Power Points: Quick Overview of the Articles - 1|10
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To dig deeper into these talking points and read the full article, just click the title.
- Start shifting your mindset by removing the obstacles to your success
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Stop doing business development in your spare time
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Stop working without a week-to-week plan and daily to-do list
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Stop waiting for people to call you
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Stop seeing business development as being a social activity
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Stop being passive with fellow partners and allies
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Stop winging sales calls and meetings
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Stop relying on other partners to feed you business
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Stop depending on firm newsletters, the web site and other firm efforts to market you
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Stop seeing asking for business as being unprofessional
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Stop investing time in organizations with no business development results
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Stop being a lone wolf
Measure for Measure: Getting More Bang for Your Marketing Buck
- You are more successful when you measure success.
- Judge the value of your activity using three client metrics: Growing client revenue; moving the phases of a sale through a pipeline; or listening to the client.
- Avoid efforts that are not measurable in these ways; emphasize those that move you forward in them.
- Make productive client and prospect contact a cornerstone of your marketing.
- To be more successful in your own personal marketing efforts, push ahead with five roles: identify niches of opportunity, focus activity on them, retain key clients, grow work with them, plus demonstrate your value to the marketplace.
- Ensure that firm marketing administrators also adopt these five roles to lead and/or support overall results.
The Creative Brief: 5 Easy Steps towards More Effective Marketing Tactics
- To set yourself up for success, be sure to develop a “creative brief” for any marketing activity, with five key points defined: audience, purpose, tone, production specifics and the cast of characters.
- Do it upfront, or you’ll typically find efforts wasteful or ineffective.
- Involve all decision makers from the start as well to make them part of the process.
- Create a reasonable picture of who you're targeting based on criteria that are measurably important to the legal work you’re aiming for.
- Set your intent carefully, especially the “call to action,” what you want people to do as a result of your marketing.
© 2010 PBDI/SAGE PDI. This article comes from the January 2010 Issue of ORIGINATE!, the online monthly newsletter (with ongoing support resources) dedicated to helping individual lawyers develop business successfully in order to build their careers. Our September 2008 anniversary issue and September 2007 inaugural issue are complimentary; otherwise articles are usually available to subscribers only. Find out more about subscribing at www.pbdi.org/originate.
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Learn how to make solid business development progress through the relationships you build: grow your contact base the professional way, engage contacts deftly and uncover mutually beneficial opportunities, plus gain introductions to valuable new contacts. 
Marketing experts Larry Bodine, Esq. and Michael G. Cummings host this LIVE presentation.