New Jersey State Bar Association - The voluntary Bar Association of New Jersey, serving members since 1899.

CONTACT:Barbara S. Straczynski
Communications and Marketing Manager

Rainmaking Seminar to Offer Business Development Tips

NEW BRUNSWICK, NJ—Seats are filling for the “Becoming a Rainmaker” seminar scheduled for April 21 at the New Jersey Law Center from 6 to 8 p.m.

The rainmaking seminar also provides 2.0 NY practice management credits through the New Jersey Institute for Continuing Legal Education (ICLE).

Attorneys from throughout New Jersey have the opportunity to attend a successful and popular seminar on building business for their law firms that has been presented to sold-out audiences in New York and Illinois. More than 250 attorneys packed the standing-room only seminar at the New York State Bar Association (NYSBA) 2005 annual convention in January to hear Stephen Fairley, president of Today’s Leadership Coaching, present practice-building strategies to small, mid-sized and large law firms.

“It is the responsibility of every attorney to practice rainmaking skills in order to compete in this fierce environment,” says Fairley.

NYSBA seminar participant Elisabeth Kovac of New York City says about the program, “I had no idea marketing could be so easy.”

Of the seven ways legal firms use to find new clients, Fairley finds advertising to be one of the most commonly used, yet least effective. A better method, he says, it to use educational marketing through seminars, workshops and information products such as CDs and special reports.

“There are three things every client wants from their attorney–information, education and expert advice. The best way to present all three is to use education-based marketing.”

Fairley notes that this approach has the added benefits of positioning an attorney as an expert to their audience, increasing their credibility and differentiating their law firm from the competition, all of which are necessary to succeed. One of the best ways to do this is to speak at events and hold seminars, he says. A NYSBA seminar attendee said this information inspired him to go out and get involved with a trade industry serving his specialty.

Following is a portion from Fairley’s presentation about the ideal target market (ITM):

“Identifying and targeting your ideal market is absolutely critical to the financial success of your firm. Even if you want to practice in a broad area or offer a range of services, you still need to define your niche in narrow terms so prospects and referral sources see you in one specific niche. The more narrow your niche, the easier it is to establish yourself as the authority in that niche and for people to perceive you as the expert. Many attorneys have found this to be key in building their practice as the bulk of the referrals come from other attorneys who do not share the same specialty. The ability to get qualified referrals from others is linked to what they perceive as that attorney’s area of expertise.”

The “Becoming a Rainmaker” seminar includes: seven ways to find more clients and which ones work best for solo practitioners and small firms; how to apply the five key steps to becoming a rainmaker; five major roles every firm must fill in order to succeed; how to avoid the top four marketing mistakes; why 90 percent of advertising doesn’t work; a six-step process for developing a 12-month strategic marketing plan; and more.

The program will be held on April 21 at the New Jersey Law Center in New Brunswick, from 6 to 8 p.m. Tickets purchased in advance are priced at $70 for NJSBA members and $97 for nonmembers. Costs for tickets purchased at the door are $105 for members and $125 for nonmembers.

To register for “Becoming a Rainmaker,” visit and use the Become a Rainmaker button on the home page. You can also call Stephanie Frost at 732-249-5000, or the Legal Career Center at 1-800-659-5589.

The New Jersey State Bar Association, incorporated in 1899, is dedicated to the continuing education of lawyers and the public, to reforming and improving the legal system and to aiding in the administration of justice.