Why DIY Marketing Doesn’t Work in Legal – Part 1

Author: Cathy Kenton
March 3, 2014

This post is the first in a series.

For over nearly 15 years I’ve worked with companies that sell products and services to law firms and corporate legal departments. In that time, I’ve spoken with many executives that decided they either couldn’t afford outside marketing/business development assistance or they knew enough to continue tackling their marketing challenges internally.

Early in our conversations, when discussing their goals, they most often cited a desire to build their revenues to a size that would allow them to attract acquisition partners, or they wanted to increase profitability. And yet today, most of those DIY companies continue to struggle to grow or survive. They do so without a plan, and often market by the ‘seat of their pants’.

So, here are the first 3 reasons why DIY doesn’t work in the legal industry:

1. You lack objectivity

Let’s face it. For many legal vendors , your product(s) and/or service(s) isn’t just your business – It’s your baby! You’ve developed it because of a void you identified in the market…and if it works for you, it must be good for others. But successfully marketing and building a business takes more than good ideas and passion. It requires the ability to evaluate market forces with neutrality

2. You’ve become your own focus group

You’re the expert; nobody knows your product/service as well as you. Time and again, I’ve encountered companies that are so convinced of the benefits of their product/service that they fail to listen to their market. Add in an ever-changing communications landscape, and you may not be connecting with your prospects using the channels they prefer. Successful companies find a way to involve their customers and their prospects in both their product development and their communications.

3. Your personal preferences

An early mentor taught me that the only personal preferences that ever matter are those of your customers and prospects, not your personal preferences. Everything from messaging, to marketing channels, to imagery, to the use of color and type style must be geared to your buyer persona(s). Take yourself out of the equation and put yourself into the shoes of your prospects. Will your marketing appeal to them? If not, what are your odds of success? (Answer: Pretty small.)

To summarize, DIY marketing won’t work if you’re too close to your business. You’re the expert at what you do, but can you honestly stay abreast of all the changes to the marketing mix? And can you afford to take your own advice?

 

2 Responses to “Why DIY Marketing Doesn’t Work in Legal – Part 1”

  1. Legal Vendor Advisory Blog » Blog Archive » 3 More Reasons Why DIY Marketing Doesn’t Work in Legal Says:

    [...] This is the second post in this series. The previous post can be found here. [...]

  2. Legal Vendor Advisory Blog » Blog Archive » The Two Most Important Reasons Why DIY Marketing Doesn’t Work in Legal Says:

    [...] is the third and final post in this series. The first segment can be found here, and the second post can be found [...]

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