Note: This post first ran in January 2018. While I am away for the holidays, I am re-running some of my posts that are timeless in hopes that those of you who may have missed one of them will benefit. Wishing you a peaceful and prosperous 2019!
No one wants to be labeled a quitter, but there are actually some things you may be doing that, if you quit doing them, would bring you more success when it comes to law firm marketing.
Stop doing the same thing and expecting a different result.
Albert Einstein’s definition of insanity — doing the same thing and expecting a different result — is something we’ve all heard but that few of us take to heart. When it comes to law firm marketing, there are plenty of attorneys out there still doing the same old thing but expecting different or better results. When you open yourself up to new approaches to the same problem — whether it’s lack of leads or converting those leads into appointments — your firm will be better served if you learn what has been working for other law firms and put together a lead generation/lead conversion process for your firm based on proven best practices.
Stop saying yes to everything and everyone.
We all have the same 24 hours each day in which to make a positive impact on our business and the world. When you say “yes” to one thing, you are also saying “no” to something else. If you say “yes” to every prospect that comes through your firm without determining if they are a good fit, you are likely turning away business that is better for your firm. If you have not yet created an ideal client profile for your firm, make it a goal to do this so you can focus on saying “yes” to clients that you can serve better and who can better serve you by bringing you profitable work.
Stop striving for perfection.
When it comes to law firm marketing, one of my go-to-mantras has always been, “Done is better than perfect.” Many attorneys struggle with perfectionism, and while this can be a useful trait in the practice of the law, it will not serve you well when it comes to marketing your law firm. You will simply miss too many opportunities if you dither over every semi-colon in a blog post or color scheme on a landing page. Consider your hourly billable rate — your time is much more valuable being spent on profit-making tasks. Work with someone you trust with sterling credentials in law firm marketing. Hold them to your standards but don’t hold your marketing program hostage to indecision or perfectionism.
We all tend to postpone working on things that are difficult, but those things are often what will contribute the most to our success. When it comes to law firm marketing, attorneys typically put it off because they don’t understand how to do it. If this rings true for you, it’s time to step up and educate yourself. There are a number of valuable marketing workshops, seminars, webinars and books you can use to educate yourself. For a truly immersive experience, attend a Rainmaker Retreat, our 2-day law firm marketing workshop. See what other attorneys have to say about it here.
Stop thinking everything will work out on its own.
Things don’t typically work out on their own; you have to take on the responsibility of making them work. Prospects are not going to suddenly start booking appointments with you unless you have a lead conversion process in place to make that happen. Referrals are not just going to start flooding in without some work on cultivating referral sources. It takes proactive leadership to get things done in every facet of your business.