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Of Monkeys And Lawyers

Sadly, lawyers act like 1-year-olds in their practices.

Here's what I mean:

A while back my (then) five-year-old Jackie was entertaining her 16 month old sister Amelia at the dinner table.

Jackie'd finished her bowl of fruit, and thought it would be funny to put it on her head and do a song and dance for the little one.

So she did. And guess what happens? Amelia carefully watches, smiles, then puts her bowl on her head too.

Except that hers was still full of fruit.

Which cracks everyone up … but afterwards daddy has to clean up a sticky mess in her hair, on the chair, on the carpet. Big mess. Daddy not so happy about that.

Monkey see, monkey do.

What does this have to do with marketing your practice? Everything, because almost every single lawyer who asks for my help is doing the same thing ... doing this in their marketing.

Everyone is doing lunches. Gotta get me some lunch appointments. Oh, and they say a blog is a good thing so I’ll start one of those. (Never mind that it’ll look like a ghost town the second you get too busy to keep it updated.) How about Twitter? Social media’s the future, right? Oooh, that should satisfy marketing A.D.D. for a few days.

But hey, that’s how everyone does it, so you do the same thing. After all, that’s how it’s done, isn’t it?

Nope. Big mess.

They’re all running around watching each other do random acts of marketing. Dumping bowls of fruit on their heads.

Monkey see, monkey do.

Real wealth doesn’t come randomly. It comes from systems. Not little bumps of income from a client, here, a client there. Lunches, blogs, Tweeting, newsletters … all got their place, but each is just a tactic that belongs in a system.

Tactics may get you a client today (maybe), but you don’t get a conveyor belt that brings you clients day in, day out.

So here's the question for you. Are you doing Random Acts of Marketing, or do you have a system? A plan, step-by-step, of what to do in order to create the practice you always wanted? Putting together that plan is the first thing we do with members of our programs, and it's no accident.

Plans work.

Because without one, you've got a bowl of fruit on your head.

Raj Jha