An article in today’s law.com newsletter talks of how easy it is for spammers to lift logos and contact information off a website. The Florida Bar reports that it was actually fax spam, rather than email, but the principle remains the same. Create some fake letterhead and send your bogus offers and you can tarnish someone’s good name - and it’s virtually impossible to track down the culprits, especially if they are based offshore.

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Email Marketing

An article in this month’s Direct Magazine discusses how B2B service firms can approach determining customer value. The example included is a print/mailing house, but the model can be applied pretty well to B2B law firms.

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Client Service

Creating a marketing plan requires taking a critical look at your firm’s current status and evaluating it in light of your strengths and weaknesses, your clients’ needs, your competitors, and the market you practice in. Many people tend to skip this initial planning because they don’t see any tangible outcomes from the process - you end up with strategy, but that by itself doesn’t bring clients knocking. However, this initial planning defines the very foundations for how you should market your firm.

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Marketing Plan