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A few weeks ago I sent this to my newsletter subscribers. A bunch of people asked me to turn it into a blog post so they could show their friends and colleagues rather than having to pass it along by email. Fair enough, so here it is. At the end of the story I talk about the Legal Practice Pro Community, but I think the story itself bears publication.
I’ve been secretly studying the teachings of Chaim Witz. Born in 1949, Chaim’s one of the smartest guys I’ve ever run across.
He took a throwaway idea, resurrected it and now brings in millions of dollars by taking every rule of his business and turning it upside down.
Rules like, “follow what everyone else is doing.”
Chaim’s brilliant, unabashed, and always thinking ahead. I think he’s awesome.
He has no idea I exist, and I’ve never paid him a dime for his business expertise. I’ve spent about $40 on his wares in the past, but not anything related to learning about business.
Still, he’s taught me a ton about running a successful practice.
If you’re anything like me, you’re dying to know more about this guy with the funny name.
Go ahead and Google him. Don’t worry, I’ll wait.
OK, so now you know who I’m talking about.
And if you didn’t run over to Google, I’m talking about Gene Simmons of KISS.
This guy is an immigrant and son of a single mother, who went on to become internationally known as a guy who painted his face and sang in a hair band wearing outrageous make-up. He rakes in tens of millions of dollars every year as a result of turning his little glam rock act into a thriving business.
And he’s got absolutely nothing to do with running a successful law firm. Right?
Wrong. Totally, 100% wrong.
Gene Simmons is the template for marketing, managing and growing a successful law firm. In fact, here are four of Gene’s rules that apply to you:
YOU GOTTA HAVE A HOOK
Gene didn’t get up on stage with a huge amp and tight pants – no, he went all the way. Big hair, big boots, flashy make-up and pyrotechnics that were so far above the other bands it was impossible to NOT notice KISS.
Even the name sounded huge – with all upper-case letters, people began to spread the rumor that it stood for “Knights In Service of Satan.” Though Simmons flatly denies the charges, it certainly does lend an air of rebellion to the band.
When you’re talking about a law firm, it’s pretty simple to stand out – if you’ve got the guts. Step out from behind the desk and drop the legalese. Talk with your clients and share a little about what makes you special. Don’t be afraid to talk about your passions. Even if your clients don’t share them, they will connect more readily with you as they realize you’re a human being rather than a legal automaton.
Look at your website, your logo and your business cards. What do they say about you? Are they memorable? Do they stand out? Or are you just another boring “embossed type on creme paper” sort of attorney?
YOUR CUSTOMERS ARE YOUR LIFEBLOOD
Simmons formed a KISS Members Club that has a huge base of subscribers. In return for their membership, they get discounts on a bunch of merchandise and concert tickets. He gives customer appreciation events to show how much his customers mean to him – and his bottom line.
In return, his customers flock back again and again. They give their friends KISS memorabilia and pass along the word about how cool the shows are.
How about you? Are you showing some love to the people who have already paid you their hard-earned money and placed their trust in you? Come on, there must be some way you can give a little bit extra to them.
Consider these ideas:
* send a birthday card – a real, live birthday card – to let a client know you care
* provide a free add-on service such as a credit report review – but don’t tell them they’re getting it until after they hire you (people love special happy surprises)
* make a phone call to thank a client for sending a referral – not an email, but an honest-to-goodness telephone call that takes up 5 minutes of your time
* look a client in the eye and sincerely say, “Thanks for trusting me with this matter. You have no idea just how much I appreciate it. And I promise to do everything I can to live up to the faith you’ve placed in me.”
DON’T WATCH THE CLOCK
When Simmons appears at events (he’s a highly sought-after speaker on business topics) he always stops and meets with the fans. If you want a photo, an autograph, a moment of his time – no problem. You’ve got Gene’s ear. He’s gracious, self-effacing, and friendly.
Do you get upset when clients call with questions, or just want a minute of your time? Sure, there are limits – but you should always remember that without these people, your mortgage check would bounce.
ORGANIZATION IS THE KEY TO SUCCESS
Gene once said in response to a question about time management, “I do what Santa Claus does – I make a list, I check it twice. It’s all very organized. I need to spend time with my family and keep track of my projects and it’s all written down in order. I need to remind myself that Kiss is a brand, not a band.”
Whether you are billing by the hour or using a flat-fee arrangement, you need to keep track of your time. Period. If you’re not tracking your time, how do you know where it’s going – and what’s profitable for you? How do you set your fees if you don’t know how much staff time it takes to get a job done?
As to the list, you’ve got to have one. Whether it’s online or the old pen-and-paper routine (which is what I use) you need to have a roadmap or you’re going to get sidetracked every time. This I promise.
I’D LIKE TO DO GENE PROUD
Like Gene, I appreciate my loyal subscribers and customers. People like you who read my emails, pass along my words, and encourage others to spend a few minutes with me. Maybe you’ve opened your wallet and bought something from me, or maybe you’ve given positive feedback about one of my public speaking events. Whatever you’ve done, I appreciate the trust you put into me.
I don’t wear a watch, which is why getting me off the phone is sometimes a difficult task. I blog quite a bit, give out a ton of advice, and firmly believe in the old Zig Ziglar saw that “You will get all you want in life if you help enough other people get what they want.”
You deserve to learn as much as you can about building a successful firm – whatever your definition of success happens to be.
But I know my time doesn’t scale easily. There are only so many hours in a day, so many days in a week. That’s precisely why I’m re-opening the Legal Practice Pro Community, a members-only educational environment. When you join up by July 30, 2010 at 5:00pm the cost is only $77 per month. After that, it goes to $147 per month. I like to reward people who take action quickly, and this seems to be the right way to do it.
AND A SPECIAL BONUS
I am going to take one person who signs up by July 30, 2010 under my wing. In a totally random drawing to be held on Labor Day (which is September 6, 2010) I will choose one lawyer as a personal mentoring student. You will need to commit to following every single piece of advice I give you about marketing your practice online for a 6-month period, and we’ll chart your progress. You will have regular 1-on-1 coaching sessions, private access to me, and a wealth of knowledge I give out only to my private clients.
I routinely charge $15,000 and up for this Inner Sanctum, and take on fewer than 5 clients per year. But if you’re chosen, you get it for zero cost whatsoever.
Should be fun – and profitable as all heck for you.
Click here, sign up, and let’s go.
Photo credit: Anirudh Koul (Flickr)/
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Great post, Jay.