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About Robert Armstrong, President & Co-Founder, American Academy of Estate Planning Attorneys, Co-Author of The E-Myth AttorneyFind more about me on: Here are my most recent posts
I’m always surprised to hear otherwise bright attorneys dismiss the idea of marketing as somehow beneath them, or at best, a waste of time. Although I’ve spent most of my professional life educating law firms on the benefits of ethical marketing both to themselves and their clients, I’m always happy to see others pick up the torch.
Here is a recent article I read by John Cunningham that neatly sums up the reasons many lawyers turn a blind eye to the one activity that could substantially enhance the success of their practices.
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
At the Academy, we believe in the power of innovation. We are constantly trying to find ways to keep in touch with our colleagues and help our members find ways to expand their businesses. As such, we enjoy learning about how people in other industries are leveraging technological innovations to help fill needs within the field.
But, how can that technological innovation translate to a field that tackles more serious issues? A new essay from The Atlantic shows how one startup company is tackling a traditional niche industry with a fresh perspective. Mike Belsito, the CEO of eFuneral.com, started his company after his brother passed away. In planning his brother’s funeral, Belsito discovered that there was very little information about funeral home options on the web, and sites that had any information at all simply listed the phone number and address of local funeral home offerings. Later, after using Yelp.com to find local dinner options, he realized he could get more information about where to have a $40 meal than where to hold a funeral.
Belsito established his business by finding a need and attempting to fill it by offering an online platform where people can find funeral home ratings and reviews, the costs of funerals and any additional offerings. In the future, he hopes people will log on to the site to find ratings and reviews, but also to learn about offers on ancillary services and items like flowers.
So, what does this have to do with legal marketing? Perhaps more than you may think. The legal profession is notoriously traditional, so it requires perhaps even more creativity for lawyers to think outside the box in order to help grow their law firm practices. Even if you don’t have the technology or bandwidth to recreate your entire business model, you can strive to maintain active profiles on websites that cater to the legal profession, and can encourage people who’ve been pleased with your services to post positive testimonials or reviews. Or, you may want to think about starting a blog (have you seen this recent Academy post about the power of blogging?)
Much like the laws affecting funeral homes, there are numerous regulations as to how lawyers can advertise; however, if the funeral home industry can find ways to take advantage of technological innovation, then lawyers may also find creative opportunities for growth within the profession.
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
As an estate planning lawyer, you’re clued into the latest developments in estate planning and elder law. You consider yourself an expert, and after years of law school and countless hours researching and writing important documents for your clients, you’re probably a pretty good writer, too.
If you’re hoping to expand your client base and get the word out about your practice, then it might be time for you to start a blog. Blogs have multiple personal and social benefits, and can also serve as a forum for you to offer thoughts about matters relevant to current and potential clients. They are a great way to connect with both your online and offline networks.
According to the 2012 LexBlog report, 155 of the nation’s largest law firms now have blogs or lawyers blogging. Those 155 firms produce 633 blogs amongst them. Perhaps most interestingly, firms that had blogs improved their gross earnings in 2011 about $1 million over law firms that didn’t have blogs. And, if that’s just the big firms, then imagine how an active blog might help people in small- to mid-sized practices.
In addition to encouraging personal and professional development, a blog offers the added benefit of directing web traffic to your site and business. Google products provide over 300,000,000 searches daily, and interesting, relevant content comes to the top of those searches. There are a number of ways that a lawyer or firm can optimize content so that it appears higher in search rankings, through search engine optimization (SEO) of keywords and key phrases.
Though maintaining a blog may require time and effort, it is also free advertising and promotion for your firm. There is no requirement that content be limited to updates in the field and recent cases – you can write about anything you deem appropriate, such as firm events, employee profiles and abstracts of recent research papers. You can also post photos and videos, which are ranked more favorably in search engine results.
In January 2010, we launched the Academy blog as a means to help connect with our community of estate planning attorneys by offering interesting, informative content, mixed with doses of humor and wit. Our blog continues to help us connect with our peers across the country. If you are thinking of starting a blog, we advise you to start creating content as soon as you can. Once you start, you’ll wonder why you didn’t begin blogging sooner.
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
In our Academy Peak Performer’s group, the topic of throwing your hat over the wall without first knowing how you will get what you’re after came up. This bold act is the first step in what we call a “created future.” This is a future that wouldn’t otherwise exist, but for your vision of what could be in your practice and your life. What it isn’t… is a detailed plan on how you would get from where you are right now to that place.
Most of us have a laundry list of projects large and small that are the stepping stones to that shining future we see so clearly. The problem is that our perception of some of these projects or tasks, seem to paralyze our progress. We’re convinced many of them are too big or will take too long so we put them off in favor of other pressing engagements. Thus, the routine gets done and our invented future is put on hold.
One thing that occurred to me some time ago, was that many of these avoided projects simply need to be timed with a stop watch, to test whether they really were as time consuming as I feared. Like a scientist, I wanted to see if my emotional block to getting certain tasks done was unreasonable. Should I postpone doing A or B because they just took too long?
So one day I just timed everything I did during the day…amazing realization. Many of these tasks didn’t take anywhere near the amount of time I thought. Now, I can confidently know that doing this or that is really just a 5 minute or 7 minute deal. What an eye opener. I can’t fool myself any longer that it’s a big deal that needs to be deferred.
Let me give you an example. Because of our recent membership recruiting campaign, we are personally signing The E-Myth Attorney book as a gift for attorneys attending our Webinars. Each box has 20 books and in my mind I put off signing them because it took “so long.” Everyone was on my case about needing more signed books. “OK, OK, I’ll get to it.” I pulled out my iPhone, turned to the Stopwatch app and picked up a taped box of The E-Myth Attorney books. From beginning to end, 20 books out, 20 books signed, 20 books back in the box…a little more than 7 minutes.
Now, there is no way my mind can fool the clock. It’s still not my favorite task, but it’s not because it takes too much time.
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
It had to happen – an application that allows busy people to HandWrite their search query on the screen of their mobile device. It’s the latest offering from Google, and it can be used literally anywhere, at any time, by anyone. There’s no keyboard to fumble with if you have big fingers, and you don’t need to hunt for the right letters to type with two hands – just use your finger. While still in its experimental infancy, it is not intended to replace any other search function, but it does offer users yet another choice in how they use their mobile devices, in 27 different languages.
To use this latest application, it needs to be enabled in your settings. Open your browser, and search for Google.com, click on Settings, at the bottom of the page. Next, enable the feature, and save your settings. If you happen to have a tablet, enable HandWrite from the top right corner of Google.com, by clicking on the gear icon and selecting Settings.
When you write letters on the screen, there is a slight pause to remove the text you scribble, with new letters. This triggers search suggestions with each character/word you write out. If you happen to have a large screen, you have more room to write, in either portrait or landscape mode. Landscape gives you the most room to write. Be prepared to get a few odd responses on the handwritten letters converted to text, much like auto-correct with iPhone, which has been known to provide moments of unintended hilarity now and then.
This new feature may not be for everyone, depending on what system they use, or what their needs happen to be. It appears by early reports from users, that some have trouble getting it to work with Chrome. For those that prefer other methods of searching, like voice activation, or typing in a search query, and don’t want to try something like HandWrite, they can keep on using the keyboard, and just tap on the search box.
There is one thing to note that may deter users: the HandWrite feature currently “only” works on Google’s search page. Not everyone uses Google to search.
http://www.zdnet.com/google-adds-handwrite-to-its-mobile-search-input-options-7000001709/
http://asia.cnet.com/handwrite-your-google-searches-on-phones-and-tablets-62218153.htm
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
Time management is an essential issue in any office, whether it is a law firm or not, and one of the most nit picking wastes of time is the subtle, yet ever persistent mind looping of an unfinished task or idea. David Allen, the author of Getting Things Done – The Art of Stress Free Productivity, got it right when he said close the loop by taking action and reducing all those things undone to one list – and then deal with it. Dealing with it could mean delegating a task, doing it yourself, deleting it or deferring it, but it gets done, rather than rattling through your brain all day at the worst possible times.
I battle the mind loops with Evernote, the free “Remember everything application”, that lets your brain have the peace and quiet it deserves by grabbing all your tasks, gathering them in one place, and letting you do something about them, as you see fit. It’s easy to use and can handle anything you throw at it, from mp3s to web clips and from articles to emails. If you’re so busy you don’t have time to get to everything in a day, and hate having it strewn all over the office on sticky notes and other types of reminders, this may be the application to simplify your work day.
Evernote, when used with the iPad application, OmniFocus, is a powerful combination to deal with anything that comes up during the day, from brain storms to notations about pending cases. Use OmniFocus to snag, process, plan, and review while you are away from your desktop computer. Or, if you’re so inclined, leave it right by your computer for use on the fly.
The one thing I like best about it is the fact that it organizes itself in real time, without the refresh step, and it is capable of tracking a weekly review, on each project you are involved in. Its superlative flexibility is an appealing extra. Add in the fact that this application in now slashed down to half price, and it’s not a bad deal at $19.99. OmniFocus for Mac is priced at $39.99.
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
The Academy is all about systems. We believe that if your law firm is not organized with the systems running the practice and the people running the systems you are bound to get inconsistent results, confusion among staff and a haphazard client experience. Yet when I talk with experienced attorneys around the country their comments are uniformly the same: No we don’t have any written systems.
I remind them that they do, indeed have systems, even if they’re not written down. The default systems in most firms are the staff member’s way of doing things laid down by each departing employee on their way out the door. That is if you’re lucky enough to have an employee that actually gives you proper notice when they leave.
Systems are your way of saying, “This is how we do things here. This how we answer the phone. This is how we meet with clients. This is how we draft documents and pleadings. This is how we dress. Whatever it is that is going to set your firm apart and brand it with your way of doing things will be found in your unique systems.
My suggestion is to start looking at every part of your firm’s processes from the largest to the smallest and begin writing them down, better yet flowchart them. Have all employees set aside time each week to create a binder outlining every detail of their job. Make it an ongoing project that you monitor as closely as you watch your cash flow.
When it’s done, you’ll never fear those unexpected resignation notices and, more importantly you’ll take pride in knowing the firm is a reflection of your unique vision.
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
The social media revolution is in full swing, and it seems like everyone has joined in – from middle school kids to grandparents.
From a lawyer’s perspective, the pervasiveness of social media is great news. Facebook, LinkedIn, Twitter, and a host of other social media sites are proving to be excellent resources for professionals who want to connect with current and prospective clients. But jumping into the fray can be a little daunting at first.
One of the biggest challenges when you’re first venturing into the world of social media, particularly in your capacity as a professional, is to figure out what to talk about. Here are three tips to get you started:
- Social Media is Not the Place for Shameless Self Promotion. This isn’t a replacement for a yellow pages ad, nor is it a virtual billboard. Social media is about interacting with people – you’re stepping into an ongoing conversation. So, talk a little about yourself. Offer useful information. And then, listen to what other people are saying and respond to them. Remember, Social Media is much like a cocktail party where people interact on topics interesting to the small group. You would never intrude in one of those gatherings with an advertisement about yourself or your firm. Provide interesting information and they will naturally gravitate to you and be interested to learn more about what you do.
- Let People Know You Have a Life Outside the Office. You do have a life outside the office, don’t you? Good! Tell your clients a little about yourself, and let them get to know you as the well-rounded person you are. Are you an avid runner? Do you love to volunteer at your local animal shelter? Talk about it. Better still, go a step further and post pictures or video of yourself doing the things you love to do.
- Don’t Forget to Link. If you find an interesting article from someone else’s website, post the link. Remember, the purpose of social media is to start and maintain conversations. Similarly, when you talk about your law firm, be sure to post a link to your latest blog post or to an interesting article or video on your website.
If you’ve been a little shy about mixing social media with your professional life, maybe now is the time to try these tips and join the conversation.
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
The vast majority of us – even we estate planning attorneys, who spend our working lives helping people plan and prepare for death – live like we’re invincible. We get distracted by all the little details of life, and it’s hard to stay focused on the things that really matter.
That’s why, every once in a while, it’s good to have a reminder of what’s really important. This week, my reminder came when a friend e-mailed me a link to an article entitled Top Five Regrets of the Dying. The article profiles a book written by Bronnie Ware, a former palliative care nurse.
In her book, Top Five Regrets of the Dying: A Life Transformed by the Dearly Departing, Ware talks about the observations she made as she worked with people in the final weeks of their lives. She says that when her patients talked about their regrets, a number of common themes surfaced again and again:
- I wish I’d had the courage to live a life true to myself, not the life others expected of me.
- I wish I hadn’t worked so hard.
- I wish I’d had the courage to express my feelings.
- I wish I had stayed in touch with my friends.
- I wish that I had let myself be happier.
The entire article is well worth reading for the additional insights it gives into each of these common regrets.
If you were on your deathbed right now, what would your regrets be? What changes can you make today to ensure that when the time comes, you’re not left wishing for a second chance to do all the truly important things you neglected?
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
Think social media sites like Facebook, Twitter, and YouTube are just vehicles for teenagers and college kids to share gossip and post videos of their latest reckless stunts? Think again.
Even though it’s still in its infancy, social media is proving to be a powerful tool in the adult world. The Arab Spring uprisings were fueled by Twitter and YouTube. Closer to home, social media is affecting the legislative process, not to mention the way businesses relate to their customers.
If you’re not making full use of social media in your practice, you could be alienating your clients and your community. Here are three social media myths you might have bought into, along with the truth you need to know.
- My Clients Don’t Use Social Media. The truth is, more than half of all social media users are over age 30, and many are significantly older. The Pew Research Center’s Internet & American Life Project found that, between 2009 and 2010, social media usage by 55- to 65-year-olds increased by 88 percent. And usage among adults over age 65 doubled. Your clients and prospective clients do use social media, and more of them are logging on every day.
- Social Media is Unprofessional, Not to Mention a Waste of Time. No social media site, in and of itself, is inherently professional or unprofessional. Social media is simply a means of communication. It’s what you and your staff do with a Facebook page, a Twitter account, or a LinkedIn profile that can make it a valuable tool for showcasing your firm’s professionalism, unique personality, and value to the community. And while you may view social media as kids’ stuff, your clients likely do not. The tide is turning, and people are beginning to look online to verify the legitimacy of the businesses they deal with. Before long, the lackof an online presence might make you appear unprofessional to a prospective client.
- What’s the Point? Keeping Up With the Options is Too Hard, Anyway. If you try to maintain a presence on every new site that crops up, you’ll spread yourself too thin and fail to accomplish anything. The point is not to jump on every new social media fad the moment it comes out. There are a few tried and true sites. I’ve already mentioned them.
Establish a presence there, and start building relationships with your current clients, as well as with prospective clients. This means offering useful, meaningful content and soliciting feedback. In other words, have a conversation. Your online presence can’t be static or stagnant.
That’s the point of social media – building relationships.
Robert Armstrong
President and Co-Founder
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
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