John Jantsch at Duct Tape Marketing has a blog worth reading. Last week he wrote: Your Marketing Stinks and It's Your Fault.
While he writes for business, you may find his posts helpful if you run a law firm. He wrote last week:
The reason so many small businesses struggle is because they are unwilling to change. The marketing strategy, if there is one, is to do what everyone else in the industry seems to be doing. If that's your marketing reality, that little safe place, and it's not working, the first thing you have to come to grips with is that it is your fault... The only marketing strategy you need to worry about as a small business is to find a way to be unique.
Would this apply to law? It's worth looking to see what niche may work. The key is sticking to any marketing plan. For my law practice in Georgia one key component to our marketing plan: When it comes to a specific type of referral from a fellow lawyer, I pay that attorney/firm 50% of any legal fees derived, and when a case is successfully concluded, the client receives a letter directing him or her back to the originating firm. I don't keep that client in our database for any marketing purposes.
The problem I see is not so much having a unique marketing plan. The plan 'stinks' - fails - in the law business when there is insufficient execution of the plan.