Оглавление
Justin Grensing. Business Development and Marketing for Lawyers
PART I: The Basics. Introduction
What Is Marketing?
Why Is Marketing Important?
Lawyers and Marketing
Competition
Everybody’s Doing It
Uninformed Market
How Is Marketing Different for Lawyers?
Ethics
States
Predicting Need
Self Marketing
Time and Money
Key Takeaways:
Marketing Basics
The Four Ps
Product
Price
Place
Promotion
Identifying Your Target Market
Segmenting, Targeting, and Positioning. Segmenting
Targeting
Positioning
Differentiating Your Firm through Positioning
Finding Your USP
Key Takeaways:
The Promotion Mix
Advertising
Personal Selling
Sales Promotion
Public Relations/Product Publicity
Key Takeaways:
The Media Mix
Print
Radio
Television
Outdoor
Yellow Pages and Directories
Direct Mail
E-mail Marketing
Internet
Websites
Pulling It All Together
Key Questions
Integrated Marketing Communications
Key Takeaways:
Developing Key Messages and Advertising Copy
Effective Marketing Messages
Attention
Interest
Desire
Action
Getting Creative
Key points for writing action-oriented copy:
Quick tips for better results:
Key Takeaways:
Your Brand
Top Brands
What Is a Brand?
Key Takeaways:
Marketing Research
Focus Groups
Questionnaires
Key Takeaways:
PART II: The Nuts and Bolts
Developing a Marketing Plan
Steps in Developing a Marketing Plan
1. Situation Analysis
Industry Analysis
Market Analysis
Competitive Analysis
Internal Analysis
2. SWOT Analysis
3. Quantifiable Objectives
4. Strategies and Tactics to Meet Objectives
5. Responsibility/Accountability for Completing Tactics
6. Budget
7. Ongoing Monitoring and Adjustment
Why Marketing Plans Fail
Key Takeaways:
Your Website
The Fundamentals
Evaluating the Effectiveness of Your Website
Connecting Locally through the Web
Key Takeaways:
Creating Marketing Metrics
Key Takeaways:
Part III: Business Development
For New Attorneys
Do Your Homework
Landing Your First Client
Key Takeaways:
Networking
Developing Your Elevator Speech
Preparing to Network
Be Prepared to Give
Be Patient
Generating Positive Word of Mouth
Key Takeaways:
Becoming a Thought Leader
Carving Out Your Niche
Pick a Hot Topic
Something Significant
Something People Are Talking about
Something You Personally Have Been Noticing
Beef Up Your Expertise
Stick to What You Know
Know the Current State of the Law Inside and Out
Align Your Caseload with Your Preferred Area of Expertise
Make It a Point to Stay Abreast of Changes in the Law
Listen to What Other Thought Leaders Are Saying
Don’t Limit Your Knowledge to Your Jurisdiction
Tools to Boost Your Thought Leader Status
Seminars/Webinars
E-letters and Newsletters
Media Coverage
CLE Programs
Blogs
Guest Lectures
Expanding Your Thought Leadership
Building Online Communities
Key Takeaways:
Referrals
Know What You Want. Identify the Types of Referrals You Are Looking for
Identify Your Referral Sources
Choose People Who Know about Your Practice
Choose People with Influence in the Community
Coach Your Referral Sources
Notify Your Referral Sources and Clients about Your Preferred Clients
Make Sure Your Referral Sources Know What You Do
Make It Easy to Refer Clients to You
Stay in Touch with Your Referral Sources
Finding Referral Sources
Use Your State Bar Association
Make Your Own Referrals
Volunteer
Demonstrate Your Expertise
Network with Professionals in Your Practice Area
Ask
Turn Your Referrals into Business
Key Takeaways:
Working with Agencies and Freelancers
Key Takeaways:
Part IV: Law Firms and Social Media
Who’s on Social Media?
Social Media Myths and Misconceptions
Background and Best Practices
Key Takeaways:
Engaging Effectively through Social Media
Overcoming Fears
People Connect with People
Engaging Your Audience
Common Social Media Mistakes
Are You Talking Only to Yourself?
Additional Ways to Leverage Social Media
Key Takeaways:
A Look at the Most Popular Social Media Sites. Facebook
LinkedIn
Twitter
Google+
YouTube
Key Takeaways:
Protecting Your Reputation Online
Leveraging Consumer Feedback, Even When It’s Negative
Key Takeaways:
PART V: Case Studies. The New Kid on the Block: The Recent Law School Grad Starting Her Own Practice
The Problem
The Solution
Marketing Plan
Measuring Results
Lessons Learned
The Spin-Off: The Law Firm Associate Leaving the Nest to Create His Own Practice
The Problem
The Solution
Marketing Plan
Measuring Results
Lessons Learned
The Outsider: The Attorney Entering a New Geographic Market
The Problem
The Solution
The Marketing Plan
Measuring Results
Lessons Learned
Uncharted Territory: The Attorney Entering a Relatively New Area of Law
The Problem
The Solution
The Marketing Plan
Measuring Results
Lessons Learned
Key Takeaways
APPENDICES. Appendix A: Illinois Rules of Professional Conduct—Information About Legal Services. Rule 7.1 Communications Concerning a Lawyer’s Services
Rule 7.2 Advertising
Rule 7.3 Direct Contact with Prospective Clients
Rule 7.4 Communication of Fields of Practice
Rule 7.5 Firm Names and Letterhead
Appendix B: Information about Legal Services Rules by State
Appendix C: Environmental Assessment
Past marketing efforts:
Competitive environment:
Appendix D: Analyzing the Competition
Appendix E: Analyzing the Target Market
Appendix F: Checklist for Developing Effective Headlines
Appendix G: Copywriting Checklist
Appendix H: Sample Marketing Communication Plan
BACKGROUND:
GOALS:
PRIMARY TARGET MARKETS:
KEY MESSAGES:
TACTICS:
Appendix I: Research Planning Guide
ABOUT THE AUTHORS
