Another From The Mailbag post; Haven’t done one of these in awhile!
This one is from a respected attorney in Minnesota (hey, that’s where my Dad grew up!) looking to move from a successful practice into becoming a professional speaker.
Enjoy!
Rabbi Ginzberg,
I am a lawyer in Minnesota (land of the “Frozen Chosen”). I have been practicing law for over 25 years and have had my own practice for 18 years.
I am interested in becoming a national speaker for lawyers. I have a breadth and depth of practice that has connected me to many different types of lawyers and the law. I have tried many cases and am in court very frequently. I have been told I am an engaging speaker.
I have researched and written an article about contract lawyers and co-counsel relationships and how they can expand your network and practice. I don’t believe that anyone has written about the issue in the way that I have. The ideas are very useful for solo and small practices.
How do I break into the national speaker scene and take my ideas on the road?
You ask an excellent question… You know where you want to go (many people do not!) and you want help getting there.
In this post I will try to distill many thousands of dollars worth of expensive business courses and advice into a few short sentences. Here is what you should do, in five simple steps:
1. Create a free seminar for attorneys in your local area (or, if you’d rather, a different area in which you have a network of connections or some familiarity.)
One of the ways you can do this quite easily on-the-cheap is to get a media sponsor- in essence, free advertising in exchange for having their name seen as the event sponsor.
This enables you to leverage your media sponsor to get valuable publicity as well as the “shimmer effect” of the sponsors’ prestige in the local marketplace to give credibility to your event.
2. Put on a stunning (meaning good information, not glitzy!) event. Inviting another presenter or two that are not your direct competition (even if you have to pay an expert, well likes personality to attend and speak!) will help your event be superb.
3. Have the event photographed videotaped, so you have something to show future audiences and for use of snippets thereof on social media sites. Photos are very helpful in your media kit, online, and for local media publicity.
4. Get testimonials from happy attendees. Video when possible, otherwise written. These are your magic keys to getting paid engagements.
5. Use LinkedIn or your network to connect with magazines and news media read and appreciated by your target audience (and think about this for a few minutes… it may not be the first lawyer rag that comes to mind.) and get your article published.
These five simple steps are an easy way to move your dream forward… The best of luck!
Note: Small Business Marketing Advice is available for a song, for next few days… until the website overhaul… take advantage or be left behind!
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