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Legal Marketing & PR

Legal Marketing Blog

By Tom Kane

Post Frequency: 3.6/day

Last Entry: March 29, 2011 at 13:55:00

Promote Yourself By Promoting Others

Posted on October 26, 2010
Promoting yourself is not about you, it's about the other person. I ran across an article on the ABA Journal online where Ari Kaplan is talking about the value in promoting/congratulating others and how that can pay dividends in promoting yourself. It reminds me of the phrase attributed to Zig Ziglar; to wit: 'You will get everything in life that you want if you just help enough other people get what they want...

Legal Spending Is Down, Opportunities and Project Management Will Rise

Posted on October 21, 2010
An article in Tuesday's ABA Journal online reports that legal departments cut spending for the first time in 10 years. This is based on the Hildebrandt Baker Robbins 2010 Law Department Survey. The results are significant because the 9 previous yearly surveys showed a 5% to 9% increase each year in law department spending; whereas the current survey shows total legal spending down by one percent in the U...

Simple Referral Tips

Posted on October 19, 2010
Usually, I don't post about articles that are only available by subscription, since most readers are not going to sign up and pay to see the article. However, a recent one on LawyersUSA Online gave some pretty simple steps to increase referrals, and I thought they were worth mentioning...

Coaching or The Buddy System

Posted on October 12, 2010
What I especially like about Seth Godin is his pithy posts which plant plenty of powerful (p)ideas in my pons (part of brainstem). Okay, I didn't do that well on that one, but heck it's only Tuesday. The point is that his recent brief post about 'The Buddy System' got me thinking about a modified coaching program...

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PR Tip: Make Friends with Reporters and Editors

Posted on October 07, 2010
Developing relationships with reporters and editors is a worthwhile goal for lawyers. Your purpose is obvious. By getting to know media contacts (general, business and legal), they are more likely to call you when they need a lawyer's perspective; and there is no better way to be seen as an expert than by being quoted in a credible publication or interviewed on TV...

Mega-Mergers Might Mean More Matters for Mid-Size Firms

Posted on October 05, 2010
Sorry about that title, but the mention on the same day in AmLaw Daily News Alert of October 1, 2010 about 'preliminary' talks between Orrick and Akin Gump, and Reed Smith and Thompson & Knight (with a combined lawyer count of 1800 and 2000, respectively) struck me as odd...

Forget About Web Sites, and Focus on Google Maps

Posted on September 30, 2010
That may be a bit strong. But not too far off for law firms that market to consumers vs. corporate firms. Tom O'Leary, a law firm internet marketing consultant, reports his clients are telling him that they are doing much better with Google Local Listings than with their web sites...

Why Cross-selling Doesn't Work, But Could

Posted on September 23, 2010
There are obstacles to cross-selling that explains why law firms are so bad at it. But with the right kind of leadership and incentives, the obstacles can be overcome. It isn't easy though. When I was an in-house legal marketer, I actually saw cross-selling work – maybe 1% of the time...

A Prospect Didn't Hire You, and You're Surprised?

Posted on September 21, 2010
Okay, you met the ideal prospective client, who had a legal problem you really could have helped them with. BUT, after your conversation which you thought went well, he or she didn't hire you. What's with that? Well, according to RealPractice's Company Blog, there could be five reasons you weren't hired and their blog post provides ideas on 'how to fix it' for each...

Blogging Can Really Bring In Business

Posted on September 14, 2010
As the Greatest American Lawyer blog says 'content can drive business.' In a post yesterday, it was pointed out that the advantage of blogging is that it can benefit both the lawyer and prospective client. Demonstrating one's expertise by putting meaningful content on the Internet is a win-win...

Client Communications: What Has The World Come To?

Posted on September 09, 2010
A reporter called the other day to ask about whether client communications have changed, and what I thought about how lawyers should communicate with clients in this new age. She mentioned that in talking with some digitally savvy 'younger' lawyers, they preferred communicating by email and texting...

Client Interviews: Think Defensively

Posted on September 07, 2010
I have advocated for years the need for client satisfaction interviews as a means of keeping competitors from pirating your clients. Not only do these surveys, especially in-person ones, help to solidify the client relationship, but they let a firm know about any client dissatisfaction before the client departs for another firm...

Have You Called A Client Today?

Posted on September 02, 2010
It's 2:00 p.m. on Thursday, and Tom Peters of In Search of Excellence fame undoubtedly would like to know if you called a client today. Peters has an excellent 1 minute 7 second audio clip I ran across today. You should listen to it as well. He admonishes us to never get out of touch with customers (clients), which is easy to do...

Discover the Client's Need, Before Selling the Solution

Posted on August 31, 2010
Doesn't every lawyer do that? Well maybe not so much. Sometimes professionals are too busy talking about the solution to a problem they assume the client has, when in fact the client may not even recognize they have a problem. In other words, you can't solve a problem that the client doesn't know exists...

Respond to Reporters Immediately, If Not Sooner

Posted on August 26, 2010
The reason public relations is so much more effective than advertising is because of the credibility factor. What is said in an ad, which you pay for, is controlled by you, whereas what is said about you (hopefully in a favorable light) in the media by an independent third party is free advertising for you and your firm...

Still Not Offering Clients Alternative Fees? Beware!

Posted on August 20, 2010
If you still don't like the idea of offering clients alternative fees or value pricing options, then how about just letting the client decide how much they want to pay for legal services? WHAT!!!, you say. A pretty far fetched (or ludicrous) idea, right? Not so fast...

Has Social Media Gotten Lawyers Out of Focus?

Posted on August 17, 2010
There is a very interesting article by Anthony Green in Law Practice Today which talks about Web 2.0, Web 1.0 and social media in general. Not being one completing sold on all the hype surrounding social media, I agree with several points Green raises about the need to get back to basics...

Basic Networking Tips

Posted on August 12, 2010
Do you feel uncomfortable networking? Maybe better questions include: Do you enjoy helping friends and acquaintances? Are you a good listener? Do you like to party?? Then, you may be better at networking than you think. So, maybe it is the word 'networking' that is the culprit...

How To Improve Your Client Service

Posted on August 10, 2010
Most law firms would say, if asked, that they provide excellent client service, or at least very good service. Unfortunately, this self-assessment is not based on fact in most cases. As my friend Stacy West Clark reports, when clients were asked how their law firms were doing "most gave their firms a ‘C' grade...

Public Relations Tip: Get To Know Reporters

Posted on August 05, 2010
Getting favorable press is a very effective way in raising any lawyer's profile. And that is good for developing business. Among my top ten marketing tips, I've put 'Take a Reporter to Lunch' as No.8. This tip came to mind when I saw tomorrow's meditation in 365 Marketing Meditations: Daily Lessons for Marketing & Communications Professionals by my friend Larry Smith and Richard Levick...

Listen To What In-House Counsel Like and Don't Like

Posted on August 03, 2010
Opportunities for legal work for small and mid-sized firms from corporate counsel still exist in this economy, in fact, maybe more so due to the higher costs/fees associated with BigLaw firms. The 20th Annual Survey of General Counsel, published in the August 2010 issue of Inside Counsel magazine continues to point out what in-house counsel like and don't like about their outside law firms...

5 Business Development Tips For These Economic Times

Posted on July 30, 2010
It certainly is no secret that the buyers of legal services are closely scrutinizing the costs associated with outside law firms, especially during this economic downturn. There are two things that some firms recognize in that climate: first, there is a need to re-think their approach to developing business; and secondly, now is not the time to hunker down by reducing business development activities...

Thinking of Hiring a Coach? Make Sure You're Ready

Posted on July 27, 2010
In my almost twenty-five years as a legal marketer, the biggest drawback to success in developing business has been the failure by lawyers to follow through on the strategies they develop. I've seen lawyers make stellar efforts in planning effective goals and objectives, only then to fail for the lack of implementation...

Are Your Web Site Images Effective?

Posted on July 22, 2010
Marketing professionals have for years gotten a pretty good laugh over the too often used pictures lawyers have on their web sites (and brochures). That is, courthouses, gavels, scales of justice, law books, etc . Can't remember if I've mentioned before how boring and predictable these images are...

Can A Coach Help You Grow Your Practice?

Posted on July 20, 2010
In a word, YES. Your coach could be a fellow lawyer in your firm, or another solo (who in turn you could coach), or it could be someone else. Basically, the purpose is to engage a friendly, experienced person to offer ideas and remind you (some might refer to it as nagging) to do the things you said you would do...

Avoiding Grievances is Also Good Marketing

Posted on July 14, 2010
Now there is a 'rocket science' tip for ya. Is there any lawyer who doesn't understand that ticking off a client undermines their marketing efforts? Heck, not only will a client with a grievance not give you any more business (or referrals), but they are more than certain to tell up to 10 people what a bad lawyer and human being you are...

Top 10 Marketing Tips: No. 10 - Be Active In Organization(s

Posted on July 08, 2010
This will conclude my encore postings of my Top Ten Marketing Tips from 2005 (due to my office and family moving back to my beloved North Carolina) with marketing tip No. 10: February 26, 2005 Posted By Tom Kane Comments / Questions (1) Top 10 Marketing Tips: No...

Top 10 Marketing Tips: No. 9 - Networking With Super-Connectors

Posted on July 06, 2010
This week will conclude my encore postings of my Top Ten Marketing Tips from 2005 (due to my office and family moving back to my beloved North Carolina) with marketing tips No. 9 and 10: March 7, 2005 Posted By Tom Kane Comments / Questions (0) Top 10 Marketing Tips: No...

Top 10 Marketing Tips: No. 8 - Take a Reporter To Lunch

Posted on July 01, 2010
Due to my office and family moving back to my beloved North Carolina, my posts over the next week or so will feature tips 6 through 10 of my Top Ten Marketing Tips, especially for those who may not have been reading this blog back in 2005: March 22, 2005 Posted By Tom Kane Comments / Questions (2) Top 10 Marketing Tips: No...

Top 10 Marketing Tips: No. 7 - Write Articles of Interest

Posted on June 29, 2010
Due to my office and family moving back to my beloved North Carolina, my posts over the next week or so will feature tips 6 through 10 of my Top Ten Marketing Tips, especially for those who may not have been reading this blog back in 2005: March 25, 2005 Posted By Tom Kane Top 10 Marketing Tips: No...

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