Hire a Marketer and Substitute Your Judgement for Theirs. Not.

Chicago attorney Patrick Lamb says in his blog that he has been enjoying these discussions on branding--a multi-blog thread initiated by Dan Hull of What About Clients and added to by Tom Kane and me.

In his post, Pat expresses an observation about attorneys that also holds true for accountants:

As a profession, we are conservative, change resistant, risk averse and incredibly unimaginative.  Sheep-like in terms of how we follow each other....

Here's one way these characteristics manifest themselves.  Hire a gifted marketing director, and then try to substitute the lawyer's [sub: accountant's] judgment for the marketing director's.  Because we lawyers know so much.

In the past 12 years, I have seen so many truly gifted marketers suppressed, overridden, and ultimately rendered ineffective because of the accountants or lawyers they work for. Ask any marketer or consultant to the professions and they can name at least several.

As a lawyer or accountant (or consultant), equate it to a customer who refuses again and again to heed your advice. Then imagine that same customer coming to you repeatedly to justify the value you bring to the relationship demanding ROI and results. Yet they haven't taken most of your advice.

The frustration you experience in that situation is only a taste of what a marketer you've hired feels because you are their ONLY customer. 

That's why marketers leave firms in a matter of a couple of years. And that's why results aren't half as amazing as they'd be if you'd listen to your marketer and act on a lot more of their advice.

Thanks, Pat, for saying what you said publicly. I know you think very highly of your firm's gifted marketer and, for that, both you and she are very fortunate and you are both much better positioned for success!

Comments

[Russ Krajec]

Every profession suffers from clients who, in their infinite wisdom, know more than the experts they hire. Marketing professionals are not exempt. This tends to happen with clients who refuse to listen to bad news or who don't want someone to call their baby ugly.

That is far worse than the client who hangs on every word from their high priced attorney/marketing professional/accountant, and forgets to mix in some sound business judgment. This client will eventually be disappointed when they don't take responsibility for their actions.

[Jack Yan, LL B, BCA (Hons.), MCA]

Much of this comes down to trust. And I have found that those who are not deserving of trust find it hard to trust others. Makes it hard to swallow when it comes to the legal profession, one very guilty of same-again marketing.