May 01, 2012

The Secret Skill of Relationship Marketing

Edith L. Curry

You are a solo or small firm practitioner, and you—like the rest of us—want to know how best to market yourself and your firm. How do you set yourself apart from the rest? What makes you different, special, marketable? In order to leverage your marketing much more effectively, you first must understand precisely what it is that you are, in fact, marketing: relationships. One strength of any lawyer is certainly his or her technical skills, but lawyers’ relationship skills are what set lawyers apart from most professions—and, indeed, from each other. How do you market your greatest skill: your ability to develop and maintain the attorney-client relationship?

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