How to Make Time for Marketing

• Author: David V. Lorenzo
• Pages: 11-11

How to Make Time for Marketing §7.

11

§7.

HOW TO MAK E TI ME FO R MAR KE TI NG

When you work with clients all day long and when you give people frank, direct advice about

something they feel strongly about (their law firm), you are bound to have a few people disagree

and push back.

Sometimes the very premise of taking ANY action at all is the challenge. Sometimes I stumble

upon a client who will not take action on any marketing or business strategy initiative because

they just do not have time...or so they say.

All of us make time for things that are important. If a member of your family is getting mar-

ried, you make time to go to the wedding. If your child is in a school play you make time to go

see her perform. If you tell your grandmother you will drive her to the store in the middle of the

day, you stop what you are doing and you drive her to the store.

We keep these commitments for two reasons:

Reason 1: The pain of not keeping these commitments is significant. Not only will we cause

pain to someone else if we do not follow through on these commitments, we will cause pain to

ourselves. This pain comes in the form of guilt and shame.

Reason 2: We have made a promise to someone else and we have a need to follow through.

Humans have a psychological need to be consistent in word and deed. Our actions must match our

words. If they do not, we feel conflicted.

This brings us back to the lawyer who says he does not have time for marketing. This is not a

time management problem. It is a perception problem. The lawyer who cannot make time for

marketing simply does not understand the consequences of inaction.

If you miss a deadline in court you face sanctions. If you miss a marketing deadline, nothing

happens … or so it seems.

Marketing gives you choices. If you have several clients waiting to work with you, you

can choose not to accept some of them … particularly the ones who are difficult. If you have

clients waiting to work with you, you can raise your fees. If you have clients waiting to work

with you, you can hire staff to help lighten your personal workload. The key is to have clients

waiting to work with you. And this is the importance of marketing. When I try to sell you on

taking action, I am selling you on your future. I am motivating you to change your habits and add

marketing to your weekly action items. You deserve to make more money. You deserve financial

freedom. You deserve to control your future. Don’t wait. Get started now.