Category: Marketing

Associates Need to Know!

A recent survey reported by Larry Bodine suggests that most law firms require their associates to have business development skills and, more importantly, to bring in new business.

“But ironically, 57% of law firms fail to provide them any training to generate new business,” according to Larry Bodine, a noted marketing guru.

I have no quarrel with the survey results, but the results are directly contrary to my own experience in talking with managing partners and others at larger firms. Frankly, this is one of the facets separating large and small firms. The latter lives and dies on the ability of all their members bringing in some, if not a lot of, new business.

This highlights, however, another area of great change in The Business of Law(r)!

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Advertising is Not Publicity

“Advertising is what you pay for.
Publicity is what you pray for.”

Thank you Dian Thomas for this brilliant phraseology. She talks about ways in which we can get million dollar publicity. See her web site.

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Should Small Firms Join the ABA?

This is an on-going debate for small firms. And, since the ABA de-funded the Standing Committee on Solo & Small Firms, the question loomed even larger. The change of the name from ABA’s General Practice, Solo & Small Firm Section to Division will have questionable impact.

But see Tom Kane’s highlight on this issue, pointing to the new ABA President’s comments.

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The end of marketing departments?

Are Marketing Departments and CMO’s on the way out as a way of doing business?

Gerry Riskin talks about a recent law firm management consulting conference in Sydney, Australia.

A consultant from McKinsey related that this major consulting organization does not have a marketing department. The reason, according to the presenter from McKinsey, is that each professional operates on what they call the “2/4/8” principle. They are working on 2 assignments simultaneously; they are in the process of making 4 proposals for new work; and they have 8 other prospects in sight.

This may coincide with Coca-Cola’s announcement that it is eliminating the position of CMO! How can arguably the best marketing company in the world eliminate the marketing position? Can this be true? Yes, according to the CMO himself.

These two items, juxtapositioned as they are suggest that the marketing function is being pushed down, organizationally, to the level of the folks in the field, the professionals responsible for interacting with the clients/prospects, with some organizational assistance. But, the real push will be the creation of one-on-one personal relationships in order to increase business.

What a novel thought: People buy from people with whom they like to do business! A relationship approach!

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Is T.V. advertising a cause for lawyers’ poor image?

The managing partner of a large law firm contends that P.I. lawyers’ advertisements on television are the root cause for the poor image lawyers currently experience.

I suggest that the commercials are of no consequence and that his assertion makes him (this managing partner) look foolish.

I know. You now want proof of my assertion. Well, here it is, in part. (more…)

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How to “fire” a client

I know that a number of people have “fired” clients. I’m not sure how to fire a client, or at least decline a related matter from an existing client who is a real pain. I don’t want to have to deal with him on other matters. What excuses do you use to fire or decline work from existing clients? What should I do?

Here’s one contrarian thought: (more…)

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Pareto’s Principle really does work!

Your marketing efforts will improve dramatically if you spend time applying the Pareto Principle to your firm. Tom Kane in his blog today refers to an article in the ABA’s Law Practice Today.

Look at the steps set forth in the article for good advice to increase your revenue.

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Does marketing reduce malpractice risk?

Blink suggests that doctors talk 3 minutes longer than other professionals (lawyers) and that doctors are sued less than lawyers. And managing the client experience is marketing. Therefore, marketing lowers lawyers’ risk of malpractice … or so someone suggests! (more…)

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