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A View from the 'Upper Deck': Top-Down Marketing

By Michael C. Hodes, Esq.

Lawyers are in the business of providing information to their clients. The issue, which perplexes most lawyers, is how to effectively and efficiently convey the right information to the right people at the right time so that they will hire the firm to answer their questions and solve their problems.

All too often attorneys try to impress the consuming public with their intellect. In reality, lawyers are charged with the responsibility of not just analyzing complex legal issues and offering solutions, but building relationships through proactive communication and by adding value beyond the “here and now” issues. Once lawyers recognize that they are in the communication business, only then can they set out to identify their ideal client.

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