Marketing

Books

• True Professionalism: The Courage to Care about Your People, Your Clients and Your Career
  by David H. Maister
  

  If we could only recommend one book to a lawyer in private practice, it would be True Professionalism ($26, Simon & Schuster)! Maister's lesson is clear: believe passionately in what you do and never compromise your standards and values. Act like a true professional, aim for excellence and the money will follow. The challenge for leaders is to find the strength and courage to do what we know is right. A must read.

• Marketing the Law Firm: Business Development Techniques
  by Sally J. Schmidt
  

  Marketing the Law Firm ($279, Law Journal Press) is one of the bibles of law firm marketing. We believe that every law firm serious about its marketing program should have a copy in its library. At 14 chapters and 650 pages, it covers just about every topic imaginable, and it's encyclopedic format makes the book well-organized and easy-to-use. We highly recommend it. 

• The Rainmaking Machine: Marketing, Planning, Strategies and Management for Law Firms
  by Phyllis Weiss Haserot
  

  Along with Sally Schmidt's Marketing the Law Firm, The Rainmaking Machine ($275, Thomson West) is another "must-have" publication that should be in every law firm's marketing libary. At 800 pages, it is very comprehensive and well-organized. Originally published in 1989, an all-new edition was released in 2008.

• Selling the Invisible: A Field Guide to Modern Marketing
  by Harry Beckwith
  

  Selling the Invisible ($21.95, Warner Books) is perhaps the best book ever written on marketing professional services. Throughout its 250+ pages, Beckwith stresses the importance of building relationships and providing great service, rather than selling features and benefits. It's a truly great book and an easy read.

• Never Eat Alone - And Other Secrets to Success, One Relationship at a Time
  by Keith Ferrazzi
  

  In this best-seller, Ferrazzi writes about how to build a lifelong community of colleagues, contacts and friends without becoming a networking jack-ass. Never Eat Alone ($24.95, Doubleday) is on almost every rainmaker's short list of recommended reading. It makes our short list, too.