Why did I write a book on marketing for solicitors? [Part 1]

It’s a good question; and one that I asked myself many times in the process of doing so. Indeed, many people that I respect and trust asked me the same thing with more than a hint of concern in their voices.

I mean, why, as a practising solicitor, would I take things that I have spent a long time and a lot of effort learning, developing and testing, and which gave me a competitive advantage in my marketplace, and then just share that with my competitors?

Why would anyone in their right mind willingly seek to create stronger and better competitors for themselves? Why make a rod for your own back?

Well, I’m not sure that I know the answer even still. But the book’s written now and I’ve committed to putting it out there, so for better or for worse, we’ll find out soon enough whether or not it was such a good idea…

But in truth there are three main reasons why I wrote it:

The first is the abundant mindset.

Yes, I know, things like mindset can sound like the kind of touchy feely crap that gets lawyers rolling their eyes, but I fervently believe in the abundant mindset: the idea that there is an abundance of knowledge and wealth and in order to partake of it you must share it rather than hoard it. It’s so true but it is completely counter to how many of us are conditioned to behave.

The legal profession is particularly prone to the scarcity mindset; the zero sum game. For someone to win, someone else must lose. Don’t ever let your guard down or share your “secrets” with anyone.

As a result, as far as I can see, all of the advisers to the Irish legal profession in the area of practice management and marketing to date have either been accountants and other non-legal consultants or non-practising or former lawyers. No-one who’s actually doing for themselves in today’s market place has actually put their head above the parapet and said “here’s what I’ve done; maybe there’s a better way”.

So, I’ve decided to give it a lash. It may be a case of a fool rushing in where wiser and more cautious angels have feared to tread. Personally, for my own sake I don’t mind either way, but hopefully some others will get some benefit from it whatever the outcome.

Because, let’s face it, it’s not like I’ve invented any of this stuff or that anything I have to say on this is new. It’s all out there and anyone can do and get it for themselves. A lot of it is freely available, but you’ve got to spend time learning it. More involves cost on top of time and travel. But anyone determined enough to get the knowledge can; so it’s not like hoarding it is going to preserve some finite natural resource that other can’t just go and get somewhere else.

As to the second reason, well, I’ll get to that in the next part.

Watch this space.

Meanwhile, check this out to find out all about it.

In contentious business, a legal practitioner shall not charge any amount in respect of legal costs expressed as a percentage or proportion of any damages (or other moneys) that may become payable to his or her client or purport to set out the legal costs to be charged to a junior counsel as a specified percentage or proportion of the legal costs paid to a senior counsel. A legal practitioner shall not without the prior written agreement of his or her client deduct or appropriate any amount in respect of legal costs from the amount of any damages or moneys that become payable to the client in respect of legal services that the legal practitioner provided to the client.

Flor McCarthy is one of Ireland’s leading lawyers, certified by the Law Society of Ireland in Data Protection Practice. Flor has extensive expertise and hands-on practical experience in privacy, data protection and GDPR issues for marketers. He was chosen as Munster Solicitor of the Year at the Irish Law Awards in 2018.