The Visible Lawyer (EPUB) von Douglas McPherson

Lawyers today need to be more proactive in winning client work. To be successful in this, they need to think beyond marketing, business developmentâl and selling, and instead strive to be more visible to their target clients.

Executive summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiAbout the author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xviiPart 1: The theory of visibilityChapter 1: Where do you need to be visible? . . . . . . . . . . . . . . . . . . . . . . . . . . 3Building brand cameos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Building brand cameos into an effective personal visibility plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Choosing the most productive marketing options for you . . . . . . . 11What do you know now? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Chapter 2: How do you achieve a consistency of visibility? . . . . . . . 15Little and often . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17The ‘marketing mix’ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20How do you turn visibility into interest? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Creating a solid and attractive client value proposition for your firm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Creating a personal value proposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26How do you make sure your (firm’s or personal) value proposition is in line with what your clients want? . . . . . . . . . . . . . . . . . 28Part 2: Visibility in practice – How do you create visibility?Chapter 3: ‘Intelligent marketing’ – Practical marketing activities that really do create visibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33What is ‘intelligent marketing’? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33What is the difference between ‘intelligent marketing’ and ‘tick-box marketing’? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Ten low-cost/high impact business development strategies that really work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37The proven three-step implementation model – Confidence, focus, action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42Chapter 4: How to stay visible to what you’ve already got . . . . . . . 47Change your mantra from client management to client development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4810 client development strategies that really work . . . . . . . . . . . . . . . . . 49How to grow your existing client relationships . . . . . . . . . . . . . . . . . . . . . 56Chapter 5: Don’t just stay visible to clients, stay visible to referrers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63Why referrers are as valuable as clients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64How do you build a referrer relationship model that really works? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66How do you convert your relationships into work? . . . . . . . . . . . . . . . . . 74Chapter 6: How do you create the visibility that wins new clients? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79Make sure your firm is visible to potential new clients . . . . . . . . . . . . 80Get your web presence right . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81Adopting a sector strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84Choosing the right sectors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89How do you build an effective sector team? . . . . . . . . . . . . . . . . . . . . . . . . 92Part 3: Mini-masterclassesMini-masterclass 1: Networking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97Five things to remember so you establish the right mind-set . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97Five ways to get the very best return from any networking opportunity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99Four ways to plan the conversations you’ll have . . . . . . . . . . . . . . . . . . . 101Five things to remember once you’re in a conversation . . . . . . . . . 103Ten ways to follow up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104Five alternative ways to network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108Mini-masterclass 2: Presenting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111Five facts that will help you get into the right mind-set to present . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111Eight ways to make sure your presentations actually deliver a tangible return . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111Seven ways to inject more impact into your presentations . . . . 115Five physical changes you can make to your delivery to immediately improve your presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118Two ways to follow up and make sure your presentations turn into instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119Ten ways to avoid ‘death by PowerPoint’ . . . . . . . . . . . . . . . . . . . . . . . . . . . 122Eight ways to improve attendance at your firm’s seminar programme . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123Mini-masterclass 3: Writing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129Three reasons you must engage in writing . . . . . . . . . . . . . . . . . . . . . . . . . . 129Seven potential publishing platforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131Three things to remember when you’re writing . . . . . . . . . . . . . . . . . . . . 134Three ways to conquer writer’s block . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137Mini-masterclass 4: PR – Become an industry expert . . . . . . . . . . . . . . . 141By Sharon Cain, managing director of Quest PR and formerBBC and Sky TV journalistHarnessing the tools to become a thought leader acrossPR and social media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141Tips on maximising value from the PR tools . . . . . . . . . . . . . . . . . . . . . . . . 144Harnessing the tools to become a thought leader . . . . . . . . . . . . . . . . 149Achieving the joined-up formula for success . . . . . . . . . . . . . . . . . . . . . . . 152Mini-masterclass 5: Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155Which seven things do you need to research? . . . . . . . . . . . . . . . . . . . . . . 156What are the 11 best sources of information? . . . . . . . . . . . . . . . . . . . . . . 160What are the four golden rules for any researcher? . . . . . . . . . . . . . . . 166The final word: What gets measured gets done . . . . . . . . . . . . . . . . . . . . . . . 169How to set objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169Measuring yourself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172Multiple measuring (and motivating) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174