Perfection Is Dull!

Perfection Kills Momentum

You know that I am not a fan of perfection when it comes to marketing. But now it has a new meaning to me: my perfect Christmas tree. I was looking at it last night and realised it is absolutely perfect. It has the right shape, it is the right size and it hangs just beautifully. Then it struck me how absolutely dull it is.

It has no story attached to it and it does not make me laugh thinking about it. You see every year our Christmas tree always has a story attached to it. One year I went completely over the top height wise and had to cut about two feet off the top and the bottom of the tree – why I thought I suddenly had a 12 foot high living room I have no idea. Another year we got the widest tree you could find. It meant everyone had to squeeze around it to get into the lounge. Then a couple of years ago I told a friend where we got our tree from and he decided to come with us. The problems came when trying to put his Christmas tree through the netting tube and it got stuck. The two young men serving clearly had taken a shine to my friend (which he was not best pleased about) and so with the three of them trying to heave the tree through the machine, every grunt and groan was exaggerated. I have not laughed so much in a long time. Even last year involved me trying to put the roof rack on the car after a lunchtime Christmas party, scratching my car in a rush because the garden centre was shutting in 10 minutes and choosing a larger than required tree….

This year we chose the tree quickly, it flew through the tree netting machine, it fitted onto the correctly fitted roof rack and we put it up easily with no real cutting required. It was all just too easy and too perfect. It has absolutely no story attached to it.

The story is such a crucial part of any event, service or product. Do you remember Remington, the advertisements used to say he loved the razors so much he bought the company? At the moment those pesky meerkats are everywhere, because they now have a story created from the advertising campaign. The story sold and now all of my friends with young children have to buy meerkats for Christmas. And let’s face it, they are pretty ugly critters!

So two thoughts, are you allowing your ‘story’ to come through on your website and in your promotional literature? Stories sell, people remember stories and connect with you through stories. And secondly, perfection kills momentum and perfection is dull. Strive to be very good, but have a bit of character in all that you do or you will be just like my Christmas tree, too perfect!

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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.

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