A mega mistake many lawyers make is not knowing where it is that they are going. Before embarking on a course of marketing they fail to make a decision as to what the perfect practice and the perfect client will look like. You cannot develop a marketing plan or purchase advertising media, such as Yellow Pages ads, TV commercials or websites, without understanding where you are going. What does your perfect client look like? What do you want your practice to look like? The correct answer to the question, "Why do you want to spend any more money on marketing?" should not be simply, "More cases." Not drawing at least a mental picture of what it is you are after with your practice is like getting on an airplane and saying, "Take me anywhere."