Effective Legal Marketing is a Process: Lessons from Nick Saban

The field at Bryant-Denny Stadium at The University of Alabama was recently named Saban Field in honor of Coach Nick Saban. Whether you're an Alabama fan or not, you cannot deny Saban’s success and effectiveness. Bear with me, my Auburn friends, as I share how Coach Saban's philosophy can be applied to effective legal marketing.

A big part of Saban’s success was “the process.” Saban’s legacy isn’t just about winning games—it’s about meticulous planning, recruiting the right talent, and executing a well-thought-out game plan, season after season. His approach is rooted in focusing on the fundamentals and taking it one step at a time. There are lessons to be learned from Nick Saban about effective legal marketing.

Marketing is not about quick wins or reacting impulsively to the latest sales pitch—it’s a carefully crafted process. As a consultant to Alabama lawyers and law firms on management and marketing issues, I often see how professionals can fall into the trap of haphazard decision-making, especially when it comes to marketing. But effective legal marketing, much like success in other fields, requires a long-term strategy and consistent execution.

In fact, Saban himself has famously said, 

“The process is really what you have to do day in and day out to be successful. We try to focus on the things that we can control, which is our daily effort and our daily work. That’s the process.” 

It’s this disciplined mindset that creates lasting success, whether on the field or in your legal practice.

Saban has described the application of the process on the field during a game as being laser-focused on the next step, not the outcome. He says,

“Don’t think about winning the SEC Championship. Don’t think about the national championship. Think about what you needed to do in this drill, on this play, in this moment. That’s the process: Let’s think about what we can do today, the task at hand.”

What did that look like during a game? Saban trained his players to focus on every play as if it was the only one that mattered—no distractions, no looking at the scoreboard, just executing the next task with full effort and precision. It’s this disciplined approach that led to consistent success, building small, meaningful wins that eventually culminated in championships.

The same philosophy applies to marketing for law firms. Your marketing efforts should not be reactionary or based on a trendy pitch from the latest advertiser. Instead, it’s about developing a clear, well-defined plan and then executing it systematically, much like focusing on the next play. Start by identifying your firm’s goals, understanding your target audience, and developing a step-by-step strategy that aligns with your objectives.

Just as Coach Saban didn’t leave anything to chance, neither should your marketing. Break it down: What are your long-term goals? Do you want to increase your online presence, reach new clients, or build a stronger brand? From there, create actionable steps—whether it’s a monthly newsletter, targeted social media campaigns, or a refreshed website. And most importantly, stay consistent.

Over time, the process works. You’ll see results because you’ve built a marketing system that is sustainable and effective, rather than relying on short-term, reactionary tactics. You might not see results tomorrow or even next week, but stick with the plan and success is immenent. In short, just as the naming of Saban Field is a testament to success earned through discipline and execution, your marketing efforts should follow a similar path. Plan your strategy, take it one step at a time, and stay the course. It’s this commitment to a process that will set your firm apart from the rest.