It goes without saying that one should focus on their strengths rather than their weaknesses when it comes to legal marketing activities. For one thing, you are not going to do what you don’t want to do. If you are not comfortable at public speaking, I don’t expect to see you talking at a lot of seminars. (That isn’t to say that one can’t overcome one’s weakness (or fear) in this area, but that’s for another day.)
The point is, that you should spend your time as a marketer doing what you enjoy and are good at in both attracting and keeping clients. Jim Hassett at Law Firm Business Development has started a series he calls “Six facts every lawyer must know to develop new business.” Fact One bears on my point above. He quotes from the book Discover Your Sales Strengths by Benson Smith and Tony Rutigliano:
“The strengths that make someone an excellent pharmaceutical salesperson are different from those required to excel in selling real estate, or jet engines, or strategic consulting.”
… or legal services, I would add.
To state the obvious, everyone is different, and how one approaches lawyer marketing will be as well. So, are you focusing on your strengths?