October 8, 2010

This week I found myself having to do something as a lawyer, that I tell clients, as an attorney coach, to do all of the time.  I argued before the Ninth Circuit Court of Appeals – in front of a lively panel.  Who knows if we won?  But, after living it and listening to it again, I feel like I did sound prepared and that I knew the law well.  So, I shared the experience with my clients and contacts – as an interesting experience in the litigation world!  Hopefully, they’ll appreciate me passing it along, and think of me when they face an issue like this! 

Pass along your good works!


My portion begins at 14:00 minutes.

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Successful Lawyer Marketing:  Get a New Client or New Work By Capitalizing on Something You Already Do

Too good to be true.  Not at all.  Truth is, this is the first tip in a series of things that all of us do – but don’t take advantage of it.  These are things that we do for work, or for fun, but not in order to develop business.  The nice thing about this series of tips is that it is not adding on extra work, and is really taking advantage of things we like to do (or have to and can’t stop).  So, start turning the everyday into a new client or more work.

Most of us either read the newspaper or get our news online.  Either way, we’re checking out what is going on around the world.  When we read the paper, we usually think about people important to us – maybe when we check the weather or see an article about our friend’s favorite travel spot.  What does this have to do with business development?  You just have to think about your clients too!  You might run across an article that would really affect your client’s business.  Or, if you have a closer relationship, you might see an article about your client’s favorite band coming to town.  When you start thinking about this –as you’re doing something that you’d do anyway – you will be surprised by how many things about a lot of your clients and contacts come to you.   

Of course, the  next step is the most important.  Communicating with the client or contact.  Effective lawyer marketing occurs when the recipient does not know that you are marketing.  So, the way you go about it is extremely important (and we coach lawyers on how to make it work).  But, the bottom line is that, if you do it right, your clients and contacts know that you are thinking about them and their success – personal and business.  Now, if you were going to hire a lawyer, wouldn’t you be more apt to hire the attorney that is concerned about your business without being paid for it.  It is a sign of a true business partner and what effective lawyer marketing is all about.

We assist lawyers to build and grow their businesses every day.  Try it out.  Please give us a call for your free consultation today.  www.ferocecoaching.com/contact.

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Many attorneys think that lawyering and the media just don’t mix.  Some think just of advertising and find it distasteful (which I think, if done right isn’t).  Not the point though.  Utilizing the media effectively is a great way to market, and it is nearly free.

Three Lawyer Coaching Tips to PR That Will Get You In Front of New Clients

Before the tips, we must caution on two things.  First, before you expose yourself, you need to make sure your house is in order (not talking about your crazy antics back in the day).  You need to have an updated bio on your website, updated picture, etc.  If you are going to yell from the highest mountain, you probably don’t want to be naked.  (Most of us anyway.) 

Tip 1:  Issue a Press Release About Something You Are Doing

Of course, we are not talking about what we normally do – boring.  But, you will be surprised about how many of the things that you do are interesting.  And, you can always do something interesting.  Your coach can help you think of ideas (I have plenty), but a few are – give a seminar on some cutting edge material in your area (stuff that is already getting coverage) – might be changes to the inheritance tax, the Supreme Court’s ruling on the harassment case, etc.  If you really want to be creative, actually do something fun.  We created a fun television show for HR folks, Quid Pro Quo http://www.facebook.com/l.php?u=http%3A%2F%2Fbit.ly%2FaoCmck&h=b8820.  It was fun to do, and got a lot of attention.  And, attention equals clients.

Now, we write press releases all of the time and are happy to help with that.  But written the right way, you will attract attention to what you are doing.  And, of course, even if you don’t get clients from the media attention, you will forward that attention to your existing or target clients to make sure they see it.

Tip 2:  Become a Reporter’s Friend

Reporters are always on deadlines, and often looking for something to write about.  If you let the reporter know that you are available to comment on your practice area – or better yet, from a lawyer marketing perspective, you send them story ideas – you will create a best friend.  Soon, you’ll be on speed dial, and might grow tired of reading your name in the paper.  Again, successful marketing will depend on the follow through afterward, which your attorney coach can help you with.

Tip 3:  Partner with a Charity or Client in a Charitable Cause

This is just a good thing to do, and we should do it because we like it.  But again, it never hurts to let people know what you’re doing.  Clients and prospective clients like to know that they are hiring good people.  You are; just show them.  We do a lot with our favorite charity, which has been inspired by our son, Henry’s Hope – www.henryshope.org.  And, we’re not shy about it – because we want to raise awareness about the charity, and clients love it too (and want to help).  It is a win-win.

We hope that the tips have helped you, and our attorney coaches would love to provide you direct and specific guidance for your successful lawyer marketing plan.  So, contact us today for your free consultation.

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We know that we have to do it.  Building our books, attorney marketing, business development – call it what you want, but we have to do it to keep our practice going and growing.  And, in today’s day and age, clients are generally fickle; they could use you for a case here or there and spread their work around.  Haven’t we all heard that?

Well, it can still happen.  But, I have found that when my clients dramatically change one of their lawyer marketing tools, their client retention rates sky-rocket!  Getting a client to turn to you – for everything – is obviously what you want – especially when you go through the business development chore, which it is no matter how you slice it.

Lawyer Coaching Tweak That Will Give You Return:  Treat Your Client Like A Business Partner

Now, it sounds much easier than it is.  It actually requires you to take your lawyer hat off and put your business hat on.  Remember, your client is worried about running its business efficiently, being more profitable, and focusing on all of those things.  They do not want to deal with legal issues, want to minimize exposure, and not have to talk to (or pay you).  Those are their desires and goals; so, in the face of this uphill battle, the business person in us has to take over and help them satisfy those goals by becoming our clients’ business partner – not their lawyer!

How?  Of course, as a lawyer coach and practicing lawyer, I work with lawyers and associates on this – because it is very individualized.  Coaching each lawyer to use their strengths, talents, and focus on their clients’ goals and objectives is key to success.  That said, we can provide you some general tips:

  • Have a regular meeting with your clients (at no charge to them) to access what their business challenges are, where they want to be with the company, and let them bounce ideas off of you.  They will!  And, they will be so pleased that you are interested.

 *Remember your client’s goals, let them know that you remembered, and help them every opportunity that you can.  None of this may be getting your billables up, but they are little things, and if you can have a client for life out of it – why wouldn’t you do it?  Examples – introduce your client to your banker friend (maybe also a client) that can assist with financing if that is their biggest challenge.  Throughout the year, send notes/emails/articles that address what you talked about, and that could help your client.  (Now, chances are they probably thought of it before you did; it is their business after all, but that’s not the point.  That you care – when you are not billing them – goes a long way.)

  • If they have legal issues,  your attorney marketing has to be balanced, as you don’t want to lose the credibility that you’re building by taking an interest in their business.  Of course, you will offer to help with that (whether it is in your area of expertise or not), but your approach is key.  The client has to know that doing whatever you suggest will achieve their goals (and you have to be too or don’t suggest it).


  • Something that is absolutely key, and you must do.  At some point, whether during this meeting or throughout the year, you have to turn work away from the client.  Now, by work, I mean “potential work.”  If the client is getting ready to spend money on you, it is terrific to be able to say:  “I am happy to do that and so glad that you would turn to me for it, but I have to tell you from the business side, I think your money might be better spent on . . . fill in the blank.”  You only have to do this once.  The client might take your advice, and might tell you that they’ll go ahead and spend the money on you.  One way or the other, they will be impressed with your personal dedication to them.

Your business development will take a significant and positive impact – if you always remember to treat your client as a business partner, and let them know as often as you can.  As clients and lawyers are all different, coaching you through the process is what we do, and would love to help!  Contact us today at http://www.ferocecoaching.com/business-coaching/lawyer-marketing-coaches.

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As a Parenting Coach and Parent, Stepping Back and Looking at the Forest While Implementing Your Action Plan is Key

Parenting is the hardest job in the world.  Keeping an objective focus, bouncing ideas off of an objective third party, and keeping it all in perspective is key to sanity – and good parenting.  Having a parenting coach sounds goofy to some – it did to me.  But, really being able to keep perspective and to help talk through ideas to improve your skills in one of (if not the) most important job in your life – doesn’t sound so silly when the job and the joy of parenting is put in perspective.

Let me put my money where my mouth is, and share a very personal story that led me to believe that investing in a parenting coach will result in more confidence, better parenting (which in part is from confidence), more well-rounded kids, and perspective.  Here is my story:

When we got the news, we were sitting at a gas station – somewhere in West Virginia.  We were on the way to Williamsburg – a week vacation that we had planned for a long time.  It was hot and humid, and we had been driving for only a couple of hours on our second day of travel.  The kids were all awake, had been well behaved, and they were all laughing.  Henry, of course, had the loudest and deepest chortle – with a smile from ear to ear.  His laughter and happiness are infectious, and really have been a medicine for all of us. 

As I climbed back in the van, having gassed up, with the kids laughter in the background, Kristen was on the phone.  The conversation was serious, but Kristen, as she always does, brought comfort to the caller – she was gracious and kind – knowing at some level how difficult it was for Shirley to deliver the news that afternoon.  I quieted the kids down, and soon wish that I hadn’t.  Quieting the laughter, in retrospect, was so wrong. 

I knew Shirley; she was Henry’s neurologist’s assistant – she was to call about his biopsy results.  Before Kristen got off the phone, I knew the news.  I am no sleuth.  Kristen talked about the team that would be assembled, she talked about scheduling, and was being given websites to browse.  His biopsy confirmed the feared diagnosis.  Henry has a mitochondrial disease.  When Kristen pressed, Shirley specified that he had a form of the Complex 1 mitochondrial disease. 

To receive the news at a gas station somewhere in West Virginia was ironic and definitely consistent with our journey.  For years, we had been in search.  In search for answers, a diagnosis, a treatment, a reason.  And, we had seen dozens of doctors, in many hospitals, in three states all across the country.  We moved, in part, to be close to the program where Henry could get the treatment.  And in that program, they tell us that he has a much bigger problem. Our poor little Henry sent off again to more (and different) doctors for more tests, more procedures, more unknowns.  So, after all of this, we sit at a gas station in West Virginia to be given the diagnosis.  Right now, it is an answer (though not the one we wanted), that creates so many more questions.  The journey continues.

When Kristen got off the phone, we did not lose our cool.  I said “he has it.”  Kristen nodded, and we started a movie for the kids.  In our own bubble in the front of the car, with Scooby Doo muting our conversation, Kristen told me her conversation.  The most I remember from those several minutes were my impression that Shirley was kind in her delivery.  The type of kindness that we never wanted to have to face.  And hadn’t before.  She told Kristen that Henry would be a candidate for the Mitochondrial Clinic, and that we would have an appointment with the neurologist, geneticist, and a genetics counselor.  She also said not to despair – that everyone responds differently and that there could be development in the field.

Those later comments took me back to Dr. DeGraw (Henry’s neurologist) comment to me when I pressed him about prognosis – if Henry had a mitochondrial disease.  He told me not to research it, not to cross the bridge before we get there, that medicine is miraculous, but “to answer your question, the prognosis is not good.  There is no cure, and there are no survivors so far.”

The kids engrossed with Scooby, Kristen and I used the gas station parking lot as our internet library.  Both of us on our Blackberries, we went to the site that Shirley directed us to.  Like with many things, Kristen was faster than I.  At first, when she said “Complex 1,” I thought she said it is a “complex one” meaning difficult.  So, I am slow.  She grabbed my hand and said, it is neuro-degenerative and progressive.  Could result in hearing and vision loss – before the mulit-system failure.  The one we didn’t want to have – of course.  Essentially, Henry’s cells do not have the energy necessary to have his organs do what they need to do.  It is system wide, and with age, the energy drops more and more, affecting new systems in different ways, in no particular order.  The disease progresses until there is not enough energy for life function.  So, he will pass with this – unless our prayers are answered (and medicine comes a long way fast).  The fact that several of his systems have already been affected (called early onset) is not a great sign – just from a pure time standpoint.  The literature points out the obvious – the later the onset and the slower the progression, the longer the life expectancy.  But, it is all very individualized.  So, we are not defeated. 

After our internet café parking lot picked up with traffic, we got back on the road.  As tears streamed down her face, I could show no emotion.  My stomach was in knots, and I’m sure that my next questions seemed like what a medical student would ask a mentor – not a father of a sick son.  I asked, “Will he degenerate cognitively?” (as I can’t imagine our smart little boy in that state).  Then, I asked “What about Luke?”  Kristen knew the questions were almost rhetorical, and we just exchanged painful glances.

On the trip, for the first time, we both noticed (though we didn’t discuss for the week) that Henry was quite drained.  He refused to walk, saying he couldn’t for a few days.  The trooper was tired.  Many days, he was too tired to laugh.  Henry, too tired to laugh, was very painful for us.  It could be emphasized because we knew, but it was what it was. 

Our next discussions turned to what we have always come back to – making sure that our family is whole, happy, and complete.  The goal has never changed from the start.  We love our family so much, and are so lucky to have each other.  We are focused on giving all of our kids the most full (but “normal” – whatever that means) life that we can.  The kids are all very happy, and we plan to keep it that way.  There is a bit of an ominous burden in the back of our minds – that we want to make sure we know what full is (we think it is love), and the journey ahead and the time we have is uncertain.  As is whether Luke will also fall victim to the disease, or his recent symptoms (gastrointestinal, eye issues – and his hypothyroidism) are just coincidental.  So, we will take it one step at a time, get Henry his treatments (whatever they may be – there are some experimental ones out there), and cherish every day.

Of course, our story is not unlike many others.  Everyone has a challenge – some more difficult than others.  But, keeping perspective and the eye on the ball – providing the opportunity for a full and happy life (whatever its length) to our children is the lesson here.  I know that as well as anyone.

And the bottom line, our story is just the beginning. What we needed, got and continue to get, were specific ideas and ways to achieve these goals.  Not just the “be happy” goal.  We captured our ideas in starting a non-profit for kids like Henry – Henry’s Hope, Inc. – www.henryshope.org.  That was a specific and effective strategy – that, we as a family, work on.

Good parenting coaches provide specific ideas to try out (we don’t have the answers as there aren’t right and wrong in parenting) – but you deserve someone that has experienced a lot, fouled up, got help, and can provide kind, useful, and helpful insight into the issues we all face as parents.  Choosing to get the help – whether through a parenting coach or other means – is a brave and humbling act as a parent.  Call today for a free consult.

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In my coaching (and in my practice), we are driven by the bottom line results – whatever the goal may be – whether it is achieving balance between work and play, increasing revenue, becoming an equity partner, etc.  When it comes to bringing in new work, the results are easy to measure.   Either you got a piece of new work or you didn’t.

Good Lawyer Marketing Requires You To Set A Clear, Tangible Goal.

With all of my clients, we set many different goals in several different areas.  But the goals are never ambiguous, never easy to run away from.  There is always accountability.  As you know, without it, we keep with our big picture goals of “building my book,” “increasing revenue,” “achieving balance,” without any real or permanent progress.  That is because – just like our New Year’s resolutions (mine anyway), we have bitten off more than we can chew – without little steps, and without a little help.

To avoid this common problem, I often like to set the goal of getting a new piece of work in a week’s time.  (Of course, the bigger accomplishment from a bottom line view is the goal of getting a new client every 4 to 6 weeks, which I work with many of my clients on during the coaching process, as it is obviously more involved.)  This short term goal is helpful because it takes you actively through the marketing process in a shortened time frame, is pretty exhilarating when you achieve it (and you will), and it increases your revenue.

In my experience, though it sounds difficult, this is not as difficult to accomplish as one might think.  In fact, most lawyers (at all kinds of different levels) can succeed at it.  Then, why you ask, don’t people do it, and keep doing it?  I think it boils down to two reasons – first, as lawyers, we are overwhelmed with our day-to-day work and know that we have to “increase our book” but we have to do that “next week” or “next month.”  It seems daunting, overwhelming, and easy to put off.  Of course, as a coach, we make this a machine that is built in to your practice – requiring very little effort on your part – yes, effort, but not nearly as much as you are imagining right now.

Second, and pretty puzzling, we as lawyers are generally pretty nervous at failing, and don’t want to do one simple thing – just ask for the work.  Now, it is not a direct ask – generally – and requires timing and tact (okay so we all know someone that won’t be able to pull it off), but it is pretty simple when you change your mind set a bit. 

During our assessment and your coaching, we would determine what the best approach for you would be.  But for a vast majority of lawyers, I would ask you to think of a current client that is a mess (not personally – just in a business sense), and preferably one that you have recently achieved a good result for.  You may be handling a piece of litigation for them or a trademark, etc. – and you know they have a ton of other problems unrelated to what you’re doing.  Now, instead of that client’s litigator or IP lawyer, think of yourself as their business partner.  Your goal is to look out for their business, make it as profitable as possible, and avoid future exposure and expense.  So, of course, you are going to let the client know about what you have discovered, the negative impact that could have on their business (money – bottom line is what they care about), how the issue needs to be taken care of, and how you would suggest doing it.  Now, you might suggest that you can do it or a partner of yours – but you should always suggest an alternative method too (whether it be that you could find another lawyer for them or them handling it internally).  This impresses upon the client how you are looking out for them – not you.  And, they rarely, rarely take the alternative.  You will generally get the work.

There are a dozen other get work in one week methods that I employ, and I’m sure a few will fit for you – but the bottom line is you just have to do it – and you will succeed when you put your mind to it.  Then, we can tackle the bigger goals!   

Use An Experienced Lawyer Marketing Coach That Has Been Successful in Practice.

As you know, we advocate marketing coaches as a way to achieve this accountability, help you see the forest and the trees, and help you put steps in place to accomplish your goals.  When I built my business, my biggest successes were either while I was directly using a coach or while using steps that my coaches taught me.  But to truly understand what you need to do, and how you need to do it, you want someone that has the training and experience to get you there.  Not someone that teaches well, but can’t do (because not sure it that really exists).  In any event, when interviewing a coach, make sure you are hiring someone that knows the lingo and the challenges – someone who has encountered it and succeeded.

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Most people cringe at the thought of putting one together.  Attorney business development plans are nothing new.  Everyone has told us to do them – from marketing departments to business books.  Even when not told, it seems like a good idea to have a “plan” to get new clients and grow our existing books.  And, over the years, most of us have even created a lawyer marketing plan.  We might have even felt energized with our creative juices flowing when putting the ideas on paper.   I guarantee you that, when you wipe the dust off those marketing plans, they are filled with some great starting places for building a great book of business.  Another guarantee:  if you develop and implement an effective lawyer marketing plan, you will develop business.

 Most Attorney Marketing Plans Do Not Work

So if they can build our books and most every lawyer has been exposed to attorney development plans, why do they gather dust and never really implemented?  It is really simple – most attorney marketing plans do not work.  Don’t worry – it’s not your fault (mostly anyway).  Though we’re told to put them together, no one is really ever taught how to do it successfully – that is taught by someone who has successfully developed a large book of business because of their personal attorney marketing plan.  (That task, if you ever have gotten guidance, was probably left to a marketing staffer that is well intended, but missing the key experience of closing the deal.)

Here are three tips to develop your own lawyer marketing plan.

Tip 1:  Your Lawyer Marketing Plan Must Set Very Specific and Measurable Goals

As lawyers, we’re taught to think big picture.  Big picture is important and necessary, but successful  lawyer marketing plans require plotting out the details.  Somehow, most lawyer marketing plans are more theoretical than practical.  For example, a plan may be designed to “obtain new defense personal injury cases with injuries in restaurants – through insurance panels and direct contacts.”  That is a great start and the goal is pretty specific, but the plan doesn’t provide guidance.  The “how’s” and “when’s” are left unanswered. 

To answer those questions, a successful attorney development plan will:

Identify each step required to achieve the goal.  This makes us think through the practical steps.  Sometimes it will cause us to re-evaluate the goal (maybe it’s too aggressive or not aggressive enough) early on.  For the above example, our specifics might be:  1) make list of restaurant contacts; 2) research competition that has handled similar matters; 3) research and list insurance carriers; 4) identify adjusters and arrange meetings.

 Set alternative steps for accomplishing the goal.  There are always several paths to a goal, and many times we run into stumbling blocks.  But I have found that those that have a back-up plan or two keep at it and are successful.  If you only have one plan and it doesn’t pan out, you might just give up – feeling you did as much as you could.  In this example, while getting on the “panels” and arrange a meeting with the targets, you might also want to look to provide the adjusters (who make the decision to hire you) with something of value (a training or presentation) that they can pass along to their insureds and your future clients.  This is a win-win proposition and a great back up.

Set regular deadlines for each step – and meet them.  This is critical to success.  And a key that is often overlooked – you must set a task for at least every two weeks.  The key to lawyer marketing is to keep the ball rolling.  You have other deadlines and things going on, but this is a must.  (This is one of the reasons why attorneys hire coaches – we are good at setting productive tasks and following up; sometimes we’ll even help you with your homework!)

Regularly measure performance, and make adjustments.  Looking back at your plan, what you have accomplished, and what you need to do is another key step.  I suggest that you re-evaluate at least monthly or task by task, which should be every two weeks.  Adjust and fine tune as necessary.

Tip 2:  Effective Legal Marketing Must Have Short-Term Results

 Results matter.  To keep your attorney development plan effective and alive, I always suggest that one of your goals is to ensure a short-term success.  And, I don’t define “success” as some feel good; I mean real, bottom line, money in your pocket success.  This is what development is all about, and if you experience short-term success, you are more likely to continue working on lawyer marketing and achieve long-term successes too. 

 These are a couple of short-term goals that I suggest:

 Look at Your Numbers.  If you are like me, when you first heard the term “realization rate,” it triggers the eyelids to lower.  But, when in management, I learned the true definition –  getting paid for what you already do without doing more work.  What?  Yes.  As a development coach, I often set the short-term goal of raising an attorney’s realization rate (bottom line cash in door) by 4-5% within 30 days.  And, I do not take failure well – so, we accomplish that goal over and over.  Again, this is money in your pocket without doing any extra work.  (Call for a free consultation to get working on details.)

 Expand Work For Existing Client.  To be more specific, I work with attorneys in partnering with their existing clients to bring in two more matters (for that client or for one of the client’s contacts) in the first month.  Each relationship is unique and will require a specific game plan, but this is one of the easiest and most satisfying short term goals to accomplish.  (Of course, this short term goal should become a recurring monthly goal as well!)

 Real Accountability Required

Study after study has shown that if you are accountable to someone else, you are more likely to produce results.  More surprisingly, people are even more accountable to people they don’t know as well – maybe the excuses won’t work.  Of course, we believe that this is where coaching is key.  You have an objective, outsider that has built a large book of business that is willing to share these methods and keep you on track.  Well worth the money invested.  Even if we are not the right fit, we think hiring an experienced coach is essential.

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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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