Larry Bodine Law Marketing Blog : Law firm marketing, legal editor, legal marketing, attorney marketing, business development, marketing consultant, legal consultant, business development

Mark your calendars for this Thursday, September October 1 when I'll be taking questions about business development and law firm marketing on the FREE Total PMA blog talk radio show -- see http://bit.ly/PMsbM  Our topic is "Creating a Business Development Action Plan."

The law firm marketing show starts at 3 PM Central time and the call-in number is (347) 857-1419. It's a one-hour interview program so you'll have plenty of time to get your question in. Kevin Chern, Esq., the founder of Total PMA, will lead the discussion.

The online radio show is a follow-up to the presentation I gave earlier this year at the Total PMA "Get a Life" conference. For a preview, check out the video excerpt of the original presentation:

Among the points we'll cover are:

• With all the choices in online social media, what should you use? 
• What’s a listserv and why would a lawyer want to join it?
• For lawyers, where does new business come from?
• Many lawyers feel awkward with business development because they feel it makes them a salesman or a predator. What’s the best approach to a new-business call?
• Who are the best sources of referrals for a lawyer?
• Many lawyers say “I’m not a ‘joiner’” when it comes to organizations. Why should a lawyer join a trade association or civic organization?

I'm at the LMA Midwest (new name) conference in Chicago, where there are more than 100 attendees.  LMA Midwest now now includes three city groups (Detroit, Indianapolis, and Milwaukee), with requests to start more.

The theme is "Green is Good" as "promoting environmentalism is good for your law firm."  The nametag can be planted in the ground and flowers will grow.  All the conference materials are recyclable.

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You can’t change difficult partners or clients, but you can greatly improve your communications with them, according to marketing consultant Anne Gallagher of Extreme Marketing in Chicago. First you need to learn what your own style is, using the I-Speak personality test, which breaks people into four groups:

1. Sensers: people who want solutions, bottom line results and real-life examples. They want to get to the point, not hear all the details about it. They are take-charge people who get results. Only 20% of lawyers are Sensers (compared with 40% of the US population), and they get along with Intuitors. Rainmakers at a law firm are Sensers. For a Star Trek analogy, think of Captain Kirk. (I discovered that I am a senser.)
2. Thinkers: people who want data, references, measurable results. Their blind spot is they don’t make decisions quickly. 70% of lawyers are Thinkers (compared with 14% of the US population.) Thinkers work well with Feelers. Think of Spock on Star Trek.
3. Feelers: People who want teamwork and hate conflict. They want assurances that the project will work out and avoid things that move too fast or could make coworker’s lives more complex. Only 5% of lawyers are feelers, compared with 18% of the US population. Think of Dr. “Bones” McCoy on Star Trek.
4. Intuitors. People who want the big picture and lots of new ideas. They are original, creative and idealistic, but also unrealistic, scattered and not detail-oriented. Only 5% of lawyers are Intuitors, compared with 28% of the US population. Think of chief engineer and miracle worker Scotty on Star Trek. (Note to file: Anne is an Intuitor, which is why we work so well together. She comes up with the Big Idea and I can make it happen.)

The next step is to be able to spot what kind of type the other person is. This is the key to success, because you can adapt your communications style to fit them. Anne is really good at this and predicted the results for most of the people at her presentation. Students of I-Speak cab find their weakest traits, and work on improving them. When you can use each style equally well, you’ve got it made.

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Lawyer Roy Ginsburg knows that most lawyers don't like networking -- it makes them feel awkward, they have no time and makes them feel unprofessional or manipulative. Here are some great tips:

• Be persistent. If you make 10 calls to network contacts, and on 2 respond, you're doing great. This means you need to increase you contact list to 90 people, so you'll get 20 responses.
• Remember details.  Make small talk by asking where other person is going on vacation, if they got a new pet, where their child going is going to college.  This way, the next time you talk, you can say “the last time we talked you said your daughter was going to the University of Missouri, how’s that going?”
• Be confident. No one wants to hire a lawyer who is unsure of himself. Even as a new associate, a lawyer can network and say  “I work for one of the best law firms in the city. If I don’t’ know the answer, someone just down the hall does.” You just need to sound like you know what you’re doing.
• Enthusiasm. People love to hire lawyers who love what they do.  "Do you think I want to hire someone who’s wishy washy, or someone who’s passionate? I’ve known many lawyers who got the job because of the enthusiasm they showed," Roy said.

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Clients are now asking in RFPs: "What are your firm's sustainability practices and how is the firm going 'green?'" according to Alvidas Jasin, Director of Business Development, Thompson Hine.  Use his travel tips:

• Always hang up your towel and reuse it, don’t throw it on the floor.

• Put the “Do Not Disturb” hanger on door during the entire time of your stay. There's no need to change the sheets every day.

• Shorten your showers by two minutes. Hot water consumes a lot of energy.

• Shut off computers and printers at the end of the day – otherwise they continue to draw power.

For more info on how you can run a green law office, visit www.massbar.org/ecochallenge -- the Massachusetts Bar Association Energy and Environment Task Force.

Lawyers are skeptical, autonomous, introverted, resistant to new ideas, urgent and easily discouraged by setbacks, says marketing consultant Mark Beese. Leaders, on the other hand, tend to be trusting, team-oriented, social, open to new ideas, strategic and resilient.

The characteristics that traditionally make a good practicing lawyer, however, are quite different from the characteristics that make a good leader – or a good follower. Mark, who is president of Denver-based Leadership for Lawyers, says it's time to change that tradition.

Law firms can overcome these personality and structural obstacles to develop the leadership they desperately need in challenging times. They can they train skeptical, autonomous lawyers to participate on teams – not only as leaders, but also as followers of other lawyers professional marketers who bring essential business expertise to the table.

“Most lawyers find behavioral change to be difficult – even painful,” said Beese. “However, in our current environment, change is essential for survival. The ingrained law firm culture discourages effective leadership -- and progress. The lawyer personality, the law firm structure and the weak precedent for leadership must all be addressed.”

What kind of culture encourages leadership? According to research, leaders are adaptable, build and mend relationships, build effective teams, facilitate change, coach, collaborate, drive innovation and leverage differences to achieve positive results. They are credible, decisive and influential.

“These behaviors differ greatly from many ‘traditional’ lawyer behaviors,” said Beese. “They will not change unless the firm culture changes to reward these new behaviors.

For the rest of the article, visit the LawMarketing Portal at www.lawmarketing.com

The bane of marketers is proving their value to their law firms. Unless they can do so, they'll be viewed as overhead and a potential cost to be cut.  A clever solution is to send management a regular report on marketing initiatives -- and do so in one page.  Here's a sample of what your ROI report can look like. 

A Summary of Marketing and Business Development Department Activities

[ DATE ]

In the last __ months, the Marketing and Business Development Department engaged in the following activities:

• Wrote and produced ___RFP responses for top clients, as well as ___ informal pitches for a variety of clients and prospects.

   

• Produced ___ Webinars (__1 more are scheduled before the end of year; attendance at each program averages ___ clients and prospects).

   

• Held ___ seminar programs and ___ client webinars for various practice groups.

   

• Made ___ pitches to targeted media (overall results: ___media hits in print and ____ on the internet).

   

• Coordinated the firm's responses to __ media, bar and industry surveys.

..............to see the rest of the form, visit the LawMarketing Portal at www.lawmarketing.com

Shucks, I didn't mean to cause a fuss when I wrote the article Where to Focus With Social Networking for Marketing the Law Firm Newsletter. It was a typical piece with nuts-and-bolts how-to practical advice that I usually write.  Everything exploded when Law.com put it online at http://bit.ly/vHnX9 on September 22.

The next thing I knew it was all over Twitter, being discussed in blogs and commented on by readers.  In the 1,455 word article, what set the flames afire were the 184 words I devoted to Twitter.  I dared to contradict the relentless hype that Twitter is great for business development -- even though a brand new study found that only 4% of in-house counsel (i.e., the customers) use it.

People tell me I've "created a brand name" as the Twitter-basher.  Golly, folks, I'm not carrying water for any brand of technology. I just read the studies, research and reports and set forth the facts. I can't help it if Neilsen Wire, Harvard Business School, Marketing Sherpa, the New York State Bar Journal, Business Week, Quantcast, Compete.com, Social Media Insider and Mashable.com publish statistics that make Twitter look bad.

As always -- you be the judge. The chart below shows that Twitter peaked last July. It's your time that you are investing or wasting.  As for me, I'll stick to LinkedIn and in-person face-to-face networking for new business.

It a little-noticed news item, the little blue Incisive Media frog will be hopping off ALM publications -- most notably The American Lawyer and National Law Journal -- and three dozen newsletters, newspapers, conferences, and web sites that London-based Incisive bought in 2007 for $630 million. 

ALM, headquartered in New York, is once again an independent standalone company, whose brands also include Corporate Counsel, GlobeSt.com, Insight Conferences, Law.com, Law Journal Press, LegalTech and Real Estate Forum. ALM was formed in 1997. 

A key point is that ALM management stays in place. "Although we have a new name and structure, our business positions are fundamentally unchanged," ALM CEO Bill Pollak wrote in an internal memo. 

According Pollak, “We are really focused right now on building products that are end-user or subscriber funded. We love newspapers, and magazines and Web sites that carry advertising, and we will continue to be there; but we believe our future is in developing research products, competitive intelligence products and business information products our markets will value and ultimately pay for.”

ALM's second priority is “revamping all of our Web sites to move from Web 1.0 to Web 2.0,” Pollak said. “We need to upgrade all of our sites across the board so that our whole network is up-to-date.”  

Instead of being owned by one private equity fund (Wasserstein & Co.) ALM continues to be owned by a different private equity fund (Apax). Incisive and London's Legal Week will share content with ALM.

"In a difficult media environment, our brands have been doing relatively well. And they see the stability of the legal marketplace in particular compared to most other b-to-b markets," Pollak wrote in his blog. "Our outlook for the future is very positive, and I have been emphasizing our growth plans for the future to all who will listen, looking forward rather than looking back."

One change I'll notice immediately: all of my friends at the company will be getting new email addresses, new business cards and new stationery.

According to Susan Van Dyke, the opportunity exists now to take business planning in your firm to the next level.  When you have done so, you and your firm will benefit in the short and long term.

By focusing your marketing efforts on high-value, revenue-driving programs, you’ll be forced to evaluate all your current activities against the following five criteria:

• Non-billable time and what you do with it.
• Client loyalty – are you deserving?
• When did you last look your best clients in the eye?
• Ask the right questions, not just the easy ones.
• Future work and where it may be lurking.

Harness the non-billable hour.  Are you effectively applying your non-billable time to productive activities? Do you know how to use the gift of non-billable time most effectively? If you have in-house marketing professionals, ask them to help you devise a personal marketing plan that has a short-term focus.

If you don’t have this resource, there are consultants and coaches in most markets who can spring into action to assist you. This is money well spent; it will save you hours of ineffective efforts, and it will channel your time into activities that will bring you the highest return on investment.

Attract client loyalty. Think of the quality that you seek in your current business relationships, and ask yourself...

For the rest of the story visit the LawMarketing Portal at www.lawmarketing.com 

State bar authorities in Florida have fined trial lawyer Sean Conway $1,200 for criticizing judge Ft. Lauderdale Judge Cheryl Aleman on a blog. Among other remarks, Conway called the judge an "evil, unfair witch." (Incidentally, the judge herself was sanctioned by a state panel for her "arrogant, discourteous and impatient" manner, according to The New York Times.)

The Florida Supreme Court recently upheld the decision to fine Conway. The judges didn't issue an opinion in the case and Conway had consented to the order.

Just as consumers can now air gripes on blogs, doctors, lawyers, bankers and other professionals can use the Web to expose matters that many businesses would prefer remain quiet," wrote blogger Wendy Davis of The Daily Online Examiner.

"What's more, professionals -- like everyone else -- have a fundamental free speech right to express themselves. It might be too late for Florida officials to revisit the Conway matter, but hopefully the courts will recognize that other bloggers have a free speech right to challenge judges, corporations and adversaries on the Web," she wrote.

Conway is hardly the only lawyer to have taken to online social media like Facebook, Twitter and blogs, but as officers of the court they face special risks. Their freedom to gripe is limited by codes of conduct.

“When you become an officer of the court, you lose the full ability to criticize the court,” said Michael Downey, who teaches legal ethics at the Washington University law school.

Here's a sampling of the rich variety of lessons I learned at the 5th Annual Law Firm Chief Marketing Officers Forum in Chicago, presented by Incisive Media. Follow the high points of the CMO Forum in Chicago on Twitter: #LCMO

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There will soon be an online social networking site for African-American lawyers, at www.BlackCounselorOnline.com. The brainchild of Jo A. Saint-George, Esq. of Phoenix, AZ, the network plans to launch in two weeks.

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CMOs are often asked to give managing partners a "Schmoogie."  No it's what you think, get your mind out of the gutter.  It's a Tchotchke or branded firm merchandise, like a coffee cup with the firm name on it, according to Robyn Radomski, CMO of Reinhart Boerner Van Deuren.

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There is a solution to dealing with all the time-wasting "fires" that marketers have to put out -- such as RFPs assigned two days in advance, a partner who wants help planning his daughter's wedding, or a request from H.R. for 100 T-shirts the day before an associate event that has been in the works for six months. According to Joseph Melnick, CMO of Butzel Long, you simply plan for them to happen. When they occur, you've already prepared for the awkward situation.

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To demonstrate return on marketing investment, Barbara Sessions, partner at Winston & Strawn, distributes a one-page "By the Numbers" summary, listing items like "wrote 22 RFP responses, produced 21 eLunch programs, made 359 pitches to target media." It's very impressive and can be scanned in a minute.

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Chapman & Cutler has created several internal blogs where partners in a practice group can share information about clients and business development.  The chatty nature of blogs causes the lawyers to actively contribute, making it as effective as a CRM system, according to partner Melanie Gnazzo.

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Every person -- from the managing partner to the person who cleans out the kitchen -- at Womble Carlyle has taken the Gallup StrengthsFinder personality test.  Aden Dauchess, Senior Marketing Manager, uses the information when helping a partner plan a business development action plan.  If the test, for example, shows that the lawyer is an "Intellector," this means they hate public speaking and Aden will advise them to write a blog, which they will enjoy.

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The way to make a client loyal is to figure out ways to boost the client's bottom line, according to Darryl Cross, Vice President of Client Profitability for LexisNexis. He said there should be a ranking of law firms based on how much they increased the profits of their clients.

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Alex Wei Zhang is a partner with King & Wood, the largest law firm in China. He came all the way from Beijing to attend the CMO Forum.

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Coming up today:

• Guarding the Crown Jewels of Your Law Firm
• Maximizing ROI with your Pro Bono and Charitable Giving Program.
• How to increase your Firm's Win Rate on RPFs.
• How to Market Lawyers of color.

See you there!

Follow the high points of the CMO Forum in Chicago on Twitter: #LCMO

First can the lawyer as Valued Advisor, someone whose advice the client trusted.  Second came the Trusted Advisor, a person whom the client trusted.  Now, according to Darryl Cross, VP of Client Profitability for LexisNexis, what clients want is the Collaborative Advisor -- a lawyer who introduces his contacts to his clients and lending sources.

Speaking at the CMO Forum going on now in Chicago, Darryl said it boils down to 10 techniques:

1. Always try to improve the bottom line of your clients.
2. The Collaborative Advisor works with lawyers and law firms to offer a broader/bigger service team to clients.
3. You must already know what keeps your client up at night.  The Collaborative Advisor talks with others who can inform him of the issues facing the client. He visits the client and distinguishes himself by the informed questions he asks.
4. The Collaborative Advisor shares his information internally about the client.
5. He plays matchmaker, introduces clients to each other, finds them financing sources, and enlarges the client network.
6. Copy your collaboration system. During the course of working on a matter of a client, post information on an intranet or internal blog with information you learn about your client.
7. Collaborative Advisors reciprocate.  If the client recommends him, or a referral source sends a piece of new business, the collaborative ad visor reciprocates.
8. Contribute to the conversation online, don't dominate it.  It can be just as effective for business development to comment on other people's blogs.
9. Don't support policies you would never want your client to hear.  In other words, if there are arguments internally about origination, how do lawyers get paid for business development and the hoarding of clients -- it's time to look at the issue from the client point of view.
10. Track your client's profitability as if your job depended on it. If you can demonstrate that retaining your firm will make the client more money, they'll be lining up to retain you.

A Hartford attorney Zenas Zelotes has filed ethics complaints in 47 jurisdictions, alleging that Kevin Chern, President of TotalAttorneys.com and more than 500 of its lawyer-customers have violated ethics rules and engaged in a vast national criminal conspiracy to mislead consumers.

Ironically, Avvo.com reports that Zelotes has himself been cited for professional misconduct by a state disciplinary authority.  Zelotes violated ethics rules in 2006 because he "lacked the legal knowledge, skill, thoroughness and preparation reasonably necessary for [a client's] bankruptcy."  He was sentenced to 3 hours of CLE. This was after he had been in practice for four years already.

He claims that he was the "Second Highest Volume Filer of Consumer Bankruptcy Cases in Connecticut."  Could it be that he's manipulating the ethics rules to eliminate a competitor?

Zelotes’ 303-page complaint claims that various Total Attorneys companies are for-profit referral services, that the Total Attorneys marketing websites amount to impermissible fee splitting, that their advertising is impermissible solicitation and that their advertising is misleading.

"The complaint is a hodge-podge of hearsay, factually inaccurate statements, and carefully selected lines from a myriad of state advisory opinions taken wholly out of context, all crafted together to paint a picture of our program that could not be ignored by state regulatory counsel," Chern wrote.

Total Attorneys answered with a Memorandum of Law and Fact filed in Illinois.  Zelotes' zany reply brief included arguments like: "We should not get a ticket for speeding in a SCHOOL ZONE because WE have never been pulled over by a cop before (not even once) and ALL of our friends SWEAR we are excellent drivers (and oh, btw, did I mention the internet is AWESOME!)"

The law is on Total Attorneys' side:

• The Alabama Supreme Court in 1995 ruled in favor of a marketing model that was virtually identical to Total Attorneys.
• Ethics opinions in South Carolina and Kentucky have approved performance-based pricing models.

Zelotes' LinkedIn profile says he's interested in "Ballroom Dancing, Salsa, Martini Bars." And he also likes camo and big scary guns.

Stay tuned. 

The big surprise in new survey data by Leader Networks shows that the vast majority of lawyers do not use Twitter or any other micro-blogging service. Only 6 percent of lawyers participate in microblogging (Twitter, etc.). Further, only 4% of in-house lawyers use Twitter.

"Twitter has not yet caught on, especially among corporate counsel," states the second annual Networks for Counsel Survey. When asked, "What type of social media activities do you engage in professionally?" only 6% said they used Twitter, Plurk or other microblogging services. Even fewer in-house lawyers send tweets: 4%.

"Interactive engagement (e.g., blogging, online discussions and article exchange) is more important than other services such as microblogging (e.g., Twitter) or social bookmarking," wrote Vanessa DiMauro, CEO of Leader Networks and author of the survey.

The good news is that:

• More than half of lawyers are members of an online social network, -- up nearly 25 percent over the past year -- with 30 percent growth reported among lawyers aged 46 and over. 
• One third of corporate counsel and close to half of private practice lawyers who participate in public social networks for professional purposes do so on at least a daily basis.
• The majority of lawyers who participate in professional online communities report doing so once per week or more.

Asked, "What type of social media actvities do you engage in professionallly?" here's how the lawyers answered:

Legal OnRamp -- the leading online social network for general counsel and in-house lawyers -- is adding 14,000 additional corporate lawyers to its membership, as part of a deal with Corporate Executive Board Co. ("CBE"), an executive network based in Arlington, VA.

“Our mission is not to be simply a Facebook for lawyers, but to be as compelling for a 49-year-old general counsel as Facebook is for a 19-year-old college student,” said attorney Paul Lippe, CEO of California-based OnRamp.

“Because knowledge in law comes from many experts, a profile-based system that allows each expert to share his knowledge is the most efficient platform to reduce costs and improve quality. The purpose isn’t to network. It’s to do your job better.”

The agreement links 9,550 Legal OnRamp members to CEB’s 14,000-member general counsel division, which advises corporations on how to manage legal departments and outside counsel. Publicly traded CEB advises 4,700 businesses, including more than 80 percent of the Fortune 500.

Legal OnRamp has 4,458 in-house members and 5,000 lawyers in private practice, who can request an invitation online to join OnRamp. The site was created by Mark Chandler, General Counsel of Cisco Systems; the law firm Orrick, Herrington & Sutcliffe; and Paul Lippe.

Legal OnRamp allows members to create profiles, e-mail each other, join group discussions, read blogs and post content such as articles, speeches and draft contracts. Discussion topics range from the future of patent litigation to anecdotes about the difficulties of working out alternative fee arrangements. 

“Smart clients are increasingly using non-traditional interactive approaches to find and reward the law firms that deliver the most value,” said FMC Technologies General Counsel Jeffrey Carr. “OnRamp is a great platform for these sophisticated processes.”

Carr used Legal OnRamp this year to solicit proposals from firms such as Greenberg Traurig and Kirkland Ellis -- as well as many small and mid-size firms --  which bid for pieces of FMC’s litigation work. FMC provides technology for oil and natural gas fields.

First there was tinyurl.com, a free online service that could shorten a 100-character web address (like http://www.lawmarketing.com/pages/articles.asp?Action=Article&ArticleCategoryID=58&ArticleID=924) to 25 characters (like http://tinyurl.com/lvjsoc). 

This was very handy when emailing a URL that was so long, it would break across a line in an email and become non-functional.

Then with Twitter came bit.ly which would shorten a 100-character URL to 20 (like http://bit.ly/47GyHd). Bit.ly became Twitter's official URL shortening service last May.

Now there's j.mp, which will take a long URL and shorten it down to 18 characters, like http://j.mp/47GyHd

"While the bit.ly domain is almost as short as it gets, for some people, every character counts," the bit.ly blog states. Bit.ly will continue online, "But if you desperately need those two additional free characters in order to make your point, feel free to use j.mp instead."

WEBINAR PRESENTED BY:  Apollo Business Development 
SPEAKERS: Larry Bodine, Esq. and Michael Cummings 
DATE: September 17, 2009; 1PM - 2:15 PM Eastern time
LOCATION: On the Web, on your computer
MORE INFO: CONTACT Michael Cummings; (Tel) 630-572-4798 or mcummings@sageprofessional.com
WEB SITE: http://www.sagelawmarketing.com/webseminar49

Learn how to make solid business development progress through the relationships you build: grow your contact base the professional way, engage contacts deftly and uncover mutually beneficial opportunities, plus gain introductions to valuable new contacts. Marketing experts Michael G. Cummings and I host this LIVE presentation.

Transitioning contacts into business assets is especially difficult for attorneys. They don’t want to come off as desperate or unprofessional. They don’t know how to qualify a contact for business potential. Often they avoid business discussions because they don’t want to jeopardize the current form of the relationship. Or they assume having lunch or being friendly will somehow magically produce work.

By contrast, rainmakers know how to confidently mix business with their social, personal, organizational contacts; while maintaining their professional demeanor and personal dignity. In this seminar, you will find out what they know and what they do.

Join network-building experts Michael G. Cummings and me of Apollo Business Development. We have trained and coached hundreds of attorneys at dozens of firms. These lawyers have leveraged their networks to land new clients, get introductions to potential clients and establish a professional reputation that keeps their caseload steady — and growing. In one instance, they helped a litigator at a trial boutique increase her originations from $200,000 per year to $2.5 million in one year! She simply followed the advice that is fully covered in this seminar. For more information about the speakers, see below.

Topics Include:

• Taking an inventory of your current contacts
• Qualifying and prioritizing your current contacts
• Determining which of of your personal contacts has business potential
• How to approach these contacts and engage in a business dialog in a professional manner
• Transitioning from social conversations into a business dialog
• Maintaining a professional manner and personal dignity while pursuing business
• Asking your current contacts for introductions to other people of value
• Cultivating and maintaining an ongoing value added business relationship
• How to target and build the right kind of new business relationships
• How to “network” when you are at a meeting or event

For just $300, you and others in your firm can learn how to make solid business development progress: grow your contact base, develop the skill of engaging and qualifying contacts, learn how your contacts can introduce you to others with business value, plus apply methods for cultivating a mutually beneficial business relationship.

For more details or to Register NOW, go to www.sagelawmarketing.com/webseminar49#register. Or click here: 

In this snippet from my presentation at the Get A Life Conference in Chicago, you'll hear how you can:

• The three places where new business comes from for law firms.
• Why effective legal selling is not "selling."
• Questions to ask in a new-business call.
• Why you should not make cold calls.
• The No. 1 way for a lawyer to establish their credibility.
• How to find the time to do marketing and business development.
• Why you should join a trade association - not a bar association.
• Why doing business development activities will generate results.
• How to get new files by visiting clients.
• Learn who the lawyers are that clients will buy services from.

It's on YouTube at http://www.youtube.com/watch?v=Cl8G3LYCMoM