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You don’t have to blaze new trails to succeed in content marketing. You can follow a lead created by others instead, just like BMW. BMW is taking a very broad approach, using a content strategy it claims has increased visitors to its re-launched website by 27%, reports Marketing Week. This content is described as “relevant and snackable.” Their easy-to-read pieces increase the number of those aware of BMW’s brand and products. The company’s global…
Building your brand involves time and energy, and should focus on the core values of your firm. These can be found by interviews with key personnel and clients, along with looking at the goals of the firm’s founders. This should take you in the right direction toward what you should convey to people inside and outside your firm, telling them who you are and what you have to offer, which effectively builds your brand.…
I talk a lot about the importance of empathy as a critical part of your corporate culture, your firm’s brand values, and even marketing and business development strategies. I ramble on about the need to identify the business culture and live it out loud, and set a goal to attract like-minded people to help foster and maintain that culture. I talk about this because America is going through major social and culture changes, and…
April is National Humor Month (NHM), which not coincidentally kicks off with April Fool’s Day. NHM was founded in 1976 by author and humorist Larry Wilde with the goal of raising awareness of the therapeutic and restorative benefits of joy and laughter. The more you know … am I right?! For me, every month is NHM — that’s just how I roll. And typically, my sense of humor (often dry and self-deprecating) weaves seamlessly into…
As marketers, our ultimate goal is to help you, whether with obtaining more clients, attracting clients with specific needs or even spreading the word that your firm is a great place to work. We have a number of tools in our toolbox to accomplish these goals, including: Public relations Content marketing Competitive analysis Business development consulting These methods were once seen as independent of one another, but due to improved technology, increased competition and new…
Frustrated by negative online reviews? Does it seem that people only voice their opinions when they have something bad to say? Managing online reviews is a tricky business. As professional service providers, our reputations and trustworthiness are essential for bringing in new business and nurturing existing clients. Negative information online can lead to a serious backlash to your reputation and a damaging impact on your bottom line. Studies show that 91 percent of people regularly…
How many of the following have you tried as a marketing initiative or the next big client attraction tool? Social media Directory listings Print, radio and TV advertising SEO Unique website Educational programming and events Client appreciation events Speaking Association sponsorship Conferences Begging Groveling SuperBestOver-RatedTopLawyer Awards publications While any of the above (or a combination) may work, chances are that you’re spreading yourself thin and looking at a very daunting marketing plan if you are…
In March 2018, Mark Wyatt and his financial backers, Inflexion, acquired the legal rankings giant Chambers and Partners. Soon after the acquisition of Chambers, Wyatt and his team set out to understand who uses the Chambers rankings, how they use the rankings and what else they would like to see the business develop. Several clear themes arose: law firms would like more transparency between the research staff and the attorneys/firms; general counsel are using Chambers…
In the ever-changing marketplace, playing it safe is not an option. If you’re waiting for the other person to make the first move, then you’re always going to be a follower instead of a leader. Today, marketing is all about innovation, and innovation requires taking informed risks – and your risks shouldn’t be coordinated in a vacuum. If you create a diverse team of thinkers and doers, and apply a marketing strategy that is based…
Lessons for Professional Services Firms, Part 2 In Part 1 of this series, my colleague Michelle McCormick wrote about the challenges inherent to marketing a professional service such as law, accounting, finance, medicine and dentistry. Without retail products to sell, these professions are judged by more-intangible assets such as knowledge, client service, experience and reputation. Differentiating one organization or professional from another can be challenging for consumers. It’s easy for a consumer to research online…