Patriots Quarterback Tom Brady has all of his meals planned out for the next three years.
Think about that for a second.
It doesn't matter if knowing what you'll eat every day seems boring. He's one of the most successful quarterbacks in history, and even at age 37 (an age most quarterbacks don't reach in the NFL) he's figured out what it takes to be successful.
And three years of meals, planned? That's 1,095 decisions he doesn’t have to make, all the while knowing he's doing what it takes to ensure success.
Most people wake up every day and invent everything as they go.
If you enjoy the thrill of the unknown and being surprised by what the day will bring, that’s fine. For your personal life.
Business success doesn’t work that way. Success involves figuring out what works, then doing it again and again and again.
Too many lawyers achieve some level of success but sabotage themselves by chasing the shiny new object instead of doing the reps.
You used the same pitch to get a client fifty times. It works. So don't go all improv just because you get bored. You're risking your business.
If you do want to change it, as a careful experiment to make your business better ... try the new pitch several times, and measure. Is it really better? Not changing for the sake of change. Changing for a reason. To try and get better.
How does this apply to your marketing strategy?
If a lawyer doesn’t have one marketing channel that produces consistent results, it’s often because they tried something once and then moved on to the next one.
I hear this all the time. "I tried email marketing, it doesn't work".
No, it does work. I know, because we send thousands of campaigns every month for our members, who get results.
It didn't work the one time you tried it. We mastered it. We put in the reps. Brady didn't throw 70 yards the first time he tried.
You have to commit to something for the long haul. Do one thing and master it.
It doesn’t have to become boring. As business owners, we can delegate. We can use technology. We can use people. We can outsource to those who've mastered it, and will take the drudgery off of us.
And with consistency, the things that need to get done will get done ... and done right, not randomly.
That's how Brady eats and trains. How businesses grow. How your practice can, too.