Harrington Communications

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Countless lawyers and law firms have dived head-first into podcasting to leverage one of the fastest-growing content platforms in the world. If you are among them, congratulations! But now comes the hard part. Growing your audience, avoiding the “podfade” phenomenon, and generating returns on your investment quickly become priority one. After all, you likely set ambitious goals and strategic objectives that need to be met, and the only way to do that is to keep building…
This article originally appeared on JD Supra. According to the 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study, 55% of B2B decision makers use thought leadership “as an important way to vet businesses they’re considering working with.” This finding makes sense in light of a recent study conducted by Gartner, a leading B2B research and sales training firm, which determined that buyers of sophisticated services make it 57% of the way through the buying process…
This article originally appeared on Attorney at Work. “Thought leader” is a moniker the market should assign to those who earn it, not something that should be self-proclaimed. The best thought leaders, like the best business leaders, have a clear point of view and are selfless. They share their ideas and insights because they feel compelled to do so. Their desire to make an impact and foster change results in them casting a vision…
Imagine a world without competitors. A reality without RFPs. Consider what your business development efforts might look like if the process of converting a prospect to a client were a mere formality. How would your life change? What “sales” drudgery might you feel confident in eschewing once and for all? No, I’m not describing an unreachable Eden that exists only in one’s wildest fantasy. I’m asking lawyers to embrace the notion that they can elevate…
This article originally appeared on Attorney at Work. I live in Traverse City, a small town on the shore in northern Michigan. In the summer, we swim in Lake Michigan. In the winter, we hit the slopes. If I want to keep my beer cold at the beach, I buy a Yeti. If I want to keep my body warm while skiing, I buy North Face. I don’t shop around for the lowest-price cooler…
This article originally appeared on JD Surpa. If “Podcasts are the New Black for Law Firm Business Development,” as has been argued, there is no time like the present for legal marketers to get en vogue and launch their firm’s audio thought leadership into the arena of ideas. Everywhere you look, research and data keep pointing to the same new reality: Decision makers are increasingly turning to audio formats to consume content and…
The old trope that “clients hire the lawyer not the law firm” still holds true, but it’s the lawyer’s expertise, not personality, that clients care most about. Sure, all else being equal, a client prefers to both trust and like their lawyer. However, between the alternative of an affable generalist and a curmudgeonly expert, the client will opt for results rather than rapport every time. It’s no longer (if it ever was) a relationship game,…
This post originally appeared on Law.com Most lawyers, regardless of their experience level, should be more focused on business development. At most firms, having a book of business (or at least demonstrating a strong ability to develop one) is a prerequisite to making partner. When you originate client work, it increases your compensation. You enhance your ability to move laterally. Most important, having clients allows you to have greater autonomy over your career and personal…
A clear message we heard from the legal marketers we surveyed earlier this year is that the number-one challenge facing the marketing departments at law firms is “getting attorneys to product content.” My hunch is that baked into that challenge is a limiting belief on the part of attorneys that their content will go unnoticed or that it will fail to generate the requisite return on their investment in time and effort in order to…
Thought-leadership marketing will play an increasingly important role in law firm marketing and business development in 2020. Producing and publishing high quality, relevant, and engaging thought-leadership content is the best way for lawyers to authentically and effectively position themselves as experts to those competing in the industries they serve. A lawyer may be an expert, but unless they share that expertise in the marketplace of ideas, their expertise won’t be visible. As a result, their…