Spotlight Branding - August 2021

Spotlight Branding - August 2021

AUG 2021 (800) 406-7229 SpotlightBranding.com

Tips, Tricks, and Lessons Learned From 4 Years in Podcasting When was the last time you asked someone, “Do you watch TV?” Maybe you’ve never asked that question! These days, we assume everyone has a big screen in their living room. The real question is, “What TV shows do you like ?” I think we’ve hit that same point in podcasting. This April, Apple Podcasts announced it had more than 1 million shows on its platform. That’s crazy! Podcasting is this decade’s TV, and if you’re not already part of the wave, now is the time to jump in. 2. Factor in your strengths and weaknesses. Your podcast should fit your personal style, habits, and discipline. Law Firm Marketing Minutes has short episodes because that format plays to my strengths. I’m a good communicator, so talking for a few minutes is easy! It also factors in my weaknesses: I don’t have the patience to sit down and edit an hourlong episode. I’ve Started 3 Podcasts — So Can You!

3. Pursue your passion. I got the idea for Zoho My Business when Spotlight Branding switched to the Zoho app suite and discovered I have a passion for the intersection of software and business. Turning that interest into a podcast was (and is) fun! If you focus on your

Personally, I’ve been on the podcast bandwagon for years. I started my first show, Law Firm Marketing Minutes , in 2018. It’s a short podcast that gives marketing advice to lawyers in quick 2–5 minute

episodes. At first, I made the podcast on my own, but now my team runs it and puts out a new nugget of advice every week. In January 2020, I started my second podcast, Zoho My Business . It gives business owners tips and advice for leveraging the Zoho app suite. The episodes are longer (about 30–50 minutes), and I do interviews, too!

passion, creating content will be easier, more enjoyable, and will resonate with listeners.

“Podcasting is this decade’s TV, and if

4. Be consistent. When I started Zoho My Business , I was really consistent with the first few episodes. That’s how I got 300 followers so quickly! But then, COVID-19 happened and I took a long break. Most of my followers hung around, but I know I would have had more momentum if I’d kept up my consistency.

you’re not already part of the wave, now is the time to jump in.”

Creating those shows was a steep learning curve. I had to figure out how podcasting works on the fly, and I learned a few important things along the way. 1. Just get started. I had the idea for Zoho My Business at least a year before I started the podcast. Yet after just four or five episodes, it reached 300 followers! Imagine how many more I could have by now if I’d started sooner. You can learn from my mistake: Just do it, even if you don’t feel ready. You can record on your smartphone, download some free music, and start today.

5. Ask for help if you need it. My team at Spotlight Branding has helped me out a lot with my podcasts. They’ve taken over Law Firm Marketing Minutes and even started their own podcast for our clients, Center Stage. If you want help with your podcast, they can be there for you, too. Through our Podcast Production service, we’ll do the logo design, editing, publishing, and music so you can focus on the content. This year I’m working on my third podcast, Small Business Booster. My goal is to give entrepreneurs the advice and tools they need to grow their businesses to the point of self-sufficiency. I’ve made that happen for myself at Spotlight Branding, even though we’re a smaller seven- figure business with just 13–15 employees. Now I want to help other entrepreneurs do it, too! As I write this, that podcast isn’t out yet, but you should be able to find it soon on Apple Podcasts, Spotify, or wherever you listen, along with the other shows I’ve mentioned. If you’re dreaming of starting your own podcast, remember: There’s no better time than now.

–Marc Cerniglia

SpotlightBranding.com

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SUCCESS STORY: PATRICK MONAHAN, GLENDALE, AZ

Patrick’s success story is all about the power behind simply focusing your attention on your marketing. In late 2020, he decided to make marketing his priority and launched a full-scale campaign that included working with Spotlight Branding to build his marketing foundation. Since his firm was founded in 2008, Patrick had seen slow growth. In the months since he partnered with Spotlight Branding and other marketing specialists, the firm has grown 300%, they’ve hired two additional staff members, and they’re looking to expand their office space. “Spotlight Branding is able to help attorneys navigate through the many smoke and mirror SEO opportunities that could cost a law firm thousands of dollars and years of experimenting,” said Patrick. “I strongly believe that it’s critically important to ‘go with who you know.’ Identifying your firm as an authority in the field and marketing that authority to those past and current clients keeps your firm visible.”

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

WHAT INTERNS CAN OFFER

Often utilized as file organizers, envelope lickers, and coffee fetchers, college interns are usually at the lowliest rung on the corporate ladder. But, as some of the world’s most successful companies have proven, these young team members can be incredibly valuable to your business. If you haven’t considered offering internship positions before, the following benefits might just convince you. PROACTIVE RECRUITING In today’s competitive job market, recruiting a recent college graduate with relevant experience feels like finding a unicorn. But a coveted hire doesn’t have to be one in a million. An effective internship program can give you the opportunity to bring college interns on to your staff who could potentially become full-time employees. And luckily, unlike regular hires, you aren’t making a long-term, expensive commitment to your interns. During their internships, you can test whether or not they will be a great fit for your company before offering them a permanent position. And if an intern impresses you enough to hire them on after graduation, you can rest assured knowing they will already be familiar with their job by then. These Young Minds Will Help Your Business Thrive

FRESH PERSPECTIVES There’s a reason top companies like Facebook and Chevron invest heavily in their internship programs. By bringing in young, innovative minds, you open up your business to fresh, unique solutions. Interns have spearheaded effective social media campaigns, modernized standard operating procedures, and even designed apps to help their businesses run smoother. In a world where remaining relevant is key to growth, businesses can’t afford to be out of touch with the next generation of consumers. So, while interns will likely do much of the grunt work at your business, don’t be afraid to hand them more responsibilities. Bring them into strategy meetings, ask for their thoughts, and treat them as a valued part of the team. Do this, and you’ll be in step with some of the biggest players in the business world.

More Referrals. Better Clients . Higher ROI.

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3 Questions to Increase Your Team’s Effectiveness Do Your Employees Pass the GWC Test?

In last month’s newsletter, we explained why performance conversations are more valuable than performance reviews. One question we encouraged you to ask was this: “Does the team member still understand, enjoy, and have the capacity to perform their role?” You didn’t know it, but that question was actually an overview of the GWC Test — a questionnaire that can increase the communication, effectiveness, and performance of your team. GWC is an acronym Spotlight Branding borrowed from The EOS Model to use in our quarterly conversations. A team member who passes the GWC test Gets their role, Wants their role, and has the Capacity to perform their role.

• Do they want it? Is the team member still happy in their role? Do they want to continue doing it? Maybe they’re beginning to burn out, or perhaps they’re excelling as a receptionist but would love to be a paralegal. This is a vital discussion to have. Simply asking, “Are you happy and satisfied?” is a great way to kick off the conversion. • Do they have the capacity to do it? Does the team member have the skills, tools, and time necessary to do their job effectively? You’ll never know if they’re lost or underskilled if you don’t ask! Ideally, you’ll get “yes” to all three questions and your team member will pass the GWC Test. But keep in mind that “failing” a GWC Test isn’t really a failure — it’s an opportunity . What matters is that you’ve found the points of friction. If a team member doesn’t get their role, you can clarify it. If they don’t want their role, you can make a change. And if they don’t have the capacity to do their role, you can offer them tools OR find a different way to utilize their skills. Ultimately, using the GWC Test will help you create a more communicative, effective, and high-performing team.

To “test” your employee, bring these three topics up in your performance conversation.

• Do they get it? Is the employee clear on what their role entails and how it fits within the firm’s ecosystem? Ask them to share their thoughts, and then share yours as the manager. Ideally, the two of you should be on the same page.

RESOURCE OF THE MONTH

FEATURED EPISODE From Our Newest Podcast, Center Stage

CloudApp A MORE EFFICIENT WAY TO COMMUNICATE Imagine this scenario: You need to explain something to an associate or a paralegal, so you write up a long, tedious email. In

If you’re looking for more great resources to drive your business forward, take a look at this episode from our newest podcast, Center Stage .

020 – Being a Productive Solo With Attorney Neil Tyra

the end, your written explanation didn’t make sense and you’ve wasted time writing an explanation that would have been so much easier to describe visually. That’s what CloudApp can do for you! This app enables you to record your voice and what you see on your screen so you can provide verbal and visual feedback on what you’re trying to explain. This saves you the time of writing up an email and replaces it with a link you can send to others. CloudApp also allows you to take screenshots and create GIFs of what you see on your screen, but the most valuable feature by far is the ability to record. Head over to get CloudApp.com to learn more!

Attorney Neil Tyra joins us to discuss how you can be a more productive solo when it comes to the computer you use, the apps you employ, and the workflows you create. As an attorney who spent time working in the tech industry, Neil knows all the tricks to become as productive as possible. Additionally, check out Neil’s podcast, The Law Entrepreneur . He has over 275 episodes all about the business of running a law firm. If you want more referrals, better clients, and higher ROI on all your marketing, call us today at 800-406-7229 to schedule a consultation!

Listen to this episode and find even more at SpotlightBranding.com/centerstage and subscribe on Apple Podcasts, Pandora, Spotify, or over a dozen other platforms!

Want more tools for your law firm? Visit SpotlightBranding.com/rotm

SpotlightBranding.com

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THIS ISSUE INSIDE 1

Marc’s Tips and Tricks From 4 Years in Podcasting Client Success Story What Interns Offer Increase Your Team’s Effectiveness With These 3 Questions Resource of the Month: CloudApp The Latest from Center Stage 3 Reasons to Spill Your Secret Sauce

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HOW SHARING FIRM SECRETS WILL WIN YOU NEW CLIENTS It’s Time to Spill Your Secret Sauce!

1. You’ll gain respect by positioning yourself as the expert. Sharing your knowledge and advice makes you appear wise, generous, and experienced. These are all qualities clients look for in a lawyer. 2. You’ll attract a larger following. People love free tips! If you share them, you’ll attract more followers for your social media accounts and mailing lists. 3. You’ll cash in on leads who attempt your strategies themselves and fail. Some people will take your advice and attempt to represent themselves. But when they do, odds are they’ll mess it up — and you’ll be their first call. Sharing your firm’s secret sauce is a win-win. You’ll walk away with happier clients, more followers, and a better reputation. You’ll also make more of a contribution to your profession and the world. You became a lawyer to help people, right? And you get up in the morning because you’re passionate about what you do? Well, by sharing your secrets, you’ll reach even more people! It’s a selfless and effective way to do business. As the Bible puts it, “Give and it shall be given unto you.” Here at Spotlight Branding, we believe in this strategy so much that we’re constantly giving away advice, worksheets, and tutorials. To get some of that secret sauce now, visit SpotlightBranding.com/NL and click “Resources.”

Most lawyers tend to think of their in-house tricks, processes, and procedures as the secret sauce that makes their firms tick. They hoard these things like hot sauce connoisseurs stocking their cupboards for the apocalypse. But these clandestine stashes of knowledge can be put to better use. Here’s our controversial option: Sharing your company secrets is a smart marketing move. If your head is exploding right now, just hear us out! Yes, it’s scary to share the most hard-won pieces of your expertise on social media, through blog posts, or on a podcast. You might be worried potential clients will take your information and attempt to represent themselves, or maybe you’re scared competitors will steal your procedures. But both risks are miniscule compared to these gains:

More Referrals. Better Clients . Higher ROI.

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