Preparing to Create a Marketing Plan
The beginning of a new year is a good time to set a marketing plan for your legal services. Many lawyers don’t have a marketing strategy, much less an action plan. They use the “Threshold Method.” They take any business that crosses the threshold into their office.
Some attorneys write down marketing goals, but they put about as much thought into them as they do their new year’s resolutions. They resemble a wish list more than a plan. A wish list is better than nothing. At least if you stumble onto one of your goals, you’ll recognize it.
Some lawyers actually write down a plan of marketing activities for the year. This year they plan to give four speeches, attend three conferences and take four clients to lunch per month. At least they have some activities to aim for. They get off to an optimistic start, but their efforts tend to dwindle in a couple of months. Their numbers are specific, but their target audience is not. They lose momentum because they don’t have a focus.
A good marketing plan works like a treasure map, guiding you toward your goal. It gives you specific instructions, with landmarks that will help you gauge whether you are making progress toward finding what you are looking for. You know what you are trying to get to because “X marks the spot.”
You need to do some preparatory work, surveying the landscape before you create your treasure map. Get clear about the treasure you are seeking, and what kind of “X” it will be buried under. The steps described below will get you ready to map out a good plan.
Holiday Networking Tips
Many lawyers think of December as a time when people are harder to reach, decisions get postponed and less work gets done. That may be true for some, but it’s also a time filled with opportunities for marketing your practice, looking for new career opportunities, and deepening or expanding your network of useful resources.
No, I am not suggesting that you hawk your wares or pass out your resume at holiday parties. I am suggesting that you take full advantage of this opportunity to meet and reconnect with people who you may not have access to the rest of the year.
Whether you just love socializing or avoid big gatherings whenever possible, here are some tips that can make your holiday networking more productive:
Successful Lawyer Time Management
A lot of lawyers struggle with time management. Many lament the unpredictability of their schedules and the volume of last minute client “emergencies.” Some get so many interruptions during the day that they don’t actually get a good start on their most important projects until after 5:00 pm. They work long hours just to make a little progress.
Some attorneys want to please their clients, so they promise to deliver the client’s work at the earliest date they can get it out. Unfortunately, they usually make the assessment in a vacuum, without first assessing the other commitments they have already made, and without allowing space for unexpected contingencies.
There are many such issues that affect an attorney’s productivity. Here is my top ten list of time management behaviors of productive lawyers.
Store Humor and Gratitude in Your Disaster Recovery Kit
Hurricanes, tornados, mudslides, firestorms, floods, ice storms, blizzards, riots – there are many different kinds of disasters that can affect a law firm. Savvy lawyers create a disaster preparedness plan before trouble strikes, and then do their best to cope with the ultimate results. There are two things you might not think to include in your disaster survival kit, however – humor and gratitude.
Gratitude as a Survival Tool
I began writing this during the 12th day without electricity following Hurricane Ike, which knocked out electric service to 90% of Houston. Even though personally I was fortunate to sustain only a minimum of damage, trying to live and conduct business without electricity (and therefore air conditioning, refrigeration, lights, microwaves, stoves, computers, Internet, email and sometimes telephones) creates challenges that fray the nerves. When I found myself feeling irritable, I knew that I was starting to engage in a futile internal battle with “what is.” That’s when turning to gratitude saved the day for me.
Cover Story About Mid-Career Lawyers in ABA Journal
Debra Bruce has been quoted in the cover story of the September 2008 ABA Journal. The article by Leslie Gordon is titled “Midcareer Malaise: How to find a new path for your 40s.” She presents a number of different perspectives (including Debra’s) on why lawyers develop malaise in the mid-years of practicing law, and what to do about it.
Listening to the Voices of Experience
At Lawyer-Coach we get quite a number of calls and emails from attorneys starting a new law practice. Some are fresh out of law school. Some have been with a bigger firm, a corporation or the government. All appreciate the wisdom of lawyers who have been there before. Here’s an opportunity to hear from some small firm lawyers who are willing to share the benefit of their experience.
Getting advice from more experienced lawyers
Angela Nickel, a Seguin attorney who handles real estate and construction matters, including litigation, says. “Don’t be afraid to ask other lawyers for help….I developed relationships with other lawyers in town and simply asked for guidance, forms and the occasional game of devil’s advocate. Not only did I get the support I needed, but I developed some truly wonderful friendships. With 18 years under my belt now, I am eager to return the favor to other young lawyers in my community.”
Martha James, an immigration lawyer in Dallas, agrees, “it is imperative that you keep in touch with other attorneys regularly, either though organizations or one-on-one. Attorneys are a great source of referrals, advice and support.”