There are two mistakes you can make in marketing your law practice and unfortunately, most attorneys are guilty of both.
What are the two mistakes?
- Not having a marketing plan, and
- Not executing that plan.
As a result, most attorneys don’t do any marketing, at least not with any consistency. Let’s face it, if you don’t have a plan–a list of projects and tasks and a schedule for completing them–any marketing activities you do will be sporadic and isolated. You’ll never generate momentum or sustained growth.
Having a cool web site (or any web site) Â may be good for your ego but if you don’t have any traffic to it, that’s all it will be. Traffic doesn’t happen by itself. You need a plan and you need some activity or that traffic will never materialize.
Don’t get down on yourself. The problem isn’t you. It’s not a lack of self-discipline, poor organization, or bad habits. You aren’t lazy and you don’t need to get motivated. What you need is a better plan.
You need a plan that is
- Simple (so you can do it), and
- A good fit (so you want to do it).
If you want to do something and you believe you can do it, you will do it. You won’t have to force yourself to do things you don’t want to do, you’ll do it because you enjoy it.
In his remarks to the 2005 Stanford graduating class, Steve Jobs said, “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” A friend of mine puts it this way: “When you love what you do and do you what you love you’ll never work another day in your life.”
If you don’t enjoy being a lawyer, common sense says to either change careers or find some aspect of practicing law you do enjoy. That might mean a different practice area, different clients, or a job with a different firm. If you don’t, you’ll never be happy and you’ll never do “great work.” The same can be said for marketing.
The good news is that there are lots of ways to market legal services and you only need one or two. You don’t have to be good at networking AND writing AND seminars AND getting web traffic AND social media AND referrals. Pick something that sounds good to you or feels right. For once in your career, put logic aside and listen to your gut.
Maybe nothing feels right or maybe you don’t know enough yet about the different options. That’s okay. Make no decisions, take a step back and simply learn. Read, observe, see what others are doing. Soak it all in and eventually, you’ll find something that’s a good fit.
And then, you need a plan. We’ll talk about that tomorrow.
