Doing ONLY legal marketing for 30 years, this is a simple question to answer. From my perspective, they should know they need it now, and always. That is ideal and naïve. Because what matters is when lawyers know that they need marketing help. I have come to learn that there are a few events that trigger an awakening in attorneys. If you are experiencing any of the following, it may be time for marketing help.
The Perception Factor
I cannot count the number of times that I had conversation with lawyers who want to know how another lawyer gets all his or her business. These “competitors” are often described as ethically-challenged, lazy, or worse. They have the Google and other bad reviews proving these descriptions accurate. Despite this, these bad actors have a large internet presence, file many cases, and have a thriving practice.
So, I get asked, “How is this possible? My clients love me. I care about them. I do everything by the book.” As we say in marketing, perception is reality. Maybe it is jealousy but at some point, the lawyer has had enough. They know they are better and can win. This is the moment that they know they need marketing help.
The Quality Factor
Lawyers with busy practices have an aha moment. They realize they are working extremely long hours. Case load is sufficient, and revenues are decent. The thinking is that if I must work this hard, I might as well get paid more. Also, work on more substantial cases. These cases can have a bigger payday. Or, they can be more interesting matters. Or, both. These lawyers know that marketing can help a better quality of practice. Likewise, a better quality of life.
The Fear Factor – Part #1
Panic sets in because of a decline in revenue. Perhaps the lawyer lost a big client. Maybe the economy has affected the practice. There are many things that can happen – hello, COVID-19. Whatever the circumstance, declining revenue causes fear. The fear certainly creates motivation to begin to market. While this is understandable, marketing takes time to achieve results. Let me let you in on a little secret – all clients eventually go away – nothing is forever. The best way to hedge is begin marketing early. This does not mean it is too late and you should not start now. Just know that now is the time to start and have reasonable expectations.
The Fear Factor – Part #2
I have seen this far too many times. Lawyers know they need marketing help when their job is on the line. They are getting pressure from firm management to get more hours and their own clients. Similarly, they are told to get moving if they want to make partner. For those lawyers with an inhouse marketing department – call them now. If you are not getting the support that you need, call us now. Regardless, do not ignore these warnings. You may be out of a job, or out of a future, at your current firm.
The Time Factor
Just about every lawyer that I speak with knows that they need to do marketing. They have great intentions and are motivated to move forward. However, for some reason, they never get to it. I’m not sure exactly why they finally move forward. I surmise that they just had enough. I compare this to somebody who wants to lose weight. At some point, enough is enough, and I start exercising and eating better. If something it is important, you will find the time eventually.
Again, if you are experiencing any of the above – you know you need marketing help. We offer free initial consultations to see if we would be a good fit for you. Call us!