The Four Pillars of Marketing™

Hello! My name is Terrie Wheeler, and I am excited to be a Featured Expert in the area of legal marketing on As this is my first blog post with Women Lawyers Online, I would like to share a little bit about myself and my background, and lay the foundation for the blog posts I will be writing in the future.

I have been helping lawyers attract new clients for over 24 years. I spent 12 years in three large Twin Cities law firms as a marketing director, and in 1996, started a consulting firm,Professional Services Marketing, Inc. (PSM), helping professional services firms develop targeted strategies to grow their practices.  In 2007, I launched an innovative new web-based tool for lawyers, www. Market Your Law The site replicates my individual marketing coaching process for lawyers.

I earned a master’s degree in business from the University of St. Thomas (MBC) in St. Paul, MN, and love to write and speak nationally on topics related to marketing best practices for lawyers.  I enjoy nothing more than sharing my expertise with others, facilitating lively discussions on marketing legal services, and introducing great people to one another. I am excited to share my expertise with the Women Lawyers Online community! approach to marketing is built around PSM’s Four Pillars of Marketing™.  The Four Pillars of Marketing™ represent the foundational areas every marketing plan needs to address. 

The Four Pillars of Marketing™ for lawyers are:

Pillar #1: Retain and Grow Relationships with Existing Clients
Pillar #2: Attract New Clients and Develop New Business
Pillar #3: Increase Name Recognition and Awareness
Pillar #4: Create Targeted and Effective Communications

A well balanced marketing strategy requires a well balanced allocation of marketing activities. In future blog posts, I will use the four pillars of marketing as a way to discuss marketing planning and to organize various marketing strategies that lawyers pursue. Below are listed the four pillars of marketing, along with corresponding legal marketing strategies:

Pillar 1

Retain and Grow Relationships with Existing Clients


  • Client Satisfaction
  • Client Service
  • Cross Marketing
  • Referral Source Development

Pillar 2

Attract New Clients and Develop New Business


  • Networking
  • Targeted Business Development
  • Proposal Development
  • Market Research
  • Trade and Professional Association Involvement

Pillar 3

Increase Name Recognition and Awareness


  • Advertising
  • Brand and Identity Development
  • Public and Media Relations
  • Trade Shows
  • Community Involvement
  • Social Networking

Pillar 4

Create Targeted and Effective Communications


  • Strategic Communication
  • Marketing Database and Information Management
  • Website Development
  • Event Planning
  • Online Marketing

My next blog post will discuss tips for marketing your law practice in a tight economy, and will be organized around these four pillars of marketing.

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