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"Don't Fall Victim to 'Random Acts of Marketing'"

Posted by Allison Shields: "Last week, I promised to post some more about the Total Practice Management Association's "Get a Life (TM)" Conference, and some of the specific tips I picked up as I was "live-tweeting" the conference.

 

First up is Ross Fishman, who was not only an entertaining speaker, but was of the presenters who used his PowerPoint presentation most effectively. He started off his lecture talking about law firm websites and contrasting two different firm websites  - actually a 'before' and 'after' of one of his clients (although he didn't reveal that until later).

 

Fishman emphasized the importance of developing relationships over time and becoming a niche expert...

 

The sales and marketing distinction...

 

Your marketing materials - including your website - create an impression of your firm...

 

Although your marketing materials must respond to your prospect's wants and needs, they must also be a genuine reflection of you and your firm...

 

Fishman cautions lawyers against making these common mistakes:

Engaging in "Hummingbird selling..."

 

Failing to build a robust contact list...

Marketing too broadly...

Some of Fishman's 'quotables' included:

• Most people's networking is like throwing business cards out the back window. It may work, but it's not likely
• Your goal should be market leadership/market dominance
• The basic issue in marekting is creating a category you can be first in
• Everything in marketing flows from the message - do you have a unique message?
• Focus your marketing - you can practice broadly, but market narrowly

Need help developing a niche or a marketing strategy that's narrowly focused? Feel free to contact me to see how I can help.

 

The full text and active links are available at the source site listed below.

Source: Legal Ease Blog, 8 June 2009

Full post as published by Stark County Law Library Blawg on June 10, 2009 (boomark / email).