Early Successes - Lawyers are naturally skeptical about marketing. While education and internal communication are extremely important, you must find ways to measure and point to marketing successes - large and small. As you begin or refine your program, you can identify projects which, if implemented, are an almost guaranteed success. Identify two or more of your lawyers and staff with the best track record of follow-through and get them involved in one of these projects. After each project is completed and successful, communicate the success widely and regularly throughout the firm.
Success breeds success.
Once lawyers see their colleagues succeeding,they will want to get on the bandwagon. Client Input - Another way to overcome certain obstacles is through client input. It can be gathered through a formal client assessment survey or simply by having a few clients speak at your annual retreat. When clients tell your lawyers they expect annual client audits, they like seminars or they read legal alerts but not newsletters, it is a powerful marketing motivator. Following is a summary of specific marketing obstacles and ways to overcome them.