Rainmaking 101
By: Sharon Berman, It is a scientific fact that if a latent business development gene is nurtured and focused, it becomes as strong as if it were dominant. With all the scientific brainpower and effort behind the Human Genome Project, isn’t it amazing that nothing has been written about a very obvious gene – the […]
Above the Noise
By: Sharon Berman, A Well-Defined Marketing Plan Can Set You Apart From the Competition Writing a marketing plan often falls in the same category as going for a regular physical or getting your car tuned up—you know you should do it, but you always seem to find excuses for putting it off. However, just like […]
Basic Training
By: Sharon Berman, Companies expect a continuous client focus. If they can’t get it from you, they are willing to give another firm the chance to provide it. There’s no doubt that thoughtful, strategic marketing works. However, measuring the results of your marketing can be notoriously difficult. For example, if you published an article and […]
Getting in Touch With Your Inner Hustler
By: Sharon Berman, Whether or not you’re a “natural” when it comes to marketing and selling your services, you can learn to enhance your business development skills and become more effective at attracting new clients. The first step in taking your marketing and selling efforts to a new level is to get in touch with […]
On the Beach
By: Sharon Berman, Avoid hitting the skids: Here are some ideas to allow you to enjoy summer and also keep your marketing moving forward. “”Summertime, and the livin’ is easy,” as the song says. Even in California, summertime has a different, more laid back feel, which can be both enjoyable and distracting when you’re trying […]
Marketing Your Firm From the Inside Out
By: Sharon Berman, Published: California CPA Additional vacation time or flex time may help your firm recruit and retain employees, but that’s usually an insufficient incentive. In reality, making your firm more attractive to current and prospective employees is as much a marketing job as is obtaining new clients and keeping existing ones. Here are […]
Seller’s Market
By: Sharon Berman, Published: Daily Journal Extra A number of law firms are hiring salespeople, experts to lay the groundwork for new client relationships while maintaining old ones. While “marketing” has become a watchword of many prominent law firms, the term “sales” does not have that same cachet. While many firms have hired marketing and […]
Talking Shop
By: Sharon Berman, Published: Daily Journal Extra Speaking engagements can raise lawyers’ visibility and enhance their credibility, which in turn can open the door to new business opportunities. Creating visibility and building credibility are cornerstones of a lawyer’s success in marketing. One of the most effective ways to do this is by getting yourself […]
Every Move a Company Makes May Send Marketing Messages
By: Sharon Berman, Published: Los Angeles Business Journal The word “merchandising” brings to mind grocery stores and clothing store windows, but it’s not something professionals usually associate with themselves. Yet it’s exactly what they must do – merchandise themselves and their firms. Webster’s defines “merchandising” as “the planning and promoting of sales by presenting a […]
In Other Words
By: Sharon Berman, Published: Los Angeles Daily Journal Writing for Marketing Demands Different Approach Persuasive writing is the hallmark of many a litigator. Writing for marketing purposes, however, requires another set of skills. Marketing writing, even when addressed to other attorneys, is different from the type of writing you learned in law school or your […]