Three Essential Muscles Law Marketers Must Flex While the COVID-19 Crisis Continues
During times of uncertainty lawyers can hunker down and wait it out, hoping that an opportunity to reengage with clients will present itself. Or they can lean into their discomfort and suspend their self-interest, meeting clients where they are even when there may be no immediate billable work or new business to be had. The latter approach creates a meaningful opportunity for lawyers to deepen relationships and set themselves apart from the pack.
November 30, 2020 at 12:35 PM
4 minute read
This article appeared in Marketing the Law Firm, an ALM/Law Journal Newsletters publication reporting on the latest, and most effective, strategies for Chief Marketing Officers, Managing Partners, Law Firm Marketing Directors, Administrators and Consultants.
During good times, lawyers struggle with knowing how best to communicate and stay connected with clients without pestering or being a burden. This is only exacerbated during times of uncertainty when the pressure to develop business intensifies and lawyers' fear of looking tone deaf, overly aggressive, or self-interested rises.
Generally, there are two paths to follow. Lawyers can hunker down and wait it out, hoping that an opportunity to reengage with clients will present itself. Or they can lean into their discomfort and suspend their self-interest, meeting clients where they are even when there may be no immediate billable work or new business to be had.
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