At a recent Legal Marketing Association Annual Conference panel in New Orleans, one line stood out: “Don’t write about the law. Write about the people it serves.”
It may seem like a simple idea. But it’s one that highlights
Latest from Jaffe Blog
How Cultures Built on Humanity and Authenticity Become Competitive Marketing Advantages for Law Firms
This article was originally published by Legal Management, the magazine of ALA, on April 10, 2026. Download the PDF here.
Law firms spend enormous amounts of time focusing on strategy, financial performance and client development. Yet one of the
8 Weeks Out: How Elite Firms Leverage Chambers Embargo for Strategic Gain
If there’s one thing both legal marketers and attorneys can agree on, it’s that when it comes to Chambers, everyone wishes there was more time. More time to gather matters, more time to edit submission drafts, and more time to
One Shining Moment: How Law Firms Win Pitches and Advance Through the BD Bracket
Every March, millions of people fill out NCAA tournament brackets convinced they’ve cracked the code. But by the end of the first weekend, most of those brackets are already in shambles.
Unfortunately, this article won’t help you win your office
Biz Development Tip of the Month: Team Up With Marketing
This article was originally published by Law360 on February 23, 2026.
Attorneys are often aware that they need to “do marketing” to build relationships and a solid book of business.
But who has the time? Associates and junior partners often
The Lawyer’s Guide to Getting Into the Media
For a lawyer, getting into the media can boost your reputation, validating your expertise and capabilities. It can set you apart when you’re seeking an edge in a competitive market or vying for partnership in a crowd of associates.
Journalists
The Law Firm Marketing Playbook: How Champions Reset and Adapt
The work began long before the first play.
The coaches were hired. The players were drafted.
The teams were smart. They had grit and they worked hard.
Nonetheless, most teams didn’t make it. Only two remain to face each other
The Lawyers’ Guide to Writing Articles for Google’s AI Overview
Attorneys and law firms understand how important web search is for attracting business, but AI has changed how web search works. Where search engine optimization (SEO) used to be the gold standard strategy for boosting web sites to the top
To Publicize or Not to Publicize: How Attorneys Can Tell Their Stories Ethically and Effectively
Some lawyers love the spotlight. For others, discretion is the bedrock of good client service. Whatever an attorney’s personality and style, sometimes storytelling is essential for winning a case in court, or in the court of public opinion.
Legal cases
Should Attorneys Make Public Statements? Taking the Temp on Taking a Stand
In the U.S., attorneys and law firms have noticeably retreated from making prominent proclamations about social issues. Within the past six years, we’ve seen a whiplash backlash against taking a stand. It’s not that law firms aren’t sincere about certain