Latest from Jaffe Blog

Zach Warren is the editor-in-chief of Legaltech News, ALM’s outlet devoted solely to technology in law. He has been with Legaltech News since 2015, exploring the intersection of law and technology, and writing and editing features and daily articles. Before that, Zach worked at InsideCounsel magazine and the sports analytics startup numberFire. He currently lives in Minneapolis,  and received his undergraduate degree from Northwestern University and an MBA from the University of Minnesota. We recently…
When marketers mention advertising these days, they are usually talking about digital ads, such as paid social, paid search and display advertising. But this is the legal industry — a sector where tradition remains strong. Part of this tradition is print advertising. Law firm print ads run in a number of publications, from daily and weekly newspapers to professional association publications. While the overall number of print opportunities has shrunk over the years, there still…
On May 25, the Texas Supreme Court signed an order approving and adopting amendments to the Texas Disciplinary Rules of Professional Conduct and the Texas Rules of Disciplinary Procedure, effective July 1. This was the first update to the rules in more than a decade. The Texas Disciplinary Rules of Professional Conduct define proper behavior for purposes of professional discipline. Advertising is covered in Rule 7 — specifically, Rule 7.02: “Communications Concerning a Lawyer’s Services,” a go-to source…
When it comes to marketing a law firm, how do you differentiate your firm’s identity from others in the market? It’s not your full-service scope. Countless law firms claim to have all the practice areas a client could ever need. It’s not the quality of the attorneys. No firm would boast that their lawyers are the second-best in their region or area of practice. What truly separates a law firm from the pack is its…
Simple and cost-effective ways to help your firm harness the power of competitive intelligence “You have to start with the basic premise that you need to know what your competition is doing.” — Guy Kawasaki Everyone has worked (or does work) with partners who see what their peers at “the other” firm are doing, and come to the marketing department to demand that the same be done at their firm. But these anecdotal comments are…
When we think of business development, we usually envision a large gathering, like an industry conference, where attendees are tasked with making their own introductions. While this can be the perfect environment for a natural extrovert, those who lean more toward introversion probably shudder at the thought of being forced to talk to strangers.  Fortunately, networking at in-person events is just one way to conduct business development. There are many avenues to drumming up new…
Jaffe’s Newsstand has previously addressed how a winning business development strategy starts with a collaboration of ways to raise awareness while building and fostering relationships. The most-successful PR & BD campaigns include a mix of media relations, bylined articles, social media, rankings and lists, blogging, podcasts, videos, and speaking at events. Law firm content, whether verbal or written, has to affect the relationship. As marketers, we want to ensure that our communications are effective,…
The Pride celebration has an amazing history, rooted in the work of many fearless individuals who understood the importance of freely expressing one’s authentic self, even if that self-expression was often met with hate and violence. These trailblazers understood that love is love and that society is a collage, one that is made more vibrant when you allow everyone to contribute their unique color and sparkle. Today, we remember those fabulous warriors who came before…
If you’re an avid user of any of the major social networks, chances are you’ve noticed an increase in popularity of a certain kind of user-generated content: a type of post that appears for a limited time before disappearing into the ether. Referred to as ephemeral media, this content has yet to be fully embraced by the legal marketing profession, probably because its use can be confounding. However, with a little creativity and discipline, ephemeral…
How is your law firm emerging from COVID-19? Is it getting back to business, same as before? Or perhaps with a few adaptations to accommodate more work-from-home preferences? Was the pandemic a massive disruptor to the firm’s revenue? One thing we know for sure: Your law firm should not be the same now as it was before. Our world certainly isn’t. Costs have skyrocketed for lumber, cars, new homes, computer chips, air travel, restaurants, entertainment…