MARKETING YOUR PRACTICE TODAY: MARKETING RESOURCES
Law Practice asked some of our magazine and webzine colleagues to share their favorite resources for marketing and business development. Check them out.
“You must develop a complete disregard for where your abilities end. Try to do the things that you are incapable of.” — Paul Arden
Nothing is impossible. That’s the message Paul Arden wants to impart in his quirky little book It’s Not How Good You Are, It’s How Good You Want to Be. Even if it is aimed at advertising creatives, a book about making the impossible possible seems just right for lawyers who must learn new ways to sell themselves in today’s challenging business climate. Especially when many of those lawyers are terrified by anything to do with marketing. The best ideas often come from surprising sources. So read the resources assembled below for feet-on-the-floor tips and spot-on business development advice. But read Arden’s strangely inspiring book, too—there’s good stuff about getting business and working with clients. Here’s a parting gem to think of when you’re doubting your ability to shine during a presentation, or to write an intelligible tweet or blog post: “Talent helps but it won’t take you as far as ambition.” Aim high. Nothing is impossible. —Joan Feldman
HANDS-ON PRACTICE DEVELOPMENT TITLES FROM LPM PUBLISHING
• The Busy Lawyer’s Guide to Success: Essential Tips to Power Your Practice by Reid F. Trautz and Dan Pinnington
• How to Start and Build a Law Practice, 5th Edition by Jay G. Foonberg
• The Law Firm Associate’s Guide to Personal Marketing and Selling Skills by Beth Marie Cuzzone and Catherine Alman MacDonagh
• The Lawyer’s Field Guide to Effective Business Development by William J. Flannery
• The Lawyer’s Guide to Effective Yellow Pages Advertising, 2nd Edition by Kerry Randall and Andru Johnson
• The Lawyer’s Guide to Marketing Your Practice, 2nd Edition , edited by James A. Durham and Deborah McMurray
• The Lawyer’s Guide to Marketing on the Internet, 3rd Edition by Gregory H. Siskind, Deborah McMurray and Richard P. Klau
• Selling in Your Comfort Zone: Safe and Effective Strategies for Developing New Business by Robert N. Kohn and Lawrence M. Kohn
• Social Media for Lawyers: The Next Frontier by Carolyn Elefant and Nicole Black
• The Successful Lawyer: Powerful Strategies for Transforming Your Practice by Gerald A. Riskin
• Through the Client’s Eyes: New Approaches to Get Clients to Hire You Again and Again, 3rd Edition by Henry W. Ewalt and Andrew W. Ewalt
HOT SITES, BLOGS AND NETWORKS
• Brand Autopsy Marketing Practice . thought-provoking posts on all things marketing from John Moore, the person behind two great brands: Starbucks Coffee and Whole Foods Market.
• Brand Thinking . Design master Burkey Belser’s blog on the Greenfield/Belser site offers valuable insights on professional services marketing, including links to surveys and reports conducted for legal marketers, like “Digital Marketing 2010.”
• Divorce Discourse . Lee Rosen’s blog is actually about client relations, and how they can translate into more repeat business and referrals from satisfied clients. Rosen is the LPM Section’s 2010 James Keane Award winner.
• Duct Tape Marketing . John Jantsch, author of Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide, writes battle-ready tips and ideas for marketing a small business.
• LawMarketing Portal . This is a helpful portal addressing all aspects of law firm marketing. Operated by Larry Bodine, an expert in law firm marketing, the portal includes news on events and resources, and hosts the LawMarketing Listserv. In the Law Marketing Blog , he regularly posts tips on marketing and client development.
• Legal Marketing Blog . Tom Kane understands law firm marketing and his blog has helpful articles for lawyers at all firm sizes.
• Legal Practice Pro . Author Jay Fleischman writes two or three times per week on marketing and business development.
• Seth Godin’s Blog . Seth Godin is one of the undisputed heavyweights in marketing and his content is quick to read and thought-provoking.
• Legal Marketing Association . This not-for-profit organization is dedicated to serving the needs and maintaining the professional standards of those involved in marketing within the legal profession.
• “50 Ways to Market Your Practice.” This article by Margaret G. Tebo, published in 2007 by the ABA Journal, still offers valuable advice.
• Solomarketing Listserv. Solosez, the popular online community, has formed this useful splinter group. For information, go to http://groups.yahoo.com and search for Sololawyermarketing. You can also find the group on LinkedIn.
BEST OF BOOKS
In addition to the ABA titles listed earlier, here are recommendations for some top marketing books.
• Business Development for Lawyers: Strategies for Getting and Keeping Clients by Sally J. Schmidt. Written by one of the leading law firm marketers, this guide covers the gamut from positioning to preparing pitches and proposals, helping lawyers create their own sources of work.
• Clients for Life: Evolving from an Expert for Hire to an Extraordinary Advisor by Jagdish Sheth and Andrew Sobel. Supported by case studies and interviews with business leaders, this book identifies what clients really want.
• The Little Black Book: A Lawyer’s Guide to Creating a Marketing Habit in 21 Days by Paula Black. This spiralbound book is filled with thoughts, actions and tips to help readers write a strategic plan, target new business, revise existing materials and pay attention to minor details that foster major growth.• The Trusted Advisor by David H. Maister, Charles H. Green and Robert M. Galford. A classic. Through anecdotes, illustrations, checklists and easily adopted tips, this book is a helpful guide that makes the components of trust clear and straightforward.