Here’s a brief commercial message from your sponsor so we don’t have to spend time on the call- If you’re thinking about your website and blogging, you probably want to rev up your marketing efforts. The Get Clients Now! program is a fantastic way to get into action. First, you create a brief but specific marketing plan- then you have coaching calls each week for support and accountability. The coaching groups are about 8-10 people. By the end of the coaching period you’ll have learned how to make time for marketing, what to do, and how to stay in action. New classes start in January, more options will be posted within the week.

What you measure improves, what you measure and report on improves exponentially! Plan a strong start in the new year!

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We sat down together for a reality check. She had 2 1/2 hours before her usual retreat to bed. She had everything she needed to do the work and she knew what to do. Finally, turning the assignment in late would result in just a 5 point reduction in her score- and it would be her first offense.  The meltdown resulted from the simple fact that it was unexpected. We’d just come home from a fun day and she wanted to relax. In that moment, when her plans were disrupted, she felt completely out of control. 

OK- parental confession, it’s all my fault! In an attempt to avoid that kind of anxiety, I’ve been a little too hung up on planning ahead. I’ve been so successful at avoiding suprises that Hanna has no experience in how to deal with them. In fact, MY first reaction was annoyance, because she’d said she’d finished her homework. But isn’t knowing how to handle yourself when faced with unexpected events even more important than being an expert at preventing them?  Hanna & I need to exercise our “roll with the punches” muscles.

Roll with the punches is defined as “to adjust to difficult events as they happen”. The term is based on boxing, from the literal meaning roll with the punches, to step back or to one side as you are being hit, so that you don’t receive the full force of the attack. Sounds like a good idea to me.

Here are three questions that will help you roll with the punches:

1. What is true about the situation?
2. What’s the worst thing that can happen? 
3. What does it make sense to do? What will serve me best?

After walking through the questions, take a deep breath and relax. Changing the past isn’t an option. What’s important is how you respond in the moment. Consider putting your pajamas on, it worked for Hanna!

Emotional flexibility and the ability to “roll with the punches” is a gift I’m going to work hard to give my daughter. How about you? Would you be more productive if you had more control over how you react? Here’s the good news - you already do.

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2 women are chatting in an all-white living room. Suddenly a boy’s voice bursts in excitedly, “Mom, you’ve gotta see this!!” The women ignore him and keep chatting, but the boy calls out again. His mom exchanges an annoyed look with her friend and still doesn’t respond - until she starts SHRIEKING!!  Panic! “NO! Toby NO! Get him out of here!” The family dog has entered the room- showing off the trick the boy taught him. He is dragging what my daughter would call his “bottom” across the white carpet. Sitting and scooting. Get the picture?

I LOVE that commercial. It’s diabolically creepy. Chances are, if you own a dog, at some point you’ve had a little worry in the back of your mind about what might be on the rug. Especially if you have kids who like to roll around with the dog or lie on the floor watching the latest High School Musical DVD with friends.

Unless you have an event coming up, carpet cleaning is one of those things you know you should do, but never get around to.The commercial is amazing because it creates an immediate desire for the remedy.  I’m not a clean freak, so it can’t be just me. Heck, if you have a vivid imagination, you might be switching to google “carpet cleaners” right now! (can’t get that dog scooting across the carpet off my mind!)

The idea is to find a marketing message that taps into people’s concerns in a way that compells them to address them. More easily said than done for most of us. However, if you start with that approach, your message will be more effective.

An example on the business side might relate to employee management processes. As they add people, firms know they need handbooks, structure & training, but rarely prioritize the effort until something “bad” happens. Working with individuals, the easiest example are the many, many people who know they should have a will, but don’t get around to it.

Take a piece of paper and make two columns. On the left side- list the undesirable consequences you prevent. Problems your clients will not have as a result of working with you. On the right side- list the events or circumstances that cause your client to need a lawyer. The problems you solve for your clients. Creating a side-by-side comparison might help you think of more variations. Then use what you’ve learned to update your own marketing conversation.

I’m inundated with offers from folks who promise they will help me come up with exactly the right message. I’m sure an expert would improve my copy no end. What I’m realizing, however, is that a little thought, applied to every interaction I have with my audience- will improve my effectiveness.

Take the time to make your list and then see how you can put it into action to help you build your business. There are people who need your services, make it easy for them to see how you add value.

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That’s a problem. Visioning doesn’t come naturally to grownups. We’re rewarded if we think logically and realistically. Our self-censorship skills are overdeveloped. I was lucky to work with Chic Thompson, a recognized creativity expert, on a consulting project. Chic talked about studies that showed that creativity peaks when we’re six years old, and then declines until we retire, at which point it starts to rise again. You’re impaired when it comes to your ability to imagine your ”ideal” life. So, naturally, you could use some guidance, right?

Why don’t you start by being clear about what WON’T happen if you win? The easiest first step towards creating your vision is to spend quality time looking at what you’ve learned about what you DON’T like!

What do you complain about or avoid? What disappoints or frustrates you? What makes you crazy? Be as specific as possible. For example, “I hate working all the time” might mean, “I hate missing my kid’s soccer games”, “working past 6 every night stinks” or “I can’t stand that I never get to have a relaxing dinner with my spouse”.

Write it down. Articulating what you DO want can be kickstarted by the exercise of identifying what you don’t. Block time on your calendar and make a good list. Bring it with you the next time we talk vision. To get exceptional results, you must be able to envision what they are!

Resource you might like: Laura Berman Fortgang is master coach who wrote a book called “Now What? 90 Days to a New Life Direction”, available on Amazon.  I became certified in Laura’s coaching program, based on the book, because I often meet lawyers who are thinking about career changes of some sort. This “what you don’t like” exercise is in the book. It’s not my purpose to teach the book in this forum, but I do draw from it and want to point you to more information.

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At any rate, I can’t seem to concentrate on much else. The calendar might as well have two big red X’s over today and tomorrow. I’m about 50% productive. Finding it hard to focus on work. Scheduled coaching calls aren’t a problem, but everything else- up in the air! I knew I had to do something or the time would be a complete loss. SO- here’s what’s been working for me today.

1. Prioritization- I chose the few most important things for me to do today
2. Deadlines - I put deadlines on each task, artificial, yes- but it works
3. Support - Called a fellow coach and made a commitment to check in at 3pm with my status. He’s someone I don’t want on my case.
4. Rescheduling - Made time later in the week for the work I’m not getting done today. Scheduled the work I’m bagging for today.

So far, so good. I’ve stopped spending time staring at my calendar and dug into the work that WILL get done today. I’m not feeling anxious every time I look at the clock.

I’m all about focus, but sometimes time management includes accepting that it’s just not going to happen.  When that’s the case, be realistic and at least get something done!

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Waaay back when Fast Company first came out, I loved their “Job Titles of the Future Column”. Jobs like “Chief Inspiration Officer” and “Minister of Order and Reason” were a much better fit for me than “Director, Planning & Analysis” or “Senior Manager, Strategy Practice”. The ideal title I came up with was something like, ”Champion of the What If’s, Why Not’s & (the respectful) So What’s.” As a coach, that title fits, especially if you add a little “now let’s get on with it” flavor to the mix.

What I want for you is to be open to possibility, to choose your possibility, and to get past anything that is in the way of achieving it. Simple but not easy.  Hope you love the video!

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1. Define your clients and know their pain inside and out
2. Make it easy for them to find you, recognize that you can help them, and want your help
3. Be reassuring, a confident problem-solver throughout the experience, demonstrate your competence
4. Highlight your efforts and results, make the case for your services ongoing by demonstrating the unique value you deliver over and over again
5. Follow up to be sure your client is satisfied and show you care

Warning- If you’re squeamish, see you next time! I’m going to use my recent experience with the head lice lady to illustrate the points. Yup. Head lice. This goes against an excellent Psychotactics  Newletter article, which discussed the importance of using stories that do NOT turn your audience off. I’ve been sitting on this post, but I can’t help publishing, it’s such a perfect example.

My daughter Hanna’s school had sent three different warnings home and checked heads four times before the morning she discovered a teeny critter on her pink towel after washing her hair. The school, and especially her fifth-grade class, had been hit hard.

It was easy to kill the hatched buggers. No problem. It was impossible, however, to remove all the nits (eggs) left glued to the hair, and thus, impossible to get rid of the yucky pests. For 4 days, I did nothing else. We meticulously tried every chemical and homeopathic remedy, and STILL couldn’t get her back to school. Even cut her hair about 4 inches. Washed everything. Each morning we were confident she’d pass the nurse’s inspection. Each time we returned home so very discouraged.

The entire family was desperate. Hanna’s dad found the “Lice Lady” online. Steve googled ‘nit removal’ and her site came up.  Lots of information, detailed testimonials, advice, products for sale. There was a “treatment center” as well as house-call services. The site sold us; we called immediately and left a message. It was Sunday, but the Lice Lady called us back immediately. She knew it was urgent. Despite the truly outrageous fee, we arranged for a “technician” who would come the same day. Hallelujah! What a tremendous relief. (#1- she knew our pain and #2 -easy to find & could solve our problem)

A lovely young lady arrived at our house. She was dressed professionally; heels, a pantsuit and a white lab coat. Mary Poppins might envy her satchel of solutions. Anna Rose introduced herself, unpacked, set up- and went to work. She explained exactly what she would do, why it worked and talked about mistakes people make. She so sorry we had cut Hanna’s hair, she said we hadn’t needed to do that. (#3 - we knew we were in the hands of an expert)

As she worked, she showed us the evidence (trying to be sensitive here, the stuff she was removing from our dear daughter’s head), we became more certain that we could NEVER have done this ourselves. In fact, Hanna clearly would have been in very bad shape if the trained technician hadn’t halted the invasion when she did. At that point- the fee was no longer outrageous. We would have paid anything. I’m not even shy about telling other parents what we spent, because I’m so convinced we had no alternative. I’m skeptical of others whose girls are out of school one day and back the next. I don’t believe that it’s possible to truly clear a kid with long thick hair unless you know the Lice Lady’s secret techniques. (#4 - highlight your efforts and results, demonstrate the unique value)

Before she left, Anna Rose reviewed the program we needed to follow. She spent plenty of time making sure we all understood what to do. She put our fears to rest. She triple-checked Hanna while I looked over her shoulder; I was 100% sure Hanna would be cleared by the nurse. All in all, Anna Rose spent nearly 6 hours at our house. Before she came, I felt overwhelmed and hopeless, afterwards- I felt incredibly relieved.

At about 9pm, after Anna Rose had left the house, the Lice Lady called to make sure we were satisfied. She then called the next day to make sure Hanna was back in school. (#5 - show you care)

Steve and I agree that we’re going to call the service immediately if the issue comes up again. We aren’t going to mess around! (knock on wood, please) We even gave the Lice Lady our principal and nurse’s contact info because she often works with schools. I’ve recommended the service to everyone.

So. That’s the Lice Lady story. Lawyers work with clients who need help.  Can you make your connection equally emotional? Can you do more to show your clients what you do for them? Make them understand what might happen without you? What about follow-up, do you stay connected with your clients?

Jump back up to the 5 story points and think about how you can incorporate each one into your own story. In the end, I’d like to know that some good came out of this awful experience!

OH! Apologies if your head starts itching. Mostly kids under 12 and girls seem to get them…if I didn’t, you won’t…

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Here’s a bit of the blurb: In this webinar, I’ll be working in tandem with social networking strategist David Nour, author of Relationship Economics (Wiley, 2008) to show YOU how to develop your presence on social networking sites to enhance your online visibility, bring your practice into the 21st century and ultimately increase your profitability as a firm.

What I’m interested in is that best practices will be covered, which brings it home to me that if you’re going to play the social networking game, you need to create processes, track results and take appropriate action- just as you do with any marketing strategy. Social networking may be more casual, more spontaneous, more intimate, but you still need to use it intentionally if you’re using it in your “build the practice of my dreams” game!

Note: You’ll see this kind of announcement when I find a resource I want to share. They’ll be titled “Check this out”. I try not to reinvent the wheel and intend to post more resources via the blog; it’s faster than maintaining a “resources” webpage. I never get round to updating the resources page. Even when I LOVE a resource and want to share. Resistance is futile. Resources will show up here.

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• How important is it to have my my own professional email address vs. yahoo or google or some other public email?
• Why do I need a website on Day 1?
• I don’t even have a specialty- what should I use for practice area?
• Why & when should a new lawyer start a blog?
• I’m not an expert, what would I write about?
• What common blogging mistakes do you see lawyers making?
• There are lots of templates out there, why shouldn’t I just set up my own site?

On Thursday, October 30th, at 2pm ET, you’ll have a chance to hear what Grant has to say.  Sign up here for more information. If you’re not a new lawyer, you’re welcome to join us. This is aimed at folks who are considering putting up a website and/or starting a blog.

If you heard about this, you likely know Grant! If not-Grant was recently featured at Remarkablogger, and you can find his websites at:
http://www.blogforprofit.com/
http://www.g2webmedia.com/

Follow Grant’s tweets  for updates. During the call, we’ll take questions via Twitter. Whether you’re on Twitter or not is a whole other Q&A call, so if you aren’t and you don’t want to be- feel free to send me questions ahead of time at barbara@successfullysolo.com.

AND- that’s it! Seats are a bit limited, so do sign up if you plan on attending. Block time on your calendar, all you need is a telephone.

(Hmmm, does this count as my second post this week? Did I meet my goal? Or is it cheating? What the heck. Have a loverly weekend!)

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However, this conversation is not just about ”value”. It’s about money. The topic of money is never purely logical. Setting and then asking for appropriate fees can be incredibly hard.  We tend to settle for less than we (secretly) think we are worth. As my corporate career advanced, my compensation structure was negotiated for me by a recruiter. Invariably, the offer would be far better than I would have asked. However, it was never more than I knew I was worth. As a solo or small firm lawyer, you need to stand for yourself as well as those recruiters did for me.

Do any of these three things and you’ll never earn what you’re worth:

1. Set your fees too low or give frequent discounts - ask yourself if you’re satisfied with your fees
2. Offer free services or get caught giving more than you intended- for example, a free intro consult that turns into something you should be paid for
3. Write services off - because you’re not comfortable asking for the actual amount, even though you know the full fee is legitimate and the work should be valued at an amount greater than you’re billing
4. Allow clients to leave invoices unpaid

In order to build a successful practice that supports the life you want, you must serve yourself well. Where do you need to upgrade? What do you need to do less of, what will you do more of? Who can support you in these actions? How can you test your ideas?

The speaker at a recent coaching association meeting summed it up well. You’ve likely heard this before- but spend a moment on the notion that “if you don’t value yourself, why should anyone else?” Be sure you’re earning what you’re worth and don’t settle for less.

Last words- the metric “realization” is usually comprised of two parts:

1. % of fees you do bill versus fees you could bill (shows you the impact of write-offs and overdelivery, generally doing more than you’re willing to bill your client for)
2. % of fees collected versus fees billed (in other words, if you aren’t paid, it’s the same result as not billing for the work)

Track your realization metrics, with a target of 100%. Anything less than 100% is value you delivered without compensation. How much are you leaving on the table? Is it worth making some changes?

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