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WEISS' MONTHLY MARKETING BRIEF
By Bob Weiss

You say you don't have time to complete a personal marketing plan, but here's how to get on track for 2009 in 15 minutes.

If you're too busy or disinclined to write a detailed personal marketing plan for 2009 here's how you can build one in Outlook in 15 minutes.

List your top three clients and top three referral sources from the past 24 months.

These should be people who have the ability to send you desirable work from clients who pay. (If you personally see regularly the people you list-- more than quarterly in your normal activities--don't put them on this list. Our goal here is to establish frequency of contact, to keep those referrals coming. Also, do not list them if you currently have a regular flow of matters from them, and do not expect your last file from them to close in, say, the next six months.

Open your calendar in Outlook. Schedule the six people you will contact by phone or email every 90 days for the next 12 months.

The first time the names pop up this year, you will call each person. Tell them what matters you have been involved in, and ask them what is new with their business or practice, and how you might help them get more desirable work.

Many lawyers say they find these conversations a bit awkward. If that's the case, call after hours and leave a voice mail. (You'll be surprised how many people call you back. After all, they're your best contacts!)

The second time the names come up on your calendar during the year, send each person an email. Keep it short. Topics might include a recent change in the law that could affect them, or their clients or customers. Make sure it's relevant, that information you are sending somehow likely affects their day-to-day business affairs.

Repeat the calls and voicemails, and the email on this schedule every 90 days.

Of course, I recommend you spend more time than this developing a strategy and tactics for the coming year. But, busy lawyers are often disinclined to formalize their personal business development; at least until something untoward happens to their book of business.

If you want to take a more formal approach to your personal marketing this coming year, there are a number of forms online from which to choose, some longer and more detailed than others. We have two-page form on our website you can download free at themarketinggurus.com.