Best Practice Tips: Demonstrating Expertise Through Marketing
Asked and Answered
By John W. Olmstead, MBA, Ph.D, CMC
Q. I am a new non-equity partner in a 16-attorney firm in Phoenix, Arizona. My equity partners are telling me that I have to do more than generate billable hours and perform quality work for clients. They now expect me to bring in clients. Where do I start?
A. I often advise attorneys that while what you know is important what you want to be known for is more important. Just having your name known is pretty useless unless it is known for something. For example, it is best to be known as an outstanding personal injury plaintiff lawyer – not just a good lawyer. In law firms it is the reputation for expertise that matters, not just the reputation. Therefore, a successful marketing program must project and demonstrate expertise. This can be accomplished in the following ways:
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