I’ll frequently sit down to talk with a bankruptcy lawyer about how I market my practice. They nod and smile when I talk about social media, blogging, article marketing and my content generation strategies.
After a few polite minutes they’ll stop me. “That’s awesome. I wish I could do that, but online marketing just won’t work here in [insert location here ... small town, rural area, big city].”
That’s the lawyer’s kiss of death. A slow, painful death that will cost a bucket of money and much anguish.
That sentiment gives you an excuse to keep doing things the same way you’ve been doing it forever. The same way your mentor did it, the same way the firm did it a decade ago. ”It won’t work here,” means, “I’m so out of touch with the world as it currently exists. I’m focused on what I’ve always done, and I’m going to ride this horse with a broken leg until it finally dies.”
Witness these facts:
74.1% of the population is online according to Nielsen Online
63% of all Internet users have broadband access
There are about 133 million blogs indexed by Technorati, spitting out 900,000 posts per day which are read by 346,000,000 readers (give or take a few people)
Newspaper circulation is down about 10.6% and dropping like a stone
So that online legal marketing thing is just a fad, huh?
Won’t work in your neck of the woods, right?
Right.
Photo courtesy of Alicakes*
