Writing without a net 

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There are good reasons to create an outline before you write and with longer pieces, I usually do. I choose an idea, a working title, a list of points I want to cover, and some examples or stories to include. I often change these, but it gives me a place to start. 

Which is usually the most difficult part of the writing process. 

With shorter pieces, I rarely outline because I have only a fragment of an idea floating around in my head. 

Someone asked me a (marketing or productivity) question; I saw an article about a subject that interested me; I learned something from a video I wanted to share. That’s usually enough to prime my writing pump and I start writing, often with little or no idea of what I’m going to say. 

Which is what I’m doing right now. 

The genesis of what you’re reading is an article I read about writing blog posts. I zeroed in on the subject of outlining and realized I had something to say about that—that despite the value of outlining, it’s not always necessary, and sometimes, makes the writing more difficult. 

You can just start writing and see where it goes.   

Yes, it’s usually messy. Without an outline, sometimes you waste a lot of time trying to find your message and the best way to present it. But the other way, outlining first, can be equally messy and time consuming, especially when you think you know what you want to say (but don’t) or, as I often do, you change your message (often several times) before you finish. 

I also find that writing without an outline often leads to “fresher” writing. Instead of pure logic, you’re guided by what feels right, just as extemporaneous speaking often does.

It sounds like I’m saying, “Don’t force it, do what works for you” and I am. As a busy professional who has other things to do, strictly adhering to what your English teacher (or law professor) said to do isn’t the aim. It is to get something on paper and out the door.

IRAC be damned.

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Shark Tank

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I confess, I’ve never seen an episode but just read an article recommending it, not just for entertainment but to observe the dynamics of the pitches made by guests seeking investors. In particular, the author noted the brevity of the pitches (90 seconds) and how that is enough to garner investments in the millions. 

A lesson for lawyers, don’t you think? We don’t need, and should probably avoid, lengthy presentations on our clients’ behalf, or on behalf of ourself and our services. Good ideas, well presented, are enough to win hearts and minds and millions. Get attention, highlight the benefits of our offer or position, and ask for the sale (or verdict). 

A good lesson for blog posts and articles as well. 

The author also pointed out how the best pitches tell a story, to emphasize the need for the product or service, show how they work, and dramatize how the benefits thereof can change lives. 

Also good advice for legal beagles. 

Many lawyers bristle at the idea, but it is incontrovertible: lawyers sell. And the better we do that, the better are the lives of our clients, and our own. 

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Marketing quiz for attorneys

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Where’s the best place to invest $1000 in your law practice? 

  1. Lead generation and list building: Ads, mailers, SEO, etc.
  2. Hiring a part-time marketing assistant to help create content, do follow-ups, and assist with other marketing projects
  3. Name recognition, e.g., sponsoring a golf tournament or charity, public relations, signage, handouts 
  4. Starting a YouTube channel or podcast

What do you think? What will give you the most bang for your buck?

The answer is… “None of the above”. 

Yes, each of these might bring you new business. But if they do, you have to continue doing them. If they don’t, it’s not the end of the world. $1000 isn’t a lot of money. But the question was, “What’s the best place to invest $1000?” The answer: personal development.

Books, courses, training, coaching—to improve your skills and develop new ones.

Personal development provides an enormous ROI that can not only bring in business today, but for the rest of your career. It doesn’t just work, it compounds. You get smarter, develop better habits (and jettison bad ones), work more productively, become more attractive and referrable. 

Becoming a better writer or speaker will make you a better communicator. More people will understand your message and be persuaded to act on it. 

Learning the latest legal strategies and how to use them can help you win more cases and build your reputation. 

Mastering client relations—getting more people to like and trust you and want to work with you and tell others about you—these are marketing superpowers that can attract better clients, bigger cases, and more opportunities to meet influential people and become a part of their inner circle. 

Shall I go on?  

Clearly, the best investment you can make in your practice is an investment in yourself. 

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Make it personal (even if it’s not)

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Thousands of people are reading these words right now, but as far as I’m concerned, it’s just you. When I say something or ask a question, I’m not asking or speaking to everyone. 

Just you. 

If you want to get more people listening and reading, more people responding, sharing, and liking what you write (and ultimately hiring or referring you), you should do the same.

When you write, write to one person. Not “everyone”.

Even if you’re writing a blog post or newsletter article, or speaking from the stage—even on social media. Write or talk to one person. Don’t call for a show of hands, don’t address everyone in the aggregate, don’t say, “I’m wondering what y’all think about this?” And whatever you do, don’t say “Hey gang!” (my personal pet peeve). 

As far as your listener is concerned, there’s nobody else there. Don’t bust that bubble, however fictive it might be.

They’re sitting in their office chair or propped up in bed, reading your words or listening to your voice, and for a moment, hearing a personal message from a friend. When you speak in the collective, it puts distance between you and the reader. Communication is most effective when it is personal. 

So, make it personal. 

That also means writing from your perspective, not “for the firm”. Tell the reader what you think about the subject, what you did yesterday, what you plan to do later today. Tell them to call you, not “the office”. 

“Talk” to them as though you were sitting together, having a chat. Because, virtually speaking, you are. 

How to write an effective blog

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Sorry, I don’t want to smack that bell

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Everywhere we turn, somebody is telling us to do something. Fill out a form, download a pdf, watch a video, like, comment, share, subscribe. 

It’s annoying, but it works. We’re more likely to click something when we’re asked to do it.

Which is why everyone asks. And why you should too. 

If you want more subscribers, ask (tell) people to subscribe. You’ll get more subscribers. If you want more clients, tell people to call for an appointment. You’ll get more calls. And clients. 

You’re reminding them to do something that’s good for them. The more you ask or remind them, the better off they’ll be. So don’t feel guilty about asking. They’ll thank you later, after you’ve helped them solve their problem.

Ultimately, people do what they want to do. I do that; you do that. It doesn’t matter how many times I tell you to do something or buy something, you won’t do it—unless you want to. I can’t make you do it, just as you can’t make a prospective client write you a big check. 

But while we can’t compel people to do things, we can make it more likely that they will. 

The simplest way to do that is to tell them why. Give them one or more reasons or benefits for doing what you ask. Tell them what’s in it for them. Because they might not know. They might not remember. They might not have wanted or needed those benefits before, but now they do.

This doesn’t mean you have to pile on the benefits. You don’t have to smother them with extras and bonuses, or go to great lengths to persuade them to do what you ask. People like helping you. They like telling others about you and what you offer. It makes them feel good about themself to do that.  

Which is why many people will do what you ask simply because you ask.

But more will do it if you tell them why.

The Attorney Marketing Formula

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People lead you to people

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Some people can hire you. Some can’t. Or won’t. Some people can send you referrals. Some can’t. Or won’t. 

Here’s the thing. It doesn’t matter what someone can or can’t do. They know people you don’t know and can lead you to them.

Your new client might know no one who needs your services. But their boss, accountant, neighbor, or friend might. It’s not who you know, it’s who they know and can lead you to. 

You still need to be refer-able. You still need to get introduced or have your contact give them your card or a link to your website. But it gives you a path. A modus operandi. When you meet someone new—online or in person, through formal networking, speaking to a new client or prospect, or chatting with a stranger in line to get coffee, your job is to find out who they know. 

Emblazon it on your brain. “Who do they know?” (Or “Whom…” if you were an English major.)

If they mention they work at a certain company, find out what they do there and who they work with. Do they know any of the executives, directors, vendors, or shareholders? Do they know anyone who does?  

You might start by asking if the company has in-house counsel or works with an outside firm. It would be good to meet those lawyers. Even if they are your direct competitor, they might have a conflict or otherwise be unable to represent a client or take a case (e.g., too big, too small, wrong industry, etc.) and might refer them to you.

NB: get to know other lawyers.

What if your client or contact doesn’t know the in-house counsel or hesitates to introduce them? Pick up the phone, call that lawyer, tell them you have a mutual business contact (the employee at their client’s company) and want to introduce yourself and find out more about what they do. (Psst, and who they know). 

It works the same way with everyone. When you sign up a new client, find out the name of their insurance broker, accountant, financial planner, or attorney. 

More people you want to know.  

As a friend of mine used to put it, “Don’t look ‘at’ them, look ‘through’ them—because it’s not who you know, it’s who THEY know. 

My guide to Lawyer-to-lawyer referrals

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Do I really need to do this? 

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Lawyers use a lot of checklists, don’t we? We figure out the steps, the best order to do them, and get to work. When we tick all the boxes or complete all the steps, we know we have left nothing out. The next time we do that task or work on that type of project or case, we don’t have to think about the steps again, we just do them. 

It’s efficient. Unless we wind up doing things we don’t need to do. 

That’s why, instead of automatically following our list, we should routinely ask ourself, “Do I really need to do this?”

Ask yourself if you could eliminate that task or skip that step. Because if you can, you can use that time for something else.

More time to do other work you need to do. More time for marketing. More time to rest or have a little fun.

Over the course of a day or week, you might reclaim hours of time unnecessarily spent doing things you don’t need to do. 

So, every day, ask yourself, “Do I really need to do this?”

Do you really need to attend that meeting every week? Would once a month be sufficient? Do you really need to go at all?

When you review a case or prepare a client for depo or arbitration, is every step necessary? Could you do any of them more quickly? Do you have to do everything yourself, or could you delegate any steps?

Any task you eliminate frees up valuable time. Any task you can do in 5 minutes instead of the usual 20 minutes does likewise. It might only be a few minutes here and there, but those minutes add up.

How often do you check your email? Could you safely do that twice a day instead of the 4 or 5 times you’re used to? 

Look at your calendar. Is there an upcoming task or event you could eliminate? Is there anything scheduled for 45 minutes you could do reasonably well in 25? 

Eliminate whatever you can. Cut wherever you can. Would something bad happen if I didn’t do this? Could I skip that step or do it in two minutes instead of ten?

Remember, every minute you save is a minute you can use doing something else.

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Flexible task planning

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We all have good days and bad days. Busy days and days we don’t get a lot done. Days when we’re full of energy and days when we need a nap.

So, why do we plan our days assuming we’ll always be at our best?  

We’re not always at our best. Sometimes, we’re tired or ill or overwhelmed. We don’t feel up to everything. Other days, we feel great and are ready to take on the world. 

Instead of rigidly planning our days, assuming we’ll be able to work at full speed, what if we create two versions of our day’s schedule?

  1. Bare minimum (to use when we’re tired, feeling sick, overwhelmed, feeling down, etc.) 
  2. Crushing it (when we have lots of energy and feel like doing everything) 

When you’re tired or feeling bad, you do the bare minimum. You take care of deadlines, important obligations, things that can’t wait. You get through the day and live to see another.

And, when you’re full of energy, excited about the day ahead, you put on your Superman cape, look at your other list, and crush it. 

In other words, you pay attention to how you feel instead of following a rigid schedule. 

You don’t literally need to make two lists. Just put a star next to everything on the list that qualifies as “bare minimum”.

Most days, you probably feel somewhere in the middle. You do more than the minimum, but probably less than you might do when you’re fully charged. With two versions of your day’s list, you can ramp up or scale down, depending on how you feel.

Of course, there will be days when you feel good in the morning but poop out in the afternoon. Or high energy early in the week and low energy as you approach the week end. That’s another way to use your lists.  

I know, we’re told consistency is our friend and we should make a schedule and stick to it no matter what.

But hey, Superman never gets sick or tired, but the rest of us need some options.

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I don’t have time for marketing

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A lot of lawyers say that. How about you? 

If you do, does this mean you have more work than you can handle and don’t want any more? You’re good.

Great. Live long and prosper. 

But before you declare yourself “done” with marketing, I want to point out a few ways you can “do” marketing without spending any more time. 

It comes down to things like

  • The words you use to describe your services 
  • How you answer questions asked by clients and prospects
  • The way you dress and the car you drive
  • What you say to a client at his or her first appointment 
  • Your fees and billing practices and how you describe them
  • What you send new clients to describe what happens next and how they can help you get the best results for them 
  • What you send clients at the end of a case or engagement, to make them glad they chose you and more likely to return 
  • What you say (and don’t say) that makes it more likely you will get referrals
  • How you handle a client who is unhappy
  • How you speak to other professionals and centers of influence in your market about your practice, your services, and about yourself. And about their business or practice.
  • What you say and do to differentiate your firm from the competition
  • How often you stay in touch with clients and what you tell them or send them when you do
  • The professionalism of your marketing copy
  • The range of services you provide, and how this compares to what your competition offers 
  • How you accommodate clients who have a special request or need
  • How you turn down a case or client
  • How you handle phone calls and interruptions when a client or prospect is in your office
  • The causes, charities and groups you support 
  • How quickly you respond to inquires and the tone of your response
  • What you do and don’t do on social media
  • Your advertising messages—content, tone, frequency, and offers
  • The energy and enthusiasm you show in person, on stage, and in interviews
  • The quality and content of photos and graphics used in your website and marketing documents
  • The stories you share about your cases and clients
  • How you treat your staff

It’s all marketing. Everything you do is marketing. 

It’s all part of how you inspire confidence in you and your ability to get excellent results for your clients, and it doesn’t take any more time to get it right. 

You may not have time for other kinds of marketing, but surely you have time for these. 

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Think big. Really big.

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Are you growing as fast as you’d like? Or do you want to get bigger results? Much bigger. So big, every day is exciting?

It’s up to you. 

If you want to earn a lot more this year than last year, you can but you have to change how you think and what you do. 

Because nothing will change unless you change. 

The first thing you need to change is your goal. It has to be bigger. So big, it sounds impossible. So big, it scares you. 

Because that’s the kind of goal that will excite you enough to get you to do the things you need to do to reach it. 

A goal to grow 20% this year might sound good, but you can do better. Change it to 200%. 

Impossible? How would you ever achieve that? You’re right. Forget it. You’ve got too much work to do to waste time daydreaming.

Or…. maybe…

If a goal makes your heart beat faster just thinking about it, it might be exactly what you need to do.

Because a goal like that forces you to make different decisions. Do things you haven’t been doing. In ways you might never have considered. 

You’ll make different plans. Instead of thinking about creating a new presentation, you might think about buying another lawyer’s practice, tripling your ad spend, or hiring a marketing firm. 

You might not do those things, but at least you’ll think about them, and that’s precisely the kind of thinking you need to get where you want to go.

Or, you can stick with your 20% goal, focus on getting your work done, putting our fires, and using the same marketing and business strategies you’ve been using.

It’s up to you.

It’s true, thinking bigger might lead to bigger mistakes. You might not come close to achieving your bigger goal. 

So? 

Set a goal to grow 200% and miss it by 50% and you will still double your income. Miss it by 75% and you’ll still be ahead of the original goal. 

Think big. Really big. So big that when you tell someone about what you’re doing this year, THEY get excited. 

The Attorney Marketing Formula will help you

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