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HOW LEGAL MARKETING WORKS: A QUICK PRIMER

By Bruce W. Marcus
June 01, 2011

Professional services marketing is not a litany of mechanics. It's a process that's designed to bring a firm and its prospective clientele together. More than just accumulating clients, the effective marketing program helps shape and secure a practice that's relevant to the dynamic needs of both the firm and the clients it serves.

The process, essentially, may be perceived in four parts:

  1. Define the market;
  2. Define the service to meet the needs of the market;
  3. Define the tools of marketing to be used to reach and persuade the market; and
  4. Manage the tools.

The significant body of knowledge that is the foundation of the marketing functions are comprised of two areas ' the techniques, or tools (articles, press releases, collateral material, etc. and they ways they're used), and the study of the markets themselves (such as the demographics, motivation for buying ' its shape, its structure, its needs, and its opportunities.). Strategy ' the way in which the two are brought together ' is crucial.

Persuasiveness ' Why People Buy

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