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Your Business: Building Your Firm’s Brand Equity – The Recorder

By: Sharon Berman
Published: The Recorder

When it comes to professional services, the primary purpose of marketing is to generate leads resulting in opportunities to be in front of qualified prospects. However, you also want your marketing to generate marketing equity, to have “pre-sold” you and your firm. You want every prospect you meet to already know that you are the clear choice based on factors that distinguish you from your peers such as your knowledge of your prospect’s industry or that you understand their particular target demographic. You also want them to understand why you warrant a higher fee than the firm next door. Continue Reading

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Marketing Your Billing Practices – The Recorder

By: Sharon Berman
Published: The Recorder

Alternative fee arrangements (AFAs) are here to stay and offer firms an opportunity from a profitability, infrastructure and business development standpoint. By AFAs, I’m referring to a non-hourly billing arrangement; this does not include a discounted hourly rate, nor does it comprise contingency work. The level of talk, puzzlement and concern currently exceeds AFAs’ actual implementation, but interest keeps mounting and will only continue. While the financial aspect of AFAs is vital, using them to your marketing benefit as a point of differentiation is equally important. Continue Reading

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Taking Business Development to the Next Level – Bloomberg Law

By: Sharon Berman
Published: Bloomberg Law

You have set out on the path to becoming a rainmaker. Perhaps you have originated some business on your own. It may even be that your firm has wisely made an exception to its standards for engagement scope or fee in order to encourage your efforts. In short, you have some success under your belt. Now, where do you go from here? Continue Reading

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Repositioning Your Bankruptcy Practice – Bankruptcy Law360

By: Sharon Berman
Published: Bankruptcy Law360

While the economy may have suffered over the past few years, these have been good years for bankruptcy and financial restructuring attorneys.  More competitors have likely come out of the woodwork, but work has been plentiful and steady. However, the economy has grown healthier of late and, overall, business is on the upswing. Although some businesses will still run into trouble, bankruptcy work tends to slow in a marketplace such as this. Continue Reading

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