The goal of your practice is to convince your target markets that they would be making a huge mistake to choose any practice but yours for the type of services you provide. We call the seven-step strategy process we developed and employ The Formula for Market Dominance. Please visit the Strategy section of this website to learn more.

The Planning Process

We usually begin our services by holding strategic and tactical planning sessions. During these meetings, we together determine the responses to a 26-point questionnaire, which enables us to uncover the entire scope of your practice's situation from a marketing perspective. The strategic portion of the marketing plan defines your target markets and determines what we will say and how we will express your communications to each audience. Target markets of a law firm, depending on its focus, may include other attorneys, CPAs, mental health professionals, employers, employees, or consumer segments to name a few. Targets for accounting practices could include small businesses, corporations, affluent homeowners, attorneys, investors, or non-profits, or financial planners.

At the conclusion of the planning process, we will have uncovered thorough answers to each of the seven steps of The Formula for Market Dominance. From this, we create the primary letter, the template that serves as the source for all content of your future marketing communications. As a rule, we will develop one Primary Letter for each of your target markets.*

The Tactical Plan

The tactical plan is that portion of the marketing plan that defines how we will implement your strategy. This includes specific actions that will be undertaken, which we call targets. Every target includes a deadline for completion and defines who is responsible for the accomplishment of each respective task. The tactical plan includes media selection, budgeting, establishing priorities, and measuring and analyzing results. We usually group targets by defined markets.

Referral Building

We typically work with law and accounting clients to help them build referrals from (other) attorneys and service professionals, such as (other) accountants and therapists. We customize tactical plans for referral building based on the law or accounting firm's strengths, the needs and wants of their target markets, and the nature of their competitive environment. In some instances, we will contact referral sources on behalf of you. We often combine direct mail, opt-in email campaigns, and social media with direct marketing.