Event: Texas Bar CLE, The Importance of Planning Ahead

The Importance of Planning Ahead
TexasBarCLE – Advanced Real Estate Seminar
Law Practice Management Program, State Bar of Texas
Topic Facilitator: Creating a Marketing Strategy to Assure Maximum
Client Service
San Antonio, TX
June 30, 2006, 7:00 am -8:15 am

What Does Marketing Have to Do with Practicing Law?


Debra L. Bruce, JD, PCC.

The answer: Everything, if you are a small firm practitioner. How can you practice law without clients? Without marketing, how do you get clients? Most law schools don’t even mention the concept of marketing, much less teach aspiring lawyers how to sell their services. Selling and marketing, in fact, are dirty words among lawyers, being considered cousins of the unethical practice of soliciting.
The reality is, however, that you are probably engaging in marketing every week. The question is, how effective are you at it? Every time you respond to the question, “What do you do?” you are marketing. Every time you meet or greet someone who already knows what you do for a living, you are marketing. What are you advertising about yourself when you are not even talking about your business? Are you communicating by your demeanor and conversation that you are competent and knowledgeable, yet compassionate and trustworthy enough for someone to safely reveal a significant and troubling problem to you? Or do others feel inferior, judged and unimportant in your presence? Which professional would you choose to handle your important concerns?
Instead of marketing unconsciously, get on the road to becoming an effective marketer by following these three tips:

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The Biggest Bang for Your Management Buck


Debra L. Bruce, JD, PCC.

She tried to maintain her composure, but one large tear betrayed her as it slipped over the brim and slid down her cheek. “Why don’t they ever tell me that?” she asked plaintively. She had just received a positive annual review with quotes read by the firm administrator of the complimentary assessments by the attorneys she worked for. Like that legal secretary, most of us hunger for feedback, yet we are terrified of receiving it.
We have heard a lot over the years about what we do wrong from parents, teachers, bosses, spouses and even strangers. How often do we hear what we do right?

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