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BOSTON-As law firm marketing mushrooms in an increasingly competitive marketplace, a growing number of law firm marketing executives are donning dust jackets and writing books for lawyers and legal marketing professionals. From the self-published The Essential Little Book of Great Lawyering, by Boston-based Ropes & Gray’s chief marketing officer, Jim Durham, to Beyond the Brief: Communication Strategies for Lawyers and Legal Marketers, by Wilmer Cutler Pickering Hale and Dorr’s chief marketing officer, Stephanie Solakian Goldstein, legal marketers are finding an audience. Lawyers typically aren’t taught business skills in law school, said Durham, who began his career as a lawyer. “From the day I started practicing law, I always felt that our legal education doesn’t prepare us for the real world of lawyering,” Durham said. The authoring trend illustrates the maturation of legal marketing, which is increasingly embraced by law firms that once shunned promotional activities and advertising. It also reflects the intensely competitive environment firms face as corporations cut the number of outside law firms they hire to do their legal work. Fierce competition Iris Jones, client services adviser in Akin Gump Strauss Hauer & Feld’s Washington office, is co-authoring a book with legal consultant Sylvia Coulter of the Manchester, Mass.-based Coulter Consulting Group on how law firms can set up dedicated teams to both serve and market legal services to clients. “The competition is fierce,” Jones said. “There are many law firms with talented attorneys; it boils down to who can be the best partner with [the company] . . . .It’s not good enough to have a talented attorney. There has to be the full package.” A fall launch is planned for an American Bar Association-commissioned book on marketing and sales for associates co-authored by Boston firm Goulston & Storrs’ director of business development, Beth Cuzzone, and Catherine Alman MacDonagh, director of business development in the Boston office of New England firm Day, Berry & Howard. The American Bar Association is publishing more marketing-related books as firms beef up their marketing and business development staff, said its director of law practice management publishing, Beverly Loder. “Even the smallest firms are hiring marketing staff,” she said. As the field matures, legal marketing books have become more sophisticated, Cuzzone said. “They’re head and shoulders above” books published a decade ago, Cuzzone said. “Ten years ago, books were networking tips, now they’re writing about successful ways to get your clients and keep them,” she said.

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