In addition to the three mentioned last time there are seven other mistakes that Daniel Barnett covers in his free eBook “Top Ten Marketing Mistakes Lawyers Make…and What You Should Be Doing Instead.” I agree with all of them, but want to particularly call my readers attention to the next three, and leave the remainder for your reading.

Mistake #4 – Forgetting to talk to your clients…
This should probably be listed as Mistake #1 since talking with your clients and seeking feedback is so important. As Barnett says “feedback is not an optional extra.” Some lawyers false assumptions include:

  • “Clients know all about my services”
  • ‘If they have a question, they’ll call me”
  • “They understand I’m busy” (and don’t mind my not responding quickly)

Bullfeathers! Staying in touch with clients is critical and should be done constantly. How? By encouraging lawyers to seek feedback, proactively checking in every four weeks about their matter, keeping them abreast of the budget, and by using an “external team for general surveys of the firm’s performance…for transparency.”

Mistake #5 – Reaching for the lowest common denominator…
Barnett is talking about the dangers associated with competing on price, or as he puts it, getting “carried away in a scrabble for the bottom.” It’s a loser. Rather compete by offering more value, upgrading your service or “upselling” so you can actually charge more, and by improving your services.

Mistake #6 – Staying glued to your desk…
Truly a terrible business development mistake. As I’ve often said myself, we’re in the personal service business. “People buy people” so get off your duff, and get out and about. If you don’t have your elevator speech perfected, and are afraid of tripping over your tongue, try having lunch with clients and referral sources with whom you feel comfortable. You have to eat anyway, so utilize the time effectively (even if it takes time away from the almighty billable hour). So, “Never Eat Alone,” and remember to listen 80% of the time, and talk only 20%.

As I suggested, check out Barnett’s other mistakes:

#7 – Ignoring social media…
#8 – Advertising just because everyone else does…
#9 – Using legalese and jargon…
#10 – Selling, not sharing…(nor educating to show expertise).

This is a free eBook worth reading to avoid all too common mistakes lawyers can make.