Time to Change Your Law Firm Marketing Strategy
An Agenda for Success
by Allan Colman
Insanity: Doing the same thing over and over and expecting a different result.
–Albert Einstein
All around, people are talking change. Change in the White House, change in the way we drive, and change in environmental responsibility. I see a commonality in all three instances—the status quo has become too unbearable, too uncomfortable and too expensive to continue on. Law firm marketing and business development practices operate in the same way. If something isn’t working anymore, it’s time to make a change.
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When was the last time your firm was written up in a local, regional or national legal publication? When was the last time one of the managing partners was called for expert commentary on a hot legal issue in his/her practice area? If the last placement was a year or more ago, your relationship with the media has run cold. It’s time to heat things up again.
When was the last time your attorneys or a specific practice area were recognized by a legal association, or invited to speak at a seminar or workshop? Attorneys aren’t known to be shy about tooting their own horns; just make sure the right people are listening.
When was the last time you won business generated because of your firm’s stellar reputation? When was the last time you won business because a client raved about you to someone else?
If the answers to any of these questions makes you just the slightest bit uncomfortable, it’s time for a change. Anything less would be too unbearable and definitely too costly to ignore.
