Why I stopped collecting coins

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I was a coin collector as a kid. My grandfather got me started. I subscribed to Coin World, and read it every week. I belonged to The Kennedy Coin Club, where I where I met with other collectors to buy, sell, and trade.

I always had my Want/Have list in my wallet–a list of coins I needed to fill in gaps in my collection and duplicates I was willing to sell or trade.

I remember how much fun it was to go through my pocket change (or my father’s pockets) and find silver coins or rare coins from the past. Sometimes, I’d go to the bank and “buy” a bag of coins so I could go through it to find the one or two coins that were worthy of saving. I’d replace them in the bag and exchange it for a new one.

Collecting coins was a fun hobby. But eventually, there came a time when you could no longer find rare coins or silver coins in your change, and I stopped doing it. It wasn’t fun anymore.

You know what? That’s a good metric for everything in life. If it’s not fun, don’t do it.

If you don’t enjoy practicing law, do something about it. Change your practice area or your clients, get good at marketing, or go do something else.

I said as much in an interview I did yesterday for a podcast. “What’s one piece of advice you could share that we haven’t talked about,” I was asked at the end of the interview. “If it’s not fun, you’re not doing it right,” I said.

Of course it’s not all black or white. There’s lots of gray. You may not like networking, for example, but you love the results so you keep doing it. That’s actually a good way to look at it. Focus on what you like, not what you don’t like.

Don’t forget, everything is relative. Maybe you don’t like marketing, but you don’t like getting calls from bill collectors even less.

Find some aspect of what you’re doing that’s fun. Because otherwise, why do it?

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Sweaty men, heavy machines, pizza and beer

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They’re re-paving the streets outside my house. I love watching the men do their job. Sorry ladies, I didn’t see any women on the crew. Just a bunch of sweaty guys doing back-breaking work. I can almost smell the testosterone. Okay, maybe it’s hot asphalt and diesel fumes I smell, but you get the picture.

They use trucks and machines I’ve never seen before, to do a job I don’t fully understand. But I can tell that they do the job well. Everyone knows what to do and I am fascinated watching them. In fact, I could watch them all day.

As a kid, I loved watching the new construction in my neighborhood. The sounds of big trucks and bulldozers, nails being hammered, wood being sawed, trucks backing up and dumping fill dirt. This is the stuff of childhood, at least it was for me, which is interesting because I can barely change a light bulb.

I still love watching people do their jobs, and not just construction. I love to see them do what they do with precision and confidence, like they’ve done it so many times before.

Wouldn’t it be great if people loved watching lawyers do their job?

Unfortunately, they don’t. People expect lawyers to do what they see depicted on TV. The reality, of course, is very different.

Nobody wants to see you dictate a letter or prepare someone for a deposition. Nobody wants to watch you read case law, stroke your beard, and look at the ceiling while you think about the issues in a case.

But alas, all is not lost. You can show people what you do and you can make it interesting. You can do that by telling work-related stories. The good news is that those stories don’t need to be exciting. They also don’t need to be very long. A sentence or two, a few paragraphs, are all you need to show people what you do for your clients.

But here’s the thing. Don’t talk about issues or statutes, pleadings or agreements. Talk about people.

No matter what kind of practice you have, your work helps to solve problems for or deliver benefits to people.

Talk about the people you represent and their business or their family. Talk about why they contacted you and what you did for them. But mostly, talk about them.

For example:

“Yesterday, I was hired to review a lease on a new property for my client, Charlie Booker. His company makes beer-infused pizza, and business has been great. He’s growing so fast, he needed a bigger facility. He wanted me to negotiate the lease on the new property and make sure there weren’t any ‘gotchas’.

Charlie started the company just two years ago in his garage. Just him and his wife. His two kids helped out after school, putting together the boxes for the pizzas and passing out fliers in the neighborhood. Today, Charile employs 40 people who are passionate about making the best tasting beer-flavored pizza known to humanity. I’ve eaten a lot of pizza in my lifetime, and I’ve had a few beers, too, and I’ve got to tell you, there’s nothing like Charlie’s Beerizza. Go to his website and see what they do and where you can get some Beerizza. Tell him I sent you.”

In other words, talk about the client, not yourself.

You did the lease. Fine. I’m sure you did a good job. But nobody cares. Leases are boring (to most people), so mention what you did, but tell stories about the people for whom you did it.

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Another example of email done wrong

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I got an email yesterday that said “Hey David, I just came across your LinkedIn profile and decided to reach out.”

Alrighty, but he didn’t send the email to the email address I have with LinkedIn. Lying in the first sentence? I don’t know, but we’re not off to a good start.

Oh, and addressing me by first name instead of waiting for permission? Manners, please.

He introduced himself: “I’m with [company]–we connect entrepreneurs like you with the marketing talent that can grow your business.”

A sales pitch already? That didn’t take long. And, did he even read my profile or go to my website? If he had, he might have noticed that I’m in the marketing game myself.

Onward.

“I hope you don’t mind the cold outreach, but I thought you’d be interested and decided to go for it. Here is the link” and he provided a link to his website.

Interested in what? He didn’t say. He didn’t give me a reason to click the link.

I wouldn’t necessarily mind a cold email, but not done this way. How about earning my trust, first? How about giving me a reason to pay attention? How about a little finesse?

He closed the email and “signed” it with his first name as the CTO of his company. Again, he thinks we’re on a first name basis. And, you want me to trust you but you haven’t told me your full name.

Sup wit dat?

More bad vibes: There’s an unsubscribe link at the bottom of the email, which means he went ahead and subscribed me to his list without my permission. A one-time cold email is something I can live with. A subscription without permission and you’re going straight to Internet jail (spam).

Look, it’s okay to send email to people you don’t know. But don’t lie to them or pitch them right out of the box. Say something that lets them know you are a real person who wants to introduce themselves and that you are someone who might be worth knowing.

The recipient knows you’ve got an agenda of some sort. Everyone does. Put it in your back pocket for now and take the time to turn a cold name and email into a warm prospect.

As a lawyer, you might think that you would never send a cold email to someone you don’t know, particularly someone you would like to have as a client. I wouldn’t contact consumers unless I had been invited to do so, but you can contact professionals you’d like to know. You could also contact potential business clients, if you do it right.

Start by showing them you know something about them and what they do and that you’re not sending spam to the masses. Compliment them on something you like, tell them how you are similar in your interests or your work, or ask them a question.

Your motto: “friends first”.

Then, offer something they might find valuable and relevant. A blog post, video, report, or something else that’s free and easy to access. Don’t make them go to your website to see if you have anything interesting, tell me what it is, how it would benefit them, and where to get it.

But maybe you should save that for your next email.

For more on email marketing, get Make the Phone Ring

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The shortest distance between you and new clients

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How many people in the world know what you do? How many clients, prospects, friends, and colleagues know the kinds of problems you solve and the services you offer?

Whatever the number, whether it’s in the hundreds or the tens of thousands, all of these people can help you build your practice.

If they can’t send you a referral right now, they can send traffic to your website, share your content, and say nice things about you on social media.

The people who know your name are the shortest distance between you and new clients.

Unlike other methods of marketing, you don’t have to do much more than keep your name in front of them.

Yes, you can teach them how to recognize your ideal client. You can provide them with content they can share. You can tell them what to say and what to do to make a referral. But most of the heavy lifting is done by simply being there, in their minds and their mailboxes, when they need your services again (a self-referral) or know someone who needs your help.

It’s so simple, and yet most attorneys don’t do it.

Most attorneys don’t stay in touch with former clients and other people they know. Or they don’t do it enough. They look for new people, in a costly and time-consuming effort to win their business.

It’s so much easier to leverage the networks of the people who already know, like, and trust you.

Build a list. Email is easy. Add a form to your website, connect an autoresponder, and offer visitors an incentive to sign up.

Tell your clients to join the list, or email them manually.

What do you send them? Honestly, it almost doesn’t matter. Send them anything that might interest them or help them in their role as a consumer or business person.

Ideas, tips, opinions. Articles, blog posts, videos. Something you create or something you find online. Send them information, links to resources, photos, and stories. Send them your favorite cookie recipe, a holiday greeting, or a review of the last movie you saw.

Let them see that you’re not just a legal technician, you are a person they might want to know better.

Stay in touch with the people who know you. It’s the shortest distance between you and new clients.

Learn how to build a list and what to send them. Get this

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Are you getting stale?

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You’ve been a lawyer for more than a few years and you’re good at what you do. So good, you could do most of your job in your sleep.

You know the forms to use and the words to say. You know the best places to park at the courthouse. You know the judges and other lawyers, and they know you.

Your job has become routine. Easy. Life is good.

Don’t get too comfortable. Before you know it, some rookie lawyer will come along and eat your lunch.

They may not know what you know or be able to do what you can do, but they’re fresh and hungry. Everything is new and exciting. They’ve got energy and drive and something to prove.

And let’s not forget that they have been using computers since pre-school.

If you’re not careful, as their practice grows, you may see yours diminish.

But you can stay ahead of them by re-inventing yourself and your practice. Become a new lawyer again. Look at everything with fresh eyes.

Imagine that you have just opened your doors and you don’t have any clients. Get hustling and bring some in before the end of the month.

Take classes in your practice area and also in practice areas you know nothing about. Take classes in business, marketing, sales, writing, and speaking.

Take some cases you’ve never handled before. Find another lawyer to associate with you or mentor you.

Start over, from scratch, and build your practice again.

In the military, for a day or for a week, a unit will periodically stand down and review all of their operations. You should do the same thing. Examine all of your office management procedures and forms, look for holes that need to be patched, find expenses that can be reduced or eliminated, and processes that can be improved.

Do the same thing with your marketing. Find ways to make it better. Eliminate things that aren’t working, do more of  the things that are, and find new ways to bring in business you’ve never tried before.

Examine every piece of paper in your office and every electron in your computer. Resolve to get organized, eliminate clutter, and streamline your workflow.

And from this day forward, do something new every week. New ideas, new projects, new people, will keep you fresh and alert and sharp and open new doors for you.

Get excited about the future you are about to create and then go eat someone else’s lunch.

Get your marketing plan here

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How to write your first book (or your next book)

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Admit it, you know you’d love to write a book.

You’re smart. You know that being an author will look great on your bio. You know that a book can bring traffic to your website and prospects for your practice. You know that having a book can help you acquire new business contacts and referral sources and open doors to many other marketing opportunities.

But you haven’t written a book because you don’t know what to do and you don’t think you have the time.

So it’s on your “someday” list.

Forget that. Let’s get your book done in the next few days.

How? I gave you the answer yesterday, when I announced my latest book, “How to Build a Successful Appellate Practice.” If you read the book, you know that the quickest and easiest way to write a book is to not write one at all.

I “wrote” this book in a few hours by interviewing an expert. I asked questions, he answered, and 90% of the book was done. I added an introduction and summary, which were taken from the interview, and my bio with links to my website.

Done and done. Bada bing, bada boom.

It’s a short book, but a good book. Solid information presented in an interesting way.

And you can do the same thing. You can use the interview method to write your first book, or your next book.

Then, promote the book and let the book promote you. Tell everyone you know about your book. Post it as a pdf on your website. Give it away to clients and prospects. Your book provides them with helpful information and shows them that you know important people, reinforcing the notion that you too are important.

And, in case you haven’t figured it out, the person you interview will also promote the book. Proudly. They’ll tell everyone about it, and thus, tell everyone about you.

In “The 30 Day Referral Blitz” I told you about the many ways you can use a report to grow your practice. If you haven’t read that, you owe it to yourself to do so immediately. But as good as a report is, a book is even better.

So here’s your homework.

Call an attorney you know in another practice area, one that complements yours. If you handle personal injury, for example, call someone who does workers compensation or Social Security disability.

Then, interview each other, and turn the interviews into books. You’ll thank me later.

Get “The 30 Day Referral Blitz” here

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How to build a successful appellate practice

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When I was a brand-new, wet-behind-the-ears attorney, I had a case that went up on appeal. I wrote the brief and argued it before the state appellate court. I lost, but I thoroughly enjoy the experience and remember thinking it would cool to have an appellate-only practice.

I never achieved that, but I recently interviewed an attorney who did.

Steve Emmert is a Virginia attorney who built an appellate-only practice when other lawyers told him he couldn’t. He went on to become one of the most successful appellate attorneys in the Virginia.

This morning, I published a short Kindle ebook with the complete transcript of that interview. You can download it for just .99 cents, or free if you have Kindle Unlimited.

And you should download it, even if you don’t do appeals or have no interest in doing so.

In the interview, Mr. Emmert shares advice for building a successful law practice that applies to any practice area. Go look at the sales page and you’ll see what I mean.

Please let me know that you downloaded the book, and please leave a review. And if you know any appellate lawyers or lawyers who would like to have an appellate practice, please tell them about the book.

But there’s another reason why you should grab this book. You will see how easy it is to turn an interview into an ebook, something every attorney should do.

A book like this can bring traffic to your website. It can bring you new clients and new referral sources. It can lead to new speaking and networking opportunities, and it can help you build your list.

In fact, I’m writing a book on how to that. (Stay tuned).

Get How to Build a Successful Appellate Practice

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Don’t be an Askhole

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I learned a new word today: Askhole. It means, “A person who continually asks for your advice and then always does the opposite of what you told them.”

You’ve got clients like that, right? So you know how frustrating it is to give them your expert (and expensive) advice only to see them ignore it.

Even lawyers do it. In fact, lawyers probably do it more than regular folks. I’ve done hundreds of consultations with lawyers who seek out my advice, pay for it, and then, I’m pretty sure, do nothing.

Oh well. As long as their check cleared.

Here’s what’s interesting. I can almost always tell that they’re not going to follow my advice at the very moment I’m giving it to them.

They’re only half listening. They’re not asking questions or writing anything down. They’re going through the motions of getting advice but their voice tells me they aren’t going to follow it.

Why? Because they don’t want to.

They don’t want to change what they’re doing. They don’t want to hear that they’ve been doing something wrong. In fact, I suspect that many lawyers hire me not because they want to learn something but because they want me to validate what they’re currently doing.

When I don’t, they stick their fingers in their ears and say, “la la la, I can’t hear you.”

Does it bother me? Hey, I’m not their mother. I can’t make them follow my advice.

Okay, it is frustrating. But when I talk to a lawyer who “gets it,” it makes it all worthwhile.

Last week, I did a consultation with a personal injury attorney who wanted my help with his advertising and his website. The ads he’s been running for a long time aren’t doing as well as before. Within 30 seconds, I knew what the problem was and told him what to do.

Problem diagnosed. Problem solved.

I don’t know if he’ll follow all of my advice, but I’m pretty sure he’ll do what I suggested about his ad and website. I could hear it in his voice. He got it. It made sense to him. I could almost hear his palm slapping his forehead.

While there’s no guarantee that it will work, at least he’s got something to try. Which is better than being an Askhole and doing nothing.

Fix your website and make the phone ring

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Word of mouth referrals: How to get your clients talking about you

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How do you get your clients talking about you? The answer is simple. Give them something to talk about.

Most of the positive word of mouth you will receive about you and your services will come from providing your clients with a great client experience. I’m not just talking about the work you do. I’m talking about the way you make your clients feel.

Appreciated. Hopeful. Protected.

The same goes for your prospects and business contacts. They talk about you, too. Their referrals count.

Make people feel so good about themselves and their decision to hire you or associate with you that they feel compelled to tell someone about you.

But don’t stop there.

Make it easy for them to talk about you and send you referrals. Equip them to do a good job of spreading the gospel.

Tell them what to say. Give them “sound bites” they can use to describe you and what you do–the problems you solve, your ideal clients, why you are the best lawyer for the job.

Give them tools they can use to show people why you’re the one to choose:

  • A great website, with lots of helpful content
  • Reports and ebooks and videos they can hand out or share online.
  • Emails they can forward; social media posts they can like and share.
  • A stack of your business cards to hand out when they meet someone who might need your help.

Then, when someone does send you referrals or traffic or mentions you on social, say thank you. send them a thank you note, and if appropriate, thank them publicly, too. Showing appreciation for what they do is the best way to show them you appreciate them, and the best way to get them to do again.

What else?

Ask for referrals. This can be as simple as saying, “Here are some of my cards. When you talk to someone who needs X, please give them a card.” It can be as simple as asking them share your post, forward your email, or allow them to invite people they know to your free webinar.

Finally, stay in touch with them. Let them know when you add something to your website. Share other people’s content you find online. Update them about your interesting new case or client.

Keep your name in front of them, reminding them that you still exist and you’re still helping people solve legal problems.

Getting word of mouth referrals is really that simple. Can you do more? Yes. But if do these things, you probably won’t have to.

Here’s everything you need to get referrals from lawyers and other professionals

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Are you too good at your job?

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Your clients want you to solve their problems. The quicker you can do that, the better, right?

Maybe not.

If you’re too good at your work, if you finish too quickly and display an apparent lack of effort, your clients may not appreciate your superior ability and may object to the amount you charge.

Psychologist Dan Ariely tells a story about a locksmith who told him that as he got better at his job, his customers didn’t value what he was able to do.

“He was tipped better when he was an apprentice and it took him longer to pick a lock,” he said. “Now that it takes him only a moment, his customers complain that he is overcharging and they don’t tip him.”

“What this reveals is that consumers don’t value goods and services solely by their utility, benefit from the service, but also a sense of fairness relating to how much effort was exerted,” Ariely explains.

So what should you do if you’re too good at your job?

Perform some magic. A little slight of hand.

Don’t let clients know that you did the work without breaking a sweat. If you can prepare a document in 30 minutes, because you have the forms and because you’ve done it 100 times before, consider holding onto it for a few days before sending it to the client. Let them think that you worked and re-worked the document to get it just right.

Caveat number one: Don’t lie. It’s okay if they think you took three days to do it, but don’t tell them you did. Also, if you bill by the hour, obviously you shouldn’t bill for more time than you actually took. (Yet another argument in favor of jettisoning the billable hour.)

Caveat number two: Don’t overdo it. Many clients do see a benefit to your ability to get the work done quickly. In fact, quick turnaround might be a marketing point of differentiation for you. So don’t drag things out.

The best course of action is to manage your clients’ expectations. Under-promise so you can over-deliver. If you can do it in 30 minutes, promise to deliver it in a week. Then, deliver it in three or four days.

Marketing legal services is easier when you have a plan

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