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Marketing & Making Money

The Single Secret to Solo Success: The Scrap Heap Strategy

April 10, 2012 by Carolyn Elefant

Call it the twitter-ization of going solo, but these days, I’m most often asked about the one thing that guarantees success as a solo. It’s an impossible question of course, since there isn’t any silver bullet — but if I had to settle on the one strategy common to successful solos across generations, regions and […]

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Does Your Marketing Consultant Have Skin In the Game?

January 19, 2012 by Carolyn Elefant

Accountability is today’s latest buzzword, a commodity in high demand in the legal community. Whether it’s large firm clients exploring alternative billing that would create a nexus between price and value, or exploring ways to make legal education more useful or simply making legal fees more transparent for consumers, both law students and clients want […]

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End of Year Idea Exchange: A $10.77 Marketing Tip

December 22, 2011 by Carolyn Elefant

This past year, I spent quite a bit of time in crowded hearing rooms and conference auditoriums filled with suits, ipads, smartphones and laptops – but few electrical outlets. To recharge a device, you’d have to wait for an outlet to open up. And even if that happened, there was no guarantee that the outlet […]

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Unleash Your Inner Scholar: Why Solos Should Write A Law Review Article

December 12, 2011 by Carolyn Elefant

Seems that ATL Editor David Lat is concealing a dirty little secret underneath his robes.  As you know, by day, David toils as a mild-mannered blogger exposing the secrets of, and dishing out biting commentary on AmLaw 100 firms.  But after hours, he busts out his secret inner scholar and transforms into a veritable Volokh, […]

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FREE Recording – Cold Calls for Lawyers!

November 28, 2011 by Carolyn Elefant

As my regular readers may know, I’m one of the few lawyers who actively recommends cold calling as a tool for finding overflow work and referrals or simply setting up introductory meetings or lunch dates with attorneys and other professionals within the community. I’ve written two pieces about cold calling, Pick Up the Phone and […]

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Invest in This…Or That?

November 18, 2011 by Carolyn Elefant

You’ve heard the pitch; we all have. For just $10,000 — less than $1000 per month — you’ll get a specially designed, SEO-optimized, social-media enhanced website — and a couple of pay-per-leads as a bonus. Can’t afford it or don’t want to spend that much? No worries, the salesman assures you – and then, the […]

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Your Realization Rates May Make You Realize That Flat Fees Often Make More “Cents”

November 7, 2011 by Carolyn Elefant

As a solo or small firm lawyer, you’ve probably heard the term “involuntary pro bono.” That’s what happens when you sign up to take a case, collect a retainer, exceed the retainer and the client stops paying the bill on the eve of trial when it’s too late to pull out. Well, turns out that […]

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Pay for the Product, Legal Service is Free or Pay for the Legal Service, Product is Free?

October 19, 2011 by Carolyn Elefant

In my last post, I discussed different types of freebies that lawyers offer as incentives to encourage existing clients to send or refer more work. But lawyers — and quasi-legal providers like Legal Zoom — are also using free to generate new clients. Many lawyers – from solos to behemoth firms – are giving away […]

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Two Different Business Models of Free – Frequent Buyer Benefits

October 19, 2011 by Carolyn Elefant

As I mentioned in Marketing by the Numbers video, it’s 11 times more expensive to generate new clients than to attract business from existing clients. Existing or former clients already know you, so you don’t have to convince them to hire you. At the same time, because your clients are constantly inundated with marketing materials […]

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Community Involvement As A Marketing Tool

September 13, 2011 by Carolyn Elefant

The following is a guest post by Noble McIntyre of McIntyre Law in Oklahoma City, Oklahoma. Let’s be honest. That title sounds cynical at best, opportunistic at worst. But hear me out. Getting involved with your community can be one of the best ways to market your firm, not just because of the business you’ll […]

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