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

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You can plan and work and push as hard as you want, but if you don’t have a personal brand that shines through you’ll never get to the top.

On Tuesday I mentioned Seth Godin’s great post from last week, celebrating the life and lessons of fitness guru Jack LaLanne. But what does it have to do with you? Let’s take a look…

“He bootstrapped himself. A scrawny little kid at 15, he decided to change who he was and how he was perceived, and then he did. The deciding was as important as the doing.”

Jack Lalanne saw a direction and moved forward not with what he WAS but with what he WANTED to be. The same applies to clients. Go after the clients you WANT, not the clients you happen to have.

“He went to the edges. He didn't merely open a small gym… he created the entire idea of a health club, including the juice bar. He did this 70 years ago.”

The message? Think big. Don’t limit yourself to being featured in a local Superlawyers edition. Go after national media. Don’t just write one little article and post it online. Figure out how to turn those ideas into a speech, a seminar, and an e-book.

“ …most of what Jack had to offer he offered for free. He understood the value of attention.”

As I tell my clients all the time. Free isn’t a four letter word. Give clients something for nothing once in a while, it will not only build on your relationship but will give them ammunition to refer out your services.

“He was willing to avoid prime time. Jack never had a variety show on CBS. He was able to change the culture from the fringes of TV.”

You don’t always have to play in the big pond. Find your audience and cater to them, wherever they are. Be an expert in your own world and don’t worry about competing with the big guys.

“He stuck with the brand. He didn't worry about it getting stale or having to reinvent it into something fresh. Jack stood for something, which is rare, and he was smart enough to keep standing for it.”

This one is pretty self-explanatory. Commit to your brand (both firm and personal) and own it. Repetition, repetition, repetition.

Black Pearl: One final link on this subject. Here’s an Inc. slideshow about LaLanne that I thought was fun and inspiring. Hope you enjoy it…
 

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As most of you who follow my blog know, I’m a big fan of Seth Godin and regularly find inspiration in his thoughts and ideas. Last week I received a great post from his blog (which, as I suggest you all do, I subscribe to) about the life of a unique and similarly inspirational marketer: Jack LaLanne (more about that post later). After reading his post, I did a quick search on the Internet and found many, many references to lessons we can all learn from the life of this legendary public figure. Here are some I thought I would share.

1. Use it or lose it.
2. Make a personal connection.
3. It’s never too late.
4. Do, don’t stew. 

As for Seth’s 8 lessons? Come back on Thursday and we’ll take a closer look.
 

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How did you find your last real estate agent? I bet it was via a referral. Take a lesson.

Some of the greatest marketers I know are realtors. And when it comes to referrals? They’re masters. In fact, most established real estate agents work solely off referrals from past clients. Sure, the businesses may be a bit different, but the basic principles apply to everyone. Here are a few links to some great articles by and for realtors. Open your mind and see how they apply to your own referral business… you may be surprised!

Black Pearls: 6 Prospecting Tip to Help Grow Your Business,  7 Ways to Generate Leads and Build Your Business,  8 Ways Real Estate Agents Can Generate Referrals for Free

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For the past two weeks we’ve explored the idea of trust and how to build that trust with clients, potential clients and colleagues. So once it’s there what comes next? You guessed it: referrals. But getting referrals isn’t as easy as doing a good job. You have to let people know that you want them… and what type of referrals you want. Here are five tips for getting started:

1. Don’t be shy. The only way to get more work is to ask for it.

2. Understand what you want. People can easily send you work if they have a clear idea of what kind of work you’re looking for.

3. Focus on the right people. If you have a referral source who has sent you 1 case and another who has sent you 20, it becomes clear where to place more of your efforts.

4. Make use of family and friends. They know you best and won’t be afraid to throw your name out.

5. Have a plan. Know how you’re going to follow up with a referral source and create a system for everything from initial contact to a follow-up and thank you gift.
 

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No one sells you to new clients better than existing ones. When you generate a culture of strong relationships you lay the groundwork for a word-of-mouth army.

As I mentioned on Tuesday, this year in marketing is looking to be about trust. But once you’ve built that trust it’s time to spread the word. Make it a point this year to focus not only on your website, blog and LinkedIn… but also on word-of-mouth. How? I came across a great post from a blog called Cool Marketing Stuff (stay with me…) that outlined 32 great quotes from a book called “Word of Mouth Marketing”. Here are a few of my personal favorites:

• Be interesting, or be invisible—Lawyers are often afraid to be interesting. Don’t be.
• When people are talking about you, answer them—If a client sends you a referral, call them up and thank them.
• Marketing is what you do, not what you say—Lawyers love to talk. Stop. Listening and acting brings you business.
• Finding a way to make unhappy people happy is worth 10 times more free word of mouth marketing than making them happy in the first place—Think of every challenge as a chance to create a fan.
• Word of mouth marketing is about being good to people—It may sound simple, but there’s a lot to be said for good manners.

Black Pearl: For the rest of the 32 quotes head over here. While you’re there, look around… there are some great posts you may find inspiring.
 

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Last week we talked a bit about personal branding again. Who you are and what you want to project to the world. But the truth is, you can craft the most perfect personal brand in the world, but if no one knows about it, it means nothing. That’s why, starting today, we must all make 2011 the year of being noticed. While skimming through some articles on marketing trends for 2011, I was continually faced with one word: TRUST. And it makes sense. In an age where emails often replace face time and social networking has replaced a good old phone call, clients are inundated with information. They tune out. So what gets you noticed? And what brings in business? Good, old-fashioned trust. In fact, I think we could all use a good refresher on how to build that trust via The Fearless Competitor.

And once you've established that trust the work doesn't end. In fact, it's just the beginning...

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Take a moment to reflect...

Are you a listener or do you talk too much?

Are you energetic or passive?

Are you punctual or are you habitually late?

Are you open-minded or are you argumentative?

Are you focused or scattered?

Are you in control or are you always behind?

Are you kind or are you dismissive?

Are you decisive or are you wishy-washy?

Are you a approachable or are you a sour-puss?

Are you a resource of information or do you horde information?

These are traits that are visible to the world and reflect who you are… your brand personality. Identify the traits that best describe you… be honest. I would suspect that some of them you are not particularly proud of… right? (We all have them.)

So now let’s answer the questions… What do you want to be known for? What do you want to do about the things you’re not so proud of? Can you adapt a new way of being? Do you WANT to?

If you have the desire and the commitment… 2011 can be the year you move to a whole new level of how you project your personal brand and how the world responds to you. Be the person you want to be… your personal brand is the most powerful tool you have. It can enhance your legal skills or undermine them. It’s your choice. Create a personal brand that you are proud to step into each and every day. And when you get off track… pull yourself together and get back on track.

In 2011 craft your personal brand with thought and intention.

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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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Now that you’ve started to see who you want to be in 2011, it’s time to put it to action. I’m sure, as loyal readers, you’ve all been working hard on your elevator speeches. Let’s revisit that. Think about who you want to be, what you want your practice to be and what kind of client you wish to attract. Now tailor your elevator speech to those ideas. See the difference? Market to what you WANT, not what you HAVE.

On the same note: Start mentally rolling through your contact list to think about who can help bring you the clients you want in 2011. Make a list. Send them a personal New Year’s—not Christmas!—card (or gift) and start the conversation. There are only a few degrees of separation between you and your dream client. Connect the dots and see who can help you make it happen in 2011.

Black Pearl: One of the easiest ways to connect with old friends, colleagues and clients is via LinkedIn. It’s also a great way to see how you’re connected to the clients you need to get in front of. But how? www.imonlinkedinnowwhat.com by Jason Alba is a great blog (and book) that can give you tips and tricks to making the most of the site. Take a look and start connecting!
 

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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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You don’t have to build a referral base through a Bar Association only. Look around your everyday life and make networking fit in.

This week we asked: Where have your best referrals come from?

1) Professional Organizations (Bar Associations, ect...) - 19%

2) Personal Causes - 26%

3) Community Organizations/ Schools - 13%

4) Neither - 42%

My Thoughts:

Interestingly enough over half of you said that your best referrals came from personal causes or organizations and schools.

At a recent seminar I conducted the conversation turned to this exact topic and almost all of the attorneys in attendance were in agreement that some of the best networking they are able to do is in their own personal life. While the Bar Association is a fantastic place to build referrals, it needs to be supplemented with some other organizations. A few ideas…

1. Schools—Whether its your child’s school or your own alumni association, it’s a great (and relaxed) place to connect with others and share business. Just be aware of the environment and focus more on developing friendly relationships than pushing for referrals.

2. Charitable Causes—Having a cause that means something to you beyond being simply a networking fulfillment will make all the difference in both your comfort level and attitude. Look around the organizations you belong to that mean the most to you and make sure that the people you interact with on a regular basis know what you do and why you’re good at it.

3. Hobbies—Take inventory of your out-of-office activities. Play for a basketball or softball team? Belong to a runner’s club? Poker? Bridge? Tennis? All great places to network. Don’t discount opportunities just because they show up outside your professional bubble.

The key here (in case you hadn’t noticed) is developing personal relationships. We all know that. The problem is remembering it. You don’t have to make a play for new business or referrals, but keeping that IN MIND as your relationships develop can help you see opportunity where you may not have before.

Black Pearl: Need a refresher on networking and building relationships? I highly recommend Mark Maraia’s “Relationships Are Everything! Growing Your Business One Relationship at a Time.”
 

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I often find myself counseling clients who have trouble committing to organizations. In fact, if I had a dollar for every client who joined the local Bar Association and then called it a day I would be…well, I’d be a wealthy consultant. One of my main goals in working with a new client is to sit down and understand how we can make networking and building a referral base a natural part of their life. Part of that is looking at the organizations that fit into their daily life and seeing where they can benefit and create opportunity. Check back on Thursday for some examples.

Question of the Week: Where have your best referrals come from…professional or personal membership?
 

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When can you say no to a referral? When it comes from friends and family.

This week we asked: How often do you take on cases for free as a favor?

1) Never, I always ask for payment - 0%

2) Sometimes, it depends on who's asking? - 32%

3) All the time, I have a hard time saying no. - 67%

My Thoughts: I could have guessed that most of you (about 67%) agree to take on favors for people all the time. And it’s even less shocking that not one person responded saying that they ALWAYS ask for payment.

At a seminar I recently conducted the question of doing favors came up. More specifically the question of “When is it smart marketing and when is it a favor?” Unfortunately, we didn’t come up with a clear answer. But my advice is always to stop and think about WHO you’re doing the favor for. Doing a favor for someone who is an influencer is smart marketing. They may have influence within their company, within an organization, within a group or industry—but be sure that they have a solid ability to tout your services and bring you more business. I also think its always a good idea to examine why they’re asking for the favor. If they truly need help (and are not just looking for free legal advice) then it’s a good move to provide it.

I was doing a little digging on the web and I came across a post about this very subject, aimed not at attorneys but at freelancers. One of the points the author made was this: “Many of us enjoy our jobs so much that we are guilty of making them sound too easy (or more like play than work) when we talk to those who are closest to us.” I thought that was a great point. Make sure your friends and family truly understand the complexities of what you do…and why you’re good at your job. If they understand what your work entails, they may be more selective in offering your services. And make no mistake—no one can sell your services like your friends and family!

When it comes to saying no, you can do so without alienating those close to you. How?

1. Suggest another attorney who may be a better fit for the work.
2. Casually mention that you can give them an estimate on what your legal services may cost or that you may have to charge a minor consultation fee. It will help weed out the freeloaders.
3. Speak directly to the person sending you the business and be clear about what you do and the type of clients you are looking for.

Black Pearl: The rest of the post referenced above “Working With Friends and Family — Can It Ever Work?” has some great tips and food for thought. Another good post to spark some thoughts on the subject is from Cordell Parvin. “Client Development: Are you making lots of effort or the right effort?” is a good reminder of when and where to focus your marketing efforts.
 

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Old sayings ring true for a reason. They make sense. If you’re logo is strong, highly visible and easily recognizable, it’s never a good idea to change it up. (But, if it is not all those things... get to work.)

This week we asked: Have you ever considered changing your firm logo?

1) Yes - 30%

2) No - 70%

My Thoughts: 70% of you said you’ve never considered changing your firm logo. Good thinking! Repetition, Repetition, Repetition is the key to any good marketing strategy, but you can’t repeat what you keep changing.

I think it’s pretty clear what I think of The Gap’s sudden redesign. Not a great move. Not only does it alienate loyal clients, it prevents new ones from recognizing the brand and connecting with it.
According to AdAge’s article, “The logo is pervasive in American culture, appearing on some 1,200 stores in North America. Gap also operates nearly 300 stores in Europe and Asia. Gap is the 84th most-valuable brand in the world, according to Interbrand's 2010 study.”

That’s a powerful brand. Why mess with it? Forget the rules of branding, strategy and marketing. Think emotion. People become emotionally attached to what they know (Hello New Coke, Tropicana, and a slew of others…), and are put off when a new version is introduced.

Brand equity is a powerful thing, and something that I see way too many law firms treat casually. Respect the power of your brand and the look and feel that surrounds it. If the question comes up, ask yourself and your firm members WHY you need to change it. If the reason is legit (and there are some reasons that are), then go for it. But if it’s change for change’s sake, step back and reconsider. Believe in the power of your brand and stay true to it. Your clients—and your wallet—will thank you.

Black Pearl: A few quick and interesting posts about the Gap debacle from AdAge (see link above) and BrandChannel.com (http://www.brandchannel.com/home/post/2010/10/06/Gap-Rebrands-Itself-Into-Oblivion.aspx). Plus, here’s The Gap’s response (http://www.huffingtonpost.com/marka-hansen/the-gaps-new-logo_b_754981.html) and a great piece from MSNBC on the worst rebranding disasters (http://www.msnbc.msn.com/id/36398773/ns/business-us_business/).

P.S. Just this week The Gap reverted back to its original logo. Read more here. 

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In case you’ve been buried under briefings in your office for the past 10 days, last week The Gap introduced a new logo (click here to view it http://www.gap.com/). Though they rolled out the new design with little to no fanfare, it was promptly rejected by most (ok, almost all) viewers, clients, experts and bloggers. In fact, over the past week there have been countless articles about the changeover. So, does bad branding equal great PR? Maybe. But, in the end, they still have to live with the change and continue to explain themselves to their customers. If they can recognize them…

Question of the Week: Does new always mean better?

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Just because you keep bios in a consistent format doesn’t mean they have to be carbon copies. Play to your strengths but stick to your brand.

This week we asked: Are your firm bios consistent?

1) Yes - 45%

2) No - 55%

My Thoughts: More than half of you were not convinced that your firm bios were truly consistent. Time to change that. Even in smaller firms, keeping bios in the same format looks more professional, more branded and more cohesive.

The best way to ensure that bios look uniform is to charge one person with the task of organization and upkeep. Be it a marketing director, administrator, secretary or even receptionist, identify someone to take charge of the project and keep it on track.

Tip #1: The first step in a revamp is to create a questionnaire (click here to download ours) and use existing bios to fill in the information. Then send those questionnaires back to each individual attorney so that they can fill in any blanks or update outdated information.

Tip #2: Pick a format and stick to it. In what order do you want to present the information? Will you put dates on Bar Admissions? Undergraduate information before JD or vice versa? Will you separate membership listings in charitable organizations from professional organizations? All questions you should consider.

Tip #3: Look at your head shots. Do they look like they were photographed by the same person? Are they outdated? If you answered no to the first question and yes to the second you may want to look into investing in some new photos. Never underestimate the power of a strong head shot.

Black Pearl: Just because you’re an accomplished attorney it doesn’t mean you can’t have a sense of humor. Not all attorney bios are as serious as you may think. While you don’t have to take it as far as this guy (http://nylawblog.typepad.com/legalantics/2008/09/best-lawyer-bio.html), there are small ways to incorporate a sense of personality. My team and I came across D.C.-based Beverage & Diamond by accident and were impressed and inspired by their “Professionals” section. Take a look at the way they used photography to punch up their bios while still remaining, well… professional. (http://www.bdlaw.com/attorneys.html)
 

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Whenever I begin working with a new firm, one of the biggest challenges my team and I tackle (once the branding and positioning has been determined) is collecting and refining the firm biographies. Inevitably all of them will be formatted differently, many will contain out of date information and none of the head shots will have been taken by the same photographer. Sound familiar? Organizing, updating and creating consistency with your firm bios is a project, but one that can reap true rewards for your entire firm. So how do you go about it? Check back Thursday and I’ll share some insight.

Question of the Week: Do your firm bios reflect a unity within your firm and your branding?

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Did I mention repetition?

This week we asked: Are your marketing ideas, efforts and materials separate entities or a united front?

1) Separate. - 12%

2) Unified. - 9%

3) Half and Half. - 79%

My Thoughts: Only just under 10% of you are convinced that your marketing efforts are working together to create a seamless message. Not great. In order to achieve the best (and fastest) results you have to present a united front.

Quick Test! Lay out on your desk the following items: your bio, your brochure, a print out of your firm website (homepage is good enough), two presentations and a PowerPoint template. Now step back and look at them. Do they all LOOK like they came from the same firm? Now read them. Do they all SOUND like they came from the same firm?

Staying true to your firm language and visuals is an important part of being “seamless.” You have to build brand recognition and keeping a consistent look and feel to your materials is a key factor. Even firm announcement and ads should feature the same language, logos, fonts and colors as your other materials. Think REPETITION.

The best part? It will make your marketing and business development efforts even EASIER. Yes, easier. Once you have a strict set of guidelines you need only pull from other materials to create new ones. Pull brochure headlines to use as marketing statements in presentations or on folders. Hand out articles or blog posts during speeches or presentations to punctuate your points.

Remember…Be Seamless!

Black Pearl: For those of you who use social networks and E-mail in your marketing and business development, here’s a great post (http://www.jeffbullas.com/2010/07/01/10-ways-to-integrate-your-social-media-and-email-marketing/) by Jeff Bullas (http://www.jeffbullas.com/bio/) on integrating the two for maximum results.
 

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It may seem strange, but translating your blog to video is much easier (and more sophisticated) than you think.

This week we asked: Would you use video to reach out to potential clients and colleagues?

1) Yes, it sounds like a great idea. - 71%

2) No, too much like a commercial. - 6%

3) Maybe, it depends on the video. - 23%

My Thoughts: It seems as though almost all of you (about 94%) are open to using video as a medium to connect to with readers. It’s an exciting prospect. Video is a fantastic way to help readers get to know you better—provided you stay true to your content, your brand and your audience. The easiest way to get started is to use content you already have.

Have a great power point presentation that you use on a regular basis? Translate it into a video and post it on your blog (Instructions and Tips here). Now you’re giving readers even more value via your online presence. Just remember:

                     • Keep it short.
                     • Make sure its branded (your firm name and website/blog should be on all slides).
                     • Speak clearly.
                     • Address a need or subject that hits home for your readers.

Connect with your readers, give them something they can use and see the results!

Black Pearl: Interested in learning more about video? Find some interesting information and quick tips at The Lawyer's Video Studio.

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In my quest to constantly improve and update the blog, I often do my own research on new ways to think about content. One of the things my team and I have been talking a lot about lately is the idea of making your content come alive. In other words, how to bring the reader into your world beyond just words on a page. Recently we came across an interesting solution—using video. Now, I’m not talking about commercials, I’m talking about using video online to reach out to your readers and give them even more value. How do you do that? Check back Thursday and we’ll discuss.

Question of the Week: What is your opinion on lawyers using video for marketing purposes?

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He may have only started last year, but Jim Walker has built his blog into a must-read for the cruise line industry. How did he do it?

As I mentioned on Tuesday, Cruise Law News has been a huge success for Jim Walker. In fact, he estimates that  firm inquiries are up about 5 times what they were pre-blog. Have they turned into cases? I would say so. From a single accident he blogged about he got 8 cases--that my friends is results. But his journey is not without effort. So how did he get to where he is today?

My Thoughts: Don’t be fooled, blogging is a full-time commitment. If you want to be successful (really at anything, right?) you have to first put forth the effort. Here are a few ways I think Jim built his blog into a vehicle that gets results:

• Consistency--Rather than post when he felt like it, Jim made a commitment to his readers to post on a regular basis. With 356 posts in 365 days, I’d say he proved himself a reliable source for industry news
• Timeliness--Jim writes about real, of-the-moment industry news and information. If something happens that involves a cruise line or ship you can be pretty sure he’s going to cover it. That drives people to return to his blog over and over again for fresh content.
• Focus--By picking an industry he knows well, Jim created a niche for himself. His background gave him unique insight into his readers and he stayed true to what THEY want to read about.
• Conversation--Instead of being simply a source of information, Jim engages with his readers through the comments section. By reaching out to them he’s connecting—and talking WITH them, not AT them.
• Passion--Jim’s interest in the subject and enjoyment in writing the blog comes through in every post. When you truly enjoy what you do it shows…and it draws others straight to you.

Kudos Jim! Keep blogging…getting cases is proof that it works!

Black Pearl: Almost as if on cue, this post from Cordell Parvin arrived in my Inbox. “If you need to, got to or have to-You won't,” is a great wake-up call for those of you who see marketing and business development as a burden. Change your attitude, change your future!
 

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Last week marked the one-year anniversary of my friend Jim Walker’s blog “Cruise Law News.” What he has accomplished in the span of a year is truly amazing…and should be an inspiration to all you attorneys out there who don’t think they have the time or energy to blog. In 365 days, Jim has:

• posted 356 articles;
• become the #1 maritime law blog in the US;
• become the #2 personal injury blog in the US;
• become the 50^th most popular law blog overall in the US;
• averaged 25,000 unique visitors a month;
• and has been cited in regional, national and international media.

He has also created a community of cruise ship passengers, crew members, travel agents and others who look to HIM for news and commentary on their industry. So what can we learn from his success? My thoughts on Thursday…

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If you have the time, the focus and the desire, a law firm newsletter can be your first line of communication with long-lost clients and colleagues.

This week we asked: Do you send out a newsletter?

1. Yes, and I truly think through the content – 12%

2. Yes, but it’s somewhat thrown together – 19%

3. No, I don’t have time – 41%

4. No, but I would like to start – 28%

My Thoughts: More than 65 percent of you don’t send a newsletter and the ones who do admit to not giving it the attention it truly needs. Not surprising.

Here’s the key- If you’re going to create a newsletter, create one that gels with the rest of your marketing materials... and with your firm. Better to send out 4 great newsletters a year than monthly communications that go straight into the trash (digital or paper!). Your clients should have a common ground (something we discussed long ago when creating a marketing plan) so cater to them. Give them a great article on something of importance to their business or personal life. Give them important updates on news and laws that affect them. Profile an attorney every other newsletter to give it an editorial feel. Enlist a good graphic designer to make it inviting and professional. Give it the attention it deserves.

So what got me focused on newsletters? I was browsing Copyblogger, and came across a great post that included this gem:

“There may be seven thousand reasons why your newsletter won’t get the response you’re looking for. Most of those reasons have the same common problem, though: readers just don’t like it.”

Simple but true.

Black Pearl: The post I came across “5 Reasons Why No One Is Reading Your Email Newsletter,” is full of great information. And don't forget to read the comments!

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By giving clients an amazing experience we can not only drum up repeat business, but we can build a referral source for the future.

This week we asked: How do you think clients would rate your client service?

1) Terrible - 0%

2) Not great - 0%

3) Just OK - 31%

4) Pretty good - 43%

5) Outstanding - 26%

My Thoughts: I’m happy to see that over two-thirds of you think that your clients would rate you above average. But are you sure? How do you know?

This week we’re looking at the importance of client service—not just in retaining clients, but in transforming them into major referral sources. The book I referenced on Tuesday (“Flip the Funnel” by Joseph Jaffe) uses actual case studies of big business to show how companies relate to consumers and the importance of making sure they’re happy. Not just happy. Go-out-of-their-way, over-the-top, have-to-tell-someone-immediately happy.

Quick example: One of my team members recently had her second child. When she and her husband pulled out their three-year-old crib to put it back to together for their newborn they found that a small albeit important piece was broken. Having bought the crib from a large national retailer they jumped in the car and headed to the store. After explaining their dilemma to the manager he explained that the crib was a special order item and they didn’t stock the part needed, but he would check the back. 15 minutes later he returned with the part. How? He had taken apart an entire floor model in the back office just to provide them with a 3-inch bracket. Did he have to do that? Absolutely not. Did my associate run immediately to Facebook, Twitter and anyone who would listen and tell them how fabulous the retailer was? Yes. Did that translate to new business? You bet.

Think about it. What have you done for a client lately that would inspire that kind of action?

"In an acquisition-heavy world, we pull out all the stops to woo a stranger to sample our wares, yet we ignore the very people who essentially fund our acquisition efforts in the first place. It is tantamount to feeding yourself by holding the steak knife the wrong way," writes Jaffe. "Not only will you go hungry, but also you'll end up in the emergency room."

Black Pearl: If you’re interested in more information from the book check out the Twitter feed or the website.

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Let’s be honest. On a day-to-day basis how much time do you really spend thinking about the experience your client is having? Probably not a lot. Sure, you’re thinking about how YOUR office is interacting with them, but rarely do we stop and ask THEM how we can be better. And we should. What got me thinking about this? Today I was doing a quick search on Twitter (follow me @legalbranding) and it led me to a review of an interesting book. In it, the author takes on client service and relationships, explaining exactly why and how we need to put a focus on client service. So what’s the answer? In short... if we want to generate new business we need to flip the funnel...

Question of the Week: How would clients rate YOUR client service?

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Shifting your perspective can open up a world of change...and possibly affect your bottom line.

This week we asked: How easy it for clients to do business with you?

1) Very easy - 24%

2) Easy - 28%

3) Difficult - 0%

4) Very Difficult - 0%

5) I’ve never thought about it - 48%

My Thoughts: Nearly half of you had never even considered this question. But now that your attention is here, it’s something to consider, correct? As Jay Fleischman writes in the piece I mentioned Tuesday:

“It’s been said that your role as a business owner (and yes, you are a business owner if you run your own law firm) is to make it as easy as possible for people to do business with you.  You need to grease the wheels and create a friction-free experience for the potential client.  When you fail to do this, you run the very real risk of losing business – sometimes, without even knowing it.”

Fleischman goes on to suggest five practical ways to make your client's lives easier:

1. Make sure there are magazines in the waiting area-- and that they are geared towards your client base.

2. Ensure your retainer agreement is easy to read and understand.

3. Make sure you have a warm, friendly receptionist.

4. Minimize the amount of work your client has to do.

5. Make sure that your clients can count on you to answer their phone calls- or return them in a timely fashion.

What I like about the piece (link below) is that all of the advice is so simple. It echoes many of the themes we’ve discussed here (market focus, personalization, availability, customer service) but truly applies them to the everyday nuances of running a law office. They are simple, highly effective changes you can make immediately that will make your business life easier by making your client’s experience easier.

Black Pearl: Here’s the article, entitled “5 Ways To Reduce Friction In Your Legal Marketing Efforts.” Read it, consider the changes suggested, and let me know what you think in the comments section below.

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Let’s be honest, marketing strategy and theory changes from day-to-day and month-to-month. Though many ideas are evergreen (Repetition, Repetition, Repetition) smart marketers must be open-minded to changes in the industry—as well as other industries—and never be afraid to evolve and adapt. Case in point: many of the long-held beliefs of legal marketers have been challenged over the past decade, and lawyers and law firms are finding that the old ways of business development may not be the most effective. So what old school advice should we reconsider? Come back Thursday for my thoughts...

Question of the week: How long have you been following legal marketing trends and ideas?

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Make no mistake, choosing the right  marketing and business development coach can make or break your efforts.

This week we asked: What do you think is the greatest benefit of a marketing consultant?

1. Help with writing a plan - 0%

2. Keeping me on track - 0%

3. Bringing new ideas to the table - 0%

4. All of the above - 90%

5. I don't see the benefit - 10%

My Thoughts: Wow!!! I'm thrilled 90% of you said "all of the above" would be the greatest benefit of a coach. It's clear that we ALL need help to stay on track... I have 2 coaches and I can tell you their insights are invaluable to me. So how do you select one? Well, allow me to explain.

The most important part of the equation is the partnership between you and your marketing coach or consultant. That’s why you must take extra care to choose the right person for your personality, your practice and your goals. Here are a few tips:


Do your research. Get to know their ideas and strategies. If you're going to take advice from someone, know who that person is and how he or she gets their points across. Do you like their tone? Does what they preach make sense to you? If not, keep looking.

Look into their background. Do they specialize in legal marketing or marketing in general? How many lawyers or law firms have they worked with? Marketing attorneys isn't the same as selling cars or other consumer products, it is a category all its own.

Evaluate their services and relationships. Look into exactly what it is you're getting for the money. Some may see themselves only as coaches. Still others may offer public relations or advertising services as part of their firm. Think about what you need and how all aspects of marketing work together.

Listen to what they're asking YOU. Before embarking on a plan, your consultant has to know you inside and out. In your first few meetings listen carefully to what they're asking you. Are they asking the right questions to understand your daily business life? Are they delving into your clients, your referral sources, and your hobbies and interests to see where growth can be accomplished? Or are they simply skimming the superficial?

Go with your gut. As I mentioned above, you're entering into a relationship, and as with any relationship... you have to trust your instincts. Beyond the pitches and the samples and the strategy-do you LIKE this person? More importantly, do you TRUST this person with your business development future? If not... walk away. You must be completely open with your consultant... comfortable collaborating and discussing your everyday business life. You have to be willing to commit to taking advice and guidance before you can enter into a successful partnership.

Still not sure if you need a consultant?  Read what Doug Ward of Rogers Towers has to say... and think about which "group" you're in:

"When you have busy lawyers, sometimes the last thing they want to do is try to market their services.  You have some lawyers who don’t think about marketing at all and think that the business will somehow materialize on its own. You have others who agree that marketing is beneficial, but say, ‘I don’t know when I’m going to be able to come up for air, let alone think and talk about marketing.’  Then you have a group who says it’s critical and make a concerted effort to help the marketing process along."

Black Pearl: For more on choosing the right consultant, read this.

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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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We’ve spent the past few weeks looking at your firm brand. What it is, how it’s conveyed and what it means. Now I’d like to move on to another branding topic: your personal brand. We all know it’s not enough to simply do a great job anymore… you need a competitive advantage. Something that will make YOU stand out. YOU are your brand. Your personal brand will help you leverage your assets, strengths, expertise and experience. Forget what others think today—perception is reality, and if you can create a memorable brand you can differentiate yourself from the competition.

Question of the week: Have you defined your personal brand?
 

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If you are like me, you make New Year's Resolutions every year. RESULTS? Some years are better than others. It is about CHANGE. Not every year requires giant steps; some years can be about small steps. The key is progress.

What will you declare as your Resolutions?

How about creating a legal marketing habit in 2010? Do something every single day... if you do that, I guarantee that the results you achieve over the year will astound you. When I reflect on my results for 2009, I have a sense of satisfaction. Some of the things I could not have imagined, simply unfolded as the consequence of staying focused, being open to possibility and doing something every single day.

So my friend...

I WISH YOU A VERY PROSPEROUS NEW YEAR FILLED WITH UNIMAGINABLE POSSIBILITIES!

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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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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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Welcome back! I hope you had a great holiday and took some quality time out to connect with friends and family. As you know relationships are at the heart of business development and great client service is really about connecting with people. Strong relationships can not only spark more business from the client, but encourage them to refer friends and colleagues as well. From how you answer the phone to how often you communicate, every interaction is a form of client service. Take a few minutes to truly evaluate your client service and think about where you could improve. It’s one of the fastest and easiest ways to experience results from your daily marketing and business development efforts.

Think of it like James R. Courie, from McAngus Goudelock & Courie, LLC...

“It's all about personal relationships. Get to know your clients, their employees, their children and family. Remember birthdays and special occasions. Start every conversation with a minute or two about family, sports, etc. People enjoy doing business with people they like and trust."

Question of the Week: What aspect of your client service could you improve on?

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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: