There are lots of ways to work smarter. Targeting niche markets instead of “anyone with a legal problem” is an example. Networking with influential professionals in your target market instead of generic ‘Chamber of Commerce’ attendees is another.
One of the simplest ways to work smarter is to continue doing what’s working and abandon what isn’t.
And also doing what’s working for other lawyers.
No, don’t copy them. Emulate them. Do what they’re doing but do it better.
When I started practicing, there weren’t many examples of lawyers doing things I could emulate. I wasn’t a member of the country club crowd and I didn’t have money to advertise, so I had to get inventive.
I looked at what other self-employed service professionals, salespeople, and business owners were doing for ideas. Much of it didn’t apply but some of it did. Eventually, I found some things that worked and made them my own.
Years ago, a fast food company hired someone to go out and locate profitable sites for new restaurants. His job entailed examining car traffic and foot traffic, retail sales per square foot, rent comparisons and other factors.
But he didn’t do any of that.
All he did was locate all the McDonald’s in town and choose a location across the street. McDonald’s had already done the research and proven the value of the location and he piggybacked on their success.
Working smarter, he did. And so can, you.
You need a marketing plan. This will help
