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 based on the amount of money you spend. If the
consultant profits from ad agency commissions, he has an
inherent conflict of interest because the more you spend, the
more he makes.
2. Experience. Marketing is so specialized and complex that I
recommend you hire someone who has provided marketing services
for a minimum of 15 years. But, don't assume that because the
person has been in business 15 years, he has the knowledge,
skill, judgment and experience you need. Make sure you
thoroughly interview all consultants you are considering.
3. Workload. Does the law marketing professional do the work for
you? Or does the marketing person serve as a coach and simply
tell you what you should be doing?
4. Service. Do you feel that the consultant wants to provide you
with the help you need to make your program succeed? Or do you
get the impression that he is looking for bigger fish to fry and
that you're just a small fish in the ocean?
5. Access. Is the consultant hidden behind a wall of
secretaries, account executives and administrative assistants?
Or is he readily available to you by phone, fax, and e-mail?
6. Stability. Has the consultant been providing marketing
services for some years? Or is he new to marketing -- or new to
lawyer marketing -- and just waiting for the opportunity to move
on to something else?
7. Marketing Focus. Is the consultant a full-time marketing
professional? Or does he offer advice in other disciplines, such
as management, human resources, training or finance?
8. Authority. Does the consultant have enough experience that he
is a recognized authority in his field? Or is he still a
relative unknown?
9. Size and Efficiency. Does the consultant have a large staff
and/or a penthouse office that his clients pay for? Or when you
write a check, are you paying for his high level of knowledge,
skill, judgment and experience?
10. Markups. Does this consultant mark up outside services he
hires on your behalf, such as graphic artists, printers,
photographers, web site technicians, and so forth? Or does this
consultant provide those services to you at cost?
11. Travel. Does the consultant travel around the country from
one client to next, running up airline bills? Or does the
consultant keep costs down by working efficiently with you by
telephone, fax and e-mail?
12. Coverage. Does the consultant have a competent marketing
specialist who covers for him when he travels? Or are you
relegated to an account executive or administrative assistant
who takes messages and tries to relay them to the consultant
while he is on the road.
13. Attention. Does the consultant have so many clients he can't
provide you with the personal care and attention you deserve? Or
does he limit his services to a few select clients who receive
the best he has to offer?
14. Work. Does the consultant himself perform the work on your
behalf? Or does the consultant delegate your work to a junior
associate?
15. Marketing Specialization. Is the consultant a marketing
professional who works only with one type of marketing? Or does
he try to be a "jack of all trades" so he can provide whatever
marketing services you want to buy?
16. Writing Skills. In marketing, nothing is more important than
for your consultant to have superior writing skills. And don't
expect the consultant's writing to follow the rules of what you
and I learned in school because marketing writing is different
from academic writing. To sample your consultant's writing
style, read published articles and marketing materials that your
consultant wrote. You'll know right away whether they come
across as warm and friendly -- or if the writing seems cold and
impersonal. The way the consultant writes for himself will be
similar to the way he writes for you. So make sure the
consultant you choose has a writing style you admire.
17. Testimonials. Does the marketing consultant have comments
from other lawyers you can review? The consultant you're
considering should provide you with at least 30 or 40
testimonials from other lawyers. If he provides only a few, you
may be reading comments from his in-laws.
About the author:
TREY RYDER LLC Education-Based Marketing for Lawyers. Lawyer
Marketing Advisor
http://www.TreyRyder.com Trey Ryder is the
Lawyer Marketing Department Sponsor For Jersey Justice.
http://www.JerseyJustice.com
