วันพฤหัสบดีที่ 8 ตุลาคม พ.ศ. 2552

Conscience

  Conscience is not something that is trained into us. It is an innate potential that each of us has the responsibility to tune to, not a skill that is learned by others imposing their will upon us.

When I was a child my parents told me what was right and wrong, school had its rules and church had its sins. To be a good boy, all I needed to do was obey all the do?s and don?ts. If I did, I was led to believe I was following my conscience. 
This view of conscience can carry into and through adult life so that one?s perception of right and wrong is shaped totally by the dictates of others. Is conscience just a product of nurture? Are we mere blank moral slates at birth or do we have an inherent sense of ethic from the get-go? I have come to believe the latter is the case because of my own internal reflection from the time of self-awareness in early youth, and the fact that society throughout time has had the same basic thread of ethic. I have sensed right and wrong from earliest memory. I?ll bet you have too, if you reflect. It is there from the beginning just as the homing instinct is within a migrating bird breaking from the shell. 
We spend a lifetime tinkering with our conscience, testing its limits, compromising, suppressing, denying and ignoring it in an attempt to cheat life and gain unfair advantage. But it remains solid and true at our core always ready to be re-discovered and acknowledged. We often learn best by making mistakes and feeling the pain. It is those pangs of conscience and guilt remaining with me for a lifetime that have taught me the lesson to listen-up when conscience speaks. 
The first step, however, is to reach within and decide what is your conscience as opposed to that of another. Somebody else?s moral dictate does not equal your conscience. If we had been brought up in another society, with other parents, a different school system and religion, then the rights and wrongs would be different and our ?consciences? would be different. Some societies practice cannibalism, infanticide and suicide bombing because that is the way their conscience is groomed by others. But the conscience I am pointing to is not contingent. Conscience is like a receiver. We can tune it to the immutable law of universal truth or try to tune it out. Nevertheless, it remains there beaming to us whether or not we change the dial. 
To make conscience dependent upon the whims and seasons of humans is to marginalize it into ethical meaninglessness. For example, who to kill and how to kill is formulated by military leaders and an ingrained patriotic ?conscience.? Each side in a conflict sees it as moral to kill the other. If we kill and maim one or hundreds of people, as long as they are the enemy, we are doing our moral duty and our ?conscience? is being properly exercised. In the legal profession, attorneys will defend the guilty and prosecute the innocent and do so completely in line with their conscience because the law (which others have devised) dictates that such is proper and right. In medicine, physicians prescribe drugs and practice surgery and other therapies that may do more harm than good. But they do so in good conscience because this is what medical school taught and it is in line with conventional standards of practice. If a patient dies as a result of therapy, the doctor can take comfort in thinking he has done all that can be done as defined by accepted medical standards. His conscience is clear. If a food manufacturer makes food composed of a variety of synthetics and food fractions, that?s considered fine as long as the food meets certain regulatory requirements and the label is designed ?properly.? The product is perfectly legal to sell and the company need suffer no problems with conscience regardless of the health consequences to consumers.  
On the other hand, consumers feel they need only follow all the societal norms to be of good conscience. Let doctors take care of health, the government take care of the economy, the military take care of security, the attorney take care of disputes, the accountant take care of finances, the church take care of ethics, and the food industry take care of food choices. Sit back, watch TV, overeat, pay the bills and follow the rules. All is well.  
This surrender of conscience first became apparent to me during a time in my life when I questioned the organized religion I was brought up in because I discovered it was committed to conformity to human edicts (church leaders), not the search for truth. This brought me to the following question: If I were to deny such outside institutional moral authority and be left alone with only my own conscience, would I become a thief, rapist and murderer? To my surprise, rather than a sense of amoral freedom, over time and with more life experience I found myself like in one of those rooms in the movies where all the walls start pushing in. Listening to the inner voice of conscience was far more exacting, demanding, constricting and at the same time liberating (the true inner me was in charge) than decades of religious mandate ever was. Virtue is choice, not obedience ? a true (secular) epiphany for me.
We think we exercise conscience in our careers and personal lives, but few of us do. We usually are following the choices others are making for us. And these choices are too often designed primarily to benefit those who are giving us our do?s and don?ts. We are moo-ing along back to the barn to be milked by the conscience givers. Surrendering to others makes us too vulnerable to their self-interests. The end result, all too often, is that we become pawns, victims, experimental subjects, tools and objects of tyranny, resources and profit centers. Rather, we should reach out to become full human beings each individually exploiting our full potential and helping to bring the world to a better place through our own innate and cultivated inner voice. 
I?m not sure how to properly define conscience other than to say it is innate within our being, an instinct to serve as an ethical guide. We will never come to know our conscience, however, until we free ourselves of the imposed consciences of others. This is not to say the views of others shouldn?t be considered, just that it seems to me that each of us are at least as justified in deciding what is right and wrong for ourselves as someone else is in deciding it for us. 
I?m not suggesting just dropping out and being self-willed. It means taking on the heavy lifting of being informed and exercising ones own judgment. A conscience nurtured by search, openness, and a commitment to reason and truth is a responsibility each of us must shoulder. To not develop an informed and self-reflecting conscience, but rather to follow the rules of various surrogate mommies and daddies through lifeFree Reprint Articles, is to remain a child.


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วันพุธที่ 7 ตุลาคม พ.ศ. 2552

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วันเสาร์ที่ 3 ตุลาคม พ.ศ. 2552

Define A New Niche To Seize A Big Competitive Advantage When Marketing Legal Services

When marketing legal services, generalities fail and specifics persuade. The same is true when you decide which legal services you wish to feature in your attorney marketing program.

When you practice in various areas of the law, your prospects and referral sources see you as a generalist. Often, they don't remember you for any particular area of practice. In their minds, your image is blurred.

On the other hand, when you practice in one narrow area of the law, your prospects and referral sources know exactly what you do. Your image is clear and precise. So even if you want to practice in a broad area, or offer a wide range of services, you'd do well to define your niche in narrow terms so prospects and referral sources see you in one specific niche.

The more narrow your niche, the easier it is to establish yourself as the authority in that niche and for people to perceive you as the expert. Also, the easier it is for clients, prospects and referral sources to remember exactly what you do.

The more narrow your niche -- and the more effective your marketing program -- the more your law practice will soar. It's no exaggeration to say that when you focus on one narrow niche, the sky's the limit.

So, how do you "specialize" when you're good at many things -- and when you may want to do many things?

Simple.

When I started in marketing, (a long time back), I was overwhelmed with all the skills I needed to learn. I thought no one person could possibly know how to write powerful ads, generate publicity, design seminars, create newsletters -- and do it all well.

Now, 30 years later, I see the bigger picture -- realize that basic principles apply across the board -- and view marketing much differently from the way I viewed it 3 decades ago. Today, I know how one person can understand how to create a powerful marketing message -- and then deliver that message using a number of different methods.

So today, I use a wide range of tools, including advertising, publicity, seminars, newsletters, tapes, web sites, and more. Yet these many tools all fall under the one umbrella of Education-Based Marketing.

Here's how you can create and profit from your own unique niche:

Step #1: Determine the areas of law in which you want to practice. Do you want to practice family law? Estate planning? Commercial transactions?

Step #2: Determine the types of clients you want to serve. Do you want to work with affluent consumers? Business owners? Doctors? Or all clients who need specific types of services?

You can approach your law practice either from the service point of view, meaning the services you want to provide. Or the client point of view, meaning the clients you want to serve. Or a combination of both, providing these types of services to those types of clients. Then write down your clients/services statement, so you can see clearly -- in writing -- exactly who you want to serve and what you want to do for them. Next:

Step #3: Create a new playing field. One problem lawyers have is that they practice in areas of law that are nearly identical from one lawyer to the next, and from one law firm to the next. If you want a personal injury lawyer -- an estate planning lawyer -- or a divorce lawyer -- you can probably find a dozen up and down your city block.

True, the generic label helps prospects identify the type of lawyer they need. But the generic label also reinforces the perception that all lawyers in a specific field are the same -- just because they all share the same label.

Don't accept the playing field defined by the marketplace, tradition or other lawyers. Create your own niche. Rise to a new level. After all, if you're investing money and time in marketing, you have every reason to re-define the playing field so it benefits you.

Step #4: Name your niche or area of specialization using fact-oriented, descriptive words. The old marketing adage is that people buy benefits and not features. Even so, when naming your niche, don t use a benefit title because it says nothing and arouses suspicion. When I named education-based marketing, I wanted a term that clearly describes what I do. I could have called it Power Marketing, Marketing That Works!, Brilliant Marketing -- or some other ridiculous combination of meaningless words. But, instead, I wanted a term that accurately described my marketing process in terms my prospects could relate to and understand. Hence, education-based marketing.

Name your niche so it describes what you do as factually and accurately as possible. At the same time, make sure your new name covers all the services you want to provide. If you use a narrow name, often prospects will think you provide only those services, not realizing you can and want to provide services outside that narrow area as well. So you want a niche name that creates the impression of a narrow focus, yet is broad enough to include everything you want under that umbrella.

Step #5: Market like crazy. From a competitive point of view, a new niche is worthless if your prospects don t know it, understand it and see it as a major competitive advantage. You could be the only lawyer in that niche -- and the only lawyer using the term -- but no one will care if your prospects don't see why they should hire you instead of your competitors. As a result, your new niche should become a key part of your marketing message. Then you need to educate prospects about why a lawyer in your niche -- who provides the services you offer -- is exactly the lawyer your prospects need.

Step #6: Reflect your new niche in all your marketing materials. If you create a powerful niche -- and believe in it -- then shout it from the mountaintops. All of your brochures, seminar materials, advertising, publicity and web sites should reinforce the existence and importance of your niche. The more traction your niche develops, the more validity prospects attach to it. The more prospects and competitors talk about it. The more real is becomes. Soon, prospects see it as a genuine niche, as opposed to a term you made up after a little wine. At that point, the niche you created moves from perception to reality, which, for marketing purposes, is the same.

SUMMARY: In a marketing sense, you should focus on one area of law. You're in the strongest competitive position when you create your own narrow niche. Make sure your niche is broad enough to include all the services you want to provide -- yet narrow enough so your prospects perceive you as an authority in that area.

IMPORTANT: Take your time and make these decisions carefully. Create different terms for your niche and ask clients and friends for their reaction. See which niche names do and don't appeal to them. See if they have an idea what the niche name means. The name you attach to your niche will likely determine its success or failure. So make this decision slowly, carefully, wisely.

I first wrote the term education-based marketing in 1984. Today, 22 years later, I still use it because (1) it describes exactly what I do, (2) it's the only marketing method I use, and (3) my prospects hire me to provide those services. That's the test of a good niche.

Now develop one for yourself so when marketing legal services, you gain a significant advantage over your competitors who also strive for attorney marketing success.


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