The legal market is changing rapidly. But much of law firms' marketing activity is based on what the firm is today, rather than what it needs to be tomorrow. The activity centres on `quick wins' rather than addressing how the firm will need to be packaged, positioned, and perceived in the future in order to attract new purchases and the type of client it really wants. This book has been written to show you how to package and position your firm in a way that will allow you to profit from your efforts. We'll cut through some of the marketing-speak that all-too-often either prevents or puts lawyers off getting to the heart of building a viable, relevant marketing strategy. We'll also look at some practical examples of how best to design the right strategy for your firm and, most importantly, how you can implement those ideas easily so that they start delivering commercial success. If you are to pilot your firm, practice, or department through the next phase of the legal industry's development, you need to be cannier in the way you take it to market. The good news is that if you get the packaging, positioning, and promotion right, you are well on the way to winning the work you want at the fee level you want, and that simply has to be the most direct route to profitable growth.

Douglas McPherson has worked with professional services firms for over 20 years, first as head of sales and marketing for Intellectual Property Publishing, then as the commercial director of Lloyds of London's Marine Intelligence Unit. Doug is now a director of Size 101/2 Boots, a business development agency that works solely with professional services firms. Size 101/2 Boots works with law firms, patent and trade mark attorneys, chambers, and accountancy practices all over the UK. They deliver professional services in sales and marketing skills, strategic marketing advice, and tactical support, including training and personal coaching for professionals at all levels.