Since March, most of us have been getting a crash course in how to use Zoom (or other virtual platforms). In some ways, Zoom is really just another phone call and most lawyers are very accustomed to speaking on conference calls. But Zoom has its own nuances and as many of us are learning, there are pluses and minuses of being able to connect visually from a distance. In the latest episode of the Counsel to Counsel podcast, I speak with Charlotte Dietz, Founder of Speak Well Partners. Charlotte is a talented communications and public speaking coach and business story strategist. She shares some great insights into how we can all do a better job communicating in a virtual environment.
After 23 years, I’ve finally decided to change my primary email address. You can now reach me at email@example.com.
In 1997, when the web was really starting to take off, I acquired the domain Seckler.Com. Soon after, I set up the domain CounseltoCounsel.Com. My email address became firstname.lastname@example.org and despite the fact that I was using CounseltoCounsel.Com for my website (and eventually Counsel to Counsel became my blog and my podcast), I’ve never used the CounseltoCounsel domain for my email address.
In truth, I’ve never really liked email@example.com. But it took a pandemic to overcome the inertia.
Making change in your business always involves an initial investment of time and energy. While I’m pretty busy with work right now, it wasn’t as hard as I thought it would be. Most importantly, I really like the fact that my branding is now more consistent.
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.
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.
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.
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.
In the most recent episodes of Counsel to Counsel (Episodes 10 and 11), I interview Larry Buchsbaum on the importance of business planning for lawyers and Betsy Munnell on how to incorporate social media into your overall marketing strategy.
When 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.
My latest webinar (please excuse all the “ums”. I haven’t done one of these in a while!)
If 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.