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.