Perfect Is The Enemy Of Good

When it comes to legal marketing, good is good enough!

One of the biggest lessons that I have carried with me from my days as a practising solicitor is a quote from a legal judgment that was constantly repeated by a partner in one of my firms. Whilst I confess to finding its overuse a little annoying at times, now that I run my own businesses I fully understand the importance of this statement. In the last five years of running my marketing consultancy for solicitors, I am frequently reminded of the statement as I can see Solicitors living out the statement to the detriment of their marketing activities and their business as a whole.

If something is nearly there, if it is good enough, put it out there and get it working for you.

We are all so pressed for time, and whilst you may think that more time will open up tomorrow or next week to allow you to complete a project and to make it perfect, the truth of the matter is that if at anytime that does happen, something else will fill the time left and prevent you from finishing what you have started.

In marketing terms, where I most see this statement poisoning solicitors marketing is in the following places:


Often a website is ready to be published and to generate new business for a firm of solicitors, only for it to be awaiting final “tweaking” by one, two or three of the partners involved in the process. I have seen this final tweaking process take several months and in some cases over a year.

Everyday that the website was not allowed to go live loses the opportunity to acquire new business. Either the website is replacing an existing poor quality website, or it is a new website for a firm without one. Either way, a good website live, published, and attracting visitors on the website, even with some mistakes, is far better than a ‘perfect’ website on your web design company’s server.

Perfect is the enemy of good, so publish the website!


When a new advertisement is drafted to replace an existing poor one, again it is the final approval that can take weeks or even months. Do not wait, publish the new advertisement and amend it and change it as you notice where you can make improvements.


When the brochures are nearly ready, when all they require is a final sign off, make the final sign off on the day that you receive the artwork. Once you have the brochures, display them and send them to clients. Do not leave them sitting under reception because one of the partners does not think that they are perfect (does not like the colour or the images used). Send them out and get some new business in.

Direct Mail Or Email Campaigns

This is one of the classic examples where something not being quite perfect can be absolutely terminal to an otherwise good marketing campaign. You prepare a campaign and post or email your newsletter or direct mail campaign to your database. 99% of the people that receive it have no problem with it, some act upon it and ask you to carry out some work for them, excellent. However, one person out of the 1,000 that received it has moved, or worse still has since passed away. Their son or daughter calls you and as you handled the probate is not surprisingly angry that you have sent a mail shot to their deceased parent. What do you do?

This is a real life example from a law firm. What did they do? Well this is all about “Perfect is the enemy of good” so there was and is always going to be an error or two on a database, but sending the mailshot out was good. So surely you amend the database so that the mistake does not happen again and the problem is solved?

Not in this case, the senior partner decides never to send a mail shot to any client ever again. This one mistake (the database not being perfect) stops everything. If this had been my firm or my campaign, I would simply have amended the database and then sent flowers, made a personal visit or both and expressed my deepest regret to the children of the deceased. That would seem the appropriate thing to me to do. Most people would accept the apology and the other 999 clients would continue to receive your important mailshots and newsletters which would continue to generate new business for you.

Never Let Perfect Legal Marketing Stop The Good Legal Marketing

Perfect is the enemy of good. You will make mistakes sometimes, but if you do nothing, always waiting for perfection, the major problem is likely to be that your practice goes out of business.

6 Fastest Ways To Win New Law Firm Clients – Click to download now:>>

Ready To Take Action And See Results Now?

Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.

Law Firm Marketing

Case Study

Now I’ve got eight staff and two offices, and we’ve never been busier.

I’ve been working with Nick for the last six years, and in that time he’s had a significant impact on my business.

We first start working together when I worked at an employment law practice, and when I left there to set up on my own, Nick was one of the first people I called.

I knew that one of the key pieces to get right was the website – in this day and age it’s impossible to run a successful firm without one – and with Nick’s advice, help and guidance, we created our own marketing-focused site that has proven to be the backbone of all the sales and marketing that has followed.

But a good website means nothing unless people see it, and that’s why we turned to Nick to run our Google Adwords, which quickly became a primary source of leads.

In addition to running the traffic, Nick held our hand through every element of the client attraction process, from how to communicate with leads, to how to close sales, and the impact that had on our business cannot be understated.

And that’s why I will always recommend Nick to anyone who needs help with marketing – particularly legal firms: his breadth of knowledge about everything to do with sales and marketing means that he can (and does) help with every part of the picture, resulting in a stronger business than you could have imagined.

Since we’ve been working with Nick, we’ve grown quickly – back in 2013 it was just myself and my wife, and she was part-time.

Now I’ve got eight staff and two offices, and we’ve never been busier.

And if our lead numbers are anything to go by, it’s only going to get better – 2015-2016 saw us get 800 good quality leads in employment law, and that figure more than doubled last year. I can only look forward to more exciting times, working hand-in-hand with Nick to grow my practice and enjoy the fruits that come with that growth.

Get In Touch Today

I am here to help you grow your law firm or consultancy, so please do get in touch. Simply enter a few details below and I will personally come back to you (no cost or obligation, just some help for you).