Visibility, or lack thereof, is a common problem for lawyers who work in mid-to-large sized law firms.

Attorneys have a tendency to believe that colleagues will be eager to cross-sell their services.

They're wrong.

It happens often than you might think.

Why?

They fear the competition. Or,  they just don't know what you do.

Whatever it is that is preventing other lawyers from touting your services - now is the time to take a good look at yourself and your visibility within the firm.

Before people will refer work to you, they need to be clear about what you do.

Sara Holtz, author of Bringin' in the Rain, offers very sage advice on how to maximize your visibility.

Holtz writes that lawyers need to embark on an "internal PR campaign" by following these simple 8 steps:

1. Set clear objectives.

Ask yourself why you want to increase visibility. Do you want to build your book of business? More referrals?

2. Highlight what you want to be known for.

Try to develop a clear message highlighting the desired reputation you want among your colleagues.

3. Get to know your target audience.

Who will your message reach?

Once you answered that question, summarize your strategy into one sentence.

For example: I want to educate the partners in my practice group about my recent success negotiating a complicated lease for a biotech company so they will refer their technology clients with real estate needs to me.

4. Cultivate relationships within your target audience.

Ask questions about their practice, really get to know them.

Take the opportunity to share your strengths and emphasize why you're a good choice for a referral.

5. Share what you've learned.

Don't be shy about sharing what you've learned in a recent success case with others who might be interested.

6. Present to other practice groups.

Be sure to focus on issues that are useful to them and their clients.

7. Spread the word.

Talk up your achievements to other lawyers using in-house newsletters, ect.

8. Speak at all-firm or all-practice group events.

Again, make sure comments should be relevant to the group.

Raising your profile won't happen overnight. It takes time and diligence. But once word of your talent spreads across the firm - watch out!

Your book of business may burst at the seams!

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Why Won't my Phone Ring?

Sales is a tough nut to crack.

To do it right, a person must convey charisma, sincerity, trust, and above all, a clear picture of the services or product he or she is trying to sell.

Sounds easy enough, right?

No way!

Sales of any kind can be extremely difficult for some people. There are many reasons why people falter, but there are solutions to help you dig yourself (or your firm) out of sale rut.

Here are some common reasons why firms struggle with cross-selling and up-selling.

1. Lawyers are over-protective of their clients.

Too often lawyers treat their clients as their personal or practice group's private property. They're over-protective of them and are more concerned about their department's needs and revenues than of the larger firm.

Solution: Firms could consider changing their compensation strategy so lawyers are rewarded for cross-selling. Improve trust across the board by making lawyers work on common projects.

2. Lawyers and staff don't know enough about other departments.

Lawyers and staff may not know anything about the capabilities of other parts of the firm. Because of this, lawyers are less inclined to talk about, let alone recommend, areas of discipline they know nothing about.

Solution: Firms could double or triple the information flow and training time they spend updating lawyers and staff on what is happening across the firm.

3. Lawyers over-extend their reach.

Sometimes lawyers try to sell services that have little to do with the service they currently provide. However, cross-selling works best when the services sold are a natural extension to the service they currently provide.

Solution: Firms could identify areas that create most of the opportunities for cross-selling and train staff extensively in those areas.

To review: To effectively cross-sell you have to be able to prove to a client that you have an understanding of the service you're trying to sell, AND that you understand the value of using the larger firm to offer an integrated range of services.

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How to Become a Specialist who is Called Upon to Write, Speak, and Lend Expertise.

When budgets are tight, lawyers have to get creative about legal marketing. Typical advertising mediums, like television and even some PPC Internet campaigns, can be very costly. Lawyers need to start marketing themselves; show people that they're experts in their fields.

Ideally, you want to become a recognized specialist - in this case a legal expert - with trustworthy credentials, who is called upon by media and other outlets to speak, write, and lend your expertise.

Sounds easy enough, right?

It is, if you follow these ideas:

1. Get current on industry news and trends.

Get your hands on several legal trade magazines. In fact, get back copies. Read them cover to cover, particularly noting the editorials as their topics are what’s currently on the minds of the industry leaders. You should understand and adopt the opinion of the lead editorials. The editors and writers know what is best for their industry. You should be adept on the subject and have an opinion or two of your own, of course, as you are an industry expert.

2. Start writing.

Set aside some time to write an article and submit it for publication in one of the industry magazines. Once done, you are a published writer in the industry. People will see your name and read your material.

You can also offer to write a monthly column on interesting aspects of the industry for a national trade organization’s newsletter or magazine.

3. Create a Website and blog.

Communicate with your market, discussing industry issues and creating an open forum with you as an expert. Highlight your involvement, as well as your diverse commitment to the industry. You can further establish your credentials and publish your materials, including press releases, and articles.

4. Become a corporate speaker.

If your subject matter has commercial application, you may be able to get a local business to let you speak after hours, during lunch, or at a business meeting. Being a public speaker at leading businesses and corporations adds to your credentials.

5. Participate at conventions.

Give a seminar at your industry's national trade show. Or have a booth, or get on the board or any committee for the organization. All these options give you enormous credibility and visibility. Speak at the trade show; sponsor an event; be a presence.

Visibility is critical to your marketing success. Get out there - get yourself seen, read, and heard!

Adapted from article 12 Ways to Become a Recognized Expert by Donald Todrin at Entrepreneur.com.

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Three-Point Call to Action Serves as an Example for Lawyers and other Businesses.

The recent passing of Apple Co-Founder Steve Jobs has led a lot of professionals to reflect on the entrepreneurial legacy he left behind. There's no doubt that Jobs created an empire. But it's how he created that empire - and the people who helped him - that should make people stand up and take note.

By 1977, as Jobs and and his business partner, Steve Wozniak, were busy taking orders for the very first Apple I and looking for venture capital as they developed the Apple II, the men brought on investor Mike Markkula into the business. Markkula injected $250,000 into the company, became a third partner, and sat down to write, "The Apple Marketing Philosophy." It's a three-point call to action that has served Apple for decades, and can also be a prime example for your business practices.

Point No. 1: Empathy
Apple should strive for an "intimate" connection with customers' feelings. "We will truly understand their needs better than any other company," Markkula wrote.

Point No. 2: Focus
To be successful, Apple should center its efforts on accomplishing its main goals, and eliminate all the "unimportant opportunities."

Point No. 3: Impute
Apple should be constantly aware that companies and their products will be judged by the signals they convey. "People DO judge a book by its cover," Markkula wrote. "We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities."

It's important to note that with this marketing philosophy in place, Steve Jobs was able to take Apple to the next level. Jobs pioneered Apple's customer first marketing plan. And, instead of creating products they wanted to make, Jobs aimed to produce products that addressed consumers' needs, feelings and motivations.

Are you doing the same for you clients? Perhaps it's time.

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Effective Word-of-Mouth is Earned by Offering Great, Quality Service

Word-of-mouth advertising continues to be one of the most effective and long-lasting ways for firms to drum up new business. It's available to every company - large and small - and involves minimal cash outlays.

If you're good at what you do, word-of-mouth can be earned quickly. Descriptive words spread fast, and if people are happy with you, well, news about your firm will spread like wildfire.

Start getting new business for your practice TODAY. Here are 4 ways to create a successful word-of-mouth campaign.

1. Keep a high standard of service.

All employees must be aware of the importance of maintaining quality, and systems must be put in place to monitor it. Furthermore, clients' problems must be addressed and solves with a minimum effort on the client's part - and in a timely fashion.

2. Communicate effectively.

All contact with clients and their inquiries must be courteous and knowledgeable. This starts with the telephone. Have a person answer your phones, not a computer like most large firm do. This simple move will start you on the path to good word-of-mouth with your clients.

3. Build trust.

You want all your clients to trust you. This trust must be earned continuously. It takes time to develop, but can be lost in an instant. Client complaints must be addressed and solved quickly. Problems cannot be ducked, delayed, or shifted. Mistakes should be admitted and corrected.

4. Provide value.

The value of the services you deliver to your clients is paramount if you want them to return and spread the good word about you. The value of the service you provide must meet or exceed their expectations. Under promise, over deliver.

Your clients' opinions matter. So make sure that when they voice their opinions about you and your firm, they're doing it with praise. This will jump start word-of-mouth, and take your business to the next level.

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5 Ways to Keep Yours Listeners Engaged

Conversations - real, meaningful conversations - are perhaps the best ways to build valuable connections with people. Of course, holding a conversation with someone whom you've just met isn't always easy.

But, it can be.

Anyone can be a great conversationalist. Anyone!

The key is to keep the spotlight on the person you are speaking with - and off yourself. Simply listen to what the person has to say, ask him or her questions, and be interested in their responses.

Sounds easy enough, right?

Here are some more great tricks for becoming a brilliant conversationalist.

• Take a greater interest in what the person you are speaking to has to say than what you have to say. In other words, don't eagerly anticipate telling someone about your legal services. Instead, eagerly anticipate what he or she will tell you about their own services.
• Keep an open mind. Enter into a conversation knowing what you would like to say and learn, but do not have any preconceived ideas or judgments about the other person.
• Don't interrupt. Keep quiet when the other person is talking.
• Never argue. Even if you disagree with what someone is saying, keep your cool and diplomatically state your opinion. 
• Don't offer an opinion unless you are asked to do so. 

Finally, try to address the other person by their first name throughout the conversation. There's no sweeter sound to a person's ears than the sound of their own name being spoken.

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How to Spend Your Marketing Dollars Wisely

When it comes to legal marketing, every move you make and every dollar you spend should be done wisely.

Sure, the law market is tough right now - but reaching your target audience is tougher. Before you grasp at straws trying to develop the perfect marketing plan that will knock out your competition, take a step back. Think on a smaller scale.

Here are five ways to hone your marketing message and outsmart the others in the pack.

1. Know yourself and your practice.

Understand who you are and what you stand for as a brand. The clearer you can be about the brand, the more efficiently you can communicate with your audience. Businesses that haven’t defined their value and competitive advantages risk sending vague, generic messages.

2. Know your audience and how to approach them.

Learn about your clients and prospects. Figure out not only how to reach them — but what connects. Understand how they want to be approached, and then show up with a targeted message that says you understand them and their needs.

Offer help, not products or sales pitches. Share your knowledge of industry trends. Doing this will help make you a sought-after authority.

3. Stay focused.

As easy as it sounds, this is a tough one.

Resist the temptation to deviate from your strategy or wander outside of your niche. Instead, focus on giving loyal clients the best possible experience. Furthermore, define your ideal customers — they are the bullseye. Channel your energy and resources on connecting with them and them alone!

4. Pick the right tools to connect with prospects.

Maximize your results and get the most out of your budget by picking the right tools to connect to your audience. Make sure the medium you use is the best way to communicate your message and receive the desired response.

Also, make sure your clients have a way to voice their praise. Social media is a powerful tool that helps clients create trust and good will for your brand.

5. Maximize your payroll.

If you have a staff, use it.

Maximize your payroll by turning your employees into your best ambassadors. Help them understand the brand, and give them the tools and authority to reinforce your value.

By following these tips you will get more out of your marketing dollars. Not only that, you may become something even greater - more memorable.

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You have a great idea, but now comes the hard part: Promotion.

Sometimes selling an idea is harder than the process of coming up with the idea itself. Ideally you'll want to put that idea into motion by creating a dynamic presentation. Your first step? An outline.

You'll need a clear, complete, and concise outline to help you build the best presentation ever - and nail that tough sell.

Paul Kurnit and Steve Lance offer the best insight on this topic in their book Breakthrough!. Here, they highlight which questions you need to ask yourself in putting together an outline.

1. Who are you going to be selling/presenting to?

—How many levels of management are involved?
—Will you have to sell your immediate supervisor first?
—Are there side presentations and allies you need to enlist? (Like the head of research and the chief financial officer. Good call, there; those who could be your biggest allies or enemies.)

2. What are you selling? What’s your Big Idea?

(Note: We’re not saying you’ve already come up with the Big Idea—your big Idea at this point is the idea of assembling a team to come up with the Big Idea.)
—What’s your rationale for why chasing the development of the idea is such a powerful opportunity and possible business winner?
—Who will you need? Who do you think will be a part of your team?

3. What response are you looking for?

—What does a yes look like?
—What do you need to activate your idea?

4. What’s your promise to management?

—How are you going to measure and report your progress?
—What are their approval points? Cut-off points? Be sure to let them know they’ll still have control.

Kurnit and Lance also add, "You need your audiences to love the opportunity you’re presenting—from the very first page, slide, or opening words. Incite enthusiasm. Start a fire! Build heat. Then, build from there."

Excerpted from Breakthrough! by Paul Kurnit and Steve Lance. Other sources include the American Management Association.

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Have No Time for Marketing? Your Busy Schedule is Not an Excuse and Here's Why!

Are you trying to stay afloat with grueling matters and client calls? Well, unfortunately, that's no excuse not to be marketing your practice. Even time-pressed lawyers can find time for legal marketing. FOCUS is key.

Stacy West Clark of The Legal Intelligencer offers these marketing tips for lawyers who are constantly on the go.

1. Keep your marketing sights small and focused.

Make a list of clients and referral sources you want to focus on for the next six months and only use your limited marketing hours on them. Do not engage in any random acts of marketing. Stay focused.

2. Put it on the calendar.

Set aside one hour a week -- at the same time every week -- to meet with your assistant and map out who you need to meet with, have lunch with, need research on, return calls to, send a personal note to and more. Use that time to call one or two clients and check in on them.

3. Outsource small marketing tasks to staff.

Work together to set up a system for your assistant to help you return e-mails and phone calls when you are out of the office or tied up -- just to let the client know you got the message and will return the call shortly.

Ask your secretary to stay on top of Google or LinkedIn updates on clients and referral sources, news about you that should be posted to your bio or issued in a release, client birthdays and more. Have your secretary help you set up a doable amount of lunches or face-to-face meetings for you with your targets. He or she can also identify which seminars or trade association meetings your clients and prospective clients are going to.

4. Be a mentor.

Mentor an associate so he or she can you deliver responsive service to a client. In fact, consider setting up a client service team for every client -- consisting of you, an associate, a paralegal and secretary -- so that the client is comfortable with many people at your firm and can be assisted by any one of them in your absence.

5. Invest in fast and easy communication tools.

These tools will help you let clients know that you're thinking of their business needs and goals. Create a one paragraph email alert to go out monthly -- consisting of just one paragraph on news that is hot to your current clients. Or, if your clients are not email savvy, create a postcard mailing.

6. Weed out bad clients.

If some of your time involves working for "C+" rather than "A" clients -- or taking part in activities that have never paid off for you -- cut them out!

7. Use down time to check in with clients and referral sources.

Pick up the phone or your personal note card stationery, which you can keep in your briefcase too, and reach out to a client. Or scan newspapers for an article that would be of value to a client.

These are just a few marketing tips to help light a fire under busy lawyers. Remember, you can do both: Work and market. No excuses.

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Offering a great service is sometimes not enough - at least not from a legal marketing standpoint.

The truth is, without a sound marketing strategy in place, the quality of your service will never be recognized. Your beautiful brand will be dead and buried even before you have made a name for yourself.

Successful marketing begins with an understanding of clients' needs.

Here are two ways to conduct a "needs analysis."

1. Understand what clients worry about.

Get into the minds of your clients. What do they worry about? What keeps them awake at night? How can YOU help them?

Try to develop an authentic sense of empathy for clients and the problems they face. Your ultimate goal is to help alleviate your clients anxieties.

2. Don't try to solve everything at once.

Companies get into trouble when they try to focus on every need at once. A great marketing campaign is anchored by one specific need they are trying to address. As you craft your message, focus on a central, basic need that your customers will relate to.

When it comes to legal marketing, you need to market the right service to the right people. Conducting a "needs analysis" is the best way to ensure your message gets heard - and the phone starts ringing.

Adapted from article Is Your Marketing Focusing on What Customers Really Need? by Scott Belsky.

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