Many of the experts I interviewed for my Expert Audio Series complained that many lawyers don’t listen or follow through on the best laid marketing plans.
Why is this?
As a lawyer you think critically and are highly judgmental. What’s really at play here is human nature. Even though we're critical thinkers, primarily we're still run by our emotions. That means that we're viewing the pain of marketing (it’s beneath our standing, appears to be begging, fear of failure or criticism, etc) as greater than the pleasure of winning (more clients, more money, freedom, cases we care about, etc). Thus, we procrastinate, don’t follow up or just stop all together. We’re all motivated to avoid pain more than moving towards pleasure.
Releasing these negative feelings and your mindset are more important than any marketing tactic.
One idea to conquer this emotional block is to see you as a 50 year old with kids in college, and helping care for aging parents. You’ve just been fired, lost your biggest client or been de-equitized! Now what? You would figure it out as any warrior would do, with a survival instinct. The only difference would be the time you’ve wasted.
Another idea is to vision how better you’re life and career would be if you had more clients, less stress, added more value, making a bigger impact, helping more people, making more money, and having more pleasure in your career.
Figure out what you’d enjoy by having the positive things, and move towards creating that inspiring motivation.