In legal as in all service-based industries, client feedback can be a powerful tool that shapes a firm’s reputation and play a significant role in the firm’s success. We often look at feedback solely from a client perspective and how we can improve that client’s experience; we may be missing out on trends that our clients share. When we look at feedback at a macro level, there is information we can take away for prospects, management, competition, and clients.

For prospects:

Client feedback reflects a law firm’s general performance. Positive testimonials and reviews contribute significantly to building credibility, and potential . . . [more]

One of those old truisms that floats around, no less accurate for its long tenure: everybody likes buying stuff, nobody likes being sold to.

It’s a seeming paradox – you’d think that buying and selling would be a perfect match. Except that lots of the time, the selling being done is terrible and gets in the way of what would otherwise be a pleasant buying process. See also, buying literally everything online so you don’t have to interact with a salesperson.

Stuff happens in our brains when we shift into sales mode: the other person (the prospect… how’s that . . . [more]

This year, I checked an item from my bucket list. I went to Monaco to attend the Formula 1 Grand Prix. For race fans, Monaco does not typically offer the best racing on the calendar (fortunately, this year, it had an exciting ending), but there is an allure that has pulled fans to the Mediterranean for the last 80 years. I bookended the summer with a trip to the Brighton Speedway in eastern Ontario to take in an evening of dirt track racing, including the ever-popular min-van race. You could say the very opposite of Formula 1.

At one extreme, . . . [more]

I have been lucky enough to work with executives who understand the power of quality communication. Whether running a single office or multiple international locations, staff want to understand what their leadership is thinking. Leaders who lean into communication programs tend to have significantly higher approval ratings, their companies have less turnover, and employees feel they are part of a growth plan.

Over the years, we have seen a fundamental shift in the willingness of executives to share. Knowledge is power has evolved to having and sharing knowledge being the cornerstone of reputation and influence, and therefore power. Long are . . . [more]

A desire to redo my living room has caused me to become addicted to reality TV programs involving design. And to prove that you can learn about business from virtually anywhere, here is an important lesson I learned from “Making the Cut” (if you can believe it).

“Making the Cut” is a clothing design contest that begins with a number of accomplished, talented designers and through competition, whittles them down to two or three finalists. These compete in a full runway show where they must present an entire collection, this last task generally undertaken in a three-day period.

Judges can . . . [more]

As new technologies change how we create content, they also change how we absorb information. While content marketing is a significant tool to build relationships and create an online presence, what technology has changed, and we need to be in front of, is the way audiences consume content and the value that is added. More so than ever, clients expect more dynamic forms of communication that deliver meaningful interactions.

How we generate and share content has evolved from the early days of writing articles for newsletters and magazines to interactive publications with podcasts, webinars, live-streaming events, and virtual reality experiences. . . . [more]

You might have heard of the online game, World of Warcraft. It has 8 million players in any given month. On September 13, 2005, the game became infected with a blood plague. It was started intentionally by the game designers and was to have been restricted to a particular area of the game. But somehow, it got out and in no time, was killing off everything in site, including characters that players might have spent years building up.

The game developers and members of the community attempted to slow the spread by warning other players to avoid certain areas of . . . [more]

At a recent legal awards gala, one of the categories that caught my attention was the boutique law firm of the year. As we know, a boutique firm focuses on a specific area of practice, such as intellectual property, tax, or environmental law. Unlike firms that offer a wide range of legal services, boutique law firms provide a more narrow and specialized area of expertise.

The part that caught my attention was the scale of the firms up for the award. Firms ranged in size from under three lawyers to firms with over 100 lawyers. The focus of the award . . . [more]

ChatGTP has been making headlines as one of the “smartest” chatbots on the market. It is easy to use and free to use. Simply come up with a topic or have it come up with one for you based on what is trending then sit back and let ChatGTP draft your next article. If it is that easy should lawyers be using it when developing marketing content?

In reality, no, lawyers or anyone that is creating legal content should not be using AI exclusively. ChatGTP has not passed a bar exam after all so it cannot provide legal advice or . . . [more]

This is the second of a two-part series regarding Associate churn. My earlier post focussed on the Associate. This one focuses on the law firm.

The other day, an international client of mine thinking about re-entering the Canadian marketplace asked me why there was so little loyalty in Canadian law firms these days. He was referring to the amount of lawyer churn in most law firms. I don’t believe this issue is limited to Canadian firms, but the question made me think back over my past 30+ years in law firms and how things have changed.

What’s the Value

Marketers can move very quickly, embracing change, and often need to drag lawyers kicking and screaming. There are a number of trends that have evolved over the past few years that continue to have prominence in the industry. Firms that embrace them are moving further ahead of the rest.

1. Content marketing
   This is still a great way to get your name out and the benefits are many. However, if your clients don’t have time to read long case updates, give them a short highlight video instead.
2. Social
   Use social as a client retention tool, highlight what your clients are doing

I have always looked beyond our industry to see what is working in other industries and if there are ways to incorporate their ideas into our practice. Often this means considering other professional services industries but I find that looking beyond what may seem like a natural connection can provide surprising opportunities.

With that let me say, I have been Formula One fan for a long time and it recently struck me just how similar law firms are to F1.

There are 10 teams in F1, with each falling into one of three distinct groups. The leading teams (Red Bull, . . . [more]