In Black And White : Legal Marketing Strategies & Insights : Paula Black & Associates : Law Firm Marketing, Branding and Positioning

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Not everything always goes according to plan. Sometimes you have to change your vision to see results.

This week we asked: What’s the greatest lesson you’ve learned from a marketing mentor or consultant?

1. The importance of a marketing and business development plan - 52%

2. New ways about thinking about networking - 0%

3. Finding strategies that work for your individual strengths - 18%

4. Developing a personal brand - 25%

5. Other - 5%

My Thoughts:  I’m thrilled to see that over 50% of you learned the importance of creating a plan, while developing a personal brand and playing to your strengths together were almost as important. All three are key elements in a successful business development journey!

As I mentioned on Tuesday, I’ve learned my fair share of lessons after over two decades of working with clients on their marketing, branding and positioning. Here are few lawyer-specific things to consider as you make your way through the marketing world.


You've got to have buy-in support. Years ago my team and I conceptualized an incredible strategy for a mid-sized firm to cater to its varied industry clients--the marketing committee loved it. Yet, from the beginning the concept was poorly communicated through the organization, and as we progressed the marketing committee got more and more push-back from others.  What was, at first, an innovative concept turned into a nightmare for both us and the client. The lesson: No matter how exciting the idea, without the support of a large portion of the firm it's destined to fail.

Know when to back down. This is a lesson I continue to learn on a daily basis. Whether it's compromising on a firm name (something I've done many times) to meeting attorneys halfway on marketing strategy, it's the age-old wisdom of picking your battles. The truth is, no matter how much experience in marketing, branding and positioning I bring to the table, my clients are the ones who know what clients they want and how they want to present themselves to the public. The lesson: I can give my advice, impart my experience and expertise and usher them into what I see for their future... but the real decision has to come from them. As long as I have given them both sides of the issue... I have served my client well.

Not every attorney has to do everything. I've learned to identify early the skilled writers and set them up as bloggers; recognize the networkers and help them target industry organizations; and cultivate the large personalities into prolific speakers. It's all about understanding where their talents--and comfort zones--lie. The lesson: Let attorneys play to their strengths. They will only pursue what feels comfortable... if they like it, they will do it.

Overall, the lessons I've learned are applicable to almost any profession, but they're solid ideas to consider when approaching your own legal marketing. Whether it's being open to a new way of speaking to clients or making marketing and business development fall into YOUR comfort zone, the key is to pay attention and focus…and never get frustrated. There is always a solution.

Gail McQuilkin of Kozyak Tropin Throckmorton reminds us that along with what we've discussed above, patience is an essential ingredient in a legal marketing plan:

“The most challenging marketing issue I face is trying to convince the lawyers in my firm that there is a return on their investment. That’s difficult because there’s always a time lag in cultivating new business. It’s not the same as deciding you need office supplies and you meet somebody at a local activity and say, ‘Gee, I can get the same supplies from him that I’m getting from my current vendor. I’m going to give this guy a chance.’  It’s different when a client needs legal service – it’s usually a serious matter. It’s not going to be something where they meet you at a social activity and just give you the business. That’s why it’s important to work your relationships and keep working them, so when the moment comes when they need a lawyer, you’re top of mind.”

Black Pearl: Want to learn a few things from a corporate giant? Here’s a great piece on what lawyers can learn from Toyota.

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After 15 years of working with both individual lawyers and firms there has never been one strategy that could work for all. The strategies are as varied as the individuals implementing them. For some, "thinking outside the box" is the route to follow, while others fare better when focusing on the basics. Taking into account time, experience and marketing goals, I personalize every marketing plan I work on, but sometimes things don't go as expected, and it’s in these instances that I’ve learned the greatest lessons of my consulting career. As we wrap up our discussion of marketing mentors and consultants I’m happy to share these lessons with you. But first…

Question of the week: What’s the greatest lesson YOU’VE learned from a marketing mentor or consultant?

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Make no mistake, choosing the right  marketing and business development coach can make or break your efforts.

This week we asked: What do you think is the greatest benefit of a marketing consultant?

1. Help with writing a plan - 0%

2. Keeping me on track - 0%

3. Bringing new ideas to the table - 0%

4. All of the above - 90%

5. I don't see the benefit - 10%

My Thoughts: Wow!!! I'm thrilled 90% of you said "all of the above" would be the greatest benefit of a coach. It's clear that we ALL need help to stay on track... I have 2 coaches and I can tell you their insights are invaluable to me. So how do you select one? Well, allow me to explain.

The most important part of the equation is the partnership between you and your marketing coach or consultant. That’s why you must take extra care to choose the right person for your personality, your practice and your goals. Here are a few tips:


Do your research. Get to know their ideas and strategies. If you're going to take advice from someone, know who that person is and how he or she gets their points across. Do you like their tone? Does what they preach make sense to you? If not, keep looking.

Look into their background. Do they specialize in legal marketing or marketing in general? How many lawyers or law firms have they worked with? Marketing attorneys isn't the same as selling cars or other consumer products, it is a category all its own.

Evaluate their services and relationships. Look into exactly what it is you're getting for the money. Some may see themselves only as coaches. Still others may offer public relations or advertising services as part of their firm. Think about what you need and how all aspects of marketing work together.

Listen to what they're asking YOU. Before embarking on a plan, your consultant has to know you inside and out. In your first few meetings listen carefully to what they're asking you. Are they asking the right questions to understand your daily business life? Are they delving into your clients, your referral sources, and your hobbies and interests to see where growth can be accomplished? Or are they simply skimming the superficial?

Go with your gut. As I mentioned above, you're entering into a relationship, and as with any relationship... you have to trust your instincts. Beyond the pitches and the samples and the strategy-do you LIKE this person? More importantly, do you TRUST this person with your business development future? If not... walk away. You must be completely open with your consultant... comfortable collaborating and discussing your everyday business life. You have to be willing to commit to taking advice and guidance before you can enter into a successful partnership.

Still not sure if you need a consultant?  Read what Doug Ward of Rogers Towers has to say... and think about which "group" you're in:

"When you have busy lawyers, sometimes the last thing they want to do is try to market their services.  You have some lawyers who don’t think about marketing at all and think that the business will somehow materialize on its own. You have others who agree that marketing is beneficial, but say, ‘I don’t know when I’m going to be able to come up for air, let alone think and talk about marketing.’  Then you have a group who says it’s critical and make a concerted effort to help the marketing process along."

Black Pearl: For more on choosing the right consultant, read this.

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Finding a mentor is a great step in your marketing and business development journey, but some attorneys need more than just a daily email. For those looking to place a major focus on developing that area of their career, a marketing coach or consultant can be a great investment. A coach/consultant can step in and not only help you write a marketing and business development plan, but help you determine your strengths and weaknesses and keep you on track. But first, what’s your take?

Question of the week: What do you know about the advantages of a professional marketing consultant?

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If you want results you have to make the effort...and sometimes that means asking for help.

This week we asked: Are you applying the help and guidance of professionals when it comes to legal marketing and business development?

Yes - 27%

No - 25%

Sometimes - 48%

My Thoughts: The good news is that over half of you are applying the advice you’ve been given by professionals to your daily business development efforts. I’m guessing that the other 25% of you either have not sought advice outside of this blog, or have not found it applicable to your everyday life.

For the next few weeks we’re going to examine just how to work with marketing and business development professionals. We’ll look at how to find a mentor, how to work with both in-house and outside consultants, how to find the right person for your goals and just what you can learn from them. I’ll also share a few of the hardest lessons I’ve learned myself in the 15-plus years I’ve worked with attorneys and law firms. Because sometimes you can’t do it alone.

Before you dismiss business development as unimportant, consider these words from Robert Bryan Barnes of Rogers Townsend & Thomas: 

"Successful business development is the most important distinguishing factor in your career.  Nearly every lawyer with a license can turn out adequate work."

Black Pearl: For guidance in selecting a legal marketing consultant, start with my article entitled How To Choose A Legal Marketing Consultant.

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Yes, professional help. And it’s not what you think. Having reached the halfway mark for 2010, look back and see what changes you’ve made, what actions you’ve taken and where it’s gotten you. Satisfied? I’m guessing many of you are not. As I always say... you can’t be everything to everyone. Sometimes you have to call in an expert. For our purposes it could mean a friend with a talent for rainmaking, a famed author or blogger, or a specialized consultant. It can even mean something as simple as following a blog (hello!) or picking up a book on marketing. Now is the time to look around and ask for help. You didn’t just become a lawyer—you learned the basics before you went out to practice. It’s the same with business development. Some people are born rainmakers...some have to learn.

Question of the week: Are you seeking out expert business development guidance?