Do you agree with the statement above?
What kind of marketing guidance did you get as part of your legal training? Or maybe the question should be, Did you get enough information about marketing as part of your legal training?
Not sure? Let’s take a quick review based on our 25+ years of experience in helping professionals with their marketing.
We see the challenge this way.
In order to succeed as a Solo Practitioner, you have only a couple of choices. You must either become highly specialized or become the best-known generalist in your local market .
If you’ve been in business a while, you’ll know there are obstacles to each approach.
For example, the generalist is comfortable providing a variety of services, but because of competition will find it harder to market the practice and to command top fees.
On the other hand, marketing is simpler for the specialist, and fees may be higher, but cases and managing the practice may be far more demanding.
The successful attorney will recognize these obstacles and look for ways to put expert marketing to work to avoid or overcome them.
What we have found is that in all cases, professionals need a continuing flow of “quality leads,” some percentage of which will turn into paying clients . . . immediately or in the near future.
Did your training prepare you for these marketing realities?
In our experience, most attorneys do NOT get enough training.
And the lack of a consistent “systematic“ marketing program is a constant source of anxiety and pressure.
It forces them to waste time and money on non-productive sales and advertising gimmicks and schemes that, at best, produce short-term and marginally-profitable clients. It makes their marketing efforts feel more like a merry-go-round than a professional business endeavor.
Our goal is to solve these challenges! We’re starting here, and our first recommendation is a new book and its companion workbook: The Marketing Machine® for Small Business Attorneys. Check it out!