Most solo and small firm owners know they should be marketing more. They’ve got lists of ideas, maybe even a spreadsheet or a dusty PDF called “Marketing Plan.” But for all the planning, not much actually happens. Weeks go by. Then months. And the plan quietly dies.

It’s not because the plan itself was bad. It’s because most plans don’t account for how law firms actually work. There’s client work to do, fires to put out, and not enough time to spare. So marketing gets pushed off again and again until the pipeline dries up. Then you panic and fire it back up only to end right back up in the same cycle of peaks and valleys. So why does it keep happening?

The Plan Is Too Complicated

A marketing plan doesn’t need to be a 20-page document full of buzzwords and charts. But that’s what many firms create. When it’s too big or too abstract, it never gets used.

Instead, focus on 2–3 clear goals and the small actions that support them. Think: “Publish one blog post per month” or “Call one referral partner every Friday.” If it doesn’t fit into your actual workweek, it won’t happen.

There’s No Accountability

Most marketing plans fail quietly. There’s no one checking in, no deadline, no owner. When everything is a maybe, nothing gets done.

Assign responsibility, even if it’s just to yourself. Put tasks on your calendar. Track progress. Set a 15-minute check-in each week to look at what’s working and what’s not. You don’t need more ideas. You need more follow-through.

It Tries to Cover Too Much

You don’t need to be on every platform, write every kind of content, or try every marketing trend. But many plans try to do all of that at once.

Instead, focus on what fits your strengths and where your clients actually are. It’s better to do one or two things consistently than five things inconsistently.

It Ignores Lead Nurturing

Many plans focus only on getting leads, not on staying in touch with the ones you already have. That’s a mistake.

If you’re not following up with leads, sending helpful emails, or staying visible between consults and sign-ups, you’re losing cases to firms who are. A good plan includes what happens after someone shows interest, not just how they find you in the first place.

It Was Built for a Different Season

The plan you made when things were slow might not work when you’re busy, and vice versa. That’s okay. Marketing plans aren’t meant to be static.

Check in every quarter. What needs to change based on your current bandwidth, goals, and results? A small adjustment now can save you a lot of wasted effort later.

Most Marketing Plans Fail Because They Were Built in a Vacuum

They don’t reflect how you actually work. They don’t include room for failure or change. And they assume that ideas alone drive growth. But execution is what matters.

If you want a plan that sticks, make it simple, make it specific, and make it flexible. Then build the habit of showing up, even when you’re busy.