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The conventional wisdom is that it costs more to get a new client than to keep an old one. And for once, the conventional wisdom is correct. Yet, many professionals too readily take clients for granted. Or don't look for opportunities to increase revenues from perfectly satisfied clients.
In advertising, it's amazing what works and what doesn't work. It isn't always what you think it is.
It happens sometimes. A clever ad falls flat. A marketing program that would get an 'A' in most MBA programs produces yawns for a law firm. A direct mail letter to a well-thought out target audience lands with the thud of huge silence. Why?
Your mother raised you to be nice to everyone, and you've always been taught to be nice to journalists. Answer their questions. Tell them everything. Stop what you're doing and cooperate. Be polite. That's the conventional wisdom. You've even heard that in these pages. But are there ever times to tell the media to bug off, and leave you alone? Maybe. …
Your mother raised you to be nice to everyone, and you've always been taught to be nice to journalists. Answer their questions. Tell them everything. Stop what you're doing and cooperate. Be polite. That's the conventional wisdom. You've even heard that in these pages. But are there ever times to tell the media to bug off, and leave you alone? Maybe. …
Every so often, in a particular area of a professional practice, somebody gets the bright idea to give samples ' to give a half hour of free advice as a way to entice a prospective client to ask for more. Two questions arise. Is it ethical? Is it good marketing? The unqualified answer to both is ' it depends.
In an economic environment in which the larger firms are competing with the smaller firms for the smaller clients, and in which law firms are retrenching and the client pool is diminishing, can the sole practitioner or the smaller firm compete in this arena?
The Difference Between Doing And Managing Marketing In the early, primitive days of marketing professional services, there weren't enough people doing marketing for law, accounting, and consulting firms to think much about departmental management. The exceptions, of course, were the larger firms, particularly those for whom, in the beginning, having more people on staff was often equated to better marketing. Marketing, at the beginning, was invariably assigned to a partner, who had only a vague'
The Difference Between Doing And Managing Marketing In the early, primitive days of marketing professional services, there weren't enough people doing marketing for law, accounting, and consulting firms to think much about departmental management. The exceptions, of course, were the larger firms, particularly those for whom, in the beginning, having more people on staff was often equated to better marketing. Marketing, at the beginning, was invariably assigned to a partner, who had only a vague…
The Difference Between Doing And Managing Marketing In the early, primitive days of marketing professional services, there weren't enough people doing marketing for law, accounting, and consulting firms to think much about departmental management. The exceptions, of course, were the larger firms, particularly those for whom, in the beginning, having more people on staff was often equated to better marketing. Marketing, at the beginning, was invariably assigned to a partner, who had only a vague…