As mentioned in my post on August 1, lawyers should identify the characteristics of their ideal clients.  By figuring out what these clients do, where they go, and which hobbies they enjoy, lawyers can focus their marketing more effectively.

Attorneys should also contemplate creating informal referral relationships with others who serve the same client base.  For example, an estate planning lawyer  wants to help wealthy families from Mexico should seek out others who provide services to those same clients, like bankers, financial planners and real estate agents.  Cultivating a good referral network of other service providers with the same client base can bring results. For more on this topic, look for my upcoming article on growing an international practice in the November issue of the Texas Bar Journal.