Law Firm Business Development Under Current World Conditions

You, like all of us, are experiencing trauma. Living through a plague, businesses closing, a failing economy, social unrest, and political divisiveness is trauma. If you're just holding on , you're doing as well by 2020 standards.

If you'd like to move beyond pure survival, let's talk this through.

We'll explore:

1. Mistakes I See Lawyers Making
2. How Law Firm Leaders Can Adapt
3. Opportunities Beyond the Average

Mistakes I See Lawyers Making

First, know that this is a time that self care is clearly necessary. Burnout, depression, and disease is no joke. Self care is not selfish. It's medical care. Do what you need: sleeping, walking outside, reading fiction, meditating, grounding, sitting in nature, writing poetry, running, creating art, riding your horse. Do regularly what you know you need, what refreshes you so you can feel centered and joyful. Do not avoid self care to work another hour. That choice will not serve you well and your marketing will reflect your state of mind.

Second, while whining and complaining is easy and oh so tempting, stop. This is an amazing time to learn how to control your responses to all those things you cannot control. Remember the formula: E + R = O. There is an Event you cannot control, you select your Response to the Event which creates the Outcome. This can be a good time for you and your business if you choose to respond well. You can create a strong Outcome.

Third, I think most have gotten past this mistake, but I'll put it out there to be sure. Don't stop marketing. Yes, we are in crisis but people still need you and they need to see you steady. It seems so long ago, I used to tell lawyers to be aware of their scheduled social media posts because if crisis hit, they would look tone deaf if their posts were published. Now...we live in constant crisis so while I would invite you to stay aware of the messaging you're putting out there, but don't stop - at least don't stop on a normal day mid-crisis.

Fourth, much legal marketing doesn't take into account where the ideal client is on their Maslow's hierarchy of human needs. We all studied this somewhere along the way, but now is the time for a refresher. This year as jobs are lost, businesses are closing, divorces are on the rise, loved ones have lasting side effects or are dying of COVID, many have slipped down the hierarchy. How has your ideal client's needs and priorities changed during this time? Google Maslow to gain insights and identify what's going on with your people.

Fifth, do not be a complainer, instigator, or negative beast on social media. Holy cow, this one's sooooo widespread. Yet, if you look, there are many lawyers who know this and abide, posting positive, helpful messages with empathy.

Sixth, be aware of your brand. Posting photos defying public safety measures or allowing your employees to post is plain wrong. It's the same as you posting a photo of yourself playing a game of Russian Roulette. And, yes, your employees represent their brand and the morality of that brand. It is appropriate to expect them to respectfully represent such in any public forum.

Seventh, I'll throw in mistakes that I saw before 2020, but still prevail: abdicating marketing message tone and design to a marketing company or assistant, failing to do the foundational elements of marketing and just throwing sh*t at the wall to see what sticks, allowing fear to hold you back from spending money on marketing which typically runs at 10% of revenue.

How Law Firm Leaders Need to Adapt Their Firm's Marketing to the Current World Situation? 

It's time to celebrate the opportunity to take your reach state wide or even nation-wide. Clients no longer expect to show up at your office; they don't want to be there. Today's technology allows you to sit by the lake or on your couch and make the magic happen. Think bigger.

Focus on the convenience of telephone or Zoom meetings, share how to videos, transform seminars into webinars, and hop on social media with lives to meet your clients where they are. Let your expanded client base know you're steady and there for them.

Additional considerations include: moving to flat fees, showing your clients how to succeed in their own business, develop a client care maintenance program or a formal referral program, and focus on being a true contributor to your community.

A true adaption would also be using this time to focus on template and system development so that lawyers are focusing on thinking and analysis instead of what's really not the practice of law and can be systemized. That's a philosophy that can be marketed as well.

Business Development Opportunities Beyond the Average

Hop out of the echo chamber that is law and look to businesses that serve you well and are prospering.

Here are a few of the things you'll see when you dare glance outward:

• Hire an intake professional who's experienced in consultative sales based on results
• Develop a media presence with NewsJacking or by serving as a Media Ambassador
• Apply to do a TEDTalk
• Add a chatbox for your intake professional to communicate 2020-style
• Get your email drip campaign sequence up and functioning so prospects get instant responses
• Hire a phone service so your phones are answered, clients screened, fees collected, and consultations calendared when clients are ready
• Send out welcome packages
• Help referral sources or clients build their businesses
• Build your own community with experts in all areas folks need
• Use your phone to reach out and check on people. No, not your email
• Document your marketing processes and policies, both internal and external to increase efficiencies and consistency
• Have fun on TikTok

These are all things you can do, if you want help to short cut things and get results more quickly, shoot me an email to Wendy@MillionDollarAttorney. We can set up a customized VIP session to move your marketing system forward even now. There are many prospering and you can too.

Wendy Witt, JD helps solo and small law firm owners structure their law firm in the best way to give them the life they love. You can find out more at MillionDollarAttorney.com