Why Marketing & Business Development Shouldn’t Be Scary for Lawyers This Halloween | JD Supra Perspectives

…tackling one “scare” at a time, you can build confidence, control, and comfort in growing your practice.

It’s Halloween season—the time for haunted houses, ghost stories, and pumpkin spice everything. But for many lawyers, there’s a different kind of fright night that lingers year-round: marketing and business development.

The mere thought of self-promotion, client development, or hearing a dreaded “no” can be enough to make any attorney’s skin crawl. Luckily, just as every Halloween has its treats, there are strategies to turn these marketing “scares” into manageable, even enjoyable, experiences.

So, grab your costume (and/or your courage) and let’s tackle these fears head-on with some not-so-scary strategies.

1. Fear of Self-Promotion: The Sales Ghoul 👻

Nothing sends chills down a lawyer’s spine quite like the thought of self-promotion. Talking about oneself feels unnatural and, to many, a bit sinister to those used to advocating for clients, not themselves.

Trick: Reframe marketing yourself as a form of client service. Instead of “selling,” think of it as sharing valuable insights. Discussing recent cases or trends you’ve observed can provide helpful information to clients without feeling like you’re boasting. By positioning yourself as a resource, you’re still helping clients—just in a new way.

Treat: Try sharing one helpful tip or recent case trend on LinkedIn each month. This kind of content marketing can keep you top-of-mind in a way that feels professional, not self-promotional.

2. Perceived Lack of Control: The Corn Maze 🌽

Marketing and business development can feel like navigating one of those gigantic corn mazes, but instead of hay bales and twists and turns, its full of tactics and tools with unknown ROI. Many lawyers get overwhelmed and rather than try one thing, they get wrapped up in a maze of indecision and push it off to another day.

Trick: Control what you can by making a clear, targeted marketing plan, seeking out guidance from experts, including members of your internal marketing team, rainmakers you admire or external consultants. Just like you’d analyze a case or prepare for a transaction, create a strategy that focuses on your client’s needs and providing solutions.

Treat: Review your list of top clients and identify any trends – by size, employee count, location or industry. Investigate whether there are related professional associations you could join to interact more with this type of client. This strategic approach turns the maze into a smooth path.

3. Fear of Rejection: Facing the Monster 👹

There’s nothing scarier than putting yourself out there only to hear… crickets. Or worse, to be told “no.” This fear of rejection can feel like facing down a monster, but it’s also a real part of practicing law, and can inform successful marketing and business development strategies.

Trick: Remember, every successful rainmaker has faced some losses—it’s part of the game. Treat marketing the same way. Embrace a learning mindset and recognize that each “no” or period of silence can help you fine-tune your approach.

Treat: The next time you find out you didn’t get a piece of work, ask why. You’d be surprised how open in-house counsel and procurement teams are to providing feedback on your pitch. And remember, not hearing back on the first or second email doesn’t necessarily mean “no”—your contact might just be busy. Avoid assuming silence means rejection and consider a respectful follow-up instead.

4. Limited Training: The Haunted Forest of New Skills 🌲

Most lawyers never received training in marketing and business development, making the whole area feel like a haunted forest—unpredictable and easy to get lost in. Diving into the world of pipeline development and personal branding without a map can be intimidating.

Trick: Start with bite-sized training sessions that connect marketing to legal work. Practice creating an “elevator pitch” that effectively describes what you do, or set aside 15 minutes to brainstorm common questions your clients might have. Familiarity turns the fog into a path.

Treat: Experiment with small actions, like sending a brief email update to clients about a recent change in the law. Keeping it simple will make it easier to stay motivated and grow your skills over time.

5. Time Constraints: The Witching Hour 🌙

With packed schedules and high billable-hour requirements, many lawyers simply don’t have time for marketing. Rather than stay up until the witching hour to think about marketing and business development tasks, break your plan into bite-sized tasks that can get knocked out during the daylight hours.

Trick: Look for “low-effort, high-impact” activities, like setting up a monthly reminder to touch base with key clients. Business development doesn’t have to take hours a day—a little consistency can make a big impact.

Treat: Choose one time-efficient tactic, like connecting on LinkedIn or sending a “checking in” email existing clients. A steady, even small, approach can fit easily into your schedule and build traction over time.

This Halloween, Give Your Marketing Fears a Rest

Marketing and business development don’t have to be frightening. By tackling one “scare” at a time, you can build confidence, control, and comfort in growing your practice. So, this Halloween, rather than running from the fear of marketing, face it with a bit of strategy—and maybe a piece of candy as a reward!

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Rebecca Edwards Hnatowski is a marketing and business development advisor with nearly 20 years of experience helping busy stakeholders establish, maintain, and grow client relationships. Connect with Rebecca on LinkedIn.