Tip 11. Think and act more like a business or corporation.

Tip 12. Align attorneys into teams working in industry groups/practice groups whereby there is ongoing sharing of information on who is doing what kind of work AND who knows who in various companies/industries with a view to pitching them on business.

Tip 13. Use media relations to increase visibility and credibility of law firm.

Pitch stories to national, local and trade press. Generate press releases on timely issues with quotes from attorney on business implication of changes in laws.

Tip 14. Attorneys should take time to learn about the companies they "serve."

Make a point of learning about the hot buttons that their clients faces within their own company and industry. This requires reading trade magazines, reviewing web sites of clients to understand big picture/mission of client’s company, reading press releases about company developments, etc.

Tip 15. The public and private sectors rarely rely on anecdotal information about their services.

They do market research. Law firms or sole practitioners should collect hard data on their source of business and professional services. Conduct client surveys, use evaluation forms at seminars or presentations to gather information.

Tip 16. Communicate to all attorneys "You are responsible for your own destiny."

Marketing is a requirement for all although it can take many different forms.

Tip 17. All attorneys should have concrete business plans which force them to articulate their strengths and their individual pursuit of business in a six-month time frame.

Take three lawyers to lunch, send non-legal articles on FYI basis to three key clients.

Tip 18. Forget that "Arrogance 101" course you took in law school.

Treat clients as people, equals. Shed that formality you use in preparing legal briefs when dealing with clients. Find opportunities to be more personal.