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Dear John,
There are dozens of scams out there right now taking advantage of lawyers. Each one of them does three things:
1). Normalizes the lack of business acumen among members of the legal profession
2). Introduces failed lawyers as "experts" who have specialized knowledge of business growth
3). Claims to have the "secret" to helping you grow without "selling"
The latest of these con games begins with you "self-nominating" for the list of 500 most successful law firms. The only qualification for this "honor" is to attend a dinner and receive your award and photo.
But at that dinner, you will be pitched on a program that will help you grow your firm so you can move higher up on the fake list.
The reason these scams are so dangerous is because they reenforce behavior that will keep you trapped in a cycle of doom. They give you what you want but they don't give you what you need.
Here's what you need to know:
1). You are running a business. You need to be a savvy business operator. When you outsource the finances, the recruiting or the marketing for your business to someone else, you are burying your head in the sand. You're not following some type of great strategy. You are reenforcing your own ignorance and turning over the most critical aspects of your business to people who have no knowledge of your goals, your dreams, or your clients.
2). There are no shortage of con artists bilking lawyers out of their hard-earned dollars. The worst con artists are the failed lawyers who claim their failure qualifies them to help you grow and run a business. Make no mistake, if you have not built a successful business or you've built a business and then run it into the ground, you're not a qualified expert on sustainable business growth.
3). Selling is helping people in return for financial compensation. If you don't offer to help, nobody knows who you are. The best way to sell is through relationship development. You don't need to cold call. You don't need to be pushy. You simply need to listen to the needs of your prospective clients and help them meet those needs.
There are lots of great people willing, able and qualified to help you grow your law firm. During the past 10 years I've been one of them. I will continue to help smart lawyers but the infestation of con artists into this business makes me sick.
My new book, out next week, published by Wiley (the top business publisher in the United States) details a system hundreds of lawyers have used to successfully build a business. The book cost $25. Before you sign-up to be on an ego-placating list of 500 stooges, before you agree to give thousands of dollars to a failed lawyer to "coach you," before you outsource critical aspects of your business to a stranger, invest the $25 and read this book.
More revenue - sales - solves many problems.
Sales is the answer.
Investing in failed lawyers, getting on a list, outsourcing, those are not the answer.
When you grow your revenue, you can do what you want, when you want. And when you learn how to do it in the right way, you succeed in any economy and without the help of anyone else.
Here's a link to buy the book:
This is the best $25 you will spend this year.
Warm regards,
Dave Lorenzo
I value and appreciate the relationship we have.
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