The Troika as a Marketing Tool


For too many lawyers the idea of marketing is daunting because there are so many potential clients, so little time to reach them and so many options for pursuing them. Marketing can only be approached practically with a narrow focus on the clients you target, not everyone.

Clients Hire Lawyers They Know

When clients seek out a lawyer, they typically will use someone who, so to speak, is right in front of them. They may do some research on the Internet or within their personal networks, but basically they go with whom they know. That means, as a lawyer, you should continue to go out and meet people, even people you know already, to keep your name, your face, your image, your message in front of them. Even if your referrals come not from the original source but from an intermediate source, you've got to stay top-of-mind with those intermediate sources. That means that you have to continue to have coffee, breakfast, lunch, whatever, with these various people.

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