Monthly Archives: March 2010

Generating business for your firm: Q and A

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In response to our web series, Marketing yourself, generating revenue and increasing your value, we received many questions. This one I found very interesting, and so, with the author’s permission, I’ve re-asked his question (paraphrasing in parts) and posted an answer.  I hope my answer resolves some of your questions about legal networking and legal marketing, as well.

I came across your website and have found it to be very helpful. In particular your program “Marketing yourself, generating revenue and increasing your value” has been an eye-opener.

As a newly-admitted attorney I have found the marketing aspect of practice very difficult. I have the academics behind me and the partners/directors are impressed with my quality of work and billing. But I find myself going from one month to the next dependant on billing- this “syndrome” was clearly identified in your article.

My firm specializes in Maritime/Shipping and fishing law. Clients in the fishing industry are locally based and this work is the bread-and-butter of the firm. However, my interest lies in shipping law. This field is dependant on foreign clients. I have found that larger firms in my area that specialize in shipping law get a huge amount of work from attorneys/solicitors from England and Singapore.

My question to you is, how do I market myself to these solicitors/attorneys? With my firm having a very limited budget, international travel is, at present, not an option.

This is an interesting situation, and the legal community is certainly becoming more international.  We are no longer limited to the city in which we practice.  The best thing to do is to find some attorneys who are active in shipping law (whether in your country or internationally) and speak with them directly.  There are several ways to go about this.

You could make inquiries to some of the European legal associations and your local legal associations to determine if there are any networking events and/or seminars in the region that are specific to the practice area that interests you (in this case, shipping law).   If you can attend these conferences, you should go and meet as many people in the field as possible.  (Don’t forget to follow up with them after the seminar to start building a relationship.)  If you are not able to attend the events, you may be able to get a list of those who did attend.  These people would definitely be ones to reach out to for information.

Another way to meet people in the shipping law community is through your personal contacts.  Send out an email to all of your friends and professors from law school.  Chances are, you’ll get at least a couple of suggestions of attorneys to contact in the shipping law area.  Who knows, you may even get a personal introduction.  (This is always the best way to meet someone.)  Don’t forget to send a hand-written thank you note to your friend or connection who introduced you.

Do some simple internet research.  Find law firms that have large shipping law departments and contact one or two of the lawyers directly.  Talking to partners is wonderful, but don’t overlook the junior associates, as well.  They probably have a lot of information, and they may be more approachable.  (I’d limit my contact with any firm to one or two people.)

Once you find some individuals you’d like to speak with, directly approach them.  Although it may be a bit intimidating, remember that most people love to talk about their business and to help others.  In your communication with these professionals, be honest and straightforward.  Let them know that you’re trying to gain contacts and relationships abroad. If you are honest and polite, you’ll usually get a nice response.  If you’d rather not call or send an email, you may be able to find connections thought social media channels, like LinkedIn.

You may also wish to consider subscribing to shipping law trade publications or online journals.  Subscriptions to trades will keep you abreast of the latest developments in this type of law.  You’ll also begin to know more about some of the “big players” within the industry.

Generally, the old saying, “It’s not what you know, it’s who you know,” rings true.  The more people within your desired practice industry you can contact, the better.

If you have any questions about legal networking or legal marketing, please contact us.

Marketing yourself, generating revenue and increasing your value wrap-up

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You’ve worked hard for weeks on generating revenue for the firm.   It’s certainly difficult balancing your regular work and bringing business, but you’ve managed to find the balance.  If you can keep up this work in the future, you will see all of your hard work pay off.  You now have all of the tools you need to continue on your journey. You’ve learned how to network and how often to network.  Most importantly, you’ve learned that everything you need to be successful at bringing business can be done in an hour (or so) a day.  This week, we recap everything that you need to do to generate revenue.  All you need to do is to continue networking!

Make face time. It’s so important to get out among the people.  Do whatever you can to meet people each and every week.  If you have a family or a long commute, maybe you’ll want to go to breakfast or lunch meetings.  Find a charity group or a practice area, or a local bar group or anything else that interests you.  It doesn’t necessarily have to be related to the legal field, it just has to be an event where you can talk and meet others.

Social media is your friend. When it comes to quick networking, social media is the best!  You never have to leave your desk, and you can communicate with other people quickly and easily.  Make sure that you check in with your social media accounts as often as possible to update your status and comment on the status of others.  Remember, social media only works with two-way communication.  You can’t simply state what you’re doing and not comment on others’ progress or answer questions they may have.  “Introduce” yourself to people on Twitter, LinkedIn and Facebook and start communicating!

You can be a blogger, too! Even though it may be something you never thought possible, you can be a blogger.  Blogging is nothing more than providing information through a modified website.  Create a blog about your practice area.  Answer questions that people ask every day.  (If one person asks, there are at least 10 others with the same question.)  Build yourself up to be the expert within your legal space.  People will continue to come back to you with questions, and with time, you may earn their business.

Business cards mean business. Even though you may not think that the guy in the elevator or the person behind you in line at the coffee shop need your business card, give it to them anyway.  I’ve met many attorneys who get business this way.  It’s simple, it doesn’t take any time out of your day and it works!  Be sure to give them your “elevator pitch” as well.  They should know what you do and how they may be able to use your services.  Be sure that you listen to what they do, as well.  You may need their services someday!

Follow up with everyone. Any time you meet someone or get a business card, an email, or a question on LinkedIn you should follow up with the person via email or with a phone call.  You should also make sure that the person and their contact information is in your online address book.  You never know when this information may come in handy.  The more people you know and know you, the more chances your services will be needed.

Persistence is key. Even if you haven’t generated revenue yet (which will be most of you), don’t give up!  Sometimes it takes awhile to bring business, particularly when you’re new to the game.  However, don’t worry about the time.  Your efforts will pay off eventually.  Stick with the tips we’ve given, and eventually you will be viewed as one of the most valuable attorneys at the firm!

Now you’re ready!  You have all the tools you need.  If you have any questions, or if you need some inspiration along your path to generating revenue, be sure to contact us.  We’ve all been there, and we know this can be a difficult journey.   Whatever you do, keep going.  Good luck!

Marketing yourself, generating revenue and increasing your value, part six

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By now, I’m sure you’ve started to see some activity as a result of all your hard work. You probably are getting responses from people you’ve emailed or connected with on one of the social media sites.  Although you may not yet be generating revenue, rest assured that revenue will come!  Stick with the program and it will happen sooner or later.  This week we delve a little deeper into networking methods you’ve already started.

Monday: You know what you’re talking about when it comes to your practice area, and it’s time to let everyone know.  Today, you’ll be applying to lead a CLE class.  The application process is easier than you may think, and this is a wonderful way to show that you’re the expert in your area of law.  You may speak about any number of topics approved by the state bar.  Be sure to speak about something you know “inside and out,” and preparation will be a breeze.  The most important part of any CLE topic is to pick something that is interesting to a wide variety of attorneys.  This may mean that you’ll pick something that fulfills one of the mandatory credits or something that many attorneys wants to know.  Speaking on an interesting topic ensures that you’ll have a healthy audience.

Tuesday: It’s time to get back on your blog and start writing.  This time, you’ve got a great topic – your CLE class.  Let your readers know that you will be speaking and all of the details.  Be sure to include a lot of information about your topic to entice readers to attend the class.   For your readers who may not be attorneys, you’ll want to write the blog post in a way that will be interesting and understandable to them, as well.

Wednesday: When was the last time you updated your Facebook, LinkedIn or Twitter accounts?  There’s no time like the present.  Regularly updating your status and adding new friends, connections and followers are the best ways to get the most out of these social media tools.  Comment on other people’s posts and add relevant information that others will be interested in, and you’re bound to get something out of social media.

Thursday: Networking is a lot of work, I know.  However, it’s so important to get out in the public and shake hands at least once per week.  If you haven’t been to a CLE class, a networking lunch, a happy hour meeting or another face-to-face meeting, it’s time to get back out there.  Be sure that you take business cards to every event and hand them to everyone with whom you speak.  Get one of their cards, as well, and follow up with them via email the next day.  This is how relationship building works.  The follow-up is the most important part of the game!

Friday: Take some time to organize the last six weeks and evaluate what has worked and what hasn’t (keeping in mind that “working” doesn’t necessarily mean bringing business).  What activities did you like doing?  Which weren’t as fun or interesting for you?  Which activities resulted in people emailing you or contacting you?  Which activities seemed to fit easily in your day?  This is not to say that you should quit any of your efforts that aren’t as fun as others. However, this will give you some understanding of where your talents or strengths lie in the realm of networking.

Congratulations, again on another week of marketing yourself and your firm!  This is not an easy process, and you’ve done a wonderful job to this point.  Keep up the good work  and good things are in store.  Of course, if you have any questions about networking, please do not hesitate to contact us.  We’re here to help.

Marketing yourself, generating revenue and increasing your value, part five

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You made it through the first month of generating revenue.  After four weeks of working at the business side of the law, you are, no doubt, becoming accustomed to the things that need to be done in order to network and create business.  As we begin month two, you should begin to feel a little more confident in your skills.  You’ve already done so much to generate revenue. Even if your work hasn’t resulted in new business (and most of you will fall into that category), business will eventually come.  Stick with this program, and your value at the firm will surely increase!

Monday:  Now that you’ve got a few blogs under your belt, it’s time to start your own blog.  Don’t worry.  You’re going to start very slowly and build from there.  (We know that you have a very limited amount of time.)  Go to WordPress and sign up for a free blog.  It’s a very simple process that will take less than 10 minutes.  (Tip – When you’re asked if you want the blog to show up on the search engines, make sure you check the “yes” box.)  Make sure your blog has a title that matches the content you’ll be writing.  For instance, if you’re a real estate attorney, try to get a blog name like RealEsateLaw.wordpress.com.  After you’ve set up your blog, take some time to write out a few ideas for posts.  Make sure you write down at least 10 ideas.

Tuesday:  Have you gone to a networking or social event in the last week?  If not, go online and find something to attend this week.  Understand that these events don’t have to be law-related and they don’t have to be at night.  If you’re a morning person, sign up for a networking breakfast.  There are also groups that meet during lunch or at happy hour right after work.  This way, you can still get home and spend time with your family.  If you are interested in setting up regular networking events, try looking at Provisors or another networking group that may meet near your home or near work.  These groups can be amazing ways to bring business!

Wednesday: Create a newsletter to send to all of your contacts – friends, family, business contacts (even the out-of-state ones).  The idea behind the newsletter is to let people know that you’re looking for business and that you’re an expert on your area of the law.  Writing a newsletter is another one of those tasks that sounds much more difficult and time-consuming than it actually is.  First off, go to one of the newsletter service providers.  There are many providers, including Constant Contact, Send Blaster and others.  You may want to spend a little time researching which one you like best.  (Time-saving tip:  Most newsletter services are fairly similar.)  Next, pick a template provided by the service and write your newsletter.  Be sure to provide some helpful information about your area of the law; let recipients know that you’re looking for cases; and include all of your contact information.  You may also want to include a “brag” section where you’ll talk about the blog posts that were published.

Thursday:  Now it’s time to write your first blog post.  Don’t worry – this isn’t brain surgery.  Just pick a topic within your area of the law that you know well.  Keep the post under 700 words or so (more than that can get tedious to read for the casual reader).  You can include picture or videos that complement the story, if you wish.  (Videos and pictures typically add interest to a post, and will usually result in more readers.)  Congratulations – you’re a blogger!

Friday: Start a spreadsheet of your business tasks.  Now that you’re on your fifth week of generating revenue, you’re probably losing track of everything you’ve done. Start a spreadsheet to keep track of your daily tasks.  Did you write a blog post? Enter the date, the link to the post and the topic of the post.  Did you attend a networking event and meet someone who may be interested in doing business?  Enter the date of the event, the person’s name and your follow-up tasks.  It really doesn’t matter how you organize the spreadsheet, as long as it makes sense to you.  This sheet will definitely help you track all of your activities and will help to keep things on track and you move forward and start bringing business!

Congratulations on another week of work!  Don’t worry if you haven’t seen direct results from your efforts.  Understand that it may take months to develop a relationship that results in new business.  However, this will happen with time.  Keep up the good work.   If you have questions or concerns about your progress, contact us.  Building attorney careers is what we do best!