What do you like to do when you’re not working or spending time with family? Do you have any outside interests or hobbies? Do you play video games? Write novels? Watch sports?

Whatever it is that floats your boat, suppose you had a list of people who love the same thing– a social media group you moderate or an email list.

You could use that group or list to hang out with a bunch of like-minded people. Chat, share your thoughts, exchange ideas and stories and resources.

“Hey, have you seen this website? Have you tried this app?”

You could sound off about the recent game and how your team blew it, or predict what will happen next week.

You know, like you might do in the real world.

You’d talk about your hobby, not your practice. You’re not selling anything or asking anyone to do something. Just hanging out with some friends.

Why would you want to do this?

Because it could be a lot of fun.

And because some of your online friends might be curious about your day job. They’ll ask you what you do, or scroll up (or sideways) and find a sentence or two that tells them what you do and provides a link to your website.

They may need your legal help at some point, or know someone who does.

Wait, am I saying “marketing” could be as simple as hanging out with people who share your interest in bug collecting, gourmet cooking, or yoga? That you can build your practice by making new friends and only casually mentioning what you do for a living?

Sure sounds like it.

And yes, you can do this offline. Find a group, join a club, or start one.

Go make some new friends, have some fun, and wait for someone to ask, “What do you do?”

My book can help you answer that question.

Many years ago, when I was making appearances for other attorneys, I was hired by the wife of an attorney who had become ill and couldn’t work for the better part of a year.

He could talk to clients on the phone but couldn’t leave home. During his convalescence, I handled his court appearances, depos and arbitrations.

I thought about that recently when I read a question posed by James Clear in his newsletter:

“If you were forced to work for just one hour per day, what would you work on during that hour to be most effective?”

It’s a good question, no matter our state of health.

What if you could only work one hour a day? What would you do?

You can probably guess my answer. Assuming I had competent help, I’d spend that hour on marketing.

I wouldn’t do the legal work. Why do something that’s worth hundreds of dollars when you could do something that could be worth many thousands?

One hour of focused marketing activity each day could bring in enough new business (and repeat business) to earn you a fortune.

My point? Why not do that now?

Take an hour a day and make some rain. You can spend the rest of the day doing legal work or supervising others who do the legal work, or a combination of both.

Or, you could take the rest of the day and do anything else that floats your boat.

If an hour of marketing is too much to comprehend, start with 15 minutes. You can make a lot of calls in 15 minutes.

Just something to think about as you get ready to plan the upcoming year.

Want help? Get The Formula

The deluge (of emails and ads) is almost over. At least until later this month when they pick up again.

‘Tis the season.

And there’s something to be learned from watching it all.

In particular, the power of deadlines.

When you know there are only a few hours left before you “lose” a discount, or there are only a few widgets left before they are all gone, it plays to our innate “fear of loss”.

Psychologically, we already “own” the discount or the widget, and it’s about to be taken away from us.

So we click the button, make the call, or get in our car and face the long lines, to get what’s ours.

Fear of loss is much more powerful than desire for gain.

And it’s something I suggest you use in your marketing.

You have to be creative to do that since (I presume) you don’t usually offer discounts or have a sale. But there are ways to do it.

So, look for them. They are powerful. Just don’t overuse them.

Which is why I don’t offer discounts often. And when I do, I put strict limits on them.

And. . . today really is the last day you can get my courses at a discount.

Specifically, these two:

Email Marketing for Attorneys and The Quantum Leap Marketing System.

If you subscribe to my newsletter, check your email for the discount codes.

Marketing isn’t about you. Oh, you’re an important part of it, just not the only part. You have a partner, a prospective client, the person you’re courting, and you can’t ignore them.

Just like you can’t ignore your partner on the dance floor.

You lead, of course, because it’s your dance. But you can’t make your partner do anything they don’t want to do.

Dancing has rules.

You don’t walk up to someone and start dancing, you ask them if they’d like to dance and give them your best smile. If they agree, you take their hand and lead them to the dance floor.

You start by getting to know them and letting them get to know you. You hold them and make them feel safe with you, and let them get into the rhythm of the dance.

You take a step, they move with you. You take another step, they do too.

On and on you go, guiding your partner, until the song ends and another begins. If they enjoyed dancing with you, they’ll let you know they want to continue. If not, they may go powder their nose and never return.

Marketing is like dancing. You lead, they follow, and, if all goes well, both of you have a good time.

When the dance is over, you have a new client.

And then you begin a different dance.

Marketing isn’t something you do on your own. You do things to attract people who might need what you offer, you show them what you can do, and you pay attention to how they respond.

You lead, they follow. You take them from where they are to where they want to go.

If you do well, if they like your moves (and you), they might want to come home with you.

Marketing is easier when you know The Formula