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Marketing and Business Development

Legal Marketing: Attorney at Work’s Top 10 Posts of 2020 (So Far)

By Joan Feldman

How do you keep up with law firm marketing — and should you? — with the world turned upside down? Through the first half of 2020, Attorney at Work’s contributors delivered solid advice and ideas for marketing your practice. It is not for the faint of heart, but yes, keep it up (or get back to it)!

After all, you made it this far.


Countdown: The Top 10 Law Firm Marketing Articles Written During a Pandemic

Thanks to Susan Kostal, Jay Harrington, Marsha Hunter, Will Hornsby, Mark Homer, Mike Ramsey, Gina Rubel, Conrad Saam and Sally Schmidt, as well as the thought leaders from the Legal Marketing Association, for their insights and guidance. Here are the top 10:

10. How Will Your Marketing Evolve After COVID-19? by Barbara Malin, Jill Weber and Adam Severson

9. Law Firm Branding Exercises: Brand Your Firm by Design, Not Default by Mark Homer

8. Outsourcing Your Law Firm’s Advertising? A Lead Generation Checklist by Will Hornsby

7. Is Your Crisis Communications Plan Ready to Handle a Pandemic? by Gina Rubel

6. Build Trust and Add Value Through Legal Marketing: Principles to Follow During the COVID-19 Crisis by Jay Harrington

5. Targeting an Industry Niche in 7 Steps by Sally Schmidt

4. Five Steps to Build Your Firm (Or, How to Stay Afloat as a Small Law Firm: Panic Is Not An Option) by Conrad Saam

3. 7 ‘Public Speaking’ Tips for Videoconferencing by Marsha Hunter

2. A 30-Day Business Development Plan for Lawyers by Jay Harrington

1. Continuity of Care: Reassuring Clients You’re Prepared for COVID-19 by Susan Kostal

Bonus Picks: Want to Get Clients? Turn on Your Camera …

With astonishing speed, videoconferences replaced conference calls and email chains to become our default for keeping up with business — and combatting isolation. We Zoom for committee meetings, we Zoom with fellow volunteers and classmates, and we zoomed in for weekly (wine) therapy sessions with friends and family. 

While not strictly for marketing, don’t underestimate videoconferencing’s role in building your business. Thanks in large part to Zoom, it’s easy to participate in webinars to show off your lawyering prowess or take the floor during meetings. 

These two articles made our list of the top 12 law practice management posts of 2020 so far:

Don’t lose ground to the competition: Turn on your camera and get in there.

* According to unique page views over the past six months.

Illustration ©

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While not strictly a marketing column, Ruth Carter often writes about experiences and experiments marketing their law practice. You’ll find real-world blogging, networking and speaking tips, and Q&As with top marketers outside the legal profession.

Click here for Ruth’s column archives.

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Jay Harrington speaks directly to young lawyers and those building new practices, with timely advice on developing a niche practice and a winning personal brand. Jay is the author of “One of a Kind: A Proven Path to a Profitable Law Practice” and “The Essential Associate.”

Click here for Jay’s column archives.

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Click here for Mike’s column archives.

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Sally Schmidt — a founder and first president of the Legal Marketing Association — prepares you to win business and build your practice with smart strategies and business development tactics.

Click here for Sally’s column archives.

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Joan Hamby Feldman Joan Feldman

Joan Feldman is Editor-in-Chief and a co-founder of Attorney at Work, publishing “one really good idea every day” since 2011. She has created and steered myriad leading practice management and trade publications, including the ABA’s Law Practice magazine where she served as managing editor for a dozen years. Joan is a Fellow and served as a Trustee of the College of Law Practice Management. Follow her on LinkedIn and @JoanHFeldman.

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