Let’s pick up where we left off yesterday, specifically the “do” part of “learn, do, teach”.

I have a theory that says, “the more you research and plan, the less you do,” because there’s always more to learn and better plans to create.

I know. I am regularly plagued by research-itis and the only cure I’ve found is to put down the books, pick up the axe and start chopping.

Old Abe said he would spend four hours sharpening his axe and one hour chopping down the tree (or something like that) but what he didn’t say was, “When the axe is sharp enough, commence chopping.”

But that’s surely what he did and we should do the same.

When you’re “sharp” enough,“ start the project. Write and send the email, plunk down some cash and run a few ads, get in front of an audience and start presenting—and see what happens.

If you don’t like the results, or you want to improve them, do more research, revise your plan, and resume chopping.

Ah, but how do you know if you know enough to start?

Here’s a rule of thumb that might help you:

If you’ve been thinking about doing something for more than a few days, you probably know enough to commence chopping.

This will help

What would you do if you woke up tomorrow, looked at your client list, and realized it’s shrinking? You have fewer cases and clients than last year. You’re signing up fewer clients, billing less, collecting less, profiting less.

It’s not something you want to think about it but you must. Because anything is possible.

Your business clients might merge, go out of business, or put projects on hold. Your ads might stop producing like they used to. The economy might worsen, referral sources might die or retire, or a better-financed competitor might muscle in on your turf.

Whatever the cause, your reality might be radically different.

What will you do?

Grab a pen, ask yourself some tough questions, and write down some answers.

Yes, do it now, because you need to get out ahead of it.

Look at your numbers and compare them to a few years ago. Look at your goals and ask yourself if your current numbers and rate of growth will help you achieve those goals.

Examine your current sources of business, your marketing channels, your key relationships, and all of your marketing assets.

Examine your strengths, weaknesses, opportunities, and threats.

Then, make some decisions about what you’re doing.

What needs to go? What needs to be refreshed? What’s working and should be expanded, and what can you do to accomplish that?

Then, look at what you’re not doing.

Look at other markets, practice areas, niches, marketing methods, strategic alliances, and other opportunities that could provide significant upside.

While you’re at it, also look at the expense side of the equation. What could you do to reduce costs, increase profit, and build a war chest to prepare for what’s ahead?

Once you have a plan, start working on it. Never stop working on it. Because your future is what you make it.

The Attorney Marketing Formula will help you create your plan

If marketing is important to you, you might want to create a list of core activities you are committed to doing every day. 3 is a good number. If you get your 3 done for the day, it’s a good day.

Daily is better than weekly because when you do it every day, it’s easier to form a habit.

Now, here’s the key: make them small. Because if they’re not, you won’t have time to do them (or want to do them) and that defeats the purpose.

Put pen to paper and brainstorm small tasks you could do every workday to grow your practice. Keep them general, at least for now, until you see the value of being more specific.

For example, your list might look like this:

1. Something to get more traffic and grow my list
2. Work on my current marketing project
3. Reach out to a client or contact

Traffic and growing your list might mean leaving a comment on an authority blog or submitting a query for a guest post. You might ask your current subscribers or social media contacts to forward your article or the link to your site to someone who might need that information.

Working on your current marketing project might be continuing to write your book, create your presentation, or outline a new podcast episode. You might work on a new lead magnet, a new ad, or updates to your website.

Reaching out to a client or contact could be as simple as sending an email, asking how they are doing or what they’re working on.

It’s not the size of the activity, it’s that you do something every day.

A minute or two, a call or two, a page or two. But every day. Make them a part of your daily routine and see where they take you.

How to use email to do most of your marketing

There are many strategies you can use to bring in new clients and increase your income. Which strategies are best for you?

I like to break down the options into two broad categories: internal and external.

INTERNAL MARKETING

Internal marketing generally focuses on client relations, to generate repeat business, the sale of additional services, and referrals.

It also includes staying in touch with existing business and professional contacts who can provide referrals, introductions, and cross-marketing opportunities.

Advantages:

• Low or no cost
• You already have a list and permission to contact
• Existing trust means clients and their referrals are easier and quicker to close
• Clients are usually willing to refer, introduce you, share your content, and provide positive reviews and testimonials
• A client newsletter is a simple way to stay in touch with clients (and prospects and professional contacts)
• You don’t need a lot of marketing experience
• You don’t need to spend a lot of time
• Repeat business and referrals are more profitable

Disadvantages:

• Can be slower to scale
• Your clients may not need repeat or additional services, and/or might have limited ability to refer

EXTERNAL MARKETING

External marketing involves lead generation, through advertising, direct mail, networking and speaking, blogging, articles, and other means, and following up with and closing those leads.

Advantages:

• You can target any market or markets
• You may be able to scale quickly
• Some strategies (eg, advertising) don’t require a lot of time
• Some strategies (e.g., networking, speaking, blogging) don’t require a lot of money
• You can hire/outsource many activities

Disadvantages:

• Some strategies (e.g., networking) may take a long time to bear fruit
• Advertising requires money, expertise, and the risk of loss
• Advertising requires a lot of testing to find the right (profitable) approach
• Competition can be fierce in some markets and/or for some services
• Longer closing process; leads are more price-resistant
• Additional overhead (to work with leads)
• Some strategies may be inappropriate for your image, style, or practice area
• Bar rules are usually more restrictive

WHAT WORKS BEST FOR YOU?

Choosing the best strategies for you requires you to consider

• The time and/or money you are willing to invest/risk
• Your type of practice/clients/market
• Restrictions (bar rules, your firm)
• Your marketing experience and competitive factors
• Your current staff and/or ability to hire more

MY ADVICE

Every lawyer should start with internal marketing and continue doing it as long as they are practicing.

Who doesn’t want repeat business and referrals?

For many lawyers, internal marketing strategies will be all they ever need.

Some lawyers or firms who want to grow bigger and faster should also consider external marketing strategies, when they have the resources and temperament to do so. But only after they have solid internal marketing strategies in place.

Are you ready to take a quantum leap in your practice?

What did you do yesterday that’s could be considered marketing?

I’ll give you a minute.

Some lawyers might say they posted a new article or sent out their newsletter. Some might say they let their ads continue to run. Some might say they worked on a new presentation, updated their LinkedIn profile or About page or shared something on social media.

Most lawyers, I’m afraid, would have to admit they did nothing.

Just a fact, Jack.

If you find yourself in that category, I understand. You were busy doing some actual work. But if you want the actual work to continue to come in, you might want to make a point of doing something marketing-related on a regular basis.

Here’s what I suggest might be your baseline:

Every day, you either call someone or email someone (your choice). It could be a former client, a prospective client, a lawyer friend, a professional you’d like to know, a blogger or podcaster who is influential in your target market, anyone—again, you’re choice.

You make one call or send one email and your marketing is done for the day.

It can’t be that simple, but it is.

Do that every workday and you’ll see things happen.

Someone will want to hire you, refer to you, or ask you if you can help them. Someone will tell someone about you, share your page or presentation, or ask to interview you. Someone will visit your website to see if you have some information about their situation or to find out more about what you do.

You’ll see more traffic and more leads, build your email list, get more people hearing about what you do and how you can help them or their clients, and yes, get more new clients and repeat business.

I promise.

Sure, you can continue to do whatever else you do that’s marketing-related. But if you embrace the idea of sending one email or making one call a day, and you do it consistently, you may find yourself not needing to do much else.

What do you say when you email or call? Ah, that’s a subject for another day. But I’m glad you asked. It means you’re thinking about doing this and that’s a good sign.

For now, you might start making a list of people to call or people to email. Or, you might just pick up the phone and call someone, or open your email and write to someone, just to say hello. Because that counts.

One more thing. Open your calendar or task app and add a new recurring task. Because if you’re going to do this, you might want to be reminded to do it, at least until it is a habit.

More ideas in The Attorney Marketing Formula

Imagine you have a lawyer friend who asks for your advice.

Not about legal matters, about marketing.

They are in the same practice area as you and want your advice about getting more clients and increasing their income.

What would you say to them? What would you tell them to do?

You would probably start by asking questions.

What do you do now to bring in business? How well does this work? What have you tried before? Why did you stop? What other strategies have you considered?

You’d want to know what’s working for them and what isn’t, what they like and what they’re good at.

And then, you’d probably tell your friend to continue doing what’s working and look for ways to improve his results. And you’d suggest some additional strategies to consider.

Yes?

Okay.

You’ve probably figured out that this other lawyer we’re talking about is you. You’re having this conversation with yourself.

And you should because it’s often easier to see answers for others than for yourself.

If I asked you those questions, your answers would help clarify where you’re at and where you want to go, and we would then talk about what to do to get there.

You can have that same discussion with yourself, because you already know many of the questions—and the answers.

Questions, answers, marketing plan: The Attorney Marketing Formula