From the Editor
Standing Out in a Crowd
Since the advent of the Internet, the options for marketing a law practice have multiplied many times over. In both the paper and electronic worlds, the amount of background noise has increased to such an extent that it’s becoming harder and harder to make yourself visible to the clients you long to have. How can you stand out and snare new clients in these make-it or break-it times? Law Practice comes to your rescue with a special issue focused on marketing and how to differentiate yourself from the competition.
Several of the articles in this issue were written by speakers at the upcoming ABA Law Firm Marketing Strategies Conference. A special thanks to Issue Editor Jamie Diaferia for helping to generate a ton of great content for the magazine. ( Click here for his interview with David Lat, the intrepid mind behind the very popular blog Above the Law.)
In our cover story, four firms reveal insights into how to build stronger relationships with clients and better position yourself for the future recovery. (It is coming, isn’t it?) Then, among our other features, Ari Kaplan shows new ways you can create reputation-building opportunities to market a niche practice, and Nick Gaffney weighs in with some business development tools that won’t break the bank. Plus, what are AmLaw firms really doing when it comes to marketing? We get to look under the hood as Burkey Belser and Sue Stock Allison share results from their recent survey.
Congratulations and thanks. For the past 11 years, the Edge Awards have honored the best writing in the magazine. Congratulations to this year’s winners, Ed Flitton, Tom Mighell, Dennis Kennedy and Bill Gibson, for turning in a terrific set of feature articles.
As this issue is timed with the end of the ABA bar year, it is time to roll over the Editorial Boards of our publications Law Practice and Law Practice Today. Some members will be back next year, others will leave us. Thanks to all for their countless hours of hard work in helping us find the most relevant topics and the best writers, and for writing and volunteering for other tasks when needed. It has been very rewarding working with everyone on the magazine and webzine, including our talented editors and professional staff. I look forward to another year.