Most law firms have a history of using Adobe’s Portable Document Format (PDF) to distribute their brochures, papers and longer written pieces. That practice matches what web usability experts have long advised: “PDF is great for distributing documents that need to be printed,” but not much more than that. The well-traveled rule is that if a document contains more than five pages of text (hint: that excludes lawyer profiles), then PDF format is worth considering.

Now, let’s throw a wrench into this. As we approach the end of 2011, many firms and their their clients are moving toward paperless . . . [more]

If you have “friended” a reporter on Facebook you could potentially see one of your “private” photos published in a mass media publication. It happened to my client.

A recent media relations campaign for one of my law firm clients revealed a new risk with “friending” reporters. One of the media releases was accompanied with a photo of a partner standing with a high profile public person. It seems the reporter didn’t want to only run the sanitized, pre-vetted photo provided by a publicist and decided to hunt for more interesting photos.

By good fortune, or bad, this reporter happened . . . [more]

In September, I attended the 18^th “Intranets for Corporate Communications” conference hosted by Federated Press. Attendees and speakers were an interesting mix of marketing, corporate communications and knowledge management experts as well as intranet consultants. The focus of the two day course was on using intranets to better maximize internal communications, breakdown silos, motivate employees, promote organizational change and firm branding. The three themes that really stood out for me were the importance of an intranet’s usability, content and role in helping to communicate change through out an organization.

Don Hameluck, a usability expert, talked about the winning formula . . . [more]

If I offered you a free means of advertising your name, profession and contact information every time you sent an email, would you leap at the chance? Surprisingly, many lawyers don’t.

I’m referring to the email signature—an electronic version of your business card that you can attach automatically at the end of an email message. It’s a neat and tidy way of letting everyone know your name, your firm, your contact information and anything else you care to add—every time you send an email message. Many lawyers still send emails without an automatic email signature. At best, this is a . . . [more]

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]

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]

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.

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]

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]

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]

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]

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]