Charting the Course (to Mt Doom): Turning a Goal Into a Plan to Get There

I want to run a 7 figure law firm!!! Said by so many people, that it's basically lost all meaning...and here's what it misses...

If you give me $1,000,000.01 or more I can help you run a 7 figure firm.

Or if you're miserable while doing it? What's the point?

Or if it's just from 1 giant PI case then it's not sustainable.

So let's set a better goal (I will use the example of me filling the rest of my coaching slots) and then turn that into an action plan by giving you a behind the scenes peek at how I do it (no fake wizard or real curtain required).

I always start by setting SMART goals...much like Stark would strategize the next moves for Stark Industries...or Bruce Wayne for Wayne enterprises or Green Arrow for Queen Industries or...okay there are a LOT of superheroes who are rich billionaires and fit this analogy.

1. Setting SMART Goals: The SHIELD Strategy

SMART is an acronym for Specific, Measurable, Achievable, Relevant, Time-bound—these aren't just buzzwords, they're my roadmap to creating a goal that is ACTUALLY achievable.

I want more cases isn't achievable..what is more?  Also, you might hate it even if you get it (like I did) because that goal doesn't outline what KIND of cases, or when do you want them?

—much like Nick Fury planning a tactical Avengers strike...having this laid out makes it easier to see the steps to get there...so let's look at mine:

Specific - fill my last 5 coaching slots 2 PM and 3 PM on Mondays, 10 AM, 1 PM, and 3 PM on Thursdays; (all times EST)

Measurable - as measured by signed contracts for $1000 a month coaching

Achievable - I have 10 clients now...so while a 50% increase might seem like a lot...I really haven't really done much for more clients in 2 months as I focused on the book launch (and finding a new assistant a few times in there too)

Relevant - this aligns with my goal to help end attorney suicide through helping attorneys to run firms they love (or find jobs they truly enjoy) rather than just everyone slaving away 6 minutes a time while being miserable

Time-Bound - I will fill these slots by July 1 (it's early April as I write this)

2. Reverse Engineering Success: The Doc Brown Blueprint

Let’s break it down: 2-3 new clients in May and 2-3 in June...so let's call it 1 lead per week with a month to ramp up to it.  So then the question becomes

How am I going to get those leads?  By creating a more specific plan

Social Media Surge: Think of this as my Bat-Signal, shining bright over Gotham, drawing the right minds to my cause. For more of the specifics on this - check out my social media break down newsletters here and here. I think social media (especially value posts and more about my worldview) attract the RIGHT kind of people to me for this.

I don't know that this will get me in front of many NEW people...but it helps people I already know learn about what I offer and see how it fits for them.  So either turning people from my audience to clients OR just staying top of mind with referral sources for them to send me more good fit clients.  The biggest thing I need to add here is testimonials and feedback from prior clients.

Engaging Newsletters: Imagine each of these newsletter as a page from Indiana Jones’ diary, filled with intrigue and inviting adventurers to join in on the quest. I get a LOT of great feedback from these newsletters and they were what started me out with coaching clients, since then we have added about 300 people to the campaigns. So hopefully there are another 2-3 leads in here.

Guesting on Podcasts: Instead of hosting my own (for now), I'll harness the power of other amazing podcasts as a guest, akin to teaming up with the Justice League.  Each appearance spreads the word, expanding my network.  Having our own show is how we generated MOST of the sales for my old company, and even being a guest on other shows has brought me a lot of leads. I am hoping for 1-2 from my upcoming guest appearances (and if you're ever looking for a guest, please let me know)

Leveraging Book Sales: Every book sold is a portal opened, much like Doctor Strange’s mystical gateways, inviting readers to deepen their journey with my coaching. I will be honest, until earlier this month (April) I had never written a book...so I don't know what to expect from this. The feedback for Love Your Law Firm has been overwhelming in both its amount and positivity...so we shall see. But I can't hang my hat on this yet.

What am I leaving out?  

Advertising -  I am not a huge fan of that for the size I am looking for and the cost of what I am trying to do.  If the RIGHT event sponsorship came up...that would be something I would look into though.  

Direct outreach - I would consider this as it comes up...but would REALLY focus on targeting a few messages to the RIGHT potential clients (lawyers who run a firm that makes $500,000 a year or more who WANT to get out of the day to day and into more of a CEO type role).

1,000,000 other things - look, there is ALWAYS more you can do.  As every marketing person will say...and only 1 client makes it pay for itself...but for right now I am good with this plan.  And then I can review the results and tweak it as needed.

So this plan would have more details about when I am going to post...what I need to do to get more podcast guest opportunities...how to increase the reach of the newsletter, etc.  As well as when to review the results and tweak as needed (mid-end of May).  Plus it would have WHO is doing what.

3. Team Dynamics: The Dumbledore’s Army

As Dan Sullivan would say - It’s not just about how; it’s about who. Each member of my team is a unique hero, bringing their own superpowers to the campaign. Who will be my Hermione in analytics or my Ron in engagement? This strategic alignment ensures everyone is in their best position to succeed

To achieve the goals above I already have a good system on my newsletter with my current team (except for posting on social media to grow the audience of the newsletter).  And my assistant does a great job booking me for podcast guests (but more social media reach could help me get on more shows).  The biggest thing I need to add is another person for the social media posting/distribution/engagement.  Right now, I have 1 new person who just started for this and I am considering just bringing on a second person (who I already interviewed).  Now I can get all of this done without a TON more of my time.

4. Pre-mortem Strategy: Avoiding the Kryptonite

What are my potential Lex Luthor pitfalls? By predicting challenges—like engaging the right audience or fine-tuning my message—I'm setting up my own Justice League of solutions ready to tackle these head-on.  

For me, the biggest risk is the social media component.  Without a dedicated person on this I know that I slack off and don't post or engage as much as I should.   So it's not JUST finding the right person, it's communicating the goals to them correctly and getting this going again in a way where it's impactful.

For the rest - the newsletter I already have written 4-6 weeks ahead anyway.  Guest podcasting is really easy for me to jump on and chat with people.  And the book sales I am not reliant upon anyway...so if anything comes from that, awesome.

And if I find myself way behind the goal in a month or two...then I can look at doing some DMs to my ideal clients...or having my team do it with my guidance.  Longer term, I want to get back to having my own show/podcast...but I think that is going to be a Q3 thing.

And look, I know I used the example of getting more coaching clients...but seriously, follow this framework for EVERY goal you want...

What do you really want?

How can you get there?

Who can help you get there?

What is going to be your reason for not succeeding?

When do you need to check on the plan and tweak it?

If you do those things, I PROMISE you that you will be more successful in work AND life.  And if you still need more help with this...well I am right here.

Next week we are going to talk about how I make my calendar work for me. Until then, have a wonderful weekend!

Jordan

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