How Cool Would the Practice of Law Be Without Needing Clients or Marketing?

Does This Remind You Of Your Last Client? (Taken at Sigfried & Roy's Secret Garden, Mirage Hotel, Las Vegas)

You think I’m joking right?

I’m not. I hear this from lawyers everywhere. “Oh man, the practice of law would be so cool if we just didn’t have to deal with nasty clients.”

“The practice of law would be amazing if I didn’t have to go out and market my practice to generate new business.”

These lawyers are frustrated. They’re frustrated with the quality of clients they take into their office, and the need to continually market their practice in order to generate new business. Most lawyers went into the practice of law because they truly enjoy helping solve people’s legal problems. Law school was a challenge. Their first job was a fascinating learning curve. Learning the procedures, the correct forms, the correct courthouse and being in the right courtroom was wonderful. Learning how to try your first case was amazing. These novelties were challenging and exciting.

There are many lawyers who still love to practice their chosen profession. They truly have a passion for it. They love dealing with the legal issues. They love doing legal research. For them, the law is their life.

There are other lawyers I talk to who have become the chief marketing officers of their law firm. They enjoy it because it is creative. It allows them to step out of the box and do things they were not specifically trained to do during law school and beyond. Rather than focusing on solving a client’s legal problem, they have turned their attention to solving the problem of how to generate new business so that their law firm continues to flourish. Those lawyers tend not to be as cynical and jaded as some practicing lawyers.

The title to this post is obviously a misnomer. We would be unable to practice law if we did not have clients. We would be unable to sustain a viable law practice if we did not spend time marketing our practice and ourselves. The reality is that this is a continual cycle. Lawyers can no longer count on traditional forms of advertising to generate new legal business.

There are lawyers I speak to whose practices are thriving, and still other attorneys I speak to are struggling. What is the major difference between these two types of attorneys?

The law firms that are thriving are ones who implement new ideas and strategies to bring in new business. Those tend to be the sole practitioners and small law firms. Those lawyers are able to make quick decisions about what needs to be done and then can immediately begin to implement and take action.

The lawyers who are struggling tend to be lazy. They make excuses. They blame everybody but themselves. They are not go-getters. They want things to fall into their lap and when that doesn’t happen, they  blame the economy or whoever is sitting in the Oval Office, or the loss of their football team during the playoffs. They always have an excuse.

The lawyers who are successful are the ones who take responsibility for their actions. Those lawyers are motivated to improve and succeed. So Counselor, are you a little closer to the attorney who is willing to take action to learn new strategies and tips to help market your law firm or are you a little closer to the attorney who waits for it?

The reality is we need clients and we need a system for driving new clients into the office on a regular basis. One of the best ways to do that is with educational video.

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Testimonials

Gerry has a unique approach here. It’s basically a turnkey approach. Because he is a trial lawyer, he talks our language but yet he can help you get it down to the level it needs to be to connect with the people watching the video. I would tell anybody that this is the guy to go to.

David Glatthorn
David Glatthorn Law