Focus On Your (Marketing) Foundation

My dad introduced me to yoga at a young age. He actually used to teach yoga to me and my friends when we were in junior high school. He was interested in yoga back when it wasn’t cool. (Bear with me – I promise this relates to law firm marketing.)

yogaI’ve been a serious yoga practitioner for about six years now. Like most yogis, I was drawn to serious practice for superficial reasons; I wanted to look strong and flexible and to do impressive poses.

I thought I was fit at the time, so I started attending a lot of vigorous, flowy yoga classes. I grew stronger and developed more flexibility. I even managed to put myself into those impressive-looking poses, which I thought was pretty cool. Then two things happened.

I hit a plateau. I couldn’t seem to progress any further in my practice; and I was injuring myself. I couldn’t for the life of me figure out what I was doing wrong!

A bit frustrated, I started trying other styles of yoga. Then I was introduced to Ashtanga.

I had never encountered a style of yoga quite like Ashtanga. Unlike what is taught in many yoga classes, Ashtanga has a clearly defined philosophy about how to treat yourself and others. The physical practice is only part of a broader spiritual practice.

When you learn a yoga pose, you learn how to do it without props or variations so that you do it properly from the start. When you’ve mastered one pose, then you may attempt the next.

Ashtanga is also meant to be practiced six mornings a week. The belief is that consistent practice is the key to growth.

So, I started doing Ashtanga. It made me feel weak and rigid all over again, but I was building a solid physical foundation.

Over time, I grew even stronger and developed more flexibility. There were no more injuries. Every so often I realized I was doing something I couldn’t do the week

I’m not saying that Ashtanga is the best style of yoga and I’ll never do anything else – I still love my local vinyassa yoga studio. However, I think that we can draw certain lessons from this experience and apply them to law firm marketing…

  1. If you find yourself drawn to certain marketing practices because it strokes your ego, re-evaluate. Ask yourself, “How does this benefit my target audience?” We all do things for superficial reasons sometimes, but superficiality does not serve long-term business development.
  2. Have a clearly defined philosophy to guide your progress. Know what you stand for. Test whether you and your business are living up to your own standards.
  3. Build a strong foundation from the get-go. In information marketing, that means make a list of your current clients, former clients, referral partners, and anyone else with whom you have a good business relationship and start sending them a monthly printed and mailed newsletter.
  4. Be consistent. Most businesses only advertise when they realize they need to drum up business. Smart business owners know that marketing is not a one-and-done project. By implementing marketing systems that run regularly, the phones aren’t going to stop ringing every couple months.


I sold a personal injury practice along with marketing assets which included my name, but I was not ready to retire. The new owner did not wish to pursue the medical malpractice sub-specialty, but I did. Therefore I needed to re-position and rebrand consistent with the sale agreement and my marketing goals. Catherine took the rebranding strategy along with the detail stuff off my plate, so I could focus on the highest and best use of my time. She worked with my assistant to create an intake system, a new website with new content, social media, a targeted newsletter to my 6500 name list... you get the idea. Stuff that great lawyers should not have to do, because they are better off being great lawyers. Catherine is your reinvention one stop shop!
Ches Crosbie QC
Owner / Patient Injury Law