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Archive for the ‘Legal Marketing’ Columns

How Law Firms #Fail at Social Media

It’s no longer new or innovative for law firms to use Twitter, Facebook, or LinkedIn as elements of their public web presence. Social media tools have become sufficiently standard that we can probably declare 2012 the year firms finally “buy in.” 

While early-adopter firms continue to fine-tune their offerings, what I’m really noticing these days is the critical mass of firms now playing catch-up. Lawyers who used to ask, “What’s the firm across the street doing?” are now wondering “Why aren’t we doing that?” Social media buttons are sprouting all over law firm websites, all over the web. The tipping . . . [more]

Posted in: Legal Marketing

Legal Business Development: The Profession Is Changing – Will You Be on the Cutting Edge… or Will You Be Left Behind?

Innovation… lawyers seldom operate on the cutting edge and certainly not the bleeding edge! That’s a given. It’s likely in your DNA. Risk averse. But how long will you stay in what once was a perfect business model that is now past its prime? That is the question.

Seth Godin points to the music industry…

The music business was perfect. Radio, record chains, Rolling Stone magazine, the senior prom, limited access to recording studios, the replaceable nature of the LP, the baby boomers… it all added up to a business that seemed perfect, one that could run for ever and

. . . [more]
Posted in: Legal Marketing

Make Courts More Transparent or the Puppets Will Win

I hate puppets and you should too. Here’s why:

Puppets are silly. Puppets are trivial little distractions, designed to amuse. In short, puppets are for child’s play. Nothing terribly vile there, but such things are the antithesis of what our legal system is about – important, frequently life-altering matters as well as critical issues of public policy. And because the legal system lags behind the public’s expectation of transparency, puppets are now being used to showcase the law. I kid you not.

The case that gives rise to my screed originates out of Ohio. According to a recent Wall Street . . . [more]

Posted in: Legal Marketing

Parting Is Such Sweet Sorrow – So Take Your Leave Properly

In my last column, I talked about “working the room”. Attending events is an important part of for business development for lawyers. I focused on how to open conversations, rather like delivering your opening line in a play. But opening the conversation is only half of the skill needed for working a room; the other half is closing a conversation gracefully so that you can move on.

Let’s revisit the reason why you’re attending such an event. Working a room is work: you’re there to develop business. But business development is a process; don’t expect to walk away with . . . [more]

Posted in: Legal Marketing

Tips to Get the Most Out of Your Next Conference Experience

Spring is “conference season,” when a lot of business and law-related conferences take place. To maximize your conference experience, apply my “Before, During and After” strategy; instead of only focusing on the conference once you actually get there, begin your planning ahead of time and implement an after-conference strategy to make sure you get the most bang for your conference buck.

Before the conference

The first step is to identify your goals or purpose for attending the conference in advance. This will help you plan your overall approach. You may have several goals, but don’t try to do . . . [more]

Posted in: Legal Marketing


What constitutes alumni at a law firm? Does your firm have a program? Is it inclusive or exclusive? Should your firm develop an alumni program?

This is one of the few area’s in the practice of law where when asked “what are other firms doing” there is very little consistency. Some firms offer use of office space, have on-line portals that include useful materials or simply offer an annual receptions. Others would prefer that their alumni never existed.

There are a number of dividends to building an alumni program including:

  • Goodwill. Those who have left will have another reason to
. . . [more]
Posted in: Legal Marketing

Legal Business Development: “You Had Me at Hello!”

What lawyer wouldn’t want to hear these words from a prospective client? “You had me at hello!” A personal brand is what gets you there. Most lawyers can’t conceive of themselves as a brand. But, let me tell you… YOU already have a personal brand! And I guarantee… 99.9% never give it a thought. Everything one does, adds to his or her personal brand… positively or negatively. But we don’t often see it that way.

The question here is… can you change your personal brand? Sure you can. You can create it with purpose. Ask yourself these questions. What does . . . [more]

Posted in: Legal Marketing

Event Sponsorships: Making the Most of Your Spend

Sponsorships. They’re one of the many ways to get your name in front of a special interest group and they are often ripe with possibilities and over-flowing with potential. Some of you, though, merely send off your cheque along with your logo and forget to investigate, request and reap additional opportunities for your firm.

Every part of your marketing spend should punch above its weight and with sponsorships — unlike many other marketing expenses — it often only requires a bit of thought, planning and perhaps a healthy dose of chutzpah to get more for your buck.

With some large . . . [more]

Posted in: Legal Marketing

Four Legal Marketing Trends to Watch in 2012

As we launch into a new year, I’m looking forward to seeing what marketing tools are adopted by lawyers and how changes in technology change the way lawyers do business. Here are four trends I think are worth watching in 2012.

Social media engagement and integration

Law firms and individual lawyers have becoming more active on social media platforms, including LinkedIn, Twitter, Facebook and now Google Plus. As participation increases, law firms will need to become better at integrating their social media activities into their overall marketing plan, cross-linking each of the firm’s activities with one another to help increase . . . [more]

Posted in: Legal Marketing

Video Biographies

More and more lawyers are using video to differentiate themselves. Video provides potential clients the opportunity to learn more about a lawyer than what is written in the biography. Hopefully through the video, potential clients will feel a connection with the lawyer and want to make the initial contact.

So videos’ are good. They are also time consuming, can be expensive and aren’t right for everyone.

I recently completed a number of videos for a lawyer including his biography. The intention was to give the potential client a slice of information and leave them wanting more. Screen time was limited . . . [more]

Posted in: Legal Marketing

How Google Plus Is Shaking Up Social Media and Why It Matters

It’s not news that social media has taken the web by storm. At the time of writing, six of the top ten websites in Canada (by my count) are social media sites according to the Internet ranking site And as people spend a greater percentage of their online time within these social environments, it is becoming increasingly necessary for businesses of all stripes – law firms included – to devote more resources to establishing and maintaining a meaningful presence in several different places on the web.

The battle for supremacy between the dominant players in this space – Facebook, . . . [more]

Posted in: Legal Marketing

Small Talk Is a Big Opportunity: How to Work a Room

Do you rank attending law firm social events right down there on the popularity scale below having a root canal? If so, you’ll identify with a young lawyer in one of my seminars. He’d been told to attend a cocktail party being given by his practice group. Here’s how the evening went: “I had to work late, so when I rushed up to the boardroom, it was full of people at least 20 years older than me. I knew no one, and everyone else seemed to know everyone.” Another lawyer shot back: “Think yourself lucky. At our client event, I . . . [more]

Posted in: Legal Marketing