© 2019 PILMMA | 1

August 2019

Plus:

MANAGEMENT FUNDAMENTALSTHE MOST POWERFUL WORDSYOUR DRESS & YOUR SUCCESS

InternetDominationBootcamp20

19

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The PILMMA Insiders’ Journal is published monthly to provide our members with top-notch marketing and management information. Non-members may purchase a yearly subscription for $247 by emailing info@pilmma.org or signing up at pilmma.org.Though PILMMA believes all information to be accu-rate, complete and current, PILMMA does not make any warranty to any of the information contained in this publication. The views and opinions expressed in the PILMMA Insiders’ Journal are those of the authors and do not necessarily reflect the official policy or position of PILMMA, its shareholders or employees.

Our Mission & Core ValuesOur mission is to transform the lives of 5,000 in-jury and disability law firm owners from a life of frustration, overwhelm and overwork to one of super profits, high productivity and a balanced life.As we grow, it becomes more and more im-portant to explicitly define the Core Values from which we develop our culture, our brand and our business strategies. These are the Ten Core Values we live by:1. Deliver WOW! Client Service2. Embrace and Drive Change3. Create a FUN Work Environment4. Be Adventurous, Creative and Open-Minded5. Pursue Continuous Growth and Education6. Enable our Members to Become Successful High Performance Law Firms7. Under-Promise and Over-Deliver8. Create and Nurture Relationships with Open and Honest Communication9. Treat Others as You Want to be Treated10. Build a Positive Team that is Passionate and Determined

PO Box 678 | Lenoir, NC 28645Office: 800.497.1890 | Fax: 866.859.8126Email: info@pilmma.orgWebsite: www.pilmma.orgEvent: www.pilmma.org/idb2019

Contact PILMMA

4 MILLIONAIRE MAKERKenneth L. Hardison

6 MARKETING BIG IDEATrey Ryder

8 MANAGEMENT BIG IDEAKenneth L. Hardison

10 VIDEO MARKETINGGerry Oginski

12 SOCIAL MEDIA TIPLuke W. Russell

14 UNDER THE RADARTiana Hinnant Hardison

18 THE PEACEFUL LAWYERJeff Nischwitz

20 PERFORMANCE &PRODUCTIVITYRon Eccles

23 ONLINE MARKETINGKenneth Nance The Insiders' Journal

© 2019 PILMMA | 3

ImportantDates

*Every Thursday at 12PM Touchstone Drop-In Q&A*

TELESEMINARManaging Your Staff with Bill Biggs*Aug 6, 2019, 1pm EST

WEBINARGoogle Business Updates with Seth PriceAug 8, 2019, 1pm EST

WEBINAR Touchstone Monthly Webinar – Touchstone Training* Aug 21, 2019, 1pm EST

WEBINARChanging the Game with LinkedIn: Social Selling with Adrian DaytonAug 22, 2019, 1pm EST

WEBINAR OPUS Monthly Webinar – Intake Training*Aug 28, 2019, 3pm EST

CALLQ & A With Ken*Aug 29, 2019, 4pm EST

MASTERMIND MEETINGS

*Gold, Diamond, Platinum, Rhodium, and Titanium Members Only**Rhodium and Platinum Members Only***Titanium Members Only

All Times Are Estimated

KEN SPEAKINGEvents

PILMMA INTERNET DOMINATION BOOTCAMPSeptember 12-13, 2019Las Vegas, NV

PLATINUM 2**Nov. 4-5, 2019 Key West, FL

PLATINUM 3**Nov 6-7, 2019 Key West, FL

RHODIUM 2**Nov. 8-9, 2019, 2019 Key West, FL

RHODIUM 1**Nov. 12-13, 2019 Key West, FL

8 FIGURE***Nov. 14-15, 2019 Key West, FL

AUGUST MEMBERS' SCHEDULE

4 | PILMMA INSIDERS’ JOURNAL

ReviewSummer is almost over, and as my father’s old

saying goes: “The older you get; the faster time seems to go by.” This past summer has been like a whirlwind. Our 2019 Super Summit in

New Orleans in June was a great success. We had a record-breaking attendance of over 300 people! Above are a few pictures from the Summit.We also had a blast in July, conducting 4 Different Sets of Mastermind Group Meetings in Jackson Hole, Wyo-ming! I never tire of seeing how excited our Masterminds become when they learn new strategies that they can take back to their firms, or when the group comes up with creative solutions for the individual challenges shared in the meetings. (Fortunately, we were able to squeeze in a little site-seeing and white-water rafting between Sessions.) Next up is our PILMMA Internet Domination Bootcamp 2019, being held at the Golden Nugget in Las Vegas, September 12-13, so we are hard at work gearing up for this next exciting event. I urge you to attend, whether you are already tech-savvy, brand new to internet marketing, or somewhere in between. This Bootcamp will give you a clear heads-up on what’s happening right now in the world of Internet Marketing for lawyers, as well as where

By Kenneth L. Hardison

Inside the Mind of aMillionaire Maker

© 2019 PILMMA | 5

Photos from PILMMASuper Summit 2019

things are headed as we move from 2019 into 2020! You will learn what you and your firm should be doing NOW, as well as what your Vendors should be doing to ensure you have the Internet presence you need to stay ahead of your competition. In the world of Internet Marketing, you must never stop learning because technology is always advancing. What worked last year can easily become outdated, and new strategies become critical to maintain market relevance. Remember: “People Respect What You Inspect.” The Internet Bootcamp will give you the tools and knowledge you need to understand what’s happening now AND to hold your online marketers accountable!I look forward to seeing you in Vegas in September! Enjoy the Rest of Your Summer.Dedicated to YOUR Success,

Inside the Mind of aMillionaire Maker

6 | PILMMA INSIDERS’ JOURNAL

MARKETING BIG IDEA

SUPERSTAR SECRET #1: They make marketing their highest priority. Superstar lawyers know market-ing is the key to success. They hire capable attorneys to do legal work for them so they can focus their attention on maintaining relationships and attracting the clients they want.SUPERSTAR SECRET #2: They know that noth-ing is more important than their credibility. Superstar lawyers avoid selling-based marketing, which casts them in the role of a salesperson because it undermines their credibility and causes people to question whether they can be trusted. They use Education-Based Mar-keting instead, which attracts clients to them because of their knowledge, skill, judgment, and experience.SUPERSTAR SECRET #3: They seize the num-ber one position in their niche. The Law of Leadership states it is better to be first than it is to be better. Every-one knows Charles Lindberg was the first person to fly solo across the Atlantic Ocean. But do you know who was second? In marketing, second place is not much better than last place. Superstar lawyers know that to gain maximum marketing advantage, they must be first in their niche.SUPERSTAR SECRET #4: If they can’t be first in their present niche, they create a new niche in which they can be first. Do you know who the third person to fly solo across the Atlantic Ocean was? If you didn’t

know who was second, you probably assume you’ve never heard of number three. But you have. It was Amelia Earhart. You remember her because she was the first woman to fly solo across the Atlantic. Super-star lawyers know if they can’t be first in a category, they create a new category in which they can be first.SUPERSTAR SECRET #5: They establish them-selves as respected authorities nationwide. Superstar lawyers know when prospects see them as an authority, they are drawn to them at both the conscious and sub-conscious levels. As they broaden their geographical area of recognition, the more knowledge, skill, and ex-perience they are presumed to have. Superstar lawyers focus their marketing efforts over a wide geographical area.SUPERSTAR SECRET #6: They profit from the mystery of distance. Superstar lawyers know the far-ther prospects go to hire a lawyer, the more knowledge, skill, judgment, and experience they believe the lawyer has. This principle gave rise to the expression, “You’re never an expert in your own hometown.” By marketing over a wide area, superstar lawyers can obtain bigger cases than they can find locally. SUPERSTAR SECRET #7: They create their own unique educational message. Superstar lawyers know education is the highest and purest form of marketing. Their educational message contains an explanation of the prospect’s problem, facts about their background, case histories of past clients, and the steps they recom-mend to help their prospect solve a problem or achieve a goal. The more they weave their qualifications and experience into their message, the more likely prospects are to hire them. SUPERSTAR SECRET #8: They provide cli-ent service beyond compare. They return phone calls quickly. They work day and night to finish projects.

Trey Ryderis a Marketing Coach and devel-

oper of the Ryder Method of Education-Based Marketing for

Lawyers. Feel free to contact Trey via his website: www.treyryder.com.

by Trey Ryder

Marketing Secretsof Superstar Lawyers23

© 2019 PILMMA | 7

continued on page 26

They have backup plans for their backup plans. They error on the side of caution. They hire bright, respon-sive support staff. And they always go the extra mile. Whatever it takes, they get the job done. And the su-perstar’s staff is equally committed to bring the client the best result on time, on budget.SUPERSTAR SECRET #9: They make sure every-body knows they welcome new business. One obstacle successful lawyer’s face is that other lawyers think they don’t want new clients. As a result, they quit referring cases. When prospecting for new clients, superstar law-yers know it is far better to receive too many inquiries than too few. They make sure their current clients, past clients, prospects, and referral sources know they wel-come new clients. This allows them to skim the cream off the top and refer the rest. SUPERSTAR SECRET #10: They turn people on their contact/mailing list into goodwill ambassadors. Every person on a lawyer’s mailing list knows one or two other people who are prospects for the lawyer’s ser-vices. Superstar lawyers ask clients and referral sources to invite prospects to call for the lawyer’s educational materials.SUPERSTAR SECRET #11: They send a monthly newsletter, alert or bulletin. Superstar lawyers know the value of keeping everybody on their mailing list informed and up to date. In their newsletter, they of-fer (1) facts and advice about the law, (2) summaries of successful cases they have handled, (3) dates of future seminars and retreats, (4) educational articles available from their office, (5) their website address, (6) answers to questions, and (7) facts about their background. Su-perstar lawyers keep lines of communication open, so clients come in for services and colleagues refer their friends.SUPERSTAR SECRET #12: They carry out an aggressive publicity program. Superstar lawyers know their ability to gain ongoing media publicity depends on supplying editors and producers with news releas-es and articles every month. This requires that they maintain a current mailing list and fax numbers of pub-lications and broadcast outlets that reach their target audience. At the end of each news release, they offer their free fact kit to anyone who calls their office. This is another way they attract an ongoing flow of inquiries.SUPERSTAR SECRET #13: They are dignified, professional, and confident. Superstar lawyers pay close attention to detail and appearance. They don’t let cli-ents or prospects see anything that might reflect poorly

on them or hurt their credibility. They know that pros-pects are moved by the lawyers’ belief, conviction, and self-confidence. As a result, they know their value and know how to help prospects achieve their goals.SUPERSTAR SECRET #14: They are warm and friendly. Superstar lawyers know their chances of earn-ing a new client increase dramatically when the pros-pect likes them. They call prospects by name, smile, and maintain good eye contact because eye contact conveys honesty and trust. The sense of relationship that develops between superstar lawyers and their cli-ents is a bond that is not easily broken. SUPERSTAR SECRET #15: They genuinely re-spect and care about their clients and prospects. Su-perstar lawyers know when people see dollar signs in a lawyer’s eyes, they grow defensive and resist the law-yer’s efforts to help. But when the lawyer really cares, this feeling comes through loud and clear. Superstar lawyers don’t talk down to prospects. They maintain an attitude of helpfulness and make prospects feel spe-cial. Their respect and caring give prospects a powerful emotional reason to choose them over other lawyers.SUPERSTAR SECRET #16: They stay positive, grateful, and polite. The superstar lawyers’ outlook is always positive and optimistic. They appreciate their success and are grateful to the many people who helped them along the way. Superstar lawyers are genuine. They express themselves with the refinement you would expect of a highly educated, highly policed profession-al. All in all, most people find them nice to be around. SUPERSTAR SECRET #17: They stay away from dishonest, negative, and lazy people. Superstar lawyers know negativism breeds negativism. They know that if they’re around negative attitudes long enough, those attitudes become the norm. Superstar lawyers resign clients who take advantage of them and clients who are lost causes. They decline to represent prospects when their intuition says, “No way!” Not all people see the opportunities these lawyers see. Not all people share their goals. Superstar lawyers know that negative peo-ple drain their energy and spill doubt all over their cus-tom-tailored suits. SUPERSTAR SECRET #18: They never use clos-ing techniques to pressure people into hiring their ser-vices. Superstar lawyers let their reputation stand on its own. They educate prospects about their background, qualifications, and experience. They discuss their suc-cess. They emphasize the importance of having a

8 | PILMMA INSIDERS’ JOURNAL

I’m excited to be continuing this 7-part series on Man-agement Fundamentals; (FYI: If you have missed any of the previous 4 articles in the series, PILMMA members can access them all in the Members-only Toolkit) Now for what is one of my favorite Management Fun-damentals:

Anticipating Technology includes both products as well as business methodology and has never been more important to your firm’s growth than it is today. We have all seen the dramatic changes in law firm advertis-ing brought about by the onset of the Internet and the resulting Social Medial Marketing snowball. Firms that appreciated and understood its potential at the outset were uniquely positioned to maximize their exposure and reap the initial lion’s share of the market, while ev-eryone else was initially left in the dust, trying to un-derstand how Social Media marketing works much less how to use it to be preeminent in their markets. A law firm that does a good job of anticipating technol-ogy has these characteristics:1. They have guidelines for making good business deci-sions by integrating technology and business planning.2. There is a system for the law firm to anticipate fu-ture technological advances and to monitor trends.3. The law firm technical leaders participate actively in the analysis of trends and the development of new technology at least to better quality services.As your law firm conducts its’ annual review and sets goals for the coming year, you should be updating your facts and assumptions about all the elements of the plan. Technology and business consideration can

be integrated as you take a look at ways to market and at the technology itself.Anticipating technology does not mean you have to do basic research and development, but it does mean that you do have to know what’s going on out there. What I’m really saying is you must anticipate the effects of technology. Your job isn’t to invent it; it’s to predict what might be invented. As Wayne Gretzky once said, “Skate to where the puck is going to be.”That’s why management fundamental No. 5 refers to technology that changes the way people do business, such as the Internet, texting, phone apps and the Cloud. The law firms that got in on the Internet at the begin-ning were very, very successful. The same thing has happened with texting and with services on the Cloud. By taking advantage of these technologies it increases efficiency, increases the bottom line, and gives much, much better client service. If you want to lead your market, you must mount a continuous search for prod-ucts and services that are true innovations. Your clients may not even know they want these products or ser-vices until they see them. If you are proactive and committed to being on the lookout for the technological advances happening around you, you will be able to reach more clients fast-

Ken Hardisonis the founder & CEO of PILMMA.He has fought for people’s rights as a trusted personal injury lawyer for over 35 years. His ethics, integrity, and passion for his clients helped to build of North Carolina’s most suc-

cessful firms.

Management Fundamentals No. 5:Anticipating Cutting Edge Technology

No. 5Anticipating Cutting Edge Technology

Management Fundamentals

by Kenneth L. Hardison

MANAGEMENT BIG IDEA

© 2019 PILMMA | 9

er and more efficiently. (Staying abreast of the latest in Social Media Marketing, PPC, SEO, FB, YELP, etc.). You will also be able to communicate with your actu-al clients more efficiently and effectively (i.e.., phone apps/ texting/ email/ digital medical records/ patient portals, etc) thereby increasing client satisfaction, qual-ity of representation and staff efficiency. Likewise, stay-ing abreast of technology for firm management means invaluable increases in overall productivity. (i.e., using the Cloud for data storage, implementing new soft-ware to implement and monitor cases, create up to date management reports and dashboards, streamline pro-cedures, etc.)

By being a PILMMA member, you have already taken a critical step to staying abreast of the trends and advances in technology. We are always on the lookout for what is cutting edge in both marketing and management and try to share that information with our members via month-ly Webinars and Teleseminars. This is also a hot topic in virtually all of our Mastermind groups, where firms share freely what they are discovering and implementing in their own firms, as well as what methods or products simply don’t work as well as they might be advertised. Don’t hesitate to use the PILMMA listserv for instant feedback from our members across the country who can

weigh in on the pros and cons of a particular technology or vendor. This kind of honest input from other law-yers can be an invaluable tool, saving you both time and money.

So, the key is to recognize the importance of advancing technology, in terms of its ability to improve the way you market, as well as how you communicate with your cli-ents and how you manage your firm. You must be a con-tinual learner. If technology isn’t your strong suit, then designate someone else in your firm to be that technol-ogy sleuth. (Leveraging your strengths, and Delegating your Weaknesses)

Take action! Go to the latest technology trade shows or conferences, from the ABA tech conference to those outside the legal arena. If possible, plan on attending PILMMA’s upcoming 2019 Internet Domination Boot-camp in Las Vegas September 12-13. I guarantee you will learn something new and innovative in the world of law firm marketing and management technology or your money back! Stay connected to what is happening in the world by reading periodicals and newspapers.

If you truly want to be successful in the 21st Century, staying abreast of cutting-edge technology is absolutely essential—a Management Fundamental!

10 | PILMMA INSIDERS’ JOURNAL

Does Video Marketing Work So Well? Why

part

In June we discussed that you are a marketer as well as a lawyer and how your face to face meetings with

your potential clients were linked to your video mar-keting… Lets Continue…He’ll go to Google then he’s going to scroll. Dan Ken-nedy likes to say that selling and marketing online is like wading through the swamp. There’s so much crap out there. It now takes tremendous effort for someone searching to find exactly what they’re looking for.Now potential clients are online and scrolling through thousands of lawyers and their websites who are all screaming the same thing. The problem is that most of these lawyers fail to generate TRUST. A careful look at what they’re saying shows they’re mostly talking about THEMSELVES!“LOOK AT MY GREAT VERDICTS!”, “LOOK AT ALL OF MY WONDERFUL BAR ASSOCIATION AWARDS!”, “LOOK AT MY EXPENSIVE OFFICE AND FANCY FURNITURE!”, “LOOK AT THESE MADE-UP AWARDS FROM

ORGANIZATIONS THAT JUST TOOK MY MONEY AND GAVE ME AN ONLINE BADGE!” None of these things generate trust.

YOU think they do, but in reality, they don’t. That’s because your ideal client has a different perception of what you do.The key to marketing YOUR legal services is to recog-nize how your ideal client perceives YOU.One of the BEST ways to generate trust online is to teach your viewer something they didn’t know. Doing that shows them that you’re trying to help. It shows them you have knowledge about their particular prob-lem. The moment you start explaining how their type of case works, YOU become a TRUSTED resource. Someone they can turn to for answers to their ques-tions.You give this information away every day for free. You provide these explanations to potential clients every day when they walk into your office. Why do you do that? Because you’re a marketer at heart. Because you want your potential client to sign up with you, you want them to sign your retainer. You want to convince them that you’re the right attorney for them.

by Gerry Oginski, Esq.

VIDEO MARKETING

© 2019 PILMMA | 11

How do you accomplish that? Simple.By asking questions and listening to their answers. By giving legal advice. By explaining how their case is sim-ilar to the one you recently handled. When you do this on video, your viewer gets to know you. They get to see your smile. They get to like you and your personality.Then, when they realize you can help solve their prob-lem, they begin to TRUST you.Now let’s get back to the title of this article.Why does video marketing work so well?Because you can create a message one time, and have it watched thousands of times all for the same cost. That one video message, if done correctly, can help you gen-erate trust with your viewer. You can’t generate trust if your video talks about your-self and your firm. I call that bragging. This is what many lawyers still do with their vid-eos…“HEY, YOU! YES, YOU! I WANT YOU TO STOP SCROLLING THROUGH ALL THE LAWYER VID-EOS AND ATTORNEY WEBSITES AND LISTEN TO ME TALK ABOUT HOW GREAT I AM AND WHY I DECIDED TO BE-COME AN ATTORNEY! HEY YOU… DON’T LEAVE. I’M SHOUTING AT YOU LOUDER NOW! LISTEN TO ME DAMM IT! I TOIL AWAY FOR 16 HOURS A DAY IN MY LAW FIRM AND I’M BETTER THAN THE OTHER LAWYERS… HEY YOU! I SAID PAY AT-TENTION TO ME. I’M TELLING YOU HOW WONDERFUL I AM! Eyes forward. Don’t you turn your attention away from me…You’re going to regret not finishing this video…DON’T CLICK AWAY!”Nobody likes a braggart no matter how wonderful YOU think your credentials and experience are. If you don’t believe me, think about how you feel when you’re at a party, and you meet someone new. Imagine in the span of five minutes this person tells you non-stop about who he is, what he does, and how many cli-ents he has. Imagine he tells you about all his awards and certificates and how many people love what he does.

You didn’t ask him for any of that information. You didn’t want to know any of that. You just didn’t care. He’s a braggart. You’re looking around the room to make a hasty exit away from this guy. Don’t be that guy. That guy doesn’t generate trust.You want to be a trusted resource. You want your viewer to recognize that you have the information they need. You don’t do that by talking about “ME, ME, ME!” In-stead, you do that by talking about them. About their problem. About how their case works. This way they get to know you, like you and trust you BEFORE they ever pick up the phone to call you.Understanding the psychology of why video market-ing works so well will help you stand out from all those

stadium lawyers trying to shout louder than the next one. On a personal note…This summer, my videos were watched in excess of 192,000 minutes over a 30-day period. That’s insane. I am also on track to have 3,000 educational videos online by January 2019. I currently have 2,927 online. Why do I share these per-sonal stats with you? Not to brag, but to validate the concepts I’ve discussed in the article above.

Does this video marketing psychology work? My vid-eos have been responsible for generating daily calls, val-id cases, and settlements in excess of $12 million dol-lars over the past ten years. That’s not bragging. That’s a fact. Now get out there and create videos that generate trust with your viewer.

Gerry Oginski, Esq. is a New York medical malpractice and personal injury attorney. He is the author of “Secrets of Lawyer Video Marketing in the Age of You-tube.” If you have questions, call him

at 516·487·8207.

12 | PILMMA INSIDERS’ JOURNAL

Do you see this?” The vendor asked me over the phone. We’ll call him Henry. I was a

newly hired Director of Marketing for a nation-al law firm, living in South America at the time. The law firm had asked me to consider a differ-ent vendor. Sitting in my small (though luxuri-ous on local standards) apartment, I stared at my screen in disbelief. “I go way above and beyond what most SEO people do,” he boasted. “Scroll to the bottom of the page and click on the white space.”I double-clicked and, with the area highlighted, found some 40 white-colored keywords in the blank white area. I didn’t know a lot about SEO at the time…but I sure knew that THAT was NOT a good practice.One client’s website was erased. “And just like that: thousands of dollars gone. And now I have to pay someone else to rebuild it.” Recently, I read an email sent to one of my clients from a prominent SEO company that rhymes with — nope, not going to write that here — and they were boasting about the results they were getting for my client. The thing is, the lawyer’s SEO presence was riddled with poor practices.That same company turned off someone’s web-site before the law firm could switch to their new vendor.One lawyer found out, while on the phone with a potential vendor, that three of their four Goo-gle My Business listings had disappeared (in-cluding their home office). One client spent $20,000 on digital marketing and wasn’t getting any calls. The vendor claimed

that there were dozens of calls (turns out there were technical issues on their end).I can go on with more stories from clients… and I don’t have that big of an agency.I think you get the picture and it’s probably no surprise to you, even if you’ve never had a terri-ble experience with an online vendor. Here’s the deal: there’s one thread that connects all of these scenarios: the problem was not identified by the vendor.Things go wrong.Websites go down.Technical configurations fail.Mistakes slip through the cracks.I’m not talking about when a vendor fails to get results. That’s a separate issue entirely. I’m talking about vendors not monitoring their work closely enough.Now, let’s be clear, I’ve made mistakes too that I didn’t catch quickly enough. I’m not suggest-ing that every vendor should catch every single thing that ever goes wrong. But the real problem lies in the fact that many vendors don’t put in systems or processes to monitor your web pres-ence and marketing.This means that something can go wrong, and you don’t find out for days or weeks, and you can lose significant investments and opportunities.Okay, okay! I hear you. Stop painting the world with such a dark stroke.It’s not all that bad… (if it’s not happening to you). The good news is that there are a few things you can do to help reduce the odds of it happening to you.

by Luke W. Russell

h*t My Website is Down!h*t My Website is Gone!

How to Protect Yourself from Lazy & Malicious Vendors

SOCIAL MEDIA TIP OF THE MONTH

© 2019 PILMMA | 13

How to Protect YourselfQUARTERLYEach quarter do a thorough test of all your digital marketing.This means that you need to go through your website on a com-puter in different browsers. Use your website on tablets and vari-ous smartphones. Call the phone numbers on your marketing to ensure they go to the correct places and are tracked properly.Fill out the forms. Do you get con-tacted quickly? Does it get pulled into your CMS?Read the content on your website. Does it make sense? Is it authoritative?When it comes to SEO, do a competitive analysis to see how you rank up against your key competitors. Are they doing anything that might affect the way you should be doing SEO? (In a perfect world, you’d do this monthly. It’s not often practical or necessary to do it that frequently.)

MONTHLYEach month, you should be digging into your analytics to make sure that what your vendors are saying match up with the stats you see on your end. If there’s a dis-connect or anything seems off, investigate immediately. Sometimes it’s nothing, other times a simple change somewhere along the lines has had cascading effects.When it comes to SEO, I recommend doing reports in a variety of software. I like to use SiteBulb, Screaming Frog, SEMrush, and WebCEO.When I look at reports like these, like I just did for a cli-ent today, I want to spot any oddities so that our SEO vendor can quickly adjust. This client's SEO team is great, but like every other company on the planet, they miss things. By going in and sifting through re-ports for 30-60 minutes each month, you can help ensure that any issues can be addressed and resolved with expediency.

DAILYThis is where automation comes in handy.

Ensure that your Google Search Console account is configured to notify your email when there are noti-fications. In Google Analytics, you can set up Custom Alerts. Talk to your SEO team about which alerts make sense here. It’s heavily dependent on your website.Use a tool like GTmetrix or Pingdom to have your website continuously monitored and configure custom alerts to make you aware of things like your site speed suddenly increasing, your website going down, and other technical issues.

Take Control into Your HandsAt the end of the day, it’s up to you to take control. Even if you have a great vendor, it’s worth taking a few minutes and paying ~$100/year for a tool like Ping-dom. If you spot an issue before your vendor, great! Just let them know and have them fix it.This isn’t about micromanaging vendors. This is about protecting your investments with a little bit of time on your part.

Luke W. Russell, founder of Russell Media paid traffic focuses on online campaigns. The Russell Media team is a strong pro-ponent of shouldering risk with cli-ents and offers various options that include performance pay. Connect

with Luke via email at luke@russellmedia.us

14 | PILMMA INSIDERS’ JOURNAL

When To-Do Lists Keep You From Getting Things Done…

Getting things done- it’s the way of the achiever, right? We get up and hit our To-Do list; We

check off the items, one by one, and often we value ourselves by what we got done that day. That’s the gold standard of the American way these days. We now have more daily planners, week-at-a-glance note-books, planner systems, than ever before. There’s the Panda Planner, (with over 4k Amazon reviews!) the Best Self Journal, the basic black office supply models, the fancier designer varieties, etc. But whether your to-do list is written in a fancy planner, a scrap from

a legal pad, or on your breakfast napkin, the bottom line is that most of us are list makers. For lawyers, the to-do lists can become pretty long. We have the basic administrative and bill paying re-sponsibilities of our firms, the case management responsibilities, interoffice responsibilities, not to mention to the bread and butter of our craft; trials, settlements, document prep, and the likes. And let’s face it, typically there are a litany of fires to be put out most days, including quite a few that weren’t even on our original to-do lists. It is all most of us can do to stay afloat with the workload each day. (No wonder alcoholism, drug addictions, and depression seem to affect our profession so dramatically.) We can start our morning with a list and a cup of cof-fee, only to find at the end of a long day that we didn’t make it through half of what we put on our list, and it ends up carried over until tomorrow. IF you are like me, I look at the list, and then add and cross out things that I did that day that were not even on the original list, because I love the feeling of accomplishment that

Tiana Hinnant Hardison has practiced law for over 27

years, with an emphasis in per-sonal injury and disability law

and now balances her time and energies between practicing law

and working with PILMMA. You may contact Tiana at

tiana@pilmma.org.

by Tiana Hinnant Hardison, Esq.

UNDER THE RADAR

© 2019 PILMMA | 15

I get from crossing through the things I got done. Of course, if you happen to be married to a marketing guru like Ken Hardison, PILMMA’s Founder, there is a definite feeling that each day needs to COUNT and that the time vampires need to be eradicated. (He can communicate this message with just a smile; go figure!) Ken has written some great articles on time management that provide insights into how you can successfully carve out additional time for getting things done. As a PILMMA Member already, make sure you go to the PILMMA toolkit, and you will find resources that can be game-changers for you, on time management and a litany of other topics For lawyers that want to grow successful firms, or for anyone who wants to change the trajectory of their life, you must spend time working ON your life or your practice, in addition to working IN it. If you want to grow your law firm, and bring in more cas-es, more revenue, while also realizing more freedom from the restraints of your office, you MUST make time to think about where you want to go, and the steps you will need to take to get there. Otherwise, you and I become hamster lawyers, working furiously on a treadmill/wheel that is exhausting us, while not changing our course. It’s like expending all our en-ergies treading water and not hitting a fluid freestyle stroke that goes the distance. The Definition of Insanity is doing the same thing over and over and expecting different results. If we do the same things, we get the same outcomes. While that seems like a no brainer, of course, the real rub is in figuring out how to change that paradigm. Despite public opinion, we DON’T spend our days chasing ambulances, do we? Most of us spend way over 8 hours/ day working in our law firms. Despite our best to-do lists, we are often pulled in multiple directions. We have cases to work up, trials and deposition to prepare for, clients calling, adjusters calling, settlement packages to re-view, documents to draft, interoffice dynamics to referee, not to mention administrative issues; there’s the mail to open, the bills to pay, and on and on it goes. But there is another layer of analysis that you need to be making IF you want to make sure you are taking your law firm where you want it to

go. It requires being intentional, rather than reaction-ary. So, take a moment now and ask yourself a few in-tentional questions.1. First, what is my firm’s culture? Do I have the kind of firm culture that I want to have within my firm? Do I have talented team players that are committed to a message we bring to our clients? Do I know what that message is? Do they?2. What is my Vision for my firm in the next year? Two years? Three to five years? Can I articulate that vision, and does my firm understand my vision and the steps we are taking to get there? Do I actually have clear steps laid out for manifesting my Vision? 3. Am I satisfied with the number and types of cases I am signing up each month? Am I satisfied with my Digital Marketing Strategies? Are they laser-focused? Are they reaching my ideal client? 4. Am I satisfied with my firm’s Social Media Pres-ence? Is it resonating with my ideal clients online? 5. Am I excited to come to work each day, and seeing the progress that inspires me as well as my staff ? These are the kinds of critical questions we should all be contemplating as law firm owners. But the sad truth is that for many of us, the fires we put out each day, and our to-do lists take all our energies. The day seems to start full speed and carries us along with it. At the end of the day, there’s little time or energy for reflection, as we gear up for the next day’s challenges.We all KNOW we need to take time to look at our firm’s forest and not just the individual trees. We know we need vision, strategies for growth, develop-ing referrals, growing social media, leveraging Google, continued on page 27

16 | PILMMA INSIDERS’ JOURNAL

Presenters:Ken HardisonPresident, PILMMA

Jason HennesseyDirector, We Do Web Content

Nicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersMultimedia AE, Cox Media Group

Tanner JonesBusiness Development, Business Development, Business Development, Business Development, Business Development, Business Development, Consult-Webs

David HaskinsFounder, Haskins and Company

Seth PriceFounder/CEO, BluShark Digital

Nalini PrasadChief Strategy O�cer, BluShark Digital

Justin LovelyFounder, The Lovely Law Firm

Jay RuanePartner, Ruane Attorneys at Law

Andrew StickellFounder, Social Firestarter

Carrie HillCarrie HillCarrie HillCarrie HillCarrie HillCarrie HillCarrie HillCo-Founder, Ignitor Digital Media

Gary FalkowitzCEO, Intake Conversion Experts

Alex ValenciaCo-Owner, WeDoWebCon-tent.com

Luke RussellOwner/Founder, Russell Media

Jacob MalherbeFounder, X Social Media

Derya ZanganaChief Operating O�cer, Leftside Intl

A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA ••••••• DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1:08:30 – 09:00 AMOpening Remarks with Ken Hardison

09:00 – 09:45 AMTBA

09:45 – 10:30 AMWhat Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your Online Strategy with Carrie Hill

10:30 – 10:45 AMBreak

10:45 – 11:30 AMLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner Jones

11:35 – 12:20 PMHow to Leverage Analytics to Maximize Your ROI How to Leverage Analytics to Maximize Your ROI How to Leverage Analytics to Maximize Your ROI How to Leverage Analytics to Maximize Your ROI How to Leverage Analytics to Maximize Your ROI from Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasad

AND MORE!

For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to: PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019

Grow Web Tra�c & Convert that Tra�c to Paying Clients;Grow Web Tra�c & Convert that Tra�c to Paying Clients;Grow Web Tra�c & Convert that Tra�c to Paying Clients;-Improve your Social Media results & Google Rankings-Improve your Social Media results & Google Rankings-Improve your Social Media results & Google Rankings-Leverage targeted video to educate & attract leads-Leverage targeted video to educate & attract leads-Leverage targeted video to educate & attract leads-Maximize pay-per-click campaigns-Maximize pay-per-click campaigns-Maximize pay-per-click campaigns-and Much More…-and Much More…-and Much More…

GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA ||||||| SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12THTHTHTHTHTHTH & 13 & 13 & 13 & 13 & 13 & 13 & 13THTHTHTHTHTHTH

© 2019 PILMMA | 17

Presenters:Ken HardisonPresident, PILMMA

Jason HennesseyDirector, We Do Web Content

Nicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersNicole MyersMultimedia AE, Cox Media Group

Tanner JonesBusiness Development, Business Development, Business Development, Business Development, Business Development, Business Development, Consult-Webs

David HaskinsFounder, Haskins and Company

Seth PriceFounder/CEO, BluShark Digital

Nalini PrasadChief Strategy O�cer, BluShark Digital

Justin LovelyFounder, The Lovely Law Firm

Jay RuanePartner, Ruane Attorneys at Law

Andrew StickellFounder, Social Firestarter

Carrie HillCarrie HillCarrie HillCarrie HillCarrie HillCarrie HillCarrie HillCo-Founder, Ignitor Digital Media

Gary FalkowitzCEO, Intake Conversion Experts

Alex ValenciaCo-Owner, WeDoWebCon-tent.com

Luke RussellOwner/Founder, Russell Media

Jacob MalherbeFounder, X Social Media

Derya ZanganaChief Operating O�cer, Leftside Intl

A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:A taste of what to expect:2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA 2019 AGENDA ••••••• DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1: DAY 1:08:30 – 09:00 AMOpening Remarks with Ken Hardison

09:00 – 09:45 AMTBA

09:45 – 10:30 AMWhat Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your What Google’s Recent Algorithms Mean For Your Online Strategy with Carrie Hill

10:30 – 10:45 AMBreak

10:45 – 11:30 AMLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner JonesLegal Marketing Nutrition MRE with Tanner Jones

11:35 – 12:20 PMHow to Leverage Analytics to Maximize Your ROI How to Leverage Analytics to Maximize Your ROI How to Leverage Analytics to Maximize Your ROI How to Leverage Analytics to Maximize Your ROI How to Leverage Analytics to Maximize Your ROI from Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasadfrom Digital Marketing with Seth Price & Nalini Prasad

AND MORE!

For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @For more information & to register before the Room Block @The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to:The Golden Nugget SELLS OUT, go to: PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019 PILMMA.ORG/IDB2019

Grow Web Tra�c & Convert that Tra�c to Paying Clients;Grow Web Tra�c & Convert that Tra�c to Paying Clients;Grow Web Tra�c & Convert that Tra�c to Paying Clients;-Improve your Social Media results & Google Rankings-Improve your Social Media results & Google Rankings-Improve your Social Media results & Google Rankings-Leverage targeted video to educate & attract leads-Leverage targeted video to educate & attract leads-Leverage targeted video to educate & attract leads-Maximize pay-per-click campaigns-Maximize pay-per-click campaigns-Maximize pay-per-click campaigns-and Much More…-and Much More…-and Much More…

GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA GOLDEN NUGGET LAS VEGAS, NEVADA ||||||| SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12 SEPTEMBER 12THTHTHTHTHTHTH & 13 & 13 & 13 & 13 & 13 & 13 & 13THTHTHTHTHTHTH

18 | PILMMA INSIDERS’ JOURNAL

Jeff Nischwitz is the founder of The Nischwitz Group, a speaking, consulting

and coaching company that helps lawyers and law firms

accelerate their results. Connect with Jeff at 216·956·6587 or

jeff@nischwitzgroup.com.

The Most Powerful Words

During a recent personal retreat, I heard a speaker share several examples of powerful and empow-

ering words – what he called the most powerful words – and over the past month I’ve added on to this list. Most important, I’ve started to realize that using these words with our team members (and communicating the messages that go with them) is the most effective and impactful way to engage, empower and motivate your team. At the retreat, the speaker shared what he called the three most powerful words, the four most powerful words and the five most powerful words. I’ve now

added the two most powerful words and the one most powerful word. As I share them below, consider the ways that you can begin to use them and share them, both personally and professionally.• Five most powerful words – I am proud of you• Four most powerful words – I believe in you• Three most powerful words – I love you• Two most powerful words – Thank you• One most powerful word – Present Not only are these words powerful, but they’re short and simple … and yet they’re often noticeably absent from our communication (at home and at work).Imagine a workplace where you and your team mem-bers commit to each other to be present. Rather than telling someone that you’re listening, you tell them that you’re present. In what ways will that change your lead-ership, your team and your organization?Imagine a working environment where you and your team members regularly express gratitude to each oth-er for each person’s efforts and presence on the team.

by Jeff Nischwitz

THE PEACEFUL LAWYER

© 2019 PILMMA | 19

Rather than ignoring people’s contributions, you con-sistently tell them thank you. In what ways will that im-pact your leaders, your team and your engagement?Imagine an organization where every person regularly hears the message (if not the exact words) I love you. This is what comes through when you let people know that they matter, that they’re important and that you care about them, their lives and their career. In what ways will this message foster trust, commitment and strong relationships within your team and organiza-tion?Imagine a team where every member regularly hears the empowering statement I believe in you. Several years ago, I challenged people to engage in a blessing chal-lenge – to tell at least one person every day that they believe in them. I did this because I know the power of blessing another person and letting them know that you believe in them. We know this power, yet we fail to offer this blessing to others, including our team members. In what ways will regularly telling your team members I believe in you impact the team, communica-tions, commitment, engagement and outcomes?Finally, imagine what your team environment will be like when every team member is regularly affirmed by hearing the message I am proud of you. Let them know that you’re proud of them, their efforts, their growth and their contributions. In what ways will this affirm-ing message shift how your team members see them-selves, each other, the team and the organization, as

well as shifting their commitment, engagement and motivation?Fifteen words, five messages and one outcome – pro-viding your team members (and anyone else in your life) with the opportunity to feel seen, to be blessed and to experience what it means to be truly valued. These most powerful words, when genuinely shared, will cre-ate teams, relationships and people who are empow-ered, engaged, committed and motivated. Not bad for just a few most powerful words.Jeff Nischwitz is the Founder of The Nischwitz Group (www.nischwitzgroup.com), a speaking, consulting and coaching com-pany that helps lawyers and law firms accelerate their results. Jeff works with law firms and their leaders in four core areas: ensur-ing your firm’s future with succession planning and future leader development; building business development cultures and accel-erating revenue growth; engaging, empowering and entrusting your team; and navigating the practice of law with less stress and more peace. Jeff is the author of three books: Think Again! In-novative Approaches to the Business of Law (American Bar As-sociation 2007); his leadership book, Unmask: Let Go of Who You’re “Supposed” to Be & Unleash Your True Leader (Motiva-tional Press 2014); and his newest personal development book, Arrows of Truth: Simple Shifts for Personal Transformation (Ea-gle Heart Press 2017), a companion on your journey of life and leadership. You can connect with Jeff at jeff@nischwitzgroup.com, 216.956.6587 or www.nischwitzgroup.com. If you’d like to receive Jeff ’s Daily Wake Up Calls every morning via email, join our community of different thinkers by signing up at https://ti-nyurl.com/nischwitznewsletter.

Ron Ecclesknown as The Success Doctor, is a speaker, author, and business coach who has built successful businesses including a chiropractic practice, restaurants and real estate invest-ments. Contact Ron at drroneccles@

gmail.com or 484·515·4040.

John T. Malloy released has bestseller “Dress for Suc-cess” in 1975 and “The Woman Dress for Success”

in 1977. He looked at the effect of how you dressed and the subconscious impact it created in the mind (per-ception) of others.Malloy approached the subject from the “scientific method” and provided good evidence of its validity.“Dress for the job you want; not the job you have” and “look good, feel good” became popular mantras among the professional crowds.For the past 36 years, I have believed in the power of power-dressing and perception, and for the last 10 years as a professional business consultant and speaker, I have incorporated this into my coaching and courses.I wake up every day with a passion for helping others achieve their full “God Given Potential” in business and life. I read, listen to, and consume information from top experts and synthesize that information into useful, implementable ideas for my clients.I recently received an email from my friend Mike Calhoun CEO of “Board of Advisors” about an arti-cle published in “The Journal of Experimental Social Psychology” ( July 2012). The title “Enclothed Cog-nition” instantly captured my attention.

Disclaimer: I believe that we all have a higher purpose and calling in life that transcends our business world. I am well aware that our value as humans is not tied to how we dress.I’m sure you’ve heard, “You never get a second chance to make a good first impression.” While this is true, it addresses others perception about you and not your perception about yourself. When you attend certain social functions, you take care to dress appropriately for the occasion. While you are conscious about others perception of you, you may not be aware of the effect it has on your performance. Hajo Adam and Adam D. Galinsky conducted research on the effect your dress has on your “Ability to Achieve.”

20 | PILMMA INSIDERS’ JOURNAL

by Ron Eccles

Your Dress & Your Success

PERFORMANCE & PRODUCTIVITY

continued on page 27

�Call to see if your market is available today or �ll out the

application at www.pilmma.org/join.

It’s the FASTEST way to jump start your �rm’s GROWTH and ensure IMPLEMENTATION! Learn what other attorneys are doing NOW to grow their �rms and gain fresh ideas and insights to grow their �rms and gain fresh ideas and insights to solve your �rm’s challenges! It’s like having 10x the brain power laser focused on your �rm’s success.

Mastermind

© 2019 PILMMA | 21

�Call to see if your market is available today or �ll out the

application at www.pilmma.org/join.

It’s the FASTEST way to jump start your �rm’s GROWTH and ensure IMPLEMENTATION! Learn what other attorneys are doing NOW to grow their �rms and gain fresh ideas and insights to grow their �rms and gain fresh ideas and insights to solve your �rm’s challenges! It’s like having 10x the brain power laser focused on your �rm’s success.

Mastermind

22 | PILMMA INSIDERS’ JOURNAL

Founder of PILMMAK E N H A R D I S O N

Working with Consultwebs we saw a marked increase in cases we were

getting from the web. I like to get at least 6-times my return, but with

Consultwebs we were doing between 12 and 15 dollars to every dollar spent.

The Consultwebs group are really good, honest people that are responsive

and attentive — that’s what I like to deal with. If someone was thinking about

hiring Consultwebs I would tell them, ‘do it now, do not put it off because

you’re costing yourself  money.’”

Learn more at www.consultwebs.com

© 2019 PILMMA | 23

continued on page 24

In June we discussed What you can do to increase awareness for your law firm?

1. Discover what your brand is.2. Use branding to create memorable and repeatable structures in the minds of your target audience.Lets Continue…3. Be of the community, not blasting sales messages constantly to-ward it. Awareness and trust of your law firm’s brand can come from good advertising, but then the hard work starts. How do you interact with your local community? Are you personable online? Does your social media reflect what makes your law firm experience unique? Are you bringing some humanity to your practice? Are you sharing staff anni-versaries or celebrating milestones?Awareness isn’t just about grabbing attention; it’s about holding on to it. Once you have your audience's attention, how can you hold on to it? How can you turn attention into a relationship? This is the real key to successful legal marketing. It’s backed up by ac-tual humans, and it runs on people power, so it’s attractive to other people. So when

Kenneth Nance brings a wealth of experience in

digital marketing o his role as an SEO Specialist with Consultwebs.

In his role, Ken focuses on opti-mizing our clients’ websites for

search engine rankings, maximiz-ing their organic Web traffic and in-

creasing their website conversions.

by Kenneth Nance

ONLINE MARKETING

part

24 | PILMMA INSIDERS’ JOURNAL

it comes to gaining awareness for your law firm: Be re-sponsive, be personable, and be human. 4. Consistency is key.Advertising and awareness is a game of repetition. In most marketing departments today, people want to move on to the next cool thing. They get tired of old colors. Ev-eryone wants a rebrand. But really, staying “up-to-date” and fresh and relevant is not the goal of advertising. The goal is to build and refresh memory structures to keep the brand in the heads of all potential buyers. Think of all the classic taglines and ads that are in your head right now. Got Milk? National Dairy Council has been going strong with this ad campaign for over 20 years. Just Do It. Nike has been rolling with that since 1988.Wheaties has been call-ing itself “The Break-fast of Champions” for 89 years.The Cadbury Bunny Audition Commercial. They are still running that Cadbury Bun-ny audition TV spot, where all the different animals want to be the bunny. It’s not HD. The sound is bad. But Cadbury knows it’s more than an ad. The spot is a part of people’s lives, it means Easter, it means something to the audi-ence, and more importantly, it means sales. The secret to these successful branding elements is not that they are amazing, genius, untouchable manna from marketing heaven. No. It’s that these brands know repe-tition is the key to building awareness. Chances are you’re tired of your ads. You’re tired of your marketing. You think it’s old and drab and uninspiring. But the truth is … you’ve seen it a million times, and most of your potential clients haven’t even seen it once. Don’t count chickens before they hatch - advertising, establishing a memorable brand, and bringing lasting awareness to your firm takes time, and it’s always worth it. Growing a brand is a marathon, not a race. And what do you think your law firm competitors think?5. Measure what can be measured, and accept what can’t. It’s a hard truth in the advertising and marketing world

that sometimes the ROI is not 100% clear. Raising awareness for your firm may include advertising, organic posts, marketing, social outreach, podcasts, networking, tweets, staff meetings, surveys, videos, newsletters, strat-egies, campaigns, seminars, and significant investments of time, money, sweat, and tears. So what’s the ROI on all that? Shouldn’t you be able to draw a clear line from marketing efforts to revenue? And if you can’t, doesn’t that mean it doesn’t work?Charles Gaudet, from Predictable Profits, has a wonder-ful video in which he explains that solid marketing strat-egies contain 80% measurable activities, (things that are direct response, strong CTAs, trackable, and scalable)

and 20% non-mea-surable activities, (things that ensure awareness, strength-en relationships, or help to establish your brand over time). Measuring market-ing’s effectiveness is an essential aspect of success, but knowing what to measure, and what can’t be mea-sured, is the secret to staying in the game.

In conclusionLaw firms need to know that increasing awareness for their firms is not an overnight flight of fancy. You need to research the client experience at your firm and define your law firm’s brand through the lens of cli-ent experience. You need to build and create memorable brand assets that are unique and stand out. Your brand messaging needs to feel human and natural and support-ive of your community. You need to recognize repetition is the key to raising awareness and commit to the effec-tive frequency in every ad campaign. Finally, you need to know which marketing activities are measurable and which are non-measurable.If you can apply these tips at your law firm, you will be light-years ahead of your competitors and well on your way to growing a successful practice and establishing your law firm’s brand.

© 2019 PILMMA | 25

26 | PILMMA INSIDERS’ JOURNAL

MARKETING BIG IDEA continued from page 7

skilled lawyer represent them, and they express their desire to help. Superstar lawyers never pressure a pros-pect into making a decision. They have total control in the prospect’s hands. This causes the prospect to feel greater respect further and trust the attorney and in-creases the likelihood that the prospect will retain the lawyer. SUPERSTAR SECRET #19: They create a net-work of like-minded entrepreneurs. Some people are cut out to be followers. Superstar lawyers build a net-work of friends and colleagues who share their energy, drive, and determination. Then they encourage and support each other’s efforts, so they are not inhibited by people who don’t appreciate their desire for achieve-ment. SUPERSTAR SECRET #20: They hire a coach to help them achieve success. No matter how they define success, superstar lawyers have so many distractions that they can easily lose sight of their goals. Coaches help them identify what they’re doing right – what they’re doing wrong – and help them steer their course, so they reach their destination. For example Alex Rodriguez, Arnold Palmer, or Tiger Woods all have all employed Coaches to help them improve their game. Chances are you’d do better if you had a coach, too. (I have one.)SUPERSTAR SECRET #21: They take time away from their business. No one can endure the intensity of a law practice without interruption. Superstar lawyers generously allot time for their families, their church or synagogue, their outside interests, their vacations – anything they enjoy doing. This time away from their office recharges their batteries, keeps them from grow-ing stale, and makes them even more effective when

they practice law.SUPERSTAR SECRET #22: They never stop ed-ucating their audience. Prospects, clients, and referral sources want to believe that superstar lawyers have the knowledge, skill, and experience to support their fee. Still, they know people may hesitate to hire their ser-vices – or make referrals – if they aren’t sure about the depth of the lawyer’s knowledge. Superstar lawyers take every opportunity to educate their target audience. This allows them to put their knowledge on display and increases their credibility, which attracts more clients. SUPERSTAR SECRET #23: They just do it. Su-perstar lawyers don’t get bogged down in marketing plans and committee meetings. They identify the steps in their marketing process and go to work. Sure, they may make a few mistakes along the way. Who doesn’t’? But the result of taking action now is far more profit-able and rewarding than planning …. and planning – but never getting to first base.Trey has designed Education-Based Marketing programs for pro-fessionals and businesses of all types. In 1980, he started working with lawyers who wanted dignified, up-scale marketing efforts. His continuing education programs have been sponsored by local and state bar associations around the country. In addition, he served as an expert witness in a case involving lawyer advertising. Also, Trey’s marketing method was cited in an article published by two psychol-ogy professors at Arizona State University. Today, Trey shares his marketing method with lawyers through a wide range of publica-tions. In addition, he writes and publishes his free e-zine, The Ryder Method™ of Education-Based Marketing. And he maintains the Lawyer Marketing Advisor at www.treyryder.com. Trey designs and carries out Education-Based Marketing programs for entrepreneurs, business owners, and professionals who want to attract clients from their local area – or from anywhere in the world. He works from his offices in Payson, Arizona and Juneau, Alaska.

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UNDER THE RADARcontinued from page 15

PERFORMANCE & PRODUCTIVITY

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They coined the term “Enclothed Cognition” to describe the psychological effect your dress has on your potential confidence and performance. Enclothed cognition in-volves the co-occurrence of two independent factors—the symbolic meaning of the clothes and the physical ex-perience of wearing them.By using a measure of attentiveness, carefulness, and sus-tained attention;Three groups were tested:1. Tested not wearing any lab coat2. Tested wearing a “doctors lab coat.”3. Tested wearing a “painters (artist) lab coat. They were able to show how clothes systematically influ-ence wearers’ psychological processes. Three experiments demonstrate that wearing a lab coat increases attention. • Attention did not increase when the coat was not worn or associated with a painter.• Attention only increased when the coat was a) worn and b) associated with a doctor.• The influence of clothes thus depends on wearing them and their symbolic meaning.Practical Application:Dressing for business and/or social interactions can boost your self-confidence and performance if you clearly iden-tify the clothes you wear with an empowered mindset. Power Tip: Buy good clothes, but don’t spend a fortune. The key is getting a good tailor to fit them properly.Power Tip: Working out and eating healthier can give you an edge as you lose weight and have higher energy.Power Tip: Take equal care to your personal hygiene and grooming.Reach me at DrRonEccles@gmail.com

and the rest. But carving out the time and being motivated with fresh ideas and clear-cut strategies alludes us. The truth is that we Make time for what is truly important to us.We all need to take time away from the daily grind, to receive some fresh wind for our sails. PILMMA’s 2019 Internet Domination Bootcamp, September 12-13, 2019 at the Golden Nugget in Las Vegas is just that; It is fresh insights and ideas as well as the very latest in Digital Marketing Strategies for 2019. We hope it will motivate, excite, and equip you to go back to your firm and make changes—big changes and small ones--- It is also time AWAY from the clients, the staff, the friends, the family, and all the needs that compete for your time when you are working IN your office. It’s Time to work ON your law practice while not working IN it. It is Intention-al time, versus Reactionary time.All of us know the benefits we receive from stepping away from the office for a few days. PILMMA’s In-ternet Domination Bootcamp offers that kind of much-needed Opportunity; It allows you to step away for a few days, to work ON your firm’s Big pic-ture, and the laser-focused Digital Marketing need-ed to help you Dominate your market. It will pro-vide you with an invaluable opportunity to return to your office supercharged to get started, and eager to start building, with INTENTIONAL Strategies. This can be a real game-changer IF you let it.For more info on the Internet Domination Boot-camp, including a line up of speakers and topics, go www.pilmma.org/internetdominationbootcamp.Stop dealing with your trees for a few days so that you can look at your Forest! We hope to see you in Las Vegas!!!

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