10. Forget the Fluff: Clients Want Business Advice

Clients are looking for firms that can connect the dots.

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“We don’t appreciate marketing brochures, or material not relevant to us. Communications should be to the point where we can forward their ‘heads-up’ memos to the relevant executives, with a simple note.” — Michael Paik, EVP, Legal, Trade & Risk Management, SeAH Holdings, South Korea

Clients don’t come to law firms because they are naturally inquisitive, or suddenly have a thirst for legal knowledge. They come to us because they have a problem, and gold-plated legal essays don’t solve problems. Many clients are also lawyers, and sometimes they want pure legal advice. That’s fine, and if presented concisely the lawyer can apply it to a problem in the business without further help.

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