Legal Marketing: Can You Be a Part Time Expert?
When it comes to legal marketing there are lots of folks who will take your money. Many of them claim to be experts because they run a law firm. This means that being a “marketing guru” is a part time job for them…kind of like selling Avon or running an early morning paper route. If it were me, investing my hard-earned money, I would not want to work with someone who took marketing so lightly that they did it like the kid who watches your house while you’re on vacation.
If you are giving some thought to working with a legal marketing expert here are three questions to ask the part time guru:
If your law firm is so successful and satisfying why are you working part time as a marketing coach?
Look around your neighborhood. Think about your circle of friends. How many of them have part time jobs? Those who do probably need money. If their main occupation provided them with enough income would they be working a second job? When you see the part time legal marketing guru, ask him why he needs a part time job.
How long have you been studying and practicing this thing known as marketing?
Most attorneys-turned-marketers or attorneys-turned-part-time marketing-gurus attended a few marketing seminars, bought some marketing-in-a box programs and turned that stuff into their own offering. Is that bad? Not necessarily…if they are leading a marketing study group. But most of them are claiming to be the legal marketing authority.
You can’t claim to be a master of something if you simply attend a couple of courses and listened to some audio tapes. You have to have lived and breathed it for years. Author Malcom Gladwell, in his bookOutliers: The Story of Success
shared research that reveals that expertise comes from practical application of a principle, strategy or tactic for at least 10,000 hours. So how can the part time guru claim expertise?
How many people from diverse practice areas have you lead to business success in the past?
This really is a key question. These part time gurus may have a dozen techniques that work in personal injury practices or in family law practices but that doesn’t mean they will work in your law firm. Legal marketing is a general term. Just because this part time person can teach you marketing techniques that work in one kind of firm, do not assume those techniques will work in your law practice.
In the end, you will be paying full price for your law firm marketing coaching. You deserve someone who works on legal marketing full time.
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