already have all the time you need. 

I’ll prove it. 

To make this simple, let’s assume the marketing activity you think you don’t have time to do is creating content. Things like writing a blog or newsletter, creating videos, doing seminars—that kind of thing. You’d like to do it, but you’re busy. So you don’t. Or you don’t do it as much as you’d like. 

Answer me this: if you were paid your usual hourly rate or fee to create said content, would you “find” the time to do it?

Me thinks you would. Time is time, money is money. If you could earn $500 per hour (let’s say) creating content, why wouldn’t you? 

The good news is that if you create that content (and do a decent job of it—not great, decent), you can be paid as much for your time as you would doing your other work.

Because your content will bring in new clients who pay you as much. That’s why you do any type of marketing, after all. 

Marketing isn’t (shouldn’t be) a cost; it’s an investment. 

At a minimum, you should break even. Your profit will come from repeat business and referrals on the back end. 

But you could do more. A lot more.

Even if your content is “only” decent, it will live forever on the Internet and continue to bring in more business while you’re doing other things. 

I know, it sounds good but you don’t believe that writing some blog posts or article can bring in enough new business to cover the costs of your time creating it. 

Or, you don’t believe that writing “decent” content is enough.

Talk to some other lawyers who use content marketing in their practice (and have done it for a while) and see what they tell you.

Or try it for yourself. You might be pleasantly surprised. Or very pleasantly surprised, as I was when I started doing it.

This shows you everything you need to know

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Your marketing plan

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One of the biggest components of a marketing plan is the allocation of resources. How much time or money will you allocate, and on what? This will depend on the marketing methods you use, your practice areas, your target market, your objectives, and other resources available to you, such as your staff and your contacts.

Your plan might call for something like this: 

  • 25% prospecting (networking, advertising and lead generation, speaking, content creation, working with referral sources, etc.)
  • 25% following up (scheduling consultations, return calls/email, closing, newsletters/staying in touch, etc.)
  • 25% client relations (added value for clients, cross-selling, up-selling, stimulating reviews and referrals, creating offers or incentives, etc.)
  • 25% promoting (your services, your website, your content, events, etc.) 

You might have these same broad categories, but different sub-categories. You might advertise primarily for lead generation or to build name recognition in your niche. You might might allocate more time for certain marketing activities and little or none for others.

You might invest 50% of your “marketing time” working with existing clients and prospects, or include working with your referral sources, joint venture partners and professional contacts.

The point is, you get to choose how to spend your marketing time (and dollars), and on which activities. Figure out what works for you and schedule everything.

Start by making a list of the activities you currently do (or plan to) and put these in appropriate categories. Then, consider the total time and dollars you do or will invest each week or month, and then divide up that total by category, as above.  

This is, of course, just one way to do it. It may not be the right way for you, but it is a place to start. And that’s all any plan gives you.

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Be selective, not exhaustive

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I’m sure you’ve figured out that you will never get everything done. But you do your best. You go through your lists of tasks and projects and goals, prioritize them, work as hard as you can, but you still don’t (seem to) make a dent.

Stop trying so hard.

Choose a few things that are important to you and let go of the rest. You’ll feel much better. And get much more (important things) done. 

One area to do this is with your reading list. You don’t have time to read all those books and articles and watch all those videos. And you shouldn’t try.

Skim through the pile if you feel you must or delegate that to staff. Or buy “book summaries” instead of the whole enchilada.

Commit to consuming only the highest quality material and ruthlessly eliminate everything else.

Yes, it will take time to sort through everything, but the tradeoff is that you’ll be able to delete perhaps 95% of your reading pile. Most things are unimportant, cumulative, or irrelevant. Get rid of it in favor of the precious few.

(I’m reminding myself of this as I type. . .)

What then? Stop skimming and start studying. 

Read (the good stuff) slowly. If it fizzles out, jettison it and move on to something else.

Highlight key points and think about the ideas presented—what they mean, questions they answer, other questions they pose—and put the important points in your notes, in your own words. They’ll have more meaning for you that way because you’ll need to reflect on them before you record them. 

What do you agree with? What do you like? What bothers you? How will this information benefit you?

And decide what you will do with this material. Tag your notes for your current and upcoming projects and add links to other notes you’ve made on the subject.

Don’t rush. This is the good stuff, remember, so take your time. Write an outline or summary. And then read the material again.

Yes, more time. But you have that time because you got rid of 95% of everything else.

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