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Archive for the ‘Legal Marketing’ Columns

5 Reasons Law Firm Advertising Fails

A few months back, Jordan Furlong penned one of his annoyingly insightful articles (“The Problem With Lawyer Advertising”) in which he noted the lack of client focus in most legal advertising, and suggested that marketing is one area where the coming wave of competition from “non-lawyer” entities will soon have them eating your lunch. It is a provocative thesis, and Furlong buttresses it with a link to an extremely compelling 90-second TV spot for British legal franchise Quality Solicitors.

I thought it would be worthwhile to dig a little deeper into WHY legal advertising isn’t consistently better . . . [more]

Posted in: Legal Marketing

Legal Business Development: 8 Ways to Infuse Passion Into Your Firm Culture!

Passion… We tend to think that you either have it or not. But for a firm? Yes it can be cultivated with some intent. Fast Company ran an article by Paul Alofs8 Rules For Creating A Passionate Work Culture. Alofs’ rules are written for companies, however could have great impact on law firms as well.

1. Hire the right people. Hire for passion and commitment first, experience second and credentials third.

I know this seems counter intuitive for lawyers who are building a firm. Credentials are usually first, right? Well, what if you tried Alofs’ rule, . . . [more]

Posted in: Legal Marketing

The Rise of Distributed Publishing

It’s a fundamental marketing decision for many law firms: How much content should we publish outside our website? For many years, the answer always seemed to be: none. Firms tried to serve and address every audience and every interest in one location. The predictable result was an incredibly cluttered website, both in its message and in its presentation.

The law firm website was never intended to be a single-subject, single-audience, publishing powerhouse. Fortunately, many firms have realized this and have wised up. Over the last decade, we’ve seen the rapid transfer of “commentary” from firm websites, pushing that content . . . [more]

Posted in: Legal Marketing

Maximize Your Return on Event Participation

A client called me the other day to ask for help with an event he’s planning to attend. He wanted something to hand out to attendees and could I whip up something about the firm?

Whenever I get such a request, it takes me back to the earliest days of legal marketing and our “brochure bunny” days. Lawyers leaned heavily on brochures to win business or resolve a wide variety of marketing needs. Marketers then were tacticians and the production of materials was the gerbil wheel of the day. There was little, if any, discussion about strategy or planning.

One-off . . . [more]

Posted in: Legal Marketing

Ratings and Rankings and Reputation—Oh My!

As I write this, deadlines for submission to various legal ranking directories are fast approaching. This one is a survey where you rank lawyers in your field. That one is an interview where you’re asked who (after you, of course) is the best in your field. Another asks to whom you would refer a client if you couldn’t act for that client. Their timetables, criteria, and requirements are all different. Lawyers find the submission process laborious, unproductive, and frustrating. However, they are even more frustrated when they see their competitors’ names ranked above their own names (or worse, not seeing . . . [more]

Posted in: Legal Marketing

What Makes a Good Lawyer Biography?

The bio or “About” page is one of the most viewed pages on a lawyer’s website. On social media, the bio or profile helps new connections or potential followers make decisions about whether or not to interact with you. Your “elevator speech” is your spoken bio and it can make or break a new relationship with a potential client or referral source. But despite its importance, the bio is an often overlooked marketing tool, and many lawyers give it short shrift.

Elements of a Good Biography

Your website bio, online profile and your spoken introduction (“elevator pitch”) are just different . . . [more]

Posted in: Legal Marketing

Super Fans

Along with being an excellent lawyer, if you want to build a great practice you need to do a few things. One is ensuring that your clients receive the ultimate experience and in turn creating the Super Fan.

What is a Super Fan?

  • Not simply a client that is simply satisfied with your work but truly loyal to you
  • Active referral vs. Passive referral for new work
  • Business development advocate
  • A client that values you both as a person and professional
  • Cheerleader

These are clients that will promote you at any opportunity possible. They understand the value that you bring . . . [more]

Posted in: Legal Marketing

What Clients Want in Their Lawyer

For more than 17 years I’ve worked in legal marketing, I’ve been keenly listening to clients about how they choose their lawyer, what irritates them and why they leave. I read surveys, attend public and private panel sessions that profile clients and their preferences, and I interview clients at every opportunity.

If you’re in a business, such as law, which centres on attracting and keeping clients, your marketing — and all other business strategies — must be informed and guided by client preferences. If you’re not understanding, responding and anticipating their needs, you will never reach your full potential. Start . . . [more]

Posted in: Legal Marketing

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