Legal Research

"Why Do I Fail At Network Or Relationship Marketing?"

This post was written by Chuck Newton: "I could say, I guess, because you are no good at it, but that would be cruel.

It is the truth, however, when you think in context with how most people starting out approach this task.

First, they treat it like a task. Hence, it tends to be too mechanical, too outwardly aggressive, and not at all that friendly...

Second, when I ran a large marketed law firm that dealt primarily in TV spots, the lesson I learned was that for advertising to work effectively, it takes frequency and saturation of your target audience...

The same is true for relationship building. You cannot generally make a visit or two or attend a meeting or two and expect anything to much happen. It takes involvement. It takes showing up and being seen with a great deal of frequency, and following up, shortly and politely to those you know and have identified with a degree of saturation. You do not sell, as much as you inform. It is what makes them comfortable with you and reminds them to refer you a case or a client...

The point is that you learn and earn people's trust because you are with them, you are reliable, and they see you. You know about them generally and they have learned about you.

Following up in between meetings is simply providing them frequent, short and useful information between your meetings."

The full text of this informative post is available by clicking on the author's name.

Source: Chuck Newton Rides the Third Wave, 7 March 2010, reproduced with permission of the author.

Full post as published by Stark County Law Library Blawg on March 08, 2010 (boomark / email).