Law Firm Marketing Solutions

Guiding your practice to increased revenues while reducing your work hours.

If you like this newsletter, please do your friend and me a favor and forward this newsletter to them.

If your friend DID send this newsletter to you find all of our in depth law firm marketing information at www.Law-Firm-Marketing-Coach.com/resources.html.

-----------------

February 2008, Issue #21

-----------------

In this issue:

Why A Law Firm Marketing Coach Anyway?

-----------------

“You’re a law firm marketing coach - just what does a coach do and why would an attorney want or need one?” This question came from Cole Silver in our pre-interview conversation for his “Expert Audio Series.” Cole is a veteran lawyer and friend of mine. He has launched a unique audio program designed to help lawyers make more money, get more clients, and enjoy their practice more. He has interviewed hundreds of world renowned experts (including yours truly of course) to help lawyers succeed easier and faster, cutting years off your learning curve, and containing thousands of money making ideas, as well as connecting you to the information and people you need to succeed. Check it out at: http://www.Findcareersuccess.com 

The quick and dirty answer to Cole’s question came to me later and is taken in part from my lesson for attorneys on developing an “elevator speech.” The details on developing an elevator speech can be found in my new 125 page report titled “31 Proven Law Firm Marketing Strategies”. It is a complimentary report available for download on my new website home page. An elevator speech is a term often used by marketers meaning what you say to someone who asks you what you do for a living. My elevator speech as a law firm marketing coach that you can use as a model for yours is as follows: 

“I teach attorneys how to increase their incomes while they reduce their work hours as well as have more control with less stress in their practice.”

Is this benefit laden around what a lawyer marketing coach can deliver? Does it “hook you?” Does it reach down into the emotional part of the brain (the limbic system)? Is it likely to result in the attorney saying something like: “How do you do that?” If they do ask how I do that (Note: thus they are giving me permission to market to them by asking – if they don’t ask then I don’t say more as no permission and probably no interest so they are not a prospect anyway), here is what I say in the 15 to 20 second follow up talk to their question and again you can use it as a model for yours:

“I teach you how to make more money with less work while you have more control, balance, and fun in your life. To guarantee this happens as well as customize the simple proven solutions used, we work together over time via telephone and email to be sure you are actually doing what you have learned until it becomes a normal and natural habit for you just like what you do today is a habit for you.”

Do you see I repeated the main benefits of having a law firm marketing coach again but added “balance and fun” to it. Does that get into the old brain? Does that reinforce the “footprint” I already placed in the brain about a law firm marketing coach in the first 10 seconds? Does it add some more implied benefits, like “guarantee,” “customize,” and “simple proven solutions”? Does it actually leave the person curious, wanting to know more like: What are the simple proven solutions? Just how can you guarantee it and what is the guarantee? Does it clearly state how I do law firm marketing coaching in a brief format? Most people who ask me “the question” are not attorneys and after hearing my elevator speech they often say something like “I am a XXX, can you do that for me?” The process is that powerful.

Well, that was the quick and dirty version of why you would want a law firm marketing coach and you can build your “elevator speech” for your practice using this as a guide. 

The detailed version of the answer (spoken more to the neocortex or intellectual part of the brain) to why you would want a law firm marketing coach would look like this 

A sports coach and a lawyer marketing coach are similar in many ways. For example the coach provides the person coached the following:

1. Assess strengths and weakness so a plan can be developed to make improvements as quickly and easily as possible as well as stop quickly any damage that is occurring

2. Helps players determine goals, strategies and tactics so they can achieve their dreams

3. Providing a consistent structure = like weekly, every two weeks or monthly coaching calls that are a lot like workout schedules in sports

4. Providing the right knowledge = the coach makes sure the players have the correct basic and advanced knowledge for their sport

5. Providing the vision of what can be achieved = an athlete cannot always see their own potential but the coach can. Also often the player thinks something can’t be done but the coach knows it can so the coach helps the player go beyond what they think they can do or are capable of doing

6. Providing support over time = some professional athletes have several coaches who have been with them in some cases throughout their entire career – the work is not done in a single session but over time but the coach may call in a special consultant to supplement their work with the player if needed

7. Coaches don’t actually do the work or play the game for the players = that said having the coach available gives the player more strength, encouragement, empowerment, timely feedback, etc. that gives the player an edge in the game they would not have without the coach so an attorney with a law firm marketing coach has an edge other attorneys don’t have available

8. Coaches keep their players committed, focused, motivated and accountable as do law firm marketing coaches. They keep them in action toward the player’s goals….not the coach’s goals. Every call will end with a review of: What will the client do between now and the next scheduled call? Also, now you can see from this ending each new call begins with a review of: What was completed that was promised and what are the reasons, excuses or justifications (some of which are good ones) for those things that did not get done. This process uncovers what is not working in the practice so we can implement the missing systems so in the future things promised get done. Being consistent, persistent and well targeted in marketing as well as committed, motivated and accountable produces extraordinary results in a shorter time period.

9. Where would actors, singers, and sports stars, etc. be without their coaches?

10. Quick list of coaching benefits:

Henry Harlow
Founder, www.Law-Firm-Marketing-Coach.com

PS: Get your #1 attorney marketing problem solved today. Spend complimentary quality time with me on the telephone. Details online at:

www.Law-Firm-Marketing-Coach.com/contact.html.