Canada’s online legal magazine.
Carswell Start-up Guide for Sole Practitioner
LexisNexis Legal Products

Archive for the ‘Legal Marketing’ Columns

Close More Clients Using These Persuasion Techniques

In his book, Influence, The Psychology of Persuasion, Robert B. Cialdini, Ph.D. discusses many factors that affect how persuasive you can be with others. Cialdini was also one of the authors of Yes! 50 Scientifically Proven Ways to Be Persuasive, co-authored by Noah J Goldstein and Steve J. Martin.

Lawyers can use these persuasive techniques to help them increase the percentage of inquiries or initial consultations that turn into paid client engagements.

People like people who are like themselves; they hire people that they know, like and trust. In your initial consultation, you need to build up the . . . [more]

Posted in: Legal Marketing

The Missing Link(s): Practice Group Social Media

We have been watching the ascent of social media in legal marketing for a few years now. Law blogs, once considered a frivolity suitable only for the technogeek outliers at the fringe of the law firm, are now recognized as legitimate business development vehicles at many, if not most, firms. Likewise, other social media channels including Linkedin, Twitter, YouTube and to some extent Facebook, have all been moving (at varying paces) along a recognizable continuum inside the law firm environment that looks a bit like this:

Derision >> skepticism >> grudging curiosity >> cautious adoption >> widespread use

As social . . . [more]

Posted in: Legal Marketing

Get Out From Behind Your Desk

Everyone is talking about how to stay connected on-line and how social media is changing the way we do business. And you know what? It is. Just think of the hundreds of thousands of tweets and fans there were of Pippa Middleton’s bum at the Royal Wedding.

That said, one to one communication is still key. And meeting people face to face has never been as important as it is this day and age.

So with that in mind, here are few tips to remember the next time you step out from behind your desk.

  • Have business cards with you.
. . . [more]
Posted in: Legal Marketing

Law Firm Website Contact Forms

It’s arguably the most important thing on your law firm’s website, the whole reason why it exists. Yet it’s usually parked in some distant corner of the site, and a challenge for visitors to find quickly and use easily.

What is it? It’s your “Contact Us” functionality.

A prospective client, having reviewed a firm’s website in detail, often decides to reach out and speak with one of the firm’s lawyers. This contact is typically established using one of three methods:

  1. Phone us
  2. Email us
  3. Fill out and submit this online contact form. 

Many firms use all three contact methods, while . . . [more]

Posted in: Legal Marketing

Structuring Your Firm’s Marketing Function

Many of my client firms don’t have a marketing professional on staff. Instead, they have a group of lawyers who are doing their darndest to make the best marketing decisions for their firm. 

They want to know the best practices for marketing decision-making and work flow systems. There are many good models and I’ll offer a hybrid of what I’ve seen work well. This is not a one-size-fits-all approach, but should provide you with some foundational elements to build upon to suit your firm’s culture, size and needs. But for a mid-sized firm with established practice groups, or at least . . . [more]

Posted in: Legal Marketing

Remember Who’s Reading Your Profile

When did you last review your website profile? Can’t remember? Then it’s out of date and not working for you. 

Lawyer profiles are the most-read section on law firm websites. They are also the most readily adapted law firm marketing materials, so there’s no excuse for letting them languish. If you’re submitting a proposal to, or meeting with, a prospective new client, you can tailor your profile to suit that client’s needs. A profile is a work in progress, like a will.

Like any other piece of good writing, your profile should keep the reader in mind. There’s a very . . . [more]

Posted in: Legal Marketing

Self-Promotion Without the Sleaze

In a recent Slaw marketing column, Is “Humble” in Your Marketing Repertoire? , Steve Matthews noted that although lawyers are often encouraged to focus their marketing on their expertise, it’s counterproductive to actually proclaim yourself as an expert in your marketing materials. As Steve says, “expert status should almost always be bestowed by others, not claimed by you.” He advises that you “let your clients decide that you’re an expert based upon your performance.”

So how do you showcase your performance in your marketing materials without sounding like a blowhard? Instead of talking about your performance, demonstrate it. And always . . . [more]

Posted in: Legal Marketing

The Golf Tournament

Most of us have participated in or been invited to a golf tournament in our careers. Often these are over-the-top affairs with great meals, fantastic prizes and cost a huge amount of money. Over the years there has been a change in the landscape so more and more tournaments have added a charitable component but still offer great meals, fantastic prizes, and still cost a huge amount of money — yet now the competitors help pay for it.

Golf tournaments come in all shapes and sizes. From the bare bones — half day shotgun tournament followed by dinner — to . . . [more]

Posted in: Legal Marketing

Managing Your Personal Digital Profile

What do your clients find when they Google you?

The answer to that simple question lies at the heart of the personal digital profile concept. For most lawyers, your law firm website bio will be front and center in the results, and that is as it should be. While ensuring that particular page is prominent in search results for your name is a necessary step, my own view is that it is not a sufficient one. 

Lawyers are inherently predisposed to manage and minimize risk, and building out your digital profile is a strategy for doing just that when it . . . [more]

Posted in: Legal Marketing

Tips on Public Speaking

For those who do public speaking, I recently attended two webinars which provided great tips on organizing your presentation, choosing the best delivery method, creating relevant content and connecting with your target audience. The first webinar “Creating & Organizing your speech”, was hosted by LexBlog and Faith Pincus on May 18th. The second, on June 7th, was a webinar for upcoming speakers for the 2011 ILTA (International Legal Technology Association) Conference. I am speaking at this conference on a panel about “Next Generation Intranets” and will consider many of these tips and recommendations in planning and . . . [more]

Posted in: Legal Marketing

Is ‘Humble” in Your Marketing Repertoire?

Occasionally, we hear about celebrities or athletes whose oversized egos tripped them up in public, and we blame their downfall on “reading their own press clippings.” A similar danger lurks for lawyers who are simply trying to promote themselves online.

When it comes to marketing, lawyers are commonly encouraged to focus on the concept of expertise. Specifically, they’re advised to become the “go-to expert” in their chosen field, or even to become (a term I’ve used myself in the past) a “thought leader.” It’s a fine idea, but there’s a problem: some lawyers have taken this advice literally . . . [more]

Posted in: Legal Marketing

Lawyers and the Media

Benefits of the media

They may be friendly, but they are not your friends. They are skilled, resourceful and tenacious. And most drink too much coffee. Not to suggest a sinister intention, but their job is get information from you — information you may not want to share — whether it serves you or your clients or not.

There is a unique synergy between you though. Sure, you may be at odds most of the time, but you can come together in a highly productive manner if prepared and with a healthy dose of caution. 

Strange bedfellows

If there’s anything . . . [more]

Posted in: Legal Marketing