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Marketing the Law FirmLJN NewslettersNewsSections

Sorting Through Your Marketing Options

By Jill Windwer
February 28, 2006

With 2006 in gear, your firm should be well into its marketing budget. In all likelihood, you have made decisions to sponsor events, renew existing advertising and the like. As a primer to making those decisions a little less intimidating, I thought it might be useful for me to share a personal experience.

Last winter, my 13-year-old car started to act up a bit, and I decided it was time for a new one. When I started shopping around, I found I was stymied. There were simply too many choices. My husband came to the rescue with an issue of Consumer Reports that sorted all the cars into categories and provided detailed information, such as gas mileage and repair history, for each one.

I decided I wanted a small, four-door sedan, which immediately narrowed the possibilities to 20, down from 200. I did more research, and the number dropped to four, based on ratings and appearance. After a few test-drives and realizing that I wanted a different type of car from the kind my parents drive, I was down to one.

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