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Archive for the ‘Legal Marketing’ Columns

Why the Olympics Had Me in My Feels About Collaboration

“I’m glad I didn’t win it in an individual [event] because this just makes it 10 times sweeter knowing that I’ve accomplished this history with girls that are also making history.” – Penny Oleksiak, Canada’s Most Decorated Olympian

The 2020 Tokyo Olympic Games were full of lessons – ones of perseverance, patience, and teamwork. There were countless stories of teams having to adjust training schedules, transition to virtual coaching, manage endless health and safety rules, and more. Watching them rise to the occasion was inspiring and had me thinking about some of the obstacles that my own marketing and business . . . [more]

Posted in: Legal Marketing

Back to the Office

As I write this, there is a very positive look on where we will be in September. Many firms are looking to a new hybrid work model. Companies are doing the same albeit maybe a little later in the year. We have gone from jokes about touching our faces, to complete lockdown, to a progressive work environment many have been asking about for years.

What does this mean for your relationships with clients and co-workers? No longer will you have to meet on Zoom. It will be possible to meet for a coffee. Once again you may “bump” into someone . . . [more]

Posted in: Legal Marketing

Is Remote Work a Thing Now?

My son recently announced that the small law firm website design company he works for will be giving up their trendy office space in Vancouver’s Gas Town and permanently moving to a remote work environment. He was ecstatic, as he LOVES working from home. But my husband (a school teacher near retirement) insists that most workers prefer the sociability of a traditional face-to-face workplace and that despite expert predictions, remote work won’t be a serious thing after the pandemic. It made me wonder where law firms might fall on the scale. (I learned that the answer has significant marketing, HR, . . . [more]

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

Strong Relationships, Strong Foundation for Success

I often think about how my role as a legal marketer draws a lot of similarities to the role of a lawyer. Legal marketers are driven by clients, are relied upon for our unique expertise, and our success is tied to positive outcomes and results. But, perhaps the most significant similarity is the simple idea that if you can build strong and trusted relationships with your clients, it can mean the difference between an ordinary career and one that truly thrives.

I canvassed some of my colleagues about how they perceived relationship building in our industry and how, in practice, . . . [more]

Posted in: Legal Marketing

Small Talk Is Coming Back

Over the past year, have you noticed your ability to chit chat has changed? Those conversations you have with someone in a store, with a server at a restaurant, or at a dinner party have all but gone away. Small talk is an important workplace skill that has many benefits. Yes, we are connecting with people virtually, but those conversations are different than when we are in person.

There have been many studies on the effects that the pandemic has had on people’s social skills. From a business development perspective, our ability to connect with clients and prospects is a . . . [more]

Posted in: Legal Marketing

Why Law Firms Should Care About $26m Digital Art

In March of this year, artist Mike Winklemann, AKA “Beeple”, sold a compilation of digital art for $26m through Christie’s. The artwork was comprised of 5,000 images, created daily over a 13-year period. Unless your firm is planning on investing in digital art anytime soon, why should law firms care about this sale? Because whether you are a Managing Partner or a Marketing Director, business strategy is about identifying important shifts in the marketplace BEFORE they are entirely relevant to your current business processes so you can determine if and how they might affect you and your client base in . . . [more]

Posted in: Legal Marketing, Practice of Law

How Focusing on Small, Consistent Activities Can Generate Big Opportunities

I saw a version of this poster on LinkedIn a few months ago and it immediately resonated with me. I suspect many of my legal marketing colleagues would feel the same.

I often hear from lawyers that it’s difficult for them to find the time for marketing and business development and that they don’t know where to start. My response is almost always the same – start small, keep it simple, and focus on your strengths.

START SMALL

Or in other words, figure out what you can do in 0.1 (six minutes)

  • Get online – Make a habit of using
. . . [more]
Posted in: Legal Marketing

A Year on – How Has Business Development Changed?

For those of us that use Facebook, one of the fun features is Facebook Memories – those tidbits we posted or reacted to over the years that remind us of moments in time. A year into the pandemic, it is interesting to look back at our reactions to COVID-19 at the early stages. A lot has changed during that time: Zoom is now a household name; there have been fun viral moments like “I am not a cat”; and unfortunately depressing news about death and job losses. In many ways our priorities changed as we watched this unfold on the . . . [more]

Posted in: Legal Marketing

What Law Firms Should Focus on Next

Despite hiccups on vaccine receipt and distribution, we now know that by the end of the year, there’s a very good chance we’ll all be back to normal. That means there’s still another considerable block of time to get through first. We don’t want to be in either survival or neutral mode forever. So as we finish weathering this storm, what should law firm strategy look like for the remainder of 2021?

First and foremost, stick to your longer-term strategic plan. The point of a strategic plan is that it helps to guide a firm through the goods times, and . . . [more]

Posted in: Legal Marketing

How to Write a Book as a Business Development Tool

Anyone that has followed me over the past 15 years knows that I am a firm believer in the power of writing a book for business development purposes. In my view, it is a big audacious business card—period! If written as a business development tool—it lets prospective clients inside your world and how you think. It is a strong credibility builder since “you wrote the book on the subject.” Over the past 15 years, I have written 6 books, which have led to millions of dollars in revenue. But NOT in book sales. Yes, I have been an Amazon bestseller, . . . [more]

Posted in: Legal Marketing

If You Do Good Work, People Will Just Send You More Work, Right?

We have all heard that the reward for doing good work is more work but there are a lot of factors that contribute to a client sending you more work and for being a strong referral for you.

For starters, we need to understand that the client that sent you the work in the first place is not focused on you. They are focussed on their own business and their current issues. Hard to believe but it is true. By actively staying in front of your clients and empathizing with their needs, you will ensure they do think about you, . . . [more]

Posted in: Legal Marketing

What Law Firms Should Focus on in 2021

Over the years, I’ve had the honour of being invited into many law firms to examine and make recommendations on their strategy, structure, practice areas, compensation, management, leadership, and marketing.

My initial advice is always the same: start with a strategic plan so you understand your long-term goals before you attempt any short-term implementation. But aside from this, my advice tends to move quickly to ensuring the right people are doing the right things. This might require some process or structural re-organization within the firm but the end of the day it all boils down to one thing: establish and . . . [more]

Posted in: Legal Marketing, Practice of Law