Solicitors Marketing Success Critical Component Five

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?

Are you:

  1. Committed completely to the process of moving from where you are now to where you want to be;
  2. Prepared to fail fast;
  3. Willing to try different marketing tactics;
  4. Prepared to invest; and
  5. 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?

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Marketing For Solicitors

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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