We are excited to welcome Lee Frederiksen, Ph.D to Legal Marketing Blog; he is the managing partner at Hinge Marketing.

Today we are going to explore how thought leadership marketing works.

Black: When did thought leadership take hold in the world of marketing?
Frederiksen:Although it may seem like it’s been around forever, the concept of “thought leadership” is relatively new. The term first appeared in the 1990’s and was initially used to describe individuals with a reputation for developing ideas that might be considered highly advanced and influential. Today, thought leadership has evolved to include anyone who is an intellectual leader. And as it pertains to business and professional services, has become a powerful marketing tool.

Black: What is thought leadership marketing?
Frederiksen: Thought leadership marketing is the process of promoting specialized expertise and accelerating market influence to accomplish marketing goals, such as building brand strength or generating new business. Thought leadership marketing is powered by valuable, insightful content that positions your firm and key individuals within it as experts in a particular topic or industry. That content is then distributed to your target markets via their preferred channels to make that thought leadership visible.

Thought leadership is often confused with content marketing; however, content marketing is a much broader discipline. It involves using content to attract, educate and close new business. Thought leadership is a specific strategy within the broader concept of content marketing.

For example, a firm might publish helpful content without offering any innovative or advanced thinking. Another firm may offer entertaining or humorous content. Both of these are content marketing strategies, but neither would be considered thought leadership.

Thought leaders are individuals or firms recognized for their specialized expertise and their influence on the development of their discipline. They are both subject matter experts and influencers, driving professional discussion and advances within their field of expertise.

Black: What are the benefits of thought leadership?
Frederiksen: Thought leadership benefits both the subject matter expert and their firm:

Faster growth Thought leaders’ single biggest impact is their ability to drive firm growth. Highly visible thought leadership attracts clients who want or need greater expertise. The leads are more qualified and easier to generate. Prospects close more quickly with less effort and greater success.

Higher billing rates There is a direct relationship between the visibility of a subject matter expert’s thought leadership and their billing rate.

A stronger brand Combining thought leadership with greater visibility creates a significantly stronger brand that will increase value, growth, and profitability.

Better talent The best people want to work with industry leaders. Thought leadership helps demonstrate the quality of your firm and attracts top talent who also want to become thought leaders.

More opportunities Leading subject matter experts not only attract better clients and more talented employees, they also foster better strategic partners and business relationships.

Black: How do you develop thought leadership content?
Frederiksen: While there is no magic formula that can guarantee you will become recognized as an insightful, influential thinker, there are specific steps that will help strengthen your expertise. Deeper, more relevant insights make better thought leadership content.

Narrow your focus Our research on high-profile experts shows that narrowing your focus greatly increases the likelihood of deepening your expertise. The narrower your focus, the faster your ascent to leadership. You’re able to accumulate experience and insight faster, which will accelerate and improve content development.

Do original research Conducting original research on a topic gives you a huge advantage. It is one of the key paths to thought leadership. New research findings are the raw material of thought leadership content. High-quality research produces new insights that can be applied to clients’ challenges and shared with others.

Become a contrarian  A contrarian perspective doesn’t mean being quarrelsome or negative. It means looking at a problem from a novel angle. A fresh perspective is another hallmark of thought leader-level thinking. When everyone is looking at a topic one way, explore the opposite view.

Create a novel expertise niche Sometimes great insight comes from applying the methods and thinking of one discipline to another — putting expertise in two seemingly unrelated fields together. For example, combining a scientific theory approach to legal services.

Play well with other experts Having a good working relationship with other experts provides access to the most advanced and influential thinking. The thoughts and ideas of others will help you become smarter and develop more insightful content of your own. And don’t forget colleagues. They add credibility to you by association. As a member of an “influential experts club” you’ll have access to shared ideas and possible new business referrals.

Black: How do you share thought leadership?
Frederiksen: Unlike promoting a tangible product, promoting thought leadership can be challenging. Thought leadership is invisible so it must be demonstrated to be experienced. Generally, there are three traditional approaches:

Writing Writing the definitive best-selling book on a topic is the gold standard of thought leadership. However, there are other ways to convey expertise through writing. Articles in trade publications, blog posts, white papers and executive guides are excellent channels to communicate your insights and build your reputation.

Speaking For many experts, public speaking engagements are their single best source of new business leads. Live speaking events are also a great way to meet new people and get fresh input — audience questions can be a source of new insights and inspiration.

Direct Interaction and Networking This involves working with people directly, interacting with colleagues, clients, and prospects in meetings, educational settings, or at conferences. The interaction, however, must provide an opportunity for people to sample the thought leader’s expertise.

Thought leadership has become a powerful tool within the realm of professional services. Marketing your thought leadership through your valuable and insightful content positions both you and your firm as experts, ultimately helping you to generate new business.

Black: Generating new business! Isn’t that what we are all looking to accomplish? Thank you Lee Fredriksen for sharing your insight and giving us another tool to help us reach our goals in 2019.


Lee Frederiksen, Ph.D is managing partner at Hinge Marketing. He is a former researcher and tenured professor at Virginia Tech, where he became a national authority on organizational behavior management and marketing. He left academia to start up and run three high-growth companies, including an $80 million runaway success story.


 

Your marketing strategy is the key to growing your law firm. If your marketing strategy is stale (or non-existent) you’re not going to fuel the growth you’re hoping for. On the other hand, an effective marketing strategy will help you bring in new clients, generate more referrals, and even help you justify higher rates. In this report, I suggest some possible “new additions” to help you take your law firm marketing to the next level.

How can you attract the clients and the work that you legitimately enjoy – and free yourself from the economic pressure to take any matter that shows up at your door?

Here are ten ideas to get your wheels turning. Don’t try to implement all of these at once – I recommend focusing on just one or two initiatives at a time. Which ideas resonate with you and make sense for your firm?

1) Launch a podcast. Podcasting has exploded as a media source – iTunes reports over one billion subscriptions, and hundreds of millions of plays per month. Launching a podcast geared towards your target market is an effective strategy that you can use to educate potential clients, keep them engaged, and build your credibility at the same time. The key is to come up with a theme and a direction that provides genuinely valuable information to your market. As a business attorney, you could focus your podcast on legal pitfalls that entrepreneurs should be aware of. A family attorney could focus on preparing for and navigating the divorce process, including how to protect and care for the children involved. The possibilities are endless. What are the most common questions and misunderstandings that your clients have? Chances are, addressing those issues would make a great podcast.

2) Host events. Creating and hosting in-person events for potential clients and referral sources can generate momentum and enthusiasm for your practice. We’ve seen clients take this strategy in many different directions – from hosting monthly informational sessions for individuals contemplating divorce, to holding quarterly VIP parties for top referral sources, to organizing seminars featuring expert speakers on topics of interest to business owners. Get creative and find an angle to host in-person events and build a community around your law firm.

3) Sharpen your referral strategy. Referrals are a primary source of new business for most law firms, and clients who are referred to you are typically among the most pleasant and profitable to work with. Are you doing everything can to maximize these referrals? Start by identifying your top referral sources and invest time and energy into deepening those relationships. Identify other individuals who are strategically positioned to send a high volume of work your way and create relationships with them as well. The potential payoff makes it worth your personal investment in this relatively short list of individuals. But, don’t neglect your current clients, your past clients, and your larger network. Ensure that you’re creating top-of-mind awareness and continually educating them on what a good referral looks like. Consider creating referral incentives or even holding regular referral competitions to keep your entire network engaged.

4) Targeted sponsorships. Sponsorships can be a big waste of money if you take the wrong approach. Do NOT jump on every opportunity that comes your way. I’ve seen firms spend large sums of money sponsoring organizations, events, or publications that have little-to-no relevance to their target market. On the other hand, if you can identify groups, events, websites, or magazines that your clients are engaged with, sponsorship can make a great deal of sense. The best approach is generally to identify a small number of organizations or publications to sponsor, and to engage with them as deeply as possible. Sponsor their events and ask for speaking opportunities or other visibility. Sponsor newsletters and ask if you can also contribute content. Do your best to create repeated touch-points for members or subscribers – repetition and consistency is key.

5) Offer an audit or check-in to past and current clients. Oftentimes there is more work to be done for your past and even current clients. They just don’t know they need it yet, or they don’t know that you can provide the solution. Solve both problems by creating an “audit” or evaluation for your clients. This could be a worksheet they complete on their own, or it may be a sit-down with you or (even better) someone on your team. The goal is simple: ask them questions about their business, their estate plan, their family life, whatever it may be, and help them to see that they need your help in these areas. Be prepared to explain how you can help them address these challenges or take advantage of the opportunities that you have uncovered together. This simple strategy could result in a massive influx of new work.

6)  Publish a book. There’s arguably no greater tool to establish your credibility and your expertise in your area of practice than publishing a book. While it might sound overwhelming, chances are that you have a good amount of content that you have created over the years which could be re-purposed into a book. If you have a marketing person on your team, assign them to organize this content into an outline. Then, create new content as needed to fill holes and create cohesion. There are a variety of companies out there that can help you lay out and publish your book, and some of them can even help you with the content as well.

Once you’ve had your book printed, the marketing opportunities are endless. Give it away at consultations. Offer it as a gift to past clients. Use it as a door prize at events. It’s a powerful tool that will enhance your credibility and build your brand as an authority in your practice area in a very big way.

7) Network smarter. Networking is a valuable strategy for drumming up referrals and new business, particularly when you’re in the “more-time-than-money” phase of your firm. But it’s important to manage your investment well. Don’t simply attend every event in your area. Instead, identify a small handful of targeted organizations that have great potential and get heavily involved. Don’t just attend, get involved in leadership. Speak at events. You’ll get a much better return from deep involvement in a few carefully selected organizations than you will from surface-level involvement in a large number of groups.

8) Speak. Speaking positions you as an expert and an authority. It’s a great way to attract new clients. Look for opportunities to speak in front of your target market – whether that’s a networking group, a trade association, a seminar or conference, or whatever the case may be. Look for opportunities to educate your audience while building your expertise at the same time. This can include presentations on changing laws and regulations that impact your industry, tips and strategies for your market, best practices for avoiding legal disputes, and more. Just be sure that you’re targeting speaking opportunities that make strategic sense for you – opportunities to reach potential clients in a way that enhances your expertise and your position in the marketplace.

9) Launch a joint venture. Who can you partner with and what can you create to reach a new audience? I know a business lawyer that partnered with a banker and a graphic designer to create a “one stop start-up shop” for entrepreneurs – helping them to address the legal, financial, and marketing needs of their new business all in one place. Don’t be afraid to think outside of the box here – who can you join forces with to provide a uniquely valuable product or service for your clients? The advantages to this approach are significant – it represents an opportunity to earn additional income from your existing clients, but more importantly it also gives you access to the clients and customers of your partners in this venture. If you’re creative, you may also tap into a whole “new market” by creating a product or service that didn’t exist previously. Many of these people will expand the relationship over time, engaging you beyond the scope of the initial joint venture.

10) Train your staff to recognize and capitalize on opportunities for new business. Finally, get the team involved. Your staff likely knows people that could use your services or will encounter them in their daily life – and they’ve seen firsthand how your firm creates value for your clients. Teach them how to recognize potential clients, how to engage them, and how to connect them with you (or whoever handles the intake process for your firm.) This doesn’t have to be a complicated process and it frankly shouldn’t be hard for your team to execute. They just need to understand who’s a good fit and be able to briefly articulate the value that your firm provides to those clients. You never know who your team knows, so tap into their network as well as your own. You can consider offering some sort of incentive for your team members, if appropriate. Make it a team effort!

We’ve covered a lot of ground here, and hopefully you’ve gleaned a few ideas that could work for your firm. But it’s important to be realistic about this – don’t bite off more than you can chew. I suggest that you identify one (or two at most) new initiatives to start with. Invest the time to get them up and running and carefully track your results. When you find something that works well, make it a part of your ongoing marketing system and then move on to the next new idea.

 

What do you want to accomplish in 2019? Whether they are big or small initiatives are they worth making a commitment to, or just a hopeful idea?

There is one truth I know for sure, without commitment there is no growth, magic, love or fascination in our lives. For years when I have lost my way, I re-read this:

Commitment by Goethe

“Until one is committed, there is hesitancy, the chance to draw back—Concerning all acts of initiative and creation, there is one elementary truth that ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then providence moves too.

All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one’s favor all manner of unforeseen incidents and meetings and material assistance, which no man could have dreamed would have come his way.

Whatever you can do, or dream you can do, begin it.
Boldness has genius, power, and magic in it. Begin it now.”

It isn’t always enough to set your goals and the strategy you are going to use to get there. Sometime we need a little inspiration or maybe a lot of inspiration! One of my favorite contributors to Inc. Magazine is Jeff Haden and last year he came up with a truly amazing compilation of 50 Quotes to Inspire You to Achieve Your Goals, and I’m sure it will be just what you need to guide you along your 2019 journey to success. Pick out a few quotes that speak to you to focus on when the going gets rough.

Jeff writes “… sometimes all you need is a little push, a little nudge. A little burst of motivation and inspiration. Here are fifty of those nudges.

Pick the one that makes your skin tingle, your heart race, your motor rev, and place it somewhere you’ll see it every day: your monitor, your screen saver, your background and let it help take you to the place you’ve always wanted to go.

1. “The way to get started is to quit talking and begin doing.” —Walt Disney

2. “Fear is the disease. Hustle is the antidote.” —Travis Kalanick

3. “The question I ask myself almost every day is, ‘Am I doing the most important thing I could be doing?'”—Mark Zuckerberg

4. “The best time to plant a tree was 20 years ago. The second best time is now.” —Chinese proverb

5. “I attribute my success to this: I never gave or took any excuse.” —Florence Nightingale

6. “The most difficult thing is the decision to act, the rest is merely tenacity.” —Amelia Earhart

7. “Do or do not. There is no try.” —Yoda

8. “Twenty years from now, you will be more disappointed by the things that you didn’t do than by the ones you did do, so throw off the bowlines, sail away from safe harbor, catch the trade winds in your sails. Explore, Dream, Discover.” —Mark Twain

9. “When I let go of what I am, I become what I might be.” —Lao Tzu

10. “The most common way people give up their power is by thinking they don’t have any.” —Alice Walker

11. “Life is what happens to you while you’re busy making other plans.” —John Lennon

12. “Eighty percent of success is showing up.” —Woody Allen

13. “Build your own dreams, or someone else will hire you to build theirs.” —Farrah Gray

14. “It is never too late to be what you might have been.” —George Eliot

15. “When everything seems to be going against you, remember that the airplane takes off against the wind, not with it.” —Henry Ford

16. “You can’t fall if you don’t climb. But there’s no joy in living your whole life on the ground.”— Unknown

17. “Challenges are what make life interesting, and overcoming them is what makes life meaningful.” —Joshua Marine

18. “If you want to lift yourself up, lift up someone else.” —Booker T. Washington

19. “Formal education will make you a living; self-education will make you a fortune.” —Jim Rohn

20.”Rarely have I seen a situation where doing less than the other guy is a good strategy.” —Jimmy Spithill

21. “Your time is limited, so don’t waste it living someone else’s life.” —Steve Jobs

22. “The best revenge is massive success.” —Frank Sinatra

23. “My biggest motivation? Just to keep challenging myself. I see life almost like one long university education that I never had — every day I’m learning something new.” —Richard Branson

24. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” —Maya Angelou

25. “The two most important days in your life are the day you are born and the day you find out why.” —Mark Twain

26. “Whatever you can do, or dream you can, begin it. Boldness has genius, power, and magic in it.” —Johann Wolfgang von Goethe

27. “Life shrinks or expands in proportion to one’s courage.” —Anais Nin

28. “There is only one way to avoid criticism: Do nothing, say nothing, and be nothing.” —Aristotle

29. “Do what you can, where you are, with what you have.” —Teddy Roosevelt

30. “Everything you’ve ever wanted is on the other side of fear.” —George Addair

31. “Fall seven times and stand up eight.” —Japanese proverb

32. “Two roads diverged in a wood, and I, I took the one less traveled by, and that has made all the difference.”—Robert Frost

33. “I am not a product of my circumstances. I am a product of my decisions.” —Stephen Covey

34. “It’s hard to do a really good job on anything you don’t think about in the shower.” —Paul Graham

35. “What’s money? A man is a success if he gets up in the morning and goes to bed at night, and in between does what he wants to do.” —Bob Dylan

36. “A person who never made a mistake never tried anything new.” —Albert Einstein

37. “The person who says it cannot be done should not interrupt the person who is doing it.” —Chinese proverb

38. “You can’t use up creativity. The more you use, the more you have.” —Maya Angelou

39. “You miss 100 percent of the shots you don’t take.” —Wayne Gretzky

40. “It always seems impossible until it’s done.” —Nelson Mandela

41. “It does not matter how slowly you go as long as you do not stop.” —Confucius

42. “If you do what you’ve always done, you’ll get what you’ve always gotten.” —Tony Robbins

43. “Success is walking from failure to failure with no loss of enthusiasm.”—Winston Churchill

44. “You may be disappointed if you fail, but you are doomed if you don’t try.” —Beverly Sills

45. “Few things can help an individual more than to place responsibility on him, and to let him know that you trust him.” —Booker T. Washington

46. “Whenever you see a successful person, you only see the public glories, never the private sacrifices to reach them.” —Vaibhav Shah

47. “Remember, no one can make you feel inferior without your consent.” —Eleanor Roosevelt

48. “The question isn’t who is going to let me; it’s who is going to stop me.” —Ayn Rand

49. “The only way to do great work is to love what you do.” —Steve Jobs

50. “Timing, perseverance, and 10 years of trying will eventually make you look like an overnight success.” —Biz Stone

Do something every single day, has been my mantra for many years. Why, because it’s much easier to commit to small tasks. And those small tasks can accumulate and become a tidal wave. As the saying goes, How do you eat an elephant…one bite at a time.

That is what business development can feel like… eating an elephant! It doesn’t have to feel that way if you do something every single day. So here is a 7-Day Action Plan to get you started.

In this 7 – Day Plan I present you with the tools to make marketing a lifelong habit. There are no lengthy sessions or hours of work…these tasks can take as little as 2 minutes (sending an e-mail) to as long as an hour (lunching with a contact).

For each day I encourage you to THINK about and ACT on a specific element of the process. I also give you a timely TIP that can put you on the right track…right away. Creating a new habit is not easy and it’s not instant, this will help you get started!

Day 1- Monday: LISTEN

THINK: In order to market yourself, you must first understand and define what makes you stand out from the crowd. As a lawyer, your name is your brand, and no one knows you better than your client. Listening to their feedback and realizing how they view your practice can help you focus on what’s really important.

ACT: Call three clients and ask them what they value most about your relationship and the work that you do for them. Take notes and try to be as open minded as possible.

TIP: Try to get detailed rather than general statements. Use follow-up questions and ask for examples. Hearing that your office is communicative is too general; hearing that your office updates clients on their cases on a weekly basis makes you stand out.

Day 2-Tuesday: ANALYZE

THINK: One of the most important first steps in marketing yourself is to identify and write down your “points of differentiation,” or the services and qualities that separate you from the crowd. Consider a unique area of expertise –or unique philosophy on business—that makes you stand out from the crowd. Figuring out what that is (or what you would like it to be) and how that benefits your clients can make all the difference.

ACT: Look closely at your client feedback from yesterday…you may be surprised. Using that information, write out three points of differentiation for your practice. Make these ideas the basis of future marketing efforts… and make sure people know about them!

TIP: Be specific and be creative. All attorneys say they return calls promptly. You may have a “2-hour” rule, in which all clients receive a response within 2 hours of a phone call or e-mail. All attorneys say they are experienced. You may have worked in your clients’ industry before you represented them.

Day 3- Wednesday: REVIEW

THINK: Your online bio could be a prospective client’s first impression of your skills and experience. By viewing it as more of a marketing tool than resume, you will be able to see places where a rewrite (or edit) could be useful. Think about what your client’s value about your background and the interesting details, memberships or cases that make you an expert in your field. Does everything in your bio have meaning to a client?

ACT: Read through your bio and ask yourself if it clearly communicates your points of differentiation… what your clients want to know. If not, make some changes. Keep it short, keep it informative and most of all write from the client’s perspective, not yours.

TIP: A bio is not a place to list every case, organization and committee you have ever been a part of; it’s a place to show clients how you can be of use to him or her. It should include your contact info, education information, a 2-3-sentence narrative, your most recent (or most important) cases and the organizations or committees that would be of interest to your clients. Show them that you have the knowledge and experience to help them with their issues.

Day 4 – Thursday: IDENTIFY

THINK: Once you understand who your client is, you can tailor your marketing to better reach them.  Is there a niche market you are filling (or can fill)? Is there a specific industry that could be drawn to your practice? Is there a demographic that you are consistently reaching? Cater to your client and new business will find you. Stay in that niche and momentum will build.

ACT: Look closely at your client roster and analyze what ties them together. Identify your client categories.

TIP: Are the majority of your clients in the construction business? If so, you now have a clear message (knowledge of the industry) to focus on and a clear audience to market to (trade associations, etc.).

Day 5 – Friday: RESEARCH

THINK: Now that you know your client, go out and find them. What organizations do they belong to? Who do they do business with? Following their lead can bring in new business and connect your practice to other decision-makers who may need your services.

ACT: Investigate the organizations that your clients are members of. Ask them what is important to them. Identify one to join and become active in over the next 6-18 months. Choose one where you can truly make a difference.

TIP: A local or national trade organization is a good place to start. That will expose you to a large group of potential clients who have the same interests (and needs) as your current clientele.

Day 6- Saturday: STRATEGIZE

THINK: It may seem impossible, but realizing the importance of making time for marketing is an important step toward success. Just as billable hours are counted and analyzed, so should your marketing efforts. Create goals, set expectations and reward performance…even if it’s simply you.

ACT: Set a tangible financial goal. Be specific and give yourself a measurable result to be accountable for. Plan out the steps you need to take to reach those goals. Do what you say you are going to do.

TIP: Use your new organization to help set your goal. Consider how your involvement can reap results. Figure out how to network and connect via that membership and figure out how to bring in 2 clients from those connections within the next 12 months (presentations count…they can result in referrals!).

Day 7- Sunday: JOIN

THINK:The only way to reach potential clients is to get in front of them. As we mentioned before, by becoming active in organizations that matter to your clients you learn more about their needs and can offer more specified services. What do you have to offer the organization you have chosen?

ACT: Join the organization you chose on Friday and since it’s Sunday, fill out an online application. Look around their site and figure out who you will make contact with tomorrow.

TIP: Making contact with an organization President or Board Member shows you are committed to involvement and helps you stand out among the plethora of members. The idea is to get involved and meet people who will learn to trust and respect you.

Now you have a 7-Day head start on your new business development habit. You have momentum going; don’t stop now. Keep making notes of the strategies that work, keep reaching out to contacts and keep emphasizing your points of differentiation.

Part of this article is an except from my Amazon bestseller, The little Black Book: A Lawyer’s Guide to Creating A Marketing Habit in 21 Day.

First—was 2018 what you imagined it would be? Oh, you didn’t really think about what you wanted to accomplish in 2018? You just went where the crisis-of-the-day lead you? From one overwhelmed day to another. Then when it was all over and you looked around, there was nothing in the pipeline? Panic set in and you got out there to get the work to start flowing again. Month after month it gave you a sinking feeling and you took it out on your family? Things started to pickup, after a while. Then the cycle happened all over again… From one overwhelmed day to another… over and over again.

In 2019, let’s stop the cycle. Think about what you want. Here are twelve questions to answer:

1. Is it time to make a real change? Change what you do and where you do it?
2. Is it time to find more harmony between work and family?
3. Is it time to grow your practice with intention?
4. How much revenue do you want?
5. How much time do you want to work?
6. How much time do you want to spend with your family and friends?
7. How much time do you want to take off?
8. Are you happy with the type of work you do?
9. If not what kind of work do you want to do?
10. Do you like the clients you work for?
11. If not, what kind of clients do you want to work for?
12. Is there enough happiness in your life?

Answer these questions as honestly as you can. The answers with help you identify what your big over aching goals for 2019 should be. Commit to 2 or 3 of them, and then you can start to add strategy to each of your goals in order to achieve them.  Goals without strategy are just dreams. If you have always said you would like to write a book and have never done anything to move in that direction; never put your thoughts down on paper, never attended a seminar on publishing, never researched the books in the same genre—for you to write a book is just a pipedream. On the other hand if you have done these things, you are on your way to accomplishing your goal.

Here are 3 rules to keep in mind when adding strategy and measurable benchmarks:

1. Set a timeframe: time of day, days of the week or time of month you will do something or expect something to occur. For example: Every Friday I will leave the office at 4:00 and plan activities with your family or friends. With the rigor it would take if I were catching a weekly business flight out of town.

2. Make a measurable commitment. For example: At every networking event I commit to having 3 meaningful conversations and end the conversions with a plan; get together for coffee or I will send the person something or introduce them to someone.

3. Keep a log or journal. It’s important to see the results of your commitment to your goals. When you can look back on your progress a couple of stumbles won’t be so significant.

When you create goals and strategy for your business and personal development it is important in 3 ways—it helps you to set your course, articulate your commitments and fosters a sense of accomplishment. Now tell me—who doesn’t want all that!

Most lawyers focus their marketing on the wrong person – themselves. Legal marketing, often, is all about the lawyer. His or her experience, qualifications, education, etc.

But the best marketing isn’t focused on the lawyer. It’s focused on the client. 

Instead of talking about yourself, your marketing should show your prospective clients how you are going to make their lives better. How you’re going to help them achieve success and/or avoid disaster. How you’re going to help them become a better version of themselves and achieve whatever goals or objectives they are pursuing.

A couple of examples…

As a business attorney, you’re helping your clients protect their investment and their life’s work. You’re creating a secure foundation for their family and their future generations. You’re helping them avoid legal and financial disaster. You’re enabling them to become confident, secure, and decisive as they pilot their business.

As a divorce attorney, you’re helping your client close a messy chapter of their life and move towards an exciting fresh start. You’re helping them to create that fresh start with confidence, knowing that they have the resources they need to thrive. You’re enabling them to re-discover themselves and live the next chapter of their life without fear.

Here’s a great commercial that illustrates this concept. The advertiser is Procter & Gamble – and they’re promoting diapers, batteries, laundry detergent, and paper towels. (And you thought your law practice was boring?!)

Yet, there’s not a word spoken about how absorbent the paper towels are, or how the diapers won’t leak. Instead it’s all about their target audience – Moms – and how their products enable mothers to become the person they want to be. The rock for their kids, helping them reach for the stars and achieve the impossible, even when it’s tough.

Just try to watch this without tearing up:

Great marketing isn’t about you. It’s about your clients – how you’re going to help them achieve their goals and become the people they want to be. 

My colleague, Paula Black has launched her 5thbook. This one is in audio format, and consists of 26 fascinating stories. It’s entitled A Lawyer’s Guide to Creating a Life, Not Just a Living.  It contains great advice from lawyers ranging from a federal judge to government officials, and lawyers of all stripes and size law firms. The storytellers talk about their legal career paths and its effect on their lives. It also has advice from such luminaries as marketing experts Daniel Decker and Mark Cerniglia.

The stories are filled with nuggets of wisdom. Sometimes we lawyers think we are the only ones facing challenging issues. A Lawyer’s Guide to Creating a Life, Not Just a Living will dispel that notion.

Great job, Paula!

Below is an email that I originally sent to our clients and prospective clients at Spotlight Branding. I wanted to share it on this blog as well – I hope it’s helpful!

[Poolside in Orlando]

So I’m sitting by the hotel pool in Orlando. I’m here for a marketing conference featuring Dan Kennedy and we’re on break right now.

But I’m writing this post right now with a lesson that has nothing to do with the actual conference itself.

Last night I flew from Charlotte to Orlando. I flew into Orlando-Sanford airport, which is a smaller regional airport. It worked better for my schedule than the main airport. But it’s about 30 miles from my hotel so I needed ground transportation.

Sanford airport has an interesting set-up. There’s a taxi stand, and then immediately next to it is the Uber pickup spot.

So I pulled up my app and checked the price for an Uber. $55 bucks.

Then I asked a taxi driver how much it would cost to get me to my hotel.

He was a nice guy, super friendly, but he obviously didn’t want to answer the question. Finally he did – $95.

I thanked him and then walked over to the Uber line.

As I left I heard him say to another driver “I wish we didn’t have to give them the price.”

In the five minutes I was there, I saw the scene repeat itself a handful of times.

There was a line for Uber drivers. No one got in a taxi.

The taxi drivers just stood there and watched it happen.

I know this isn’t a new dynamic. I’ve been Ubering for years and probably taken a taxi twice in that span.

But watching the action unfold side-by-side, and seeing how demoralized and helpless the taxi drivers were as it went down, really stuck with me last night. They’ve got kids to feed and bills to pay and they’re watching their livelihood go down the drain.

So there are a few marketing lessons here and one that’s especially important.

First. Don’t make it easy for clients to price shop. It was comically easy for me to compare prices. The taxi driver knew exactly what was going to happen but he couldn’t do anything about it. Don’t make it so easy.

Second. Don’t permit apples-to-apples comparison. Since there’s no real difference in the experience whether I take an Uber or a taxi, why would I pay 2x the price. How can you create a unique experience or a unique value proposition for clients?

Third. If you haven’t built a brand for yourself, you’re a commodity. This is the big one. Because there’s no difference between the Uber or the taxi, I’m choosing the cheaper option 100% of the time. And so was everyone else last night. What other reasons, beyond cost, can you give for clients to hire you?

Fourth. This is bigger than you. I think that the reason this stuck with me is because the emotions of the taxi driver were obvious last night. He’s depending on his income and others are depending on him as well. His company leadership and his industry failed him in a big way. And now he’s probably worrying about paying the bills and feeding his kids.

Who’s depending on you?

What are you going to do to build a brand for yourself instead of becoming a commodity?

How can you make your price irrelevant to prospective clients?

We can help you with some of this. Click here to request your Discovery Call.

But whether you engage us or not, please give this some thought. The legal market is changing. It’s easier for people to find cheap legal help than it’s ever beenDon’t be that taxi driver.

-Daniel Decker
Partner
Spotlight Branding

Relationships are critical when it comes to business development. That’s why so many lawyers spend time networking and building relationships.

But there’s something that a lot of lawyers don’t seem to pick up on… which is that creating a great first impression isn’t enough! 

We’ve all been there – a great conversation with a potential referral source at a networking event. There’s great synergy, you really hit it off, and you leave excited by the connection that you just created.

But then… nothing happens.

Why? Because your first impression, no matter how good it is, is still just a first impression. It takes more than a first impression to create a relationship. It takes repeated interactions to reinforce that first impression and lay the foundation for a mutually-beneficial relationship.

The good news is that many of those touch-points can be systematized and scaled so that you don’t have to spend every waking hour staying in touch with your network.

The best way to make this happen is through an email newsletter that goes out once per month at minimum. It’s easy and inexpensive to get your newsletter set up. And then, it takes a few hours per month to create content, build the newsletter, and send it out. (Or you can hire a professional firm to handle this for you.) With the push of a button, you reach your entire network with a powerful reminder of who you are and what you do.

Social media is another great tool to accomplish this. Connect with everyone in your network on LinkedIn. I highly recommend a Twitter profile and a Facebook Business Page as well. Create and publish content on a daily basis, or at least a few times per week. This is another powerful and scalable channel that you can use to create repeated touch-points and create top-of-mind awareness.

Finally, it’s important that you have a website that positions you as a credible expert and thought leader within your niche. Many times, the first thing that someone does after they’ve met you is look you up online. If you don’t have a website, or if it’s not impressive, that good first impression you made loses some of its power. On the other hand, if your website makes you look good, it further reinforces their perception of you. Think of your website as your “wingman” when you’re out networking. It’s got your back, day or night, and it’s always making you look good!

A great first impression isn’t enough. It’s important to create a marketing system that keeps you top-of-mind with your network and positions you as a credible expert. That’s how you build a steady flow of referrals and repeat business for your law practice!

Want to learn more? Click here for instant access to our Special Report which offers practical tips you can apply immediately.