- Long term vision
- Annual goals
- Monthly plans (and weekly reviews)
- Daily actions
A marketing plan for lawyers–a lot simpler than you think
Feeling stuck? Waiting to be rescued? Don’t let this happen to you. . .
How would you advise this lawyer?
An attorney who is struggling to build his practice asked for my help. Here’s a snapshot of what he told me:
- He is also a CPA and former IRS agent.
- He works three days a week as the controller for a major corporation, two days a week in his own practice.
- He prepares 75 tax returns per year, and plans to advertise around tax time to get more (but has had limited success advertising in the past).
- He has several PI and contract litigation cases.
- He does unlawful detainer appearances for a paralegal firm.
- He has tried direct mail (unsuccessfully) to build a bankruptcy practice.
Okay, now what would you tell him if he asked you for help? Would you tell him he’s spreading himself too thin and that he should choose one or two things and concentrate on those?
Of course. That’s exactly what I told him.
How can you possibly expect to have great success in anything when you do so many different things? Especially when you work at it only two days per week and compete with attorneys who do the same things full time?
I told him to first decide where he would like to be in five years, and then to look at what kind of work he enjoys. You can be successful doing just about anything so why not make it something you like? The chances are that what he enjoys and what he’s good at are the same thing, and that’s probably what he should do.
After speaking with him, my guess is that if he’s honest with himself, he would choose preparing tax returns. Now, I can think of three very good reasons why this is not the best choice:
1. Massive competition
2. Seasonality
3. He’s overqualified
But if that’s what he enjoys, that’s probably what he should do. His passion will help him overcome the challenges. He’ll develop a reputation for being the best at what he does and neutralize his competition. He’ll do corporate returns throughout the rest of the year, or build his practice so big that he doesn’t need to work the rest of the year.
If he’s happy and rich, does it really matter what his qualifications are?
There’s another point: why couldn’t he figure this out for himself? The answer is he could have, but when you are so caught up in making a living, sometimes you can’t think straight. It’s work, work, work, and there’s no time for reflection or planning. The wheel keep spinning and you can’t get off.
There’s an expression that comes to mind that applies not only in this situation but for all of us sometimes:
"Slow down to speed up."
What that means is we all need to periodically stop what we’re doing long enough to evaluate where we are and where we want to go. Will doing what we’re doing get us there? Is there a better plan?
Notice that you slow down "to" speed up. That means something. It means that if we’re not going in the right direction, if we have too much on our plate, our subconscious mind knows it and holds us back. Slowing down to re-evaluate allows us to get clear on what we’re doing, and it is that clarity that allows us to move more quickly towards what we really want.
A short course in attorney marketing (or, how to get back on track when you have lost your way)
I got an email from an attorney who has lost his way.
"I’m 47 and have been an attorney for 20 years, the last 15 as a solo
practitioner. I bought your referral magic program in 1997 or 1998, and
started using some of its ideas. I’ve made good money over the years, but I
strayed from utilizing your system consistently. Over the last two years, my
client base has dwindled and I do not attract new clients on a consistent
basis. I’ve been stressed about this and to me, the future looks bleak
unless I change the way I’ve been doing things. I want to refocus and grow
my client base and my practice, so that I can count on it for the next 20
years, as I raise my family ( 3 kids ages 13-11-7 ) and plan for retirement.
Can/will you help me get back on track?"
I replied and asked for some additional information. His practice is PI, criminal defense, and divorce. He’s not doing any marketing now, and does not maintain a list of any kind, but he does get referrals from clients, friends, and professionals. He hasn’t thought about goals. He likes being his own boss but admits that if he could make the same money doing something else, he probably would.
He is at a turning point. He needs to get back on track in marketing his practice. That’s actually the easy part. He just needs to be reminded about what he already knows. First, he needs to reflect on where he wants to go with his practice and his life. If the passion is gone, he needs to find it again or admit it’s gone and consider some changes.
Here is the advice I gave him:
—
BUILDING YOUR PRACTICE
1. Pick one practice area. What do you do best, love the most, have the most success with? As a general practitioner, you’re trying to be everything to everybody. Instead, focus. Specialize. Be the very best at one thing, not okay at several. First thing that will happen is you will now be in a position to get referrals from attorneys who are now your competitors.
2. Target niche markets. You didn’t talk about who you represent and I suppose that’s because the answer is "anybody". A better answer is to target a very specific class of individuals. Be a big fish in a small pond. For example, if you chose PI and your target market was Honduran immigrants, you would eventually seek to become the lawyer most Honduran immigrants think of when they are injured. You would have fewer places to network, advertise, etc., and thus, with less effort and dollars, you could dominate that market. You would be using a rifle instead of a shotgun.
3. You need a list and you need it now. Start building it, adding to it, building a relationship with the people on it. Nurture them, communicate with them, stay in touch with them, educate them, and when they need your services (or know someone who does), you will be the one they will call. You can do this online and offline and I would suggest you do both.
4. If you’re not on the Internet, you need to be. Start a web site (or better, a blog) and start harvesting free (and paid) search traffic. You can "ramp up" your practice very quickly this way.
BEYOND MARKETING
1. You need to know where you want to go. Write out what you want your life to look like five years from today. What are you doing (or not), with whom, where, how. What is a typical day? And no limitations. It can be whatever you want it to be. Want to be retired and traveling? You can do that. Working from home? Investing? Teaching? Or, running a huge practice? In five years (or less) you can accomplish anything. I know. I did it, first with my marketing business and then with another business that now provides me with a six-figure passive, residual income, which means I will never have to work again unless I want to. It took me a few years to do this, working part time. (I’m working with other lawyers who are doing it, too, so if you’re interested, let me know and I’ll get you some information.) Once you know where you want to go, you can set some interim goals to help you get there, but start with the end in mind.
2. It’s supposed to be fun. If you are not enjoying what you are doing, you’re doing it wrong (or you’re doing the wrong thing). You can have it all. Really. Life is not meant to be a struggle, and if you are unmotivated and unhappy, listen to your emotions, they are telling you that you are not going in the right direction, you need to change.
3. I’m going to guess that your kids are your motivation. You want to provide for them, be with them, and make them proud of you. Never forget this. Once you know what direction you want to go, whenever you find yourself not doing what you need to do, remember your kids.
I hope this helps. Please keep in touch.
Unhappy in your law career? Sue your law school!
Management consultant Peter Drucker once said, "Any time I have seen someone accomplishing something magnificent, they have been a monomaniac with a mission. A single-minded individual with a passion." Former advertising executive Donnie Deutsch has a program on cable called, "The Big Idea". Each week, Deutsch interviews entrepreneurs and business legends about their secrets to success. Without prompting, nearly every one names passion as the key to their success. I quoted a study about ten days ago that all but proves this.
And so as we embark on a new year, my question to you is, "Are you building your career around your passion?"
I’m guessing the answer is no.
I don’t know you, it’s just that statistically speaking, most people follow a career path based on something other than the call of their hearts. I’ve got to believe the numbers are even higher for lawyers.
I heard about an article today in the Wall Street Journal citing a growing number of attorneys who are disillusioned with the practice of law. That’s not news, really, but I was told the article also noted a number of new lawyers who are suing their law schools for misrepresentation about their prospects in the legal job market. Isn’t that special?
In the past, I have talked to many lawyers who were inquiring about my marketing program who I talked out of purchasing because I could hear in their voices their lack of enthusiam for their career. I told them I could help them bring in clients but given their state of mind, the clients wouldn’t stay.
Some people truly love practicing law. God bless you if that’s you. But I think many lawyers have convinced themselves that they love practicing when in reality, they would rather be doing something else. The worst place to be, however, is knowing you hate what you do but not seeing a way out.
There is always a way out. It might be painful–economically and emotionally–but the pain will pass. Five years from now at the outset, you could be happily engulfed in a new career, a new life. The sooner you take steps towards changing, the sooner your new life will appear.
I didn’t know where I was headed when I began this post, and I certainly don’t want to start the year with a downer. But I know this is a time when goals are set, resoulutions are resolved, and it’s not long before we are all caught up in the day to day of our careers, and before you know it, another year has come and gone. So I wanted to mention it once more and now I’m done with this topic (for now), so let’s get back to the business of bringing in clients and increasing incomes. After all, it’s better to be miserable with money than miserable and broke.
Happy New Year?
Please don’t wait twenty years like I did
A friend of mine says, "When you love what you do and you do what you love, you’ll never work another day in your life." We’ve heard it so many times, it must be true: The key to success and happiness in your working life is to find something you are passionate about.
A study of 1,500 people over twenty years shows how passion makes a significant difference in a person’s career:
At the outset of the study, the group was divided into Group A, 83 percent of the sample, who were embarking on a career for the prospects of making money now in order to do what they wanted later, and Group B, the other 17 percent of the sample, who had chosen their career path for the reverse reason, they were going to pursure what they wanted to do now and worry about the money later.
The data showed some startling revelations:
- At the end of 20 years, 101 of the 1,500 had become millionaries.
- Of the millionaires, all but one–100 our of 101–were from Group B, the group that had chosen to pursue what they loved! [Kriegel and Patler, If It Ain’t Broke. . .Break It!, p. 259, cited in Talent is Never Enough, p. 35, by John C. Maxwell]
But what if you’re not pasionate about your career? What then? It seems to me you have three choices.
- Change careers
- Change roles
- Live with it.
The third choice, living with it, should be unacceptable, but this is the choice I believe most people make. It is a recipe for unhappiness and illness and an unfulfilled life, and it is also the most difficult way to prosper (according to the above noted study), but it is certainly understandable. Lawyers have so much invested in their careers–time, money, energy and ego–it is difficult to contemplate significant change. "What would (fill in the blank) think?" "I don’t know how" and "I don’t have time" are common reactions.
Changing careers is becoming more common. I read recently that the attrition rate for new attorneys is at astronomically high levels. I changed careers (more than once) and I’m glad I did and very happy where I am now. I truly am passionate about what I do! But while changing careers may be the ultimate answer for an individual, it shouldn’t be the first choice.
Changing roles is the "best first option".
You can change roles by changing jobs. If you don’t like the people you work with, look for another environment. It might be that simple. If litigation isn’t where you want to be, perhaps you can draft documents. And so on.
You can also change roles by finding some aspect of what you do that you are indeed passionate about. It might be only a small part of what you do, but if you focus on it, it might be enough to make up for everything else you have to do.
I know an estate planner who was an excellent draftsman but was all thumbs when it came to finding clients. He partnered with a rainmaker who did not possess the technical skills (or patience) of my friend, and now, the two are happy and making more money than each of them ever made on their own.
We’ve all known people who say they are "burned out". In reality, they probably weren’t on fire in the first place. I realized this was true for me very early in my law career, but it took me a very long time to give myself permission to change, and two decades before I allowed myself to make it permanent.
The purpose of life is joy, and if you are not passionate about what you do for a living, you are shortchanging yourself. As you comtemplate your career and goals for next year and beyond, my Christmas wish for you is that you will be honest with yourself about where you are and where you would like to be.
You can be happy and fulfilled and successful. You can have it all. The first step is slowing down long enough to think about this, and then accepting it. Only then can you begin the process of working towards it.