Marketing is not a one-size-fits-all solution. It requires you to think strategically about your time, money, and who you’re marketing to.

Speaking from personal experience, if you don’t think strategically, you risk burning out and wasting a lot of time and money. There are three common mistakes I see lawyers make when implementing a marketing plan. These mistakes are 100% solvable when you change your mindset around them.

Mistake #1: Believing you need to talk to everyone or you’ll “miss” somebody in your marketing.

Have you ever seen a commercial and immediately tuned out because you thought, “That’s not for me?” Of course you have. We all have.

That’s good marketing.

A good marketer is so specific about what they do and who they serve that they attract their ideal client, and they repel everyone else.

I had a client who was completely overwhelmed in her estate planning practice and found herself taking on any client who called. She did it because her brain told her that if she didn’t, she’d miss out on money that month.

The problem with this mindset was she attracted clients who weren’t able to pay her fee up front and would skip her consults. She was frustrated with her clients because she thought they didn’t respect her work or her time. The actual problem was she wasn’t respecting her work or her time.

When she stopped marketing to everyone, she began attracting clients she truly wanted to work with: the ones who paid up front and showed up for consults.

Before you begin marketing your services, know exactly who you want to serve.

Think about one of your favorite clients. Why are they your favorite client? Write down all the reasons. Then when you create marketing content, create it as if you’re making it just for that client. It will massively improve your ability to draw in more clients you truly want to work with.

Mistake #2: Believing you need to be in all places at once.

A lot of influencers tell business owners they need to be everywhere all the time. Be on YouTube, have a podcast, be on LinkedIn, be on Instagram, be on Twitch, etc.

That’s fine if you’ve built out a team of people who can help you, but if you’re a solo practitioner or you’re just getting started marketing, you must constrain.

Let me say that again: constrain.

As lawyers, we push ourselves. We’re already prone to over-working and stress.

If you become overwhelmed with marketing, you’ll be less likely to do it. Not only that, but if you’re marketing while you feel overwhelmed, your marketing isn’t going to be very good. We’re the most creative when we’re calm and able to think strategically.

Here’s the solution I’ll offer you:

Think about where your ideal client spends the most time. Then focus your attention on that one platform. Once you’ve mastered that platform, and you see your best clients are coming to you from marketing there, then focus on a second platform.

Constraint will not only make your life easier, but you’ll be better able to hone your marketing, so you know it’s working.

Mistake #3: Believing you’re being “salesy” when you market your services.

Whether your marketing plan includes speaking events, social media, podcasts, video, or anything else, the belief that you’re being “too salesy” is the kiss of death.

I find that women especially suffer from Too Salesy Syndrome. If you’re like me, you’ve avoided sales calls for services because you didn’t want to feel pressured to buy. Our society has been bombarded with bad salesmen (and women), so it makes sense we’d have an aversion to being “sold” to.

What if I told you there’s a way to market that doesn’t involve pressure? It’s called being of service.

If you truly believe that the services you offer your prospective clients will make their lives better, it’s impossible to be salesy.

I suggest taking out a piece of paper and writing out all the ways your clients benefit when you share the services you offer. An easy one is that they get peace of mind that you’re taking care of them. But how else is your work helping them? Their family members? How is your service changing the way corporations treat their employees? Keep writing until you feel into the change you’re helping them make when you work with them.

Your work in the world is creating a positive ripple effect. When you feel that in your bones, marketing won’t feel like a chore. It’ll feel like a calling.