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Many Marketers, Many Styles
There are several schools of thought in the broader law marketing community about how lawyers can ' and should ' market effectively. In fact, entire courses are taught to provide lawyers with a consistent framework for marketing. These are all well and good, but it is important to remember that lawyers have different personalities and, with that, different styles of marketing.
While each firm might like to have more of the “rainmaker” personalities, there may be another way to view the many marketing faces that lawyers put forth. For example, at my firm, Freeborn & Peters LLP, a regional law firm with 120 lawyers in two Illinois offices, there is a high degree of motivation for marketing among all lawyers. In fact, one of the best and most effective aspects of the firm's marketing program is how the different marketing personalities complement each other ' and help achieve the firm's marketing goals.
Certainly, there are areas for improvement and there needs to be a constant focus on marketing. However, by taking a look at some of the marketing personality patterns among lawyers in the firm, it helps to create specific marketing programs, design and allocate resources and connect younger lawyers to the appropriate style and mentor(s).
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