Over the years I have met many a lawyer
who wasn't into marketing or sales. The reason: the firm will do it. Well, the firm
can't do it. Individual lawyers must, because clients continue to hire lawyers,
not law firms.
In a recent article entitled "How
to Make It Rain By Marketing Individual Lawyers," on Law360 the authors, John Hellerman
of Hellerman Baretz Communications and
Steve Bell, with Womble Carlyle Sandridge & Rice, take on the idea
that firm branding brings in clients. In fact, they point out the error of Howrey's
extensive advertising and branding of the "Howrey" institution rather than "selling
its top products" (naming specific lawyers). They don't say that branding the law
firm doesn't have a purpose for certain audiences or is a bad thing. Rather, it's
just that "lawyer-level marketing (and sales), ... actually bring in clients." You
can read more about their institutional viewpoint and how today's forces heighten
"the need for attorneys to focus on individualized marketing efforts,..." in their
My thrust here is on their tips on building
your personal brand. Here are a few of my favorites from their 10 suggestions:
The lesson in all this? Business development
is up to you, not the firm.
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