Lawyers typically dread attending events like annual bar association fundraisers, CLE conferences — or any gathering where there will be a large number of attendees. In short, they dread the type of event where their “working the room” skills are put to the test. To make connections that bring in new clients, though, you have to spend plenty of time outside of your office — and, sometimes, your comfort zone.
So let’s debunk a couple of erroneous assumptions about these events. … READ MORE
The Friday Five
The winter holidays draw nigh. The time has come to gird those loins and make provision for the long and breathless marathon ahead. To that end, this week’s Friday Five is dedicated to the proposition that, “He who is best prepared can best serve his moment of inspiration.” (Thank you, Samuel Coleridge!) No matter what or how you mean to celebrate, or what social activities are on your season’s plate, tuck into this feast of useful wisdom for work and play from the Attorney at Work archives. … READ MORE
Paying for website traffic is a great way to get into the world of online marketing because it can instantly bring prospective clients to your website. That can help get the phone ringing now, while you take time to develop other online marketing strategies, like search engine optimization, that will keep the phone ringing for the long haul.
The challenge with paid online advertising for your website, however, is sorting out — and managing — an unlimited number of opportunities, ranging from “set and forget” options to extremely detailed bid management systems that take daily oversight. Not every option is a good choice for every attorney. You need to figure out what will work best with your budget and time. … READ MORE
Ask the Experts
In this edition of “Ask the Experts,” Holli McVean, office manager at Carscallen LLP, and a member of the Association of Legal Administrators, has great advice for getting all the information you need — efficiently and politely — from cold and warm calls.
Question: What’s a good way to handle calls from salespeople? There are too many asking me to listen to their pitch, and not enough time to see them all. Yet some may have products or services we need. … READ THE ANSWER
Marketing and Advertising
I’m frequently asked how much a law firm — especially a small law firm — should spend on advertising. The cost of advertising will differ for every law firm, of course. Advertising costs will be based on the firm’s location and size, and even practice areas. Competition and target audience also come into play. Given all the variable factors, costs can be difficult to estimate.
There is, however, an action every firm can take to gauge the effectiveness of its advertising. Just ask one simple question at every initial client meeting … READ MORE
Play to Win
I have long believed that one of the most effective ways to build business is to build communities. And, with the popularity of social media, this view has only been reinforced.
Seth Godin, the popular author and speaker, uses the term “tribes.” He says human beings have always been part of tribes, which he defines as follows: “A tribe is a group of people connected to one another, connected to a leader and connected to an idea. A group needs only two things to be a tribe: a shared interest and a way to communicate.”
How does this concept translate to your marketing and business development activities? In myriad ways! Here are but a few examples … READ MORE