Why putting your business and marketing goals in writing works
I've written and spoken in the past about the
importance of putting your goals in writing; but it is such an
important concept in building a successful law practice that I am
revisiting the topic. Rather than repeating what I have said
previously, in this space I would like to address the "why" (as in
why it works).
Many of us resist taking the time to do planning. It takes a lot
of discipline to force yourself to map out a plan of action. But
writing down your goals increases your chances of achieving those
goals for a number of reasons.
For starters, putting a plan in writing is a tangible way of
committing to your goals. It is also an effective way to get more
clarity about what you are trying to accomplish. If you say to
yourself "I need to lose weight." that is much less effective than
writing down that you plan to lose 20 pounds in six
Similarly, putting in writing that you would like to generate 10
percent more real estate work and 20 percent more trusts and
estates work in the next year will increase your commitment to
growing your practice in that way. With clear goals in place, it
becomes more obvious how you should budget your time. The process
of putting your goals in writing forces you to make your goals more
specific and more clear.
Having a written plan also helps you keep up your momentum. If you
have a plan in place, then you have something objective to refer to
when you are being pulled in other directions. If your marketing
plan says that you will have lunch with one new person a week, then
even when work gets busy, your plan ensures that you are sticking
with a slow and steady approach to business development.
Creating a written plan is also a great way to involve others in
establishing and sticking with your goals. If you have a draft plan
for launching your new law practice, showing the plan to other
lawyers you trust is a good way to get valuable input. Furthermore,
by sharing your goals with others, you increase the social pressure
on you to follow through.
Tip courtesy of Stephen Seckler, president, Seckler Legal
Consulting and Coaching.
Published April 19, 2012
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Section, which is complimentary for all MBA members,
contact LPM Section Chair Thomas J. Barbar or Vice