The 80/20 Principle

Most lawyers don't understand the proper way to market their practices. There are only two kinds of marketing lawyers should do, and you should not spend a dime until you understand how to properly market. In this episode, I provide a comprehensive overview of effective marketing for lawyers. Here is an outline of the points covered in this session.  General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses. Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor Ruby Receptionists Ruby is a virtual receptionist service that provides all of your law firm's callers with first-class service. I used them for my solo practice and they were phenomenal in helping me surprise and delight my callers. I've been enthusiastically recommending Ruby to hundreds of lawyers and they also have been amazed by the quality of service and its affordability.  To learn more about Ruby Receptionists’ exceptional services (and get a special discount for podcast listeners only) click here. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.  

If you're looking to work less but earn more, then you must learn as much as you can about the 80/20 principle. And you must strive to leverage it in every aspect of your life—especially in managing your law practice. The best book to learn more is The 80/20 Principle by Richard Koch. Also, read this blog post (which includes a short video tutorial). Here's the key thing to understand. If you're looking for uncommon results you'll have to eschew common methods. The 80/20 method is powerful, and it's proven to work. But it's uncommon, so many people downplay it or ignore it. Those kinds of people will get paltry results, instead of the spectacular results that folks who follow the 80/20 principle will get. General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses. Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor Ruby Receptionists Ruby is a virtual receptionist service that provides all of your law firm's callers with first-class service. I used them for my solo practice and they were phenomenal in helping me surprise and delight my callers. I've been enthusiastically recommending Ruby to hundreds of lawyers and they also have been amazed by the quality of service and its affordability.  To learn more about Ruby Receptionists’ exceptional services (and get a special discount for podcast listeners only) click here. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.  

The human brain is hard-wired to process information in story form. Knowing this helps us see the massive opportunity for better communicating ideas, and better motivating or persuading people to act on those ideas. Obviously, our marketing is one place to use story-based communication. Which is why a clever fellow named Don Miller created his StoryBrand framework. In this episode, I talk to my good friend Megan Hargroder about her experience in learning to become a StoryBrand certified guide. More importantly, we talk about how lawyers like you can leverage the StoryBrand insights and tactics to improve your marketing messages so that more people will pay attention and make the decision to hire you. Resources Mentioned: Building a Storybrand (incredible book by Don Miller) Storybrand website Storybrand Brandscript (free online resource) Megan's Storybrand Consultant's page Megan's business website Application for Total Transformation Workshop Monthly Website Critique - Ernie & Megan's free monthly webinar General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses. Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor Ruby Receptionists Ruby is a virtual receptionist service that provides all of your law firm's callers with first-class service. I used them for my solo practice and they were phenomenal in helping me surprise and delight my callers. I've been enthusiastically recommending Ruby to hundreds of lawyers and they also have been amazed by the quality of service and its affordability.  To learn more about Ruby Receptionists’ exceptional services (and get a special discount for podcast listeners only) click here. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.  

Today's episode is about a very important topic: namely, how you persuade jurors, judges, and others more quickly and more effectively. Scientific studies establish that visual information is easier for the human brain to process and is remembered for longer periods of time. So we'll be talking about how to create "brain-friendly" presentations. And at the end of the episode, I'll show you a magic trick that will amaze you and demonstrate in a powerful way how you can use brain-friendly visuals to remember things you normally couldn't remember at all. Resources Mentioned: Brain Rules, by John Medina Impossible to Ignore, by Carmen Simon General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses. Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor Ruby Receptionists Ruby is a virtual receptionist service that provides all of your law firm's callers with first-class service. I used them for my solo practice and they were phenomenal in helping me surprise and delight my callers. I've been enthusiastically recommending Ruby to hundreds of lawyers and they also have been amazed by the quality of service and its affordability.  To learn more about Ruby Receptionists’ exceptional services (and get a special discount for podcast listeners only) click here. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.  

Today is Mardi Gras ("Fat Tuesday") in New Orleans so I thought I'd share my thoughts on what living in this great city is really like. If you want to learn more about New Orleans (or plan a trip here), I highly recommend Mark Bologna's excellent podcast: Beyond Bourbon Street. New Orleans is so much more than the superficial notions that many people have, mostly based on facile assumptions populated by the sensationalist-driven media reports. If you come to visit shoot me an email and I'll give you my best recommendations. And maybe we can meet up for coffee or a glass of wine. General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses. Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor Ruby Receptionists Ruby is a virtual receptionist service that provides all of your law firm's callers with first-class service. I used them for my solo practice and they were phenomenal in helping me surprise and delight my callers. I've been enthusiastically recommending Ruby to hundreds of lawyers and they also have been amazed by the quality of service and its affordability.  To learn more about Ruby Receptionists’ exceptional services (and get a special discount for podcast listeners only) click here. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.  

Most lawyers rely on so-called word-of-mouth marketing. Essentially, this means they have no strategy or system for generating referrals in a way that leads to predictable income. What you want is a strategy that produces a great return on the investment of your time, energy and money. That's what this episode is about. General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses.   Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor Ruby Receptionists Ruby is a virtual receptionist service that provides all of your law firm's callers with first-class service. I used them for my solo practice and they were phenomenal in helping me surprise and delight my callers. I've been enthusiastically recommending Ruby to hundreds of lawyers and they also have been amazed by the quality of service and its affordability.  To learn more about Ruby Receptionists’ exceptional services (and get a special discount for podcast listeners only) click here. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.  

How can solo and small firm lawyers most effectively leverage outsourcing, in particular, the job of answering phone calls? I interview Diana Stepleton, the VP of Partner Engagement at Ruby Receptionists, about the service that Ruby actually provides to its customers. (Hint it goes far beyond the obvious aspect of answering phones in a professional way). General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses. Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor Ruby provides service to over 9,000 businesses, 40% of which are attorneys. To learn more about Ruby's exceptional services (and to get a special discount when you decide to try them out) click here. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.  

The best success with outsourcing comes when you hire people to do specialized tasks, that are important and recurring. And if those tasks only require part-time work then they're ideal for outsourcing. General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses.   Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor The two best examples are receptionist services and bookkeeping. The best receptionist service I know is Ruby Receptionist. And for bookkeeping services I recommend Kahuna Accounting. Ruby provides service to over 9,000 businesses, 40% of which are attorneys. To learn more about Ruby's exceptional services (and to get a special discount when you decide to try them out) click here. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.  

To succeed in delegating work you need to be realistic about the challenges you’ll face, and how to overcome those challenges. One of the most common misjudgments we tend to make is assuming that other people are like we are and know what we know. Understanding the 5 levels of delegation will help you overcome harmful assumptions, and help identify what kinds of tasks can be delegated to different kinds of people. For more information about delegation, read this article. General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses. Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. If there’s one great outsourcing opportunity for your practice, this is it. Let Smith.ai have your back while you stay focused on your work, knowing that your clients and prospects are being taken care of. Plans start at $210/month for 30 calls, and pricing starts at $140 for 20 chats, with overage at $7 per chat. They offer a risk-free start with a 14-day money-back guarantee on all receptionist and live chat plans, including add-ons (up to $1000). And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.  

Few people are aware of the powerful (but hidden) subconscious forces that guide our decisions and shape our motivations. Understanding this is key if you want to succeed in pretty much every area of your life. And it's especially true when you're trying to succeed in harnessing technology. You need to be realistic about what motivates people and what causes them to resist change. People don’t like change, and they don’t like feeling uncomfortable or awkward. Adopting new technology triggers all three of these deep-seated human reactions. For more information about the hidden forces of our deep-seated human nature, and its effect on your law practice, read this article I wrote recently. General Resources Learn to use technology to reduce friction & gain freedom with this resource: https://www.the8020lawyer.com/ Focus on these essential tech tools for maximum traction in your practice. Take this short law practice assessment to identify your main strengths & weaknesses.   Follow and Review: We’d love for you to follow us if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to My Sponsor Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. If there’s one great outsourcing opportunity for your practice, this is it. Let Smith.ai have your back while you stay focused on your work, knowing that your clients and prospects are being taken care of. Plans start at $210/month for 30 calls, and pricing starts at $140 for 20 chats, with overage at $7 per chat. They offer a risk-free start with a 14-day money-back guarantee on all receptionist and live chat plans, including add-ons (up to $1000). And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai. Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you.