The American Bar Association held its annual meeting in San Francisco a couple of weeks ago. I was asked to serve on a panel of coaches, recruiters and career consultants in a program called “Career Advice Live.” It was directed to attorneys with one to six years of experience. My topic was Legal Marketing. The program called for each panelist to deliver two practical tips to the young attorneys within two minutes. Ouch! What valuable information about legal marketing can be conveyed in so short a time? I came up with two simple tips that I shared with the attorneys. Judging from the feedback I received at the break out sessions, they were helpful.
Tip Number One: Learn the basic principles of legal marketing.
Yes, I know this is obvious but the vast majority of attorneys have no clue about how to market their law practice effectively. My advice was to treat legal marketing the way you would any other skill needed to practice law. Fifty hours is the number I recommended. Fifty hours spent studying basic marketing principles, professional service marketing in particular and, specifically, legal marketing. Fifty hours is about the same amount of time you would spend in a college or law school course. That should be enough to get the basics and give you a good foundation for developing a workable marketing plan. Read More→