A lawyer called the other day and told me his story. I’ll give you the abbreviated version here today.

He spoke to a Rotary Club luncheon about three months ago on the eastern side of Georgia. That’s where he practices family law in a solo practice. He was asked to speak at the Rotary Club by a friend of his who is a member. His friend was responsible for arranging speakers for a bunch of upcoming meetings. His topic was “What Happens to Your Business in a Divorce.” He spoke for about 15 minutes right after the banana pudding was served.

The speech was good—not great. He got a few questions and walked out alone. His friend e-mailed him later in the day and thanked him.

The Law of Accelerating Marketing Returns

The next day, a Rotary Club member who heard the speech called and arranged a consultation.

Two days later, in a different consultation, he came to understand that the woman he was meeting was dating a guy in the Rotary Club, and that’s how she came to him.

One speech, two consultations. One of them hired him. The other one is still thinking about what to do.

A psychologist in the club e-mailed the lawyer about 10 days after the meeting and asked the lawyer to lunch. She took him to a place near his office, and they chatted for 90 minutes. During the lunch, she asked him to talk to her group of office sharers at an upcoming gathering. She suggested that he talk about how a psychologist should deal with a subpoena. He happily agreed.

He’s now had three referrals from members of the six-person group at the mental health practice. Two of them have retained him. He also had lunch with another psychologist from the group and has scheduled lunch with two social workers who missed his lunchtime talk. The psychologist asked him whether he would write an article for the newsletter she edits for a local mental health association. She said she’d put the article on the association’s website and link back to his site once it’s finished.

One speech at a Rotary Club, and he already has three new clients, with more likely to retain down the road. This stuff works.