Lawyers marketing their practices often fall into these traps when developing their marketing plan. Remember these 7 simple rules to maximize your chances for success.The Press Won't Make You Rich. Everyone loves to have their name in lights, but spending time chasing around that reporter from CNN isn't going to put food on your table tonight. Networking Groups Can Be A Time Suck. For years the "old boys club" mandated networking events. What they didn't tell you was that these get-togethers take huge amounts of time and don't result in a steady flow of business. The Lowest Priced Competitor Files For Bankruptcy. Never compete on price. There's always some newbie who will gladly uncut your price by $10 to get the client. Develop Your Message. You've got to be different in order to stand out. If you don't stand out, you'll fade into the background, never to be seen again. Image-Building Is A Waste. Pens, desk clocks, coffee mugs and t-shirts with your firm name do not spur a prospect to pick up the phone and hire you. Nobody ever says, "Hey, great pen - I think I'll hire that lawyer!" Know Your Market. Trying to sell complex estate planning packages in a slum? Personal bankruptcy lawyer on Rodeo Drive? It could work, but chances are pretty good that you'll be left with a bunch of holes in your client appointment calendar. Your Business Is Marketing - Everything Else Is Window Dressing. Your job is to bring in new business so that the bills get paid and you can live a reasonable lifestyle. If you don't bring in new, paying clients then it isn't a business - it's an academic exercise.
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