Marketing Plans

Ok.  Ok.  Ok.  I know that I am not much on formal marketing plans.  Maybe it is because my group of lawyers is small, with no staff, and we can communicate between ourselves what the objective should be.  But, I understand that some people get a since of motivation writing things down in an organized fasion.  I too often get a headache.  Further, I often do not get around to it, and then I feel bad.

For these people, unlike me, I refer you to a recent post on The Practice Manager by Debra Bruce.  She outlines the map a good marketing plan should take as:

Step 1 – Analyze your existing business.
Step 2 – Describe your ideal client.
Step 3 – Identify your client’s need or desire.
Step 4 – Identify what sets you apart from your competition.
Step 5 – Develop your marketing answer to “What do you do?”
Step 6 – Identify where to come into contact with people in your niche market.
Step 7 – Identify where to come in contact with referral sources.
Step 8 – Identify the most comfortable/enjoyable marketing activities for you that will put you in touch with potential clients and referral sources.

All good ideas.  All-in-all a good road map that many people want to follow and will follow.  For me, if you must, let me give you my own map.

Step 1 - Identify the people, groups and organizations that can refer to you an ideal client.
Step 2 - Act upon this information and go out and meet and greet these people, groups and organizations.
Step 3 - Follow up, follow up, and follow up.

This is nothing against Debra Bruce's advice.  It is more detailed, but my three informal steps work for me.  They might work for you.  If not, that is alright.  You need follow the more formal approach.

Comments

[Debra L Bruce]

Thanks for the nod, Chuck. I think we are mostly of like mind, if you are already clear about who your ideal clients are. The tweaking I would add to your 3-step formula is to try to grasp what your clients need and want (my #3), before going out to meet and greet. You probably do that naturally, but so many lawyers focus on what they want to get, rather than on how to be helpful. No wonder networking seems phony and superficial to them.