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White paper

Five marketing strategies for attorneys of color in big law

Today’s big law lawyers must provide excellent legal services and know-how to market and sell their legal services. Building a book of business can be even more challenging for attorneys of color in big law. Although lawyers of color are not a monolith, there are some unique challenges – and opportunities –attorneys of color face when it comes to marketing and business development in a large law firm.

Two core challenges that largely plague big law attorneys of color include:

  • Lack of access to the purchasers of big law legal services
  • A gap in the understanding by majority lawyers and law firm leaders about the nuances of developing niche markets

Cultivating business contacts into clients can take time, so it’s essential to start business development activities now. This white paper covers five tips for lawyers of color to develop a realistic, long-term business development plan.

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