One of the keys you need to understand in order to be successful with your legal practice and law firm marketing plan is to clearly recognize your core competency. Many attorneys waste far too much of their precious time, energy, and potential profits by trying to be everything to everybody as a way of expanding their practice.

If they looked at the real cost to their law firm in terms of lost time, wasted efforts, poor productivity, and decreased revenues perhaps they would be more open to staying close to their core competency.

I have found this can happen on two different levels: firm-wide and personally.

I have seen law firms try to be all things to all people, and dilute their brand.  You have heard me preach the value creating a niche for your business.  Being a firm that does everything – criminal defense, family law, estate planning, business law etc – makes it difficult for your referral sources to know your ideal target market.  It also makes it difficult for you to effectively market your firm.

I have also seen successful attorneys who are excellent at estate planning and business law try their hand at litigation with disastrous results.  Knowing your limits as well as your strengths is key to having a successful law practice.

What I am saying is if you’re not good at business development and marketing, don’t let your firm suffer because of your pride or unwillingness to invest the necessary money to outsource that critical component.

Here are a few other examples that I’ve found a lot of attorneys try to do by themselves that they would be better off delegating or outsourcing:

  • Developing their own website or learning how to build one from scratch
  • Asking for help when it comes to developing and implementing marketing plans.
  • Trying to keep track of their finances using QuickBooks instead of using an accountant.

I’m not saying you should outsource your entire company, but unless you have specific experience in certain areas, you will not be able to represent yourself and your firm in the best possible light without the help of other experienced professionals.

Focusing on your core competency means doing what you do best and asking for help with the rest. Law firm marketing is one of those areas.  If you don’t have the time or expertise, find an experienced legal marketer and let him or her guide you through the process.
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