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Marketing the Law FirmKickerFeaturesSectionsNewsLJN Newsletters

The Write Stuff

By Nena Groskind
February 01, 2004

Law firms, like all businesses, need to market their services. That recognition came a bit later to the legal community than some others, but few attorneys today would argue that waiting for your virtues to be discovered is an effective way to compete for new clients and retain existing ones. Even clients who already know how good you are, because you have represented them effectively in the past, need periodic reminders of your skills. “Out of sight out of mind” doesn't work all that well in a great market; it can be devastating in a bad one.

Buying advertising space is one way to promote your firm, but it is also expensive. Papering premier publications with your press releases is free, but also very difficult. Most of the publications in which you would most want to appear don't use that many press releases ' and they tend to bury the ones they do use. Besides, who is going to read and remember that your firm has hired, promoted, congratulated, or offered a partnership to someone? Except to other members of the firm or their immediate families, all of these announcements look alike; they will register barely, if at all, with the clients whose attention you are trying to attract.

A far more effective way to get your firm's name “out there” is to produce bylined articles, written by members of your firm, discussing timely, relevant topics of interest to the companies or individuals whose business you have or would like to acquire. Like press releases, these articles are “free” in the sense that you do not have to pay the publications that publish them. And there is no better way to demonstrate your firm's expertise in a practice area than to have someone write knowledgably about it.

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