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The Differences Between Marketing a Product and Marketing a Law Firm ' And Why It Matters The problem with a lot of law firm marketing is that too many marketers are still using traditional product marketing techniques, as they are taught in business schools, and ignoring the distinctive realities of law firm marketing as opposed to product marketing. But the differences between marketing a profession and marketing a product are profound. The result is that a'
Would You Buy a Used Car from This Ad? One of the great exercises in frustration is trying to get some sell into an ad, a Web site, a brochure, or any of the social media for a law or accounting firm. Anyone whose experience resides in promotion in any of these media tends to gravitate towards the hard sell ' to channel those wonderful TV pitchmen. And you can bet that it's the way'
FIRST IMPRESSIONS AND BUSINESS DEVELOPMENT - Following a recent engagement as a marketing keynote speaker for the Beverly Hills Bar Association, an attendee asked me a question about the importance of first impressions in making sales. For anyone engaged in legal sales or who provides business development presentations, it's hard to deny that the role fo first impressions is the foundation for an excellent question. One of the best answers can be based on Malcolm Gladwell's…
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.
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.
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. …
