Marketing your practice when you’re busy

When you’re head down in a long-trial it’s easy to forget that it’s going to come to end. Don’t leave it until closing statements to line up your next client.

A case study in sending the right message

I was at an evening networking drinks (in the old days) and saw a QC friend with a glass of Buxton- and-lime in hand, chatting calmly to the managing partner of the magic circle firm hosting the event.

I happened to know he was in the middle of a ten-week trial where the size of the claim ran into multi-millions.  Everyone else knew it as well.

What a message to send to the world.  I’m organised and completely in control. I’m in court tomorrow morning but my loyal clients are still important to me. 

A meeting scheduled is partly complete

I learnt a very important lesson from a – very organised – German Ambassador, whom I used to support on diplomatic projects in the former Soviet Union.

He said that a meeting scheduled in the diary with an official is one which has already taken place.

The scheduling itself demonstrates intent, keeps interlocutors on each other’s radars and gives everyone sufficient lead time to prepare.

Things to do before a long trial starts

When you know you have a busy period coming up and you won’t be available for time-intensive marketing events like webinars or seminars, be proactive now in setting things up for when the trial is over.

Here are three ideas for what to do now before you disappear into the black hole.

1. Schedule breakfast meetings with your inner circle clients in the weeks immediately after the trial is scheduled to end. It will keep you on their radar.
2. Write one LinkedIn 150-word post for each week you’re in court, and auto-schedule it to post automatically without your intervention. It will keep raising your profile.
3. Schedule a webinar or speaking opportunity now for after your trial is scheduled to end. It will give you a focus after the trial has ended.

Once you have scheduled your marketing activity for the duration of your trial, you can forget about it and focus on the day job.

An approach to minimise stress while you’re in court

You might be thinking: Heidi, don’t be ridiculous. When I’m in court, I’m up at 4am and I don’t go to sleep until midnight day after day.  I don’t even have time to go to the loo.

Yes, I understand.  These tactics will help you emerge from your trial with clients lined up to meet you.

Being organised now, before the trial starts, will remove an additional worry while you’re in court. Which must surely be a good thing.

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By Heidi Smith
Creator of Jurilogical.com

Heidi Smith writes about change and technology in the legal sector.  She is the creator of Jurilogical.com, an online resource hub for barristers.  Connect with Heidi on LinkedIn.