By: Catherine Crosbie
“Even at the lowest-level jobs, your success waits within your own mind. Add value to your work and you set in motion the forces that make the concepts of your mind turn into the realities of living.” – Napoleon Hill
I get interesting reactions from people when I tell them about my business. I would even characterize some of these reactions as outrageous.
One time, a friend took me to a networking event for local tech start-ups. I thought it would be fun to tag along. I was chatting with a woman who was starting a tech company and when she asked what I did for a living, I told her marketing for lawyers. This was before I expanded to work with professionals in general.
“Pfff,” she scoffed. “Do lawyers even need more money?”
I was shocked.
First of all, yeah, some lawyers do need more money. As many readers know, being a lawyer or any other professional for that matter is far from having a license to print cash.
More importantly, what I do is not just about making money. It’s about helping people obtain their own definitions of success. These usually involve autonomy, prosperity, free time, and gratification.
Despite what some think, I believe that helping people live their best business life is a worthy cause. I love helping people design their lives their way and I feel privileged to accompany them on their journeys.
This is not the only time that someone has reacted rudely to what I do. It will not be the last, either.
People like this have a certain way of thinking – a scarcity mentality. They believe life is like a pie and when someone takes a slice there is less pie for everyone else. In other words, they believe there is a finite amount of success in the world and we are all competing for it.
The other way of thinking is called an abundance mentality. People with an abundance mentality believe there are endless ingredients for pie-making; we need not ration because there is always a way to make more. In other words, success is available to anyone who wants to create it. Expressions like “a rising tide lifts all boats” and “win-win solutions” capture the sentiment.
People with an abundance mentality believe that everyone – lawyers, tech geeks, accountants, therapists, you name it – is made to thrive.
Take my father, for example. He wasn’t made to sit in a cubicle and do legal work that he hated. He was made to creatively solve client problems, make a meaningful difference in people’s lives, shape Canadian law, serve the emotional and financial well-being of his family, and enjoy the journey.
Darlene Russell is the lawyer who bought Ches Crosbie Barristers, and with my planning and support, later rebranded it Russell Accident Law. She wasn’t made to process files that other lawyers don’t want and work 12-hour days. She was made to build relationships with good people who need legal help and run a successful firm that gives her the autonomy and prosperity she desires.
Consider Laurie Stephenson who owns Starboard Wealth Planners. She wasn’t made to live by other people’s rules. She was made to set higher standards, make her own rules, and help people grow their wealth through socially responsible investing.
These people were made to thrive. We were all made to thrive.
I believe that small business ownership offers incredible opportunity. With the right mindset and systems, it enables owners to control their own lives and create a business that serves their lifestyle, not the other way around. It gives professionals the chance to create their “perfect practice” and a means to truly “have it all” – prosperity, autonomy, gratification, and time. And this is attainable for almost anyone regardless of gender, background, age, or orientation.
That’s why I’ve written my new book, The Big Picture Guide To Building Your Dream Practice.
The next time you encounter someone trying to tear you down for doing good, adding value to the world, and making a difference, don’t let them get you. You were made to thrive.
About Catherine Crosbie:
Catherine Crosbie used to be the in-house marketing director for her father’s law firm, Ches Crosbie Barristers. In her three years as Marketing Director, Catherine increased target intake by 94%. Her father was able to spend more time away from the office and travel the world knowing there was a steady stream of cash flow intake back at the office. He was even able to sell the practice and license the firm name as a result.
Now Catherine helps professionals in law, finance, health, and more with their marketing and business development so they can build their dream practices – without the hassle, risk, and expense of hiring an in-house marketing director. Visit www.ProvenMarketingForProfessionals.com to learn more.
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Quick TipBy: David M. Ward, Esq.
The other day I heard a radio commercial for a real estate broker. The show’s host said he’s the only broker he recommends and provided examples of some of the great results the broker has obtained for his clients.
The commercial ended with the host telling the audience to call the broker, provided the phone number, and repeated it.
The broker sounds like a real player, someone you should talk to if you’re thinking of buying or selling. But there was something missing. Something that could help this broker massively increase his income.
It’s a common advertising mistake. Sad because it is so easy to fix.
Here’s what I’m talking about.
There are three categories of people who hear this ad. The first category is the smallest but provides the most immediate revenue: people who like what they hear, pick up the phone and call.
The second category is the largest: people who will never call. They don’t own property, aren’t planning to buy property, have a brother in the business, and so on.
They’re not prospects.
The third category isn’t as big as the first category (those who call) but offers the most long-term profit potential. It consists of all of the people who were interested but didn’t call.
They didn’t have time to call. They’re not yet ready to buy or sell. They want more information. They don’t want to talk to someone who will try to get them to make an appointment.
Lots of good meat left on dem bones.
At some point, many people in the third group will be ready to call. Unfortunately, they won’t remember the broker’s name and will call the next broker who comes along.
The solution is simple.
Tell listeners to call OR visit your website.
At the website, they get tips about buying and selling, information about the market, hear more success stories, learn more about your greatness, and generally sell themselves on making that call.
If they’re still not ready, perhaps they will download your special report or planning guide, giving you their email and allowing you to stay in touch with them until they are ready to call.
Some won’t ever call (for a variety of reasons) but will tell their son or daughter, friend or neighbor, about you, and they will call.
Mr. Broker, by not giving listeners another option besides “call now,” you’re leaving a boatload of money on the digital table. Yes, you can continue running ads and appeal to people who are ready to call, but why not also begin a conversation with the ones who aren’t yet ready?
If there’s enough of them on your list, you may never have to run ads again.About the Author:David Ward is an attorney and marketing consultant to attorneys. His website is The Attorney Marketing Center where he offers a free newsletter about marketing, productivity, and personal development.
You can learn more at: http://attorneymarketing.com
That’s it for this week. I’ll have a brand new issue for you this time next week. Also, if you have any questions or comments about the content in this newsletter please email me at sheisler@injurylawyermd.com ~SHH
