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Title: Marketing the Legal Mind
ISBN: 0974512605
Author:
Henry Dahut
Publicate Date: 2004-03-01
Publish: 2004-03-01
List Price: $62.00
Average Customer Rating: 4.5
Format: Hardcover
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Amazon Lowest New Price: $60.75
Amazon Lowest Used Price: $91.64
Amazon Merchant Price: $60.76
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| Customer Review: |
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1: Extraordinary Insight and Strategies; Powerful Work!
Mr. Dahut presents a remarkably insightful and highly original look at the very core of highly successful marketing strategies for legal service businesses, and, indeed, for all service-providing businesses. Beginning with the premise that marketing is an experience and a process, and not the experience of the service-provider, but, rather, the collective individual experiences and perceived value of each and every client, Dahut proceeds to disassemble this premise, examining its implications and meanings. In analyzing this premise, and the derivative notion that exceptional marketing comes from service that is primarily client-centric, Dahut delves into revealing psychological discoveries and even studies from the field of neuroscience that both support and validate his powerful premise. This work offers tremendous insight into a core notion of highly effective marketing from a gut-level, psychological perspective, that, when implemented, will lead to exceptional increases in client loyalty and retention, particularly for the small firm or solo practitioner attorney with a high degree of client contact in a highly competitive market. However, Dahut also intensely examines the signature obstacles that medium size and large firms in the service-industry confront, including the difficulties of building consensus among members and perpetuating well-needed change, and the illusion of success that often paralyzes large firms and prevents them from implementing changes in marketing structures in a pro-active manner, changes that are absolutely critical for continued levels of prosperity.
This work is an essential read not only for every small firm and solo practitioner attorney, but also for any partner or associate in any service-oriented business who has any decision-making authority in regard to the establishment of firm visions and the tedious process of making those visions practical reality. Dahut goes well beyond the traditional service marketing book in that he borrows intriguing studies from the fields of psychology and neuroscience, explains what these studies reveal about how lawyers have been trained to think, how clients think (differently than lawyers), and the tremendous gains in client loyalty and marketing effectiveness that follow when lawyers are able to think in "other domains", as he puts it.
The unique and extraordinary value of this book lies in Mr. Dahut's brilliant exploration of what psychology, neuroscience, and his own twenty years of business and legal experience reveals about the most fundamental root needs and wants of clients, indeed of all humans, and how service inspired by and aligned with these powerful human motivators is almost unsurpassable. Moreover, Dahut examines how lawyers and firms of all sizes can think in "other domains", strategically develop "inspired values" in-line with those of clients, and make real and lasting change on all levels to develop cutting-edge marketing programs and skills that are critical in this significantly competitive and changing time for service businesses. A highly intriguing, practical, and very worthwhile read! This is a powerful, captivating work.
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2: A Fresh Approach
I enjoyed this book. Dahut brings a fresh approach to have the reader think outside of the box when it comes to creating a differentiated new approach for the law firm, and the lawyer or lawyers within.
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3: It's All About Service for Clients
This book is a must read for legal marketers, attorneys and those who provide marketing consulting services for law firms. If you take the time to not only read the book but also, seriously think about what the author is saying, and then incorporate those ideas into your the culture of your practice or the firm's practice, you will be rewarded.
Dahut's book is definitely not typical of the books one finds in the legal marketing area that tell you how and what to do. Rather he presents a powerful case that attorneys and law firms need to become client centered and to do so by changing their way of thinking to the perspective of the client. Further, Dahut believes that "... most of marketing is about providing superior service within the context of the client's specific needs and wants."
Attorneys and law firms need to become client centered and provide service that meets the client's needs. So, go buy a copy - read it -- then go implement it.
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4: Not for the solo lawyer; not about marketing, except for the author
I was disappointed by this book. I am a solo litigation attorney, and I read the book to get ideas on marketing. It gave me some ideas. Perhaps the most valuable idea was to focus more on customer service; Dahut has an interesting discussion about exactly what that means and how we can do it better. By and large, however, this is a book by and for big firm attorneys. It is about big firm angst and how it can be combated by hiring experts such as Dahut to do extensive consulting work for your firm. Dahut does not acknowledge, and does not care, that most attorneys are solos or work in small firms, and that we have very different issues than agonizing over whether we have lost our soul by conforming too much to dead firm culture.
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5: Strong ideas - useful and inspiring
This work is really true to its theme - it offers new perspectives on how to see business development and because of this new perspective, it makes the process very managable. I stongly recommend this book to anyone who is really serious about growing their practice.
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