Basic marketing strategy may stay constant, but the specific actions and advice that experts give is in a constant state of transition

From social media platforms like Twitter to the ever-changing world of blogging, today's legal marketing is a far cry from that of even just five years ago.

Having worked with lawyers for the last 15 years, I've seen, heard and given a lot of advice when it comes to business development. Does it all still apply? No! In order to keep up with clients, you've got to understand what still works.., and what's outdated. Here are few pieces of past wisdom that no longer apply now that the rules have changed!

You can compete with the big name players in your market

You can attract corporate clients to buy your services, whether they involve negotiation skills, presentation skills, sales skills, or dealing with difficult clients and colleagues.

Sometimes, the idea that you're at a disadvantage to the big companies is more in your own head than it is in your potential buyer's eyes.

Here's a simple formula to follow when competing for big business:

People can sense when there's real truth in marketing

There aren't many of us who enjoy admitting to our weaknesses. Recognizing our own vulnerabilities makes us feel, well vulnerable. Here's the thing, though. If you want to emotionally connect with your audience - and you do want to do that - you have to find the strength and the courage to be vulnerable. I personally think one of the most powerful ways to really take your marketing to a whole new level is to find within yourself that courage to be vulnerable.

I'll give you the perfect example. At a two-day intensive workshop, I met a gentleman who was really intense about studying direct marketing, copywriting and Internet marketing.