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Are you barking up the right tree?

Private client firms and solicitors have been getting their marketing strategy all wrong. The traditional model must be turned on its head, argues Douglas McPherson

21 August 2015

When most people in the legal profession hear the term marketing, their default is to think 'new business'.

For some (admittedly predominantly commercial) practice areas, this isn't necessarily a problem. You know which sectors you are targeting and they can be looked up using a bit of guile and
a lot of internet.

Some practice areas, employment for example, know exactly which job titles they need to target; H.R. directors in larger businesses and the owner in smaller organisations, so again, identifying prospective clients can be done.

It's a bit different for the private client team. Your next client could literally be anyone; so how do you identify 'anyone'?

While I'm forced to agree with the sentiment behind the argument, I cannot agree to that fact it is strong enough to p...

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