Nature re-brands herself every season at springtime. Law firms could learn a lesson from Mother Nature: Keep it fresh. Plant seeds to grow your business. Use the media (the law firm’s "birds and bees") to spread your message.

If your firm is using the same business development and marketing model from a decade ago, it’s time to re-think it. What worked back then might not work now. Refreshing and rejuvenating your reputation/brand/image directly impacts your ability to win new business in the Red Zone.

How You Do It

-Consider a marketing theme for the year. Focus on two industries, or promote all your service to your national clients, or select one or two of your practice areas to provide maximum push.

-Consider a refined spiking of advertising, oriented more to industries. Use photos of firm members in an advertising collage as part of an ongoing campaign, which can also feature individual attorneys, services and special events.

-Make friendly with the media. Do you have a direct line to the legal reporter who covers your practice area? If not, it’s time to make nice. Consider inviting him/her on an informal lunch date to inform them of the firm’s goings on, or provide yourself and firm partners as expert sources for future stories related to the specialty you wish to promote.


Allan Colman is managing director of the Closers Group, a consulting firm that helps lawyers develop new business opportunities and more effectively market their law firms in today’s competitive business environment.