It has been well over a year since I watched the final episode of Ted Lasso (see it on Apple TV+). While it was sad to say goodbye, I think three seasons was just right for this one. Of course, I wouldn’t be disappointed if they did manage to pull together a season four.
In the show, Ted Lasso is an American football coach who comes to the UK to coach soccer. He knows practically nothing about the sport, but he uses his incredible charm to help his team succeed.
Ted Lasso offers valuable lessons in winning and coaching. But it also offers us valuable lessons about selling. These are lessons you can apply in marketing your law practice. Here is my list:
Authenticity
Ted’s genuine nature resonates with people. In many ways, he is like a fish out of water. He is an American in the UK, and he is coaching a sport with which he has no experience. But he is authentic about this, and it serves him and his team well.
In marketing, authenticity builds trust and loyalty. As lawyers, we think we are supposed to act in a certain way and enjoy certain activities. But interacting with others in a way that is inauthentic is not a good way to build trust. Playing golf or pursuing activities because you think you should is no way to build business relationships. Instead, be your authentic self. That will resonate with clients, prospective clients, and referral sources.
Optimism
Ted’s relentless optimism creates a positive environment. His optimism is infectious. Take that and apply it to your marketing.
Positive messaging in marketing can inspire and attract clients. As a lawyer, you may be hardwired for pessimism. Try to put your natural skepticism aside when you are building relationships with potential clients and referral sources. Take some chances, knowing that many will not pan out. Don’t be a Debbie Downer when you are out and about networking.
Building Relationships
Ted focuses on building strong relationships with his team. Similarly, fostering strong business relationships can lead to long-term loyalty. In fact, relationships are really the foundation of all business development in the law. While people may find you because you have written an article or heard you speak, they need to trust you to retain you. Investing time in building trusted relationships is foundational in building a practice. For Ted, it was foundational in winning games.
Teamwork
Ted always emphasizes teamwork. In marketing, collaboration can lead to more innovative and successful campaigns. Find ways to work with your partners to market together. Try not to be siloed, and don’t be overly possessive about your client relationships. You may have one well-defined area of expertise that can help clients. Your partners may be able to meet other needs of your client. Similarly, if you work in a law firm that has a marketing department, leverage that resource. Don’t think you have to go it alone!
Adaptability and Resilience
Ted faces numerous challenges but adapts and stays resilient. Marketing requires flexibility to adapt to changing trends and overcome setbacks. Getting past “failure” is key to success. In marketing and relationship building, many of the things you try will bear no fruit. Some of these activities and some of these relationships may be worth dropping at some point. But don’t feel that losing one RFP means you will never get work from that client. If you have a great potential referral partner you want to cultivate, don’t give up on them after one unreturned email message. Be resilient and try approaching the prospect in a different way.
Be a Goldfish
When you make mistakes, shake them off and focus on the present. Ted taught us that a goldfish has a memory that lasts only five to ten seconds. If you want to optimize your performance, don’t focus on what went wrong. Focus on what you are going to do next. This is a great area for improvement for most of my clients (and for me, too). Most of your marketing activities will produce no results. Move on!
