~ Archive for Marketing ~

What If Paul Revere Was on Twitter?

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If you’ve read the popular book The Tipping Point, you know that the key to the success of Paul Revere’s famous midnight ride was not so much the speed or distance that he rode, or the volume of his cries, but his unique trait as a “connector” which gave him the social capital to spread the warning of the arrival of the British Army.

When alerting the patriots, he didn’t just ride down the road willy-nilly shouting, “The British are coming! The British are coming!” Rather he knew exactly which doors to knock on to alert just the right people (who were also very well connected) in order to get the word out in the fastest, most efficient manner. You could say that Paul Revere was America’s first social networker!

As we approach the end of 2011, we may be reaching a tipping point of our own regarding the use of social media. Professional services marketers and business developers are taking these new technologies more and more seriously.

The topic was very much alive and well among attendees at the Legal Marketing Association’s annual regional conference in Boston this month (see previous post), where firm attorneys and marketers learned and shared techniques and success stories of integrating social media into their marketing and business development plans.

Since social media are not going away, I am presenting some of my previous writing on the subject. I hope you’ll find some of it helpful as you consider your business plans for 2012.

Worth repeating…

Social Media — A Definition

Still Afraid of Social Media in 2011?

The Benefits of Blogging, Explained

Twitter 101: Twitter Is for Listening

Making the Case for a Firm-Branded Twitter Presence

Boston-area Law Firm Interest in Twitter Growing

9 Things To Do AFTER You Write that Press Release

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9 Things To Do AFTER You Write that Law Firm Press Release

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As a follow up to my previous post, Putting the ‘Power of the Press’ To Work for Your Law Firm or Business, here are 9 things you can do to leverage your website news item.

1. Optimize it. Make sure it takes strategic advantage of the page title and description meta tags and uses good SEO techniques.

2. Tweet it on your firm-branded Twitter page, or via individual attorney Twitter accounts.

3. Share it on firm’s Facebook page.

4. Share some more. Ask attorneys and firm professionals to share it via their Facebook and/or Linkedin accounts as appropriate. (Sometimes you need to gently remind them to do this.)

5. Send traditional press release to local, targeted media when appropriate.

6. Consider e-distribution. Is there value in sending out via a web PR outlet such as PRweb or another similar site?

7. Post it. Add to local business newspaper websites or events pages as allowed.

8. Push it. Consider adding a link to the news item from your next e-newsletter if appropriate.

9. Blog it. Consider making mention of, and link to news item from your blog, if it adds value in any way.

Content for SEO, Simplified

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Click on graphic for larger version. Enjoy!

Brafton's Infographic: Why Content for SEO?

Still Afraid of Social Media in 2011?

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This startling and educational video, Social Media Revolution, from Socialnomics has been around a while, but I didn’t realize the data had been updated (as of May 2010) again in 2011. If you haven’t already seen it, check it out. It might be helpful in adding some urgency to your pleas and pitches for integrating social media efforts. View the video, then read Erik Qualman’s 21 Social Media Predictions for 2011. Erik is the author of the book Socialnomics, How Social Media Transforms the Way We Live and Do Business.

Want to compare it to the older version? Click here for original video, for the record.

Making the Case for a Firm-Branded Twitter Presence

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A recent analysis (by me) of the largest 100 law firms in the Boston area (as compiled by the Boston Business Journal) revealed that merely 15% of law firms have taken steps to set up a firm-branded Twitter account, and fewer than 15% are actively tweeting. Why would a law firm have a Twitter account? Why not? You are already spending lots of time creating and approving content for public consumption. Twitter is just another (quick and easy and highly effective) way to disseminate that information.

While Twitter is designed for use by individuals (it really does work best when people use these tools to engage in real and meaningful markets of conversation) don’t overlook the value Twitter can bring to your overall marketing effort in the form of a firm-branded account.

Here are 5 quick, off-the-top-of-my-head reasons why your organization (law firm or not) should tweet.

1. Protect your brand. The most important reason to start a Twitter account is to claim your name — so that you own it, not someone else. Remember the domain name gold rush of the 1990s? Twitter name prospecting hasn’t taken off to the same extent as domain name squatting, but wouldn’t it be a drag if someone else had your preferred Twitter handle? If for no other reason than protecting your brand or domain name, it’s a good idea to sign up now. Your Twitter user name can be 15 characters long. For many corporate or law firm names it’s not long enough, so claim a street version of your name. One version of your name might work better than another in the Twittersphere, so consider carefully before you commit. (See what others are doing by clicking on this Twitter list I created: Law Firms That Tweet.)

2. People are listening. At the beginning, Twitter feels like the sound of one hand clapping. It takes a while to build followers and to flock with your “friends of a feather.” And while it often seems that no one is listening to what you have to say, know that they are. Sure, many of your followers will never see or read your tweets. But know that some are paying attention. They don’t always answer back, but your messages are being received. And, among the Twitterati are journalists scouring Twitter for trends and story ideas for their next pitch meeting.

3. Search engines eat it up. Even if you doubt that people are listening to your Tweets, know that search engines are. Starting and using a Twitter account properly can be an effective distribution channel and a great way to get content quickly indexed by search engines and in front of relevant audiences. Google rapidly absorbs tweets into its index, so, what you tweet can quickly show up in searches. When set up properly, your firm’s Twitter account can be an important step in an “Own your name on Google campaign” — working to own all the page-one results on a Google search of your firm’s name. (But that’s a topic for another time.)

4. The best way to learn it is to do it. Starting a firm-branded Twitter presence is a safe and easy way to start. It is an excellent way for you and your marketing staff to lead by example and to become better able to help your professionals embark on their own Twitter branding parade. Once you and your firm understand Twitter a little better, you’ll begin to see how you might use it to reach and track moods and happenings in a specific industry niche or for a specific practice group. Share what your doing with others in the firm — individuals will learn by watching what you are doing.

5. Build your Twitter infrastructure and network now, for when you need it later. Twitter has some interesting widgets (and developer tools) that allow you to easily embed Twitter feeds or selected tweets into any web site or blog you publish. So, you can easily create a tweet-on-demand content management system to report by cellphone direct to your web site on a specific breaking news event with up-to-the-minute reporting. It could be a great tool to use in a crisis. Your firm-branded Twitter page can be a valuable extension of your web site, and a key component of your overall PR and web visibility effort. As you build your Twitter following, you build a valuable and relevant network you can listen to and count on to keep you in the know or to help get your message out.

Want to know more?
I’m happy to discuss your Twitter and social media presence over lunch to help you better understand how your firm can best take advantage of these new networking and web publishing tools. Contact me here, and follow me on Twitter.

Want help or training?
Let me know if you would like help getting set up and started right on Twitter. I can help you select a user name, and set up a robust password (important!), discuss the types of things your firm can and should be tweeting, show you how to do it, including how to use hash marks, when to direct message people, how to re-tweet, and other do’s, dont’s and best practices. And, I can show you some examples of the real benefits that can result from an active Twitter presence.

Related previous post: Twitter 101: Twitter Is for Listening

Also, just found this related post from Lawyer KM discussing the AmLaw 100 on Twitter trend (which isn’t much of a trend) from about a year ago…

Social Media — A Definition

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I’ve been doing an “Introduction to Social Media for Attorney Marketing” luncheon seminar, and one thing that people have told me they really appreciate is that I start out by giving a definition of social media. We can’t seem to read 3 pages on the web without encountering the phrase “social media,” but do we really know what it is? Here’s how I define it.

Social Media Defined

Social media are nothing more than a special class of web sites — second-generation web sites, if you will. Think of first-generation web sites as those that are created by an authority of some sort (the New York Times, WebMD, Smith & Smith law firm) that publish information to the internet for you to come and read using a “top-down,” one-to-many publishing model. Second-generation, social media web sites, by contrast, are platforms that provide users the ability and tools to create and publish their own mini web sites or web pages. The content on these sites is not created from on high, but created by the participants — from the “bottom up” — using a many-to-many model. We become active participants in creating, commenting, rating and recommending content rather than passive consumers of it.

Social media sites have 3 defining characteristics.

  • Majority of content is user generated
  • High degree of participation/interaction between users
  • Easily integrates with other sites

By this definition then, social media platforms include things like blogs (such as Blogger, WordPress, Typepad), social networking (Facebook, Linkedin), social bookmarking (Delicious, Stumble Upon) news sharing (Digg, Yahoo!  Buzz) and photo and video sharing sites (Flickr, Vimio and YouTube). These are, of course, just a few examples.

As time goes on, these categories are blurring. In addition, traditional media (such as the New York Times) are enabling social media capabilities within their traditional publishing models creating a new kind of hybrid.

Hope that helps. If anyone has anything to add to this definition, please feel free to comment.

Marketing Legal Services the Free Way

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FreeThe ever-thoughtful and social-media-savvy Doug Cornelius has a great blog post, Free and Law Firms, commenting on the book Free: The Future of a Radical Price and how it applies to the marketing of legal services. The book is written by Chris Anderson, the same guy who brought us Long Tail, The, Revised and Updated Edition: Why the Future of Business is Selling Less of More, a book that neatly describes new markets as shaped by the internet. Read Doug’s post, then order the book, and then start thinking about how it might impact the business of law firms.

Also, take a look at these links offered by Cornelius, and see how they might impact or shape how you approach, offer and sell your legal services.

Thanks for a great post Doug. Anderson’s last book did much to shape my thinking about marketing on the web, so I’ve ordered ‘Free’ for express delivery so I can read on my summer vacation.

UPDATE: Since posting the above I found another post by Jordan Furlong on the same subject: Free and the GP.

Twitter Explained (1 funny, 1 serious)

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Thanks to the Wired GC for finding this one.

That pretty much says it all. My own experience with Twitter is that I’ve been on it for a few months and haven’t really figured out a good way to use it. The only benefit I have found so far is to drive some “uninterested traffic” to some of my web projects. So, then, what’s the benefit? Exactly. However, I do believe that sometimes you just have to jump into/onto these platforms and figure them out as you go. After being on for a while now, this week I feel I am reaching a threshold of sorts, a critical mass thing, or a tipping point… Each time I tweet this week, I’m getting more and more followers. Or maybe it’s just the hysteria.

All this being said… follow me on Twitter!

Updated March 7: Carolyn Elefant does a much more thoughtful job describing Twitter in her post: To Twitter or Not To Twitter? That Is the Question for Lawyers

See also: An older funny Jon Stewart bit about Blogs on TV.

Must Read: Trust-based Business Development in a Recession

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Below, I’ve indexed 5 day’s worth of excellent blog tracks left by the seminar last week on Trust-based Business Development in a Recession from Trusted Advisor Associates a.k.a. Charles H. Green et al. I found it a little difficult to access the full 5 days in order, so I am linking to each day’s post here to ensure that more people get to read this great stuff — make yourself one of them! : )

Day 1 – Trust-based Business Development in a Recession

Day 2 – Principle 1, Client Focus

Day 3 – Principle 2, Collaboration

Day 4 – Principle 3, Long-Term and Relationship Focus

Day 5 – Principle 4, Transparency

Wrap-up: 62 Sales Tips for a Recession – Based on Trust

12 Tips on Contrarian Consulting

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I enjoyed finding these 12 tips from “contrarian consultant” Alan Weiss. Just another list of how to be the kind of advisor that clients gladly pay to work with, but with an off-beat resonance that’s memorable. Some of his contrarian concepts”

  • “never focus on a sale”
  • “there’s no such thing as an elevator pitch”
  • “ignore unsolicited feedback”

Link here to view these ideas in context.

More on What Other Firms Are Doing

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From Tom Fishburne’s This One Time, At Brand Camp – TomFishburne.com
Published with permission.

See also, previous post: Marketing Budgets in 2009: What Other Firms Are Doing

Attention Boston-area Nonprofits: Win a Free Web Site Makeover!

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If you know of a good nonprofit organization in Boston with a bad web site, then please tell them about Extreme Markover, an effort to give away one free web site redesign to a Boston-area nonprofit.

Extreme Markover is a partnership of the World Organization of Webmasters (WOW), a not-for-profit professional association that provides education and support for web professionals; Web Design World, a web-design conference that takes place at the Westin Copley on December 8-10; and Bizland, a website-hosting company.

I attend Web Design World each year and can vouch for the quality of their presenters and experts and the leadership they provide in the web design world (hey, no pun intended!).

Here’s more information on the free redesign from the official press release.

“We’re calling it the Extreme Markover,” said Bill Cullifer, executive director of WOW, “and our goal is to provide a deserving non-profit organization with a website that showcases today’s best design practices, which is exactly what WOW and the Web Design World conference strive to teach.”

Boston-area nonprofit organizations are invited to submit their existing site for consideration by going to the Extreme Markover site (www.extrememarkover.org). A panel including some of the world’s top web designers will review the sites and choose one for the makeover. Selected WOW members will then implement the design, and designers everywhere can follow along through frequent podcast interviews, tutorial articles, and more.

The deadline for submissions is Monday, November 24.

You Had Me at Hello: Shortcuts to Trust

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On a somewhat similar theme to my previous post (Was It Good for You?) — Charles H. Green (the guru of trust and co-author of the The Trusted Advisor) published this article on RainToday.com, You Had Me at Hello: 9 Ways to Quickly Gain Trust During the Sales Process, that provides some shortcuts to trust. While Green admits that trust takes time, he also offers some advice for using the sales process itself to establish trust from the get go in 3 of the 4 important foundations that add up to long-term trust.

He offers this formula for creating trust:

  • “Trustworthiness = (Credibility + Reliability + Intimacy) / Self-Orientation”

For three of these variables, says Green, you can start creating trust from the first meeting. Only reliability is totally reliant on time. While time enhances all variables, Green offers specific advice on how to get off to a good start in creating credibility, initmacy and self-orientation. Highly recommended reading! Check it out here.

In addition to reading the original article, also be sure to check out Green’s comment to this post.

From Worst to First: Sales and Marketing Lessons from the Boston Celtics

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celts.jpgIn his article, Building a Winner, available at www.legalsales.org, John O. Cunningham provides a rundown of what law firms can learn from the marketing and sales efforts of the Boston Celtics.

Rich Gotham, president of the Celtics, was a featured speaker recently at the LSSO Raindance Conference, where he detailed many of the ways the Celtics “turned it around” — from having the worst record in the NBA to having the best record, sell-out crowds and the number one selling NBA logo — using a focused sales approach.

In the article, Cunningham relays a story by Gotham (who is a former president of a Boston high-tech company) about his having an epiphany regarding how to revamp the ailing franchise. “You don’t win to sell tickets; you sell tickets to win.”

Gotham led a cultural shift in thinking for the franchise, focusing on the mantra that “you need a great marketing effort most when you are losing and the team is down.” He also preached that “success is not the result of one thing, but comes from paying attention to a thousand little things”…

Some of the 10 lessons for law firms described at length in the article are:

1. Selling – moving from a 4-person sales team to a 35-person sales organization
2. Pricing and Metrics – adopting sophisticated regression analysis
3. Alternative Fee Arrangements – 240 different price points
4. Doing Customer Surveys – who buys, who doesn’t and why
5. Public Relations – a conscious effort to be visible during their
darkest hours

For more, download the full article at: http://www.legalsales.org/features/

Things That Make You Go, Hmm…

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I just read this post over on Charles Green’s Trust Matters (a blog I keep up with via Legal Marketing Reader):

Hey! Your Company Just Turned Into a Supply Chain!

Green describes how to rethink the way we do business, which is changing from happening within the big firm (top down management), to happening between companies (outsourced partners). It’s no longer a world of competition, but one of collaboration.

I enjoy little gems like this that can present a complex concept in such simple terms. Read this post, then consider how you might apply supply chain sourcing to legal services or whatever business you’re in. Thanks Charles!

Non-Lawyers Bring Innovation to the Table. Really.

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I received an e-mail from Patrick McKenna, a long-time professional services consultant with Edge International, kindly informing me of his most recent blog post (dated December 30, 2007) titled, The ABA, Shamefully Does Not Practice Diversity. In it he criticizes the December issue of the ABA Journal for its cover story, “The Blawg 100: The Best Web Sites By Lawyers.”

States McKenna,

“I cannot believe the shameful audacity of the ABA Journal to rate web sites for lawyers . . . by including only those written by lawyers. For those who long suspected that the legal profession, unique amongst professions for categorizing people as either being lawyers or non-lawyers, really doesn’t understand or support diversity, you now have the proof.”

He provides several examples of excellent blogs for lawyers written by non-lawyers including those by:

Then just yesterday, I read a very interesting article in the New York Times that offers an explanation as to how this type of isolated thinking happens. In Innovative Minds Don’t Think Alike, Janet Rae-Dupree, describes this phenomenon as a “curse of knowledge.”

“…once you’ve become an expert in a particular subject, it’s hard to imagine not knowing what you do. Your conversations with others in the field are peppered with catch phrases and jargon that are foreign to the uninitiated. When it’s time to accomplish a task — open a store, build a house, buy new cash registers, sell insurance — those in the know get it done the way it has always been done, stifling innovation as they barrel along the well-worn path.”

The article offers anecdotal and scientific support for bringing people with different skill sets — even (gasp) outsiders — to the table. It also introduces a groovy, new bit of jargon you can toss around — “zero-gravity thinkers.” Click here to read the full article on nytimes.com — it’s worth the 5 minutes.

Is Being Green a Marketing Differentiator or Requirement?

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The U.S. Postal Service dedicated an entire issue of its Deliver magazine to environmentally friendly practices. The issue offers a green marketing audit and asks the question, “Have we reached the Green Tipping Point” where eco-friendly practices have crossed over from luxury item to business staple?

Get more green articles to go…

Don’t Forget the Power of the Traditional Press and Other Do’s and Don’ts

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In this age of electronic media, it’s easy to get caught up in leveraging your web site and e-communications, that you spend so much time and energy on them, you neglect the old tried-and-true pieces of your marketing/sales/customer relationship mix. Here are a few real life scenarios that recently reminded me that e-communication is only one piece of the puzzle.

Don’t forget traditional PR.
A client of mine was interviewed at length recently in a national consumer magazine. How effective is PR? I’d say pretty darn effective! As a result of the publicity, the number of visitors to her web site tripled and the number of pages viewed increased three fold. (See “Pages Viewed” chart below.)

powerofpress.gif

Power of the press: Pages viewed coinciding with consumer magazine article

Now, does this negate the point of my earlier post that Web Sites Rule in Lead Generation? No, not at all. While the article was what captured people’s attention, the fact that my client (a plastic surgeon) had a web site with exclusive photos and video animations (content) of a specific procedure mentioned in the article was the magic bullet. Soon after the article hit the newsstands, queries to the web site under the doctor’s name and this procedure skyrocketed. If there had not been a web site for more information and follow up, the power of the article would have fallen short. Together, they pack a powerful one-two punch.

Don’t forget to ask for the business.
I have a friend who is a professional photographer who has had great success farming leads and getting new clients from his efforts of building an online presence with several web sites that are carefully and strategically search engine optimized. When things slowed down at the start of the summer, I asked him, “have you picked up the phone and called some of your favorite clients?” Oh yeah. It’s easy to get caught up in the electronic side of things. It’s important to remember to shake the tree, talk to folks, ask for the business. Apres summer is a great time to reconnect!

Do pick up the phone.
One more story. My brother, who works in television in Hollywood, was following up on a pitch he had made to an old colleague. When he e-mailed some information and then didn’t hear back, he began to worry. A day or two later, he got a phone call from the colleague who chastised him saying, “Don’t you know that I’ll take your calls!” In other words, as an old friend, he had already earned her trust and she preferred to do business in real time by phone. Are you hiding behind e-mail when communicating with folks who’d love to hear from you? Call them up and see. What’s the old saying? Reach out and touch someone? Better yet, pay them a visit.

Web Sites Rule in Lead Generation

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I’ve been meaning to post on another item of interest from RainToday.com’sWhat’s Working in Lead Generation” (for professional services firms) that I originally referenced in this previous post. It is the question asking participants, Where would you spend an extra $100,000 in your sales and marketing budget? As you can imagine the answers were across the map, but the respondents most wanted to spend their $100k on a new web site. According to the report:

“Websites carry a special triple whammy regarding their addition to lead generation.

A) They generate leads in and of themselves through search engine placement.

B) They are the conduit for many other lead generation tactics. Regardless of how a prospect finds out about a firm, they almost always check out, and often make their inquiry through, the website.

C) Because websites are always “on” and everyone can look at them, leaders at service businesses are acutely aware of how they look, what they say and (often more importantly) what everyone else says about their website.”

I was happy to read this (as I help law firms develop their web presence) — and my experience confirms it. I’ve noticed a definite increase in firms (especially on the smaller end) realizing that they need to take the web more seriously. Traditionally, many lawyers have believed that they don’t really need more than a billboard web site as their business is “a relationship business,” and “we get most of our business through referrals.” But even in a relationship business, the web has become what I like to call, “the resource of first resort.” When a potential client does receive that all important referral, what’s the first thing she does? Turns to her computer and types your name into Google’s search engine.

Firms are waking up to the fact that their web presence plays an increasingly important role in how they are perceived and that it can be used to effectively to help build and strengthen existing relationships.

Other popular answers to the $100,000 question (which is nice to dream about, huh?): hiring additional staff, contracting with outside providers for branding/awareness and lead generation services, and more.

Where would you spend the dough?

Law Firm Marketers’ Favorite Business Books

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I recently conducted a quick-and-dirty e-mail survey* of a select group of law firm marketers and consultants to get a read on what they read. More specifically, I asked these thought leaders to name their favorite marketing/sales/strategy books that I could recommend to readers of this blog. What I got back was a long list as many different favorites emerged. Two author names, however, came up again and again.

Leading the list: Malcolm Gladwell for his popular business books The Tipping Point and Blink; and David Maister for The Trusted Advisor (co-authored with Charles Green and Robert Galford) and Managing The Professional Service Firm. (Both author’s also have their own blogs — check out what they’re up to next at Gladwell.com and at Maister’s Passion, People and Principals.)

At first I was surprised that Gladwell was appearing on the favorites list of so many legal marketers, but his books, after all, are best-selling business books and written in an entertaining story telling style. That legal marketers, who are often out in front at their firms in terms of business thinking, would enjoy and look to apply Gladwell’s observations to their own situations then is not so surprising after all. In fact, I found Blink, subtitled “The Power of Thinking without Thinking,” to have a huge impact on my own approach to marketing, when learning how quickly and subconsciously we all make split-second decisions based on the tiniest of cues.

Maister may be less known in the pop business press, but has attained guru status as author, speaker, blogger, consultant on the topic of professional services management. The Trusted Advisor is viewed as the bible for any professional services provider. A good habit for law firms would be to give every new hire a copy to be used as a handbook for his/her client service career. That law firm marketers are reading both these authors is good news for their firms and the clients they serve.

Below is the summary of the survey results.

The Top Ten (multiple nominations)

1. The Tipping Point and Blink – Malcolm Gladwell
2. The Trusted Advisor and Managing The Professional Service Firm – David H. Maister
3. The Woman Lawyer’s Rainmaking Game: How to Build a Successful Law Practice – Silvia L. Coulter
4. Selling the Invisible: A Field Guide to Modern Marketing – Harry Beckwith
5. How to Win Friends & Influence People – Dale Carnegie
6. Legal Business Development: A Step by Step Guide – Jim Hassett
7. SPIN Selling – Neil Rackham
8. Client at the Core: Marketing and Managing Today’s Professional Services Firm – August Aquila and Bruce W. Marcus
9. Move the Sale Forward: Increase Your Sales Through Human Connections – John Klymshyn
10. Law Firm Associate Guide to Personal Marketing and Selling Skills – Beth Cuzzone and Catherine MacDonagh**

Also Recommended (single nominations)

Change Your Questions, Change Your Life: 7 Powerful Tools for Life and Work – Marilee G. Adams
In Search of Excellence – Thomas J. Peters and Robert H. Waterman, Jr.
Good to Great: Why Some Companies Make the Leap… and Others Don’t
The rainmaking machine: Marketing, planning, strategies, and management for law firms – Phyllis Weiss Haserot
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! – Al Ries and Jack Trout
Influence Without Authority – Allan R. Cohen and David L. Bradford
Getting to Yes: Negotiating Agreement Without Giving In – Roger Fisher, Bruce M. Patton, and William L. Ury
Ten Rules for Strategic Innovators: From Idea to Execution – Vijay Govindarajan and Chris Trimble
The End of Advertising as We Know It – Sergio Zyman
Zag: The Number One Strategy of High-Performance Brands – Marty Neumeier
Rainmaking Made Simple: What Every Professional Must Know – Mark M. Maraia
The Brand You 50 : Or : Fifty Ways to Transform Yourself from an ‘Employee’ into a Brand That Shouts Distinction, Commitment, and Passion! – Tom Peters
Marketing the Law Firm: Business Development Techniques – Sally J. Schmidt
Influence: Science and Practice (4th Edition) – Robert B. Cialdini, Ph.D.
Even Eagles Need a Push: Learning to Soar in a Changing World – David Mcnally
Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale – Rick Page
Trust-Based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationships – Charles H. Green

Do you have a favorite book to add to this list? Click on “comments” and let me know.

*Twenty out of 40 persons responded to this survey

** Available in June from ABA Books.

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