“The bad news is that time flies. The good news is that you’re the pilot.” That quote (attributed to author Michael Atlshuler) is both clever and very true.  Time is that precious resource that we cannot save or store, or keep for a rainy day.  It just keeps ticking, and our mission is to make the most of it.

When it comes to starting your own practice or building your book of business in the practice that you have already established, there is one thing that you must do – market yourself. It is likely that marketing for lawyers is still a challenge because up until the 1970s, lawyers were not actually able to market their practices.

One great way to effectively market your law firm, or any product or service for that matter, is to “keep it fresh.” Indeed, there is a reason why we so often see the phrase “new and improved” connected to many products in the supermarket. There is a reason why Coke, way back in the 1980s, fussed with its flagship product by creating “New Coke.” There is a reason why we see different flavors of a well-known product on the supermarket shelves all the time.

“Thought leadership” is a new buzzword these days. It is unclear how long this term will last, two weeks or two decades. However, the concept of “thought leadership” has been around for a very long time, and it is an important way to market your law practice in a powerful way.

You may or may not have heard the term “thought leadership.” It is basically a term that refers to the creation of content both online and offline to show your audience (wherever they are) that you have specialized knowledge in a particular field, and that you are a leader with regard to the concepts and important issues related to that field.