Throughout his over-two-year career consulting law firms all over the United States, Luis Scott, the co-founder and lead consultant of 8 Figure Firm, has observed how similar marketing errors have become endemic among law entrepreneurs.
This widespread lack of knowledge about creating a marketing campaign prevents many law firms from generating new leads and halts their growth.
As Scott explained in a recent interview about his upcoming book, The King of Growth, most law entrepreneurs approach their law firms with an attorney mindset, often disregarding the marketing and operational factors of building a thriving business.
Working with dozens of law firm owners nationwide, “I noticed that people don’t know the basic fundamentals of building a law firm,” said Scott. “Most people are building their law firms with no knowledge of how to actually build one.”
Through one-on-one consulting and mastermind conferences, Scott assists law firm owners across the U.S. surpass the eight-figure benchmark in predictable annual revenue. This Puerto-Rico-native consultant is also the managing partner of Bader Scott Injury Lawyers. With the help of his business partner, Seth Bader, he grew this Atlanta-based law firm from a seven-figure to a multi-eight-figure business in less than two years.
Nowadays, Scott has gained significant recognition as an expert in marketing and law-firm management.
In an exclusive interview, Scott connected via Zoom to talk about his latest book, The King of Growth, which will be released on May 19. During this interview, he reflected on the most common marketing errors committed by law firm owners.
When Scott sits for the first time with new consulting clients, one of the most common areas of improvement he encounters is marketing. Many law firms reach a point of stagnation due to flaws in their marketing strategy. As Scott has noticed, a large percentage of law firm owners do not invest a sufficient amount of money towards advertising.
“The first major mistake is that most law firm owners do not know how much to spend on marketing,” said Scott. “They do not invest as much as they should in advertising their businesses.”
Another common misconception among low entrepreneurs is the hyperfocus on channel marketing over campaign marketing. Most law firm owners commit the mistake of investing in ads through multiple mediums without first establishing a clear target audience.
Law firm owners “waste a lot of time thinking about where they will spend their money instead of considering who the person they are trying to reach is,” explained Scott. “If I’m trying to reach people 50 years old and older, the ad won’t be the same as an ad for a 15-year-old. The ad must be specific to the target market.”
Similarly, Scott has observed that most law entrepreneurs struggle with developing a marketing message that is consistent with their brand’s voice and target audience. This lack of a cohesive message becomes a significant obstacle when developing a long-term marketing strategy.
“A third common mistake is messaging,” said Scott. “Many law firm owners do not understand how to deliver and create a clear message.”
Finally, Scott identified that the most widespread marketing error among law entrepreneurs is inconsistent execution. This mistake is not limited to the legal realm. Entrepreneurs across all industries fail to adequately execute their marketing strategies.
“The problem with most business owners in most industries is execution,” said Scott. Business owners may know the theoretical steps they need to follow to grow their business, but “they don’t know how to execute.”
A little over a year ago, these four common mistakes among law entrepreneurs served as the starting point for developing Scott’s book, The King of Growth. This book explains how to establish an effective marketing strategy, create predictability, and other operational principles for building and scaling a successful law firm.
The King of Growth will become available through Amazon beginning May 19.
Law firm owners looking for more in-depth information on achieving predictable explosive growth are still on time to register for the upcoming 8 Figure Firm San Diego Mastermind.
Spots for this event are limited. Secure yours at https://www.8figurefirm.com/mastermind-experience-may-2022/#speakers, and do not miss this opportunity to transform your law firm into a thriving law business.
By Juan Sebastian Restrepo
With Artistic Initiative Agency
