Every time I have a client call to discuss my coaching program for social media:
“I don’t have the budget” = it’s too expensive
“I want to try it on my own”
“I am not in a rush”
There is an underlying mindset problem in the legal industry that I want to call out
🧵
First month self-employment learned me that you get superconcious about your time
Time can make you:
More money
More valuable
More enjoyable
But you can only pick one each time
Being experienced and being an expert are two different things.
A beginner at something “experienced” new things. While “expert” is just a claim.
People love listening to experienced people instead of experts.
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If I would start over again as lawyer…
I would focus on problems
Instead of trying be the solution with legal knowledge about a specific area of the law
Being a problem expert is the fastest way to a personal monopoly (h/t @david_perell)
Problem > Solution
Lawyers talk about themselves
I am expert in X
That’s totally fine btw, but misses the point.
You shouldn’t claim the solution (expertise), instead you should claim the problem.
Talking about a specific problem is talking about the customer.
Monopolize the problem
Lawyers mistake complexity with value
Yes it can be that simple to solve a problem
Simple for you as lawyers still may mean a great value for the customer
Grateful for all the feedback
I improved the End Use Declaration, and made a separate website (endusedeclaration.com) with some shameless plugs.
I think, lawyers should take such direct-to-problem approach instead of market themselves as expert in law area X
Why?
- It's these days (new sanctions against Russia) an urgent topic at many exporting companies in the EU
- It's easy work for compliance lawyers to give away a basic template
- It's a starting point for discussion to build more complex compliance measures
Compliance lawyers complain they have too much work
But actually, they have too much easy repeatable work, and insufficient time to work on complex matters.
So, just productize your compliance knowledge:
And then:
copy > edit > sell > scale
🇺🇦Food for thought for western companies active in Russia:
“If you are neutral in situations of injustice, you have chosen the side of the oppressor.”
- Bishop Demond Tutu
Upsell too complex work to the hourly rate regime
And after you analyzed all of this, you know that in practice you’ll need:
1) Saas products for efficiency of repeatable work
2) Media products to break the time barrier
3) Billable hours for doing the real thing