A new study suggests that investing at random is as effective as hiring expensive financial advice. As reported in Wired, a physicist and an economist in Italy seem to have proven that throwing darts at stock listings can actually bring decent returns.
What if marketing legal services works the same way?
What if instead of hiring expensive consultants to manage their marketing, lawyers simply chose marketing related activities at random. Instead of trying to figure out the perfect strategy, they just kept busy?
I like this idea. You don’t need to hire experts and gurus or go to expensive seminars. You can ignore the “method of the week”. Just do something, every day, to reach out to people you know and people you want to know.
Call or write to someone. It doesn’t matter who. They don’t have to be your best client. It doesn’t matter if they can’t send you a lot of referrals. What happens next doesn’t really matter because over time, everything will average out and you will at least get average results from your efforts, if the analogy is true.
But hold on. Since most attorneys do no marketing, or do marketing very badly, your random acts of daily marketing should bring you results that are much better than average.
So, here’s what you do. Get out your calendar and schedule 15 minutes every day for marketing. Mark this time on your calendar as an appointment with yourself. If someone wants to see you at that time, you must tell them you have an appointment and you’ll have to see them a little later.
Now, keep that appointment. Every day, do something marketing related. It doesn’t matter what it is, just do something.
Scroll through your contact database and pick someone at random. Call or email them and say hello. If it’s a client, say thanks for being a good client. If it’s someone you met at a networking function three years ago and haven’t spoken to since, tell them you just found their name and wanted to see how they are doing.
It doesn’t matter who you contact or what you say. These are random acts of marketing, remember? Just keep busy and do something every day. If you get stuck, go find a chimpanzee and when he points at something, do that.
Marketing is simple. Lawyers are complicated. Stop thinking so much and do something.
Marketing is simple with this and this.
