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In the book Marketing
Your Services,
author Anthony Putman skillfully describes the meaning of marketing
(and in our case, legal marketing) with the following definition:
"Marketing is the
intentional process of creating
and maintaining the relationship of 'customer.'"
Here he is saying everything you do in
your business is related to legal marketing… and once you understand
that, you understand the "marketing perspective."
So what you do and what you say
all the time is what preserves relationships - and customers are a
relationship. This means the following domains all have to do with legal
marketing:
One thing I can promise you right out of
the gate is this:
If you don't master Time
Management/Productivity first, you are unlikely to master law firm
marketing. You can turn this problem around quickly by getting my free
7 part e-mail series on Time
Management/Productivity.
I can teach you marketing distinctions
until you can teach the course yourself; however, if your legal marketing
activities are not consistent, persistent and well targeted over
time, you are not going to get the desired results of
-
increased
income
-
decreased
work hours
-
more
control
- less stress
Law firm
marketing activities must become natural, normal, and habit to you and
those on your law practice management team. Naturally, I do recommend all
of my clients read Marketing Your Services .
Exercise the
Right Knowledge – and You'll Master Legal Marketing
Now a bit of bad news about legal
marketing - it requires two essential elements.
The first requirement - the right
knowledge - you will find here for free. The second requirement - the
implementation of that right knowledge - is a bit more complex.
I can provide you with much of the right
knowledge here (and in the books
and free information I recommend) for sure; however, you will need to do
your part with the implementation of legal marketing.
What scientific research has shown
consistently is simply reading or hearing articles, books, tapes,
and seminars, doesn't work for most people in carrying out change.
Not even my articles, books, tapes and seminars will work for most people in
implementing change. Would a book work as well as a tennis pro if you
were learning to be a better tennis player?
What works in law firm marketing is having
the right information with implementation of that right
information.
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Become a Wise
Consumer of
Legal Marketing Vendors
What the research shows is few people
indeed carry out the right information, if they have gotten the
right information in the first place. There is no shortage of legal
marketing vendors who will be happy to take your money… whether they
provide you the law firm marketing result you are seeking or not, or give
you a decent return on investment (ROI).
Some legal marketing vendors would love
to make you dependent on them. Instead of teaching you how "to
fish" they would rather "fish for you" – all to their
profit and your detriment. Some attorney marketing vendors want to keep
you an ignorant consumer. They hope you continue to make marginal or poor
choices… like staying with them.
Legal marketing vendors of this caliber
are a particularly big danger in law
firm Internet marketing (much more on this topic later). You'll need
to watch out for this as just one area of hazard to you in law firm
marketing.
Let me share an interesting quotation:
"In
modern business, it is not the crook who is feared most,
it is the honest man who doesn't know what he is doing."
--Pablo Casals
Above all, I want you to be a wise
consumer from visiting my website with solid legal marketing
consumer information.
I also want you to understand what it
takes to implement that right information. I'm talking about new behaviors
in your law
practice management. So read on.
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