How to Handle Derivative Referrals

It is well established that referrals are a very important source of business for lawyers and other professionals. I’ve written about that here, here and here.  Since legal needs are are episodic, for most attorneys, being in the right place at the right time to hear about a legal need is challenging. Having other professionals keeping their ear to the ground for services that you can provide, dramatically increases your marketing effectiveness.

It is also well established that leads that come through referrals are much more likely to turn into business.  They are pre-qualified.

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Starbucks Sells More than Coffee-Redux

Almost a decade ago, I drafted a blog post entitled Starbucks Sells More than Coffee.  For a number of reasons, this has been one of the most popular posts on my blog.  For starters it doesn’t hurt to use a strong brand name like Starbucks in your marketing.  But clearly, something I wrote in that post has resonated and stood the test of time.

Almost 10 years has passed, and the world has only gotten more complicated. We have so many more channels available for communicating with the public and with our networks.  It is harder than ever to get people’s attention and cut through the “noise” of social media. It is with this in mind that I am referring back to this post and adding some additional commentary.

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New Years Resolutions? Hire a Coach!

What are your career goals for 2020?  Increase your business?  Make a lateral move?  Go in-house?  Become a better manager/leader at your law firm?  If you need help in defining your goals or if you simply need help in executing them, hiring a coach can help!  Beth Masterman of Masterman Executive Coaching talks about that in one of my recent podcasts.

You can also read about coaching in an article I published in the ABA publication GPSolo or on my website.

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Leveraging Your Blog Posts and Saving Time

text-expanderBlogging is a great way to capture ideas in a highly readable format.  Good blogging is generally brief but frequent.

Admittedly, I haven’t focused that much on my blog in recent years (it was more of a passion when I launched it in 2005); but when I’m at my best, I post to Counsel to Counsel several times a month.  Blogging is a way for me to gather my thoughts about career and marketing issues facing the legal community.  In a small way, blogging also helps me to raise my visibility in the legal community. 

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Who’s Your Unicorn?

unicornWhen it comes to receiving gifts, I freely admit that I’m a tough customer.  There aren’t that many things that I want.  And when I do want something, I’m usually pretty picky.  But this past December, my colleague, Amy Levine, found me the perfect gift.  It didn’t cost a lot; but it was truly appreciated and it has been sitting on my desk ever since.

The gift was a small rubber unicorn which now serves as a daily inspiration for me.

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Using Reference Checks to Build Your Network

Reference ChecksIf you are a professional services provider and you want to grow your business, you know the importance of marketing.  Whether you are a lawyer seeking to represent startup technology companies, an agency recruiter like me who is looking to generate more search work from the life sciences industry or an accountant looking for individuals who need help with their tax returns, it is important to speak, write and participate in professional activities that enhance your reputation.

But marketing alone is generally insufficient to generate the work you want.  While branding and advertising may be enough to get customers to buy a cup of coffee at Starbucks, branding/marketing may not be enough to get a prospective client to pick up the phone and call a professional services provider.

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