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Favorite Books on Legal Marketing

by Dennis Kennedy
October 2003

Harry Beckwith, Selling the Invisible; The Invisible Touch; What Clients Love -- A wise and wonderful set of books full of sage advice and thought-provoking ideas on marketing and client relationships. Worth reading again and again.

Alan Weiss, Million Dollar Consulting; How to Acquire Clients -- Weiss has an unbelievable number of great ideas about professional services and practical steps to market them.

Larry Smith, Inside Outside -- One of the most important legal marketing books I've found because it covers actual research on how corporate clients purchase legal services.

C. J. Hayden, Get Clients Now! -- Eliminate your excuses. This book breaks the marketing process down into its component parts and enables you to put together 30-day plans with steps to take and ways to measure your results. Marketing is a discipline and this book gives you some practical tools to develop the discipline.

Alan Boress, The "I HATE Selling" Book -- As the subtitle says, "Business-Building Advice for Consultants, Attorneys, Accountants, Engineers, Architects and Other Professionals." Lots of practical tips and illustrative scenarios.

Ford Harding, Rain Making -- All the stuff you wish someone had taught you about marketing. Harding covers both strategies and tactics for marketing professional services in a comprehensive fashion.

Jeffrey J. Fox, How to Become a Rainmaker -- This book is a bit breezier than Harding's book, but is filled with short, pithy comments and practical steps.

Bob Burg, Endless Referrals -- Ultimately, your best business will come by way of referrals. Some lawyers may find this book a little too "salesy," but there are some great tips and techniques. You will learn to be much more systematic about asking for referrals.

Jagdish Sheth and Andrew Sobel, Clients for Life -- Lest we forget, keeping existing clients is often more important that obtaining new ones. This book describes, to me, ways to develop a very satisfying legal practice.

David Maister, The Trusted Advisor -- Recurring business will keep you prosperous. Maister's book explores the concept of "trusted advisor" and suggests ways that you can become one.


Dennis Kennedy is a computer lawyer and consultant based in St. Louis, Missouri. He speaks and writes frequently on legal, technology and Internet topics and was named the 2001 TechnoLawyer of the Year by His highly-regarded web site at collects many of his articles and is the home of his blog.