2013 is almost upon us, and one of the things you should shed with the old year is any antiquated ideas you may have about law firm marketing. This week, I am listing five of the most common “old rules” and giving you new legal marketing rules to live by in the new year.

Old Rule #4: Mediocrity is acceptable . . . as long as associates bill enough hours. Although no one openly states mediocrity is okay, far too many partners tacitly accept it; some believe it’s inevitable. I have head and seen firsthand the devastating effects the wrong office manager or receptionist can have on a small law firm. I have had clients who tolerated mediocre associates only to lose top accounts and lawsuits because of them.

New Rule #4: Superstars are the currency of the new economy. You have a limited number of positions to fill in your firm and you can only afford to retain superstars in every position. If you find a position filled with someone who is “good enough,” either eliminate the person or eliminate the position. You set the standard. You raise the bar. Excellence is the only attitude we allow. “Exceptional” is the “New Normal” in our firm.

Read the rest of the series:

Law Firm Marketing Rules for 2013:  Out with the Old, In with the New (#1 of 5)

Law Firm Marketing Rules for 2013:  Out with the Old, In with the New (#2 of 5)

Law Firm Marketing Rules for 2013: Out with the Old, In with the New (#3 of 5)

Law Firm Marketing Rules for 2013:  Out with the Old, In with the New (#5 of 5)