Saturday, October 11, 2008
Know any lawyers? Tell 'em about this
After a couple year hiatus from writing in the legal marketing field, I'm back contributing to a publication I feel really good about. It's called "Originate," and the editors have already snagged some of the best legal marketing writers in the biz. Yes, yes. And me. Daryl Cross, Mark Beese and Adam Stock join Larry Bodine, Barry Schneider and me for monthly advice, tips, tools and deep wisdom about how to generate business for sole practitioners and small firms.This is not puff stuff. This is all highly usable, measurable, practical information from folks who have been in legal marketing for years, and who have helped firms generate hundreds of thousands of dollars in new revenue.My first set of articles (I'm on my fourth month at this point) focuses on setting up a specific, reliable sales pipeline. The idea being that you don't get people to go from never having heard of you to being a dedicated client in one step. Same as you don't go from "stranger" to "spouse" without some various activities in-between.I outline a reasonable sales pipeline in 12 steps. Yeah, I know. Sounds like a recovery program. Well... It is! It's a way to recover from relying on luck and your golf game to get new business. Lawyers become addicted to *doing* the work, and forget to take the time necessary to *get* new work. This pipeline plan makes it easy to define a number of specific, discreet steps that will move potential clients ever closer to being die-hard customers and fans.Friends and readers of mine get a nice littleÂ $50 breakÂ when they sign up. So, if you know any attorneys who want to start working on their rainmaking game...Â send 'em over here.