7-minute attorney marketing workout

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Have you seen those 7-minute workout apps? You set them up with your workout schedule, the app reminds you what to do and when, and as you do your workouts, you record it in the app. It’s like having a workout coach in your pocket.

If you miss a day, it shows. Some apps nag you about it. You are motivated to keep up your workouts and not “break the chain” and so, even with just a few minutes a day, you get in shape.

What if you had something like this to track your marketing? Do you think you would get more marketing done on a regular basis? Do you think it would be easier to develop the marketing habit?

I think so, too.

And trust me, doing something every day, even for a few minutes, is easier than trying to book an hour or two once a week.

I don’t think there are any attorney marketing apps, but you could accomplish something similar with just about any calendar or reminder app. You need a list of activities (exercises), and a schedule. Set up recurring tasks or appointments, with reminders.

You might also want to have someone in your office, or a workout partner, hold you accountable. At the end of the day, they ask you if you did your workout. If you do this with a workout partner, you do the same for them.

I suggest 15 minutes per day, five days a week, but if you can only do 7-minutes, do that. Consistently is more important than quantity.

You can do a lot in a few minutes. You can make calls, write, work on your website, read and take notes, learn a new software program, or share ideas with your workout partner. You can plan a new seminar or webinar, outline a report, or work on a speech. You can research new networking groups, write and post blurbs on social media, or add new contacts on LinkedIn.

A few minutes a day and you can get your practice in shape. Without breaking a sweat.

Want ideas for marketing online? Get this.

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Goal setting for lawyers and other smart people

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After yesterday’s post about goal setting and the value of having both “result” goals and “activity” goals, an attorney emailed me and said that when he sets results-based goals and doesn’t meet them, it is discouraging. “By establishing activity based goals, I largely control whether I meet them or not. Therefore I am much more motivated to achieve them.”

Exactly.

Results-based goals are inspiring, but if you continually miss them, you get to where you don’t want to set them anymore.

Before you give up on them, there are a couple of things you can do.

The first thing you can do is to break the rules about “when”. In other words, instead of saying you want to earn $20,000 this month, let go of “this month”. Focus on what you want, not when.

It’s a “law of attraction” thing. The ticking clock is a constant reminder that you don’t have what you want, and when you think about that, all you get is more of what you don’t want. You attract the “not having”.

So, set (results) goals that feel good when you think about them. What and why, but not how or when.

The second thing you can do is to change your thinking about what a goal is. Normally, a goal is a fixed target that you either hit or you don’t. Since we usually set goals that are somewhat out of reach, we get conditioned to missing them, and that quickly gets old.

The answer isn’t to set goals that are so low we always hit them. It is to set three version of the goal:

  1. The minimum (what you absolutely know you can do without much in the way of extra effort);
  2. The target (a realistic goal that will take reasonably significant effort but is not out of reach);
  3. The dream (you probably won’t reach it but it’s not impossible).

If $20,000 is your dream goal, $12,000 might be your target, and $8500 might be your minimum.

Another way to do it is to keep the goal at $20,000 but change the month for hitting it: Six months from now is your target, one year from today is your minimum, and next month is your dream version of the goal.

This way, you almost always hit your goal and are almost never discouraged.

Goals are meant to serve you, not the other way around. If setting goals isn’t working for you, change how you do it, or let it go completely. Leo Baubata, having been a strong proponent of goal setting, relinquished it completely and found that he is just as productive, if not more so.

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Getting things done the way that works best for you

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I just read an article about the four different personality types or thinkers and how we each go about getting things done. We make our lists differently and approach them differently.

Structural thinkers create a traditional to-do list every day and check things off as they do them. They take an organized, linear approach to managing their tasks.

Analytical thinkers consider the value of what they might do, and how much time it will take to do it.

Social thinkers seek input from others and consider how different tasks relate to everything else they might do

Conceptual thinkers don’t keep a traditional to-do list; they use an intuitive approach to getting things done

I don’t know how accurate these four types are or which group I fall into. Trying to figure it out made my head hurt. The author acknowledges that we might be a combination of types, and I’m sure that’s true for me.

My approach varies. It depends on the project, how I’m feeling that day, deadlines, and what I feel drawn to do. Some days, I work through a list and cross things off. Other days, I don’t look at anything, I just go with the flow.

I have a very large list of tasks and projects and someday/maybes, in Evernote, and each has one or more GTD tags that identify and prioritize the task or project. But to be honest, once I’ve assigned those tags to my tasks, I don’t refer to them every day.

I do what’s on my calendar. I do anything I’ve tagged as an “MIT” (most important task). The rest? I usually know what’s “next”.

I get things out of my head and off of scraps of paper and into my “trusted system”. It’s all there for me, in Evernote, so nothing will be lost or forgotten. I can search and find things, by tag, or I can browse. And yet, strangely, I usually don’t. I just know what I’m going to do.

But then my work life is a lot less complicated today than in years past. If I were still practicing, I would undoubtedly have a more structured approach to my day.

I think the big takeaway is that we are all different and we have to do what works best for us. We can use a complicated system, or no system. We can analyze and prioritize, or we can trust our gut. We can manage our lives with GTD, Franklin Covey, Kanban, or Eisenhower, or we can grab a pen and jot down a few things we want to do today.

Use what works best for you, even if it’s just your calendar and a post-it note.

My modified GTD system is detailed in my Evernote for Lawyers ebook

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Miscellany Friday (no, it doesn’t rhyme)

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Today, I thought I’d share a few miscellaneous items with you and let you choose what interests you. If you like “round-up” posts like this one, let me know.

1. Find Out How Much You Are Overbilling Your Clients

A discussion about how lawyers who delay recording of their billable hours, usually until the last two days of the month, routinely overbill clients by an average of 23%.

Don’t forget to check out my ebook on the subject: Get the Check: Stress-Free Legal Billing and Collection

2. Longer is Better for Blog Content: Truth or Myth?

Do longer blog posts draw more search engine traffic? Apparently so. But do most people read 2000 word posts, and do you have time to write them?

I’ve written before about this subject and have concluded that you need a mix of longer, authoritative posts, to draw traffic, and shorter posts to engage browsing visitors.

3. Legal ethics: Are blogs governed by advertising rules?

Is writing a blog advertising? I don’t think so, and neither does Kevin O’Keefe, the author of this post. And yet various jurisdictions seek to regulate blogs as advertising. Frankly, I don’t think we need specific rules for lawyer advertising at all. General rules (don’t misrepresent, full disclosure, et. al.) do quite nicely.

4. OneTab extension for Chrome saves up to 95% of memory

I always thought I was pretty good about staying focused on whatever I was doing. Throughout my day, I’ll keep a couple of browser windows open, each with six or seven tabs. No problem for a stud like me, right? Boy was I wrong.

I just installed OneTab, an extension for Chrome. It’s a simple thing that collapses all of your open tabs (or whichever ones you designate) into a single tab with links you can click to re-open those tabs. I’ve found that not only does this reduce the drain on memory, up to 95% we are told, so everything works faster, videos don’t stall, and so on, it’s also making me way more productive.

For example, instead of checking email every 15 minutes, I check it when I’m done with whatever I’m working on. Stupidly simple, but it works.

I’m sure there are equivalent extensions for different browsers and platforms.

So, there you go.

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Hack away at the unessential

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I just heard about a hoarder who had 30 years of newspapers and magazines stacked floor to ceiling in nearly every room of his house. Yeah, he had a lot of issues.

(Rim shot.)

So last weekend, I cleaned out my closet and armoire and got rid of a lot of old clothes. There’s empty space now, and it feels good. Next stop, my office.

Once a year, I get the bug to de-clutter. I like to, “Hack away at the unessential,” as Bruce Lee said. Getting rid of things I don’t use, simplifying my life.

It’s not just about possessions. I try to do the same in my digital word. Eliminating (or at least filing away in a place I won’t see them) forms, emails, notes, and assorted paperwork. I pare down the apps on my iPhone, too.

I like looking at an empty email inbox and a slimmed down “My documents”. It gives me a sense of peace and control over my world. Fewer things to look at, think about, or update.

Bruce Lee talked about getting rid of the unessential to better focus on the few things that mattered most. He concentrated his work outs, his energy, and his focus on a few things. It made him more efficient, quicker and more powerful. He may never have described it as such, but he appears to have embraced the Pareto Principle, eliminating the “trivial many” so he could focus on the “precious few”.

In a law practice, that might be achieved by getting rid of (or filing away) eighty percent of your forms (letters, checklists), so you can focus on the twenty percent you use the most. You’ll have time to make them even better.

You could do something similar with client intake. Identify the most important parts of the process and spend more time on them. Do you really need to know all of the facts or review all of the documents at the first meeting or might some of this be done later? Freeing up some time at the first meeting would allow you to get to know the client better and he, you.

It could also mean paring down your client list, getting rid of marginal clients who pay the least or give you the most trouble, so you can focus on your best clients.

Bruce Lee believed that simpler is better. When you hack away at the unessential, you aren’t mired in complexity or distracted by minutia. Fewer moving parts makes you more agile. You get better at the most important things.

How can you hack away at the unessential in your law practice?

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Attorney marketing plan: 15 minutes a day or two hour a week?

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If you’ve been reading my blog for any length of time you’ve heard me repeatedly say that marketing doesn’t need to take a lot of time. “Just 15 minutes a day is all you need, just make sure you do it every day.”

Why every day?

  • So that it becomes a habit. Because if you instead block out two hours every Friday for marketing and you miss a week, you’ll fall behind and may have trouble getting back in the groove
  • Because doing something every day programs your subconscious mind to to find ideas when you’re doing other things
  • Because marketing should be an integral part of running your practice and something you enjoy doing, not a chore you have to force yourself to do once a week
  • Because the little things we do every day, a quick phone call or email, for example, are not only effective because they involve reaching out to people, they are also efficient, compared to big blocks of time which often involve a lot of waste
  • Because marketing ideas and opportunities present themselves daily, via people you meet, things you read, and ideas that pop into your mind, and if you don’t use them in the moment, they will pass you by

There are times when a big block of time for marketing can be useful, especially when you are working with a team. Planning and developing a new advertising or social media campaign or meeting with a web developer are examples. Of course some things like networking or delivering a seminar require a block of time.

You could also utilize blocks of time to get ahead of the marketing curve. With a little preparation, you could create a month’s worth of weekly blog posts in a single two hour writing session.

Investing 15 minutes a day (weekdays) for marketing is 5.5 hours a month, certainly not to much to ask of even the busiest attorney, especially considering the immense return on that investment. Could you add two more hours to that once a month for bigger projects? Do you need to?

How much time do you spend on marketing? Do you have a fixed schedule?

Need an attorney marketing plan? Get The Attorney Marketing Formula.

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The simplest time management system in the world

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Everyone has their favorite time management system. Except those who don’t. Many people don’t have any system. They look at the choices and conclude that they’re too complicated or, ironically, too time-consuming to use.

Others, try lots of systems and are never satisfied, so they keep looking.

If you don’t have a system that’s right for you, or if you don’t have any system at all, I want to present to you the simplest time management system in the world.

There are three parts to this system:

(1) Write down everything.

Get it out of your head and on paper or in some kind of electronic list. I use Evernote, but there are many alternatives.

What’s important is that you have a place to go to see all of the tasks and projects you have to do, want to do, or might one day consider doing, and that place is not in your head.

(2) Use a calendar.

Anything that is time-oriented–due dates, start dates, appointments, reminders–should be recorded on your calendar. If there is a specific time when it must be done, like an appointment or a conference call, record the time. If not, and you’re using an electronic calendar, record it as an “all day” event.

The key is to only record things you actually intend to do. As David Allen says, the calendar is “sacred territory”. If it’s on the calendar, you do it.

Of course throughout your day you need to look at your calendar to see what’s on it. You can also set up electronic reminders if you want.

(3) Ask yourself THIS question every day.

So the first two elements of this system are nothing new. I’m pretty sure every time management system uses them. Where things get complicated is with what happens next.

Time management systems use many different ways to categorize and prioritize the items on your master list. They uses tags and codes and allow you to put things in different boxes or on different sub-lists. If these work for you, use them. If they don’t, once a day, ask yourself one simple question:

“What are the most important things I need to do today?”

Write these on a separate list. These tasks are your “most important tasks” for the day. If you get these done, your day will be successful, even if they are the only things you do that day.

You don’t need to complete a lot of tasks to make it a successful day, as long as those tasks are important. I usually write down three “most important tasks” (MIT’s) for the day. Sometimes it’s just one or two, sometimes four or five. So the question I ask myself every day is, “What are the three most important things I need to do today?”

And that’s it. That’s the system. You look at your big list, decide what to do that day based on what’s important, and do them. You don’t do anything else on your list, or that comes up during the day, until you have done your “most important tasks” for the day.

What about the rest of your list? Forget about it. You’ll never get everything done and that’s okay. Let it go. Focus on getting the most important things done each day and when you’ve done that, you can go back to your list and choose additional tasks to do if you want to or you can call it a day.

Now, you may be wondering if this system requires you to read through your master list every day so you can choose your most important tasks. No. That’s too much. Reviewing your master list once a week is enough.

But here’s the thing. You probably already know what to put on your list of most important tasks for the day. At least your subconscious mind does. I’ll prove it.

Without looking at any lists or your calendar, ask yourself this question: “What is the most important thing I can do right now?”

I’ll bet you had an answer.

That’s what you should do next. When it’s done, go ahead and ask yourself that question again.

Do you use Evernote? Have you read my ebook, Evernote for Lawyers?

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When is procrastination a good thing?

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I’ve got until the first of next month to complete my CLE credits. I’ve been watching videos over the last couple of weeks and making good progress. I know some people would say that doing three years worth of CLE in a few weeks is unwise. They would point out that I could have done an hour a month and been done months ago.

Their math is correct but their advice is misplaced. They assume that procrastination is a sign of weakness or poor organizational skills and leads to unnecessary anxiety and poor results. But is that always true? Is there a time when procrastination is a good thing?

I think so.

Procrastination helps you prioritize. It allows you to filter your list of tasks so you can focus on what’s important and not merely what’s urgent.

CLE isn’t important to me since I no longer practice. Now, it is urgent that I get those credit done, but waiting as I did allowed me to concentrate on important projects.

Procrastinating served me another way. It allowed me to express (to myself) my resentment at being required to take courses I don’t need and don’t want. It allows me to give the middle finger to the system.

Hey, I’m human.

In school, procrastinating served me another way. Waiting until the last day to write a paper or study for exams gave me a built in excuse in case I got a poor grade. “Hey, I didn’t spend any time studying.”

I almost always got good grades, however. But what if I hadn’t?

What if procrastinating is harmful? What if it keeps you from doing what’s important? What if it results in poor performance or results?

Then you have a problem.

There are lots of techniques for dealing with “bad” procrastination. I think the simplest solution is to get the task out of your head and onto paper–your calendar or other “trusted system”. Give yourself enough time to get the task done and then forget about it. If you’ve schedule a start date and given yourself enough time to do what you need to do, you can then devote your mental energy to other things until it’s time to start.

That’s what I did with my CLE. I knew what I needed to do and when I needed to do it. And I’m getting it done.

Calendaring tasks for the future also gives you a buffer of time which may allow you to adjust your priorities. When the scheduled start date arrives you may find that the scheduled task can be safely postponed, or that you don’t need to do it at all. Since I am not actively practicing, I keep thinking about changing my status to inactive. If I do that I won’t have to do CLE.

When is procrastination a good thing? When it serves you in some way. It’s okay to do things at the last minute, as long as you are getting important things done. And as long as you’re still getting good grades.

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Slowing down to speed up: getting ready for the new year

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It’s time. The last few days of the year when the holiday craziness is nearly over, the tree and the lights are coming down, but the new year has not begun. This is the time when I tie up loose ends from the current year and get ready for the new one.

I’m sure you’re doing something similar. Or you will in the next few days. Much like we do in the days leading up to a vacation.

It’s called “slowing down to speed up”. We shut off the flow of regular business and look at things from a different perspective. Because we’re not consumed with taking care of clients and projects, we can better see where we are and make plans for where we want to be.

In addition to doing some goal setting and planning, I’m getting caught up on CLE and learning some new software I plan to use extensively next year. I’m also cleaning up my computer workspace, catching up on email, consolidating files and folders in “my documents,” and consolidating my Evernote tags.

Not difficult stuff. Kinda fun, actually. But important, because it will allow me to start the new year with fresh eyes and fewer distractions and, therefore, be more productive with “real” work.

At least it feels that way. And that’s why we do this year-end ritual, isn’t it? So that we’ll feel refreshed and empowered?

So, how about you? How are you getting ready for the new year?

If you’re planning to upgrade your Internet presence next year, you need this.

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How to make next year better

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If you want to make next year better than this year, start by taking a look back at your practice over the last 12 months. Look at every new case or client and figure out where they came from.

Who referred them? How did they get on your list? What did you do to get them to call?

Do the same thing for repeat clients.

Also look at the quality of those clients. Some clients are better than others. They hire you more often, pay higher fees, and provide more referrals. Which of your new and repeat clients fall into the category of “better”? Where did they come from?

Grab your calendar, your bank statements, your website statistics, your notes and records, and take a mile high look at what you did last year and your results.

Look at your networking, speaking, writing, and blogging. Look at your keywords, your content, your offers.

What worked for you? What worked better? What worked best?

Look at your professional relationships. Who provided referrals or other help? Who referred more or better clients? Who provided you with important intangibles–support, ideas, friendship?

(Note to self: “Make sure to keep better records next year so the next time I do this analysis I’ll have everything in front of me.”)

You can see that some things you did this year worked great, many didn’t work at all, and most fell somewhere in the middle. The same with your relationships.

If you look hard enough, you will see that although a lot of things produced a lot of results (clients, money, subscribers), a few things produced the majority of your results. You may find that

  • Eighty percent of your results came from just twenty percent of your activities
  • Eighty percent of your referrals came from twenty percent of your clients and professional contacts
  • Eighty percent of your income came from twenty percent of your cases
  • Eighty percent of your new subscribers came from twenty percent of your posts, keywords, speaking gigs, ads, (etc.)

Or not. It doesn’t have to be eighty percent and twenty percent. But it is almost certain that a big percentage of your results came from a small percentage of efforts or sources.

Identify the activities that produced most of your results so you can do more of them. Identify the handful of referral sources that sent you most of your referrals or your best referrals, so you can strengthen your relationship with them and leverage those relationships to meet their counterparts.

If you want next year to be better than this year, you need to find what worked best and do more of it. To find the time and resources to do that, cut down on or eliminate things that didn’t work, or that didn’t work as well.

For me, one thing worked better than any other. My twenty percent activity was writing. The books, courses, and blog posts I produced brought me more traffic, subscribers, and revenue than anything else I did. Knowing this means I can make next year a better year by being more prolific.

I know where to focus. I know my priorities. I know where to spend my time.

How about you? What will you do more of next year? What can you cut down on or eliminate? How will you make next year better?

The Attorney Marketing Formula comes with a simple marketing plan that works. Check it out here.

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