Make Your Practice Truly Noticeable (and Clients Will Come and Refer You Business!)

Recently, the topic of “wow-ing” clients and adding extra value came up a lot with my own clients. Many of you have heard me recommend the book Raving Fans by Ken Blanchard. It’s about taking business to a level that makes them literally RAVE about you and your services to their friends and colleagues.

I also recommend Seth Godin’s book, Purple Cow: Transform Your Business by Being Remarkable. If you’ve yet to read it, the book is about having your business stand out and be SO remarkable that clients and the general public can’t stop talking about you (hint, this attracts lots of new clients).

“Cows, after you’ve seen one, or two, or ten, are boring. A Purple Cow, though . . . now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff—a lot of brown cows—but you can bet they won’t forget a Purple Cow. In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It’s a manifesto for marketers who want to help create products that are worth marketing in the first place.”

OK, you’re probably saying “That’s great, but what about MY business?” Here’s perfect example:A bankruptcy attorney was looking to stand out in the marketplace. We came up with a list of ways to Purple Cow his business so his clients and others would start talking about his services to anyone and everyone they could. Here’s what we came up with. (Note: They’re a great example to get YOU started on making your own Purple Cow list.) (Just so you know, most businesses and people don’t like working with bankruptcy clients as they are broke or really bad credit)

• Having investors who will purchase the client’s home instead of going to foreclosure

• Having a bank who will open an account for the client even with bad credit history

• Having car dealerships who will offer a second chance on bankruptcy clients

• Having job placement services who will assist clients in finding employment

• Offering credit repair after the bankruptcy

• Offering a financial advisor to review current conditions before and after bankruptcy

• Having an accountant that will do last minute taxes or years of behind taxes

• Having a mortgage broker who will work with the client while finishing a bankruptcy

Now tell me, what other real bankruptcy attorney does this? None that I’ve heard of. But you better believe that if he keeps doing this, people will start talking and want to work with him exclusively.

Your turn to think about how you could “Purple-Cow” your business to attract lots of new clients and referrals, simply by being remarkable. This will bring a huge (and even unfair) advantage to you.

If you want more ideas on how to make your practice truly noticeable, send me an e-mail today!



CHECKLIST APPROACH TO CREATING A MARKETING PLAN
Developing a plan to market and promote your business takes time, effort, and a dedication that most new attorney’s, or busy established businesses think they don’t have.

But without a map to guide you to your ultimate destination, treacherous roadblocks and time-consuming detours can keep you from reaching your goals. Try not to look at planning as an obligatory to do, but as a way to solve tangible problems like improving cash flow, generating new business, overcoming ill will, and meeting customer deadlines. Think of it as a way to solve problems before they arise. Don’t leave your life of the success of your business to chance.

Planning doesn’t stop once you open your business, close the deal, or win the account. It’s a constant process that demands concentration and hard work, but the payoff is worth it. By applying the planning techniques that sophisticated public relations and marketing professionals use to position their company, promote their cause, or sell their product, you can improve your business, advance your career, and improve every other facet of your life.

A great book to read before you set up your marketing plan is the E-Myth by Michael Gerber. This book teaches you how to set up systems and not to loose sight of your original plan of business. Once you have your idea in mind, then you can put it to paper and into a plan.

You’ll need some type of research to complete your plan, but have no fear—plenty is available. Secondary research is broad research that has been conducted by others, and is found at libraries and on Internet Web sites. Take advantage of it. Primary research is that which you collect specific to your particular endeavor (more expensive to obtain). Getting the number of Buick owners in San Diego from DMV records is considered secondary research. Counting them at intersections is primary.

Next, the tools, training, and support needed to accomplish the sales objectives—or what’s called your sales support strategy—needs to be addressed.

Last, you’ll need to establish some type of budget in order to execute your marketing plan.

If you manage to write two or three paragraphs for each of the topics, you’ll end up with at least a 10-page marketing plan. From there, you can refine your objectives. More important though, you’ve taken a big step forward because you’ve written your strategy down on paper.

It’s said, “if you don’t know where you are going, you might not get there.” But you’re ahead of the game, because this marketing plan is your blueprint to success.

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