Dynamic Copywriting

A significant part of this blog’s focus is to help law firms and other service businesses develop new business. But getting an entire organization aligned with marketing goals is no easy task.

This is illustrated by an article Larry Bodine wrote about in his Larry Bodine’s LawMarketingBlog called, "Can You Beat This 25 –Question Sales Training Quiz?" A few of the questions on this quiz are:

• Most of our rainmakers are over 65.
  
• Few or no partners have individual business development plans in writing.
  
• Most of our lawyers are active in only bar associations and lawyer groups -- not in any organizations of clients.
  
• The firm does not premeditatedly identify industries where it has experience with the aim of pursuing potential business clients in those industries.
  
• Business development time spent by lawyers is not tracked.
  
• The firm has never broadcast a Webinar.
  
• The firm has no blog.
  

These are all signs of an internal focus that is easy for any organization to slide into. A thriving organization, whether it is a law firm, a consulting practice or a service business, must have an external focus.

This means to have a real finger on the pulse of the marketplace. It is simply not that hard to find out what potential clients want and need. And it should not that hard to get out of the office and join groups of potential clients or take part in charitable causes that can bring your people into contact with potential clients.

If your organization does not track and reward it’s key people for getting actively involved in new business development, nothing will happen. In law firms, and I suspect many other organizations as well, key people are actually penalized for taking time away from performing billable work to get out there and meet new potential clients.

Check out Larry’s article and see if your firm needs to make some changes.

COPYRIGHT © 2007, Charles Brown