February 16, 2021 6 minutes to read · 1300 words

Building a Practice: How to Showcase Your Brand to Your Target Audience

By Carol Schiro Greenwald

For many lawyers marketing means tactics, and tactics are the bane of their existence. Who has time to write an article or join a networking group? Go to a cocktail party or conference? Spend time making small talk with acquaintances or, heaven forbid, strangers? Tactics are seen as stand-alone—usually unproductive—activities rather than as a series of strategic, related stepping-stones.

But tactics are stepping-stones that move you from that first “hello” through a series of activities to culminate in authentic relationships. Strategically coordinated tactics are the building blocks of marketing success.

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