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Publication: Trial
Publication Date: 01-JAN-09
Format: Online
Delivery: Immediate Online Access

Article Excerpt
If the purpose of a recent fishing trip was to leave the office behind, it was a failure. Visions of marketing swam through my head while fish swain at my feet. Fortunately, Izaak Walton, the patron saint of fishermen, had staked out a quiet bend in my memory to offer sage advice on how good marketing is akin to "the contemplative man's recreation." (1)

As I pondered Walton's tips on fishing, I began to see that many of them apply equally to marketing legal services. Here, then, is my "Fisherman's Guide to Legal Marketing."

Dare to fail. Nothing is more common and natural than the fear of failure. Fear of rejection keeps us "too busy" to market until suddenly we are not busy enough. Then it is too late.

To succeed in marketing, you have to be known. To be known, you have to be "out there." To...

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