I am always on the hunt to learn about firms doing new things to market their practices. Overall, firms tend to be rather quiet when it comes to divulging what is really working for them these days. So I took to my colleagues in the legal marketing community and especially to my groups on LinkedIn yes, LinkedIn and asked lawyers, marketers and administrators from firms around the country to share (or boast) about marketing programs that were really doing the job for them. Here are some of the replies I received.
Be recognized as an expert.
One smart solo, Marilynn L. Schuyler of Washington, D.C., found a real niche to success. Schuyler started her solo law practice almost three years ago. She decided to specialize in a field in which she enjoyed practicing for many years affirmative action compliance for federal contractors. The number of attorneys who practice in this field are fairly limited, but many are well-established. She cleverly realized that to be successful, she would need to be recognized as an expert. And to become an expert, she would need to identify and subsequently solve a problem with which federal contractors are struggling. As she explained, "I knew that academic institutions were having difficulty complying with regulations that were written for ‘traditional’ federal contractors, so I invited representatives from academic institutions around the country to participate in a discussion to identify the specific compliance issues and consider how to address them. We presented the information to the enforcement agency and began working together to resolve the compliance issues that we raised. Our work is not yet complete, but serving as the leader of the project has led to several conference speaking engagements, a board appointment, television interviews, and yes, even some new clients." Schuyler does fantastic work and her email signature further brands her: "Schuyler Affirmative Action Practice: A Law Firm Specializing in Federal Contractor Compliance."
Giving clients information they really want.
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