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EFFORTLESS MARKETING:
PUTTING YOUR UNIQUE QUALITIES TO WORK
Melanie BraggAttorney – Mediator
BRAGG LAW PC
How to Capture and Keep Clients
BRAGG LAW PC
Putting your unique qualities to work
A: Assess yourself
D: Decide what works for you
D: Do it
3 parts of the ADD formula of Effortless Marketing
The Law
Is a noble profession and lawyers are guardians of the law and play a vital role in the preservation of society.
ABA Model Code of Professional Responsibility
ALL marketing efforts must be filtered through the ABA model code and the applicable state bar disciplinary rules.
Refresh your memory before embarking on new marketing activities.
Each state has specific rules that govern marketing and advertising.Check with your state bar on all activities that might be
questionable.
Ethics, Discipline and Standards
Ethical considerations Aspirational in character and represent the
objectives toward which every member of the profession should strive.
Disciplinary rulesMandatory in character and set the minimum
level of conduct. Standards of professional conduct
Expected of lawyers in their relationship with the public, the legal system and with the legal profession.
Maintaining The Integrity Of The ProfessionRule 8.4 Misconduct It is professional misconduct for a lawyer to: (a) violate or attempt to violate the Rules of Professional Conduct,
knowingly assist or induce another to do so, or do so through the acts of another;
(b) commit a criminal act that reflects adversely on the lawyer's honesty, trustworthiness or fitness as a lawyer in other respects;
(c) engage in conduct involving dishonesty, fraud, deceit or misrepresentation;
(d) engage in conduct that is prejudicial to the administration of justice;
(e) state or imply an ability to influence improperly a government agency or official or to achieve results by means that violate the Rules of Professional Conduct or other law; or
(f) knowingly assist a judge or judicial officer in conduct that is a violation of applicable rules of judicial conduct or other law.
Legal Duty
A lawyer should assist the legal profession in fulfilling it’s duty to make legal counsel available.
Information About Legal ServicesRule 7.1 Communications Concerning A Lawyer's Services
A lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services. A communication is false or misleading if it contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement considered as a whole not materially misleading.
Putting your unique qualities to work
A: Assess yourself
D: Decide what works for you
D: Do it
3 parts of the ADD formula of Effortless Marketing
A: Assess Yourself
You can’t sell something you do not believe in. How do you play the game of life? No matter where you started;
Know yourself, realistically determine your assets and deficits, and identify what you really want out of the practice of law.
Poker Chip Theory of Self- Esteem and Success
Self-esteem is like a stack of
poker chips. When you have
lots of chips, you take bigger risks. Risk big to win big. Work hard to build confidence by
successfully surviving risks.
Strengths and Weaknesses
Take out a legal pad and
draw a line down the middle
or use the worksheets
Time Allotment
Start a list of how you spend each dayBreak down by percentage
○ How much is work, family, exercise, spiritual development, leisure, friends, and your community?
○ Are the percentages where you want them to be?
○ How do you want to change it and what can you delegate?
○ Do you put yourself last?
Incompletes and Messes
Whatever you have left undone or unfinished and incomplete commitments can stall your progress.
Go Back in Time
Get in touch with yourself When were your happiest moments?
Childhood, college, law school, early years of law etc.
The Present
Look at where you are in your practice;Are you satisfied?Are you opting for “security” over
happiness?Be honest with yourself.
Burn Out Realizing you are “Burned out” Transform into what you want
to be. There is not one formula
that fits all.Know what you spend your
time doing daily.
Written Goals
Put it in ink Written goals are a critical part
of our success in any endeavor. Written goals remind our subconscious to
help us achieve our desires.
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Break it down and work on it
Anything can get in your way and hold you back.
Often it is the little things that add up and create a road block.
Meditation
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Affirmations
An affirmation is a powerful, positive statement which affirms your being in the state of having already accomplished the goal.
Use Affirmations to:
Replace negative self-talk; Change your limiting beliefs, Program your subconscious mind, Intensify the law of attraction, Greatly accelerate your success.
Guidelines for creating an effective affirmation
Start with the words I am. Use the present tense. State it in the positive. Affirm what you
want, not what you do not want. Keep it brief. Include an action word ending with –ing. Include at least one dynamic emotion or
feeling word. Make affirmations for yourself, not others.
Your Power Source
How charged up is your
battery?
- You can only give out
what you have.
- Keep your tank full.
Gratitude
An attitude of gratitude will expedite your process.
D: Decide What Works for You
Vision
What is your firm’s Mission Statement? Do you have a firm business plan? Marketing plan? Prepare one. Look at it once a week to to keep it fresh
on your mind.
Creative Visualization
Paint a picture.Think about it first thing when you wake up
and as the last thing before you fall asleep.
Turning it into Reality
How you picture things will translate into the real world and affect your path. Make sure the image is always positive
Learn New Skills to Enhance your Marketing Efforts
Join a Toastmasters group to practice public speaking.
Take a writing class to increase your exposure.
Hire a life coach or success coach. Join or form an accountability or master
mind group.
Rainmaking Activities
Make a list of all rainmaking activities available to you.
How will you achieve them? Compliment your skills and personality
traits. Branch out! Do something you do not
normally like to do.
Inspiration
Any form of self-improvement will create marketing opportunities.
Daily inspiration is vital. Find something that inspires you and
participate! Community service is a great way to
network and charge your internal battery.
Stretch Yourself
Shake things up. Say Yes instead of No. Force yourself to venture into new
areas. You never know what will transpire.
Tell People What You Need
People cannot read your mind. Tell them if you need work or help on a
project. Seize every opportunity, even if you are
not in “the mood”.
Break your Goals Down into Projects
Make them do-able projects.Keep it to a reasonable amount of time. (30
days) Small successes along the way always
make the journey better. Join legal organizations and be around
people that help you reach your goals.
D: Do It-Last step to the ADD formula
You cannot “do nothing” and master the art of rainmaking.
If you have to, Do it Afraid!
Make Sure You Follow the Rules:
Information About Legal ServicesRule 7.4 Communication of Fields of Practice
and Specialization (a) A lawyer may communicate the fact that the lawyer does or
does not practice in particular fields of law. (b) A lawyer admitted to engage in patent practice before the
United States Patent and Trademark Office may use the designation "Patent Attorney" or a substantially similar designation.
(c) A lawyer engaged in Admiralty practice may use the designation "Admiralty," "Proctor in Admiralty" or a substantially similar designation.
(d) A lawyer shall not state or imply that a lawyer is certified as a specialist in a particular field of law, unless:
(1) the lawyer has been certified as a specialist by an organization that has been approved by an appropriate state authority or that has been accredited by the American Bar Association; and
(2) the name of the certifying organization is clearly identified in the communication.
Keep Rule 7.3 in Mind When Marketing:
Information About Legal ServicesRule 7.3 Solicitation of Clients
(a) A lawyer shall not by in‑person, live telephone or real-time electronic contact solicit professional employment when a significant motive for the lawyer's doing so is the lawyer's pecuniary gain, unless the person contacted:
(1) is a lawyer; or (2) has a family, close personal, or prior professional relationship with the lawyer. (b) A lawyer shall not solicit professional employment by written, recorded or
electronic communication or by in‑person, telephone or real-time electronic contact even when not otherwise prohibited by paragraph (a), if:
(1) the target of the solicitation has made known to the lawyer a desire not to be solicited by the lawyer; or
(2) the solicitation involves coercion, duress or harassment. (c) Every written, recorded or electronic communication from a lawyer soliciting
professional employment from anyone known to be in need of legal services in a particular matter shall include the words "Advertising Material" on the outside envelope, if any, and at the beginning and ending of any recorded or electronic communication, unless the recipient of the communication is a person specified in paragraphs (a)(1) or (a)(2).
(d) Notwithstanding the prohibitions in paragraph (a), a lawyer may participate with a prepaid or group legal service plan operated by an organization not owned or directed by the lawyer that uses in‑person or telephone contact to solicit memberships or subscriptions for the plan from persons who are not known to need legal services in a particular matter covered by the plan.
Do Not Overstate Your Qualifications:
Information About Legal ServicesRule 7.2 Advertising
(a) Subject to the requirements of Rules 7.1 and 7.3, a lawyer may advertise services through written, recorded or electronic communication, including public media.
(b) A lawyer shall not give anything of value to a person for recommending the lawyer's services except that a lawyer may
(1) pay the reasonable costs of advertisements or communications permitted by this Rule;
(2) pay the usual charges of a legal service plan or a not-for-profit or qualified lawyer referral service. A qualified lawyer referral service is a lawyer referral service that has been approved by an appropriate regulatory authority;
(3) pay for a law practice in accordance with Rule 1.17; and (4) refer clients to another lawyer or a nonlawyer professional pursuant to an
agreement not otherwise prohibited under these Rules that provides for the other person to refer clients or customers to the lawyer, if
(i) the reciprocal referral agreement is not exclusive, and (ii) the client is informed of the existence and nature of the agreement. (c) Any communication made pursuant to this rule shall include the name and
office address of at least one lawyer or law firm responsible for its content.
“Butt in Chair” Method
Handling Setbacks
It is part of life and we cannot let it hold us back.
Do not let the past keep you from trying it again.
Do not let others decide what you can and cannot achieve.
“ Far better it is to dare mighty things, to win glorious triumphs, even though checkered by failure, than to take rank with those poor spirits who neither enjoy much nor suffer much, because they live in the gray twilight that knows not victory nor defeat.”
- Theodore Roosevelt
Ask Ask Ask
Success Principles by Jack
Canfield, #17 Every No gets you closer to a Yes. And do not let anything stop you.
Never, Ever Give Up
Defining Moments
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Expand Your Resources
Enroll people to help you. Connect to what you care about. Communicate it clearly. Have a compelling invitation. The better you get, the less effort it
takes. Develop habits.
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Momentum
Effortless Marketing require momentum. More momentum, easier it gets. Forms balance and order.
Bliss Spot
BRAGG LAW PC
How to Capture and Keep Clients
BRAGG LAW PC
EFFORTLESS MARKETING:
PUTTING YOUR UNIQUE QUALITIES TO WORK
Melanie BraggAttorney – Mediator
