Professionalism and civility will benefit you as a person and as a lawyer. Also, you will earn the respect of opposing counsel who could, down the line, refer you business. Sustain Your Efforts Remember that sustained exposure to your target market works best. Make it a daily practice to devote time to marketing, whether through a call, lunch, letter, article or the like. Don't stop, even if you are seeing good results.
Competition is fierce.
Your clients, especially businesses, may be courted by others. Where possible, look for cutting-edge developments within your selected areas of practice. Be the first to develop your knowledge of these developments. In my experience, I recognized a trend in liability legislation involving equine activities and through articles and speeches have become a nationally known expert on these issues. This has boosted my practice considerably, especially the insurance defense and litigation consulting business.