Legal Marketing Play to Win

The more I conduct client feedback interviews, the more I realize how few quality contacts lawyers make with their clients outside the substantive legal work being done. The number of times clients fumble for the name of a lawyer who is actively ...

As the new year approaches, a lot of firms ask their lawyers to prepare annual business or marketing plans. Even without that structure, it makes sense to take a step back to reflect and assess what has worked, what hasn’t and what should be ...

Much has been written and said about the value of forming client teams, but a recent conversation made me realize not all lawyers understand what that actually means.

In a coaching meeting, a young partner was unenthusiastic as we discussed potential marketing and business development activities. It was clear he was troubled, so I asked what he was thinking. His response: “Am I better off being a really good ...

After each recent Supreme Court ruling, I noticed a common pattern. Certain law firms would send an alert within hours, advising readers of the decision. Over the days that followed, other firms’ advisories would trickle in to my inbox or ...

The marketing director of a New York law firm told me about a meeting with the general counsel of a Fortune 50 company. His department had produced an advance briefing document for the lawyers, with details about the company and the people who ...

When coaching attorneys, I ask them to identify their biggest marketing and business development challenges. Their issues run the gamut from not enjoying cocktail parties to recently having relocated. Some of the issues they name are legitimate ...

There are a lot of theories about what it takes to bring in business. One I always like to mention to lawyers is that it takes 10 to 15 good contacts to produce one client. Why so many? Because most of your contacts will not turn into clients.

Some lawyers still think a brand is a logo, the firm name or a tagline. Others don’t see how branding applies to the legal profession at all. Even those who embrace the notion struggle mightily to get it right.

Many lawyers are uncomfortable discussing money with clients or prospects. Yet without a discussion about fees, it is unlikely you will get the business.