Associates can become effective marketers and learn, from day one, to develop business for tomorrow.

1. Tea Hoffmann, Esq.
Five Actions You Can Do Now To Be A
More Successful Lawyer Tomorrow

2. 1. Define what success means for you
Identify your
core values
Listen to your gut
not conventional
wisdom Work smarter
not harder
Know what motivates you
and those around you

4. Write it down…

5. 2. Determine your personality style
• Accept yourself as you are.
• Identify your natural strengths. (Play to your strengths.)
• Identify your natural weaknesses and blind spots. (Delegate
or “drop” your weaknesses.)
• Choose an area of law, environment or place within your
existing firm where you can be the most successful.
• Determine your business development disposition.
• Developing better relationships by becoming more
understanding and accepting of people who are different
from you.
http://www.16personalities.com/free-personality-test

7. Understand personalities around you
• Recognizing their strengths,
weaknesses, preferences, habits of
mind and potential blind spots gives
you the knowledge you need to make
the most out every relationship.
• Improve communication since you
understand others’ points of view,
concerns and comments based upon
what is most important to them.
• Resolve conflicts quickly and
effectively.

8. 3. Become a expert communicator
• Listen with your eyes as well as your
ears.
• Think. Pause. Talk.
• Make the complex simple.
• Reinforce.
• Clarify.
• Respect.
• Patience.
• Open-minded.
• Body positioning.
• Empathy.

9. 4. Create you USP
A unique selling proposition (USP, also seen as unique selling point) is a factor that
differentiates a product from its competitors, such as the lowest cost, the highest
quality or the first-ever product of its kind. A USP could be thought of as “what you
have that competitors don't.”
Unique - It clearly sets you apart from your competition, positioning you the more
logical choice.
Selling - It persuades another to exchange money for a product or service.
Proposition - It is a proposal or offer suggested for acceptance.
whatis.techtarget.com/definition/unique-selling-point-USP

10. Step 1: What are the benefits of you?
• Clearly describe the 2-3 greatest benefits of hiring you or your firm.
• Your prospect do not care if you offer the best quality, service, or price. That
is an expectation. What can you offer that is not expected?
• You have to explain exactly WHY that is important to them. Think in terms of
what you do for your clients and the end-result they desire from a lawyer
with your experience.

11. Step 2: Be unique
• Your USP separates you from the competition.
• Sets up a "buying criteria" that illustrates that you your are the most
logical choice. (Versus your competition)
• USP creates desire and urgency.
• Your USP should make you “stand out”.

12. Step 3: Solve A "Pain Point" Or "Performance Gap"
• Identify which needs are going
unfulfilled within your industry or
your audience.
• Discover where the "gap" exists
between the current situation and the
desired objectives is sometimes
termed a "performance gap".
http://tmsnrt.rs/1kSyYqt
http://www.larrybodine.com/the-three-magic-words-that-corporate-clients-want-to-hear
3 Magic Words
1. Efficiency
2. Predictability
3. Cost effectiveness

13. Examples
Example #1 - Package Shipping
Industry
Pain - I have to get this package
delivered quick!
USP - "When it absolutely, positively
has to be there overnight." (Federal
Express)
Example #2 - Cold Medicine Industry
Pain - You are sick, feel terrible, and
can't sleep.
USP - "The nighttime, coughing, achy,
sniffling, stuffy head, fever, so you
can rest medicine." (Nyquil)

14. Example
• Small but Mighty.™
http://www.novackmacey.com
http://www.novackmacey.com/pe
ople/andrew-d-campbell

15. Step 4: Be specific and offer proof
Q: What do you call a smiling, courteous person at a bar association
convention?
A: The caterer.
Clients are skeptical of “advertising” claims lawyers make. So alleviate
their skepticism by being specific and offering proof when possible.
http://www.platolawfirm.com/testimonials

16. Follow the ABA rules
• Rule 3.6 Trial Publicity
• Rule 4.2 Communication with Person Represented by Counsel
• Rule 4.3 Dealing with Unrepresented Person
• Rule 7.1 Communication Concerning a Lawyer's Services
• Rule 7.2 Advertising
• Rule 7.3 Direct Contact with Prospective Clients
• Rule 7.4 Communication of Fields of Practice and Specialization
• Rule 7.5 Firm Names and Letterhead
• Rule 8.5 Disciplinary Authority; Choice of Law

17. Compliance tips
• Establish policies and procedures for all external marketing
communication
• Adhere to rules of all states where you do business or seek clients
• Keep records / copies and submit to applicable compliance
organization before publishing if required
• Steer clear of testimonials unless you have the client’s written
consent
• Avoid subjectivity
• Incorporate all necessary language
• Use disclaimers

18. Step 5: Condense your USP into one clear and
concise sentence
• http://www.marquelawyers.com.a
u/
• She’s drafted more
contracts than you’ve had
slices of pizza and can
document the purchase of a
private island in the
Caribbean if you like (she
has a precedent).
• 56% of visitors to a law firm’s
Web sites will visit the
attorney profiles.
• http://www.poynerspruill.co
m/people/Pages/RobertJHo
well.aspx

19. Some ideas…
• What do you like the most about your areas of practice (or the
business of law in general)?
• Which case did you find the most rewarding to work on?
• What is your favorite law-related quote and why does it resonate with
you?
• What types of community-based events do you participate in?
• What role does your family play in making you great at what you do?

21. Elevator statement
• For [small to mid-size law firms who want to become more profitable using a designed
strategic approach].
• Who [need high-quality but cost effective strategic consulting to grow their bottom line].
• What [Law Strategy Corp].
• Is [focuses on strategic, customized solutions designed for each firm or individual lawyer]
• That [provides training, retreats, consulting (projects) and coaching for small to mid-size
firms that are willing to look at and then do what is necessary to increase their bottom
line].
• Unlike [consultants who have not “lived” inside a firm and don’t truly understand the
challenges facing individual lawyers and firms].
• [Law Strategy Corp] is [Lawyers that provide customized strategic expertise to help
lawyers and their firms stay profitable].

22. Step 6: Align your USP into ALL marketing/BD
functions
• Internal
• Bio, RFPs, business cards,
letterhead, website, office décor,
brochures, marketing materials
• External
• "elevator pitch“, networking
(places and types),LinkedIn
profile/social media, attire

23. 5. Commit to success

24. What do you need to do to become
successful?
Professional
• Find a mentor
• Keep learning (Lynda, Tedtalks, trade
journals, seminars, etc…)
• Watch what other successful people do
• Stay in contact
• Do your part
• Forget your fear
• Mind the details
• Do something everyday towards success
Personal
• Set personal and professional goals. Write
them down and share them
• Understand you are a lawyer 24 hours a day
and be proud
• Create a solid financial plan
• Travel
• Don’t sweat the small stuff
• Learn from your mistakes
• Mind, body, spirit
• Find time for your family and friends
• Be kind

25. If you would like to learn more about how to
you or your firm can remain profitable, please
give us a call!
Tea Hoffmann, Esq. /Kurt Winstead, Esq.
Law Strategy Corp.
teahoffmann@lawstrategycorp.com
(615) 330-5129