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How do you get busy lawyers to read a newsletter about marketing? You must keep it short.

Smith Moore Leatherwood started publishing the innovative “The Marketing Minute,” an internally distributed electronic newsletter focused on business development that takes no more than a minute to read. 

The firm has 180 attorneys located in six offices across the Carolinas and Georgia.

Targeted to all attorneys across the firm, the Marketing Minute was a cost effective, simple answer to a problem recognized by most attorneys: it’s easy to forget about marketing when you are immersed in work.  The Marketing Minute was intended to be a brief, useful email sent occasionally to all of our attorneys as a reminder to always be alert for marketing and practice development opportunities in everyday situations.  

Michael Lee, Chair of the firm's Marketing Committee sends out the e-newsletter, which includes advice such as:

• Relationship building is one common theme throughout all of the articles, newsletters and advice on client development.  Sure, there are other important aspects of client development but the key to true success is found in relationship building.

• Schedule a ½ hour in the next 5 days to review your Practice Plan (block it on your calendar).

• Social media is not a silver bullet to client development or relationship building.  However, it is yet another tool that you may find effective in your personal and professional relationships.

• How would you like the opportunity to hang out for an hour or two a week, every week, with the City Executive for a major bank, the CFO of a multinational corporation, health care professionals, a commercial loan officer, and an import/export entrepreneur?  Meet my oldest son’s soccer team parents. 

• Set reasonable goals that fit into your practice and your life.  Make it a point to call a law school friend to have lunch and find out where other friends are working. 

To read the whole story, visit the LawMarketing Portal at www.LawMarketing.com