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6 Power Tips For Creating A Law Firm Marketing Plan 2

Jun 17, 2008
On The Topic of 6 power tips for creating a law firm marketing plan, we discussed:

Having a written plan and the five areas you need to set goals in, How to make all your goals S.M.A.R.T. goals, The need for accountability

Next we will discuss the other three power tips.

First, Make Your Goals Smaller. While this may seem contradictory at first, we have found that sometimes setting a goal that's so big it feels unreachable actually kills your motivation. Break up your long-term goals into smaller ones that you can reach on a regular basis.

For example, gaining 50 new clients in the next 12 months may sound overwhelming, but this works out to about 1 per week. If you know that you convert 50% of prospects that come to your legal practice then you only need 2 new people to walk in your door per week in order to achieve your goal.

While setting a goal of landing 50 new clients may feel overwhelming, by breaking it down into smaller, more actionable steps you can stay focused on achieving your goal.

Next, Focus On the Right Goals. Whenever I have a coaching client that goes more than 2 weeks without achieving the goal they set in their coaching session I start asking questions to determine if this is a goal they really feel passionate about. If there is no commitment to a particular goal it will be very difficult for most people to devote time to accomplishing it.

How do you determine if the goals you have are right for you? Ask yourself these 4 questions:

Is this something I am passionate about?

When I think about working on this goal and I energized and excited or do I become stressed out, unmotivated, and apathetic?

Is this the best way for me to achieve my long term
goals or is there a better, more effective way?

Is my time better spent working on something else and should I delegate or outsource this?

Then, Ask Yourself What Achieving Your Goals Will Get You. I call this, creating the vision. Too many attorneys work 60+ hours a week, live in a state of perpetual burnout, and seem one step away from leaving the field altogether. One of the problems is that they fail to ask themselves what achieving their goal of financial success gets them.

If you land 50 new clients and your average client is worth $5,000, than that will be worth about $250,000 to you. But what would you do with an extra $250,000? What's the vision you want to create?

Hire a business manager so you can take more time away from the office? Go on that European vacation you've been talking about? Spend more time with your family, friends, and significant other? Invest in real estate? Pay off your house? Think about your financial freedom. It's not enough to have a goal. You need to focus on what will you do when you achieve that goal.

Before you commit time, energy and resource to a goal for marketing your law firm, make sure it is something you truly care about and that will make a noticeable difference in your practice, your life, your family, and your future.

I was coaching an estate planning lawyer in Chicago the other week and he honestly didn't sound too motivated to build his practice...until I asked him to talk about what he would do with the extra money he made from the additional business.

He said, Stephen, if I could make an extra $250,000 this year my wife and I would take that 3-week trip to Italy she's been wanting for the last 10 years. Plus I would buy a place closer to my office in downtown Chicago so I wouldn't have to spend an hour commuting every day each way and we could spend more time together.

With that recognition, he was ready to move forward in a powerful way to start building his law practice.
About the Author
The Rainmaker Institute is the nations largest law firm marketing company that specializes in helping small law firms and solo practitioners generate more and better referrals and fill their practice. Over 6,000 attorneys have benefited from applying our proven Rainmaker Marketing System. Stephen Fairley founded the company in 1998. For more information visit www.toplawfirmmarketingtips.com
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