The claims you often see:
- Lose 30 pounds in 10 days by taking this pill!
- Become a billionaire overnight!
- Use YouTube to become a singing sensation!
- Get to the #1 position on Google by hiring us!
- Buy 10,000 new followers!
- Get 30 new clients in 14 days just by sending out this one email!
Recently I was watching TV and an infomercial aired. It was about losing 30 pounds in 30 days just by wearing what can only be called a glorified girdle and rubbing some “thermogenic” cream on your belly.
And the people who were “not paid actors” but real people were extolling the benefits of this wondrous system. You didn’t even have to change your diet or exercise habits to become thin!!
For anyone who has ever wanted to lose weight (raising hand over here), this seems like the miracle we are all seeking. Except . . . for anyone who has ever tried to lose weight using some fad diet, miracle cream or any other short cut knows that even if you do lose weight, you will usually gain it back (and then some). The only way to lose weight (and keep it off) is one pound at a time and by changing your habits.
You cannot take shortcuts to get where you want to go and stay there.
So what does this have to do with Rainmaking?
Rainmaking is a process that does not allow for shortcuts. Rainmaking activities must become habits in your life.
Yes, you can get clients instantaneously; however, the only way to do this is if someone has an immediate need for your services (like Personal Injury or Criminal law) – but for most practices, real Rainmaking, a steady stream of clients that keep coming in on a regular basis, only occurs when relationships are being built with people who either need your services or can refer your practice or law firm to others who may need your services.
Rainmaking is about creating relationships, and relationships only happen when people know, like and trust you.
There is a 3 step process to Rainmaking that I will cover in the next few months on Legal Ink. The steps are:
- Marketing: Creating visibility and becoming known as an authority in the field of law that you practice;
- Networking: Meeting people – whether in person or virtually – who want or need your services or who know people who want or need your services; and
- Rainmaking: Create Relationships in which you are the obvious choice to help them.
However, each of these is a step that requires different activities which you need to accomplish, on a consistent and regular basis. Success in Rainmaking is repeating these actions over and over.
As Bo Bennet has said:
Next month’s article will be on the Marketing aspect of the process – it will also help you to develop your 2015 Rainmaking Plan. If you have any questions about anything you read, or wish to reach out you can contact me at email@example.com.