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Posts Tagged ‘small firm’

You’ve all heard that fable of the wind and the sun wagering which one could get the traveler to remove his coat. The wind blows and blows faster and stronger, and the traveler holds on even tighter to his coat. Then the sun bursts forwards and the traveler gladly strips off his coat. 🙂

Moral of the story: “As you can see it is easier to influence people with gentleness than with force.”

On Wednesday, I was invited by the non-profit I’m on the board at to listen to a star in the fundraising word, Penelope Burk.  Ms. Burk has spent years since her active fundraising days testing, interviewing and collecting massive amounts of data in North America about fundraising – what works and why.  What she taught me applies perfectly to lawyers.

I will break down some of Penelope’s wisdom and hard data into a few points directly relevant to anyone who is marketing themselves or a small firm. The overall theme never changes but it seems we have to hear it over and over again in different contexts to keep remembering it:

Over soliciting your donor (client) will work once.  As a long term strategy it is the most certain path to failure. The most cost effective ROI is communicating with the client often without asking for money (offering services), building trust so that when you ask (or offer) it’s welcomed.

It remains a mystery why we need Penelope’s hard data and hundreds of interviews to tell us something we essentially already know. Aren’t we all consumers too? I guess we need to be shown with objective data what the results of spam, endless service announcements and oh yes…the infamous “look what I did recently newsletters”.  🙂

Yet, many professionals will panic and fall victim (can I say victim if it’s totally conscious), to this tactic.  They will crash into the rocks with the sweet siren sounds of impressive short-term revenue, from aggressive and impersonal marketing campaigns. Given the fable above, could we call  this between us as passing wind??  Bloated windiness will cost more and more, and one can guarantee a decreasing return on investment, year in year out, from the increased attrition of clients.

Monday I will break down some of Penelope’s work with philanthropy and how it applies to ALL professionals.  Have a great weekend.

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I keep hearing about how many law students are worried about jobs, careers, etc. The only reason most students are worrying about the economy this, and the profession that, comes from a belief that they need a job when they graduate.

Maybe because they think they need the job to get experience. Maybe they need to pay student loans. Maybe they imagine it’s the only way to make money as a lawyer, or maybe they are terrified of having to venture out and find clients.  Maybe they like the  prestige of a big firm job or corporate position.  Adding to this uncertainty, the game has become so competitive for big firm jobs, they have to really blow everyone away. You need a 4.0, you need to be the Moot Court Master of the Universe; you need 3 law review articles, and you need to bring your uncle’s billionaire friend as a client with you, just to get an interview! Some will make it and most won’t.

For the rest, it’s a new and exciting game and you don’t have to worry or work for anyone. You can do what you like.

Today, it has never been easier to own your own space as a solo or small firm, to collaborate on a global scale and to serve more clients than you need.  It has never been easier to build your dream job.  Instead of worrying, work hard at doing what you like, and   realize that you can practice law and still laugh, make friends, care for your peers, and let them care about you. You can be yourself, be authentic, and be as unstoppable as only you can be when occupy your space!

And you don’t have to do it by yourself.  You can learn and get experience by working with other more experienced lawyers virtually.  That’s one of the reasons why I’m building The Online Bar Association. You can live anywhere and join Timothy Ferris’ new rich. Today, you can be a successful lawyer from anywhere in the world.  The most important factors are loving what you do, being good at it and having friends that you trust and care about your success, that  care about YOU!

I’m not saying you don’t have to work. You will probably work harder at first.  But in the new legal world, where content is free and abundant,  it’s increasingly more about who wants to play with you, than what you know.

Are you ready to play and work hard?

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