Isn’t the need self-evident? By that I mean, if you don’t plan what road your marketing should take, any frivolous (activity) path will get you there – to paraphrase the Cheshire cat in Alice’s Adventures in Wonderland, which I’ve mentioned before.

If you are going to the grocery store or on vacation, don’t you at least “think” about how you will get there? Of course. So, why would you give your career, your livelihood, or how you will pay for your kids’ college education less thought? Unfortunately, that is the case for too many lawyers, who just believe the legal work will always be there, which is amazing in this day and age.

I ran across an article on planning on that points out four good reasons for planning:

  1. Marketing activities will be more strategic and tied to business plans;
  2. Documenting a plan allows it to be shared with everyone in firm, who can all help sell the message (See  "Marketing Should Involve Everyone in a Law Firm");
  3. Helps manage the budget and negotiate with vendors; and
  4. Keeps everyone on tract when day-to-day “firefighting” (i.e., client demands) get in the way.

Although the article wasn’t talking about lawyers or law firms, the points are applicable to our industry nonetheless.

If you are still not convinced, let’s revisit the idea that the work will always be there. That’s just wrong for so many reasons, it too should be self-evident. Planning leads to a more focused and effective approach, which leads to more business generation, and that is job security. Believe it when I say that “Rainmakers Don’t Get Fired.” 

That alone is reason enough to plan your marketing and business development activities, rather than chasing your career down a rabbit hole.

  • Hi Tom,
    Thank you, Thank you and Thank you.
    Thanks for the great list of reasons to have a marketing plan
    Love your “Alice in Wonderland” Quote, hits the nail right on the head.
    Yep the work never ends and will always be there. That probably why so many lawyers do not plan their marketing or even market for that matter.
    What’s sad is how few legal practices actually take the time to set up a marketing plan and calendar, especially when it so easy now a days. There are many software and online tool to make it simple.
    Now, if you need help creating your marketing & calendar plan fast, check out because it’s launching by the end of October.
    In fact, you can Sign-up Now to get on the exclusive list for a 30-day $1 trial plus you’ll get free marketing tips, tactics and secrets from time to time.
    Love your work Tom, looking forward to your future posts.

  • Good points, thanks for the reminder.

  • This is a powerful blog post for all attorneys. They MUST have a plan or they will be sad. Look at the newspaper business. They spent 12 years trying to pretend that their marketplace was NOT changing with the adoption of online news. Now they are saying “Darn..what happened?”.
    Changes are happening in the legal business. If firms and individual lawyers think that the industry will look the same in 5 years … they will be saying “DUH… what happend?”.
    If you don’t have a plan to lead into the future then you are stuck as a follower.