Lawyers e-Journal
Thursday, Jan. 12, 2012
Law Practice Management Tip
Just do it
"Don't let the perfect be the enemy of the good".
While the philosopher Voltaire probably did not have law firms
in mind when he said that several centuries ago, he could have
easily been giving advice about marketing legal services. Simply
put, when it comes to building a law practice, excessive thinking
can get in the way. "Showing up" frequently is an important part of
the legal sales process. Thinking a lot (and doing little) will not
help you build business relationships.
This is difficult for many attorneys because good analysis is
the cornerstone of good lawyering. This is not to say that no
analysis should go into your marketing. But if you have the choice
between dashing off several brief client alerts over the course of
a couple of months or putting together a brilliant law review
article once in six months, then go with the client alerts. It is
more important for prospective clients and referral sources see
your name repeatedly (i.e. versus trying to demonstrate your
brilliance to them with a single article that they will probably
never read).
Advertising agencies understand this dynamic. If a client has
$100,000 to spend on advertising for a year, then most agencies
will suggest that that the client purchases a series of smaller ads
rather than blowing the entire budget on a single full-page spread
.
In other words "just do it" (i.e. meet prospects for coffee,
give presentations, write articles, etc.) and the business will
come.
Tip courtesy of Stephen Seckler, president, Seckler Legal
Consulting and Coaching.
Published January 12, 2012
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To learn more about the Law Practice Management
Section, which is complimentary for all MBA members,
contact LPM Section Chair Thomas J. Barbar or Vice
Chair Stephen
Seckler.