A lot of people think that marketing is all about creating new stuff. New ideas, new campaigns, new slogans, new websites…

That’s a lot of work, it’s risky, and it’s not always necessary. More often than not, the best way to get better results and to generate more profit is to find inspiration from what you’ve already created.

There is a subset of companies that are not law firms but that chase leads and try to find clients for law firms. Many leads companies have well designed websites that attract prospective clients looking for information and a free legal consultation on whatever their issue or problem might be, These companies sell the leads to law firms at a cost per lead.

If I could wave a magic wand and change one thing about the way that most lawyers go about personal branding and business development, it would be changing the way they think about narrowing the focus of their practices.

Some things you’re better off being in the dark about. Effective legal marketing strategy is not one of them. Ignorance is never bliss if your law practice cares about business relationships, reputation and rewards.

Imitation may be the sincerest form of flattery but when it comes to marketing your law firm and beating your competition, it falls flat. A large majority of lawyers assume that copying their competitor’s ads will help them compete with them. Don’t fall into this trap. This is ineffective, costly and gives you and your law firm no competitive advantage in the marketplace whatsoever.