The funny thing about law firms is that they all have the same problems: pressure from clients, new competitors entering the market, changing and complex legal problems, increasing expectations on excellent client service. Ask ten firms their approach to any one of these issues you will get 12 different solutions.
So how do you, as a legal marketer, thrive in this world?
Below are a few tips for success. To hear more in answer to this question, consider attending the QuickStart session of the 2019 Annual Legal Marketing Conference in Atlanta.
Follow the Platinum Rule
The platinum rule is an updated version of the golden rule, “Treat others the way you wanted to be treated."
In the platinum rule we turn this idea around, and ask how do others wanted to be treated. Using this lens as you build you career allows you to come from a place of empathy, understanding your lawyers and fellow legal professionals.
Pay Attention to Your Image
Whether it’s in person or in writing, you only have one chance to make an impression, so make it a good one. We can’t control others' perceptions, however we can control how we speak, write, and look.
Take the time to understand your personal brand and what you want to be known for, while still being true to yourself. You can either build on a successful first impression or spend the first six months trying to dig out from underneath that typo, missed deadline, or unappreciated sarcasm.
Be the Change
Law firms are changing faster than we can create process or best practices, and marketers are at the front of that change.
When leading the charge, model the behaviors you want to see, believe in the future state, and work steadily towards it. When there are setbacks, be the champion to get the team moving again, and when in doubt channel your inner Gandhi.
Let It Go
Newsflash – you will not please everyone every time. You’re going to have bad days and you’re going to make mistakes – the true question is how you learn from your mistakes and move forward.
Do you shoulda/woulda/coulda yourself into premature gray hair or do you look at what happened, take accountability for your part, identify lessons learned, and move forward? If you carry your past mistakes around like a backpack it will slow you down in reaching your goals, and the goals of your firm.
Understanding your firm's culture and learning how to thrive in the environment is just the first step in building your legal career. Please join Bobbie and Rachel on April 8th at the 2019 LMA Annual Conference in Atlanta as they discuss law firm culture during the LMA QuickStart® LIVE! – Legal Marketing Essentials, a comprehensive program focusing on the key marketing and business development issues marketers face every day. You'll hear offer no-nonsense advice that will challenge you, as well as practical tools and skills you can apply immediately.
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[Bobbie Conklin is the Business Development Manager at Steptoe & Johnson PLLC; Rachel Shields Williams is Senior Manager, Experience Management, at Sidley Austin LLP]
