Free advice that can make you millions

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One of the best ways to get from where you are to where you want to go is getting help from someone who has done what you want to do. Make a list of areas you would like help with or areas where you would like to grow. Three key areas for lawyers in private practice would be

  • Substantive practice areas
  • Marketing
  • Administration/management

Specific areas you might want to key on might be

  • Technology/internet
  • Employee relations
  • Taxes/record keeping
  • Risk management/insurance
  • Retirement planning/investments

And so on.

Of course you can always hire experts to consult and advise you in these areas, and you might. But why not find lawyers (or other professionals) who have had success in these areas and ask them to be your mentor?

Mentors help you see what’s possible by serving as a role model. They can keep you from going off course by providing feedback about your ideas. And they can open doors for you to opportunities, introductions to vendors, prospective clients and referral sources. The right mentors can spare you years of hardship and, literally, make you rich.

Once you have identified a list of areas you would like to be mentored in, start asking everyone you know for recommendations and referrals to experts in those areas. “Who do you know who is a great networker?” “Do you know any lawyers who know a lot about web sites?” “Who is the best construction litigation attorney you know?”

Next, make a list of specific points you’d like to cover in your first conversation, such as why you’d like them to mentor you and what kind of help you might be looking for.

Successful people like to share what they have learned. Properly approached, you’ll find any number of individuals willing to share a few minutes of their time with you each month.

Here’s an approach you can take:

“Hello, Mr. Jones, my name is Robert Lawyer. We haven’t met and I know you’re a busy man, so I’ll be brief. I’m a sole practictioner in the area of estate planning. I know you’ve built a very successful estate practice over the last twenty-five years. I’ve been practicing for four years now and I’m ready to take things to a higher level and I would appreciate it if you would consider being my mentor. All that would mean is spending ten minutes with me on the phone once a month, so I could ask you a few questions. I’d really appreciate it. Would you be open to that?”

Be prepared to give your mentors something in return. At the very least, give them feedback on how their advice has worked out for you. Look for information and resources that can benefit them and share it with them.

Eventually, find others whom you can mentor. There’s no better way to pay tribute to your mentors than to follow in their footsteps.

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Is this fee splitting or smart marketing?

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Wouldn’t it be great to have hundreds of people referring clients to you on a commission basis?

"You can’t do that! That’s fee splitting. It’s illegal!"

Well. . . it depends.

It’s true that you can’t compensate non-attorneys for referring clients to you. But there’s nothing wrong with paying commissions to people who sell your book or tape set or other product–or service–as long as that product or service does not constitute "legal services".

The idea is simple. Let’s say you’re a divorce lawyer and you write a book (ebook, audio book) entitled, "Squash ’em: The complete guide to successful divorce". You offer your book for sale from your web site. The more books you sell, the higher your profits. But the purpose of the book isn’t just to make a retail profit. Think bigger.

People who buy a book on divorce, written by a divorce lawyer, are likely to be a prospective client for that lawyer’s services, don’t you think? Or someone who works with couples with marital problems, perhaps. When they read your book and see how you have helped other people in their situation, they’ll see how you can help them (or they people they can refer).

If these people do hire a lawyer, there’s a pretty good chance that you’ll be the one who is hired, especially if your book offers a free consultation or otherwise invites them to take "the next step".

Okay, so your book does a good job of selling your services to those who read it and the more books you sell, the more clients you are likely to have.

Now, to sell more books, you could advertise, and you might want to do that. You can offer your book on amazon.com and through a myriad of other outlets. But you can also set up an affiliate program and let other people advertise your book for you.

Why not let marriage counselors and people who run support groups, for example, sell your book to their clients? You pay for "advertising" (commissions) only when sales are made.

Technology makes it easy to automate the selling process and track affiliate commissions. All you do is find more affiliates and tell them about your book and the opportunity to market it. The affiliates sell the book, the book sells you, and hundreds of prospective clients find out about you and the services you offer, and pay you for the privilege!

Another strategy is to give away your ebook. Offer it as a download from your web site in return for the visitor’s contact information. You can also invite others to offer it from their web site, as a free resource to their readers, or, perhaps, as a premium for subscribing to their newsletter. The viral nature of ebooks could bring you an enormous amount of target traffic to your web site.

If your book is available online, you’re likely to get inquiries from prospective clients in jurisdictions where you do not practice. Now you’ll have the delightful problem of finding lawyers in the appropriate jurisdictions and developing reciprocal referral arrangements.

There are many other benefits to publishing a book and most lawyers are capable of writing one in about 90 days. If you don’t have the time, you could hire a ghost writer, work with a collaborator, or create something you do have time to do, i.e., a recording of one of your seminars.

One last thing (and I wish we lived in a world where I didn’t have to say this): check with your jurisdiction’s authority (bar association, law society, et. al.) regarding the ethics of this strategy. If they say you can’t do it, move. This is too good an idea to pass up.

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What did YOU learn about marketing in law school?

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"91% of Lawyers Unhappy about Lack of Marketing Training in Law School," says the headline of a report of a recent poll. "We must have struck a nerve because the responses were overwhelming and many lawyers even took the time to make pointed comments," said Daniel Guttman, MBA, principal in the firm that conducted the poll.

Is anyone surprised by this?

When I went to law school over thirty years ago, there wasn’t a single class on anything having to do with the "real world" of being a practicing lawyer. Nothing about how to open an office, hire employees, or set up a filing system. No guidance on calendaring or conflict checking, file retention or bookkeeping. And we certainly weren’t taught anything about marketing.

Is it any different today?

Did you learn anything about marketing in law school? Did they teach you how to bring in clients or how to keep them happy ("client relations") so they would come back and refer their friends?

I wrote an article on this subject: What I learned about marketing in law school, detailing my experiences. Now ‘d like to hear yours.

And while we’re comparing notes, tell me if your state (province, jurisdiction) allows you to earn continuing legal education credits for classes in marketing. Last time I checked, most jurisdictions allow credit for ethics and certain law office management topics, but not marketing.

I taught myself how to market my services. I had to, to survive. At the time, there were very few resources available to attorneys who wanted to learn marketing and the practical side of running a law practice. There was Foonberg’s book and little else. (That’s why I wrote Referral Magic.)

In 1977, Bates vs. Arizona made it possible for attorneys to advertise, officially blessing the notion that the law is a business as well as a profession and suggesting that the "business of law" might be something we want attorneys to know. Unfortunately, I don’t think much has changed since then, and this poll says most attorneys agree. Here’s how the author summed up the results:

  • 41% don’t get good marketing results, don’t know how to market or don’t bother to do any marketing at all.
  • 37% manage to just generate enough business for themselves.
  • Only 22% of respondents consider themselves rainmakers

The article, along with lawyer comments and a link to the complete poll results can be found on this page.

 

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