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Archive for the ‘Legal Marketing’ Columns

Sometimes Old Is Just Old

Does your company have marketing materials that have been sitting around for years? We do and sometimes you find out they are being used out of the blue.

I recently received a “brochure” that was 29 pages long. The book – at 29 pages it’s hard to refer to it as a brochure – was almost entirely text with maybe 25 small images in total. Block fonts, full justification, disoriented information, no branding, no context and no flow. It was a marketing package by name only and would likely cause us to lose more projects than win.

The material was . . . [more]

Posted in: Legal Marketing

Just Tell Me How to Market My Firm!

I often get asked “what kind of marketing should we do?” Or I’m asked to “just provide us with a bunch of great marketing ideas”. No time spent determining what the firm wants to look like in the future. No proper assessment of where they are today. No indication of what success would look like. And no commitment to doing what will be suggested. Just “fix me”. It’s a bit like a disgruntled teenager saying “make me popular, but don’t ask me to change anything about my looks, personality or actions”. I can do that. Give me several million dollars . . . [more]

Posted in: Legal Marketing

Implementing a Client-Centric Strategy

My colleague Shari Robinson and I met for coffee recently and, inevitably, we spent some time talking shop about client and business development efforts in law firms. Shari always brings a pragmatic and enthusiastic perspective to the discussion, drawing upon her sales background and time at one of the Big Four accounting firms. We got to talking about the importance of having a client-centric strategy, what that really means and what kind of resources are required to successfully execute.

We know through our experience that there is value in having a rigorous and standardized approach supporting a firm’s client relationships, . . . [more]

Posted in: Legal Marketing

Legal Business Development: You Can Do It Your Way!

I received an email from a father and a former Military lawyer now in private practice. He started with… “Thank you for the wonderful resource. I came across your blog on LinkedIn.” As he continues the tone turned to frustration and resignation. He explained the pressure and stress that I hear from many, many lawyers. He had the guts to write it down and hit SEND. He wrote…

“Bottom line is that I am more miserable right now than I have ever been in 12 years since graduating, have no job satisfaction, stress through the roof, and not sure how

. . . [more]
Posted in: Legal Marketing

The ABCs of Client Classification

How can you save time and money marketing your law firm? Drop a few clients.

Yes, drop. Some lawyers are better than others at saying no to taking on certain clients. Some groups can more easily spell out the criteria for their ideal client than others. And some firms are better than others about enforcing client intake policies. But very few lawyers, practice groups, or firms have committed to regularly culling their client lists for The Clients Who Aren’t Worth the Trouble.

But how do you know who those clients are? That’s where client classification comes in. Classifying your clients . . . [more]

Posted in: Legal Marketing

Giving Back

Giving back is when we give and then nothing happens. No benefits for you, no recognition, nothing tangible gets sent your way. The biggest and sole reward is the realization that we have made a difference. However, there is very little in life do we do and “nothing” happens. Gaining skills, knowledge and expertise are common side effects and giving others your time may bring you interesting and challenging opportunities that might not come along otherwise.

Being a good corporate citizen has many different values and is assessed in many ways. One of the key assessments is to be recognized . . . [more]

Posted in: Legal Marketing

Planning for Succession: Part Two

In Part One I explained why proper succession planning is so important. I also touched on why senior partners might be reluctant to retire, and offered advice on how to overcome this hesitancy. In that post I also provided a broader view on the definition of succession, suggesting it be considered more of an evolutionary process than an act in a point of time.

I suggested that strong business management is managing through constant change, and that this change should be actively managed in a law firm at three levels: the Partnership (and eventual transfer of ownership); practice groups, and . . . [more]

Posted in: Legal Marketing

The Ten Commandments of Professionalism

Create a habit of professionalism—allowing you to move forward with the important things – landing the job of your dreams, taking care of the clients you like working with, growing your practice and achieving your career goals.

Here is everything you need to know…

  1. Attitude. I’ll never do this or I can do this. I hate networking or I love meeting people. I know everything or I could use some help. I hope it happens or it will happen. Change your thoughts and you will change your life. Who do you want to be? It’s your choice.
  2. Do What You
. . . [more]
Posted in: Legal Marketing

Planning for Succession: Part One

Over half of my clients are focussed on how to survive the transition from a first to a second-generation law firm. This is a critical and difficult business subject to deal with so I will explain the issue and its solutions over two SLAW postings. In this first one, I’ll seek to broaden your perspective of succession, describe why its implementation is so critical to a firm, and set the framework for meeting this business need.

This Shouldn’t Be Emergency Planning

Lawyers are of course human beings, and they age just like the rest of us. That means that they . . . [more]

Posted in: Legal Marketing, Practice of Law

Our Relaunched Intranet – One Year Later

In April of 2016, I wrote about our ambitious project of re-building our corporate intranet. Our previous site had become a dumping ground of information that was poorly maintained and was woefully out of date. During the project, we removed nearly 85% of the content, upgraded a number of internal applications, made the site user friendly and improved the overall usability. We held focus groups and engaged junior, intermediate and senior staff in our decision to ensure the product we delivered would meet their needs.

In May this year, we asked staff for their opinion of the new site. . . . [more]

Posted in: Legal Marketing

Get SMART About Setting Marketing Goals

New clients will often ask me: “What do you need from us?” I do an intake interview to learn about their practice groups, their clients, and their current profitability. Then I ask them for their marketing goal.

Before the relieved look of “That’s it? That’s all it’s going to take?” leaves their faces, I hasten to tell them that they must thrash out a SMART goal. That’s Specific, Measurable, Achievable, Relevant, and Timely. It’s anything but easy, yet without it, most firms’ marketing initiatives will degenerate into unfocussed, ad hoc, pet projects that don’t . . . [more]

Posted in: Legal Marketing

Client Relationship Report Card: A for Effort?

Though the market is more competitive now than ever, new revenue opportunities arise regularly. One of the keys to taking advantage of them is through strong relationships and a robust network of contacts. It should also go without saying that having strong client relationships is the best defensive tactic to guard against encroachment by competitors.

As we head into the summer months, it’s a good time to pause and reflect on your client relationship building and business development activities so far this year. If you had to grade your efforts, would you get an A or a C? If a . . . [more]

Posted in: Legal Marketing