A Perspective from Law

Editor's Note: "If you want your marketing strategy to never reach beyond average, make sure you look only at your own industry and competition," Mike Schultz, publisher of RainToday.com, satirized in "6 Keys to a Terrible Marketing Strategy." "It's a great way to miss out on all the newest marketing trends, technologies, and possibilities." Read on for an excellent list of ten things that ought to guide every professional service marketer's strategic actions.

"Who you are speaks so loudly I can't hear what you're saying."
~Ralph Waldo Emerson

Imagine that you have arrived at a theater where the stage is set but the actors have not yet made their appearance. You can anticipate a lot about the play just by looking at the set. Is it bright and cheerful? Dark and gloomy? Modern, traditional or old-fashioned? Before the actors have even opened their mouths, you have formed a pretty strong impression of what's to come.

"I like to use this metaphor to explain the role of institutional marketing at a law firm," Norm Rubenstein, a partner at Zeughauser Group and past CMO for three global law firms, said at a presentation for the Legal Marketing Association.

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