Perfection Kills Momentum

Anyone who has followed my thoughts on marketing solicitors for any length of time will know that I have several stock comments. What I am delighted to hear, and have kept hearing over the last few weeks when meeting solicitors who receive my emails is that the one resonating the most is clearly the one above.

Perfection Kills Momentum

It seems accepted by most solicitors that this saying stops them making progress. They come up with a new idea, then improve it, then adapt it, then, then, then….. Then doing anything to stop this idea actually happening. It is almost like a fear stops them from finishing the idea and testing it. The idea could be anything from testing putting up the new website or rewriting an existing advertisement. It could even be recording their first video for their website. It doesn’t really matter what the idea is, it is the fear, or the desire to make it perfect, that inordinately delays the idea, or often worse still completely smothers it until it dies out.

It seems to be a real problem for solicitors, and I understand the reason for this. Most solicitors are perfectionists. Their job demands that they pay very close attention to the detail as failing to do so can be costly to their clients, and ultimately their business.

Perhaps you need two hats, a lawyers hat and then a different one when dealing with marketing so that you can make quicker decisions. You see the thing is marketing doesn’t have to be perfect. If you have no website and are fretting about one or two words, or you are not sure about the colours, put the website up right away and then see what happens. Without it going live you will never win any new business and you will be losing it by not having one. In my experience what happens is the website goes live and suddenly the colours or words don’t matter. And let’s face it, they normally don’t matter. Will one word prevent a client from choosing your firm? Will pink instead of orange make them choose another firm. 99 times out of 100 of course not.

Don’t Fret The Small Stuff

Do not let the tiny, small, irrelevant items stop your business from surviving and thriving. Believe me, they could be causing far more damage than you would imagine. I am seeing more solicitors throw off their usual shackles and start to take regular, consistent (YET NOT PERFECT) action. The longer you let them make this progress, the further you fall behind them and the harder it is to close the gap.

Don’t fret the small stuff.
Don’t let perfection kill momentum!

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Law Firm Marketing

Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!

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