Adventures of a Gen Y Solo Practitioner
Evangelists: How to Get Others to Market Your Services for You
The Other 80-20 Rule
This week I had the pleasure of sitting in on a fascinating call with Tim Ferriss of Four Hour Work Week fame and Ramit Sethi, author of I Will Teach You To Be Rich. These guys are the real deal. Not only are they successful entrepreneurs and authors, they are outside the box thinkers and came across as totally down to earth.
During the call many topics were discussed and I am sure you’ll be hearing more from me about them. However, the thing I found so interesting and therefore want to share with you, was some advice from Tim for business owners (which includes solos; hopefully, you’ve already picked that up):
“Most entrepreneurs spend 80% of their time on marketing and 20% of their time on making the best product possible. Do the opposite. Spend 80% of your time on making the best product possible and then you’ll only need to spend 20% of your time on marketing.”
This statement came after Tim described how he was able to get so many bloggers, including those at Tech Crunch and Mashable, to write about his new book. The idea is that if you’re product is really spectacular, people will immediately become evangelists for it.
I have had this experience. One of my very first clients has sent me several excellent referrals. That was before I had a website or a receptionist answering my phone. I was still using my yahoo email address back then! And yet she had such a great experience with me that she can’t help but tell all of her friends and family (her cousin is another great client of mine) about me. Her frequent referrals made me step back and say, how can I be sure to re-create the experience she had with me for all of my clients?
How Can You Make Your Product Better?
One way to make your product better is to think about the client who thinks you’re the bee’s knees. The one who has been most pleased with your services. Figure out what you did that they loved so much or better yet just ask! (I’ve been discovering the importance of market research and testing for entrepreneurs and will be writing about it in the near future).
We spend so much time on figure out the right technology for our practice and wondering what new improved way we can market ourselves (or maybe that’s just me?). Instead, what we should be focusing on is our clients and how we can go the extra mile for them.
Tim Ferriss’ Thoughts on Improving Your Product
When Tim was asked, how can we make our products better? His response was, “build your self-confidence.” Initially, I was confused by that. I thought, ‘what does my self-confidence have to do with creating a better product.’ After thinking it through, I realized that a lot of us lawyers already have a great product, it’s us. The relationship I have with my clients is what seems to really matter to them.
So have confidence in yourself and your ability as a lawyer, focus on your clients as people and you will have plenty of evangelists to market your services for you.
To learn more about turning your clients and friends into evangelists, check out Bob Burg’s free guest lecture at Solo Practice University called ‘How To Cultivate a Network of Endless Referrals‘.(seventh down the list!)
All opinions, advice, and experiences of guest bloggers/columnists are those of the author and do not necessarily reflect the opinions, practices or experiences of Solo Practice University®.