Retaining clients is a huge key to success in the practice of law. And the book, Courting Your Clients, billed as “The Essential Guide to Legal Marketing,” contains valuable information that can improve the results you get from your marketing efforts, both in attracting and in keeping clients.

Would you like to generate more revenue from current clients? Build a referral network that makes the phone ring? Cultivate valuable opportunities from speaking engagements, the Internet and directory listings? You may be already engaged in many of these activities. If you aren’t, this book is a great starting point to audit what you have done, review what you are contemplating, and consider completely new tasks.

Author Margaret Grisdela has an MBA in finance and is president of Legal Expert Connections Inc., in Boca Raton, Fla., which specializes in legal marketing and business development for the legal and litigation support markets. A 25-year information services veteran who has worked with lawyers, accountants, and investment bankers, Ms. Grisdela believes it’s important for lawyers to have “a process” — especially in today’s economy.

“You must find a way to stand apart from the competition,” the author says. “Being able to attract qualified leads enables you to have less of a need to frantically sell your services.”

In her book, Ms. Grisdela offers a practical “how-to” guide that can be used by lawyers, as well as marketing professionals. While the marketing basics are covered here, an equally important aspect of the book is the wealth of specific details.

She not only tells lawyers that they should cultivate speaking and writing engagements: She also tells you how to accomplish these goals. Resources in the appendix include a sample marketing plan and an essential “road map” for lawyers who need to put specifics down on paper.

The author offers many great takeaways in this book, such as:

• Not every client is a good client.
• An integrated marketing approach — one that uses a variety of techniques and methods such as speaking engagements, a Web presence, and written communications — is the most effective. The Internet is a way to market 24/7.
• Marketing needs to be a constant factor in your professional life. Strive to educate, not sell.
• Don’t expect instant results. You are building a base with constant effort.
• Have a marketing plan and review it regularly to make sure you are on the right track. Look at alternatives if efforts don’t produce results. Track prospects.
• Your existing client base is an excellent source for new business. Look over your client lists from the past few years and look for trends. Did most remain with you? Where else is your client sending legal business and why? Keep up with trends in your clients’ industries.
• Think about your “unique selling proposition,” which describes what is unique about your firm or your practice. Build a brand, which distinguishes you from others.
• Review all applicable bar rules of professional responsibility before embarking on a marketing plan, including rules about advertising, Web sites, referral practices and client solicitation.
• Keep an eye on client appreciation and satisfaction.
• Ask yourself these questions: What do I want? What is my niche? Who is my competition and how am I different/better? How are others marketing? What is my sound bite (i.e., positioning statement or elevator pitch)? What sort of referral network do I have and how can I make it better?

We all know the pressure brought about by performing current client work and billing hours to keep a firm afloat. However, these pressures and concerns do not free a professional from the responsibility of business development and marketing.

Using specific methods, such as the ones outlined in this book, can help a lawyer to overcome the pull of current business and get on the right track to build a practice base to sustain a career.

There is no cookie-cutter approach to marketing. Each lawyer — each firm — has different goals and needs. This book has enough specifics in it to help you get started, fine-tune existing efforts, and achieve the greatest success.

As I have been saying for many years, marketing legal services is a marathon, not a sprint. The process is what counts. Doing a good job with the process leads to more contentment.

To learn more about the book, which has a list price of $24.95, visit http://www.legalexpertconnections.com or call 866-417-7025.