Networking cheat sheet

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What do you do when you go to a new networking event? Find some new people to meet? Talk to friends and business associates? Pass out cards? Collect them?

Do you have an agenda?

You don’t need one. There’s only one thing you need to do.

Get there early, meet the organizer(s) of the event and offer to help.

Introduce yourself, or ask someone you know to introduce you, and see what they need (door greeter, sign-in guests and pass out badges, help people find the restroom, etc.) and volunteer for something.

That’s it. That’s all you need to do.

The organizers always need help and will appreciate anything you can do to make their life easier and their event better. Even if they have everything covered, they will appreciate your offer and remember you.

Yes, you want to meet new people, but the best way to do that is to show the organizers some love. They know the key people who are attending—who they are and what they do—and can introduce you to them.

And they will.

Follow-up with the organizer after the event, tell them you enjoyed meeting them, liked the speaker, or the chicken, and you look forward to seeing them at the next event.

And send them some information about yourself, with a photo, so they can put your name to your face.

At the next event, get there early, find the organizer, offer to help, and when the dust has settled, ask them if there’s anyone there you should meet.

That’s how it’s done.

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One more thing before you start your day

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You know how things always take longer than you think and how your carefully thought out plan for the day too often goes to pot? You start the day and discover you allocated too much time to one thing and not enough time to others, or didn’t do things you’ve been putting off.

Yes, you can adjust. We all do. But there’s something else we can do before we start our day that makes it less likely we’ll need to adjust and more likely we’ll get our most important tasks done.

After you make your list, visualize the day ahead in as much detail as possible. 

Run through the list and imagine everything on it, as though you are doing it.

See yourself waking up, doing your morning routines, checking your list and calendar, and then making calls, responding to email, talking to your staff, reviewing and drafting documents—everything, until it’s time to call it a day.

See the entire day—what you do, how long it takes, and how it feels as you do it.

It’s a simple way to know if your plan is both realistic and likely to accomplish your most important tasks. 

Does anything seem unnecessary? Do you have enough time to do everything? Is there something you should do (or want to do) that’s not on the list?

Think of it as a dress rehearsal for the day. If you don’t like your performance (in your head), you can make adjustments before the day begins.

Or realize you need to call your understudy so you can take the day off. 

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What, me practice?

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I heard this on the Internet so it must be true. It’s called, “The Rule of 100” and states, “…if you spend 100 hours in a year, which is 18 minutes a day, in any discipline—you’ll be better than 95% of the world in that discipline.” 

So, writing, speaking, sales, poker, options trading… anything? 

18 minutes per day isn’t much. A year isn’t much. Since it is a big world, with a lot of people in it, I can see how this might be true, at least for many things. 

For everything? Who knows? 

But the point is well taken. If you practice anything every day for a year, you’re going to get a lot better at it.

As professionals, we depend on our communication skills, our ability to persuade others to a point of view. We sell our ideas and our services and writing (and speaking) are essential tools for doing that. 

If you want to get better at writing and speaking, are you practicing? Every day?

If not, you’re not going to get the results you want for yourself and your clients. 

I recommend writing a newsletter or blog, yes, to attract more prospects, build your list and fill your waiting room, but also because it is a great way to practice your core skills.  

Same with our old friend, marketing. 15 minutes per day. Every day. 

If you do, you’ll be more successful than 95% of the lawyers in the world. I heard it on the Internet so it must be true.

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Add this to your weekly review

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Over time, my weekly review has become more about tidying up (emails, notes, tasks, projects) and choosing tasks for the upcoming week rather than an actual review of what I did the preceding week and using that to plan the next.  

You too? 

One thing we can do to improve our “review” is to take a high-level inventory of the week by asking two questions: 

  1. What went well? 
  2. What can I do better? 

We can take a quick look at our calendar and/or task management app and note everything we did that week, what worked, and what didn’t, or drill down into specific projects or cases and identify our progress or lack thereof.  

We could record our results in a diary, or spreadsheet, so we have something to look back on. We could also gamify what we’re doing and reward ourselves when we follow our plan.  

Sometimes, it’s difficult to be objective about what we’ve done and we should consider asking others for feedback. Talk to a partner or friend, or email your subscribers, and ask what they think about your recent offer, article, action, or idea. 

What went well? What can improve? 

Perhaps the biggest benefit of tracking our activities this way is knowing that by doing that, we’ll develop the habit of thinking about what we’re about to do before we do it. 

How’s that for a novel idea? 

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Why read books when we have so much other options?

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I’ve mentioned this before, but it’s important and worth mentioning again. I thought about the subject recently when I realized I wasn’t reading enough books. 

I buy them. But don’t always read them. And I feel bad about that because I know I’m missing out. 

Articles are fine. So are videos and podcasts and courses. Good information is good information. But there’s something special about books. 

Books have room to provide the “why” behind the “how,” elaborate on the arguments and counter-arguments, tell us the background and history, and provide more examples and stories to illustrate the author’s points and make those points relatable and memorable. 

That’s why. 

One good book can change your worldview, persuade you to change your habits, and inspire you to do things you might never have considered possible. 

They can also take you on adventures to faraway places like nothing you can see on a screen.

Yes, books take a long time to read. Which is why we don’t read as many. But maybe that’s the point. Maybe we wouldn’t feel the need to read as many articles and blog posts or watch as many videos if read more books. 

Most of those articles say pretty much the same thing, don’t they? One good book can give us new ideas, because the authors of those books have spent a lot of time thinking and researching and interviewing other people who have spent a lot of time doing the same.

But that’s a good book and sadly, so many books don’t qualify.

So, we read reviews and talk to people who have read other books on the subject and point us towards the best options.

And we take speed-reading courses and learn how to get through more books and find the ones that are good enough to be read again. 

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Quality doesn’t come cheap

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At least that’s what most people believe. They’ve learned that when something looks too good to be true, it probably is. So, even if it was otherwise a good idea (and it’s not), don’t compete on fees. You’ll scare off as many clients as you attract. At least the good ones. 

For professional services, high fees is the better way to go. That’s what “good” attorneys charge.

But right now, the economy is in the tank, competition abounds, and even if your clients and prospects love you to pieces, getting paid more than most is a tough sell. In this environment, how can you keep your existing clients happy and attract new ones? 

By offering more value than most attorneys offer.

That can come as additional services or benefits included in your fees. You’re expensive, but worth it, right?

But value can come in different flavors. 

One way to offer more value is to be the attorney who provides more information. More (helpful) articles, more forms or checklists people can use to improve their business or personal life, more onboarding guidance, more of everything a client might want to know.

Most attorneys don’t.

You can also deliver more value with a cleaner and leaner and more modern website. Think “Apple”. Easy to navigate, professional graphics, and devoid of anything extraneous or old and crusty. 

But not just a pretty face.  

Your website should have a compelling About page, forms that work, pages that are easy to find (and read), good answers to FAQs—things that make a visitor conclude you know what you’re doing and can be trusted to do it well. 

Clients want an attorney who is vouched for not only by their other clients but also by their success.

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It’s not a problem if you can write a check

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I’ve mentioned before that a lawyer friend of mine who did a lot of speaking and training used to tell his audience, “It’s not a problem if you can write a check”. He meant that most problems aren’t fatal, they usually have a solution, and that if you have enough money, the solution is simple.  

What if you don’t have enough money?

That’s a different problem, isn’t it? But it also has a solution. 

If you’re a self-employed lawyer, for example, and are struggling financially or want to up your game, go get 5 new cases or clients. Problem solved.

Sure, you need to know how to do that, you need to do it, but first, you need a plan. 

Not a complex plan with lots of contingencies and moving parts, a simple plan. For me, that means easy to start and get some results, however small, relatively quickly. A plan that allows you to leverage your resources—your time, your staff, your contacts, your skills and knowledge, and your email list.

You might start by asking yourself the “Focusing Question” at the heart of the book, The One Thing by Gary Keller: 

“What is the one thing I can do such that by doing it, everything else will be easier or unnecessary?”

Leverage.

If you want to bring in 5 new cases or clients, ask yourself that question. And answer it. 

There is an answer. There’s always an answer. Even if the answer is to read or re-read something written by yours truly.

How to use email to build a successful law practice

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Maybe you need some new friends

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It’s called The Law of Association and tells us we become like the 5 people we associate with most. Think about your best friends and closest business contacts right now. You’re probably close in terms of income, lifestyle, and beliefs. 

If you’re not where you want to be right now, maybe some new friends would help. 

They could:

  • Introduce you to their clients, customers, vendors, and resources
  • Give you ideas and advice about what you’re doing in business or practice or your new business idea
  • Set an example for you to emulate, e.g., how they lead their life or conduct their business
  • Expand your income horizons by seeing what they do, what they read, and what they talk about
  • Help others see you in a different light—judging you by the (new) company you keep
  • Help you solve problems and achieve goals with their skills, knowledge, and experience
  • Introduce you to new experiences, e.g., hobbies, travel destinations, restaurants, books, etc.
  • Invite you to sit in on their poker game
  • Give you someone new to talk to or laugh at your (stale) jokes

And maybe become one of your 5.

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Remember me?

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Think about all the clients you’ve had over the years. Do you think some of them might have a legal issue or question but haven’t contacted you? Or know someone who has a legal issue or question but haven’t told them about you?

Your old clients might know where to find you when they need you, but many don’t. If they haven’t talked to you or heard from you in a while, some won’t even remember your name. If you stay in touch with them, even just sending an email from time to time, they’ll not only remember who you are, they will think of you first when they need some help.

But there’s another reason to stay in touch with them. Your mere presence in their mailbox makes it more likely that they will recognize that they might have a legal problem or question and be more likely to contact you to find out.

And unlike the multitude of strangers and cold leads in the world, you don’t have spend a dime to find these people, or have to convince them of your capabilities.

Just contact them and say hello. 

Yes, you can also offer them something, send them your new article, or ask them about their family or business. But saying hello is often enough. 

If they don’t have a legal issue or question to talk to you about, hearing from you will make it more likely that when they do, they’ll think of you before looking for help anywhere else.

Especially when you continue to stay in touch with them.

Guess what? It works the same way with “old” business contacts and newsletter subscribers.

They “knew” you once and might be happy to “know” you again. If they do, it could be the first step towards reestablishing a relationship with you, and all the benefits that go with that. 

Email Marketing for Attorneys

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Attraction marketing

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The best way to find prospects is to get them to find you. You don’t want to chase people and they don’t want to be chased. So don’t do it. Because it looks to prospective clients as bad as it feels to you.

How do you do attraction marketing? By making yourself and your solutions attractive to prospective clients. 

You do that with:

  1. An effective website. It doesn’t have to be complicated (or expensive), it just needs to do a good job of telling people about you, what you do and how you help people. Include a form that allows visitors to request an appointment or get more information, and/or sign up for your newsletter.
  2. Content. Educate your market about their problems and available solutions. Tell them their risks and options. Share examples and stories to illustrate and inspire people to see that you are the best choice for them.
  3. Referrals. Equip your clients and contacts with information about your services, how to recognize your ideal client, and how to make an effective referral. Keep them informed about new content on your or blog and other channels, so they can share this with people they know who might like to see it.
  4. Staying in touch. You don’t lose posture by continuing to contact people who know, like, and trust you because they hired you or connected with you in the past, as long as you have their permission. If you continue to share valuable or interesting information, and remind them about what you can do to help them and the people they know, they will appreciate you and tell others.

These are the primary sources of new clients for many attorneys and they can be for you. Done well, they not only allow you to maintain “attractive” posture, they are likely to enhance it.  

Yes, you can also advertise, network, do public speaking, conduct seminars, write articles, and do other things to market your services, without chasing anyone. But you may not need to.

Isn’t that refreshing?

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