Lawyers e-Journal
Thursday, May. 17, 2012
Law Practice Management Tip
Ten ways to ensure marketing failure
There are many paths to building a successful law practice. Some
lawyers use golf or other recreational activities as a way of
cultivating business relationships. Others get active in
nonprofit causes, local politics, alumni associations or the arts.
Still others write, speak and get involved in trade
associations.
Whatever the path you choose to build your practice, the strategy
is the same. Develop a reputation in a niche practice area (or with
a particular industry) and build relationships with potential
clients and referral sources. Beyond that, there are many tactics
you can use to be successful.
But what are some things that are guaranteed not to work? Here is
my top 10 list:
- Expecting that doing good work is enough.
- Relying too much on speaking, writing, social media and other
forms of marketing and not doing enough relationship
building. (Marketing is important, but it is not a substitute for
engaging prospects in conversation.)
- Giving up too easily -- These days, you need to work pretty
hard to break through the noise if you want to connect with
referral sources and prospects. (Many lawyers give up when one
e-mail message goes unanswered.)
- Communicating like a lawyer (i.e. failing to distill what you
do down to simple sound bites).
- Failing to project confidence in your ability to help a
prospect with his or her problem. (Sure you don't want to over
promise; but people hire lawyers they trust and who they think can
solve their problems, not lawyers who hedge every promise.)
- Projecting negativity. (This is an occupational hazard for
attorneys -- we are paid to think about what might go wrong; but we
need to be more positive when we are out marketing.)
- Saving marketing for a rainy day. (Try spending at least 15
minutes every day.)
- Expecting short term results. (Don't expect one seminar to
generate a lot of clients.)
- Failing to have a written plan. (Putting your plan in writing
is the best way to guarantee that you will stick to your
plan.)
- Being a poor listener. (Let prospects do 80 percent of the
talking. That is the only way you are going to learn about the
challenges they face-and services they need.)
Tip courtesy of Stephen Seckler, president, Seckler Legal
Consulting and Coaching.
Published May 17, 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.