Member News: Carol Greenwald Edits New Book on Legal Marketing & BD Strategies

by Rosemarie Yu on September 29, 2015

Greenwald Carol 2015When the New York State Bar Association Publications Department decided it was time for a new edition of a book on legal marketing, it turned to no other than seasoned legal marketing professional and former NYLMA president, Carol Schiro Greenwald. The task was a straightforward one for Ms. Greenwald with her decades of experience working with in-house counsel, law firm attorneys and solo practitioners.

Carol organized the topics in the most sensible way for the user to follow, then sought out the leading thinkers in the industry to write these chapters. The result is now available to all legal marketers with the recent publication of “Grow Your Practice: Legal Marketing and Business Development Strategies”.

Greenwald book cover 2015Ms. Greenwald herself has written two of the chapters, “Client Relationships: Research and Communication Techniques” and “Law Firm Activities that Support Individual’s Business Development Efforts.” In addition, Carol tapped the expertise of two other NYLMA members, Wendy Bernero and John Rumely, who respectively wrote chapters on Strategy & Planning and Coaching.

The book is targeted primarily to solo practitioners and small firms. It offers practical step-by-step advice, from marketing basics to guides for using technology and other supports to build your practice.

The book mirrors Carol’s consulting practice, both based on the theme that a successful marketing campaign is divided in half between personal marketing and firm designed and supported marketing. “Many lawyers only focus on personal marketing and miss the opportunity to use the resources of their firm to enhance their own efforts,” says Ms. Greenwald. “Even solo practitioners should keep this in mind.”

Ms. Greenwald and the other authors presented their lessons in a March 2015 NYSBA program, “Marketing Conference 2015: Grow Your Practice.” Carol and her cohorts will address other planned programs in the coming months, including the NYSBA Small/Midsize Firm Marketing Conference on November 19, 2015 and the NYSBA Marketing Conference for Solos on March 3, 2016.

Although her primary audiences are solo practitioners and small firms, Carol believes the book can also be a useful and inexpensive primer for senior associates looking to move up in their firms and learn more about marketing – again, both personally and professionally. She suggests that law firm partners may want to offer it to their associates who seek advice on building their practice.

“Grow Your Practice” is not Carol Greenwald’s first book about legal marketing. She is also the co-author of “Build Your Practice the Logical Way: Maximize Your Client Relationships” (ABA, First Chair Press, 2012) with Steven Skyles-Mulligan. The book offers Ms. Greenwald’s trademark practical advice on building business by focusing on client relationships.

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