If you want to grow your law practice, having a good strategy is important. Figuring out who are your ideal clients and what are the ideal matters you want to work on is an important first step in building a marketing plan. Creating a niche practice area is an important way to ensure that you have differentiated yourself from the competition. Mapping out who are your key referral sources and how you can build relationships with these referral sources is essential. The process of coming up with a marketing plan is anything but mindless. A scattershot approach that lacks focus is far less likely to be effective.
But once you have a strategy and you move to implementation, it is important to shift gears. Successful execution requires consistency. Short bursts of activity followed by long breaks where you just focus on billable work, is not a good way to keep your name top of mind with your network. Since it is hard to predict when your clients, prospective clients, and referral sources will hear about a legal problem that you might be able to solve, slow and steady wins the race.
Shear willpower is unlikely to ensure that you will have the consistency you need to remain visible. Given the time pressures on most