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Archive for ‘Practice of Law: Marketing’

Engaging Ideas

“Is anybody out there?” Have you ever looked at your website traffic or social media engagement statistics and wondered if you’re all alone in cyberspace?

The good news is that you’re not alone. Most of your colleagues have probably asked the same question. The bad news is that you’ll need to move beyond your comfort zone if you want to break away from the silent online majority.

Why Engagement Matters
There are two perceptions of you as a lawyer: who you are and what you do. It’s easy to publish a list of what you do on a webpage. But . . . [more]

Posted in: Practice of Law: Marketing, Technology: Internet

Time for a CASL Check Up

Some of the dust kicked up during the stampede to comply with Canada’s Anti-Spam Legislation (CASL) has settled. In October, Ipsos released survey results showing that most Canadians are aware of the legislation and that they are taking advantage of it.

David Canton has published excellent commentary and practical advice regarding the legislation, which came into effect on July 1, 2014. Judging from discussions with clients and colleagues post-implementation, most compliance campaigns helped firms clean up their databases and wrangle administrative procedures. Although, some in-house marketers and administrative staff might still be recovering from the process….

Ipsos conducted the survey . . . [more]

Posted in: Practice of Law: Marketing, Practice of Law: Practice Management

Sponsorship and Sincerity

I recently attended a workshop that was sponsored by several law firms, major corporations and large organizations. The event and the law firms will remain anonymous (for obvious reasons), but the sponsorship implied trust, integrity and commitment by the business community to a contemporary organizational issue.

Event attendees participated in a productive discussion; some were clients of the firms whose logos were included on the promotional material and some would probably be good clients for those firms to have.

There was just one problem. None of the law firms who sponsored the workshop had sent a representative to participate in . . . [more]

Posted in: Miscellaneous, Practice of Law: Marketing

Canadian Law Video Site LegalTube.ca Launched

Congratulations to the folks at LawyerLocate.ca Inc., Natalie Waddell and Mark C. Robins, for launching their new Canadian law video distribution site LegalTube.ca.

The website is aimed at the public, giving easy video access on a wide range of law-related topics. The site is made up of video content from lawyers listed on LawyerLocate.ca, with videos originally housed on YouTube or Vimeo, pulling everything together by topic as well as by participant profiles (lawyers and law firms). I found the site very easy to navigate with major law topics across the top. There is also a category . . . [more]

Posted in: Legal Information, Legal Information: Publishing, Practice of Law: Marketing, Technology: Internet

Misquoted in the Media? Set the Record Straight.

Being interviewed for a news item or feature story on your area of expertise is a great way to build a professional reputation. It looks good in a Google search. It associates your esteem with that of the publication. And you can refer to the coverage in marketing materials without sounding self-aggrandizing.

But what if you’re misquoted?

As reporters rush to meet deadlines and editorial departments dwindle, your erudite articulation might come across as an arcane patois.

Communications expert Marsha D’Angelo has some advice on options to set the record straight. D’Angelo has worked with an impressive list of clients . . . [more]

Posted in: Practice of Law: Marketing

Innovation, Entrepreneurship and Experience: A Young Lawyer Carves Her Own Path

When Carli van Maurik shares her practice philosophy with other lawyers, she’s usually met with one of two responses: raised eyebrows or enthusiastic support.

Carli van Maurik

Thankfully, most colleagues fall into the latter category.

Ms. van Maurik is a lawyer with the British Columbia business law firm Whiteboard Law. She’s based in Victoria, where she honed her legal skills at one of the city’s well known firms before branching out to follow her entrepreneurial instincts.

Most lawyers eventually narrow the focus of their practice or notice that clients could be better served by a different approach. But not . . . [more]

Posted in: Practice of Law: Future of Practice, Practice of Law: Marketing, Practice of Law: Practice Management

Do You Analyze Win-Loss?

A post on the Strategic Librarians LinkedIn Group led me to the Cooperative Intelligence blog where Ellen Naylor (CEO of The Business Intelligence Source, Inc.) posted about templates for win loss analysis.

As more and more legal work filters to law firms through procurement groups, RFPs, and RFIs, I wonder about the use of sales methods in law firms. As a librarian, I worked with legal information suppliers selling information to my organization. I also sold the services of the library department to my internal clients. In my new role of process improvement, I will likely use techniques . . . [more]

Posted in: Legal Information: Libraries & Research, Practice of Law: Marketing

When a Key Partner Leaves: What It Takes to Keep Clients

When a key partner in a large law firm moves to a competitor, do his or her institutional clients tend to leave too? The answer might depend on how much internal conflict there is at the firm left behind.

Michelle Rogan of INSEAD recently published ground-breaking research of the relationships between large, multi-unit advertising agencies and client firms. These relationships are very similar in structure to those between law firms and institutional clients, where services in several areas of professional expertise are provided through personal connections developed over time.

Most of us believe that the more ties between people at . . . [more]

Posted in: Practice of Law: Marketing, Practice of Law: Practice Management

Having Fun With Nostalgic Marketing

What is it about summer that makes us so nostalgic? I spend a lot of time between June and September wishing I was hanging out with friends or family in Saskatchewan, even though I have a perfectly nice life in Vancouver. I’ll respond positively to almost any marketing message reminding me of long, carefree days when my only concern was how to sneak another piece of Saskatoon berry pie without my mother noticing.

Nostalgia has a special place in marketing and public relations. It appeals to our need for safety and security. It helps us feel connected to each . . . [more]

Posted in: Practice of Law: Marketing

The Value of Collaborative Networks

I’ve sung the praises of inter and cross-sectoral collaboration here and here in terms of addressing the gaps that exist in access to justice across the country. But recently I was reminded again of the value of collaborating within my networks of legal colleagues across the country.

Wearing my Canadian Lawyers Insurance Association risk management hat, I met last week with legal malpractice insurance program directors and staff from across Canada. This group meets in person at least once per year and I always leave that meeting with pages of notes and numerous good ideas. Our in-person meetings provide opportunity . . . [more]

Posted in: Practice of Law, Practice of Law: Marketing

Dress Down for Success

Most of us have heard it over and over and over again – you need to dress for the job or the position that you want. Silvia Bellezza et al. describe this phenomenon in the June 2014 issue of the Journal of Consumer Research,

In both professional and nonprofessional settings, individuals often make a significant effort to learn and adhere to dress codes, etiquette, and other written and unwritten standards of behavior. Conformity to such rules and social norms is driven by a desire to gain social acceptance and status.

What they don’t tell you is the exception to . . . [more]

Posted in: Practice of Law: Marketing

Are You an “Invisible”?

Do you avoid self-promotion? Do you grimace when others go on and on (and on) about their accomplishments and activities? You might be an “Invisible”.

In his new book, Invisibles: The Power of Anonymous Work in an Age of Relentless Self-Promotion, writer David Zweig explains why some people shun the spotlight while others aggressively compete for centre stage.

Quoted in an interview with Maclean’s Ken MacQueen, Zweig says that “Invisibles” are driven by “a strong sense of responsibility, a meticulous attention to detail and an ambivalence about recognition.” He adds that “they find their reward through work itself” and . . . [more]

Posted in: Practice of Law: Marketing, Practice of Law: Practice Management, Reading