Snow day! ❄️☃️
That is the text message I received last week from my wife who works at the The Frances Jacobson Early Childhood Center at Temple Israel, Boston. 🎒
By early evening, many of the school districts in Eastern Massachusetts had canceled school for today because of predictions of a bad snowstorm that were supposed to hit overnight. Reports were that driving would be treacherous by morning.
That was the prediction. As I look out my kitchen window this morning, the reality is quite different!
Weather forecasting is as much art as it is science; but we all like to rely on it. We listen to the predictions and then make decisions based on those predictions. Sometimes those predictions are just wrong.
The same is true with marketing. We think that attending a particular industry conference will be a great way to build our network; but we find that there are limited opportunities to interact with the participants. The attendees are not really the people we want to meet.
We start sending out a monthly newsletter, but after a few months, we don’t see any tangible results.
Or we take a few clients or good referral sources to lunch and suddenly the phone is ringing.
The point is that marketing, like the weather, is hard to predict. So if you want to really be affective in building your practice, understand that you may need to try 10 things to have one of them work.
Go with the activities that you predict “might” work and the things you choose should be authentic to you. (Don’t play golf if you don’t like golf.)
For most of us, using a multichannel marketing approach is the most effective way to ensure that we are covering our bases. We can’t really predict what will yield results and in many ways, marketing is often the sum total of everything we do.
As lawyers, we like more certainty. With marketing, take some chances and understand that not everything will pan out. And that is okay.
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