Marketing when you don’t feel like marketing

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How do you keep the marketing fires lit when you’d rather do other things? What strategies or tactics do you use?

Have you’ve eliminated things you especially don’t like and replaced them with a few you do?

Do you automate and delegate as much as possible?

Do you “chunk it down” into small, easy-to-do tasks you can do a few minutes at a time?

Do you accept that marketing is important, put on your big boy pants, and do it anyway?

All of these are good solutions. I do them, too.

When I have to write something and I’m not feeling it, I’ll break it up into baby steps–a few minutes to find the idea, then take a break; a few more minutes to make some notes, then another break; write for five minutes, then walk away.

And so on.

And, if I’m still not feeling it, I do it anyway. Because it has to get done.

Something else I suggest. It works for marketing or any activity you may be resisting:

Put it on your calendar.

Make an appointment with yourself. Don’t schedule anything else at that time. Don’t take calls or check email. Use the time you’ve scheduled to do the thing you’ve committed to doing.

For extra credit, schedule the appointment early in the day, first thing if possible. You’ll get it out of the way and won’t have to think about it for the rest of the day.

You know this. But do you do it? If I look at your calendar right now, what would I see?

We all have things to do we don’t want to do. Client work, errands, things around the house. We do them because they’re part of the job we signed up for.

But sometimes, we need something in writing staring back at us, reminding us to do it.

Want bigger marketing results with less effort? Here’s what you need

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Busy? You might want to rethink that

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The gold standard for success isn’t doing lots of things, it’s doing the right things enough to accomplish your goals.

It’s about focus.

In ‘The Dip’, Seth Godin said,

“A woodpecker can tap twenty times on a thousand trees and get nowhere, but stay busy. Or he can tap twenty-thousand times on one tree and get dinner.”

If you’re networking, instead of going to ten different events trying to meet dozens of new people, it’s better to stick with one event and get to know a few key people.

Instead of “spraying and praying” on social media, hoping someone will notice something you say, it’s better to develop a loyal following on one platform before moving on to others.

Instead of marketing to “anyone with a legal problem” and compete with all the other lawyers in your practice area, it’s better to target specific niche markets where you can stand out.

When you focus on one group, one platform, one niche market, you use the power of leverage to get bigger results with less effort.

The woodpecker understands this. Because he’s focused, not busy.

If you’re ready to use leverage like a pro and take a quantum leap in your practice, the Quantum Leap Marketing System shows you what to do.

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Too much to read? Here’s what I’m doing

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In days gone by, I used to have huge stacks of unread magazines piled up in my office. Every once in awhile, when I was tripping over those stacks, I would spend a couple of hours and go through them.

I tore out the articles I wanted to read, staple the pages together (or fold the corners to hold the pages together) and throw out the rest of the magazine.

Much better.

The “to read” pile was more manageable, but the pile was still huge and more often than not, I didn’t read anything.

I knew there was gold in those articles so I started doing something to lessen the load. Every few days, I’d throw a handful of articles in my briefcase, to read at night or waiting in court or at the doctor’s office.

I’d read them and when they were gone, I’d grab a few more. Eventually, that huge pile of articles was gone (until I added more).

It’s been a long time since I subscribed to a paper magazine (or newspaper), but going digital has made things worse. Until recently, I had hundreds of unread articles and blog posts and pdfs in a reading list in Evernote.

I did something similar to what I used to do with magazines.

I set up two notebooks in Evernote. (You can do the same thing with tags, folders, labels, or briefcases if you have paper.)

I put (no more than) 20 articles in the first notebook. Everything else goes in a second notebook.

When I’ve read those 20 articles, I go to the second notebook and move 20 more to the first notebook.

If I find myself with more than 20 articles in my first notebook, I move the overage to the second notebook.

I still have hundreds of unread articles in Evernote but I don’t see them. I only see 20 (at a time).

My reading list is manageable and I get a lot more reading done.

My ebook: Evernote for Lawyers

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Did you celebrate National Simplicity Day?

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In honor of Henry David Thoreau’s birthday, July 12th was National Simplicity Day, a day to celebrate a simpler, uncluttered, and slower pace of life.

Who knew?

I didn’t before I watched a video that mentioned it and challenged viewers to use fewer apps and online tools in our work.

The hosts mentioned 3 apps they use every day in their business and how those apps replaced other apps they had previously used, simplifying their work process and saving time and money.

I thought about my use case. I have many apps and online tools at my disposal but only a few I use every day. I’m re-reading The 80/20 Principle and thought about how I get 80% (ish) of the value of these tools from only 20% of them.

I could eliminate many of the rest–the ones I use only occasionally or haven’t used in a long time.

How about you?

How many apps, programs, and online tools do you have in your arsenal? How many do you use regularly? How many of the others could you eliminate?

Okay, apps are easy. Here’s something that’s a bit more complicated:

Which of your cases or clients or practice areas contribute a preponderance of your income or projected income? Could you safely eliminate the ones that don’t?

I asked myself that question many years ago when I had a general practice. I took a leap of faith and jettisoned everything that wasn’t related to the one practice area that was producing best for me, and my income and happiness skyrocketed.

Thank you, Henry David, for showing us the value of keeping things simple.

This is my primary marketing tool

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System-driven

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Pilots use pre-flight checklists. Juries follow jury instructions. You use a checklist (or program) each time you open a new client file.

In my practice, I had forms (and form letters) for everything. They helped me get new hires up to speed quickly. They helped us run a tight ship because everyone knew what to do.

Systems make our work easier and more likely to get good results. They make sure we don’t miss steps and we do the work efficiently.

Systems (workflows, checklists, forms, methods, etc.) document best practices for recurring tasks. It takes time to create them but it’s time well spent because you can use them over and over again.

I encourage you to take inventory of the systems you currently use and look for ways to improve them.

What can you cut? What could you add? How could you make it better?

Then, consider systems you don’t use but should.

Talk to colleagues and see what they do. Talk to your staff and see what they suggest.

Consider creating some simple scripts or checklists for how the phone should be answered, how a client should be greeted at the front desk, how to get more prospects to make an appointment, and how to talk to clients about referrals.

To start, schedule one hour a week to work on this. Involve your team. Do this for 30 days and then schedule one hour each month to do the same.

If improving your systems allows you to save just one hour per week, every week, how much would that work out to in a year?

Enough to buy pizza for everyone at your next meeting?

Don’t forget to document your systems for marketing

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The One Thing

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I just re-read The One Thing, the book that asks you to ask yourself, for each area of your life, this “Focusing Question”:

“What’s the ONE thing I can do, such that by doing it, everything else will be easier or unnecessary.”

The book, and the movement it has created, makes the case for drilling down through all of the possible things you could do, to find the one to do first.

I just asked myself that question about a new project I’m starting. It’s big and important and a bit intimidating and I don’t know where to begin.

In asking myself The Focusing Question, the answer I gave myself was this: research. It’s the one thing I can do that will make everything else easier or unnecessary.

I’ll see my options, identify available resources, and get lot’s of ideas, all of which will help me gain perspective.

And that’s what I’m doing.

Reading, studying, learning, and making notes. When I’ve done that for a while, I will ask the focusing question again and see what to do next.

This is a much better approach than what I might otherwise have done: start anywhere and see what happens. As long as I don’t spend too much time learning and not enough time doing, I should be in good shape.

As you know, learning never stops for a professional. We continually invest in our business and ourselves. I buy a lot of books and courses and read every day because I’m all I’ve got and I want to be the best I can be. I’m sure you do, too.

If you want to be the best you can be in terms of marketing your practice, you owe it to yourself to check out my course, The Quantum Leap Marketing System which I’ve just re-released.

For taking your practice to the next level, it could be your “one thing”.

The Quantum Leap Marketing System

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I messed up

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Confession time. I’ve missed some of my daily walks lately. I could tell you it’s been hot or I’ve been busy but the reasons don’t matter. I need to get back on the consistency train.

How about you? Is there something you’ve stopped doing, or something you haven’t started you know you should?

A project, a person you need to call, a decision you need to make?

We all have these. The question is, what do we do about them?

The first step is to identify the problem. Sometimes that’s hard to do but you can’t fix a problem you don’t know (or won’t admit) you have.

Identify what you’re not doing and write it down in a place where you’ll see it. If you need a little more, talk to someone who will hold you accountable and confess your sins.

The good news is that this one step–being honest with yourself (and others) about a problem is often all you need to fix it. All that was needed was to remove it from the recesses of your consciousness and bring it front and center.

There will be other things we resist starting (or re-starting). As coach Don Shula once said, “It’s the start that stops most people.”

More good news: starting is easy.

The other day I was supposed to start a project that involved some research and writing. It’s not difficult, it won’t take more than an hour or two to do everything, but I still found myself procrastinating.

I opened a new tab in my browser, entered a a keyword phrase, and came up with 7 or 8 sites that had the information I needed.

I didn’t read everything, I simply saved the urls into a new note.

I’ll have this thing done today or tomorrow.

Baby steps, for the win.

Speaking of steps, I need to go take some right now.

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It’s 10 am; time to pet the cat

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Gary Vaynerchuk famously schedules his entire day, down to the minute. In between meetings, which can be as short as 3 minutes, he makes calls, fires off posts on social networks, and records short videos.

The dude is busy.

Cal Newport, computer science professor and author, also plans his entire work day. He says we should all do the same.

Although I’m on board with the idea of “time blocking” and do it to some extent, as I’ve written before, the idea of scheduling my entire day, down to the minute, makes me want to scream.

I schedule meetings and appointments. I block out 30 minutes or an hour for certain activities (returning calls, catching up on email), and longer blocks of time for what Newport calls “deep work”–when I’m working on a big writing project, for example.

Scheduling everything just doesn’t work for me.

Or, maybe I just tell myself that. Maybe I should try it, before saying “it’s not for me”.

Nah.

Anyway, a new study says that if we want to be happy, one thing we shouldn’t schedule is our leisure activities.

“When a leisure activity is planned rather than spontaneous, we enjoy it less,” say the authors of the study. The reason? When it’s planned, “it becomes a part of our to-do list”.

I don’t know about this one. Since when is going to a movie a chore?

I know that when Cal Newport’s work is done for the day he has lots of free time for his family and fun. I’m not sure if he schedules specific leisure activities, however.

Gary Vee? I don’t think he ever stops working, but if he does, whatever he does for fun is probably on his damn calendar.

Getting referrals is fun, right? Here’s how to get more

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Let’s play tag

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I add tags to all my notes and tasks and projects. They help me identify things and find things and organize everything into a workable system.

I have action-related tags, contextual tags (for people and places, etc.), tags for each Area of Focus, e.g., Work, Personal, and reference tags. Each project has it’s own tag.

I use @ and # and other symbols or numbers to group tags together, allowing me to nest tags under top-level categories (in Evernote).

I often experiment with different tags, to see which ones I like best, which ones I use most, and which ones fall into the “it sounded good at the time” category.

Sometimes, and by sometimes I mean all the time, I find myself having too many tags. I create a new tag for something only to discover that I already had it, or something very similar. For this reason, I periodically go on a “tag cleanse” to tidy things up.

Anyway, if you’re into tags like I am, or if you do something similar with labels or notebooks or folders, I thought I’d share a few of the tags I use, or have used, because you might find something you like.

For the sake of simplicity, I won’t include reference tags and I’ll use only #hashtag symbol:

  • #incubate (something to think about and come back to)
  • #decide (similar to #incubate)
  • #checklist (#weekly-review, for example)
  • #daily, #weekly, #monthly, #yearly, and #recurring 
  • #emergency (if I get locked out of the car, I can quickly find the number for road service)
  • #needs-reply
  • #remember (things I want to remember–quotes, mantras, habits)
  • #r/r (read/review)
  • #defer-to-do (something I plan to do later and don’t want to look at until then) 
  • #defer-to-review (something I don’t want to consider until later)
  • #wip (work in progress, so I can find things I haven’t finished)
  • #bm (bookmark; external or internal, ie., within the app.–links, sites, phone numbers, etc.)
  • #due, #pay, #buy, #amazon
  • #mit (most important task)
  • #on-hold, #pending, #planned (for projects)

I also use (or have used) some of the usual gtd-type tags:

  • #today or #t 
  • #next or #n
  • #soon
  • #later
  • #now
  • #waiting
  • #s/m (someday/maybe)
  • #errand
  • #call
  • #name (people I know or work with)
  • #computer, #home
  • #tickler and #calendar 
  • #do
  • #doing
  • #done
  • #mon, #tues, #wed, etc. 
  • #jan, #feb, #mar, etc. 
  • #5-min, #15-min, etc.
  • #high, #medium, #low (energy level needed for the task)
  • #1, #2, #3, #A, #B, #C (priority)

So, there you go. I’ve shown you mine, how about showing me yours? Because you can never have too many tags. 

My Evernote for Lawyers ebook

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Clumping, bunching, bundling and blocking

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Let me look at my calendar. . . this morning, as soon as I get back from court, I have an appointment with a new client. That’s all I have scheduled so the rest of the day, I’ll review files, do dictation, and catch up on calls and email.

Sound familiar?

It’s nice. We like having a flexible schedule, don’t we? And a little variety keeps things interesting.

But is it the most efficient way to work?

Some people say no. They group their tasks together into clumps or bundles or blocks of time. They’ll make calls for one hour, for example, and then turn to something else.

If you look at their calendar, you’ll see blocks of time throughout the day and week: one hour mid-morning for email, two hours in the afternoon for client meetings, and so on.

They say there are advantages to “time blocking”:

  • You know in advance what you’re going to work on so you’re ready for it
  • You avoid the loss of momentum associated with “context switching”
  • You can schedule time for “deep work”–research or writing, for example, without distractions or feeling like you should be doing something else
  • You are in charge of your schedule; you can pace yourself and your energy
  • You don’t fall down the rabbit hole by checking email all day

Some take this a step further. They dedicate certain days of the week (or half-days) for specific tasks. For example, they might schedule Mondays and Wednesday afternoons for working on files, Tuesdays and Thursdays for seeing clients, Fridays for admin.

Some people schedule entire weeks for specific projects. The second week of each month might be dedicated to all things marketing, for example.

Is time blocking more efficient? Yes. Clearly. But that doesn’t mean it’s right for everyone.

You may have limited control over your schedule. Your work may naturally have periods of feast and famine–signing up clients every day for a week and then no new clients for the next three weeks, or a two-week trial followed by no court for a month. Or you might simply enjoy a more free-floating approach.

I prefer a less rigid schedule, but I often work in bunches. After I send this, I’ll go through all my email before moving onto something else.

Do what works best for you, even if it’s not “best practices”.

Some people use todo lists, some put everything on their calendar, and some (most?) use both.

But there are outliers who don’t use either one.

They must spend a fortune on sticky-notes.

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