I am duty bound to say this one aren’t I, but I hope you can bear with me while I make the point.
Marketing is a skill, just as is the provision of legal services. So if you decide to take advice from an expert, whether that is me or somebody else, be absolutely certain to follow that advice.
So often clients become distracted from the process by other ‘advice providers’. These can be other partners, friends, family, or even in one of the most bizarre experiences of my life, my client’s hairdresser, but they all have one thing in common. They do not understand the harm that their advice can cause to your business.
You see, you are bound to be excited when you start making changes that you believe will grow your practice, so you start to tell those people around you. For whatever their own motives, they see these changes and feel that they have a right to throw in their two penneth worth, so they do. Their advice comes from no solid footing, no expertise in the subject matter, but throw it in they do. Suddenly what you were excited about two minutes ago becomes an area of uncertainty. Does the marketing expert really know whether this will work or not? What if my next door neighbour’s uncle John is right after all…. and so it goes on.
I call this the ‘baby naming syndrome’.
If you have ever had children, I think you will immediately understand what I mean. If you haven’t this is what happens…..
During the pregnancy you start batting around baby names that you might like to call your newborn. When you put these names out there into the ether, your friends and family come straight back to you with the reasons why they don’t like the names, often with a lot of force and passion. They then suggest names that would be far more suitable for your unborn child instead. What a cheek. Naming a child is a very personal experience, and they try and railroad it.
So you quickly learn not to share any names with friends and family, instead waiting until the baby is born before proudly announcing ‘Lord Farquart Of Heatherington’ to the nation, and suddenly everyone is duty bound to be pleasant to you about the name!
So just like naming a baby, my strong advice is that you only share your marketing experiences with your friends and family once they have been running for a few weeks or months, and when you can show them how successful they have been. Just like the baby naming process, suddenly they will be very positive about your new illumonious green website, or your hideous lilac direct mail campaign.
The only thing that matters is that your marketing will be working well for you, and that the advice you followed from your expert actually had the chance to play out to success!
So my question to you is this: are you really ready to make the changes to see your practice grow to a bigger and more successful size than it has ever been before?
Do you have what it takes to follow this through? Do you have all five Critical Components all lined up in a row, like the ducks at a fairground?
- Committed completely to the process of moving from where you are now to where you want to be;
- Prepared to fail fast;
- Willing to try different marketing tactics;
- Prepared to invest; and
- Ready to take the advice of an expert and see it through?
If you are, would you like to be one of only 10 firms that I work with at any one time to make this happen?
To find out all about my programmes, and the variety of methods that I can help you to grow your law firm quickly, simply download my free guide below and I will outline all options for you:
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