The Top Principles of a Successful Attorney Entrepreneur (Part A)

A lot of people believe that the rich are born with some sort of extra gene for success. While it's true that some folks just seem to have all the luck, the most successful attorneys and businessmen I know all got there by learning along the way. Becoming an attorney entrepreneur requires an open mind, good legal marketing, and a desire to be successful.

Your law firm isn't going to get anywhere if you don't get serious about your attorney marketing
. Successful attorney entrepreneurs not only run a good business, but they also know the proper legal marketing tactics to drive up that good business. Entrepreneurs can be found in all sorts of professions and I'll share with you some basic principles they all share.

Surround Yourself with Success

It's often said you're judged by the company you keep. If you're surrounding yourself with pessimistic, angry lawyers who spend time complaining that their attorney marketing efforts are not bringing in the clients, you're going to find yourself falling into that same negative mindset. If your goal is to make $5 million, why not hang around with those who've already made their $5 million? They apparently know something you don't.

There's a greed principle when it comes to marketing for lawyers - when someone discovers something that works, they're expected to horde it to themselves. The irrational fear of "if I share my brilliant idea, everyone will copy me and it'll be useless" is just silly. You and every other lawyer out there are unique in some way, even if you have the exact same practice area in the same office building.

Legal marketing is heavily dependant on execution and follow-up, two things which can vary greatly depending on your personal style and your client makeup. Even your mirror image competitor won't be able to launch any sort of attorney marketing campaign exactly like yours, because he isn't you. Instead of pushing away the competition you should work with them. A rising tide lifts all ships - if you're all gaining success, what's the harm?

Legal Marketing Leads to Profit & Profit is Good

Marketing for lawyers isn't completely about getting new clients, it's also about attracting the kinds of big cases that pay the bills
. I hear a lot of lawyers saying they're in it to help people, and that's great, but you're not going to be able to do that unless you have the revenue to support your practice.

When you do proper legal marketing, you'll be driving clients that you want to work with to your door. Once you get this group of good potential clients you can examine their claims and pick only the cases you think will be worth your time and attention. 

Think about it: would you rather be working 10 small cases that take up all your time and are worth pennies, or devote your work hours to 1 big case that will bring in the big bucks? Successful attorney marketing will bring that big case to your desk.

While we're on the subject of time and success, read on to discover my principles on those subjects as well.

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Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.