Less Is More: Why Targeted Marketing Is So Important for Law Firms
Let me be clear: your job as a lawyer is NOT to be the next Andrew Carnegie . That’s in part because law firms are inherently geographically - limited business es -- in the main. What’s to stop Wal-mart from opening another location across the state line? Essentially nothing. What’s to stop a law firm from doing the same thing? Well, another bar exam passage (or waive-in process), for one. For another, there may be restrictive rules relating to physical office space requirements for law firms, as well as a host of other protectionist measures to keep out-of-state lawyers, well . . . out of state. Then there’s the practical difficulty of managing various ethics rules regimes, for each state you locate an office (virtual or otherwise) in. Because most law firms are still referral-based busines ses, they rely heavily on local connections. Usually the big kahuna at a law firm is going to be out and a...