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Legal Marketing Blog A blog dedicated to lawyer marketing in any size law firm

Associate Marketing: First Years

Posted in Marketing Tips

This topic relating to marketing for new lawyers has been addressed previously on this blog. Recently, friend and colleague Ross Fishman of Fishman Marketing has completed a book entitled The Ultimate Law Firm Associate’s Marketing Checklist. Not surprisingly, Fishman has done a great job, and since he sent me an e-book version, I decided to feature his missive in several blog posts.

Let’s address what a new, first year associate should do. [Caveat:  in many BigLaw firms not only are you not encouraged to learn about marketing; but discouraged from doing so, because it would interfere with meeting billable hour requirements.]  So, this post is for the rest of you young attorneys.

Accordingly, the following are some of Fishman’s suggestions (with my usual comments):

  • First and foremost, “learn to be a great lawyer” and develop “a reputation for providing the highest-quality client service”;
  • Learn as much as possible about your firm and its practices (from its website, newsletters, partners, senior associates, paralegals… and yes, staff);
  • Join social media (LinkedIn, Facebook, Twitter), but for heaven’s sake don’t waste precious time on it to your detriment, and lack of face time, which is far more valuable;
  • Focus on internal marketing to build your brand within the firm – meeting/lunch with other firm lawyers who can refer work, and help educate you on the practice of law;
  • Build your network, starting with people you already know – classmates (law school, college, and even high school), friends, relatives, etc.; and
  • Set up Google Alerts for your contacts, as well as your name and the firm’s.

There is a lot more in Fishman’s book, and I commend it to you. And stand by for further posts about it.