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eMarketing Information17 Important Points To Consider Before You Hire A Law Marketing Consultant
by:
Trey Ryder
As we fast approach the new year, galore firms are preparing to launch their 2006 marketing efforts. If you're thinking just about hiring a marketing specialist, do sure you consider these 17 key points.
1. Objective Advice. Consultants who are paid fees are much likely to give you unbiased proposal
than consultants who earn commissions based on the figure of money you spend. If the adviser profits from ad agency commissions, he has an inherent conflict of interest because the much you spend, the much he makes.
2. Experience. Marketing is so specialized and complex that I recommend you hire person who has provided marketing services for a minimum of 15 years. But, don't assume that because the person has been in business 15 years, he has the knowledge, skill, judgment and experience you need. Do sure you thoroughly interview all consultants you are considering.
3. Workload. Makes the law marketing professional do the activity for you? Or does the marketing person serve as a coach and just tell you what you should be doing?
4. Service. Do you feel that the adviser wants to provide you with the help you need to do your program succeed? Or do you get the impression that he is looking for bigger fish to fry and that you're just a small fish in the ocean?
5. Access. Is the adviser hidden behind a wall of secretaries, account executives and body
assistants? Or is he promptly accessible to you by phone, fax, and e-mail?
6. Stability. Has the adviser been providing marketing services for several years? Or is he new to marketing -- or new to attorney marketing -- and just waiting for the chance to come on to thing
else?
7. Marketing Focus. Is the adviser a full-time marketing professional? Or does he offer proposal
in another disciplines, such as management, human resources, training or finance?
8. Authority. Makes the adviser have enough experience that he is a recognized authority in his field? Or is he still a relative unknown?
9. Size and Efficiency. Makes the adviser have a large staff and/or a apartment office that his clients pay for? Or once
you write a check, are you paying for his high level of knowledge, skill, judgment and experience?
10. Markups. Makes this adviser mark up outside services he hires on your behalf, such as graphic artists, printers, photographers, web site technicians, and so forth? Or does this adviser provide those services to you at cost?
11. Travel. Makes the adviser travel about the country from one client to next, running up airline bills? Or does the adviser support price down by working expeditiously with you by telephone, fax and e-mail?
12. Coverage. Makes the adviser have a competent marketing specialist who covers for him once
he travels? Or are you relegated to an account executive or body
assistant who takes messages and tries to relay them to the adviser piece he is on the road.
13. Attention. Makes the adviser have so galore clients he can't provide you with the personal care and attention you deserve? Or does he limit his services to a few choice clients who obtain the better he has to offer?
14. Work. Makes the adviser himself perform the activity on your behalf? Or does the adviser delegate your activity to a junior associate?
15. Marketing Specialization. Is the adviser a marketing professional who works only with one type of marketing? Or does he try to be a "jack of all trades" so he can provide any marketing services you want to buy?
16. Writing Skills. In marketing, nothing is much important than for your adviser to have superior writing skills. And don't expect the consultant's writing to follow the rules of what you and I knowing in school because marketing writing is several from academic writing. To sample your consultant's writing style, see promulgated articles and marketing materials that your adviser wrote. You'll cognize right away whether they come across as warm and friendly -- or if the writing seems cold and impersonal. The way the adviser writes for himself wish be similar to the way he writes for you. So do sure the adviser you choose has a writing style you admire.
17. Testimonials. Makes the marketing adviser have comments from another lawyers you can review? The adviser you're considering should provide you with at least 30 or 40 testimonials from another lawyers. If he provides only a few, you may be reading comments from his in-laws.
Just just about the author:
TREY RYDER LLC Education-Based Marketing for Lawyers. Attorney Marketing Adviser http://www.TreyRyder.comTrey Ryder is the Attorney Marketing Department Sponsor For Jersey Justice. http://www.JerseyJustice.com
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