Chapter 1
The Hardest Part: Asking for Business

§1.1 Marketing Is Not a Dirty Word
Mark A. Chinn

• Marketing Must Become a Way of Life
• Determine Your Target Audience
• Profiling and Targeting Your Clients
• Profiling and Targeting Your Referral Sources
• Marketing 101
• The Next Level—Speaking and Writing
• Bar Work
• Community Organizations
• Brochures
• Advanced Marketing: Media Matters
• Contact Management Software
• Saying Thank You
• Events
• Sponsorships
• Consistency

§1.2 Attracting and Keeping Clients
Alan O. Olson

• Attracting the Client
• Signing the Client: The Initial Interview
• Keeping the Client
• Retaining the Client after the Representation

§1.3 Is Time Spent Rainmaking Time Not Spent Making Money?
Frank J. Kautz II

§1.4 Sometimes Bigger Is Better
Eileen M. Letts

§1.5 How to Manage the Rising Waters in a Small Town
William G. Schwab

§1.6 The Fine Art of Turning Clients Away
Lonny H. Dolin

• Set Up a Screening Process
• Questionnaires
• Postconsultation Rejections

§1.7 Networking for Fun and Profit
Jeffrey Allen

§1.8 Cold Calls and Marketing
Carolyn Elefant

• What Are Cold Calls—and Why Make Them?
• Limitations on Cold Calls
• How to Make Cold Calls
• How to Handle Rejection
• Try It at Least Once

§2.1 A Blueprint for Marketing with Staff
Robert A. Kraft

• Hire the Right People
• Opening a Case
• Teamwork
• Magic Numbers

§2.2 Mining Your Own Client Resources
Jeffrey Allen

• Introduce Yourself and Your Practice
• Convey Your Interest in Prospective Clients and Their Problems
• Make Sure the Prospective Client Knows You Work to Satisfy Your Clients
• Don’t Create Unreasonable Expectations
• Communicate, Communicate, and Communicate
• Show Patience and Support for Your Client
• Let Your Clients Know You Are Willing to Take on More Work

§2.3 How to “Partner” with Other Lawyers
Joseph A. DeWoskin

• Basic Considerations
• Benefits
• Potential Trouble Spots

§2.4 The Virtual Law Firm
Patrick W. Begos

• The Beta
• Lessons Learned

§2.5 Collaborative Marketing on the Web: The QuiTamOnline.com Experience
Robin Page West

• Why Qui Tam?
• Purpose of the Collaboration
• Some Caveats
• Fees

§2.6 Bar Service: More Than Just Referrals
William H. Wilhoit

§2.7 Can the Rainmaker and the IRS Be Business Partners?
Dennis Jacknewitz and Patrick E. Stark

• In-Town Transportation
• Auto Lease versus Purchase
• Travel and Lodging
• Entertainment
• Controversial Areas
• Exotic Expenses
• Good Deals That Still Exist
• Employer versus Employee Expenses

3.1 Niche Marketing: The Inside Track to Client Development
David Leffler

• A Niche Is Born
• Creating Your Own Niche Market
• On Becoming an Expert
• Gather Those Twigs and Leaves!

3.2 Five Practical Ways to Market a Real Estate Law Firm
Yolanda Williams-Favors

• Write an Article
• Get a Booth and Give Stuff Away
• Learn to Network a Room
• Market to Your Present Clientele
• Do Your Part to Prevent Mortgage Fraud

3.3 How to Attract Business Clients
David Leffler

• Getting Started
• A Marketing Secret Revealed
• Writing Articles That Generate Business
• Advertising
• You’ve Got the Business Client—How Do You Keep the Business?
• And Finally . . .

§3.4 How to Attract Probate and Estate Planning Clients
Ronald A. Jones

§3.5 How to Market an Alternative Dispute Resolution Practice
Andrea Goldman

§3.6 How to Market to Ethnic Communities
Victoria Tran Sood

• It’s a Small World After All
• Ideas Create Ideas
• Ethnic Lawyers and Nonethnic Lawyers
• Practice Areas
• Identifying Prospective Clients
• Networking
• Print Advertisement
• Radio, Television, Internet, and Newsletter Advertisement
• Other Marketing Tools
• Conclusion

§3.7 How to Market a Legal Research and Writing Practice to Other Lawyers
Lisa Solomon

§3.8 Big Game Hunting: The Short Course for High-End Marketing
Robert A. Zupkus

• Have a Plan
• The Product Piece of the Plan
• So Just Where Is the Illusive Client?
• The Ethics of Marketing

§3.9 Five Essential Steps to Rainmaking in a Really Small Town
Ted A. Waggoner

• Benefits of Rainmaking
• Five Skills Needed for Effective Rainmaking in a Small Town
• Barriers to Success
• Finding Success
• Conclusion

§4.1 Isn’t It Time to Get a Web Page?
Keith B. McLennan

• Content
• Decisions, Decisions
• Looking over Your Shoulder
• Building Your Web Page

§4.2 How Technology Can Help You Market Your Practice and Build Client Relationships
Nerino J. Petro Jr.

• Target Information and Marketing Materials
• Track Referrals and Provide Feedback to the Referring Source
• Identify and Capitalize on Recurring Work
• Use the Internet to Provide Information and Improve Client Communications

§4.3 How to Make Your Bills a Rainmaking Tool
Natalie R. Thornwell

§4.4 Building a Service-Centered Firm
Matthew W. Homann

• Step 1: Don’t Think Like a Lawyer
• Step 2: Find a Niche and Own It
• Step 3: Identify Your Ideal Client
• Step 4: Give Them Something for Free
• Step 5: Have Something Cool to Sell
• Step 6: Don’t Sell It to Everybody
• Step 7: Stop Advertising
• Step 8: Ask Your Clients to Point Out Your Faults
• Step 9: Simplify Your Client Communications
• Step 10: Pay Attention to the Little Things
• Step 11: Underpromise and Overdeliver

§4.5 How a Branch Office Can Bring in More Business
Jean Maneke

§4.6 The Myth and Reality of Volunteerism
Jeffrey Allen

§4.7 Do You Still Need to Join Kiwanis?
Lynne J. Stadjuhar

• Building Trust
• Relationship Marketing in Trade Groups

• What Is a Brand Identity?
• The Core Message
• But Wait, There’s More!
• Where to Brand
• Conclusion
• Branding Bibliography

§6.1 Five Easy Ways to Use Daily Activities as Marketing Tools
David J. Abeshouse

• #1: Send a Useful and Personal Message
• #2: Join—and Actively Participate in—a Business Networking Group (or Two or Three)
• #3: Join—or Form—an Outside Board of Directors Group
• #4: Volunteer in Preferred Arenas Using Unique Skills
• #5: Send a “Mutual Assistance” Message to Those with Whom You Are Close
• Bonus Way: Give Nuggets of Advice in Your Areas of Expertise
• Conclusion

§6.2 Effortless Marketing: Putting Your Unique Qualities to Work
Melanie D. Bragg

• A. Assess Yourself
• B. Decide What Works for You
• C. Do It!

§6.3 Rainmaking Tips from Solosez
Carolyn J. Stevens

• Marketing, Branding, Advertising
• Writing and Speaking Engagements
• Networking
• Business Cards
• Referrals
• Keeping Clients Happy
• Keeping in Touch

• Mistake #1: Not Researching the Issues
• Mistake #2: Not Cultivating Current Clients
• Mistake #3: Putting Yourself on the Hook through Cross Selling
• Mistake #4: Misusing Referrals
• Mistake #5: Forsaking Professionalism for Business
• Mistake #6: Not Recognizing Solicitation
• Mistake #7: Letting Others Solicit for You
• Mistake #8: Pushing the Puffing Envelope
• Mistake #9: Not Saying No
• Mistake #10: Not Asking for Help

Index

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Author Biographies

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