Two ways to grow your business practice

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You want to grow your firm–bring on some major clients who provide status and billings and open doors to other clients of a similar ilk.

You don’t have family or business connections that can deliver those types of clients (or you would already have them). What can you do?

The usual strategy is to find ways to network with people who own, manage, or advise the kinds of clients you want to acquire. Promote their business or cause, introduce them to people who can help them, or otherwise add value to the relationship.

One of their existing attorneys may retire, screw up, or have a conflict, and you may get the nod.

Or, one of your new friends will introduce you to some of their contacts–smaller companies in their niche who need legal help, or people who know them.

You might offer these smaller clients a sweet deal because one of these companies may take off and you can grow with them. Plus, you’ll have your foot in the industry door.

Just being able to say you represent a certain company or you are on a board with some of the players in the industry may elevate your status enough to allow you to attract bigger clients.

All of this will be easier if you focus on a niche market. You’ll have an edge over other firms because of your specialized knowledge and connections. You’ll know the issues, the people, the trends, and you can provide more value to people in that niche.

So, that’s the usual way to do it. Hard work, provide value, bide your time.

But there is another way.

You can hire (or merge with) attorneys (or firms) that already have the types of clients you want.

Offer them a good deal because they can bring you more clients like their existing book of business.

This can help you choose your niche

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I only do what pleases me

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I saw this question posted online: “How do you stop procrastinating when you have an upcoming deadline?”

I expected the respondent to say the deadline forced her to get the work done because she had to. Something practical. But no. She said, “I get around that by never accepting projects I don’t want to do. In fact, I pretty much stick to projects that excite me.”

I want what she has.

Wouldn’t it be nice if we could only do work we like and not have to do anything else?

It reminds me of an episode of the old Dick Van Dyke program. Rob and Laura called a house painter to take a look at a problem they were having with a wall in the living room. When the painter arrives, Laura greets him and asks, “How do you do?” The painter, played by Vito Scotti, responds, “Always I do well because I only do what pleases me.”

As unusual as that might sound today, it was even more so when the show played, which is probably why I remember it.

Can you structure your life so you “only do what pleases you?” Maybe not. But you can work towards that.

And you should.

Start avoiding projects, cases, clients, employees, commitments, etc., you don’t like or don’t want to do.

The more you do that, the more you’ll get done and the happier you’ll be in your work. If procrastination has been an issue for you, you’ll probably find you don’t do that anymore.

As you eliminate things that don’t excite you, you make room in your life for things that do.

You could start small, by eliminating minor irritations in your life such as people who drain your energy or routine tasks that bore you. Eventually, consider big things: practice areas, niche markets, types of clients, and partners.

Or, start big. I did that, years ago, when I stopped taking cases and clients outside the practice area I decided to specialize in. Best decision I ever made.

Today, I can’t say I only do what pleases me. But I don’t do much that doesn’t.

Ready to get big, fast? Here’s what you need

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Better than average

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Marketing goo-roo Dan Kennedy once said, “Your success in business is directly proportional to the number of industry norms you defy.”

In other words, if you do what everyone else is doing, you will be unlikely to achieve more than average results.

What can you do if you want to do better than average?

!. You can offer better services than the competition.

If you deliver better results, more benefits or value, or a higher level of “customer service,” you will probably get more clients, higher quality clients, and/or be able to charge higher fees than average.

You should also get more repeat business and referrals.

2. You can use better marketing.

If you do a better job of getting leads, packaging and selling your services, and building relationships with your clients and other professionals, you will get more clients and earn more income than average.

That’s because more prospective clients (and the people who can refer them) will hear your message and/or be persuaded by it.

Both options are good. Either one can help you become more successful.

But why not do both?

If you want to learn a step-by-step system for marketing and building your practice with email. . .

Go here

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Busy? You might want to rethink that

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The gold standard for success isn’t doing lots of things, it’s doing the right things enough to accomplish your goals.

It’s about focus.

In ‘The Dip’, Seth Godin said,

“A woodpecker can tap twenty times on a thousand trees and get nowhere, but stay busy. Or he can tap twenty-thousand times on one tree and get dinner.”

If you’re networking, instead of going to ten different events trying to meet dozens of new people, it’s better to stick with one event and get to know a few key people.

Instead of “spraying and praying” on social media, hoping someone will notice something you say, it’s better to develop a loyal following on one platform before moving on to others.

Instead of marketing to “anyone with a legal problem” and compete with all the other lawyers in your practice area, it’s better to target specific niche markets where you can stand out.

When you focus on one group, one platform, one niche market, you use the power of leverage to get bigger results with less effort.

The woodpecker understands this. Because he’s focused, not busy.

If you’re ready to use leverage like a pro and take a quantum leap in your practice, the Quantum Leap Marketing System shows you what to do.

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Are you an authority? You could be.

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Are you better than other attorneys in your practice area or market?

Better than some? Better than most? Does it matter?

Yes, it matters. Better clients prefer to hire better attorneys and they’re generally willing to pay more to get them.

But how do they know you’re better?

If you have 20 years experience, clients usually see you as better than attorneys with only two years experience. If you’ve won some big verdicts or have an office on “attorney row,” clients tend to see you as the better choice.

When you look successful, people see you as an expert, an authority in your field. They tend to trust you and value you more.

Brain scans confirm that people process information coming from authorities differently than from other sources. That’s why success breeds success.

What if you don’t have a long track record or a big office? What can you do to get prospective clients (and the people who refer them) to see you as an authority?

Positive reviews help. So do testimonials and endorsements from influential people in your niche.

Get ’em and feature them on your website and your marketing materials.

Public speaking helps, probably because so many people fear it. Do what you can to get in front of a room a few times and add this to your bio.

Finally, one of the best ways to be perceived as an authority is to publish a book. Authors are author-ites, so get to scribbling.

Give people reasons to see you as an authority and more people will see you as the better choice.

Want help writing and publishing a book? Contact me

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If you want to make everyone happy, sell ice cream

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John C. Maxwell said, “Leadership is influence. Nothing more, nothing less.” By that definition, you are a leader.

People listen to you, not necessarily because of your title, skills, or experience, but because of your character, compassion, and strength.

People look up to leaders. They want to associate with them, learn from them, follow them. As a leader, you set the destination and the pace of the journey.

“This is where I’m going,” you say. “I hope you’ll join me.”

You show the world the path to a better future and some people choose to follow.

As a lawyer, you may be able to persuade them to follow. As a leader, you let them persuade themselves.

That’s influence.

Others will choose not to follow. You have to let them go. You can’t change the destination or compromise your values because of the whims of a few. You can’t slow down for the stragglers, they need to keep up with you.

You’ll disappoint people. You’ll face criticism. Your willingness to accept this is part of your strength, part of what makes others want to follow.

You can’t be an effective leader if you try to please everyone. You have to stay the course and be willing to accept the casualties.

As Steve Jobs said, “If you want to make everyone happy, don’t be a leader. Sell ice cream.”

Leaders build their influence through regular communication

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Getting nine women pregnant

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How long does it take to build a successful law practice?

It takes as long as it takes and you can’t rush it.

As Warren Buffett said, “No matter how great the talent or efforts, some things just take time. You can’t produce a baby in one month by getting nine women pregnant.”

It also takes focus.

You may have heard this Buffett story:

One day, Buffett’s long-time pilot asked him for career advice. Buffett suggested he make two lists.

First, make a list of your top 25 career goals, Buffett told him. Once he’d done that, Buffett told him to circle his top 5 goals.

His pilot then had two lists and told Buffett that he would begin working on his top 5 goals. Buffett asked him about the other list, the 20 items he didn’t circle.

The pilot said those goals were also important to him and he would work on them intermittently, as and when he could.

Buffett told him that was a mistake. “Everything you didn’t circle just became your Avoid-At-All-Cost list. No matter what, these things get no attention from you until you’ve succeeded with your top 5.”

Buffett knows a thing or two about focus. In his long career, he has achieved extraordinary investment returns investing in a handful of companies at a time.

“Diversification is a protection against ignorance,” Buffett said.
“It makes very little sense for those who know what they’re doing.”

So, if you know what you’re doing as an attorney, if what you’re doing is working, even though it may not be working as quickly as you’d like, stay the course.

Be patient. Stay focused. Your baby will be here when he gets here.

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Intellectual incest

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If you’re smart and work hard but aren’t reaching the levels of success you want, one reason might be that you’re not meeting new people.

You may feel you don’t have to. Or that you don’t have time. Or you prefer to spend your time with the handful of folks in your inner circle.

Let’s face it, meeting new people isn’t everyone’s definition of having a good time.

But spending all of your time with people you already know limits your ability to grow.

You and your friends or close colleagues share similar ideas. You may have similar habits and access to the same types of opportunities.

According to the Law of Association, we become like the people we associate with most, which means that your associations might be holding you back.

Sounds like I’m saying you need some new friends.

Maybe friends is too strong a word. How about some new acquaintances.

People who aren’t so much like you. People with different backgrounds and different ideas. People who can lead you to new opportunities.

You don’t need a lot. One is a good number to start with. If it’s the right one, they can lead you to others.

So, here’s the plan.

Go some places you don’t usually go (in person or online, if you must), and talk to people you don’t know.

It’s a small step but it may be a big step towards getting to the next level.

How to get more referrals from other professionals

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Spinning your wheels

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Did you ever feel like you’re spinning your wheels and not getting anywhere? You’re putting in time and effort but not making progress towards your goals?

Of course. We’ve all been there at some point in our life. Probably more than once.

What happened? What did you do to move forward?

Did you improve your knowledge or skills? Get some advice or help from someone with more experience? Work harder or invest more capital?

Maybe you did. Or maybe you just gave it more time and eventually figured things out.

Some would say that continuing to do the same things over and over again and expecting different results is the definition of insanity.

I don’t buy it.

For one thing, the more you work–let’s say at your legal career–the more opportunities you have to “get lucky”.

To meet the one client or business connection that becomes a turning point for you. Or to win that one case that provides you with enough capital and confidence to take you to a higher level.

These things happen. Hang around long enough and they can happen for you.

But there’s something else going on.

As you continue to work, whether you see it happening or not, you continue to learn and improve your skills. Every time you do what you do you get feedback that allows you to make small changes.

Those changes might be as minuscule as using a few different words when meeting someone or changing the order in which you deliver a presentation or a closing argument.

Tiny things that don’t seem to matter. Tiny things you don’t know you’re doing.

Those tiny things combine with other tiny things, compound, and eventually change you. As you change, so do your results.

So, take some classes or get some help if you want to. Or, keep riding the painted pony and let those spinn‘ wheels spin.

Either way, you can get where you want to go.

How to get more referrals

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Freedom’s NOT just another word for nothing left to lose

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Last weekend, I went to my first Amazon bookstore. Yes, I got out from behind my computer and actually walked into a real store. 

It was nicely laid out, clean, and had an ample supply of books, considering the store’s small footprint. 

I didn’t find any of my books on the shelves, however, nor did I expect to. The store primarily carries books from major publishers and I am a self-publisher. 

I was approached by a legal publisher once. I submitted an outline but my heart wasn’t in it and the deal was never consummated. 

It would be nice to have a “real” publisher publish my books.  Give me a lot of exposure and prestige. Maybe even get the book into bookstores. So why did I turn it down?

Freedom.

As an indie publisher, I control everything. And I get the lion’s share of the royalties.

In other words, I turned down a publishing deal for the same reason I’ve never worked for a big firm or considered having partners. I didn’t want anyone telling me what to do or paying me what they thought I was worth.

We all have options in life. And we all tend to gravitate towards those options that align with our highest values and most important goals.

In my case, that means freedom.

Freedom can be a double-edged sword. Being free can be painful. So said Kris Kristofferson who wrote the song with that lyric.

Yes, freedom isn’t free. It comes at a price. I’m glad I was willing to pay it.

I built my practice with referrals

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