Marketing Catalyst

A New Career and Fresh Marketing Prospectives

2011-10-17T01:56:00.000-07:00

A year ago I walked away from being a law firm marketing professional and joined The Showpros Group to work with an incredibly good friend, John Brown, at his highly successful business of producing live events. It was a move from being the buyer and sponsor representative on a committee, to being on the vendor side, and oh-my-gosh... after 25 years as "the client" I am really enjoying being on the side of producing the magic! It is like working at Disneyland and knowing what is happening underground to produce the miracle above.

Today we orchestrated the 17th Annual California On-Location Awards event at the Millennium Biltmore Hotel in L.A. – a 16 hour day of load-in, set-up, flow check, sound check, USTREAM check, walk-in, show control, load out and of course, working with an outstanding client throughout.

What I am learning along the way will be troubling for some, and enlightening for others. The horror of decision-by-committee and the politics of narcissistic want-to-be leaders is unfortunately rampant – and there are also an equal number (at least) of incredible people out there really giving their all to do great things.

I am not sure how, exactly, this blog will evolve... I will continue to write about what I learn along the way.

One Way to Make an Annual Sales Meeting Incredibly Engaging

2011-05-22T01:25:00.001-07:00

Merit Property Management held their annual sales meeting this week at the Irvine Marriott — about 570 of their people in the room for the day. The program held the usual content of company updates, awards for successes and a fun series of videos we helped them produce. And mid-afternoon they did something that really blew me away!

The Chief Administration officer took to the stage and asked everyone to clear their tables of all content as a score of people started passing out gift bags to each table. As part of their annual meetings, beginning last year, they have determined to make charitable giving a part of the program. This year’s activity — care packages for military men and women serving overseas (last year they made blankets for children in need).

First they honored the existing veterans within the room and launched into preparing the care packages. Each table created a Hero’s t-shirt (drawing or writing whatever they wanted on a white t-shirt with colored markers), wrote personalized messages on provided thank you cards, and then filled a shipping box with multiple items purchased by Merit specifically for the packages. They had even done their homework and spoke with military representatives to find out what items a soldier, sailor, airman or Marine would want to receive.

Maybe this is something other companies are already doing … it was a first for me and I was moved. The activity was energizing, people were really engaged, there was a lot of laughter and I witnessed how it drew their workforce together.

I look forward to recommending this type of activity to everyone of our clients. I hope you pass it forward with your company.

A Short Riff on Attorneys Photos

2011-05-10T19:31:00.000-07:00

Photos are a funny thing -- they capture our image in a instant and live forever as a projection of whom we are. And sometimes, a photo is the first time a potential client get a visual impression to match to a name.

So, what do your photos communicate?

Remember, attorneys are the product a client buys. While the brand reputation of a law firm is amazingly important a buyer ultimately makes a choice for the product. Understand there is a difference between the knowledge of an attorney and the personality of an attorney. Knowledge is the commodity -- personality is unique.

Do your photos reflect the unique personalities of individual lawyers?

There are so many great photographers out there that can produce much more than chest-up head shots half turned in front of a mottled blue canvas backdrop! Our lawyers deserve more than a photo one step better than a drivers license capture.

Conversation Starters

2011-03-23T15:39:00.000-07:00

It's an age old dilemma when meeting new people at a business event. “If I meet someone what am I going to say?” You wonder how to start a conversation and worry that you’ll sound silly commenting on the usual stuff like sports scores and the weather for the billionth time. Here’s how to change that.

When you say hello and he/she responds with the usual, “How are you?”, answer in this way:

“Today I am feeling ____(see list of feelings below) because ______.”

The list of feelings you can choose from are: Loving | Joyful | Happy | Peaceful | Grateful | Fearful | Angry | Sad | Hurt.

Do not use any other words. It might sound something like this:

Them: “How are you?”
You: “Thanks for asking. Today I am feeling peaceful because most of the things I wanted to get done this week have been accomplished.”

The reason it works is that you are answering with openness and honesty -- actually opening the door to a more meaningful conversation. Your answer will create questions and off you go on a great conversation!

What about the words fear, anger, sad and hurt. Should you use them? Absolutely. If it is what you are feeling, say it. “Today I am feeling angry (or) sad because it cost me $50 to fill my gas tank.” “Today I am feeling hurt because a long time friend in moving back east.”

It is the open and honest sharing that will win you a new friend!

This works when you state feelings and reasons that are real. Connecting with people requires a little risk… take the chance so that you can reap the reward.

Technorati Tags: Legal Marketing, Professional Services Marketing, Marketing, Business Development, Business Networking, Sales

Your Reputation is Your Brand

2011-03-11T11:36:00.000-08:00

Its been said you can tell a lot about a person by how they treat waiters and waitresses in restaurants -- and I agree that is a pretty accurate barometer. In the business of professional services the brand of a firm is so closely linked to the personality and character of its partners that it can be said the reputation of one partner will be the brand for all.

At one firm I've worked with there was a partner that was smooth as silk in his treatment of client executives yet, was a caustic, rude man to everyone else including the non-executive staff at his client companies. When a client would finally say (and eventually most of them did), 'enough is enough,' and went looking for new representation, there was nothing we could do as a firm to salvage the business. We were told quite often that any firm that allowed that type of behavior was not the firm they wanted to be with....

If you struggle to understand how to create or affect your firms brand, just look to its smallest parts; the reputation of your individual partners. What is their reputation both inside and outside the walls of your office? Ask your clients for their opinion of the people in your firm and then ask them about their opinion of your firm in total. You’ll find the two sound very much alike.

Your reputation is your brand.

Technorati Tags: Legal Marketing, Branding, Marketing, Professional Services Marketing, Reputation

Working an Event in 60 Minutes or Less

2010-12-07T21:14:00.000-08:00

UPDATE: 'Tis the holiday season -- family, tradition, joy. . . and business related celebrations -- too many to count. Right now is a great time to reinvigorate, renew and begin great relationships! I am reaching back into my archives this holiday season to bring back some of the most popular posts on event networking -- tips and ideas that will help you make the most of this December.

Working an Event in 60 Minutes or Less
I attend more than 150 business events events every year. That's a lot of crackers, cucumbers, cheese, cheap wine and name badge spotting. Phew! It takes its toll and I'm not always capable of handling a full two to four hour production from start to finish. During heavy event seasons I've also had to cover two or more events in one evening. And, sometimes work or life commitments dictate how quickly I need to leave. Whatever the reason I've learned a few things about maximizing an event without attending for the duration.

Arrive early -- (when possible) I might be the first person there. This allows me time to talk with organizers, association principles, etc. These are all good connections to have and explore. They can key me in on expected attendees, future activities and opportunities.
Read the names on the badges at the registration table. I like knowing whom I might meet; prospects, clients, competitors, referral resources, etc.
Once people start flowing in I stay near the entrance to the main networking area. People are more capable of being easily engaged in conversation earlier than later. Plus, I will have a better chance of meeting everyone I want to meet. More importantly I am seen by a maximum of attendees. Being seen is almost as important as being known.
If I must visit the bar or food tables -- I greet someone and invite them to join me. From the front door almost everyone is headed to one of those two places as their next stop after registration.
I offer to bring drinks to a gaggle of people. They will definitely include me in their conversation when I return and people feel good about people that pamper them.
After about 30 minutes, when the crowd has really grown and a good buzz is happening I walk from the entrance to the furthest point away in the networking space. Along the way I greet people I know but haven't spoken with yet, I wave and nod at people I've already talked to, and smile at as many people as look me in the eye.
Once at the back of the room I survey the room for a cluster of VIPs hoping I know someone in the gathering. If so... that's where I'm headed. If not, I look for a fellow service provider to discuss who is attending. What we can do together is make mutual introductions and share information/insight about people in the room.
When the event is 45 minutes old I have pretty much "worked" the room and can start toward the exit much like I entered; nodding, shaking hands, and smiling.

What I have accomplished is immense! I was seen by many, I appeared to be known by many, I made all-important connections (and set up opportunities for private meetings), and been a contributor to the all important buzz of an event.

For the record let me say that I think it is bad form to leave early. For all of the effort that individuals put into an event -- it is the decent thing to stay to the end (I hope for the same from attendees at events that I orchestrate). But, at every event it is not possible for me to stay as it is not possible for everyone that shows up.

If you find that your time is limited these where just a few ideas for making the journey productive.

The Dangers of Reading from a Script or Teleprompter

2010-11-17T00:25:00.000-08:00

I helped produce an awards event this evening -- each presenter was reading from a teleprompter. And each presenter sounded like he/she was reading from a teleprompter -- flat delivery, stumbling over complex sentences and dry humor delivered like a news story. OOF! The best moments of the evening came when award recipients were given the podium to make a few off-the-cuff comments (no script).

A truth is that most business and community event presenters are not professional actors or Emcees. It's just us regular folk. Someone hands us a script or tells us to look at the teleprompter and off we go hoping not to look the fool.... Here are a few suggestions for injecting a bit more personality and fun back into scripted events:

Hire a coach to work with your presenters for an hour or two. A good coach will offer valuable instruction on voice modulation, engaging the audience and working with the script, not for it.
Don't put humor in the script word-for-word. Instead put a placeholder in the script and have the presenter practice his/her delivery.
Place reminders in the script for the presenter to look at and talk with the audience.
Have the presenters read through and rehearse BEFORE the day of the event.

A great presenter, to me, is one who sounds like he/she is using his/her own words to engage me in the importance of what is being said. This can only happen with coaching, preparation and passion.

MC Joins The Showpros Group

2010-11-13T21:52:00.000-08:00

I have joined The Showpros Group -- in a more real light, I have joined with John Brown, an exceptional individual!

This is quite the move for me. After more than 16 years marketing law and accounting firms I have chosen to go over to the other side and become a vendor -- and am happy for the move.

What John does is create exceptional audience experiences. John has been my go-to guy for a long time and I'm so excited to be a part of what he creates. What we can create together is yet to be seen, but I have to say, I am so excited to be back on the creative side of performing extraordinary!

Stay tuned for more.

One Relationship is Better Than One Hundred Acquaintances

2010-11-04T03:38:00.000-07:00

What is the price of one great business relationship? Could it be worth the cost of your annual marketing budget? I bet the answer is, "YES!"

How to Quite an Audience

2010-10-24T22:56:00.000-07:00

I was at an awards event this evening and noted once again the ever present challenge of quieting an audience. There are no bad people here, just passionate and enthusiastic attendees engaged in having fun and enjoying good conversation.

As an Emcee at many events I have found one method for getting the attention of the audience that has NEVER failed.

From the podium say this: "If you can hear the sound of my voice turn to the person next to you and say shhhhh."

If needed say it again. Personally I have never had to say it more than twice. Amazingly, people perform the task and within seconds I've enjoyed a rapt and attentive audience.

Who Do You Know That Needs to Know Someone Else?

2010-10-22T01:17:00.000-07:00

Everyone I know needs to know someone else I know. Everyone.

There is no time like right now to get started on making introductions.

The Rule of 52

2010-10-14T00:52:00.000-07:00

There are 52 weeks in a year. If you committed yourself to scheduling one meeting per week for one year with potential clients, existing clients or referral contacts could you imagine that your result would be incredible? I can. I've done it.

This is a really, really simple thing to do. One meeting each week -- preferably a meal, with someone you'd like to get to know or know better.

I challenge you to do poorly if you're committed to the Rule of 52!

What Clients Want

2010-08-28T01:22:00.000-07:00

Matt Homann posted an incredibly insightful graphic about what potential clients look for when hiring an attorney (seen here). I absolutely agree with Matt, except when the decision maker is another lawyer (i.e. corporate or outside counsel). One lawyer measuring another still comes down to what is represented on the left of Matt's chart.

Social Media is All About Being Social

2010-07-01T00:12:00.000-07:00

Thom Singer delivered this post yesterday; "Is Social Media Really Social?" He offers great thoughts about how social sites are becoming entertainment outlets and we are starting to sit back, not participating, as we wait to be entertained.

It is true we are entertained and instead of turning on TV many of us are turning on our computers (and smart phones) to veg-out -- but we still NEED to talk and that is evolving too.

I am someone who wants to be a part of a conversation. In my personal social media journey I have migrated from viewing the entertainment to scrolling to the comments segment of a page. On Amazon I pay more attention to reader reviews, on Digg I read the commenter blather, on Twitter I follow thought-posters and un-follow product pushers and on FourSquare I read the visitor log to discover more about where I am currently standing. As soon as any favored social site jumps the shark and becomes a corporate shill I am out the there.

Some of the social sites that started this revolution have become more entertainment than social -- it is bound to happen... but Thom is right about this; Keep being social! It is the conversation that matters.

Take a Chance -- Say Hello to Someone You Do Not Know

2010-06-10T22:11:00.000-07:00

Some habits are hard to break... like hanging out with whom we know at an event with hundreds of new relationship opportunities.

Tonight was the first ever Orange County Business Journal General Counsel of the Year Awards gala. To the credit of Executive Editor Rick Reiff and Publisher Richard Reisman the attendance was stellar and thank you for recognizing the rock stars behind the scenes that make the wheels go fast (i.e. general counsels).

The habit I witnessed at the event this evening is our propensity to migrate and remain within the circle of relationships we already have. In a room filled with unknown people (decision makers we should get to know) we sought out any person that provided a safe haven -- no risk, nothing uncomfortable. In a room filled with opportunity we choose not to take a chance at a cost of $150.00 per ticket.

I know most of us (me included) are not extraordinarily extroverted people and feeling safe is important... but if I could encourage you to meet just ONE new person when you venture out. It really is worth it.

Bringing It vs Winging It

2010-05-12T19:18:00.000-07:00

I have worked with a lot of professionals at all points of their careers. Some exceeding all expectations and others just getting by on their effort. Along the way I've formed a few thoughts about who is authentic and who is not. That the basis of the list below. What I hope for is to work with professionals that know how to bring it -- and not endure people that are winging it.

People who bring it don’t worry about anything. They have truly done everything they can do, so worrying is a complete waste of time. People who just wing it constantly wonder what they could have done better, or what they need to do tomorrow to make up for today’s shortcomings.
People who bring it may be scratched, beat up, bruised, or bleeding, but they go to bed knowing that they truly fought their best fight, and they are at peace as a result. People who just wing it are masters at coming up with reasons (excuses) for why they didn’t make an all out effort.
People who bring it live up to their personal integrity every single day, even if it means a lack of security, or if it means taking a risk. People who just wing it always take the safe route, and they die just a little bit inside each time they give up what they truly want in order to settle for what they believe they can have.
People who bring it realize that every 60 seconds of their life is another 60 seconds that they can take action towards their goals. People who just wing it always have reasons (excuses) for why they haven’t yet finished a project, or accomplished a goal.
People who bring it understand that their position of power is something that they create internally, and that it has nothing to do with the outside circumstances. People who just wing it can always justify their willingness to give up control of their lives with lots of “real world” reasons for why it’s all out of their hands.
People who bring it also know that they are bringing it, and even if they live in a cardboard box, their cardboard box is the best one on the block because it was built with confidence and pride, not lack and despair. People who just wing it are well aware of the fact that they are winging it, and no matter how successful or unsuccessful they are, the voice in the back of their mind never stops reminding them that their life isn’t what it could be. They are also quite proficient at ignoring that voice.

Look People in the Eye

2010-04-25T01:29:00.001-07:00

I have met thousands of men and women for the first time on countless business occasion. Whom I've remembered is a pretty short list. To a person whom I remember are the individuals that looked me in the eye as we spoke -- they were focused on me. Even more importantly, they made me feel like I was the most important person in the room in that moment.

A simple thing like eye contact made all the difference.

If you can develop this one skill, looking people in the eye as you speak, you will be amazed at how quickly you gain new friends and business allies.

No Compromise = Change

2010-03-31T23:39:00.000-07:00

The business of creating change is an uncomfortable place to live... and exciting as all get-out!

Working at a law firm I witness the attorneys of my firm accomplishing incredible change for their clients almost every day. The lawyers of my firm push innovative ideas, dismantle old beliefs and make risking everything seem easy... and it works!

So, when I can bring the lawyers at my firm to a similar point in marketing related ways I am elated! It means I have brought them to the brink of change. Either my attorneys will take a new (marketing) step forward or choose to retreat back into their comfort zone.

This is the risk I accept as a marketer at a law firm. If the attorneys accept the challenge of change I have much to do. If my attorneys retreat toward a comfort zone I had better start considering my longevity.

My challenge for myself, and for all law firm marketers, is that I/we never stop challenging our firm to move forward, in the same way my lawyers never stop challenging our clients.

Can we do anything less?

Being the Lawyer People Expect to Meet

2010-03-16T21:59:00.000-07:00

When meeting someone for the first time we have nanoseconds before we are judged and cataloged. We either fit his/her expectations and have an opportunity to continue toward a relationship, or we did not fit... and the relationship has already failed.

Attorneys face a double whammy! First, a lawyer is judged as a person and in that same nanosecond, judged and cataloged as a lawyer.

Most attorneys I've ever known are incredible people and in most cases will pass the first test with flying colors. Unfortunately, many I know do not pass the second -- the reason will surprise you.

Growing up in a media age your clients and prospects eat a continual diet of images and personalities via television, media outlets and movies that leaves an imprint of whom a lawyer is, performs and acts. It's a stereotype. Whether you project the stereotype, or not, will impact first impressions -- the nanosecond before judgment.

In general, everyone who is not a lawyer expects you (the lawyer) to act like a lawyer. What that looks like is this:

Composed
Eloquent
Serious
In control
Successfully attired (fitting to the occasion)
Appropriately opinionated
Poised
Aggressive
Smart
Successful

In other words, a leader with class and distinction.

None of this whole stereotyping stuff is fair, but it's real and everyday. If you wish to succeed as a lawyer I encourage you to act like one!

.

Never Say, "I'll Give You a Call."

2010-03-14T00:43:00.000-08:00

Here's the scenario: I'm at a business mixer meeting, greeting and doing the schmoozing thing. I engage in a conversation with someone I've never met and determine this a nice person and all, but not really anyone I need to connect with beyond this evening. We exchange cards and as we part I state, "It was great to meet you, I'll give you a call."

The truth is I probably won't (You do it too so don't get on your high horse!). At business mixers we say a lot of stuff to be nice and we have to stop doing that.

What I should have said as we parted is, "It was great to meet you."

Long story short -- If I will actually follow up with a call then I should do that without the impromptu promise. But if I say I will call and I do not then I may be creating a reputation problem.

Long story shorter -- You will meet lots of people you're not interested in engaging further. Be real and be honest, just move on with no fake promises or niceties.

Never say, "I'll give you a call."

Social Networking, #LMA10 and Law Firm Marketing

2010-03-12T20:45:00.000-08:00

I did not attend the 2010 Legal Marketing Association Conference in Denver this year, but I definitely know what was going on there and more importantly, I learned some of the key bits of knowledge being transferred there by expert speakers and panelists.

The conference planners created #LMA10 via Twitter -- throughout the conference attendees were tweeting live about what they were witnessing, experiencing and learning. The share was awesome and I learned along with them! Certainly it was not as robust an experience as being there in-person but I caught enough to find real value.

I am not sure what lesson to take away from this experience that will be relevant to creating opportunities for my law firm, but there HAS to be a gem in this moment.

Being part of the (social networking) conversation absolutely matters... how social networking will create opportunities for my lawyers still remains just outside my grasp. But I am working on it... my epiphany is moments away.

The New, New Marketing Matrix for Professional Services

2010-03-01T21:30:00.000-08:00

Introducing the "Four R's" of Professional Services Marketing:
A few years back a proposition was posted on the Know How Exchange at MarketingProf.com. In the posting the writer wondered about the continued validity of the "Four P's" of marketing because so much has changed in the last several years including the growth of the service economy (The Four P's have served for decades as the foundational outline for any market planning process).

After giving it considerable thought... (more than one hour, less than two) here is my new, new marketing planning matrix for professional services marketing; "The Four R's".

Resource: What is the professional knowledge you/your firm has that you can leverage on behalf of a client? The "product" of a law or accounting firm is it's people. They hold in their head the knowledge that becomes a resource to the client. In market planning you need to identify what resources your target market needs and which your firm can fulfill.

Relationship: What are the connections you have/need externally and internally to benefit your firm, clients and shareholders? The key to successful firms is the ability to create and sustain relationships inside the firm (partners, professionals, committees, client teams, support, etc.) and outside the firm (individual executives at clients and prospects, referral resources, shareholders, influencers, etc.). In your marketing plan the process and plan for developing these people interactions needs to be outlined to enhance the delivery of resources.

Rate: What is the correct rate structure for providing your resources to clients? How much will you charge? What are the payment terms, conditions? Is geography or client base a consideration? What compensation structures will be driven by rates?

Resonate: How will you resonate your message into the marketplace to benefit the reputation and sustainability of your practice/firm? The “product life cycle” in a professional service firm is the span of time an individual lawyer spends with your firm -- impulse buying is not a factor. Creating the vehicles and messages to bring about market awareness must consider the length of time that your “resources” will remain viable in the marketplace.

Bring The Gift -- Never be a Wallflower Again

2010-02-17T18:54:00.000-08:00

Going to a business mixer can be intimidating, especially if I don't know anyone. "Meeting people I don't know -- who is going to want to meet me!?" "They already have great relationships and don't need to have another lawyer trying to buddy-up with them!" "Who am I kidding... I'm uninteresting and will make a fool of myself."

Man! The voices in my head are vicious! If I allow these internal voices to keep talking I WILL become the next well-dressed wallflower milling about on the borders of the room!

But I've got a secret, and will never be a wall flower again!

The secret is that most of everyone else in the room has the same darned voices saying the same darned things inside their own heads! Amazing! So, "How do I use this secret knowledge?" you ask.

The answer is: to bring the Gift to every networking event. The Gift is knowing there are many people there, listening to the voices in their head, in need of saving. They're crying out for someone to talk to them and I can be their ambassador. Instead of being a wallflower, I seek them out! I walk right up and start a conversation, listen to their story and help them become a part of the event. WOW!

It feels so wonderful to go to every event with a mission -- with a gift to give!

Dress and Etiquette Really Matter for Lawyers

2010-02-11T18:36:00.000-08:00

Lawyers have an expectation to uphold -- be different at your own risk!

I had a most wonderful conversation at lunch today with another business development professional for lawyers. We discussed the appearance and demeanor of different lawyers and how that was working for them, or against. It was amazing to us how many attorneys have a total disregard for how they look, the quality of character they project or the social skills that draw people into wanting to know them.

Here is my opinion: Corporate executives stereotype lawyers. It's not fair and it is true. Lawyers need to appear composed, sophisticated, successful and competent in all of the best ways. A lawyer should display good taste in apparel, be a graceful communicator and have impeccable etiquette.

"This is who I am" may work in other professions but lawyers are held to a higher standard. Either meet expectation or suffer consequence. If you have no clue what I am talking about than you need an immediate adjustment.

If you do not have a tailor, get one. If you do not have a coach, find one right now. If you do not know which fork to grab first in a dinner setting, make the effort to figure it out. You are a lawyer! Meet the expectations of your potential clients!

What Does Low Hanging Fruit Look Like for Law Firms

2010-02-09T18:20:00.000-08:00

It is easy to identify companies I would like to have as clients of my firm -- it is another thing to gain an opportunity to pitch our services. In most cases the companies we target already have counsel performing at least adequately and in many cases, counsel that are taking good care. The only thing that might upset their current relationships is -- change.

Buy-sell, unexpected litigation, rapid growth, new regulation, change in leadership, etc. Instead of pursuing any company, I focus on companies facing change. Change is the moment when executives are most likely to consider new counsel.

Consider this. Instead of going after every company you desire focus only on those in a state of change. It could dramatically change the return on your effort.

Dear Law Firm Marketing Experts,

2010-02-03T22:35:00.000-08:00

Please stop resting on the laurels of ten years past and repeating marketing lessons that have been repeated like lyrics a million times before.

I listened in on a conference call this afternoon -- marketing experts talking about performing client surveys. The call was advertised as providing answers for law firm marketers challenged to make client surveys part of their firm culture.

What actually happened was a shoot-from-hip moderated conversation covering "lesson 101" cliches we've all heard before. Things like, "attorneys are challenged to do these things" and "an unhappy client will tell ten others".

Look, at some point "the experts" have to move on and start covering truly rich, deep, specific examples of real, transforming experiences. They need to start relating stories of true movement and stop saying what has been already spoken at every conference or confab many times before.

I make no claim to having any answers, I don't, but legal marketing experts need to WAKE UP and start taking some risks.

At my firm, like any other, we are constantly challenged to do more, be better, produce astounding and create magic. And I so blessed to be in the company of such amazing marketers at my firm....

For all of you "experts" out there, stop being lazy. If you want to teach, take a risk and give us rank and file workers something new to chew on. Challenge me! Create, invigorate and motivate. BE ORIGINAL!

Don't Isolate Your Clients

2010-01-23T22:45:00.000-08:00

Yesterday I started feeling rather "off" and as the afternoon progressed experienced more and more discomfort. Pressure in the chest, fatigue, achy jaw, soreness in back and arms -- all of the classic symptoms of a heart problem. By early evening I was decidedly uncomfortable enough to drive my pain over to the nearest hospital and put myself in the hands of medical professionals.

18 hours and a dizzying battery of tests later I emerged healthy on all counts (and quite clearly relieved). Not only was I cleared of heart problems... they tested so many things I learned I'm healthy as an ox.

In spite of such positive news my experience was nothing less than stressful and unsettling. The reason? The complete isolation I felt from every medical professional I'd "hired" to manage my case.

I was left alone for multiple hours having no interaction with the people treating me. What few people I saw only asked questions or performed tests. Even if asked they did not have answers and were not aware of the larger picture of my case. And, in many instances I was treated as a procedure... Less as a person.

In law this same thing happens all too often. People in need hire law firms to solve a problem, we take it, run like crazy to get the result and forget to take care of the person/people hoping for the best result.

In my case at the hospital it would have been night and day if anyone might have checked in with me even if they had no new information... the attention would have been comforting.

My hospital experience has me rethinking all of my relationships and tasks. What will I do to make sure he/she does not feel isolated? It is not enough to be good at getting results, I need to take care of the people dependent on me in the entire journey.

The Right Coach Will Make a Difference

2010-01-12T22:57:00.000-08:00

I believe that professional, business coaching can be a game-maker for attorneys, whether the lawyer is a rookie seeking skills, a sixth year looking for a leg up, a seasoned partner seeking a new plateau, and everything in between. One hour a week or every two weeks or monthly -- the right coach will create a difference! This recent post by Tom Kane, Six Reasons for Hiring a Coach pretty much covers the field on solid reasons....

AND, chemistry between coach and lawyer is equally crucial. Just like dating, not every coach is a good match for every one of my attorneys. For this reason I have multiple coaches available, and I encourage you to do the same. The right relationship will empower and enable your lawyers to wonderful heights!

A Gift That Will Always Remind Him/Her of You

2009-12-15T18:36:00.000-08:00

If you are still searching for a gift for that special client, the most memorable gift will have their name on it -- literally. Give a gift that bears the name of your recipient.

The common tendency is to hand out gifts bearing the name of your firm -- a really tacky and self-serving marketing mistake made by too many professionals.

Cuff-links, platters, iPods, Kindle's, stationary, watches, messenger bags, luggage, clothing, etc.... I recall every giver of every gift I've received with my name engraved, embroidered, stamped or printed on it.

Just a tip if you want your gift to be memorable.

Where Are You Going

2009-12-04T01:43:00.001-08:00

My Hero's Have Always Been Marines

2009-11-11T23:59:00.001-08:00

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

2009-11-08T20:17:00.000-08:00

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

2009-10-21T23:18:00.000-07:00

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!!
.

Cooking Your Way into a Great Rolodex

2009-10-18T22:24:00.000-07:00

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?"

2009-10-01T23:28:00.000-07:00

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!

2009-09-26T18:46:00.000-07:00

Odds & Ends on Business Event Etiquette

2009-09-18T17:33:00.000-07:00

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 and free of hors d'œuvres -- Shaking a clammy, sweaty or geasy hand is just no fun for the other person.
When talking with someone look them in the eye: It is rather unsettling to talk to a person when their eyes are darting back and forth and not focusing on you.
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.
Smile and be optimistic: The perky optimist is always the most popular person in the room. "Life is good, opportunity abounds and the best is yet to come" -- spread it like butter at every event you attend.
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 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

2009-09-10T23:27:00.000-07:00

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!
.

10 Things Lawyers Can Do to Turn Off Potential Clients

2009-09-04T23:58:00.000-07:00

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.
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?
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!
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.
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.
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.
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.
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.
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.
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

2009-08-31T20:30:00.000-07:00

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

2009-08-26T21:16:00.000-07:00

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

2009-08-03T18:41:00.000-07:00

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

2009-08-01T18:20:00.000-07:00

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

2009-07-24T23:03:00.000-07:00

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

2009-07-16T19:32:00.000-07:00

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

2009-06-25T23:28:00.000-07:00

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?

2009-06-21T21:25:00.000-07:00

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

2009-06-17T23:47:00.000-07:00

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!

2009-06-15T19:30:00.000-07:00

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

2009-06-09T23:37:00.000-07:00

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.

The Vendor Client Relationship in the Real World

2009-06-05T16:43:00.001-07:00

160,000 Words So Far. Has it Made a Difference?

2009-05-22T23:04:00.000-07:00

This week I surpassed 160K words posted to the MC blog. More importantly there are more than 4,000 people visiting MC each week. What is THAT all about!?

I have never promoted this blog, never tried to create income through it or pushed it in any organized way into the mainstream. I simply marked a place to write about what I was passionate about within my profession. The lessons I've learned just by writing about my observations has been the biggest reward.

Thank you to every person that gave my blog more than 30 seconds of readership. Thank you for all of the feedback I've been privileged to receive and your ideas that have given me new insight. I will continue to write for myself and appreciate there are professionals out there to keep me sane and my posts appropriate.

MC Joins Allen Matkins to Lead Business Development Initiatives

2009-05-16T23:01:00.000-07:00

I am happy to report I am now heading up business and client development for Allen Matkins Leck Gamble Mallory & Natsis LLP, a full service business law firm based in Los Angeles, CA (#157 on AmLaw 200).

The choice to return to an in-house position was actually easier than I thought. My good friend Jennifer Skiver called me several weeks back to ask if I knew of anyone that could step up to fill a new position at her firm. They were looking for help where the rubber meets the road -- business and client development. While I have been mostly content as an agency owner these last many months I have to confess I missed the challenge and opportunity that comes from being on the "inside". So I said, "How about me?"

Fast-forward a few weeks and here I am, the new (excited and energized) guy at Allen Matkins. I am certain this experience will produce lots of new thoughts to share here at MC blog.

I am totally charged and cannot wait for what happens next!

In the spirit of full disclosure I have added a disclaimer in the footer of MarketingCatalyst to clarify that this blog is an independent effort focused on my knowledge and opinion about the marketing of law firms and professional services. My employer, Allen Matkins Leck Gamble Mallory & Natsis LLP, does not contribute to the posts on this site.

Marketing from the Trenches #8 - Internet or You Will Never Net (Profit)

2009-04-19T19:44:00.000-07:00

If you expect to have a great practice and make a sustainable profit you'd better have a firm grasp of how you appear on the Internet -- and that is not accomplished by just having a firm website. You have to OWN your presence in ALL of the forms it takes wherever your name appears.

When I started as a Marketer too many years ago the Internet was a fringe activity used by academia and ten or twelve other people with a computer and an account on Compuserve. In those days printed collateral material was King. It was unimaginable to go to market without slick folders and over-produced printed pieces. The only thing a potential client could know about us was what we handed to them.

Today is quite different, and maybe you might not grasp how different it is.

First, before you walk through any door you have already been searched, read and opinions have been made. Decision-makers don't wait to meet you -- they just reach for their keyboard and start searching.

Second, most people do not know your website URL off the top of their head or how to find you directly, so they type your name or firm name into the search box at their search engine of choice and poke around on whatever appears.

Hopefully they are directed to your firm site or your official bio, but other search results will appear including everything good or bad hosted wherever it may be. There may be links to people on LinkedIn, or personal pages on FaceBook or MySpace, or links to membership lists for community group participation, or comments on a DIGG feature or pictures hosted on Flickr for a Las Vegas party.

The point here is that anyone in your firm or claiming an association may appear in the search engine scroll of results.

My adamant advise is to do whatever you can to make the Internet your highest marketing priority! Find the stuff you like about yourself and work to bring it higher in search results and work towards pushing irrelevant or bad stuff deeper. The Internet is THE front-line in your marketing combat zone -- respect it and your opportunity for net profit will grow.

Return to Marketing from the Trenches index

Marketing from the Trenches #7 - Stop Talking About What You Do

2009-04-16T18:26:00.000-07:00

When you meet with potential clients try and have an open, fun conversation.

Think back to when you where dating (or maybe you are now). On a first date did/do you talk about how well you date, your qualifications to be a great date, past dating successes or even offer references to prior dating accomplishments? I don't THINK so! Instead you talked and listened, exchanged ideas, dreams, hopes, experiences and got a feel for each other and looked for chemistry and connection.

When meeting with a potential client for the first time I can almost guarantee that person did their homework... has already read your bio on the internet and has an impression about you and your firm. Now, face-to-face, they want to get to know YOU.

So don't be a dork and hide behind prefabricated marketing pitches. If you want a second date go have a fun conversation. Ask about whom they are, talk about interests, family, work, goals, etc. Treat it like a date.

Finally, let your date (future client) decide what they need to know about you or your firm. Ask them, "What can I tell you about me?" Remember that how they arrive at trusting you is totally in their court, so give them the space to ask for what they need.

Return to Marketing from the Trenches index

Marketing from the Trenches #6 - Monetize Your Non-Billable Time

2009-04-08T04:48:00.000-07:00

This one is simple to understand, measure and change.

If you have the courage, keep track of any non-billable activity you do while you're at work. Then, at the end of a day look at your list and put a "$" sign next to any activity that can result in new work. Your list will demonstrate one of three things:

If you have no $'s you either don't make time for your future at all or you are a complete slacker. Not every day can be a banner day in marketing your future but any extreme points at real dysfunction. Seek help immediately!!
If every non-billable activity has a $ next to it you either need to get a life or you're lying to yourself about the value of what you're doing. I have known professionals who make EVERY minute count and they are usually struggling at work and at home, and are not very popular. Then of course there are those professionals that will claim on a stack of Bibles that everything they do has purpose while not really doing anything at all. Again, if you are at an extreme; seek help immediately!!
If your list has a fairly even balance of $'s and non-$'s you are doing O.K. You could tweak it I'm sure but a good professional life includes being balanced about what we pursue. Ten minutes doing the water-cooler thing is great if you balance it with a phone call to set up a lunch with a referral resource.

In regard to seeking professional help -- if your firm has a marketing department or business development professionals, call them! You could also invest in a professional coach, or seek out a mentor to guide you. There is something completely right about asking for help. In fact just about any hyper-successful person I have ever known had a guide to lead them and where never afraid to ask for help.

Return to Marketing from the Trenches index

Marketing from the Trenches #5 - Stop Saying "Yes" to No-Money Activities

2009-04-02T01:50:00.000-07:00

Have you ever bent to a request that started with, "Hey, I really need you to do this favor." Or, how much of your time is committed to no-money, community or professional activities you keep alive out of principle or guilt?

If you are going to be successful in building your own practice you have to make hard choices and shed activities that do not produce new opportunities. Period.

You have to honor yourself and say "No" if there is nothing in an activity that supports your practice development goals. The time for humbly offered pro-bono and giving for no reason at all comes later -- after your practice is mature and your future is secure.

Remember, you can do wonderful things, help a lot of people and be a hero even while you are looking after your own goals. Marketing your practice depends on your ability to focus any non-billable work time on activities and relationships that will further your professional objectives. Do this:

Take a hard look at your calendar and decline any activities that do not represent a step forward for your practice (or family).
Turn down any "favor" requests from your peers or superiors that do not add to your practice. Respect is hard to earn -- and is never earned unless you stand firm on your own standards.
Get involved with organizations and initiatives filled with people and relationships that might help your marketing effort.
Stop talking with "time-wasters" and build relationships with people that can move your practice forward. This is probably the toughest step to take and the most necessary.

Be strong and you can do this. Be focused and you will arrive in a wonderful place where friendship and self-promotion find a rewarding balance.

There is nothing wrong or shameful about wanting to be successful and working to make that happen. Your future is in your hands alone. Be wonderful, be a hero and take care of your future.

Return to Marketing from the Trenches index

Marketing from the Trenches #4 - Only You Can Move Your Practice Forward

2009-03-23T19:47:00.000-07:00

Firms teach one false lesson that works well when you are an associate or senior manager, but becomes the complete opposite when you make partner.

In order to make partner you probably got really good at the politics it requires to be a popular resource. But now that you're a partner... no more easy work.

When you make partner no one will be handing you any more business to fill your billable day. You will be expected to bring business in and fill your own calendar, and even provide work for junior professionals.

Only you can move your practice forward.

If I could ingrain one thought in this series it would be this -- Your future is up to you! Marketing can be accomplished by a team but every practice needs a leader. If it is your practice then you need to step up and be that leader. If you do not take your future serious why should I?

Return to Marketing from the Trenches index

Marketing from the Trenches #3 - Say Thank You as Often as Possible

2009-03-21T22:10:00.000-07:00

I know that every time I receive a thank you note I am thrilled and feel special. Every time someone thanks me for whatever -- I feel great! And then I bust my rear-end to return the favor.

Saying "thank you", in any form, is a little nugget of business gold. Do it often enough and you will have legions of people wanting to help you succeed.

Do this: Anytime you meet anyone that could matter to the future of your practice send him/her a thank you note. It can be sent snail-mail or email. Just take a few seconds to state, "thank you". This one gesture is more than 98% of everyone else will do and, you will be remembered.

Return to Marketing from the Trenches index

Marketing from the Trenches #2 - Go Party

2009-03-19T20:21:00.000-07:00

No matter the city or county where you practice there will always be business parties going on all of the time. When was the last time you went to one?

I think at one point or another all of us were focused on finding parties to crash. For most of us it was when we were younger and full of the energy to do one thing only -- go have FUN! At every one of those parties we met new people, created exciting connections and felt incredibly alive!

All these years later, now that we are "serious" professionals we don't indulge ourselves those kinds of foolish adventures. Or do we?

A business reception, an awards dinner, a conference event or an association meeting are really just the "serious" equivalent to a frat bash. As we get deeper into our careers and lives we've just found a more eloquent way to name our parties.

BUT, we're still looking for the same fun!

Do this: Make it your goal to "party" once a week. Don't go for any business reason. Go to have fun! You WILL meet new people and make exciting connections and professional things will start to fall in place. Just show up for the party!

Return to Marketing from the Trenches index

Marketing from the Trenches

2009-03-17T17:43:00.000-07:00

Here is the premise; I am an individual partner within a firm that is told to go out and find business. I will have little support from partners on either side of me (because they are trying to survive too) and leadership is far to the rear behind stagnated supply lines creating orders based on old information and assumptions. WHAT can I do to survive?

This will be a series on what individual partners can do to survive the business development battle ahead AND succeed with little pain or sacrifice. This series will even offer some ideas on how to recruit other partners around you to be joined in your success. As the series grows I will link each article back to this index.

Marketing from the Trenches #1: Whom have you told that you need to succeed?
Some people we tell are obvious -- a few of our close peers at the firm, our spouse, a couple of friends maybe. But have you told ALL of your friends? Have you talked to your existing clients? Have you said, "I want to succeed" to everyone in your referral network? Is this some sort of State Secret you cannot share.

The first rule of Marketing from the Trenches is to let everyone know what you wish to accomplish. It is not greedy or egotistical -- it is simply the truth to your survival. You cannot imagine how many people you inform will completely identify with what you need to do and will jump at the chance to help!

Do this: Make a list of at least twenty people (clients, referral connections, friends, etc.) and make it your mission to tell them what you need to accomplish for your professional survival. Do not demand anything of them in return -- just state your goal and your desire to make it happen. Then ask politely for ideas (and be open to hearing what they offer). The answers you receive will amaze and gratify you.

Marketing from the Trenches Series
#2 - Go Party
#3 - Say Thank You as Often as Possible
#4 - Only You Can Move Your Practice Forward
#5 - Stop Saying "Yes" to No-Money Activities
#6 - Monetize Your Non-Billable Time
#7 - Stop Talking About What You Do
#8 - Internet or You Will Never Net (Profit)

Your Voicemail Message Can Be a Huge Marketing Tool!

2009-03-13T01:01:00.000-07:00

Does this sound familiar? "You've reached the voice mailbox of (insert name here). I am either on the phone or away from my office. Please leave me a message and I will get back to you as soon as possible."

Honestly, how much do you trust "they" will get back to you as soon as possible? Actually, when I hear that script I pretty much figure "they" will get back to me when they darn well please and I'm left feeling let down.

Fortunately, there are a couple of voicemail recordings that will do a better job of marketing you. I encourage you to try one of these two ideas.

"You've reached the voicemail of (insert name here). Today, (insert current date here) I have meetings at 9:00AM, and 12:00 Noon. I will make every effort to return your call when I am available.

This script sends a really strong, clear message that you pay attention to your voicemail and are attentive to the needs of anyone calling. It also requires that you are attentive and are disciplined.
"Welcome to the voicemail box of (insert name here). Please leave a message and your call will be returned as soon as possible.

I have been using the "welcome" message for a long time. Often people leaving me a message comment on how much they enjoyed being welcomed to my voicemail. They state it feels personal, real and warm.

Good marketing discipline requires that we look at every touch-point and do our best to maximize the moment. Your voicemail message is a great place to demonstrate you care.

Things My Parents Said that Prepared Me to Be a Marketer

2009-03-06T20:49:00.000-08:00

“This is gonna hurt you more than it hurts me.” - Marketing is all about changing the behavior of a target audience. Sometimes I have to be radical and creative to get their attention!

“Life's not fair.” - My best effort may not always produce the best result. The key is to keep moving, creating and adapting.

“Don’t get smart with me!” - Whatever I create as a marketer can never cross the line of making my audience look or feel stupid.

“Smarten up!” - I need to create marketing programs that demonstrate I paid attention to the needs of my audience.

"Put on a sweater, I'm cold." - I need to take care of the people I work for even when it makes no sense to me. Marketing at firms can be like that a lot.

"If your friend jumped off a cliff, would you?" - I don't have to follow the herd of marketers all doing the same thing over and over again. It is O.K. for my marketing programs to be completely different from my competitors.

"I gotta go talk to a man about a horse." - In marketing a little misdirection is useful.

“It takes a good driver to hit all the bumps.” - All of my marketing missteps DO have a silver lining. Knowledge.

“Don't make me count to 3!” - Every marketing effort I create should be succinct and efficient. My target audience AND the partners in my firm want me to get to the benefit/result as fast as possible.

“Don't make me have to repeat myself.” - If I have taken the time to ask clients what they what then I'd better deliver on what they stated.

“Because I said so.” - Well, actually I can't think of a lesson for this one. It made me mad back when I heard it and it still makes me mad!

Promote or Fail

2009-03-01T20:48:00.000-08:00

I have been on Blogger since 1999, an eternity in blogger years. Every night that I've logged in I have written my words and then checked in to see what are the latest "Blogs of Note". Over the years these blogs have included such incredible journeys as insights from Antarctica, images from Africa, tales from a rock tour, and the story of a cancer patient. Some of the noted blogs have completely moved me!

But "blogs of note" have also included completely insane choices. People buying a lottery ticket, travel guides to Venice, and people rambling on about the advantages of Linux, etc.

I have been writing for 10 years about professional services marketing and never received the honor of being a "Blog of Note"! It is really not a problem for me but... Alright, get out of my tiny little head and take a moment to peer inside your own....

How is it that everyone near you does not see how brilliant you are?! You are doing all of this wonderful work yet people are not falling down around you to engage your services!? What is THAT all about!? How is it that you can keep toiling away in your own excellence and no one seems to be calling?

I am not sure if you, my reader, can get this point, but I will try to make it none-the-less. "If I do good they will come." It is not NOT going to happen that way for you.

Here is the point. "Only if I promote it will they ever know."

I have never promoted my blog, never tried to reach out and be noticed, never done anything commercial, and my blog remains on the backwater. That is good enough for me, but for all of you that keep expecting to be noticed, just for doing good works... shame on you.

In an ultra-connected world there is no way for you to be noticed unless you pay attention to being noticed. If you do not promote you will NOT be known. If you do not spend any effort or money on promotion you WILL remain in the backwater and wondering why clients do not come calling.

I do not anticipate to be noticed anytime soon, as well I should not, but if you are hoping for attention without effort I hope you learn to be disappointed....

Who Really Cares About Who You Say Are and What You Say You Can Do?

2009-02-24T17:59:00.000-08:00

What matters is that you can actually make a difference and you are willing to work your ass off for it.

Do you think that all of your passion to make a living in your area of expertise matters at all to someone out there trying to keep their own world in order? There are a thousand times ten professionals just like you hoping to make an impression and secure their practice.

What matters is that "that person" on the other end of all of your marketing efforts is totally scared themselves, is hanging on for dear life and wants to believe YOU might actually care what happens for them. They definitely do not think they are in control and will do anything to keep their life in order.

So, what can you do to help them manage the fear they feel? Can you really help them or are you simply offering a different path to a similar result? Do you really care about their future or are you just looking out for your own?

It is so easy to know what "I" have to do to succeed. It is a far more difficult thing to find a way for the success of our clients to be the future we choose.

Are you equal to this challenge? Can you really understand that your success is in the hands of your clients?

Saying "No" Can be a Profitable Marketing Tool

2009-02-21T17:59:00.000-08:00

A banker friend of mine is VERY busy right now, but he did observe that most of the deals he is working are smaller with tighter margins. He also observed that some of the deals in his in-basket keep getting shuffled to the bottom of the pile. These are the deals that are higher maintenance, lowest margin for effort, and just not any fun to work on... deals that several months ago he would not have accepted.

"How many of those bottom-dwelling deals will really have any impact on your immediate income?" I asked. "Well...", he paused before stating, "None actually." So I continued, "How much will it impact your income if there are a growing number of clients out there not getting your best effort?" He could only nod as the light went off in his head.

His next words clearly showed he understood what might happen if he did not learn to say, "No." "Taking on clients I cannot service well means that I am creating my own negative referral network." "And," he continued with renewed inspiration, "If my reputation depends on excellence than I should be hand-picking every new client as if my career depended on it!"

"Exactly!" I replied. "Saying "No" can be your strongest marketing tool in any economy."

I know he is going to continue to do great things but his lesson is also ours -- Even when we feel the desire to panic our best action is to focus even harder on what we do best and turn down anything and everything outside that envelope. That is where profit lives and our success is ensured.

How Many Calls Did You Make Today?

2009-02-12T22:38:00.000-08:00

Our network of relationships is just one call away -- did I make at least one call today?

No matter how we feel about our ability to be a rainmaker we can at least do one simple thing; Pick up the phone and call someone. In the same way you are waiting to be contacted you have an entire Rolodex of people waiting to be needed.... Just make the call. You will be amazed!

The Southern California Business Growth Conference

2009-02-11T11:54:00.000-08:00

HBSAOC & LAVA present
The Southern California Business Growth Conference
April 20th, 2009 at the Anaheim Marriott Hotel

The Conference will combine the resources, energy, and connections of two of Southern California's premier business entrepreneurship conferences; the HBSAOC’s (Harvard Business School Association of Orange County) Entrepreneur's Conference, (25 years), and the LAVA’s Investment Capital Conference (18 years). The two organizations are teaming up to provide valuable real-world content, access to capital, and a chance to connect with the "golden rolodexes" of HBSAOC and LAVA. Admission includes breakfast, lunch, cocktails and admission to two keynote speeches.

Panel discussion s will feature industry-leading experts and successful entrepreneurs speaking on the most urgent issues facing growing businesses.
Facilitated networking sessions will allow attendees to make connections with others with similar or complementary interests.
All attendees will have the opportunity to "meet the money" at the Capital Zone, a session in which leading venture capitalists, private equity investors, and lenders, representing billions of dollars in available capital, will be looking for their next high-potential investment.

This is the "must-attend" event for 2009 for everyone involved in Southern California business. Please visit our website at www.scbgc.org for more information and to register.

Rituals, Ceremonies, and Internal Marketing

2009-02-01T22:05:00.000-08:00

The most important marketing tool for any firm or marketer is, the people of the firm. From the copy room to the executive committee the morale and unity of the people within is the single greatest marketing weapon ever conceived.

And it should be the highest priority on any checklist of a marketers "things to pay attention to today". One of the ways to accomplish that is to pay attention to firm ritual and ceremonies.

In times past, when the world seemed smaller and people lived in tighter communities, it was a practice to celebrate EVERYTHING and ANYTHING and build rituals around any moment marking a new step in life. Rites of passage, harvest festivals, the seasons, celebrating the hunt, barn-raising, etc. At one time any moment of hope or happiness was reason enough to celebrate as a community.

Over time I think we have forgotten how good it feels to celebrate not only our own moments of joy, but also how wonderful it feels to share in the moments that arrive for others.

In most firms there are a spattering of birthday offerings, restricted receptions for new partners or professionals as they pass the BAR or gain a certificate, and even a sprinkling of holiday and anniversary dinners... but oh boy! Are we missing out on a lot of internal marketing opportunities or WHAT!

If you are looking for a way to create unity among the people of your firm I would encourage you to seek out every moment of celebration. Here are some of the accomplishments I think might be marked with ceremony or ritual that SHOULD involve every person in your firm:

New partner (of course)
Passed the BAR or professional certification
Joined the firm
Birth in the family
Birthdays
Achieved a goal outside the firm
Bought a new car
Marriage (and maybe divorce)
Were published
Landed a client, closed a deal, won in court
Bought a new home
Learned a new skill
Returned from vacation
Survived a work-a-thon
Received a thank you letter/note from client
Add your own ideas here....

Just think of every moment in which you feel pride and you have a starters-list of what to celebrate.

It is amazing how quickly the morale of many rise to any occasion when each person knows their own moments are important. Try this one thing and I know you will not be disappointed!

Rules for Failure

2009-01-30T23:30:00.000-08:00

Here is a short list for professional services partners and marketers to ponder. The list, via Seth Godin is an adaptation of William Beatty's words for amateur scientists, but it's pretty global:

The road to failure often contains:

Secrecy
The conviction that someone is about to steal your idea.
Focus on selling your idea to the government or a big corporation.
Loss of humility and focus on fame
Belief that businesses (the smart ones) will hail your discovery.

A great list! Did you notice that every item on this list points at being single-minded and insecure? I did. As an inverse allow me to offer a roadmap to success:

Share information as often as is reasonable with anyone that might help
Stop thinking you are the first person to have the idea -- be the first to get it to market
Focus on why anyone would pay for your idea
Listen to the kernels of truth that others might offer to make your idea better
Have passion for what your idea can accomplish for the people that will pay for it.

Lawyers Should Blog for Their Clients, Not Themselves

2009-01-10T23:12:00.001-08:00

Would your potential clients want to read your blog?

I had a great conversation with Damian Nassiri of Howard | Nassiri this evening on the topic of promoting his firm through blogging. Damian is an earnest young lawyer with a great plaintiff practice built on good results from hard work... and he's about to launch a blog for his firm.

He's been encouraged to publish articles about developments in legal precident surrounding his area of expertise... which I guess is pretty good if he was trying attract other attorneys as clients.

But his clients are consumers... plaintiff side work. I am certain his advisors are really smart people, but if I was writing to attract new clients for a plaintiff audience I feel certain I would not be writing legalese articles.

Instead I encouraged Damian to post articles that would be attractive to his clients.

Here is what I advised: "When your potential clients use the internet to search for answers, what are the questions they might enter into a search engine box?" And, "Do your blog posts answer their questions?"

I encourage you to do this -- if you publish a blog ask your current clients to review your articles and answer this question, "Would this blog have helped you choose us as your law firm?"

If you actually pose this question to your clients I would love to hear your feedback!

Every Law Firm Needs a Flag to Rally Under

2008-12-29T18:45:00.000-08:00

When I was an active Marine we enjoyed an esprit de corps that lived within each of us.

Like any large organization there were thousands performing all form of tasks from highly technical to digging holes. Yet we all believed in our credo, "Every Marine is a rifleman first". This one common belief meant that any job we performed should ultimately result in a single outcome -- a perfectly aimed round (bullet) headed toward an enemy.

I hear from so many firms that are looking for growth and stability but cannot conquer their culture of individualism -- every partner/owner is running like crazy in their own direction and marketing can barely keep up with everyone being all over the map. Does this sound familiar to you?

What these firms lack is esprit de corps -- one flag that all can march beneath.

Any culture promoting that "you" must be successful and not "we" must succeed is a firm without a flag. By the way, "let's all make lots of money" is not a flag. It is a result.

I encourage firm leadership to find their flag, the identity of their firm, and to become hardline about keeping everyone faithful to that purpose.

Authors note: Uuuuurah!

A Marketers Lesson in Changing Demographics

2008-12-27T18:09:00.000-08:00

As a marketer I have always been hyper-observant -- I tend to notice EVERYTHING and anything taking little mental notes about people, culture, change, influences, and on and on. While I may be a bit over the top on this I am rewarded with incredible moments that others might miss. Today my moment taught me a ton about how much technology is reaching ALL generations.

I was sitting on a porch in an older neighborhood of craftsman homes on a tree-lined street. Sitting there, soaking up the sun on a crisp, beautiful morning I watched an older woman shuffle around the corner of the block heading up my street.

She looked like the stereotypical "old woman" -- short, hunched over and walking slowly like age and arthritis were taking their toll. She wore a long overcoat, dark boots, bright red scarf wrapped around her neck, matching knit cap, and a large shopping bag clutched under her arm (she had probably already journeyed a mile to go to the store and back again).

And as she shuffled along I was rewarded with my moment of the day....

She was gabbing away on a cell phone! Yup. Barely moving along at 0 miles per hour she was talking away with the phone held tight to her right ear. Wow! Technology totally messed with my perceptions!

The lesson is that I should never expect anything to remain the same. Old or young, people change with time, and with the times. As a marketer I should never assume anything except that only this moment matters... Have I done a good job of learning about my audience?

Merry Christmas to the Catalyst in All of Us!

2008-12-25T17:57:00.000-08:00

I am particularly reminded of the spirit of the holiday season this year.

I must confess it has been a long and tough year for me professionally. Starting a new firm, even with all of the support and encouragement I have received, is not easy.... Duh! I am learning so many lessons about what I can do and what I really need to do better.... OK, a whole lot better.

And in the midst of my challenges, this holiday season, I am receiving so much warmth from so many people I respect and care about. But maybe the best gift I received this year came from someone I did not know at all.

On Christmas Eve I found myself between a rock and a hard place at a Firestone dealership in Orange, CA. I was having a flat tire fixed and the problem quickly became very costly and seemed insurmountable. I explained my financial challenges to the service manager and somehow he came up with the least expensive solution. But the best was yet to come.

When I arrived to pick up my truck, it was fixed and, when he presented me with the bill I will never forget his kindness. He said, "No charge. Have a merry Christmas."

I hope this holiday season is wonderful for you. It has been for me and I am definitely looking for ways to pay this season forward.

Did You Know...

2008-12-19T00:45:00.000-08:00

Work the Goal, Not the Plan

2008-12-18T23:48:00.000-08:00

Having a plan is a good thing, but too often The Plan keeps us from achieving our goal.

I had an interesting meeting with a potential client, and we were discussing his ambitious vision for his company. His comment was, "Yes, we do need to sit down and put together a plan for getting things done..." My sense in that moment was that the process of planning was so daunting for him the "planning" may never take place.

I know this place. I too have seen a goal in my head and never sat down to plan just because it can feel like there was no place to start. If I do start the planning, too often the process becomes its own monster -- a new goal that keeps me from actually moving forward on my original purpose. And I have also participated in planning meetings where the debate is not about reaching the goal but instead is a discussion on how to plan the plan and all of the endless variations of analyzing choices before a single step has been taken (a common roadblock when working with committees).

What I asked my potential client to consider was; "What will it look like if you reach your goal?" This simple question permits me or you to determine (and write down) where we want to be.

How many people will be working here?
How many projects or clients will you have?
What kind of cases or projects will you be working?
What will your income be?
How will you feel at your goal?
Etc.

Then I asked this gentleman, "What if instead of planning from here forward, we work instead from there backward?"

"Why don't we put the goal on the wall and walk backward through all of the little goals that will get us there? And then, from here forward why can't we look at The Goal, and the little goals in between, and for every idea that comes along we throw it at the wall and see if it sticks?"

In action it is like working a case study in success.

Now there are pundits out there that will throw sports and combat analogies at this theory. They can talk about how having a concrete plan in place first is the only method to succeed. But to them I say; here-forward planning for an action that will happen in a brief period in controlled environments is completely different from aiming for a goal that will happen over an extended period of time in a culture and environment that is constantly changing.

I say, if you are aimed at a goal that is months or years out there, don't work it from here to now. Work it from there to here. That way, your next step each day is still aimed at The Goal, not The Plan.

How to Help a Restaurant Work to Make You Look Good

2008-12-15T20:46:00.000-08:00

Tonight I was a guest at The Winery in The District in Tustin, CA. A totally awesome experience! It reminded me that nothing is as sweet as entertaining business guests at a nice restaurant and offering a staff the chance to do what they can do so well. While a restaurant cannot help you with small talk, they can make you look great in so many other ways. Try these few things and I can almost guarantee your guests will be impressed:

Treat staff like the entertainment experts they are -- As soon as you walk through the restaurant door every staff member should be treated like experts. They know the best seats, they know the best wines, they know the best dishes, because in fact, they do. But don't patronize -- that will quickly earn you a seat next to the kitchen with the bar-back as your host.
Ask the host, your server, and the cocktail server/bartender/sommelier for their recommendations, and do not differ with their choices (unless the choice is radically wrong). I have shared with the host the purpose of my evening and been treated to a fantastic experience without having to make another decision except which card to put the charges on.
Be sure to tell the staff your budget. They will do everything they can to bring out the best if they know the boundaries.
Learn their names, and introduce your guests. It should be no suprise that restaurant staff like being treated warmly. Wouldn't you?

There are so many ways to have a great guest experience at a restaurant -- I am certain you might offer so many more suggestions. The point is that, YOU ARE A GUEST of the restaurant! Act like one and every meal will be exactly the entertainment experience you need.

The Rise of Pod Networking

2008-12-11T20:27:00.000-08:00

The idea of micro-networking groups has been around for a long time. At one time these micro-groups were referred to as "the good ole' boys". I have written about these private networks before (here and here and I am sure I've mentioned them in other posts) -- and they have evolved. This month the Orange County chapter (ACGOC) of the Association for Corporate Growth has launched a new initiative called A-Pod's.

The concept is simple. Enable the opportunity for 8-12 business development professionals to participate in an exclusive, small circle of trusted referral relationships that will meet regularly to trade leads and market intelligence.

Right now ACGOC has four Pod's already in operation and 100 people signed up to get started.

I like the title "Pod". It completely describes the family-like, codependent nature of these exclusive groups. And I like how the business community is embracing the concept. And mostly, I really enjoy how ACGOC has turned a once, behind closed door activity, into a publicized benefit for ACG members.

We all want to do business with our friends. It is so nice to know there is a business dating service out there to help us find the right friends. If you are in Orange County and need to find a better way to develop business and relationships I encourage you to get involved with ACGOC!

Music: A Fast Path to Being a Better Marketer

2008-12-08T00:10:00.000-08:00

A common question to this blog: "Where do you find your inspiration to keep posting?" My answer is pretty simple. "I write about what I observe every day and I use music to bring out the words."

I believe music is a tool every marketer should use as often as possible. It is the universal language that gets us out of our head -- it connects us to our emotions, which is the perfect place for being creative. I jack into my iTunes collection every time I am creating new words or graphics.

Could there ever be a better way to create an appealing marketing message than listening to music for inspiration? Watch the road-trip sequence from the movie Elizabethtown and you will know what I am talking about. Going one step further, here are my suggestions for where you can use music to inspire the passion you wish for in everything you do as a great marketer:

Get your own theme song -- Mine right now is "Clocks" by Coldplay. I listen to it everytime I need to feel reinspired and joyful, and it is also my "walk-on" music when I speak from a podium.
Find a theme song for your firm --A song that speaks loudly to you about what you want your market to feel about your firm.
Create "marketing-mood" playlists -- I use iTunes but you can use whatever platform you're familiar with. I've created my own playlists of songs for "happy", "want to take a chance", "conservative", "ready to rock and roll", "trusting", and "get the heck out of my way" (for litigators). I have more... it's all about the mood I need to feel.
Use music to set a tone for meetings -- I take my MacBook with me to every meeting and will play a song as people are entering the room to help establish an opening mood.
Have music playing as a background wherever possible -- At a retreat, at a booth, inside a self-directed PowerPoint....

NOTHING speaks to us as clearly and loudly as music. If you desire to inspire or be inspired I encourage you to put music as number one on your list of go-to tactics.

Are Holiday Cards an Obligation Served?

2008-12-05T15:23:00.000-08:00

Christmas/Holiday cards appear to be the annual, mandatory reason to say "thank you" to people in our network of important relationships (clients/referral relationships/extended network of friends).

That is so sad.

How is it that we have turned a holiday into an obligation? Why do we push ourselves to say "thank you" only at this time each year? And what does it say about us if the only time each year we reach out in this way is "expected"?

If you have ever been inside a great relationship, or are in one now, you know the most wonderful things happen when you surprise your "other" with a warm and caring moment.

Let's make this a goal: I will review my holiday card list and find a way to connect with each person next year -- BEFORE I send them a card in December.

Speak and Be Heard

2008-12-04T22:48:00.000-08:00

We can never know where new business comes from... truthfully. We do all of this marketing stuff and hope for reward, but how business arrives at our door will always be a grey mystery. What is true is that unless we keep putting ourselves out there to be heard we should not expect any reward whatsoever.

I spoke at a gathering of young CPA professionals this evening -- a totally exciting crowd, and I imagine that not much will happen for my firm in the near future from this event. But a seed was planted, and I had one more opportunity to define the future of my firm.

Not everything you do will result in immediate opportunity. This is a big lesson to learn. Patience is so important.

Every time you have an opportunity to speak in front an audience is an opportunity for you. Speak and be heard. There is no downside.

Being Fun(ny) is Huge in Relationship Networking

2008-12-01T17:52:00.000-08:00

Feeling like we have nothing interesting to say is excuse number one for being a wallflower at a business networking event. But, as I have learned myself, "interesting" is not just about being serious, smart and focused. "Interesting" could also mean that I am just fun in a conversation.

Look, I am not a lawyer, or accountant, or banker, etc. And in the course of networking in those circles I drop into a lot of conversations with words and thoughts that go right over my head. Often I have no idea what they are talking about -- yet people seem to want to include me in their conversations. Why is that?

I think it's because I always seem to have the right snappy remark or a humorous story to tell. How I do that so easily is my own mystery to solve, but I know first-hand that humor trumps any other social skill in the opening moments of any business relationship.

I found this article over at Readers Digest that could help you develop your humor skills. I encourage you to give it a try. It could be the key to getting you away from the wall and into the crowd.

Marketing Lawyers & Accountants is Much Like Offering a Dating Service

2008-11-26T20:02:00.001-08:00

Have you visited Match.com or similar site? When you sign up the site will ask you a bunch of questions about whom you are and what you are looking for in a relationship. Next, Match will offer you profiles of people they think fit your needs. Then, you sort through their suggestions in hope of finding some measure of initial trust, chemistry and attraction.

Kind of like looking for a lawyer or accountant -- yes?

Here is a truth; A company does not select a firm. Instead, a person (company executive) is selecting a lawyer or accountant with whom they feel initial trust, chemistry and professional attraction.

So what does this mean? Oddly, I have an answer to the question I pose....

Stop being stuffy and traditional with bio's, photos and stories on your (dating service) web site. Help your professionals stand out as individuals and personalities.
Promote your firm less -- promote your people more. Unless you are in the branding stratosphere with Nike or Coke individuals will not connect with your grand statements and firm fluff.
Stop using stock art in any graphic project (web or printed). Start using images of your "personalities".
Allow potential clients to meet more than one professional. The person that brings in the lead may not be the one that can win the relationship.
Know when to say no. Without initial trust, chemistry and professional attraction there is no good reason to keep going further.

If you approach your marketing efforts as a dating service you will realize incredible results! Be a matchmaker and your firm will grow....

The Warmth of Belonging in the Herd

2008-11-25T17:13:00.000-08:00

I was sitting at the Panera Bread shop in Newport Beach this afternoon renewing a relationship with a business friend from a few years back when another friend from the same era happened along to say hello and restart that connection as well. Totally cool! It must have been the karma of the moment. Just like the other night at Gulf Stream that I wrote about.

I left feeling warm and connected to people I respect, and have missed. And, I walked away feeling secure within the herd.

For me there are two really good reasons for building a network of business relationships:

Relationships create opportunity -- We need relationships to find referrals, to locate mentors, to learn and to grow. The more people we know the better we're connected to our own purpose.
Relationships create safety -- Feeling like we belong and are part of something is often the difference between success and failure. As a herding species we revel in knowing we have a place among many.

Every time I connect with people in my network of relationships (old or new) I get my own little private hug. I can only speak for myself but feeling like I am part of the herd is HUGE for me.

So, do you belong or are you out there all alone?

Building Stronger Business Relationships on the Fly

2008-11-21T20:20:00.000-08:00

I got a call from a good business friend early this evening. "Hey Bruce! Troy (Wyatt) and I (Jim Hunter) are hanging out at Gulf Stream. Get on down here!" So I did. And on the drive over I called a few other folks to join us -- it was early evening and I hoped others might like to stop by on their way home.

Once at Gulf Stream our little group of three grew by a few, and since the restaurant is well located in the heart of the Orange County scene we ran into even more friends and connections. By the time I left we'd had at least a dozen great people gathered at our table to meet and greet. It was a total business networking experience.

After spending just a few hours hanging out with friends I'd made several connections, and even came away with a new client. Is that awesome or what!

What I got from this experience is that most people are just like me -- waiting for any excuse to hang out and feel included. It is a great reminder to me that being connected does not have to be planned in length around a grand design. I simply have to be willing to show up.

I encourage you to do the same.

Listening Lands More Clients than Talking

2008-11-16T21:21:00.000-08:00

A good friend shared this story with me; "We were invited to sit down with a firm to discuss doing a marketing project for them. Walking into the appointment all we had with us were a couple of legal pads for taking notes and our business cards. At the appointment we asked a lot of questions, took good notes, and thanked the committee for inviting us to listen." My friend stated that the day after submitting a proposal he was informed he'd won the business.

His new client told him he had won the business mostly because he was the only firm that showed up prepared to listen. Each of the other competitors had arrived with lengthy presentations about the wonderful work they had done in the past for other clients and warm thoughts about why they were right for this project.

My friends story is not abnormal. In fact, his story is a not-so-secret truth about how to win new business and relationships. A simple rule to remember -- in a "first meeting" the person that does the most talking is the person that is certain things went really well.

My advise is, next time you or your firm are talking to a potential client leave your presentation at home and arm yourself with a pen and pad.

Law & Accounting Firm Marketing has Evolved

2008-11-11T11:11:00.000-08:00

I was a guest at an IGAF conference for marketing directors in Salt Lake City yesterday and I am ecstatic to report that professional services marketing has evolved to new heights! During a round table discussion in the morning I actually got the feeling that maybe I need to go back to school -- not that I ever thought I was a final authority on marketing, but the folks in that room were SHARP! I took a lot of notes!

Years ago professional services marketing was more about execution (organizing and administering). The IGAF professionals yesterday definitely validated that marketers today are helping to guide the strategy of their firms and are eager to accomplish even more. A welcome evolution....

Which "Marketing" Do You Think Your Law Firm Needs?

2008-11-07T00:58:00.000-08:00

A statement I hear so often in my circles is, "Every law firm needs marketing." "True," I say, "but not every law firm is in a place to use it or take advantage of it."

I believe there are three attitudes that define the marketing culture of a firm:

"Marketing is not what we need." - In other words, the leadership of the firm really has no understanding of what marketing is even if much of how they find clients might be considered "marketing".
"We need marketing and here is what marketing should do." - In other words, the leadership of the firm has already formed their own agenda about what to do and they would just like someone available to execute.
"We would like a marketer to help us know what to do." - In other words, the leadership of the firm is ready to listen to ideas. They may not go along but are willing to ask for help.

Where is your firm? And which firms around you are really accelerating, right now, even in a churning economy?

I actually believe there is a place in the market for every firm no matter the marketing culture. But I am convinced the firms that are still viable in five years will be, or become, #3's.

Teaching Business Development Skills to Professionals

2008-11-03T19:11:00.000-08:00

Your firm needs new business and you are being asked go find some. Except, you have never done this before and you are being forced through rainmaker classes, and it's the last thing on earth you feel comfortable doing! Believe me, I HAVE been there, and sometimes I still visit that place.

The other day an accounting firm partner was describing the training program just initiated at his firm. They had a consultant teach a couple of one-hour sessions on networking to their managers followed by a mock networking session. Now the managers are being asked to get out there and make something happen. YIKES! If anything the managers are even MORE intimidated and resistant.

Unfortunately most of what this firm is doing seems to be an accepted norm at too many firms. No wonder there are so few rainmakers.

Semi-officially, Behavior modification is the use of empirically demonstrated behavior change techniques to improve behavior, such as altering an individual's behaviors and reactions to stimuli through positive and negative reinforcement of adaptive behavior and/or the reduction of maladaptive behavior through positive and negative punishment.

As scary as that description just sounded... it stated; the same way you create good lawyers and accountants from the raw material received out of schools is the same way to create rainmakers. It requires time, effort, accountability, mentoring, teaching and patience. It is not a short process and requires your involvement!

When I was learning to network, talk at receptions to people I did not know and be purposeful about my business purpose (politely and appropriately) I was surrounded by sponsors that related to my discomfort and were willing to stick with me while I stumbled along. They listened to my fears, talked about their own and kept me focused on my success. AND, we made plans we could stick to.

If you are thinking that training a rainmaker can be accomplished with a couple of magic pills (classes) and a pat on the back once in a while, I encourage you to reconsider. Do not believe any program that is short term and does not involve mentored effort will accomplish your goal.

Plain Talk vs. My Talk

2008-10-31T17:56:00.000-07:00

Describing what we do with words that others can comprehend is not always easy. I call it "plain talk vs. my talk." As a marketer, using terms like channel distribution, double-truck, boilerplate, eye tracking, and psychographics can roll off my tongue as easily as a nursery rhyme. Good I guess if I am talking to another marketer, but bad when I am talking to non-marketers.

I was at a networking breakfast hosted by the wonderful folks of Tatum, LLC last week. Each of us attending were offered a few minutes to introduce ourselves, our companies and describe our ideal client. The room had a good mix of lawyers, accountants, insurance executives, bankers, etc.

Most of what I heard was "my talk"; lawyers talking like lawyers, bankers talking like bankers, insurance exec's talking insurance, and so on. There were a lot of words and phrases that went right over my head, and I'm not too certain I know what many of them are looking for. This happens so often....

To escape the trap of speaking in "my talk" here is one idea that has worked for me: Imagine you are talking to children.

Use small words in short sentences. Accept that your listener has no clue about what you do, is unable to comprehend complex words, and the more you talk the more they become confused. Talk about the end result of your work, not how you do your work. Be a teacher.

Here is a short lesson in "plain talk vs. my talk."

My Talk: Halloween is a Celtic harvest tradition that has evolved over hundreds of years, influenced by Roman rule and religious influence into an annual ritual that involves the giving of gifts, the carving of lanterns, and exemplifying creatures we fear.

Plain Talk: Halloween is a one night blast! We get to dress up any way we want, knock on doors and people will give us candy, go to scary fun parties, and everyone is doing it!

Which Halloween would you want to be a part of? Better yet, how could you talk about what you do in a way that people understand, totally get, and want to join you in doing it?

Is Your Firm Ready for Change?

2008-10-24T17:06:00.000-07:00

There is a difference between, "We need to change" and "We are ready to change." In fact the difference is pretty easy to detect.

We Need to Change (as spoken by a partner or principle):

"How things are is unacceptable. Let me tell you how things should be."
"I have had considerable success doing these things. Let's do it this way."
"We are totally behind the curve on what other firms are doing. We need to do that too."
"I totally understand what you are saying, but, I have this idea that will put us over the top!"
"I read this article/book/whatever and totally get what we need to do right now. Stop everything so that we can focus."
"I totally get where you want us to go but I'm not ready for all of that. Let's talk about what I think we can do."
Etc.

Ready to Change

"What do you want us to do?"

All of the responses above come from a place of fear.

The difference is who controls what comes next. It is so hard to give over control of any part of our careers or our thinking, but so many successful firms have done just that. I have never doubted the excellent skills of the people within the firms I have worked with... and I do wish they would spend less time doubting mine.

The difference between a firm that wants to change and a firm ready to change is the willingness to trust someone other than themselves. If you can take this step the dividends will amaze you!

Accountability -- The Thing We Crave and Reject as Often as Possible

2008-10-16T00:45:00.000-07:00

We have goals. We want to accomplish what we desire. We have things we must do to reach our desire -- but definitely don't like doing. Even in our urgency we are constantly sidetracked and fall back into comfortable behaviors, only to reflect on what we did not accomplish.

Wouldn't it be nice if we had some way of keeping ourselves on track even when we had to do things that felt uncomfortable?

Being held accountable is making the choice to invite someone into our life to call us out when we deviate and travel in the wrong direction. It is making the choice to allow someone else to tell me I am not going in the direction I said I want to go.

Nothing I am going to suggest is easy, but if you want to move forward in your career you might consider what I offer:

Find a mentor -- someone that is already successful and willing to be available for you.
Be honest with your mentor -- tell them all of the things you feel are right with you, and all of the things that you believe are wrong with you.
Tell your mentor what you want to accomplish -- no matter the size of your dream share it out loud.
Meet with your mentor as often as is reasonable -- making a choice to get consistent feedback is tough, but exactly what we need to stay on track.
Never hide details from your mentor -- the only way you can grow is to admit the things you do that do not work. The whole reason for having a mentor is to learn from your mistakes and their experience.
Accept reasoned judgment -- a great mentor never judges you as a person, they simply talk to you about your actions, your choices and what you might do differently.
Make an effort -- you have a mentor, you are getting feedback, you are offered new directions. Step up and do what you need to do!

Putting ourselves in a place of being held accountable for our actions is really tough. But, how else can we get to where we want to be? I guess we could choose to just let life happen to us. Too often that is the choice we are making and we do not even know that....

Your Firm is Not a Box on a Shelf

2008-10-14T17:58:00.000-07:00

Talking with several potential clients in the last few weeks I am getting the impression that what they wish for is to be packaged in a way that will magically bring clients to their door.

Imagine that, if we could just put on a skin that attracted clients like bees to flowers -- we would not have to do anything but reap the reward of appearing to be completely different, wonderful and in tune with anything a client would ever want.

A nice dream... but so totally unrealistic.

There are thousands of firms out there right now aimed directly at your potential client -- all of them doing their own thing to be attractive and wonderful, and every one of them completely unaware of what clients really buy -- trust in an individual.

Do not ever forget that marketing professional services is all about marketing relationships. There is no "package" that wins every time or even some of the time. It is dating, and chemistry and trust.

My advise for every partner at any firm is to stop looking for a packaged solution and start working on being great at creating relationships. Seek personal growth over bluster, ask for relationship mentoring over makeovers, ask for people skills over packaging.

Any firm can orchestrate incredible results, but it does start with people whom are ready to challenge themselves to become remarkable.

Using a Bucket List to Create Stronger Relationships

2008-10-11T19:31:00.000-07:00

I have written about creating unique experiences for your clients and referral relationships, but this weekend I had a wonderful conversation with Troy Wyatt of PacBlue. We talked specifically about how to get closer to the people in business that mattered to us, and we talked about boondoggling.

During the conversation Troy brought up The Bucket List, the movie released several months ago that followed two men on a road trip with a wish list of to-dos before they die. The great thing about the list between these two men was that most of their to-do's were terribly uncomplicated.

We decided, Troy and I, that creating unique experiences was nothing more than selecting bucket list type experiences to share with our network -- and here are some examples:

Many of you play golf with your clients and referral network (yawn). But to play golf one time on the course in St. Andrews, Scotland, now that would be a bucket list kind of experience.
Taking a client to dinner at a great restaurant is always fun... (yawn). But to sponsor a trip to eat at La Spada in Florence, Italy might be a bucket list sort of experience.
Hosting people on a fishing boat off the coast of Southern California is an often used boondoggle around these parts (yawn). Taking a group into the western delta of Alaska to catch King Salmon is definitely a once in a lifetime experience.
Tickets to sporting events are always appreciated, and so average.... But a chartered flight to Indiana to witness the annual Notre Dame v. University of Michigan game might just be a once in a lifetime event.
Hosting people on a local ski slope might be fun, but a chance to swoop and slip on the mountains of Chamonix, France is definitely on the bucket list for many.

No doubt, some of these suggestions could cost several thousand dollars depending on how many people you invite and how much time you spend within each experience. On the other hand, if you had the opportunity to spend $6K to enable a $1M deal could you make that choice?

Several years ago Merrill Corporation hosted me on a fly fishing trip to the Kanektok River in western Alaska. It was a journey of my lifetime with moments I can still recall with amazing clarity and fondness. To this day Merrill remains at the top of my list of whom to call -- it may never change.

So, could you dream up a bucket list of experiences that will bring your network of relationships closer to you?

How Your Firm May Be Like a Community Garden

2008-10-10T17:49:00.000-07:00

A law firm can sometimes be like a community garden -- a half acre plot of land with X number of individual plots. Laid out in a grid of some sort with gravel paths dividing each private garden, the half acre is surrounded by a fence or shrubs. Each member of the community is invited to make their plot productive.

One gardener plants a single tree to harvest nuts, some gardeners plant vegetables, others plant flowers, another plants herbs, yet another plants exotic roots of South America. Of course, a couple of the gardeners planting flowers really have an issue with the tree person, and are really trying to be patient with the vegetable people.

Any visitor to this half acre may see some individual plots they like but will walk away knowing that there is no "community" in this garden. Does this sound like some law or accounting firms?

The entire purpose of marketing a firm is to put the "community" back in the garden and then promote that unity like crazy. Any firm that remains segmented and not united will simply continue to be only what they are right know, or over time, even less.

So, how does your garden look?

Why Do Marketers Move Around So Much?

2008-10-02T21:56:00.000-07:00

I have heard it said the average tenure of a marketing director at a law firm is about 18 months and that marketers in other industries seem to move frequently as well. Why is that? Well, I would not ask the question if I did not have my own opinion. Marketers move for three reasons:

The job, culture, or chemistry is bad or becomes bad over time. I am so proud of any marketer that is healthy enough within themselves to recognize the situation and get out before things become toxic. Enough about that....
The marketer has usurped the vision of leadership with their own. This is the one I am most guilty of. My example is this:

A family rents a home and lives at that house for several years. Along the way the house stops being the, "place we rent" and becomes, "our home."

The family starts thinking about ways to fix up "their home" and may even ask the owner to make some upgrades. One day the owner shows up proposing a remodel that is an absolute mismatch for the vision of the family, and the family becomes adamant about fighting the changes. Whom do you think will win this battle?

Do we ever forget whose house it is? I know I have. My role should have always been to help guide their vision, not tell them what their vision is. A marketer that starts telling leadership what leadership believes is a marketer needing a refreshed resume.
The marketers job is done. I fall into this category is well. There are few marketers that are great at everything in every phase of the life of a firm. Some marketers are great at creating growth, some are great at sales strategy, and some are great at maintaining existing processes -- or some combination of two of these skills. It is rare to find all three skills in one person.

If your skill set is no longer required in the current situation, it is what it is. My skills are market growth and sales strategy. Once growth has happened and strategy is in place I become a fish out of water. It never takes long for my firms to recognize I am flaying about and creating chaos where it need not be.

In these situations the movement of marketers is a good thing. People land where they are needed -- at least I know I always have....

Maybe there are other reasons that marketers move, or there are further nuances of what I've discussed. For me a truth is that I believe in how I do what I do and am at peace with what I cannot (maybe that's why I created an agency to sell what I am good at).

In the end there are good reasons for a marketer to be a bit transient. We are "fixers" that manage what is needed when it's necessary. While it may seem a bit mercenary it is more like public service. Put the right people (marketers) in the right situations and wonderful things will always occur.

In-Person Client Satisfaction Surveys WORK!

2008-09-25T22:06:00.000-07:00

For the first time ever one of my client firms is conducting face-to-face client satisfaction surveys with their top clients. The PIC (partner-in-charge) that I work with is ecstatic about how it's progressing. He was practically glowing as he talked about the process and the client meetings.

I recall at Deloitte how this process was an annual, mandatory activity that generated incredibly wonderful results every year!

At my client firm the idea of satisfaction surveys had been shot down in previous years. One partner was reported to have stated, "Our clients must be happy or they would tell us if they were not." I apologize for being blunt but that reasoning is just silly!

Demonstrating you care about someone else, before yourself, is the single most active thing you might do to deepen any relationship!

This post from Jim Hassett, directed at law firms, is a good starting point for getting your act together in this matter.

Do not ever forget -- in any relationship, professional or personal, the best thing you can accomplish as often as possible is to remind someone that they matter.

Being Productive at Business Conferences

2008-09-18T17:26:00.000-07:00

Attending business conferences is a great way to check out from the office, put deadline stress on hold and hang out at a luxury hotel, get in some golf, indulge at a spa, and attend some hosted receptions (i.e., party). But after it's over, what did you accomplish beside turn in an expense report?

Many of my clients ask if attending conferences is useful for growing their practice or marketing themselves -- my short answer is "yes". This advise from Matt Homann over at "the [non]billable hour" is pretty close to how I might answer the question. In particular I appreciated Matt's comments about whom to seek out at an event:

"The most important people at the conference are sitting next to you. Think Tom Peters gives a rat’s ass about your new business strategy? Is Seth Godin going to give you personalized marketing advice? Of course not. The people at any event who are most likely to have already faced your challenges (and maybe even solved them) aren’t the highly-paid keynoters, but rather your fellow attendees. They are like you. They can help you. Ignore them at your peril."

Some of the most important people in my Rolodex are those I met at conferences around the country. They are high on my list of people to contact when I face client and marketing challenges -- and they have not been shy about reaching out to me. Often their call has resulted in new business for me, and every time it has been a growth experience.

I encourage you to read and heed Matt's advise.

What Not to Do with an Unhappy Client

2008-09-16T20:10:00.000-07:00

There is plenty of advise offered on how to keep clients happy, but what do you do when the client is not? More importantly, what should you NOT do -- what actions might you be inclined to take that will make the situation worse? I don't know about you but this also sounds like coming home to an unhappy spouse? And since client relationships are much like dating and marriage, the similarity is quite real. Here are my thoughts on what not to do:

Do not try to talk your client out of what they are feeling. No matter your perspective theirs is the only one that counts to them. To try and change their feelings is futile. Simply accept what they feel and verbally acknowledge that to them.
Do not offer a solution without hearing what they have to say about the situation first. Without knowledge of what they think went wrong you are shooting in the dark with half-baked ideas and assumptions.
Do not deny wrong-doing even if you can't see it yet or it is not true. Accept and acknowledge what they see as wrong.
Do not point out their errors if there are any. This is definitely not a time for cross-blaming or stating resentments.
Do not put up walls of ego. Ask humbly what it would take to make this better. Not everything they might offer will make sense but allowing them to be and feel in control will later turn into empathetic compromise.
Do not make any assumptions about what actually happened. Take the time to understand what did go wrong at your end whether it was your actions or someone else in your firm, and what part the client may have played in all of this.
Do not try to gloss over anything with weak words and broad statements. Your client is going to need to know specifically how you will fix their problem. It may require some amount of time on your part to actually come up with a plan, which you can ask for. Just make sure to stay in constant contact with the client while you are planning.
Do not propose a plan of recovery that includes only your participation (unless that is only what is needed). In your plan of action be perfectly clear about what you will do and what they need to do to reach a their expectation. This is perfect time to address what they did not do that contributed to a poor situation -- but never suggest blame or poor performance.

It is so easy for bad situations to escalate into really bad situations from which there is no recovery. Mostly it's because our ego and well-being demands we defend ourselves, even when we might be wrong. Do not fall into this trap! I have found it is so much more productive to just let go of defensive actions so that I am allowed to be part of the solution.

Memorable Experiences are the Best Spent Business Development Dollars

2008-09-13T18:54:00.001-07:00

The dugout suites at Angels Stadium in Anaheim, CA are the perfect place to create a memorable experience for a client or prospect, as was the case last night.

I was the guest of Tony Saucedo, a VP at First Republic Bank at the Angels vs. Mariners matchup. Sitting at ground level the Angel batters circle was five feet directly in front of us. We witnessed conversations between players, coaches and umpires. It was like we were inside the game, not just observing it. And the best part came in the bottom of the ninth inning when Mike Napoli (Angels catcher) broke up a tied game and hit a walk-off home run to win the game! Sweet!

I know I have talked about this in the past, but it is SO worth repeating. Your best marketing dollars are spent on creating memorable experiences! It is way to easy to just do the normal stuff like taking someone to lunch or meeting them for drinks after work -- but that is so average it is almost forgettable!

Think about the moments you've remembered days, months or even years after... and this is where you can start to form ideas about what you can do to create a real bond with a client or prospect.

I know for certain my relationship with First Republic Bank keeps getting deeper and more wonderful because they treat me like someone that matters. They keep offering me memorable experiences that I appreciate -- exactly the sort of things that will keep me loyal and a fan.

I encourage you to touch your network of important relationships in a similar way. Think of ways to create memorable moments and you will be creating ways to bring people closer to all that you desire.