In Black And White : Legal Marketing Strategies & Insights : Paula Black & Associates : Law Firm Marketing, Branding and Positioning

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A long list of organizations may look impressive to some, but how much is it really helping your marketing and business development?

This week we asked: How many organizations do you take an active leadership role in?

1. None - 0%

2. 1-3 - 72%

3. 4-6 - 0%

4. 7-10 - 28%

5. More than 10 - 0%

My Thoughts:  28% are active in more than 7 organizations. From my point of view I can't imagine how one could practice law and be a leader in more than 7 organizations. If you can, more power to you... but I suspect the leadership is minimal. Now for the 72% who are leaders in 1-3 organizations... congratulations!

Making the most of your membership means truly committing to that organization and taking an active role in its functions and operations. Dedicate yourself to organizations that mean something to you—whether it’s a personal cause or mission, or a trade organization that caters to your target industry (and clients). Then make sure you get to know the leadership by offering your help and services. It can be as simple as writing an article for their newsletter to as involved as hosting a fundraiser. Dedicate your time, your knowledge and your services and with time the referrals will start flowing.

John Sumberg of Bilzin Sumberg stresses this point to all his attorneys. Says Sumberg:

“Always remember that business development is about creating relationships, not making sales.”

Black Pearl: This piece by Terrie Wheeler has further tips for maximizing your involvement in industry associations...and a great list of online resources which will help you find the right ones!

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Your friends and family can be an incredible source of referrals... as long as they know just what it is that you do.

This week we asked: What percentage of your friends and family truly know what you do?

1. Less than 25% - 35%

2. 25-50% - 40%

3. 51-75% - 17%

4. 76-100% - 8%

My Thoughts: What a wake-up call! Only 25% of you say more than 51% of your friends and family can clearly articulate what you do, why you’re good at it and what type of business you’re looking for. Not good. If they can’t pass on your points of differentiation, they can’t help you bring in business. And they certainly can’t bring in the kind of business you really want.

Here’s my advice... Make sure those closest to you really understand your marketing and business development needs. Take the time to explain the kinds of business you’re looking for and why you’re a match for it. Chances are they’ll be more than interested to hear and will go out of their way to think of people they can introduce you to. You’ll be surprised how many of them have connections you never knew existed...and they’ll be thrilled to help out.

Marrero Bozorgi’s Susan Bozorgi has a similar outlook:

“Realize that your friends are the cornerstone to your marketing plan; ask for their help and resources. Maintaining friendships is one of the most important things you can do to grow your business.”

Black Pearl: Uncomfortable approaching friends or clients for referrals? Here’s a good piece by Donna Erickson of Erickson Marketing on Missed Opportunities. Enjoy!