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Your Bill is Your Brand: Why Effective Representation and Client Services are the Best Marketing

(1k+ reviews)

Produced on May 29, 2015

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Course Information

Time 1h 2m
Difficulty Intermediate
Topics covered in this course: Law Practice Management

Course Description

Lawyers enter law school for many reasons, but rarely is it because they are looking for a life in sales.  Later on they learn the secret of advancement in the law business: everyone is in sales.  Starting and building your own law firm, or advancing to partner in an established large law firm, always requires good lawyering skills and (hopefully) collegiality, but today more than ever a successful small firm or advancement to partner in a large firm requires business origination, and that means marketing.  Every large firm has a marketing department but that department can only enable and facilitate the lawyers’ marketing efforts; it cannot replace them.  


Firm reputation - itself often a function of good marketing - can only take you so far.  In the end, successful client development requires the individual lawyer to market him or herself. Yes, some people are “naturals,” but as with most skills, marketing can be learned.  In this course, attorney Alan Becker examines how lawyers and law firms can position themselves and build their brand.


Learning Objectives: 

I.     Understand the differences between advertising, public relations, business development, and social media, and the role each plays in marketing yourself and your firm 

II.    Consider Bar constraints in lawyer marketing 

III.   Define your firm’s position and your brand

IV.   Generate leads and develop client relationships 

V.    Appreciate the importance of networking for lawyers

VI.   Contemplate the roles of writing, speaking, and joining in your personal and firm marketing plans

Credit Information

After completing this course, Lawline will report your attendance information to {{ accredMasterState.state.name }}. Please ensure your license number is filled out in your profile to ensure timely reporting. For more information, see our {{ accredMasterState.state.name }} CLE Requirements page . After completing this course, {{ accredMasterState.state.name }} attorneys self-report their attendance and CLE compliance. For more information on how to report your CLE courses, see our {{ accredMasterState.state.name }} CLE Requirements FAQ .


Alan S. Becker

Becker & Poliakoff, P.A.

Professional Experience

Alan Becker is a founding shareholder of the Law Firm of Becker & Poliakoff, P.A. He previously served as the Firm's Managing Shareholder. In that capacity, Mr. Becker directed the firm's management, operations, business development, recruitment and strategic planning. He continues to play an active role in the firm including working closely with the firm's litigation, government law and lobbying, construction and international practice areas. Mr. Becker is a member of the Bar of the Czech Republic —the first practicing attorney in Florida to be licensed there.


He began his legal career in the Office of the Attorney General and as an Assistant Public Defender (1969–1972). From 1972–1978, Mr. Becker was a State Representative in the Florida Legislature. As a member of the Legislature and the Florida Law Revision Council (1975–1976), he was the principal author and/or sponsor of much of Florida's housing legislation, including the Condominium Act, as well as the Florida Corporation Act, Mechanic's Lien Act, Evidence Code and more.


Florida Trend magazine has recognized Mr. Becker as a member of the "Legal Elite" every year since inception. As such, he is a member of the Legal Elite Hall of Fame. This designation was based upon a poll of Florida attorneys, who selected peers in the top 2% of their respective practice areas. He was also recognized by South Florida CEO Magazine as a member of South Florida's “Power Elite” and by the South Florida Business Journal in 2012 as one of 100 Power Leaders. In addition, he was selected by his peers to be included in the 2006 "Best Lawyers in America," was named by CAMACOL, the Latin Chamber of Commerce, as "Professional of the Year" and was awarded the Global Achievement Award by the Florida Council of International Development. Mr. Becker was also rated "excellent" by AVVO Ratings, an online lawyer listing that rates and profiles attorneys. The rating is based on a mathematical model that considers the information in a lawyer's profile, including years in practice, disciplinary history, professional achievements and industry recognition.


Activities & Memberships

Mr. Becker leads the Enterprise Florida Board of Directors and Executive Committee as Vice-Chair working collaboratively with Chair, Governor Rick Scott and CEO Bill Johnson. Enterprise Florida is the official economic development organization for the State of Florida. In 2012, he was awarded the Governor’s Business Ambassador medallion by Governor Rick Scott for his contributions to economic development in Florida.


He also previously served as the Chair of the Beacon Council (2011-12), Miami Dade County's economic development agency. Mr. Becker is the Honorary Consul General for the Czech Republic for Florida (1992-present). As such, he is a member of Florida's diplomatic corps. He is also an Adjunct Professor of Law a the University of Miami and lecturer at Broward College on “The Fundamentals of Success.”



  • Co-author, Florida Admissibility of Evidence, published by The Harrison Company (1989)
  • Author, There's Always Room at the Top (2006)


Bar Admissions

  • Florida
  • Czech Republic



  • University of Miami, J.D.
  • Brooklyn College of the City University of New York, B.A.


David F.

Nice survey

Craig H.

Very candid-very interesting

Andrew R.

Really good, practical advice. I can see why Mr. Becker is so successful!

Ralph O.

Very good course on marketing, for professionals in a business with lots of restrictions on advertising

Wendy P.

Well done and practical.

Catherine D.

Terrific presentation. Very informative and interesting.

Walter F.

Good insights and suggestions. Excellent presenter. Thank you.

Kenneth G.

Interesting and timely discussion.

Pamela M.

Best course on this subject I have ever taken and succinct.

E.R. H.

Probably the best I've seen on lawline on the topic.

Jordan H.

Mr. Becker presentation was very practical, down to earth and informative.

John H.

Excellent course

Everett C.

Superb presentation

Kristine C.

5s in every category. Excellent presentation.

Raymond G.

Allen Becker is always excellent and enjoyable to listen to.

Andrea M.

Cited good and interesting resources.


All lawyers should listen to this.

Aubrey R.

Picked some good ideas.

Scott K.

Gary Becker is great

Patricia L.

Great speaker & very informative and motivational - I'm more confident of starting my own firm now!

Patricia W.

Great speaker!

Daniel S.

Mr. Becker is outstanding on practice management issues. Every time I watch one of these I come away with solid practical tips and idea.

Christopher L.

Excellent Presentation

kimberly s.

best one so far

Valerie M.

I liked his success talk. This one was a lot of common sense.

Rebekah D.

Thank you!

Victoria K.

More I watch Mr. Becker, the more I want to watch.

Mike H.

another outstanding presentation by Mr Becker

Peter L.

Speaker was effective and well experienced.

Andrew F.

Great speaker. Have listened to all of his other programs.

Dana T.

Did a good job of explaining marketing, while marketing his own firm in a tasteful way. Kudos

melvin f.

Excellent presenter. Solid information.Good on the "how to" end of the subject.

Kenneth Lee M.

The program is full of valuable tips for any business, not just the law.

William C.

Mr. Becker has been the best speaker!

Herbert Z.

Alan's presentation was superb, and included many practical (and therefore often over-looked) suggestions.

Andrea R.


pamela s.

As always, Mr. Becker is excellent.

Jeneen M.

This one was particularly good!

Nellie N.

this speaker is fantastic

Frank L.

Mr. Becker is a knowledgeable and excellent speaker!

Robert M.

Very informative.

Zebulon C.

One of the best I've seen

Michael B.

Very practical and useful information.

Bruce H.

Speaker is really an expert on the subject matter…excellent presentation….

Monty B.

Really good stuff. Excellent suggestions on getting new clients, while enriching existing client relationships and in the process getting more business from them as well. Good stuff.

philip d.

Excellent presentation

Gerald M.

Great presentation.

Jimmy J.

Excellent, super knowledgable speaker and great subject

J Thomas S.

Excellent presentation. 5-Star rating.

Veronica B.

EXCELLENT! All lawyers need to understand this topic starting in the earliest years of practice.

Kathleen H.

Excellent presentation of marketing concepts.

Richard B.

I learned a number of things from this course which i hope to use in the future. Mr. Becker clearly is at the forefront of lawyer marketing

Cynthia A. R.

very useful

Richard G.

Well above average.

Fernette R.

Very good speaker

Otto M.

Great presenter

Isaac T.

Very, very good

William H.

Outstanding. Bravi!

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