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My Most Embarrassing Moment

Posted by Dave Lorenzo

Men are notoriously bad at asking for directions.  A man can be lost for an hour and he will grab a map from under the front seat of the car and try to figure out where he is going rather than pull into a gas station and ask for directions.

I am no exception to this phenomenon.

Back in college the first week of school was always confusing.  Each semester you need to learn about your new classes, your new teachers and, particularly baffling, the locations of your classrooms.

In my third year of college I was excited about taking a class titled: The Psychology of Television and Video but I was confused about the location of the classroom. I never had a class in this particular building.  Even though I had no idea where I was going, I was not about to ask for directions.  I decided to just figure it out.

On the first day of class, I was running a few minutes late and I quietly entered the room through the back door.  About 15 minutes into the session I noticed that several students kept looking over at me.  I was only halfway paying attention to the instructor but I did notice the other students’ glances (which were growing more frequent).

Finally, after about 20 minutes, the teacher stopped everything and addressed me directly.  She proceeded to politely tell me that she thought I was in the wrong classroom.  I insisted that she was wrong and I held up my registration sheet.  She replied, even more forcefully, that she KNEW I was in the wrong class.  This debate lasted for about 2 or 3 minutes until I noticed that all the eyes in the classroom were now fixed upon me.  And every one of the students was a woman.

Upon suddenly taking notice of the classroom demographics, I sheepishly asked what the name of the class was.  The reply:  Sex, Money and Power:  How Modern Women Survive and Thrive in a Male Dominated Workplace.

I nodded my head, apologized and slinked out the backdoor.

As I look back on this moment, I realize that it is more funny than embarrassing.  But at the time, it seemed everyone in school was talking about it. (There were about 200 women in that class and I guess I protested strenuously when the teacher confronted me.)  In reality, I am probably the only person who even remembers that it occurred some 21 years ago.

But I see this kind of thing happen every day.  I see it with lawyers who are trying to figure out how to attract new clients.  They feel ashamed, embarrassed and confused.  They do not want to ask for help.

This generally leads to two scenarios.  See if you recognize them:

Scenario 1:  Do nothing

In this scenario, you sit in your office, read the local paper and wait for the phone to ring.  You take no action because, eventually you will figure it out.  Maybe you buy a marketing book or you go to a networking group meeting.  But that’s all you do.  You are too embarrassed to ask for directions.

Scenario 2:  Spend a huge amount of money on one media

Sometimes this happens after scenario 1 has run its course and sometimes it happens earlier.  In this scenario you spend money on the promise of clients magically delivered to your doorstep.

It used to be the Yellow Pages or billboard sales people who benefited from this behavior.  But today it is the Internet, pay-per-click and search engine optimization companies.  All you need to do is write a check and the clients will start showing up.

Of course, neither scenario is effective over the long run.  Scenario 1 is wishful thinking and scenario 2 may work for a while but it requires more and more investment over time as the effectiveness decreases.

The smart thing to do is to spend some time mastering the fundamentals of law firm marketing. Get the basics down.

Marketing decisions are easy when you understand:

  • Return on Investment
  • Cost per client acquisition
  • Client/Referral source lifetime value

Gain an understanding for effective and efficient marketing methods.  There are hundreds of them.  Test the implementation of some of the less expensive ones (some cost very little or nothing).

There is no shame in asking for help.  There is only shame in being too proud to make good decisions.

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Cohen Law Offices
Personal Injury and Civil Litigation
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Kleiner & Cazeau
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St, Adelaide SA, Australia

 

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The Law Office Of Gerald Oginski, LLC
Great Neck, NY

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Loren D. Pearson, Esq.
Assouline & Berlow P.A.
Miami Beach, FL  

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Mark E. Fried P.A.
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Ziglaw
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Sr. Partner
Panter Panter & Sampedro. P.A.
Miami, FL

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Robert Rogers Law Firm, PA
Coral Gables, FL

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De Cardenas, Freixas, Stein &  Zachary, P.A.
Miami, FL

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Miami, FL

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Law Offices of David M. Edelstein, P.A.
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Stamford, CT

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Ft. Lauderdale, FL

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Washington, D.C.

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