What Legal Marketing and Fishing Have in Common


Have you ever been fishing?

It’s a great metaphor when you’re thinking about lead generation:

1.) What kind of fish do you want?
2.) Where do they hang out?
3.) What bait will get them to bite?

If you aren’t clear on all these things, you could do what my dad and I did growing up…

We’d get up at 4:30 am, lug all our gear down to the cold, dewey shore of Lake Geneva in Wisconsin, load up our little metal row boat and motor across the bay to the place where my uncle caught all the big fish.

My uncle used to catch these monster bass, pike, musky, walleye.

But we never caught any.

Not once. Not in 10 years.

What happened?

We weren’t clear on exactly what we were fishing for, so we didn’t use any specific kind of bait. And while we knew the general area my uncle used to fish, we didn’t know the actual locations (logs, old pier cribs, tricky places along the shore) where these monsters lurked.

My uncle spent good money on just the right bait, tackle, fish radar, studying the weather, the seasons… it all had an impact on where he went, when he went, what he dropped in the water, and what he pulled out as a result.

I was too young to know better. As I got older I stopped getting up at the crack of dawn. I opted to drop my line off the pier near our cabin and settled for the small fry lurking there.

I could have studied and invested in equipment and knowledge, or I could have just asked my uncle to take me fishing.

You have a choice about your marketing:

You can settle for who walks in your door.
You can waste money and energy guessing about how to market.
Or you can ask a pro, use what they have proven works, and succeed.

This week, Alexis examines a very specific marketing piece from some lawyers who are doing some things right, and have some things they could improve. They’re kind of like me as a kid.

Make sure you know where you’re fishing, what bait you are using and why. Your results will be so much better.


DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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