There are lots of things you can put on the back burner in your practice. In fact, most things need to go on the back burner sometimes in order to focus on something critical.
For instance, when you’ve got a two-week trial that’s going to require your full attention, you’re forced to let everything slip. You may run out of office supplies, miss a deadline on renewing the credit line, or fail to address your paralegal’s request for a raise. It can all wait while you spend night and day getting through the trial.
However, one thing can’t wait. If you put it on the back burner, you won’t have to worry about the two-week trial, paralegals, office supplies, or credit lines. In fact, if you put this on the back burner, then you won’t have to worry about any of it.
What’s the one thing?
Marketing.
You’ve got to keep the marketing going if you’re going to stay in business. Marketing is the lifeblood of a practice. If you fail to drive new business in through the front door, you won’t have to worry about the back door. You won’t have a door anymore.
Does that mean you’ve got to take a break from the two-week trial and take someone to lunch?
No, but it does mean you should be thinking about connecting with other lawyers you bump into at the courthouse while you’re at the trial. This is a great time to schedule some lunches with attorneys in other practice areas.
The trial is a great time to build your relationships with clerks who are constantly being asked about lawyers by prospective clients.
The trial is a great time to pop in on other judges and say hello and renew your relationship. It’s an excellent time to connect with your expert witnesses who are also great referral sources (mental health professionals, accountants, actuaries, vocational experts, etc.). Helping your experts feel comfortable and confident will generate referrals from them far more effectively than a Christmas card or gift basket.
The trial is also a time when your marketing systems should be taking care of themselves to keep your practice growing. You should be comforted in knowing that your website is humming along, your blog is posting new content (written in advance), and your email auto-responder sequence is pumping out information. Of course, your YouTube channel is being watched and your podcasts are being downloaded. All of that requires that you pay attention to those issues when you’re not tied up in trial.
Marketing requires a portion of your attention—constantly—or you’ll slip into serious trouble. Build systems that allow you the flexibility to be away for trial with the confidence that things are working as they should to grow your business. Develop habits that allow your presence to serve as an attractor of clients. Be friendly, be respectful, and do an amazing job in front of that gallery of prospective clients as you argue your case. Keep marketing on the front burner, and you’ll have endless opportunities to do excellent work for your clients.
