Whether you run your own firm, are a partner at a small firm, or work in a giant, national office, understanding your “why” is where everything starts. It has everything to do with why you get up in the morning and everything to do with why you chose the career path that you chose.
And if you don’t know what your “why” is or you don’t think you have a “why,” you absolutely have to find one because that’s what is going to drive you and the direction of your firm. That’s what is going to be the main driver for your success. It’s going to be the main reason why you do anything in your field.
Over the years we’ve talked to business owners in several states and, looking at it from a marketing perspective, we hear a lot of things like, “Oh, I don’t need marketing. I have enough business.” Or “Oh, I’m in a small town, everybody knows me. I don’t need marketing.”
First of all, you don’t have to think about marketing in such a singular way in which you just associate marketing with bringing in new business. Admittedly, you have every right to think that about marketing because that’s how it has primarily been presented for decades. But to also think about marketing is not just how many people it brings in, but what kind of people it brings in.
Sure, you may live in a small town where everybody knows you, but how does everybody know you? What kind of business owner do people think of you as?
Even more, are you just existing to create a paycheck, to just have some semblance of a lifestyle that you’re generally working towards? Or are you really focused on why you chose to be a lawyer or accountant in the first place? Did you become a lawyer because you just had interest in law and it seemed convenient? Or did you have a more specific reason? Maybe you saw your parents go through a tumultuous divorce and now you want to make sure that people in your community don’t go through the same experience that you did.
When you have a very specific “why” in that regard, you can use that in your marketing to really cast a specific net where you know that your ideal clients are going to be. When your “why” is part of your marketing message, it will attract those people that you really want to work with.
If you have not yet thought about this at all or if you haven’t thought about it in a while, really think about why you’re doing what you’re doing. When you have that figured out, it goes far beyond just what you do with your marketing. It can really have a huge impact on how you approach the cases that you take on how you end up running your business in other aspects, whether it’s the team that you’re building, the office culture that you’re creating, the approach that you take to networking, and so on.
Think about what is your “why.” Why do you get up in the morning? Why do you go to this office? Why do you wear a suit and tie? Why do you go to court? It’s a legitimate question that can have profound impacts on how you run your firm or how you advance in your career.
What is your “why”? We’d love to know!
Spotlight Branding
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