Small-firm practitioners must market their practices professionally, creatively and continuously in order to be successful. This is as true for practitioners without established client bases as it is for those who are well established.

Marketing is a key ingredient to success, no matter how developed the practice. And, marketing does not mean mere advertising. It includes a broader spectrum of activities designed to get the practice noticed: networking, speaking, writing, and of course, generally lawyering and socializing. The more professional, creative, and repetitive the approach, the better the firm’s likelihood of success.

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