Legal Marketing

10 Things You Will Learn From My Book, ‘If You Want To Get Rich, Build A Power Niche’

A little sample from everything Bruce Stachenfeld has learned about marketing in the past 11 years, all in one place.

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I have mentioned in previous articles that my book, “If You Want to Get Rich, Build a Power Niche,” is being published soon.  The book will have everything I have learned about marketing in the past 11 years, all in one place.  Here are 10 points I will be making in my book — some of which I have written about before.

The Threebies:  These are three things you have to do, and if you do them you will be successful in rainmaking.  If you don’t you will almost certainly fail — and they are so simple:

  •             Get out and about
  •             Be enthusiastic
  •             Knowledge is power (i.e., have a Power Niche to talk about)

The Importance of Being Different:  Most people think you should try be “better,” but that is just a mistake since you are going toe to toe with your competition and the odds are your competition isn’t a pushover.  Indeed, Sun Tzu says that the most difficult battle to win is direct conflict on an open plain.  Instead of being better, be different!

The Importance of Standing Out:  This is so hard for most people.  Most people would rather cut off a finger than take the risk of making of fool of themselves.  So sad… but so fortunate for those who don’t have this fear.  If you don’t stand out you are forgotten and your marketing and rainmaking plans are doomed to failure.  If you stand out then you might fail — true — but also you might succeed.

Failure Shouldn’t Stop You:  The best batters in the world hit about 300.  They fail 70 percent of the time and are delighted with those results, or they should be.  You will probably fail over 90 percent of the time, and instead of being depressed about that you should be ecstatic if you succeed 10 percent of the time.  This twist of the emotional dial is critical to fuel you during the times when things just don’t go the way you want.

Pitching Perfect:  Pitching is not something to wing.  You need to prepare for it, and I tell you exactly how to do it.  As famous coach John Wooden has said, “failing to prepare is preparing to fail,” and he is completely correct.

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The Importance of a Power Niche:  Of course this is outlined in my book.  The thing I find perplexing is that no matter how many times I drill this lesson in, over 90 percent of lawyers just can’t understand it or if they do, don’t want to invest the time to pull it off.  But it works, just about all the time.  And I am not “just saying” that — I have a ton of empirical evidence.

Things Not to Do:  There isn’t space here, however, I will bet you that over 90 percent of your current marketing efforts are a complete waste of time.  I will lead you through what not to do.  And then you will have a lot of free time — and money — to focus on what you should do.

Statistics and Math:  I will show you that marketing is all a game of statistics.  You just can’t predict outcomes, no matter how hard you try.  This is both depressing and energizing at the same time.  Since you can’t predict things you might want to give up.  However, at the same time — if you are math person — the lack of predictability leads you to the logical conclusion that the most important thing is getting a lot of “at bats” as you don’t know which balls you will hit, but if you keep swinging you will hit balls.

The Power of Networks:  Indeed, there is nothing more important than growing your network piece by piece. This mixes the foregoing lessons of being out and about with statistics.  You don’t know what will happen but you know if you work within your network things will happen and some of those things will be good things.

All of this and much more will be in my book.  It is being published by Morgan James Publishing and will be released on April 23, 2019, with digital copies available now.

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Bruce_StachenfeldBruce Stachenfeld is the chairman of Duval & Stachenfeld LLP, an approximately 50-lawyer law firm based in midtown Manhattan with one of the largest real estate law practices in New York City.  The Firm is known as “The Pure Play in Real Estate Law” because all of its practice areas are focused around real estate. You can contact Bruce by email at [email protected]. Bruce also writes The Real Estate Philosopher™, which contains applications of Bruce’s eclectic, insightful, and outside-the-box thinking to the real estate world. If you would like to read previous articles or subscribe, please click here.

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