When you’re running a law firm, it’s easy to follow the crowd.  For example, many decide to get advice from others who have a law firm or simply mimic what others are doing.  The result is that multiple firms begin taking the same approach with their marketing and management approaches, whether it works or not.

The examples are limitless.  But take a situation where law firms began ditching the same webpage company for another.  It doesn’t usually take long for the word to get out, and multiple law firms in the same region begin taking the same approach by hiring and firing the same companies (that are either in or out of vogue).  Or, if you see many law firms trying to advertise in a particular way (like PPC, the phone book, signage, billboards, etc.), it’s not long before multiple firms are taking the same approach with their marketing.

Knowing What Works For Your Law Firm vs Following Others

Some law firms will decide to hire multiple associates to try to grow their firm.  Once one firm does it with perceived success, many try the same approach.  Then, when one law firm seemingly encounters bumps in the road and trims back, multiple law firms seemingly decide to trim back at the same time.

Some law firms may decide to open multiple offices for their law firm practice, implement an organizational structure, or offer various compensation systems based on what other law firms are doing.  When one law firm decides that this isn’t working, then many law firms will seem to ditch this approach in sequence.

Or, when one law firm begins advertising as being cost-effective and affordable, or some firm starts offering flat fees, it isn’t long before many try the same approach because others are doing it.  It doesn’t matter whether this approach works or whether it leads to the kind of clients the law firm needs and desires.

No matter the example, if others are doing it, the thought is that it has to be right for them as well.  Like lemmings, law firms are often inclined to do what others know they are doing.

The hardest part about running a law firm is knowing what works for your law firm versus following others off the cliff.  Instead of following what others are doing, taking the lead and trying something different is not what comes naturally to most.  It simply isn’t normal for most to offer something that other firms do not.

Successful Law Firms Have Taken an Honest Assessment

The law firms that succeed have taken a thorough and honest assessment of their law firm.  They know what works for them and their clientele and what doesn’t.  Versus simply following what other law firms are doing, they are not afraid to be different. They are not afraid to take the lead and do something bold to please and attract clients.  They understand that those who are willing to separate themselves from the pack (and not follow others off the cliff by being a follower) stand to gain the most.

If you have any thoughts, feel free to share them below.