“Our rainmakers said this would never work.” (part 1)

Find out what this ordinary firm’s rainmakers thought could never work. And see what happened instead.

Then see how you can steal this firm’s playbook for your own firm. 

(takes 47 seconds to read)

law firm rainmaker


See how an ordinary firm built an online pipeline of new business.

ordinary law firm marketing

“That sounds nice, but it won’t work–we’re not that kind of law firm.” That’s what the firm’s top rainmaker (and named partner) said, and that’s what the firm’s other rainmakers echoed. What was the idea they didn’t think would work?

Bringing in new business using online strategies–things like email, blogs, social media, and advertising–for their law firm marketing. But these rainmakers didn’t think it’d work for their firmAfter all, the firm is NOT one of those loud, personal injury or criminal defense firms shouting on TV & on highway billboards.But, since there’s been so much buzz about online law firm marketing, they agreed to dip their toe in the water–just to see what would happen. And, if it ended up working? Well, they’d reinforce their image as rainmakers, boost the firm’s revenue, enjoy fatter bonuses, and lift all boats higher.Sound interesting?

What you’ll see:

  • a snapshot of this ordinary firm
  • their challenges & goals
  • what they tried
  • their results
  • insights (what did & didn’t work)

You’ll be able to steal their playbook

law firm marketing playbook

We’ll uncover the exact things they did (you’ll be able to steal their playbook).And we’ll break it up into tiny, minute-sized pieces.For this morsel, we’ll just give a snapshot profile of the firm. (Chances are, they’re similar to your firm in a number of ways).Firm profile:

  • 26 attorneys
  • Founded several decades ago, but with a modern image.
  • Adjacent to a major metro area.
  • Practicing a mix of business and individual & family specialties:
    • Business practice areas: business agreements & partnerships, commercial real estate, intellectual property, funding, M&A, litigation, employment.
    • Individual/family practice areas: family law, estate planning, personal injury, real estate. 

Question for you:

How much of your firm’s business comes from from rainmakers, book-of-business, or old-school networking?

  • 75%? 
  • 90%?
  • 100%?

(If you don’t know, you’re not alone–virtually all of the 200+ firms we’ve worked with either have no idea or don’t have an easy way to answer this question).

In part 2 of the case study, we’ll cover the firm’s challenges & what they wanted to achieve (you’ll likely see a lot of similarities to your firm).

[Infographic] Is your firm a dinosaur?

Infographic - Is Your Firm A Dinosaur - How law firm marketing has changed

You’ve already seen the seismic shifts impacting law firms (e.g., technology tools & platforms, mobile, etc.). However, those same tools & trends actually have the potential for breakthrough opportunities for firms like yours. In particular, for law firm marketing & business development.

Take a look at the infographic below to see exactly what’s changed in law firm marketing over the last 3 years, and whether your firm is doomed to becoming a dinosaur.


Infographic - Is Your Firm A Dinosaur (law firm marketing in 2017)

If you’re like most law firms, you probably still rely on rainmakers and acquiring other attorneys who already have a book of business.

Those strategies can have a place in your firm’s overall plan.

But they’re actually incredibly risky.

What’s worse, is that by relying on those strategies, you’re not building a system that predictably sources a pipeline of new business, clients, and matters.

Instead of relying on individual players (who can come & go), law firms today are looking to build something that’s firm-owned, not person-centric. Basically, a machine that delivers business. A system that leverages the exact same technological tools that’ve created the seismic shifts affecting virtually any business.

What do you think?

  • Have you or your competitors witnessed these changes in law firm marketing?
  • Or have you considered or maybe even started implementing some of these strategies?
  • What key metrics for marketing and/or business development do you track? (If you’re like two-thirds of firms, you likely don’t even have a way to track your key metrics).
  • Have you done anything to be mobile-friendly? (For example, even just using a website theme that’s responsive–so that it’s laid out to be easily viewed & read on any device, from desktop to tablet to mobile phone).
  • Have any of your attorneys tried LinkedIn to generate new clients? (Even if they have, chances are they either didn’t do enough or did it wrong).
  • Have you used content (e.g., articles, webinars, email, social media, etc.) to reach out to prospective clients? (Again, sadly, most firms are doing this dead wrong–if they’re even doing any content–but they just don’t know it).
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