December 2010 | Marketing: It's an Art, Not a Science  | ||||||||||||
 FEATURES: MARKETING: IT'S AN ART, NOT A SCIENCEThe Art of Trade Show MarketingBy Ed PollThe key to business development success is building relationships with potential clients, and there is no better way to establish effective relationships with prospects than establishing a presence at industry trade shows and association meetings. Why Does a Client Choose a Particular Lawyer?By Steven ShaerWhen retaining a lawyer, clients, whether an individual or a corporation, do not make simple competency-based decisions. Regardless of what they are buying, all consumers make decisions based on rational buying criteria, emotional buying criteria and, in some cases, even social buying criteria. Cultivating Online RelationshipsBy Allison ShieldsSocial networking is all the rage and lawyers have begun seeking ways to incorporate social networking into their marketing and business development repertoires. The same rules and principles for offline relationships apply. What's Working? Seven Ways Firms Can Measure Their Marketing InvestmentsBy Carey Ransom and Brad CooperWhile technology tools and the Internet have helped to make marketing investments much more measurable, most firms are still not taking full advantage of these tools and continue to struggle to accurately measure their marketing programs. Using a Professional Development Coach to Help Build Your PracticeBy Jamie SpannhakeMany lawyers work with professional development coaches to achieve success in various aspects of their careers, which may help you with both your vision and your plan of action for career success. The Missing Link: How Lawyers Are Failing to Maximize Public Relations in Their PracticesBy Paramjit MahliThe credibility associated with being cited in the press or being seen as an expert is very hard to buy in advertising dollars. This article shows you how to avoid some common public relations traps and get the most out of your PR efforts. MARKETINGHow to Create Effective HTML E-mail SignaturesBy Rex WestonWhen done right, law firm e-mail signatures can be time savers and excellent branding tools. What differentiates poor signatures from great ones is a split-second, mental judgment that the e-mail recipient makes categorizing your message as professional or unprofessional. MANAGEMENTRocky Horror as a Management LessonBy David BilinksyUpon gaining entry to the castle and seeing its bizarre occupants, Brad and Janet get the distinct impression that they have just done a 'time warp' into a new dimension - not unlike someone's first impression of joining a dysfunctional organization. TECHNOLOGYBest of ABA TECHSHOWWord for Power UsersBy Adriana Linares and Barron HenleyDrafting complex documents in Word does not have to be a wrestling match. If you're still manually typing paragraph numbers, tables of contents or tables of authority, then this guide is for you. MEET THE WOMEN RAINMAKERS!Katessa Charles DavisBy Natasha InnocentiThis determined rainmaker credits her book of business to sticking with the tried and true methods for nurturing client relationships. | 
LAW PRACTICE TODAY EDITOR-IN-CHIEF John D. Bowers, Saul Ewing, LLP ISSUE EDITOR Allison C. Shields, LegalEase Consulting, Inc. ASSOCIATE EDITOR Elise Martin, Grant & Eisenhofer BOARD OF EDITORS Micah U. Buchdahl, HTMLawyers Margaret M. DiBianca, Young Conaway Stargatt & Taylor, LLP Nicholas Gaffney, Infinite Public Relations George E. Leloudis, McGuire, Woods & Bissett P.A. Pamela Annette Palmer, Morris Polich & Purdy Allison C. Shields, LegalEase Consulting, Inc. J. Benjamin Stevens, The Stevens Firm, P.A. - Family Law Center Misasha Suzuki, Orrick Herrington & Sutcliffe Qadir Wahid, Ropes & Gray LLP Wendy L. Werner, Werner Associates, LLC Send us your feedback here. | |||||||||||
