So, I've been reading The Reluctant Rainmaker, by Julie A. Fleming. Her book -- unlike the other books I've been reading -- seems to focus on big firms, billable hours, and large clients. Sure, every once in a while she'll mention divorce law, but it's clear to me she comes from and is trying to develop clients at a big firm (actually, she doesn't call it "marketing", or "clients" she calls it "business development").
Mind you, I'm not criticizing her work. If you work at a medium or big sized firm, and you work on other attorney's clients, but you'd like to start grabbing your own client -- this is probably a great book for you. But, if you are going to hang your own shingle and work on "100% commission", then this is not a great fit for your library. Nonetheless, I am going to read through it.
She spends time discussing the need to write articles and network and how to get those writings into your firm's blog so that your online profile on the firm's blog will include your credentials. I think that has little value to mom and pop clients; indeed, that value is to impress other attorneys, not the real non-corporate client. Moreover, she also encourages attorneys to ensure they have a website, but then does nothing to explain how that web site should be used.
kc.
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