Legal Marketing Blog

Navigating the Turbulent Waters in an Evolving Legal Marketplace

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Do something every single day, has been my mantra for many years. Why, because it’s much easier to commit to small tasks. And those small tasks can accumulate and become a tidal wave. As the saying goes, How do you eat an elephant…one bite at a time. That is what business development can feel like… eating an elephant! It doesn’t have to feel that way if you do something every single day. So here is…
First—was 2018 what you imagined it would be? Oh, you didn’t really think about what you wanted to accomplish in 2018? You just went where the crisis-of-the-day lead you? From one overwhelmed day to another. Then when it was all over and you looked around, there was nothing in the pipeline? Panic set in and you got out there to get the work to start flowing again. Month after month it gave you a sinking…
Most lawyers focus their marketing on the wrong person – themselves. Legal marketing, often, is all about the lawyer. His or her experience, qualifications, education, etc. But the best marketing isn’t focused on the lawyer. It’s focused on the client.  Instead of talking about yourself, your marketing should show your prospective clients how you are going to make their lives better. How you’re going to help them achieve success and/or avoid disaster. How you’re going to help…
My colleague, Paula Black has launched her 5thbook. This one is in audio format, and consists of 26 fascinating stories. It’s entitled A Lawyer’s Guide to Creating a Life, Not Just a Living.  It contains great advice from lawyers ranging from a federal judge to government officials, and lawyers of all stripes and size law firms. The storytellers talk about their legal career paths and its effect on their lives. It also has advice from such…
Below is an email that I originally sent to our clients and prospective clients at Spotlight Branding. I wanted to share it on this blog as well – I hope it’s helpful! [Poolside in Orlando] So I’m sitting by the hotel pool in Orlando. I’m here for a marketing conference featuring Dan Kennedy and we’re on break right now. But I’m writing this post right now with a lesson that has nothing to do with…
Relationships are critical when it comes to business development. That’s why so many lawyers spend time networking and building relationships. But there’s something that a lot of lawyers don’t seem to pick up on… which is that creating a great first impression isn’t enough!  We’ve all been there – a great conversation with a potential referral source at a networking event. There’s great synergy, you really hit it off, and you leave excited by the connection…
The lawyers I work with often lament that they never have time for business development. But, is that really true? We have all been there… needing to do two or three things at once or having to do more in a day then is humanly possible. We seldom examine how we are trying to get things done. Nicolas Cole a contributor to Inc.com took a look and found that it just might be our habits…
Smart marketing starts by focusing on your existing assets and resources. What do you already have in place that you can do a better job of leveraging? For most lawyers, the first item on that list is their network – their relationships. Your network of current clients, past clients, colleagues, supportive family and friends, and others is a valuable asset that holds the potential for significant growth. But when you talk to most marketing companies – especially…
Chances are this is how you’re networking, collecting business cards that will remain in your pocket until you wear that jacket again. Instead, you could be building relationships that really matter? Let me ask you. Do you look at an event on your calendar and think… I would give my right arm to just go home rather than this event? I hate smiling and acting as though I’m interested in what anyone is saying. Actually…
Over the past seven years at Spotlight Branding, we’ve worked with hundreds of lawyers across the country. In that time we’ve had literally thousands of conversations with attorneys. And one of the things that jumps out at me, looking back on those conversations, is how often marketing decisions are driven by tools instead of strategy. Quite frankly, I don’t blame lawyers for getting this backward – it’s our fault, collectively, in the marketing world. So…