Page 18 - Minnesota Vol 8 No 5
P. 18

TRUTH
V. MYTH: TEST YOUR MARKETING
KNOWLEDGE
BY TERRIE S. WHEELER, MBC
For this article, I thought it would be fun to look at marketing a little di erently and to prove (or not) some of the most com- mon marketing myths I have heard from the lawyers I have worked with.
Please review the following statements and assign a “true” or “false” rating to each:
TF If I do excellent work, clients will  nd me
I shouldn’t force myself to attend networking events
If I ask for new business, my contacts will think I’m desperate – or worse yet, failing as a lawyer
I am just too busy to market – I’ll start up again when I’m less busy
I won’t survey my clients - they may say negative things
I should write hand-written thank you notes when someone refers me LinkedIn is not an e ective tool for lawyers
It’s OK to  re a client
CLIENTS WILL FIND ME
False! In the movie Field of Dreams, Kevin Costner keeps repeat- ing “If I build it, they will come.” In Kevin’s case, it worked out. In your case, it likely won’t. Why? You could be a complete Brainiac in your practice area, but word of your greatness will not automatically spread to your prospective clients and referral sources. You need to proactively build relationships with people who can hire you or refer business to you.
FORCED NETWORKING ISN’T THE ONLY WAY
True. Going to networking events and schmoozing isn’t for every- one. In fact, it’s not how most lawyers enjoy spending their precious time away from the o ce and their families. Instead of forced net- working, give yourself a break and focus on one-on-one networking.
Asking for the Business and Not Sounding Desperate
False! Deep in the psyche of most lawyers is a fear of rejection.  e thought of “asking for the business,” makes many lawyers uncomfort- able. What if they say no? What if they think my practice is failing and I’m desperate? Consider these messages: “I am selectively growing my practice and would love to do more business with you.” Or, “As my  rm grows, it becomes more important to only work with great clients – like you. Is there someone I could talk with about expanding our relationship with your company?”
TOO BUSY TO MARKET
False! So many lawyers rationalize that billable client work takes precedent over all else. What could be as – or more – important than serving the clients you already have? For one, it’s about keeping your pipeline full of prospective clients and referral sources. You need to keep your relationships fresh and relevant. I encourage my clients to do one thing – just one – every single day to build their practice. It is better to move forward slowly versus not at all. If you wait until you have time to market, it may be too late.
ATTORNEY AT LAW MAGAZINE · MINNESOTA· VOL. 8 NO. 5 18


































































































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