Many times lawyers' discomfort with marketing stems from their misconception that there are only certain models to be effective rainmakers and they don't fit them. In fact, there are many routes to take. Each lawyer can take a different approach to marketing that suits his or her talents and interests. When many lawyers see a comfortable role for themselves, they stop their nay saying about marketing. Thirdly, every firm should set realistic expectations for individual and firm efforts,and for the results to be achieved.
Frustration arises when lawyers have been trying to market without much success.
A typical partner should be spending 200-400 hours per year on marketing and understanding that it takes four to six years of efforts before significant results will be seen. Many lawyers get so discouraged before they reach this point that they quit doing much marketing. Actually, many lawyers spend enough time, but because their efforts are unfocused, the time does not pay off and frustration levels rise. Finally, marketing education includes training. Because the most effective law firm marketing is personal contact, lawyers must feel comfortable with and be effective at making contacts and building relationships with existing and prospective clients.