Explosive. That’s the word that comes to mind when I think about the growth of video in our world today.

Television might still be where many people go to be entertained, but make no mistake. New entrants in video are building audiences without the heavy costs attached to the traditional TV model. The fact is we live in a visually driven world. From music, news and sit-coms to commercials and college coursework, video has become a huge delivery mechanism.

How huge? Recent research results from ComScore Video Metrix show that 188.6 million Americans watched online video content via desktop computers in February 2015.

In an earlier blog, I reviewed the advantages of a strong referral network (CPAs, financial advisors, etc.) and how to make the most of this valuable resource for effective legal practice building. 

In this post, I’d like to “reverse field” for a moment and share some thoughts on how a partnership with you can add real value to a referral resource’s business.

When seeking new referral source relationships, the question of reciprocity is a common one:  “Will you, in turn, refer clients to me?” It’s a fair question and deserves a fair response. Because many of the clients an Estate Planning Attorney receives, already have a relationship with a Financial Advisor or CPA, is is very difficult for the attorney to reciprocate referrals. However, the question the referral source is really asking is:  “What’s the advantage to my business?” Or simply put, “What’s in it for me?” To that basic question, your response can be “Quite a bit, actually.”

There are many ups and downs, difficulties and challenges in marketing your services to prospective clients. It is easy to let rejection and other obstacles take us out. In challenging times, the key to successful marketing and sales starts with one word – bounce.

No, it’s not fabric softener. And it’s not some soft, fuzzy, “feel-good” concept either. Bounce is a practical tool, a working principle that can help you gain the upper hand and build the business you want, on your terms.