Lawyers' self-marketing can bolster their firms' promotional strategies

Article Abstract:

Law firm marketing is still underdeveloped across the profession, but the most appropriate and effective technique is for individual lawyers to seize the opportunities that arise spontaneously in daily life. To do so they should try to maximize the number of informal personal contacts they have, and develop the ability to describe both themselves and their firm in a pithy and informative way to non-lawyers. Firms should allocate a significant part of their marketing and advertising budgets to training to develop these skills.

Analysis, Law firms

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Attorneys must be salespeople: they don't tell you this in school, but getting ahead hangs on attracting clients

Article Abstract:

Marketing is crucial to every lawyer in private practice and should be built into a routine long before the need arises to drum up new business. New lawyers in sizable firms often forget the importance of networking to draw in business, and can become too dependent on incestuous cross-selling among departments. Lawyers have many routes for raising their own profile and developing relationships with people likely to need their services, or to refer those who do.

Management, Social networks

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Reaping business from Web sites is time-consuming, but possible

Article Abstract:

Using the World Wide Web for law firm marketing is a long-term investment and law firms must know both what the firm does best and the audience the site is aimed at. The site must specify how the firm is different from others but unlike written advertising, can disclose the domain visitors come from and the material most often consulted. Specialized legal practices lend themselves easily to the Internet.

Usage, Web sites (World Wide Web), Web sites

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