Better today than yesterday

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A legal career is a long journey. You start out as a new puppy, trying to find your legs and learn about the world. Everything is exciting and new, and nothing is easy.

I remember those days. Figuring out the forms, learning how to talk to clients, negotiate, write documents, litigate, and do all manner of important things for the first time.

It was difficult, but I only had a few clients and plenty of time to figure things out. I was young and hungry and scared, but I enjoyed the newness of it all.

If you’re at this stage, cherish this time for what you are learning and who you are becoming.

As I got busier, I entered another phase, with bigger problems to solve, more clients to juggle, and much longer hours. I was busy, but I wasn’t making much money. I still had a lot to learn, especially the business of practicing law.

I got serious about marketing, made changes, and brought in more clients and bigger cases. I was able to hire more help and while I was busier than before, I no longer “lived” at the office.

If you’re at this stage, appreciate all that you’ve done to get here and the many discoveries and adventures that lie ahead.

One day, I realized things were just working. I had money, lots of work and lots of help, and I knew what I was doing. I was busy but not busier than I wanted to be, and I was happy that I could continue doing it without the struggles of days gone by.

If you’re at this stage, congratulations. You made it to the top. Your career is in high gear and you have options. You can continue to grow and take things to an even higher level or you can re-direct some (or all) of your resources into other things—business, investments, philanthropy, writing or speaking, or fun.

Wherever you are right now, whatever phase of your journey, you are precisely where you’re supposed to be. Appreciate where you are and where you’ve been, and get excited about where you’re going.

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Catastrophizing

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The end of the world is not nigh. The worst-case scenario isn’t a done deal. We’re not all on death’s door.

No matter how bad things (sometimes) appear, there’s plenty to appreciate, plenty to be hopeful about, and plenty we can do to make things even better.

When I see people saying otherwise, I tell myself, “they don’t understand” and hope that changes soon. I say the same thing when I see people ignoring reality, refusing to do their homework, and turning a blind eye to common sense.

Be careful what you read and who you listen to. Use discernment. Many people are mistaken. Many have an agenda. And many are so beaten down they’ve given up. Or just want to complain.

There may be plenty to complain about, but complaining isn’t going to help.

Refusing to submit to oppression helps. Standing up for the aggrieved helps. Offering a warm embrace to those who need it helps.

But what helps more than anything is being positive.

Let others see we’re not losing our minds, our principles, or our souls. We love life and our fellow man. And we’re excited about the future.

They may call us naïve or foolish. We’ll just smile and say, “they don’t understand” and hope that changes soon.

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Reframe and grow rich

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Many attorneys are uncomfortable with marketing. Or at least certain aspects of it. They don’t like networking, writing, or talking to people about referrals. They don’t like doing interviews or presentations. They don’t like advertising, generating traffic, or buying leads.

It’s out of their comfort zone and they resist doing it.

The old saying, “Do the uncomfortable until it becomes comfortable” comes to mind, but if you can’t or won’t start, you’re never going to get there.

There are two solutions.

The first solution, instead of trying to “jump” out of your comfort zone, ease out of it. Take baby steps until you learn to walk.

Make a list of options, different types of marketing and different ways of doing them, choose one, learn all you can about it, get some help if you need it, and do it on a very small scale, until you “get used to it”.

You don’t like networking? Take a friend to lunch or ask to accompany them when they go to their next meeting. Get your feet wet in a non-threatening situation where nothing is expected of you other than showing up.

You might find you don’t hate it as much as you thought and can eventually take the next step.

You don’t like talking to people about referrals? Try writing a letter to your clients about the subject and how it helps both them and the people they refer. Don’t send the letter, just write it for now. Maybe you’ll send it later. Or maybe you’ll read one of my books or courses and find better ways to ask or ways to get referrals without asking for them.

Baby steps, baby cakes.

The other solution? Sit yourself down and have a talk with yourself.

Talk to yourself about the activity you’re resisting and why you’re resisting it. Pretend you’re talking to a parent or teacher, and tell them all the reasons you don’t want to do it. Don’t forget to pout and say, “and you can’t make me!”

And then, talk to yourself as that parent or teacher and convince yourself that you can and should.

One way to do that is to reframe the activity by changing how you think about it, or contrasting it with the alternatives.

You did that somewhat if you looked at networking as just going to lunch with a friend.

You could explain to yourself that writing a weekly email may not be something you’re excited about doing, “but it’s a lot better than going to a weekly meeting” (if that works for you).

If you don’t advertise because you see it as an unnecessary expense, think about it as a investment which could have a very profitable return. Talk to someone who advertises, see what they do, play with some numbers, and you may find a way to eliminate your resistance and get excited about the possibilities.

Maybe you hate social media. You might remind yourself that, “It’s a lot better than cold calling or sending spam emails”.

You don’t want to do any marketing, it’s all horrible? Reframe this by telling yourself it’s a lot less horrible than having no clients and being one month away from getting evicted from your office, which is where I was early in my career, before I “got religion” and saw marketing as a better alternative to losing everything.

Baby steps and/or reframing. Two ways you can do what’s uncomfortable until it becomes comfortable.

How to get referrals without asking for referrals

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How to make next year your best year

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You’ve probably seen a spate of articles and blog posts about things to do in the coming year to improve your law practice marketing and management.

No doubt these articles contain some good ideas for bringing in new clients, being more productive, lowering your expenses and increasing your income.

Save those articles and try those ideas. But not right now.

Most of these ideas will deliver only incremental improvement. If you want to make next year your best year, you need an idea, strategy or tactic that will help you double or triple or ten-times your income.

Find that idea, your “one thing,” and focus all of your attention on it.

No, I can’t tell you what it is. It’s different for everyone. I can only tell you it’s there and if you look for it and allow yourself to find it, you will.

Meditate, pray, ask your inner being for guidance. Let your subconscious mind go to work for you and point you in the right direction.

The thing is, there’s a good chance you already know what it is. You considered it once but rejected it, telling yourself it won’t work, it’s too risky, it takes too much time, or it’s just not for you.

Or you allowed someone to talk you out of it.

But it’s still there, lying dormant in your subconscious, and all you need to do to activate it is to give yourself permission to do that.

On the other hand, it might be something you’ve never considered. You never looked. You were too busy cranking out work and never needed to do much else.

Maybe today things are different.

If so, your “one thing” is to devote yourself to finding that one idea and get it up and running.

How will you know you’ve made the right choice? Don’t use logic to answer that. Use your gut.

The right idea feels good when you think about it. Exciting. Scary, too, but fear and excitement are two sides of the same coin, so if you feel either way, you’ve probably found your one thing.

If you feel indifferent, keep looking.

When you find (or remember) an idea that scares or excites you, what then?

Don’t study it. No research. No pondering. Don’t set any goals or new year’s resolutions, either.

Just start.

Allow yourself to get swept up in the excitement and do something. Take the first step. It doesn’t matter what it is, just move.

You’ll learn what you need to know and do as you do it.

And that’s how you’ll make next year your best year.

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Asking for help

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I don’t do it as much as I could. Or should. You may be the same. Asking for help feels like you’re being needy. A burden.

But what if it’s not?

What if there are people out there—on your email list, following you on social, in your building or on your list of contacts—who would love to help you?

If you asked, they’d be delighted to answer your questions. Share your page. Recommend your practice. Review your book.

What if some people get as much out of helping you as you hope to get when they do?

My suggestion, to you and to myself, is to try it and find out. Look for opportunities to ask for help, and to appreciate the help you get and the people who give it.

If you don’t feel comfortable asking for help, remember this. . . When you are good at asking, you allow others to enjoy giving.

What a wonderful feeling for both of you. At this or any time of the year.

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It takes as long as it takes

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You’re writing a blog or a newsletter. You’re doing interviews, podcasts, videos, or presentations. You’re regularly posting on social, making new contacts, or advertising..

And it’s just not happening.

You’re not seeing a significant bump in clients. Nothing is happening, so why bother?

Well, maybe you shouldn’t bother. Maybe you should pull back on some of your “external” marketing, or stop doing it completely.

Or maybe the breakthrough is right around the corner.

Someone hears or reads you and becomes your next big client. Someone likes your face and your voice and starts referring their clients to you. Someone shares your blog post with someone with a big following and your subscriber list blows up, followed by your client list.

You never know what might happen, or when. One big case or client or opportunity might make everything you’ve done more than worth it.

So, think of this as a long-term investment. Because that’s what it is.

Along the way, in the short term, you might make enough money to cover your costs and your time. Maybe even earn a nice profit.

Or you might not. Let that be okay. It’s an investment.

Keep going, but don’t do it blindly. Look for ways to do it better or make your investment go further.

Keep going. As you become more skilled, more knowledgeable, and more confident, you’ll get better results. Things will happen more quickly.

Keep going, even though you may not see a lot of growth in the client or revenue department just yet, because those aren’t the only results that count.

There is tremendous value in the lists and relationships you’re building. Those lists and those relationships are your as yet unrealized future.

And they could be worth a fortune.

How to create a simple marketing plan that works for you

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No shortcuts?

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We’re told we have to put in our dues, meaning we have to do the work and give it time. We’re told it takes hard work and we shouldn’t try to beat the system. We’re told it takes as long as it takes and there’s nothing we can do to speed things up.

But this isn’t true.

Knowing the right people is a shortcut. Knowing people who can send you business, give you good advice, and introduce and endorse you to key people in your niche or market will almost always shorten your path to success.

Timing is a shortcut. Investing in precious metals before massive inflation destroys the value of paper currency can lead to great wealth. Starting a new practice area before other lawyers realize its potential could help you get the lion’s share of the business.

The Pareto Principle is another shortcut. Figure out the 20% activities in your work that lead to 80% of your results, do more of those 20% activities, and you can multiply your results.

Personal development is perhaps the ultimate shortcut. Increasing your knowledge, improving your skills, becoming a better leader and communicator, are the very stuff of success.

So yes, there are shortcuts. But there are no guarantees.

So, while you’re looking for shortcuts, you might want to cover your bets by working hard and giving things time.

No, hard work won’t guarantee your success or speed up the process. But it might help you find some shortcuts that do.

More shortcuts for building bigger, faster

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Why do lawyers go out of business so infrequently?

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According to The Bureau of Labor Statistics, 70% of business owners fail by their 10th year in business. In some industries, the failure rate is much higher.

So why do lawyers and law firms fail much less often?

Lawyers close shop because they don’t like the work or they find something else they’d like to do, but not so many leave because they couldn’t make it. Even with plenty of competition and tough times, lawyers can hang in there if they want to.

But why?

Many people start a business who have never run a business before. They may be good at making widgets or installing water heaters, but as Michael Gerber points out in The E-Myth, those skills don’t necessarily qualify someone to start and run a business.

But isn’t that also true for lawyers?

Just because we know how to prepare a lease or take a deposition doesn’t mean we’re qualified to run a law practice.

In addition, lawyers are far more risk adverse and often lack “people skills” that are the driving force of many businesses.

So why do we have better numbers?

Overhead and margin.

Lawyers have no inventory, lower rent, lower debt service, and a lower cost of doing business. It takes a lot less income to keep the doors of a law office open compared to many other businesses.

In addition, most businesses have smaller margins compared to a law practice. A business might markup their products by a few percentage points, requiring a lot of sales to make a profit, whereas a lawyer might need only one or two cases or clients a month to do the same thing.

The bottom line, therefore, is the bottom line. Lawyers don’t go out of business as often because they have staying power.

Lower expenses and higher margins give us time to learn how to build and manage a practice. We can survive lean times and growing pains and stick around long enough to become successful.

But don’t take anything for granted.

There are still lean times. Competition that wants to eat our lunch. A lot to learn and a lot to do.

If you’re like a lot of lawyers I know, you wouldn’t have it any other way.

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Eight days a week

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I got an email this morning that opened with, “Hey David, I’m on vacation this week. . .”

It was shorter than his usual and he wrote it, he said, “from the beach” in Atlantic City, but it struck me that if he was on vacation, he shouldn’t be writing to me—or anyone.

But who am I to talk?

I rarely take vacations, and when I do, I bring work with me. I don’t always do the work but I like knowing I could.

When I worked at an office, I usually brought a file or two home with me for the weekend.

And there were plenty of Saturdays when I was back in the office, sometimes half-day, sometimes all day. I got a lot of dictation done with the phones quiet and nobody else around. I would have worked Sundays, too, but the air conditioning was off.

Poor me.

Can you relate?

Why do we do it? Why are we always working?

Yeah, we’re busy, we’ve got bills to pay, goals to achieve.

But also because we see hard work as a virtue and time off as an indulgence.

But it’s not. We’re not machines. We need time off.

We need time to rest our bodies and our minds, to play and enjoy the fruits of our hard work. We need time away from from demanding clients, deadlines, and overwhelming inboxes.

Even if we love every minute of our work, we need time off. We don’t necessarily need long breaks, but we need something.

When we push ourselves to keep working, when we rely on willpower and negative reinforcement, we reach a point of diminishing returns. We might get more work done, but the quality of that work often suffers.

So does our emotional well-being.

Go for a walk this afternoon. Take the weekend off. Put your vacation back on calendar.

And when you take that vacation, don’t bring any work with you and don’t send me an email.

Read a book and enjoy the fresh air. The work will be there when you get back.

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Did I ever tell you about the time I messed up a case?

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Success stories are valuable tools for marketing professional services. They show prospective clients that you’ve helped others solve the same or similar problems, implying that you can do the same for them.

Talk about the problems people brought to you, the pain this caused them, and the hard work you did to deliver them from misfortune.

And don’t forget the happy ending.

On the other hand, don’t make everything look too easy.

You’ll be more believable and relatable if you tell people about cases that didn’t have a happy ending.

The client didn’t listen to you or the case had problems you couldn’t solve.

You might also tell stories about times when you messed up.

Talk about a case you lost and how this affected you. Talk about your struggles to “save” people and your guilt or sadness when you couldn’t. Talk about a mistake you made and what it cost you to fix it.

Show people the human you, the imperfect you, because people know you’re not perfect and they’ll love you for being honest with them.

But be careful. You need a deft hand to do this.

It’s best to talk about failure in the past tense. Talk about what you learned from the experience and how it made you better at what you do.

You’ll hear me talk about things I did when I first started practicing, how I struggled, what I learned, and how I changed and became successful.

A failure story with a happy ending.

You also need to be selective about the issues you talk about.

If you messed up a case because you got hooked on pain meds after surgery a few years ago and finally kicked the habit, I don’t think anyone would look down on you. If you abused recreational drugs for many years, however, and only recently got clean, you might find some people worrying about you relapsing.

I was late for court once and my case was dismissed. I had to file a motion and pay sanctions to save it. I can tell that story because people understand “being late” and because I saved the case. If I lost because I blew a statute and the client sued me and won, I probably wouldn’t tell that story.

Tell success stories, mostly, but occasionally talk about things that didn’t go so well. If it was your fault, be careful. It’s easy to go too far.

If you’re not sure, have a friend look at your story before you publish it.

Because friends don’t let friends publish drunk.

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