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Advertising, Versus Business Development, the Emphasis for Lawyers

February 14, 2022

Conference programs, especially those for solo lawyers and small firms, emphasize advertising and marketing, as opposed to business development.

Drawing from definitions in Merriam-Webster, you see the difference.

Advertising is the action of calling something to the attention of the public especially by paid announcements.

Marketing is the process or technique of promoting, selling, and distributing a product or service.

Business development is the act or process of growing or causing something to grow or become larger or more advanced. In the case of the law, growing relationships and a reputation.

Getting attention, or advertsing, via websites, SEO, paid ads, directories and the like seems to get the greatest emphasis.

Networking through the Internet, via personally blogging and personally using social media, to build relationships and a strong reputation seems to get less emphasis.

With the best lawyers getting their work via word of mouth and relationships, why not have more programs targeted on how to do this by networking through the Internet?