Marketing Pressbox

Thinking of Hiring a Coach? Make Sure You’re Ready

In my almost twenty-five years as a legal marketer, the biggest drawback to success in developing business has been the failure by lawyers to follow through on the strategies they develop. I’ve seen lawyers make stellar efforts in planning effective goals and objectives, only then to fail for the lack of implementation.

That’s where a coach comes in. You can use my search engine to the right and type in “coach” or “coaching” and see a slew of posts on the topic; and how a coach can help you develop business faster and more effectively. But, a coach can’t do it alone.

Last week, Ann Daly had a post on her blog identifying four factors that result in coaching failures. As you can see, the reasons she mentions ain't the coach's fault. They include:

Squeezing in coaching calls and not focusing because of other distractions;
Expecting unrealistic results from the coach;
Failing to follow through with agreed-upon action items; and
Agreeing to new ideas and approaches, but hanging on to “broken habits of thinking.”

If you are not committed to avoiding these pitfalls, you’re not ready to hire a coach.

Are Your Web Site Images Effective?

Marketing professionals have for years gotten a pretty good laugh over the too often used pictures lawyers have on their web sites (and brochures). That is, courthouses, gavels, scales of justice, law books, etc . Can’t remember if I’ve mentioned before how boring and predictable these images are. What you want to do is be different and stand out from the crowd.

A brief but effective article by Tony Ogden in the most recent issue of LawyersUSA newspaper
(subscription required) grabbed my attention for its simple advice in this regard. I agree that effective visual content is as important as content with some site visitors. And it is not “just decoration,” as the article pointed out, and can “help show your firm’s professionalism,” as well as make visitors feel comfortable.

So, here are the tips Ogden offers:

Use high-quality images (avoid out of focus, blurry, and poor composition or lighting);
Focus on Home page – “most websites need one really great image” and avoid the accident scene, etc. in favor of a more professional image (good pictures can be purchased for under $500);
Ask clients and referral sources to review the site and provide feedback on how they perceive the picture(s)' impact;
Review competitor web sites (but for heaven’s sake don’t copy what most of them do); and
Check out available resources, such as iStockphoto.com, Fotolia.com, Gettyimages.com, and Blendimages.com.

Now be honest, are your web sites pictures effective?

Can A Coach Help You Grow Your Practice?

In a word, YES. Your coach could be a fellow lawyer in your firm, or another solo (who in turn you could coach), or it could be someone else. Basically, the purpose is to engage a friendly, experienced person to offer ideas and remind you (some might refer to it as nagging) to do the things you said you would do. But, if you are serious about developing business, you’d be well-advised to get a coach.

Ed Poll of LawBiz Management Company has an article in LawyersUSA (subscription required) in which he succinctly explains what a coach (vs. mentor or consultant) really does:

“Coaching is not an episodic engagement - that’s consulting. And a coach is not a senior mentor who, while cruising at 35,000 feet, offers career advice to a junior one. Rather, coaching is the development of a career-long team approach to identifying problems and overcoming them. A good coach operates at ground level to provide life and practice-enhancing guidance, identifying roadblocks as they are encountered and working to remove them. A coach provides both accountability and support by holding the lawyer accountable and candidly focusing on solutions and deadlines.”

I’ve found over the years that lawyers, being analytical and all, can really get into planning their marketing goals and objectives, but often fail miserably when it comes to actually implementing their “plan.” Occasionally, there may even be a good reason, but generally they turn out to be excuses for failing to execute their strategies that would grow their practice.

As Poll also points out, in another article on coaching that “Coaches do not have all the answers, but they provide an on-going sounding board for your problems, questions, and ideas.”

So, do you still think that a coach wouldn’t be able to help you grow your practice?

Avoiding Grievances is Also Good Marketing

Now there is a “rocket science” tip for ya. Is there any lawyer who doesn’t understand that ticking off a client undermines their marketing efforts? Heck, not only will a client with a grievance not give you any more business (or referrals), but they are more than certain to tell up to 10 people what a bad lawyer and human being you are.

Failing to communicate is the single most often complaint made by clients to state bars. Effective communications with clients is basic to marketing one’s practice. So, why would a lawyer put themselves in a position of hurting their practice. Both in the form of the time it will take to respond to the inquiry from the bar, or in obtaining more work or word of mouth referrals from clients.

Baffling isn’t it.

Thomas Scheffey, a reporter for The Connecticut Law Tribune has an article “Tips to Help Lawyers Steer Clear of Client Grievances” that appears on Law.com’s Small Firm Business. He shares a number of tips from Anthony Nuzzo, an attorney who represents lawyers with ethics or grievance issues before the bar. Nuzzo's tips include:

Communicate with your client (“Probably the No. 1 thing you have to do…” according to the article);
Return phone calls the same day;
Don’t take matters you’re not equipped to handle;
Document your telephone (and in-person) conversations;
Execute a written fee agreement that outlines the extent of your representation;
Avoid conflicts of interest (especially in real estate transactions where there may be a situation of dual representation);
Never sue a client for a fee (because “a counterclaim for legal malpractice” is almost certain); and
Being careful with client confidential information on a laptop you might misplace/lose/forget.

Some very helpful tips there, not just to avoid hassles with the state bar, but to avoid business development blunders as well.

Top 10 Marketing Tips: No. 10 – Be Active In Organization(s

This will conclude my encore postings of my Top Ten Marketing Tips from 2005 (due to my office and family moving back to my beloved North Carolina) with marketing tip No. 10:

February 26, 2005 Posted By Tom Kane
Comments / Questions (1)

Top 10 Marketing Tips: No. 10 – Be Active In Organization(s)

Over the years I have heard lawyers say that they belong to several organizations from business and trade to civic and cultural in nature, but that it is a waste of time, and doesn’t lead to additional business. However, when examined further, one finds that although they are “joiners,” they are not “doers.” Being active in organizations requires just that – activity.

So, if you want this form of marketing to help you develop business you must:

Be more than a joiner – make a meaningful contribution
Seek leadership position – volunteer often
Join business or trade groups that your clients and prospects belong to
Believe in the organization’s mission – so you will remain interested and active
There are other marketing activities that may produce results more quickly, but being active and involved in organizations that your clients and prospective clients belong to can produce meaningful results in getting new clients.

Top 10 Marketing Tips: No. 9 – Networking With Super-Connectors

This week will conclude my encore postings of my Top Ten Marketing Tips from 2005 (due to my office and family moving back to my beloved North Carolina) with marketing tips No. 9 and 10:

March 7, 2005 Posted By Tom Kane
Comments / Questions (0)

Top 10 Marketing Tips: No. 9 – Networking With Super-Connectors

I recently posted a couple of items on networking, one about normal encounters during your daily routines and the other which required more focused activity. A recent post on Inc.com’s blog highlighted an excerpt from a chapter of Keith Ferrazzi’s book Never Eat Alone which is called “Connecting with the Connectors”; that is, those who seem to know everyone. He calls them super-connectors. They could be headhunters, politicians, journalists, lobbyists, fundraisers, or basically anyone whose business requires them to know a lot of people. Getting to know and making regular contact with super-connectors will definitely improve your networking results.

Top 10 Marketing Tips: No. 8 – Take a Reporter To Lunch

Due to my office and family moving back to my beloved North Carolina, my posts over the next week or so will feature tips 6 through 10 of my Top Ten Marketing Tips, especially for those who may not have been reading this blog back in 2005:

March 22, 2005 Posted By Tom Kane
Comments / Questions (2)

Top 10 Marketing Tips: No. 8 – Take a Reporter To Lunch

Developing relationships with reporters and editors is an excellent objective for lawyer-marketers. Your purpose is obvious. By getting to know media contacts (general, business and legal), they may call you when they need a lawyer's perspective. They will appreciate it also, because they are always looking for good sources of information, particularly when they are covering a case or on deadline with the latest, hottest breaking news. They won’t think of calling you unless they know who you are.

Some suggestions and cautions:

Return reporter’s call immediately, if not sooner;
Don’t assume anything you say is on background or “off the record”, unless you and reporter agree in advance;
If you don’t have an immediate answer, tell them you will get back to them and do so asap (remember about deadlines);
Ask when is their deadline (weeklies are more flexible than dailies);
Don't reveal client confidences; and
Don’t talk about a client’s matter without their permission, even if it is a matter of public record (clients can get ornery about such things).

So, take the time to get to know your local media – broadcast (radio, TV) and print (daily, weekly or monthly newspapers and magazines). By developing a friendship with reporters and editors, they are more likely to call you when they need a legal angle on a story. Especially when you get a reputation for getting back to them promptly, and respect the pressures they are under. Some reporters prefer breakfast to lunch, but you won’t know that until you call them.

Top 10 Marketing Tips: No. 7 – Write Articles of Interest

March 25, 2005 Posted By Tom Kane

Top 10 Marketing Tips: No. 7 - Write Articles of Interest

Nothing new here, right? Well, not so fast. While authoring articles isn't a new technique, writing to demonstrate your expertise is still an effective marketing tool, if:
*It is topical and interesting (to your target audience)
*Easy to read (not legalize, unless you're marketing to other lawyers),
*Not too lengthy (short, succinct articles are better), and
*Published in a publication that your intended audience reads (whether general public or business/trade specific).

Obviously, the purpose is to show that you know your topic and, accordingly, be perceived as having the expertise to assist the reader with those legal issues.

Top 10 Marketing Tips: No. 6 – Talk it Up With More Speeches

April 5, 2005 Posted By Tom Kane

Top 10 Marketing Tips: No. 6 - Talk it Up With More Speeches

Speaking engagements make my top 6 list of best marketing activities. Like writing articles, columns, or books, speaking adds the additional advantage of putting you in the same room with potential clients where you can demonstrate your knowledge and expertise AND develop an emotional bond with your audience. These opportunities have led to immediate work when a potential client in the audience has an immediate problem relating to the same issues raised in the speech. Moreover, if the seminar or speech is sponsored by a respected organization, you receive instant credibility as a result of that association.

Paramjit Mahli of Sun Communications Group recently had an article in Small Firm Business that had some good pointers on how to get started, and what when and where to focus your efforts to land speaking opportunities. It is worth reading.

Top 10 Marketing Tips: No. 1 – Visit Your Client

Due to my office and family moving back to my beloved North Carolina, my posts over the next couple of weeks will feature five of my Top Ten Marketing Tips, especially for those who may not have been reading this blog back in 2005:

May 2, 2005

Top 10 Marketing Tips: No. 1 – Visit Your Client

Now for the drum roll......

The single most effective marketing technique which leads to immediate business in the vast majority of cases is to visit your client at their place of business.

This visit is not for the purpose of discussing a current matter you may be working on (unless client wants to, of course). The client should know that they are not being billed for the visit. Your purpose actually is multifaceted: relationship building, listening, learning, meeting others, and uncovering issues of concern. The main point is to get into the client’s workspace where their day-to-day problems are found, and for which you may be able to assist them.

Such visits will not only enhance your relationship, but it will almost certainly lead to IMMEDIATE work. This has been validated many times over the years, and in my own personal experience as a sole practitioner. Many of the lawyers I have worked with in the past two decades confirm that 85-90% (okay, that’s out of thin air, but it seems like that) of such visits result in immediate new business.

So, starting today schedule a client visit or two. You will fast become a believer.