Marketing is what a firm says about itself. Business development is one-to-one — it’s a conversation. Marketing is one-to-many — it’s a presentation. It includes branding, positioning, creation of collateral and other printed and online stuff and, of course, the website. Good legal marketing says something unique, meaningful and relevant. It focuses on what the client cares about. Mediocre legal marketing sounds like it could come from any law firm, and says nothing unique. It’s ineffective. In fact, it’s counterproductive.
Our job is to uncover the former, and avoid the latter. communicated and integrated into a strategy, the story lays the groundwork for a later business development conversation. That’s marketing. It gives business development a direction, and a head start.