You can buy attention. But no matter how much you spend, you can’t buy trust. And trust is the most valuable form of currency needed to sell sophisticated professional services. Effective marketing that garners both attention and trust must be built on a foundation of strategy. Developing an effective strategy requires an investment, but not merely writing a check. It involves listening, understanding, being empathetic, and putting in the labor necessary to truly know who your audience is and what matters to it.
What follows are not tactics. Rather, these are 10 maxims that will help you frame the decisions and, yes, make the investments necessary to make an impact with your legal marketing in 2019.