Perfection Kills Momentum Legal Marketing

Perfection Kills Momentum

When it comes to marketing your law firm, marketing needs momentum to thrive: Perfection KILLS Momentum!

Perfection Kills Momentum Nick Jervis

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.

The quote that I always heard was "perfect is the enemy of good", but with my work with solicitors and other businesses for the last few years, , that has to be changed to my new quote in relation to marketing of "Perfection Kills Momentum".

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, the truth of the matter is that anytime that does open up will be swallowed up by another matter.

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. Perfection Kills Momentum!

Be good in all of your marketing, but never let “perfect” ruin your marketing activities or worse still your business.

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Chris Rennie

Nick takes a no-nonsense approach, cuts the fluff and gets straight to the point – which is an approach that you see very little nowadays in the world of marketing where you have many gurus with complex approach that most probably never work. I look forward to working with Nick.

Vinay Tanna

As a medium sized Law Firm we have been dealing with Nick for a good few years now – his assistance and support delivered in a friendly but professional way has been invaluable; added to this, coming from a legal background he has a firm understanding of what solicitors require.

At our initial meeting with Nick he advised on various marketing strategies including simple changes to our website that would enhance traffic to the site.

We are now working on a new marketing project and know, as always, we are in safe hands.

Chris Carter

Nick has for a long time now been the go to Legal Marketing Expert offering game changing advice in a no-nonsense way.

As well as knowing what works, he will also make sure you don’t waste valuable time on initiatives that aren’t destined to chime.

Approachable, friendly and fun to deal with he will always make sure you are travelling in the right direction and on the road to success.

Can’t recommend enough!

Tim Bishop

As the owner of a small to medium-sized law firm, I have found that Samson Consulting’s Marketing4Solicitors monthly newsletter has proved absolutely invaluable throughout the last three years or so. Of all the marketing advice I’ve had over the years, this has proved by far the best value – bringing us tens of thousand of pounds of extra work every year.

One of the best tricks Nick Jervis [who owns Samson Consulting] uses, is not only to identify the kind of marketing actions a small or medium-sized business can take themselves, but he also explains why it works and most importantly then takes you through, step-by-step exactly what you need to do. As someone who is passionate about growing my business, I really look forward to receiving Nick’s excellent newsletter every month.

It’s worth pointing out that initially I was sceptical about his promises – so many marketing businesses promise the earth. But within a couple of months I was absolutely convinced he was right and I have been hooked ever since.

I recommend Nick Jervis and Samson Consulting without any hesitation whatsoever.

Iain MacDonald

Excellent consultation very practical and straight forward planning, positively and optimistically reimagining a small law firms prospects.