How To Make It Rain By Marketing Individual Lawyers

Law360, New York (June 24, 2011, 4:23 PM EDT) -- Successful rainmakers will tell you that when they get business, it’s usually a result of their own, individual marketing efforts. No surprise there; it takes a healthy ego to be a real rainmaker, after all. But underneath any braggadocio lies a truth: Individual lawyers, not law firm institutions, are what draw in clients. While the rationale behind using that truth to drive legal marketing is obvious for many lawyers, how exactly to execute it is not.

As we have heard repeatedly, general counsel say they “hire...
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