Conducting marketing activities that will never lead to business is terribly frustrating for these lawyers. It leads to the belief that they will never originate their own business. Business development comes from relationship development, but this scattered flurry of marketing does not lead to the critical network of close relationships. Relationships take time to grow and one-shot activities do not create close relationships. The answer, obviously, is that it's very difficult.
Lawyers look out the window and realize the audience for their services is nearly unlimited.
Almost anyone outside the office window is a possible target. They are marketing a general service to a limitless audience. The prospect becomes so daunting they become paralyzed by the enormity of the task. They either market to those they happen to stumble over or they simply quit in frustration. But it doesn't have to be that way.