By Brian Cox
Legal marketing is similar to exercise. The more you do it, the better you look. And attorneys should make time for it even if they feel they haven’t another spare minute in their day.
That’s according to attorney Darryl Horowitt, who is the marketing partner at Coleman & Horowitt in Fresno, Calif.
“Marketing is like exercise. It’s something you should do every day because it’s very good for you. Unfortunately, very few people will do it consistently,” he says.
Horowitt has been involved with legal marketing since he started his own firm a year out of law school in 1983. He quickly set about learning how to market and develop business. He began writing articles on the art of ensuring happy clients and participating on bar committees and bar events.
One marketing tip he offers: Learn what your clients are interested in.
“If you’re marketing, you have to learn what your clients are doing. If they follow baseball, you should follow baseball,” he says. “When we formed our own firm here, we wanted to make sure that we provided clients with value. That involves not just representing your clients, but thinking about how you can benefit their business by providing a service, such as sending articles on subjects that affect them or providing free, in-house seminars on topics of interest to your clients so they receive value.”
As a member of the executive committee for the Primerus Marketing Partners and Staff Section, Horowitt is eager to share his marketing experience with others. For attorneys with limited time, he says the Marketing Section can be a valuable source of information to help their practices and firms grow.
“If you have an idea you’ve been thinking about it, it’s a great way to vet the idea with marketing professionals who have been successful already,” he says.