March 27, 2012

Serendipity and the Wild Paradigm

Posted by Bruce under Marketing The Practice, Ramblings, Rural Practice | Tags: , , , , |
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Barn Fire

Barn + Hay + Match = DISASTER

March is well on its way to being written up as a decidedly odd month; strangely dry, unusually warm, and replete with eccentric client requests – law school really does not prepare one for the question: “where can I get a good medical kit for disasters?” Now, from a client’s viewpoint, I suppose that a lawyer’s stock in trade does center around disasters – after all, when the average client walks through the door looking to hire a lawyer something in their life has really blown up in a big way – though I am not sure that there is a 1 to 1 mapping between being able to resolve disasters of a legal kind and being able to handle disasters mother nature throws our way.

Now, my search for a good medical kit lead me through the highways and byways of the internet and along the way, serendipity re-acquainted me with Don Lancaster (or at least a Don Lancaster inspired “nickel generator”). For those of you unfamiliar with the geek world’s paleolithic era (the 1970′s), Don Lancaster was an advocate for the concept of micro-scale businesses (at that time the tech world’s solo practitioner) arguing that it was only this type of business that was agile enough to recognize and react to the coming (remember, this is the 70′s) paradigm shifts. (more…)

 

January 18, 2012

WWCD

Posted by Bruce under Marketing The Practice, Practice Management, Practice Matters, Ramblings | Tags: , |
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The holiday lull and the unseasonable winter weather can to a rather abrupt, simultaneous halt this week – seems that it takes real winter weather (snow, high temps eking their way into the teens, a northerly breezes) to make folks start to make good on those new year’s resolutions that this will be the year “I’ll see a lawyer about…” – putting an end to my brief sabbatical.

As a solo, any downtime is a mixed blessing. It’s great to have some time to catch up on all those little inconsequential chores that get put aside (things like dusting the office, rediscovering the top of your desk, or getting a jump-start on your tax returns), but the downside is that unscheduled downtime means that the ol’ marketing machinery ain’t working at capacity. So, I spent my brief break asking myself “WWCD?” (what would Carolyn do), re-reading my brand spanking new copy of Solo by Choice (my first version was reduced to a somewhat collated stack of highlighted, ink-smeared and tea-stained pages during the start-up phase of my practice – the inevitable death of all really useful books), and re-evaluating/revising my marketing plan.

So, I come back from my sabbatical with my “quiet mentor” a little chided (it is humbling to see yourself when the text describes common mistakes) and greatly invigorated – sometimes a little affirmation that, at its core, marketing is not all that difficult and that anyone can be a better marketer goes a long way. Thanks Carolyn.

 

December 23, 2011

Solstice in the Office

Posted by Bruce under Marketing The Practice, Ramblings | Tags: , , |
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Horses in a snowy wood

Whose woods these are I think I know. His house is in the village though; He will not see me stopping here To watch his woods fill up with snow. -- Robert Frost, Stopping by Woods on a Snowy Evening

Out here on the frozen prairie, things slow down around the winter solstice – people seem to have better things to do than bring their problems to an attorney (those are saved for the new year). On the plus side, this brief respite provides time for reflection and planning, though the unseasonably hospitable weather is making the task a bit more difficult – it is far easier to haul out and review business and marketing plans when there are heaps of snow and frigid temperatures lurking outside the climate controlled confines of the office.

While taking stock of where you’ve been is useful – how else can you figure out what worked and what didn’t – the real point of the exercise is not figure out where you want to go from here and how you are going to get there. There is something about long nights and few interruptions to make thinking about marketing quite attractive. And thinking is the first step toward cheap effective marketing.

Wishing you happy holidays and a profitable 2012

 

August 12, 2011

Be a Rural Lawyer, Success Guaranteed – only 49.99 + s/h Special TV Offer Only

Posted by Bruce under Marketing The Practice, Practice Management, Practice Matters, Ramblings, Rural Practice, Small Town Life | Tags: , , , , , |
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Success is the ability to go from one failure to another with no loss of enthusiasm – Sir Winston Churchill

There are fifteen steps that, if followed precisely and in the correct order, will guarantee your small town law practice will be a successful, profitable enterprise. Unfortunately, the last person who knew what these steps is also the only person on record to have found a way to successfully transmute lead into gold. So, rural entrepreneur, you will have to be satisfied with these few suggestions to ease your way between failures.

Get paid up front

I cannot claim credit for this – this is, after all, Foonberg Rule #1.⁠ Discussing fees and collecting a retainer is the first of many difficult conversations you will have with clients, but it is something that must be done and is necessary if your practice is to thrive. It is far easier to get paid up front than it is to try to collect when all is said and done. If you aren’t collecting fees, you are doing pro-bono work and that is simply an expensive way to fail slowly. Develop a reputation for providing quality service at a reasonable price and most rural clients are not going to quibble about the price; but they also aren’t going to volunteer to pay it either – you’ve got to ask.

Give it everything you’ve got

This is more than just a reminder about working hard, in a small town there is little distinction between the profession and the professional – what you do is part and parcel of who you – so accept that you are going to be a lawyer 24/7/365 regardless of what your office hours are. Until you are established as a community fixture, you and your business are going to be evaluated, weighted and measured. You are going to be always building your reputation, so give this endeavor everything you’ve got and use every skill you have. After you are established as a community fixture – you’ll still be a lawyer 24/7, you and your practice will still be evaluated, weighted and measured, and you still have to maintain your reputation, but at least now folks will have funny stories about the day you… to tease you with – this is a good sign, it means you’ve been accepted. (more…)

 

May 19, 2011

Rural Marketing – Its The Message

Posted by Bruce under Marketing The Practice, Practice Matters, Ramblings, Rural Practice | Tags: , , |
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Some scientists claim that hydrogen, because it is so plentiful, is the basic building block of the universe. I dispute that. I say that there is more stupidity than hydrogen, and that is the basic building block of the universe. Frank Zappa

This post is off-schedule in part to that particular brand of “what were you thinking when…” stupidity that keeps lawyers employed and in part to the sheer genius of the purveyors of commercial advertising space that leaves in its wake a feeling of  absolute wonderment that any organization could survive the disconnect between the people selling the service and the people serving existing accounts.

Now, I am not a marketing wunderkind – frankly my entire theory of marketing is that one should address potential clients as if they have a functioning brain and tell them “what’s in it for them” in as few words as possible. Hopefully this can be accomplished before their eyes glaze over or they run screaming from the room – my marketing theory has yet to incorporate bondage, but I do hear that it is popular in some circles. However, the idea that one’s customers might possibly be thinking creatures seems to be out of favor this week in some sales circles. (more…)

 

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