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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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The Law Practice Doctor - Podcast
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Sep 5, 2016

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews Theodore Monroe. Theo is specializes in copy infringement and trademark litigation while representing merchants, payment processors, and banks.

 

Main Questions Asked:

  • Who is Theo Monroe?
  • How long have you been with your law firm of Theodore F. Monroe?
  • What is the match list?
  • What’s involved with the trademark and copy infringement work?
  • Are there ways for payment companies to mitigate their risks?
  • Do you have specific recommendations for payment companies?

 

Key Lessons Learned:

Internet Payments

  • There are a lot of things that can go wrong when transacting over the internet, chargebacks, leaked or hacked info, and more.
  • Payment law clients usually involve large online merchants or banks, rarely the consumer.
  • There isn’t a library of case law for this area so it’s a new area of the law.
  • Most clients are derived from referrals from past clients and people that know you.
  • Position yourself as the expert of whatever niche you choose to focus on.
  • Visa and MasterCard keep a list of merchants that they don’t want to do business with.
  • It’s important to look for multiple revenue streams within the niche you’ve chosen.

Litigation

  • The internet and nation wide nature of the companies that utilize it makes practicing law more complicated. Sometime you’re working in multiple jurisdictions.
  • The majority of cases occur in Federal court.
  • The main kinds of lawsuits are contract disputes

FTC Laws

  • Many young, aggressive marketers get in trouble by making claims that may not be true.
  • Asset freezes are a common tactic of the FTC at the beginning of a lawsuit.
  • Payment companies are being targeted by the FTC if they are processing for shady merchants.
  • Payment companies need to vet their merchants and review them on a regular basis. Errors and Omissions Insurance would be a good investment as well.
  • Cases are usually civil but can become criminal as well.

Payment Companies

  • Get good insurance from a reputable broker.
  • Deal with your contracts in an honorable manner, read them and keep them.
  • Most disputes are determined by who has leverage, not who’s right or wrong.

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

monroe@tfmlaw.com

Aug 29, 2016

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews Mims Driscoll. Mims is a trauma informed yoga specialist and has been practicing in the field of spiritual direction for the last twenty years. She’s the CEO and founder of Living Mangaliso.

Main Questions Asked:

  • Who is Mims Driscoll?
  • What is exactly Living Mangaliso?
  • What are the pillars of Mangaliso and how do they interact with each other?
  • How do these principles apply to the corporate world?
  • Are there specific movements in Living Mangaliso’s yoga that helps with trauma?
  • Do you customize the program for certain people based on their needs?

Key Lessons Learned:

Mangaliso

  • Zulu for “You are an an amazement”.
  • Focuses on yoga and yoga healing and helping people work through physical trauma.
  • The three components of yoga are to focus on our bodies, breath, and awareness.
  • Be able to embrace silence, we are almost always surrounded by noise.
  • Mangaliso is about empowering the people involved.
  • You have to evaluate your limiting beliefs and deal with why you don’t feel amazing.
  • There are five components: Recovery, Discovery, Exploration, Expression, and Expansion.
  • We need to learn to trust ourselves, our voice, our expression.

Productivity

  • Mangaliso and yoga encourages movement and proper posture.
  • Better posture leads to better productivity and an empowered state.
  • Pause during the work day and take a moment to adjust your posture, breath, and place your feet on the floor.
  • Find a place once a day to yell and deeply express yourself.
  • However many times a day you are comfortable with, pause and breath. Three deep breathes.
  • Stopping mid day allows you to reset and recover and that will increase your ability to execute afterwards.
  • Give yourself permission to take time and focus on you and resting and recovering.

Yoga

  • Traditional yoga thought is to exhaust the person in order to seek stillness in the final pose.
  • Living Mangaliso yoga focuses on a restorative method and slow movements combined with breath work.
  • It’s about giving permission to people to slow down.
  • Focus on health and wellbeing is important, it will make you a better employee or CEO.

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

Livingmangaliso.com

Living Mangaliso on Facebook

Aug 22, 2016

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews Frank Klesitz. Frank is an entrepreneur, real estate investor, marketer, and CEO of Vyral Marketing. Frank started his own marketing firm in order to build up and acquire leads for his fitness training business.

Main Questions Asked:

  • Who is Frank Klesitz?
  • What kinds of things should you do to simplify lead generation?
  • Why do you focus on education?
  • What are some of the problems your clients often have?
  • How does a marketing plan help with client retention?
  • What happens when a client contracts with you?

 

Key Lessons Learned:

Marketing

  • Frank found himself wasting a lot of money marketing to strangers to build his fitness training business.
  • Instead of constantly marketing to a cold audience, Frank began building a database and then building relationships.
  • Lead generation is the most important thing you can do.
  • Be the trusted resource.
  • Educate your audience and then add a call to action to turn them into customers.
  • Get your service and knowledge into some form of media and get it out to your database.
  • Filter your list and follow up with the people who click on your links.
  • Focus on whatever media type works best for you.
  • Marketing is more than just offers, you have to bring value via education first.
  • Educating your audience gets people to trust you.
  • It’s easier to book clients with a seminar where they learn something than where they expect to be sold to.
  • There’s no such thing as over communicating, communicating builds good relationships which helps with client retention.
  • You want to be the preeminent advisor in your space.

Lead Generation

  • Seeds - basically your referrals, they take a while to grow and flourish.
  • Nets - videos and media you put out to a wide audience.
  • Spears - going after a specific target that could use your services.
  • Having a mix is good but Frank likes to focus on Spears.
  • Build a list of highly qualified people that have given you permission to stay in touch with them.

Building a Plan

  • Your database of contacts needs to be consolidated. Create a spreadsheet of all your contacts and upload them to an email responder.
  • Grow your list, ask for permission to stay in touch after every conversation. Get the email address.
  • Schedule time to record to simple educational videos, post them online, and the pull the data of the people who watched the video.
  • Contact the people and ask if they are interested in knowing more or using your services.

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

Getvyral.com

1.800.323.9974

Aug 15, 2016

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews Lewis Landerholm. Lewis began his law career as a part-time clerk for an attorney during law school, when he confirmed his passion for family law. Motivated to make his mark on the world, Lewis founded his practice right out of law school and continues to seek new, dynamic ways to foster positive change in the lives of his clients. He has eight years of upper management experience giving him business management skills that are integral to the continued success of his firm. Lewis holds a bachelor’s degree in economics and a minor in business from University of Oregon. He received his juris doctor degree from Willamette University.

Main Questions Asked:

  • Who is Lewis Landerholm?
  • Do you get any training about how to run a law firm while in school?
  • Why did you start your own firm?
  • Did you have difficulty managing the growth of your firm?
  • How do you plan for your firm’s future?
  • Do you have specific metrics that you measure?
  • How do you stay on top of payments?
  • Why did you develop a second law firm?

 

Key Lessons Learned:

Running a Law Firm

  • Law school often leaves out the business side of running a law firm.
  • Due to necessity, Lewis had to open his own firm rather than pursue a position elsewhere.
  • He began with bankruptcy and family law and focused on family and matrimonial law because of client demand.
  • Understanding exactly why you chose law is the best way to figure out which field to focus on.
  • Having push incentives in addition to pull incentives is a good recipe for success.
  • Hire someone specifically to work with clients so they understand the costs involved and the payment schedule. They should keep in communication with the clients often.
  • Cash flow is always a challenge, you have to make sure invoicing is on time and be aware of upcoming expenses and income.
  • Affordable Family Law is the do it yourself option for people who want legal advice but may not want to hire a full time lawyer. It came out of a realization that a lot of the side effects of your primary work can be turned into something valuable.

Marketing

  • Lewis focused on online marketing instead of traditional marketing early on.
  • Online leads tend to be cheaper when compared to traditional marketing.
  • Video is a good medium to build trust and for convincing prospects to move through your funnel.
  • If a client asks a question, that’s an opportunity to create a video.
  • The ability to communicate via technology has majorly impacted the design of workspaces including the acoustic and lighting aspects considered.
  • Testing the effectiveness of your marketing efforts is important.
  • Understanding the avatar of the clients you want to work with is how you figure out where to market.

Growing the Firm

  • Certain revenue thresholds and tracking which tasks you can do yourself is how you figure out when to hire.
  • Block out your time on your schedule and focus on the high value activities that only you can do.
  • Working with a coach can be useful for deciding what projects to focus on and which path to pursue.
  • You can get the biggest growth in your firm by working with someone who has been where you want to be.
  • Lewis works with a business coach as well as a financial coach.

Metrics

  • Tracking your marketing and sales metrics is vital to success.
  • Lewis tracks revenue numbers, the number of active clients and cases, as well as conversion numbers.
  • InfusionSoft for internet marketing, QuickBooks and Cleo for the case management.
  • If you aren’t measuring your metrics you might as well not spend your money.
  • Test your options before committing.

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

lewis@landerholmlaw.com

Give Lewis a call: 503-227-0200

http://www.landerholmlaw.com/

Jul 11, 2016

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews Ken Baker. Ken is currently serving as the member of the Gensler Management Committee and is the co-managing principal of Gensler South East Region. Ken is a globally recognized expert in workplace design and planning and has designed over 10 million square feet of office and institution workspace.

 

Main Questions Asked:

  • Who is Ken Baker?
  • What do you mean by workplace design and planning?
  • How is today different for law firms compared to twenty years ago?
  • What is your experience with the different perspectives between the traditional way of doing things and the way millennials want to work?
  • What are firms doing to attract new legal talent?
  • What should firms be doing to help adjust to the trend towards collaboration?
  • Do firms need less space now?
  • Has technology like video conferencing changed the way law firms operate?

 

Key Lessons Learned:

Designing Workspace

  • Having an understanding of the structure of a building influences the design of the interior of the building.
  • Inside out design is where the interior and what the space needs to be determines the exterior of the building.
  • Workplace design is about analyzing what the average end user is looking for. It goes beyond offices with windows and is more about the efficiency of the space, ergonomic issues, as well as trends in technology.
  • Trends in design include the focus space, the collaborative space, learning space, as well as the social space. The correspond with four different modes of working.
  • Design is moving away from a traditional modular style of office space.
  • The number of secretaries per lawyer is going down because of the average law graduates technological skill set.
  • Considering the future needs of the law firm is important to considering the design of the workspace today.
  • Allowing people a choice of place to work is a trend in workspace design today.
  • Gensler benchmarks the changes and effects their designs have had to the businesses they have served.

 

Traditional Vs. Modern

  • Firms are moving towards workspace design that accommodates the new way millennials want to work.
  • There is more focus on the needs of the business instead of the traditional way things have been done in the past.
  • Law firms tend to favour the focus mode but the emerging trend is moving towards collaboration which is growing in importance.
  • The average number of square feet per attorney has gone from 1000 to 650 in the last fifteen years due to technology making the work more efficient with a smaller footprint. The space is mostly being invested in other areas.
  • The ability to communicate via technology has majorly impacted the design of workspaces including the acoustic and lighting aspects considered.

 

Building Collaboration Space

  • A firm’s design should focus on ubiquitous technology in the workspace. Wifi should be widely available, plug and play options, areas that you can collaborate without interrupting the focused work.
  • Access to natural light is important and making the interior space comfortable and pleasant to work in.
  • Space that isn’t client facing can be made more casual.
  • Beverage and food options where lawyers can escape and decompress and return to work refreshed.

 

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

kenneth_baker@gensler.com

Gensler.com

Jul 4, 2016

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews Dave Frees. Dave runs several companies including Success Technologies and Business Black Ops. His experience has exposed him to leaders, communicators, and influencers from across the world. He uses his experience to teach leadership, sales and marketing, and influence to his audience.

Main Questions Asked:

  • What is enhanced communication?
  • What are force multipliers?
  • How can attorneys apply force multipliers in their practice?
  • How do you manage to do everything you do and also practice law?
  • What kind of team do you have working with you and how did you build it?

 

Key Lessons Learned:

Enhanced Communication

  • Science is giving us a better idea why certain communication strategies work over others.
  • Disagreeing right at the start is the wrong approach to negotiating.
  • There are certain steps you can take to change someone’s opinion or position.
  • Start with agreeing with them and presupposing the change.
  • Pique their curiosity by asking them what would it be like if the opposite of their position was true.
  • This method, influence instead of persuasion, is more in line with our biological way of thinking.
  • Persuasion is manipulation like all communication. It’s the tactics we use to change the way people think. Influence is persuasion combined with trust that you have the person’s best interest in mind.
  • Most people don’t have a deep understanding of what they want and so when asked, tend to lie by omission.

Marketing

  • Successful marketing involves asking your audience constantly for feedback.
  • More information allows you to better serve your audience and customers.
  • Even when you know what someone may need you may not be able to give it to them.
  • Experts tend to take for granted about how much they know that they forget how the client feels about it.
  • Proposing a solution has to be done in the language of the client.

Force Multipliers

  • A force multiplier is a technology or technique that allows you to achieve much more with fewer resources.
  • You can take strategies and techniques from other areas of life like the military and use them in your business and marketing.
  • Gathering intelligence on what your client’s are interested in via social media and using that to customize the way you communicate with them is a force multiplier.
  • Technology like a client relationship manager is a powerful way to create a better connection with your existing clients. This increases the odds of them referring you to new clients.
  • If you find yourself saying that you have tried something and it didn’t work, reassess, you probably haven’t.

Blocked Time

  • Dave sets aside a block of time each day for him to work on his business instead of in it. It typically involves activities that are on a high, strategic level.
  • If you want to achieve you need to set aside time for yourself and be strict about your schedule.
  • Do the small things each day, and over time you will achieve things that would seem insurmountable at the start.
  • Start your thinking from where you want to be and work backwards.

Building a Team

  • You can’t do everything on your own nor should you try.
  • Building a team you can trust to make intelligent decisions frees you up to pursue strategic plans.
  • Take responsibility and train your team for leadership.
  • Hire slow and fire fast. Do a pre-hire assessment and a post-hire assessment.

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 Black Ops

Dave Frees on Twitter

David Frees on Facebook

The Language of Parenting

Abundance by Peter Diamandis

Extreme Ownership

3 Days To Success

The Slight Edge

May 23, 2016

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews Aiden Kramer. Aiden is a solo practicing lawyer focusing on business transactions and estate planning. Producing videos on YouTube has been a major driving force in the growth of her practice.

 

Main Questions Asked:

  • How did you get into creating videos for YouTube?
  • What are some mistakes people make in their marketing?
  • How do you come up with the ideas for your videos?
  • What is the process you go through to upload your videos?
  • Do you do any keyword research to figure out what search terms to focus on?
  • How do your videos incorporate into your marketing plan?
  • Do you track and analyze the statistics for your YouTube videos?
  • How much of an impact has video marketing had on your law firm?

 

Key Lessons Learned:

Internet Marketing, Blogging, YouTube

  • YouTube is less crowded for lawyers than other possible channels.
  • Blogging increases the odds of you being found on search engines like Google.
  • Videos are an easy, fast way to discuss a topic and connect with your viewer.
  • It takes a while to become proficient with video production, but if you put in the work you will see results.
  • Don’t get intimidated by the process, it’s easier than it looks.
  • Once the video has been uploaded, you should promote and share it to drive views.
  • The more views a video has in the first couple of days of being posted, the higher YouTube will rank the video.
  • Pinterest and LinkedIn are others places to post your video content that can drive views.
  • 70-80% of Aiden’s clients find her online through her video marketing efforts.

 

Video Production

  • Create an account on YouTube and Google+.
  • Invest in the equipment you need, your computer’s webcam and microphone will work when you’re just getting started.
  • Good audio can make up for substandard video quality.
  • Lighting can be tricky when recording video. Use extra light/block extra light to try to even out the recording.
  • Cell phone cameras have improved a lot in the past few years and are fully capable of creating high resolution videos.
  • Video content doesn’t have to be complicated to work well and drive results.
  • Video marketing can create a connection with your viewers before you ever meet them in person.
  • Write an accurate description for your video while trying to keep in mind what your potential clients will be searching for.
  • Write as many relevant tags for your video as YouTube will let you.
  • Editing the closed captioning of your video can help with SEO as well.

 

Inspiration

  • Questions your clients ask you make for great content.
  • Once you begin producing videos, the comments are another great place to find new ideas.
  • Snapchat is a relatively new app that works well for reaching your followers and asking for feedback.
  • Searching in Amazon is another good source of ideas, chapters in books you are searching for are great for finding long tail keywords.

 

Video Editing

  • Windows Video Editor (PC) is a viable option for editing simple videos. iMovie for Macs is the alternative.
  • Fiverr.com is an easy and inexpensive way to outsource video editing.

 

Keyword Research

  • Use Google Keyword Planner to discover what keywords your clients are searching for.
  • Use those keywords in your video title, description, and tags.
  • The keyword planner can also help you find ideas for new content.
  • Identify the channels that are driving the results you want. Focus your resources on what works.

 

Tracking Metrics

  • YouTube stats can show you valuable information about how your viewers are interacting with your video.
  • You can use tracking to find out which content resonates and what you should focus your efforts 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

Google Keyword Planner

Long Tail Pro

aiden@aidenkramerlaw.com

AidenKramerLaw.com

All Up In Yo Business

May 16, 2016

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews John Skiba. John has practiced law for the past 13 years, he’s also a blogger and a podcaster and focuses on law practice management and marketing.

Main Questions Asked:

  • Was there anyone you looked to for inspiration when it came to marketing your practice?
  • What are some mistakes people make in their marketing?
  • Is it more important to create quality content or more frequent content?
  • How do you track the results of your marketing efforts?
  • What are some of the resources you use in your solo practice?

Key Lessons Learned:

Marketing

  • Marketing has changed drastically in the last 10 years.
  • Technology and the internet is the new way to market.
  • Content marketing is a great way to market and build a practice.
  • Model the marketing efforts of attorneys who are getting the results you want.
  • Marketing is all about getting people to know, like, and trust you.
  • Give value in your content and you will build trust and authority.
  • Many attorneys don’t really understand what they are getting into when it comes to marketing. Do some research and test the process before spending a large amount of money.
  • You will make mistakes, the trick is to learn from your mistakes.
  • Be genuine and human in your marketing, create an authentic connection with the people you are trying to reach.

Video

  • Creating videos is one of the most effective ways to market your practice.
  • Invest the time into figuring out the setup, it’s definitely worth the effort.
  • Don’t project your beliefs and habits onto the market. Just because you don’t consume video content, that doesn’t mean you future clients don’t as well.
  • Producing video is a great way to create a connection between yourself and a potential client.
  • Video content can pre-sell your practice.
  • Video allows your client to get to know you ahead of time and builds their confidence that you are the right choice.

Blogging

  • Blogging has driven major results within John’s practice.
  • Longer articles are more effective than shorter ones.
  • Really dig into the question you are trying to address. Your content should be the answer the user is looking for.
  • Quality content is what people and search engines like Google want.
  • Write your article from the perspective of your reader.
  • Your content should benefit the reader and help them answer their questions.
  • Writing is a chance to convey empathy and connect with the client.

Social Media

  • Facebook and Twitter are powerful platforms for reaching new clients.
  • Your Facebook page should focus on helping your readers rather than just promoting your practice.
  • Paid ads on social media are an inexpensive way to target the exact people you want to see your ads.
  • Edgar is a useful tool for driving traffic to your site and recycle your content.

Tracking and Analytics

  • Tracking your most important metrics gives you the feedback to improve.
  • Analytics will show you what is working and what isn’t.
  • Google Analytics is a great free tool you can use to understand your website traffic.
  • Identify the channels that are driving the results you want. Focus your resources on what works.

Resources

  • Assistants can be overwhelmed with work and calls. Ruby Receptionist is a service that can make sure your office doesn’t miss a call from a potential client.
  • Lexicata is a software that tracks people as they come into your office and helps you identify the practice areas that are driving the most revenue. It also tracks conversion rate and helps with follow up.
  • Rocket Matter takes care of the billing and client information.

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

Jdblogger.com

john@jdblogger.com

@johnskiba

MeetEdgar

CallRail

Avvo - Lawyernomics

Ruby Receptionist

Lexicata

Rocket Matter

May 9, 2016

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews Tamarra Causley Robinson. Tamarra is a certified coach that helps people live with purpose right now. Tamarra has worked in the corporate world for the past 25 years, 20 of those years with one of the largest professional services firms in the world.

Main Questions Asked:

  • How did you come to realize that your life needed to change?
  • How does someone figure out what they really want?
  • What does it mean to actually coach someone?
  • What are some common reasons that people come to you for help?
  • How do you work with clients to figure where they should go from here?
  • How does confidence fit in to how you coach people?

Key Lessons Learned:

Lifestyle

  • Being successful at work can sometimes be at odds with living your life.
  • High achievers often work unconsciously, focused on success without thinking about things like family.

Understanding Yourself

  • People often have a hard time admitting that they don’t know how to change.
  • Look to your past to see where you found joy in your life.
  • An extra 15 minutes each day can be the small win that can create big changes.
  • You are you’re own worst critic.
  • You need to find a balance between achievement and appreciation for what you’ve accomplished.
  • Celebrate your small wins.
  • Maintain a positive atmosphere in your life and try to eliminate or minimize negativity.
  • “Comparison is the thief of all joy.”
  • Other people often see things in you that you can’t see yourself.
  • Focus on your work rather than the possibility of failure.

Coaching

  • Coaching is helping people understand where they are and where they want to be.
  • A coach helps you in every area of your life.
  • They ask questions that make you think about the way you live.
  • A coach can help you take your “game” to the next level.
  • Compete against yourself instead of someone else.
  • Journaling can reveal what you really want.
  • Physically writing can be more powerful than typing.
  • Find a close friend that you can actually talk to about what you want. Saying it out loud is very different from saying it in your head.
  • Focus on creating value and giving, you will tend to get back more in return.

Common Problems

  • People typically compare themselves to others without taking stock of what they have already achieved.
  • High achievers feel like spending their time on themselves can cost them professionally.
  • People lose the passion for their work. Without the support of family or friends that they can share with, they can feel lost.
  • Your perception of others can minimize how you feel about your own achievements.

Confidence

  • Building confidence can be done in many different ways.
  • Affirmations, saying positive things about yourself out loud.
  • Facing your fears directly and finding they aren’t as scary as you thought can be life changing.
  • A common fear is public speaking, conquering that can be a major confidence builder.
  • People sometimes feel that if they aren’t confident in one thing, they aren’t confident in anything.
  • If you see someone doing something you want to do, ask them how they got to where they are.
  • Put your problems into perspective, the biggest problem you’re facing is likely pretty small in the scheme of your life.

Final Tips

  • Figure out where you are and where you want to be, then take the first step.
  • Don’t compare yourself to others, compete against yourself.
  • Take the time to celebrate your achievements.
  • Start journaling, you may learn something about yourself you did not expect.

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

Confidence From the Inside Out Workshop

Call Tamarra: 1-609-238-2874

Dare2doitnow.com

May 2, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews The New York Times bestselling author Kevin Kruse, who is a reformed serial entrepreneur. Kevin is a speaker and podcaster, and has built and sold several multi-million-dollar technology companies. During the show, Kevin and Sam discuss time management, the secrets of high-achieving, ultra-productive people, to-do lists, living from you calendar, block scheduling, avoiding procrastination, notebooks as a tool for legacy, and the importance of morning routines.

 

Main Questions Asked:

  • Why is time management so important?
  • What are the secrets of high-achieving, ultra-productive people?
  • What is the best way to avoid procrastination?
  • Do the people you interview have similar routines?

 

Key Lessons Learned:

To-Do Lists

  • Ultra productive people don’t use to-do lists.
  • 41% of things we put on our to-do lists we don't do at all.
  • To-do lists are where important but not urgent things go to die.

 

Living From Your Calendar

  • Successful people live from their calendar and schedule everything.
  • Take everything on your to-do list and choose a date, time, and duration and transfer it over.
  • Even checking e-mail and taking breaks is on the calendar.
  • We can’t really manage time, as we have the same 1440 minutes per day, but we can manage our energy, focus, and attention.

 

Block Scheduling

  • Work through the day in ‘working jam sessions,’ where you are all-out on one task without interruptions, then go into a short break.
  • The most well-known technique is called the Pomodoro Technique, which suggests we work in 25-minute blocks with a 5-minute break.
  • The front part of our brain known as the prefrontal cortex is like the CEO of our mind and controls decision-making, logic, and impulse control. This runs on glucose, which burns faster the more we are taxing our minds.

 

Avoiding Procrastination

  • Know what your most important task of the day is.
  • 20% of people are chronic procrastinators, where it interferes with personal happiness and careers.
  • Procrastination is sometimes a cognitive defect, where we can’t estimate time well. However, for most of us, it is a behavioral issue, where we choose a more pleasurable task now and put off the less pleasurable task.
  • To cure procrastination, you need to time travel and do battle with your future self.
  • Your future self is the enemy of your best self.
  • The best way to understand procrastination is to understand all the excuses you will make and the triggers that will make you slip up, and deal with them ahead of time.

 

Notebooks

  • These are part of our legacy.
  • It is, however, important to get ideas out of your mind and on to paper, so a notepad is a great idea to use and then transfer to the calendar.
  • Use your notebook as an opportunity to give back and complete your thoughts for those who will follow you.

 

Morning Routines

  • When you wake up, you are already 1-2% dehydrated.
  • Ultra-productive people don’t skip breakfast and know food is fuel.
  • Exercise in a way that will give you immediate benefit and a better day.
  • 20 minutes of light cardiovascular exercise will oxygenate our brains in a way that allows us to make better decisions and focus. 
  • Achieve more by becoming more, not by working longer. 
  • Doing your morning routine will give you a more productive day.

 

Energy Management

  • Without energy, you won’t be productive.
  • This starts with staying hydrated. Most of us are mildly dehydrated throughout the day; that has an effect on brain function.
  • Take your body weight and divide it in half, which is the number of ounces per day you should drink. E.g. A 200lb person needs to drink 100oz. of water.
  • Food is fuel, so eat the right food and not the wrong carbohydrates in excess.
  • Sleep quality is better than sleep quantity, so maximize deep sleep.
  • Caffeine may not keep you awake, but it will prevent you from going into a deep sleep.
  • If you dream a lot, then you are in shallow sleep.

 

Resources:

How to Increase Performance and Profits Through Full Engagement

15 Secrets Successful People Know About Time Management 

Extreme Productivity Podcast

Master Your Minutes

Text: Achieve to 44222

Apr 25, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews communication strategist Lee Caraher, who is the CEO and President of the PR and digital marketing firm, Double Forte. During the show, Sam and Lee discuss common issues, LinkedIn, websites, professional photo shoots, and working with millennials.

 

Key Lessons Learned:

Common Issues

  • People are spending money but not seeing results.
  • Competitors are out maneuvering, but have a lesser product.
  • Businesses want to do it all themselves and think it’s easy, but aren’t getting results.
  • Hiring interns who don’t do a good job.
  • People feel they can get services cheaper online.

 

Realities

  • What used to work no longer works, and if you aren’t online, you don’t matter.
  • Start at the bottom. It can’t just be a LinkedIn page with no photo and where you went to school.
  • The first piece of being credible is being where those other people and services are.

 

LinkedIn

  • Pay for the monthly fee for the professional service.
  • Get a professional photo taken that indicates to who you want to serve and that you are the person who should indeed be serving them.
  • Build out your profile.
  • Join law groups that are affiliated with your industry.
  • Give examples of cases, not clients.
  • LinkedIn will tell you what you need to add, and you should shoot for 95%.

 

Website

  • You and your firm must be online with a professional looking website.
  • Always opt to post on your channel, as you own it.
  • You can use Square Space, Wix, or buy a good template.
  • Buy professional stock photography from sites such as iStock Photo.
  • Remain consistent across all media including the website, Facebook, Twitter, YouTube.

 

Professional Photo Session

  • When you have your profile picture session, choose 15 photos to use across your media. This will give consistency.
  • Take 3-4 sets of clothing to your photo session.

 

Create a Group on LinkedIn

  • If there are no groups in your area of expertise, start one yourself and invite lawyers into your private group.
  • This will position you as an organizer of colleagues.
  • Ensure you are posting on LinkedIn in a relevant way at least 3 times a week. This could be your content or curated.
  • Provide relevant information that you have personally vetted.

 

Creating Your Own Posts

  • Posts should be 600-800 words and always think about the graphic. 
  • Look at your billing receipts and what you get paid for. Write posts related to those topics.
  • The pro tip on going to page 10 of iStock Photo is that you’ll find images that are less commonly used by competitors.

 

Search Terms

  • Think about what terms are associated with what you specialize in doing that someone who is looking will use when searching.
  • Who were your last twenty clients, and what did they call you for?

 

Surveys

  • If you give your readers a survey, make sure to report back so people know you listened.
  • Be direct and ask clients, “Where are you struggling right now?”
  • If you solve the struggle, you will be the outlier and known for going above and beyond.

 

Handwritten Cards

  • Send 5 handwritten cards to clients or newsletter subscribers every week.
  • Making a personal touch doesn’t have to be difficult, but it takes time.

 

Millennials and Management

  • The oldest millennial will be 40 in 4 years.
  • If you have a business without a millennial working in it, your business will end soon.
  • The Millennials and Management book is about the myths of working with millennials, faulty stereotypes, and setting expectations.

 

Resources:

Lee Caraher

Double Forte

Millennials and Management (book)

Apr 11, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Scot Malouf, who is a litigator with more than 10 years’ experience in commercial claims, construction litigation, and insurance matters. He joins Sam on the show to discuss the growing field of electronic and social discovery.

 

Main Questions Asked:

  • What is E-discovery?
  • How should people understand E-discovery, and what should they be asking for?
  • What are the tricks for locating party and witness information?
  • Who are the people coming to you for assistance on their projects?
  • How do you approach E-discovery when a judge isn’t familiar with it?
  • What should people focus on when it comes to presenting E-discovery information while using it most effectively?
  • What other social forums should people be looking into?

 

Key Lessons Learned:

E-Discovery

  • Discovery and e-discovery are now one in the same. All the records that at one point would have been in paper documents are now in electronic format.

 

What to Ask For

  • How do we defensively, legally, ethically not do things?
  • Who is involved in this case, and what systems did they use?
  • Are you taking company data off-site (from work computer into personal cloud accounts)?
  • Tally up how much data there is.
  • What types of data exist?
  • Assume there will be problems, and build that into your schedule.

 

Practice Focus

  • Plaintiff personal injury bar
  • There are a lot of laws about preservation and data mapping.
  • Clients are creating a lot of data but don’t have traditional tools that the IT department and data director does.
  • Commercial litigation bar
  • All companies are creating and using a lot of data.
  • Employment
  • Lawyers constantly use LinkedIn, but is it surprising how clients use it.

 

E- Discovery Universe   

  • Facebook: Personal injury matters.
  • LinkedIn: Employment matters.
  • Chat: Instant messaging such as Slack is becoming important in the workplace.
  • Chat is the new water cooler, so there is a lot of informality and authenticity. This backfires, as it is now searchable.

 

How to Be Most Effective

  • Don’t get bogged down by volume, thinking presenting more is better.
  • Similar to all evidence, weave it into your story. Focus on what you are really trying to tell.
  • Try to avoid on-paper, and instead create PowerPoints or show it live.

 

Social Forums For Marketing

  • Attorneys are focused on using social platforms to talk about cases; however, platforms are excellent for listening.
  • Social media is your chance to see the community and what issues they are talking about.
  • How are people talking about their issues, and what terms are they using?
  • Spend time on platforms where prospective clients are.
  • If you speak a foreign language or serve a community that has overseas connections, see what foreign tools they are using.
  • Periscope: Forces attorneys to shed perfection.
  • Twitter: Local media is still accessible on Twitter. 
  • Pinterest: Predominantly female audience. 
  • Social platforms can be industry-specific, as well as generational.
  • Always measure the quality of the website and know how they work.

 

Avvo

  • This is an online legal services marketplace that offers on-demand legal advice through an Avvo advisor.
  • Understand what questions you want customers asking and how are they being responded to?
  • If you claim your Avvo profile, you are ethically responsible for what is put up there.
  • There is a digital code that you can place on your website that shows your rating.
  • The platform brings clients in, but you always want a direct relationship with the client and have them turn directly to you instead of having Avvo bring them to you.
  • If Avvo manages the relationship, and the terms change, then this could be an issue. Always build your personal list.

 

Resources:

Scott Malouf

Avvo

The Social Media Ethics Guidelines

Social Media Jury Instructions Report

Apr 4, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews David Ward, who is an expert in the area of marketing and building a profitable practice and using technology to advance the law firms position. During the show, Sam and David discuss marketing, referrals, thinking in terms of clients not cases, systematic follow up, lifetime value of the client, lawyer to lawyer referrals, and website essentials.

 

Main Questions Asked:

  • How do you go about building a referral network?
  • Talk about systematic follow-up after a referral is made.
  • What are common problems lawyers are coming to you with?
  • What is the first step?

 

Key Lessons Learned:

Referrals

  • Think in terms of clients not cases.
  • When you make the referral, always have marketing in your mind to acquire the lead.
  • Stay involved in the process once you have referred a client to another attorney, and follow up to ensure they are getting the attention they need.

 

Systematic Follow-Up

  • If the referral attorney is new on your list, make sure to check up on them and build a relationship so that when they need someone who does what you do, you’ll be the one that they call.

 

Lifetime Value of a Client

  • Embrace the concept of lifetime value of a client.
  • Think long-term and in terms of clients, as it’s all about relationships with people. 
  • You are building a career and not just trying to make this month’s rent, so the person who pays you $1K today may over their lifetime provide you with business and referrals of $50K.

 

Marketing

  • Advertising is a part of marketing, but advertising is not marketing.
  • Marketing is being able to determine what is actually working for you.

 

Lawyer to Lawyer Referrals

  • Approach this with the mindset that if you help enough people, they will be willing to help you.
  • Do a good job of informing other lawyers of what your ideal client looks like so they can do a better job of recognizing them.
  • Put it in writing and let them know the best way to make that referral to you.
  • Prepare a booklet or letter that outlines the referral system and information, and get it into the hands of attorneys you know.
  • You can also deliver the letter to attorneys you don’t know. This is showing that you can help them by handling existing clients and those that they are turning away.

 

Common Problems

  • Most attorneys don’t like or want to market, and prefer a turnkey solution.
  • Delegating the relationship building isn’t the best way to go about marketing.
  • Many attorneys also don’t want to do a lot of advertising and also need to separate the idea of marketing from advertising.
  • A lot of attorneys don’t like the concept of sales; however, a sale takes place when a client signs up, but that doesn’t mean you’re a sales person.

 

Specialization

  • Clients prefer a specialist.
  • If you have a general practice, you will limit the number of attorneys who will want to give you referrals, as you’ll be a direct competitor.
  • Attorneys also need to specialize in the types of clients that are handled.
  • You can accept clients outside of your niche, but when it comes to targeting clients, where do you network?
  • Work smarter, not harder.

 

The Essentials

  • When someone is referred to you, the first thing they will do is go online and try to find you. Make sure they find information that you have created and not some third party.
  • You must have a web presence that you own, and not on someone else’s platform.
  • Even if you aren’t doing things to get traffic, have a place to send prospective clients and professional contacts so they can learn about you.
  • A simple way to show people what you do and how you can help them is by writing about it.
  • Show examples of people you have helped with the very problems people come to your website are likely to have.
  • Show them, don’t tell them, what you do by having updated content.
  • If you have little time, post a description of the services you offer and frequently asked questions.

 

The First Step

  • Take your calendar and carve out 15 minutes per day to start a marketing related activity.
  • Make this a daily appointment with yourself, and focus on the consistency.
  • Your attitude and results will change. You don’t have to take massive action every day, but you do have to do something consistently.

 

Resources:

 Attorney Marketing

Mar 28, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Andy Paul, who is a trainer, speaker, author, and coach. During the show, Sam and Andy discuss the nature by which attorneys can develop sales techniques to translate into better serving their clients, avatars, block scheduling, providing content, and accountability. 

 

Key Lessons Learned:

Lawyers Sell

  • Regardless of what area of law you are in, you are constantly selling your services and yourself.
  • Part of the challenge is lack of familiarity with the product you are selling.
  • If you are an attorney, then you already understand your product and service intimately, which is a huge advantage.
  • Is your product aligned with what you are selling?

 

Find Your Avatar

  • Define who your ideal client is, and be very deliberate about who that is.
  • Create your persona and define the activities you need to do in order to find those specific clients.
  • Type the data into Google images and find a photo of what that would look like as a person so you can see your ideal client.

 

Target Your Avatar

  • Ensure your plan, strategies, and tactics are written down. 
  • Find out where your avatar is hanging out online, and become part of those groups and conversations.
  • Sales is more about giving than receiving.

 

Talking With Your Avatar

  • When you meet the people, make sure you ask them the right questions rather than talk about yourself.
  • The goal is to build a rapport and have that lead to a point of trust, which at first you hope will lead to them revealing their legal needs.
  • You want to understand the industry the person is in and what challenges they face on a day-to-day basis.

 

Block Scheduling for Business Development

  • You don’t have time in your day NOT to do sales.
  • Don’t handle the $10/hour work when you can handle the $10K/hour work.
  • Block out time in your calendar for developing new business.
  • Block scheduling, and work on one task for a specific time without interruptions.
  • Developing new business needs to become a habit.

 

Common Problems

  • The negative stereotype of sales people is that they are persuading people to do things they don’t want to do.
  • The correct perspective on sales is that you are providing a service that people need.
  • If you have the attitude that lawyers are service providers, then what you are doing is making people aware that you offer the service.
  • Reach out to people confidently and assertively. They might not be a prospect today, but if you create a positive first perspective, they will remember you when they have the need for legal services.

 

Providing Content

  • Solo and small law firms have the luxury to be nimbler in the online world and provide content to prospects via the website.
  • Not all content has to be yours; you can curate rather than create everything on your own.
  • Sharing information that isn’t yours shows you are providing value.
  • Create a Google Alert for keywords, and create articles around found content.
  • Repurpose your content, and use it across platforms.
  • Don’t feel you have to do all this yourself, as you can outsource via virtual assistants.
  • Creating content puts you in the position as being the expert and person people want to go to.

 

Accountability

  • Engage someone to be an accountability resource, whether that be a coach or mastermind. 
  • It is worse to show up not having done the things you said you would than doing the actual task.
  • Investing your money in accountability means your productivity will increase.

 

Resources:

Andy@zerotimeselling.com

619-980-4002

Andy Paul

Accelerate! With Andy Paul (podcast)

Mar 21, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews John Livesay, who is a known as the Pitch Whisperer. John is a funding strategist for tech CEOs, the host of The Successful Pitch podcast, and a pitch mentor for Start Fast. During this episode, Sam and John discuss the importance of storytelling, power connecting, common networking issues, storytelling structure, branding for small firms, and how to successfully pitch. 

 

Main Questions Asked:

  • What does it mean to be a power connector?
  • What are the standard problems you see with clients in terms of networking?
  • How do you set up the storytelling structure for people that you work with?
  • How can smaller law firms create their own brand to combat bigger organizations?
  • How can someone go from bad to good to great, when it comes to pitching?

 

Key Lessons Learned:

Storytelling

  • Regardless of what you are pitching, you need to tell a story.

 

Power Connecting

  • Top three questions to ask if you want to be a power connector:
    • How can I help you?
    • What advise do you have for me?
    • Who else do you know that I should talk to?
  • You have to give two things before you can ask for anything.
  • If you are a lawyer and only hanging out with other lawyers, then you aren’t really expanding your network.
  • Network with people in non-competitive categories.

 

Common Networking Issues

 

Confidence

  • Define who you are and the problem you solve.
  • Ensure your elevator pitch is conversational, short, and distinct.
  • The key to confidence is success, and the key to success is preparation.
  • The more empathy you show, the more likeable you are.
  • The goal isn’t to get rid of the butterflies in your stomach, but to get them to fly in formation.
  • In order to improve your confidence, write down your moments of certainty.

 

Storytelling  

  • Think about stories relating to your life that are relatable and compelling.
  • All stories have a structure, genre, and lesson.
  • Once you start telling a story instead of making a speech, you relax, as you don’t have to force it.
  • If you tell a story where you are vulnerable, it allows people to relate to you.

 

Structure

  • Good storytelling has three elements:

1. Exposition: Who, what, where, when, and why?

2. Problem.

3. Solution or outcome.

  • It is always great to have conflict in the story.

 

Branding

  • In order to be successful, you have to find your niche. 
  • Define your set of values, who you are, and what you stand for.
  • If you try to be all things to all people, then you are nothing to everybody.
  • Who you say no to is more important than who you say yes to when you are looking at taking on new clients.
  • Focus on being a progressionist, not a perfectionist.

 

The Pitch Whisperer

  • You have to be aware and address the unspoken questions people have while they are listening to you pitch.
  • Work on your content and have a clear, concise, compelling message that is easily understood.
  • Ensure your pitch and content are unique to you and not generic.
  • Work on the pitch delivery.
  • Remember that people buy you first, then the company, then the service.
  • Connect emotionally with your audience, and back it up with content.

 

Resources:

john@johnlivesay.com

Text FUNDING to 66866 to get free PDF

Selling Secrets for Funding

The Successful Pitch Podcast

Start Fast

How to Be a Power Connector (book)

Mar 7, 2016

Nakia Gray is an attorney and business consultant, and is committed to helping others create their own economy through branding, marketing, and passionate entrepreneurship. She is the CEO and founder of Nakia Gray Legal, and during this episode of The Law Practice Doctor with Sam Gaylord, Nakia discusses virtual law firms, creating your situation, the importance of ‘why,’ the pursuit of happiness in law, technology used in a virtual law firm, and how to think like a brand and not like a lawyer.

 

Main Questions Asked:

  • What do you mean by “the importance of ‘why’?”
  • How have you defined a virtual law firm?
  • What kind of technology do you use in your practice?

 

Key Lessons Learned:

Create Your Situation

  • Nakia wasn’t able to find the right situation for herself, so she created it.
  • The key to success is constant education.
  • Proximity is power, when you put yourself in the position of being surrounded by likeminded people.
  • If you are the smartest person in the room, you are in the wrong room.
  • When you make the first leap, the answer might not be in front of you.

 

The Importance of ‘Why’

 

  • Your ‘why’ is why you truly do what you do.
  • If the answer to your ‘why’ is for the money, then you need to start over.
  • Money is not enough to sustain you through the ups and downs of entrepreneurship.
  • It is because of your ‘why’ that you won’t quit when you want to give up.
  • For many, the ‘why’ is quality time with your family.

 

The Virtual Law Firm

  • This is a law firm that exists on the internet and leverages technology to deliver legal services online.
  • This involves servicing clients without them physically needing to be present at the office.
  • Virtual law lends itself to different practice areas.
  • There is also scope to have a virtual component to existing practice areas.
  • Nakia handles business matters in intellectual property, copyrights, and trademarks for entertainment professionals and E-Commerce.
  • Estate planning doesn't lend itself well to being virtual.

 

Entrepreneur Mind-Shift

  • Find what drives you. This will allow you to produce great work for whomever you are representing.
  • Take the entrepreneurial mind-shift and be prepared to lose clients that aren’t a right fit, but ensure they land somewhere safe.
  • If there was nothing stopping you, what would you do?

 

Technology Used

  • Online scheduler.
  • Virtual paralegal.
  • 17 Hats: Client booking and management tool.
  • Zoom: Video conferencing.
  • Asana: Task management system.

 

Think Like a Brand, Not Like a Lawyer

  • You don’t have to solve every problem in your business; you can outsource.
  • When you do the slightest thing that is different or better by way of the ‘Disney’ experience for your clients, they will refer you.

 

Resources:

Think Like a Brand Not Like a Lawyer

Nakia Gray Legal

NGray@NakiaGray.com

B School

Simon Sinek TED Talk

Abundance (book)

17 Hats

 

Feb 29, 2016

Joshua Latimer helps small business owners understand the power of business systems and automation. In this week’s episode of The Law Practice Doctor, Sam Gaylord covers the importance of creating systems in business, company architecture, law as a commodity, and focusing on touchpoints.

 

Main Questions Asked:

  • What is important when it comes to the lifecycle of the client?
  • How do you decommoditize your law firm and stand out in a unique way?

 

Key Lessons Learned:

Systems

  • This means being intentional with your business and putting in small, simple, duplicable processes to provide freedom.
  • If you are not making sales, there are ways to make tweaks and to systemize your business in order to engage your clients.

 

Company Architecture

  • Almost all businesses have the same internal structure, which involves the following:
    • The way those clients are sourced.
    • Client conversion.
    • Management of the client lifecycle.

 

Law as a Commodity

  • Even when it comes to attorneys, people buy from those they know, like, and trust, and overall purchase experiences.
  • Law is a commodity in the eyes of the consumer, but it needs to be decommoditized.

 

Focus on the Touchpoints

  • Focus is about following one course until you reach success.
  • What do you do to manage the referrals and relationship?
  • This is from the moment your client first hears about you to the time they do business and refer two of their friends.
  • The entire lifecycle needs to be exemplary.
  • The more you can do to make you and your firm higher level, the more money you can demand and the more freedom you will have in your business.
  • You need to focus on securing the right ‘types’ of clients, and not just any client.

 

Choices & The Slight Edge

  • Every day you make choices about what you want to do.
  • Choose to do something every day that is tiny and easy to do.
  • If you do the thing for 30, 60, or 90 days, look at the achievement. It is significant.

 

Consistency & Lifestyle

  • Being steady and consistent is boring and takes a while, but it produces so much.
  • Craft a lifestyle by building a good team, providing value to clients, and systemize the process.

 

Common Problems

  • People have clouded vision when it comes to their own business.
  • Employee issues.
  • Struggling with the difference between leading and managing people.

 

Leadership

  • You don’t have to be born a leader; it can be a learned behavior.
  • A-type personality and dominating isn’t leadership.
  • Being imperfectly authentic beats a polished sales copy.

 

Joshua’s Top Tips

  • Begin with the end in mind.
  • Carve out with a high level of specificity towards your destination and what you are trying to do.
  • Reverse engineer from your ‘Why?’
  • You have to sell yourself on your own dream.

 

Fail Fast Forward

  • High achievers are often risk adverse, because formal education teaches you to avoid failure.
  • Entrepreneurship is repeated failure.

 

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:

Automate Grow Sell 

Send Jim

Feb 22, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Justin Christianson, who is the co-founder and President of Conversion Fanatics. Justin is a 13-year veteran of digital marketing, having worked on hundreds of profitable campaigns. He is also the author of the bestselling book Conversion Fanatic, and has a knack for finding holes in marketing campaigns and being able to offer simple solutions. During the show, Sam and Justin discuss how to get more out of your advertising, ROI, SEO, getting more leads, micro-commitment, diagnosing problems, campaigns, and the conversion improvement cycle.

 

Main Questions Asked:

  • What do you mean ‘get more out of your advertising?’
  • What are some of the ways to get more leads and customers?
  • What are the similar problems you’ve found in people coming to you?
  • When you talk about campaigns, what are you referring to?
  • Are there certain analytics someone should be focused on?
  • What is the conversion improvement cycle?
  • What is the secret to increasing website engagement?
  • What can I do to improve the user experience?

 

Key Lessons Learned:

ROI

  • In the online space, getting more out of your advertising is about getting an ROI. Put $1 in, and get $1.50 out.
  • Increasing your budget and generating more leads isn’t always the way; you can often cut your customer acquisition cost.
  • ROI is making a positive return on your investment.
  • PPC is pay per click, often seen on website sidebars and involves things such as Google AdWords. You bid for every click.

 

SEO

  • Working on SEO is important, but not the only part and the sole go-to tool.
  • SEO takes time, money, and effort to get ranked, and there is never any real guarantee.
  • Use SEO as support rather than the end point.

 

Getting More Leads

  • There needs to be an education factor, as everyone is competing for a piece of the pie.
  • You need to set yourself apart from your competitors.
  • Lead with the benefit for your client and offer something of value in exchange for the client contact information.
  • The ‘know, like, and trust’ factor is how people make decisions more than the features of the service.
  • People make buying decisions for two reasons: i) Avoid pain, ii) Gain pleasure. The better you can connect with those two factors, the better you will do.
  • Find where people are hanging out and listen to what they are actually saying, not just what you think they are saying.

 

Micro-Commitment

  • Taking a small step and getting a win is often better than shooting for a long form and missing.
  • Ask one question at a time instead of bombarding clients with a huge questionnaire project.

 

Diagnosing Problems

  • Figure out where your visitors are going and where they are falling off.
  • The goal is to get visitors to make the next commitment and take the desired action.
  • 97% of website owners have tracking in place, but less than 30% use it.
  • Your analytics are the window into seeing how people are interacting with your site.

 

Campaigns

  • This is the big picture from the start to the end goal.
  • Where is your traffic coming from?
  • Where does your audience go from there?
  • What is the entire process to get them to the ultimate end goal of lead generation?

 

Analytics

  • What are the most high-traffic pages?
  • On-page time.
  • Bounce rate.
  • Additional pages viewed.
  • Look for commonalities.
  • Heat maps and click maps helps understand what people are doing while they are on the site.

 

Conversion Improvement Cycle

  1. Analyze Conversion Rates
  • This is the people who land and partake in the call to action.
  1. Survey the Market
  • This is if you have an existing customer database.
  • Ask your clients why they chose you.
  • You may not like the answers, but the negative feedback is often the best areas of improvement.
  1. Decode the Competition
  • There are tools that allow us to spy on other people’s marketing campaigns.
  • Leverage what the competitors are doing (don’t steal it).
  • What SEO words are they bidding on, and what do their landing pages look like?
  • Set up a test hypothesis and run a split test to confirm.

 

Increasing Website Engagement

  • Break up paragraphs.
  • People scan rather than read on the internet.
  • You have 3 seconds to capture the attention of a website visitor.
  • Break content up into bite size, consumable pieces
  • Use bullet points and support with features.
  • If you lead with a lot of video, it doesn’t always work on mobile.

 

Improving the User Experience

  • State your unique selling point.
  • Create a strong benefit-driven headline that captures the visitors’ attention.
  • Support the headline with stats and use proof such as a client list of testimonial.
  • Have a strong call to action.
  • Don’t try to give too much too early.
  • Nurture the audience to make a ‘micro-commitment.’

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:

Conversion Fanatics

Conversion Fanatic (book)

Crazy Egg

Feb 17, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Heather Ann Havenwood, who is the CEO of Havenwood Worldwide and founder of Sexy Boss Incorporated. Heather is an Amazon bestselling author, podcaster, speaker, and serial entrepreneur. During this episode, Sam and Heather discuss marketing approaches, the marketing ‘free line,’ consistency of message, why proximity is power, and how being a lawyer and entrepreneur is one in the same.

 

Key Lessons Learned:

Marketing Approach

  • Approach your marketing from an abundance point of view.
  • Provide as much free content as possible without the fear of giving away your services.
  • Your services might not immediately be retained through the provision of free content, but the prospect will remember the value that was supplied.

 

The Marketing ‘Free Line’

  • The marketing ‘free line’ is counterintuitive for humans, but in marketing and sales it is the most positive thing you can do.
  • This is moving the ‘free line’ back to giving information, tactics, and tips.
  • The information marketing overload on the web wasn’t necessarily moved, as the process was content in exchange for an email.
  • The more you move the ‘free line’ back and the more you provide, the more you will attract.

 

Consistency of Message

  • How we consume media has changed, but humans haven’t.
  • The consistency of the message is key, as is the time of the day.
  • The power of email marketing today involves consistent client touching and social media.
  • You can be more frequent than you think, because we are used to it as a society.

 

Proximity is Power

  • Put yourself in a position to know people who can be a mentor and help raise you.
  • Never stay where your presence is not valued.
  • Seek to be uplifted rather than seek approval.

 

Lawyers are Entrepreneurs

  • There are a number of ways to leverage skills and content.
  • Avoid the minutiae and focus on consistency

 

LinkedIn for Lawyers

  • The place to do well in is LinkedIn.
  • Think of it as a long resume, and show you are a human being and not just knowledge.
  • You are doing business with the person, not the law.
  • People do business with people, and they want to trust that you have the knowledge.

 

Common Problems & Solutions

  • The number one challenge people have is getting out of their own way, and not the lack of knowledge or desire.
  • It’s not the action that causes the issue; it's the mindset around it.
  • Not giving yourself permission to fail is not allowing yourself to fail forward.
  • If you aren’t embarrassed by your first project, then you waited too long to release it.

 

Attorney Tips

  • Who is the person you consistently represent, and who is it you want to represent?
  • Reverse engineer and find where they hang out.

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 Havenwood

Sexy Boss (Book)

SexyBossInc

Feb 8, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Gerry Oginski, who is a medical malpractice attorney based in New York. Gerry has been a solo practitioner since 2002 and has created more than 2,100 educational law videos. During this episode, Sam and Gerry discuss video marketing, education-based marketing, providing information in advance, common problems, and the first steps for creating your own video.

 

Main Questions Asked:

  • Talk about how you decided to move into video marketing.
  • What is the advantage of getting information out there in advance of a client coming into the office?
  • Tell us about the Lawyers Video Studio.
  • What are common problem lawyers have when creating videos?
  • What are the first steps for creating videos?
  • Can you create videos using an iPhone?

 

Key Lessons Learned:

Education-Based Marketing

  • This was designed for articles and blog posts, and has migrated to video.
  • Teaching your ideal client and consumer information they need to learn about. E.g. “Three things you need to know if you are injured at work.”

 

Marketing Activities

  • You have an obligation to do the marketing activities you believe will generate calls as a result of your efforts, as long as you stay within your ethical boundaries.
  • It’s hypercritical you have read the rules in your state.

 

Information in Advance

  • You need to get into the mindset of someone searching for an attorney.
  • Referrals are the best way to find an attorney, but for those who don’t have that, people go online and search.
  • What are people looking for, and why? They have a legal problem and need either answers or to learn more about their legal problem.
  • If the attorney can answer the questions of the potential client, it shows that the attorney has the information, experience, and knows what works in previous cases.
  • Offering information and advice is a way to stand out from competitors who handle the same type of cases as you.
  • While clients are looking and learning through your content, they are developing trust with you.
  • An attorney who creates useful information is more likely to generate a call than those who offer a free consultation.

 

Common Problems

1) The mechanical aspect of physically doing the video.

  • This is wholly teachable.

 

2) The content they are putting out online.

  • There is a disconnect between what attorneys think clients want to know and what they actually need to know.
  • Attorneys aren’t focusing on who the video is for and how the message is generating trust with the ideal client.

 

Stop Talking About Yourself

  • Saying how great you are isn’t what drives people to call. Instead, eliminate, “I, me, my, my firm, and our firm.”
  • Your ideal client doesn't care about you, so don’t talk about yourself.
  • Focus on your client and what they need to know.
  • Change the focus, and your marketing message will change.
  • Become a teacher and not a salesperson.
  • Your goal is to teach them before they meet you in person.

 

First Steps

  • Don’t just think about creating a couple of articles or videos, but rather do it on an ongoing, consistent basis.
  • Put aside 15 minutes to write a timeline of every step from the moment a new client calls the office to the very end.
  • The timeline forms the basis for creating content for every piece of marketing you do from now on.
  • Create a video for each segment of the litigation process.
  • Every week, take another 15 minutes to identify each topic area to talk about.

 

Tips for Using an iPhone

  • Hold the phone horizontally, not vertically
  • Don't use the built in microphone. Add a lavaliere mic.
  • Place the phone on a tripod.
  • Clients think the quality of the video relates to the quality of your legal abilities.
  • You will still need lighting, audio, and good images.
  • Start with an iPhone, and see what happens.
  • As you get more proficient, you can always upgrade.

 

Creating Systems

  • Batch-create up to 10 videos at a time; this will allow for advanced scheduling.
  • Drip out the content on a weekly or daily 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:

Great Legal Marketing

Lawyers Video Studio

Gerry’s YouTube

516-487-8207

Feb 1, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Mimika Cooney, who is known as the go-to video marketing expert. She is a TV host, interviewer, videographer, award-winning photographer, and an online marketing strategist. During the show, Sam and Mimika discuss video platforms, getting started, the ‘About Me’ video, tips for shooting, content ideas, and repurposing content.

 

Main Questions Asked:

  • What should I think about if I’m new to video?
  • Talk about using video for creating partnerships.
  • What is the first step in making videos?

 

Key Lessons Learned:

  • When you don’t have anything, you make it, fix it, or create it.
  • If you have a product or service you are trying to sell, you have to put yourself out there regardless of what it is.
  • Give people a reason to connect with you so they can know, like, and trust you.

 

Video

  • 78% of traffic on the internet is now from videos.
  • A lot the technology is now free, so it’s accessible for you to make your own content.
  • You want to make your content look good, but they are staying for you and not necessarily the productions values.

 

Video Platforms

Periscope:

  • App on your phone where your videos are live.
  • This is free and connected to your Twitter feed.
  • This is a one-way conversation, and people can comment, but you don’t see or hear them.

Blab:

  • This is available on desktop computers.
  • This is a free platform where you can have a live video show interact with the audience.
  • The audience can join the conversation, and you can see and hear them.
  • Repurpose your videos and upload to your YouTube channel.

 

Getting Started in Video

  • Know your client avatar and where they hang out.
  • ‘Done’ is better than ‘perfect,’ so at least try and start with a video on your phone.

 

‘About Me’ Video

  • The most visited video on most websites is on the ‘About Me’ page.
  • Video is the next best thing to meeting you in person.
  • Start with the ‘About Me’ video that should be on your website.
  • This video can be as short as one minute.
  • This is beneficial to clients from a psychological standpoint, as they can see you and hear your voice, get an idea of your body language, and see if you connect.

 

Tips For Shooting Videos

  • Always face the light, don't have light behind you.
  • Make sure the sound is good, and buy a cheap lavaliere microphone on Amazon if necessary.
  • If you’re not embarrassed by the first video you do, then you waited too long to do it.

 

Creating Video Content

  • Create a YouTube channel, and direct people there.
  • Online summits are a great way to build your audience by gaining access to other people’s audiences.
  • Create videos on your Facebook page, as they are favoring video.

 

Video Ideas

  • Answer your clients Q&A.
  • Client testimonials.
  • ‘About Me’ video.

 

Repurpose Video Content

  • Create blog posts.
  • Create e-book.

 

80/20 of Video

  • Spend 20% of your time creating the video and 80% of the time promoting it.
  • Repetition is okay, as people are on different platforms and behave differently.

 

Tips

  • Always direct your audience to your website where you own and control all your content.
  • Even though you have videos, you still have to use other strategies.
  • Reverse engineer and know exactly who you are targeting.

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:

Mimika Cooney

Periscope

Blab

Jan 27, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Ty Crandall, who is an internationally known speaker, author, and business credit expert. With more than sixteen years of financial experience, Ty is the CEO of Credit Suite and is recognized as an authority in business credit building, business credit scoring, and business credit repair. During this episode, Ty and Sam discuss the three types of credit, applying for business credit, vendor accounts, alternative lenders, The Fair Credit Reporting Act, and how to fix bad credit.

 

Main Questions Asked:

  • What is business credit?
  • What are the steps to obtaining business credit?
  • How long does it take to establish business credit?
  • What is an alternative lender?
  • Does the entity structure matter when looking to build business credit?
  • Is there a way to fix business credit?

 

Key Lessons Learned:

Three Types of Credit

Consumer  

  • Linked to your social security number and used for mortgages, car loans, and personal credit cards.

Business  

  • Businesses have their own profile and credit score.
  • Every business has an EIN.

Bank  

  • Internal credit the banks have that they use to decide if you are ‘lendable.’

 

Applying for Business Credit

  • Any business can obtain business credit.
  • Leave your social security number off the application.
  • If you include your social security number on the application, you have personally guaranteed that debt.
  • Make sure you have a business address, website, professional email, business phone number.
  • Check your business credit report.

 

Vendor Accounts

  • These are companies that will give you initial credit to buy their products or services.
  • They report to the Business Credit Reporting Agency.
  • These include Uline, Quill, Reliable Office Supplies, and Monopolize Your Marketplace.
  • When you have 5 accounts reporting, you will have a credit score.
  • It takes about 60-90 days to get a score.
  • When you have 10 total accounts reporting, you can start getting real cash credit.

 

The Process

  • Get approved.
  • Use the credit.
  • Pay the bill.
  • It takes 30-90 days to report to the agencies.
  • It takes about 120 days of total time to get the point of getting Visa/ MasterCard cash credit accounts.

 

Alternative Financing

  • This is any type of financing that is an alternative to SBA conventional financing.
  • The issue is that the business space is risky and has a high-percentage fail.
  • Conventional lenders look for your weaknesses, but alternative lenders look for your strengths.

 

Entity Structure

  • Any business looking to build business credit should focus on a Corporation or LLC.

 

The Fair Credit Reporting Act (FCRA)

  • This requires that every item on a credit report meet the following criteria:
  • 100% accurate.
  • 100% timely.
  • 100% verifiable
  • Creditors often don't play by the rules and intentionally manipulate information on the credit report.
  • If you go through the process of disputing any negative items on your credit report with the bureau, 80-90% will often get deleted, as they don’t meet the above criteria.
  • If you have credit issues, focus on writing letters to the credit bureaus and issuers disputing items.

 

Fixing Business Credit

  • Most slow pays don’t get reported unless you default.
    • Get a hold of your business credit reports.
    • Dispute directly with the creditors and credit bureau.

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:

Equifax

Uline

Quill

Dun and Bradstreet

Experian

Monopolize Your Marketplace

Credit Suite (YouTube)

Ty Crandall

Free Download

Credit Suite

Perfect Credit (book)

Business Credit Decoded (book)

Jan 21, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Kenny Nguyen, who is the CEO and Founder of Big Fish Presentations. Kenny’s company specializes in presentation design, consulting, and commercial video production. Sam and Kenny discuss the 3 components of the presentation experience, the 5 things you should have in your presentation, common issues, and actionable tips.

 

Main Questions Asked:

  • What is the ‘experience’ you talk about providing?
  • What are the standard strategies for effective presentations?
  • Are there common difficulties with the presentations when clients come to you?

 

Key Lessons Learned:

The Presentation Experience

  1. Content
  • This is the foundation of your presentation and contains your call to action.
  • All presentations are essentially arguments.
  • What is your message, and how are you going to say it?
  • Questions you ask.
  • Main bullet points.
  1. Design
  • If content is king, then design is queen.
  • Content must be sealed before you work on design.
  • How do you bring the content visually to life where it’s not distracting?
  • Less is more.
  • What are the essential images?
  • One main idea per slide, and one image sells on what the presenter is saying.
  1. Delivery
  • How you say things.
  • People remember the presenter more than they remember the presentation.
  • Body language.

 

5 Things You Should Have in Your Presentation

  1. Opener/Closer
  • Grab people’s attention in the open.
  • Open your presentation with a story, statistic, joke, or video.
  • Develop your ‘likeability’ in the open.
  • How you begin is how you should end.
  1. Flow
  • Set the scene, a.k.a. flow of your presentation, so people can follow along.
  • g. In the next 20 minutes, you are going to learn 3 things.
  • Having flow helps the audience and the presenter.
  1. Tell Stories
  • This is an affective way to build the rapport.
  1. Before/After
  • Research why, what, who, when, and how.
  • Where can the audience find you?
  1. Call to Action
  • Where will your audience go at the end of your presentation?
  1. I) Offer: If you X this, I’ll give you X.
  2. II) Demand: Do this now!

III) Question: What happens if you don't do this?

 

Actionable Tips

  • Before every presentation, find your own ritual.
  • Create suspense within your presentation.
  • When you can give your presentation without your visuals, you know you are ready.

 

Common Problems

  • Complexity is an issue.
  • People have so many things to say, but it needs to be simplified to where people can understand it.

 

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:

Big Fish Presentations

Big Fish Experience (book)

Jan 13, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews John Corcoran, who handles matters in general civil litigation, real estate, and land use, and provides advice and counseling to small businesses. John is a former White House aide, having served during the Clinton administration, and was a speechwriter in the California Governor’s office during the Davis administration. John believes in leveraging the power of personal relationships in disputes. In addition to his law practice, John runs Smart Business Revolution. During this episode, Sam and John discuss entrepreneurship and the law, law as a service business, the conversation list, and learning to network.

 

Main Questions Asked:

  • What were the obstacles you faced in growing your practice?
  • Where did Smart Business Revolution come from?
  • What do you recommend in terms of learning to network?
  • What networking things have helped with your success?

 

Key Lessons Learned:

Law as a Service Business

  • Practicing law is a service-based business, which has three components to it.
  1. Lead generation
  2. Conversion
  3. Fulfillment
  • It’s important to stay above the curve and try to take your skillset to different areas to help generate different revenue streams.
  • Technology is having an impact on different types of careers, and will have an impact on the legal profession.
  • Additional revenue streams allow you to be more selective in the clients.

 

Obstacles

  • The biggest challenge was getting clients through the door when starting out with inexperience and not having a client base to draw upon.
  • John found providing value to senior attorneys in his area to be beneficial to growing his business. Business will flow to the senior attorneys that aren’t a good fit for them.

 

Establishment

  • John found writing to be a great way to establish his name early on such as in the local Bar Association newsletter.
  • Choose one organization that is a good fit, and deepen your involvement. This will be a better use of your time than joining many groups and only being partially involved.

 

Learning to Network

  • If you are having a difficult time at a certain event, then maybe you are at the wrong event.
  • If you continue to go to the same event, don't enjoy it, and it doesn’t produce results, then go to a different event.
  • People who are in your existing network that already know, like, and trust you are great opportunities.
  • Often the solution to networking is reconnecting with those who you are no longer top of mind.

 

The Conversations List

  • These are the 50 people you would like to build or deepen a relationship with over the course of the next 12 months.
  • The list will include past clients, referrals, colleagues, lawyers in your community, and aspirational connections.
  • Attorneys often look at the big picture and get the feeling of overwhelm.
  • If you focus on connecting with one person per day for just 10 minute, by the end of the year you will have reached out to 365 people.

 

Webinars

  • These are a live speech done in an online forum.
  • Webinars allow anyone in the world with an internet connection to attend.
  • This format is cheap and has a scope to scale for a huge audience.

 

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:

Corcoran Law Firm

Smart Business Revolution

Webinar 1K

6 Figure law Firm

Jan 5, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Greg Smith, who is a lawyer turned tech company CEO. He is a teacher, life-long student, and co-founder of Thinkific, whose mission is to make it easy to teach online courses. During this episode, Sam and Greg discuss how to launch a successful online course.

 

Main Questions Asked:

  • How do you transition from lawyer to CEO of a tech company?
  • What do people want to offer communities in the way of courses?
  • What advice do you have for someone thinking about leaving law and switching to business?
  • Is there a methodology you incorporate and go through with clients in terms of getting a course started?  
  • What are the strategies to creating an online course?
  • What are the common problems people come to you with?
  • How do you work with your clients to make sure they ‘just do it?’

 

Key Lessons Learned:

Online Courses

  • The mission of Thinkific is to make it easier to teach online courses.
  • There are so many uses for online courses, and a lot of people now use them for lead generation and client relationship building, in addition to generating revenue.
  • Online courses work well as ‘link bait’ for Google and people to find you, build trust, and value-add.
  • During a live event, there isn’t often a lot of follow-up, but that is actually the key and will lead to the client relationship or the sale.
  • The money isn’t necessarily in the email list, but rather in the relationship you have with the email list.
  • Just because you have a solo law firm and practice law every day doesn’t mean you can’t do different things to help generate revenue for yourself and the firm.

 

Leaving Law

  • You have to plan for the financial side of things and no longer receiving a consistent paycheck.
  • Plan out your budget and double or triple it in terms of when you’ll hit cash flow.
  • Many people launch online courses on the side and get the revenue up to where they are happy before they make the switch from law to business.

 

Getting Started

  • People spend time thinking about structuring the course, but should look at it as speaking at an event and get the content to an hour or two, and deliver to slides via voiceover or film an event.
  • Treat the course as a minimum viable product and get it out into the hands of your clients in order to collect feedback.
  • Regardless of how much time you put into launching your first course, you will want to make changes.
  • Get your course out there and see results quickly in order to improve your next version.
  • If you aren’t embarrassed by your first online course, then you’ve waited too long to release it.

 

Strategies

  • Focus on marketing from the beginning, and think about who you are going to share your course with and how you are going to get it to them.
  • Take the time to develop and do market research on your audience to get an idea of what they are actually thinking rather than what you think they are thinking.
  • Ask people what they want, and do a short survey and quote the time to complete.
  • Surveys should be no longer than 5 questions.
  • Great sample question: “What one thing do you want to learn from me?”

 

Common Problems

Pricing

  • People often aren’t aware of how to price their course.
  • Many give the course away for free.
  • In the legal space, you can look at comparables, as there are quite a few continuing professional development courses.
  • The level of trust you’ve built with the audience has an effect on your pricing.
  • If you have a click ad ‘buy my course’ button, then you have a low level of trust as opposed to longer term email subscribers.

Distribution

  • If you don’t have a distribution list, search for people with one and reach out to them to share with their members.

Self Doubt & Video

  • If you are concerned with the video element, then start with using slides and audio.
  • Use slides with images and simple text, and talk through them.
  • Do practice takes, and once you are comfortable, substitute video.

 

Thinkific

  • Thinkific is all about your brand, your site, your students, your content, and your revenue. Thinkific provides the technology.

 

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:

Thinkific

Getting Started

 

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

Jun 15, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Scott Brenner who is the managing partner of Dylewsky, Goldberg and Brenner. The Stanford based accounting firm specializes in the auditing of municipalities, manufacturing companies and not for profit organizations.  Scott has personally developed and taught curricula at fortune 500 companies and during the podcast discuss what to look for when hiring a bookkeeper, common problems small businesses face, internal controls and reporting. 

 

Main Questions Asked

  • What questions should I ask when looking to hire a bookkeeper?
  • What other resources are good for finding a bookkeeper?
  • What are common problems you see when you meet with new small business clients?
  • What specific internal controls you use in your own practice?
  • Talk about reports and what needs to be in them.
  • What are common guidelines for small companies in terms of getting on the right track?

 

Key Lessons Learned

  • The ‘Quickbooksification of America’ is thinking you can do the accounting but getting bogged down.
  • It costs more to unravel bad bookkeeping than it does to do it right the first time.
  • Stop trying to be everything and be what you’re good at.
  • Scott encourages people not to do their own books in the beginning.
  • Being a professional is knowing when to hire another professional to do something for you.

 

Hiring a Bookkeeper

  • Start by speaking with the accountant/CPA whom does your tax work.
  • Ask questions about the bookkeepers expertise in the software you use.
  • Discuss what understanding the bookkeeper has of the legal industry.
  • Ensure the bookkeeper understands the trust account.
  • Quickbooks has a Pro Advisor Network where you can source bookkeepers.
  • The National Association of Bookkeepers is a good resource for finding bookkeepers.
  • Colleagues and business owners are the best source of referrals for good bookkeepers.

 

Common Problems in Small Business

  • Not doing it right from the starting point.
  • Mixing personal and business finances e.g only having one credit card that is used for personal and business transactions.
  • Lack of internal controls.

 

Suggestions & Internal Controls  

  • Leverage credit cards and points programs. You are going to spend the money so why not make it work for you.
  • Review your credit card and bank statement on a monthly basis.
  • Fraud control is 9/10 perception.
  • If someone knows you are watching they are less likely to take money.

 

Reporting

  • A good accounting system is all about getting you data to make better decisions in the business world.
  • If you don’t get good reports on a consistent basis then your bookkeeper is simply processing paperwork.
  • Accounts receivable is the lifeblood of the organization so make sure they are not getting out of control.
  • Keep accounts payable current.
  • Don’t act as a bank and loan clients money. Ensure payments are received in 30-45 days or stop work.
  • The operating and income statements are more important than the balance sheet, which is a snapshot in time showing what you own, owe and what is leftover in equity.
  • Look at your income statement in comparison to prior years and how you performed. This particularly applies to cash and where you are now as compared to the same time last year.

 

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

Dylewsky, Goldberg and Brenner

sbrenner@dgbcpas.com

 

 

Jun 8, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Aaron Walker, who is a businessman and life coach that has inspired many through his leadership, mentorship, and consistent pursuit of excellence. Aaron enjoys helping others, and believes that experience is a great teacher. Thirty-six years of entrepreneurship and marriage has afforded him a wealth of experience. During the show, Sam and Aaron discuss the meaning of success, significance, empowerment, and how to choose your trusted advisors.

 

Main Questions Asked:

  • Who would you recommend somebody have by their side as trusted advisers to start their business venture?
  • What is a mastermind group, and how do you find them to be affective?
  • What are your suggestions for trying to get through difficult times?
  • How does somebody go about defining for themselves what success is?
  • How do you empower someone into the direction they should be going?

 

Key Lessons Learned:

Trusted Advisors

  • A trusted advisor is someone who doesn’t have financial interests and isn’t a family member. 
  • Trusted advisors are non-biased and have nothing to lose or gain, so they will tell you the truth.

 

Success

  • Success has different meanings to different people, and for many it is financial freedom and stability.
  • It is important to decide what success means to you, and don’t keep moving the bar so you can actually attain it.
  • Success is having an engaging family and meaningful relationships.
  • Having a great, clear conscious, knowing you have treated people well and done the right thing on a daily basis.
  • Good health.
  • Meaning and purpose.
  • Being content without being complacent.
  • Having a clear sense of direction.
  • Ensuring you receive good council and a clear sense of direction.

 

Significance

  • This is a completely different frame of reference you need to get in that enables you to look outward rather than inward.
  • Look around and take the opportunity to invest in others.
  • Meeting the needs of others.
  • Helping others when they can’t pay you.
  • Being available to aid others when it’s not convenient to you.
  • Customer service and providing above and beyond the minimal requirements.
  • Give because you want to, not because you should.
  • Placing personal wants of yourself aside for the benefit of others.
  • Delay your own personal gratification for the greater good, whether that be your children, civic responsibility, church, or law practice. 
  • Have the foresight to invest in long-term matters that will impact generations to come.
  • Engage with people by looking them straight in the eye and stop waiting for your turn to talk.
  • Most people are thinking about what they are going to say next rather than really engaging with the person in front of them.

 

Empowerment

  • Most people live their lives reactively, not proactively.
  • What are some of the things you would do for free?
  • Choose something realistic that you enjoy and can monetize.
  • A lot of people have great ideas but where they fall short is implementation.
  • If you don’t know what you want and it’s not measurable, dated, and written, then it’s just a dream. 
  • Motivation is an exhaustible resource, so you need a plan instead.

 

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

Free Document Downloads

View From The Top

Iron Sharpens Iron

Aaron@viewfromthetop.com

Jun 1, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Josh Turner, who is the founder of Linked Selling, which is a B2B marketing firm specializing in fully outsourced LinkedIn lead generation campaigns. Josh’s company also operates Linked University, which isan online training program for LinkedIn marketing. During the show, Sam and Josh talk about the problems people face when first using LinkedIn, tips for success, and how best to use groups and advertising.

 

Main Questions Asked:

  • What exactly is LinkedIn?
  • Does LinkedIn have the ability to use video?
  • What are the common diagnosis of problems you see when people enter LinkedIn?
  • What are some of the prescriptions for success?
  • What are some things you can do to systematize prospecting?
  • Is there a way in LinkedIn to search for specific referral partners?
  • What are the best ways to go about connecting with people on LinkedIn?
  • Talk about LinkedIn groups, how they work, and why they are affective.
  • Is there a connection with being able to do a webinar and LinkedIn?
  • Does LinkedIn have the capability to buy ad space?

 

Key Lessons Learned:

  • Social media helps position businesses as leaders in their market and to leverage that authority to generate leads and increase sales.
  • LinkedIn is a professional online business network and the place you go to connect with your colleagues, alumni, and business contacts.
  • LinkedIn can be used as a recruiting tool and job search; however, Josh uses it to help people get in front of prospects and develop business, market, generate leads, and increase sales. 

 

Using LinkedIn

  • 40% of users visit the LinkedIn site at least once a day.
  • Design a top of mind campaign that will position you in front of all of your connections as well as other prospects within LinkedIn. This allows you to stay in front of people in a ‘non-salesy’ way.
  • There are ways to keep your name in front of targeted prospects on a daily basis.
  • Share status updates and group postings, whether that be your own content or curated.
  • It’s not possible to upload video natively within LinkedIn, but you can embed video.
  • Structure your headline so it announces who you serve, how you serve them, and the benefit that they get after working with you. Answer the question ‘what’s in it for them?’
  • Using the advanced people search function allows you to search for anyone based on anything they might have listed in their profile. E.g. If you are looking for IP attorneys, search for anyone with ‘IP’ in their profile and the word ‘attorney’ in their title.

 

Diagnosis of Problems

  • People don’t have a plan.
  • Un-compelling profiles that don’t speak to the benefits that the person brings to the table.
  • Not using the headline to tell people what you do or your area of expertise. 
  • Being in groups and interacting with competitors rather than perspective clients.

 

Prescriptions for Success

  • Set aside 20 minutes per day to use LinkedIn, and reach out to a certain number of new prospects by inviting them to connect or meet up in person. 
  • Proactively bring new prospects into your funnel on a regular basis and constantly build connections.
  • Have a system for how to convert new prospects into real world, face-to-face relationships.
  • Develop a ‘prospect profile’ and have a clear definition of whom you are targeting.
  • Create a one-page cheat sheet with all the demographic data you will use to identify your clients or prospects within LinkedIn.
  • Systematize by using saved searches and having your scripts pre-formatted in templates for different types of approaches to connect with people.
  • Take the time to develop a relationship and position yourself as someone to know, like, and trust by providing good resources and valuable content.
  • Entice people to go to your website and share content from your website on a regular basis.

 

LinkedIn Groups

  • These are communities of like-minded people who are engaged in discussions, networking and the sharing of content.
  • It is possible to join up to 50 groups, each of which are focused on geographic area, industry, interests, or job positions. 
  • Distributing content in groups is a great way to keep your name in front of a lot of people on a regular basis.

 

LinkedIn Advertising

  • There is a self-serve platform for advertising similar to Facebook, but it’s not quite as robust yet it is less complicated.
  • LinkedIn advertising gives you access to a set of people you can’t reach on Facebook.
  • In LinkedIn ads you can target anyone based on what they have listed in their profile.

 

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

Linked University

Linked Selling

Connect: The Secret LinkedIn Playbook

May 18, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Robert Mallon who is a nationally recognized professional speaker and business coach. Robert is a mentor and meeting facilitator and over the past thirty-five years has worked with nationally known corporations as a leader and manager. He has a great passion for helping men in their companies grow and now fulfills that mission through the Rusty Lion Academy. During the show Robert and Sam discuss goal setting, SMART goals, accountability and how to handle negativity in the office.

 

Main Questions Asked

  • What is the Rusty Lion Academy?
  • What are you thoughts on establishing ‘your time’ so you don’t miss the kids’ events?
  • What are some of the tactics and strategies you use in goal setting with clients?
  • Why is it so important to set goals?
  • If I am just starting my own business what kind of goals am I looking to set?
  • What are the common diagnoses you see with the business and professionals you work with?
  • How do you go about handling employee negativity?

 

Key Lessons Learned

  • “If you chase two rabbits you’ll catch neither one.” Garry Keller
  • The 80/20 principal dictates that 80% of your results will come from 20% of your efforts.
  • Figure out what that 20% is and go after it. You will get more done in less time.

 

Goal Setting

  • The first step in the process is to look at the strengths and weaknesses.
  • Determine two areas of your business and one area of your personal life where help is needed.  
  • Goals are written in a one-sentence format as an affirmation stating the positive tense.
  • Robert suggests writing it on a 3x5 card and putting it in your car so you see your goal frequently.
  • A long-term goal is one year and a short-term goal is three months.  

 

Goal Categories

  • Career
  • Friends
  • Educational
  • Money/ financial
  • Physical health
  • Family
  • Spiritual
  • Fun and recreation
  • Time management/organizational
  • Community

 

SMART Goals

  • Specific.
  • Measurable: Have a number or percentage within the goal.
  • Actionable.
  • Realistic.
  • Time specific: Not by ‘end of year’ but rather by Dec 31st.

 

Accountability

  • When you make your goal public the stakes are raised.
  • Having accountability makes the chances of success so much higher.
  • An weekly meeting with an accountability partner or group will improve your success in achieving goals.

 

Common Diagnosis

  • Trying to be too many things to too many people.
  • If you are trying to be a jack-of-all-trades to everyone then you are a master of none.
  • The more niche you can be the better tribe you will have.
  • People see their success as what they do at work as opposed to seeing their work as part of their success.
  • People concentrate so much on work they forget the rest of life.

 

Handling Negativity

  • Attitude is the wrong thing to talk about with your employee because it is too vague.
  • Talk about behaviors as these are things that can be seen or heard.
  • Write down as many of the behaviors as you can observe and only discuss one or two at a time.
  • Make sure you document verbal or written warnings followed by a paid day of leave.
  • Fire fast hire slow.

 

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

Rusty Lion Academy

The One Thing (book)

Goal Training

RMallon@RustyLionAcademy.com

May 11, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Lindsey Anderson, who is a web strategy expert and works with small business owners to help grow their businesses. Lindsey is the founder and CEO of Web Impakt and Lindsey’s Web, and during this episode. offers tips on social media marketing and common issues and solutions when building a website, as well as the importance of an online video presence.

 

Main Questions Asked:

  • What do you suggest a business has on their website?
  • What is social media marketing, and how should I be using it?
  • How should an attorney make a mind shift to allow people in more?
  • Is there a difference between a printed newsletter and an email newsletter?
  • What common issues do clients approach you with?
  • What resources do you use for outsourcing?

 

Key Lessons Learned:

 

SEO

  • Search engine optimization is making sure your website comes up first when people type in specific keywords on Google.
  • In the SEO world, content remains king.
  • Google is the number one search engine, and YouTube is number two. 

 

Video

  • Video marketing needs to be on your website but it doesn’t have to be complicated.
  • People want to watch a video of you, as it gives them a better sense of who you are.
  • Introduction videos can be as little as 30 seconds long yet make a huge impact.
  • Audiences love micro content, so keep your videos short and focused on one topic.
  • There are a lot of articles online but fewer videos, so hook viewers in quickly and tell them what your website has to do with them and why they need you. 

 

Social Media Marketing

  • Social media marketing is ‘top-of-mind awareness.’
  • Choose one platform in addition to Facebook and stick with it.

 

Facebook

  • Set up a business page and ensure it is well branded in a similar format to your website.
  • Post content three times a week. 
  • Run a Facebook likes campaign to build followers and target it toward your niche.
  • Make it a goal to get people from social media to your email list.

 

Newsletters

  • Digital newsletters offer in-depth analytics that help your business.
  • E-newsletters platforms have the ability to show analytics that include the name of the person who opened the email, when they opened it, how many times, what they clicked on, and if they forwarded it.

 

Solutions to Common Issues

  • Ensure your website is mobile-friendly
  • Have Google Analytics installed. If you are outsourcing, this should cost no more than $25.
  • Make sure you address your audiences’ pain points through website and social media content. Writing can always be outsourced. 

 

Outsourcing

  • Sites such as Fiverr, Elance, and ODesk are a good resource for outsourcing virtual assistants.
  • ODesk has a feature that randomly takes a screenshot, which allows you to verify that the freelancer was working on your project during the time they specified. 
  • Source a freelancer who has a five star rating and that has worked at least one hundred hours.

 

Advice If You’re Starting Out

  • WordPress.org templates are simple and affordable.
  • Ensure you are on social media as a business (not personal) and create ‘trust content’.
  • Register your business on Google Businesses.

 

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

Web Impakt

 

Lindsey’s Web  

Apr 28, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Jaimie B. Field, Esq., who has been involved in the legal industry since the age of twelve. Jaimie became an attorney as a result of having a behind the scenes preview of law. After graduating law school, Jaimie landed a job as an in-house associate for a startup entertainment company owned by the Jackson family. She opened Marketing Field in 2002 when she recognized the business opportunity to help law firms grow by using ethical solutions for getting new clients and marketing their firms. Marketing Field shifted its focus to include marketing, training, and coaching. During the show, Sam and Jaimie discuss the three steps of rainmaking, networking, common problems, and ethics and rules.

 

Main Questions Asked:

  • How did you get to be The Rainmaker?
  • What is involved in group coaching, and what are you trying to coach?
  • Is there a resistance to people coming to you but not wanting to sell themselves?
  • What is enlightened rainmaking?
  • What prompted you to want to stay working with attorneys with regards to rainmaking?
  • Give us a description of holistic marketing.
  • What are the common tips for attorneys to improve?
  • Is the first step creating a USP?

 

Key Lessons Learned:

The Rainmaker

  • The Rainmaker is a rainmaking training and coaching company that provides continuing legal education credits in New Jersey and New York for ethics CLEs in conjunction with rainmaking tactics and techniques.
  • Jaimie offers workshops and one-on-one coaching, group coaching, and group public coaching.

 

Networking For Lawyers

  • You don’t have to go to a networking event to network as networking is done one-on-one.
  • Marketing, networking, and rainmaking is about getting out of your chair and getting out and being proactive.
  • There are plenty of things every attorney can do that will fit in to your individual personality.
  • There are 1.281M attorneys in the USA that are practicing law. Being a good lawyer is no longer enough.
  • The USA has two thirds of the world’s attorneys. You have to be able to differentiate yourself as a lawyer in order to get business
  • You can’t have a practice if you don’t have clients. You can’t have clients if you don’t meet people.
  • For high-level law, people need lawyers not a computer screen.

 

The Three Steps of Rainmaking

1) Creating visibility (marketing).

2) Creating relationships (networking).

3) Creating trust (turns into business) this is the rainmaking part.

  • People have to know, like, and trust you.

 

Enlightened Rainmaking & Holistic Marketing

  • Enlightened is not in the self-help sense but rather to mean showing a rational and well-informed outlook.
  • Jaimie works with each attorney to teach how to grow his or her own book of business.
  • Holistic marketing talks about the firm and how to brand and market the firm.
  • The ‘whole’ comes into play by looking at all the systems in place including training the staff in client services.
  • Virtual receptionists aren’t expensive with regards to the return they can bring solo businesses.

 

Common Problems With Lawyers & Rainmaking

  • The biggest problem with attorneys in marketing is the ‘follow the leader’ syndrome.
  • Attorneys are used to mitigating risk, which is an inherent need to not be entrepreneurial.
  • ‘Excusitis’ is the biggest problem with regards to rainmaking at law firms.
  • People often follow ‘weapons of mass distraction’ and get lost in trying to do everything instead of doing one thing on a consistent and constant basis.
  • Law is a business that is done with people despite the wanting for commodification.

 

Ethics & Rules

  • There are ethical considerations of online and offline marketing.
  • Read the rules of professional conduct, then look at your firm’s advertising.
  • Rule 7.0-7.5 are the advertising rules that most states have.
  • A lot of other rules come into play including confidentiality, conflict of interest, trial publicity, and referral fees.
  • Most ethics complaints on advertising don’t come from clients but rather from other attorneys.

 

Jaimie’s Tips

  • Stop trying to be all things to all people and start to find a niche so you can coherently market your services.
  • Just saying “I’m an attorney” in marketing doesn’t mean much. It doesn’t say what you do, and people will jump to their own conclusions.
  • You need to figure out how to answer the question, “How can I solve your problem?”
  • Develop a list of what your ideal client looks like.
  • Giving referrals to other attorneys is one of the greatest things you can do as those attorneys will find a way to pay you back.
  • The more you give without expecting anything in return, the more you’ll get back.

 

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 Rainmaker

Marketing Field

Legal Typist

Ruby Receptionist

The One Thing 

201-264-6040

 

info@marketingfield.com

Apr 28, 2015

On this episode of The Law Practice Doctor, Ben Glass talks about his career in legal marketing, how he got there, and the problems and solutions he deals with most.

 

Key Takeaways:

[00:03:09] Learn more about Ben Glass and Great Legal Marketing

[00:11:16] Common marketing diagnoses

[00:15:43] prescriptions for success

[00:20:32] disney wow experience

[00:21:10] where to start

[00:25:21] knowing when to cut losses

[00:27:30] contact info

 

Mentioned in this Episode:

http://www.greatlegalmarketing.com/

http://www.vamedmal.com/ (BenGlassLaw.com)

Ben@BenGlassLaw.com

Apr 28, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Roger Whitney, who is a certified financial planner, investment management consultant, private wealth advisor, and an accredited investment fiduciary. Roger is known as the Retirement Answer Man. During this episode, Sam and Roger discuss setting financial goals and keeping records, mastermind and accountability groups, the ‘little conversations,’ budgeting, and solutions.

 

Main Questions Asked:

  • Talk about setting good financial goals.
  • What are some of the systems and structures you’ve put in place to get balance? 
  • What things do you want to make sure clients are doing when it comes to their financial records?
  • What are some of the problems you see when meeting with clients?
  • Tell us what you mean when you say ‘little conversations.’
  • What should we think about with regards to budgeting?
  • What solutions do you suggest to clients?
  • Tell us about what it means to be the Retirement Answer Man.

 

Key Lessons Learned:

Setting Financial Goals

  • When you’re a solopreneur, the lines between business and personal life are blurred.
  • A business needs to serve you as much as you serve it.
  • There are ways of structuring the business so it can run without you.

 

Keeping Financial Records

  • What is your overhead, and how are you tracking that consistently?
  • What is your income, and what things can do you do to manage the income and control the kind of growth you have?

 

Mastermind & Accountability Groups

  • Start a mastermind group in your area, or virtually, and thoughtfully seek out two likeminded people with similar motivations, goals, and values.
  • This is an opportunity to have weekly video chats or calls as peers with complete confidence and transparency on what each person is struggling with and what is working.
  • Masterminds help you find the blind spots in business.
  • Accountability groups have a weekly meeting where each person revisits tasks they promised to be done during the week.

 

Common Problems

  • People in general don’t want to deal with their finances in a thoughtful way.
  • It’s not that people don’t have good intentions for the discussion; it’s that the conversation gets put off.
  • Roger essentially provides the framework for conversations about the right things.
  • Most people don’t have a clear concept of what their net worth is.
  • Net worth is the sum of all the assets and liabilities on one page. This is a representation of all the decisions they’ve made with money through their lives.

 

The Little Conversations

  • Little conversations mean not having ‘big conversations,’ which is when things are out of hand and need to be addressed.
  • Rather than trying to ‘figure it all out,’ the key is to have a process to have thoughtful conversations, so you can make lots of little adjustments and manage uncertainty rather than removing it.
  • It’s the forced engagements that facilitate the littler conversations that deal with the little inklings rather than huge problems.

 

Budgeting

  • The core goal of budgeting is to control your overhead and to capture free cash flow.
  • Roger sets a spending target each month.
  • The income will go into a separate account from the checking account.
  •  Once a month, the spending target money will be moved over to the spending account.
  • As long as he remains close to the spending target, it doesn’t matter what category it goes under.
  • The key is capturing the excess earnings and allowing that to accumulate.
  • It’s important to have systems in place so money doesn’t get co-mingled.
  • Most people have their income go into the checking account, and it all gets spent.
  • When money arrives in the income account, it’s best to separate the money that will go to estimated taxes.

 

Solutions

  • Set your 1, 3, and 5-year priorities as a family, business, or individual.
  • Priorities have the ability to change over time, whereas a goal is finite.
  • Figure out what you are trying to accomplish and make sure your cash flow is in alignment with your priorities. 
  • Allocate the net worth statement to align with those 1, 3, 5-year priorities.
  • Use checklists to ensure the little conversations happen.
  • When people think about personal finance, they think too much about investments.
  • Investing is part of personal finance but isn’t the engine that drives everything.

 

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

Roger Whitney 

Retirement Answer Man Podcast

 

  

Apr 9, 2015

On this episode of The Law Practice Doctor, Diane Gardner shares her journey into tax coaching and how she saves her clients from overpaying their taxes.

 

Key Takeaways:
[00:01:59] All about Diane Gardner
[00:05:20] Diane lists common tax mistakes
[00:08:03] Diane gives tips about hiring your kids
[00:10:00] Diane talks about the differences between sole proprietor, LLC or S-Corp
[00:12:26] The status of Diane’s general clients
[00:14:35] Diane shares about implementing tax services
[00:15:58] Diane’s top tip
[00:17:10] Questions to ask tax professional
[00:18:17] Diane talks about her mastermind group
[00:20:29] Diane’s worst case clients
[00:22:25] Diane discusses her new book
[00:24:10] Advice Diane has for solo or small entrepreneurs

 

Mentioned in this Episode:
http://www.taxcoach4you.com/
http://www.amazon.com/Think-Grow-Rich-Napoleon-Hill/dp/1453670114
http://www.skype.com/en/
http://www.taxcoach4you.com/books/stop-over-paying-your-taxes/