When you take a passive reactive approach to marketing, your revenues are highly dependent on others. You give up control. A marketing plan for attorneys doesn't necessarily mean television advertising and direct mail campaigns. As a matter of fact, I discourage most of my clients from considering these approaches. The best marketing plan for attorneys is a systematic strategy of networking and client cultivation.
All good plans start with an objective.
Most attorneys are so driven by urgent matters, they lose sight of the big picture. If you don't have a clear idea on these types of issues your results are likely to be random and perhaps disappointing. There are three basic business development problems attorneys face in their practices. The first problem is having too few clients. The second is having the wrong type of clients.