A Personal Marketing Plan Is a Must The marketing plan for the individual lawyer or law firm includes the same basic components of any marketing plan -- a position or aspirational statement, goals, objectives, policies, strategies and a tactical plan to achieve those goals and objectives. While larger firms may have hundred page marketing plans, a smaller firm or individual lawyer can have a plan that fits on a few pages. Whether in a large firm or practicing as a solo, the marketing plan is a useful tool to focus and organize the individual's practice to permit marketing. Spend a few hours putting together your personal marketing plan. The plan should be referred to regularly, should be strategic in scope and tactical in practice with specific projects, deadlines and measurable objectives. A marketing plan should be reviewed every 6 months or so and revised at least annually. Such a plan helps the lawyer focus on what he or she intends to do over the next year or two. This plan can be expanded to include goals and objectives in terms of billings, collections, etc. Make your marketing plan goals realistic. If the plan and goals are too complicated or unattainable, you are less likely to even try reaching them. It is better to over achieve than fail to achieve anything. For the solo and small sized law firms, the Law Practice Management Section of the American Bar Association has several publications that are helpful in preparing a strategic or marketing plan.