Lawyers I coach frequently ask me to give them a critique on their website bios. Here are a few of my thoughts I share with them:
Photos: I think they should be in color and not just mug shots. I also believe it is important to dress for success when your photo is taken. It is not a good idea to have the website photos taken after the cocktail party at the firm retreat. It is also not a good idea to use the photographer who does 1000 photos for the church directory or school. Check out this 2010 Great Jakes post with photo examples: Attorney Bio Photos – A Survey of 10 Firms
Industry Expertise: In the 2001 survey, Greenfield Belser learned that two-thirds of the searches by buyers of legal services target specific industry expertise. So, if your practice lends itself to one or two industries it is important to identify those on your website bio. I can speak from my own experience, because I know I was hired more often because of my construction industry knowledge rather than my legal knowledge.
Experience: Experience handling a particular type of matter is important. I believe that buyers of most legal services want to know whether the lawyer they are hiring has experience handling the particular type of matter for which they need help.
Articles/Presentations: Your website bio should be content rich. This is a particularly important area for young lawyers. I was once asked to do a presentation to a group of lawyers, many of whom handle insurance coverage cases. Like a potential client I went on line and did a search for insurance coverage and lawyers. None of the names of the lawyers attending the workshop came up in my search. I did find a lawyer who had three pages of articles and presentations on every aspect of insurance coverage. I have no idea if she is a great lawyer, but I know she must know this area of law very well to get published and asked to speak so often.
Downloads: If you have written articles or given presentations, make sure a potential client can download them. That way instead of “selling” you are “showing” your expertise. I recommend you consider having your presentation materials downloadable and even recommend you include video clips from a presentation, but only if a professional did the video.
What Makes You Unique: I believe the website bio is a place to identify what makes you unique and special. One of the best young lawyers who worked for me had grown up in his family’s construction business and had actually run a part of the business. Another associate in our firm had worked as an engineer for the state department of transportation. Those two lawyers had construction experience that our construction clients would value. I have coached many lawyers who speak foreign languages fluently. If you are one of those lawyers, include that on your bio.
Integrate Social Media and Links to Your Blog: Clients, potential clients, referral sources and friends want to be able to easily find you on the social media sites. Include those links on your bio. Make sure that your LinkedIn profile is as well done as your website bio, because a potential client may find it first.
Make Your Website Bio Easy to Share: Like the links to your social media sites, you can include a button making it easy to share your bio by email and on social media sites.
Download v-Card: Your firm likely has this feature on your website bio. But, as a Mac user, make sure that your download v-Card feature is Mac friendly.
I have spent my life trying to understand why some people succeed and others don’t. You likely know lawyers who are incredibly smart, deal well with people and still do not live up to their potential. Why? And, why do lawyers who are not as smart exceed their potential?
Some time ago, I posted Are You “All In?” What does it mean to be “all in?” How can you be “all in” the second half of 2014.?
Today, I want to give a little more detail on where to start to be “all in” and share with you my very favorite example of a person who approaches life with an “all in” attitude.
My friends, including the many lawyers who have worked for me and the lawyers I have coached, know how much I admire Nancy.
Sure, I admire her because she is my wife. But, more objectively I admire her because she has that one ingredient every successful person must have-the burning desire to achieve something definite. And, she goes after it with focus and tenacity that I have never seen in another person.
I love her determination. For me, Nancy is a living example that the starting point to be “all in” is that burning desire and clarity of what success means.
As a young child, Nancy had a burning desire to be the first person in her family to graduate from college. We married when Nancy was 20 and had completed one full year of college.
She worked while I was in law school and went to school part-time. After I went into the Air Force, she went to school at University of California at Riverside and ultimately graduated from Wright State University in Ohio. It was really hard and challenging, but she got her degree because of her burning desire.
She wanted to go to medical school, but in those days too few women were given the opportunity. So, she became a medical technologist.
When she was pregnant, she suffered from toxemia and was on her back for several months before our daughter was born several weeks prematurely. After that she decided to get back in shape she wanted to run in a Virginia half marathon and bicycle 50 or more miles along the Blue Ridge Parkway.
After suffering an injury playing tennis against a college male tennis player, she took up golf. She worked at it harder than anyone I know, spending hours chipping, pitching and putting. I remember when her handicap was 28 (higher than mine), then it was 14 (lower than mine by several strokes). Then it was 7. Finally she got her handicap down to as low as 2. She has competed twice in the USGA Women’s Senior Amateur Championship, playing against women who had played golf their entire life. Once again, she overcame challenges because of her burning desire.
Nancy has never read anything by Napoleon Hill, but as you will see he could have been writing about her. His books focused on success and achievement and he based his thoughts on studying what successful people shared in common.
Hill’s first principle was “Desire.” He believed it is the starting point of all achievement. He ended the chapter on desire by noting that his message was going out during the most devastating depression in American history. To those who were wounded by the depression he stated:
To all these I wish to convey the thought that all achievement, no matter what may be its nature, or its purpose, must begin with an intense, BURNING DESIRE for something definite.
Through some strange and powerful principle of ‘mental chemistry’ which has never been divulged, nature wraps up in the impulse of STRONG DESIRE ‘that something’ which recognizes no such word as impossible, and accepts no such reality as failure.
Each of you reading my blog is unique, gifted and very special, and each of you have virtually unlimited potential to achieve your own unique personal and professional goals. You can be successful (as you choose to define success) if you have the BURNING DESIRE to achieve your own unique goals.
So: What do you have a BURNING DESIRE to achieve? If you have a burning desire to achieve a goal, you won’t say “Yes … But.” Instead you will frequently say: “Sure! How?” to make it happen. Nancy has done it her entire life. You can also.
There are many things a law firm cannot control. But, one thing that is totally in control of a firm is its commitment to developing its lawyers’ skills. Is your firm one that just talks about attorney development, or is it one that does it?
Just suppose, just suppose your law firm was known throughout the legal community and business community as having the preeminent attorney development program in your city, your state, the country.
What impact would that have on recruiting?
What impact would it have on retaining the best lawyers?
What impact would it have on attracting the best clients?
What impact would it have on your law firm’s profitability?
Years ago I was asked to be the shareholder in charge of attorney training my old firm. Interestingly, had I now been asked, I would likely still be practicing law.
The first thing I did was look for books on training. I found books on fitness training and other kinds of irrelevant training. I decided I did not want to be responsible for training. Instead, I chose the title Shareholder Responsible for Attorney Development.
Next, I asked our firm leaders what kind of program they wanted to have. They did not have a clue, other than the sense that every large firm needs to have one. I guess that is why they asked me to take charge of it.
Since I had never approached any part of my law career in a half way manner, I decided I wouldn’t approach associate development in the same way. I told the leaders that my goal would be to create one of the preeminent attorney development programs in the country, recognized as such by law students, our associates and our clients.
What are the elements of a preeminent training and development program for associates? Years ago, when I gave this thought, I came up nine components:
First Year Orientation
Training and Development Programs
Mentoring and Coaching
Shadowing and Reverse Shadowing
Client Point of View
CLE and other Legal Skills Ttraining with Benchmarks
Career Planning and Development
People Skills and other “Soft Skills”
I hope you find this list of components helpful. Please comment or ask questions, your feedback is welcomed.
If someone asked your clients about the quality of your law firm’s service, what would they say if they knew it would not get back to you? Some might say it is “ok,” but that is code for not very good. Some might say your law firm’s client service is “unforgettable,” like the song made famous by Nat King Cole. So, the question is will they say your law firm’s client service is unforgettably good, just ok, or unforgettably bad?
Let me illustrate by telling you of my own experience. As I have gotten older, all of my old injuries, stress from running, lifting weights that were too heavy etc., have caught up with me. In the last 10 years I have visited several Orthopedic surgeons and had arthroscopic knee surgery on both knees, hand surgery, and a hip replacement.
I would say the service at my first doctor’s office was “ok.” The service at my second doctor’s office was unforgettably bad. It was so bad I told my physical therapist after my hip surgery that he should have a heart to heart talk with the doctor’s chief assistant. So far, the service by my third doctor’s office has been unforgettably good.
Last year my knees started hurting again. After an MRI, I was scheduled to have surgery in January. Even though I thought the service at his office was unforgettably bad, I scheduled the surgery with the doctor who had replaced my hip.
Recently my knees have hurt more than ever before, even more than before the first surgeries. So, I called the Orthopedic surgeon’s office to re-schedule the surgery on my right knee. I was told he no longer takes my insurance, but his brand new partner does. ( I thought that was akin to a partner in a law firm telling her long time client that she would no longer help that client, but a first year associate in the firm could litigate the client’s case.)
I called the surgeon’s office who had done both of my previous knee surgeries and found out he also no longer was on the list for my insurance. (I wondered if I had Obama Care to thank for that or was it just the fact I was on Medicare.)
I then went searching on the internet for orthopedic surgeons near my home. That is not the way I would normally find a doctor to perform surgery, but, I was surprised to find a site that was the equivalent of Trip Advisor, only for Orthopedic Surgeons. If you look at the site, you will see that one surgeon was “featured.” I wondered if that was like some of the lawyer ratings where the lawyer or firm pays to be featured.
In my search I found Plano Orthopedic Sports Medicine & Spine Center and made an appointment. I called both of my previous surgeons asking them to send my records to my new doctor’s office. My knee doctor’s assistant both called and emailed me to say she had sent my records and to wish me well. In spite of asking for a confirmation that the records had been sent, I never heard back from the office of the doctor who was supposed to do the surgery in January.
On the day of my appointment, I called the surgeon’s office again. The receptionist asked if I had called Plano Orthopedics to see if they had received them. I thought that was an odd question to ask and told her so. When I said this was the third time I had requested the records be transferred she said she would fax them.
When I arrived for my appointment, I was immediately impressed with how differently I was treated by the staff. The receptionist was very helpful. The first person who escorted me to the examining room introduced himself and called me by name. The young man who escorted me to X-Ray introduced himself, called me by name and asked if I had enjoyed my 4th of July weekend. The X-Ray technician introduced herself, called me by name and helped me through the procedure. Another assistant came by, introduced himself and asked where the most recent MRI had been done on my knee. When I told him, he said he would get it from them.
Dr. McGarry was very helpful. He explained things to me that had never been explained before. He said he had received all the records from my knee doctor, but had not received the MRI from my hip doctor. He thought another steroid shot and therapy was a good place for us to start. For whatever reason his shot was not nearly as painful as the one I had previously.
What’s the point? I have great confidence in my new doctor and his staff. Right from the beginning I was treated differently. The doctor and staff are very professional, helpful and kind. I am telling you about it and I will certainly tell anyone who asks about orthopedic surgeons.
What impression is your receptionist making on new clients? What impression are your trusty assistants making? What impression are you making? If you, your law firm and its professional staff make a strong, positive impression on new clients, you will far exceed the impression made by most law firms. That is unforgettably good.
Are your clients saying your client service is unforgettably good? Want more? Take a look at my eBook on Client Service.
Were you born with It? If not, can you develop It?
A 60 something year old managing partner at a law firm once told me:
Rainmaking, you either have It, or you don’t
I have coached hundreds of lawyers that managing partner would have said didn’t have It. I am sure he is not aware, but I included his thoughts in my book: It Takes a Team. Here is some dialogue from the book:
“Before we get into that, let me ask you this: when associates come to work for you, are you able to pick out right away whether they have star potential?
“Absolutely,” replied David. “Usually after working with them on one assignment I know whether they have It or not.
What do you mean by It?
“It is something I remember from an old interview with Jackie Gleason. While talking about ‘star quality,’ he said, ‘If you have it and you know you have it, then you have it. If you have it and don’t know you have it, you don’t have it. If you don’t have it but you think you have it, then you have it.’ It’s an ephemeral and elusive combination of talent, skill and charisma that separates outstanding members of a profession from all the rest. It is the difference between a Cary Grant and a capable B actor.”
“I see,” said Bruce. “So you’re either born a star, or you’re not.”
“Yes. Of course, you need to work on developing your inner potential. But you have to be born with a certain ‘critical mass’ of talent to succeed in a certain field. Michael Jordan was born to be a basketball player. He was born with It. If he’d never picked up a basketball, and pursued a career in baseball instead, he’d have wasted his potential, because as he showed when he played baseball, he didn’t have It.”
“I can see where you’re coming from,” Bruce said. Jordan had natural ability. At the same time, I think Larry Bird was not born with It. He wasn’t a natural athlete. “
“Even Larry Bird had It,” David argued. His It may not have been the same as Jordan’s, but he had eye hand coordination and a the natural ability to become a great shooter.”
Bruce was a disappointed. He had hoped that the Larry Bird analogy would work. After all, Larry Bird probably worked harder on his shooting than any NBA star in history. “So let me get this straight, you believe that if you don’t have It, but decide to pursue a particular interest …”
“—Then you are wasting everyone’s time,” David interrupted.
I know many senior lawyers who think the same way that David and the managing partner think about “It.” I have coached many, many young lawyers who David and the managing partner would put aside because they did not see It in them. Many of those lawyers, including some of you reading this blog have become top rainmakers and/or leaders in their law firm.
At Mac’s, we felt right at home as each of the “regulars” spoke to us.
As we drank Smithwicks pints at Mac’s, a couple came to our small table and introduced themselves: Mike and Maureen Moore from Lebanon, IL. We had a wonderful conversation. Mike and Maureen called the two bartenders by name as if they were lifetime friends.
Mike is retired from college coaching and being an athletic director. He is now the managing partner of Saddleback Stables LLC, a breeding and thoroughbred racing partnership. Maureen is currently the director of the Peabody Energy Leaders in Education program and was formerly in charge of fundraising for St. Louis University.
Mike, Maureen and Kristy Bertelsman have also created Saddleback Chocolates. At their website you will find their thought behind the business:
Saddleback Chocolates was established to celebrate the grace and beauty of equine athletes and all breeds of horses…from English and Western arenas, to Polo grounds, race tracks and the Sport of Kings.
The next night we joined Mike and Maureen again at Mac’s to watch the US play Germany in the World Cup. That night they introduced us to Claudio and Robyn from Phoenix, who they had met earlier in the day. Robyn took our photo with the Moore’s. You can see just how tiny the pub is in the photo.
After the US loss, the six of us walked up the hill and ate dinner at Old Forge Inn, our favorite place to dine in Enniskerry. We had a blast.
On Friday, Nancy and I moved to the K Club for more golf. Mike and Maureen joined us for drinks and dinner.
While in the bar, we noticed two gentlemen in tuxedos. As we left, Maureen introduced herself and struck up a conversation. It turned out that the older gentleman is the father-in-law of the new Powerscourt Hotel owner, showing it is definitely a small world.
What is the point and why does it matter to you? Client development is not about selling yourself. It is about building relationships. I asked Maureen to share her thoughts on relationship building with you. Here is what she told me:
Strong partnerships begin with sincere relationships….as you build business relationships …you truly need to take time to engage a person…learning about all aspects of their life…both personally and peofessionally. Long term business relationships take time, but can become relationships you will value for a lifetime.
If you just sit and never introduce yourself to strangers, especially when on holiday, you miss a wonderful opportunity to build new and lasting relationships. You never know, that stranger you meet could be your next big client or referral source. At the worst, you will have practiced striking up a conversation with someone.
Are you an associate in your firm? Have you begun learning about client development and implementing what you are learning? Does your firm have a program on client development for associates?
Every partner I coach tells me they wish I had coached them earlier in their career. The time to learn, to practice and to ramp up client development activities is significant. By the time you are eligible to be promoted to partner, your firm leaders expect you to have the skills to attain, retain and expand relationships with clients.
How many lawyer bloggers are there now? I know there are several thousand. Yet, how many of those bloggers are connecting with their dream clients through their blog? I suggest there are very few. You can be one of the few.
Your blog readers like to read stories. Are you writing with that in mind?
You need a goal-Avoiding this problem or taking advantage of an opportunity
You need an obstacle-The government, competitors
You need a mentor-You
You need a moral-The top companies take positive action to avoid trouble
Are you still stuck? Let me give you a specific example. After Enron and WorldCom scandals (See: The 10 Worst Corporate Accounting Scandals of All Time) the government turned its attention to the construction industry and some other industries. If I had been blogging I could have written a story. In short form it would have had these five elements.
You, like most contractors would never purposely do anything that would get your company into trouble with the federal or state government.
A contractor’s survival depends on many things, including first and foremost staying out of trouble.
After Enron and WorldCom the federal government has announced its intention to go after contractors.
Ethics and Compliance Programs with these elements can reduce your risk of making a mistake
Ethics and Compliance mean both survival and profitability for your company