We all know that lawyers can argue either side of an issue. And be damn right in doing so. When it comes to marketing and business development sometimes it's better to just face the facts. Often times the only criteria that is being used for an initiative is... "Other lawyers and law firms do it." In my book that does not make it right for you or your law firm. Here's what Seth Godin writes...
"Denying Facts You Don't Like
Transformational leaders don't start by denying the world around them. Instead, they describe a future they'd like to create instead.
Denying the truth about relative market share, imperial power or the scientific method helps no one.
Gandhi didn't pretend the British weren't dominating his country, and Feynman didn't challenge Einstein's theory of relativity or the laws of thermodynamics.
It's okay to say, 'this is going to be difficult.' And it's productive to point out, 'our product isn't as good as it should be yet.'
The problem with Orwellian talking heads, agitprop, faux news and Ballmer-like posturing is that they take away a foundation for a genuine movement to occur, because once we start denying facts, it's difficult to know when to stop. Tell us where we are, tell us where we're going. But if you can't be clear about one, it's hard to buy into the other."
Here are 5 issues and questions that will help reveal YOUR facts.
1. "I'm involved in several organizations." REALLY? Are you truly involved or are you just a name on a member's roster? The only way to use membership to build a book of business is to get INVOLVED and demonstrate your points of differentiation.
2. "I think we should be in the news more." Well, do you have real NEWS or is it simply announcements? There is a big difference and an appropriate place for both. Recognize the difference.
3. "I have a big referral base." But, are you top-of-mind with them? Sure you could have many colleagues, but the question is... Do they think of you when they have a legal issue?
4. "I don't have time." Are you using time as an excuse? And the real reason is you aren't committed to building a book of business? Do you think it's not your job? Well, I suggest you think again if you want to be in control of your future.
5. "My kind of clients don't find lawyers on the internet." Do you really think that they aren't going to "check you out" on the Internet? Of course they will. What will they find? Your firm bio and a bunch of directories? That my friend doesn't build credibility. Demonstrate your "know how" with articles and blog posts that are directed to your ideal client.
As you explore these conversations... be honest and face the facts. The challenge could be invigorating and breathe a little life into your practice or maybe even the entire firm. What do you have to lose?