BREAKING THE BARRIER...Between Traditional Marketing and Practice Development


There is more mystery in marketing – particularly professional services marketing, than there is transparency. So much of it is performed by mindless rote – by its mechanics rather than by either science or reason or artfulness –that it’s difficult for those for whom marketing is practiced to take marketers seriously.

Today we face yet another problem for which, it seems, too few marketers, lawyers and accountants are prepared – the growing realization that the principles of practice development – the process of actually reaching out to bring prospective clients into the fold – are beginning to be recognized as an entity apart from -- rather than subsumed by – traditional marketing techniques. When practiced effectively, each requires different skills, different training, and, ultimately, different objectives. There is, as well, too little understood about the relationship between marketing -- the devices and activities that broadcast a firm’s skills, foster name recognition, and imply the ability to solve legal or accounting problems -- and practice development – the activities specifically designed to bring clients into the practice.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Bruce W. Marcus | Attorney Advertising

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