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Archive for the ‘Legal Marketing’ Columns

Obtaining and Acting on Client Feedback

Any good marketing and business development plan includes not only strategies for attracting new clients, but also strategies for ensuring that your current clients have an exceptional experience with your firm so that they will return to you for their future legal needs and refer other potential clients to you. But the mere fact that an existing client hasn’t gone elsewhere doesn’t mean that you’ve delivered that kind of client experience.

Take a look at a few lawyer websites, brochures or other marketing materials and you’ll see claims that lawyers are “client-focused,” and that they provide “excellent client service.” And . . . [more]

Posted in: Legal Marketing

Challenging a Few Myths About Legal Marketing

The business of law is increasingly competitive and success requires us to challenge long held beliefs that could be hurting your practice. See how many of the following myths you’ve been holding on to and consider if you’re ready for a new perspective.

  1. I know my clients well enough – Surveys and client interviews tell us differently. The gap between what a lawyer knows about the client and what the client reveals to a third party (best if it’s someone other than the client’s lawyer) varies, but the gap is ever-present. The gap in and of itself is not so

. . . [more]
Posted in: Legal Marketing

What Do Your Clients Consider to Be “Good Value” When It Comes to Legal Services?

In September, 2008, the Association of Corporate Counsel (ACC) formally launched its “Value Challenge” initiative with a goal “to reconnect value and costs for legal services.” At the time, many in the legal media declared that this would be the beginning of the change in the way law firm’s act as a business. They predicted that we would soon see the mass implementation of alternative and fixed fee arrangements, lowering of costs and increased efficiency. We’re five years on and there has not been nearly the movement the ACC had hoped, especially in regards to Canadian firms.

And so, it . . . [more]

Posted in: Legal Marketing

8 Questions to Help You Bring Your “A” Game to Business Development

Are you in a rut? Are you just going through the motions of your business development? Are you not seeing results? Are you overwhelmed and going in too many directions? Maybe it’s time to take a closer look!

At the end of EVERY week reflect on your performance and results of the week. Here is a list of eight questions to ask yourself…

1. Was your client service so solid that your clients will give you more work?

2. How many referral sources did you reach out to this week?

3. Did you do something to develop a relationship this . . . [more]

Posted in: Legal Marketing

Making Your Firm Look Good: Working With Designers

Once upon a time there were two law firms, both founded in the same year. As they struggled to build their clientele, they both realized that they needed to build an image as well. At a partners’ meeting, Law Firm A debated the image issue at great length, accompanied by rhetoric that would make a seasoned juror weep. Eventually one-third of the partners decided they didn’t want any part of the discussion, another third was vehemently opposed to anything but the most conservative image, and that left a few mavericks bound and determined to “take this firm into the 21 . . . [more]

Posted in: Legal Marketing

Get More Out of Your Address Book With LinkedIn Contacts

To be an effective networker, you need to find good contacts and then develop relationships with those contacts. Many lawyers have extensive contacts lists, but they don’t manage their contacts or use their lists to their full advantage.

One tool to help you find and manage your contacts and build relationships is LinkedIn. LinkedIn is a business networking site that has made a number of major changes in the past year or so, including changes to LinkedIn Groups, the introduction of Showcase Pages as sub-pages for LinkedIn Company Pages, and changes to LinkedIn Profiles. But Contacts are . . . [more]

Posted in: Legal Marketing

The Office

Downtown lawyers. In-­house lawyers. Offshore lawyers. And now, WalMart lawyers. Beyond what we do, we are also in no small part defined by where we do it. The recent launch of a firm offering services within several Ontario WalMart locations has crystallized this point, and set tongues a­-wagging in North American legal circles. Many see “WalMart law” as a certain harbinger of impending Armageddon for all that was once sacred and noble about the profession. Others welcome it as an overdue acknowledgement that times have already changed, and that lawyers must accept that “because that’s the way it’s always been . . . [more]

Posted in: Legal Marketing

Client Partnerships

As a marketing and communication professional, I am always trying to find ways for my firm and the professionals in my firm to stand out from the pack. At the firm level this means knowing the practices, the goals and the strategy – it is also about knowing the culture, the people and the opportunities. This doesn’t change when looking at a practice or individual other than size and scope. Sometimes we go too far in trying to be different and miss out on what is most important which is our partnership with clients.

One thing I have tried to . . . [more]

Posted in: Legal Marketing

One Sure-Fire Way to Predict When Something Will Go Terribly Wrong

Do you want a sure-fire way to predict when something is going to go terribly wrong? I do. There is a way but it’s not a crystal ball or Ouija board. The answer is in Forbes contributor Paul B. Brown’s article… The One Sign Something Is About To Go Wrong… And What You Can Do Before It Does. The legal profession is changing rapidly, and the ability to spot and adapt to these changes is invaluable.

Brown was asked for a formula to predict success…

While I haven’t found a foolproof formula to predict success, I know I have

. . . [more]
Posted in: Legal Marketing

Do You Have a Great Canadian Law Firm Brand?

Branding is an often misconstrued word. Yes, it refers to the visual expression of your firm – the logo, colour palette and images. But more importantly it refers to an idea, a unique message that is capable of resonating with your target audience. It’s about understanding what makes your firm distinctive and how you can look and sound appealing to your audience in an authentic way. This marketing jargon may sound all well and good but you should still ask – what makes a great Canadian Law Firm brand?

The great Canadian Law Firm Brands

Recently, Acritas, a UK based . . . [more]

Posted in: Legal Marketing

What Will a Trinity Western University Law Degree Be Worth?

The Law Society of BC recently voted in favour of approving Trinity Western University’s law school. The private Christian school, located in Langley and about an hour’s drive from Vancouver, has an anti-gay covenant that, essentially, discriminates against anyone who isn’t heterosexual. There is plenty of ink spilled and many keyboards pounded on the subject of the LSBC’s decision and the distaste for TWU’s exclusivity that’s worthy of reading. What strikes me though, is the question about the value of a TWU law degree.

When the first crop of law students begin looking for summer articles will they be met . . . [more]

Posted in: Legal Marketing

When Lawyers Leave: Client Retention Strategies

One of my more popular columns last year dealt with introducing a new lawyer to your firm. I said the arrival of a new lawyer or group of lawyers was a marketing opportunity both inside and outside the firm. As the dust settles on the collapse of Heenan Blaikie, it’s time to look at the other end of the spectrum—the departure of a lawyer or group of lawyers from a firm. Not many firms go the way of Heenan Blaikie, but individual lawyers or groups jump ship all the time. 

It’s a bit of a stretch to say that the . . . [more]

Posted in: Legal Marketing