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SING ME A SONNET Image

SING ME A SONNET

Bruce Marcus

When everybody who holds any kind of a responsible job there is making more money than any of them ever dreamed they would, and when they're in an industry in which every competitor would pay anything to hire them away, how do you motivate people? How do you get them to stay, and to produce at the high levels demanded by high tech companies?

IT BOILS DOWN TO ONE CLIENT AT A TIME Image

IT BOILS DOWN TO ONE CLIENT AT A TIME

Bruce W. Marcus

Here's a little secret about professional services marketing. It always comes down to selling the individual clients ' one by one. And it doesn't matter if your firm is the largest or the smallest.

COMPETING FOR CLIENTS Image

COMPETING FOR CLIENTS

Bruce W. Marcus

The transition from the past to the future is not yet complete ' and won't be as long as we ignore the competition part of legal marketing and reside in just the mechanics.

HOW TO WRITE THE WORKING PRESS RELEASE Image

HOW TO WRITE THE WORKING PRESS RELEASE

Bruce W. Marcus

Publicity, which is a basic purpose of the media release, uses the release as a basic tool. It's not an end in itself, despite the artistry of a good release. Its purpose is to communicate ' an idea, a fact, a product's value or superiority. It should inform, it should be read by a target audience, it should clarify or persuade. And it should get published.

PROFESSIONAL SERVICES MARKETING 3.0: How <i>Bates</i> Changed the Future of Legal Practice Image

PROFESSIONAL SERVICES MARKETING 3.0: How <i>Bates</i> Changed the Future of Legal Practice

Bruce W. Marcus

It's taken more than 30 years for the legal profession to overcome the long-standing tradition under which any form of frank marketing and promotional activity has been considered unacceptable.

NO, NOT THE FIRM ... THE MARKET Image

NO, NOT THE FIRM ... THE MARKET

Bruce W. Marcus

A marketing plan should focus not on the firm, but on the individual practice. When this is done effectively, not only does the plan work, but this kind of program redounds to the entire firm.

WHAT WE DON'T KNOW AND WHAT WE THINK WE KNOW ABOUT WHY PEOPLE BUY PROFESSIONAL SERVICES Image

WHAT WE DON'T KNOW AND WHAT WE THINK WE KNOW ABOUT WHY PEOPLE BUY PROFESSIONAL SERVICES

Bruce W. Marcus

Despite thousands of dollars spent on research about why people choose one professional service firm rather than another, we still know remarkably little. Professional services are, to a large extent, too amorphous to respond to simple motivation, but there are some reasonable surmises that can be made, based on both logic and experience.

HOW LEGAL MARKETING WORKS: A QUICK PRIMER Image

HOW LEGAL MARKETING WORKS: A QUICK PRIMER

Bruce W. Marcus

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.

WHOM THE GODS WOULD DRIVE MAD Image

WHOM THE GODS WOULD DRIVE MAD

Bruce W. Marcus

They First Put In Charge Of Mailing Lists If the computer hadn't been invented, professional services marketers would have had to invent it. We depend so much, after all, on knowledge and data, and manipulating it, and accessing it, that we couldn't get past 10 A.M. without the computer to help do it all for us. '

IT BOILS DOWN TO ONE CLIENT AT A TIME Image

IT BOILS DOWN TO ONE CLIENT AT A TIME

Bruce W. Marcus

Here's a little secret about professional services marketing. It always comes down to selling the individual clients ' one by one. And it doesn't matter if your firm is the largest or the smallest. You can talk about strategies, image, niche marketing and branding. You can talk about articles, brochures, press releases and seminars. But it always comes down to selling the individual clients ' one by one.

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