When Building a Practice, Start With Demand

When Building a Practice, Start With Demand

Back in July of 2014 (How could it possibly be that long ago?!), I wrote an article for Attorney at Work that focused on the importance of narrowly focused, niche legal practices, and how to go about building one. It was one of the most popular articles I’ve written, and became the catalyst for my book which came out in 2016.

In it, I challenged lawyers to visualize a continuum. On one end is the general practitioner – the “Jack of All Trades” – and on the other is the specialist – the “Master Craftsman.” The Jack of All Trades is busy, bouncing from project to project, learning a little about a lot. Clients think of the Jack of All Trades when price is a primary consideration. The Master Craftsman is also busy, but focused. She knows a lot about a little and is able to charge a price premium.

My thesis, backed by research and the experience of myself and others, is that if a lawyer is looking to build a practice, it’s better to become a Master Craftsman.

Four Productivity Building Blocks of Effective, Efficient and Happy Lawyers

Four Productivity Building Blocks of Effective, Efficient and Happy Lawyers

In a post I wrote for my friends at Attorney at Work back in December dealing with the issue of productivity, I explained that “work is like fitness — it’s best done in short bursts of intensity, followed by periods of rest and recovery. So start the day with a sprint.”

It’s easy to get into the office and start ticking off the easy stuff. It can be satisfying to immediately dig into email and begin volleying correspondence back and forth with clients, colleagues and adversaries. It’s busywork, and busy feels productive.

The problem, of course, is that the moment you get through your inbox, a new batch of messages is waiting for you. Before you know it, 6 p.m. rolls around and the brief, presentation or transaction that you need to get done for the next day hasn’t even been started.

To Build Your Personal Brand, Hunt Antelopes Not Field Mice

To Build Your Personal Brand, Hunt Antelopes Not Field Mice

A lawyer with a powerful personal brand is one who is well-known and well-respected by a distinct audience. She is thought of, and sought out, when a particular type of expertise is required to solve a particular type of problem. In other words, a lawyer with a powerful personal brand is not someone who tries to be all things to all people. She knows a lot about a little, as opposed to the generalist who knows a little about a lot.

She did not attain broad brand awareness by accident. Rather, she became well-known through focused, strategic, long-term effort. She hunts antelopes, not field mice.

Special Dispatch for the Legal Marketing Association: The Importance of Brand Experience

Special Dispatch for the Legal Marketing Association: The Importance of Brand Experience

There are two types of services that lawyers can provide to clients. The first is legal service, which relates to quality of professional skill and work product. Legal service is, obviously, critically important to the success of a client relationship. But let’s face it, most clients cannot distinguish between good and great work product. Moreover, basic competence and technical proficiency are often presumed.

The second type of service lawyers provide is client service, which relates to the quality of brand experience one creates. Half of the brand equation is building a personal brand, which involves telling clients and prospective clients what to think about you. Equal, if not more, attention must be focused on creating an authentic brand experience, where your brand speaks for itself through its interaction with clients.

So what does this mean in the real world? Find out more about building a brand experience for client in a post I wrote for the Legal Marketing Association blog Strategies. Click here to read the article.

Want to learn even more? I go much deeper into the issue of brand experience in my book, One of a Kind: A Proven Path to a Profitable Legal Practice. Click here to check it out!

Break Up the “Conspiracy” By Resolving to Simplify this Year

Break Up the “Conspiracy” By Resolving to Simplify this Year

“All professions are a conspiracy against the laity,” said George Bernard Shaw. In the legal profession, the best evidence of a conspiracy is the often impenetrable density and complexity of the law. It’s almost impossible for laypersons to understand the law and its processes. Lawyers perpetuate the conspiracy through their use of jargon and legalese.

There’s been a great deal of discussion, writing and study related to the costs of using legalese. But it does not seem there’s been much progress in convincing lawyers to communicate in a simpler, more accessible way.

This week, Attorney at Work published my take on why lawyers should – more than ever before – resolve to simplify their written communication style this year.

I’m not advocating we dumb-down the profession. I’m just saying that sometimes, when appropriate, we dial it back a bit. Clients won’t think less of lawyers if they communicate in plain English. Most clients will appreciate it. Judges, too. And it all starts with simplifying the primary means through which lawyers communicate: the written word.

Check out the post on Attorney at Work’s website by clicking here.

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When it Comes to Implementing Your 2017 Marketing Plan, Go Bird by Bird

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When it Comes to Implementing Your 2017 Marketing Plan, Go Bird by Bird

This is the time of year that many lawyers and legal marketers are deep into planning for 2017 business development initiatives. It’s the time of big dreams and grand ambitions. The problem is, while the plan is transformative, it rarely gets implemented. As almost all of us know through painful personal experience, one of the biggest issues with planning is that it can be overwhelming – it’s easy to be ambitious on paper, but in practice that ambition can lead to paralysis.

One of my favorite books is Bird by Bird: Some Instructions on Writing and Life, by Anne Lamott. It contains many lessons on creative thinking and ways to approach your work. One of my favorite passages deals with the issue of paralysis – specifically, how to overcome the tendency we all have to get overwhelmed by the enormity of the task or challenge we are facing. Here’s Lamott’s advice, gleaned from a childhood family experience:

Thirty years ago my older brother, who was ten years old at the time, was trying to get a report on birds written that he’d had three months to write, which was due the next day. We were out at our family cabin in Bolinas, and he was at the kitchen table close to tears, surrounded by binder paper and pencils and unopened books on birds, immobilized by the hugeness of the task ahead. Then my father sat down beside him, put his arm around my brother’s shoulder, and said, “Bird by bird, buddy. Just take it bird by bird.”

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The Long and Winding Road to Become a Professional Writer

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The Long and Winding Road to Become a Professional Writer

A note to readers: This post constitutes my entry in a writing competition called “Writing Contest: You Deserve to be Inspired” hosted by the Positive Writer blog. Positive Writer is one of my favorite blogs about writing – check it out if you’re looking for an excellent writing resource.

I shuffled the papers into a neat stack, stapled them, and strode confidently into my supervising attorney’s office, handing her the memorandum I had painstakingly prepared on some arcane legal issue over the last several days. I nailed it. Or so I thought.

I was a first year attorney at Skadden Arps. I fancied myself a skilled writer and communicator, but I was, in fact, neither.

Personal Branding for Lawyers: Same is Not a Strategy

Personal Branding for Lawyers: Same is Not a Strategy

Have you ever put yourself in a prospective client’s shoes? Why would he, she or it hire you? Seriously, why? I’m sure you’re a good lawyer but (a) how would a prospective client know that and, perhaps more importantly, (b) can most prospective clients, at the point of purchase, discern between an average lawyer and a good one, or even a great one?

Consciously or not, most lawyers make a choice to craft professional personas that are largely indistinguishable from others. From their new business pitch to their website bio, they purposefully look, sound, act and describe themselves in a similar manner. This poses a dilemma for clients: When confronted with a commodity, how to make a choice?

The paradox is that sellers of actual commodities do the exact opposite of lawyers. They compete fiercely on grocers’ shelves, for example, to stand out from their competition. Only by standing out, they understand, can they capture a greater share of market.

Lawyers and Law Firms: Who Owns Your Brand?

Lawyers and Law Firms: Who Owns Your Brand?

I’m not an IP lawyer. I’ve never worked on a copyright issue. But I am a lawyer and a marketer, and although I no longer practice law, I can still spot an issue when I see it. And there’s a big, glaring one lurking for many law firms who are failing to take the steps necessary to protect their brand-related intellectual property.

I raise it because it’s an important issue. We all know that intellectual property rights are an essential element of a law firm’s value and competitive edge. Law firms invest heavily in the creation and promotion of their brands. And in today’s digital and international business world, it’s harder than ever to protect and enforce IP rights.

But there’s a low hanging fruit IP issue (a simple housekeeping issue, really) that is chronically overlooked.

Gearing Up for a Great 2017

Gearing Up for a Great 2017

We’re winding down for the holidays here, but at the same time gearing up for a big, exciting 2017. I want to thank you, as one of Simply Stated’s loyal readers, for investing a bit of your time and attention to my blog this year. I hope you enjoyed reading the content as much I enjoyed producing it.

I’m really excited for what’s on tap next year. I will be sending out much more information about our upcoming initiatives at Harrington Communications in the months to come, but here’s a quick preview:

  • I will be launching an online course addressing the topic of personal branding for lawyers in February.
  • My new book, geared to first and second year lawyers and featuring insights from some of the country’s top lawyers and consultants, will be coming out next summer.
  • I’m now booking engagements to speak at law firm retreats and training workshops about topics like personal branding, building a niche practice, productivity, and social media/content marketing. If you’d like to discuss, please email me at jay@hcommunications.biz.