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Archive for the ‘Legal Marketing’ Columns

Legal Business Development: What Is Your Big Goal?

What do you want? Yes, that’s a pretty big question for lawyers since most would start by explaining… “That depends…” I think Forbes contributorBruce Kasanoff who ghostwrites articles for entrepreneurs, and speaks about bringing out talent in others has a great bit of advice. Kasanoff explains…

“To paraphrase a bit, a professional recently wrote me to say that he was capable of being a VP, but that he was happy in his job, but he didn’t do such a good job of representing himself, but he was proud of his accomplishments, but he thought he should probably improve

. . . [more]
Posted in: Legal Marketing

What Is the Purpose of Your Law Firm’s Website?

It seems an obvious enough question. However, I’ve come to learn over the years that it’s not so simple after all. First off, many firms haven’t ever really considered it before. Secondly, there really are several different possible true answers. I’ve set out six possible responses below that correspond to different types of firms I’ve encountered over the years.

Answer 1: There Isn’t One.

For some firms, the website is just a thing:

“Everyone has a website now, so it’s just another thing my firm is supposed to have, like a fax machine and some telephones. I’d like a website . . . [more]

Posted in: Legal Marketing

Be Clear and Know Your Audience

I have spent the last few months presenting to colleagues all over Canada about marketing professional services and the benefits of clear communication. After the sessions there is always a lot of conversation where I do a lot more listening than speaking.

One story that was shared resonated so clearly with me that I have been sharing it ever since.

A client told my colleague that he needed a dictionary to figure out what he was trying to say in an email. This got a good chuckle out our group but it showed that by trying to impress a client . . . [more]

Posted in: Legal Marketing

“And the Winner Is….” What Place Should Award Nominations Have in Your Marketing Efforts?

As I write, awards season is in full swing: gala dinners at glitzy venues, grip ‘n’ grin photographs, grateful recipients thanking their mothers. Is this annual ritual just an ego boost for a few and a waste of time—and money—for many? Or can it produce results beyond those fleeting 15 minutes of fame?

Law firms receive many solicitations for award nominations. Legal publishers create awards events to augment dwindling advertising revenues, exhorting you to nominate clients or colleagues. Charitable organizations want you to help them acknowledge the contributions of volunteers and donors as part of their fundraising efforts. Local institutions . . . [more]

Posted in: Legal Marketing

Use the Spirit of the Holiday Season to Improve Your Networking

The holiday season is here, and that means most of us will be doing a lot of networking, whether formally or informally, at office holiday parties, bar association events, family functions and get-togethers with friends, neighbors and colleagues.

While attending these festivities, we shouldn’t lose sight of the fact that the spirit of the holidays is really all about giving to others and being thankful for our blessings. Keeping these seasonal sentiments in mind can improve your networking.

Be a giver: Focus on others and how you can help them

Successful networkers know that the basis of solid relationship building . . . [more]

Posted in: Legal Marketing

The Client Impact of Your Retirement

More than 10% of lawyers in BC are 65 years old or older, and that’s probably why a lot of you are discussing, or at least pondering, your own firm’s demographic composition and the necessity for successful planning.

A LSBC Benchers’ Bulletin states:

“Over 1,100 (or 10.4%) of the 10,700 practising BC lawyers today are 65 years old of age or older, compared to only 380 practising lawyers 65 or older in 2003 (4.2% of ­total). That’s an annual growth rate of 11.2%. There has also been a significant increase in the number of practising lawyers between the ages of

. . . [more]
Posted in: Legal Marketing

Legal Business Development: Is a Lack of Confidence Holding You Back?

Confidence. Do you have it? Sure, there are times that your confidence has been shaken… but deep down, are you confident in yourself and your ability? And how important is confidence to your success as a lawyer, a community leader or a parent? A new book by journalists Katty Kay (BBC News) and Claire Shipman (Good Morning America) sheds some light on the subject in… Confidence Code.

Shipman explains in a short TV segment for ABC News, that you can transform yourself from a worrier to a warrior… We can create more confidence by creating better habits. In . . . [more]

Posted in: Legal Marketing

Don’t Let Your Strategic Plan Become a Very Expensive Bookend!

My firm was recently retained by a client to assist with their Strategic Planning process. During the “interview stage” of our relationship, the Managing Partner went to great lengths to have me explain my process and style. We had numerous meetings (more than I believe any lawyer would think was reasonable if the situation were reversed) but still I persevered. I knew that there was a reason underlying their reluctance to sign on the dotted line although I understood that it was not about my firm (they had already told me that we were the consultants with whom they wanted . . . [more]

Posted in: Legal Marketing

Your Fall Website Tune-Up

As I write, the first winter storms have descended upon Calgary, while out here on the left coast both Mother Nature and the provincial government still refuse to acknowledge the stubborn truth that fall is here and it’s high time for skies to turn soggy and kids – especially my kids – to be back in school. But facts are facts, and the traditional busy season is now upon us. That means it’s also time for your marketing vehicle’s fall tune-up.

I know, I know; you’ve been dreaming of ditching your existing model for one of those new-fangled TESLAs that . . . [more]

Posted in: Legal Marketing

Maybe I Should Do What I Say…

I was recently asked to give a presentation on marketing and communications for a national firm. The target audience has various levels of knowledge and experience within the organization. The presentation needed to have a practical component ensuring everyone would have a something to take away. To add a bit more complication, the group did not share a practice or to a large extent a client base.

No problems right? Many of us have been given similar assignments and have been able to come up with topics that we think would appeal to the audience.

I put together what I . . . [more]

Posted in: Legal Marketing

How to Boost Your Referrals

Most lawyers say they receive the majority of their business through “word of mouth” or referrals, even in the internet age. But how can you improve your referral rate?

Be a Good Networker

Networking and building your system of contacts is the obvious first step in boosting your referrals. To get business, you first need to build your reputation and get to know people so they can develop trust in you and your work.

If you want to boost your referrals, focus more on building relationships with other professionals, strategic alliances and referral sources and strengthening your relationships with existing . . . [more]

Posted in: Legal Marketing

Content Marketing: 
More Smoke and Mirrors or a Real Opportunity?

Let me start with a confession: I detest marketing terminology. Like any jargon, it obscures meaning. My clients hate it too: they roll their eyes and start looking at their smart phones whenever anyone talks about content channels, verticals, or market segmentation. So when the term “content marketing” came into play, I could feel my lip curl. So now it’s ‘content creation’, rather than writing? That reminds me of when the term ‘data entry’ came into vogue: as one frazzled HR manager commented, “No matter what you call it, it’s still typing.”

Today, law firms and their marketing departments are . . . [more]

Posted in: Legal Marketing