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

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After 15 years of working with both individual lawyers and firms there has never been one strategy that could work for all. The strategies are as varied as the individuals implementing them. For some, "thinking outside the box" is the route to follow, while others fare better when focusing on the basics. Taking into account time, experience and marketing goals, I personalize every marketing plan I work on, but sometimes things don't go as expected, and it’s in these instances that I’ve learned the greatest lessons of my consulting career. As we wrap up our discussion of marketing mentors and consultants I’m happy to share these lessons with you. But first…

Question of the week: What’s the greatest lesson YOU’VE learned from a marketing mentor or consultant?

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

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

1. Yes - 29%

2. No - 26%

3. Sometimes - 45%

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

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

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

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

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

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

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

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

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

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

1. None - 0%

2. 1-3 - 72%

3. 4-6 - 0%

4. 7-10 - 28%

5. More than 10 - 0%

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

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

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

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

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

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

Question of the week: Where do you provide leadership?

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You may be able to explain your points of differentiation, but that won’t help you in a short exchange! Have your “commercial” ready and opportunity will find you.

This week we asked: Do you have an elevator speech?

1. Yes - 45%

2. No - 55%

My Thoughts:  Only 45% of you said yes. So what makes a great elevator speech and how do you go about preparing yours?

1. Be clear and concise. Stay away from industry specific language or intricate explanations-when you only have a minute it's a waste of your time.
2. Use powerful and exciting language. If you're not excited about what you do, why should anyone else be?
3. Give them a visual. Have a great story that illustrates what you do? Tell it! Giving people a visual to remember will help them be clear about your work when you walk away.
4. Have more than one. Not everyone can be approached in the same way. Your elevator speech for the CEO of a company you're trying to land as a client will be drastically different than the one you use on friends and family who want a better idea of what you do.
5. Let it evolve. Think of your elevator speech as a draft. Try it out, see what works and tweak it.
6. Practice, practice, practice. The only way to perfect your speech is to try it out. Test it out on everyone... your secretary, your partners, your significant other. Ask them for their input, they may have suggestions you haven't thought of.

Always focus on the goal: what do you want to come from the pitch? You want to pique their curiosity; you want them to hand over their card and ask for a call; and you want to feel comfortable picking up the phone and making that call. Keep that in mind while writing, practicing and putting it to use. Remember to have a great hook, be clear but specific and always confident. Though it may seem uncomfortable at first, the more you use and develop your elevator speech, the more second nature it will become... and the more results you'll start to see!

Similarly, it’s always good to be prepared-- a point my colleague Robert Sattin of TAGLaw makes well:

“Never go to a conference or a social event or a business meeting without knowing what you want to talk about, ‘dead air’ is not conducive to marketing. It could be a recent case or world news or something else that is somehow connected to your professional life, but find a way to start and lead a conversation with someone you will meet.”

Black Pearl: Here’s an interesting LinkedIn thread on different takes on the elevator speech. Good tips and some good humor...

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As you start (or continue) your journey into legal marketing, one of the most important tools you can have in your pocket is the "elevator speech." Named because it should take between 30-60 seconds (or the length of a short elevator ride), it's built on the idea of being prepared should, by chance, your dream prospect step into an elevator with you. People have little time to figure out just what you do and, more importantly, why you're good at it, so a great elevator speech is the best way to make a powerful first impression.

Question of the week: Do you have an elevator speech?

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*Special Friday Post

Some people (though I would venture to guess there are very few) are born to network. They can talk, and more importantly connect, with just about anyone who steps into their path. For the rest of us it takes a little work. A few weeks ago my staff and I began discussing “elevator speeches”—those 30-second pitches you should have at the ready when opportunity presents itself. Earlier this week we were similarly intrigued by a Today Show segment entitled “How To Schmooze.” Though it may not be directed at lawyers, it’s a great introduction on connecting and networking for those who think they’re too shy to do it well. Take a look at the clip below (If you're having trouble viewing it, it's also available here) ...and keep your eye out for our upcoming posts on “Elevator Speeches.” And, as always, feel free to leave your best networking (or schmoozing!) tip in the comments section. Enjoy! 

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Your friends and family can be an incredible source of referrals... as long as they know just what it is that you do.

This week we asked: What percentage of your friends and family truly know what you do?

1. Less than 25% - 35%

2. 25-50% - 40%

3. 51-75% - 17%

4. 76-100% - 8%

My Thoughts: What a wake-up call! Only 25% of you say more than 51% of your friends and family can clearly articulate what you do, why you’re good at it and what type of business you’re looking for. Not good. If they can’t pass on your points of differentiation, they can’t help you bring in business. And they certainly can’t bring in the kind of business you really want.

Here’s my advice... Make sure those closest to you really understand your marketing and business development needs. Take the time to explain the kinds of business you’re looking for and why you’re a match for it. Chances are they’ll be more than interested to hear and will go out of their way to think of people they can introduce you to. You’ll be surprised how many of them have connections you never knew existed...and they’ll be thrilled to help out.

Marrero Bozorgi’s Susan Bozorgi has a similar outlook:

“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.”

Black Pearl: Uncomfortable approaching friends or clients for referrals? Here’s a good piece by Donna Erickson of Erickson Marketing on Missed Opportunities. Enjoy!

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Many realtors (who happen to be masters of marketing!) I know have a name for the people around them...their “sphere of influence.” These are the people—the family, friends, former clients and close acquaintances—whom they count on to help them bring in business. And you can bet EVERY SINGLE ONE OF THEM knows exactly what that realtor does, where they sell their homes and how they do it differently. That’s the key! It’s great to have a support system, but they can’t be of use unless they truly understand your business. So look around and take an inventory.

Question of the week: How many of your friends and family truly understand and can articulate what exactly it is that you do... and what kind of business you’re looking for?  

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A stack of cards is just... a stack of cards. Spending time and energy listening to those around you can build business faster than any collection of business cards.

This week we asked: At an average networking event, how many people’s business cards or information do you normally come away with?

1. 1 to 3 - 0%

2. 3 to 6 - 18%

3. 6 to 10 - 58%

4. More than 10 - 24%

My Thoughts: Just as I thought, 100% of you thought you should come home from events with more then three business cards. While, in theory, making more connections may seem productive, and may work in other professions, lawyers are another story.  Try this test-- look back at the last three cards you’ve gathered from events and try to remember five things about each person that would help you make a deeper connection or help them out in some way. See the problem?

I would argue that spending more time on less people will speed up your business development in a way that might surprise you. People bring business to (and refer business to) people they know and trust—not a random business card. Focus your time on “choice relationships,” those people who you find a connection with and could build a meaningful relationship with... one that you genuinely would like to get to know... then and only then can they get to know you. If you do this you are more likely to make the time to nurture the relationship to make things happen for both of you and truly make a difference in your business development journey. The goal for your next networking event is to meet ONE person and get to know that person... ONLY ONE.  Stop collecting cards and collect relationships... you never know where it may lead.

As my colleague Simon Ward of Piper Alderman says:

“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: Think networking isn’t your thing? Before you throw out the concept entirely visit a few of the articles posted here in “25 articles on networking for shy people.” You might find some inspiration.

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Networking and relationships are an integral part of any marketing and business development initiative. Let’s face it... without those relationships most of our marketing efforts would be at a stand still. But, as I often tell my clients, the key to SMART networking and relationship building is to focus on a core group of people, or what I like to call “choice relationships.” Before we get into the definition of a “choice relationship” let’s see where your networking mindset lies...

Question of the week: What's the most effective way to network?  

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From business opportunities to PR for your practice, making the connection is an important part of your blog.

This week we asked: What are you doing to make connections?

1. Nothing, I'm just writing my blog - 45%

2. I’m asking questions and engaging my audience - 30%

3. I’m promoting my posts on Twitter, LinkedIn and other social media - 25%

My Thoughts: The good news is that a little over half of you (55%) are actively engaging your audience via social media or simpy asking questions and encouraging discussion. The bad news? Almost half of you (45%) are not.

As I mentioned on Tuesday, a focused, smart blog can open doors to a wide variety of opportunity…whether that be new business (which we’ll discuss in 2 weeks) or just connecting with other professionals in your industry. At the very least it can open up a forum for discussion, at its best it can draw regional or national attention for its commentary. The key is to keep your posts relevant and interesting enough to draw comments or re-posts from others. I can’t tell you how many books I’ve sold or how much traffic I’ve driven from a simple link to a post I’ve done on this very blog.

A few ideas for connecting? Don’t hog the spotlight. Feature other bloggers and link to interesting or insightful commentary they’ve posted. Then let them know about it! It’s a great way to build relationships. Also, promote your posts to others via social media—whether it be LinkedIn, Twitter or if it is appropriate Facebook.

I came across this great quote on connecting from Zappos.com CEO Tony Hsieh. He was speaking about Twitter but I think it applies to blogs as well…

“We’ve found that Twitter has been a great way for us to connect on a more personal level with our employees and customers. We use it to help build our brand, not drive direct sales. It’d be like asking how does providing a telephone number for customer service translate into new business when they are mostly non-sales-related calls.”

Black Pearl: I pulled the quote above from this great Copyblogger post about using Twitter to connect. It’s a great summary of who’s using social media and how they’re doing it in new and interesting ways.

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One of the greatest things about putting out a truly engaging and thoughtful blog is the opportunity to connect. A focused, smart blog can draw attention and comments from potential clients, industry colleagues and even local, regional and national media; it can help you develop your personal brand (as we discussed previously); and can open the doors to other opportunities via the reputation you build. While having a blog is obviously step one, there are many more ideas to consider when understanding just how to make those connections.

Question of the week: What are you doing to make connections?