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Tables of Contents for The Complete Guide to Marketing Your Law Practice
Chapter/Section Title
Page #
Page Count
Acknowledgments
xi
Introduction
xiii
James A. Durham
Marketing versus Business Development
xiv
You Will See Myriad Examples of Management's Role in Marketing
xv
SECTION 1: DEVELOPING YOUR APPROACH
1
42
Overcoming Objections and Obstacles: Persuading Your Pessimistic Partners
3
10
Susan Raridon Lambreth
Identification of Obstacles to Marketing
3
4
Institutional Obstacles
4
1
Individual Obstacles
5
1
External Obstacles
6
1
Understanding Why Obstacles Exist
7
1
Insecurity
7
1
Rapid Change
8
1
Lack of Solid Business Management
8
1
Overcoming the Obstacles
8
5
Correct the Incentives
8
1
Marketing Education
9
1
Internal Communication
9
1
Practice Management
10
1
Early Success Experiences
10
1
Client Input
11
2
Strategic Marketing Planning
13
30
Hollis Hatfield Weishar
What Is Strategic Planning?
13
3
Some Thoughts on Why Law Firms Lose Their Way
13
1
Leadership Is Important
14
1
In Planning Your Strategy, Set Clear Rules of the Game
14
1
Designing a Strategy: How Not to Do It
14
1
Designing a Strategy: How to Do It
14
1
The Six Levels of Strategic Planning Success
15
1
Purpose of a Strategic Marketing Plan
16
1
Survival
16
1
Competition
16
1
Change
16
1
The Big Picture
16
1
Fulfillment
16
1
The Future
17
1
Clear Direction and Control
17
1
Now That We Know What to Do, Where Do We Begin?
17
3
Situation Analysis/Meetings with Key Individuals
17
1
Vision Session/Retreat/S.W.O.T. Analysis
17
2
Client Feedback/Client Analysis
19
1
Market Research/Market Analysis
20
1
How Do We Apply the Knowledge We Have Gained?
20
2
Crafting the Mission Statement/Positioning
20
1
Planning on Many Levels---Firm Strategic Marketing Plan, Practice Group Plans, Niche Area Plans, and Individual Lawyer Plans
21
1
Overview of the Strategic Marketing Plan
22
1
Specific Elements of the Strategic Marketing Plan
22
4
Market Position
22
1
The Six Market Segments
22
2
Niche Strategy
24
1
Overall Strategies for Success
24
2
Individual Marketing Plans
26
3
Weekly Marketing Plan Checklist
27
2
Sample Strategic Marketing Plan
29
11
Typical Marketing Budget
40
1
A Strategic Planning Success---Built on the ``Voice of the Client''
41
2
Situation
41
1
Solution
42
1
SECTION 2: GETTING ORGANIZED
43
46
Marketing Intelligence for Intelligent Marketing: Using Research to Get and Keep Clients
45
23
Stephen Brewer
Competing for Clients in the New Legal Marketplace
45
1
The Role of Research
46
9
Data versus Information
47
1
How Information Helps Build Relationships
47
2
Twelve Basic Marketing Questions
49
6
Marketing Research Steps
55
8
Primary Research
56
5
Secondary Research
61
2
Ways to Put Research to Work
63
5
Step One: Make a Commitment to Research
64
1
Step Two: Determine What Your Firm Needs
64
3
Finally
67
1
Developing Your Visual Image
68
21
Burkey Belser
The Real Goal of Marketing Communications
68
1
How People Find and Choose Their Lawyers
69
2
Finding Lawyers
69
1
Choosing Lawyers
69
1
Buyer's Remorse
70
1
What Works, and Why and How It Works
71
18
The Firm Brochure
71
3
Enhancing Memory
74
4
Yes, Your Clients Read Newsletters
78
2
Requests for Proposals: Becoming a Way of Life
80
1
Advertising and the Visual Image
81
2
Web Sites and Other New Media
83
6
SECTION 3: IMPLEMENTING MARKETING STRATEGIES
89
116
The Written Word
91
17
Roberta Montafia
Why Write?
91
1
How to Begin
92
5
Steps in Creating a Plan
92
1
What to Write
93
1
How to Write---Your Style
94
1
Where to Publish
94
2
Leverage
96
1
Letters
97
1
Follow Up and Follow Through
97
1
Business and Personal Letters
97
1
Letters to the Editor and Op-Ed Pieces
98
1
Firm Brochure and Collateral Materials
98
3
The Importance of Image
98
1
Brochures and Practice Group Pieces
99
1
Resumes
100
1
Requests for Proposals
101
2
Newsletters and Client-Focused Bulletins
103
1
Announcements
104
1
Press Releases
104
1
Additional Resources
105
1
Putting It All Together---One Lawyer's Story
105
2
Conclusion
107
1
Marketing Through the Spoken Word: Conversations and Public Speaking
108
19
Robert N. Kohn
Lawrence M. Kohn
Sales Dialogue for Lawyers
108
12
Sales Dialogue with Clients
109
1
Sales Dialogue with Friends
110
1
Sales Dialogue with Strangers
111
3
Sales Dialogue with Qualified Prospects
114
6
Conclusion
120
1
Public Speaking as a Marketing Technique
120
6
Meet the Audience
121
1
Prepare Your Introduction for the Host
121
1
Prepare Your Speech
122
4
Arranging Speaking Engagements
126
1
Conclusion
126
1
Proposals and Responding to RFPs
127
12
Stephen D. Barrett
Introduction
127
1
Why Are Proposals/Responses So Important?
127
1
Getting on the Prospect's RFP ``Radar Screen''
128
2
What to Do When Asked to Participate in an RFP or Beauty Contest
130
1
Determine Scope of Required Response
130
1
Check for Conflicts
130
1
Checklist of Considerations
130
1
Winning RFPs
131
4
Start by Identifying Client Needs
131
1
Conduct Industry and Company Research
132
1
Prepare the Presentation
133
1
Prepare the Written Proposal
133
1
Market the Presentation
134
1
Conduct Post-Presentation Follow-Up
135
1
Developing a Proposal Database
135
2
Determining the Firm's ``Batting Average'' in Competitions
137
2
Internet Marketing
139
13
Gregory H. Siskind
Reasons to Consider Internet Marketing
139
3
Reach Untapped Client Base
139
1
Benefit from Cost-Effective Marketing
140
1
Deliver Information More Effectively
140
1
Take Advantage of an Excellent Marketing Complement
141
1
Enhance the Firm's Image
141
1
Reduce Geographic Barriers
142
1
Use as Recruitment Tool
142
1
Reasons to Approach Internet Marketing Carefully
142
2
Significant Time Investment
142
1
Rapidly Changing Medium
143
1
Unlawful Practice of Law and Other Ethical Issues
143
1
Nonuser Markets
143
1
No Personal Contact
144
1
Integrating Internet Marketing with a General Marketing Plan
144
8
Analysis Needed for a Successful Marketing Plan
144
3
Focus on Information, Not Self-Promotion
147
1
Make Your Firm Accessible
148
1
Integrate the Different Tools of the Internet
148
1
Market Your Internet Presence Both Online and in Traditional Media
148
1
Keep Pace with the Medium
149
3
Technology Tools and Techniques for Client Development
152
14
Kelly Kiernan Largey
Organizing Information
152
5
Client and Contact Databases
152
4
Staff or Skills Databases
156
1
Marketing-Materials Databases
156
1
Communicating with Clients
157
5
Exchanging Documents by E-mail
157
1
Intranets
158
1
Extranets
159
1
Voice Mail
160
1
Videoconferencing
160
1
Client Presentations
161
1
Enhancing Work Product and Standing Out
162
1
Conclusion
163
3
Using Win-Win Pricing As a Marketing Advantage
166
10
Peter D. Zeughauser
About Fee Arrangements
166
3
Risk/Reward Allocation
167
1
Relationship-Building Fee Arrangements
168
1
The Impact of Fee Structures on Quality
169
4
The Proper Role of Discounting
171
2
Addressing the Whole Picture
173
3
Impediments to Using ADR to Achieve Early Dispute Resolution
173
1
The ADR Model As an Example of Creative Fee Structuring
174
2
Public Relations for Lawyers
176
14
David Graves
Overview
176
1
Sampling the Marketplace
177
2
Sample Questions
178
1
Searching for the Soul of Your Firm
179
2
Who Are We?
180
1
Who Are We Trying to Reach?
180
1
What Do We Want Them to Know about Us?
180
1
What Is Our Budget, in Finances and Human Resources?
180
1
What Are the Most Effective Ways of Reaching This Audience?
181
1
Do We Have a Consensus?
181
1
Who Will Call the Shots?
181
1
Writing the Plan
181
6
Situation Analysis
182
1
Statement of Goals and Objectives
182
1
Program Elements
182
5
Execution
187
1
Evaluation
188
1
Conclusion
189
1
Successful Marketing for the Solo Practitioner and Small-Firm Lawyer
190
15
Murray Singerman
Introduction: Choosing Solo or Small-Firm Practice
190
1
Diagnostic Quiz: Personality Traits Needed for Success in Solo and Small-Firm Practice
191
1
Formula for Success
192
11
Case Study
193
2
The Marketing Process
195
8
Conclusion
203
2
SECTION 4: MAINTAINING YOUR PROGRAM
205
10
Marketing Training
207
8
James A. Durham
William J. Flannery Jr.
Introduction: Setting the Stage
207
1
The Advent of Training
208
1
The Nature and Extent of Training
208
1
The Training Process
209
1
Making the Case for Training
209
1
Selecting a Trainer
210
1
Management's Role
211
1
Other Variables
211
1
Flexibility
212
1
Managing Expectations
212
1
Conclusion
212
3
Some Marketing-Related Training Program Options
212
3
About the Editors
215
2
About the Contributors
217
6
Index
223