I read an interesting, and inspiring, article the other day. Entitled "The Real Road Less Traveled," the article by Dan Kennedy succinctly opined that success in the real world comes not to the most talented or best qualified people.  It comes, instead, to those who just never give up.  So what does this have to do with marketing and legal technology? Everything.

Use the technology you already have in your law office to help you stick like glue to your marketing efforts.  You don't need fancy, and expensive, CRM applications to keep up with your clients' likes and dislikes, whether it's regarding communication methods, billing cycles or anything else.  Use the space for notes within an Outlook contact torecord important information about your clients' preferences and then refer to it often and share it with other staff members to provide customized client service.  Make an "appointment" with yourself every week to keep in touch with one former client or have lunch with a current or potential referral source, and set a reminder.  Don't dismiss it until you've followed through with sending an email or setting up a lunch date.

If you really want more and better clients, the technology you already have can help you follow through on the efforts needed to bring them in. You just need to use it.