What My Sons Parents Evening Can Teach You About Legal Marketing!

I am not a big fan of the education system. I don’t know whether it is the fact that my children spend more time with strangers than they do with me, or that some teachers just seem to have been born to be teachers and I could not see them functioning in the real world on the outside of a school (this from a man married to a teacher by the way), but it doesn’t usually excite me or tick any of my boxes.

However, on my youngest son’s parents evening this week, I was very impressed with one aspect of the process.

For each teacher, once we found them dotted around a big school (in my day they all used to sit in the school hall) they would sit us down and give us some general feedback, and then the process became very interesting. They move on to talking about the targets that they had set for Sam when he completes his GCSE’s in four years’ time, where he was now in relation to that target now and how they expected him to get there between now and then.

The school sets targets! The children know about the targets and are coached by the teachers to achieve them. The parents are involved with those targets and encouraged by the school to monitor progress.

The school is acting as any sensible business owner should act in relation to the growth of their business. I am genuinely, amazingly and surprisingly impressed.

One of my sayings is that there is ‘No Treasure Without Measure’. The school know what treasure they want my son to achieve and they are measuring his progress towards that goal, with support all of the way. This is absolutely brilliant.

How about you? Have you set targets for one years’ time, two years’ time and five years’ time? Are you working alongside a coach or a consultant to show you how to reach those targets, to set short term and long term goals on the way to those targets? If you are, you are probably a million times better placed to achieve them than those who write a ‘wishy washy’ five year plan, then put it back in their top drawer and never review it until five years’ later, if they are still in business at that point that is.

All of my consultancy clients have financial and other targets which are at the top of the Marketing Action Plan I review with them each and every month. They can’t hide from the targets that they have set as they know I will be measuring and monitoring progress towards them. They understand that there is a possibility that they might not hit them, but they also know that there is a real possibility that they might exceed them and have to set new, bigger targets.

I have a lot more respect for the education system taking care of my son now, and I hope that it shows you that if an educationary establishment can set and monitor goals, you should be able to do the same for your own practice. Doing so is a very smart thing to do.

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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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