What worked?

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It’s time to let go of last year. That was then. This is now. This is the next chapter.

But before you turn the page, reflect for a few minutes on what went well last year.

What did you do that had a positive outcome? Which projects bore fruit? Which habits, mindsets, strategies, and methods helped you make progress?

Go through your notes, your calendar, or your journal. Meditate or free-write or just have a good think and find a nugget or two that belongs in the “win” column for last year, so that this year, you can do it again (or something like it).

While you’re at it, also note what didn’t work.

It may be a marketing strategy that flopped or a bad habit that didn’t serve you, like staying up late, not exercising, or spending too much time reading the news.

Identify what didn’t work, so you can stop doing it or do it less often.

Finally, ask yourself what you can do differently this year. Besides doing more of what worked and less of what didn’t, what could you change about the way you do the things you do?

How could you do them better or faster? How could you make them easier, more enjoyable, or less stressful? What could you change that might help you earn more, work less, or both?

You might want to enlist the aid of your employees to help you brainstorm ideas. They may see things you can’t see about yourself or your practice. They might offer some game-changing ideas.

Good or bad, last year’s story has been told. But before you put that book back on the shelf, do a quick re-read and find the lessons you can use to provide a happy ending to this year’s story.

How to make this year your biggest year

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How to make next year your best year

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You’ve probably seen a spate of articles and blog posts about things to do in the coming year to improve your law practice marketing and management.

No doubt these articles contain some good ideas for bringing in new clients, being more productive, lowering your expenses and increasing your income.

Save those articles and try those ideas. But not right now.

Most of these ideas will deliver only incremental improvement. If you want to make next year your best year, you need an idea, strategy or tactic that will help you double or triple or ten-times your income.

Find that idea, your “one thing,” and focus all of your attention on it.

No, I can’t tell you what it is. It’s different for everyone. I can only tell you it’s there and if you look for it and allow yourself to find it, you will.

Meditate, pray, ask your inner being for guidance. Let your subconscious mind go to work for you and point you in the right direction.

The thing is, there’s a good chance you already know what it is. You considered it once but rejected it, telling yourself it won’t work, it’s too risky, it takes too much time, or it’s just not for you.

Or you allowed someone to talk you out of it.

But it’s still there, lying dormant in your subconscious, and all you need to do to activate it is to give yourself permission to do that.

On the other hand, it might be something you’ve never considered. You never looked. You were too busy cranking out work and never needed to do much else.

Maybe today things are different.

If so, your “one thing” is to devote yourself to finding that one idea and get it up and running.

How will you know you’ve made the right choice? Don’t use logic to answer that. Use your gut.

The right idea feels good when you think about it. Exciting. Scary, too, but fear and excitement are two sides of the same coin, so if you feel either way, you’ve probably found your one thing.

If you feel indifferent, keep looking.

When you find (or remember) an idea that scares or excites you, what then?

Don’t study it. No research. No pondering. Don’t set any goals or new year’s resolutions, either.

Just start.

Allow yourself to get swept up in the excitement and do something. Take the first step. It doesn’t matter what it is, just move.

You’ll learn what you need to know and do as you do it.

And that’s how you’ll make next year your best year.

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Remind me to kill you later

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My calendar is set to remind me about appointments, meetings, and other time-specific activities, but I don’t use reminders for anything else.

I check my task app, see what I’ve planned for the day, and do it. If I’m not sure about something, the app is only a click away.

I’ve also turned off most push notifications.

I don’t need or want to be reminded about everything in my life. Too many beeps and buzzes and pop-ups—it’s annoying. And distracting when you’re trying to concentrate.

“I’m in the middle of my skin care routine! Thank you for reminding me to take out the garbage, but go away!”

I also don’t like the idea of depending on reminders.

What if they fail? What if I don’t see the reminder? What if I’ve become immune to those pop-ups and beeps and alarms and ignore the little bastards?

I prefer self-reliance, not app-reliance.

I know, some people depend on reminders to gete them through their day. It’s like they’re back in school, waiting for the bell before they go to their next class.

Some folks are addicted. Their watches and phones are their overseers, constantly telling them what to do, when and where, and if they don’t do it, they nag them until they do.

I don’t want to be nagged, do you?

Here’s the thing.

We generally don’t forget to do things we want to do. We don’t need to be reminded to watch our favorite show, play our favorite game, or do the horizontal hokey-pokey.

It’s the chores, the errands, and the work we don’t want to do we find easy to forget, and for those, reminders might help.

So use reminders if and when they serve you, but not for everything.

When I drive by the grocery store, I don’t need my phone to remind me to get pickles.

It’s on my list, okay? (I just need to remember to check my list.)

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Use constraints to increase focus

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You may have heard that you can accomplish more by doing less. The idea is that when you have fewer things to do, you have more time and energy to do those things and do them well.

Many productivity systems suggest using “WIP Limits” to structure your work, WIP standing for “Work in Progress”. By limiting yourself to fewer (but more important) tasks, you can be more effective than having a dozen lesser tasks on your list that you may or may not get done.

I usually schedule 2 or 3 “most important tasks” for the day. If I get those done, it’s a good day, even if I do little else.

WIP limits are an example of “constraints,” limits to the amount of work you commit to. They acknowledge that we only have so many slots to fill each day and we should fill them with activities that deliver the most value.

One way to implement constraints is by the way you use your task app.

The task management app Todoist allows you to have up to 300 projects in their paid version. A project could be a case or client, an “area of focus” (e.g., work, family, finances, etc.), a time frame (e.g., this week, next week, this month, next month, future) or something else.

You might have 300 clients in your system, each one a project, but you can’t expect to focus if they are all “active” at the same time. You’ll find it easier to focus if you limit yourself to perhaps 5 or 10 active projects.

If you have trouble limiting yourself, you might choose an app that doesn’t allow so many projects or areas, or, in the case of Todoist, downgrade to the free version, which only allows 5 active projects.

Having only 5 slots to fill forces you to choose those slots wisely. It forces you to figure out what’s most important to you, so you can focus on it.

How many active projects, areas of responsibility, clients, or cases do you currently have in your task management system? What might happen if you reduce that number? And what might happen if you schedule fewer tasks each day to do your work?

Over the next few days, consider these questions and how WIP limits and other constraints might help you to focus and be more effective.

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The 15-minute weekly review

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Do you ever find yourself rushing through your weekly review or skipping it entirely, simply because it takes too long?

Many do.

What if didn’t take so long? What if you could review everything that needs to be reviewed and tick all the boxes that need to be ticked in just 15 or 20 minutes?

How is that possible?

I’ll tell you. But first, a point of clarification.

We call it a weekly review, but we should really call it a weekly “plan” because that’s what it is (or should be). A little reviewing, but mostly planning the upcoming week.

Therein lies a clue.

Istead of spending an hour or more reviewing all of your projects and tasks, past, present, and future, just review the tasks and projects that pertain to the following week.

If you aren’t going to work on a project this week, schedule time to review and plan that project next week, next month, or some other later date.

And don’t think about it until then.

The result is a shorter and more focused plan for the upcoming week. You’re welcome.

But yes, there is a catch.

If you want to create the future, you can’t ignore it, so besides a weekly planning session, you need to allocate time to plan those future weeks and months.

Yes, a monthly review (plan).

Once a month, schedule time to consider your goals—the outcomes you want to achieve that month and beyond—and identify the projects and tasks you need to work on to achieve those outcomes.

So far, so good. But yes, there’s another catch.

The daily plan.

It’s the key to making this all work.

Every evening, take 5 or ten minutes to plan your work for the following day.

Look at your calendar and your weekly plan, identify your most important tasks for tomorrow, and put them on a short list.

When tomorrow arrives, you know exactly what to do.

Let’s recap.

Schedule 15 or 20 minutes once a week to plan the week ahead. Once a month, schedule time to plan the upcoming month. And each afternoon or evening, take 5 or 10 minutes to plan the following day.

So, are you nodding your head in agreement? Does this sound doable? Easier than forcing yourself to spend an hour or two each week going over your entire life?

If it does, and you do this consistently, you will become a productive powerhouse and goal-achieving Ninja.

Unfortunately, there’s one more catch.

You have to do the work.

Sorry. You can’t spend all day reading emails and blog posts from yours truly. Much as you would like to, I’m sure.

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New year, new you. Or something.

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I’m trying out a new task manager. It’s not that I’m looking to replace the app I currently use, it’s that trying out a new app makes it easier and more fun to do a “task reset,” something I do periodically but especially at the beginning of a new year.

Basically, that means I’m cleaning house.

I’m purging old tasks and projects I realize I’m not going to do, organizing the ones I still want to do, and moving my most important tasks and projects front and center.

No matter how effective our systems are, they tend to slow down after we’ve used them for awhile, often to the point of overwhelming us. When you feel like you don’t want to look at your lists anymore, it’s probably time to do a reset.

Moving things to a new app makes that easier because it forces you to go through everything one by one, and consider its importance. A new app helps that process because it is unfamiliar. You have to slow down as you figure out how to use it, what you want to add or keep, and where to put it.

When you’re done, you should have a smaller number of important projects to focus on and fewer things to distract you.

But you don’t need a new app to do this. You can do a task reset in the app you currently use.

First, move all your tasks and projects and routines from their current place of “residence” in the app into a temporary home, a new project labeled “reset” for example, leaving the rest of the app empty.

Then, go through everything you just moved, item by item, and move them back to either their original home (project, area, file, folder, etc.), or a new one.

Make each task, project, or goal earn a place in your new setup.

New year. New you. New setup.

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Spying on clients and competitors

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Do you know what’s going on in your clients’ businesses? The latest good news? The latest dirt?

You should. And you can. Just set up google alerts for the business and their key people and you’ll get an email whenever something happens.

When someone gets sued, investigated, or arrested, when someone wins an award, gets married, or dies, you won’t have to wait for someone to tell you, you’ll know. You can contact your client and congratulate them or express condolences.

Do the same thing for their industries and major competitors. When you learn something your client may need to know, they’ll appreciate your telling them, even if they already know.

If you represent consumers, set up alerts for their employers, their employer’s industries, their places of worship, and their local markets.

While you’re at it, set up alerts for your major competitors, your practice area, your referral sources, and yourself. You need to know when someone is talking about you or doing something that interests you or may concern you, things that present an opportunity or a threat.

And yes, you can also get a lot of ideas for your newsletter or blog this way.

Go here and set up an alert or two. You can always remove it, modify it, or add more.

Automate your market (and marketing) intelligence. Let technology bring the information to you so you don’t have to go looking for it.

The Attorney Marketing Formula

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Know thy client

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I read an article in the Wisconsin Lawyer that provided “tips for writing in ways that attract the attention of search engines, readers, and new clients.”

It’s good information. And a good reminder about the importance and value of writing in building a law practice.

But that’s not why I’m telling you about it.

At the end of the article, in her “bio,” the author tells a story about one of her consulting clients who was unhappy with her advice:

A few years ago, an attorney I was working with called me to complain because one of their former clients gave them a bad online review. I had encouraged them to follow up with clients to thank them for their business and ask for reviews, so the bad review they received was, in their mind, my fault. It didn’t occur to me that I needed to tell attorneys that they should only ask for reviews from clients they suspected had a positive opinion of them. I now emphasize that you should never ask for a review you don’t want. It’s the legal marketing equivalent of the age-old advice that you should never ask a question you don’t want to know the answer to!

It seems so simple. Ask for reviews; don’t ask for reviews from clients who might not love ya.

You want reviews. You need reviews. Good reviews can bring in a boatload of clients.

Seriously.

So you should ask for reviews.

But how do you avoid bad reviews?

Simple.

Ask for reviews, but do it in stages:

  1. Routinely send every client a form to fill out to provide feedback about you, your services, your office, etc. Include a question asking if they would recommend you to others, and why or why not.
  2. When the client provides positive feedback and says they would recommend/refer you, ask them to post this in a review (and give them a link to the site you prefer).

Keep your enemies close. Keep your friends (and clients) closer, because you never know what they might say about you.

The Quantum Leap Marketing System

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Asking for help

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I don’t do it as much as I could. Or should. You may be the same. Asking for help feels like you’re being needy. A burden.

But what if it’s not?

What if there are people out there—on your email list, following you on social, in your building or on your list of contacts—who would love to help you?

If you asked, they’d be delighted to answer your questions. Share your page. Recommend your practice. Review your book.

What if some people get as much out of helping you as you hope to get when they do?

My suggestion, to you and to myself, is to try it and find out. Look for opportunities to ask for help, and to appreciate the help you get and the people who give it.

If you don’t feel comfortable asking for help, remember this. . . When you are good at asking, you allow others to enjoy giving.

What a wonderful feeling for both of you. At this or any time of the year.

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A simple way to sell more legal services

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Prospective clients need your help but may hesitate to take the next step. There are things you can do to nudge them in the right direction.

Start by prompting them to take action of any kind. Ask them to do something easy—like your post, share your link, or forward your email. Easy to do and when they do it, they’re more likely to do it again.

You might ask a question. What do they want you to write about in your next post? What did they like best about your last one? Which do they prefer, X or Y?

Maybe you ask them to subscribe to your podcast or watch your video and leave a comment. Sign up for your webinar and tell their friends, or reply and tell you if they have any questions.

You ask for little things and they do them. They get used to responding and interacting with you, which helps build familiarity and trust, and prepares them to take a bigger step.

When you ask them to call to ask questions or schedule a free consultation, or to fill out a questionnaire and tell you about their legal situation, they’ll be that more likely to do that.

But here’s the thing. When you ask, not everyone will respond.

People do what they do.

So, you need to ask again. And again. And again.

Never stop asking.

Be nice about it. Ask in different ways and at different times. But keep asking—until they buy or die.

If you keep asking, eventually they’ll take the next step.

And then you can ask them to do something else.

Email Marketing for Attorneys

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