MY FORBES ARTICLE


THIS WEEK I’M STILL NUMB SO I’M ASKING YOU TO CLICK INTO MY NEW FORBES ARTICLE FOR YOUR MONDAY HIGH!

RESPECT: A DIFFERENT AND MORE POWERFUL PERSPECTIVE

 http://www.forbes.com/sites/forbescoachescouncil/2016/11/18/respect-a-different-and-more-powerful-perspective/

THE ”REAL” TRUTH OF MARKETING FOR SOLOS

HERE IT IS:  IT’S HARD WORK!!!

 

Marketing starts with( in this order):

  • Carefully Defining Your Target Market
  • Mission Statement
  • Elevator Speech to Incorporate into Marketing
  • Three Month Marketing Plan including all the marketing categories.
  • Goal Setting for the First Month
  • Calendaring the Goals Faithfully Each Week.

The only thing I left out was the different marketing categories which you need to take one by one and set out your goals.  They are:

  • Risk Reduction (what clients don’t you want).
  • Advertising
  • Public Relations
  • Direct Mail
  • Website and E Promotions
  • Endorsements
  • Branding
  • Networking
  • Budget

Take each of categories and write down how you will market through them.  Do some reading or call me for some help if you get stuck.

NOW YOU HAVE THE TRUTH, GO FORTH AND GET ORGANIZED FOR SUCCESS!

THE UNTOLD TRUTH ABOUT MARKETING FOR SOLOS

I’ve always wanted to use that phrase because the media seems to use it to get your attention to buy stuff you don’t want!

However, I want you to “buy” my stuff.  Why? Because coming out of denial and starting to market strategically and consistently is the way to increase your profit as well as your ultimate success.

For three weeks you have hopefully been reading about target markets and mission statements. But have you done any work about implementing them?  This is where I hear solos saying they don’t have time, etc.  I once heard that you have as much time as Beyonce! She gets a lot done and looks great.

A recent survey showed that Solos spend a majority of their time on practicing law.  Here comes the UNTOLD TRUTH:  You should be spending at least 45 to 50% on tasks that are important and not urgent. This includes marketing, planning and networking, not practicing law.  This also includes keeping yourself healthy and not stressed out. (see Covey books on this). You don’t ignore the important and urgent tasks but those are calendared and completed, leaving a lot of your time open for the “business of your business”.

I also came across another survey attempting to locate what made attorneys happy.  The most important thing was to have client contact.  Guess what? You have to have clients to have contact. Feeling that you are helping someone is usually a very high priority of solos.  The trouble is that you can’t have clients without proper marketing.

That brings us to the ULTIMATE MARKETING TASK….THE MARKETING PLAN.  If you don’t have one then you are without your best GPS for finding business. You can wonder around the desert for days, weeks without a CPS in your car and you may finally get where you are going but with a lot more time and energy wasted by not having a step by step plan with a well defined end in place.

IF YOU WANT SOME HELP WITH YOUR MARKETING PLAN, GIVE ME A CALL.  I WILL BE HAPPY TO DISCUSS WHAT YOU WANT AND HOW TO GET THERE. 

GET CREATIVE WITH YOUR TARGET MARKET (think outside the box)

 

So you have taken a week to absorb my last blog and to reflect on EXACTLY who your target market(s) is. Next………

I’m sure you’ve been told the next step is to find out where your target market hangs out, what they read, etc.

FORGET THAT: START TO GET CREATIVE WITH THIS.

  • First, step into their shoes.  Again let’s take the example from last week about the probate, wills, trust attorney. If you were to target market(TM) the young family market, pretend you have just started a family(or remember when you did) and begin a journal about what your concerns are.  I think you will find Mothers have different worries than Fathers.  Also people who are starting their families later in life are in a different situation.   Think about any differences in concerns for that age group? Write this in your journal.
  • Instead of just finding out what the TM is reading, read it yourself.  Buy a parent magazine and see what the subjects are about.  Check out Amazon and find out what books young families s are buying. Read them. Put the information you find out in a separate part of your journal.
  • If you know a new family, interview them. Tell them you are writing an article on what worries new parents the most. To make this sincere and legitimate, you are going to also have to write the article as well, which is a good thing.

These are just a few ideas that I thought of to start thinking outside the box.  I’m sure you will come up with many more once you stop thinking in only the traditional way.

THE NEXT STEP: Believe it or not, is to start formulating your Business Mission Statement. 

You can go to the internet and find instructions about how to formulate a good mission statement.  I suggest you have both a business and a different personal mission statement. They will overlap somewhat but separating them seems to make more sense to attorneys.

Once your business mission statement is completed, you will use it as the basis for all further marketing including your LinkedIn profile, Website, advertising and all written communication.  Even a shortened version on your stationery!

Remember good mission statements are sincere and filled with real promises that you will fulfill.  Not just what you think you should be saying but how you plan on being of value to your clients.

Let me demonstrate using our example above.

BAD “I am a highly experienced and gifted attorney who will fulfill your every wish in the end of life documents I draft for you.” (this doesn’t tell the reader what needs the attorney is satisfying and is much too self serving and overblown. Additionally, the term, end of life, is scary.)

GOOD  “ A firm dedicated to helping you fulfill your wishes to have a secure and accurate distribution of your assets”(the word accurate is not exactly right, but best I can do right now). ( You can see the difference in that this ones speaks directly to the potential client and tell him/her your promise.)

This gives you enough to think about and implement next week.  Remember, I will be writing at least four more blogs on Solo Marketing helpful information. If you actually implement these new approaches you should see results in about three to six months.  Let me know how it is working for you.

I AM THE PERFECT LAWYER FOR YOU!

HAVE YOU EVER WANTED TO TELL A CLIENT THAT YOU WOULD BE PERFECT FOR THEM BUT WAS AFRAID YOU’D BE SEEN AS OBNOXIOUS?

 

Well, let me show you how to do that and not only be sincere, but be seen as sincere.

  • Be certain to pinpoint what it is that you are perfect at…..and that’s not everything.
  • Narrow down anything you might be perfect at to an understandable concept.
  • Be very specific.
  • Have solid backup information if the person wants to know more.That might be representative cases you have handled or writings you have done on the subject or anything else that shows you are competent.
  • Don’t begin the conversation with how perfect you are. Find out about the needs of the person you are talking to and sculpt your skills to match (if appropriate).
  • Remember, CONFIDENCE is a magic quality which makes you persuasive.
  • If you know you can help the potential client, then let him/her know that by telling him/her you can not only be of service but your attributes and skills fit “perfectly” with his/her needs.

Let’s look at some examples and see how this works:

I’m the perfect lawyer for prosperous business clients with either significant problems or who want expert help in forming and growing their businesses while avoiding the legal pitfalls facing all entrepreneurs.

(This is following an attorney’s mission statement because he/she is looking for high end business clients who are starting or growing their business)

I’m the perfect lawyer for clients who want expert help in establishing a long term estate plan to insure that their assets continue to grow and are divided at their death according to their wishes.

(Obviously a wealthy management/probate/wills attorney who if offering services to high end clients)

I’m the perfect lawyer for clients who are facing a downturn in their resources and need to re establish their financial future.

(A consumer/bankruptcy attorney and business attorney wanting to help clients who are facing financial challenges)

I’m the perfect lawyer for clients who want advice and support when applying for Social Security benefits and want to avoid the legal  pitfalls facing all applicants.

(This attorney does not only want to help the client through the Social Security systems but wants to give advice that will keep them out of danger)

NOW COMPLETE THIS:

I’m the perfect lawyer for: _____________________________________.

END NOTE:  This not only works when you are talking to an actual potential client but also when you are giving information to possible referral sources.  In this way the referral source can see the kind of client you are looking for as well as exactly what service you can provide…..perfectly.

MUSINGS

I was sick last week, so no blog but I did muse. Then I took a friend and  went to the beach and  this is the result of that musing…..                                                             

“DON’T PLAY LEAPFROG WITH A UNICORN”

I came across this saying and thought that the suggestion might be helpful to attorneys.  My interpretation, which is always right, is that you shouldn’t engage with someone or thing that might really do you great harm.  This brings to mind the defense attorney who just won’t turn away any client even those that are obviously dangerous.  Or the family law case in which the client has had 4 prior attorneys and has sued them all.

As attorneys, we need to protect ourselves from those in our society who can cause us more than the normal problems associated with a case.  We need the ego strength and our personal greed alert to assist us with getting out of these situations as soon as possible.  Or we might get that horn stuck in a very uncomfortable place…..

“DON’T GO TO THE HARDWARE STORE FOR A HAMBURGER

One of my favorites.  For attorneys this pertains mostly in the marketing/network arena.  In other words, don’t continue to market to people who are never going to give you leads, let alone support.  Don’t spend time or energy on folks who will never take the time to be interested in what you are doing.  They may be able to give you a screwdriver but never a hamburger.

Now if you need a screwdriver, you might be in luck but don’t waste the time finding out what they have to offer, if it’s not what you want. To know what you want, you need a marketing plan, have identified your target market and have a clear elevator speech.

“BE UNTO OTHERS AS YOU WISH THEM TO BE UNTO YOU”

This is my interpretation of “do unto others…”  If you want someone to be interested in your career and success then you need to be interested in their career and success.  This is the solution to people who say they can’t small talk.  Small talk equals big rewards because it can turn into big talk. You will never know what the rewards are unless you spend a little time testing the waters.

People have then whined (which you know I hate) that they don’t know what to say to open a conversation for small talking.  How about something like “ Has anything new happen in your life last week” or “ What brought you here?” or “ What is your area of practice?” or “Have you been to this event before?”.  Smile, that helps and offer them a piece of wrapped chocolate.  Big Talk equals Big Rewards.

IT MIGHT BE NICE IF YOU MUSED A LITTLE YOURSELF THIS WEEK.  CAN YOU COME UP WITH A SAYING THAT GIVES GOOD ADVICE?  SEND IT TO ME AND I WILL PUBLISH IT!!

ALSO, MY NEW LINKEDIN FORUM IS NEEDING NEW MEMBERS. JUST GO TO LINKEDIN “GROUPS” AND SIGN UP FOR ATTORNEYS BUSINESS DEVELOPMENT FORUM and please post a little something.

THE SECOND KEY TO OVERCOMING ANY CHALLENGE

Last blog I promised you that I would add the second key this week and next week will give you the third key.  Are you on the edge of your seat?

Second key is to TAKE ACTION.  What are your action choices you ask?

  • Therapy/counseling
  • coaching
  • find mentor
  • talk to your CPA
  • talk to your friends
  • talk to your family
  • google
  • find publications to help

These are a only few of the obviously choices to look for help.  Again, if you have specifically identified the correct challenge, then the action becomes simpler. For instance, if you believe that you are not making your monthly nut, and you have paperwork to show that, your best next step may be to sit down with your CPA and find out what part of your financial picture is suffering.  You may assume that it is lack of income but the real problem may be too much unneeded expense or something you never thought of.   A good CPA who is on your side and aware of your business can be a big help here.

After you have gathered as much information as you can from your CPA, then you  plan the next step.  You may need now to involve your family to see how to cut expenses or talk with your office staff.   If you are lost as how to proceed then it is time to get a coach involved to pinpoint your next action steps.

Do you see how it is so vitally important to properly identify not only the correct challenge but to whittle that challenge down to be able to see what action can be taken to overcome it? Insight is the first step to any challenge.

When you are sure you have gotten the challenge not only properly identified but also narrowed the needed action down, then you need to start developing action tasks to get to your goal of overcoming your challenge.  Again, a coach is very useful for this step because they are aware of how to focus you on the important goals as well as take into account your entire situation.  A good coach will make your goals due able so that you can have the greatest chance of success.

Stay tuned for next blog to find out the Third and Final Key to Overcoming Any Challenge!