Edwin Land, co-founder of Polaroid, said, “Marketing is what you do when your product is no good.”

I don’t think he literally meant that a good product sells itself, but darn close. Clearly, marketing is easier when you have the right product or service.

Lawyers don’t sell innovative products that make people go “wow”. They sell results and effort. Clients can see the former. They often don’t see or appreciate the latter. Your job is to make sure they do.

For lawyers, marketing is more than what you do, it’s who you are. Your values. Your compassion. Your hard work. You must care about your clients and your clients must know it. They must feel about you the way you feel about them.

David Packard, co-founder of Hewlett-Packard, said, “Marketing is too important to be left to the marketing department.” For lawyers, truer words were never spoken.

Marketing is simple, when you know The Formula