To have a good legal marketing plan, you must have a realistic assessment of your firm and what you have to offer.  You can find this information by conducting a SWOT – Strengths, Weaknesses, Opportunities and Threats – analysis.

Look at your law firm as objectively as possible to determine what strengths you have, the weaknesses you need to be aware of, the opportunities you need to explore, and the potential threats to your plan.

A sample SWOT analysis may look like this:


  • Infrastructure in place
  • Location is highly suitable
  • Very focused management/staff
  • Well-rounded and managed business


  • Focus may be too narrow
  • Lack of awareness amongst prospective customers
  • Absence of strong sales/marketing expertise
  • No online presence to speak of


  • Market segment is poised for rapid growth
  • New markets offer great potential
  • Potential to diversify into related practice areas
  • Opportunities to cross market our existing clients on other practice areas


  • Economic slowdown could reduce demand
  • Market may become price sensitive
  • Major player may enter targeted market segment

In order to create a law firm marketing plan that will deliver the results you are looking for, you have to be exceedingly honest in this assessment process.  Basing your legal marketing strategies on false assumptions is asking for failure, or at best, mediocre results.
Mark your calendars for the State Bar of California Solo and Small Firm Summit on January 21-22.
I will be the keynote speaker in all of the General Sessions and two seminars.  The schedule is:

Thursday, January 21

  • Lunch and General Session
  • 7 Strategies to Recession Proof Your Law Firm
  • Afternoon General Session -I will be joined by John Bisnar, a reknowned personal injury attorney in Orange County
    5 Core Components of a Highly Successful Website and Blog
  • Friday, January 22
  • General Session
  • 8 Proven Steps to Double Your Referrals in 6 Months…. or Less
  • General Session and Wrap-up-Friday  -Unlocking the Secrets of Social Media: How to Leverage LinkedIn, Fix Facebook and Tweak Twitter for Your Law Firm

To register for the Small and Solo Firm Summit, click here.