As legal marketing consultants, we will preach that you must think strategically and have marketing plans – blah, blah, blah. The trouble with marketing plans and firm strategic plans is that much time, energy and money go into creating them. Then, the plans sit on a shelf somewhere, never to get implemented. Here at ESQuisite,
All successful rainmakers invest significant time and energy into marketing and business development. They are able to create time – it is all part of the job. For other lawyers, why is it so hard to find time for marketing and business development? The simple answer is math. There are only so many hours in
We have helped many a lawyer build a niche legal practice. The concept of niche marketing is different than marketing a specific practice area or legal specialty. You should think of a niche practice in industry terms or as a very narrow specialty. For example, you may have a family law boutique firm. Family law is
I am back from vacation – relaxed, refreshed, and thinking about websites. They are expensive. Very expensive. But on my recent trip, where I relied heavily on Google to get me to the websites of restaurants, activities, and other destinations on my vacation, I really, really, really began to understand why a website matters to
There is a war going on in the legal industry. It is a war for talent, a war to get the right lateral attorney. So many firms are trying to grow by recruiting established lawyers with big books of business. Sometimes this is a good strategy that works, sometimes it does not. Actually, I was
Do you see things from the client perspective or your own? I recently worked with a successful, senior partner at a large law firm. He sought my advice on how to properly follow-up with a prospective client. The prospect was General Counsel at a major company. Apparently, they had a meeting that “went very well.”
We recently met with a prospect and asked him how clients found him. He said other attorneys send him clients, and he advertises in the yellow pages. We are so glad he contacted us! His story reminded me of an article I read about Aardvark – a running store in Bethlehem, PA. The employee being
Throughout my long career in legal marketing, I cannot count the number of times that I heard, “Joe” is such a good lawyer, how come he cannot get any clients? These “Joes” are truly excellent at their craft. They produce first-rate work products and are respected by their peers. The Joes I know are thoughtful,
We preach and preach and preach even more that marketing for lawyers is a simple formula. It goes like this: Reputation + Relationships = Success. When dealing with clients, we always start with the Reputation portion of the equation. And, under this category, we start with the attorney bio. We do this because this is
In helping some of our start-up clients, we really focus on integrating marketing into their administrative procedures. Here are a few basics to consider before you open your doors. Or when you decide to integrate a marketing plan: Logo Design Many start-ups do this on the cheap, but it comes back to bite them in