Myths and Realities of Marketing Your Law Practice
By ESQCoach, Terrie S. Wheeler
Email: TWheeler@MarketYourLawPractice.com
Sometimes the biggest challenge in marketing your law practice is overcoming a preconceived notion of what marketing your law practice really means. Many lawyers have developed an aversion to marketing because they still believe in the following myths. Understanding the realities of marketing a legal practice can help you get out of your marketing rut, help you develop your practice, and yes—even learn to enjoy marketing!
Myth #1: Marketing is really selling and I didn’t go to law school to be a sales person
Reality: You don’t have to be a natural-born salesperson to market your practice! You do, however, have to overcome the idea that lawyers don’t have to do anything to attract clients. To be a successful lawyer with a booming book of business, you must integrate marketing and networking into your approach to serving clients. : While marketing is sometimes about selling, it is mostly about developing relationships with others and helping others succeed. Don’t think of it as “selling” your services. Instead, focus on building relationships with existing clients, meeting new people that you would like to work with, and understanding and sharing with others how you can add value to their life or business.
Myth #2: Effective marketing takes too much time – - and I am just too busy
Reality: Effective marketing does take time. However, think about the fact that you will continue to have clients only if you continue to market. If you don’t make time for m
arketing, you may come to realize you have too much time on your hands because you no longer have enough clients! Marketing doesn’t have to be time consuming. If you schedule time into your calendar every week to market you won’t have to spend large blocks of time later, scrambling to catch up on your marketing activities. Here are 5 simple marketing activities you can do in ten minutes or less:
- Call one of your top contacts and schedule a coffee or lunch.
- Develop an elevator speech.
- Update your professional biography
- Create or edit your LinkedIn profile
- Send a copy of an article to a contact that you think might interest or affect them
Also, see my blog post on creating your marketing plan in just 10 minutes per day!
Myth #3: Clients will find me because of my exceptional reputation – why market?
Reality: The legal industry is more competitive today than ever before. There are literally thousands of lawyers out there practicing in the same area of law as you. Gone are the days when law firms had “legacy” clients and partners could pass down these client relationships along with the firm name. In today’s competitive marketplace, you cannot just sit in your office and expect clients to come to you, no matter how excellent or well-deserved your reputation may be. You must go out and market!
Myth #4: Contacts will see right through me asking them to lunch or coffee as a ploy to get business from them
Reality: Contacts will see through you if you are only trying to sell them. But effective networking is all about helping the other person. When networking, ask yourself: “How can I help this person in their life and business? Whom do I know in my network that I can introduce to this person? Is there anything I can do to help this person achieve a personal or professional goal?” Follow-through on commitments you make. If you tell a prospective client that you will introduce them to a great accountant you know—do it. If you say you’d like to volunteer in an organization they are involved in—do it. The point is, if you network and build genuine relationships with people you actually enjoy, trust, and respect, they will feel the same way about you.
Myth #5: I am an introvert and do not feel comfortable networking
Reality: If you feel uncomfortable in large group settings, have no fear—effective networking can be done one-on-one! In fact, since effective networking is all about building relationships, one-on-one networking is particularly effective. Set up one-on-one meetings, lunches, or coffees. If you are going to an event where you know there will be a lot of people and you are feeling overwhelmed, set a goal for yourself of talking to one or two people. Prepare some questions ahead of time to help you feel more comfortable. You may want to ask questions like, “How long have you been a member of this association? What do you do? How did you decide to go into your profession? Tell me about your company—who are your clients/patients/members/customers?”
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About MYLP
Unique Web-Based Tool to Help Lawyers Develop New Business
ESQCoach, Terrie Wheeler has been helping lawyers attract new clients for more than 24 years. In 1996, she founded Professional Services Marketing, Inc. (PSM), helping professionals develop Targeted Strategies for Business Growth. In January 2011 Terrie merged PSM with Ingenuity Marketing Group in Saint Paul, MN.
Launched in 2007, www.MarketYourLawPractice.com (MYLP), is an innovative web-based marketing coaching tool for lawyers which replicates ESQCoach Terrie Wheeler’s individual marketing coaching process. Today, MYLP is helping lawyers across the US and in the UK develop new business, retain and grow current client relationships, increase their name recognition and more effectively communicate with clients.
Numerous bar associations across the country, including New York, California, New Jersey, Ohio, Vermont, Massachusetts, Wisconsin, and others, have recognized MYLP as a cost-effective marketing coaching and training tool for lawyers and have partnered with MYLP to offer the tool as a valuable member benefit.
MYLP was recently launched internationally in England, Wales, Scotland, and Ireland. Visit www.MarketYourLawPractice.co.uk, developed with our UK business partner, James Dunning of Geotrupes Consulting.
Join our Linkedin Group: The Legal Network - created just for lawyers and in-house marketing professionals to compare best marketing practices.
We have also launched a sister product for financial advisors, www.MarketYourFinancialPractice.com, and are marketing the site nationally to financial advisory firms.
For more information, contact Terrie: ESQCoach@MarketYourLawPractice.com
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