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"The older I get, the more I realize that success at most things isn't about finding the one trick or secret nobody knows about. It's consistently doing the boring, mundane things everyone knows about but is too unfocused/undisciplined to do. Get good at boring." - Mark Manson, Bestselling author of "The Subtle Art of Not Giving a F*ck"
There's a romanticized notion of what it takes to win at trial. We often picture a smooth-talking lawyer who sways the judge or jury with charisma and eloquence, delivering a compelling closing argument that seals the deal. However, the truth is that trials are won or lost long before the lawyer steps into the courtroom. It's the hard work of preparation, discovery, briefing, and the countless hours spent poring over documents and evidence that ultimately determine the outcome. The "boring" tasks, the ones that happen behind the scenes, are what truly matter.
This same principle applies to business development. Sure, it's possible to dazzle a client in a compelling boardroom pitch, and land a lucrative engagement with your charm and expertise. But, more often than not, it's the little things - the "boring" tasks - that come before that really make the difference.
The Importance of Systems and Processes
Successful business development requires having solid systems and processes in place. This includes maintaining an organized contact database, regularly reaching out to potential clients, and consistently following up with leads. It's about establishing a routine and sticking to it, even when it feels tedious or unexciting.
Some specific examples of these "boring" tasks include:
Regularly updating and maintaining a key contact list (your simple CRM)
Scheduling and conducting periodic check-ins with existing clients
Researching and staying up-to-date on industry trends and potential client needs
Consistently creating and sharing valuable content (blog posts, articles, newsletters) that demonstrates expertise and provides insights to potential clients
While these tasks may seem mundane, they lay the foundation for building strong relationships and securing new business. By consistently executing these "boring" aspects of business development, lawyers can:
Build trust and credibility with potential clients through regular communication and demonstrated expertise
Identify new opportunities for growth and expansion by staying attuned to client needs and industry trends
Foster long-term client relationships by providing consistent value and support
The Power of Follow-Up
One of the most crucial aspects of business development is follow-up. It's easy to get caught up in the thrill of a promising meeting or a potential new client, but the real work begins after that initial contact. Following up with a personalized email, scheduling a follow-up call, or sending helpful information demonstrates your commitment and attention to detail. It's these small, "boring" actions that can make all the difference in converting a lead into a client.
Overcoming the Resistance to "Boring" Tasks
Despite the importance of these mundane tasks, many lawyers struggle to embrace them consistently. Common challenges include feeling overwhelmed by the sheer volume of tasks, struggling to maintain motivation, or simply not knowing where to start.
To overcome these barriers, consider:
Setting specific, measurable goals and creating accountability systems to stay on track
Breaking down larger, tedious tasks into smaller, manageable steps to maintain motivation and progress
Reframing "boring" tasks as essential building blocks for long-term success and professional fulfillment
Consistency is Key
Business development is not about grand gestures or one-time performances. It's about consistency and persistence. It's about showing up day after day, even when the tasks feel monotonous or the results aren't immediately apparent. Just like in trial preparation, it's the cumulative effect of all those small, "boring" actions that ultimately lead to success.
Embrace the power of boring. It’s essential for building your practice. And that’s pretty exciting.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.