SSLS 2016: The "WHY" of Attorney Marketing (Theresa Martin)
•Als PPTX, PDF herunterladen•
0 gefällt mir•248 views
Before you can market your practice, you first have to know not only WHAT you are communicating, but WHY someone should contact you.
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Ähnlich wie SSLS 2016: The "WHY" of Attorney Marketing (Theresa Martin)
Ähnlich wie SSLS 2016: The "WHY" of Attorney Marketing (Theresa Martin) (20)
Mehr von CHESTER PLLC: Business & Innovation Law
Mehr von CHESTER PLLC: Business & Innovation Law (14)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
SSLS 2016: The "WHY" of Attorney Marketing (Theresa Martin)
- 1. From WHY to CLARITY Presentation for VENUE DALLAS 5 August 2016
- 4. WHY USP Brand • Crystalize your purpose & services • Starting point for deeper, more lasting relationships • Differentiation • Easier to handle change • Filter for other decisions • Liberty • CONFIDENCE-builder
- 5. lead trial counsel patent-related monopolization claims high-profile mergers and acquisitions complex antitrust consumer protection intellectual property commercial disputes Pharmaceuticals Healthcare Computers computer software Semiconductors oil and gas Petrochemicals entertainment and ticketing gaming equipment pet foods financial services Telecommunications avionics Federal Trade Commission Department of Justice food and beverages Defense Airlines
- 6. lead trial counsel patent-related monopolization claims high-profile mergers and acquisitions complex antitrust consumer protection intellectual property commercial disputes Pharmaceuticals Healthcare Computers computer software Semiconductors oil and gas Petrochemicals entertainment and ticketing gaming equipment pet foods financial services Telecommunications avionics Federal Trade Commission Department of Justice food and beverages Defense Airlines It’s not about practice. It’s about deliberate practice.
- 9. YES Wait, what? Tell me more… NO Other People Other People
- 11. I provide the deep thought & strategy to navigate complex opportunities.
- 14. computers breaking the status quo People do not buy you do, they buy you do it. WHAT WHY
- 15. When WHY is absent, manipulations thrive.
- 16. WHY – you do what you do. To INSPIRE, start with why. HOW – Values, principles – guide how your “Why” (cause) comes to life - Helps hold you accountable - Verbs
- 17. Integrity Innovation Always do the right thing. Look at problems from a different angle.
- 18. WHY – belief HOW – action to realize the belief WHAT – the results that PROVE the belief Champion for the Common Man Cheap, fun, simple You are now free to move about the country!
- 19. Why becomes a maxim (rule of conduct), a driving force.Helping business ideas land on their feet.
- 21. What if…? Let’s try…? It may not work. Someone else tried that. I can’t afford to… It’s risky…
- 22. YES, and… It may not work. Someone else tried that. I can’t afford to… It’s risky…
- 23. Comfort zones are plush-lined coffins. When you stay in your plush-lined coffin, you die. ~ Steve Dale Growth and development require some discomfort.
- 24. Going is faster than stopping. It may not work. Someone else tried that. I can’t afford to… It’s risky… To give anything less than your best is to sacrifice the gift. ACTION
- 27. Key tools to overcome your first antagonist • Be Specific/Be Clear • Write down goals • Restate goals Daily out loud • SwSwSwSw • Master Mind • Impossible is Nothing • Rainmakers Read • Write ideas down ASAP • Choose associations wisely
- 29. When you’re committed to something, you accept no excuses, only results.” ~ Ken Blanchard
- 30. What inspires you? What gets you out of bed? What makes you smile? What would you enjoy doing… even for free? Why ~ Belief
- 32. Goals: 1. Educate your sources 2. Track your sources 3. Thank your sources 4. Re-educate them 5. How may I serve you?
- 34. 1. Present and future needs 2. Fit with position requirements 3. Suitability in personality (culture) 4. Compatibility with Your WHY Team
- 37. People do not buy you do, they buy you do it. WHAT WHY
- 38. BIG LAWviewpoint
- 39. BUDGET CLIENT DEV. Other Other Other Other Other 33.8 %
- 40. 0 5 10 15 20 25 30 35 AmLaw 30 AmLaw 31-100 AmLaw 101-200 AmLaw >200 Chart Title Client Dev Events 33.8 26.3 27.4 28.3 8.3 16.0 14.2 17.5 42.1 42.3 41.6 45.8
- 42. SERVICE
- 46. Research Delegate (Fit · Productivity/Growth · Passion) WHY
- 47. BTI SUMMARY: Best Law Firms in the Top Spending Industries
- 48. Take-Aways: • Differentiate based on Your clear “WHY” • Manage your own self-talk for positive motivation • Educate your contacts – to leverage your network • Self-promote within your WHY, your passion • Hire, develop culture based in WHY • SERVE through client (and employee) feedback • Envision the needs of clients’ clients
- 49. Teresa Martin 214.356.5544 FlipCatConsulting.co m @FlipCatLLC in/TeresaMartinFlipCa t Helping business ideas land on their feet.
- 50. Teresa Martin 214.356.5544 FlipCatConsulting.co m @FlipCatLLC in/TeresaMartinFlipCa t Helping business ideas land on their feet. Attorney Business Development training & coaching Interim, long-term Marketing Director/Adviser Project, contract, on-site consulting Texas Bar-approved CLE training (1.0 Ethics) Compliance-based business development & marketing strategies for attorneys and professional services.
Hinweis der Redaktion
- Intro
- EXERCISE: Take a moment to jot down your top competitor. During the heart of this presentation, I will talk about your WHY – please feel free to jot down thoughts as they come to you regarding your “why.”
- BENEFITS: Crystalize your purpose & services; ID a starting point for building deeper, most lasting relationships (and background on how this works in the brain) Differentiation Easier to handle change Filter for other decisions CONFIDENCE-builder
- Trying to be all things to everyone leaves a confusing message for prospects.
- 10k Hours, versus hours with purpose (not just repetition). http://www.inc.com/jessica-stillman/10-000-hours-researcher-actually-tons-of-practice-isn-t-enough.html
- Why vs. What & how they connect at different levels in the brain.
- Right now, you’re risk being one of many, one of the same, one of what someone already has developed preconceived notions. Instead, you should focus on what will help you stand out in their minds.
- If you provide a WHAT answer, you risk someone categorizing you by what they know about someone else. Goal – spur people to ask for more information before they categorize you based on what they know about Other People.
- Bedrock // Filter
- {Apple spiel}
- What – computers, versus WHY – to break the status quo
- A benefit of WHY is to differentiate – by finding clarity around Your Story. It also contributes to pricing, and perception of price-value.
- Example – my tag is “helping business ideas land on their feet.” Cats land on their feet…I’ve been through a few scrapes and I’ve always landed on my feet – so why not help others land on theirs? The tag becomes a motto, a mantra – and a CHECKPOINT for work I do: whether it’s someone’s blog content or social media training – or their whole business development strategy – my “why” is so ingrained in my business, that it helps me ensure quality before signing off.
- Key Competitor? Technically – it’s you. Before you even get out the door, before anyone even knows you have an idea – you can talk yourself out of it first.
- Spock has purpose – he is logical, helpful, cautious. But too much Spock can stifle your creative side. [click] Some of you are more Spock than Kirk. You think of the negative first. That’s LOGICAL – it’s prudent for self-preservation and important for lawyers – to consider all angles, possible outcomes, the opposition’s moves. But, you can get stuck there in the negative. To build your business, you must avoid getting stuck in a negative abyss. While your creative Kirk-brain considers new opportunities, the Spock-brain may shoot down all of your hopes. The important lesson here is: the logical, linear, cautionary thought has its purpose, and your positive, creative side must harness the negative brain and recognize when it hears CONSTRUCTIVE criticism versus Negative self-talk.
- (Turning No into Yes or at least possibility.)
- Growth and development require some discomfort.
- Reminder that ACTION will conquer fear. To give anything less than your best – is to sacrifice the gift. – Your Best requires action.
- A Partner at a notable large Dallas-based firm came to me once – scared of an upcoming opportunity for public speaking. I coached her to overcome her fear, she went on to confidently and successfully present her talk before a room of more than 100 professional peers. Here’s the key: She had the fear. But – in part of her mind, she thought IT WAS POSSIBLE because she signed up to speak. She THOUGHT it was possible. If you ever learned to bike, to swim, learned a new language – the Rule Against Perpetuities – you can take on something new.
- If you’ve ever learned to bike, to swim, learned a new language…the Rule Against Perpetuities – then it’s possible to overcome that negative voice in your head.
- When you start with Why – you have a basis to help define clear, specific, actionable goals. You can also conduct purposeful, strategic networking. Overcoming the inner critic – gives you confidence. Also – with self-discipline, we gain liberty.
- As you think about your why, your purpose – keep in mind what it is that you are passionate about – what will enable you to say – I love what I do. “There is a difference between interest & commitment. When you’re interested I doing something, you do it only when it’s convenient. When you’re committed to something, you accept no excuses, only results.” Ken Blanchard
- EXERCISE BREAK – A: OUTLINE YOU WHY What truly sets you apart from all the other lawyers in DFW? In your field? In your office? From your alumni group? From your practice group? You can start with the basics: I’m an attorney, I work in IP, I specifically enjoy IP work related to…. EX BREAK - B: Pair up; take 30 seconds to deliver your Why/Intro – and receive feedback. Then I’ll indicate a time to switch – the other person delivers their Why/Intro – and receives feedback. Give CONSTRUCTIVE feedback – more than “that was good.” Actionable Feedback.
- General Referrals – well-intended, may not have all the information from prospects; May not well-understand what you do, whom you serve. Star Referrals Understand your purpose, your services, your targets, your goals Send (qualified) leads In this way – you can SCALE your Networking. Goals: Educate your sources Track your sources Thank your sources Re-educate them How may I serve you?
- General Referrals – well-intended, may not have all the information from prospects; May not well-understand what you do, whom you serve. Star Referrals Understand your purpose, your services, your targets, your goals Send (qualified) leads Goals: Educate your sources Track your sources Thank your sources Re-educate them How may I serve you?
- Your ability to grow & generate new ideas is somewhat finite when working alone. Thus the value of working STRATEGICALLY with others can exponentially increase your capacity for ideation, not to mention the benefits gained from outside perspective and constructive feedback. Master Mind – (size, safe, solve business issues). Can relate to your ability to think broadly about your clients…and their clients.
- Again - Your ability to grow & generate new ideas is somewhat finite when working alone. Be sure you make your hires based on Your present and future needs Their fit with the requirements of the position [FIT] Their suitability in personality [StrengthsFinder, DISc, M-B] Their compatibility with your WHY Chose MC for the skills, synergy, systems knowledge required for the voyage – and the Passion for the sense of adventure. Even the scientist had passion for his work. Though, without the Commander’s compassion for his friend balanced with the goals of his mission and how to overcome obstacles – the mission (the business) might be lost.
- Give it away – strategically, based on your why. Build with tools – related to your why. Advertising/Sponsorships – spend the money?? Write – blog, articles, commentary – right exposure? Speak/Podcast What are your calls to action? What do you want prospects to do? Your associations – strategic, to help carry out & extend your why Which social/digital tools – to comport w/ why & for available time? Video – polished, rough, where, when? Client Feedback – WHY informs you around questions you should ask…and asking creates a feedback loop that hones your why.
- BTI – surveyed to ask How much time spent on targeted initiatives to client dev? Big 30 spending 33.8% on CD. Next group – 26.3, next 27.4, next 28.3. Thus top is spending 1/3 more than next or other tiers. Next line – events: Big – 8.3, 31-100 16.0%, 101-200 14.2%, Outside 200 $17.5%. Big Law has decided to be aggressive to go get clients & are funding these activities. BTI always asks if someone has a Big New initiative – does it have a budget? (w/o one, it’s just a wish).
- Next line – events: Big – 8.3, 31-100 16.0%, 101-200 14.2%, Outside 200 17.5%. Big Law has decided to be aggressive to go get clients & are funding these activities. CD is more intimate, you can gather info & feedback. BTI always asks if someone has a Big New initiative – does it have a budget? (w/o one, it’s just a wish).
- BTI always asks if someone has a Big New initiative – does it have a budget? (w/o one, it’s just a wish).
- How many of you have CLIENTS? How many of you have CLIENT FEEDBACK SYSTEMS? -- a documented process for contacting clients, researching & deriving actionable feedback from that research?
- BTI always asks if someone has a Big New initiative – does it have a budget? (w/o one, it’s just a wish).
- Thus: Client Feedback informs your efforts so you take action that leads to revenue.
- Big law is asking “what’s impacting your business” (not what’s your legal issue) then responds – I’m going to help you figure this out; let’s assess the risk/exposure. Thus, how you leverage client TEAMS. Also – important to delegate the research to someone who is as passionate as you & understands your WHY: - that’s why it’s so important to hire someone for fit (good at research), who is passionate about your culture (productivity, growth), and understands your why (will go further in their research to understand clients’ needs and how your why may relate in ways to SERVE.
- Big law is asking “what’s impacting your business” (not what’s your legal issue) then responds – I’m going to help you figure this out; let’s assess the risk/exposure. Thus, how you leverage client TEAMS. Also – important to delegate the research to someone who is as passionate as you & understands your WHY: - that’s why it’s so important to hire someone for fit (good at research), who is passionate about your culture (productivity, growth), and understands your why (will go further in their research to understand clients’ needs and how your why may relate in ways to SERVE.
- In July, BTI published this summary of the “Best Law Firms in the Top Spending Industries.” One description stuck out to me & comports with the BTI presentation in April – THINK like their clients. Now for tech – that takes a little specialized knowledge in some cases (engineering, bio-tech backgrounds, etc.).