There are four different approaches to marketing. Which one describes you?

(1) OLD SCHOOL.

You don’t do any marketing to speak of, nor do you want to. You’ve built a successful practice by doing good legal work and treating your clients well, and while you’re open minded (which is why you’re reading this), someone will have to work hard to convince you it’s worth your time or money to do anything else.

You might do a little networking or speaking, but only because someone invited you. You might send your clients a Christmas or birthday card, but other than that, you believe they know where to find you if they need you. You don’t understand or see the value in social media. You might invite a business contact out to lunch, but for you, this is friendship or good manners, not marketing. You might have a one-page website or directory listing, but you might have to ask your assistant how to find it.

(2) CASUAL.

You do some marketing, either regularly or sporadically, and you’re willing to do more, but it’s not something you relish. You do it because you want to get more clients and better clients or cases, and increase your income, but you would like it better if you didn’t have to.

You might occasionally do some writing or speaking or networking. You’re willing to be interviewed, but it’s not something you seek out. You might have a few social media accounts, but you don’t post regularly. You might have a list of your client’s emails and send them something from time to time, but it’s not a priority. You don’t keep a list of prospective clients; you don’t write a newsletter or blog, but you do have a website and post information about your services and about the law.

(3) ACTIVE.

You believe that marketing is important, and you do it regularly and enthusiastically. You read, take courses, and continually look for ways to improve your marketing. You regularly create and post content and stay in touch with your clients and prospects and professional contacts.

You write a newsletter and/or blog; you educate people about what you do and how you can help them and the people they know, and you do whatever you can to encourage repeat business and referrals. You schedule time for marketing each week and while you might spend only an hour a week, this is a priority for you and you take it seriously.

(4) ALL IN.

You see marketing as essential to achieving your goals. You want to be top dog in your field and you’re willing to do whatever it takes to get there. You consistently invest time and money and creative energy in marketing and developing your practice.

You have lists and actively build them. You stay in touch with clients and former clients, prospective clients, centers of influence in your target market, and your professional contacts. You advertise or wish you could. You hire people to assist you and/or advise you. Marketing isn’t something you have to remember to do or force yourself to do, it’s integral to your vision of your future.

Obviously, things aren’t always this black and white. There is a lot of overlap and things frequently change. But where are you on this spectrum right now? Where would you like to be? And what will you do next to get there?

The Attorney Marketing Formula will help you get sorted