Well, I made it. I’m turning 40 this weekend.
To memorialize this milestone, I decided to share 40 truths that I’ve learned in my nearly two-decade career in the industry.
Let’s get into it.
Consistency > Creativity
Showing up is more than half the battle.
We tend to glamorize marketing campaigns that attract national attention, garner millions of views, and blow up on social media.
But in my experience, doing things consistently, over time, at a high quality beats a single clever idea every time.
The firm that publishes one solid article every week for three years will bury the firm that ran one brilliant campaign and went quiet.
People Buy Trust
Nobody hires a lawyer because of a clever tagline.
They hire the firm they believe will not let them down at the worst moment of their life.
Get reviews. Win awards. Speak at conferences. Teach that course.
Then, marketing’s job is to communicate that trust to prospective clients.
Specialization is a Superpower
The lawyer who does “a bit of everything” competes with everyone and is chosen by no one.
The lawyer known for one thing owns the search result, owns the referral, owns the reviews, and can charge more for it.
Narrow your focus and every part of your business gets easier.
Simplify
Your business. Your offer. Your services. Your marketing.
If a prospect has to think, you have already lost them.
Plain language beats legalese.
One clear call to action beats five.
Complexity is where conversions go to die.
Most importantly, if you can share four impactful tips instead of 40 mediocre ones, do it.
That's it for today. I’ll see you on the other side of the hill.
Ciao for now,
C
