Measure your return on marketing investment as precisely as you would any other investment. Many attorneys survey new and prospective clients to find out how they heard about the firm, but never use that information for anything other than a general sense that a particular marketing investment is “working” or isn’t. Gather specific information. If a new client says that he saw your advertisement in the yellow pages, find out whether it was your regular listing or your display ad. If a caller tells you that she saw your television commercial, ask her which channel she saw you on and at what time of day. And, finding out how a prospect learned about your firm is only the first step. After all, you’re looking for clients, not just phone calls. Track not only which ad sources bring prospects through the door, but which ads bring in prospects who become paying clients. By getting specific and calculating exactly how much revenue is generated by each marketing investment, you’ll be able to calculate a true return on investment for each expenditure. You may be surprised by what you learn. Armed with specific information, you can maximize your return on marketing dollars by focusing your investment in the most effective areas and eliminating marketing outlets that have low returns.