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The Push Is Over, Shift to a Pull Strategy

By Thalia Zetlin

For years, a typical law firm strategy was to broadly spend on events and dinners; run general awareness ad campaigns; and launch other approaches telling prospects how good you are. This “push” strategy has long since worn out its welcome. With the bombardment each of us receives daily from every form of media, we're desensitized to this approach. We all push back by just ignoring the message and letting it all wash over us or by clicking out. Control has shifted to the hands of the users, who decide what they want to pull. This is a fundamental change in the way the game is played, and if you embrace it, client development opportunities abound.

The New Playing Field

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