Business development is a skill everyone must learn during a professional career. The challenge is finding ways to productively integrate business development activities into an already busy day. There is a simple method that accomplishes this goal very effectively – Commenting.
Lawyers, like all professional service providers, deliver expertise as their service. Expertise is applying knowledge to facts and rendering advice. The beauty of what we do is that it changes with each new client and matter. The difficulty is its intangibility. Clients can’t see, touch or smell it.
Marketing an intangible is hard because of these difficulties. Referral work comes from existing clients who know of us and recommend us to others. But how can we reach new clients outside the referral channel? Traditional marketing techniques – advertising, sponsorships, etc. – are possibilities, but they can be very expensive.