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The Law Practice Doctor - Podcast

The law practice doctor podcast is the place to get the easiest most practical and profitable ways to grow your firm and still have a Life! Its mission is to help solo and small law firms succeed.
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Now displaying: 2015
Dec 23, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews John Terhune, who is a lawyer, author, entrepreneur, and speaker. John shared the stage with Ronald Reagan, Gerald Ford, and Norman Schwarzkopf, and during his speaking experiences discovered there are four critical pieces to the ‘success puzzle.’    

 

Main Questions Asked:

  • What are the critical pieces to someone’s success?

 

Key Lessons Learned:

Lessons from John

  • Practicing law is all about solving problems. Identify the problem with great clarity. Identify the solution. Get on to the next problem.
  • As a trial lawyer, you are a salesman that sells to the jury the interpretation of the facts that have come out.
  • It doesn’t matter how good your facts are; it’s all about the people sitting in the jury box.
  • John was less concerned with the jury remembering the fact than he was with them remembering the ‘word painting.’

 

4 Critical Pieces to Success

  1. Attitude
  • This transcends every single thing you do.
  • People tend to buy from people they like.
  • Set the template for a great attitude, and don’t let it be determined by what is or isn’t going well.
  • Let people know you are a friendly person.
  • People like to go into an environment that is positive and consistent.
  • Your attitude in your private life will always drive your attitude in your professional life.
  • Make this a priority, and be in a constant state of development to get better.

 

  1. People Skills
  • Most lawyers are arrogant.
  • When you combine a great attitude with great people skills, you are in a good situation.
  • The common people in the courtroom are the ones who can do an enormous amount of good for lawyers.
  • If you don’t have great people skills, this can be learned.

 

  1. Leadership
  • This is a responsibility of anyone who has graduated from law school, and is 30% people skills and 70% attitude.
  • One of the most attractive characteristics of a great leader is someone who is humble.
  • Humility is an outward expression of inward confidence.
  • Leadership is about modeling the right behavior, language, and attitude for people.

 

  1. Team Work
  • Everyone needs to be rowing in the same direction and working as part of the team.

 

People First International

  • The likelihood of your entire workforce being fully engaged is about 30%.
  • 50% are disengaged and going through the motions to get a paycheck
  • 20% are actively disengaged, and it disrupts the workplace.
  • The organization teaches companies how to create an environment in their workplace where the number one resource is the people who work for them.

 

Leadership

  • People First International transforms the culture of the businesses and trains leadership.
  • You don’t have to be in a leadership position to be a leader.
  • Leadership isn’t about position; it is about attitude.

 

Final Advice

  • Living a life inspired by goals, dreams, and ambitions change the dynamics of who you are and what you bring to life.
  • As a person, you show up very differently if you are acting out of inspiration.
  • Find something in your life that inspires you, and throw your whole self into it. You will impact more people and have a legacy that is far beyond simply going through the motions and making a living in life.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

Enhanced People Skills (book)

People First International  

John Terhune

john@johnterhune.com

 

 

Dec 1, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Heather Suttie, who is a legal marketing and business development consultant, legal markets observer, and change agent. Her proven results help lawyers increase brand recognition, market share, revenue, and profit. During this episode, Sam and Heather discuss branding and rebranding, establishing uniqueness, resistance, and law firm marketing.

 

Main Questions Asked:

  • Is there a methodology or hierarchy in establishing a firm’s uniqueness?
  • When establishing a brand, do you often run into resistance?
  • Once one has decided on the branding, what’s next?
  • What are the tactics or strategies to get started?

 

Key Lessons Learned:

Marketing and Business Development

  • Marketing is about putting yourself and your firm out there and getting yourself known.
  • Business development is about nurturing the right relationships that are going to be mutually beneficial.
  • Examine the traits that make a firm unique in the market and be brave enough to declare those and be recognized for it.

 

Branding and Rebranding

  • Your brand is what other people say you are.
  • Perception is reality when it comes to branding.
  • It is helpful to have conversations with both the attorneys and the clients.
  • Your clients will tell you who you are much more succinctly than you will.
  • Your brand isn’t simply your logo; that is just your visual identity.
  • Branding is who you are and how you present yourself.
  • It is about your reputation and who you are.

 

Establishing Uniqueness

  • What are the transferable skills?
  • What is the firm known for?
  • What can the firm expand into?
  • Who are the clients?
  • Who is the firm as a whole and as individuals?

 

Resistance

  • Sometimes resistance is based on fear, as change is difficult and most of us don’t welcome it.

 

Law Firm Marketing

Write a Blog

  • Even before someone is in touch with you they will have looked you up online. They will also do this after they talk to you to confirm.
  • Your writing will be short and in a conversational style, which is much more attractive to prospective clients than legalese.
  • Blogging is a way to impart ideas and opinions rather than lengthy white papers.
  • Blogs give people an insight into the person rather than the lawyer.
  • Blogging allows you to incorporate audio and visual, as well as words, and allows you to recommend other sites.
  • Even if you can’t help a client directly, to be able to be seen as a connector is a huge value to both the person you are helping and the person you are referring them to.

 

Internal Seminars

  • Conduct a seminar in your own firm rather than going outside and being a participant where there are many speakers.
  • To be able to present your own seminar to your own clients and prospects is of huge value.
  • This allows clients to see who else you work with.
  • The cost is low for this type of marketing and can be a coffee or lunch.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

Heather Suttie

 

Nov 25, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Alex Valencia, who is the co-owner and sales director of We Do Web Content. Alex’s passion is to increase clients’ potential with the use of online marketing and organic content. Alex has direct experience with finance, online marketing, and strategic account management. During this episode, Sam and Alex discuss why content is king, common technical and content problems and solutions, and content best practices. 

 

Main Questions Asked:

  • What do you mean when you say none of the website’s success was due to SEO?
  • Why is ‘content is king’ synonymous with how websites work?
  • Are there common issues with regards to law websites?
  • What tips do you give someone who wants to bolster content?
  • What is a lead magnet?
  • How do you nurture readers’ interest?

 

Key Lessons Learned:

Organic Content

  • Organic content is an online article that is organic in nature and provides good quality content.
  • Content was written for the user with organic traffic in mind for the website.
  • Organic content helps with rankings when doing Google searches.

 

Why Content is King

  • Content is what drives search engines.
  • Search engines exist to provide the best website page option to the user’s question.
  • The business owner’s job is to ensure that content is on the website.
  • Make sure you are the lawyer that is offering the content that people are looking for.
  • Not all content will drive massive traffic, but all it takes is one client who is looking for what you are offering.
  • Google favors websites that are building up a themed-based site on niche expertise.

 

Common Problems (Technical)

  • Bad links: Google will penalize any black hat activity.
  • Timing: If site is loading too slowly.
  • Too many images or video: This will slow the page down and dampen the user experience.

 

Common Problems & Solutions (Content)

  • Clients just put the base information such as company name, email, phone, and a bio.
  • Think broadly, then go specific on each area of specialty.
  • Metatags are the description you tell the page E.g. page title, heading, and content. Make sure these are relevant to your keywords.
  • Talking too much about yourself is an issue. Instead, write about the user, as they have the problem and looking for a solution.
  • People want to know that you understand their problem and can fix it.
  • Always write naturally and include keywords in your content.

 

Content Best Practices

  • Create a plan.
  • Think about the theme of your site and what questions your clients are asking and which answers they are seeking.
  • Use your family and friends to provide feedback by asking, “If you were looking for an attorney, would this be answering your questions?”
  • Start getting on social media to share content: Twitter, Facebook, LinkedIn.
  • Use SEMrush and BuzzSumo for research on keywords.
  • If you want to target to a particular niche and type of person, you either have to write to them or pay for access to them.

 

Lead Magnet

  • A lead magnet is often a free content offer used to capture user information and add them to the e-mail list.
  • The list should include the user’s phone number and email so you can continue to market to them.
  • Continued marketing when you have a list is huge. Users may not need you now, but if you continue to market, they will make contact when the time comes, as you will be top of mind.
  • Once people go through the funnel for a lead magnet, they fall into the newsletter list to get a monthly email.

 

Consistency

  • Once you start getting traffic, you want to keep it.
  • One blog post per week is a good maintenance level but won’t drive traffic.
  • If you want to start driving traffic, you should blog something meaningful a few times per week.
  • When search engine spiders crawl your site, they want to see items that are new and updated in order to rank you better.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

We Do Web Content

alex@wedowebcontent.com

Stop! Don’t Create Another Blog Post Until you Read This

Blog and the legal blog bundle download

Buzz Sumo

SEMRush     

 

Nov 16, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Jessica Ann, who is the CEO and creative director of Jessica Ann Media (JAM), a creative agency that develops compelling content for top tier brands. Prior to launching JAM, Jessica worked as a news producer for national media outlets such as NBC News Channel and XM Radio in Washington D.C. She earned her Masters degree in Communications from Johns Hopkins University. Jessica has been featured in the Huffington Post and Content Marketing Institute, and is an author, speaker, and produced a course called Create Content With Clarity. During this episode, Sam and Jessica discuss content marketing, shareworthy content, how to get started, and next level strategy.

                            

Main Questions Asked:

  • What problems do you see in the way people go about marketing?
  • What is content marketing, why is it important, and how can it help us?
  • What are the first steps to developing a content marketing strategy?
  • How do you go about creating shareworthy content?
  • Are there tactics or strategies on how to get to the next level?
  • Tell us about your Content With Clarity Course.

 

Key Lessons Learned:

Common Marketing Mistakes

  • Most marketing today is self-congratulatory, which doesn't work.
  • Being in the status quo doesn’t set you apart from other brands. It just puts you in the middle of the herd.
  • If you want to stand out, then you need to do things that set you apart.  
  • It’s not about how the world shapes you but how you shape the world.
  • Take a different approach with your mindset and get over the fear of finding something new.

 

What is Content Marketing Anyway?

  • Selling to people by ‘yelling’ used to be the way to go, but the new world is more about entertaining stories.
  • Content marketing is an engaging conversation.
  • Content marketing is the way to get into the new world of storytelling and the way to drive traffic to your site by engaging in relevant conversations around your industry.
  • Listening, exploring, and evolving personally and professionally through content so you can grow.

 

First Steps to Content Marketing Strategy

  • Come across as human.
  • Simplify for message.
  • Hone in on your core values.
  • Develop context around your message.
  • Focus on quality rather than quantity.

 

Things to Consider

  • Content creates message, but context sells your message.
  • Engagement is a huge factor when it comes to accessibility and relevancy online.
  • When creating content, ask yourself, “Is this something I would be interested in learning about?”
  • Are you providing content in a manner that can be digested in ways other than reading, images, and audio?

 

Shareworthy Content

  • There is a way to construct the entire story and speak to the audience through the following elements:
    • Fire:
    • Water: Customer, relationship, emotion, and depth of story.
    • Air: Brand and perception, how you want people to perceive you.
    • Earth: Roots and origins that you come from.
    • Ether: Culture of your company and brand.

 

Next Level Strategies  

  • See your story as art rather than advertising.
  • Ask yourself how your personal life intersects with your professional life, so you can tell the bigger picture of who you are as an organization.
  • In order to get to the next level, you have to grab pieces and concepts from other people and figure out the way to make it mesh within your profession.
  • Remember that learning how to think is learning how to exercise control over how and what you think.
  • Learning is about being conscious and aware of what you pay attention to and how you construct meaning from your experience.
  • AAA personalities are focused on to-do’s and aren’t’ willing to give themselves permission to procrastinate. Give yourself that permission.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

Jessica Ann Media

Abundance  

This Is Water

Procrastinate of Purpose 

    

Nov 9, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Alexis Neely, who graduated first in her class at Georgetown University. Alexis worked in a large firm for three years before venturing out and starting her own practice, which she grew to more than one million dollars a year in revenue. Alexis is the creator of the New Law Business Model, and during this episode discusses attracting and engaging clients, client services and retention, systems, the lifetime value of a client, and why you aren’t effectively marketing.  

 

Main Questions Asked:

  • What is the New Law Business Model, and why is it so important for attorneys to know what it is?
  • What are actionable steps to get started?

 

Key Lessons Learned:

The New Law Business Model

  • The New Law Business model is essentially removing yourself as a ‘high-priced employee operator’ and becoming the owner.
  • This is crucial so you, as an attorney, can focus on the high-priced work and not chasing basic admin.
  • The model focuses on building a lifetime relationship with clients.
  • Educate your community in an entirely different way so that you are the expert.
  • Clients will chase you instead of the other way round and will even wait 6-8 weeks just to meet with you.
  • Turn clients into raving fans who will refer more clients to you.
  • This is about serving families and small business owners, where you become the go-to lawyer in their community.

 

The Timeline

  • It is not about starting over each month.
  • It does not focus on chasing the next new client.
  • This is not an instant business model and involves building in systems.
  • It will take from 18-months to three years to get all the systems in place.

 

The Systems  

  • Attracting Clients.
  • Engaging Clients.
  • Client Service.
  • Team Management.
  • Financial Management.
  • Client Retention.

 

The Client Service System

  • When you meet with your clients and prospects, it is all about service.
  • Once you have engaged a client, there needs to be an automated system where you hand-off what happened in the initial meeting to a system.
  • The signing meeting needs to be the beginning of a lifetime relationship where you serve your clients on an ongoing basis.

 

Where to Start?

  • Most lawyers start by figuring out how to get a new client. This is a mistake.
  • The starting point is actually the second system, which is Engaging Clients.
  • Start by creating the system that takes the person who calls your office or sends you an email and moves them from interested to writing you a check.
  • Once you know that, you can turn ‘interested’ into ‘engaged’ at a high enough average fee, you can then spend money on marketing but not before.
  • Attorneys need to figure out the rate of investment return on making the initial investment in terms of marketing and know how much is coming back.

 

Lifetime Value of Clients

  • It’s crucial to understand the lifetime value of the client.
  • Don’t think of each client in terms of the fee they pay you upfront but rather the fee they will pay you over their lifetime if you represent them well.
  • Referrals are such a huge piece, but this is something you need to build and create a system for it to happen.

 

Why You Aren’t Effectively Marketing

  • You don’t see your numbers.
  • You aren’t charging enough.
  • You don’t know how to quote fees in a way that has your clients happy to pay.
  • You can be doing plenty of free marketing, but you may not have been taught to network or do presentations properly.

 

The First Steps

  • Start engaging the clients for the service at the fee that makes the service truly sustainable.
  • Learn how to answer the phones, what to say when people call, and email about your services that will get them in for an appointment.
  • Stop offering free consultations. Instead, have a meeting with a name, purpose, and value that people actually want.
  • Before you offer clients ways to get your consultation for free, in your marketing ensure you know how to run the meeting in such a way that it provides value while allowing your clients to choose how they work with you, what their fee is, and tell you why they are going to hire you.

 

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

New Law Business Model

Law Business Manifesto

Get the Manifesto

What Color is your Parachute?

Free 10 Steps

Implementation Stories

Alexis@newlawbusinessmodel.com

    

Nov 5, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Christopher Small, who is an entrepreneur, law firm creator, podcaster, and master marketer. Christopher has a personal injury practice in Seattle and, during this episode, talks about marketing goals, getting it all done, creating a work life balance, and implementing processes and procedures.

 

Main Questions Asked:

  • How do you structure what your marketing goal is?
  • What are some of the pieces that get you to the marketing goal?
  • How do you keep up with all the necessary marketing for your firm and still practice law?
  • What tool is most effective in terms of marketing your practice?
  • How do create a work/life balance?
  • Talk about implementing processes and procedures in your firm.

 

Key Lessons Learned:

Marketing Goals

  • The number one goal when it comes to marketing is to create leads (traffic).
  • The goal is for people who have a problem that can be solved to call the law firm.
  • Social media, podcasts, blogging, Google Adwords, direct mail, Facebook ads, and networking are all streams that lead into the leads.
  • The idea is to take one piece of content and use it in as many ways as possible.
  • A lot of the platforms are set up to piggyback on one another. For example, a podcast will become part of the email newsletter, a blog post, and be posted on YouTube.
  • The number one issue lawyers face is being top of mind when clients have a problem. This particularly comes into play when it's a one-off business in a consumer driven business.

 

Getting It All Done

  • Chris stopped going to the court appearances he didn’t need to and hired someone to do that for him. Making this change saved him 2 hours per appearance, which gave him a significant amount of time to work on other areas in the business. 
  • You need to keep on top of the Google algorithm changes in order to get the best results. Chris posts a blog once a week; this includes a video and podcast.
  • Networking is a great way to get clients quickly and cheaply.
  • If you are overwhelmed by the list of platforms and goals, then focus on one thing at a time and keep adding until you are operating at full tilt.

 

Creating a Work/Life Balance

  • Pass on and delegate responsibilities to others, even if that means they get to ‘bask in the glow’ of the successes.
  • Focus on developing processes and procedures that allow you to hand off things you don’t want to do to others.
  • Take the opportunity to systematize, and in some areas of business, make it ‘plug and play.’


Investing in Yourself

  • The people who are successful in any business are those who constantly reinvest in themselves through education.

 

Implementing Processes and Procedures 

  • Write down what you do as you go along and develop a process so the next time you do it you can do it twice as fast.
  • Meet with the person who has the responsibility you are outlining and write out the procedure step-by-step in a detailed way.  
  • Once the process is written out, go through the directions exactly as written to find where the holes are.
  • Repeat the process by handing the revision to someone else to follow the directions, and ask for feedback.
  • Every quarter, check in on each department and ask, ‘Are we doing anything differently.’ If yes, then update each procedure accordingly.
  • Having these processes and procedures in place will save hours when training new staff.
  • There is also scope to turn the written procedures into videos for new staff to watch before they start at the firm.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

The Art of Lawyering

Start a Law Firm in 30 Days

Emerald City Law Group

Rich Dad Poor Dad

4-Hour Work Week

Chris@emeraldcitylawgroup.com

    

Oct 26, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Jason Healey, who is an internet marketing consultant and blogger specializing in search engine optimization (SEO), with a focus on increasing client leads for law practices. During this episode, Sam and Jason discuss the ins and outs of SEO, bounce rate, what it means to be Google friendly, actionable steps, and suggested online tools.

 

Main Questions Asked:

  • What is so significant about SEO?
  • What are black hat SEO firms really trying to sell?
  • What are the common client problems with SEO?
  • How does someone go about creating a relevant URL?
  • What is a bounce rate, and why is that a good metric?
  • What is ‘Google friendly?’
  • What internet tool do you suggest?

 

Key Lessons Learned:

  • Google is making $3.4 billion off lawyers for advertising.
  • 97% of consumers use search engines to find local services.
  • More qualified potential leads come from people who find firms organically than via paid adverts.
  • Google advertising is auction based and not set prices. It is essentially people bidding, who want specific advertising keywords.

 

SEO 

  • SEO stands for search engine optimization.
  • SEO isn’t about ranking in Google, but about getting qualified leads that will lead to deals or sales.
  • If a SEO firm approaches you showing impressive stats, ask them ‘what were the monthly searches for the keywords where you were ranked number one?’
  • Ask for the local area and the CPC (cost per click) for those terms.
  • Use Google Adwords Keyword Planner to cross check how many monthly searches are done on terms.

 

Common Problems

  • Common issues have a lot to do with websites having redundant words. This is known as ‘keyword stuffing.’
  • Keyword stuffing is putting your main keywords across your website in places where it is unnecessary.
  • Having a landing page is not enough. You have to have an active blog on the site.
  • Ensure your blog is updated at least a few times a week.

 

Relevant URL

  • The URL is the website domain name, e.g. http://www.lawyerseoservice.com.
  • Creating relevant categories and pages leaves a breadcrumb trail for users to know where they are on your site and how to get back to the start page.
  • It makes for a better user experience and allows Google to index your site.

 

Bounce Rate

  • This is when someone comes to the first page of your site and never goes to another page.
  • If you have a landing page which holds your predominant information, then you will have a high bounce rate regardless of how long visitors stay on that page.
  • Having a low bounce rate is a good sign and means you have more pages visitors want to investigate.
  • If visitors stay on the first page, then Google doesn’t track that.

 

Google-Friendly

  • This is for those who are visually impaired. Meta terms on the back end allows the software to read it.
  • The aim when being Google friendly is for the Google robots/spiders to understand what your site is about and understand where to go to find that information. 

 

Actionable Steps

  • Have a blog on your site. Choose a topic about your business and write a post about it.
  • Share your blog posts on Twitter, Facebook, LinkedIn, Google+, and all your social media channels.
  • Place your business and link in local directories. This helps with link building.
  • Focus on legal industry-specific listings, as they are powerful backlinks.
  • Link swapping is where websites exchange link-backs on blog posts. For example, exchanging guest posts with other firms.
  • Research firms that are ranking for your keywords.
  • Google search and see what sites are linking to those sites and copy what they are doing.

 

Suggested Tools

  • Google Adwords Keyword Planner will help you find what keywords to rank for and tell you the monthly searches.
  • SEM Rush is a paid tool, and you can put anyone’s website into the software, and it will tell you what they are ranking for.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

Lawyer SEO Service

Jason@lawyerseoservice.com

The 4-Hour Work Week

Yext

White Spark  

SEM Rush

Longtail Pro

   

Oct 20, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Kristina Jaramillo, who is the founder and LinkedIn strategist for GetLinkeInHelp.com. Kristina helps professionals, service firms, and marketers increase their expert visibility and relevance on LinkedIn by not only connecting but also in generating revenue and firm awareness. During this episode, Sam and Kristina discuss strategies to accelerate your LinkedIn presence, what it means to be a thought leader, common mistakes, suggested tools, content, frequency, and marketing goals. 

 

Main Questions Asked:

  • Is there more to LinkedIn than seeking out a new job?
  • What strategies do you recommend to service and law firms?
  • Are there ways to demonstrate your level of expertise on LinkedIn?
  • Can you describe Pulse and what being a thought leader is?
  • What are some of the similar issues you see with people who come to you?
  • What strategies do you recommend for communities or forums, and which do you recommend participating in?
  • Is there any type of content attorneys should create in order for their LinkedIn content to be more widely viewed?
  • What engagement or community mistakes do you see law firms making?
  • Is there a good measurement on how often to engage and post in communities within LinkedIn?
  • What should an attorney’s LinkedIn marketing goals be?
  • Are there any tools that can help be more engaging on LinkedIn?
  • Are there different marketing objectives when dealing with LinkedIn as opposed to the other social networks?

 

Key Lessons Learned:

LinkedIn as a Platform

  • This is a platform where professionals target their audience and become a thought leader. 
  • LinkedIn is a B2B platform where you need to educate people and not think that they will buy immediately. It’s about nurturing and education.
  • It’s possible to go beyond brand awareness, and the end goal should be to generate revenue.
  • People tend to ‘lurk and learn’ on LinkedIn before reaching out to someone and taking the next step..
  • If you’ve met someone at a conference or professional endeavor, follow-up on LinkedIn and share content.

 

Strategies to Accelerate Presence

  • The biggest problem business owners face is that they are leaving out strategy when using LinkedIn.
  • They key to standing out is to make sure you’re focused and specific on your area of expertise.
  • Don’t just ‘tell’ others you are the expert in the field but rather ‘show’ them by focusing on one or two areas.

 


The Content Platform

  • Everyone has access to the content platform on LinkedIn, so anyone can be a thought leader.
  • This is set up to format like a blog, but address this as much more than a blog.
  • Not everyone is using the content platform, and those who are aren’t necessarily using it for more than a promotion.
  • This is a way to share your value with people and communicate what you have to offer.
  • Sharing your story and thought leadership is a way to become visible through yours and other peoples connections.
  • To make the most of this, ensure you talk about something not everyone else is talking about. You could take a stance on something common within your expertise.
  • The goals are to get views, comments, and engagement.
  • Pulse is where LinkedIn cultivates all the articles on the platform and features the most popular ones.

 

Thought Leadership

  • Thought leadership is when someone is going beyond the generic information you might see across popular publications.
  • This is going beyond posting general ‘how to’ and top ‘ten lists.’
  • Thought leaders are people industries look at first.

 

Common Issues & Mistakes

  • Using LinkedIn as a place to simply post your cover letter and resume is a mistake. Take that format and turn it into a marketing tool.
  • Make sure you are speaking in first person not third person.
  • When someone is reading your profile, they are asking the question, “What’s in it for me?”
  • You need to ask yourself if your profile answers that question. Are they getting value from what you’ve posted?
  • People focus too much on the amount of connections, likes, and comments. These can be meaningless metrics if you aren’t engaging.

 

Communities and Forums

  • People often join groups where their competitors are and not where their prospects are.
  • Put yourself in the shoes of your clients and figure out where they are looking for information and to educate themselves.
  • Aim to join a handful of groups where your competition hang out so you can stay up to date, but mainly be where your prospects hang out.

 

Suggested Content

 

  • Create examples of case studies and client experiences with step-by-step guides to offer value upfront and not just alluding to it.
  • If you give information upfront and for free, then prospects will expect even more great information and quality when they hire you.

 

Frequency

  • Check daily for a few minutes to see if you need to take action.
  • There is a maximum of 50 groups, so choose 5-10 a week and see if there is something you can comment on or share an article and add your own spin.
  • 10-15 minutes a day won’t gain much traction on LinkedIn but is a solid place to start.

 


Marketing Goals

  • Are you getting qualified leads? Is this going from likes and connections to generating money?
  • Take the relationships offline. Be careful not to jump on this too early.
  • Once connected, the next step is joining a community and educating.

 

Tools

  • LinkedIn is slowly taking away features in order to get users to upgrade such as Sales Navigator.
  • Survey Monkey allows you to create surveys for your clients or prospects, and allows you to engage with them and get ideas on what clients want you to write about.
  • Docalytics allows you to embed into the document you send someone. So if it’s an e-book, you can see how far into the book someone read and what page they spent time on.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

Get Linked In Help

Survey Monkey

Docalytics

Sales Navigator

Free Webinar

Kristina@getlinkedinhelp.com

 

Oct 12, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Paula Davis-Laack who is a former practicing attorney turned writer, publisher and media contributor about burnout prevention and stress resilience. Her articles have appeared in the Huffington Post, US News World Report, and Psychology Today. She is the founder and CEO of the Davis-Laack Stress and Resilience Institute. During this episode Sam and Paula discuss what causes burnout and how prevent it.

 

Main Questions Asked:

  • What causes stress and how can one avoid it?
  • How can we fix the issue of burnout?
  • What are the first steps to tacking burnout?

 

Key Lessons Learned:

The 3 Dimensions of Burnout

 

  1. Chronic low energy
  • Exhaustion and feeling like you can’t get the energy to get motivated.
  • Having a hard time getting asleep staying asleep and waking up not feeling refreshed.
  • This is not simply having a tired week but happens over a period of time.

 

2.Cinicism

  • Everyone and everything irks you or rubs you the wrong way.
  • When lawyers know you are too cynical then you really must be!  

 

  1. Inefficacy
  • Feeling like you can’t produce the results you were once able to.
  • The sense of connection or engagement is just not the same.

 

Lawyers and Burnout

  • If you notice any of the above there can be a sense of relief and that there is a real issue.
  • There is still reluctance for people to admit they are going through burnout as the fear is that you might be perceived as not being tough or serious about your career.
  • Lawyers are trained to avoid and not to talk about these issues.

 

Building Resilience

  • Resilience is a person’s capacity for stress related growth.
  • How can you get good at stress and be made better so that you are growing from it instead of crumbling from it?

 

  1. Practice Safe Stress
  • Incorporate more positive emotions into your diet
  • Incorporate mindfulness strategies and techniques
  • Figure out a different mindset when it comes to stress

 

  1. Build More Motivation, Engagement and Energy
  • When you suffer burnout it means that you are unplugging from the things that give you energy.

 

  1. Being a FAT Thinker
  • Flexible
  • Accurate
  • Thorough
  • This is all about turning the inner critic in your head into your inner coach.
  • Learn how to think better under stress and pressure and challenge.

 

  1. Maintain High Quality Connections With Other People
  1. Improve your Meaning Quotient
  • What gives you meaning and home.

 

Gratitude

  • Lawyers are trained pessimistic thinkers so over experience a lot of negative emotions such as anger, anxiety, and frustration.
  • If you are within 10 feet of someone look them in the eye and give them a smile. If you are within 5 feet of them say hello.
  • We are becoming a society so focused on looking forward to the future we forget to enjoy and have an appreciated of the moment we are in.

 

First Steps

  • Start chipping away at exhaustion, cynicism and inefficacy.
  • Do an energy audit and list how are you spending your energy at work and outside.
  • Assign percentages to each task.
  • What can you do to get your energy back can you delegate, change or modify?
  • Inject more moments of positive emotions during the day. This will give you energy and combat cynicism.
  • Find the good stuff – at the end of the day think about a couple of good things that happened and why they are important. People who do this exercise report less depression, better sleep, improved relationships and higher life satisfaction.
  • We need to take breaks every 90-120 minutes in order to stay in peak performance.
  • Chunking time is a great strategy to helping people be more productive and manage time.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

Paula Davis-Laack

Davis –Laack Stress and Resilience Institute

Two Awesome hours

paula@pauladavislaack.com

 

Oct 7, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Morgan McDonald, who is the founder of Paper Raven Books. Morgan is a writing coach and non-fiction editor, who helps writers get clear, take action, find their message, put it on the page, and shape their words so they resonate. Morgan has coached many entrepreneurs publish everything from e-books to full-length manuscripts, and during this episode talks about the benefits of being an author, mindset, the mechanics of writing, common issues, systems of writing, and finishing the first draft.

 

Main Questions Asked:

  • How does one get past the mindset of ‘how am I going to write a book?’
  • What are the first steps and the mechanics of writing a book?
  • What are the common issues when someone starts writing a book?
  • What is the purpose for having written a book?

 

Key Lessons Learned:

Benefits of Being An Author

  • Writing a book isn’t necessarily about the money. It’s about the leverage to get clients, lead generation, speaking invitations, professional connections, business opportunities, and being seen as an expert.
  • Writing a book will add a level of prestige, and people will turn to you and ask for your expertise.
  • It doesn’t take years to write a book but rather a season of your life.

 

Mindset

  • We can make time for anything that is important, but we have to convince ourselves that it is important enough.
  • Create a ‘why’ statement.
  • Write out in 3-5 sentences how it can change your life and the reader’s life.
  • The sooner you write your book, the sooner you will feel the positive effects.
  • Look two weeks in advance in your calendar and ‘chunk’ out writing time.
  • Once your writing time is scheduled in the calendar, it’s ‘real.’

 

Mechanics of Writing

  • Start to use a timer whenever you write. This is key in getting quick focus.
  • The Pomodoro Technique of productivity is about working on one task for 25 minutes, then taking a 5-minute break before continuing with another 25-minute chunk of time.
  • Track your writing progress in an Excel sheet and share the results with an accountability partner.
  • On your Excel sheet, track the time, day of the week, and number of words you write in each session.
  • Aim for 25 minutes of writing a day when starting out, and you’ll be surprised at how much you can get done.

 

Free Writing

  • By the time you get to the boiling point where you are ready to start writing, you have already done a lot of thinking, reading, and research, so you’re ready to start the first draft.
  • Once you start working on your book, spend the first week ‘free writing.’
  • The best way to do this is to start your timer and write as fast as you can without hitting backspace and re-reading what you write.
  • Free writing allows all the thoughts that have been percolating to get out on the page.
  • You’ll start to see the patterns emerge from your free writing that will go into the first draft.

 

Common Issues

  • People are unsure in how long it takes to write a book.
  • The reason some authors take years to write a book is because they aren’t writing every day.
  • If you write every day, you can turn out 3-5,000 words per week.
  • In 5 weeks, you’d have a 25,000 word e-book.
  • In 10-20 weeks, you have a full-length 60,000 word manuscript.
  • Another common problem is understanding the best writing routine. People wait for inspiration, but that doesn’t always hit, so you have to set up time to let inspiration come to you.

 

System of Writing & Finishing the First Draft

  • Follow one focus until success.
  • Choose two devices at most to write on.
  • Select a primary and back-up writing times. 
  • When you sit to write, turn off your phone and shut off the internet.
  • People have a difficult time finishing the first draft, but you don't have to use the perfect words. It’s just about getting the thoughts in your head written in order. 
  • The best way to finish your book is to get accountability. This can be through a person or via social media.
  • You don’t have to make progress every day, but you do have to make progress on a weekly basis.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Paper Raven Books

Pomodoro Technique

The Slight Edge (book)

SpeakWrite (mobile app)

 

Sep 28, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Todd Tressider, who has spent several years as an entrepreneur in the investment management industry. He previously worked in the hedge fund industry and retired at age 35. During the show, Sam and Todd discuss personal finance, the two stages in the wealth building equation, 401Ks, achieving happiness, and the seven steps to seven figures.

 

Main Questions Asked:

  • What are the primary questions people should be asking in order to get to first base in understanding finances?
  • Talk about financial advice for the professional side.
  • What are some of the steps you go through in coaching clients to build wealth?

 

Key Lessons Learned:

  • It’s not about hot stock tips and getting a good investment but rather a process to achieving a positive outcome.
  • There are layers of deception in the industry, some of which are sinister and some inherent or accidental.

 

Personal Finances

  • The key to wealth is spending less than you earn and investing the difference wisely. If you do this every month for your lifetime, you will become wealthy.
  • The sooner in life you start doing the above, the wealthier you will become faster.

 

Two Stages in the Wealth Building Equation

  1. Savings rate to your total spending:
  • This is the most important in the first half of your wealth building.
  • What percent of your total income are you saving, and what is spent?
  • People get stuck in the earning and saving pattern even when it’s no longer important to the financial picture.
  1. Return on Investment Minus Inflation:
  • Determined by your investment and not savings.
  • At some point in your financial journey you cross the dividing line, and this is where people get messed up.

 

401K

  • Low fee out produces over time, so getting rid of overhead is critically important.
  • A lot of 401Ks have limited investment selection, so they are difficult to get solid returns on.

 

The 7 Steps to 7 Figures

  1. Get Your Financial House In Order
  1. Habitudes of Success
  • Your financial outcome is a mirror of your habits and attitudes.
  1. Your Wealth Plan
  • Takes into account your personal values, interests, and personal resources.
  • This breaks everything into action steps
  1. Taking Massive Action
  • Overcome your personal obstacles to success.
  • Construct your environment so it pulls you toward your goals.
  1. Expectancy Investing
  • This is different to traditional buy and hold and more about protecting the downside.
  • Maximize the potential and minimize the exposure.
  • Diversification works 95% of the time you don’t need it and feels miserable the 5% of the time you do need it.
  1. Personal Investment Issues
  • As you achieve high net worth, your wealth requires change.
  1. Now That You’re a Millionaire, So What?
  • Freedom is about much more than money.
  • The core value of freedom is internal and must be projected outward.

 

Achieving Financial Independence

  • When you achieve financial independence, something changes and most people don’t ‘get it’ when it happens.
  • Your willingness to tolerate your life as it is ends.
  • Your life that was fine for so long is no longer satisfying.
  • You will pay a price for any path you take to get to financial freedom.

 

Fulfillment and Happiness

  • Fulfillment and happiness is a subtle process that is much deeper than you think.
  • Many good things are attached to your work and goal-oriented activity, including sense of purpose and contribution.
  • There needs to be balance between fulfilling work that reflects your values and enough leisure to pursue dreams outside of that work. 

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Financial Mentor

The Ultimate Return Calculator

 

 

Sep 21, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Jason Hartman, who is the founder and CEO of Platinum Properties Investment Network, The Hartman Media Company, and the Jason Hartman Foundation. During this episode, Sam and Jason talk passive income, the three types of real estate markets, the rent to value ratio, and what it means to be a direct investor.

 

Main Questions Asked:

  • What is a direct investor?
  • What are some ways people can look to be a direct investor?
  • What should first time investors be thinking?

 

Key Lessons Learned:

Why Real Estate?

  • We are in an environment where you can’t make anything on saving money due to taxes and inflation.
  • Jason doesn’t advise on investing in Wall Street. People should be a direct investor and control what you put your money in.
  • Income property is a multidimensional asset class. You make money from the appreciation, income, leverage, and tax benefits.
  • Real estate is the most historically proven asset class in the world.
  • Real estate is the most tax-favored asset in America.

 

Passive Income

  • The closest thing to passive income is as follows:

1) Buying and owning income properties. 

2) Lending and owning the notes, mortgages, or land contracts on the properties.

 

Three Types of Markets

Linear:

  • Prices chug along quietly.
  • These are seen as boring but make sense for investing.
  • Example markets include Memphis, Atlanta, Little Rock, Kansas City, Indianapolis Chicago Suburbs, and Columbus.

 

Cyclical:

  • More expensive areas.
  • These markets have highs and lows.
  • Example markets include the North East, South Florida, and California. 

 

Hybrid:

  • This is a blend of the two markets.
  • The cash flow doesn't work as well in the linear and cyclical markets because the properties get too expensive and the rents don’t match the markets.
  • Example markets include Phoenix, Las Vegas, and Atlanta.  

 

The Rent to Value Ratio

  • The aim is to get 1% of the value of the property per month.
  • If the property is worth $100K, then the monthly rent should be $1K per month in rent.
  • The cyclical markets are too expensive, so a $500K property will rent for $2.5K per month, which is 0.5%.

 

Direct Investor

  • If you have relinquished control of your money, make the call and regain control.
  • The property must make sense the day you buy it. If it doesn’t, then don’t buy it.
  • When it comes to property, nothing spectacular should have to happen in order to make a nice return on your investment.

 

The Best Deals

  1. Single-family homes.
  2. Apartment buildings.
  3. Owning the paper – Making hard money loans on properties or buying notes or land contracts and owning the paper. These are easier and simpler but have lower returns.
  4. Your own business.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Jason Hartman

Platinum Properties Investment Network

Creating Wealth Show

The Longevity and Biohacking Show

The Hartman Media Company   

Jason Hartman Foundation

 

Sep 17, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Gordon Firemark, who is an attorney in California that specializes in entertainment law. Gordon has a background in theatrical, is the designer, implementer, and owner of Power Podcasting For Lawyers, and was a speaker at Podcast Movement 2015. During this episode, Sam and Gordon discuss podcasting, sponsorship, content marketing, frequency, The Slight Edge, and Periscope.

 

Main Questions Asked:

  • How did you get into podcasting?
  • How do you find a podcast sponsor, and what is the benefit?
  • Do you have a post-podcast checklist for each guest?
  • Talk about Periscope and how you’ll implement that in your overall marketing position.

 

Key Lessons Learned:

About Gordon & Podcasting

  • Gordon helps creative and business-minded people bridge the gap by making and managing smart deals that make sense.
  • The focus is live theater, independent films/TV, and new media such as podcast.
  • Gordon’s focus is transactional (doing deals) rather than litigation.
  • Part of Gordon’s business is educating clients on the next steps of how to set up deals at studios or raise financing.
  • People think of podcasting as episodic content, but there is potential to put a fixed beginning and end to a series of 10 episodes.

 

Podcasting Sponsorship

  • Sponsorships is a way to defray the cost of podcasting.
  • Clio is the podcast sponsor of Gordon’s show, which is an affiliate relationship rather than a flat amount.
  • Sponsors get a bigger bang for their buck with podcasting over terrestrial radio, as the audience is niche.
  • If you are creating a podcast to market a law practice, then the sponsor is essentially the law practice.
  • You don’t have to do a podcast about law to be supportive of a law practice.

 

Content Marketing

  • The keys to success with any kind of content marketing is that if it feels too much like marketing, it’s going to turn people off.
  • Today’s consumer has instant access to anything for free in so many formats and across multiple platforms.
  • It’s not about being the best sales person; it’s all about content marketing.
  • If you give people information that solves their problems, answers their questions, and has actionable steps, then your business will get the knock-on effect.
  • Providing quality information doesn't have to be every day, but there does need to be consistency.
  • At the end of the day, content marketing is about the development of relationships.

 

 

Frequency

  • Even if you’re not producing content several times a week, if you are putting out content, it must be consistent.
  • Often, content as a stand-alone item seems like a giant piece of content, but if you provide that for a year, then you have 52 videos, 12 hour long podcasts, and a few dozen blog posts.
  • If your content is about a niche area, then you are bound to organically include keywords that will be searched.
  • Get in the habit of consistently providing content, even if it is just once a week. Eventually, a content library will build up.

 

The Slight Edge

  • Every day we make thousands of choices. You can choose to do the simple thing, which is to not do it.
  • The people who are successful are those who decide to do the tiny thing every day that will help them move forward over time.
  • When you look back at the culmination of taking action on the ‘tiny things,’ you’ll see the exponential return.

 

Lawyer Objections & Content

  • Some lawyers have fear with regards to giving away information and knowledge, as they want clients to pay for it.
  • Creating a podcast is similar to creating an informational brochure you would submit to clients.

 

Post-Podcast Guest Checklist

  • Podcasts can be transcribed for repurposing and reusing content. This is also an aspect of added value for the person you are interviewing.
  • The best post-podcast route is to have a checklist and work the system.
  • At the very least, a host should send a post-interview following letting the guest know that the episode is going live and asking the guest to promote on social media.
  • A programmed follow-up for a few weeks, and months, post-podcast is a great system.

 

Periscope

  • This is a video broadcasting tool that uses your smartphone and Twitter account to live stream video from your phone. The video is saved for 24-hours afterward.
  • Periscope is a great tool for the video playing field; you don’t need YouTube and for the videos to be produced.
  • There is an extemporaneous ‘get to know you’ vibe that comes out of using Periscope.
  • You could even strip the video and publish the audio as a podcast or do a video podcast.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Power Podcasting For Lawyers

The Entertainment Law Update

Firemark

Podcast Movement

Podcast Answer Man

Valtimax Podcast  

Clio

The Slight Edge (book)

 

 

Sep 8, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Michael Prywes, who is an attorney specializing in entertainment. Having started out as a film and internet producer, Michael deems himself as an ‘accidental attorney’ and is now a partner with Prywes and Swartz, which caters to artists and entrepreneurs. During this episode, Michael discuss starting a new firm, the benefit of co-working spaces, alternative billing, and avatar clients.

 

Main Questions Asked:

  • What are some of the systems you suggest a new firm think about?
  • Talk about how you decided to structure how you are getting paid and how to charge clients.
  • Who is your avatar client?
  • Talk about the struggles from a mindset point of view.

 

Key Lessons Learned:

  • Michael’s personal mission is to be an ongoing resource and mentor to artists and entrepreneurs.
  • He recognizes that his target clients don’t actually want to call lawyers. 
  • The beauty of being an attorney is that it opens so many doors and you can do anything anywhere, which provides freedom within the industry.
  • The inherent drama of law is not so different from writing a screenplay,
  • Michael approached setting up his law firm from the blue ocean strategy.
  • The blue ocean strategy asks, ‘What are you going to give up to get what you want?’

 

Starting a New Firm

  • When you set up a law firm with someone, it’s important to completely understand the simplest philosophy such as ‘how is it you envision the spending of money?’
  • When starting up a firm, it’s not about spending money in the Yellow Pages; it’s about niche marketing.
  • A file management system is key and one of the first things to be set up.
  • The level of comfort with new technology and the relative integration of that technology is paramount.
  • Don’t get involved in long-term commitments.
  • Track your progress and schedule chunks of time with a contingency plan in mind.

 

Choosing Clients

  • Spend time drafting the retainer agreement/engagement letter. 
  • When you are on your own, you get to choose who you have and don’t have as clients.
  • It is your right to reject toxic clients, and there is level of comfort in choosing not to take a case.

 

Regus Space

  • This is a company that supplies a physical virtual office.
  • Using a co-working space reduces the overheads of paying for a fully functioning office space annually. 
  • There are options to have a certain amount of included office days per month, and then extra days are paid for hourly, half-day, or full-day use.

 

Alternative Billing

  • Prywes and Swartz turned the legal business model of charging on its head.
  • They don’t charge for time but rather by the page for documents they draft, read, or review.
  • The services are unbundles, and billing is essentially per project, or known as a la carte or concierge billing.
  • The rates are listed on the website, so if the price is too high, the client won’t call.

 

Prywes and Swartz

  • Most of the clients come to the firm via organic Google search or referrals.
  • There was little feeling of movement in the first six months of the firm.
  • The reason you are in business is to put you and your family first. Take the time to chunk out time for them first.
  • Set your priorities. When your values and priorities align, that is when you’re happiest.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

MP@newyorkstartupattorneys.com

Prywess Swartz

Practical Law 

Regus Space

The Blue Ocean Strategy (book)

Returning Mickey Stern (movie)

The Miracle Morning (book)

The War of Art (book)

 

 

Sep 1, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Adam Krause, who is a Kansas City attorney and one of the founding partners of Krause and Kinsman Law. Adam’s emphasis is in trial practice and litigation that focuses on personal injury and mass torts. During this episode, Sam and Adam discuss the draw of creating your own practice, obstacles when starting up, newsletter marketing, creating and repurposing content, growing your list, and the power of referral programs.

 

Main Questions Asked:

  • What pushed you to create this law firm for yourself?
  • What have you found to be the business hurdles and obstacles, and how have you overcome them?
  • What are you doing in terms of marketing?

 

Key Lessons Learned:

Financials

  • Adam broke down the finances of what an employee at a small law firm would be paid as opposed to what a business owner could make. He chose to open his own firm.
  • The problem with many solo and small law firms is that the people are good lawyers but don’t take the time to become good business people.
  • Adam figured out that he could make the same amount as a salaried lawyer by taking on about four cases of his own.

 

Obstacles & Priorities For Young Attorneys

  • Adam was told that he was ‘too young’ to be a lawyer, and no one would to trust him. It turned out this wasn’t a big hurdle.
  • Capital is the number one hurdle in starting a law firm. The reason to have more capital is to take on bigger cases.
  • The Slight Edge is all about doing something every day that helps the development of your law firm and to help you be successful. 
  • When starting out, it is important to be fiscally responsible from a long-term point of view rather than a short term.
  • If cash flow is king, then content is queen.

 

Newsletter Marketing

  • Adam’s firm creates a monthly newsletter that details the success of the practice that month. 
  • The newsletter also features an interview with a person from a local philanthropic or community service event.
  • This interview helps with sharing the newsletter to a larger audience, adding people to the list, and backlinking on other sites.
  • The newsletter is done in-house and takes around two hours to create through MailChimp.
  • The list was started with 600 mail addresses and is now around 2,000.
  • Each newsletter send will result in around four new cases.

 

 

Video

  • Create a video where it can be used on a landing page with a special URL and can be included in the newsletter.
  • This is essentially a ‘capture landing page’ to get people into the funnel.
  • Aim for 3-5 minute videos on a specific topic with a call to action at the end.

 

Repurposing Content

  • Start with a blog post that outlines the content.
  • Create a video.
  • Take the audio from the video and use it as a podcast.
  • Take the podcast and use it on SlideShare.
  • If the podcast is successful, then create a follow up blog post.

 

Creating Content

  • Many say it takes too long to create content, but it is possible to create a week’s worth of content in a two-hour period.
  • Have you tried to create a system to cut down on the time but maximize the output?

 

Speeding Tickets & Growing Your List

  • This idea was born from jealously of workers compensation lawyers who had a lot of volume and defense attorneys who had monthly revenue.
  • A lot of lawyers think of speeding tickets as ‘low society’ or not ‘brilliant’ legal work. However, it is a great way to meet a lot of people quickly.
  • Adam implemented a system in his firm that is a separate website without his name or branding.
  • Essentially, this is a landing page website that uses Google AdWords to get clients to contact him about speeding tickets.
  • The two rules in Adam’s firm relating to the speeding tickets are:

1) If it is simply an email and it can be done for $200, they will do it themselves.

2) If it can’t be done, then the case will be sent to another attorney, and they will co-council and pay Adam’s firm $100.

  • The client goes into the funnel, and someone from the firm personally contacts them at least once a year via phone.
  • This speeding ticket revenue generally pays for the office overhead and all costs but salary.

 

Referral Program

  • Adam created a list of plaintiff attorneys and workers compensation attorneys. He then organized the list into tiers from million dollar cases down to up-and-comers.
  • Each tier has explicit directions such as making contact a certain amount of times per month.
  • Adam worked a sales strategy around the attorneys by taking them to coffee and sending them newsletters, emails, and invitations.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Adam@Krauseandkinsman.com

816-226-7485

Krause & Kinsman Law

Law Firm Confidential 

The Slight Edge

MailChimp

 

  

Aug 24, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Josh Brown, who is a practicing franchise attorney throughout Indiana. Before becoming a lawyer, Josh was in business management, sales, marketing, and operations. He has since built his law practice around entrepreneurs and building businesses that grow. During the show, Sam and Josh discuss niching down, content marketing, hearing it from your audience, and online versus offline referrals.

 

Main Questions Asked:

  • Talk about the success you’ve had as a result of having ‘niched down.’
  • Tell us about how your marketing experience influenced your content.
  • Talk about ‘hearing it from your audience.’

 

Key Lessons Learned:

Choosing a Niche

  • 85% of Josh’s business is franchise clients, and 15% is with growth entrepreneurs.
  • When you start diving into an area of law, it doesn’t take that long to feel comfortable in specializing in that particular the area.
  • The real level of comfort in working within a niche comes after having the opportunity to work with just a few clients.
  • Just because you choose a niche, doesn’t mean that is the only type of client you can take. It simply means that is the niche you’ve chosen from a marketing perspective.
  • If clients reach out to you but aren’t in the target niche, then the decision is yours if you want to take it or not.
  • Many people fear niching down, as they feel as though they are turning away other clients.
  • The reality in niching downis that you are attracting more of the people that you want to serve.
  • As you start niching down, people will give you clues to awaken you to other things that will make you better.

 

Content Marketing

  • Content marketing is posting helpful information on a consistent basis.
  • Once you know what your niche practice is, it is much easier to get attention online.
  • Josh wanted to take advantage of content marketing and asked himself, ”How can I position myself to show up where I want to show up?”
  • The information in content marketing needs to actually answer people’s questions.
  • As long as you put out good, organic content, you will be rewarded, and you will be ranked high for being a respectable voice in your area.

 

Josh’s Online Success

  • The combination of having a niche, a blog, and a podcast is what drives Josh’s online success.
  • The best thing is if you can come from it as your own authentic voice.
  • Josh ensures a new blog post is released daily on a franchise or franchise-related topic.
  • Josh’s virtual assistant pushes his content out via HootSuite, which is an automated system.
  • Once you have a lot of content, it’s important to keep a social media calendar of what is going out when.
  • Not all content has to be yours; content curation is a great way to share too.
  • Avoid the minutiae, do the things that are driving the $500 an hour ideas, and not the $5 an hour ideas.

 

Hearing it from Your Audience

  • The legal business isn’t always a recurring revenue model, which puts people in the mindset of chasing.
  • The best source of new clients come from the people you’ve already worked with.
  • Clients will tell you what is working, what isn’t, and where you need to improve.

 

Online Vs. Offline

  • Don't put all your eggs in the online basket.
  • Getting out and meeting people offline is important too.
  • People want to work with attorneys who are local. It’s much easier to work within your own immediate local network than it is to go online.
  • Putting yourself ‘out here’ takes time both online and offline. Both have success.
  • You have to have a marketing thought process, as well as an endpoint in the game.
  • Ask yourself, ‘How do I get there, and what is the easiest path?’ Then reverse engineer it.

 

Online Referrals

  • People who reach out and haven’t been referred are more of a’ long tail proposition.’
  • Josh has decided to make online products that are more educational, so people can decide whether or not they want to use his services.
  • The online world is very different in the onboarding process and ultimately getting a client.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Indy Franchise Law

Franchise Euphoria Podcast

Josh@indyfranchiselaw.com

 

Aug 17, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews John Fisher, who is a medical malpractice lawyer in New York State. John is an entrepreneur who has an insight into running a solo law firm and in 2013 won the National Marketer of the Year award as presented by Great Legal Marketing. John is the author of several books including The Power of the System and How to Get Your Law Firm’s Website on the First Page of Google. During the show, Sam and John discuss the basic elements of marketing, the importance of outsourcing, writing a book, and how producing a hardcopy newsletter can change your business. 

 

Main Questions Asked:

  • Tell us about The Power of the System and how it can be used.
  • What do you say to the attorney who thinks they are too busy to write a book?
  • What is the thought process behind sending out a hardcopy newsletter?
  • How are you putting the newsletter together?
  • What are your top resource recommendations?

 

Key Lessons Learned:

  • Attorneys view work as ‘technicians’ and that if lawyers are good, everything will fall into place but it doesn’t work that way.
  • The wealthiest lawyers aren’t necessarily the best but rather the ones that understand law is a business.

 

Marketing

  • The best cases are via lawyer referrals as they are prescreened for merit.
  • Lawyer-to-lawyer and word-of-mouth marketing is golden yet the most neglected part of marketing in the law.
  • Most attorneys are willing to capture new clients that cost 3-5 times as much than providing value to their current clients.
  • Learn marketing and start implementing one small thing at a time, which could be a newsletter or speaking at an event.
  • Nobody is going to recognize you as an authority or celebrity in your market. You have to go out there and take it.

 

The Basic Elements Of Marketing

1. Specialize: If you’re not an expert, then you’re a commodity. If you’re a commodity, then people won’t hire you unless you’re the lowest cost.

2. Marketing: The people that do the best allocated 50% of their time to marketing.

3. Outsourcing: Companies such as Call Ruby and Legal Intake Professionals help systematize your business. However, know that you can’t outsource your core competency.

 

The Power of the System

  • This book is the nuts and bolts of how to run a law firm and includes templates, emails, retainer agreements, and policies. 
  • Running a law firm is not just the technical aspects but also managerial and entrepreneurial.

 


Writing A Book

  • Attorneys should focus on finding a niche and creating themselves as an authority.
  • Having a book that is written for your target market is the ultimate business card.
  • If you are creating content on your website, then you already have content for a book.
  • It costs around $2K for a self-publishing company to produce your book.

 

Newsletters

  • Only 5-10% of people received e-mail newsletters, and many end up in the spam filter. However, a hardcopy newsletter has staying power.
  • Most lawyers’ emails are screened by their team, so newsletters don’t always get passed along.
  • Your goal should be to get in every county Bar Association in your local region within 60-90 miles. Solicit their editorial staff and offer to write articles for their monthly newsletter.
  • Generic newsletters will end up in the garbage, so it has to be you that generates the content.
  • John personally sets aside 3-4 hours monthly to write the copy, then sends it to the graphic designer.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Ultimate Injury Law

The Power of The System

Call Ruby

Legal Intake Professionals

Delivering Happiness  

Advantage Media

Help Without Hassles

Infusionsoft

Blick Digital    

jfisherlawyer@gmail.com

jfisher@fishermalpracticelaw.com

Aug 10, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Joan Sotkin, who is an author, coach, and business woman and has helped thousands of people understand why they do what they do with their money, and alter their financial behavior. Joan is the founder of the popular website Prosperity Place and author of Build Your Money Muscles. Her passion is helping people improve their relationship with money and themselves.

 

Main Questions Asked:

  • Describe going to Debtors Anonymous and your feelings of being applauded.
  • What are the common diagnoses of problems amongst entrepreneurs?
  • If I want to learn basic financial skills, where do I start?
  • What can a person do to change their emotional relationship with their money and themselves?

 

Key Lessons Learned:

Family Origin & Financial Issues

  • Our family origin issues affect the habitual emotions we develop and the decisions we make.
  • It is common for people to express their shame through money.
  • The reason people have financial problems is that they feel alone and disconnected.
  • The base of most of our dysfunctional behavior is the human need for connection.
  • The history of how we were touched as a small child will effect our business and financial life.
  • Someone who was touch deprived is often an under-earner.
  • One of the ways humans touch each other is with money (appreciation).
  • When you are touch deprived, you keep touch away because you don’t know how to deal with it.
  • If longing for touch is your habit, then that translates into longing for money.

 

Money As A Symbol of Relationships

  • Pay attention to the beginning part of your life to see the emotional habits that developed early.
  • Certain feelings you develop through your early life will act out through your business and finances.
  • When you are saying, ‘I need more money,’ you are actually saying, ‘I need more people.’
  • How you deal with money is how you deal with your relationship with yourself and others.
  • Whenever you hear yourself longing for money, ask yourself what you are really saying.
  • When you get to the emotional foundation of how you are approaching life, it is going to make a huge difference and make it easier to want to take care of your money because then you’re taking care of yourself.

 

Problems Amongst Entrepreneurs

  • Financial fear happens regardless of how much money is in the bank or how much is coming in.
  • Fear stems from worrying about running out of resources, which is a basic human fear.
  • Financial fear means you are always in the future and afraid of ‘what will happen when…’
  • Focusing on the present is about learning how to recognize what you are feeling.
  • “I haven’t reached my income potential” is one of the most common problems Joan sees.

 

Basic Financial Skills

  • Write down income and expenses (you don’t have to be good with numbers, just data entry).
  • QuickBooks is a bit too complicated in the beginning, so start with Quicken.
  • Money is one of the biggest tools for personal growth and development as it reveals our values and feelings. Look at the feelings and the money.
  • Ask yourself, “What is my money telling me?”
  • Money is just a bunch of numbers and doesn’t have anything to do with who you are.

 

Change You Emotional Relationship With Money 

  • If every time you look at your bank balance you feel shame, then that is your response to that stimuli.
  • Your goal is to be able to look at your money from a more detached point of view and realize it is just a number.
  • We have beliefs that lead to thoughts that lead to emotions. It is our emotions that inform our decisions and our behavior.
  • Out emotions are the bridge from our internal to external selves. 

 

Recognize, Release, and Replace

  • Recognize: The first step in the process of change is awareness and to recognize the kinesthetic experience of their emotions.
  • Release: Can be as simple as expressing the feeling.
  • Replace: What does satisfaction feel like? Teach yourself the feeling you want to experience, and shift yourself into a different state and replace the negative with the positive. 

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Prosperity Place

Build Your Money Muscles

Joan Sotkin

Healing Your Financial Shame (free)  

 

 

Aug 3, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Carmen Torres, who has more than twenty years experience creating equitable and safe collaborative workplace environments for both employers and employees. Carmen has successfully helped small to mid-size businesses establish reliable and stable human resources departments. Her approach involves a 360-degree analysis of human resource functions that result in job descriptions, policy procedure manuals, training and development, employee retention, and employee communication. During the show, Sam and Carmen discuss how law firms can improve their human resources departments and align for success.

 

Main Questions Asked:

  • What does a Human Resources Coordinator or Manager do?
  • What is an I-9 file?
  • What is the best resource for basic HR materials?
  • How does one know what HR documents are necessary?
  • What organization audits HR departments?
  • How do you figure out what kinds of HR problems a company has?
  • What are common problems you regularly see employers have difficulty keeping track of?
  • What are practical tips for terminating an employee?
  • If an employee is driving me bonkers, can I just get rid of him?

 

Key Lessons Learned:

 

HR Basics

  • A human resources representative is someone who manages all employee files.
  • If the company offers benefits, the HR representative becomes the employee contact.
  • An I-9 is the form required to determine whether an employee is eligible to work in the USA. This is required to be completed within 24-hours of the employee being hired.
  • New hire orientation packets include the employee application, background checks, emergency information form, and offer letters.
  • The offer letter provides the employee start date, salary or hourly rate, position name, who they will be reporting to, and the official hours of employment. 
  • Employee evaluations and requests for time off are examples of documents that would be kept in the personnel file.

 

HR Audits

  • The Department of Industrial Relations is the department that audits HR in California. This is the Labor Commissions Office, which is also known as the Division of Labor Standards Enforcement. This department was established to adjudicate wage claims, investigate discrimination, and enforces labor codes statutes.
  • Each state is different but has their own agency to do investigation on such matters.

 

Diagnosing HR Problems

  • The best way to start is to analyze where the business is and determine how long the business has been in operation, the number of employees, and current documents on file.
  • Creating an employee handbook is an important step for employers to provide so policies can be made clear on things such as vacation, sick days, and benefits.
  • Carmen recommends organizations doing ‘self audits’ on HR so a plan of action can be constructed.

 

Common HR Problems

  • A lot of employers don’t know how to deal with employee relations matters.
  • Employee relations issues can include communication between an employee and a supervisor or conflict between employees.

 

Tips for Terminating an Employee

  • Determine if other corrective actions have already been provided to the employee.
  • Provide a timeline of when management has spoken to that particular employee regarding that situation.
  • The employee needs to be aware and understand where they are at fault and have a timeframe to correct the behavior.
  • A plan must be provided outlining actions they must maintain in order to continue with employment with the organization.
  • If you decide to get rid of an employee, you need to consider their age and if the reason you are getting rid of them could be misconstrued or looked at as retaliation.
  • As an employer, you have the right to terminate an employee at anytime with or without notice, but it is in your best interest to always look at the records before making any decisions.

 

Prescription for HR Success

  • If you put in place the appropriate HR management steps from the beginning, as your company grows, you won’t have to go through a major revamp as you’ll have been doing it the right way from the beginning.
  • If employees are not open to making changes, you need to be ready to make immediate decisions.
  • It’s important to address issues when employees come to you about one individual.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Carmen on Facebook

My HR Specialist

Carmen@myhrspecialist.com

 

 

Jul 27, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Ernest Svenson, who was a practicing attorney in commercial litigation for a large New Orleans law firm. Ernie is adept at being a ‘paperless lawyer’ and gave up his partnership after twenty years to start his own solo practice. Ernie has since gone on to teach lawyers how to dramatically cut their overhead, boost profits, and use tech-savvy materials.

 

Main Questions Asked:

  • What is the first step for a lawyer who wants to go paperless?  
  • Is Paperless Chase your main focus?
  • What hardware do you recommend for an attorney who wants to go paperless?
  • What are the common diagnoses of problems you are seeing with new clients?
  • What are problems you see with the scanning and digitization of automation of an office?
  • What are your prescriptions for solutions and success?

 

Key Lessons Learned:

Going Paperless

  • Take stock of what it means to be ‘paperless’ and get a clear realistic idea.
  • The key is to not become obsessed about getting rid of all paper, but rather to look at the paper you have and realize that most of it makes you inefficient and inhibits your flexibility.
  • Keep the paper that makes you comfortable and learn how to manage your cases in digital form.
  • People already have a high skill level in managing digital documents, they just have to take the momentum and leverage that.
  • Living in the information age means that you can find information quickly, process it, and don’t lose track.
  • If you digitize your information, you can automate it and compress it.
  • Printing on paper isn’t bad. It’s only bad if it’s the only thing you know how to do.

 

Steps

1. Digitize documents (scan or create a PDF). 

2. Create a system and manage documents. 

3. How good are you at managing information when it is in digital form?

 

Recommendations for Hardware & Software  

  • ScanSnap by Fujitsu (comes with Acrobat for Windows users).
  • Adobe Acrobat (standard or professional).
  • Free Adobe Reader.
  • Power PDF by Nuance.
  • Adobe Echo Sign service is a paid monthly service.
  • EFax.
  • HelloFax.

 

Diagnosis of Problems & Solutions

  • Don’t be impatient and take on unnecessary challenges such as trying to do it too quickly.
  • Start slow with one case or matter and work on it from the moment it comes into the office.
  • Start adding new people and new matters slowly.

 

Keeping Things in Paper Format

  • Just because you choose to keep documents in paper format doesn’t mean you aren’t going to scan them and put them into your system too.
  • Ask yourself, ‘what is going to make my life easier?’
  • Try to find areas where you are spitting out paper in an inefficient way and going backwards. It is legal to sign documents digitally.

 

Prescriptions for Solutions and Success

  • Get good at managing PDFs.
  • Everything will be digital, so get good with technology in general.
  • If you aren’t good already, don’t be afraid to get tech training for yourself.
  • Don’t scan closed files.
  • Change your engagement letter, even if you are not going to become paperless for a year. You will want to know if your client has given you permission to keep the information in digital form.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Paperless Chase

Text: 33444 (get the free guide)

 

 

Jul 20, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Alison Pena, who is a principal Affluence Catalyst. Alison works with entrepreneurs, business owners, and professionals by providing ongoing accountability, support, and training in the art of affluence. She is a speaker, entrepreneur, and has a book on the way called Unlocking the Affluence Code. During the podcast, Sam and Alison discuss mind shifts and reframing, data mining, and why people don’t make the money they should.

 

Main Questions Asked:

  • What is an affluence catalyst?
  • What is an affluence wheel?
  • What are the prescriptions for purpose driven people to do better with their own business?
  • What are the practical things you recommend to newer clients?
  • What kind of data are we looking for to provide clarity and who should become our avatar client?
  • How do you help business owners find more time?
  • What resources do you use on a regular basis?
  • How does health play a role in what you are trying to achieve?
  • What tips can help mind shifts?

 

Key Lessons Learned:

  • As an affluence catalyst, Alison starts with the client and who they perceive they are in order to figure out how to work on their business.
  • If who we are in our business is congruent and aligned, then everything works better.

 

The Three Lenses

  • Who you are and how you interact in the world will determine how successful certain strategies are.
  •  Everybody sees and interacts through three lenses:

 

1. Purpose

§  When people are focused on their work and it is going well, then their life falls into place easily.

§  People with purpose make money easily because they understand goals and work well within structure.

 

2. Love

§  When the one-on-one connections are good, then everything works.

§  Focus on developing relationships and tend to give exceptional customer service.

§  These ‘Love’ people would have a large referral business as they nurture people who give them referrals.

 

3. Charity

§  These ‘Charity’ people are about community and see their entire business as an ecosystem.

§  This involves looking at how the people are networked.

§  Charity people often become the ‘go-to’ person for what people need and can build their business as being a resource.

 

Reasons People Don’t Make the Money They Should 

1. Mixing the value or sense of your own worth with the value of what you offer.

§  You won’t make enough money because the mindset is off.

 

2. Marketing to the wrong people.

§  Figure out which communities you care about.

§  Typically, your clients are the people and places you are most passionate about.

§  Align who your clients are with how much you want to get paid.

§  People choose clients from their passion or their pain.

§  Mine the data from your own life and work to see who those people are who you should serve.

§  Those clients will come to you easier as you are speaking their language.

 

Data Mining

  • The clearer you are about what you want, your milestones, and your end goal, the better you can serve your client and yourself.
  • Look back into your own personal business history.
  • Our whole life is a series of tweaks and assessments.

 

Finding More Time

  • We should only be working in our ‘sweet spot’ as soon as we can afford to do that.
  • Virtual assistants assist with the small things that take away from the focus of your business.

 

Health

  • If you are not well, you are out of business if you are a solopreneur.
  • Mine the energy from your goals and celebrate each milestone.
  • Pausing and celebrating produces a burst of energy to reach the next milestone.

 

Mind Shifts & Reframing

  • Know the business you love.
  • We think that our success or failure is about circumstances outside of ourselves, but that is disempowering
  • We need to interact with the circumstances outside of ourselves, but know it’s not ‘them,’ it’s ‘us.’
  • Most of us know what we need to do; it’s all about getting out of our own way to do those things

 

Unlocking the Affluence Code

  • The door has a key, and it can be opened.
  • People who are struggling with surviving don’t have bandwidth for anything beyond themselves and their family.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

 

The Affluence Code

Virtual Freedom (book)

 

concierge@theaffluencecode.com

Jul 13, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Kevin Jans, who spent sixteen years on the government side of federal contracting and in 2001 formed Skyway Acquisition Solutions. Kevin is a speaker, podcaster, and is the author of Save Your Time. During the show, Kevin explains what government contracting is, how to source them, and common problems and solutions for new businesses entering the market.

 

Main Questions Asked:

  • What is a contracting officer?
  • What are you now trying to do with Skyway Acquisition Solutions?
  • Who is your avatar or client?
  • How does a small law firm get started?
  • What are common diagnoses of problems you see in the work you are doing?
  • Tell us about your Save Your Time book.
  • What are the solutions to the common problems of businesses entering the market?

 

Key Lessons Learned:

  • The government is the biggest buyer in the world and will continue to be for the foreseeable future.

 

Government Contracting

  • A contracting officer is someone who is constitutionally authorized to sign government contracts and spend our tax dollars. 
  • A Government Contracting Officer signs every contract that is more than $3.5K.

 

How to Find Government Contracts

  • Understand the importance of targeting and knowing what your ‘weight class’ is.
  • Research using the available resources to find out your target reachable market.
  • Go to USA spending Spending’s website and put in the keyword ‘legal advice,’ and you’ll see what kind of opportunities are available and what companies have won contracts.
  • Kevin suggests focusing only on your state.

 

Small Business Set Asides

  • For every type of business there is a threshold, which is based on the number of employees or the amount of revenue. 
  • Companies that have less than 500 employees are considered small businesses.
  • Accounting firms that do less than $7M revenue are considered small business.
  • Large businesses need to sub-contract out a small portion of their work to small businesses.

 

Difference Between Commercial and Government

  • Businesses not understanding what their target market is. 
  • Understanding the relationship process, aka the 80/20 ruleRule.
  • When being hired on the commercial side, it comes down to 80% relationships and 20% is the process.
  • The For the government side, 20% is relationships and 80% understanding the process.

 

Solutions

  • Spend time thinking about how well what you do matches what the government buys.
  • Choose your targets wisely.
  • Decide if you want to be a prime contractor, subcontractor, or through a GSA schedule.
  • What your business does makes a difference in how you are going to have an entry into the government market.
  • Small Business Innovation Research is good for research and development companies.
  • Understand what your entry point is, focus on that, and choose three target agencies.
  • Figure out the right industry days and conferences to attend as well as who are the right program managers to spend time contacting.
  • Government contracting is fraught with ‘shiny objects,’ so it is important to niche down to something specific.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Skyway Acquisition Solutions  

Contracting Officer Podcast

Save Your Time (book)

USA Spending

Federal Procurement Data Systems Next Generation

http://contractingofficerpodcast.com

http://skywayacquisition.com/connect

Jul 6, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Adam Hommey, who is the founder and creator of Help My Website Sell, which assists entrepreneurs in launching their products, services, books, and building conversion funnels. Adam is a mentor, and teacher, and provides solutions in order to help convert website visitors into prospects and customers. He simplifies the internet marketing technology for his clients. During the show, Sam and Adam discuss the website auditing process, what clients look for in an attorney’s website, and how to write and launch your book.

 

Main Questions Asked:

  • How do you go about diagnosing in terms of what is right and wrong with websites?
  • Explain what you mean by, ‘attorneys are targeting the right people.’
  • Talk about driving traffic and getting people to come to your website.
  • What do attorneys need on their websites?
  • Talk about attorneys having authority through writing a book.

 

Key Lessons Learned:

  • Some attorneys websites ‘toot their own horn’ rather than addressing client.
  • Just because you have a website doesn’t mean that is the only thing you are going to use for your marketing.
  • Being persistently consistent creates top of mind awareness.

 

Website Auditing Process

  • Audience targeting – Is your message addressing the right people?
  • Are you addressing your audience?

 

What People Look for in an Attorney’s Website

  • Clients are looking at attorney sites to see certifications, awards, and if they are a ‘super lawyer.’
  • How easy is it to get a hold of an attorney in their office and book an appointment?
  • Blogs where questions are actively answered.

 

What Should Be on Your Website

  • Phone number.
  • Information that provides piece of mind.
  • Sense that this is an established attorney.
  • Examples of media interviews such as TV and print.
  • Address FAQs as well as questions you wish clients would ask up front.

 

Search Engine Marketing

  • Think about what people naturally type into Google, e.g. “How do I beat an out of state New York speeding ticket,” and name your content accordingly.
  • Set yourself up as an authority and niche down as far as you can go.
  • Answer all the frequently asked questions you can think of.

 


YouTube

  • This is a great way to draw visitors to you who are ready to receive your message.
  • To optimize a YouTube video, it’s about the title, description, and extra text inside the description that all have the key phrase.
  • Keep YouTube videos short with 3 points.

 

Traffic to Website vs. Visitors to Webpage

  • ‘Traffic’ can be random, whereas visitors are prequalified.
  • What you are looking for are visitors who are prequalified, prepped, and pumped.

 

 

Writing Your Book

  • Write outlines of what you want to cover.
  • Source 8 podcasts to be featured as a guest on and get interviewed on each of the 8 topics you want to cover.
  • Pay someone to interview you and record it on Instant Teleseminar.
  • Provide the podcasts and teleseminars to a transcriber.
  • Once transcribed, your content becomes an editing and transition job rather than writing a book from scratch.
  • Get a proofreader to clean up your draft.
  • Have a book designer to make a nice cover.   
  • Submit to Amazon CreateSpace.

 

Launching Your Book

  • Do a targeted campaign to get as many people to buy your book in the shortest period possible.
  • During the launch, have a promotion where people can have the book for free as long as they pay shipping and handling.
  • This project isn’t about getting a major book deal but rather about getting more clients and positioning you as an authority in your niche.
  • People will perceive that you have a popular book available and people have read it.
  • A book makes you more likely to get booked as a guest on various media outlets.
  • Every time someone buys your book, it puts them in your customer database.
  • The cost for each book is around $5.75.
  • A good price to charge for shipping and handling is $6.95 so you are getting paid $1 for every lead.
  • Book launches often have a unique website.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Business Creators Radio Show

Help My Website Sell   

MagiScript

Jun 29, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Tom Schwab, who is an experienced entrepreneur, writer, and speaker. Tom empowers entrepreneurs and small business owners to use digital tools to build a scalable automated sales and marketing machine that delights not only the customers but also the business owners. Tom runs the Inbound for E-Commerce agency, which helps to develop high potential customer rates and implement inbound strategies.

 

Main Questions Asked:

  • What are the problems you typically see when you meet with a new client?
  • What are some of the strategies you talk about with clients?
  • What are some of the other ways you recommend to stand out from the crowd?
  • What tools do you recommend for your clients?

 

Key Lessons Learned:

  • Figure out who you want to market to, how you want to engage them, and what you want to say to them.
  • Attorneys are business people who happen to practice in the area of law. The job is as a sales person to supply a good quality service.
  • We are all in e-commerce as we are trying to attract visitors and turn them into customers and delighted advocates.
  • Regardless of whether you are a lawyer, brick and mortar store, or online, the strategy remains the same.

 

New Client Problems

  • New clients are often confused in how to use the tools and get progress.
  • Clients know they can work hard, are smart, and have the tools, but they just need a plan and strategy to put it all together.
  • The first question is, “What kind of customers do you want?”
  • Figure out who your ideal buyer persona is.
  • The person you want to focus on is the person who is so happy that they go out and find you more customers.
  • We all know in our gut who the negative buyer persona is and the customer that we don’t want.
  • Too often we get crazy customers because we market to them.
  • When you know who you are going after, it makes it clear as to what social media you need to be on.

 

Demographics, Psychographics, and Avatars  

  • Figure out your avatar client. Put a name to it, demographic and psychographic, and do everything you can to get thousands of that type of person.
  • Once you have the avatar, you will know ‘who’ you are serving.
  • The demographics is what the census bureau knows about you (age, income, marital status).
  • The psychographics are the things that your best friend knows about you (where you get your information from, how you make your decisions, what influences you’re your desires and aspirations).

 

Strategy

  • Stand out from the crowd. How are you going to differentiate yourself?
  • We buy from people we know, like, and trust. This comes from someone connecting with us.
  • Content is a great way to connect such as via video, blogs, and podcasts.
  • Automation should help and amplify us, not replace us.
  • Content, be it putting up simple videos where your customers are, e.g. Facebook.
  • People are searching Google and YouTube looking for answers. If you have the answer, then you’ll get the trust.
  • If you start to stand out, you’ll be seen as the leader and authority.
  • How can you identify your customer, connect with them, then start to serve them in order to build trust.

 

Stand out from the Crowd

  • Content is King, but context is God. Make sure whatever you do focuses on who you want to connect with.
  • Any content should be written from a person to a person and have a next step or call to action.
  • Find out where your buyers are and what kind of content they like. Test out the engagement.
  • Answer the questions that people ask you. If one person asks, then others will search too.
  • Your customers and Google want fresh content.

 

Tools

  • We have great tools, so if we understand how to use them, they can amplify what we do.
  • Where do you want your business to go? Look at the tools and see how they can support you in getting there.
  • Content Management System (CMS) – This can be a website on WordPress.   
  • Communication System – MailChimp and Constant Contact. This allows you to capture information when someone fills out a form.
  • Analytics – Google Analytics. Measure and find out what works and what doesn’t. What gets read the most and where are people spending the most time.
  • Amplification – From social media. Be aware where your customers are.
  • A more expensive tool won’t make you better; it will simply amplify what you do.
  • Assess what the tools can do and how they fit in your life.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

TM Schwab

Inbound for E-Commerce

Fiverr

SpeakwRite (app)

Jun 22, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Dr. Ken Nedd, who is a practicing medical doctor, an international keynote speaker, and bestselling author of The Power Over Stress. Dr. Nedd treats stress-related disorders in one-to-one clinical settings and corporate settings. He is a highly sought after expert in the areas of stress and happiness and during talks about managing the body and the mind.

 

Main Questions Asked:

  • What are some of the common diagnosis you see amongst attorneys that come to you with regards to stress and anxiety?
  • What is stress?
  • What are stress solutions for lawyers?

 

Key Lessons Learned:

  • In a recent study of 12,000 employees from 105 professions, lawyers ranked number one in the area of depression, anxiety, and stress.
  • 63% of lawyers are stressed and a lot report ‘major stress’, which is a lot higher than the general population.
  • It is okay to aggressively do your job, but there are also mechanisms by which to still have a life and not be stressed. 
  • Physical symptoms depend on the physiological weakness.
  • Job hours per week is a predictor of job stress, which has to do with heart attacks.
  • Women who work for female lawyers and work more than 45 hours a week are 5 times more likely to get sick and report stress.
  • No amount of success in your professional life can make up for failure in your health. So as you work and put in the hours, know that you are working to create a great life and happiness.
  • If you constantly work and worry, your body will become inflamed, which effects memory and the propensity to develop cancer.

 

What Is Stress?

  • Everybody is talking about stress but few people understand what it really is.
  • Stress is the way one responds physiologically when the circumstances they are faced with are beyond their ability to cope.
  • Human beings are the only animals with the capacity to focus awareness inwards on the body as well as outwards.
  • Perception is the gateway to stress.

 

Stress Solutions for Lawyers

This is the basis of autogenic training that assists in resisting the pressures of life from harming the coronary arteries and the immune system. Do the following to create the habit over a 30-day period:

 

A) Arousal

  • When you feel tension coming on, survey your body for arousal.
  • Watch your arousal and lower the tone of the sympathetic nervous system.
  • Look at what’s happening, make a fist, tense your body, and feel it.
  • Take a breath through your nose, hold it, and as you breathe out release the tension.
  • Relaxation is not something you ‘do’ but rather something that you ‘allow’ to happen.
  • Focus is about following one path until you reach success.

 

B) Breathing

  • Breathe in a way to relieve your stress.
  • Breathing in slowly through your nose, hold it for 3 seconds, then breathe out through your mouth.
  • Use your mind to feel the tension out of the body.

 

C) Physiology

  • When you’re stressed, the blood moves away from your arms and legs. This is where the term ‘cold feet’ comes from.
  • Use the mantra, “My arms and hands are heavy and warm.”

 

D) Decide

  • Decide you are going to be happy no matter what.
  • Happiness is a decision so decide to be happy.
  • A study spanning 50 years showed that people who lived long are:

i) Are very committed to what they do

ii) Exercise

iii) Have emotional competence (happiness)

 

Happiness

  • Happiness is the antidote to stress, and has biochemical consequences.
  • If you don’t want to smile, just twist your mouth upwards and you will get the same affect as if you were smiling on your own.
  • If you are happy, your brain will function better.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Dr. Nedd

60 Second Stress Solutions For Lawyers

Power Over Stress

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