How Marketing Works
Law Firm Marketing Explained

Lawyers sell counseling, not documents or outcomes. Success lies in the relationship, an experience that begins with the referral itself, is followed by vetting and only then by being represented. Significant portions of the client experience occur unbeknownst to lawyers and firms before retention and well after a file closes. Good marketing addresses every aspect of the relationship.

We believe, and our survey data continues to confirm, that the practice of law has always been and will always be a business of personal relationships.

We also believe, and our survey data continues to confirm, the development and maintenance of client and referral source relationships can be improved in most firms. It can be expanded and simultaneously made less expensive, often in terms of both out-of-pocket costs and time spent. How? By developing and consistently implementing an array of individual and institutional marketing tactics customized to a firm, tactics which are proven by the survey data.

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