At first glance, falling in love with your marketer may seem like an oxymoron. However, with the way that some law firm marketing consultants lock their clients into two and three year commitments without producing results, well frankly, love can be the only excuse.
Let’s face it, love can make us do silly and stupid things. Love helps us forgive and forget. It emboldens our sense of commitment, dedication, and patience.
When a law firm falls in love with its marketer, things can get very ugly. The law firm may commit unconditionally to the marketer and agree to a long-term commitment. The marketer may begin to take the law firm for granted. In really sad situations, the law firm will support the marketer even in the face of empirical evidence that the marketer is “in bed” with its competition. This is really nasty stuff.
While building a relationship of trust with your law firm marketing consultant is advisable, don’t fall fall in love with them. Hold them accountable. Ask them whether they work with your competition. Make them show you results.