Solo and Small Firm

The Practitioner Winter 2014, Volume 20, Issue 1

Coaches Corner: The Difference Between Regular Old Marketing and Guerrilla Marketing

By Eleanor Southers

Ms. Southers is a Professional Legal Coach who helps attorneys at all stages of their careers to become more successful and contented. Working one on one, Ms. Southers guides attorneys to uncover and fulfill their goals. She can be reached at esouthers@aol.com or her website: www.southerslaw.net.

While discussing marketing with a client recently, I was asked "just what is Guerrilla Marketing and why is it different from what I have been doing"?

So here goes: Guerrilla marketing is stepped up marketing. It is more intense and more focused to produce more immediate results. Attorneys use guerrilla marketing when they are in a bind and need to produce business quickly. It is also a mental state. There is no lagging and whining with this type of marketing. The attorney must spend sufficient time and energy, even if it means working on Saturdays, Sundays and evenings to meet the goals.

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