Freeman Dyson, theoretical physicist, mathematician, and all around smart guy, once said, “It is better to be wrong than to be vague.” He was not referring to marketing, but I thought he might as well have been.
Some attorneys have a marketing plan that is filled with generalities. Their plan is too broad and long term. You’ve got rent due on the first, you’ve got to bring in a new client this week–whatcha gonna do?
Some attorneys have a plan, usually created by a high paid consultant who never practiced law, that is waaaay too complex and detailed. It usually winds up sitting in a file because nobody really understands it or wants to do it.
Of course, most attorneys don’t have any plan at all.
Here’s what I can tell you about marketing plans:
- You need one. Otherwise, you won’t know what to do next.
- It must be simple. You won’t do it if it’s not.
- It must be specific. What exactly are you going to do and when?
You may have a goal to “get six new clients in the next 60 days.” Pretty good goal. Now, how are you going to accomplish it?
Networking? Writing? Contacting former clients?
Too vague. Be more specific.
A good plan would be something where 60 days from now, if I ask you, “Did you do it?” you can answer yes or no.
A good plan would look something like this:
- Write one article of 300-500 words every week [every other week/every month] to post to my blog/web site/newsletter.
- Every week day, send three emails to clients/former clients saying, “I’m just checking in, hope you are well. . .”.
- Once a week, have lunch [coffee] with a new professional/executive/business owner from my networking group. Learn about their business or practice. Ask what kind of referrals they want. Send a thank you note. Schedule a follow up for 30 days.
Specific. Simple. Something you can do.
Will it work? I think so. Quite well, in fact. But. . . I could be wrong. But then it’s better to be wrong than to be vague.
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