Currently Browsing "Legal Marketing"
Selling What No One’s Buying: The Problem of Irrelevant Differentiation
I’ve had the opportunity recently to review several marketing campaigns undertaken by a range of midsize to large law firms. These campaigns ran the gamut from mass-market advertising to multimedia publications to targeted client awareness efforts to law student recruitment blitzes, and they all appear effective to a greater or lesser extent. What struck me, however, was that many of… more »
The Cure for Text by Infographic
On Slaw.ca last week, Allison Shields talked about some of the reasons lawyers might want to use infographics as part of their marketing strategies this year. Alison makes some good points about why infographics have been such a welcome addition to the marketing landscape over the last few years, and why they’re well suited to lawyers’ marketing activities: “Lawyers… more »
Creating Demand With Lawyer Advertising
“Advertising is the art of making people unhappy.” I read that definition, purportedly a quotation from a modern French philosopher, several years ago, and it’s stuck with me ever since. The way to sell something, this theory goes, is to create in your audience a sense of inadequacy, a belief that they lack something important and that their lives are… more »
Distributed Publishing Opportunity #2: Social Media
This is the latest post in a series on distributed publishing for lawyers and law firms. You can see the intro post here, and last week’s topic, blogging, here. Now, onto our next distributed publishing opportunity…
Social Media
For more than a century, newspapers, radio and television have dominated public discourse, to the point that we collectively think of them as… more »Distributed Publishing Opportunity #1: Blogging
Over the next couple of weeks I’m going to get into the specifics of four different tactics of taking publishing beyond the firm website. As discussed last week, publishing in a variety of online locations can benefit both content distribution and search engine exposure, but it’s important to find the right fit for each lawyer. In today’s post, we’ll… more »
Your Future Law Firm Domain Name
Tired of limited .COM domain options? ICANN has started towards solving that issue by announcing the applicants for a bunch of new generic Top Level Domains (“gTLD”). Today was the “reveal day” for finding out which companies paid the $185K registration fee to grab everything from .PARIS to .WALMART. There were 1,930 applications in total; a copy of the… more »
Thoughts on Law Firm Photography
I don’t claim to be much of a photographer, myself. But I do have a rather odd recurring theme in my life with regard to the profession and working with the end product. It started many years ago helping out in my father’s photography business, where I ran around as a teenager schlepping power cords and photo lights. In undergrad,… more »
The problem with lawyer advertising
The perils of “non-lawyer” ownership of law firms have been widely documented in recent months, and whether those perils hold up to scrutiny or not (my position on that question is fairly well established by now), these models already exist in the UK and will eventually spread to other shores. But even in jurisdictions where lawyer control… more »
101 More Law Firm Taglines – 2012 Edition
Back in 2009, Stem Legal published our list of 101 law firm taglines. At that point, many online pundits were quick to point out the terrible ones (no need to name names) as well as some rare gems that seemed to fit their firms well. Are law firm taglines still valuable? It’s a good question. Some are indeed terrible,… more »
Calling All Law Firm Taglines!
We’re busy putting together the 2012 edition of our law firm taglines list (see our 2009 edition here) and need some help from you, our dear readers.
Does your firm currently have a tagline? Do you know of a great one – or one that’s the pits? Good ones, bad ones, we want to see ‘em all –
Google+ Search = Brand Monitoring for Law Firms
Two announcements regarding Google Plus came out yesterday: 1) Google+ is now open to the everyone, and 2) searching for public posts is now possible. The second item should be of great interest to many law firm Marketing Directors. Think: ‘brand monitoring’. If you’re responsible for tracking mentions of your firm’s lawyers or the firm’s name online, this… more »
Be remarkable: Online marketing for the smaller law firm
Lawyers in small law firms sometimes like to poke fun at their large-firm competitors by calling them “dinosaurs.” While there’s some truth to the comparison, it’s also worth recalling that the dinosaurs had a pretty good 200-million-year run and would still be around but for that asteroid. Size might not be everything, but it’s still a lot, especially in a… more »
Law firm branding, social media, and strategy
My newest column in The Lawyers Weekly looks at the issue of law firm branding in the online context. Branding, as I use Pixar to illustrate, is the ability to deliver a consistent and identifiable experience to one’s customers, something that very few law firms have managed to pull off. (On purpose, anyway; more than a few firms have… more »
What can Google+ offer law firms?
It took me a while to gather my thoughts on Google+ and the potential benefits for lawyers and law firms. Every few days, I would drop a few more ideas into a draft email; with the intent of eventually writing a post here at LFWS. Then last week, our friends over at Attorney at Work were kind enough to… more »
Explaining social media and why it’s ideal for lawyers
It’s probably an understatement to say that the nature and impact of social media are not yet fully understood within the legal profession. So I want to try making two points in this article. The first is to explain to lawyers what social media actually is. The second is to go much farther and demonstrate that, at least in one… more »
