In Black And White : Legal Marketing Strategies & Insights : Paula Black & Associates : Law Firm Marketing, Branding and Positioning

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For some of you, the help you need may be right in your backyard. Many firms (even small to mid-size firms) are hiring in-house marketing help these days in the form of a marketing or communications director. By bringing in a professional whose sole purpose is to market the firm—and the lawyers—firm leaders give a clear signal that business development is big business. But some lawyers are hesitant to use this resource, most of the time because they don’t know how. But before we get to that…

Question of the week: Is your firm dedicated to marketing?

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If you want results you have to make the effort...and sometimes that means asking for help.

This week we asked: Are you applying the help and guidance of professionals when it comes to legal marketing and business development?

Yes - 27%

No - 25%

Sometimes - 48%

My Thoughts: The good news is that over half of you are applying the advice you’ve been given by professionals to your daily business development efforts. I’m guessing that the other 25% of you either have not sought advice outside of this blog, or have not found it applicable to your everyday life.

For the next few weeks we’re going to examine just how to work with marketing and business development professionals. We’ll look at how to find a mentor, how to work with both in-house and outside consultants, how to find the right person for your goals and just what you can learn from them. I’ll also share a few of the hardest lessons I’ve learned myself in the 15-plus years I’ve worked with attorneys and law firms. Because sometimes you can’t do it alone.

Before you dismiss business development as unimportant, consider these words from Robert Bryan Barnes of Rogers Townsend & Thomas: 

"Successful business development is the most important distinguishing factor in your career.  Nearly every lawyer with a license can turn out adequate work."

Black Pearl: For guidance in selecting a legal marketing consultant, start with my article entitled How To Choose A Legal Marketing Consultant.

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Yes, professional help. And it’s not what you think. Having reached the halfway mark for 2010, look back and see what changes you’ve made, what actions you’ve taken and where it’s gotten you. Satisfied? I’m guessing many of you are not. As I always say... you can’t be everything to everyone. Sometimes you have to call in an expert. For our purposes it could mean a friend with a talent for rainmaking, a famed author or blogger, or a specialized consultant. It can even mean something as simple as following a blog (hello!) or picking up a book on marketing. Now is the time to look around and ask for help. You didn’t just become a lawyer—you learned the basics before you went out to practice. It’s the same with business development. Some people are born rainmakers...some have to learn.

Question of the week: Are you seeking out expert business development guidance?  

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Can you believe it... we're halfway through the year.  Are you one of those lawyers that are still talking about 2010 being the year that you will work on business development?

This week we asked: What are you going to do with a few extra minutes?

1. Create a plan - 38%

2. Create a plan AND work the plan - 30%

3. Look for an iced cappuccino - 32%

My Thoughts: 68% of you said you will create the plan with 30% making the commitment to WORK it... good for you!

It's easy to let a few minutes slip away... here and there. Before you know it... it's an hour... then a day... then a month... it adds up. If I had a dime for every time a lawyer told me he/she doesn't have time I would be sitting in the south of France with a glass of wine, NOT sitting at my desk writing this blog. When a lawyer tells me they don't have time... what they are really saying -  I DON'T WANT TO DO BUSINESS DEVELOPMENT... I HATE IT.... I DON'T KNOW WHAT TO DO.  Now be honest... what are YOU really saying?

1. You don't want to do it? You decide... do you want a job or a career?
2. You hate it? Get over it... and find a way to develop business in a way that and you like.
3. You don't know what to do? You learned how to be a lawyer didn't you? Start learning!

"I don't have time" is a story we tell ourselves. If we keep saying it... it will be the truth. What do you want your truth to be?

Legendary UCLA basketball coach John Wooden had this to say about the importance of taking that first step:

"The most important key to achieving great success is to decide upon your goal and launch, get started, take action, move!"

Black Pearl: If you're ready to start developing your marketing plan but don't know how to begin, start by reading my article entitled Every Attorney Needs A Marketing Plan: 7 Easy Steps.

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The summer is here and with it comes somewhat of a slowdown for many practices. So my question to you is what are you going to do with the TIME? Even if it's only 5 or 10 minutes...  Look for an iced cappuccino?

Question of the week: Are you going to make this time count?  

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*Special Friday Post

I subscribe to many thought leader blogs (as I hope all of you are doing). Everyday I scan them... sort, take notes and file... and some days I am stopped in my tracks! I have to admit that it is often Seth Godin who does that to me. This week he hit me up side the head!

He talks about "the wrapper" that your content comes in... for years I have talked about presentation, presentation, presentation... but not like this! Seth points out how impactful we can be if we look at our content from many vantage points. Here's some food for thought...

The wrapper matters

 When you have a big idea, the question is, how to spread it?

You can go through a traditional publisher and have it printed in the tried and true way, like Clay Shirky. I had a chance to read Clay's new book a few months ago. No surprise: it's pure gold, unalloyed insight about the state of media and the world.

If you're looking for big ideas and are prepared to lose a little sleep, there's no better book to buy right now.

You can have someone take a short speech based on your book and have them turn it into a animated video. Dan Pink's video has been seen about 20 times as often as his book has been purchased. Video spreads.

You can turn your idea (like a focus on entrepreneurs) into cool trading cards, like Evan did.

You can skip the printing altogether and start your own video university, like Khan Academy.

Don't forget podcasts or mp3s, which can be very funny or motivational.

Intriguing isn't it? Sure we think of taking our book content into speeches...speeches into blog posts...blog posts into articles... but trading cards? That makes me smile... now I'm thinking about a whole line of products. What could your content become? This summer let's all think beyond the obvious! Thank you Seth Godin.

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Frustrated with Bar Association networking? Forget the Bar Associations...look for networking opportunities in your daily life will make you happier, calmer and more productive in marketing and business development.

This week we asked: Are you looking for networking opportunities in your everyday life?

1. Yes - 29%

2. No - 26%

3. Sometimes - 45%

My Thoughts: Good for the 29% of your who said you DO in fact look for opportunities in your everyday life! For the rest of you... stop and look around.

Trying to fit industry events into an already crowded schedule will only frustrate you and make you less productive. You’ll go into the event rushed, annoyed, and wanting to be somewhere else...not the vibe you want to give off to potential clients and referral sources.

So stop forcing them upon yourself. If your schedule is that packed, stop and take inventory of where you’ll be. A school event for your children? Perfect place to let other parents and school faculty know what you do by volunteering your time and knowledge. Committed to your church or temple? Offer your legal services pro bono. Play a sport? Let your teammates know what you do all day long and you can be sure they’ll be the first to send you business. Networking doesn’t have to be WORK, make it fit into your life and reap the rewards...without sacrificing your schedule.

Another good (and similar) piece of advice comes from my good friend Yery Marrero of Marrero Bozorgi:

“Periodically take inventory of your network and make sure it’s not one-note. Include everyone—from small businesses to CEOs—and remember to look for contacts everywhere. It will foster diversity, widen your reach and open up a whole new world of potential clients.”

Black Pearl: Need a boost? Try “How to Talk to Anyone: 92 Little Tricks for Big Success in Relationships,” by Leil Lowndes. It’s filled with great tips for breaking the ice and starting conversation!

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It seems I always come back to the number one complaint from my clients: they don’t have time to network. With work, family and friends, making time to attend industry functions comes in last place. But who said networking and relationship building had to fit only into your work life? Not me. There are plenty of opportunities to network in everyday interactions—you just have to be on the lookout. Are you?

Question of the week: Are you looking for networking opportunities in your everyday life?

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A long list of organizations may look impressive to some, but how much is it really helping your marketing and business development?

This week we asked: How many organizations do you take an active leadership role in?

1. None - 0%

2. 1-3 - 72%

3. 4-6 - 0%

4. 7-10 - 28%

5. More than 10 - 0%

My Thoughts:  28% are active in more than 7 organizations. From my point of view I can't imagine how one could practice law and be a leader in more than 7 organizations. If you can, more power to you... but I suspect the leadership is minimal. Now for the 72% who are leaders in 1-3 organizations... congratulations!

Making the most of your membership means truly committing to that organization and taking an active role in its functions and operations. Dedicate yourself to organizations that mean something to you—whether it’s a personal cause or mission, or a trade organization that caters to your target industry (and clients). Then make sure you get to know the leadership by offering your help and services. It can be as simple as writing an article for their newsletter to as involved as hosting a fundraiser. Dedicate your time, your knowledge and your services and with time the referrals will start flowing.

John Sumberg of Bilzin Sumberg stresses this point to all his attorneys. Says Sumberg:

“Always remember that business development is about creating relationships, not making sales.”

Black Pearl: This piece by Terrie Wheeler has further tips for maximizing your involvement in industry associations...and a great list of online resources which will help you find the right ones!

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As with our business card discussion at the beginning of this series, when it comes to joining organizations more is sometimes simply...more? It may look great on a resume to list 25 organizations to which you’re a member, but for business development purposes it isn’t doing much. Now look over the list of professional and charitable organizations you belong to and ask yourself an important question...

Question of the week: Where do you provide leadership?