Yesterday, I got Dave Lorenzo’s Rainmaker Minute, which he describes as “A weekly business strategy brief for attorneys and law firms”. I always look forward to his emails because, besides the useful information he usually provides, he also manages to deliver it in a rather brash but common-sense way—includes a lot of “wakeup calls” too. (I would recommend his emails and his cd/dvd course, which I bought and found good as well. You can find him at DaveLorenzo.Com).
Anyway, in yesterday’s email, titled “Why We Listen to Idiots,” he talks about all the information out there thrown at us (unsolicited guidance, advice and information) on marketing. He goes on to observe that a lot of this information is not really original, may come from self-styled gurus trying to get your money for programs, etc., for which they may very well not have any hard numbers behind as to effective marketing.
He has a point. But while I think this is a good point, I think the problem with all of this information is not that it may be old, regurgitated or whatever. It is, instead, that this information probably suffers the same fate as a lot of diet information – we may read a lot about it, but somehow never actually look any thinner in the mirror.
In other words, we have a lot of information available, we may even read it but we don’t do anything with it.
Law marketing is no different. We can have all the unsolicited guidance and advice from gurus and experts, but unless we pick something and try it out, play with it, tweak it, etc., it won’t do us any good.
And then there is another thing in play, ubiquitous today: instant gratification. We do it once, expecting a certain result; and if we don’t get what we want right now, the thing doesn’t work; it isn’t for us, etc. (Reminds me of when I started working at getting rid of the 27 pounds I put on over ten years; I had to keep reminding myself at every meal and workout that it might not take another ten years to get rid of it but it was certainly going to take at least six months!)
It’s the same with information on law marketing. We need to pick one thing, just one, preferably something we enjoy doing (because if you enjoy doing it, you will continue doing it and it won’t seem like such a chore). And then, as the Nike logo goes, “Just Do It.” Then tweak it.
A final endorsement for Dave (whom I have never personally met). In one of his emails he talks about tiers of services. I looked around at my practice, and found something that I was already doing which I could tailor to what he was suggesting. Now comes the tweaking; I may have to hire someone to help with a particular part of it, but once it’s in place, it should work pretty well (but I still expect to have to do some more tweaking). I got that particular email near the beginning of the year, but I don’t think I will be finished with the changes until probably mid-May or early June. I could be wrong, it might be a total bomb; but then again, I can go back to what was working before and be secure in the knowledge that I found one way it doesn’t work.
If you’ve had any instances of having implemented any unsolicited advice and it worked for you, consider sharing it below.