Are you making all of the money in the practice of law that you deserve?
Ask the same three people.
About a year ago I interviewed the chief marketing officer for a company called College Hunts Hauling Junk on one of the monthly coaching calls I do with my members. If you do not recognize the name, you certainly will recognize the genre. If you have too much crap in your garage, you call them, they drive a big truck over to your house and haul your junk away. I guarantee you the founders did not go to law school and never worked 80-hour weeks carrying someone else's briefcase. I also guarantee you they make more money than 97% of all solo and small law firm lawyers.
More recently I interviewed a guy in Texas who runs a home inspection business. His company does millions of dollars of revenue every year in chunks of $300-400 per case.
Many lawyers get really angry when they hear the sums of money that people in "ordinary businesses" make without having endured the sacrifice of law school and apprenticeship working as someone's associate.
Here are some hard truths about making big money as an attorney. We go deep into this "philosophy" and the strategies, techniques, and tools that support the philosophy at the Summit. Frankly, this is more important than knowing how your Facebook business page should be laid out.
What the majority say about the practice of law is just wrong. We beleive that in order to make big money in the practice of law, you must leave the ranks of those who view what we do as simply a "calling" and accept the fact that it can be a monstrously profitable business for you. Also, while it is fine to be passionate about the practice of law (and I am), passion will never carry the day. I know very passionate and caring attorneys who now work for FedEx or UPS.
Climbing the ladder of success is what our elders did and they hated it, but they think you "need" to do it today. Volunteering for committees in order to get your "name out there" and taking other people's crappy cases because it is "good for you" are simply not compatible with making big money in the practice of law. We contend that you simply skip the ladder altogether. A bold statement for sure.
I know that most people believe that being the best lawyer "ought" to get you more and better clients, but that is simply not reality. Being the best lawyer in town is not a marketing advantage. The public does not have a clue as to how to determine who the best lawyer in town is. Despite the proliferation of continuing legal education programs that will teach you how to deliver a better closing argument and take a "killer depostion" the path to more and better clients and to a top income is in working on your business, not in it. Sure, you can become a better lawyer over time but not by 10 or 20 fold. Hang with us and you can multiply your income by 10 or 20 times by learning how to leverage business strategies.
The definition of insanity is doing the same thing over and over again and expecting a different result. Where you are today in terms of your income and business and life satisfaction is a product of what you have done in the past to create your own life. It is not anyone else's fault if you are not where you want to be. We have proven this over and over again not only with our Great Legal Marketing members but also in our work with entrepreneurs and business owners from all walks of life.
The foundational problem that most lawyers have with their marketing is that they simply do not have a good understanding of how and why effective marketing really works. I have studied this deeply. I have implemented it in my own very successful practice, and I have now taught it to hundreds of lawyers around the country. If you are not making as much money as you feel you should be making, the answer to your problem is not by doing more of what has gotten you to where you are today. The answer is to go down another street altogether.
It is, frankly, the path less traveled.