Marketing professional services cannot be done by committee. It’s something professionals should do. That means you should market "you". Assistants can help with administrative tasks, scheduling, and so forth, but building a law practice means building relationships and that’s something you cannot delegate.
Besides, it’s not the firm that should be marketed. It’s you. Clients don’t typically say, "call my law firm" when they refer you; it’s "call my lawyer" every time. Okay, larger firms can engage in activities that brand the firm’s name and establish good will in their target markets, and a committee would be appropriate for that purpose, but it’s still the individual attorneys that bring in the clients.
On the other hand. . . there are ways a marketing committee can play a role, even in a small or mid-sized firm. A committee can help coordinate the marketing efforts of the individual attorneys, for example. Newsletters, seminars, speaking engagements, mailings, public relations and advertising could well be done more effectively, and at lower cost, when attorneys aren’t duplicating each other’s efforts.
Here are a few other ways a committee could serve and assist the individual attorneys:
- Bringing in trainers and consultants to help the attorneys improve marketing skills
- Providing technical assistance with graphics, printing, web sites, event booking
- Clearance of ethical questions
- Coordination of cross-selling efforts
- Decisions about the firm’s design issues (letterhead, decorating)
- Recognition of attorneys for meeting goals
A committee can’t do the marketing for you. But, like a good secretary, it can certainly make you look good.
