Spotlight Branding - December 2020

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THE X’S AND O’S OF A WINNING LAW FIRM 5 FOOTBALL LESSONS THAT WILL HELP YOUR BUSINESS THRIVE IN 2021

Is it just me, or is football season one of the only things making life in 2020 worth living? Okay, okay — that might be a bit of a stretch. But I am a huge football fan, and I look forward to every single game. Usually screen time helps me turn off my work brain, but lately, I’ve been watching football with marketing on my mind. Last week, it hit me: A winning football team and a thriving law firm have a lot in common. Honestly, the same could be said for any business! If you apply these five lessons from football, you’ll set your company up for a fantastic “season” in 2021.

how many times I’ve seen a firm drop the ball on their marketing because they don’t have a process in place for getting it done right. On top of that, a playbook can alleviate tension between the players and their coaches (aka your employees and you) when a play goes sideways. If something doesn’t go according to plan, you can whip out the playbook and explain where the route your employee was running went wrong.

might sit back in coverage and play more conservatively to defend the pass. None of these strategies are “right” or “wrong,” but every team DOES have one. Having a cohesive strategy and executing it to the fullest brings a team together and makes them more effective — and the same is true in a law firm. Your firm needs to have a strategy that defines your approach to law. Are you the aggressive bulldogs who are in it to win it on every case? Or are you the feel-good attorneys who take a gentler approach, focusing on shepherding your clients through hardship? Either persona can work, but knowing your strategy and making it clear to yourself, your team, and your clients is essential to success.

LESSON NO. 1: DRAW UP A PLAYBOOK. A playbook is absolutely essential in football.

LESSON NO. 2: CHOOSE A STRATEGY. There are a lot of different ways to win a football game. Some winning teams prefer to pass like crazy, while others focus on running the ball. On defense, Team A might “IN YOUR LAW FIRM, YOUR CLIENTS ARE YOUR FAN BASE, AND YOUR BRANDING SHOULD STAND OUT TO THEM LIKE A NEON SIGN SCREAMING, ‘THIS IS FOR YOU!’”

LESSON NO. 3: CREATE

Those scribbled X’s and O’s describe the routes key players

CLEARLY DEFINED

will run and keep the whole team on the same page. Without it, offensive and defensive

POSITIONS. Reading this section head

coordination would go out the window and the players would start charging willy-nilly across the field. Who wants to watch that game? The same is true in business. Without a playbook — aka the written systems and processes detailing how your firm operates — even the most well-disciplined team can turn into a chaotic scrum. It’s absolutely vital that you not only have processes and procedures, but also that you write them down in detail . You’d be surprised

you’re probably thinking, “Yes Marc, I know every football team has positions, and every business has them, too — duh,” but cut me some slack here! Yes, I do want you to think of your receptionists and paralegals as running backs and wide receivers, but you also need to dive deeper. What traits and duties make a great running back or a fantastic receptionist? To help your business succeed, you need to create clearly

be aggressive and blitz more often to put pressure on the quarterback, while Team B

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CLIENT SUCCESS STORY

Sunshine Isaacson & Hecht, LLP in Jericho, New York, serves individuals and businesses across a wide range of practice areas, SUNSHINE ISAACSON & HECHT, LLP: FAMILY LAW

Best of all, it took little effort on their part. We created all the content for them. All they had to do was look it over and give their approval.

including family law, personal injury, and oil spills. Earlier this year, the firm reached out to us about our services. When their blog, e-newsletter, and social media service started about a month later, they immediately began receiving calls. An attorney whom they had not spoken to in years contacted them and referred a new case because she saw their newsletter and social media.

With that small effort, Sunshine Isaacson & Hecht, LLP was able to remind everyone on their contact list (over 1,000 people!) who they were and how they could help — and it resulted in business they didn’t expect to receive. Don’t believe the naysayers out there. Newsletters (both print and digital) work. Sunshine Isaacson & Hecht, LLP is just one

WANT MORE REFERRALS AND BETTER CLIENTS? Visit SpotlightBranding.com/NL to schedule a call!

This is what we tell lawyers all the time — you’re losing business that could be yours simply because you’re not keeping in touch with your contacts! Had they not signed up for our services, it’s likely that other attorney would have referred that case to someone else.

example of several clients of ours who have received referrals from their e-newsletter, and it’s all because they are reminding people they’re still out there and helping those in need.

OPTIMIZE YOUR LIST TO TARGET THE RIGHT LEADS THE FIRST TIME!

Your business is nothing without its list. The files upon files of customer >Page 1 Page 2 Page 3 Page 4

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