As 1200 legal marketers start to gather in Las Vegas for the annual LMA Annual Conference, I am reminded WHY I am a member of this community: We have a deep passion for what we do.
But can we care too much?
And when I say “we,” I include all of us on the business side of the law firm from the managing partner, through the C-Suite, and all of the pathways that lead to office services, reception, and hospitality.
Come June, I will celebrate 19 years as a legal marketer. And when I say celebrate, I mean it. I am proud of my career, and love what I do. But I cannot care more than the attorneys I work with, either as individuals or as a collective.
Being a legal professional has its challenges, but the rewards are far greater. Watching a law firm grow and evolve. Seeing the lights go on when an attorney gets it. Having your ideas embraced and implemented.
Yet the turnover in legal marketing continues. Not just turnover from firm to firm, but from firm to firm to out of the industry.
It takes a certain personality to work in-house. I have several close friends and colleagues who could never be successful in-house, yet as consultants they are in the perfect position to balance what it is that we do.
Yes, in many ways we still pay
$5000 $10,000 to have a consultant tell the lawyers something we could have told them for free, but as long as we are not personally attached to that $5,000 $10,000, we’re fine.
Simply stated, we need to detach from the results. Over the course of the next few days, we legal marketers will be sponges. We will walk away with new ideas and initiatives we know we have to implement. We will have a new-found energy and sense of ourselves. And then we’ll return to the office where some of these ideas will be well-received, but few implemented. NOW.
That’s the key word: NOW.
Keep talking about what you learn. Keep sharing the new ideas and concepts. Start to implement what you can. Continue to reinforce good business concepts.
Changing culture can take 5-10 years. And that’s without lawyers in the mix.
When I think back on the 19 years of my legal marketing career, I cannot believe how far we’ve come. But it’s been a very, very slow and steady trudge.
Don’t give up. Use the next few days to fill up and energize. Know that you are with your “people,” that we’ve all been there, and have done that.
And never stop caring, just detach from the results.