Author Spotlight: The Best Marketing Tips for Rainmakers
Find out more about the new book titles from the ABA Law Practice Division and their authors! All of the division’s books can be found here in the four core areas of management, marketing, finance and, of course, technology.
Author: Theda C. Snyder
What is the main message of the Best Women Rainmakers Marketing Tips?
“You can do it – and here’s how.” This book is your cheerleader, and it shows many ways to get from your location to your desired location.
Who is your book written for / Who would it be best to read your book for?
The book is a compendium of tips from female lawyers, not exclusively for female lawyers, although there are some gender-specific tips. There are tips for lawyers in law firms, solos, and even an in-house lawyer section.
What inspired you to write this book?
We can all be successful if we share our stories. The 4th edition emerged from the first meetings of the Women Rainmakers Committee in 1990. I started collecting tips from attendees, and some of those tips are still resonating today. This edition has been massively redesigned to reflect the latest technology environment. For example, it is the first issue to devote a separate chapter to social media.
What experiences, skills, or specific training did you find helpful in writing this book?
I’ve worked in different practice settings, each with their own marketing challenges. You quickly learn to be productive to stay in business or to hold onto that job. I have incorporated this experience into attending law practice management organizations for a long time, including membership of the ABA Law Practice Management Council and fellowship in the College of Law Practice Management.
What Problem Do Lawyers Solve With Best Marketing Tips From Women Rainmakers?
Most lawyers today are realizing the importance of promoting their individual practice. The Best Marketing Tips from Women Rainmakers provide recipes for new customers, new business development, and referrals from existing customers and other professionals, and in-house marketing.
How does this book differ from other books on the subject and / or what is new or different in this edition of the book?
There are two main differences between the Best Women Rainmakers Marketing Tips and other lawyer marketing books. The first is the format. This is a collection of short tips. It is easy for the reader to start and stop reading or to jump between chapters.
The second is point of view. Even if the tips discuss working with a marketer, it assumes the reader is practically involved. The tone is chatty. For example, a tip begins: “OMG. I’ve seen the most terrifying profile photos on LinkedIn. “Then there are examples of what the tipster is talking about and tips on how to solve the problem.
What was your biggest challenge while writing this book?
We are at a difficult point in marketing right now. Many lawyers indulge in digital marketing, while others buy adbench and billboard space. Choosing the right approach largely depends on who you are addressing. However, many practices need to take into account the multitude of outreach methods. The way different generations use technology is what drives this schism. The book deals with the various marketing tools.
What do you think will surprise readers the most about your book?
Some of the tips are conflicting. An example is a section on Google Ads. A recurring theme is that the lawyer needs to be comfortable with the marketing reach chosen. Not everyone does everything the same. That’s a strength, not a weakness.
What’s the most important takeaway from Women Rainmakers’ Best Marketing Tips for Readers?
You should have a plan. Readers will want to refer to this book again and again as they create, track, and revise their marketing plans.
What advice would you give to others who might want to write a book for the legal department?
A budding writer should be an expert in the field and an excellent writer. Writing a cookbook for legal practice success is different from writing a brief. Before submitting a book proposal, the author should have demonstrated an ability to write material that lawyers would like to read. This can be done through articles published in legal journals and on the attorney’s blog.
The topic should be compelling. Just because the author is intrigued by a subject doesn’t mean there is enough interest to warrant publishing a book. Women Rainmakers’ best marketing tips include sections on researching and writing content for your own and other stores.
I give this answer as someone who published five books in the Law Practice Division and shot down two proposals. Keep trying.