Written By: Leicia Feare*

Ford & Warren Solicitors

Leeds, England

Author of The Naked Lawyer, Chrissie Lightfoot, isn’t one to beat around the bush. This sales and marketing manual is described as a “sales blueprint and a workshop all rolled into one.” For me, the best thing about it is that it hits the nail on the head: “sales and marketing skills are not coherent in a lawyer’s make up.” What’s more, it provides real, practical solutions which offer to combat this.

Author Chrissie Lightfoot’s background is in the law, and she is a qualified non-practising lawyer and entrepreneur; her public persona is the “Entrepreneur Lawyer.” Her experience in the legal industry (or “law law land” as she refers to it) is obvious. There are so many stories and situations in the book that anyone who has spent any time in the legal industry, or around legal professionals, will be able to relate to.

There are a lot of marketing books, guides, how-tos and  how-not-tos that claim to leave you feeling enlightened, but very few that actually do – I think this is one of the few. It’s clear, concise, and helps you to take what you’ve read off the page. Importantly, it considers the current legal landscape, the upcoming changes all lawyers will have to face (whether they like it or not!), and the changing, more demanding, choosier, educated legal consumer.

The book is direct and “in your face” which may put some traditional lawyers off. For example, not everyone will be a fan of the acronyms. S.U.U.U.C.K.S (Strategic, Unadulterated, Unconditional, Unwavering, Committed, Kick-Ass, Self-Assured) and P.E.E. (Passionate, Enthusiastic, Energetic) are just two of them, but there’s no denying that they are memorable!

The book is split into 12 bite size volumes. Throughout the book there are “Just Do Something!” activities, which include creating a reading list and writing your own personal S.W.O.T analysis (Strengths, Weaknesses, Opportunities, Threats).

I think the most useful parts of the book are tips on how to discover your niche and how to promote that niche in the right areas. The problems are familiar and the solutions so simple that the book acts as a great motivator; it leaves you with a practical list of things to actually go out and do – not a head full of marketing theory.

The book cleverly manages to appeal to firms of all sizes because the emphasis is “Brand, Me,” that is, growing yourself personally and improving your own personal marketing skills.

Any legal marketer will know the frustrations of working in an industry which has not always believed in them. This book appeals to the next generation of lawyers and could be the making of some very happy legal marketers of the future!

The book is available to buy in hard copy and eBook form from: http://entrepreneurlawyer.co.uk/products-services/ebook/ . There are also CPD points up for grabs for reading it too!

You can find out more about Chrissie Lightfoot –  The Entrepreneur Lawyer at www.entrepreneurlawyer.co.uk.

*Leicia Feare is a Legal Marketing Executive at Ford & Warren Solicitors in the United Kingdom. You can reach Leicia at Leicia.Feare@forwarn.com.

For additional information on Ford & Warren Solicitors, please visit forwarn.com or theInternational Society of Primerus Law Firms.