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Jan Copley
Certified Practice Advisor
Atticus, Inc.

530 South Lake Avenue, Suite 250
Pasadena, CA 91101
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Your Monthly Marketing Calendar – Part 2

May 18, 2012

Filed under: Follow-Up Process,Marketing,Referrals — @ 1:10 pm

In my previous posting, I wrote about creating your monthly marketing calendar. I suggested you determine the types and number of marketing activities you want to accomplish each week. Then, your job is to actually do what you think you should do; I suggested you get someone to hold you accountable to your marketing goals.

It occurred to me that what I’m talking about might make more sense if you could see a sample marketing calendar. So, let’s take a hypothetical attorney, who has decided he/she wants to accomplish the following activities during the course of a week:

  • Two letters to referral sources with interesting information
  • Two face-to-face meetings with potential referral sources
  • Five follow-up calls
  • One networking event
  • Two blog postings
  • One thank-you note

Using these parameters, the attorney’s weekly marketing calendar might look something like this:

In this case, our attorney has met twelve of his/her thirteen goals for the week. Not bad!

Please let me know how this helps you!

Your Monthly Marketing Calendar

May 16, 2012

Filed under: Follow-Up Process,Marketing,Referrals — @ 6:03 pm

For many of us, our marketing efforts could aptly be described as “random acts of lunch.” And, of course, we get the results that we put into our efforts — random referrals from people who might think of us.

One of the problems I had when I was practicing was figuring out what I should be doing other than taking potential referral sources to lunch. I’ve previously written about the importance of following up with people.

Your marketing plan. But, what really works is having a marketing plan — a system to do certain things. Well and good, but plans aren’t worth anything unless they’re implemented. So, I’m going to suggest that you set some goals and deadlines for your marketing activities.

What marketing activities are we talking about? First, think of all the marketing things you should be doing, and how many of each you should do during the course of a month. Your activities might include:

  • Face-to-face meetings with potential referral sources
  • Sending interesting information to potential referral sources
  • Making follow-up calls
  • Publishing (an article, a blog) and letting people know about it
  • Attending networking meetings
  • Social events
  • Sending thank you notes

Your marketing calendar. Once you’ve created your marketing goals, put them on your calendar and break your monthly activities into weekly activities. Then, track what you’re doing on a weekly basis to make sure you’re keeping up with yourself.

An accountability system helps. If you have accountability issues, ask a team member to check in with you weekly. If you’re like me, you’ll actually do some of the things you should be doing because you’ll be too embarrassed to admit to your employee that you’re letting yourself down.

Be patient! Marketing takes time. After a month or two of tracking your monthly activities, you may think you’re not getting the results you want, but if you keep at it consistently, you’ll develop the relationships — and generate the referrals — you want.

Please let me know how this helps you!

Yeah, I Know I’m Supposed to Follow Up — But What Does That Mean?

February 3, 2012

Filed under: Follow-Up Process — @ 1:50 pm

I’m a member of a group on LinkedIn that recently had a conversation titled, “Financial Advisor Marketing: Do You Suck At Follow-Ups?” In a video, Len Schwartz berates financial advisors for making contacts with potential referral sources and then failing to pursue the relationship. Schwartz urges his viewers to put together a systematic follow-up process.

This is good advice for attorneys as well as for financial advisors. I completely agree that following up is essential to creating a successful relationship with a referral source — I’ve heard that it takes seven touches to create a real professional relationship. And I also completely agree that creating some kind of follow-up system is crucial.

The problem with Schwartz’s video is that he doesn’t give you any idea of what following up with someone means. As one of my coaching clients once said to me, “once you’ve met them, what are you supposed to do with them?” And, so, I thought I would outline a simple system for you to follow:

    1. Meet face-to-face. Despite Social Media and electronic contact, it’s really hard to develop a real relationship without shaking hands and looking someone in the eye.

    2. Acknowledge. Once you’ve had that initial meeting with the referral source, send him/her a handwritten (by you, not your assistant) thank-you note.

    3. Mail something interesting. About ten days later, send the referral source something — an article, a brochure — that might be interesting to him/her. I suggest snail mail, because people tend to keep something that comes in the mail longer than they keep marketing emails.

    4. Make a call. After about thirty days, call the referral source. Ask him/her if he/she has any questions for you, and then ask the Three Magic Questions.

    5. Ask permission to put the person on your mailing list. Good for you if you have some kind of regular process for contacting referral sources. However, don’t automatically put someone on your mailing or email list — ask permission first.

    6. Make a call. After sixty days, repeat step 4, above.

    7. Make a call. After ninety days, repeat step 4, above.

After the ninety-day period has elapsed, sit back and evaluate the relationship. Do you think it’s going to go anywhere? If so, repeat Step 1. If not, keep the person on your mailing list and focus on other, more promising relationships.

Please let me know how this helps you!