The ABCs of Marketing for Sole Practitioners and Small Law Firms

This paperback is intended as an introduction to marketing principles you can use for either establishing or expanding a law practice. It's written primarily for sole practitioners and small law firms with limited time and money to devote to marketing. The goal is to help you use resources most effectively by showing you how to focus your efforts and offering a strategic perspective on the many marketing techniques and tools available to you. Designed as a starting point only, this manual can't be exhaustive; a list of further resources is provided, and you are encouraged to explore them.

The first principle of marketing is that is must be individualized to be effective. There's no such thing as a "one-size-fits-all" solution; what works for a sole practitioner focused on trademark law in an urban area is very unlikely to meet the needs of a small, "full-service" firm in a rural area. Therefore, setting clear marketing objectives specific to your own needs is the single most prerequisite to success.

Contents:

• Introduction
• Developing a Marketing Plan
• Basic Marketing Objectives
• Marketing Tools: Advertising
• Marketing Tools: Media Relations
• Marketing Tools: Networking
• Marketing Tools: Client Relations
• Using Consultants and Other Outside Resources
• Marketing References and Resources
• 17 Marketing Guidelines for Practicing Lawyers
• Rules of Professional Conduct Relating to Lawyer Advertising
• Planning Your First Law Firm
• Brochure: Going Beyond the Yellow Pages
• Why and How to Survey
• 111 Ways a Nonlawyer Can Help a Firm's Marketing and Public Relations

80 pp.; 1993

• Purchasing FAQs