Because marketing is by definition an effort that takes time, frustration grows and interest often wanes among attorneys. Typical first steps undertaken by attorneys are exactly those that take long and bring few immediate results. There are several marketing activities that require little time and can bring immediate results. If appropriate initial actions are taken, internal support for other longer-range activities grows.
As professional search consultants, part of our job is to counsel attorneys on a daily basis as to how they should choose between competing law firms. There is a considerable degree of insight that is needed to understand the psychology that attorneys attach to choosing between competing offers, and contrary to popular perception, attorneys do not always choose to work in the highest-paying or most prestigious law firms. Understanding why attorneys choose one firm over another can help you both attract and retain attorneys after they are hired.