What to do when you don’t want to do something. Or anything.

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You don’t want to review that big file. You don’t want to call the adjuster. You don’t want to deliver the bad news to your client. Usually, you don’t think about it, you just do it.

But not always.

Some days, when you don’t feel like doing something that needs to get done, you avoid it and busy yourself with other things.

We all have days like that.

We also have days when we don’t feel like doing anything but sitting on the sofa and playing with our phone.

What do you do when you have a file you don’t want to look at or an article you don’t want to write? What do you do when you’re not motivated to do something you need to do?

You start.

Open the file. Find the phone number. Sharpen your pencil and write your name and room number at the top of the page.

Do something related to the task you are avoiding, however trivial, and let nature take its course.

Your brain will see you’ve started and compel you to take the next step.

Action is the solution.

“Getting started is magical,” says psychologist Thomas Pychyl. “Motivation follows action, not the other way around.”

On days when you don’t feel like doing anything, get out of the house and go to the office. If you work from home, go to your home office and sit at your desk, as if it was just another day at work.

Move your body, engage your mind, pick up a file or re-read your notes and momentum will take over.

Unless it doesn’t.

Some days, you just want to sit on the sofa and play with your phone. In which case, maybe you should take the day off.

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Being proactive about referrals

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Referrals happen, right? You don’t have to say anything or do anything other than provide great service. Happy clients tell others about you, give them your business card or your website, and magic happens.

Your business contacts do the same thing. They might say that you did a good job for some of their clients or customers, or they know you by your stellar reputation, or they know you from church or your kid’s soccer team, and you’re a nice fella or gal.

More magic.

If you get any referrals right now, you know this is true. Referrals happen this way all day, every day.

Without you doing anything extra to make that happen.

But while you don’t have to say anything or do anything, there are things you could say or do that could significantly increase the number of referrals you get.

You might double or triple them. You might increase them tenfold.

How much would it be worth to you over the course of a year to get even one additional referral each month?

Okay, enough with the sexy numbers. You want to know what you could say or do to stimulate more referrals, and you don’t want to work hard to do it.

I’ll give you 3 things you can do, starting today.

First, you can talk about referrals. No, I didn’t say ask for them. Talk about them. In your blog posts and articles, in your presentations, and in your conversations.

When you tell a story about a client with a problem, simply mention that they were referred to you by another client who had a similar problem, or by another lawyer or influential person in your community.

Every time you do that, you tell people that you (routinely) get referrals, suggesting that they might do the same.

Thing is, some people can send you referrals but don’t, primarily (according to surveys) because they “didn’t think of it”. This is a simple way to help them think of it.

The second thing you can do is to equip your clients and contacts to refer you.

Give them something they can hand out besides your business card, so that when they talk to someone who might need your help, they can give them something that tells them what you do and how you can help them.

They don’t have to explain. The handout does that for them and tells the prospective client exactly what you want them to know and what to do next.

One more.

Make a habit of asking people for referrals to other professionals.

Tell them you like to network with other attorneys, real estate or financial professionals (or whoever might make a good referral source for you), and ask if they know anyone. If they do, ask for a name, tell them you’ll call them to introduce yourself, and ask, “is it okay if I mention your name?”

You get to talk to potential referral sources who will know that you represent one of their clients or business contacts. You still have work to do, but your mutual client or contact gives you a huge head start.

And yes, it is as simple as that.

Learn more about what to do with this (for clients) and this (for professional contacts).

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Psst, wanna buy a used blog post?

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I didn’t write it, it doesn’t say anything new, but I’ve saved a blog post for future reference and I am recommending you do the same.

13 Brilliant Ways to Repurpose Your Content & Save Time is an excellent roundup of that very subject.

It’s written for authors, but the information applies to anyone who uses content to promote their business or practice.

I’ve used only one method. I’ve turned blog posts into books and used those books to generate more traffic to my website. I get more visitors, more subscribers, and more clients, and I didn’t have to write anything new.

This post reminds me that there’s a lot more I can do.

If you don’t do any content marketing, seeing what’s possible might encourage you to start. It’s a simple way to use what you know to help people find you and find out how you can help them.

One more thing. The content you repurpose doesn’t have to be your own.

You can point at someone else’s blog post or article or video, for example, and tell people about it.

Like I’ve done with this post.

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Do you have a “getting to work” ritual?

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Before you start your work for the day, or begin another session, is there anything you routinely do just before you begin?

A routine, a habit, a ritual?

Maybe you always sit down with a fresh cup of your favorite hot beverage. Maybe you put on headphones and listen to your favorite jam. Maybe you assemble your notes or review what you wrote the day before.

You might like to check your calendar and task list, clear your email inbox, or dash off some instructions to your assistant, to clear your mind of those tasks so you can work on things that require more focus.

Charles Duhigg, author of The Power of Habit, said a “getting to work” ritual makes getting started easier and makes procrastination less likely, even if that ritual has nothing to do with the work itself.

Surfing the web, playing a video game, reading a few pages in a novel—a starting ritual could be anything that puts you in a good mood.

“When people talk about procrastination,” Duhigg said, “what they’re usually talking about is the first step. In general, if people can habitualize that first step, it makes it a lot easier.”

It seems it’s not so much what you do, it’s that you do something that signals your brain it’s time to get to work.

Researchers tell us that not only can a starting ritual help you start, it can also help you perform better. No doubt that has a lot to do with being in a good mood.

Whether you call it getting warmed up, clearing the morning cobwebs from your brain, or having a bit of fun before you dive into the challenges of the day, a getting started ritual makes a lot of sense.

Before I wrote this, I played Words With Friends for 5 minutes, scrolled through my YouTube feed and bookmarked some videos to watch later, and got some coffee.

I don’t know if it helped me get started, but it sure put me in a good mood. Yeah, it was probably the coffee.

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Your best source of referrals?

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Many people say clients are your best source of referrals. They know, like, and trust you and can share their experiences with your firm with their friends and business contacts.

True, but they might not know that their friend or contact has a problem or needs to talk to an attorney. They might not know about all the services you offer or how to recognize when someone needs your help. They might not think of you when someone they know has a problem, or know what to do to refer them.

Which is why you need to educate your clients, equip them to make referrals, and stay in touch with them.

Some say other attorneys are your best source of referrals because they know when their client or contact needs the help you provide and can influence them to talk to you.

That’s true, too, but those attorneys might have other attorneys they work with and refer to, or they might not know you well enough to trust you to properly handle their client’s matter.

Which is why you need to build relationships with other attorneys, make them aware of what you have done for your clients, and stay in touch with them, before you can expect them to send you referrals.

Some say your best source of referrals are people who have previously referred clients to you. That’s also true, but only if those previous referrals were happy with you.

Which is why you have to provide your clients with great results and great service, properly thank the referral-giver, stay in touch with them, and continue to build your relationship with them.

Your best source of referrals? I don’t know who might be yours, but I can tell you one thing. It will be people with whom you have a good relationship.

Which is why you need to stay in touch with people, instead of assuming they know who you are and will contact you if they need you.

I’ve never found an easier way to do that than an email newsletter.

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No shortcuts?

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We’re told we have to put in our dues, meaning we have to do the work and give it time. We’re told it takes hard work and we shouldn’t try to beat the system. We’re told it takes as long as it takes and there’s nothing we can do to speed things up.

But this isn’t true.

Knowing the right people is a shortcut. Knowing people who can send you business, give you good advice, and introduce and endorse you to key people in your niche or market will almost always shorten your path to success.

Timing is a shortcut. Investing in precious metals before massive inflation destroys the value of paper currency can lead to great wealth. Starting a new practice area before other lawyers realize its potential could help you get the lion’s share of the business.

The Pareto Principle is another shortcut. Figure out the 20% activities in your work that lead to 80% of your results, do more of those 20% activities, and you can multiply your results.

Personal development is perhaps the ultimate shortcut. Increasing your knowledge, improving your skills, becoming a better leader and communicator, are the very stuff of success.

So yes, there are shortcuts. But there are no guarantees.

So, while you’re looking for shortcuts, you might want to cover your bets by working hard and giving things time.

No, hard work won’t guarantee your success or speed up the process. But it might help you find some shortcuts that do.

More shortcuts for building bigger, faster

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What can you do to differentiate yourself?

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In the 60’s, 70’s, and 80’s, southern California auto dealer Cal Worthington featured an assortment of chimpanzees, elephants and other circus animals in his TV commercials. Worthington rode a bull and a pig (and referred to them as “my dog spot”), offered free ice cream and train rides for the kids, and promised to “eat a bug” if you could find a better deal on one of his cars.

Other dealers competed on price or service or selection. Worthington offered this, too. But it was his over-the-top commercials, which ran night and day, that helped him become one of the biggest dealers in the country.

Surely I’m not suggesting you do something like this to promote your law firm. Of course not (and don’t call me Shirley). I’m suggesting that if you want to differentiate yourself from the legions of other lawyers who do what you do, you need to do something to stand out.

It doesn’t have to be outrageous. Just different from what most lawyers in your niche or market say or do.

Fortunately, since most lawyers do and say the same things, are rarely do anything that might raise an eyebrow, this shouldn’t be terribly difficult.

In days past, where lawyers advertised solely in the yellow pages, some lawyers stood out by running ads in newspapers. When everyone ran one-shot ads, e.g., “Here we are, call us,” some lawyers stood out by running lead-generation ads and direct mail campaigns to build a list.

What does everyone in your field do today that you could do differently?

Commercials that are in black and white? Or commercials where someone interviews you. Maybe “editorial style” print ads that look like news stories, like I used to run.

Think. Or hire a creative team. It could be well worth it.

Note that while advertising is likely to bring you the biggest and quickest results, you don’t have to advertise to stand out.

Post something on your website, offer something in your articles or blog, do something in your presentations, and word of mouth will do the rest.

Not-so-crazy example: where other lawyers invite prospective clients to call to make an appointment or ask questions, you might say you are currently accepting new clients “by referral only.”

Different. And suggests that you are in high-demand and don’t accept everyone.

Most lawyers sing from the same hymn book and it’s hard to tell one from the other. Give some thought to what you could do to get noticed.

Marketing ideas to get you started

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Minimalist marketing

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What did you do yesterday that’s could be considered marketing?

I’ll give you a minute.

Some lawyers might say they posted a new article or sent out their newsletter. Some might say they let their ads continue to run. Some might say they worked on a new presentation, updated their LinkedIn profile or About page or shared something on social media.

Most lawyers, I’m afraid, would have to admit they did nothing.

Just a fact, Jack.

If you find yourself in that category, I understand. You were busy doing some actual work. But if you want the actual work to continue to come in, you might want to make a point of doing something marketing-related on a regular basis.

Here’s what I suggest might be your baseline:

Every day, you either call someone or email someone (your choice). It could be a former client, a prospective client, a lawyer friend, a professional you’d like to know, a blogger or podcaster who is influential in your target market, anyone—again, you’re choice.

You make one call or send one email and your marketing is done for the day.

It can’t be that simple, but it is.

Do that every workday and you’ll see things happen.

Someone will want to hire you, refer to you, or ask you if you can help them. Someone will tell someone about you, share your page or presentation, or ask to interview you. Someone will visit your website to see if you have some information about their situation or to find out more about what you do.

You’ll see more traffic and more leads, build your email list, get more people hearing about what you do and how you can help them or their clients, and yes, get more new clients and repeat business.

I promise.

Sure, you can continue to do whatever else you do that’s marketing-related. But if you embrace the idea of sending one email or making one call a day, and you do it consistently, you may find yourself not needing to do much else.

What do you say when you email or call? Ah, that’s a subject for another day. But I’m glad you asked. It means you’re thinking about doing this and that’s a good sign.

For now, you might start making a list of people to call or people to email. Or, you might just pick up the phone and call someone, or open your email and write to someone, just to say hello. Because that counts.

One more thing. Open your calendar or task app and add a new recurring task. Because if you’re going to do this, you might want to be reminded to do it, at least until it is a habit.

More ideas in The Attorney Marketing Formula

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Who are you?

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When a prospective client visits your website, the most important item on their mental checklist of things to look at, and often the first page they go to, is your “About” page.

They want to know what makes you tick.

What’s your background and how does it help you help me? What makes you different from other attorneys who do what you do? What would it be like to have you as my attorney?

It is the most important page on your site, and you need to get it right.

I’ve talked about what to include in your About page in Make the Phone Ring, and today, I have some additional resources for you.

First are two articles by the same writer at JD Supra. “How to Write an Engaging, Client-Focused Professional Bio” and “Show vs. Tell – How to Create A Strong Lawyer Bio” offer excellent recommendations about content and style and you would do well to consider the author’s suggestions.

Another good resource is this post about using your About page to help differentiate and brand your firm.

One thing these articles don’t mention is whether to write them in the first person or third. Should your About page be written “by” you or “about” you.

Third person is more formal and might be appropriate for your image and style. First person is more personal and relatable and allows you to talk to the reader and may help them see what it would be like to work with you.

Each style has a place and you might even consider using both—a formal bio in third person, followed by a “personal word” from you.

More about what to include on your website

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If you’re not growing quickly enough, this may be why

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If your practice isn’t growing as quickly as you want it to, or you seem to be going in the wrong direction, it might be because of what you’re not doing.

For example:

You’re not keeping things simple

The simpler your system and process, the faster you can grow. There are fewer moving parts, fewer decisions to make, fewer parties to involve, and fewer things to do to go from point A to point B.

If your system is complex, everything is more difficult and takes longer, and there are too many things that can go wrong

You’re not spending your time on the things that matter most

To get you where you want to go, you have options. Different projects to start, different goals to focus on, different methods to implement, but not all options are created equal.

Some things are more important than others. 20% activities that deliver 80% of your results.

Figure out what they are and focus on them.

You’re not tolerating enough risk

To grow, you have to try new ideas, work with new people, and otherwise put yourself at risk.

If you’re not doing that enough, you may put limits on how far you can go or how fast.

In any business or professional practice, we are called upon to intelligently manage risk, not eliminate it.

To do that, you may need to loosen up.

So, there are three reasons you might be limiting your growth, and what to do about them. .

One more thing you might not be doing: giving things enough time.

You need enough time to fail so you know for certain what doesn’t work and you can correct course, and enough time for the things that do work to compound.

We all overestimate how much we can accomplish in a few months, and underestimate how much we can accomplish in a few years.

A bit of a dichotomy, yes? You want to grow faster, but to do that, you probably need to give things more time.

This marketing system can help you get bigger, faster

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