Miami Legal Business Development | Branding | Law Firm Coaching | Paula Black

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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! 

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Plan for the inevitable... what are you going to do when you hit a wall? No matter what your business development efforts entail, you will hit a wall. Everyone does. Me included. Over the years I have found my little tricks that get me back on track. When I'm stressed I crank up the music! I love music... it's mood altering for me.

What could help you when you hit a wall? Make a plan for all of the following situations...

1. When you come face to face with rejection

2. When you hear too much negativity

3. When you become overwhelmed

4. When you become exhausted

5. When you become stressed

If you have a plan... your GO TO source to recharge and rejuvenate, you won't stay off track as long... and you will have a sense of satisfaction having gotten to the other side so quickly. Believe me... it works!

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Are there areas in which you could use a little boost in expertise? Now is the time to take inventory and an honest look at your skills. If there is knowledge that could make you more competitive OR skills that could make you more effective... then get the training. Here are a few ideas...

1. Additional accreditation

2. Additional legal knowledge

3. Business operation skills

4. Business development skills

5. Media training

6. Public speaking skills 

There is nothing like proficiency to boost confidence. Knowledge and practice will get you there.

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Where are you going to place your focus in 2012? What could you accomplish if you focused... focused... focused! Here are 5 initiatives... imagine how they could impact your practice. 

1. Meet with a Raving Fan, one per month... these are people who know you, trust you and want to see you succeed. Ask them to help you by making introductions, etc.

2. This year pick 12 relationships to concentrate on... how will you stay top of mind? The relationship could be with individuals or an organization... the goal is to be consistently visible.

3. Create marketing and business development partnerships... a team approach will multiply your efforts. Find individuals or firms that have complimentary practices and similar target markets. 

4. Become more well known within a referral source's firm... spread the word. Get your referral source to introduce you to their colleagues within their firm.

5. TARGET your focus... an industry... a region... a company... a Bar Association... and so on.

It's a matter of FOCUS and COMMITMENT. I guarantee that if you put these 5 initiatives into your daily routine and DO SOMETHING EVERY SINGLE DAY... you WILL see results. (I have a client that has been meeting with Raving Fans and it never fails... he gets a case every time! What could YOU accomplish?)

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In today's competitive legal environment I think many lawyers are looking at a client and the legal matter they bring to the firm in the here and now. "How many hours can I bill on this matter and I'll think about tomorrow... tomorrow." That is a very short-sided position to take. Conventional wisdom in marketing says that it takes 7-9 times more money to acquire a new client than to hold on to what you already have. So I ask you my friend... What are you going to do in 2012 to make sure you hold on to the clients you have?

YES... it goes without saying you must do good legal work. Now, having said that... what are you doing to nurture the RELATIONSHIP and ensure that work continues to flow from this client? The thing I want you to think about is your client's EXPERIENCE! What is it like doing business with you and your staff?

Your interaction by phone? Is the person that answers the phone pleasant and eager to help in anyway possible OR are they annoyed by the interruption and can't be bothered to help? When you are on the phone do you listen... no, I mean REALLY LISTEN? 

Your correspondence by email? Do you take the time to have a little personal conversation before you get down to business OR is it strictly business? 

How do you build loyalty? Do you help your client with issues that you don't charge for OR are you always on the clock?

How well do you understand their business? Do you genuinely understand OR only enough to deal with the legal matter? Are you INVESTING the time OR do you expect to bill for the time it takes to really gain an understanding of their business?

Do you manage their expectations? Do you under promise and over deliver OR is it the other way around?

These simple things could make the difference between a "one matter" client and a client with a continual flow of work... because the experience is as pleasant as possible and you are considered a TRUSTED ADVISOR. Shouldn't the life of a client be YOURS? It can... if you are the provider of VALUE and an outstanding legal experience.

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Uncertainty... is a lawyer's enemy. You are trained to find the certainty... that is what makes you good lawyers. But, it is also what makes you lousy business development planners!

Planning requires that you: make educated guesses, leaps of faith, look into a crystal ball and just plan DREAM! I know that isn't a typical lawyer trait , but with some practice it could be fun... and I know it works.

What do you want 2012 to look like?

Dream... about how many new clients you would like to acquire.

Look into a crystal ball... and project the amount of business you will get from current clients.

Make an educated guess... look at the revenue you brought in last year and project what you will do next year.

Take a leap of faith... that if you put in the effort and the time, it will all pay off.

Now that didn't hurt... did it? It's just a muscle you need to exercise. Set goals and objectives for every business development meeting and predict the outcome! Do it often enough and you will get pretty good. Make it a game... it can be fun. 

Black Pearl: Here's an article by Johnny B. Truant, 6 ways toMaster Entrepreneurial Uncertainty. There are insights that lawyers could gain from Johnny's observations. Take a look.

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If you haven't figured it out by now... my focus the past few posts is, planning for 2012. Yes, I want you to focus... focus... focus! And I'm not about to let up anytime soon! Why? Because I believe PLANNING is critical to business development success. (Actually, any success... no matter what the endeavor.)

Today, I want to discuss referrals: HOW and WHY to make them, then let's plan what to expect in 2012. First, there are many reasons why you recommend a lawyer... 

1. To help your client... it's good client service.

2. In hopes that you will get referrals in return... referrals are currency.

3. To let that lawyer know that you think highly of them... you respect their work and want others to receive the benefit of that expertise. 

4. To earn a referral fee... plain and simple, "money makes the world go 'round!"

If these are the reasons you make a referral you have to ask... "Have I communicated it CLEARLY?" Chances are the answer is NO. Not so much. Most lawyers tend to be a bit loose and casual about it. Well, referrals are an extremely important part of how the legal profession works... (Or doesn't work for some.) So, let's look at our list again...

1. IF... it's good client service... are you following through? Do you call your client to touch base and find out how things are going? Do you show your concern for their situation? This is an opportunity to show how much you REALLY care, since you aren't billing them.

2. IF... referrals are currency. Wouldn't it be better to pay out before you receive? You bet!

3. IF... you respect a lawyer's work and want others to know how good they are. Are you saying it clearly, to both parties? If you would trust this lawyer with YOUR life... tell them both that!

4. IF... you earn a referral fee... make sure you show your appreciation. Most often it is the person paying out the fee that is saying thank you for the referral... but are you not thankful that they did a good job on the case and made you look good? Say so!

There is no doubt that referrals are the life-blood of just about any legal practice. Make sure yours are doing the job that is intended... follow through and say what you mean, as clearly as possible.

Now that you are maximizing your referral sources... let's do some planning. Look at your list of referral sources and project what you might get from them in 2012. To get a good read on it, analyze what you got in the past two years, one year doesn't always tell the story. Ask yourself if they are still in a situation to encounter the kind of cases they could send your way? Now, assign a dollar value. Could it be a small, medium or large case? Granted... this is just a guess... an educated guess.

Be bold... think big! Why not? If you enter 2012 with a big far reaching goal chances are you will be on the look out for just such an opportunity. You will recognize the opportunity when it presents itself. It's up to you... what do you want your referral sources to send your way next year?

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Peter Bregman writes for the Harvard Business Review and he never fails to make me THINK! He wrote about strategic plans and resolutions in his article "What's Your One Big Theme?" If you are an over achiever like me you have a long list of things to be accomplished... and that means if "my cup DOESN'T runneth over" I don't have enough to do. But, we know... old dogs can learn new tricks... so I'm taking Peter's advice to heart.

What Peter explains is when he looked back on 2011 he didn't start with what he didn't do, but rather he looked at what went well. Looking at the things he accomplished and the headway he made... he FELT the success. 

Peter tells us that, "Then, fueled by a feeling of accomplishment, I looked at my list of things to change from a broader perspective, asking myself: What's this really about?

That's when I noticed the theme: I'm moving too fast.

I realized that pursuing an individual development plan for each thing I wanted to fix would only worsen the problem. I needed to reduce the complexity, not add to it.

So I came up with a single idea — a theme for the coming year — that would positively impact everything I wanted to change.

My theme? Slow down.

My thought was that if I focused only on that, everything else would improve."

Okay... easier said than done. But it can certainly make you think. And I'm here to tell you it did make me think. What could MY theme be? Could it be REACH? Reach... my market. Reach... my message. Reach... my dreams. OR could it be THINK BIGGER? Or could it be FOCUS? Well, as you can see, I need to work on this. How about YOU?  

Black Pearl: Here's Peter's new book... 18 Minutes: Find Your Focus, Master Distraction, and Get the Right Things Done.

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Are you in pursuit of success? What does success mean to you and how do you get there? The answer is different for everyone. We can be inspired, encouraged and learn valuable lessons from one another. This month Diversity Journal named their 2012 "Women Worth Watching."  My client and friend, Nikki Simon, who is a Shareholder at Greenberg Traurig was included in this most prestigious list. Each recipient is featured with an article; I think you will agree that Nikki has sound tidbits of advice...

"First, understand and accept that there are no shortcuts. Sacrifices, mistakes, hard work and success are inseparable bedfellows." I love how she puts this! Let's face it: success isn't easy... roll-up-your-sleeves and get to work.

"Second, believe you are fabulous, capable and successful. This heading says it all. This is you today, not tomorrow. No permission slip is required. No apologies are necessary. Be mindful too that a self-promotion mindset is enhanced when you use your manners." Nikki reminds us to have faith in ourselves... we got this far didn't we!

"Third, take calculated risks. Be prepared to step outside your comfort zone..." Ask yourself... what If? What if you take that road? AND... What if you don't... ? Trust your gut! We all have life experiences that give us the wisdom to choose a path worth traveling. 

"Fourth, identify and live in harmony with your core values. They help establish why we do what we do in the business world, while defining our business roles. When working in harmony with our core values, I believe success is inevitable because our passions and purposes are aligned." This is sound advice. We have all experienced that voice in our heads that said... "Don't go there." Heed that voice.

As you work on your 2012 plan consider Nikki's advice, it will give you the courage to do what you know you must and the faith in yourself that you CAN. And YOU will be someone... Worth Watching.

Black Pearl: Read more about Nikki Simon and others at Diversity Journal

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To plan is second nature to me since I started my career as a buyer for a Federated Department Store in Florida - Burdines. (Sadly it doesn't exist anymore since the Macy's brand was rolled out across the country.) Retail was a great teacher of many disciplines... PLANNING being THE most important. Actually it has served as the foundation of MY business and a driving force when I help my legal clients. Let's face it... PLANNING is not a skill you hone in law school.

I have written a lot about PLANNING, take a look. Today, here are three thoughts.

1. Dream BIG!

When you sit down to think about the goals for 2012... Think about what you LIKE to do ... what are your strengths... what do you WANT... not what you HAVE. Just because you have been doing low fee Real Estate transactions doesn't mean you need to continue doing them. Think outside your comfort zone... you never know what you may discover!

What are the tactics that will get you there... what do you need to do in order to accomplish this goal? List all the details big and small. 

3. Look for the Pot of GOLD.

Break it down to the dollar value that each of your goals will result in. Breakdown your cases or transactions into small, medium and large. (For example: a small case $2,500 - $100,000, a medium case $100,000 - $500,000 and a large case over $500,000... whatever is appropriate for YOUR practice.) Now, how many small, medium and large cases do you think you can get? Where could they come from? What do you need to have in place in order to land those cases? Who needs to know you have this expertise? How can you reach them? How much money will you need to land this work? This will give you your revenue and expenses for 2012. 

This process can be as simple OR involved as YOU want to make it. Whatever way suits you... but, just do it! 

Black Pearl: Get inspired: My friend Cordell has a great piece of advice I would like to offer up to this discussion... "How I learned about the importance of setting challenging goals."

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October is in full swing and most of you are feeling the cooler weather (Miami... not so much!) Others are feeling the pressure of 4th quarter and wondering how your firm or practice is going to meet your 2011 projections. For me, October is the time I brainstorm and plan what the coming year will hold for my business.

The Time Is Now

So this weekend I brought together friends to do a "Dream Retreat". What do we want in our lives for 2012? 

Most years I have blocked out time on a weekend or evening and closed my office door... put my thinking cap on, my butt in the seat and created a plan.... nice, but not too stimulating!

Collaboration Is Rocket Fuel

This time it was INCREDIBLE... and I do mean INCREDIBLE! How so? First of all it was an entire WEEKEND led by my incredible friend and coach Claudette Bouchard who came in from Vancouver. Second, included was my incredibly talented friend (since college) Laura Ralston-Slejko who came in from Chicago. WHY is this so important? Because I was working on my plan (and they were working on theirs) for the first time as a collaborative effort. And even more importantly I was working on the plan with two people that really know me and want me to fulfill my dreams more than most... including ME!  

Work Life Balance... What IS that?

I say... We only have ONE life... so... make THAT work! And true to my philosophy this plan included all aspects of my life and we were extremely creative in highlighting every aspect that is important to me. And when I retreated to a safe place they challenged me to play BIG. 

Create your plan now... it will allow for "ramp-up" time, if needed.

Find collaborators... and work on your plans together.

Design a plan that makes ALL aspects of your life work in harmony.

 

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Social media is here to stay. Sure it may evolve from moment to moment with the speed of lightening that we have not seen in the past. But there is no turning back the hands of time... that is for sure. Besides who would want to?

So, embrace it or get left behind. Now, in my mind that doesn't mean you have to abandon old tactics for new tactics. I think it's the combination of old and new. Social media is a TOOL... and we must never forget the common sense strategies of relationship building and interacting with people. Will that be in person, via phone or Internet? No matter what the medium, you still need to ENGAGE another person in a conversation. 

Need some guidance? My friend Paramjit Mahi at Profiting with Public Relations published a list of 5 Reasons Why Your Law Firm's Social Media Program Isn't Working. How many of these hit home?

"1. Failing to develop a strategy." As I often say... it all starts with a plan! Without a plan you have no idea where you're going... not to mention how to measure results.

"2. Shoveling the task onto those lowest on the totem pole."  Yes, get help from wherever you can get it... but there comes a point, if you are going to see results you are going to have to be the one to establish relationships.

"3. Neglecting to drive conversations." Paramjit points out that just pushing content out is a big waste of time and I agree with her... it's about engaging in conversation: asking questions and responding to comments.

"4. Not watching your social media mouth." I love that Paramjit has pointed this one out! It is easy to rant with the keyboard of your computer... ask yourself if you would say those same words sitting across the table from your client, your partner or your mother for that matter! You can be strong and authoritative without being nasty.

"5. Forgetting to track and learn from results." There are many ways to measure results... be open-minded and follow where it leads. A re-tweet leads to increased traffic, and loyal followers lead to word of mouth... or shall I say "word of internet" reference. Most of all, remember to ask people how they heard about you.

Read Paramjit's insight on these... I bet some of you could add to this list. I would love to hear your thoughts.

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Some of us "live and breath" by our TO DO lists. We would be lost and would find it hard to accomplish anything without them. I'm sure there are plenty of heads nodding yes... yes... yes! Even the most devoted list maker among us seldom thinks of a STOP DOING LIST.

Why don't we do it? Well, I think there are a few reasons...

• We don't want to admit that something we are doing is not working or serving us well.
• We are too caught up in the momentum of activity to stop and evaluate the effectiveness of what we are doing.
• And most importantly... it's a habit... and we find it too difficult to stop.

Does this all sound familiar? I'm sure it does. Those of us who are over-achievers seldom use the word NO or NEVER... because we see possibilities around every corner. So a STOP DOING LIST will take some effort... believe me I KNOW. (I had to put "create a STOP DOING LIST" on my TO DO list. Sick... I know!)

I read The Innovative Secrets of Steve Jobs, by Carmine Gallo and he talks about how Jobs says NO to 1000's of things. Why? In order to FOCUS on what is really important, with no distraction. Gallo writes about when Jobs was developing the iPod, and people were trying to convince him to create a mobile phone. By focusing on one at a time they made a smashing success of BOTH. And the iPhone leveraged the success of the iPod. In many cases the iPod was the first Apple product some people had ever used... the iPod opened the door to a huge market  that was eager to see what else Jobs had in store for them. FOCUS is the name of the game.

I talk to my clients a lot about narrowing their focus, here are a few things to consider... 

STOP trying to be ALL things to All people: If corporations could use your services... then which ones? Pharmaceuticals, Financial, Manufacturing, Distribution... you get the idea. You can't be meaningful to them all. Pick one!

STOP trying to meet EVERYONE in the room: If you hate to go to networking events, change your focus. Instead of trying to hand your card to everyone in the room, your goal should be to have a meaningful conversation with two people. And when you've accomplished that you can leave.

STOP over scheduling yourself: Allow ample time and BE ON TIME. Nothing speaks, professionalism as clearly as being prompt.

STOP multi-tasking: Be present no matter where you are. Put the BlackBerry down and be present in a meeting with a client, your boss, your staff or your family. They all deserve your undivided attention.

Figure out what you are doing that does not serve you well, so that you can focus on what really matters. What is YOUR equivalent to the iPod and iPhone... what can you focus  on in order to create leverage for your next endeavor?

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How do you know if you have arrived if you don't know where you are going? Well, you don't!

A business development plan is essential to grow your business, or grow personally. Yes, a plan should be specific and measurable. But... it's a plan, not a straitjacket. It can't be so rigid that you can't handle unexpected opportunities... or react when life throws you a curve.

I just read an article in the Harvard Business Review by Peter Bregman... Three Steps to Handling the Unexpected. He tells a great story and gives us this advice... In the face of the unexpected:

1. Stop the boat. If momentum is driving you to make decisions quickly, then... turn the bow toward the wind and let the sail go slack. If you are in a meeting take a bathroom break. In your office, get up and take a walk. In other words, do what we so rarely give ourselves an opportunity to do: think.
2. Assess your actual options. Don't waste time wishing things were different or trying to force-fit your previous plan to the new, unforeseen situation. Start with a blank slate: think about the outcome you want given the new situation, the information you have at hand, and the resources available. Then lay out your options.
3. Sail. Based on your new assessment, make a decision, and commit. Even if the decision isn't ideal, even if it's not giving you everything you hoped for originally, accept that it's the best under the circumstances and move forward without hesitation.

We can plan and plan again but  "life happens"... having the confidence and skill to handle whatever life holds is to your advantage.

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I just got back from St Louis where I was a faculty member at the Managing Partner Forum. Firm leaders from all over the Midwest were in attendance and shared information and insights. It was a very powerful conference that I think we can all learn from.

John Remsen the founder of the Managing Partner Forum uses an instant audience polling methodology as a means of gathering accurate (all responses are anonymous) benchmarking data that Managing Partners can use for their own strategic planning and management decision-making. This week I will be sharing some of those results.

There are results from two questions I would like to share with you today.

1. Does your firm have a written strategic plan?

• Yes - 39%
• No - 36%
• Work in progress - 25%

2. If yes, can you attribute improved performance and performance and profitability to it?

• Strong correlation between planning and performance - 29%
• Some correlation between planning and performance - 47%
• No perceived correlation - 24%
• Inverse correlation between planning and performance - 0

63% have a plan or are working on it... with 76% reporting a correlation between planning and performance. Whether you are a firm leader or an individual lawyer, I'm sure this is very compelling information. Create a strategic plan - it will guide you and give you a framework for decision making as you go forward. Let's face it... this isn't the first time we've talked about strategic plans, but now you have the data. When will you start your plan? Tomorrow isn't soon enough, after all we ARE in the second quarter already aren't we? It's not too late to ensure that 2011 will be one of your best years ever. The plan can be one sheet of paper... or as Brian Burke, former managing partner at Baker & Daniels for 15 years, pointed out, "the best plans can fit on a 3X5 card... short and understandable."

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Last week I read a blog post by Seth Godin that has been on my mind for days. It's sort of like that song you can't get out of your head. Why? Well... first here is what Seth wrote...

"Dancing faster then ever, but why?

I just read a relentlessly snarky profile of the brilliant chef Charlie Trotter. Charlie is one of the pioneers of modern cooking, a gracious host and a perfectionist as well.

The Times is disappointed that he hasn't opened chains of restaurants, made a fool of himself on reality TV or decamped to a more expensive building in Chicago. All he's done, it seems, is mentor an entire generation of chefs, consistently create amazing meals and also donate once-in-a-lifetime, multi-course dinners for rising high school students in Chicago (150 times a year).

There will always be someone telling you that you're not hip enough, famous enough, edgy enough or whatever enough. That's their agenda. What's yours?

Shun the non-believers."

Seth's comments got me thinking. How many times have you minimized your accomplishments because someone made a comment about what they thought you should do... making you question your path? I would guess that it has happened more than once. Having a plan and a vision for where you are headed will insulate you from what Seth calls the "non-believers". 

There are a million and one paths to follow when it comes to marketing and business development... find yours and stick with it.

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 Yesterday, I gave one of my seminars at the Dade County Bar Association... Grow Your Practice - Common Sense Strategies. It is one of the most enjoyable things I do. Why? I enjoy it because I spend nearly 5 hours with 10 lawyers who are eager to learn about ways to grow their practice. And those 10 lawyers get to know each other... you see, we only allow one lawyer per practice area and they become a "referral source" for one another. I encourage them to form a mastermind group that meets every other month and someone in the group usually takes the lead to organize it. I have one group that has been meeting for over a year and the benefits are numerous...

1. They get to know each other's practices so that the referrals they make are appropriate.

2. They celebrate each other's success and provide encouragement to keep marketing.

3. They brainstorm when someone encounters a challenge.

4. They invite each other to events, so they don't have to do it alone.

5. They become FRIENDS as well as colleagues.

You could form your own group. Invite lawyers from different practice areas and set an agenda for the meetings and share... the good, the bad and the ugly! Everyone will benefit.

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Throughout the year I try to find Black Pearls, informative resources, that I can pass on to my readers. As I mentioned on Tuesday, here are a few I thought were not only incredibly important to creating and maintaining initiatives, but interesting as well. Enjoy!

Blogs—“Start a blog to grow your practice,” Kevin O’Keefe

Twitter—“Twitter Power,” by Joel Comm

LinkedIn and Facebook—“LinkedIn Group versus Facebook Group,” via Search Engine Journal

Article Posting—“Be A Celebrity in Your Own World,” by Paula Black

Client Service—“Flip the Funnel,” by Joseph Jaffe

Referrals—“Missed Opportunities: Not Asking Clients for Referrals,” by Donna Erickson

And more:

Find A Niche— "Discover, and Market, Your Niche Law Practice" by Ann Macaulay

Looking Outside the Law— "What Bruce Springsteen Can Teach Lawyers about Law Firm Marketing" by Elizabeth Ferris

Your Brand— "Make the Logo Bigger: 10 Rebranding Disasters" by Bianca Male

Video— "The Lawyer's Video Studio"

Attitude— "If you need to, got to or have to- You won't" by Cordell Parvin

Email and Newsletter— "5 Reasons Why No One Is Reading Your Email Newsletter" by Sean D'Souza

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If you’ve been following this blog for the past year and a half, you probably know that I am constantly handing out ideas for simple (but impactful) initiatives. In an effort to help you get a jump start on 2011’s planning, I’ve decided to take this week to revisit some important initiatives and re-link to some of the best Black Pearls from 2010. So go over the list below and see what you’ve implemented and what you need to get moving on. On Thursday I’ll post links to some of my favorite resources for each one…

• Blogs—a fantastic way to increase visibility and credibility
• Twitter—build relationships with industry insiders, colleagues and media
• LinkedIn and Facebook—see who you’re connected to…and who they’re connected to!
• Article Posting—great for building a strong internet presence (and a great marketing tool for potential clients)
• Client Service—an important, and often forgotten, piece of business development
• Referrals—other attorneys, your friends and family…they’re all strong sources of business

What have you implemented this year and what will you focus on in 2011? It’s time to start thinking.

Black Pearl: When it comes to Marketing and Business Development I can't say it enough...Do Something Every Single Day. "Create A Marketing Habit"...that is the foundation of success.
 

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Once you’ve answered Tuesday’s questions (and hopefully a few more of your own asking), you’ll be better able to rework and rethink your marketing plan to see even more results in the coming year. For instance… if you went the entire year without writing a single article but managed to reconnect with 5 old clients, it’s clear where your interest—and therefore—your strength lays. So increase your goal to reconnect with 8 old clients in 2011 and reduce your article goals. Another area that’s easy to rethink is that of referrals. How many did you give? How many did you get? Who were they to and from? Then alter that section of your marketing plan accordingly. It’s really that easy.

Black Pearl: In case you need a quick refresher in writing a plan, click here to browse through previous posts dedicated to the topic. And here’s a great—and short—thought on tactics versus strategy article from Jeff Berman at Law Marketing Monitor.
 

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As I’ve mentioned many times, your marketing plan is a constantly evolving entity. Because of that, it’s important to revisit your plan on a regular basis and see where adjustments need to, and can, be made. The end of the year is a great time to do this—you’re able to take stock of the year that was and see where you can make both time and fiscal investments in marketing and business development in the year to come. A few quick questions to ask yourself before you begin:

Did I make marketing and business development a priority this year?
If not, why? (time, money, lack of focus…) If so, how?
How many new clients did I bring in this year? What drew each of them to me?
How much business came from existing clients? Did I seek it out or did it fall in my lap?
How many “missing” clients did I reconnect with?
How much did I increase my visibility this year? What’s on the first page when you Google your name?
Did you build relationships with other lawyers? With clients? Within your industry or community?
How many articles did I write?
How many speeches did I give?
How much did I further/update/increase my presence on my social media?

Black Pearl: Here are more questions to ask yourself "How Full is Your Bucket?". It may spark ideas that create the foundation for WHY you should be growing your business. Authors Tom Rath and Donald O. Cliffton talk about making every moment matter and created a Positive Impact Test...take the test.

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It may sound counterproductive, but stopping to think about what you want to do in 2011 is actually a great marketing and business development exercise. So think about it. Do you want more time to coach little league? Do you want to get a pilot’s license? Travel somewhere exotic? Now, rather than retrofit your life into your marketing plan, make your marketing plan fit into your life.

Alison Rowe realized that she wanted to spend more time focusing on her passion for horses. The result? The Equine Law Blog. Take your hobby, your passion…whatever you love to do and make it part of your marketing and business development.

Black Pearl: I came across this article via the Canadian Bar Association and thought it mentioned some incredibly interesting niche practices: Wine law? International art law? Video game law? Yep. Click here for the full article “Discover, and Market, Your Niche Law Practice.”

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Being realistic, not all marketing and business development efforts will be great success stories. For every fantastic client landed there will always be one that chose your competition and for every great article sent to a colleague there will be one or two that slipped through the cracks. The key is to always be aware of those highs and lows and learn from them. The better you are about keeping track of your efforts, the more helpful that information will become as you grow and evolve your plans and initiatives. So how to do it? Here are five words to help you …

Time.

No matter how busy you may be, you must make time to (at the very least) jot down notes about your marketing initiatives. Two ideas: 1. Keep a notebook or small padfolio specifically for marketing purposes—that way you can quickly jot down notes post-meeting/speech/pitch/event for later reference. 2. Open a file in your computer and keep a running list of all marketing initiatives. You can do the same note taking—only digitally, on your PDA or laptop—and then transfer it all at a later date to your one main file.

Details.

One of the only ways you’ll be able to reap the benefits of keeping track of your efforts is if you take note of the details. Write down names and dates, important topics discussed, what materials you presented, what the reaction was, etc… Later, when you have a bit of distance from the situation or event, it will give you all the information you need to see where you succeeded or failed in that particular endeavor.

Honesty.

Another key to real take-away is to be honest. If you had a bad day or a weak presentation, write it down. The same for a stellar showing. If you nailed your elevator speech on a moment’s notice, stop and write down what you said. You have to be honest about what you did to truly make use of it later.

Evaluation.

Once you’ve accumulated a year’s worth of this kind of information (or less if you’re so inclined), set aside time to delve into the information and make sense of it. Look back at each and every success and failure and try to understand exactly where you went wrong…or right! Try to see where you lost that potential client, what handout made the most impact at your presentation, where your speech lost your audience, or even which blog posts drew the most views (or comments).

The final step? Application.

Apply the lessons learned to future initiatives and see the results. That doesn’t have to mean reworking your entire plan. It could mean something as simple as removing a line or two from your bio or rethinking your pitching style. It’s also a great way to weed out initiatives that don’t feel comfortable. If you’re clearly excelling in one particular area, it may be time to place your focus there, rather than spread yourself thin. Whatever the outcome, looking back and celebrating your successes—and your failures—is a fantastic lesson and a great start to a new marketing and business development year.

Black Pearl: Here is what Cordell Parvin did when he was impatient for results, “I evaluated each of my efforts and decided which ones were not effective [and] I tried harder”. Click here to see the full article: “If You Haven’t Seen Results from Your Client Development Efforts, Think About This.”

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This week begins the mad rush that takes hold just before the end of the year. But between the holiday parties and family dinners there’s still work to do. In fact, the marketing and business development planning that you do in the next few weeks can set the tone for 2011 and beyond. That’s why starting next week we’ll abandon our usual poll-bases posts to focus on what, when and how to get ready for the coming year—from a marketing and business development perspective. A few things we’ll cover?

• Evolving—or creating—your marketing plan
• Perfecting your elevator speech
• Evaluating and tweaking the initiatives that you started in 2010
• Rethinking your memberships
• Evaluating and reworking your blog
• Setting goals for social media
• Setting marketing and business development goals for 2011

So have a wonderful holiday and come back next Tuesday. We’ve got work to do!

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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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Grand gestures or small steps, getting others involved can boost your legal marketing efforts and help keep you on track.

 This week we asked: What are you doing to inspire legal marketing within your firm?

 1. Leading marketing and business development initiatives - 62%

2. Providing training and resources - 23%

3. Holding members accountable for their marketing efforts - 10%

4. Surrounding myself with extroverts who understand marketing and business development - 5%

My Thoughts: As I suspected, most of your efforts (62%) fall into the leadership category. Though being a passionate leader is an important part, providing concrete incentives and training shouldn’t be overlooked. A true marketing culture can't be implemented overnight, like anything else it takes hard work, dedication and focused efforts. Try...

• Training and resources… That can mean anything from seminars or workshops to sharing helpful websites or blogs (like inblackandwhiteblog.com!) Read a great marketing or business development book? Pass it around the office. Exposure to ideas and strategies can spark action.
• Creating a forum for results… Set up a monthly or quarterly marketing meeting, where those interested in business development activities can get together to report on their initiatives, share leads and be held accountable for their efforts. It will keep you on track.
• Hiring extroverts… Make marketing and business development a part of your hiring practices. Bring in lawyers who are extroverted and able to embrace change. The same goes for support staff or anyone else who can contribute to firm marketing efforts.

Enlisting help and support in your journey may not be easy, what with billable hours and everyday excuses, but if you can get just a few outspoken and influential colleagues on board it can reap serious rewards for all of you. Remember, marketing culture doesn't just happen; it's a process that requires time, effort and most of all FOCUS.

As my colleague Sharla Frost of Powers & Frost said:

“You have to set an example by talking the talk and walking the walk.  I’m always giving speeches, writing articles, meeting with clients, sending marketing e-mails, providing in-house training, and even working with people at other law firms to develop relationships where appropriate.”

Black Pearl: For more information on inspiring your firm and colleagues look at my second book “The Little Black Book on Law Firm Marketing and Business Development.” It paints a good picture of the tactics you can employ to initiate firm involvement in legal marketing. And... It's a quick 30 minute read.

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Getting together for the Holidays is at the core of what the Holidays are all about. They are about connecting and supporting one another. As we move into 2010, let's hold on to that thought...

 While fostering a legal marketing habit can often be a solo activity, there's no better inspiration than enlisting the help and support of other firm members. Whether it's other attorneys or staff, their help, encouragement and ideas are imperative to business development success. Collaboration with others—even peers who practice in other areas of law— can make your marketing efforts even more powerful, allowing you to keep each other on track, spark new ideas and even join forces in joint marketing efforts and strategies.

Question of the week: What are you doing to inspire legal marketing within your firm?

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This week we asked you…
Where are you spending your law firm marketing budget?

Most of my legal marketing budget goes to:
1. Firm events - 42%
2. Advertising - 7%
3. Public Relations - 18%
4. Pet Projects/Community Organizations - 21%
5. Entertaining clients (lunch, dinner, sporting events, etc…) - 12%

My Thoughts: As I mentioned on Tuesday, I usually advise clients to allocate about 3 to 4 percent of their gross revenue towards marketing and business development. But I always stress that firms and individuals spend cautiously, there are many traps that even the most marketing-savvy lawyers fall into. Here’s a quick rundown of my thoughts…

• Events—a great way to build relationships (think seminars, open houses, political events) but be sure to keep it small and follow-up is a must if you want to see results.
• Pet Projects—make sure to differentiate between sponsorships and contributions that fit into the firm’s strategic plan and those that simply take up time, resources and serve a small percentage of the firm.
• Advertising—hold on to your cash unless you plan to devote significant planning to design, messages, and most of all, frequency.
• Public Relations—Set a course and stick to it! It can build credibility if done right (see my Black Pearl below).
• Golf, Lunch, Etc.—make sure you’re devoting that money to the people who make decisions… either to hire you or refer you business. As my friend likes to say, “Random acts of golf” are not marketing initiatives.

The key once again is to plan and stay true to that plan. It’s the most important piece of advice I can give.

Glenn Callison of Munsch Hardt Kopf & Harrs looks at his budget this way:

“We have a zero-based budget approach that allows for special requests from individual lawyers. We start by asking, ‘Okay, how many exposures do we want out there and where do we want to be?’ We pull that information together, develop a media plan, and then look at sponsorship opportunities and event marketing. Then we pull all that together and analyze where we are as a percentage of total revenue, compare it to what we were doing in the prior year, and then plug it into the budget - knowing full well that there will be special requests from individual lawyers throughout the year that need to be accommodated.”

Black Pearl: Need a little help with your public relations initiative? Here's a great article I found on JD Supra by Jordan Furlong to help you get in the right mindset to write powerful articles about your cases.

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Figuring out your marketing budget can be difficult, especially since ROI on marketing and business development expenses is notoriously difficult to measure. I usually advise clients to allocate 3 to 4 percent of gross revenue to legal marketing initiatives, but the real question becomes where exactly to spend that money. Many, many firms are guilty of squandering budgeted money on marketing vehicles that just don’t hit the mark. Before we go into HOW to spend your money, let’s find out WHERE most of you are directing your budgets.

Question of the week: Where are you spending your law firm marketing budget?

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The most important step in nurturing your referrals is figuring out who they are. Once you have a solid list it will make it easier to cultivate…

This week we asked you…Where are your referrals coming from?

1. existing clients -32%
2. former clients -15%
3. other lawyers -33%
4. business leaders -9%
5. friends -11%

Just as we thought, a total of 65% of your referrals come from your existing clients or other attorneys with another 15% from former clients. The remaining 20% seems to be about evenly split between business leaders and friends. Now that you’ve identified where the referrals are coming from, let’s talk about your plan to keep them coming!

My Thoughts: In my opinion there are two specific plans of action that all lawyers need to have when it comes to referrals. The first is how to generate them. Remember the basics when it comes to client service. Meaning: listen to their needs; respond quickly; avoid e-mailing and talk to them; inform them of interesting news relating to their industry or situation; develop a personal relationship; and manage their expectations by communicating your timelines and processes.

The second phase of the plan is to have a strategy in place when a referral comes in. My advice? Pick up the phone immediately and thank the referrer, then follow up with a card or small gift. Keep your source updated on any meetings with the new client and, when it turns into actual business, send another larger token of appreciation. Finally, send business back. Reciprocation counts for more than you might think.

My colleague Leslie Lott of Lott & Friedland says:

“Lawyers refer their clients to attorneys who send work to them. Years ago, a good friend in New York called to send litigation work to our firm. He had worked with local counsel in Miami for many years. That lawyer was excellent, but had never referred work back to the New York lawyer. We had a client with a problem in New York and had sent the client to our friend. That was the catalyst for his sending his next case to us instead of the lawyer he had previously worked with who never sent him work.”

 

Black Pearl: For more on building your relationships you might want to take a look at Mark Maraia’s “Relationships Are Everything! Growing Your Business One Relationship at a Time.” Highly recommended!

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When it comes to referral sources, sometimes the best resources are right at hand. Whether it be existing or former clients, if you’ve done a great job they’re more than likely to refer you business. A similar formula exists with your peers. If you’ve expressed appreciation for the business sent (and even sent business back) you can be sure they’ll remember you when a client or friend comes looking for help.

The first step in creating a plan to build and nurture your referral base is to understand where most of your referrals are actually coming from. Once you can clearly see that list, you’ll be better able to create strategies to maximize those relationships.

Consider this advice from Marrero Bozorgi’s Susan Bozorgi:

“Realize that your friends are the cornerstone to your marketing plan; ask for their help and resources. Maintaining friendships is one of the most important things you can do to grow your business.”

 

The Question of the Week is:

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Relationships are the base of most successful marketing and business development efforts. If you make your interactions meaningful it will make your business development even easier…

This week we asked you: What aspect of your client service could you work on?

Results:

I could work on:

1. More phone, less e-mailing - 30%
2. Keeping up with my client’s industry news and trends - 7%
3. Going to their place of business - 27%
4. Asking for feedback - 16%
5. Connecting on a personal level - 11%
6. Giving them something for nothing - 9%

Not surprisingly, 30% are guilty of phone neglect! Another 27% need to work on going to visit your clients at their place of business. See a pattern? In order for client service to truly make a difference we need to abandon technology once in a while and get in front of our clients. On the other hand... bravo to all of you for being on top of client industry trends and news--a great way to keep in touch and show your interest and dedication.

My Thoughts: Though you may not recognize it, every time you interact with a client you’re marketing yourself. Take advantage of it. Here are a few of my tips for making the most of your client service:

• Get in front of them! Nothing can replace face-to-face meetings.
• Show an interest! Send them interesting articles that relate to their industry.
• Prove you’re an expert! If a law that effects their business changes—let them know.
• Take notes! It shows you’re paying attention and gives you a reference point for later.
• Get feedback! Be direct and ask them what they think of your client service.
• Pick up the phone! Take an e-mail break and let them hear your voice.

Lee Thuston of Burr & Forman shared this story:

“In the end analysis, it’s all about relationships. I had a young lawyer that made a mistake with one of our clients. She was upset because she let something get by that was going to cost the client some money (but not a great deal). I called up the general counsel and said, ‘Hey Joe. I’m sitting here with Mary who tells me she let this deadline get away from her.’ I quantified that it was going to be about X-thousand dollars and that I’ll take it off next month’s bill. He said, ‘Okay, I really appreciate you calling.’ I looked at her and said, ‘That’s called having a good relationship.’ First of all, I called the client and brought the situation to his attention. He might never have known about it, but it’s better to tell him up front. That keeps our integrity intact. Was he happy about it? No. But was he really upset? No.”

Black Pearl: For a daily dose of client service commentary stop by Patrick Lamb’s “In Search of Perfect Client Service” blog.

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This Thanksgiving week, we will not have a poll question nor will we be posting on Thursday. But just because we are on holiday doesn’t mean our minds have to be... we can still think.

On this Thanksgiving weekend, while you socialize, relax and, of course, eat, don’t forget to keep legal marketing and business development at top (ok, maybe not top) of mind. In fact, this weekend presents a great opportunity for serious legal marketers, such as yourself, to think about a few things that may just help your efforts in the coming months.

So, have a wonderful holiday and consider the following:

1. Do your friends and family truly understand what you do and how it benefits others? Ask them. You might be surprised. (Remember, they could be a referral source.)
2. Are you doing enough to let your clients know how thankful you are for their business? Send them an email and express your gratitude.
3. On that subject... as you know, I am not a fan of Christmas cards, since you can’t standout amongst the crowd. So, plan on New Year’s cards or gifts. Now is the time to think about what that could be.
4. What was your greatest marketing success this year? How can you build on that for the next year and make it even more profitable?

Sometimes we are so caught up in the demands of current business that we just don’t get time to think about what we are doing to develop future business. Take this holiday weekend as an opportunity to reflect on your legal marketing efforts... the results of which will surely give you something to be thankful for in 2010.

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When it comes to legal marketing the name of the game is visibility and credibility. There is no better place for you to be than the first page of Google...

The Question of the week was: When you Google your name... of the ten links on the first page... what percentage are yours?

Results

1. 0-20% - 67%
2. 30-40% - 28%
3. 50-60% - 4%
4. 70-80% - 0%
5. 90-100% - 1%

My Thoughts: 67% of you have less than 2 links on the first page of Google... NOT GOOD! Owning your name on Google's first page is an extremely important asset to have, since we have all become very impatient when we are searching... if we can't find things INSTANTLY we move on. So, we have to make it as EASY as possible for people to find us. And that does NOT mean via all those useless directories that don't  have your information complete or accurate. YOU need to drive this information... your credibility is at stake.

If you are fortunate enough to have a very unusual name you don't have to work as hard as Dan Harris, who posted a comment on Tuesday's blog post. He has the exact same name as an ABC News Reporter/ Anchor. Dan I Googled you and found three links on the first page. Good for you, you have found a crack, and have proven that it CAN be done. Articles can be the hammer you use to break through even more.

As I like to tell my clients: 50 articles online makes you a prolific writer, 50 articles online about international law makes you an expert. Also look closely at WHERE you are posting. Sites like JD Supra are great since they cater exclusively to the legal profession and can lead to referrals. In addition, they feature their authors in their newsletters, which is added exposure.

Here's some advice from Bud Clarke of Clarke, Silverglate & Campbell:

"Publish articles in specialty publications likely to be read by people who can refer you business. Then make sure those publications are referenced and easily accessible on your website."

Black Pearl: Do you want to own your name on Google as I have done? Then I have a gift for you... my E-Book "Be A Celebrity In Your Own World" and it's FREE for you to download. It's a quick read... 10 minutes and It details my four step strategy.

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People may not hire you off of the Internet, but you can be sure they’ll Google you! Take a few minutes right now to Google your name and see what comes up. If you’re like me and have a common name, you may own 10 to 20 percent of the first page of Google. It doesn’t have to stay that way… if you focus on your Internet presence.

I have written an E-Book, "Be A Celebrity In Your Own World" that clearly outlines the strategies needed to up your visibility AND your ranking on Google. And trust me, it works... I have tested the ideas and steps myself. When I began on my own journey I held claim to only 20% of the links on the first page of a "Paula Black" Google search. Today I can claim 90%, due to the strategies outlined in my E-Book, and it only took less than 6 months. I'll share more of this on Thursday. But first... Do you own your name on Google? Let’s see...

Question of the Day:

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Welcome back... On Tuesday we asked the questions... How have you spent your marketing time in the past and how do you plan to spend it in 2010?

Results

Question #1: In the PAST I spent time on: 

1. my referral base - 33%
2. client service - 20%
3. blogging - 0%
4. social media - 0%
5. Bar involvement - 43%
6. industry organizations - 0%
7. not much - 4%

Question #2: In 2010 I PLAN to spend time on: 

1. my referral base - 29%
2. client service - 25%
3. blogging - 5%
4. social media - 10%
5. Bar involvement - 30%
6. industry organizations - 1%
7. not much - 0%

My Thoughts: It is understandable that in the past 43% of your marketing time has been spent on Bar involvement since that is the comfort zone for lawyers. In 2010 let's breakout of the comfort zone. Hats off to the 4% who were honest and marked NOT MUCH.

Now for the breakdown of  where you PLAN to spend your time, I was pleased to see the balance shift a bit to client service since that is a great source of new business... and the interest in blogging because I think it can be a valuable tool.

This list will help you focus while considering what to include in your plan. If you start with too much you’ll just end up spinning your wheels. Your goals and strategies must be realistic and achievable… you can always add to the plan later. As a rule I like to tell clients to state strategies and tactics that are specific, measurable and achievable within one year.

Simon Ward of Piper Alderman sees it like this:

“Don’t aim too high in your marketing strategy—bagging elephants is a Herculean task—but select small, reasonably achievable targets and chip away at them. Small successes can build to bigger things.”

Black Pearl: For more in-depth information on personal brands you may want to look into Tom Peters’ book “The Brand You 50: Or: Fifty Ways to Transform Yourself from an 'Employee' into a Brand That Shouts Distinction, Commitment, and Passion!”

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Now that you’ve decided to write a 2010 marketing and business development plan,( I did convince you last week... didn't I?) the question becomes where and how to start? First think about your personal brand; that is your vision for your practice, your expertise, your experience and your strengths. Every great brand has an idea or focus that sets them apart from everyone else, so what’s yours?  Look at the big picture when it comes to expanding and building on your personal brand and it may spark ideas for your plan.

A few categories for you to include in your legal marketing plan:  

• Focusing on your Internet presence
• Developing and nurturing your referral base
• Upping your involvement in organizations
• Defining a niche (maybe an industry)

Now think about the specifics of what you will do. My friend Gail McQuilkin, from Kozyak Tropin Throckmorton, has some great advice...

"We have individual lawyer marketing plans that everybody is required to follow as part of their leadership responsibilities. In that marketing plan, you're required to set forth specific things you're going to do during the year. You can't say 'I plan to build a referral base for myself.' You have to say you're going to to do ten dinners a month, what I call 'touches'. Then you've got to say you're going to have four dinners with people that you know, three dinners with people that have been referred to you, and so on. Whatever it is, lunches, dinners, or plane rides to visit a client out of town, your marketing plan must be specific as to how you're going to do it."

We have two questions this week... they will give you some insight to what everyone has spent time on in the past AND what the focus for 2010 will be. Answer both questions and check all that apply.

Question #1:

Question #2:

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Our question of the week was: Where do you stand when it comes to your marketing and business development strategy?

Results

1. I have a plan and review it on a monthly basis. - 20%
2. I have a plan and review it on a quarterly basis. - 0%
3. I have a plan but haven’t looked at it since I wrote it. - 50%
4. I have been meaning to write a plan for years and 2010 is the year I will start. - 30%
5. I have no time or interest in writing a marketing and business development plan. - 0%

Thanks to everyone who participated in this week’s poll...

Congratulations to the 20% of you who write a plan and refer to it  regularly. Your plan is a living breathing document that gets adjusted and fine-tuned as you move along, good job! 80% of you don't have a plan, yes I'm talking to the 50% of you that write it... and the big problem is putting it into practice... it's as though you NEVER wrote it in the first place. And lastly, I love to see that 30% of you are making a commitment that 2010 is THE YEAR.

My Thoughts: Having a plan is one of the most important steps in your marketing and business development journey. For the next few weeks I will be blogging on creating a 2010 plan… ideas to include and tactics to monitor. Individual marketing plans should set forth what you will do over the next 12 months to maximize relationships with key clients. It should also include activities to enhance your credentials as an expert in your practice area or industry of focus.

The key is to keep it simple and easy to incorporate into your daily business activities. It is constantly changing and evolving and needs to be revisited and updated often.

Howard Berlin of Berger Singerman points out…

“In addition to the firm’s overall marketing plan, we ask the partners to submit their individual marketing plans to the marketing director. The marketing director is the coach. They know the playbook and can make recommendations on how to best execute the plays. After that it is up to the attorney or practice group, with the support of the marketing director and staff, to run the plays and clinch the victories.”

Black Pearl: For help in writing your strategic plan, there is a wonderful book written specifically for lawyers: Tom Grella’s aptly titled “The Lawyer's Guide to Strategic Planning.” I highly recommend it for anyone looking for  guidance.

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The time has come to start thinking about creating your 2010 marketing and business development plan. Didn’t have one in 2009 (or in 2008 for that matter!)? It doesn’t matter. 2010 is the year to start.

The world has changed and it is essential to figure out where you’re going and what you need to do to get there. To operate in this new environment you need to be strategic… business isn’t going to simply fall from the sky. Consider this: According to a 2006 Managing Partner Forum audience survey, 82% of law firms with a plan reported a direct correlation between planning and profitability. And while the survey may apply to law firms as a whole, those plans began with lawyers, were carried out by the lawyers and were measured on lawyer results. So, whether firm-wide or individual, the lesson here is: You. Need. A. Plan.

So, I will write a SPECIAL SERIES... devoting the next few weeks of In Black & White to the questions and strategies that encompass writing an effective marketing and business development plan. Subscribe today and have my bi-weekly commentary delivered directly to your inbox!

To begin with, let’s see how many of you have been writing individual marketing and business development plans...