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A personal touch

Winning work from new clients is one of the hardest and most expensive marketing feats to pull off, so why are law firms continuously taking this avenue, asks Doug McPherson

19 May 2015

When it comes to marketing and business in development, the mantra in most professional practices is still 'new business, new business, new business'. That's fine if your practice is clearly defined and commercially driven, but if you're focused on everyday people, drumming up brand new business can be tricky.

Sometimes it's a lot easier to look a little closer to home.

In the most general terms, you can get work from three sources:

  1. You can win new business.

  2. You can win more work from your professional contacts.

  3. You can win more work from the clients you already and have.

In the main, professional service firms will appropriate their marketing activity and expenditure to these areas, and in that order. My argument is if yo...

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