Designing the perfect legal career

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In Steven Covey’s, “The Seven Habits of Highly Effective People,” habit 2 is, “Begin with the end in mind“. Determine your destination before you begin so you wind up where you want to go. Covey says, “If your ladder is not leaning against the right wall, every step you take gets you to the wrong place faster.”

So, where do you want to go in your career?

I assume you want to be successful. Well, what does success look like for you?

Take some time today to answer this question:

“If my practice/career/job were perfect in every way, what would it look like?”

Write down your answer. Here are some additional questions to help you clarify your “destination”:

  • Where would you be living?
  • Who would you work for?
  • What kind of office would you have or would you work from home?
  • How many hours would you work?
  • What services would you offer?
  • How much would you charge?
  • How much would you earn per month or per year?
  • What kinds of clients would you work with?
  • How many people would you employ?
  • What systems or tools would you use?
  • What makes you different from other attorneys?

Once you’ve got something on paper, take a step back and look at what you wrote. Did you write what you think you should be doing based on where you are right now or did you turn on your dream machine and “go for it”?

Forget logic for a few minutes. Quiet the adult in you and let the little kid speak. Ask your inner genie to grant you three wishes.

No rules. No restrictions. No responsibilities. What does your perfect career (or life) look like?

It’s your career, after all, your journey. Where do you want to wind up?

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How to promote your legal services without feeling sleazy

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sleazy lawyer attorneyAre you uncomfortable with self-promotion? I think most people are, even those of us with “healthy” egos.

According to this inc.com article, “How to Self-Promote–Without Being Sleezy,” we feel this way in large part because of what we believe our friends will think.

Of course “being sleazy,” as the author (or her editor) words it, and “feeling sleazy” aren’t necessarily the same thing. It’s not per se sleazy to promote yourself, yet we may still feel that it is.

Why? It comes down to our sense that when we promote ourselves, our friends will be jealous and stop being our friends. Or something like that.

I say, stop worrying about what your friends think. If they are truly your friends, they will support you even if they are a bit jealous. And if they’re not your friends, it’s okay to let them go.

Okay, that’s easier said than done. Let’s turn to the article for some suggestions on how to lesson the impact:

  1. Tell the story of the struggle behind the success.
  2. Be excited, but be humbled.
  3. Give credit where credit is due.
  4. Enlist the help of your friends to get the word out.

Okay, good ideas. But nobody wants to listen to your broken record about how great you are, not even your mother. So if you really want to do a good job of promoting your services, and not turn anybody off or feel sleazy about it, here’s what you should do:

Don’t talk about yourself.

Talk about your clients and prospects. Talk about their problems and the available solutions. Talk about the law and the procedure. And talk about your other clients and what they have been able to achieve.

Do this with intelligence and grace and you won’t have to promote yourself.

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Attorneys: Don’t let your competition do this to you

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competition There are a lot of attorneys who do what you do, right there in your market. Many of them have more experience than you do. They have a bigger marketing budget, a better blog, and more traffic to their web site. They have better-paying clients and get more referrals. They earn more than you do. Hell, they’re even better looking.

But no matter what advantages your competition have over you, you can keep them from beating you.

How do you stop a stronger opponent, or worse, an army of them? By ignoring them.

Stop looking at what other attorneys are doing. Forget about what they have. Don’t compare yourself to others. It’s the worst thing you can do for your career or your self-esteem.

Stay focused on what you do, on your clients, on your work. Build your practice, and don’t worry about what anyone else is doing. Or as a friend of mine says, “keep your eyes on your own paper.”

No matter what advantages your competition may have, they can’t beat you unless you let them.

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How to kill your chances of success

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the worst time to take a vacationThere’s a natural rhythm to building a law practice. You start out from a dead stop, try a lot of things to see what works, and you keep doing what’s working. Eventually, you have some momentum. Things start happening a bit more often. They last a bit longer. They get a little easier.

Before you know it, you’re on a roll.

The same pattern occurs throughout your career, and if you’re smart, you’ll capitalize on your momentum, pouring gasoline on the sparks and fanning the flames until you have a raging inferno of success.

Leveraging your positive results and momentum to build things bigger is not only a smart move, it is essential. How many times have you seen people you know get off to a good start in a project but fail to finish big? How many times have you seen this happen to you?

Momentum is one of the hardest things to achieve and one of the easiest things to lose. The good news is that once you have some momentum, things do get easier. But that doesn’t mean you can stop.

It’s like pushing a car from a dead stop–very difficult at first, but once it’s rolling, it doesn’t take much to keep it moving. If you stop pushing, however, the car will eventually come to a dead stop.

I read a thoughtful article this morning that makes this point in the context of taking vacations. In “The Absolute WORST Day to Take a Vacation (It’s Not What You Think!)” the author says that the worst day to take time off is just after you’ve achieved a goal. When things are starting to happen for you, you shouldn’t take a break, you should double your efforts.

It’s not that you don’t deserve a reward for your hard work. But your reward, says the author, should be your results:

For an entrepreneur (or anyone who is in charge of their own income),vacations don’t come when projects are complete. On the contrary – they should come when the projects are still in progress, but you’re tired, and need to recharge to carry the ball the rest of the way.

Give some thought to this as you plan out the coming year. I know it’s difficult to find time on your calendar for family trips, especially when you must coordinate school and work schedules. At least be aware of the rhythm of your practice and do your best to start projects after a vacation, not before.

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My Wish for You in 2012: A Plan for Building Your Law Practice

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business development plan for attorney lawyerAre you hoping things will get better in 2012? A lot of people are, but unfortunately, “hope is not a strategy“.

If you want things to get better, you need to make them better. But how?

Don’t start with technique, start with strategy–a plan. What do you want to happen, and why? What will do you do to make it happen? Is this really something you want to do?

Too often, people grab hold of a technique they hear about and run with it. They spend time and money doing the requisite activities, without considering why they are doing it. They install an expensive motor on their row boat hoping it will get them to their destination faster, but they never look at a map.

Techniques are important. Using the right tools for the job, execution, timing–can make a big difference in your results. But without the right strategy, the latest techniques won’t help you to get where you want to go.

What are you good at and enjoy? Writing? Speaking? Networking? Technology? Make it the core of your business building strategy.

Your strategy doesn’t have to be elaborate. In fact, the simpler it is the better. But simple is not synonymous with small. Your plan should inspire you to accomplish big things. After all, the goal isn’t merely to survive, it is to thrive, and you cannot do that by dabbling.

I’ve seen great practices built by using only one or two techniques. Once you know where you want to go and you have a plan to get there, you don’t need dozens of techniques.

Without the right strategy, no technique is good enough, no matter how much it costs or how hard you work at it. With the right strategy, almost any technique will do.

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“It’s the cases I don’t take that make me money”

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“Besides the noble art of getting things done, there is the noble art of leaving things undone. The wisdom of life consists in the elimination of nonessentials.” -Lin Yutang, writer and translator (1895-1976)

Last night, I spoke at an event. One of the topics I talked about was “The 80/20 principle,” aka, “The Pareto Principle,” the idea that a large percentage of our results come from a small percentage of our activities.

Afterwards, I was chatting with a man who works for a bankruptcy attorney. He liked my talk and was telling me about their practice and how busy they were. He quoted something his employer said, but I wasn’t sure I’d heard him correctly so I asked him to repeat it:

“It’s the cases I don’t take that make me money”.

He explained that the attorney was very selective about the cases he accepts. A lot of business comes knocking on his door, but he turns down a large percentage. He turns down the lower-end of the spectrum of clients, the ones who don’t have enough for a retainer, who need installments, price shoppers, etc., in favor of those who can pay his higher than average fees.

A lot of attorneys will take the lower-end clients, figuring that whatever they pay will contribute to overhead. But this attorney understands that those clients would actually cost him money, and not just in the literal sense of “not paying,” but because they would take up a disproportionate amount of time and energy.

And, he doesn’t have the extra overhead he would have if he accepted the lower end clients.

By eliminating as much as eighty percent of the possible client pool, he is able to run a lean and profitable practice. I’m sure he also makes it home for dinner.

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Why I’m no Longer a Workaholic Attorney (and How I Got Cured)

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workaholic attorney lawyerWhen I opened my own practice, I practically lived at my office. I buried myself in what little work I had and spent the rest of the time organizing files, creating forms, and worrying about how I was going to get some business.

Later on, when I had lots of clients and lots of work, very little changed. I put in long hours at the office or in court, I brought home files at night and on weekends, and when I did manage to take a day off, I was on the phone with my office every couple of hours.

Some people called me a workaholic. What I was was scared s***less.

When I had no clients and no money coming in, I was paralyzed with fear. I looked at the calendar and saw the first of the month approaching and knew there was no way I could pay the rent. I tried everything I could think of to bring in business but I spent even more time distracting myself with busy work.

When I finally had clients and real work to do, I was afraid it wouldn’t last so I buried myself in my work and made as much money as I could, as fast as I could. There was no way I was ever going back to my “lean and hungry” days.

I’m no shrink, but I think workaholic-ism is driven by fear. We may tell ourselves that we love what we do and this might be true to some extent, but it also might be a story we’ve told ourselves for so long that we actually believe it.

Nobody has the right to tell you how to conduct your business and if non-stop work makes you happy, I’m happy for you. Just be honest about it. Don’t kid yourself into thinking this is what you want or this is the way it has to be.

If you’d like to work a bit less and enjoy some of life’s other offerings, you can. I know because I did it.

How did I break free of the fear of losing what I had finally achieved? How did I stop working so many hours and eventually get down to working just three days a week?

I changed my focus.

I no longer focused on things that made me fearful.

Instead of thinking about what I did not want (e.g., being broke) and using that to drive me, I thought about what I did want.

I wanted the feeling of security and strength and power that money brings. I wanted to help people solve problems. I wanted to spend time with my family and to travel. I wanted to be able to read fiction, go to the movies, eat in nice restaurants and wear fine clothes.

There were plenty of things I wanted and when I began to focus on them, instead of what I didn’t want, things began to change.

It was a process. I started with little things. Whenever I found myself thinking about the possible consequences of working fewer hours, for example, I would stop myself and think about going to a book store and browsing for an hour. A pleasant thought for a book lover like me. I relaxed. I stopped thinking about what I didn’t want. It felt good.

Eventually, I didn’t just think about going to a bookstore, I actually went. My world didn’t come crashing down on me. The clients didn’t leave. The work was still there, and so was the money.

Little by little, I trained myself to think about what I wanted and to let go of my fear of losing what I already had.

If you are a workaholic and you don’t want to be, there are many things you can do to let go of the compulsion to work. Try them if they inspire you.

But you don’t really need anything more than to let go of the fear-inducing thoughts that hold you back. Replace them with thoughts of a better future and let those pull you forward.

Wherever you are, whatever you’re doing, keep coming back to your vision of an ideal life, a life of happiness and success, of work that that gives you joy but does not overwhelm. Keep doing this and you will create that life. This is the law of attraction.

Think about what you want, not what you don’t want.

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Slowing down to speed up

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Stop running. Yes, I know you have to get to court, crank out a new agreement, and meet with your new client. I know you’re busy and this is how you earn your living. I know that if you don’t do the work you won’t get paid.

Slow down anyway. Better yet, come to a complete stop.

At least for a few hours.

Slowing down allows you to refine what you’re doing so you can do it better, and faster. Just as a race car needs pit stops, so do humans. By taking a break periodically, we can ensure that everything is working properly and that we are on course and on pace. Taking a break allows us to recharge our energy and clarify our focus. It allows us to go faster, assured that we are going in the right direction.

Take some time to evaluate what you are doing and the results you are getting. Are things moving in the direction you want? Is there anything you could do better? What’s working well that could be expanded?

Take some time to look at your calendar. How are you spending your time? What else might you do? Is there something you are doing that you don’t really need to do? Is there something that takes you two hours that could be done in one?

Take some time to rest and reflect on the bigger picture. What big ideas could you start working on that might help you take a quantum leap? Where do you want to be five years from today and what could you start doing today to help you get there?

Take some time to get rid of clutter and distractions. If it doesn’t serve you in some way, eliminate it. Simplify your life so you can focus on what is important and valuable.

Take some time to read things you don’t usually read. Look for ideas and inspiration. Have some fun. Goof off. Go to the movies in the middle of the day. Take your best friend for a long lunch.

And take some time to give thanks for all that you have. When you appreciate the goodness in your life, you attract more of it.

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Can pro bono legal work help you grow your law practice? Yes it can.

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marketing legal services with pro bono workWhen I opened my own office shortly after law school, I had an abundance of free time and a lack of clients or experience. Once or twice a week, I volunteered the day at a legal clinic for women. The clients had mostly domestic violence and other family law issues. When I began, I knew very little about family law but I quickly learned. I was able to use those skills in my private practice.

Last week was “pro bono” week. This article presents the “Top 5 Reasons to Do Pro Bono Work“. I’m sure I can lay claim to all five. The article misses a reason, however. My pro bono work helped me to build my practice.

The clinic I worked at allowed us to offer our paid services to the clients. Granted, most of them had little or no money, but I did get some paying work. And little or nothing was definitely better than nothing. It allowed my nascent practice to stay afloat, which allowed me to continue to volunteer.

I also got some referrals from those clients. Yes, most of them were in the same financial shape as the clients who referred them, but not all of them.

I was also able to network with the administrators of the clinic, their benefactors, and the other attorneys who volunteered. I met people who introduced me to others and as my network grew, so did my practice.

I’m not ashamed to admit that growing my practice was one of the reasons I volunteered at the legal clinic. I don’t think any of the hundreds of clients I saw for free or almost free would have any objections.

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Marketing legal services: doing things you don’t want to do

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Conventional wisdom says that success lies outside of your comfort zone. If you want something you don’t have, you have to change what you are doing and this will probably be uncomfortable, as is anything new. Over time, you will become comfortable with your new activities and you may actually enjoy them.

But then, you will have a new comfort zone. To get to the next level in your growth, you will once again need to go beyond your comfort zone into new territory.

Success, therefore, requires continually being uncomfortable.

This is what we are told, but is it true?

Let’s take marketing for example. Let’s say you really don’t like networking. You’re shy, you don’t like being away from your family, you’re not a “people person”. Whatever. You just don’t like it.

But networking is a proven way for attorneys to build their practices. So what if you don’t like it, there are lots of things we have to do in life that we would rather not do. Shouldn’t you just get out of your comfort zone and do it anyway?

No.

If you tried it and truly don’t like it. . . you don’t like it. Don’t do it.

There are other ways to bring in clients. You don’t have to continue to do things that make you uncomfortable, you can do something else.

Ultimately, success lies inside your comfort zone.

When you like something, you’ll continue doing it. The more you do it, the better you get at it. The better you get, the more successful you will be and the more you will enjoy doing it. And the cycle will continue.

In contrast, when you force yourself to do something you despise, you are miserable. You’ll find ways to avoid going to your networking event, even to the extent of getting sick. You won’t get better at it and your lack of results will only frustrate you and make you hate it even more.

Doing what you enjoy doing is the recipe for success.

Don’t fight how you feel, don’t try to talk yourself into it, and don’t do it because you think you must.

There, did I just hear a big sigh of relief from you?

Good. I’m glad I could help. Just don’t be too quick in deciding what is and what isn’t inside your comfort zone.

Often, we decide we don’t like something based on too little information. Sometimes, we never try at all, basing our opinion on what we’ve heard from others or what we imagine. Sometimes, we try it once, have a bad experience, and never try again.

Don’t give up too soon and don’t assume that when you try something and it is uncomfortable, it will always be so.

Give it a fair try. Study and learn how to do it better. Find mentors who can counsel you. Give the new experience enough time for the newness to rub off.

If it really isn’t your cup of tea, relax, you don’t have to do it. On the other hand, you might discover some things you thought you hated that you’re actually quite good at and now enjoy.

My wife and I grew up with dogs in the house. Cats? Not for us. We don’t like them. All that changed when our daughter was young and wanted a pet but nobody wanted to walk a dog. So we got a cat. Then another.

We gave them a chance and today, Seamus and Andre are like members of the family. That’s Andre in the photo with me, sharing some love with his daddy.

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