RAINMAKER OR RAINCATCHER?

Have you heard about the rain makes worms theory of marketing professional services (law, accounting, consulting e.t.c.)? The idea is that whenever it rains we see worms on the ground therefore it is the rain that makes worms. Whenever we do ads or public meetings we get clients so ads are clients. It sounds ludicrous now but when you take this idea and place it in a selling context for your law firm's services it sounds really valid. But it is not.

There's more: adverts , networking and brochures bring in clients so put your money in that and you will have a truckload. As you are already thinking there is more to building a client base for your law firm than that and that more is the substance, the message behind your business. What are you saying to the client?

The 'marketing' is the tools while the message , the why, the what is the actual marketing. Do not fall in love with your tools, the warm glow you get when you see yourself in the papers or on the news and the publicity they give you and leave the main work.