Do You Know What Your Potential Client Really Wants?


I sat in on a lunch many years ago with a litigator from my firm and a businessman we both knew and liked. I began by asking what was going on with his company. He replied: “We just got sued.” Before he could explain further the litigator asked: “Has the company hired counsel yet?”

That experience reminded me of that great marketing technique of scanning the new court filings and letting the defendant’s in-house lawyer know his or her company has been sued. I am confident that somewhere out there a litigator got hired by being a court filings scanner, but it just never seemed like a good strategy to me.

LOADING PDF: If there are any problems, click here to download the file.