Successful implementation of the Four Keys must be a firm-wide initiative. By assuming that no matter how good your service is, it could get better, the firm and the attorneys are in the mind-set of looking for new ways to improve, not taking a good enough approach to client relationships and business development. Thankfully, there are many outstanding examples of successful marketing implementation by law firms. Beckwith said that some of his biggest triumphs in marketing and advertising have been in our industry. For example, advertising can be extremely successful for law firms.
Bad advertising works for no one, but good advertising can work especially well for lawyers.
People will read a good law-firm ad from start to finish. But ultimately, the point Beckwith is trying to make is that improving your marketing strategy through the Four Keys particularly with respect to relationship building and client servicing is on-going. The job is never done. And when you are working with attorneys who believe they have reached the marketing finish line, it s a red flag. In fact, the attorneys who describe the four principles a basic common sense and obvious are probably those who have the farthest to go.