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The Write Stuff

By Nena Groskind

Law firms, like all businesses, need to market their services. That recognition came a bit later to the legal community than some others, but few attorneys today would argue that waiting for your virtues to be discovered is an effective way to compete for new clients and retain existing ones. Even clients who already know how good you are, because you have represented them effectively in the past, need periodic reminders of your skills. “Out of sight out of mind” doesn't work all that well in a great market; it can be devastating in a bad one.

Buying advertising space is one way to promote your firm, but it is also expensive. Papering premier publications with your press releases is free, but also very difficult. Most of the publications in which you would most want to appear don't use that many press releases ' and they tend to bury the ones they do use. Besides, who is going to read and remember that your firm has hired, promoted, congratulated, or offered a partnership to someone? Except to other members of the firm or their immediate families, all of these announcements look alike; they will register barely, if at all, with the clients whose attention you are trying to attract.

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