It Isn’t 10 Times More Marketing Of Your Law Firm That You Need To Do

I have one client at the moment who is just making me smile more and more every single time I speak with him because his firm just keeps going from strength to strength.

After I spoke with him recently, I was thinking about his success and what he is doing differently to many other solicitors that is making everything go so well for him; then it struck me.

It isn’t that he is managing to do 10 times as much marketing as he was before, or that he is working longer hours or more efficiently.

It is simply that he is now only spending the time working on the things that will make the difference to the growth of his law firm.

That sentence is worth reading again. It is crucial. It should jump off the page at you and make you want to read it again. Please, indulge me, because this is important to you and read it one more time:

It is simply that he is now only spending the time working on the things that will make the difference to the growth of his law firm.

So my question for you is this:

Are you spending your time doing only the things that will make the difference to the success of your law firm?

Think for a moment about the tasks you have undertaken in the last week.

Which of them did you do that have made an impact on your firm’s performance?

More importantly, perhaps, which tasks did you undertake that have contributed absolutely nothing to the growth of your law firm?

You should all have heard of Pareto’s law at one time or another.

This is the law that states that 20% of your efforts produce 80% of your results. For example, often in larger law firms 80% of the bills are produced by 20% of the staff. Or 20% of your marketing spend produces 80% of your firm’s instructions.

It is a pretty universal law and it works. I have seen it in action on far too many occasions to think that it is just a trite saying. No. It is a saying that bears fruit.

So my friend above is spending his time doing only the things that matter. He is putting his efforts into the 20% of his marketing activities that will produce 80% of the results for his firm, and working hard to improve each of them.

Are you doing this?

Please, don’t waste your valuable time working on matters that are just not giving you results.

Analyse each of your marketing activities and see which are producing results. Spend more time doing those things then stop spending time on the matters that are simply eating up your time and energy and not producing any meaningful results for you.

This will make a world of difference.

Whenever I speak with a law firm, or start working more closely with a law firm, as in my Fast Track To More Clients Programme (of which the client I refer to above was a member), I always find tasks which are being undertaken which either should not be carried out by the firm’s major decision maker or by anyone at all for that matter.

They are often the 80% tasks that will never produce any meaningful results. These are the ‘C’ tasks which you could keep on your ‘todo’ list for days, weeks or months, and whether you do them or not will make absolutely no difference to the success of your law firm.

These are the matters that you leave on your list just before you go on holiday knowing that doing them or not doing them will not make a jot of difference, so you leave them there for when you return, when you still keep them on the list.

You make that holiday to do list, don’t you? I thought you did. Me too.

So, with that in mind, my question for you then is are you doing some of these ‘C’ things?

If so, stopping them completely or delegating them will fast track your law firm’s route to success.

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Case Study

Beating the big boys whilst spending a fraction of their budget

We focus on accident claims, and it’s vital for us to have a strong web presence, which we didn’t have before Nick got involved.

As a result we had to buy in leads from other sources, reducing our profit margins and making us reliant on other companies to generate revenue.

We did have a company working on our Adwords and website, but the truth of the matter is that they weren’t getting the results we needed them to get – we only had a handful of clients coming in from those efforts, making us highly reliant on buying in the leads from elsewhere.

And then I came across one of Nick’s books, was impressed by what I read and got in touch with him.

The rest – as they say – is history.

We started working together with a clear brief: Nick’s job was to help us bring in more self-generated work, so we could stop relying on buying leads.

He started by working on our website, making it more accessible and easier to navigate.

Next he overhauled our Google Adwords, which the previous company had been running fairly unsuccessfully.

Adwords is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

But he did, by analysing very closely what people were looking for and tailoring our Adwords efforts towards them.

It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.

Nick didn’t just work on the lead generation side of things either – he helped us with the client conversion process too, training our team, making our sales calls better and improving our onboarding process to avoid drop-offs due to ‘cooling off’.

Now we don’t buy in any work at all, our pay-per-click efforts do a sterling job, and the large client database that Nick has helped us build has allowed us to increase the amount of work we do by a factor of ten, in just three years.

I’m one extremely satisfied client, and despite the dramatic differences Nick has been able to make in the time we’ve been working together, things are still improving thanks to his guidance and support.

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