Creative Ways to Differentiate your Law Practice (without showcasing your expertise)

I joined the ProVisors business network in June of 2019.  There are many things I love about the group and during the pandemic, it has been a great way to stay connected to a very giving group of professionals. While meeting wonderful people has been the best part, my involvement with ProVisors has also been a great lesson in how to differentiate yourself.   In the network, there are many lawyers, accountants, financial planners and other trusted advisors who do similar things.  So “choosing your lane” and making yourself memorable is important.  Many ProVisors members do that well.

Sometimes I hear great tag lines that describe the expertise that the professionals bring to the table (e.g. Call me when you need to manage your client’s message with a megaphone or a muzzle.- Judy Rakowsky, a public relations professional; Call me when you are in the back of a police car or in the back of an ambulance– Chris Murphy, a lawyer who does criminal defense and plaintiff’s personal injury; I bring death and taxes to life-Jenn Taddeo, a trusts and estates lawyer; When the Feds come knocking, I’ll do the blocking-Jose Sierra, a white collar attorney—who is now in-house.)

I have also met a number of lawyers and other professionals who have found very creative ways

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“Mindlessness” is the Key to Marketing Success

If you want to grow your law practice, having a good strategy is important. Figuring out who are your ideal clients and what are the ideal matters you want to work on is an important first step in building a marketing plan.  Creating a niche practice area is an important way to ensure that you have differentiated yourself from the competition. Mapping out who are your key referral sources and how you can build relationships with these referral sources is essential. The process of coming up with a marketing plan is anything but mindless. A scattershot approach that lacks focus is far less likely to be effective.

But once you have a strategy and you move to implementation, it is important to shift gears. Successful execution requires consistency.  Short bursts of activity followed by long breaks where you just focus on billable work, is not a good way to keep your name top of mind with your network.  Since it is hard to predict when your clients, prospective clients, and referral sources will hear about a legal problem that you might be able to solve, slow and steady wins the race.

Shear willpower is unlikely to ensure that you will have the consistency you need to remain visible.  Given the time pressures on most

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Business Development in 2021 with the Law Firm Success Group [on the C2C podcast]

 

The New Year is finally here and without getting into it, let’s just say that many of us are happy to welcome 2021.  A new year brings hope, a chance for a new beginning, and if you are in private practice, a great opportunity to ramp up your marketing and business development. In the latest episode of the C2C Podcast, I speak with Alay Yajnik, award-winning business coach and founder of Law Firm Success Group. Alay’s firm helps law firms owners across the country make more money, get better clients, and take more vacations.  I’ve already appeared as a guest on his podcast  the Lawyer Business Advantage.  Alay and I discuss

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Finding Your Niche-My Interview on the Lawyer Business Advantage Podcast

I was recently a guest on Alay Yanjnik’s Lawyer Business Advantage Podcast.  Like me, Alay is an experienced attorney coach and an active member of the ProVisors business network.  We spoke about business development for lawyers, the importance of developing a niche, some of the career related coaching that I do and a number of other related

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How to Build a Life Sciences Practice in a New City [on the C2C podcast]

How do you move to a new city and build a law practice?  Do what Dave Dykeman has done over the last 20 years.  Dave is Co-Managing Partner of the Boston Office of Greenberg Traurig where he also Co-Chairs the firm’s Global Life Sciences & Medical Technology Group.  In the latest episode of the Counsel to Counsel Podcast, Dave and I talk about building a niche IP practice in medical devices and other technologies.  He describes how his  early marketing efforts yielded great results over time.

Read moreHow to Build a Life Sciences Practice in a New City [on the C2C podcast]

The C2C Podcast Now Has 10K Downloads; But the Number I Care About is 43

This month marks the 10,000th download of the Counsel to Counsel Podcast. While I’m proud to have passed that threshold and very pleased that so many lawyers are finding it useful, the number I really care about is 43.  Since launching C2C in 2018, I have interviewed 43 guests. With each recording, I have come to appreciate the great value I receive from the guests who are willing to participate.

Podcasting is similar to other forms of marketing.  Producing a podcast is a great way to highlight your expertise and to differentiate yourself in the marketplace. I have certainly gotten clients who have listened to episodes of C2C. Some of these are individuals who I already knew; but others are individuals I might never have reached.

For me, however, the greatest value in producing podcasts is that I get to learn something from the guests that I choose to interview. I choose topics that I want to learn about, and the person I interview gives me a tutorial.

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What a Deadly Virus Teaches Us About Business Development

Since the start of the year, we’ve learned a lot from COVID-19 about how disease spreads.  While it is hard to see beyond the toll  that the pandemic is taking on our health and on our economy, I’ve been looking for the silver linings and the lessons we can learn.  In the future, I’ll look back nostalgically on this time and remember the months I was able to have dinners with my three adult children who are all living with us.

I’ve also realized that the coronavirus has something to teach us about business development and the importance of building a network.  In the case of the coronavirus, building that network is clearly a bad thing.  In the case of business development, building a network is essential for success.

While COVID-19 spreads from individual to individual, we know that it can spread more quickly when groups of people come together; and it can spread exponentially faster when large groups of people are congregated indoors and near each other.

So how is this relevant to business development and business relationship building? The short answer is that it is better to know more people than fewer people.  Your referrals will grow more quickly if you know more people and if you deepen your relationship with those people. 

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Zoom is a Great Tool for Relationship Building–But Use it “Right”

Zoom works well when you are trying to connect with just a few contacts. We may be physically distant, but we don’t need to be socially distant. If you are going to use it for larger gatherings, make sure your meeting is structured and moderated.

I am using Zoom a lot to check in with clients and other people I know and see how they are doing. But I’m presenting a webinar to the New Associates Forum of the Boston Bar Association webinar in a couple of weeks on Building Business Relationships in a Time of Social Distancing. I’m hoping to do at least one “breakout session” so attendees can actually speak with each other.

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7 Career Management Tips-Special COVID Edition of the C2C Podcast

My tips for managing your career during the COVID-19 crisis.  A special edition of the Counsel to Counsel Podcast. Click here or listen wherever you get your podcasts.  If you are feeling isolated or if you just want a sounding board, I also invite you to set up a time for an informal consult by Zoom.  I’m always happy to speak to lawyers about their marketing or their efforts to build a practice.

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How About Adding a Podcast to Your Legal Marketing Toolkit?

In the latest episode of Counsel to Counsel, I speak with Jared Correia, one of the pioneers in legal podcasting.  Jared was a huge mentor to me when I was launching the Counsel to Counsel podcast back in 2018 and I’m very pleased to welcome such a seasoned veteran.

As of 2019, over half the US population had listened to at least one podcast. In 2019 over 100 million people listened to at least one podcast every week. There are over 700,000 active podcasts and 29 million podcast episodes available.

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