Breathe Life... - December 2023

into your work, life, and play. B reathe LIFE …

volume 9 issue 2

The ”Click” Moment by Kia Arian

There’s a delightful little phenomenon that I’ve experienced throughout my life. I have observed my kids experience it too. I call it the Click Moment, and it looks like this…

Fresh out of graphic design school, my work looked very amateur and predictable. I knew in my head what something should look like, but the translation to paper felt more like a kindergarten talent show. I desperately wanted to be an awesome designer. Not just a good designer, but an awesome one. Yet I just..couldn’t…seem…to…get it. Then one day, I took on a newsletter project. In fact, it was Ben Glass’s law firm newsletter. He was still a new client and I wanted to do my best work. That’s when it happened. Something clicked, and the resulting newsletter was a smashing success. In fact, when I sent the proof, he immediately replied with a big fat APPROVED! It was not only an awesome design, his message was perfectly Dear Algebra, please stop asking me to find your X. She’s never coming back. And I don’t know Y.

The same thing happened when I began to implement direct response advertising. One day, the principles that drove success clicked. I could see clearly what strategies worked and what didn’t. So we eliminated 80% of our services that were tactical, and focused on work that got the biggest impact and results. In all these examples, it’s like a gear fell into place, and launched me forward. It even happened in middle school algebra when I wondered what evil person added letters to math problems. When it clicked, math became an interesting puzzle game instead of problems to solve. I don’t have a formula to achieve a Click Moment. But I do know that to experience it, you have to expect it. You have to become acutely aware that something is not right, that you are

presented, and his positioning as an in demand attorney was elevated. I finally created an awesome design that endured for 15 years and inspired other attorneys to create their own newsletter.

Ben Glass Law’s newsletter transformation in 2009. The newsletter was recently retired in favor of a new, multi-page layout that reflects the growth and new brand of the firm. You can read and subscribe at www.benglasslaw.com/newsletters

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IN THIS ISSUE…

Peeks & Sneaks Tips for Producing Content for Your Print Newsletter page 2

Smart People Writing

The Happy Lawyer Life, Marketing, and Entrepreneurship page 4

7 Key Personal Traits That Drive Success page 3

volume 9 issue 2

TIPS FOR PRODUCING CONTENT FOR YOUR PRINT NEWSLETTER Unless you have a marketing team, sending a print newsletter every month can feel like a Herculean effort. It takes time create the content and lay it out. And it takes money to get it printed and mailed.

PEEKS & SNEAKS samples and examples of real-life projects that are totally cool

spotlight a business or an individual, share pictures, review a restaurant, run a contest, and so on. • Repurpose a blog post, an excerpt from your book, or other published material. • Get others to contribute to your newsletter. (Family members count as guest writers). • Do you have a foreign language market? Expand your reach for greater results. Translate newsletters to reach that market. “It Costs Too Much Money” Direct mail is not cheap, but it has a unique presence and impact that digitial marketing doesn’t. Plus, marketing should always be evaluated in ROI, not expense. Often you can break even with just one

Because of that, many otherwise good newsletters never make it into existence— newsletters that keep you interesting and connected with your target market, position you, help you gain authority and status, and bring in new leads and cases. Below are strategies to overcome the two biggest obstacles that stand between attorneys and successful newsletter marketing. “I Don’t Have Time to Write Content” Let’s take a moment to shift our thinking about producing content and see it as a valuable opportunity to connect with people. We don’t have to produce content. We get to share our thoughts and ideas. • Keep your eyes and ears open. This is your “content radar”. It’s always looking for things you can put in your newsletter. They can come from everyday experiences at work or at home, books you’ve read, your travel, or feedback from your clients. • Make an idea file. When an idea for an article comes, record it in an idea file that is easily accessible. Or voice transcribe it. It doesn’t have to be perfect or eloquent. You can polish it later or use AI to polish it for submission. • The more content ideas you have, the more likely you are to write. You can comment on national news, share a funny story, a win, or a struggle,

referral or case from your newsletter. Below are some ways to reduce the cost: • Send your newsletters 6 times a year instead of 12. • Alternate with a newsletter postcard which can be less expensive. • Include offers and engagement to get people to act. • If you have a small list, print and mail your newsletters yourself, Once you begin to see results, you’ll see that newsletter marketing is not just another expense or “to-do” item on your list, but a valuable platform to share your ideas, connect with your subscribers, and attract greater leads and cases and opportunities for growth.

[From left to right] Jon Montagna receives a lot of positive feedback on his newsletter, particularly from clients who didn’t realize the breadth of his practice areas. Personal injury attorney, Andrew Kass, targets riders, both in content and design. It is a visually attractive leave-behind in bike shops, repair shops, and more. Daniel Izquierdo is a criminal defense attorney who loves sports. His newsletter has a fun sporty vibe, while still informing his readers about his legal services.

LAUNCH A PRINT NEWSLETTER FOR 2024! December is our annual promotion for the Zine Newsletter Program! Sign up by Dec 31 to lock in prices and get a FREE Test Mailing Campaign* Visit www.zinenewsletter.com for details or call 703-591-4000 . AND RECEIVE THE TEST MAILING CAMPAIGN FREE! *We cover the design, printing and mailing, you just cover the postage.

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—continued from page 1 The ”Click” Moment

THINGS WE LOVE

from our heart to yours

missing a puzzle piece, an insight, or a perspective. Then you are setting yourself up for a Click Moment. In most cases, you need only to stay alert and aware. Not everyone can endure it. It is uncomfortable to feel like you’re missing something and don’t know what. It’s tempting to move on or give up or act prematurely. But if you stay in that place, stay aware, look for it, keep looking, and expect it, the click moment will come. There is a more popular name for this phenomenon. It’s called a quantum leap. I like that name. The book You 2 by Dr. Price Pritchett describes it best. But life changing growth doesn’t have to be a grand, apocalyptic, show- stopping event like a quantum leap. It can also come as a quiet click. I see click moments occur in our clients in our Brand Discovery Intensive program. Almost everyone that goes through the process undervalues themselves…not just in pricing but in the true value and impact they bring to the market they serve. Once that understanding clicks, their business and their life shifts on a fundamental level. As we enter the new year, may you experience the thrill of quantum leaps and the delight of Click Moments. And may they help you get a glimpse of the impact you are truly making to the people you’ve been called to help.

GIFT-WORTHY BOOK LIST The Big Leap by Gay Hendricks For the high-achiever in your life SPIN Selling by Neil Rackham A must read for anyone who sells high ticket products or services. You 2 : A High-Velocity Formula for Multiplying Your Personal Effectiveness in Quantum Leaps by Price Pritchett, Ph.D. Unconventional advice for anyone who wants breakthrough success. It’s All in Your Head by Russ A captivating autobiography from hip-hop artist, Russ. You’ll get street cred from any teen you give this to. Bud, Not Buddy by Christopher Paul Curtis An award-winning fiction for tweens on your list.

RECEIVE A GIFT COPY OF YOU 2 Tell us what books you recommend and why. We’ll publish your recommendations and send you a copy of You 2 as a thank you! Email us at info@zinegraphics.com or call 703-591-4000.

7 KEY PERSONAL TRAITS THAT DRIVE SUCCESS Based on his decades of experience as a psychologist and consultant to executives in major corporations, Dr. Price Pritchett has identified seven key attributes that stand out as particularly critical success factors for breakthrough performance.

SMART PEOPLE WRITING things you need to read

___ Staying Power (Emotional stamina; relentless pursuit of the goal at hand; perseverance) Add up the numbers and see where you are: 7–15 If you’re happy, then carry on. Otherwise, consider this your wake up call. 16–26 Can you identify areas you might be sabotaging your success? 27–35 You are a leader who has mastered your mind and your emotions.

viable new ideas; open to fresh and original approaches) ___ Risk Tolerance (Readiness to experiment, explore new territory, or take different chances; venturesome) ___ Resourcefulness (Ability to craft useful and unique solutions in challenging situations; clever use of whatever means are available) ___ Tolerance for Ambiguity (Ability to deal with uncertainty and unpredictability)

How would you rate yourself at having each characteristic? Rate yourself from 1 (rarely) to 5 (always). ___ Can-Do Attitude (A success-minded bias to “go for it” and make things happen; a sense of agency; optimistic in spirit) ___ Resilience (Ability to take problems in stride; rapid recovery from setbacks or failure; change-adaptive) ___ Creativity & Innovation (Imaginative in coming up with

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volume 9 issue 2

THE HAPPY LAWYER inspiration for my lawyer friends

KIA ARIAN AND BEN GLASS HAVE A CONVERSATION ABOUT LIFE, MARKETING, AND ENTREPRENEURSHIP If you’ve been at it for a while…”it” being running your business or practice, trying to grow, scale, do better or be better…and you’re feeling tired, bored, and discouraged. Or maybe you’re simply facing adversity in any area of your life…take a listen to this podcast episode with Ben Glass and Kia Arian.

It is called the Renegade Lawyer Podcast. It turned out to be quite an interesting and inspiring discussion. We talk about… » Why entrepreneurship is a really hard game. » How you can have vision without seeing it. » The flaw in asking how much money you want to make.

» What questions should marketing service providers ask you so you know if they’re the real deal. » The neglected gold that your marketing activity is completely missing. » The top 3 things you need for a winning print newsletter. And none of them are about design.

To listen to Ben and Kia’s conversation, visit RenegadeLawyerPodcast.com and scroll to the 9/21/22 episode. Or scan the code.

YOUR TURN TO TALK Any thoughts, ideas, or questions come to mind while reading this newsletter? We want to hear them! Email Kia directly at arian@zinegraphics.com.

QUOTE OF THE MONTH You don’t realize how old you are until you sit on the floor to wrap Christmas presents, and then try to get up.

About Kia Arian Kia Arian is CEO and founder of Zine, a brand marketing agency that helps attorneys, entrepreneurs, and professionals create raving fans who love them, stay with them, and tell others about them. Results-driven marketing is the foundation of a sustainable business. From concept to design to implementation, Zine specializes in helping their clients create, package, and present a marketing message that connects with their market and inspires action. To see if Zine is the right growth partner for you, visit www.zinegraphics.com or call us at 703-591-4000 to schedule a Vision Discovery Call.

If you’d like to be removed from this mailing list, you can email us at info@zinegraphics.com or call 703-591-4000.

The Breathe Life Newsletter is a bi-monthly publication of Zine, a design and marketing agency located in Northern Virginia. To subscribe or update your information, email us at info@zinegraphics.com. We love to hear from you! © 2023 by Zine, 7777 Leesburg Pike, Suite 407, Falls Church, VA 22043. Tel: 703-591-4000 Fax: 703-591-1110 Permission to reproduce is granted only when source credit is given.