Although it is one of the most critical efforts that can be made to ensure a successful law office, marketing is often given short shrift. I have seen this in my personal experience and when working with attorneys seeking to improve their practice. The reasons for failing to market oneself and one’s firm are numerous but can largely be attributed to knowledge, time and fear. Or, that is, a lack of knowledge about how to market, a perceived lack of time, and a fear of rejection and failure.
I have met few attorneys who are natural marketers and even fewer who have studied how to market. It strikes me that marketing illiteracy is especially prevalent in the solo and small firm verticals. While large firms may spend resources on teaching marketing skills, solo and small firm attorneys generally have never had an opportunity for focused learning of necessary marketing skills. The lack of marketing training often results in attorneys following the pack and not focusing on their specific skills. As a result, I see a series of fragmented marketing efforts that result in mundane websites and blogs, or a burst of writing or networking hoping to generate business, but the marketing effort as a whole has no clear plan.
However, for those attorneys who want to stop leaving their marketing to chance and to enhance their marketing skills, this magazine issue, and past issues focused on marketing, provides a starting point to develop skills that fit within each of our sweet spots. There are many excuses for not marketing: I am not a writer; I don’t know how to set up a website; I don’t like to network; I don’t know the right people; and many more excuses that prevent us from moving forward. I have heard and probably used them all. However, here at LP we learn that for every personality and skill set, there is a sweet spot that makes marketing more effective and approachable. Take the time to recognize your skills so you can find your marketing sweet spot.