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Archive for the ‘Legal Marketing’ Columns

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

What Do Your Clients Consider to Be “Good Value” When It Comes to Legal Services?

In September, 2008, the Association of Corporate Counsel (ACC) formally launched its “Value Challenge” initiative with a goal “to reconnect value and costs for legal services.” At the time, many in the legal media declared that this would be the beginning of the change in the way law firm’s act as a business. They predicted that we would soon see the mass implementation of alternative and fixed fee arrangements, lowering of costs and increased efficiency. We’re five years on and there has not been nearly the movement the ACC had hoped, especially in regards to Canadian firms.

And so, it . . . [more]

Posted in: Legal Marketing

8 Questions to Help You Bring Your “A” Game to Business Development

Are you in a rut? Are you just going through the motions of your business development? Are you not seeing results? Are you overwhelmed and going in too many directions? Maybe it’s time to take a closer look!

At the end of EVERY week reflect on your performance and results of the week. Here is a list of eight questions to ask yourself…

1. Was your client service so solid that your clients will give you more work?

2. How many referral sources did you reach out to this week?

3. Did you do something to develop a relationship this . . . [more]

Posted in: Legal Marketing

Making Your Firm Look Good: Working With Designers

Once upon a time there were two law firms, both founded in the same year. As they struggled to build their clientele, they both realized that they needed to build an image as well. At a partners’ meeting, Law Firm A debated the image issue at great length, accompanied by rhetoric that would make a seasoned juror weep. Eventually one-third of the partners decided they didn’t want any part of the discussion, another third was vehemently opposed to anything but the most conservative image, and that left a few mavericks bound and determined to “take this firm into the 21 . . . [more]

Posted in: Legal Marketing

Get More Out of Your Address Book With LinkedIn Contacts

To be an effective networker, you need to find good contacts and then develop relationships with those contacts. Many lawyers have extensive contacts lists, but they don’t manage their contacts or use their lists to their full advantage.

One tool to help you find and manage your contacts and build relationships is LinkedIn. LinkedIn is a business networking site that has made a number of major changes in the past year or so, including changes to LinkedIn Groups, the introduction of Showcase Pages as sub-pages for LinkedIn Company Pages, and changes to LinkedIn Profiles. But Contacts are . . . [more]

Posted in: Legal Marketing

The Office

Downtown lawyers. In-­house lawyers. Offshore lawyers. And now, WalMart lawyers. Beyond what we do, we are also in no small part defined by where we do it. The recent launch of a firm offering services within several Ontario WalMart locations has crystallized this point, and set tongues a­-wagging in North American legal circles. Many see “WalMart law” as a certain harbinger of impending Armageddon for all that was once sacred and noble about the profession. Others welcome it as an overdue acknowledgement that times have already changed, and that lawyers must accept that “because that’s the way it’s always been . . . [more]

Posted in: Legal Marketing

Client Partnerships

As a marketing and communication professional, I am always trying to find ways for my firm and the professionals in my firm to stand out from the pack. At the firm level this means knowing the practices, the goals and the strategy – it is also about knowing the culture, the people and the opportunities. This doesn’t change when looking at a practice or individual other than size and scope. Sometimes we go too far in trying to be different and miss out on what is most important which is our partnership with clients.

One thing I have tried to . . . [more]

Posted in: Legal Marketing