Opportunities for women in law firms today abound and marketing is no different. However, there are several keys to success that are critical to incorporate into your personal game plan. This article will describe the new rules of law firm and lawyer marketing and the keys to your success in capitalizing upon them.
— Professional development. What do you need to do to develop your specialization? What do you need to do to become known in your area?No plan will be successful unless you include target dates and deadlines. The thought process of developing the plan is a lot of the value but if you want to bring in business, you must hold yourself accountable and actually implement it.
— Practice management. What forms or systems do you need to develop to enhance your ability to practice efficiently, sanely, or to differentiate yourself? (These systems take time up front but can save your personal life in the long run).
— Credibility building. What speeches or articles do you need to do to be seen as an “expert” in your area? What honors or appointments do you need (e.g., American College of Trial Lawyers, bar association posts, certifications or degrees)? Keep in mind that speaking is usually better than writing in terms of the time for marketing versus the payoff.
— Direct marketing. What clients, prospects or referral sources do you need to be spending time building relationships with? Keep in mind that this is the most important part of your plan in terms of landing business and typically the most neglected.
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