“Success demands singleness of purpose” Vincent Lombardi
Ever have one of those days when you start one thing, only to be distracted by something else? You start working on the something else and then get distracted again. Before you know it, hours have gone by and you realize you’ve been busy all day, but haven’t accomplished a thing.
Like those days when you can’t get anything done because you can’t stay focused, marketing efforts without focus can be totally unproductive and no more effective in generating a return than gambling. If you do not develop a clear and focused plan to generate business, you might as well just donate your money to a local charity. At least a donation is something you could feel good about.
One of my favorite movies in the 90’s was “City Slickers” starring Billy Crystal. It was a story about a man named Mitch (played by Crystal) suffering a midlife crisis. To cheer him up, his best friends buy him a vacation where he and his buddies go to a cattle ranch and learn to be “cowboys” while herding cattle across the state. They are guided by a tough-as-nails trail boss who taunts Mitch throughout the movie. At one point, the trail boss asks Mitch if he knows the secret of life. Mitch has no answer. The trail boss puts up one finger and says “It’s one thing, just one thing.” Mitch asks what the one thing is, and the trail boss just chuckles and moves on. This is repeated throughout the movie until the trail boss finally answers him. “I don’t know. That’s what you have to figure out.”
Many times, the secret to building a solid client base is “just one thing.” But that one thing that is right for you might not be the one thing that is right for someone else. The point is, as in the Billy Crystal movie, you have to figure that out for yourself. Figure out what type of client you want to go after and simply go after that. Just like starting and stopping a bunch of tasks leaves you with a bunch of things undone, a mixed bag of uncoordinated and unfocused marketing efforts will not likely generate a reliable business base. Many attorneys will go after any and everything in an effort to generate business, but the reality is, efforts made for the sake of getting anything are usually ineffective in generating anything. Business that is generated tends to be more from luck than effort.
Marketing is not rocket science. Genius is not necessary, but FOCUS is. Pick one type of client, and focus all your efforts on that. What activities are the best for reaching your targeted client will depend on who the target is. Once identified, you must identify how they find and choose their attorneys. Do they rely mostly on referrals? Do they go to the yellow pages? Do they search the internet? The better you understand their decision process, the more likely you will be at determining what marketing efforts you should implement, and the more successful you will be at getting their business.
Focus on the “one thing” and you will be surprised at the business it will bring. It may not lead you to the secret of life, but it will almost certainly lead you to more clients.