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Archive for the ‘Legal Marketing’ Columns

Your Fall Website Tune-Up

As I write, the first winter storms have descended upon Calgary, while out here on the left coast both Mother Nature and the provincial government still refuse to acknowledge the stubborn truth that fall is here and it’s high time for skies to turn soggy and kids – especially my kids – to be back in school. But facts are facts, and the traditional busy season is now upon us. That means it’s also time for your marketing vehicle’s fall tune-up.

I know, I know; you’ve been dreaming of ditching your existing model for one of those new-fangled TESLAs that . . . [more]

Posted in: Legal Marketing

Maybe I Should Do What I Say…

I was recently asked to give a presentation on marketing and communications for a national firm. The target audience has various levels of knowledge and experience within the organization. The presentation needed to have a practical component ensuring everyone would have a something to take away. To add a bit more complication, the group did not share a practice or to a large extent a client base.

No problems right? Many of us have been given similar assignments and have been able to come up with topics that we think would appeal to the audience.

I put together what I . . . [more]

Posted in: Legal Marketing

How to Boost Your Referrals

Most lawyers say they receive the majority of their business through “word of mouth” or referrals, even in the internet age. But how can you improve your referral rate?

Be a Good Networker

Networking and building your system of contacts is the obvious first step in boosting your referrals. To get business, you first need to build your reputation and get to know people so they can develop trust in you and your work.

If you want to boost your referrals, focus more on building relationships with other professionals, strategic alliances and referral sources and strengthening your relationships with existing . . . [more]

Posted in: Legal Marketing

Content Marketing: 
More Smoke and Mirrors or a Real Opportunity?

Let me start with a confession: I detest marketing terminology. Like any jargon, it obscures meaning. My clients hate it too: they roll their eyes and start looking at their smart phones whenever anyone talks about content channels, verticals, or market segmentation. So when the term “content marketing” came into play, I could feel my lip curl. So now it’s ‘content creation’, rather than writing? That reminds me of when the term ‘data entry’ came into vogue: as one frazzled HR manager commented, “No matter what you call it, it’s still typing.”

Today, law firms and their marketing departments are . . . [more]

Posted in: Legal Marketing

Legal Business Development: Are You the Tortoise or the Hare?

Let’s be honest, most lawyers want the business development process to be more like a sprint to the winners circle. But the reality is that the winner’s circle is reserved for the slow and steady. THAT is not what you wanted to hear, I’m sure!

The fact of the matter is that CONSISTENCY is a silver bullet. Yes, a slow silver bullet! You see, many are looking for the right tool… SEO, Google Ads, social media, blogs, You Tube channel, articles, networking, etc, etc, etc! But these are simply tools, just like your phone is a tool. Your phone, . . . [more]

Posted in: Legal Marketing

Ghostwriting of Law Firm Blogs – Unethical? Maybe. Bad Marketing? Definitely.

Recently, I’ve heard from more and more clients that they’ve been contacted by a website and digital services provider offering to not only build them a new website but to provide content for the blogs on their site. Now, I could write a whole article on their websites, pricing model, quality of usability and practice of “re-renting” websites (including the content), but that will need to wait for another day. What’s really on my mind is the trend towards the “ghostwriting” of lawyer blog posts that we’re starting to see here in Canada.

In this instance, “ghostwriting” is whereby a . . . [more]

Posted in: Legal Marketing

Law Firm Advertising

I still love advertising. Even with its diminishing popularity, particularly in print form, creating beautiful ads that pack punch for clients makes me happy. We’ve had clients frame our ads, float them around the firm, send home clippings of their announcement ad, and we’ve had several posted to social media sites just for fun. What’s not to love?

My suspicion is that there is more care going into law firm advertising. That’s only an empirical observation, but I do believe there are fewer lawyer-produced (or directed) ads getting published lately. Just as you can spot a contract that was torn . . . [more]

Posted in: Legal Marketing

Do Less Marketing

That headline sounds like heresy coming from someone who runs a legal marketing agency for a living, but hear me out.

Try as I might to remain benevolently immature until the end of my days, there are some telltale markers of adulthood (nay, perhaps even middle-age) creeping into my subconscious of late. There are external indicia of course – one’s offspring earnestly advising how fat and bald you are, strangers calling you “sir” straight to your face with nary a hint of sarcasm – but I purposely adopt a stance of willful blindness regarding those. No, what I notice now . . . [more]

Posted in: Legal Marketing

Is Cycling the New Golf?

People are always looking for a way to do business development in the summer that is fun and ensures ample time to get to know your client or potential client better. For decades that has been done on the golf course. It is often said that if you can spend 5 hours on the golf course together then you won’t mind working through the details of a transaction.

But not everyone likes golf and certainly not everyone is good at golf.

The sport of cycling has steadily been growing in popularity for the last number of years. Maybe it was . . . [more]

Posted in: Legal Marketing

Marketing Begins at Home: Improving Internal Communications in Law Firms

If a client asked you what else your firm is good at besides the services you provide, would you know what to say? If they had a legal problem outside of your expertise, would you know who in your firm could help them? If your answer is “Of course!”—put it to the test.

At a recent law firm retreat that I facilitated, we did an exercise where the lawyers had to tell the rest of the group something about themselves (professional, not personal). The most common reaction was, “I didn’t know that!” The conversation in the break afterwards was electric: . . . [more]

Posted in: Legal Marketing

Obtaining and Acting on Client Feedback

Any good marketing and business development plan includes not only strategies for attracting new clients, but also strategies for ensuring that your current clients have an exceptional experience with your firm so that they will return to you for their future legal needs and refer other potential clients to you. But the mere fact that an existing client hasn’t gone elsewhere doesn’t mean that you’ve delivered that kind of client experience.

Take a look at a few lawyer websites, brochures or other marketing materials and you’ll see claims that lawyers are “client-focused,” and that they provide “excellent client service.” And . . . [more]

Posted in: Legal Marketing

Challenging a Few Myths About Legal Marketing

The business of law is increasingly competitive and success requires us to challenge long held beliefs that could be hurting your practice. See how many of the following myths you’ve been holding on to and consider if you’re ready for a new perspective.

  1. I know my clients well enough – Surveys and client interviews tell us differently. The gap between what a lawyer knows about the client and what the client reveals to a third party (best if it’s someone other than the client’s lawyer) varies, but the gap is ever-present. The gap in and of itself is not so

. . . [more]
Posted in: Legal Marketing