In Black And White

Legal Business Development: YOU Can Be More Interesting... Really!

paula@paulablacklegalmarketing.com (Paula Black) — Thu, 17 May 2012 07:00:00 -0400

Do you want to be more interesting? I am not talking about dazzling others with your brilliance... I am talking about being so fascinating that people WANT to listen. I think we could all use a dose of... interesting! Don't you? Forbes Magazine ran an article by Jessica Hagy titled... How To Be More Interesting (In 10 Simple Steps). Ms. Hagy has a great perspective... in her words it's "stupid-simple"!

"1.Go exploring.
Explore ideas, places, and opinions. The inside of the echo chamber is where all the boring people hang out.

2. Share what you discover.
And be generous when you do. Not everybody went exploring with you. Let them live vicariously through your adventures.

3. Do something. Anything.
Dance. Talk. Build. Network. Play. Help. Create. It doesn’t matter what you do, as long as you’re doing it. Sitting around and complaining is not an acceptable form of ‘something,’ in case you were wondering.

4. Embrace your innate weirdness.
No one is normal. Everyone has quirks and insights unique to themselves. Don’t hide these things—they are what make you interesting.

5. Have a cause.
If you don’t give a damn about anything, no one will give a damn about you.

6. Minimize the swagger.
Egos get in the way of ideas. If your arrogance is more obvious than your expertise, you are someone other people avoid.

7. Give it a shot.
Try it out. Play around with a new idea. Do something strange. If you never leave your comfort zone, you won’t grow.

8. Hop off the bandwagon.
If everyone else is doing it, you’re already late to the party. Do your own thing, and others will hop onto the spiffy wagon you built yourself. Besides, it’s more fun to drive than it is to get pulled around.

9. Grow a pair.
Bravery is needed to have contrary opinions and to take unexpected paths. If you’re not courageous, you’re going to be hanging around the water cooler, talking about the guy who actually is.

10. Ignore the scolds.
Boring is safe, and you will be told to behave yourself. The scolds could have, would have, should have. But they didn’t. And they resent you for your adventures."

I love this list... most lawyers I work with have been living life-by-the-book. And that can result in being a bit boring. Try some of Ms. Hagy's advice. It will not only give you interesting stories to tell but you will have a tremendous amount of fun in the process... I promise you!

Legal Business Development: 7 Lessons Lawyers Can Learn From Hollywood Screenplays

paula@paulablacklegalmarketing.com (Paula Black) — Tue, 15 May 2012 07:00:00 -0400

Brian Clark, founder of Copyblogger wrote an article... 7 Timeless Business Lessons You Can Learn from Hollywood Screenplays, which gives a great way to think about how to build a law practice. Let's take a look.

"1. Hook - This is the element of a movie and a business that makes it unique. Your USP, your elevator pitch, your remarkable benefit. Without this, the odds for success go way down. Your audience must have a compelling reason to do business with you."

As a lawyer you must be clear as to what differentiates you from others. There are many things I am sure... so find them.

"2. Plot - Plot is where the meat of the story takes place. In business, this is where you live your big story. Without a cohesive plot, the movie is a mess, and that’s true for any business as well, online or off."

How do you run your practice? Is it efficient and effective? Is it what your target market wants?

"3. Characters - In these days of the micro-business, you’re definitely the bankable star that needs to carry the flick, but the people you employ and contract with are also characters in your business story. Cast them well."

No matter if you are a solo practitioner or have a firm with thousands the people you work with are the heartbeat of your practice. I agree... cast them well!

"4. Action - In film, action is what characters do, while dialogue is what they say. In business (especially online), actions speak louder than words when it comes to how you treat your customers and clients. But action in business is more than that — you’ve got to actually implement those big ideas of yours, rather than waiting for someday to come along."

How do you rate your client service? Do your clients know... I mean, really know... that you appreciate their business?

"5. Dialogue - While action is key, the dialogue can make or break a film or a business. Thanks to social media, we can now speak and listen to our customers and prospects. Start a real dialogue, listen and respond well, and these “outsiders” become star characters in your story, too."

Do you listen to what is important to your clients' business and life? Listening and asking questions... creating dialogue will make you a better lawyer to your client... it's that simple.

"6. Genre - In film, genre refers to the general audience classification a particular movie falls into. In business this is comparable to your niche. If a film speaks to the wrong genre, it can fail spectacularly. It’s the same in business if you have a great product but you’re speaking to the wrong audience."

Every lawyer needs to define a niche to market to. That does not mean you will have to eliminate all other work. You can take on whatever work you would like. But when you are marketing you need to IDENTIFY your audience and speak to them directly... on their territory and in their language.

"7. Rewrite - The magic in any script (and therefore any movie) is not in the first draft, but in the editing. While in business it can be bad to constantly change directions, it’s often the case that your initial story will need tweaking, based both on feedback and changing circumstances. And sometimes, you’ll need to do a total rewrite to stay competitive. The key to that challenging task is to stay ahead of the curve, and proactively modify your story rather than reactively trying to change course to save the ship."

Legal business development is an ever evolving process... create a strategy... work it... rewrite it... and repeat!

Legal Business Development: 10 Reasons to Move Forward

paula@paulablacklegalmarketing.com (Paula Black) — Thu, 10 May 2012 07:00:00 -0400

Is business development low on your priority list... you will get to it when you have time? My good friend Cordell Parvin posted on his blog... Key Client Development Point: Never Be Content, where he challenges his readers to push themselves and stay HUNGRY. It got me thinking... what makes us move forward on our business development efforts?

1. Desire to be the BEST.

2. Desire to FEEL successful.

3. Desire to KEEP your job.

4. Desire to be the TRUSTED advisor.

5. For the sheer CHALLENGE of it.

6. For the FREEDOM it brings.

7. Fear of FAILURE.

8. Fear of being LEFT BEHIND.

9. Because you have been ORDERED to do it.

10. Because if you don't... WHO else will?

Whatever your reason... if you do not have a book of business you will forever be dependent on others to feed you. And all you have is a desk to do your work... a job, for now! Business development is a vital part of any law practice… big or small. I am sure you have heard the terms FINDER, MINDER and GRINDER. The finders and minders have control over their destiny because they bring in the work or get more work from existing clients. There is nothing wrong with being a grinder… as long as you and the people you work with know it… and there is a clear understanding that when there isn’t enough work to feed you, it will be time to move on. If you think you can be a FINDER or MINDER… get moving!

Legal Business Development: What We Can Learn From One Passionate Young Women!

paula@paulablacklegalmarketing.com (Paula Black) — Tue, 08 May 2012 07:00:00 -0400

Mother's day is next Sunday and Seth Godin recommends a TRUE JEWEL... I know because last year I discovered the very talented Sarah Kay on TED. I sent her book to my Mom, sister and nieces... it is a poignant little book.

But more than that Ms Kay delivers a powerful 18 minute speech that is inspirational, dynamic and engaging. Even the seasoned among us can learn a thing or two... I know I did (more on that after you have watched it.)

Impressive isn't she? Did you notice that there were all ages in the audience? Did you notice that she got a standing ovation?

Here are a few of the lessons we can learn from Sarah Kay:

She was PASSIONATE about what she was communicating.

She wasn't perfect... she was REAL.

She told stories that ensure we will REMEMBER... they were personal.

She helped us by giving us a 1-2-3 to follow.

She SMILED... and often.

Think about how YOU can add some of Ms. Kay to your next talk.

Legal Business Development: Is Your Career a Work of Art?

paula@paulablacklegalmarketing.com (Paula Black) — Thu, 03 May 2012 07:00:00 -0400

Career... a work of art? That's an odd notion. In the Harvard Business Review I read an article by Gianpiero Petriglieri... "Turn Your Career Into a Work of Art." Petriglieri writes...

"Today's careers are no longer ladders. They are more like works of art.

In this context, what does it mean to succeed? What does it take to thrive?

Success in art is not just making a living, or being famous and acclaimed. Those are consequences. Success is moving and being moved. It is opening vistas. Unsettling the status quo. Peeking beneath the veil of convention.

Making art is not an artist's job. It is an artist's life. This is why it is exciting. But it also creates anxiety, and second-guessing. Putting your passion on display can be scary. How do you know what is your true passion? What if your work is ignored derided or misunderstood?

How do you manage to show up and put yourself aside? How can you stay grounded if you are meant to be always changing? Think of artists again. They often congregate, to teach, inspire and support each other. And although their gatherings may not always be harmonious, many find freedom, courage, and voice once they find a tribe.

Similarly, being able to turn your career into a work of art, to thrive and lead with passion in a world in flux, requires finding a space, and I mean both a psychological and social space, where what you do is tied with who you are and what people around you care about — a community where commitment feels enabling, liberating, rather than just constraining."

I'm sure this is a considerable leap for most lawyers to even think about... much less put into practice. That being said... try putting those risk adverse characteristics aside and imagine for a moment the things you dream about...

Doing the kind of work you are really passionate about... EVERY DAY.
Doing work on YOUR schedule... EVERY DAY.
Doing pro-bono work because it... FUELS YOU.
Etc. Etc. Etc.

THIS could mold your career as a work of art... Find your passion and focus on it everyday. I promise you the FOCUS will get you there. Are you ready to take the risk and get what you really want?

Legal Business Development: Networking for Introverts

paula@paulablacklegalmarketing.com (Paula Black) — Tue, 01 May 2012 07:00:00 -0400

Lawyers who reject the necessity of networking to one's career and book of business may forever be dependent on others to feed them. There are many lawyers who bury themselves in work and sometimes busy work just to avoid not having to attend a networking event. Does this sound familiar? Well... I have good news for you from a self confessed introvert and a self confessed extravert, Bill Stewart and Karl Stark. They wrote, for Inc. Magazine, Networking for Introverts: 3 Tips for Success.

They joke... "How many introverts does it take to hold a meeting? Two... as long as they both have laptops and Internet connections!" It seems you have lots of company in the legal profession "...more than 75% of people with IQs above 160 are introverts." Now that we know this is common, let's review the authors' solutions quoted from the book The Introvert's Guide to Success by Lisa Petrilli...

Network on your own terms.

Commit to networking, but in a way you will find comfortable:

Network one-on-one rather than in groups.

Look to create valuable, deep relationships with a modest number of valued leaders, rather than compiling a long Rolodex of superficial relationships.

Create a comfortable environment for yourself.

Learn about the individual in advance and think through the ways you can help them and vice versa.

Leverage your skills as an introvert.

Odds are, you are a good listener. Prepare some questions in advance that can get the conversation going.

A great approach... I know that the introvert lawyers that I coach could certainly accomplish these 3 steps. Though I think if we didn't use the word networking, we could help prevent panicking on the way to the event. Let's NOT call it networking... how about relationship building? Does that feel better? I would hope so, since that is exactly what you are doing... building relationships.

Legal Business Development: Today... is it Etiquette - Schmetiquette?

paula@paulablacklegalmarketing.com (Paula Black) — Thu, 26 Apr 2012 07:00:00 -0400

Etiquette. If our mothers didn't teach us we certainly got a dose or two in school. But have you thought about it lately? Most are saying... "I just don't have time for such things." Well think again! Etiquette can make you stand out... it adds to your personal brand. Another point of differentiation.

I ran across an article in Inc. Magazine by Eliza Browning titled "Business Etiquette: 5 Rules That Matter Now." I think in these times of electronic everything we could all take note...

1. Send a Thank You Note

Lawyers, I know this one is elementary... but you JUST don't take the time. Take the time! Buy note cards, so they are at your fingertips when you need them. Otherwise, you will never make it happen, will you?

2. Know the Names

It is important to know the names of the people at all levels: in your client's organizations, in the courthouse and not to mention your own firm. It is plain rude to see people day-in-and-day-out and not know their names. Learn their names.

3. Observe the 'Elevator Rule'

I love this one. How many times have you been in an elevator and heard people talking as though you were not there... and they have no idea who YOU are. You could be directly related to the people they are talking about, couldn't you? An elevator is not the place for such conversations. Plain and simple... don't do it, it's bad manners.

4. Focus on the Face, Not the Screen

When you are in a meeting it is REALLY rude to have your eyes on your PDA, IPad or any other device with a screen. Be in the present and pay attention to those that are in front of you. To tell you the truth it is more productive. Most people that do this think they are being efficient... not so much.

5. Don't Judge

Browning nailed this one...

"We all have our vices—and we all have room for improvement. One of the most important parts of modern-day etiquette is not to criticize others.

You may disagree with how another person handles a specific situation, but rise above and recognize that everyone is trying his or her best. It's not your duty to judge others based on what you feel is right. You are only responsible for yourself.

We live in a world where both people and businesses are concerned about brand awareness. Individuals want to stand out and be liked and accepted by their peers--both socially and professionally.

The digital landscape has made it even more difficult to know whether or not you're crossing a line, but I think it's simple. Etiquette is positive. It's a way of being—not a set of rules or dos and don'ts.

So before you create that hashtag, post on someone's Facebook page or text someone mid-meeting, remember the fundamentals: Will this make someone feel good?"

Today more then ever we need to remember what our mothers taught us... manners and etiquette will NEVER be old fashioned, we just have to apply it differently than we did years ago. It's what helps make you a likable human being. A lawyer that clients want to hire and a colleague that others want to collaborate with... NOW do you have time for THAT?

Legal Business Development: If I Knew Then... What I Know Now!

paula@paulablacklegalmarketing.com (Paula Black) — Tue, 24 Apr 2012 07:00:00 -0400

I was on my way to Dallas and picked up an Oprah Magazine... and found a great article titled, A Thing or Two I Wish I Knew. It's the classic - If I knew then what I know now... They "asked accomplished men and women for the advice they'd give the 25-year-old they used to be." An interesting concept... right? Here are a few thought provoking bits of advice that lawyers could be reminded of...

"Michael J. Fox, 50, actor and activist.

'When the time comes to chase your dreams, and it will, they may seem elusive: but know you won't catch them all at once. Just one challenge at a time. When success comes, and it will, don't gobble it up - savor and share it, and it will last. When love comes, and it will, don't bury it in expectation and projection - be prepared to fall in love all over again every day. When the unexpected and inconceivable intrudes on life, and it will, deal with life's actual events - don't obsess about perceived eventualities. Relax - enjoy the ride.'

Candy Crowley, 63, CNN anchor and chief political correspondent.

'Be brave. Most times the answer to "What's the worst that can happen?" is "Nothing you can't handle." There will be aggravating, sleep-deprived, hurried days dealing with the nonsensical and the stupid - and you should find a way to enjoy them. You're not going to get those days back.'

Mika Brzezinski, 44, cohost of MSNBC's Morning Joe.

'Mika, Mika, Mika! Stop taking everything so personally. Don't waste your time wondering why somebody didn't return your call or spoke gruffly to you. Even more crucial, do not - and I repeat, do not - bring the baggage of a bad moment with someone to your next meeting: if you command respect and good cheer in a room, others will follow.'

We often get buried in our work and feel that things aren't happening fast enough... trust in your ability and have faith that it will all work out. Be in the present and savor every moment... and when the moments aren't the best, shake it off and bring your smiling face to the next experience! Now THAT is a formula for happiness... what could you add?

Legal Business Development: How Is Your Firm Positioned In Your Marketplace?

paula@paulablacklegalmarketing.com (Paula Black) — Thu, 19 Apr 2012 07:00:00 -0400

I talk a lot about branding... today let's explore POSITIONING! How do you want to position you and your firm in your marketplace? On Tuesday I asked... Who are you? Today I ask... What is your firm known for? The answer to that question will boil down to your POSITIONING! My friend Cordell Parvin published a great post... 12 Tips to Make Your Law Firm One of the Few Your Clients Will Recommend. Your client service is the heartbeat of your firms positioning. Cordell first points out that...

"Seems like a “no-brainer.” But,

When was the last time you talked about client service at a firm meeting?
When was the last time you talked to your professional staff about client service?
When was the last time your firm did any training on client service?
When was the last time you talked to your clients about client service?

I bet most answers were... "Not in a long time and certainly not consistently." So, what can you do about it? Cordell has 12 great ideas...

"Be more Responsive. Promptly respond to phone calls, email, and correspondence. Keep your client informed.
Be a team player. Figure out ways to help the in-house counsel or other client representative succeed.
LISTEN to not only what is said, but how it is said and what is not said.
Make personal visits. You will learn more things that will give you the business context of the legal matter. You might even bring home a new file.
Bill with clarity, accuracy and based on value. Clients resent paying for inefficiency.
Keep your team together. Clients do not like “breaking in” lawyers who do not know their business.
Get feedback from clients on how you can improve your service and respond proactively, including preparing a client service policy.
Make sure you understand the technology that is available to better serve your clients.
Understand the clients’ industry, company and the needs of the individual client representatives.
Seek to uncover potential client problems, opportunities and changes and develop solutions to handle them.
Provide client service training your lawyers and staff and make client service an agenda item at every firm meeting.
Read books on customer service from other industries. You might start with Joseph Michelli’s book about Ritz Carlton service titled: The New Gold Standard."

All 12 of these ideas are client focused. That means you need to FIND a way to make it work for THEM. I can just hear it now... "But at our firm we can't... Our firm has people who won't..." Yes... you can find a million reasons why you can't.

Find reasons why you CAN! Could it be that it makes GOOD SOUND business sense? You will develop DEEPER relationships with people at MANY levels of your client's organization. They will probably pay YOUR invoices FASTER. You will get MORE work from the client. Are those good enough reasons to ignore the naysayers? I should hope so! Make 3-4 of these so important in your firm that they become part of your firm's culture... your positioning in your marketplace.

Legal Business Development: Who Are You?

paula@paulablacklegalmarketing.com (Paula Black) — Tue, 17 Apr 2012 07:00:00 -0400

Yes... who are you? We don't think about this question often. The answer is the essence of your personal brand. But... most lawyers tend to think the answer is simple. You are a lawyer and your practice area is XYZ. But is that WHO you are to clients and colleagues... really?

Last week Seth Godin wrote about something every talented lawyer should think about.

"Great opera singers don't have to be reasonable or kind. They sing like no one else, that's why you hired them, and why they get to (are expected to) act like divas...

So the thinking goes.

The traditional scarcity model implied some sort of inverse relationship between service and quality... If someone was truly gifted, of course they didn't have the time or focus to also be kind or reasonable or good at understanding your needs. A diva was great partly because, we decided, she was a jerk.

I think that's changing, possibly forever, for a bunch of reasons:

The state of the art is now easier to find. Word spreads about behavior and service faster than ever. As a result, customers quickly become aware of what a raw deal they're getting from this supposedly gifted individual.

It's so much easier to deliver better service (Dr. Diva, please send me an email if you're running late!) that we're far less forgiving.

Since just about any intelligent and caring person can use technology and a bit of humility to deliver better service (see above), we start to wonder whether that diva provider actually is intelligent and caring. And if he isn't, it doesn't really matter if he has some sort of skill, because uncaring hands are worth avoiding.

With fewer great gigs available (even in opera), it's not so easy to act like a jerk (or be insulated and uncaring) and still get work."

So... who are you? Compassionate or uncaring? Kind or insulting? Patient or impatient? It is your personal brand and you have a choice... every single day. Who do you WANT to be? Chose it! There are more lawyers to fill the needs of clients then there are clients... why would a potential client hire you! Because they connect with you... that my friends happens on a human level NOT an intellectual level. Say goodbye to the diva!

Legal Business Development: 7 Lessons From "Shark Tank"

paula@paulablacklegalmarketing.com (Paula Black) — Thu, 12 Apr 2012 07:00:00 -0400

Legal business development lessons? As I read the article Fast Company ran by Amber Mac, titled 7 Entrepreneurial Lessons From "Shark Tank", I couldn't help but think... These are good lessons for lawyers as well.

"Shark Tank" is a reality show where entrepreneurs pitch their ideas to a panel of investors. These business people better be ready to go toe-to-toe with the ... SHARKS! If YOU don't want to be eaten alive by your competition... here is Mac's advice:

1. Know your numbers. Lawyers are known for not being on top of the numbers that drive their practice... so I think this is a great piece of advice that has the potential to set you on a track to success and ahead of your competition.

2. Be a good marketer. I'm sure you can imagine my position on this one. Make marketing a habit... do something every single day.

3. Be humble. This goes a long way.

4. Understand good timing. Think about this in regards to client service...it will be a valuable instinct to cultivate.

5. Have a good story. I talk about this a lot. If you can tell a compelling story people remember what you do and you will never have to feel like you are SELLING yourself.

6. Be prepared to walk. Mac points out that "some things are not meant to be." And that couldn't be truer in legal business development. Some of your most profitable cases or transactions are the ones you DIDN'T get.

7. Be personable. Cultivating your personal brand will serve you well for years to come.

None of these are rocket science... just good sound advice that sometimes we lose sight of in our busy get-it-done kind of life. Focus on these 7 lessons and I'm sure you will see a difference in your practice.

Legal Business Development: THINK

paula@paulablacklegalmarketing.com (Paula Black) — Tue, 10 Apr 2012 07:00:00 -0400

THINK... of course we are always thinking. But in this world of action... action... action.... do we really take the time to think through an idea before we pick up the phone or put our fingers on the keyboard? The answer is probably... "Not so much."

I just had a nice long weekend away from everything. No clients to call... no strategies to work out... no emails to attend to. My mind had no particular place to go... and out popped a solution to something I was grappling with for days.

A friend told me a story... " When I was a young associate I would see one of my shareholders pacing in his office most days. When I got up enough courage I asked... 'Why are you pacing?' He replied... 'I'm billing clients.' I must have had a puzzled look on my face so he explained... 'If I can spend an hour thinking an issue through before I actually take action... my work product is much better. I ensure that I won't paint myself into a corner." My friend took this concept to heart and today has the habit of taking long walks to think through most issues. The added benefit is he's in great shape... not a bad byproduct, right?

Business development isn't something most lawyers think about much... they are generally passing thoughts. Sometimes taking action... sometimes not. I believe if you would make a habit of pacing or disconnecting you just may find that the ideas start to flow. You'll think of... possible referral sources... topics for articles... people that could connect you to great resources and possible clients. The list goes on. Take the time to THINK about business development... it will pay dividends, I assure you. And like my friend... stay in great shape!

Legal Business Development: FOLLOW-UP

paula@paulablacklegalmarketing.com (Paula Black) — Thu, 05 Apr 2012 07:00:00 -0400

Follow-up, follow-up, follow-up! Next to doing something every single day... follow-up is the next most important thing you can do to succeed at business development. Be honest... on a scale of 1-10 how good are you when it comes to follow-up?

Do you need some follow-up ideas? I ran across a blog post by my friend Larry Bodine on Lawyerist that will get your imagination going... Follow-Up: The Marketing Step Lawyers Miss.

Larry writes... 'Rainmakers know better than to make empty follow-up calls saying, 'Anything new?' or 'Is there something we can do for you?' or 'How would you like to meet one of my partners?' These calls will fail because they offer nothing of value. It is essential for each follow-up message to offer the recipient a reason to continue the relationship with the caller. Following are 10 ideas to choose from.

Offer free training or CLE at the client’s premises. If they liked the general conference, they’ll love the intimate tailored workshop.
Invite prospects to attend your Web seminars, speaking engagements and public seminars. Not only will they learn something, they’ll more likely perceive you as an expert.
Send congratulations — personal and business. This is why it’s useful to learn another person’s birthday and to notice their career promotions.
Invite potential clients to social events, mixers and firm outings. If you plan to have a good time, you can win new business by sharing the fun with clients.
Send a link to a relevant blog or online news story. The other person may already know the news, but will appreciate that you thought of them.
Distribute a case study that analyzes an actual situation that the person you are pursuing can relate to.
Send a checklist that the other person can keep on hand, such as '10 things to do after a traffic accident” or 'Estate planning steps to take when an elderly parent goes into assisted living.
Publish a 'Biggest Mistakes' newsletter recounting cases and transactions where a legal disaster happened to someone like your target. Good topics might include 'How a local construction company went bankrupt' or 'Lessons learned after a costly divorce.'
Ask people to 'Rate Yourself' against best practices. People love quizzes. Any prospective client will appreciate a one-page list of policies and procedures that your most successful current clients are using.
Give a GOT. I credit this idea to David Ackert, a business development consultant in Los Angeles. A 'GOT' is a Gesture Of Thoughtfulness. An example is a Chicago lawyer I knew who would personally deliver finished documents to a bank client, and bring along several coffee cakes that he had baked for all the staff and clerical personnel."

Try some of Larry's ideas... remember that anything you do that will help people remember you and stay top-of-mind is moving in the right direction for business development. New ideas will breathe life into your follow-up strategy. Good luck!

Legal Business Development: Conferences... Can You Be Yourself!

paula@paulablacklegalmarketing.com (Paula Black) — Tue, 03 Apr 2012 07:00:00 -0400

Of course I can be myself! But are you really? There are so many factors that contribute to not being yourself.

Last week I wrote about making a plan of action for the conference. Preparing in advance and knowing what you are going to do to follow-up with your new contacts is going to go a long way in making you feel comfortable. So by all means make sure that gets done.

Today I want to share a story I read in the Harvard Business Review by Peter Bregman titled "How to Attend a Conference as Yourself." This post is longer than normal but worth the extra few minutes, I think Peter's story will resonate with you...

"I often feel awkward when I go to a conference. Reluctant to sidle up to a stranger and introduce myself, I roam, like I did at college parties, self-conscious, seltzer water in hand, not fitting in. In the midst of a sea of people chatting away enthusiastically, I am uncomfortable and alone."

He was speaking on a panel so he had a specific purpose... which was comforting. But what next? He goes on to explain...

"I went to a conference party and just stood there, shy, embarrassed, and reluctant to reach out and meet people.

I was annoyed with myself. What's my deal?

... It felt awkward. But, soon, I recognized something deeper behind my shyness, something more pernicious.

Once I finished the panel, I had no role and no purpose. I realized that when I'm not accomplishing something, I'm not sure who I am. I was having a conference-generated identity crisis."

That's it! That is what gets in the way... an identity crises. Who am I in this setting?

"My sense of self is dangerously close to my sense of role. I'm a writer, a speaker, a consultant, a father, a husband, a skier, etc. But who am I when I'm not actively being those things? Who am I'm without my accomplishments — past, present, or future?

Just me. Which, it turns out, was unsettling.

I don't think I'm alone. It's why, within a minute of meeting someone, we begin to define ourselves by our roles, our status, and our relationships to others. We think it's because other people need that information to know us.

But standing alone at that party I realized I'd been fooling myself. Other people don't need that information to know me. I need that information to know myself.

Once I understood the source of my discomfort, I resisted the urge to drop a name or tell people I had just given a talk or written a book or something else to identify a solid role for myself that would make me look and feel good.

Instead, I paid attention to what it felt like to be without any identity other than my presence. I noticed my desire to be noticed and my feelings of insecurity. But I also noticed my feeling of strength, and of trust in my observations and in myself. I began to relax and, once I did, I didn't feel nearly as insecure.

Then something funny happened. People started to approach me.

Out of the blue, a woman walked over and introduced herself to me and we started talking. Then she waved a colleague over. They didn't know me and weren't looking for anything from me, nor I from them. We were just three people connecting. As soon as we parted, a man came over. Again, I introduced myself by name but not by role. Again, we had a great conversation and a nice, human connection.

I didn't tell people that I'm a writer or that I run a consulting company or any other role-defining facts. I just met them as Peter. And they met me as themselves...."

Peter advises...

"... it's a mistake to launch in to your business plan when you meet someone new — even at a conference where the point is to peddle your business plan. People invest in you first, then your plan. So show them you first, then your plan....

When you allow people to see you — as impressive and vulnerable as you are — then they will trust you. Because they will know you."

I found Peter's observations to be very insightful. For those of us that attend conferences... we know those feelings, only too well. What we fail to recognize is that most people are feeling very much the same and all we need to do is be ourselves... FIRST! Trust in that!

I have a client who just came back from a conference having made a solid connection with in-house counsel from three Fortune 500 companies because she connected first on a human level. In one case they had no idea what the other did. It wasn't until they exchanged business cards that they discussed that the corporation was in need of representation in her state. I guarantee that something is going to come of this connection... it's just a matter of time. I would call that conference a five star success... wouldn't you?

Legal Business Development: 6 Ways To Ensure Conference Success!

paula@paulablacklegalmarketing.com (Paula Black) — Wed, 28 Mar 2012 10:15:00 -0400

Conferences! Do you get excited or do you dread them? Do you get business as a result or not so much? Do you identify goals in advance or do you wing it? Chances are... you are like some lawyers and the later is true... You dread them, you get no work and you have no plan.

It doesn't have to be that way. Most importantly you need a plan. Here are six tips to help you succeed at business development the next time you attend a conference... ABA or trade association.

Let's face it... at the core, conferences are about building relationships and acquiring knowledge.

In Advance

Call colleagues and referral sources you think may be attending the conference. 1st... It gives you an excuse to call them regardless of whether or not they are attending. 2nd... Pre-schedule meetings, it would be great to have a drink or a meal, but if that is not possible... plan to sit together at a session so you have a few minutes to get caught-up.
Make a list of your goals and objectives. This can be a wish list. Who would you like to see? What would you like to learn? What connections would you like to make, etc.?
Don't set out to meet tons of people. The objective should be to get to know... and get into relationship with 2- 5 people (depends on how many days the conference is.) NOT to collect a stack of business cards!
Think about how you will follow-up with people you meet. Send an article, send something personal, call, email, etc. if you plan before you go to the conference... when you are there you can gather information that will help you with your follow-up. For example if you have a conversation with a prospect about golf... you might send him a book on golfing in your state.
What information would you like to acquire that will help you in your practice? Talk to people about issues you would like input on. Ask the same question of many and you will have gathered useable data.

Upon Your Return

If you have prepared in advance the follow-up will be easy and painless. You have a plan of action. Remember it's about relationships... so even if you connect with only one person that will add value to your practice in some way... it will have been a successful conference.

If you don't plan in advance and follow-up... all the time and money spent is wasted. Maximize your efforts... you owe it to your firm and yourself.

P.S. This may sound obvious but DO NOT forget to pack plenty of business cards. I can't tell you how many times I have been at conferences that people tell me they forgot their business cards.... don't let that be you!

Legal Business Development: Would You Give Up Sex For The Internet?

paula@paulablacklegalmarketing.com (Paula Black) — Tue, 27 Mar 2012 07:00:00 -0400

I bet you think I have LOST it! THE INTERNET? What would YOU give up to stay connected to the internet? The internet has profoundly changed our daily lives - just think about how you did business or conducted your personal affairs just a short ten years ago? Fast Company ran an article by Mark Wilson... What Americans would give up for the internet: Alcohol, Exercise, Showers, Sex. He discusses a study done by Boston Consulting Group on the internets importance in our daily lives. Mark asks...

How important is the internet to us, really?

Things get really interesting... when you start asking people what they would give up to keep the Internet in their lives. 73% of Americans say they’d give up alcohol. 43% would give up exercise. And 21% would give up sex. (Is that high or low? Depends, I guess, on your own answer.) Just 10% would give up a car, which hints that most Americans would rather have a car than be celibate. America!

However, the more interesting point (to me) is that our perceived value of the Internet is highly inflated. Americans see the services worth about $3,000 a year. (As a telecommuter for half a decade, I’d go even higher with that figure.) But what’s the Internet really worth, in terms of its cost? $472/year. So we’re all basically getting a 650% return on investment.

What does this mean to lawyers and business development? No matter how you slice it... the internet drives a great deal of what we do and how we interact with our colleagues, as evidenced by what we would give up if we couldn't. So I ask you... are you just using it for email, research and keeping time? OR are you leveraging it for business development purposes? Are you blogging? Are your articles accessible via the internet? Are you in touch with clients on Linkedin? I must caution you that this DOES NOT include directories with name rank and serial number... these directories have little (if any) business development value.

Business development is a journey and every day you waste... you will be that much further behind. It's time to fully embrace the power of the internet and leverage the visibility it can offer - what are you waiting for?

Legal Business Development: How to Avoid Sounding Like a Used Car Salesman!

paula@paulablacklegalmarketing.com (Paula Black) — Fri, 23 Mar 2012 07:00:00 -0400

There were technical difficulties on Tuesday when this post was published... So here it is again for those who missed it.

Language is powerful. But few of us are as precise, clear or articulate as we could be. And how many ever... touch, move and inspire?

Nearly every lawyer I coach tells me that they are uncomfortable with business development because they don't want to sound like a... god forbid... salesperson! I think what they are picturing is a used car salesman in plaid pants manipulating his prospect in order to sell a less than desirable car... am I right?

THAT my friend is NOT what I envision when I coach my clients in the skills of business development. What I envision and encourage them to do is simply... SHARE... Share their expertise from the heart and tell a compelling story that your audience can easily relate to.

Here is a one statement story... truly compelling!

No selling going on there!

It's all in HOW you say it. Touch, move and inspire... that can be extraordinary business development for sure!

Legal Business Development: Are You Converting Your Prospects?

paula@paulablacklegalmarketing.com (Paula Black) — Thu, 22 Mar 2012 07:00:00 -0400

Okay... you are doing all the business development initiatives and your phone is ringing. You are even getting the opportunity to have an initial consultation. But you are not converting your prospects into clients. WHY?

Most of my clients say they think it's about money. I think chances are 80% of the time it is something else. Here is my list of five questions you need to consider each time you get the opportunity to meet with a prospect.

1. Do they connect with YOU?

2. Do they see the VALUE you provide?

3. Do you know if they have a sense of urgency to solve this legal matter?

4. Do they understand what is at stake if they don't solve this matter?

5. Do they know how qualified you are to solve this matter?

Becoming proficient at converting prospects into clients is key to building a book of business. Show your confidence without bragging. Take charge without being overbearing. Let's face it... they have a legal issue they are grappling with, otherwise they wouldn't be sitting in front of you... make sure they understand that YOU are the best qualified to handle their matter. Ask powerful questions that will give them comfort that they will be in great hands. Dazzle them with your understanding and insight.

Legal Business Development: 10 Ways to Tap Into Your Creativity

paula@paulablacklegalmarketing.com (Paula Black) — Thu, 15 Mar 2012 07:00:00 -0400

Okay...think about it. Are you creative? I would think that the majority of lawyers would say... "Not so much." Well... there is good news in the Wall Street Journal, in an article by Jonah Leher entitled How To Be Creative. Recent research shows that creativity is not a gene we are born with, rather it is a skill we learn.

Imagine what a little creative thinking could do for your business development efforts. Granted business development isn't rocket science, but if you are like some of my clients it's hard to think of it from an innovative point of view. I think developing creative muscle could be the path to building a good solid book of business. Why not give it a try.

Learn how to be more creative... here are Jonah Lehrer's 10 Quick Creative Hacks...

1. Color Me Blue - A 2009 study found that subjects solved twice as many insight puzzles when surrounded by the color blue, since it leads to more relaxed and associative thinking. Red, on other hand, makes people more alert and aware, so it is a better backdrop for solving analytic problems.

2. Get Groggy - According to a study published last month, people at their least alert time of day—think of a night person early in the morning—performed far better on various creative puzzles, sometimes improving their success rate by 50%. Grogginess has creative perks.

3. Daydream Away - Research led by Jonathan Schooler at the University of California, Santa Barbara, has found that people who daydream more score higher on various tests of creativity.

4. Think Like A Child - When subjects are told to imagine themselves as 7-year-olds, they score significantly higher on tests of divergent thinking, such as trying to invent alternative uses for an old car tire.

5. Laugh It Up - When people are exposed to a short video of stand-up comedy, they solve about 20% more insight puzzles.

6. Imagine That You Are Far Away - Research conducted at Indiana University found that people were much better at solving insight puzzles when they were told that the puzzles came from Greece or California, and not from a local lab.

7. Keep It Generic - One way to increase problem-solving ability is to change the verbs used to describe the problem. When the verbs are extremely specific, people think in narrow terms. In contrast, the use of more generic verbs—say, "moving" instead of "driving"—can lead to dramatic increases in the number of problems solved.

8. Work Outside the Box - According to new study, volunteers performed significantly better on a standard test of creativity when they were seated outside a 5-foot-square workspace, perhaps because they internalized the metaphor of thinking outside the box. The lesson? Your cubicle is holding you back.

9. See the World - According to research led by Adam Galinsky, students who have lived abroad were much more likely to solve a classic insight puzzle. Their experience of another culture endowed them with a valuable open-mindedness. This effect also applies to professionals: Fashion-house directors who have lived in many countries produce clothing that their peers rate as far more creative.

10. Move to a Metropolis - Physicists at the Santa Fe Institute have found that moving from a small city to one that is twice as large leads inventors to produce, on average, about 15% more patents.

I love this list... Give yourself permission to dream, to THINK before you've had your cup of Joe, to imagine yourself as a kid and to laugh... laugh a lot! There is humor all around us... but we often miss it because we are MUCH to serious! Lighten up!

Legal Business Development: Focus... Will Get You Where You Want To Go!

paula@paulablacklegalmarketing.com (Paula Black) — Tue, 13 Mar 2012 07:00:00 -0400

What SHOULD you be doing? What COULD you be doing? Two very different questions, that is for sure.

Last week I ran across two blog posts that addressed the subject of focus. To be honest... I ran across them while my mind was wondering to some far off place. The reality? I was sitting in front of my laptop appearing to be concentrating on my email.

The universe was trying to tell me something. Could it be... focus... focus... focus? Okay, I got the message. You don't have to hit ME over the head!

One of the blog posts was from my friend Cordell Parvin titled "Contacts: Are You Focused or is it Random Lunches?" The other was from the blog Lawyerist by Tyler White titled "Drop the Distractions and Get to Work." They both have great bits of insight that can serve as a reminder. Pay attention!

Focus On Your Work - Tyler White helps us minimize distractions...

1. Make yourself unavailable. Close your door, put up a sign, put a pissy look on your face at the coffee shop. Do whatever you have to do to let everyone around you know that it’s game time.

2. Throw on some music. When I need to get down to business, I like to put on some classical music at a low volume and just leave it be. This isn’t because I’m a pretentious audiophile or anything; I can just focus better with some nice ambient music playing.

3. Unplug from the Matrix. It isn’t news that we surround ourselves with focus-draining devices all day long. Smartphones, laptops and iPads are very useful tools, but they are also huge sources of distraction. A British study shows that people who check their emails while working exhibit a lower ability to concentrate than someone under the influence of marijuana.

4. Block yourself out. If it’s possible for you to do, block out two hours of your day for straight-up distraction-free work. It might seem ridiculous to you to schedule a time for NOT answering the phone or responding to email, but you probably do it all the time. If you schedule a time for you to be in court or in a client meeting, it’s the same thing, and I would argue it’s of equal importance. It’s amazing what we can accomplish and how crisp we can be when we allocate time to concentrate.

I have used all of these for some time... believe me they work! (Email junkies heed the British study.)

Focus on Your Contacts - Cordell has a great system to follow...

1. Make a list of all of your contacts.

2. Give them a score 1-10 on how often you are in contact with them (every business day-likely someone with whom you work-gets a 10, less than once a month gets a 1.)

3. Give them a score 1-10 on the nature of your contact (in person gets a 10, email instant message a 1, phone a 5 and combinations fall between)

4. Give them a score 1-10 on how important they are (client contact or business referral source a 10, you don’t have a chance of ever getting any business a 1 and everyone else in between).

5. With Excel press the button and your highest rated ones will come to the top.

6. Consider spending 80% of your networking time with the top 20% of your contacts. Try to upgrade how you are in contact. In a day where email and contact on Facebook is so common, calling your contact and meeting in person is more powerful.

I love Cordell's last statement... personal contact is what truly cultivates a relationship. Take your online contacts offline.

You get what you focus on. Remember when your mother said... "Don't drop the milk!" What happened? Your focus was on dropping the milk... and you dropped the milk. So, focus on your BIG GOAL for 2012 and you will reach it... at the very least you will get pretty close!