Marketing and the Art of Chasing Rabbits
“Focus! If you chase two rabbits, both will escape” (ancient Chinese proverb)
This article is for you if –
Why is it so difficult to focus on marketing? The root cause I believe is loss aversion – the tendency (deeply ingrained in all of us) to put more effort into avoiding loss than we do into acquiring the same gain.
“If I spend two hours on a marketing plan to acquire new clients” you think to yourself “I lose two billable hours. I’ll find the time to do marketing later”. “Later”, of course, never comes. For most lawyers, marketing takes them right out of their comfort zone, so it’s something to be tackled in the hazy “never-never land” of the future.
The solution: 4 steps to Focus
1. First, set your own personal goals -
2. Next, set your firm’s business goals. Base them on the answers to these questions -
3. So now you know exactly how many new instructions you need every month and achieving them becomes your core business goal. Build your marketing plan around that goal. See “Targeted marketing: Choosing your tools” for some ideas on how to do that.
4. Most important of all: Chase one rabbit at a time! Set aside time to focus on marketing, and nothing else. Stay focused and motivated with a daily reminder of your goals and of your plans to achieve them.
Jack Crook, Director at DotNews, is well known to law firms as the author of LawDotNews since 2005. Jack’s legal qualifications (LLB Lond and LLB Rhod) are supplemented by many years of practical experience in law, in marketing his own firm, and in helping other small and medium sized professional firms to prosper by using simple, low-cost, effective marketing strategies.
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