Page 11 - Phoenix Vol 11 No 4

to ensure you will follow up.
NOT WRITING OR BLOGGING
When I ask the most successful lawyers how they achieved fame and fortune, they say two things: writing and speaking. We’ll address speaking next. First, writing blogs and articles is an exceptional way to build and keep your name recognition high. Write articles targeting your key cli- ents in publications they read. See something in the news? Write a blog about it (500–700 words), then post about your writing on social media. e more you write, the more you will be asked to write.
AVOIDING SPEAKING OPPORTUNITIES
As you know, public speaking is many people’s greatest fear – even successful, accomplished lawyers. Re- member – writing and speaking will make you a sought-a er subject mat- ter expert. A caveat: if you really don’t want to speak to a group of people, focus on writing. at said, if you are willing to expand your horizons, speaking opportunities (to the right
people on the right topic), can cata- pult your practice to the next level.
NOT HAVING FOCUS
ere’s nothing harder on your marketing psyche than re ecting on everything you could be doing, and not knowing where to start, or even if the thing makes sense for you. One way to avoid paralysis by analysis is to step back and identify your best cli- ents, the niche you have created, spe- ci c targeted groups you can reach. en identify what you want to ac- complish by year-end in terms of re- ferral sources and revenue. Having a basic plan will enable you to only implement activities that directly re- late back up to one of your objectives.
FOLLOWING SHINY OBJECTS
I have a client who, before PSM began managing his marketing, had a signi cant case of FOMO – Fear of Missing Out. He said yes to any and all marketing “opportunities” that came his way – worrying what might happen if he didn’t. e key to suc- cess is being thoughtful and strategic in your marketing e orts, not being
distracted by all the “shiny object” emails you receive from vendors. Don’t accept cold calls, and don’t say yes to email solicitations. Talk to your friends who are lawyers and get their opinions. en make an informed decision on marketing activities you choose to pursue.
While there are many mistakes law- yers make, there are also some quick xes. If you avoid the top ten mistakes lawyers make in marketing, I am con- dent you will develop a plan that will work for your practice. Why? Because this is the only real path that will lead you to success.
FOR OVER 25 YEARS, TERRIE S. WHEELER, MBC, HAS BEEN HELPING LAWYERS AND LAW FIRMS LIKE YOURS DEVELOP HIGH- IMPACT, LOW-COST MARKETING STRATE- GIES THAT DIFFERENTIATE YOU AND YOUR FIRM. TERRIE TEACHES MARKETING AND CLIENT SERVICE AT MITCHELL HAMLINE SCHOOL OF LAW AND THE UNIVERSITY OF ST. THOMAS SCHOOL OF LAW. TER- RIE IS THE FOUNDER AND PRESIDENT OF PROFESSIONAL SERVICES MARKETING, LLC, AND IN 2018, LAUNCHED A UNIQUE SERVICE FOR MINNESOTA LAWYERS, CLE- CONNECT | ETHICAL MARKETING CLES ON-DEMAND.
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