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Bar News - May 4, 2007

Attorneys Must Move on from Traditional Marketing Techniques


Practicing attorneys are facing more competition than ever and the need to find new ways to stand out from the rest is more critical for growing a practice. “Lawyers need to let go of traditional marketing techniques and focus on what really works in today’s world,” says Stephen Fairley, principal of Today’s Leadership Coaching, a Phoenix-based firm specializing in legal marketing strategies for attorneys and small businesses (


Most attorneys don’t take advantage of the many avenues available to them to find new clients, according to Fairley. Law firm marketing strategies depend on the attorneys’ target markets and what is allowable in their locations.


Fairley’s top three recommended marketing strategies include:

1.                   Referrals: from existing and former client, friends, family members, other lawyers, strategic partners, legal referral sources and business associates.

2.                   Public Presentations: formal presentations, workshops, seminars, speaking for associations and organizations

3.                   Direct Communication: tele-marketing, direct sales calls, postcards, direct mail pieces, e-zines, newsletters and direct sales letters.


“Marketing techniques like yellow pages listings and mass advertising do not work like they used to,” says Fairley.


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