How to tackle big projects

Share

I’ve done a lot of writing in my life but I’ve never written fiction. I want to. Writing novels has been a lifelong dream. It sounds like such an immense project, doesn’t it? How do you do it? Where do you start?

Like any big project, you start at the beginning. As Mark Twain said, “The secret of getting ahead is getting started. The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and starting on the first one.”

Novelist, E.L. Doctorow, when asked about the immensity of writing a novel put it this way: “It’s like driving a car at night. You never see further than your headlights, but you can make the whole trip that way.”

Big projects are collections of smaller tasks. You don’t sit down and write a 100,000 word novel, you write 1,000 words, or 500, and you repeat this process until you are done.

But don’t you have to know the destination? You can’t just get in your car and drive and expect to get where you want to go, can you?

Some people do. Some people know they want to write a book or start a business or travel to foreign lands and they just do it. They begin the journey, with little more than a general idea of where they want to go, and eventually, they get there. They’ll probably tell you that not planning everything makes the journey that much more enjoyable.

In the world of fiction writing, they are called “pantsers”. They write by the seat of their pants. They start with an idea or a character and see where it takes them. The few times I’ve tried writing a story, I did it this way. I quickly found myself asking, “What happens next?” and I didn’t know, so I stopped writing.

At the other end of the spectrum are plotters. They plan out the entire story, from start to finish, deciding in advance “what happens next” before they begin the actual writing.

And then there are those who fall somewhere in the middle. They know the major plot points or beats they will use to advance their story, but they don’t know all the details. They are prepared to let their characters take them in different directions, but they keep their eye on the destination.

In the business world, I think the latter is the right model. A business plan that is loaded with specifics and details is impractical to follow in view of the vagaries of the real world where, unlike a novel, you aren’t omnipotent. On the other hand, starting with no plan whatsoever could find you wandering, if not foundering.

A business plan, or the plan for any big project, should address the big picture and general direction of the venture. You need to know where you are going and how you will start; you don’t need to know everything.

Do you have a big project you’ve been putting off because you don’t know how to do everything? Now you know you don’t have to. You need to know what you want to accomplish, have a basic understanding of the issues you will need to address, and then you need to start.

You don’t need turn-by-turn navigation helping you get to your destination. You can stop along the way and look at the map or ask for directions. But you’ll never get where you want to go unless you get in the car, turn on the engine, and drive.

The Attorney Marketing Formula comes with a simple marketing plan that really works.

Share

Marketing legal services like a bookkeeper

Share

Bookkeepers aren’t usually known for their prowess in marketing legal services, but if you put them in charge of marketing for your firm, they’d probably advise you to do something like the following:

STEP ONE

Make a list of your “best” clients over the last two years. These are the ones who pay you the biggest fees, give you the most business, and other factors (e.g., provide the most referrals, most enjoyable to work with).

STEP TWO

Write down a few details about each client. For business clients, record their industry, size (revenue, employees, units), etc.; for consumers, record their occupation, age group, and other demographic factors. Also note the client’s “presenting problem,” i.e., legal issue or objective they first approached you about.

STEP THREE

For each client, note how they found you (or you found them):

  • Referrals: From whom? Client? Professional? How did I meet that person? What prompted the referral?
  • Internet search: What keywords? What landing page? (Note, start tracking this going forward)
  • Internet other: What article, site, or page did they come to your site from? (Start tracking this, too)
  • Social media: Which platform? Which post/tweet, etc? Who re-posted/tweeted/recommended?
  • Networking: Which group? Who introduced you? What did you say, do, offer? What did they ask you?
  • Ad: Which publication? Which ad? Was it the first time they had seen it?
  • Other: Speaking, articles, etc.

If you don’t know the answers, ask the client, and update your systems to start tracking this data in the future.

STEP FOUR

Based on this information, think about what you can do to get more clients like your best clients. If most of them are coming from referrals from other professionals, think about how you can strengthen your relationship with those professionals and how you can reciprocate. If you’re getting a lot of referrals from certain clients, reach out to them to thank them and look for other ways you can help them outside of your legal services.

How much business are you getting from ads, speaking, or social media? If not much, cut down on or eliminate time and money in those areas. If you do get good clients from these efforts, do more of these.

Now that you’ve identified your “best” clients, speak to them and find out more about them. What groups do they belong to and network at? What publications do they regularly read? Where are they active in their industry or community? The more you know about them, the more you can focus on activities that may help you identify and attract clients who are similar to them.

Ask your best clients to identify other professionals they work with and ask them to introduce you. Contact those professionals, let them know you have a mutual client, invite them to coffee.

Your bookkeeper would tell you to identify things that have worked best for you in the past so you can do more of them. She would also tell you to reduce or eliminate those things that have not worked well for you in the past.

The numbers tell the story.

Please say hello to your bookkeeper for me, and ask her if she would like to write a guest post for my blog.

Do you know The Formula? Go here now

Share

Lawyers: the world’s second oldest profession

Share

We’re mouthpieces. Clients pay us to advocate their position. We don’t have to believe in what our client wants, or like them personally, we do their bidding. Kinda like the world’s oldest profession.

Now, now, don’t get your panties in a festival. I’m being real here. We don’t care if our client is ugly or smells bad, we only care if the check clears. We do our jobs. If we don’t, we’re out of business. Besides, if we don’t do it, some other shyster will, so all our righteous indignation and standing on principle is for naught.

At least that’s what some people think.

The truth is, we can decide who we will and won’t represent. We don’t have to represent anyone who shakes a bag of money in our face. We can refuse to take cases and causes we don’t believe in or represent any client who needs our help. And we can make a fine living doing it.

But I don’t want to talk about policy or the image of the profession. I want to talk about marketing.

At some point, you should have written a description of your ideal client. (If you have not and you need help doing so, get The Attorney Marketing Formula.)

Once you have decided on your ideal client. . . Don’t keep it a secret.

Tell people what kinds of clients you want to work with. Publish this on your website. Let everyone know.

Practice areas are easy: here’s what I do, here’s what I don’t do. (But I know a lot of other lawyers, so if you have X problem, give me a holler and I’ll introduce you to a lawyer who can help.)

What’s more challenging is describing clients by industry or demographics.

You represent only men or only women, only landlords or only tenants. You represent clients in certain industries or of a certain size or market sector.

“Yeah, but if I declare to the world that I represent clients in the automotive industry, I won’t get hired by clients who manufacture appliances.”

What you have to realize is that this is a good thing.

You may not get appliance manufacturers, but you’ll get more from the auto industry. They will be attracted to you because they see you are dedicated to serving them. They’ll see that you understand their needs and speak their language. You have helped others like them, so it’s obvious that you can help them, too.

We may be the world’s second oldest profession, but this doesn’t mean we have to represent everyone who can pay.

Specialize in the clients you represent. And don’t be afraid to announce it.

Choose a target market. If you don’t know who to choose, choose anyone. Jim Rohn said, “It doesn’t matter which side of the fence you get off on sometimes. What matters most is getting off. You cannot make progress without making decisions.”

On the great road of life (or business), some choose the left side, some choose the right side, and both can do well. The ones who stay in the middle of the road are the ones who usually get run over.

This will help you choose your ideal client and target market. 

Share

The Fortune is in the Follow-up

Share

One of the most important aspects of marketing any business or professional practice is follow-up. For many, it’s also one of the most challenging.

Because they must, most attorneys have a process for communicating with existing clients. This process is driven by the demands of the case or legal matter. Copies are mailed, calls are made to discuss strategy, progress reports are sent on a pre-determined schedule. Once the case is settled or the matter is completed, however, follow-up is often done haphazardly and too often, not at all.

And then there’s everyone else.

  • Prospective clients
  • Former clients
  • Referral sources/professional contacts/”friends of the firm”
  • Prospective referral sources
  • Bloggers/editors/publishers
  • Meeting planners
  • Etc.

Each category has a different purpose. Following-up with former clients, for example, can lead to repeat business, updates, referrals, traffic to your website or sign-ups for your event. Following-up with bloggers can lead to guest posts, interviews, and links to your web content. Following-up with prospective clients can lead to new cases or engagements but can also lead to referrals.

Within each category are individuals who are further along in their relationship with you and thus more likely to respond to your contact. There are also individuals who have more potential than others, e.g., a prospective referral source who is well known in your target market, a prospective client who could bring you a lot of business, etc.

I’m sure you appreciate the value of following-up with these people. You know that former clients are your best source of new business (repeat, referrals). You know that staying in touch with prospective clients is good for business.

But how do you manage everything?

You start by creating lists. There are many software solutions for doing that. Pick one. Import your existing database or create new lists manually. It is time well spent.

Add a code or tag or field to each contact in your database so you can sort your lists by type and date range and other criteria. For example, you should be able to do a sort and find a list of former clients with whom you haven’t spoken OR emailed in more than 90 days.

Now what?

You’re almost there. The hard part is done. Now, you just need a plan for staying in touch with everyone. There are three parts to the plan:

  1. Schedule. How often will you contact them?
  2. Media. Will you use email, phone, regular mail, or social media?
  3. Content. For example will you send them personal emails, a general newsletter, or both?

You’ll probably find it easier to start with one category. Create a plan for following-up with former clients, for example. Once that’s done, you can consider other categories.

Once you have things set up, flag key individuals for customized follow-ups. You’ll want to call certain people more often, for example, or call some people but only send email to others.

This may seem a daunting task but if you take it step by step, you can do it. Once you have, you’ll be glad you did.

Marketing is easy, when you know The Formula

Share

How to stop procrastinating

Share

I don’t believe all procrastination is bad.

Sometimes, procrastination is our subconscious mind telling us that what we are resisting is not in our best interests. Without procrastination, we might rush into projects that waste time or money and distract us from our most important objectives. Procrastination is a buffer that allows us to examine our plans, make sure that they are appropriate and that we are ready to move forward.

And yet we all have projects we know we need to do, and often want to do, but still procrastinate. Many books have been written about how to stop procrastinating. One of the best strategies, and also the simplest, is to just get started.

Do something related to the project and you will have begun. And beginning is the most important part.

What have you been procrastinating about in connection with marketing? Something you know you should do but haven’t done?

Updating your website? That’s a good one. Okay, let’s see if we can get you started.

Procrastination is often a sign that we need more information. Start by making a list of things you need to look into. You might set up an electronic file and use that for your notes, ideas, resources, and links.

Write down some ideas. Make a note to do some searches on keywords like “self-hosted wordpress,” “wordpress themes,” “email autoresponders,” and content marketing. Save the links to your file. Here is a list of resources I recommend to add to your list.

Also, when you see a website that has features you know you need, or a layout you like, add the link to your notes.

Hey, you’ve started this project! You may have a long way to go, but you are closer now than you were before.

Let’s do another.

You’ve been thinking about finding and joining a new networking group. Let me help you get started:

  • Write down the names of people you know who are good networkers; make a note to ask them for advice
  • Search online for groups in your local market that might be appropriate, in two categories: (general networking groups (chamber of commerce, Rotary, BNI), and groups that cater to your target market (industry, trade groups, etc.)
  • Do a search for “how to choose a networking group” and get some tips for your notes
  • Visit the websites of candidate groups and get information about when they meet, what kind of members they have, and who can join
  • Narrow your list to five candidates and put their meeting days on your calendar

There. You’ve started.

One more? How about a project to increase referrals.

  • Schedule a Saturday this month to update your database or contact management system; make sure everyone you know is in it; if you have to manually go through closed files, schedule time for that
  • Add a field or tag so you can identify contacts (client, former client, prospects, professional contacts, and other)
  • Write a few lines for the first draft of a “touching base” email you can send to your contacts

Yep, you started that project, too.

You can do this for any project you have been putting off. Do anything related to that project, even if it’s just opening a file and jotting down some notes. Once you have started, you are on your way.

Next, choose some aspect of one of these projects and “start” on that. Take some action that moves you forward.

They say the hardest part of going to the gym is going to the gym. Once you’re at the gym, the rest is (relatively) easy.

For help with your website, get this

Share

Building a law practice is like growing a Chinese Bamboo tree

Share

I mentioned to my wife that the recently planted tree in our yard didn’t seem to be growing much. She reminded me that it would first build its root structure before it grew above ground.

Of course. Roots before branches.

What a perfect metaphor for building a law practice. Before you grow branches or reaching out methods, make sure you have a strong foundation.

Before you attract prospective clients, make sure you are ready to do a good job for them and leverage their experience with you to generate referrals, website traffic, and positive word of mouth.

The roots of a successful law practice include your core competencies, your operating systems, and a commitment to delivering exceptional service. If your roots aren’t strong, networking, advertising, and content marketing may bring prospective clients to your door, but you may not sign them up. You may be able to do the work but if you aren’t prepared to surprise and delight the client, he may not be back.

Before you do any external marketing, you should know how you will ask clients for referrals. What will you say? When will you say it? What collateral material will you provide to make it easier to provide those referrals?

Before you connect with anyone on social media or at a networking event, you should be ready to respond when they ask for information about what you do and how you can help them. Make sure your website is filled with information and success stories that demonstrate your expertise and knowledge.

Before you sign up your next client, make sure you have a new client kit, thank you letter, and a system for sending out timely bills.

I am told that the Chinese Bamboo tree shows no visible signs of growth for four years after it is planted. All of the growth is underground. Then, in the fifth year, it breaks through the surface and in the next six weeks it grows to a height of 80 feet.

My law school torts professor told us it would take five years to build a successful practice from scratch. I didn’t want to believe him, but he was right. Today, because of the Internet, you can do it a bit quicker. But you still must have a solid root structure before you do anything else.

The 30 Day Referral Blitz shows you how to quickly get referrals. Click here for details.

Share

7-minute attorney marketing workout

Share

Have you seen those 7-minute workout apps? You set them up with your workout schedule, the app reminds you what to do and when, and as you do your workouts, you record it in the app. It’s like having a workout coach in your pocket.

If you miss a day, it shows. Some apps nag you about it. You are motivated to keep up your workouts and not “break the chain” and so, even with just a few minutes a day, you get in shape.

What if you had something like this to track your marketing? Do you think you would get more marketing done on a regular basis? Do you think it would be easier to develop the marketing habit?

I think so, too.

And trust me, doing something every day, even for a few minutes, is easier than trying to book an hour or two once a week.

I don’t think there are any attorney marketing apps, but you could accomplish something similar with just about any calendar or reminder app. You need a list of activities (exercises), and a schedule. Set up recurring tasks or appointments, with reminders.

You might also want to have someone in your office, or a workout partner, hold you accountable. At the end of the day, they ask you if you did your workout. If you do this with a workout partner, you do the same for them.

I suggest 15 minutes per day, five days a week, but if you can only do 7-minutes, do that. Consistently is more important than quantity.

You can do a lot in a few minutes. You can make calls, write, work on your website, read and take notes, learn a new software program, or share ideas with your workout partner. You can plan a new seminar or webinar, outline a report, or work on a speech. You can research new networking groups, write and post blurbs on social media, or add new contacts on LinkedIn.

A few minutes a day and you can get your practice in shape. Without breaking a sweat.

Want ideas for marketing online? Get this.

Share

Using sales funnels in your law firm marketing plan

Share

When you create your law firm marketing plan, I strongly suggest you consider using sales funnels.

A sales funnel simply means that on the front end of the sales process (the narrow part of the funnel), you offer something inexpensive (relative to everything else you offer) or free. The idea is to get as many people as possible buying something on the front end, to get them into your funnel, where they will be offered progressively more expensive products or services.

On the front end, you can offer products, services, or both. So, your front end offer might be a free report or a free consultation. It might be a $5 or $10 ebook or a $99 document tune-up. Once they have purchased something, or availed themselves of your free offer, you have their contact information and tacit permission to contact them with additional offers.

A sales funnel is useful because it helps you to identify prospects (leads) and build a list of prospective clients. You then invest time and money marketing to these higher probability clients.

A sales funnel also works because someone who buys something from you, however inexpensive, is more likely to buy something else. When they buy two products or services from you, the odds that they will buy a third go up exponentially. And, clients who buy more than one service or product are also more likely to buy your more expensive services. Their lower priced “purchases” help build trust in you and help them to see the need for additional work.

Studies in the banking industry prove that if you have multiple accounts with a bank, the odds of you staying with that bank increase dramatically. It works the same way with legal clients.

You can have multiple sales funnels bringing in clients from many directions. One of your funnels might start with advertising a free report to build your list. Another funnel might start with offering your basic package (e.g., estate planning, corporate formation, etc.), followed by offers for more expensive services.

You can also work with other professionals to create packages that both of you can offer on the front end. For example, an estate planning attorney and financial planner could offer packages that include information, consultations, and/or actual paid (or free) services, to get prospective clients into your sales funnels.

Sales funnels all come down to two things: giving prospective clients a sample of your work or your expertise, and building your list. Make sure you use them in your law firm marketing plan.

For more on creating a law firm marketing plan, see The Attorney Marketing Formula

Share

Attorney marketing plan: time vs. money

Share

I talked to an attorney yesterday who wanted to drive more traffic to his website. A plan to get more traffic to your website, like any attorney marketing plan, comes down to a choice between time and money.

Here is a list of the more common (and acceptable) marketing options for attorneys who want to get more traffic:

MONEY

  • Advertising (PPC, display, offline, direct mail, radio, etc.)
  • Hire a PR firm to get you coverage, interviews
  • Self-hosted seminars
  • Hire people to ghost write content or assist you in writing content

TIME

  • Writing a blog
  • Guest posts and comments on other people’s blogs
  • Writing articles for article directories, offline publications
  • Webinars/teleconferences
  • Public speaking, seminars
  • Write reports, ebooks, articles, audios, courses
  • Build an email list
  • Staying in touch with former clients
  • Social media networking
  • Youtube videos
  • Networking
  • Marketing joint ventures
  • Podcasts/webcasts/hangouts/interviewing experts
  • Interviews, panel discussions

Most attorneys can’t or don’t want to advertise. Or, they don’t have a big enough budget to compete with some of the bigger advertisers.

The problem is, most attorneys have even less time than money. At least that’s what they tell themselves. They could invest more time in marketing. They often don’t because (a) they don’t know how and/or (b) they don’t think they’ll see a return on their investment.

What if I could prove that one hour invested in marketing (the right way) would bring a three-fold return? In other words, if you’re time is worth $300 an hour, and I proved to you that investing one hour in writing a blog post would bring you $900 in revenue, would you invest that hour?

Of course you would. Yo mama didn’t raise no fool.

But here’s the thing. That blog post might bring you a three-fold return this month, and then again next month. And every month. There will always be new people searching for your content and your solutions.

No guarantees, of course. Your results may vary.

My point is that many time-oriented marketing activities have a long tail, whereas advertising generally doesn’t.

Your website content can bring you traffic and new clients for months or years to come. Networking and building relationships with new referral sources and joint venture partners can do the same. Building lists and staying in touch with people can provide you with a long term source of new business.

When you look at it this way, instead of worrying about how much time marketing is “costing” you, you’ll realize that every hour you AREN’T marketing is costing you.

As Wayne Dyer puts it, “When you change the way you look at things, the things you look at change.”

If you want more traffic to your website, get my Internet marketing course for attorneys

Share

How to get maximum bang for your marketing buck

Share

I talk a lot about the value of doing a few minutes of marketing activity every day rather than several hours once in awhile. I do that because if you’re like me (and I know you are), if you don’t do something every day you probably won’t do it at all.

(I find it easier to write a daily blog post than the monthly print newsletter I used to write because my daily scribblings are now part of my regular routine.)

But if you want to get maximum returns for your marketing efforts, think in terms of marketing campaigns.

Here’s what I mean.

Instead of writing a blog post this week, doing a speaking engagement next week, and a video the week after that, do it all in the same week. Don’t run one ad per month over the next year, run 12 spots this week. Instead of setting up a table at a networking event (if that’s something you are inclined to do), do the table, run an ad in the newsletter, get yourself booked to speak, and invite three centers of influence who belong to that group to lunch–in the same week.

Pile up the activity in a short period of time. And use one thing (e.g., your ad) to promote another (e.g., your talk).

In this way, prospective clients and referral sources will see and hear you “everywhere”. You will appear to be more prominent and in demand. More people will notice you, remember you, and want to associate with you.

If I told you that this week I’ll be the guest on three different podcasts and have two articles and a new book coming out, even if you don’t hear the podcasts or see the articles or book, I will have made an impression on you. You’re thinking, “he’s busy, he’s in demand, I should probably listen to him.” I would not have made that impression if that activity were spaced out over the next year.

But here’s the thing. With a whirlwind week like that, I might not do much else for several months and you won’t notice. The impression that I’m busy will remain.

Do something every day that could be called marketing. Release it to the world in waves.

Have you done a 30 Day Referral Blitz? 

Share