Becca (0:02)

If you've been feeling like your law firm is solid, but you know you're capable of more, this is your chance to tap into that. Maxlock on is happening this October and we just released the full speaker lineup. These are law firm owners and industry experts who are in the trenches, sharing exactly what's working to grow, lead and scale. This is two days designed to challenge your thinking, recharge your momentum, and help you walk away with a strategy you actually want to execute.

Tyson Mutrux (0:28)

You.

Becca (0:28)

And here's the heads up. July is the last month to save $500 off your ticket. Once August hits general admission pricing kicks in. So if you've been waiting, now's the time. Go check out the full lineup and grab your ticket@maxlachcon.com we can't wait to see you there.

Tyson Mutrux (0:55)

Get ready because here's your host, Tyson Mutri. Good morning and welcome to the Guild Morning show, which we're soon going to call the Guild Live Show. I was, I was playing around with some AI and I was playing around with a new intro. See if you see what you think about this. And now here's your host of the Guild Morning show, Tyson Mutu. I thought that was kind of interesting using AI to do that. Did a pretty good job. Said my name mostly right. So that was pretty good. We've got a really stacked lineup today, so I'm gonna try to get to everything as quickly as I can. Try to get done in 30 minutes. For those of you that are listening to this on the podcast or watching this on YouTube, this means that you're getting this about three or four days later than what the Guild gets it. So what we're doing now is we're going to as opposed to re recording this on Saturdays and just keeping in the Guild, what we're going to do is we're going to record this on Wednesdays live. And then so we've got, we still have the, you know, the comments. I'm still interacting with everyone in the Guild. If you have questions in the Guild, feel free to throw them in the comments. I've got them over here. So I'm monitoring those. But for everyone else, you are listening to this or watching this. And so if you are listening for the things that I throw on the screen, don't worry, I'm going to explain them. That way you can understand everything. For those of you that are watching on YouTube, welcome comment. I would love to love to hear from you. Same thing for everyone else. Just as ever, every other Saturday episode that I talk about Love to hear from you. So 314-501-9260 shoot me a text. Would love to hear from you. Add it to your contacts and then you won't have to remember it. So, but let's get into it because as I said, we do have a pretty stacked show from the death of resumes to Facebook group chaos. We're going to talk about productivity hacks that actually work to mental traps that are keeping your business stuck in neutral. So let's get into it. Less to cover in segment one. And I've, I've got these broken into multiple segments as I normally do for the show. And on the first segment we're going to be talking about the, the copy playbook, which is the copywriting playbook. It's really unlocking the language of action. And what we're talking about is words. So let's talk about words here. And not just any words, but words to move people. Words that make someone click, call, buy. Words that feel like they were written just for them. That's really what we're talking about. So I'm going to show you the copywriting playbook that I found online that I think people will really find helpful. And for those of you that are watching, you're going to see, I'm going to, I'm going to have this on the screen here. So this is what I found online. It's a, it's a really cool, just a simple one sheet playbook. And I'm going to break that down now for everybody that is not watching. So here's the rule that underpins all of it, and that's clarity. Beats clever every time. And so let's start with the headline. The first impression, that's that either it either stops the scroll or it gets ignored. And it could be like last year's TikTok trend, which, you know, no one cares about. To write a great one, you need to follow this. It's a five part formula. I think that's what I think is really great about this. For those of you that struggle with copywriting, having something like this can be really, really helpful. So with part of this five part formula, you're going to start with a promise and you're going to make it specific is what you're going to do. Then you're going to add a vehicle or a method. You're then going to layer in a timeline and then finally you're going to anchor it with a number. So let me show you. So you take this line, you know, grow your business revenue by 20% in 60 days with email marketing. And so that's not hype, that's like a crystal clear promise that you're giving to them. And it's really the difference between get more clients and book five high ticket clients this month using this cold email script, right? That's specific, specific cells, vague disappears. For those of you that are trial lawyers, you kind of understand that, right? You can talk about a lot, a lot about emotions and all that, but really if you don't give them something crystal clear to take back with you to the courtroom or into the, into the jury room, you're probably going to lose. And so same thing when it comes to marketing. So let's move to calls to action. So CTAs call calls to action. If you're still writing, click here or learn more. You're leaving conversations on the table. And by the way, I have AI for that one too. So check this out. All right, lawyers, if your website still says learn more or subscribe today, we need to talk because those aren't CTAs. They're polite shrugs. I think it's pretty funny. I'm gonna throw in any additional videos as soon as, whenever I can. But what you're going to do is you're going to swap the things out like that for. So swap those out for things like, and here's, here's some examples of some of the examples or things that you're going to swap those out for. So, you know, start building today and you know, you could do that if you're doing some sort of business to business when it comes to law firms representing businesses, you know, own it now, get instant access. Many of the, those are some examples that you see online. I was trying to choose examples where you see them and you're like, oh, I want to do something, join 10,000 others. So if I'm thinking kind of like Joey Vitale with like trademarks, right? And I don't know how many he's done, he may not have done 10,000, but you can say, you know, you know, join thousands of others, you know, and you can use that sort of herd mentality with that one. So the trick is you want to make it sound like a benefit and not a button. So what is the benefit to clicking that? It's not a button, it's a benefit. So once you figure that out, now we're going to look at the frameworks of it. These are your go to structures when you're feeling struck. One that I remember always learning in whenever I as a MIZZOU learning marketing, because that's what my undergrad is in. But it's also in this copywriting playbook. It's Aida. And it starts with attention, interest, desire, an action. And it's you turn, it's, this is how you can turn a scroll into a sale. And if that's not, if that's too linear for you, something else you can try is something called pas. And it starts with problem. And then you go from problem agitate solution, right? So problem agitate solution. So for example, like tired of dull hair, right? So that's your problem. So you're not alone. Our revitalizing shampoo changes everything. That's a very common example of, of a commercial that you might hear. Right? So just create a very similar solution. So you, you have the problem agitate solution, you create that same formula for your law firm, do the exact same thing. And it's, it's a very simple one. As, as opposed to the Aida, which is, it's a little bit more, you know, you're getting their attention. You know, you, you draw on their interest. You know, you, you pull on their desires and then you, then you encourage them to take action. Problem agitate solutions just a little bit simpler. I think another thing is we talk about know like and trust. So if you want to win trust fast, you can use the four Cs. This is, and this is a really good one especially for law firms, right? Clear, concise. So you want to start with you be very clear, concise. Is, is the next part of it compelling and then credible. So clear, concise, compelling, credible. And here's an example. So fast relief, no side effects, trusted by doctors. Try it today. Right? Those of you have probably heard that one a lot. That's a very, very common one that people use in many different industries. So you know, fast relief, no side effects, trusted by doctors. Try it today. That's a really good example. Then you can also look another one from this is Fab. I, I've never heard it called fab. That was the first time I've heard it called Fab. But they talk about features, advantages, benefits and that works great for things like, for product pages or things you can think of. Like I kind of view like estate planning and trademarks, kind of like a product. You're, it's almost like you're using a product or you can use something like acc, Awareness, comprehension, convert, conversion. Right? And that's more for like info based funnels. I know that some of you have your own sort of info products that you attach onto your practices. You can use that for those types of things, but really just start with picking one, test it, and then test another one after that. So move on from one to the next. But then another thing that's in here is the five laws of copywriting. So we're gonna. We're gonna hit the five laws of copywriting. Tell emotional stories. People don't buy logic. They buy how something makes them feel. And so that kind of flies in the face of what I was talking about before. But you can use them both, right? You can use a little bit of emotion and how you make them feel. But then you also have to. You have to have both. You have to have that part where gives them something to hold on to after the emotion has passed. But another thing you want to do is write like you talk. Not like a legal brief, right? Kind of like a bar stool conversation. And I'm not talking about bar school, barstool sports. I'm talking like if you're sitting at a bar stool talking to someone, so speak to one person. Imagine your best client's face every time you type. It's a really, really simple way of doing it. And spend 80% of your effort on the headline. That's another one of these rules. It's the ad for the ad that's a really important one. Even if you have a wonderful ad, if you don't have that headline, it doesn't matter. Another thing you want to do is address objections in order. So think, I don't have time. I don't have money. It won't work for me. Knock these down one at a time. That's another thing that they suggest in this playbook. And then when it comes to those five objections, write them on a sticky note. And every time you write copy, ask, did I tackle all of these? And if you didn't, you need to go back and rewrite it. Because if you don't solve them in the copy, you'll be stuck really probably solving them on the phone. Think about how much time your. Your team spends on the phone. Or even worse, what'll happen is they won't even call. That's one of those things where you're. If you're not getting some conversions and if you're running ads, the problem could be is that your ad copy is wrong. So. And you really don't need to be Shakespeare. You really don't. You just need to be clear is what you need to be, is just be clear in your messaging. So here's a one Line summary to sort of remember this part of it. And it's good copy. Doesn't sound like a copywriter wrote it. It sounds like the reader wrote it in their head. Okay, that's, that's a way of thinking about it. So let's get on to segment two. And this is how to stop overthinking and start moving your business. This, this is a, from an article that I found and it's from Entrepreneur. And so the, the next few, I'm going to be covering articles that I can didn't sound free, so you don't have to read them. But before I get into that, I'm going to ask you a question and think about this. How many decisions are sitting in your head right now? Half finished, overanalyzed, and they're just collecting dust. And so if you're like most other legal entrepreneurs, you're not stuck because you're lazy, you're working your butt. You're stuck because you're just thinking too much about it. And overthinking can feel productive and it tricks you into that. But you know, you're researching, you're planning, you're comparing, you're forecasting, but what you're really doing is you're avoiding the moment where you say, let's go, let's do it. And so I really like this article because I want to try to flip that because this is, I thought it was a really cool article because they give some really good tips. And so in this piece from Entrepreneur, the writer Colin Williams breaks it down like this. So you only need 51% certainty to make a decision. And that's really cool. So instead of, you know, getting to a hundred percent, you don't need a hundred percent. You don't even need 75%. Just enough to lean in the right direction. Which once I, I read that, I'm thinking, oh, that took a lot of just kind of pressure off of me. If you've ever heard of mvp. So minimum viable product. That's something that Becca preaches this to me on a semi regular basis. You know, get, we need to get to MVP when it comes to this. You need to get to just minimal viable decision. Okay, minimum viable decision. And what's the real kicker with this is that any business decision that keeps you moving forward should take no more than two days. You get 48 hours, that's it. If you're still stewing out by day three, you're not deciding, you're just procrastinating in disguise. So if you've gotten to that point, just you had to make a decision on it. So it's really kind of interesting. Cause it's, it has me thinking about some of the decisions that I've spent, you know, months debating on. On whether to. To do something. And, you know, I would read up on it, I would research, I would look at different statistics on it, you know, only to really make the same decision that I would have done before. The same. I end up leaning the same way that are going the same way, making the same decision that initially I was thinking I should do. Right? And nothing had changed, except that I had wasted, you know, hundreds of days in, in some instances, but usually months of momentum. So that is, it's. It's one of those things where when you think about all of that wasted time, it can get kind of frustrating. But we're. We're now at that solution stage, right, where we, we're not going to wait more than 48 hours and we're going to make a decision. Most of us, for the most part, know the answer to the problem. We're just not taking action on it. So when it comes to. Let's. I'll talk a little bit about hiring with this, and you need to be ruthless, but you also need to be thoughtful. And every role you add should answer three questions. Because many of the things that we get stuck on is like hiring, right? But you just figure out, what specific result will this person own? Okay, what is. What is it? What are they going to own? The next question is, how does it move us forward? How does it move the. The firm forward? All right, so what's the result? Okay, what are they going to own? How does it move us as a forward, as a firm? And should this be done in house or outsourced? Okay, if you can't answer those fast, then don't hire, because we get this all the time. How do you make a decision whether to hire? Right. If you can't answer those questions fast, then don't hire. You're not going to build some overly padded org chart. What you want to do is you want to build a lean team that moves. And if you can't answer those three, you're probably a little heav in some areas. And you know, what you could do is you can go back and look at some past hires or the people that you're actually that are employed for you now. And if you can't answer those questions for all three of those, you may have to make some changes or move people around a little bit. But let's get, let's go a little bit deeper. Let's go another layer deeper on this. And when it comes to the most productive founders, okay, and he, what he did is he went through and he found the most productive founders, Colin did. And he calls the smart, he calls them the smart consensus. And with that is you don't really need everyone to agree with smart consensus. You don't need everyone to agree. You just need to gather input, right, Align on the goal, and then ship the decision quickly. Right? So for those of you that have leadership teams, right, align on the goal, make the decision, boom, done. And there might be situations, however, where he talks about you might need to get expert input. And if that's the case, of course, do that. But what you don't want to do is marinate in it. You get the, get the input from the expert and then you move. For example, when we are, as lawyers, we're giving our expertise, our clients, we're giving them advice. And when we give them the green light, we want them to make a decision. So same thing with the accountant. And the accountant says, you know, check it out, great, make the call. So they, they give you their advice and then you move on from there. Right? The way to look at experts is they are a compass and not a crutch. And many people use those as a crutch to not take action. And I don't want, want that to be you. But then finally, another thing is your gut, he talks about in this article, your gut. So you've got instincts for a reason. And every law firm owner, every founder of every major company and every really, every law firm owner I've ever met has at least one story where they ignored their gut and they paid for it. I know I certainly have that on, on hiring and other things. And so is with that, your gut's not magic, but it is, it is data. Something to consider, and it's what it is. It's your subconscious noticing things that your conscious brain can't articulate yet. So, so if something feels off, you want to trust it. And if it feels right, lean in. Okay, just, it's a data point. You don't, you don't want to 100% rely on that, but it is a data point. So with this segment, I want to leave you with this. The, the biggest risk in your law firm isn't failure. It's stalling. It's inaction. I've seen this over and over and over again when it comes to people coming to masterminds or people Sitting on the hot seat. It's inaction. And so letting fear dress up. Well, a lot of times what they do is that they let fear dress up as due diligence. And it's really not. It's just them not taking action. So don't crawl, don't circle back. What you want to do is you want to. You want to drive the Ferrari, make the call and keep moving forward. Okay? That's what you want to do. All right, let's get to segment three, which is about being productive. And this is a really cool article from Harvard Business Review. And what makes some people more productive than others? This is a really cool one, and I think you're going to like this one. But everyone wants to be more productive. That's the thing everyone talks about. How do you. How do you manage your time? How do you do this? How do you do that? But the truth that most people aren't going to tell you is that it's really not about working more hours. It's not working. It's not about working smarter hours. What Harvard Business Review did is they analyzed nearly 20,000 professionals across six different continents to find out what truly sets productive people apart. And the answer to this is that it's not talent. It's not time, it's habits. So here's what they found. First is that high performers plan their day based on their top priorities. Then what they do is they stick to it. Okay, so the night before, they set their schedule. And it's not in a vague, I'll do stuff tomorrow kind of way where, you know, I've got this list of things I'm going to do. But instead, what they have is they've got clear outcomes. And what they do is they jot the down. They jot down the objective next to each calendar event, which I found kind of interesting. That's something I do lots of things. I don't do that. So they. They fear what the objective is to it. And that's a. It's an added layer. I think that's pretty cool. Second, what they do is they don't get drowned in messages. So they don't drown in messages. They. Instead, they check their screens maybe once an hour, not every five minutes. And that's a big mistake that I hear a lot of people make is, is they're always on their phone, they're always on social media, they're always checking acts, they're always on Facebook or. Or Instagram. And so that is a huge time suck. And so what they do is they Skip low value messages. That's what they do. And then what they do is what they do when they do, they, they batch their replies and by doing this they build actual breathing room into their calendars. And so if you just did that, that alone is probably going to 10x your input or output. I mean, so it's going to lower your input and it's going to increase your output, which is pretty awesome. Then the third thing they do is they outline before they write, which is kind of an interesting one. And it does. So that doesn't matter if it's an email or a memo or a proposal. They think before they type. And so that the outline sort of acts like a GPS and it saves you from the way they put it, U turns and rabbit holes. I, I would like to say I do some form of this. So what I'll do is I'll kind of type in some keywords into the email. On one occasion or two, maybe I've mistakenly sent the email with the keywords in it. But it doesn't have a lot. But I have where like I've kind of typed in some of the words, the things I wanted to cover and then I go and hit those. But I don' outline it to this extent. I think I'm going to start doing this. I think it's a really cool idea. But another insight from this is that age and seniority matter and probably not for the reasons that you and I would think, but older and more senior people scored higher and it wasn't because they had more hours, you know, experience hours, but because they had better systems in place that they had built over time. And so they weren't winging it. What they, what they had done is they had created a system that worked and they learned what worked and they, they utilize it, which was, which was pretty cool. So what we can do is speak to people that are older and figure out, hey, what's working for you and, and really try to adopt some of those. And another thing that they put in this was that interestingly that women were more likely to run effective meetings. And it's because they set agendas in advance, they kept things under 90 minutes and then they closed with next steps. And then men on the other other hand were more likely to skip emails and go straight to action. So that was that. That's kind of an interesting thing from that, from the study as well. But so there's different strengths. So in that one you've got, you know, you know, women were better at, you know, running meetings Men, on the other hand, what they were able to do was they were. They were good at really taking action for the day. No. So they're, they're moving past the emails or they're not worrying about emails. They're just taking action. So, you know, different strengths, same. Really the same goal. Stay focused, stay efficient. So let's now, though, talk about the outliers on your team. So the st. Some of the, some of you call them, you know, the rock stars of superstars. Those are the. The ones who scored two standard deviations above the rest. And so this applies to, you know, the, the professionals that they had, that they had reached out to. They did three things consistently. The first thing is they crushed procrastination. This may be a hard one for you all to hear, but they crushed procrastination. And so what they did is they started with the final outcome in mind and they reviewed and then prepped everything the night before. That's very similar to the other one, but it's really just not rocket science. It's just repeatable behavior that they did. So if you want to be more productive starting today, here's your cheat sheet. Right? So make your schedule the night before. Write down objectives next to. To your appointments or your. Your calendar items. Stop checking Your phone every 10 minutes or your computer if you're checking things online on your. On your computer. And then delegate what doesn't move the needle. Okay? So you should be doing the things that does. That does move the needle. It doesn't delegate that down. And then always, they say always at the end of meetings, end them with clear next steps, which is pretty cool. So a big part of this is that they talk about productivity. It's not about hustle. It's really about clarity. And if you can get that right, you're going to accomplish more in six hours than most people do in 10, which is pretty good. With that, we are going to take a little break and I'm going to run a little ad, and then we will be back in a moment. And I've got a little welcome back video as well, which is, I think, kind of fun too. So I will see you in about a minute. If your law firm collapses the moment you take a day off, you don't own a law firm. You own a job with a fancy tire. Listen, burnout doesn't fix itself and no one's coming to save you. Each day that you delay, the firm's going to keep running you and not the other way around. Law firm owners for years have Been coming to Max Lawcon to have better profits, increase their revenues, lower their expenses, and get rid of the burnout. Click the button below to get your tickets to Maxlock on 2025 and build the business that you deserve so you can get back to the things you love.