In the legal profession, the surest route to mediocrity is to do what everyone else is doing already—the “standard practices” that most attorneys begin memorizing even while they're in law school. The fact is, though, that if you advertise and market yourself in the exact same way that other lawyers advertise and market themselves, you'll never rise above the middle of the pack. Try breaking some rules, and you may be surprised at your success!
The Ten “Rules” Lawyers Should NEVER Follow
Here's a list of “standard,” accepted practices that will guarantee a lack of success in your law practice:
- The best way to obtain new clients is to join a whole bunch of committees, so you can get referrals.
- A plaintiff's lawyer has to find, and fund, all the cases himself.
- In order to satisfy and keep clients, you have to make yourself available 24 hours a day, even giving them your cell-phone number.
- A case isn't complete until you have deposed and interrogated every witness.
- In order for your TV or radio ad to be effective, people must see or hear it at least seven times.
- The Yellow Pages never work.
- The clients you specialize in won't respond to "that type" of marketing.
- It's important for a newspaper or magazine ad to have substantial white space.
- No one will read "all of that information” in your ad or TV commercial.
- If you don't sign up that client today, he'll go to the next lawyer on his list tomorrow.