Book Review

The Little Black Book on Law Firm Marketing and Business Development:

Everything a Managing Partner Needs to Know

By Paula Black withJohn L. Remsen, Jr.

Let me start out by saying that the look and feel of this book is a tribute to what a visual communication can achieve. Without reading even one page, I knew that the content was going to be at the very least presented in a manner that would appeal to an audience that perhaps was not familiar with just how powerful a visual communication can be.

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This edition of the Little Black Book Series is a followup to The Little Black Book on Law Firm Branding and Advertising. Disclaimer: I did not read the first book so I can only review this second edition on the basis of its contents.

There are a lot of stats and pronouncements from assorted managing partners and indeed there are some interesting facts. I'm not a huge fan of stats, but some of those featured in this book make marketing, when done right, looking like a winning proposition.

This book takes you on a journey of how to create a marketing culture. Complete with quotes from managing partners of small to midsize firms, the book highlights the mindset of these individuals as to how marketing can become an integral part of a firm's thinking. While in some ways the content is a bit at odds with itself, e.g., at one point it encourages individual marketing plans without regard to an overall strategy for the firm, from the
perspective of getting people on board, the book steers a firm in the right direction.

I particularly liked the section that relates to existing client relationships. In particular the roadmap for a site visit to an existing client uses a methodical approach with tips that cover many aspects of how to make the visit a success. There is also a section on prospecting for new business. Frankly and with no disrespect to the authors, there is not much new here. I would have liked a more detailed approach to how one mines new opportunities.

The second part of the book relating to branding and brochures is basically a 'show and tell' about the value of branding and visual communications materials. What I like about this section is that the way the information is presented is a visual treat for the reader. If I were in the position of deciding whether to use visual communication as part of an overall marketing strategy, this book makes a strong argument in favor of branding and the use of visual communications.

Overall, I liked the book. My only disappointment is that it provides a 'sketch' on business development and marketing. I guess I was hoping for the Mona Lisa. That being said, I still think it is a worthwhile read especially if a firm is 'on the fence' about the value of marketing or needs to reinforce the message that marketing is an essential component of a firm's success.

Elizabeth Anne 'Betiayn' Tursi is the Editor-in-Chief of this publication and a principal of Tursi Law Marketing Management. Ms. Tursi focuses on helping law firms attain and sustain market share by developing successful marketing, business development and communications programs. She also works with public companies to develop programs designed to partner with law firms for the purpose of creating b-to-b opportunities.

The Little Black Book on Law Firm Marketing and Business Development:

Everything a Managing Partner Needs to Know

By Paula Black withJohn L. Remsen, Jr.

Let me start out by saying that the look and feel of this book is a tribute to what a visual communication can achieve. Without reading even one page, I knew that the content was going to be at the very least presented in a manner that would appeal to an audience that perhaps was not familiar with just how powerful a visual communication can be.

[IMGCAP(1)]

This edition of the Little Black Book Series is a followup to The Little Black Book on Law Firm Branding and Advertising. Disclaimer: I did not read the first book so I can only review this second edition on the basis of its contents.

There are a lot of stats and pronouncements from assorted managing partners and indeed there are some interesting facts. I'm not a huge fan of stats, but some of those featured in this book make marketing, when done right, looking like a winning proposition.

This book takes you on a journey of how to create a marketing culture. Complete with quotes from managing partners of small to midsize firms, the book highlights the mindset of these individuals as to how marketing can become an integral part of a firm's thinking. While in some ways the content is a bit at odds with itself, e.g., at one point it encourages individual marketing plans without regard to an overall strategy for the firm, from the
perspective of getting people on board, the book steers a firm in the right direction.

I particularly liked the section that relates to existing client relationships. In particular the roadmap for a site visit to an existing client uses a methodical approach with tips that cover many aspects of how to make the visit a success. There is also a section on prospecting for new business. Frankly and with no disrespect to the authors, there is not much new here. I would have liked a more detailed approach to how one mines new opportunities.

The second part of the book relating to branding and brochures is basically a 'show and tell' about the value of branding and visual communications materials. What I like about this section is that the way the information is presented is a visual treat for the reader. If I were in the position of deciding whether to use visual communication as part of an overall marketing strategy, this book makes a strong argument in favor of branding and the use of visual communications.

Overall, I liked the book. My only disappointment is that it provides a 'sketch' on business development and marketing. I guess I was hoping for the Mona Lisa. That being said, I still think it is a worthwhile read especially if a firm is 'on the fence' about the value of marketing or needs to reinforce the message that marketing is an essential component of a firm's success.

Elizabeth Anne 'Betiayn' Tursi is the Editor-in-Chief of this publication and a principal of Tursi Law Marketing Management. Ms. Tursi focuses on helping law firms attain and sustain market share by developing successful marketing, business development and communications programs. She also works with public companies to develop programs designed to partner with law firms for the purpose of creating b-to-b opportunities.