Thursday, Jan. 3, 2013
Law Practice Management Tip
A checklist to jumpstart your marketing in 2013
It's January and time to jumpstart your marketing. If you are
not sure where to focus your efforts, a good place to start is to
conduct a self audit. Here is the version I use with my
clients. I try to revisit it once a quarter with each
coachee. But the new year is a great place to start. Not
everyone will do everything on this checklist. But going through
the process of self reflection is a good way to focus on what IS
working and what is NOT.
- Are you spending 15-30 minutes a day on marketing or
relationship building (on average)?
- Are you reading articles with purpose and forwarding them to
your contacts as appropriate? Are you actively looking for other
ways to be helpful to your contacts?
- Are you mailing to your best contacts at least once every three
- Have you written an article that highlights your expertise
(i.e. an article which is connected to your marketing message)?
This can either be an original piece or a reaction to (or summary
of) someone else's presentation or article. The point is to create
practical materials that you can send to your contacts (to remain
top of mind and reinforce your niche). You can also try
- Have you spoken on this or any other subject that highlights
your expertise in the work you are targeting?
- Are there any recent matters you've worked on that should be
added to your elevator speech? Bio? Which have raised issues that
warrant an article, a seminar, a client alert or contacting a
- Have you identified at least 20 "A List contacts" (clients,
prospective clients or referral sources who you believe might have
work for you or who may be able to refer work)? Are you actively
looking for ways to build your relationships with these
- Before you meet with prospects/contacts/referral sources, are
you taking the time to do research so you can anticipate some of
- Are you coming to networking meetings prepared to answer the
question "What's new?"
- When you are in networking meetings, are you listening 80
percent of the time and asking probing questions to identify
problems that you can help that individual solve?
- Are you making referrals to your referral sources or sending
them resources to help them address the issues they raise?
- Are you setting next dates/next steps in your calendar so that
you remember to circle back to your "A list" contacts?
- Are you involved in community, industry, professional or
recreational activities that enable you to continue to develop new
contacts (i.e. individuals who may turn into clients or referral
sources) and further solidify relationships with existing
Tip courtesy of Stephen Seckler, president, Seckler Legal
Consulting and Coaching.
Published January 3, 2013
To learn more about the Law Practice Management
Section, which is complimentary for all MBA members,
contact LPM Section Chair Thomas J. Barbar or Vice
Chair Cynthia E.