Canada’s online legal magazine.

Archive for the ‘Legal Marketing’ Columns

If You Do Good Work, People Will Just Send You More Work, Right?

We have all heard that the reward for doing good work is more work but there are a lot of factors that contribute to a client sending you more work and for being a strong referral for you.

For starters, we need to understand that the client that sent you the work in the first place is not focused on you. They are focussed on their own business and their current issues. Hard to believe but it is true. By actively staying in front of your clients and empathizing with their needs, you will ensure they do think about you, . . . [more]

Posted in: Legal Marketing

What Law Firms Should Focus on in 2021

Over the years, I’ve had the honour of being invited into many law firms to examine and make recommendations on their strategy, structure, practice areas, compensation, management, leadership, and marketing.

My initial advice is always the same: start with a strategic plan so you understand your long-term goals before you attempt any short-term implementation. But aside from this, my advice tends to move quickly to ensuring the right people are doing the right things. This might require some process or structural re-organization within the firm but the end of the day it all boils down to one thing: establish and . . . [more]

Posted in: Legal Marketing, Practice of Law

For 2021, Make a List!

One of the easiest ways to stay on track with an activity is to make a list. For many people, business development doesn’t come naturally making it easy to put off. By making and sticking to a list, you will begin to form a habit around business development to the point you eventually don’t even know you are doing it.

I have used contact lists with lawyers for years as a simple reminder of people that the lawyer wants or should keep in touch with throughout the year. The best part is that it works at every level of practice. . . . [more]

Posted in: Legal Marketing

Using Covid to Progress Your Firm

Austrian economist Joseph Schumpeter developed the theory of creative destruction to describe how something good, and even much needed, can come out of a tragedy. The theory suggests that some businesses must die and paradigms must be “swept away” in order to make room for new ones that will better survive the future.

This is a concept found in nature. For example, we know that left to their own devices, forests will burn down from time to time to clean out the forest floor and force a renewal. While it might feel heartless to apply the same principle to business, . . . [more]

Posted in: Legal Marketing, Practice of Law

2021s New Playbook to Planning

It all started out well. Like most years, in the fall of 2019 we looked at the strategic plan for the firm, growth opportunities and developed a targeted approach and budget for 2020. As we roll into the fall of 2020 planning is different. Mentally this has been a year like no other in recent times and as a marketer it is one where we have constantly be making adjustments to our plan.

With the benefit of hindsight, planning for 2021 will look different. Our master plans, our insight and our playbook will change. There are annual items from previous . . . [more]

Posted in: Legal Marketing

Harnessing the Power of Practice Groups

Most firms have come to appreciate the value of practice groups in their management and marketing; but not everyone knows why they are more powerful than operating without them, which may result in their under-utilization. In this post I’ll explain the evolution of practice groups, what they look like today, and how you can use them to more effectively drive the business objectives of the firm.

The Evolution of Practice Groups

Initially, law practices were based on the personal reputation of the principal. In time, lawyers realized that if they pooled their resources, they could split costs while still maintain . . . [more]

Posted in: Legal Marketing, Practice of Law

Charitable Activities During COVID

I am a proponent of using charitable events as a way of getting people together to promote your firm. Internally these events can be great for employee engagement. Externally they are great brand building exercises. Individually they can be great business development opportunities. As we work through the global pandemic, many of these activities have been modified or cancelled all together.

Like many of you, I have certain causes that are close to me. For that past few years I have participated in the Northern Pass (#NorthernPass2020) which is a cycling event in Muskoka that raises money for Princess Margaret . . . [more]

Posted in: Legal Marketing

What Is the Value of Marketing Goals?

When I ask lawyers what their firm’s business goals are for the year, it’s shocking how few know the answer, often because those goals don’t exist. So, it’s understandable that when I ask those same lawyers for their personal business goals are, they don’t know those either. Firms have dabbled in requesting personal or practice group business plans, but that’s a difficult ask when the firm hasn’t done its own planning. It’s enough to make any lawyer wonder: is goal setting really necessary?

Most businesses would find that question absurd. They set goals and develop plans to achieve those goals . . . [more]

Posted in: Legal Marketing

What Does a Third Act Look Like to You? Retirement?

Retirement. What does that word mean to you? Old or wise, laid back or charging ahead? Playing endless rounds of golf or attending endless board meetings?

Retirement has certainly been redefined; we’re working well beyond sixty-five. All we have to do is look to the Supreme Court as a prime example. According to Bloomberg, in an article by David Ingold, the projected age when a justice will leave the Supreme Court is now about eighty-three. That’s a ten-year increase from the 1950s. Wow, that’s ten additional years of being relevant and contributing to the decisions of our country’s most important . . . [more]

Posted in: Legal Marketing

Times Have Changed, the Need to Market Hasn’t.

Relationships are a funny thing. We all know people that we cannot see for years and then decided to grab a coffee and everything just works. It feels like you see that person every day. Other people we see everyday and may take for granted just how close we are.

Seeing people isn’t as easy as it used to be. It takes more effort. It takes technology. It takes a desire on both parties to be together.

Marketing has always taken effort. Where you place your efforts will be a determining factor in your success as we move through the . . . [more]

Posted in: Legal Marketing

Dealing With the Death of a Lawyer

I had another article ready to go but in these unusual times, talking about marketing plans felt a little like ignoring the elephant in the room. So today I’ll post what I’ve been dreading but what is inevitable -and potentially very valid these days. It is also an important and necessary skill for anyone assisting with Law Firm Marketing: dealing with the death of a lawyer.

Throughout my career, I’ve had to deal with the death of a Partner, and advise clients on how to deal with the death of lawyers in their firm. It’s not surprising, really. Like taxes, . . . [more]

Posted in: Legal Marketing, Practice of Law

A Rainbow in This Storm

It looks like we will be in isolation for a while. Let’s make the best use of this time. And here are five things to take to heart.

  1. I hope you like this photo I took from my friends balcony that overlooks the lake in Boca Raton. Maya Angelou’s words couldn’t be more perfect for these times, don’t you agree?

  1. Governor Cuomo reminded us to “Find ways to make a little joy.” So, I had a Zoom Cocktail Party. It was BYOB and dogs were welcomed! My friends we amazed that seeing one another made such a difference. I even
. . . [more]
Posted in: Legal Marketing