By definition, marketing is any action that affects the perception of another so as to change the probability of making a sale. Certainly, things like promotion, pricing and brochures accomplish this aim. Most attorneys understand this on some level, yet they do very little to manage the perceptions of their clients. They operate under the assumption that if they provide excellent legal work, their clients will appreciate it and send their friends. Unfortunately, clients don't always perceive excellence even if your work is excellent.
Most clients are ignorant about what constitutes good legal service.
Additionally, clients often judge your work using criteria other than results. The key to managing perceptions is understanding your clients' expectations. Many attorneys make the mistake of assuming the client's expectation of the result matches the attorney's. This can lead to shocking repercussions. Most trial lawyers have had the experience of arguing a brilliant case and getting a favorable decision, only to find their client is totally dissatisfied with them.