Over the ensuing years I have come to realize that shorter is better, and the chances of such a plan being implemented are higher. Working with individual lawyers in various sized firms on simple action plans, I have found that such plans need only be two or three pages in length. But they need to be very specific as to what should be accomplished over a short period of time.

I am not saying that a longer, strategic marketing plan does not have its place, but I find that the simpler, shorter plan gets implemented sooner and more effectively.

What should this plan look like? Here are some suggested basics:

1. Set goals and objectives.

The plan should have a brief statement of what the small law firm, practice group or individual would like to accomplish over the next three to six months.

The objectives need to be specific and measurable. For example, the statement could begin by setting forth a goal to grow the employment practice by X number of new clients, obtain a certain percentage increase in new work from existing clients or get Y number of referrals from existing clients or other contacts.

2. Determine targets.

Since the majority of work coming to firms is from existing clients (either in the form of new work or referrals) and other referral sources, they should be the primary targets (and identified by a contact person's name) of any marketing plan, especially in the short term.

Some refer to this as "low hanging fruit. " Other targets might include business, civic, trade or other organizations where desired clients can be found.

3. Identify specific activities.

Here is where you would identify those activities that are most likely to produce results in the short term.

My top ten would be being active in organizations, networking with super-connectors, taking a reporter to lunch, writing articles, giving more speeches, communicating often, offering to make proposals, seeking client feedback, entertaining your clients and visiting your clients. (To learn more about any of these topics, go to www.LegalMarketingBlog.com)

What is important here is that each lawyer commit to the activities that he or she enjoys undertaking. That means that if you don't like to write articles for publication but would prefer to speak before targeted audiences, then obviously the latter should be a focus of your activity.

I have learned that even if lawyers initially agree to undertake certain activities, if they don't enjoy them, they'll find a way to avoid doing them.

4. Decide who will do what and when.

Particularly in the case of a small firm or practice group, the plan needs to identify what each lawyer has agreed to undertake toward specific targets.

And this is very important: a timetable for each activity, or at least the steps along the way, needs to be spelled out. For example, call by X date to set up a lunch, or call ABC organization to get the name of the program chair, and then call and inquire about opportunities to speak before that organization.

Needless to say, the plan must be written down and should be shared with everyone in the firm, including staff. It is amazing that so few firms utilize the talents and contacts of their non-lawyer staff. There are too many examples to enumerate here about clients that staff members have brought to their firms.

In a nutshell, marketing plans for the small law firm, practice group or individual lawyer should be short, specific, focused and, above all, shared.

Tom Kane, Esq. is the author of the Legal Marketing Blog (www.LegalMarketingBlog.com) and president of Kane Consulting, Inc. A former practicing attorney, he has more than 23 years experience assisting lawyers with their marketing and business development strategies and coaching needs.