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from Focus on Rainmaking by Sara Holtz
Often, I find my clients are so busy and focused on doing a great
job for their clients that they fail to recognize and capitalize
on "Magic Marketing Moments."
What's a Magic Marketing Moment? It's a powerful time to take a
practice-building action that you may have been ignoring.
While I was coaching one of my clients this week, she apologized
for not having made more progress with her marketing since our last
session. "I've been consumed with resolving a client's product liability
matter," she explained.
BINGO!
She was in the middle of a Magic Marketing Moment and didn't even
know it!
What types of situations lead to Magic Marketing Moments?
- You've gotten a successful result for a client. Every time
you do an outstanding job--settling a case on advantageous terms,
or bringing in a matter under budget, for instance--you're on
the cusp of a Magic Marketing Moment.
- You've done someone a favor. Every time you do someone a favor,
whether it's agreeing to speak at a conference they are organizing,
or recommending an overnight nanny so they can take that long-anticipated
weekend away, a Magic Marketing Moment presents itself.
- You just weren't hired.
Surprised to see "not" being hired is a Magic Marketing
Moment?
Instead of walking away crestfallen and embarrassed when you aren't
hired, increase your marketing efforts. In all likelihood, the prospective
client is feeling slightly guilty for not hiring you (after all,
you are exceedingly talented). Why not help them assuage their guilt
by asking them to do you a favor?
Once you've identified a Magic Marketing Moment, keep these two steps
in mind:
- Take immediate action. The half life of a magic moment is very
short. You want to respond while their goodwill is strongest.
- Ask for what you need. If they're not in a position to send
you new business, think about what else they could do to help
your marketing efforts. Introduce you to someone you want to meet?
Refer you? Agree to serve as a reference?
It's easy to get caught up in doing great work for clients and forget
all about your marketing. By keeping your eyes open for Magic Marketing
Moments, you'll be able to double your effectiveness--you'll still
do the same great job for clients, but now you'll be marketing at
the same time!
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