There is no formula or process that will work every time, in every situation. All we can hope to do is help the lawyers understand a little more about the needs and desires of clients,the ways to identify those needs, and the most effective methods to fill them. If you swim with sharks, you better not bleed. Actually, this is a line I used back in 1987 at an American Lawyer roundtable to explain the law firm marketing position to a large group of senior and managing partners. I believe it is no less true today.
Marketing directors are often in a difficult and precarious situation.
They are not true administrative staff, because they are incapable of accomplishing their jobs without the cooperation and assistance of the lawyers. I believe the most successful marketers are those who have a high level of self-esteem but a low need for ego gratification, who are unceasingly optimistic, who are incredibly flexible, who view the lawyers as their clients, colleagues and friends, and who see the humor in their situation. There is no magic to law firm marketing. Quite often, the culture of the firm and the constraints of the profession will have more influence than any capable marketing professional. Still, with the proper attitude and the requisite capabilities, you can make great progress in taking advantage of marketing opportunities and moving your law firm in the right direction.