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SSLS 2016: The "WHY" of Attorney Marketing (Theresa Martin)

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Before you can market your practice, you first have to know not only WHAT you are communicating, but WHY someone should contact you.

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SSLS 2016: The "WHY" of Attorney Marketing (Theresa Martin)

  1. 1. From WHY to CLARITY Presentation for VENUE DALLAS 5 August 2016
  2. 2. WHY inspiration motivation satisfaction
  3. 3. WHY USP Brand • Crystalize your purpose & services • Starting point for deeper, more lasting relationships • Differentiation • Easier to handle change • Filter for other decisions • Liberty • CONFIDENCE-builder
  4. 4. lead trial counsel patent-related monopolization claims high-profile mergers and acquisitions complex antitrust consumer protection intellectual property commercial disputes Pharmaceuticals Healthcare Computers computer software Semiconductors oil and gas Petrochemicals entertainment and ticketing gaming equipment pet foods financial services Telecommunications avionics Federal Trade Commission Department of Justice food and beverages Defense Airlines
  5. 5. lead trial counsel patent-related monopolization claims high-profile mergers and acquisitions complex antitrust consumer protection intellectual property commercial disputes Pharmaceuticals Healthcare Computers computer software Semiconductors oil and gas Petrochemicals entertainment and ticketing gaming equipment pet foods financial services Telecommunications avionics Federal Trade Commission Department of Justice food and beverages Defense Airlines It’s not about practice. It’s about deliberate practice.
  6. 6. YES Wait, what? Tell me more… NO Other People Other People
  7. 7. I provide the deep thought & strategy to navigate complex opportunities.
  8. 8. computers breaking the status quoMEH. Yes, please!
  9. 9. computers breaking the status quo People do not buy you do, they buy you do it. WHAT WHY
  10. 10. When WHY is absent, manipulations thrive.
  11. 11. WHY – you do what you do. To INSPIRE, start with why. HOW – Values, principles – guide how your “Why” (cause) comes to life - Helps hold you accountable - Verbs
  12. 12. Integrity Innovation Always do the right thing. Look at problems from a different angle.
  13. 13. WHY – belief HOW – action to realize the belief WHAT – the results that PROVE the belief Champion for the Common Man Cheap, fun, simple You are now free to move about the country!
  14. 14. Why becomes a maxim (rule of conduct), a driving force.Helping business ideas land on their feet.
  15. 15. What if…? Let’s try…? It may not work. Someone else tried that. I can’t afford to… It’s risky…
  16. 16. YES, and… It may not work. Someone else tried that. I can’t afford to… It’s risky…
  17. 17. Comfort zones are plush-lined coffins. When you stay in your plush-lined coffin, you die. ~ Steve Dale Growth and development require some discomfort.
  18. 18. Going is faster than stopping. It may not work. Someone else tried that. I can’t afford to… It’s risky… To give anything less than your best is to sacrifice the gift. ACTION
  19. 19. THOUGHT IT WAS POSSIBLE
  20. 20. THOUGHT IT WAS POSSIBLE The Rule Against Perpetuities
  21. 21. Key tools to overcome your first antagonist • Be Specific/Be Clear • Write down goals • Restate goals Daily out loud • SwSwSwSw • Master Mind • Impossible is Nothing • Rainmakers Read • Write ideas down ASAP • Choose associations wisely
  22. 22. WHY CLEAR goals PURPOSEFUL, strategic networking CONFIDENCE
  23. 23. When you’re committed to something, you accept no excuses, only results.” ~ Ken Blanchard
  24. 24. What inspires you? What gets you out of bed? What makes you smile? What would you enjoy doing… even for free? Why ~ Belief
  25. 25. Goals: 1. Educate your sources 2. Track your sources 3. Thank your sources 4. Re-educate them 5. How may I serve you?
  26. 26. 1. Present and future needs 2. Fit with position requirements 3. Suitability in personality (culture) 4. Compatibility with Your WHY Team
  27. 27. People do not buy you do, they buy you do it. WHAT WHY
  28. 28. BIG LAWviewpoint
  29. 29. BUDGET CLIENT DEV. Other Other Other Other Other 33.8 %
  30. 30. 0 5 10 15 20 25 30 35 AmLaw 30 AmLaw 31-100 AmLaw 101-200 AmLaw >200 Chart Title Client Dev Events 33.8 26.3 27.4 28.3 8.3 16.0 14.2 17.5 42.1 42.3 41.6 45.8
  31. 31. BIG LAW differentiators BUDGET SERVICE IMPACT BUSINESS CLIENT
  32. 32. SERVICE
  33. 33. Research Delegate (Fit · Productivity/Growth · Passion) WHY
  34. 34. BTI SUMMARY: Best Law Firms in the Top Spending Industries
  35. 35. Take-Aways: • Differentiate based on Your clear “WHY” • Manage your own self-talk for positive motivation • Educate your contacts – to leverage your network • Self-promote within your WHY, your passion • Hire, develop culture based in WHY • SERVE through client (and employee) feedback • Envision the needs of clients’ clients
  36. 36. Teresa Martin 214.356.5544 FlipCatConsulting.co m @FlipCatLLC in/TeresaMartinFlipCa t Helping business ideas land on their feet.
  37. 37. Teresa Martin 214.356.5544 FlipCatConsulting.co m @FlipCatLLC in/TeresaMartinFlipCa t Helping business ideas land on their feet.  Attorney Business Development training & coaching  Interim, long-term Marketing Director/Adviser  Project, contract, on-site consulting  Texas Bar-approved CLE training (1.0 Ethics) Compliance-based business development & marketing strategies for attorneys and professional services.

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