The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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At one time, lawyers tried to gain more business based on their own merits and the way that they were respected in the community. Those days are gone. Now, legal marketing has changed the way that lawyers represent themselves to the public. Law firms are starting to get more and more solicitations asking attorneys to compete for a spot on the “best” list, another tactic for law firm marketing.

Any lawyer will admit that the face of legal marketing has changed, and it is now more important than ever for attorneys to carve their names in the minds of the public and find a way to stand out against the other lawyers.Without the right kind of legal marketing, that is not possible.

Unlike the days of placing an advertisement in the Yellow Pages, legal marketing now consists of:

• Making it on a list for top lawyers
• Gaining recognition in a lawyer’s Who’s Who
• Having placement in magazines

Legal marketing has turned into a popularity contest. In order for a lawyer to stay on the top of his game, he needs to be popular with not only the public, but with other lawyers as well.

Legal marketing has changed, and so have lawyers. At one time, lawyers had the job of learning the law and following it. Now, they also have the job being a local celebrity.

Those who fail to take part in the legal marketing of today fall behind and do not get the clients they need to keep their business afloat. Therefore, lawyers have resigned themselves to the fact that they are going to have to embrace their new found celebrity status.