Your cart: O-1 THE ETHICS AND DEVELOPMENT OF MARKETING AND PRACTICE DEVELOPMENT $0.99 
There have been major changes in the ways that clients and lawyers find each other. Some highlights of the changes are presented in this chapter.
O-2 PRACTICE DEVELOPMENT FROM THE INNS OF COURT TO THE CONCORDE $0.99
All progress requires change, but not all change is progress. This whimsical chapter was begun on a Concorde flight in 1978 and traces the history of lawyer marketing.
O-3 WAYS THAT WIN: LAWYER MARKETING IN THE 19TH CENTURY $0.99
In 1898 a then famous lawyer reflected on a career begun in 1855 to the graduating class of Columbia Law School. He highlighted 20 tips to new lawyers. They are set forth in this chapter and are worth reviewing. Much of his marketing advice remains good advice today.
O-4 TREATING OTHER LAWYERS AS “COMPETITORS” $0.99
Contrary to people who would sell you something, your “competitors” are not other lawyers, but rather everyone in your office including yourself who drives the client away. Happy clients don’t change lawyers. Trying to demean other lawyers only demeans you. Read this chapter and think about it when a potential client already has a lawyer, but wants to hear what you have to say.
O-5 YELLOW PAGE ADS WORK, MAKE YOUR AD UNIQUE $0.99
A yellow page ad can be very profitable. This chapter give you a starting point for creating a yellow page ad.
O-6 COST-EFFECTIVE CLASSIFIED LAWYER MEDIA ADVERTISING $0.99
Newspaper advertising by lawyers was very common until the 1900’s. It is now back in vogue and can be very profitable. To be profitable, specific kinds of legal services should be advertised in specific types of newspapers. This chapter can help you consider what and where to advertise.
O-7 COST-EFFECTIVE LAWYER MEDIA ADVERTISING $0.99
The decision to buy media advertising should not be made lightly. There are many different forms of media advertising that could be considered. Most of it can be very expensive. Cost recovery or profit may be hard to measure. The more common methods are described in this chapter.
O-8 DIRECT MAILINGS TO STRANGERS $0.99
Direct mail marketing by US mail, fax, the internet, etc., to total strangers can be very profitable if properly done. The exact types of legal work and legal clients must be carefully considered. It’s ready, aim, fire, not ready, fire, aim. Some excellent examples of successful direct mail are given in this chapter.
O-9 DIRECTORY LAW LISTS AS A SOURCE OF BUSINESS $0.99
To a large degree law tests have been displaced by the internet, but law lists are still used by some clients and lawyers and are possibly a necessary evil. Read why they might be helpful in getting and keeping clients.
O-10 MAINTAINING AND USING MAILING LISTS $0.99
Email and postal mailing lists can be very good sources of legal work. This chapter highlights how and why they can work successfully.
O-11 FOUR NEW MARKETING TIPS $0.99
This chapter contains four tips not appearing elsewhere on good extremely low cost client communications. Examples are given.
O-12 ESTATE PLANNING FOR FINANCIALLY CATASTROPHIC ILLNESS – LETTERS TO SEND UPON CLIENT’S OR CLIENTS PARENT(S) ATTAINING AGE 65 $0.99
America is aging. Clients and their parents are aging. Sample letters are provided in this chapter which can be used when a client or client’s parents attain age 65.
O-13 HOW TO GET INTERNATIONAL CLIENTS $0.99
The practice of law can be global if you really want international clients. It may seem glamorous, but there is a price to be paid. This short chapter gives you some simple starting points.
O-14 BUILDING MINORITY AND ETHNIC CLIENT BASES $0.99
Minorities and ethnic groups can add to the profitability and diversity of the firm. Sensitivity will be required. An extremely successful example is given demonstrating how diversity within the law firm can be of great help in working with minorities.
O-15 GETTING MINORITY WORK AND MONEY $0.99
Many governmental appropriation bills at all levels require the employment of minority lawyers. The concept is examined in this chapter.
O-16 SAMPLE LETTER ADVISING OF AVAILABILITY FOR MINORITY WORK $0.99
Some appropriate letters can result in being hired as a minority firm. Sample letters and procedures are given in this chapter.
O-17 TIPS FROM WOMEN LAWYERS $0.99
This chapter should be read by both male and female lawyers. The chapter is based in part on comments received by me from women lawyers.
O-18 MARKETING DIFFERENCES BETWEEN MALE AND FEMALE LAWYERS $0.99
It is important to realize that there can be difference in the marketing efforts of female lawyers.
O-19 HOW A WOMAN LAWYER CAN TAKE ADVANTAGE OF BEING A WOMAN IN GETTING SPECIFIC TYPES OF CLIENTS AND CASES $0.99
Examples of cases where female lawyers might have a marketing advantage are given in this chapter.
O-20 HOW WOMEN LAWYERS CAN TAKE THE INITIATIVE WITH MALES TO AVOID SITUATIONS OR INCIDENTS $0.99
Often a female lawyer can and should take the initiative in some situations when dealing with males. A few examples are given in this chapter.
O-21 HOW THE FEMALE LAWYER CAN DISTINGUISH HERSELF FROM NON- LAWYER FEMALES TO AVOID AWKWARD INCIDENTS $0.99
Tips are given by female lawyers on clothing and accessories to avoid awkward incidents.
O-22 HOW A FEMALE LAWYER CAN HANDLE THE REACTION ‘‘YOU’RE A LAWYER?” $0.99
Some people believe that female lawyers are a minority and these people may make comments they wouldn’t make to a male lawyer. How to react to this situation is described in this chapter.
O-23 COURTROOM DEMEANOR FOR MEN AND WOMEN LAWYERS $0.99
Women lawyers sometimes encounter comments, remarks or behavior which may require special attention. Some examples are given in this chapter.