Networking Archives - Page 11 of 17 - The Attorney Marketing Center

Judgments about trustworthiness are made in less than a second

August 6, 2014 by David M. Ward

According to new research, “people only need to meet someone for less than a second before they decide how trustworthy they are.”

Yikes.

When you meet a prospective client they make up their minds about you instantly. In a single glance, the jury decides whether or not to trust your client or witness. When you are networking or speaking, you areÂ judged before you say a single word.

It has to do with the human face and how our brains process the image. I’ll spare you the scientific details behind the research but the process occurs at a subconscious level, and quickly.

We used to think that people make up their minds about us in the first minute or two, giving us time to make a good impression. You know, smile, make eye contact, show people you are interested in them. Now we know that by the time we do that, people have already made up their minds about us.

Now what? We can’t change our appearance. Our face says “trustworthy” or it does not. All we can do is move forward with the things we’ve always done to make a good impression and earn trust. We’ll thus reinforce the person’s first impression of us as trustworthy, and thus strengthen it, or we’ll counter their first impression of untrustworthy and, one hopes, overcome it.

But then I’m assuming it’s possible to overcome a bad first impression. It has to be. If it were not, it would mean there are people walking around with a face that tells everyone, “you can’t trust me,” and there’s nothing they can do to change that impression. I know life isn’t fair but I think that’s going too far.

How to improve your trustworthiness. Click here.

Filed Under: Image, Networking, Personal development, Public Speaking Tagged With: trust, trustworthiness

Lawyer networking and the 80/20 rule

July 16, 2014 by David M. Ward

Lawyer networking–is it a good use of your time?

Some say that formal networking (the way most people do it) is a low yield activity. They say that the people you meet at chamber of commerce and other formal networking events are unlikely to have much business to give you. They are networking because they need business. The ones who have plenty of business, and thus plenty of referrals to give you, are not at the events, they’re at the office helping their clients.

I’m not sure I’m willing to accept this as a universal truth, but let’s say it was true. If you’re thinking about networking as a means to grow your practice, does this mean you should reconsider?

No. It means you need to approach networking with a different agenda.

One way to do this is to forgo meeting most of the attendees at these events and instead focus on meeting the organizers and speakers. These people know the people at the events, and many more who aren’t. They can steer you towards prospective clients and other professionals who might be a good match.

Meeting these centers of influence allows you to leverage your time. You will have to work just as hard to build a relationship with them as you would with anyone else, but if you are successful, that relationship could yield far more results than a relationship with someone who is just starting out.

On the other hand, networking with people on their way up can also be a good thing. They may not have much business to give you right now, but if you stick with them while they grow and become successful, they could become good clients or referral sources.

Spend 80% of your networking time courting high-value connectors and centers of influence. Note that these people are probably sought after by others who want to know them and may also have attorneys to whom they are already committed. These people may be a tougher nut to crack, but if you are successful, they could open many doors for you.

SpendÂ 20% of your networking time building relationships with people who can’t do much for you now, but might someday. They may be small potatoes, but in a few years, they may be so busy, you’ll never have a chance to meet them.

The Attorney Marketing Formula helps you create a plan for marketing your practice

Filed Under: Leverage, Networking, Productivity, Time Management Tagged With: 80/20 principle, 80/20 rule

5 critical skills to teach yourself before opening your own law office

June 27, 2014 by David M. Ward

Reasonable minds may differ, but rarely do they differ so completely.

Exhibit A is this article: 5 critical skills to teach yourself before starting your first business. The skills, along with my comments:

1. Daily routine

I wouldn’t classify this as a skill. More like a habit. Quibbling aside, should this really be number one on the list of “critical” skills to teach yourself “before” starting your first business? Valuable? Yes. Critical? Not really. Could you develop this habit after you start your business? Um, yes you could. But then, reasonable minds may differ.

2. Email management (etiquette, productivity, security)

Okay, you haven’t opened your business, so you’ve got no emails to worry about. Are these skills going to bring in business? Help you get financing? Or do anything else a new business owner needs to survive and thrive? And couldn’t you just read an article or two to learn what you need to know and do?

3. HTML and CSS

Seriously?

I run a business. I know basic HTML (very basic) and nothing about CSS. I certainly didn’t need to learn anything before opening shop. I could make the case that this knowledge is even less important today, in view of WYSIWYG options like WordPress.

4. Marketing and Promotion

Finally, something we can agree on. Sort of. Marketing is a critical skill (a set of critical skills, actually), but you learn marketing mostly by doing it. Reading about it (or taking classes) doesn’t provide real world context.

In the real world, you learn an idea, you try it and see how it works. You adjust, make changes or try something different. You develop your skills by taking to real people. You learn by making mistakes.

In my humble (but accurate) opinion, you will learn more about marketing in a month of running yourÂ business than you willÂ Â in four years of college.

5. DataÂ AnalyticsÂ (Google, social media metrics)

Seriously?

Again, helpful, but not critical. And something you can learn as you grow. By the way, I can’t remember the last time I checked my stats. Just sayin.

Okay, what do you think about the author’s choices of critical skills?

What’s that? You want to see my list? Well, I have a different take on the whole subject.

I think that what’s needed before opening a business or a law office aren’t skills so much as values and attributes. Things like guts and persistence, the desire to change the world, a love of problem solving, and a passion for what you’re doing. That, and a big pile of cash, so you have time to learn and make mistakes.

I don’t think there any critical skills needed before opening your ownÂ law office. But if you want to be successful, hereÂ are 5Â critical skills you should develop as soon as you can:

1. Salesmanship

Lawyers sell clients on hiring us, judges and juries on finding for us, and opposing parties on settling with us. There’s probably no more valuable skill for a professional or business owner than the ability to communicate ideas and persuade people to act on them. But like marketing, this isÂ best learned in the act of doing.

2. Writing

If you’re not a good writer, you need to become one. You can read and take classes, (hint: study copy writing) but you have to apply what you learn. Write every day. In a year, you can become a good writer.

3. Networking

Arguably the most valuable marketing skill for professionals.

4. Leadership

Leadership is a skill and it can be learned. And it should be. If you have employees, or intend to, if you want to become a leader in your community or organization, study leadership, and start applying what you learn.

5. Touch typing

In terms of every day productivity, this is theÂ skill that that I would put at the top of the list. And hey, it is something you can learn before opening your ownÂ law office.

That’s my list and I’m sticking to it. So there.

The formula for marketing legal services.

Filed Under: Copywriting, Law office management, Marketing legal services, Networking, Productivity

A simple daily habit that could change everything

June 25, 2014 by David M. Ward

I read an article that offered suggested daily habits that could help us 5 years from now. One habit stood out, not just because it has marketing implications, but because I think it could bring immediate benefits.

The habit:

Talk to one stranger every day.

Think about the possibilities. The stranger you speak to could be your next client, a marketing joint venture partner, or a source of referrals. Or they might introduce you to someone who fulfills one or more of those roles.

Talking to someone new can give you ideas for articles and posts, for marketing or managing your practice, or for doing something new and exciting.

Practicing the habit of approaching strangers also helps you develop your networking and interpersonal skills.

And it could be a lot of fun.

You could approach people by design–professionals and centers of influence in your target market or local community, for example. Or, you could make it a serendipitous adventure and approach people at random. How about the person immediately behind you in the line at Starbucks?

Strangers represent opportunities, the article notes. True, most opportunities don’t pan out. With many strangers, you won’t get to first base.

But you never know when the next person you meet mightÂ be the one who opens doors to great new adventures. Or, turn out to be a new friend.

Filed Under: Just for fun, Networking, Personal development Tagged With: getting ideas, habits

How well do you know your clients and prospects?

May 27, 2014 by David M. Ward

Peter Drucker said, “The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”

In other words, when there is a close match between what you offer and what your client wants and needs, you don’t need to persuade him to hire you, you need do little more than show up.

Do you know whatÂ your clients want? Do you know whatÂ keepsÂ them up at night? Do you know what other options they have considered?

Do you know where they live and how much they earn? Do you know what they do for work and what they do on weekends?

You may not know these things if you are like most lawyers who define their target market merely in terms of legal problems. That is, anyone who has a certain legal issueÂ is a potential client. That may be true in a literal sense, but if you stop there, you’ll never achieve the kind of synchronicity that draws clients to you and makes them immediately see you as the best solution.

You need to define your target market in terms of your ideal client. Who is an almost perfect match for you? You need to know your clients and prospects so you can focus your marketing efforts on attracting them.

If I tell you I know lots of clients I can refer to you but I need you to tell me what you are looking for, what would you say? When you can answer this question with specificity, marketing gets a lot easier.

I’ll be able to quickly identify clientsÂ whoÂ would be a good match for you and I will be able to tell them why they should contact you.

When your ideal client reads something on your website, they will know that they don’t need to look elsewhere, they’ve found the right lawyer.

When you are networking or on social media and someone asks you what you do, you’ll be able to tell them not only what you do but for whom you do it, making it more likely that they will self-identify.

Many lawyers are hesitant to define their ideal client, or publicize it, because they are afraid they won’t attract clients who don’t fit the profile. “If I say my ideal client is in the insurance industry, I won’t attract clients in the transportation field,” they say.

Yes, and that’s the point.

You don’t want to get the scraps in a variety of markets, you want the lion’s share in one market.

Big fish, small(er) pond?

Choose a target market. Define your ideal client. Get to know everything you can about them. And then offer them exactly whatÂ you know they want.

When you do, you won’t have to explain why anyone should choose you instead of any other lawyer. Everyone will know.

For help in defining your target market(s) and ideal client, get this.

Filed Under: Marketing legal services, Marketing Plan, Networking, Referrals Tagged With: ideal client, niche market, peter drucker, target market

Networking for lawyers who don’t like networking

May 9, 2014 by David M. Ward

Think of a professional, business owner, or executive, you know. Got it? Okay, next, think of someone else you know in the same market or community who (you are pretty sure) doesn’t know the first person. This could be a business client, or prospective client.

Now, call the first one and ask if they know the other person. If they don’t, tell them how great they are and tell themÂ you want to introduce them. They might be able to do some business together. They might be able to help each other in some way (write articles, interviews, joint venture, referrals, etc.) Or, they might just meet a kindred spirit.

Next, introduce them. Do a three-way call, or meet for coffee.

Then, get out of the way. Your job is done.

One of the most valuable (and easiest) things you can do in networking is to simply introduce people. In doing so, you are providing value to both. Of course, you’re also helping yourself this way. The two you introduce may not do business together but they will both be grateful that you made an effort to help them.

Networking for lawyers doesn’t have to be formal, time consuming, or awkward. It can be done quickly and over the phone. And it can yield huge benefits.

Think about who you know and who might like to know them. And from now on, when you meet someone new, think about who you know you can introduce them to.

Want more referrals? Consider doing a Referral Blitz.

Filed Under: Networking, Referral sources, Referrals, Relationship marketing

People tell me I’m funny, but looks aren’t everything

May 5, 2014 by David M. Ward

Apparently, being funny is good for your career. According to this article, there are lots of benefits to a sense of humor in the workplace.

But what if you’re not funny?

We all know people who seem to be humorless. They may appreciate other people’s humor but they simply don’t have it in them to make anyone laugh.

Can you learn to be funny? I’m thinking not. And the only thing worse than having no sense of humor is thinking you do.

Trying to be funny when you don’t have a funny bone could do a lot of harm. In front of a jury, for example, a natural sense of humor, used appropriately, can score points. If you miss, it could be disastrous.

Some lawyers take “stand up comedy” courses. Others take acting classes to learn how to loosen up in front of a crowd. Do they help? Maybe. But at the end of the day, I’m in the camp that says you either have it or you don’t.

If you’re not naturally funny, it’s okay. On the Star Trek series, the Klingon characterÂ Worf is depicted as someone with no sense of humor. Nevertheless, he is respected, trusted, and generally liked. He would die to protect his friends and colleagues, he just won’t die laughing.

A sense of humor is a valuable asset but there are other ways to improve communication and foster liking and trust. Becoming a good listener is a notable example and it is a skill that can be learned.

In Dale Carnegie’s, “How to Win Friends and Influence People,” he doesn’tÂ say anything aboutÂ being funny. He does talk about the next best thing: smiling. When you smile, people see you as happy and friendly and nice, and they like you because of it. When you smile, they smile and they feel good about themselves, and about you.

Smile and the world smiles with you. Tell a bad joke and the world rolls their eyes.

Filed Under: Communication, Image, Networking, Personal development, Public Speaking Tagged With: humor, smiling

How to make a better second impression

May 2, 2014 by David M. Ward

I admit it, I donâ€™t always make a good first impression. Sometimes, I say things that come off as insensitive or inappropriate and my sense of humor sometimes leaves people wondering if Iâ€™m still in junior high.

Do you ever do these things? Do you ever wish you could go back and un-say what youâ€™ve said?

You can. And doing so will often create a better impression than you could have hoped to create the first time around.

The answer to a good second impression is to admit your mistakes. First, to yourself. You have to know when youâ€™ve messed up. Then, to the person or persons you have insulted, confused, or otherwise left scratching their head.

Apologize. Itâ€™s as simple as that. You donâ€™t need to explain, although that might help if you do have an explanation other than â€œIâ€™m an idiotâ€. Usually, a simple, Iâ€™m sorry, I didnâ€™t mean it,â€ is enough.

Most people understand. Most people are forgiving. Most people will like you better for being honest enough to admit your mistakes and for caring enough to come forward.

Itâ€™s well known in marketing that when a customer or client is upset, making things right often leads them to become long-time clients and ardent supporters. I think it has something to do with releasing the tension created by the initial mistake or problem.

As lawyers, itâ€™s often difficult for us to admit weâ€™re wrong. We donâ€™t want people to know we make mistakes. Because of this, when we admit our transgressions, it can make an even bigger impact.

If you have made a bad first impression, fess up and fix it. You can make a better second impression. Unless you own an NBA team and you just donâ€™t care.

Need help with marketing? Here you go

Filed Under: Client loyalty, Client relations, Communication, Networking, Personal development Tagged With: Donald Sterling

How do I become an expert in my field?

April 25, 2014 by David M. Ward

“How do I become an expert in my field?” Good news. In the eyes of most prospective clients, you already are.

You have the license, the big leather chair, and you wear a suit and tie. With most consumers, it doesn’t take more than that. With many business clients, it doesn’t take a lot more.

But what about other lawyers? Do they see you as an expert? If they do, you probably get lots of referrals from them, and not just any referrals but big cases and valuable clients. You may also be sought after for interviews and speaking engagements that further enhance your reputation.

Being an expert has it’s privileges, yes? So, how do you develop an expert reputation?

Winning big cases and having prestigious clients, that’s how. But. . . how do you get the big cases and prestigious clients if you don’t have the reputation?

It is a “Catch 22”. But fortunately, in marketing, perception is everything. You are an expert if people perceive you to beÂ one and there are things you can do to enhance that perception.

One of the best things you can do to be seen as an expert is to associate with experts. Identify people who are already acknowledged as successful in your field or marketÂ and associate with them. Go to the events they go to and meet them. Get your picture taken with them. Introduce them to other people you know at the event (even if you just met them that day).

Mention their name on your blog. Congratulate them on their recent victory. Link to their website. Quote them in your writing and speaking.

Contact them and ask to interview them for your blog, article, or newsletter. Suggest their name as a guest speaker at other events you attend. Send them some business.

You start where you are. Eventually, you’re having lunch with acknowledged experts, being seen with them, learning from them, and being introduced by them to other experts, on your way to being seen as an expert in your own right.

We are judged by the company we keep. If you associate with successful people, othersÂ will assume that you have their seal of approval and accept you into their circles. Then, someone hires you or give you a referral and you’re on your way.

I love it when a plan comes together, don’t you?

Your clients and contacts can help you quickly get a lot of business. Here’s how.

Filed Under: Image, Networking, Referral sources Tagged With: Law of Association