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Archive for the ‘Legal Marketing’ Columns

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

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