Miami Legal Marketing Blog | Law Firm Marketing | Branding | Business Development | Paula Black

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Success Magazine. What a great name... You Had Me at Hello for sure! Who doesn't want success? That's a silly question... isn't it? Of course, EVERYONE wants success. The real question is... Who is willing to do what you need to do to have success?  Success magazine's online newsletter, Seeds of Success ran a list of the six things you can do right now to be successful this year... from the leadership guru, Steven Covey...

1. Be proactive. It's more than just taking initiative. It means being responsible for your own life. Empower yourself to lead and spread your influence no matter what position you hold.

I know you're thinking... "Sure, I'm proactive!" Yes, but are you... responsible for your own practice, your own book of business, and therefore your own life? I think there are few who could answer with a resounding YES. Where do you stand?

2. Sharpen the saw. Decide what's truly important. Sharpen your saw early in the day by learning to say no to the unimportant and yes to the important.

I think we all struggle with this one. Making progress in this area would certainly turbo charge our productivity... don't you agree?

3. Seek to understand before seeking to be understood. It's human nature to want to be understood, but when both parties are trying to be understood, neither party is listening. By making the investment to understand the other party, you can magically transform the course of your conversations.

I think this could be a game changer if it were to be applied to your referral source strategy. First understand your referral source's practice and how you can help them... THEN and only then should you talk about yours. Remember that few people listen... so, imagine what a gift it would be for you to REALLY pay attention and listen to your referral source and commit to try to help them.

4. Begin with the end in mind. Start today with an image of the end of your life as the frame of reference by which everything else is examined. With a clear idea of where you are going, examine everything in the context of what matters to you most.  

Think about it... what matters most? This is where your Life List comes in. Where are you going? Are you just letting life blow you from here-to-there? From case-to-case? From firm-to-firm?  

5. Develop a vision mission statement. Get a deep sense of your life's mission, purpose and value system, then establish your goals and a system of accountability that keeps you on track.

This is at the core of your personal brand... what do you want people to think when they hear your name?    

6. Think win-win. There is enough success for everyone, so don't view anther person's success as success achieved at your expense or exclusion.  

OK. I can just hear all of you lawyers moan in unison! I admit that this one is a bit hard for you to embrace... let's take it out of the context of the practice of law and think of it in the context of the business of law. Does that seem more appropriate?                                     

Six action steps that if applied throughout the year could ensure success in 2012... build stronger relationships... be more productive... know where you're going!

Black Pearl: Here is a brilliant tidbit from Seth Godin to ponder... "One option is to struggle to be heard whenever you're in the room... another is to be the sort of person who is missed when you're not there. The first involves making noise. The second involves making a difference."

Which do YOU want to be?

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Yes, the question is... Are you happy? I was telling my client Brian Torres that I can honestly say that I am happy 100% of the time. Now that may sound a little over the top... but it's true. I get stressed and frustrated and disappointed just like everyone else. But none of those emotions alter my being happy.

The next time I saw Brian he had a book for me. Wow... what a great gift! First of all that he listened to me the last time we met and that he was so kind as to share this treasure with me. If you only have time to read one book this year, THIS is the one... The Business of Happiness by Ted Leonsis.

Ted is the owner of the Washington Capitals hockey team, and was an executive at AOL in the early days. He shares some behind the scenes details that really make the book an interesting read. He has won an Oscar, yes, an Oscar! Why should you care? Because at the age of 27 he was a millionaire and almost died in an airplane crash, and in those life altering moments came face to face with what we all think about, with or without a reckoning... "Am I living my life the way I wanted to or expected to?" If you are like most lawyers I coach the answer is probably... "Sometimes... but not enough of the time."

So... What answers and inspiration does Ted Leonsis have for us? 

Make what he calls, a LIFE LIST... What do you want to experience before you say goodbye to this world? So many people go through life just taking what gets served up... as opposed to going after dreams that fulfill them. Think about it! Be outrageous... be creative... and have fun! I put, attend the Oscars, on my list. Certainly I must know somebody who knows somebody that has connections. (Anyone out there want to help me with this one?) Ted also recommends adding things to your list that you have already accomplished. I love this bit of advice since most of us tend to forget that we have accomplished some really great things... our dreams. Take credit for them... be proud of them... and don't forget them. 

Have multiple communities of interest... Ted points out that interacting in a variety of different communities enriches our lives... and you do not need to be an extrovert. As Bette Midler says... You've Gotta Have Friends!

Find outlets for self-expression... This can take on many forms. Writing a blog like I am now is very fulfilling and makes me happy. Art, music, giving speeches, writing articles or even a radio program. These are also great ways to crystallize your personal brand.

Show your gratitude... Do your clients know how much you appreciate them? If you work for someone, does he or she know that you value your job? If your answer is "I think so." Maybe you should KNOW SO! Tell them.

Look for ways to give back... Certainly you have heard this many times and many of you have said... "Sure... just as soon as I get some free time!" The time will never just appear... you have to make it a priority. 

Find your higher calling... What's your bigger purpose? 

These are Ted's six tenets for happiness and my two cents. Is any of this new... absolutely not! But let me tell you that Ted writes a compelling argument to DO IT NOW! I think you will love this book as much as I did... Thank you Brian!

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Live life fully and as the song goes... I Hope You Dance! Finding joy and contentment in what you do for a living is JOB ONE! Erin Schulte, leadership editor of Fast Company put together five articles that I'm sure will inspire you.

"Live Fully
Make small steps toward improvement. Build a strong foundation for 2012 with this simple yet effective list of five things to do every day for success.

Get your workout in--and not just for the sake of the scale. For artists, entrepreneurs, and any other driven creators, exercise is a powerful tool, says author Jonathan Fields. It can transform the persistent uncertainty, fear, and anxiety that accompanies the quest to create from a source of suffering into something less toxic, then potentially even into fuel.

Don't let the Internet kill your productivity. You're probably reading this during your workday as a distraction from whatever it is you’re supposed to be focusing on, which is likely sitting open and untouched in another window. Imagine how much you’d get done and how many fewer hours you'd have to work if the Internet weren't eating up all your time--follow these easy steps and you can make it happen.

Quit that dead-end job. Leaving a career you're not excited about to pursue your passion is the greatest escape there is--but one that's totally possible (even in this economy). Here's a step-by-step guide to making your dreams a reality.

Mean It
And finally, for the lazy or merely goal averse, here's the one resolution you should make for 2012."

If the last one sounds familiar it's because I blogged about it.... The One Thing That Can Change Your Life! Do what you say you are going to do. Mean it... it's a game changer! As that song ends... "Tell me who wants to look back on their years and wonder, where those years have gone?"

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No one is ever REALLY solo... everyone has a team: big or small, on the payroll or contract, vendors or partners. Fast Company's Erin Schulte put together four of their best tips... lawyers listen up!

"Create Stars
Attract the best talent. Digital companies are hiring--and in fact are in hot competition for certain types of employees. But you don't have to be Google to attract top-tier talent. HUGE CEO Aaron Shapiro offers advice on luring the cream of the crop to your office.

Hire based on spirit--not just skill. A leader can be coached on how to become more influential and engage their team to achieve great results; an employee can be trained for technical skills. But spirit is the set of "soft” skills that can’t be trained effectively. You have to hire for them. These are hard to find, but are necessary for a company to excel.

Motivate your employees with workplace flexibility. Organizations that employ a healthy and robust work/life flexibility will win the talent war. Start with these pain-free ways to move your company toward greater flexibility that benefits you as well as your employees.

Keep your MVPs. If your once-stellar employees are starting to shine a little less brightly, it may be time to rethink your approach to accountability and rewards. Interpersonal Frequency CEO Harish Rao suggests putting more focus on the relationship than the size of their paychecks." 

Believe me... there is nothing better than working with people you like and respect. I have had enough years of doing the contrary and the former is the ONLY way to live. It means the difference in YOUR attitude and your clients experience. If your team isn't where it should be... do something about it. Rotting fruit doesn't get better with age.

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Who wouldn't want to find ways to work smarter? Fast Company always has great insights we can adapt to the legal profession. And I'm sure you will find these tips no exception. Leadership editor, Erin Schulte writes in her article... Make 2012 Your Best Year Yet... "As our gift to you, we present our very best advice and tips on how to work smarter, manage your career, and lead a more meaningful life."

"Work Smarter
Do sweat the small stuff. The combination of an insane attention to details and neurotic focus on customer experience is what sets the great companies apart from the good, Box CEO Aaron Levie reminds us. Organizations that adopt this level of intensity will always have superior offerings, an instant differentiator from the indistinguishable competition.

Embrace gratitude as a business strategy. Almost everyone suffers from Gratitude Deficit Disorder. We want to know that we matter, that our efforts make the world a better place. And so do your customers, vendors, coworkers, employees, friends, and family. So make an action plan to communicate your appreciation in 2012.

Figure out your social media strategy already. Twitter still give you hives? Not sure how to connect with your customers on Facebook? Accept it: Social media is not a fad. Syncapse CEO Michael Scissons answers the most commonly asked questions about developing a social media strategy.

Brand early, not often. Branding, done right, is a rigorous process, and shortcuts almost always end up costing more in the end, says Emily Heyward, owner and partner of Red Antler. An early investment in branding is no different than taking the time and money to set up a proper operating agreement or purchase efficient machinery that won’t break down.

Don't botch your pitches. We all have something to pitch--your start up to VCs, yourself for a new job, or your product to customers. In any situation, one rule applies: The better the pitch, the better the results. Here are five rookie mistakes that will sink even the best ideas.

Make LinkedIn work for you. If you're not a digital networking ninja, you're missing out on the best way to steer your career. Tips from LinkedIn SVP Deep Nishar.

Give kick-ass presentations. If you've made it this far without getting good at presentations, the time to work on it is yesterday. Take advantage of these seven (somewhat snarky) new rules for public speaking in the social media era."

Make every single day count! There is plenty we can borrow from the business world of Fast Company. Work smarter and your 2012 results will be what you envision. (I have more for you later in the week on: managing your career, and leading a more meaningful life.... stay tuned.)

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Does it feel like you're just going through the motions in your practice...  you know something is missing... you're not fulfilled... you're not really happy. Sure, you're happy ENOUGH... nothing is really WRONG.  

I was working with a client and that was pretty much what she was feeling. To top it off, she felt guilty about having those feelings since, she's a successful lawyer, she has a great husband and loving children, she has a supportive partner, and she has smart engaged friends. AND... Yet still there is a feeling of discontent. How can she identify the source of these feelings? This is what I shared with her...

A few years ago I had this unsettling feeling... had I reached BURNOUT? I couldn't just change jobs... MY name is on the door! I had achieved what I had been working for... a thriving business, nice offices and great clients. But yet there was a feeling of discontent... How could I identify the source of these feelings? So I created a little game for myself. For the next week I would take note of every time I felt happy, joy, excitement or any other positive feeling. Next, I would examine what I was doing at the time.  I felt positive feelings in lots of things... when I was driving to see a client... when I made a presentation... while having lunch with colleagues... while I was researching a new design program... and the list goes on. But, most importantly I found I had positive feelings in things that weren't always perfect!

NO, I had not reached BURNOUT! And for 30 minutes I allowed myself to think of all those negative things that were driving me crazy... and then it was crystal clear. I wasn't tired of doing MY job... I was tired of doing someone else's job... AND paying THEM for the privilege! I went into the office the next day and did something about it!

It was one of the best processes I have done for myself as a professional because:

I viewed the situation from a positive vantage point.

I discovered that things didn't have to be perfect.

I immediately went into action to change it.

We often continue along a path simply because we think we should, and are reluctant to make adjustments. Remember... EVERY plan can be adjusted. 

We think we have to be perfect! I finally let that go. Remember... YOU can too! 

We think there is no way out. Remember... There is always a way out.

That voice of discontent wants to be heard... LISTEN. You could learn a thing or two as I did! 

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What are you holding back? What are you setting aside? What are you waiting for?

TODAY'S THE DAY... no more waiting, no more holding back, no more setting aside! Get good and mad... good and determined... good and motivated... good and committed... to achieve your dreams this year. To execute on that business development plan you created. And today's THE day to start! What are the initiatives that are on your plan? What can you do TODAY? Not tomorrow, but today! Start! 

Black Pearl: Do you need a kick in the butt? Really? OK...Kevin O'Keefe wrote You have more than an opportunity as a lawyer in the new year: You have an obligation to be great.  YES... Obligation! This is an eye opener!

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Results! Let's face it... why take on a business development initiative if it doesn't produce results? What's the point? Results include everything that gets you close to: increased visibility, increased credibility and increased business development. These are the bricks that create a solid foundation for your practice to grow.

It is my privilege to work with smart, committed lawyers... the key word here is COMMITTED. These lawyers have produced results because they are committed to growing their practice. Business development is not just something they do occasionally. They work on it every day, every week, every month. And we meet once or twice a month to monitor their progress, address issues and uncover new opportunities. I would like to share a few of the results that my clients have produced in 2011...

1. Doubled her revenue over the previous year (and plans to double it again in 2012.)

2. Became comfortable with blogging; found their blogging voice, followed through on their commitment to a schedule AND generated business.

3. Found passion in a new area of the law and is developing their practice around it.

4. Was recognized by his firm to be one of the firm leaders in his practice area.

5. Appeared on TV talk and news programs more than 6 times this year.

6. This lawyer stopped saying "I'm not good at networking!" Now realizes that she is GREAT at developing one-on-one relationships. She no longer dreads it but gets excited to have lunch with a referral source.

7. Was elected President of a local bar association... we created a plan and focused on winning.

8. Turned a casual agreement to have a conference call with a major player in a major out-of-town organization into a face-to-face meeting. Flying to Washington D.C. resulted in a deeper relationship that could not have been possible on a conference call.

9. Placed an article with a bar publication and positioned herself as "easy to work with, reliable and fast". Now she's writing a regular column.

10. Named a "Lawyer To Watch In 2012."

11. Reached the 1st page of Google when one searches terms associated with their practice area.

12. Several small firms have forged relationships with other like-minded firms for the purposes of business development. Work is now flowing.

13. Made a firm commitment to business development... EVERYONE contributes in his or her way. Yes, EVERYONE from receptionist to managing partner.

These results could be YOURS! Commit to doing something every single day. Stay focused. Find your mentor, accountability partner or give me a call. In 2012 what do you want to achieve?

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There are 525,600 minutes in a year... and EVERY minute we have the opportunity to make choices. Choices that will move us closer to our goals and objectives OR choices that will move us further away. So, where did your CHOICES take you in 2011? 

Last January I was giving one of my seminars... Grow Your Practice... Common Sense Strategies, and I was talking about my philosophy of doing something every single day. I asked the question... What could you accomplish if you focused and made this commitment? I pushed the lawyers... commit to something! I then said... "I want 20 more coaching clients." (Did I just say that OUT LOUD I thought? Yikes, I just said that in public! Now you've done it, Paula! The world knows... 20... Yes 20 is the number!)

Throughout the year I was confronted with choices that could get me closer to my goal or get me further away. My choices got me 23 new coaching clients this year. What was at work here?

I shared my commitment with others. And had several conversations with those that heard the commitment... as to my progress and several of them gave me referrals. I sort of had a team on MY side.

I made choices every singe day that would get me closer to my goal. It was a call, an email, a meeting... a conversation... I made choices!

Who will you share your 2012 goals and objectives with... find YOUR team that can support you. And make CHOICES every single day that will move you closer to your goal. Every single minute YOU have a CHOICE!

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When you look back on the year, do you find that you OVER PROGRAMED yourself? OR did others over program your time by asking you to do things you felt compelled to do? Have you ever thought about saying NO? Well maybe it would be more like, NO THANK YOU, in a very diplomatic way that still makes YOU look like the hero or people pleaser that you are.

A colleague says, "The clients file is on your desk." When this happens you feel you have to drop everything and work the file OR do you?  You could say, "I won't be able to get to it until Tuesday, will that work for you?"

A client gives you a document to review. You must be responsive, (after all your marketing materials say that you are.) But it is about the perception and managing their expectations. You could say, "I can get that for you in 48 hours, will that work for you?" When you say 2 days... that sounds like a long time. But if you say 48 hours... that has a sense of urgency.

An important contact calls and asks you to lunch. You know you need to spend time with this person but lunch is going to cut at least 2 hours out of your already jammed schedule. You could say, "I don't have time for lunch but how about if we both grab our coffee in the morning and have a conference call say, about 8:30, I don't want to miss the opportunity to get caught up. Would that work for you?"

When management asks for volunteers... you know that it is an opportunity to stand out, but you have so much on your plate as it is. You could say, "I can't take on the entire project; however if someone wants to share the project, I could do that, and besides collaboration always makes for a better quality result."

In each scenario you said "No Thank You!"  However, it is in the most gentle of ways. Meanwhile you keep control of YOUR time and negotiate it on YOUR terms.

Black Pearl: Kendra Brodin at Lawyerist.com offers insight... The Art of Saying NO. Lots of great ideas, enjoy! 

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OK... Maybe not change your LIFE! But, it could be a game changer.

"The ONE Resolution You Need To Make In 2012." I ran across this headline at Fast Company.com... as usual I was zooming through and just about got whiplash as I screeched to a halt to click on the link. The ONE resolution... What could that possibly be? I thought.  Dayna Steele hit the nail on the head. If you were to resolve to do just one thing, this is IT... 

"Do what you say you are going to do." Could be a game changer... right?

Dayna gives examples...

"If you say you are going to call, call.

Promise to send someone information? Send it.

Finish a job when you promised... or earlier... with quality work.

Let people know as soon as you can when you are running late for a meeting or won't make it at all."

I would like to add to that...

If you commit to being in a meeting... be there... not on your PDA!

If you tell your clients that you are responsive... make sure you are, ALL the time!

If you commit to writing articles or blogging, make a schedule... and just do it!

If you tell your family you will be home... be home and be present!

Focus... The benefit of accountability is increased credibility. Colleagues, friends and family can count on your word. When you make a commitment to yourself... keep that too! So, in 2012... Make BIG promises and keep them. It could be a game changer when it comes to business development... not to mention everywhere else.

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If you are a regular reader you are well aware that I have been writing and working with clients for the past two and a half months on business development planning for 2012. Part of the process is to look back onto 2011 and examine what went well and what could be improved upon. There is a common denominator in the "improve upon" category.

What I hear over and over again is the fact that many business development initiatives seem to get "stalled". Why? Because they needed more work... the article was not perfect yet... the blog post was not substantive enough... and so on, and so on. It is a lawyer's trait... perfectionism.

It is a very uncomfortable thought that you would put your name on something that isn't perfect. But I ask you... "Whose job is it to judge if something is perfect?" Of course it seems that it is YOURS. When was the last time you saw a PERFECT anything? Not recently, I'd bet! Everything can be improved in some way... big or small. So, I challenge you to find a point that your business development initiatives are "perfect enough." And let go! Don't let perfection get in the way of progress! 

Learn from your initiatives and make them better the next time. Because as we know... business development initiatives need to be repeated to yield results. So, you will have plenty of opportunities to improve as you progress. But you need to do something in order to PROGRESS! So, as they say... let go and just do it!

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Do you enjoy your work? Can you get lost in the process of preparing for trial or analyzing a transaction? Are you energized by the interaction you experience with clients? Do you find it inspiring to discuss the law with colleagues? If the answer is YES... you my friend are very lucky. But sometimes the flip side is... guilt!

Do you have family, friends and colleagues that tell you that you work too much? Chances are you hear it, and when you do... you start to feel guilty and question yourself..."Maybe I DO work too much."

I was just working with a lawyer about this very issue. He was second-guessing himself. Does he work long hours? YES.  Does he like his work? YES. Is he building a practice? YES. Does he take time to enjoy the sporting events he loves? YES. Does he pay attention to his family? YES.

I shared a story with him. Many years ago my father was lecturing me about working too much. My response to him was... "If I were a priest, you would praise me for being so devoted to my parishioners that I would be visiting them at ten o'clock at night. And if I were the baseball player, Cal Ripken you would be so proud that I had played in 2,632 consecutive games... I would be a super star in your eyes!" My father, to his credit responded with..."Point well taken!" And to this day has never chastised me again for working long hours because he knows that it is my CHOICE and I love my work.

If you are passionate about what you do... and you do not neglect your other obligations... then DO what makes YOU HAPPY! And don't let other people's judgment about it make you feel guilty. Stay true to whom you are and what you want to accomplish in life. After all, we only have one life to live!

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I was talking with a client today about an article opportunity and on the surface it sounded very attractive. This publication's target market is a good one, the magazine has published my client's work before, so she already has some exposure to their readers and she can easily figure out a strategy for the article.

Sounds very doable... RIGHT? On the surface it does. But when we start to think of all the other irons she has in the fire it may not seem so attractive. The big question is... What is the opportunity cost?

1. What will she set aside in order to have the time to devote to this article?

2. Is THIS target market where she can get the most return on the time invested?

3. What is the projected time frame to expect a return on the time invested from this article?

After careful consideration the conclusion is: She needs to FOCUS and spend her time more wisely. Work on client matters, continue to stay in-touch with prospects that are considering the possibility of hiring her in the near future and complete the writing assignments she has already committed to. That is what's at stake if she loses focus. A much wiser course of action... don't you think?

She's a get-it-done-kind-of-gal. She first sees the WHY she should do it... then she sees the HOW to get it done. She is a lot like me and chances are, many of you. Let's add a third step... ask "WHAT is the opportunity cost of doing it?" This will help set priorities and will help you FOCUS...FOCUS...FOCUS!