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The American Bar Foundation says that nearly two-thirds of America's 1.2 million lawyers are either solo practitioners or practice in firms with five attorneys or fewer. American Bar Association, 2011 Lawyer Demographic Summary, http://bit.ly/yR3JOH.
All of these solos and small firms are inevitably competing to represent individual clients and small businesses in the same types of matters ' real estate transactions, estate plans, personal injury lawsuits, and so on.
Although clients may differ, each lawyer must convince a prospect to become a client. This is done using many tools aimed at creating a personal relationship that leads the prospect to become a client. At the root of marketing anxiety for small firm and solo lawyers is the perception that there are so many potential clients, so little time to reach them and so many options for pursuing them. Addressing this anxiety requires a narrow focus that identifies a firm's ideal client and develops a strategy for communicating with this target, not everyone. There is no “one-size-fits-all” strategy. Many cost-effective tactics exist, all offering the smaller firm lawyer ways to be memorable for potential clients and differentiated from other lawyers.
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