The times, they are a changing.  We all knew that, but who knew the extent of that change when it came to lawyer marketing?  In the good old days, as lawyers, we were able to get clients because they were loyal to us or our firm.  We really didn’t have to do much back then, but do good work. 

Those are the days that are over, for the most part.  Clients, like lawyers, are mobile – and many use the services of several firms.  To get in the door and stay on a client’s calling card, we have to do so much more than the old “dog and pony shows” of the past.  (You remember those days when a junior lawyer put together materials, and a senior lawyer sat before the decision-maker and just talked, and talked, and talked about nothing related to the materials.  And usually never listened to the client.  Oddly, this was the method for awhile.  Let us be thankful for the passing of some things.) 

Now, we have to be on the cutting edge in our legal marketing strategies.  The competition is fierce, and we have seen lawyers turning to attorney marketing coaches to get a significant leg up on the competition.  Marketing Departments are great and serve a terrific purpose.  But they generally have to serve the firm’s entire attorney base and cannot provide the individualized coaching and development that a lawyer marketing coach (that has been a successful practitioner with a great book of business) can provide.  Practical insight – not theory – is what attorney coaches provide.  To really build your book, you need someone that will critically assess where you need assistance, set very specific goals, and actually help you in executing – to get the results you desire.  And the return on investment (which everyone wants to know about) is huge. 

Hire a Lawyer Marketing Coach

So, my first tip to any lawyer – whether just starting out, trying to build your book to attain equity status, or a successful equity partner that wants to remain ahead of the game – is to hire a coach.  It sounds a little like the “Match.com” for attorneys’ professional lives, I know.  Before I became a coach, I hired one.  But getting there for me took a nudge or two.  I was chugging along, an equity partner, and making a good living.  Why would I need a coach?  Now, looking back, it is easy to say why – because I was losing my mind.  Not literally (at least, I don’t think so).  But, as we all do, I was juggling a lot and it just seemed that I needed to get it all organized (kind of like when you dread the summary judgment motion or plaintiff’s deposition for weeks), but when you sit down and write it or take it, you realize the worry was much more troubling than the actual motion or depo). 

The same is true of lawyer marketing.  After I hired my coach, my book doubled from almost two million to almost four in a year.  And, I spent less time on marketing.  My legal marketing became almost mechanical.  My attorney coach helped me put a system in place so that marketing was ongoing (not the “when I get a chance I’ll get to that” list), effortless, and fun.  Of course, I happen to think we provide the best practical results, but please take my tip – whether it is us or not – hire a coach!

The List:  Secret Weapon for Legal Marketing Success

My second tip is at the core to any legal marketing success and what I tell every single coaching client.  “The List” is crucial to building your book of business.  Now, though it probably doesn’t seem like rocket science, you would be surprised how many lawyers do not keep (and maintain) an active contact list – that contains your clients, targets, professional relationships on boards, friends, etc.  If you have one, that’s great, but remember, The List doesn’t bring you clients – it is what you do with it.  The List will contain contact information, of course, but much, much more.  You’ll include important dates (birthdays, anniversaries), children’s and spouses’ names, and personal information about the client/target (where they like to vacation, what their hobbies are, where they go to church, etc.).  Of course, you’re not going to have them fill out a questionnaire, but these are the details that you’ll pick up in your conversations (or I’ll teach you to pick up) – and you’ll note it.  And when you send them an article on the Caribbean that you found online (or your Marketing Coach found for you), it tells them so much about you.  It tells the client that you listen, you truly care about them, not just their business – that you value their relationship.  That’s what it is all about.  Isn’t that exactly the type of person you would want to hire?

There are so many things to do with The List – that take little time and give you huge bang for your buck.  We’ll share more of those in other posts.  When you are ready to get started with your successful legal marketing success, drop us a line for your complimentary session.  Test us out; we are passionate about your individual success.

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Everyone knows what winning looks like.  Today the New York Times published a photo of Spain’s Andres Iniesta as he made the winning goal in the 2010 World Cup Soccer Championship and beat the Netherlands by 1 point.

As you listen below to the lyrics of the theme song from the World Cup Soccer Championship, it’s all about the love of the game.  No matter the outcome, we will be victorious. This is a great metaphor for life and the marketplace.

Winners, not losers, leave legacies.  It feels great to be a winner.  So, is it just about winning?  Or is it about really being satisfied with what you’re doing?  Is it about giving it your best?

Let’s look for a moment at what really happens when you’re fully engaged at work, at home, or at play.  In that moment, you are in flow.  In this place, you are laser focused, not distracted, and truly experiencing life.  You may have an end goal, but you’re not second-guessing yourself, procrastinating, or timid about proceeding.   To achieve this state of fulfillment, you must first understand what it is that truly brings you happiness.  Clues come from your past experiences.

Right now, take a moment to remember the last time you were on top of your game; everything was just going well, you were energized and motivated.  Who was involved?  What was it about this time that excited or pleased you?  It might be that you were learning something new or took on a challenge that just gently stretched you.  Or you were free to be creative once the expectations and guidelines were in place.  Whatever the reason, this is the first place to look.

Stay tuned for more tips to achieve success and get into flow.

Try a free coaching consultation with Wanda Ropa, your success coach to get you started and get clear about where you’re going with your career, or with your life so you can develop a strategic plan that really works for you.  With clarity, success becomes a natural outcome.
Posted by Wanda Ropa, The Success Coach.

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Many of my clients decline opportunities for networking simply because they dread the piercing question:  “So what do you do?”  -As if, your sum worth can be captured by your day job or lack of it.  Take a look at the video below for a different perspective:

Brain Surgeon – That Mitchell & Webb Look, Series 3 – BBC Two

Remember that life is a mirror that reflects back what you feel inside.  So, if your last performance review eroded your self-confidence, or you are dissatisfied with your job, or are restless and searching for more, all of this will come across as you answer.

When you are in the driver’s seat, you have a road map, navigate with a personal strategic plan, have a clear vision and clearly understand how you can leverage your natural strengths and talents to support you to thrive or be successful and happy.  Ask yourself, when you take a road trip, what do you use to help you navigate:  GPS, an online road map, or a travel directory from AAA?  Why do you take more time and planning to design your travel experiences but fall short with designing a road map for your career and your life?

Right now is the perfect time to take a look under the hood and see if you’re in shape for success.  It is perfectly natural to come to the fork in the road and question if you’re on the right career path.  To help you evaluate if you’re on track or have lost your way, take a look at the top ten pitfalls and see if this describes you.

Top Ten Pitfalls: (You’ve lost or never had a career road map)

1.  When you wake up in the morning, do you hit the snooze button 20 times, thinking you can delay the inevitable?

2.  You are comfortable in your misery….so does misery make you comfortable?

3.  You are repeating the same career strategies and expecting different results:  this is Einstein’s definition of crazy.

4.  Your self-help book budget exceeds your paycheck.

5.  If you view your job as only a paycheck, who’s the slave and who’s the master?

6.  Your current job is sucking the life right out of you – like a human vacuum cleaner.

7.  You are calling in sick, hoping that when you come back, the players and the field has changed.

8.  You think “presence” on the job means surprise presents under your desk.

9.  You dread Sunday nights because Mondays keep showing up.

10. You are coming into work later and later, hoping that the job changes when you get there.

Does any of this sound familiar?

For years, the staff at Investor’s Business Daily has been studying people from all walks of life.  They have identified 10 common traits for success:

  1. How you think is everything.
  2. Decide upon your true dreams and goals.
  3. Take action.
  4. Never stop learning.
  5. Be persistent and work hard.
  6. Learn to analyze details.
  7. Focus your time and money.
  8. Don’t be afraid to innovate; be different.
  9. Deal and communicate with people effectively.
  10. Be honest and dependable; take responsibility.

Before you can use these 10 traits to become successful, you will need to create your personal strategic plan.

Identifying your strengths and creating your ideal work and home environment is the first step.


1.    What key strengths are you currently using at work?  Have you completed an assessment or instrument to measure your strengths or styles?  Which ones?  What did they measure?  How do your current strengths coincide with your assessment results?

2.    Remember one specific peak period in your life.  Now focus on this specific time when you were incredibly successful:  you felt you were at an all time high in your career, you were truly on top of your game and everything was just working well.  What was going on at that time?  Was it a period of rapid learning?  What skills were you using?  Who was involved?  What made this possible?

An opportunity happens when the conditions seem right.  The right place at the right time with the right action equals the right results.  So, the key to success is leveraging your opportunities or being prepared before they arise.  Here’s an example of how this worked for one of my clients.

One of my clients was stuck waiting on companies to decide her fate.  She only had applied to companies with posted positions in human resources and the training field.  Working in the coaching relationship for 90 days, she identified her strengths and created her ideal job description.  While interviewing for a lesser role as a recruiter at a company she really admired, she did something completely different.   She took out her copy of her ideal job description and handed it to the VP.  She acknowledged that working as a recruiter would not take advantage of her true talents and the company would be wasting an asset.  Yes, they were surprised and told her their first priority was filling the posted position but they would consider her offer and be in touch.  Two weeks later she began the negotiating process with this same company and even picked her job title and salary range.  It was a match made in heaven.  She agreed that life isn’t about finding yourself; it’s about creating yourself! And your perfect job!

Are you ready to jump-start your road to success?  Try a free coaching consultation with Wanda Ropa, your success coach to get you started and get clear about where you’re going with your career, or with your life so you can develop a strategic plan that really works for you.  With clarity, success becomes a natural outcome.

Posted by Wanda Ropa, The Success Coach.

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