Successful rainmakers will tell you that when they get business, it’s usually a result of their own, individual marketing efforts. No surprise there; it takes a healthy ego to be a real rainmaker, after all. But underneath any braggadocio lies a truth: Individual lawyers, not law firm institutions, are what draw in clients. While the rationale behind using that truth to drive legal marketing is obvious for many lawyers, how exactly to execute it is not. Womble Carlyle's Steve Bell and Hellerman Baretz Communications' John Hellerman tackle the topic in a recent Law360 article.