September 21, 2021

Volume XI, Number 264

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September 21, 2021

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September 20, 2021

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

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 #5: Look to your competitors to succeed.

In the race to be perceived as equals, small law firms have done their level best to erase the lines between them and their larger brethren. The result is an inability to self-differentiate. Ask two partners, one at a small firm and one at a large firm, what makes each of them unique, and they’ll both likely give you the exact same response.

New Rule #5: Only the specialists will survive.

In this new economy, you must clearly stake out your ground: who you are, who you serve, and how you specialize is increasingly vital to your survival. Identify your uniqueness and emphasize it everywhere. Train every person from your partners to the receptionist how to answer the Big Question: “Why should I hire you?”


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 (#4 of 5)

© The Rainmaker Institute, All Rights Reserved National Law Review, Volume II, Number 366
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About this Author

Stephen Fairley legal marketing expert, law office management
CEO

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.

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