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Archive for the ‘Legal Marketing’ Columns

Legal Business Development: Is a Lack of Confidence Holding You Back?

Confidence. Do you have it? Sure, there are times that your confidence has been shaken… but deep down, are you confident in yourself and your ability? And how important is confidence to your success as a lawyer, a community leader or a parent? A new book by journalists Katty Kay (BBC News) and Claire Shipman (Good Morning America) sheds some light on the subject in… Confidence Code.

Shipman explains in a short TV segment for ABC News, that you can transform yourself from a worrier to a warrior… We can create more confidence by creating better habits. In . . . [more]

Posted in: Legal Marketing

Don’t Let Your Strategic Plan Become a Very Expensive Bookend!

My firm was recently retained by a client to assist with their Strategic Planning process. During the “interview stage” of our relationship, the Managing Partner went to great lengths to have me explain my process and style. We had numerous meetings (more than I believe any lawyer would think was reasonable if the situation were reversed) but still I persevered. I knew that there was a reason underlying their reluctance to sign on the dotted line although I understood that it was not about my firm (they had already told me that we were the consultants with whom they wanted . . . [more]

Posted in: Legal Marketing

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