The most effective ways to invest in business development

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Elliot Moss, director of business development at Mishcon de Reya, says that most law firms ‘do some very unsophisticated marketing’, and ‘think that it’s enough for them just to put their brand name against something’. In his view, law firms need to set themselves apart from their competitors to encourage potential and existing clients to shop with them. This requires analysis of what the firm’s brand stands for. ‘We are famous for divorce work, but the reality is that most of our income comes from non-family and non-private client work - such as from litigation, corporate, employment and real estate business,’ he adds.

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