Law firm marketing comes in two flavours.
Categories
The Battle of the Brands
Tag: businessdevelopment
Categories
Pay For Play
A friend of mine, who I will call Bill, was named as a Best Lawyer. Bill is a sole practitioner in a narrow specialty, and I am inclined to believe that having his peers vote him that award is meaningful. Unlike some of the multitude of lawyers in large firms who won similar awards, Bill did not have hundreds of colleagues to vote for him.
Unfortunately, you will not find Bill’s name in the online directory of Best Lawyers because he declined to pay the minimum fee of $1,595 per year (supposedly reduced from $1,850).
I speak to a number of newly called lawyers looking to secure a job as an associate.
I tell these applicants that they should be ready to answer a question about business development. Here are my tips:
Categories
Being Brilliant is Over-Rated
Way back before the cell phone, we had a telephone in our reception area for clients to use. At the same time, my doctor had a sign in his reception area advising patients that the doctor’s phone was for his staff’s use and clients could use a payphone in the lobby. The difference? We lawyers had to market ourselves to find clients and then convince them to pay our bills. My doctor worked under a government health care system and did not have to worry about either of those things.
Categories
Hawkers and Hookers
In 1971, Xaviera Hollander published her first book titled, “The Happy Hooker: My Own Story.” It sold twenty million copies.
“According to most studies, people’s number one fear is public speaking. Number two is death. Death is number two. Does that sound right? This means to the average person, if you go to a funeral, you’re better off in the casket than doing the eulogy.” Jerry Seinfeld
Early in my career I spoke to a group of lawyers about opinion letters. I was awful. I read the entire presentation, which was chock full of technical details, and bored the audience to tears. To this day, if I close my eyes, I can still hear them snoring and crying at the same time.
I was a super-fantastic lawyer. Really, almost everyone says so. And yet, there were a few clients who did not appreciate what I did for them or what it cost to have me do it. Luckily for me, during most of my career Google Reviews were not much of a thing. And until they were, those few and far between ignorant and unappreciative ingrates who did not like me did not have much of a public forum for spreading their lies.
Categories
Call ME, Maybe!
There once was a law firm which marketed itself as being a team of lawyers with deep expertise in different areas of the law who worked together seamlessly to deliver the best possible outcomes for the clients. Let’s call them “Super Team Lawyers.”
Super Team compensated its lawyers for bringing in business by awarding origination credits to the lawyer who introduced the client or referral source to the firm and paying them a percentage of their originating credits.
“Either you follow-up or you fold-up.”
Bernard Kelvin Clive
I recently observed a law firm doing some impressive online marketing. At the same time, to quote Shania Twain, when it came to the follow-up, “that [didn’t] impress me much.”
Here is my story:
I was doing a bit of research, hoping to find an answer to a legal question to solve a personal issue. I quickly came across a great website for a boutique firm which appeared to have all of the expertise that I need. Great articles, videos with a lawyer who has personality plus, and the offer of a free discovery session. Clearly this firm had the expertise that I required to solve my rather discreet problem.
Categories
Bah, Humble
I spoke to a young lawyer the other day who hails from another country. I will call her Natalie. Natalie explained to me that where she comes from, the culture is such that self-promotion is frowned upon. In her country, people do not think much of braggarts and blowhards. They respect people who are humble.