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Message: Hi, I thought you might be interested in this article I found. Law Firm Marketing: What to Do vs. How to Do It The other day I met with an attorney who has been practicing for over 20 years. We were meeting to determine if I could help him. Under his arm he had a file full of my weekly emails (he is a subscriber to The Rainmaker Minute). The conversation started like this: Attorney: “I don’t know how much more you can do for me. I am doing everything you talk about in The Rainmaker Minute”. Me: “You’re probably right. I probably cannot help you. But just for fun, tell me about one of the things you did.” Attorney: “The hand written notes.” Me: “What about them?” Attorney: “I sent them out and I didn’t get any clients.” Me: “How many notes did you send out, to whom, and over how many months?” Attorney: “Uh…last Tuesday I sent three handwritten notes to past clients.” Me: “Just one time, on one day?” Attorney: “Yeah. And it took 20 minutes and I got noting from it.” Obviously this guy did not follow the process as I designed it. Sending a hand written note is supposed to be the beginning of an on-going follow-up system in which you build a relationship with your prospective client or referral source. This is a long term strategy. Relationships take time to build. Apparently, this guy missed that point. Nevertheless, that was a real conversation with a real attorney. And it is not atypical. I hear that sort of thing often. People think because they know WHAT to do, they know HOW to do it. Back in my early years I went to culinary school. There I learned how to cook. I know WHAT to do in order to make a meal. However, unless you want to be deathly ill, you do not want me to make you something to eat…ever. I am not good at it because I do not know HOW to cook. Here is the moral of this story: When it comes to anything, especially law firm marketing, just because you know what to do, that doesn’t mean you know how to do it correctly. I often compare law firm marketing to sex. Everybody knows what to do but few people take the time to do it properly. Link: http://www.rainmakerlawyer.com/site/permalink/law_firm_marketing_what_to_do_vs._how_to_do_it/