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The Secret is Out: Five Tips for Legal Marketer Success
A while ago, I was having a long lunch with a legal marketing friend. Our conversation quickly turned to why the legal marketing function is still seen as a cost center in a law firm. Some reasons my friend mentioned (the attorney isn’t a good speaker, the attorneys won’t listen to me or do what I suggest they do, the budget is limited, the resources are limited) are the most common we hear no matter the size, location or specialty area of the firm. You, I am certain, can add even more reasons to the list. What is the commonality with these reasons? Do you notice the reasons all point out and away from the marketer?
This thought, that your success depends solely on everyone else effectively carrying out your plan, is dangerous! The legal marketing function has been touted as one of the most challenging areas in a law firm and remains one of the most volatile because of the mindset that there is no, or only so much, control. Successful marketers today are careful to not fall into this trap. Guess what, we have found there is an overriding factor that is the true foundation for a marketing function’s success, YOU. The secret is out…You have control and influence over your success.
Here are five of the most critical tips that spearhead legal marketer success:
- Be Visible. Stay in front of the key decision makers in the firm. Know what the leadership is thinking for firm strategy, direction, opportunity and concerns so you can address, problem solve and creatively add value.
- Let Them Win. That’s right folks. It really doesn’t hurt you by letting a challenge to your idea come at you. If someone else wants to be right, let them be. Instead of automatically going into defense mode, try staying open to communication while shifting the challenge slightly so it ends up supporting you.
- Emotional Intelligence. You have it – are you using it? EQ has been described as the back wheel of a bicycle – the wheel that steers the power of the front wheel (likened to IQ). Both are important to use the energy of the bike in the most efficient way. How effectively are you using your smarts, your intellect, your IQ? Think about on a bicycle, when the gears are aligned, with the weight distribution, the pushing and pulling of the pedals, the steering – your physical energy output is minimal to get an increase in speed. In other words, are you practicing what you preach? Do you know yourself? Do you know your strengths and possible weaknesses? Do you know how the professionals you work with might perceive you? Can you recognize who you are speaking to or working with and strategically adapt to be most effective in your communication?
- Trends. Stay up on trends both in your market and in other industries. Bring value to your role and your firm by watching and listening to what other firms are doing and what other industries are doing. The most cutting edge ideas in the legal environment are ideas adapted from other industries.
- Be Direct. No one knows what you do unless you tell them. It may seem obvious to you and the truth is, it is not obvious to others. Make it simple, easy and consistent. Numbers, facts, measures – all important to remind people what you do and have done for them lately.
Practice these five tips for 21 days to form a new habit – you will see the results, secure your position and increase the fun meter in your day-to-day!
Tune Up Your Business
In today’s complex business environment, the legal profession continues to experience industry consolidations, increasingly sophisticated client demands, and talent shortages. The successful law firms are finding the best way to prepare for the future is to look inside at their talent. By looking inside and discovering their emerging leaders, leveraging and enhancing skills and competencies, firms create a motivated and energized force. This unique culture will attract and retain new talent and clients.
Tune up your law firm with four key strategies:
Step 1 – Tune Up Your Seats: Now is the time to ask yourself if you have the right people in the right places. Lead your firm—make tough decisions and transition people who no longer have a place in the future of your firm. Low performers, culture misfits, and those who have outgrown their positions or your firm all affect morale and your bottom line.
Step 2 – Tune Up Your Hiring: If you need to hire, make sure it’s the right fit. Top candidates are in high demand, and they know it. Create the right first impression with a smooth and timely interview experience. Identify the major responsibilities and expectations for the position, both short- and long-term. Assign a key stakeholder in the position to champion the recruiting process—to weed out candidates who are not a firm fit and shepherd those who are. Remember to integrate your new hire, no matter how experienced.
Step 3 – Tune Up Your Leveraging: Don’t add stress during lean times by asking your people to perform the work of several others. Serve your people, and your clients, well—or risk losing them. Utilize attorney and paralegal project staffing to manage overflow work and extra projects. Whether you need a seasoned attorney or a mid- to entry-level professional, project consultants add value to your team in skill, experience and energy. This is cost effective for the firm as it is seamless to clients and often generates revenue.
Step 4 – Tune Up Your People: Provide your attorneys and staff with opportunities to learn and grow, and it will pay dividends both for them and for the organization. Now is the time to implement a comprehensive training program to ensure attorneys, paralegals and staff enhance not only their legal skills, but their interpersonal skills as well. Your organization will be stronger and more versatile in meeting client needs, succession planning, and attracting and retaining top talent and strong clients.
How do you remain competitive during these economic times? Make sure you have the right talent in the right places and leverage that talent. Today’s law firms must create supportive work environments that foster employee creativity and innovation. Communicating, supporting, energizing, and training Attorneys and staff will give law firms the competitive edge they need to thrive.
Time Management
How to work smarter, better, and get things done faster
Time is a non-renewable resource, and as such, one of the most precious ones we have.
As a lawyer, executive, and a professional, you’re probably wearing multiple hats in your effort to get everything done. However, wearing all those hats makes it incredibly easy to get distracted, lose focus, and waste valuable time on things that are not mission-critical. Here are ten tips to help you stay on track.
1. 80% is good enough and still better than most. Remember this key phrase from Sheryl Sandberg: Done is better than perfect. As a driven leader, you’re likely a perfectionist, which means that you might be getting in your own way. Remember that not every activity carries the same value or weight. Focus on turning out results by giving yourself deadlines according to the value of the activity and sticking to them.
2. Live by High Value Activities. Resolve to never have another day that ends with you saying, “I didn’t get anything done today.” Plan the 3 most important things you can do each day to make the biggest impact on your business, and then be willing to make changes in your schedule to ensure you do those 3 things first or as early as possible in the day. Once those 3 things are done, you can give attention to the other items on your to-do list, handle the interruptions, and attend meetings– and you will still leave the day knowing you accomplished something.
3. Schedule ALL Action Items into Your Calendar. Don’t wait until you “have time” to complete important things. You will never have that “time” you are waiting for. If you have empty or “free” spaces in your calendar, people will fill them (either you or someone else). Just like water, unimportant activities will expand to fill the available space. Block off time in your calendar for research, preparation, working out, and travel time– and then just follow your day.
4. Don’t Multitask. Many studies show that multitasking is ineffective. (Take my word for that–you don’t have time to go look it up!) You will be more efficient and productive if you focus on one thing at a time. Give your tasks a measurement of time, quantity or dollars. Then tackle that one item for the measure you assigned. Be sure to communicate through your calendar, a sign on your door, an auto email message, or the do not disturb button on your phone to let people know when you are (and are not) available so they too can self-manage and know what to expect.
5. Delegate everything that is outside your Strength Areas. Focus your time and energy on profitable activities. Surround yourself with people who are smarter, better, faster, and more experienced than you, and then delegate to them! You’ll be glad you did.
6. Block out your schedule in chunks or by the day. Monday is my admin and business-building day–it makes it easy for me to know where I need to focus and what is most critical for me to do that day. I don’t have to think about it, or wonder when I’ll get other things done. Those other things all have their places in my business and in my week. You can easily do the same by “chunking out” your schedule.
7. Save time-draining activities for the end of the day. You know your personal time-drains: social media, email, etc. Whatever wastes your time the most (but still needs to be done) should be done at the end of the day. This way, you’re not wasting valuable, productive time on things that are not profitable, important, or need your full brain power.
8. If you’re really stuck on something, take action. When you’re not making progress, take action by moving on, letting the stubborn item rest, or getting help. Stop banging your head against the wall. Giving yourself some space often provides a much-needed different perspective. If possible, let it sit and do something else – ideally something physical or in nature (i.e., a walk outside). If a new perspective doesn’t arrive, seek the guidance of a valued advisor.
9. Hire a coach or mentor to keep you accountable. A good coach or mentor will keep you accountable, provide support where you need it, and help you see when and how you’re sabotaging yourself. We all need help, and none of us can evaluate ourselves with perfect objectivity. Hire someone you trust who will hold your hand AND give you tough advice when you need it. Both are necessary.
10. Establish a regular schedule for yourself based on your body’s natural rhythms. You have to take care of yourself physically as well as emotionally, mentally, and spiritually. If you don’t, you won’t be nearly as good at everything else you do. Establish and adhere to regular exercise, meditation and fun times that feel right for you and your schedule – your productivity and happiness will soar.
To get started, just pick one or two tips above to incorporate into your routine. Once a habit is formed that is working to save you time, come back to this list to see if there is anything else you can incorporate to save you time, work smarter and get things done faster.
Time Management
How to work smarter, better, and get things done faster
Time is a non-renewable resource, and as such, one of the most precious ones we have.
As a lawyer, executive, and a professional, you’re probably wearing multiple hats in your effort to get everything done. However, wearing all those hats makes it incredibly easy to get distracted, lose focus, and waste valuable time on things that are not mission-critical. Here are ten tips to help you stay on track.
1. 80% is good enough and still better than most. Remember this key phrase from Sheryl Sandberg: Done is better than perfect. As a driven leader, you’re likely a perfectionist, which means that you might be getting in your own way. Remember that not every activity carries the same value or weight. Focus on turning out results by giving yourself deadlines according to the value of the activity and sticking to them.
2. Live by High Value Activities. Resolve to never have another day that ends with you saying, “I didn’t get anything done today.” Plan the three most important things you can do each day to make the biggest impact on your business, and then be willing to make changes in your schedule to ensure you do those three things first or as early as possible in the day. Once those three things are done, you can give attention to the other items on your to-do list, handle the interruptions, and attend meetings– and you will still leave the day knowing you accomplished something.
3. Schedule ALL Action Items into Your Calendar. Don’t wait until you “have time” to complete important things. You will never have that “time” you are waiting for. If you have empty or “free” spaces in your calendar, people will fill them (either you or someone else). Just like water, unimportant activities will expand to fill the available space. Block off time in your calendar for research, preparation, working out, and travel time– and then just follow your day.
4. Don’t Multitask. Many studies show that multitasking is ineffective. (Take my word for that–you don’t have time to go look it up!) You will be more efficient and productive if you focus on one thing at a time. Give your tasks a measurement of time, quantity or dollars. Then tackle that one item for the measure you assigned. Be sure to communicate through your calendar, a sign on your door, an auto email message, or the do not disturb button on your phone to let people know when you are (and are not) available so they too can self-manage and know what to expect.
5. Delegate everything that is outside your Strength Areas. Focus your time and energy on profitable activities. Surround yourself with people who are smarter, better, faster, and more experienced than you, and then delegate to them! You’ll be glad you did.
6. Block out your schedule in chunks or by the day. Monday is my admin and business-building day–it makes it easy for me to know where I need to focus and what is most critical for me to do that day. I don’t have to think about it, or wonder when I’ll get other things done. Those other things all have their places in my business and in my week. You can easily do the same by “chunking out” your schedule.
7. Save time-draining activities for the end of the day. You know your personal time-drains: social media, email, etc. Whatever wastes your time the most (but still needs to be done) should be done at the end of the day. This way, you’re not wasting valuable, productive time on things that are not profitable, important, or need your full brain power.
8. If you’re really stuck on something, take action. When you’re not making progress, take action by moving on, letting the stubborn item rest, or getting help. Stop banging your head against the wall. Giving yourself some space often provides a much-needed different perspective. If possible, let it sit and do something else – ideally something physical or in nature (i.e., a walk outside). If a new perspective doesn’t arrive, seek the guidance of a valued advisor.
9. Hire a coach or mentor to keep you accountable. A good coach or mentor will keep you accountable, provide support where you need it, and help you see when and how you’re sabotaging yourself. We all need help, and none of us can evaluate ourselves with perfect objectivity. Hire someone you trust who will hold your hand AND give you tough advice when you need it. Both are necessary.
10. Establish a regular schedule for yourself based on your body’s natural rhythms. You have to take care of yourself physically as well as emotionally, mentally, and spiritually. If you don’t, you won’t be nearly as good at everything else you do. Establish and adhere to regular exercise, meditation and fun times that feel right for you and your schedule – your productivity and happiness will soar.
To get started, just pick one or two tips above to incorporate into your routine. Once a habit is formed that is working to save you time, come back to this list to see if there is anything else you can incorporate to save you time, work smarter and get things done faster.
Today’s Most Critical Workplace Challenges
Employee commitment, productivity, and retention are emerging as the most critical workplace challenges of the immediate future. For many organizations, “surprise” employee departures can significantly affect the execution of business plans and may eventually cause an unexpected decline in productivity. This is especially true during times of economic uncertainty and related organizational downsizing when the impact of losing key talent increases exponentially.
Consider that:
- The most difficult time to retain and motivate employees is during organizational change.
- Highly engaged and motivated employees can increase the performance and productivity of an organization by as much as 400 percent.
- Losing and replacing an employee may cost up to 2.4 times an annual salary.
- The largest factor in retaining and motivating employees is not money, but the relationship with their immediate supervisors.
So, what can you do today to overcome or avoid these critical challenges and be the “employer of choice” for tomorrow? Wherever your organization is now, you can take steps to attract, inspire, and retain top talent. The organization must address five key performance elements: change, listening, traction, investing, and communicating.
Change. To paraphrase Franklin Roosevelt, “The only thing we have to fear is fear of change.” Change is constant; embrace it. Fear of change is no longer an excuse to avoid exercising strong leadership, making tough decisions, or implementing ideas. The members of your organization are counting on you to lead, direct, and manage effective change. Change today usually means transitioning to a new role, taking on greater responsibility, or leaving the organization. Support change with encouragement and reassurance. It is an opportunity to embrace individual growth and development while strengthening the team and the organization.
Listen. Listen to what you are not hearing—those quiet voices of the introverts, of the newer generations, of your most seasoned, of your diverse employees, of your staff, and of your clients. Are you hearing their ideas, questions, concerns, and solutions? They will tell you exactly where you are doing things right, what’s not working well, and what you need to do to keep them. Listening also strengthens your internal relationships with colleagues and teams. Identify the strengths your organization has and leverage your talent for individual development and strengthening client service. Now is the time to set up lunch-and-learns, roundtables, and team-building exercises. Creating a community within your firm begins with listening.
Traction. The strength of an organization is based on sharing a vision. Has your leadership taken the time to establish the organization’s purpose, values, and goals, and make them known to everyone in the firm, and to your clients? Are key business decisions being driven by them? Are you hiring, promoting, transitioning, and business developing according to the organization’s values, goals, and purpose? Loyalty, commitment, and accountability start with the building blocks of the organization—who and what you are now and where you are going. It is only with this foundation in place that you will attract, retain, and maximize the performance of top talent that is right for your organization.
Invest. Are you offering training and development to your leaders, management, and staff? The firm next door is. Most C-level executives have worked with a professional coach. The days of “figure it out on your own, I did” are gone. Organizations today cannot afford to wait for employees to figure it out on their own, and the new generations will not support this old model. They expect training, mentoring, and guidance from their leaders and they will not hesitate to go where their friends are finding exactly that. It is important to provide quality training beginning early in the career to grow and develop your new leaders. New hires are trained on interpersonal skills such as professional dress, presence, a successful handshake, and client communications. Emerging leaders are coached on business development, presentations, effective delivery of tough messages, and expectation setting. Highly effective professionals need to know much more than simply the tasks associated with their positions. Don’t rely on skill development programs to be the extent of your professional and leadership training.
Communicate. Is your communication system clear, simple, and consistent? Do people know what is expected of them? Current research indicates that the supervisor most influences a person to depart from an organization. Other reasons, in order of frequency, are inability to use core skills, not being able to affect an organization’s goals, and inability to grow and develop within the organization. An effective communication system can bridge the gap between supervisor and employee. Enhanced communication helps supervisors better understand the motivational drives and interests of each individual, provides feedback on performance and style, and highlights development opportunities. Managing and measuring the needs of employees or teams helps them build productive relationships with their co-workers, supervisors, and clients. People who feel engaged will put in the extra effort to get a job done and do it well. Instead of catching the 5:00 bus, they won’t mind catching the 6:00 bus to support the team and the client.
Successful organizations realize retention and talent management are integral to sustaining leadership and growth in today’s marketplace. In fact, a stable workforce becomes a significant competitive advantage. An organization with unstable conditions is forced to invest thousands of dollars in recruiting, orientation, training, overtime, and supervision. Organizations without continuity don’t have ongoing close relationships with customers. Loyalty is fragile, stress is high, conflict is more likely, and efficiency is hampered. These challenges make it difficult for an organization to compete.
Support change, listen to your talent, know and share your organization’s vision and core values, and provide development opportunities so people are engaged and know they make a difference. You will then be an “employer of choice.”