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November 08, 2005

Can Marketing Be Taught?

I agree with Chicago-based Larry Bodine in his excellent November 5 post that the answer is no. In every law or accounting firm I know, it's mainly pain-in-the-ass trial lawyers with off-the-chart egos or supremely confident deal quarterbacks who are are bringing in the most new clients. Born that way, they are rarer and more valuable than law review editors with personalities.

But, in another sense, virtually everyone--first year associates and any employee--can "market" by keeping work and getting more new work from good existing institutional clients. For my firm, marketing is also this: (a) doing sound work and (b) showing the client representative that you are responsive and care about the work. It's the most productive, and least expensive, marketing we can ever do.

Posted by JD Hull at November 8, 2005 08:10 AM


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