Protecting Your Marketing Pipelines v3 - Atticus Advantage

Protecting Your Marketing Pipelines and Preparing for Pent‐Up Demand“Never, ever, ever, ever, ever stop marketing.” Not even now!

QUESTIONS

To ask a question, there are two methods:1. Use the chat function on your GoToWebinar

dashboard to send a message to the event organizer. If you would like your question to remain anonymous, indicate so in your message.

2. Click the hand icon to indicate you have a question or comment, and we’ll call on you. When we do, we will “unmute” you so that you can be heard.

ABOUT ATTICUSAtticus™ was founded in 1989 to provide in‐depth, ongoing support and accountability programs for lawyers and law firms that will effectively:

• increase gross revenues and personal incomes,

• reduce stress and the number of hours in the office,

• develop greater career satisfaction,

• and allow more time for family and personal interests.

#GrowWithAtticus AtticusAdvantage.com

What kinds of attorneys and groups does Atticus work with and how?

SOLO AND SMALL FIRM ATTORNEYS

MANAGING PARTNERS AND LEADERS

LEGAL ASSOCIATIONS FROM START TO EXIT


Atticus Coaching Services & Products

Monthly Webinars

- Atticus Advantage Series (Free)

- Practice Growth Series™

- Rainmaker Roundtable

1-Day Workshops and½-Day Workshops

- Double Your Revenue™

- How to Build Your Law Firm for Sale™

- Solo & Small Firm Foundations™

- How to Build a Profitable Team™

Quarterly In-PersonGroup Programs

- Practice Growth Program™

- Dominate Your Market™

1-on-1 Coaching

Tailored to your specific needs and goals for your practice and your life

Books- How Good Attorneys Become Great Rainmakers

- Time Management for Attorneys

- Hire Slow, Fire Fast


Atticus Founder and Certified Practice Advisor

MARK POWERSwww.atticusadvantage.com

Mark Powers, president of Atticus, has coached attorneys

on key practice management skills for nearly 30 years,

including strategic planning, marketing, time

management, profitability, and staffing.

His passion helping attorneys focus on what is really

important in their lives, to provide the training and skills

necessary to build and maintain sustainable practices, and

to help create a structure of accountability and support for

achieving their goals.

As the founder of Atticus, Mark developed the first

personalized training program dedicated to educating law

firm owners the lasting skills and habits required to grow a

thriving practice.


Atticus Practice Advisor Trainer & Curriculum Director

SHAWN MCNALISwww.atticusadvantage.com

Shawn McNalis is a former Imagineer with the Walt Disney Company and credits her 15-year career with Disney for her creative, collaborative approach to advising attorneys. In partnership with Mark Powers for 30 years, Shawn is a senior practice advisor, director of curriculum, and a trainer for Atticus.

With Mark, she co-authored The Making of a Rainmaker, commissioned and published by the Florida, and Time Management for Attorneys: A Lawyer’s Guide to Decreasing Stress, Eliminating Interruptions & Getting Home on Time; How Good Attorneys Become Great Rainmakers: A Breakthrough Referral Marketing Process; and Hire Slow, Fire Fast.

Shawn has been a featured speaker at numerous events including those for the Law Society of Scotland, the New York State Bar Association, the Florida Bar Association, the Massachusetts Bar Association, the South Carolina Bar, and the Florida Justice Association.


Intentions:


How to stay focused on marketing and building your brand despite these current

conditions.

Be in a great market position

after the crisis and benefit from the pent‐up demand.

Survive First, then you can

thrive.

“Never, ever, ever, ever, ever stop marketing.” Not even now!

First, We Must Survive

PROTECT• Yourself• Your Team• Your Cash Flow

Keep the production line moving. Try to maintain meeting schedules virtually, postpone or reschedule. Do not cancel marketing events or meetings, if you can avoid it.

Every Crisis Conceals an Opportunity

Hidden in this crisis will be challenges that produce breakthroughs which will propel you, your team and your firm to greater heights.


Marketing is Marketing

Marketing may be a little different given the social distancing restrictions, but it’s still about people—maintaining rapport, strengthening relationships, and creating top‐of‐mind‐awareness (TOMA).

It’s still about staying focused and disciplined actions.


And, Who Do We Market To?

CLIENTS PAST CLIENTS REFERRAL SOURCES (TOP TWENTY, FARM

TEAM)

VENDORS


A Few Marketing Guidelines

Put all your attention on clients, referral sources, not on yourself

01Focus on connecting and supporting

02Provide value (today) wherever you can, not necessarily your services

03


Look for the Silver Lining

Rapport is built on common ground. Your referral sources are all dealing with the same anxiety and uncertainty that you are.

You can bond with them in this crisis.

Offer suggestions, help, and resources.


Marketing Actions You Can Do Right Now


Client Communication

Call or send an email to all current clients:1. Acknowledge that even during the current situation you are on

top of their case/file.2. Reassure the client their case, matter, or file is of the upmost

importance and it will be handled with a minimum of interruption

3. Explain how to best contact the firm and where to look for general updates (i.e., your firm’s social media pages)


Referral Sources

Pull out your Top 100 or Top 20 List and make it a point to connect with all of them personally.

• Use drive time calling• Block out a half hour each day• Ask how you can support them• Have a call to action: “Can we write an article together?”

Or “Let’s help our clients by holding a joint webinar.”#GrowWithAtticus AtticusAdvantage.com

Collaborate

Give a webinar with a referral source or do a virtual event

Write blogs or articles with referral sources

If there are opportunities to introduce referral sources to one another, make the connections. They’ll be grateful you took the time.


Support Health Care WorkersThey are the first responders:• Provide them with free food• Donate Blood to the Red Cross• Donate to local hospital, COVID‐19 Response Fund or Direct Relief• Acknowledge individual Health Care Workers on social media

www.today.com/health/how‐help‐during‐coronavirus‐ways‐support‐health‐care‐workers‐t176257


Begin Reaching Out to Referral Sources

Send something memorable and helpful.

A Light Touch

“Take two a day, or as needed, until this crisis has passed.”


Gifts With Spirit

Remember, Tequila is a probiotic. Here’s to your health!

We’ll get through this together.

You can drink this…but don’t use as hand sanitizer.


Send Them First Aid Kits

Send a gourmet gift basket to a referral source who is working in isolation.

Tell them this is a “First Aid Kit” to help them cope.


Hyper Focus on Your Social Media PlatformsWhat can you do to improve your social media presence? Follow this formula:• 20% Firm Updates: Post updates on

how you can be contacted, revised firm hours, new intake procedures or payment plans

• 50% Client Resources: Be sure to post links to articles, videos and websites that your clients will find helpful or inspirational

• 30% Shine the Spotlight: Highlight referral sources, team members, health care workers, etc


Dog Humor

They say that dogs created COVID‐19 so that we have to stay home and play with them…



Revised Pricing

Can you temporarily revise pricing/retainers and payment plans as a marketing and retention strategy?


Work on Your Marketing Infrastructure:• Improve your Website: both content and SEO standings

• Update Avvo account• Boost your testimonials:. Two apps may help:• Birdeye• RevenueJump

• Start a pod cast or blog• Set up a YouTube channel• Train your marketing assistant


Create a Branding VideoProduce a video for your website and social media pages that communicates your brand:

Use the laser talk and Storybranding formulas:• Who you work with• The problems you help them with• Why you’re uniquely positioned to help with these

problems (demonstrate credibility, empathy and authority)

• The negative outcomes you help them avoid; the positive outcomes you help them achieve

• The transformative effect this has on the client’s life


Create a Crisis‐Related Video

Produce a video that overlays your home page and communicates to clients old and new that:1. Reassures existing clients by

describing how the firm is operating under these special conditions

2. Welcomes new clients and describes the current intake procedure

3. Promises all that the firm will minimize business disruptions as much as possible


Reread a Great Book#GrowWithAtticus AtticusAdvantage.com

Attcus Rainmaker Resources


Final Thoughts

Make a Plan – take 5 minutes to list three marketing actions you can do in the next two weeks.

Accountability – Send your action list to your Practice Advisor or Resource Advisor by end of day today.


QUESTIONS

To ask a question, there are two methods:1. Use the chat function on your GoToWebinar

dashboard to send a message to the event organizer. If you would like your question to remain anonymous, indicate so in your message.

2. Click the hand icon to indicate you have a question or comment, and we’ll call on you. When we do, we will “unmute” you so that you can be heard.


Thank [email protected]


Documents

Protecting Your Marketing Pipelines v3 - Atticus Advantage