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1). 17 Important Points To Consider Before You Hire A Law Marketing Consultant As we fast approach the new year, many firms are preparing to launch their 2006 marketing efforts. If you're thinking about hiring a marketing specialist, make sure you consider these 17 key points. 1. Objective Advice. Consultants who are paid fees are more likely to give you unbiased advice than consultants who earn commissions base... 2). Define A New Niche To Seize A Big Competitive Advantage When Marketing Legal Services When marketing legal services, generalities fail and specifics persuade. The same is true when you decide which legal services you wish to feature in your attorney marketing program. When you practice in various areas of the law, your prospects and referral sources see you as a generalist. Often, they don't remember you for any partic... 3). Hot Prospects Turn Cold, Build Defenses When You Look Like A Salesperson: Here's A Checklist Of Do's And Don'ts If you talk or act like a salesperson, you immediately trigger your prospect's sales defenses, which he uses to keep you at a distance. This puts you at a serious disadvantage because it causes your prospect not to trust you. And it may erase your opportunity to ever win that prospect as a new client. One fundamental difference betwee... 4). What Is Education Based Marketing Selling-based marketing is built around a selling message, sometimes called a sales pitch. The sales pitch is often delivered using methods that reach out to prospective customers, such as telephone selling, direct mail and door-to-door sales. Education-Based Marketing is built around an educational message, which replaces the sales m... 5). Your Marketing Efforts Sink, Swim Or Soar Depending On How Well You Satisfy The A few years ago I created a to-do list for my business (different from my to-do list for clients). Nearly every day I would add something to the list. Soon, I had over five pages of things to do -- tasks I viewed as important enough to interrupt what I was doing so I could add them to my list. Before long, every time I opened the docu...