Less thinking, more doing


If you’re like me, and you are, you think too much. Not about everything, but about many things, especially things you’re not sure you want to do. For most lawyers, anything associated with marketing seems to fall into that category.

You know you need to update your website, for example, but the idea sounds daunting and unpleasant, so you don’t do it. You’d like to get more referrals from other lawyers but you think this will require doing things you won’t want to do (it doesn’t) so you procrastinate.

Thinking is an occupational hazard for smart people.

Lately, I’ve been noodling about starting a podcast. I’m watching videos, learning about equipment and process, reading blog posts, and imagining what it might be like.

Will I be any good at it? Will I get business from it? Is it too complicated, too expensive, or too time consuming?

And. . . most importantly. . . will I like it? Because if I don’t, I know I won’t stick with it.

Sound familiar?

Anyway, the only way to find out any of these things is to actually do it.

Less thinking, more doing.

But here’s the thing. Going from not doing a podcast to doing a podcast is a big leap. Maybe too big. Instead of making that leap, I might do a short audio message for you, or a YouTube video, and see how that goes.

No commitment to a weekly podcast, just a “one-off”. If I like it, I might do another. At that point, I’ll be a different person, have different knowledge, and can make better decisions about what to do next.

Whatever it is that you think you need to do, or think you want to do, try it. Do it once, or do it for a few weeks, and see what you think and how you feel.

Thinking, planning, and research are good things. But you won’t know for sure until you do it.

Get more referrals from lawyers


Ron Burgundy promoting your law practice?


Advertising works. Even silly campaigns like the one Dodge is running featuring fictional newscaster Ron Burgundy, played by actor Will Farrell, as spokesman. Sales of the Dodge Durango were up 36% in November versus last year, thanks to these ads and the tie-in with the upcoming sequel to the 2004 hit movie, Anchorman.

Why do these ads work? There’s nothing new being said about the Durango. And the Ron Burgundy character isn’t a car expert, fictional or otherwise. It works because people recognize the character, talk about the ads, and think about the Durango when they are in the market for a new vehicle.

Most lawyers don’t use celebrity endorsements in their advertising, but they could. It’s not as expensive as you might think to hire a former sports figure or B-list actor. In fact, there are agents who specialize in booking their clients for just this purpose. I recall seeing former Los Angeles Dodger’s stars Steve Garvey and Ron Cey doing local TV ads long after they were retired from playing.

Also, you don’t need someone whom “everyone” would recognize. You can hire someone who is well known in your niche market. The former head of a trade association, for example.

But let’s say you don’t want to hire anyone. Hell, let’s say you don’t want to do any paid advertising, (or aren’t allowed to). What then? You can still leverage the celebrity of famous people.

My friend, attorney Mitch Jackson, regularly interviews famous people for his video podcast. These videos bring traffic to his website and bolster his reputation as someone who is successful enough to have famous people willing to “take his call”. In essence, their appearance on his “show” provides an implied endorsement for his practice.

How did he get some of these folks to agree to an interview? I’m sure he’ll tell you he just asked them. Celebrities, speakers, authors, professionals, and entrepreneurs need exposure. I love being interviewed. It free advertising, easy to do, and lots of fun.

If you don’t have a podcast, video or otherwise, you could interview well known people for your blog or newsletter. Who do you know who is famous, if not to the world, within your target market? Do you have a famous client or friend? If not, do you know someone who does?

If nobody comes to mind, ask yourself, “Who would I like to know? Who might my market like to hear me interview? What semi-famous person has a list of followers or fans who would be good candidates for my services?’

Another thing you can do is piggyback on a charitable cause. Invite celebrities to come to an event you are involved with, lend their name to it, or promote it to their social media channels. Celebrities love to be seen associated with causes they believe in.

You don’t need a direct endorsement for your services to benefit from a celebrity’s name recognition. Even mentioning that you met a well known person at an event you attended has value. Hey, you don’t even need to talk to them. Just take selfies with famous people and post them online.

Do you have a marketing plan for next year? Start with this.