Preparing to Create a Marketing Plan


Debra L. Bruce, JD, PCC.

The beginning of a new year is a good time to set a marketing plan for your legal services. Many lawyers don’t have a marketing strategy, much less an action plan. They use the “Threshold Method.” They take any business that crosses the threshold into their office.

Some attorneys write down marketing goals, but they put about as much thought into them as they do their new year’s resolutions. They resemble a wish list more than a plan. A wish list is better than nothing. At least if you stumble onto one of your goals, you’ll recognize it.

Some lawyers actually write down a plan of marketing activities for the year. This year they plan to give four speeches, attend three conferences and take four clients to lunch per month. At least they have some activities to aim for. They get off to an optimistic start, but their efforts tend to dwindle in a couple of months. Their numbers are specific, but their target audience is not. They lose momentum because they don’t have a focus.

A good marketing plan works like a treasure map, guiding you toward your goal. It gives you specific instructions, with landmarks that will help you gauge whether you are making progress toward finding what you are looking for. You know what you are trying to get to because “X marks the spot.”

You need to do some preparatory work, surveying the landscape before you create your treasure map. Get clear about the treasure you are seeking, and what kind of “X” it will be buried under. The steps described below will get you ready to map out a good plan.

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Ethics of Juggling Client Needs Effectively in a 24 Hour Day (Jan. 27, 2009)

Debra L. Bruce is the Webcast moderator:

Law Practice Management Program
State Bar of Texas
Austin, Texas
January 27, 2009
12:30 – 1:30 PM CT

For more information, go to www.texasbarcle.com.

Communication Between Law Firm Partners (Feb. 5, 2009)

Debra L. Bruce will be speaking:

The 2nd Annual Law Paractice Management Program Course
Perfecting Your Practice: Staying Competitive Working Smarter and Improving Your Bottom Line
State Bar of Texas
Westin Galleria
5060 West Alabama
Houston, Texas
February 5, 2009
11:15 AM – 12:15 PM

For more information, go to www.texasbarcle.com.

Fitting It All In: Managing Difficult Situations with Ethics and Grace (Feb. 20, 2009)

Debra L. Bruce will be speaking:

University of Texas at Austin School of Law – Continuing Legal Education
31st Annual Corporate Counsel Institute

Hyatt Regency
1200 Louisiana Street
Houston, TX 77002
713-654-1234
Friday, February 20, 2009 12:15 PM – 1:15 PM

For more information go to www.utcle.org.

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