10 Basics of Services Marketing

I just met with a smart young attorney who is fresh out of law school and hanging his shingle. Like any service-based business, he was very concerned about how he’s going to attract the clients with whom he would love to work. Like I said, he’s smart.

Attracting clients is not just an issue for lawyers, it’s an issue for everyone – especially if you’re a service provider.

He’s doing his homework and asked me to share some ideas about how he should approach his target niche.

While this type of information is at the heart of the discussions we’re having as part of The Space Between Center lawyer mastermind groups (business law, estate planning, & collaborative/family law programs), I thought I’d share what I told this young man over coffee this morning.

Here’s what I suggested:

1.  Consolidate his knowledge of the target niche area of law into a short (say 20 pages) ebook that outlines the core issues his target clients should be thinking about.

2. Distill that ebook into a PPT presentation.

3.  Offer to give that presentation to as many groups in his target market as possible.  Free.  In person and via Webinar when he can.

4.  Constantly blog with short value-providing articles for his potential clients and use social media (twitter, facebook, linkedin, youtube) to build friendships and increase the number of people he’s helping with his blog.

5.  Break out sections of the ebook into blog posts and submit those post to other blogs/sites read by potential clients.

6.  Offer the full ebook as a free gift in exchange for people getting on his mailing list.

7.  Use the ebook and blog to qualify potential clients.

8.  Build a flat-fee engagement model to build relationships.

9.  Have a merchant accounts to take credit card payments.

10.  Tell clients that your initial consultation fee is rolled into the engagement if the potential client wants to engage, otherwise, it’s a fee of $XXX due at the end of the meeting.  He can always waive that if he wants, but it sets the expectation of value in the initial meeting and lets the tire-kickers move on to someone else for free advice.

These 10 elements work in every services business, not just for lawyers.

For the lawyers reading this:

If you’d like to learn more about how to attract more perfect clients to your practice using these approaches, you owe it to yourself, your clients, and your family to be on our informational call next Wednesday, May 19th at 2pm Eastern.  You can sign up for that call here. We’ll be sharing some tips and tricks and also giving you the details about how you can be part of The Space Between Center lawyer mastermind group.

Space Between Center Update – Lowering Fees, Adding Value

The leadership team at The Space Between Center for Creative Spirit in Business has been listening to our members, potential members, and friends. As a result, we’ve made some major changes.

Very quickly, those changes include:

  1. Lowering membership fees.
  2. Adding a program for family law attorneys.
  3. Adding a program for estate planning attorneys.
  4. Welcoming our first three “Fellows” to The Center.

We’re hosting a free informational call next Wednesday, May 19th at 2pm Eastern to explain the full details about what these changes mean for you, so please register to be on the call or receive the recording. You can find out a few more details and register for the call here.

Oh, and if you have never signed up for anything before you also will get a copy of my Fuel The Spark: 5 Guiding Values for Success in Law & Life Action Guide as a complementary gift for joining our community.

Go ahead, sign up for the call now.

My Flat-Fee Model Gets the Attention of the American Bar Association

The clients of Houchin & Associates have been enjoying a novel (and very win-win) approach to working with a lawyer for almost a year now. The model is basically that clients sign on to a one-year agreement to work with the firm at a flat monthly fee which includes a list of the projects they need us to complete, and “as needed” access to the lawyers and staff of the firm for advice and counsel as issues come up during the course of their business.

The model just got the attention of the American Bar Association – specifically the ABA Journal online edition. They are currently running a short feature on the model and the firm on the front page of the ABA Journal Web site.

ABA Journal Online Home Page
ABA Journal Online Home Page

I’m sure it won’t be on the front page forever. 🙂 So I grabbed a screen capture.

ABA Journal Online Article
ABA Journal Online Article

The full article will probably be online indefinitely, but I grabbed a screen capture of that too.

Many might question the wisdom of sharing that I’ve been through a personal bankruptcy and the struggles surrounding that time in my life, but it’s part of the story and helps put the who issue in full context. I learned a great deal during that experience and I believe what I learned has value to other people in both that as I survived, so will they and that it’s better to try and fail then to never try at all.  Then get up and keep trying new things until something works.

I think I’ve found a system that works, for me, and for my clients.  Other people are starting to think so too.

The Space Between Center for Creative Spirit in Business Appoints Laura Lee Sparks as Chief Operating Officer.

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FOR IMMEDIATE RELEASE

The Space Between Center for Creative Spirit in Business Appoints Laura Lee Sparks as Chief Operating Officer.

FORT COLLINS, Colorado – April 6, 2010 – The Space Between Center, LLC today announced the appointment of Laura Lee Sparks to the role of chief operating officer. Sparks, 41, will be responsible for the strategic operational leadership of The Space Between Center’s member services, events, and staff development. Sparks most recently served in a similar role for The Family Wealth Planning Institute where she helped build successful membership programs for attorneys and entrepreneurs. Sparks also maintains her own consulting practice.

“I am extremely excited to have Laura Lee join The Space Between Center’s executive leadership team, where our team and our members will benefit immensely from her experience, proven record of success, and passion for building professional membership and mastermind programs,” said Kevin Houchin, Founder of The Space Between Center. “Laura Lee is a master organizer and builder of efficient service models, not to mention her marketing expertise. Her skills will ensure an on-going commitment to members services that will help The Space Between Center implement our growing list of creative business initiatives.”

“I’m very happy to bring my experience in building membership programs and service systems to The Space Between Center,” says Sparks. “The Center’s current initiatives and future plans energize me. Serving entrepreneurs and the professionals who serve those entrepreneurs has been something I’ve loved in the past and The Space Between Center’s innovative approach to those goals is bound to make a difference in the world.”

Newly founded in March, 2010, The Space Between Center for Creative Spirit in Business is dedicated to helping people reach their full potential through entrepreneurism.

Contact Information:
The Space Between Center, LLC
970-493-1070
www.spacebetweencenter.org
support@spacebetweencenter.com

Stillness and the Space Between

In the quiet infinities between thoughts we find inspired ideas.

Since I founded The Space Between Center for Creative Spirit in Business earlier this month, I’ve received a lot of questions asking about the thought behind the name. There’s a lot of thought behind the name, that’s for sure.  I started working on the concept way back in early 2008. Much of the following essay was drafted back then (time flies) and was shared with a few friends.  I pulled it up and made a few additions and corrections this evening.

Stillness is putting a muzzle on that monkey chattering in your mind long enough to hear the great ideas that come from somewhere else. We can call that somewhere else “God.” We can call it “the Universe.” For the sake of argument, I’ll call it “the Source.” Telling the voice in your head to shut up is one thing. Making it shut up or ignoring it until it shuts up out of frustration requires practice. That practice is the basis of meditation. Another way to think of this is what I call “The Space Between.”

There is an infinity in the space between breaths.

There is an infinity in the space between thoughts.

The wonderful ideas coming from that space are limitless. Picture a ruler or a number line from your days in grade school. On that ruler or number line, “1” is followed next by “2” then “3” and so on in both directions into infinity. Later, you learn about fractions like ¼, 1/3, ½, 2/3, ¾ and so on. Think about that. When you understand that the numbers 1, 2, 3, 4, and on are simply labels for concepts, and the same is true for each labeled fraction, then you understand that there is an infinity in the space between each number or fraction. More importantly, there is an infinity between each label we choose to put on numbers.

The infinity in the space between doesn’t apply just to numbers; it applies to anything you can label. Logically then, the space between is infinitely more abundant than anything we have or can label. This is why examining two words, phrases, or concepts that generally do not work together is such a great creative tool – examining the space between things that we don’t even associate with one another creates something I like to think of as a “bigger infinity” in the space between. You could also think of it as a “richer” infinity for great ideas, because like a riverbed that has never been explored, a virgin piece of farmland, or an isolated lake in Canada, it’s resources have not been mined by other folks for their own purposes.

When you understand the concept of “The Space Between” then you will never again think there is a scarcity of ideas, time, money or anything our minds can conceive. If there is an infinity around everything, how can there be a limitation of anything?

If you’re stumped, you just haven’t mined enough of the infinite number of spaces between thoughts, words, actions, feelings, senses, or labels.

In the quiet infinities between thoughts we find inspired ideas.

The space between is not empty. In the space between, the first occupants one generally encounters are the archetypes programmed into every human from the beginning of time. Those archetypes are described in different ways. Joseph Campbell talked of them in his famous works including The Hero’s Journey and The Power of Myth. The Hero’s Journey inspired George Lucas’s storyline for Star Wars. The hero’s journey is the outline of the human spiritual journey toward enlightenment and is found in practically every culture in our world, across time and space, in a virtually identical pattern. The hero hears a call to adventure, denies that call, experiences an event that requires him to engage in the journey anyway, finds a mentor, faces the challenge, gains possession of the goal of the journey, then fights his way back home where his knowledge and experience are eventually embraced for the benefit of the group. The trump cards of a tarot deck (called “major arcana”) also depict the hero’s journey through the archetypes of human existence in the space between where we were before we were born and the place to which we are all eventually bound.

Some people find the quiet in the space between to be a wonderful place to “receive” guidance. Many successful songwriters, novelists, journalists, visual artists, and speakers describe this experience as something close to “channeling” the message or other content from a larger collective creative source. To tap in, they just had to get their egos out of the way and listen to receive the creative flow. This type of receiving takes many names, from “inspiration,” which is how the church attributes divine authorship to the books of the Bible, to the “Spirit Guides” of tribal cultures, to the “Holy Guardian Angel” of new age spirituality, and the angelic visitations as described in the Old and New Testament and Islam. Many people all over the world claim these angelic visitations happen every day, and we can’t disprove those claims.

We’ve all had incredibly realistic dreams that seemed to be giving us messages. We’ve all had wonderfully creative ideas “come to us” as we are in the space between waking up and sleeping either at night or in the morning. We’ve all had moments of déjà vu. These are all experiences of finding the stillness in the space between thoughts. It doesn’t matter what label you place on the experience, or to what source you attribute the inspiration. The one thing that matters in the creative process is that you allow yourself to step out of controlling the process and allow yourself to surrender to receiving the inspirations that originate in the spaces between.

This concept is not just a Western thought. Verse 11 of the Tao Te Ching states:

We join spokes together in a wheel,

but it’s the center hole

that makes the wagon move.


We shape clay into a pot,

but it is the emptiness inside

that holds whatever we want.


We hammer wood for a house,

but it is the inner space

that makes it livable.


We work with being,

but non-being is what we use.

The space between is not only infinite, it’s useful.

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These are the core reasons I founded The Space Between Center for Creative Spirit in Business. We all have ideas. We can reach our potential through creative business. To connect those two potentials, one must pass through The Space Between.

But, for those of you who want an easier and more modern answer, take a listen to The Space Between by The Dave Matthews Band.  Here are some of the lyrics:

The Space Between

The tears we cry

Is the laughter keeps us coming back for more…

The Space Between

Where you’re smiling high

Is where you’ll find me if I get to go…

Take my hand

‘Cause we’re walking out of here

Oh, right out of here

Love is all we need here…

Nice.  Think about it.  Take my hand…