GOOD THINKING, GOOD PRODUCT

A better way to go about the what type of law firm you are or do you want to be is to ask what kind of market do you want to serve. This does two things: it describes your capacity and focuses you on the market NOT on your law firm.

Focusing on the marketplace is the first place to start when planning to put out the word about your law firm. Where are the clients, what kind of problems do they have, what trends are pushing their industry and in what direction, how can your law firm assist?

Next to knowing your market, the most relevant knowledge is to know your services offering, the things that you can do and offer the clients and the various ways you can mix, adapt these services and deliver them. Knowing your services helps you to describe them in a manner that is clear and persuasive.

You should then have marketing objectives, things that you expect your plan to accomplish for you. Some of them can be based on numbers and others on other criteria that can be realistically achieved by a marketing plan. The idea being that there should be, at least, a general direction you are headed in so you can make midcourse corrections as needed.

Whatever your current reality you should have some sort of plan for industries you offer your services to so you do not overlook opportunities to be of assistance and you do not get overwhelmed with the business that begins to come in.
If your law firm is large enough, you should divvy up your work by making a plan for each practice area or more clearly by client industry so you know where a lot of your efforts are going in a certain practice direction.

To sell your legal services you must start with the marketplace needs.