How to network without leaving your office

February 28, 2012 by
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No, I’m not talking about social media although you can use that as a starting point. I’m talking about the phone. Pick up the phone and call someone you might like to know.

It doesn’t have to be a prospective client. In fact, for most attorneys it probably shouldn’t be. Call someone who works in the market you are targeting, someone who sells to, advises, or is otherwise influential in that market. It could be another professional, someone who owns or manages a business, a blogger, or the head of an association. Anyone who (a) knows people who might (one day) need your services, or (b) knows people who might know those people.

What do you say? It almost doesn’t matter. Just call and reach out to them. Don’t ask for business or talk about yourself (other than introducing yourself), talk about them. After you introduce yourself, tell them you called to. . .

  • See if you could interview them for your blog or newsletter
  • Ask them to participate in a 90 second survey for an article you’re writing
  • Ask for their take on an article you read in one of their industry’s journals
  • Offer to send them a report, ebook, article reprint
  • Invite them to coffee
  • Invite them to your seminar/webinar/event
  • Invite them to be your guest at your networking group’s next meeting
  • Compliment their web site/ad/brochure
  • Tell them you have a mutual contact

Just get the conversation started. Then ask about them their business. Find out what they do and how they do it. What are they looking for? What can you do to help?

Of course you know they will ask you about your practice. Tell them briefly and change the subject back to them.

Afterwards, send them an email or better yet a hand written note and tell them you enjoyed the conversation. Follow up with the next logical step or if there isn’t one, just stay in touch. If you can, send them a referral. Send another article they might find helpful. Calendar a few weeks or a month or two and call again.

Networking is a courtship. You go on a date and if you like each other you go out again. If things go well, you get engaged. That’s when referrals, joint ventures, and other good things happen.

Most attorneys never do this. They let their egos get in the way or they don’t think it will do any good. That’s sad. There are people out there who would love to meet you but they aren’t going to call you. Go ahead, call someone today. Introduce yourself and see if they want to date.

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Filed Under: Marketing legal services, Networking Tagged With: , , ,

If Goldilocks went to law school

February 27, 2012 by
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You can’t blame us for feeling the stress of our jobs as attorneys. After all, we deal with other people’s problems all day long. Some problems have life or death consequences. Others hold us accountable for every word in a fifty page document. A single omission could cost millions.

There are unrelenting demands on our time and we are under tremendous pressure to perform. Some attorneys find it difficult to cope with the stress. We read about them in the back pages of our bar journals. Most attorneys find acceptable ways to handle the pressure, however, and some even thrive on it.

What about you? Do you have too much stress in your life?

When Goldilocks ate the first bowl of porridge, it was too hot. The second bowl was too cold. She found the third bowl was just right and “ate it all up.” I think stress is like that. Too much stress can lead to burn out. There are warning signs and ways to cope, but while there may be ways to handle the stress you have to ask yourself, “Is it worth it?” If not, it’s time to make some fundamental changes in what you’re doing.

If you have no stress in your life, however, if the porridge is too cold, it’s likely that you’re not growing. If you never try anything new, never get outside your comfort zone, at best your routine will become boring. At worst it will lead to stagnation and eventually, the death of your spirit.

Your challenge is to find a level of stress in your life that is “just right”. Not too hot, not too cold. You don’t need to read books or go to therapy to figure this out. All you have to do is regularly ask yourself a simple question: “Am I happy?”

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Filed Under: Career satisfaction, Dealing with stress, Personal development Tagged With: , , , , ,

Two questions to ask yourself every day

February 24, 2012 by
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Every day we accomplish things. Most of them are trivial. A few are important, advancing us towards our goals.

If you want to accomplish more of the important things, there are two questions to ask yourself every single day.

The first question should be asked the night before, about the following day: “What are my three ‘most important tasks’ for today?” I’ve talked about the concept of “MITs” before. They are a key to effectiveness, making sure you’re not just getting things done but that you are getting the right things done.

You may have ten things you need to do today. Only some of them move you forward and bring you closer to your goals. Those are your MITs.

Most people let their circumstances dictate their actions. They do whatever shows up for the day. Successful people, people who know what they want to be, do, or have in the future, let their vision of that future pull them forward. Your day may be busy, filled with many tasks, but “busy” isn’t the same thing as “effective”. If you want your day to be effective, you must do your MITs.

The second question to ask yourself each day is a reality check: “What did I do today that brought me closer to my goals?” Did you do your MITs? Did you start something and not finish it? Did you do other things that weren’t on your list of MITs but which advanced you towards your goals?

Being honest with yourself about what you did today will help you choose your MITs for tomorrow.

Ask and answer these two questions every day. They will help you create your own future.

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Filed Under: Personal development, Productivity, Time Management Tagged With: , , , , , , , , , , , , , , , , , , ,

To build your practice faster create a “Focus 30 List”

February 23, 2012 by
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Most attorneys know a lot of people. Hundreds, perhaps thousands of people–clients, former clients, attorneys, referral sources, prospects, friends and family, business contacts, community leaders. Your contact list is your most valuable marketing asset.

People who have inquired about your services are more likely to hire you than people who don’t know your name. People who have hired you before are likely to hire you again. People who have referred clients in the past are likely to refer in the future. The best way to grow any law practice is to stay in touch with the people who know, like, and trust you. Nurture this list and the people on it and your practice will grow.

But you can’t possibly give everyone on your list the same amount of attention. There simply isn’t time. And some people are more valuable to you than others. Your best client is obviously in a different category than someone who has never hired you. Someone who refers you two or three clients every month deserves more attention than someone who sent you one client last year.

You need a “Focus 30” list– a list of your 30 most valuable contacts.

These are your best clients and referral sources, your most promising prospects, the most influential and helpful professionals you know. Put their names on a list and carry it with you. Post it next to your computer. Keep it in front of you everywhere you go.

Why 30? Because experts tell us that’s about the maximum anyone can effectively work with at any one time. Whereas you will write and occasionally call the people on your master list, the people on your Focus 30 list get your personal time. You will talk to them every week, maybe even every day. You will meet with them every month. You give them your time and energy because they are the 30 most important people in your professional life.

Build or strengthen your relationship with your Focus 30. Call them, just to see how they’re doing. Send them business. Get to know their families, their employees, and their best contacts. Dedicate 80% of your time to your Focus 30 list, 20% to everyone else.

Your list will change over time. You will add people as they play a more prominent role in your life and remove those who drift away. Someone you thought deserved to be on the list will disappoint you. Someone who isn’t even on your radar today will emerge as a valuable ally tomorrow.

Your list may start out with only five or ten people. No hurry. Start with them.

When you get to thirty, you’ll need to pare some names to make room for others. Continually upgrade your list so that you focus on the best. And when you have 30 of the best, upgrade your list to the “best of the best”.

Eventually, you will have 30 people who send you so much business you won’t be able to handle it all.

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Filed Under: Client relations, Leverage, List building, Marketing legal services, Referrals, Relationship marketing Tagged With: , ,

6 rules for saving time with email

February 22, 2012 by
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Leo at Zen Habits says most emails are too long. They take too long to write, too long to read, and too long to respond to.

He has made a habit of writing shorter emails, five lines or less. Everyone is better off.

Here are his 6 rules for short, effective emails:

  1. Keep it to 5 sentences. No more. I stole this from five.sentenc.es of course, but I’ve used it for years and it works. I usually try to do fewer than 5.
  2. Figure out your main point. If you think you need more than 5 sentences, you haven’t figured out the key thing you want to say. Take a second to figure it out, and stick to just that.
  3. Ask one thing. Don’t ask 10 questions, just ask one. Or two at the most. You’re much more likely to get an answer quickly.
  4. Edit. If you stretched it to 8 sentences, cut out 3.
  5. Link. If you need to refer to info, include a link to it on the web.
  6. Post it. If the info you need to share isn’t on the web, put it there. Create a long answer or long background document (then edit it to the essential info) and post it online. Use your blog, or one of the many free tools for posting info. Create an FAQ if it’s useful. Link to it in your email.

Ironically, it might take longer to craft a shorter email as this famous quote from George Bernard Shaw quote reminds us: “I’m sorry this letter is long, I didn’t have time to make it shorter.” So if you bill by the hour, you’ll actually earn more by writing shorter emails. (Insert smiley face here. . .)

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Filed Under: Communication, Email, Productivity, Writing Tagged With: , , , , , , , , , ,

You’ve got more prospects than you think. Make sure you’re not ignoring them.

February 21, 2012 by
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Do you know who your prospects are? Someone who can hire you, right? Well, yes and no.

Sometimes there’s another decision maker. A spouse, a partner, a supervisor. How about the son or daughter of an elderly client. Maybe the family attorney. Or a trustee.

If someone needs to “sign off” on hiring you, they are as much a prospect as the person who would be your actual client. You should identify these people, network with them, and court them. Market to them the same way you would market to the actual client.

In fact, anyone who can refer clients to you should be placed in this category. You need to market to prospective referral sources just as much as prospective clients. Perhaps more since a good referral source can send you a lot of business while the son or daughter of an elder law client probably cannot.

Start by determining categories of prospective referral sources for your practice areas and niche markets. Go beyond the obvious choices–other attorneys, CPAs, insurance agents, and financial planners. Who else influences your actual client? But don’t stop there. Who influences those people? If you are an bankruptcy attorney and you want to network with real estate professionals, for example, you might want to start by networking with someone who teaches continuing education courses to real estate agents.

Once you have identified some categories of prospective referral sources for your practice, the next step is to identify candidates. Who works in those categories? Add these people to your ever-growing list of prospects.

You’ve got more prospects than you think.

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Filed Under: Marketing legal services, Referral sources, Referrals

A simple way to promote your law practice with email without being spammy

February 20, 2012 by
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I just updated my (personal) email signature. Now, everyone who gets an email from me will see, “Author of Evernote for Lawyers” under my name and contact info. It is hyperlinked to the sales page for the book. If my emails get forwarded to anyone, they will see it, too. These few words tell people I am an authority (book author) and, of course, they also promote the book.

Your email signature has your contact information but it can also be used to directly promote your specific legal services (i.e., a list of your practice areas), your blog and it’s valuable content, your next speaking event, or your new book.

Take some time to review your signature and update it with links or information. Here are some more ideas:

  • A direct link to your most popular blog post
  • A link to the FAQ page on your web site
  • A link to a “welcome” page on your web site
  • A promo for your newsletter
  • A mention of you or your firm in an article or blog post
  • An offer (e.g., free consultation, free report, seminar discount)
  • A call to action (e.g., “Call now to schedule your appointment”)
  • Links to your social media profiles

While you’re at it, consider curtailing or even eliminating all of the disclaimers and legalese that are so prevalent in lawyers emails. Do they really protect you? Will someone really be able to claim that because you sent them an email you were their attorney or you gave them legal advice? I’ll let you answer those questions, but I can tell you that from a marketing standpoint, they don’t help. They push people away at a time when you want to invite them to come closer.

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Filed Under: Email, Marketing legal services, Online Marketing Tagged With: , , , , , , , , , , , , , ,

Want to bring in some new clients? What are you DOING about it?

February 16, 2012 by
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I got an email this morning from a junior associate at a law firm in southeast Asia, thanking me for my blog and newsletter. He said that as a result of reading my posts over the last two months, he brought in one big client and three small clients.

Not bad. Not bad at all.

He said he “loved” yesterday’s post and I can see why. He’s been regularly attending networking events and I could tell from his letter that he is very enthusiastic about what he does and the value he (his firm) is able to deliver. I suspect that the new clients he talked about were attracted to his passion more than anything.

I wrote back and told him that while I gave him some ideas and encouragement, all the credit goes to him. He’s the one who took those ideas and did something with them.

Many lawyers know a lot of information and could wax endlessly about what they know. Unfortunately, they often don’t benefit from what they know because they never apply it.

General George S. Patton once said, “A good plan vigorously executed right now is far better than a perfect plan executed next week.”

If you’ve been reading my blog for awhile, you’ve received many ideas for bringing in new clients. Have you used any of them or are you waiting for a “perfect plan”? Two months from now, you will have read many more ideas. I challenge you use them to bring in one big client and three small clients.

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Filed Under: Marketing legal services, Networking, Personal development Tagged With: , , , , , , , , , , , , , ,

The key to failure in marketing legal services

February 15, 2012 by
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Bill Cosby was once asked if he would share the key to his success. He famously said, “I don’t know the key to success, but the key to failure is trying to please everybody.”

And yet that’s exactly what most people do.

They take middle of the road positions on issues because they don’t want to offend anybody. They write articles or blog posts directed to everyone, instead of addressing the specifics of their niche market. Or they don’t target a niche market at all because they don’t want to exclude any potential business.

Because this is what most people do, most people get mediocre results. Successful people don’t try to please everyone. In fact, they may do their best to antagonize a large segment of the population.

Name a successful political pundit on the right. How about Rush Limbaugh? Now, how about on the left? Let’s go with Chris Matthews. What do they have in common, besides being financially successful?

Both have millions of fans and. . . both have millions who hate them.

Instead of being on the right and the left, suppose they were centrists. Do you think they would be as successful?

The savviest politicians and political commentators know, the better you are at turning OFF those who aren’t your audience, the better you’ll be at turning ON those who are.

And it’s the same in marketing.

It’s all about passion. If you have it, and if you can get people fired up about something, either for OR against, you’ll be more likely to stand out from the crowd. Yes, there will people who are turned off by what you say or do, but guess what? They probably weren’t going to hire you anyway.

I’d much rather have a list of 100 people who love what I do and tell everyone about me, than 10,000 people who might not remember subscribing to my list. Those 100 fans will bring others who will do the same.

Don’t try to please everyone. Dr. Huxtable says it’s a prescription for failure.

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Filed Under: Client loyalty, Marketing legal services, success Tagged With: , , , , , , , , , , , ,
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