My Hero's Have Always Been Marines

And soldiers, sailors, flyers and any Man or Woman that would place themselves in harms way on my behalf.

Passing Out a Few Samples of You Works Wonders

I was up in Oak Glen, CA today, the apple growing capital of San Bernardino County and it is harvest season. Apples galore! More than 32 varieties of the mouth-watering fruit offered in ciders, jelly's, jams, mustards, honey, and freshly picked. It was a glorious sunny day in the cool mile-high valley reminisent of a New England autumn setting.

Something interesting happened that got me thinking about law firm marketing (I know -- Bruce, get a life!) and here it is.... We visited about eight different farm shops, each with a store for purchasing fruit of the harvest and add-on gift and craft shops.

The marketing revelation is that we only purchased fruit at shops offering samples. No samples, no sale.

What does that mean? Well... I feel more connected to a product someone is proud enough about that they offer me a sample before I spend a dime.

In legal marketing circles that means that I would prefer to hire a lawyer that is willing to be known before I have to know him/her (i.e., I will hire lawyers I know).

If you are a lawyer and are not showing up at associations, attending events, schmoozing and doing everything you can to offer a sample of whom you are, I can only imagine the hard road ahead.

If you are the product then showing up and being seen is the only way you can sell you.

Get it?

Current Tech I Use as a Legal Marketer

A reader asked, "What tech do I carry and use daily":

PC laptop (could probably do just fine with netbook here)

• Outlook
• Firefox
• MS Office
• InterAction CRM
  

Personal MacBook (13") loaded with:

• Photoshop - DUH!
  
• Tweetdeck - Gotta keep up with the real-time news
  
• Hulu Desktop - I don't watch regular TV and get my fix here
  
• NeoOffice - free, as good as MS Office, compatible, nuff said
  
• KeePassX - so many passwords need a safe garage
  
• Chrome - quick, clean, glad Google finally ported their browser to OSX
  

iMac (27" home desktop with dual monitor) loaded with EVERYTHING!

Blackberry Storm

• Synced to firm email/calendar/contacts
• Gmail - another DUH!
• Opera Mini - Much more functional that BB browser
  
• Ubertwitter - Fast and cleaner Twitter client
  
• Facebook - Gotta keep in touch with m peeps
  
• Google Voice - One number to rule them all
  
• Google Maps - but of course!
  
• Viigo - Newsreader
  

Online data storage and real-time sync to all of my computers via Dropbox

I route all of my personal email into Gmail, firm mail remains isolated via firm service on PC and Blackberry

All phone calls and voice mail including office line are fed to Google Voice (one number for life!)

At some point in every day I touch everything on the list above. I still carry my Moleskin notebook and keep old-school notes, but technology has really amped up (in a GREAT way) how I get things done.

I am certain that within days my tech will evolve to new tools... Call me an early adopter but THAT is so cool! I can hardly wait!!
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Cooking Your Way into a Great Rolodex

Many of you know I love to cook -- being the Chef-de-Cuisine is not only a fun activity but incredibly productive for business networking.

On Saturday evening I catered a private dinner for 12 at the home of a highly regarded CFO in SoCal. The guests were people in business of influence within his circle of contacts. My role -- cook. I prepared an Autumn menu using fall harvest ingredients including basil, spinach, lamb, bacon, baby greens, potatoes, late season vegetables and a variety of cheeses. The hit of the evening was my acorn squash soup with bacon. I could go on about the food (just cause I am such a tireless foodie) but the point in this article is creating relationships.

At this event I met and connected with a partner-of-influence at Deloitte, a political consultant that could help me gain a seat on a State commission and the CFO at one of SoCal's most successful nutritional supplement companies. As the Chef-de-Cuisine I had a captive audience and everyone begging for recipes -- the perfect recipe for initiating great relationships with people I need to know!

The lesson here is not that you should learn to cook. The lesson is that we need to find new and interesting ways to connect with people. Doing what we love can be fun and productive!

I served dessert (sweet corn blintzes with sauteed apples and bacon bits) at 9:30PM. The last guests left at 2:00AM -- I think the evening was a complete success!

What do you LOVE to do that you can share!

"What Keeps You Up at Night?"

The most important question, and the most cliché question of the decade! It has every possibility of making it into the Cliché Hall of Fame right alongside "paradigm", "synergistic", "stickiness" and "game changer".

The whole meaning of the question, "What keeps you up at night?" is to uncover the right--now issues that are a real concern. To be in a position to ask such a question requires you to be a trusted peer. It is NOT something to ask of a stranger or casual acquaintance. Unfortunately, too many people ask the question hoping for an answer to sell to -- not actually caring about the pain behind the answer.

Allow me to suggest that if you have a desire to know the answer to that question, spend the time it takes to be in a good relationship with the person before you ask.

Anyone can ask that question. Only someone I trust who knows me and my business will receive a truthful answer.

The Internet and Social Media is Far More Important than You Know!

Odds & Ends on Business Event Etiquette

Here are some random tips I've picked up over the years on appropriate behaviors and courtesies when attending a business function:

• Have your business card in an easy to reach location: If someone asks for a business card and you have to dig around your pockets or purse to find one, what you are actually communicating is, "I didn't anticipate meeting anyone I'd want to know." Later when they look at the dog-eared card you finally produced they will be reminded again....
• Keep your right hand out of your pocket: Shaking a clammy or sweaty hand is just no fun for the other person.
• When looking at someone look them in THE eye: It is rather unsettling to talk to a person when their eyes are darting back and forth from left to right. Pick one eye to look at. I know this one sounds weird but try it with a friend and see how long before they ask, "are you on something?!"
• When talking with someone use his/her name in your conversation: People like to hear their own name! It is familiar, comforting and a signal that you really care about talking to him/her.
• Use small words and speak slowly: Especially if the event is large and there is a lot of background noise. Amazingly , people like to hear and understand what someone is saying to them.
• Always thank the host(s): This simple yet widely overlooked courtesy will guarantee a return invitation and favored treatment.

Proper business etiquette is more than just knowing which fork to use or which water glass to drink from. These were just a few, random ways to conduct myself at a business event that I hope you honor when you are at yours....

Is This Exciting or What!? The Wild West of Legal Marketing

I met me, twenty-five years ago, this evening in San Francisco -- a shout out to Ali, an incredible young marketing talent that gave me a chance to express why I love what I do...

I had an early dinner with some VC friends to talk shop and blah, blah, blah. Afterward I sought out the one cigar bar I heard was in the area to indulge my joy in a good stick and happened into a couple of great conversations, one of which renewed my joy for what I do.

Ali (remember the shout-out a few sentences ago) is a by-choice out-of-work marketing person looking for her next challenge and she was intrigued that my profession is marketing for a law firm. She reminded me the journey is more interesting than the destination. Her excitement about what I do reminded me of what I already know but may have forgotten for a moment:

• Marketing a law firm is so custom and nontraditional to all things book-smart that every day has new excitement and lessons.
• Marketing a law firm is still so new a profession we are all still discovering nuances at a 1000mph.
• Lawyers and law firms are incredible, non-stop think-tanks that challenge me to be at the top of my game every moment, every day.
• Law firms are first-class operations allowing me the opportunity to be in circles of influence most people dream of (even when I am not yet equal to the people and communities of the circle).
• Lawyers and law firms absolutely demand creative thinking.
  

At the end of our conversation Ali was completely motivated to explore my profession, and more importantly I was inspired to keep doing what I've chosen. Out here in the wild west of law firm marketing I am pleased to ride the fences....

Is this exciting or WHAT!? You betcha!
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10 Things Lawyers Can Do to Turn Off Potential Clients

1. Appear Passive: Clients want a Champion, not a wimp! The positive stereotype of a lawyer is, "smart, sharp, strategically aggressive, intuitive, reassuring, and confident." Be anything less and you offer nothing for a potential client to believe in.
   
2. Be Boring: Most of any client relationship is their ability to connect to YOU. Being insufferable and long-winded is a recipe for a short term relationship. By the way, how many insufferable bores do you keep close to you?
   
3. Look Scruffy: One of the reasons law firm office decor should appear to be the habitat of success is that people want to retain successful lawyers. If you do not dress as a success yourself you are definitely sending a bad message about your ability to represent. Get it? If you look good you must be good. If you look bad you must suck!
4. Be Too Committed: Professional distance is a good thing. Appearing objective with reason is what clients want. If you make every matter a cause and personal mission your objectivity and attractiveness decline significantly.
   
5. Have Dodgy Peers: Your friends and valued peers are a good indicator of who you are. If you insist on hanging out with objectionable people (to your target clients) then get used to having objectionable clients.
   
6. Be Too Boastful: Say just enough and you are golden, say too much and you are a self-indulging bore. The best way to manage talking about yourself is to shut up and wait to be asked.
   
7. Talk Only About Yourself: In no setting ever is it appropriate for you to monopolize a conversation by talking about you. As matter of fact if you contribute more than 30% of the words spoken you are on the losing side.
8. Be a Zealot About Your Beliefs: A business setting is not a place for a recruiting new zealots to your beliefs. Ever! Leave your flags and causes at the door.
   
9. Use Corny Tag Lines and Platitudes: "I am the number one person in my field", and "I can take care of you like you've never been taken care of before." is stuff any idiot can recite. If you use any tag line it means you are trying too hard! Instead, just relax and have a normal conversation. What you hope to communicate will come out naturally in its own good time.
10. Say Him/Her is Wrong: Just because he/she has made poor choices is no reason to destroy your chances at putting things right. Do not offer to fix their mistakes -- offer to present new opportunities.
    

A Brief History of Choosing a Lawyer

Marketing has certainly evolved in 59 years yet some things never change. Below is my take on the evolution of client development in that period of time.

1955: Word of mouth, personal introductions, reputation -- lawyer would show up for face-to-face meeting with a business card. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

1965: Word of mouth, personal introductions, reputation -- lawyer would show up for face-to-face meeting with a business card. More savvy lawyers would have a folder with recent cases and a biography. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

1975: Word of mouth, personal introductions, reputation -- lawyer would show up for face-to-face meeting with a business card and a folder with recent cases, firm information, and a biography. More savvy firms would have bio's of other team members proposed in matter. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

1985: Word of mouth, news generated by industry organizations, daily's and specialty publishers, personal introductions, reputation -- lawyer would show up for face-to-face meeting with a business card and a folder with recent cases, firm information, team biographies. More savvy firms were printing marketing materials in four-color. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

1995: Word of mouth, news generated by industry organizations, daily's and specialty publishers, personal introductions, reputation -- lawyer would show up for face-to-face meeting with team of lawyers, business cards, four-color marketing materials including recent cases and firm capabilities, team biographies. More savvy firms were demonstrating nascent internet and electronic presence . Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

2005: Word of mouth, news generated by industry organizations, daily's and specialty publishers, personal introductions, reputation -- lawyer would show up for face-to-face meeting with team of lawyers, business cards, four-color marketing materials including recent cases and complete firm capabilities, team biographies. More savvy firms were offering electronic marketing materials, web site references and internet based client solutions plus references to internet based rating sites and public domain accolades. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

2009: Word of mouth, news generated by industry organizations, daily's and specialty publishers, personal introductions, reputation -- lawyer would show up for face-to-face meeting with team of lawyers, business cards, four-color marketing materials including recent cases and complete firm capabilities, team biographies, electronic marketing materials, web site references, internet based client solutions plus references to internet based rating sites and public domain accolades. Savvy firms are exposed through social net via LinkedIn, Facebook, Twitter, etc. Potential client is completely reliant on trusted personal relationships and chemistry of interaction.

While we have found more ways to introduce ourselves to a potential client the one thing that does not change is: "Potential client is completely reliant on trusted personal relationships and chemistry of interaction."

No matter how incredible and savvy you are in all of the new choices for promoting yourself, ultimately you will only win new business by establishing a trusting relationship and working for strong chemistry with your potential client.

Any questions?

Ah-Ha Moments Can Differentiate a Law Firm

In most instances the practice of law is fairly routine. Repetitive tasks performed for a client to satisfy regulatory, business and court requirements. Definitely each lawyer brings his/her unique skills and insight -- yet so much is routine.

Once in a while though we and our clients experience a moment when our cylinders are running at full speed and all of our experience and knowledge produces an undiscovered path. This is the moment you, and/or your client are completely surprised and exclaim, "AH-HA! Why didn't I/we think of that before!"

In these rare moments are the kernels of what CAN differentiate you from all the other firms and lawyers around you. These moments are the birthplace of packaging a legal product.

Recently two lawyers at my firm experienced such a moment -- they accomplished what no other lawyers had yet imagined and the results were nothing less than remarkable. What they did is not as important as recognizing the moment (and if I offered any details... now that would be giving up too much too soon.).

In solving a challenge these two lawyers actually carved out an entirely new "product" that can be marketed to many clients and prospects. This one AH-HA moment could be a gold mine on a map with no current competitors!

The lesson as a marketer here is to diligently listen for exuberant surprise from a client or lawyer. Behind their surprise may be an entirely new product and category for the marketing team to promote.

5 Tips for Personable Headshots

99% of all lawyer bio photos look like mug shots of the rich and kind of famous. Nice attire, tasteful backdrop, deer-in-the-headlights. I would show examples but the defamation law suits for showing what is already out there would be endless. Go to justaboutanylawfirm-dot-com but your own and you will know I am right.

Several years ago I was fortunate to work with a great model photographer -- his simple tips were so good that ever since even my drivers license photo is complimented.

Stand Unnaturally: When we are just standing around (no cameras) talking away we naturally place our weight on one foot. This weight placement shifts our hips, our shoulders and our chin. But put us in front of a camera and suddenly we are straight and stiff. Force yourself to stand on one foot pointed a bit away from the camera. IT WILL FEEL UNNATURAL but it will be a much more genuine pose. Whether standing or seated the key is to never have your hips facing the camera.

Talk to the Camera: Yup, you heard me. Talk to the camera. Say something silly like "I only have eyes for you" or "What are you looking at big-eye!?". Maybe even name the camera... "O.K. Jim. What are YOU looking at!?" If the camera can become a personality your attitude and composure will relax.

Get Close with the Camera: Lean forward, like you are interested in what happens next. Literally. Lean towards the camera. It feels even more awkward but the results are amazing

Smile Like Recalling a Pleasant Memory: No one needs to see ALL your teeth. That's like serial weird crazy. And no one connects to people with tight lips. Think about a pleasant memory and wear the kind of blissful smile we all wear with warm memories. That does mean your cheeks and eyes are involved. If you do not feel the muscles in your face moving upward a bit you can always practice just a bit more....

Focus Your Eyes Above the Camera: Not like at the moon, but not "deer in the headlights" smack on directly into the lens. Look at anything close BUT NOT AT THE LENS!

If you have the presence to remember these few steps when a camera is aimed in your direction I guarantee you will never have to hide from you photos ever again... and at least your law firm web site mug shot will illustrate your personality.

May "The Pause" Be With You

Most conversations are pretty predictable -- I have a bunch of stuff I want to say and he/she has a bunch of stuff to state as well. Both of us are looking for triggers and words so that we can say out loud what we want to state.

By habit we are all socially selfish, want to dominate a conversation and want the other person to agree with us. In a selling or relationship development situation this primal social instinct is so dangerous it is toxic!

Consider using "The Pause".

The Pause is the uncomfortable moment in a conversation when each person is silent and it is my turn to say something.

Instead of formulating your answer WHILE the other person is speaking, wait until he/she has finished, pause while you at look him/her, take a moment to read their face and body language, THEN, consider your next words BEFORE you speak.

If you are skeptical this one conversational behavior can transform your relationships I challenge you to try it one time with someone close to you. This new habit could put you over the top as a rainmaker!

The Social Net is Just Working a Bigger Room

I attend receptions, dinners, seminars and all manner of business events to schmooze, catch up with business connections, meet new people and be seen... We all do it as part of driving a successful practice and/or firm. At any event I might meet and talk with a dozen or so people -- then there is the ever important follow-up work I need to perform to complete a connection and keep a relationship alive.

At least, that's what I used to do.

Now technology has delivered a much bigger room and it turns out the room is much easier to work. Welcome to the 24/7 Social Net Networking event.

On a typical morning train ride (one hour) I will log into Facebook (via Blackberry) and spend 10 minutes reading updates from "friends", post a couple of comments and then post my own update(s). Total time: 15 minutes. People I networked with: 140

Next I log onto LinkedIn and repeat reading and posting. I spend a bit less time on LinkedIn so -- Total time: 10 minutes. People I networked with: >300

Finally I switch over to Twitter and do the whole reading and posting thing again. I spend a bit more time on Twitter because there is a lot of article linking in posts (i.e. more reading). Total time: 20 minutes. People I networked with: >100

That's more than 500 people touched in less than an hour. And I am doing it almost every day! The best part is every person volunteered to be in my network and they like being connected as much as I do.

Is it effective you ask? Let me answer your question with a quick story.

Last night I was at a schmooze event (yes, I still get out there and mix it up plenty) and ran into a private equity principal I have not seen in many, many months. When he saw me his face lit up and exclaimed "BRUCE!!" as he walked over to shake my hand. Beyond the fact that he is an incredibly nice man he greeted me like a close friend. He said, "It's great to see you. I get your updates all the time (I am connected with him via LinkedIn) and man are you busy. I've been wanting to catch up."

The social net is an amazing room to work! I would encourage everyone to be there. Come on, stick your toe in, the water's great!!

One-a-Day Rainmaking

I attended an Orange County LMA panel discussion yesterday -- three highly successful corporate lawyers discussing their personal journey as rainmakers. One comment stands out above the rest. Penelope Parmes of Rutan & Tucker offered up her one rule behind her business development success, "I do one business development thing each day. It could a be a phone call, an email, a lunch, a note, whatever -- but I make sure I do one thing a day."

Certainly that is a simple rule to follow, right?

1 (per day) x 23.5 (avg work days per month) x 12 (months) = 282 business development moments.

If you have the discipline to stick to this rule imagine how your practice might being doing if you made an effort 282 times!

How to Have a Persuasive Handshake

First impressions are everything, including how you shake hands with another person. This short article will point you down the right road if you'd like your handshake to be its best.

Are Law Firms Spending Their Marketing Dollars on the Right Objective?

If over 90% of all new legal work comes from referral relationships, why don't law firms spend 90% of their marketing budget on growing their referral network?

Just a question.

Facebook is a Business Tool

I am on Facebook and quite happy to be there -- it serves me professionally and socially.

The other day I jumped into a conversation with several senior executives -- I'd overheard one of them state, "Facebook is not useful for business people. It's mostly for young folks..." I emphatically replied, "Facebook gives me back my village!"

Just to be straight up, I am not paid by Facebook nor do I know anyone that works there, but what I am finding there makes a lot of social sense.

I certainly Twitter, I'm on Linkedin, I blog (duh!) and have profile pages on a few other sites around the Internet, and the common thread among these is they are all confined to a narrow professional and/or personal niche. None of them show the "complete me".

On Facebook my social and professional life cross over and people can see a more complete picture of whom I am -- which I am happy for them to know.

Look at it this way; long ago when we lived in villages and small towns everyone knew everything about everyone. It did not matter what our profession was or what friends we had -- in a village there is no place to hide. Trust was built between people that could know all there is to know. I like that.

I want people to know all about me so that I can cross the bridge between knowing and trusting as quickly as possible. And on Facebook that bridge is being built. So I update, send out "what's on your mind" posts, join groups and participate in the activities of my village.

I would encourage every professional to get engaged and use the tools we are offered to get connected, be known, and be trusted. It WILL work for you!

Lawyers Need to Be on Linkedin!

Are you on Linkedin? For myself and many of the professionals in my circle this is an odd question -- of course I am there! It's the new, new white pages for professionals! But, still too often I have marketing conversations with lawyers around the topic of being listed on Linkedin and their response is, "I get email invites but I just push them to the trash bucket. I don't want to hassle with all that stuff."

What!?

OK, I kind of understand. Five years ago I was in the same place -- all these random emails coming in to connect with someone via Linkedin or similar site. It seemed like it WOULD become intrusive. Yet the opposite happened. It turned out that everyone is totally turning to the Internet to find out anything about whatever whenever.

No one opens a phone book first. We all jump on our computer and Goggle (or Bing for you Microsoft fans). Me, if I am looking for a person -- I surf to Linkedin first. If that person is not on Linkedin I have just learned a lot by finding nothing.

My advise to any lawyer not on Linkedin, get on or get lost (as in "invisible").

WJF Institute Has Great Client Teaming Ideas for Lawyers

Until I joined Allen Matkins I had only heard of "Flannery" business development training for lawyers -- in less than four weeks I am disciple.

After working through two phases of his training experience and meeting him yesterday (in Austin, TX) I will confess that he gets the BD struggle BIG TIME.

I have never directly endorsed any consultant and this time I think I will. Visit www.wjfinstitute.com. Bill teaches success.