Why podcasting is an introverted lawyer’s dream networking tool

May 30, 2021
Why Podcasting Is an Introverted Lawyer’s Dream Networking Tool

The last time I went to a networking event (over a year ago thanks to COVID-19), I remember sitting in my car and giving myself a pep talk. “This is a party. Go inside and enjoy it. This is a party. Go inside and enjoy it,” I repeated over and over again to myself. 

While I’m the life of a party when I’m with my friends, I loathe networking events and dread small talk. Instead, I enjoy substantive conversations and don’t know how to achieve meaty, engaging discussions with people I don’t know very well. Thus, the topics stay in the weather and cute-things-my-dog-did-today categories. I inevitably go home exhausted and dreading the next time I have to discuss the weather with strangers while snacking on a charcuterie board. 

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Why law firms need to know about the ‘excess share of voice’ rule

May 6, 2021
Why law firms need to know about the ‘excess share of voice’ rule

There’s a well-known principle in business-to-consumer (B2C) marketing: Brands that have a higher “share of voice” than their “share of market” will grow. This is called the “excess share of voice” (ESOV) rule.

While market share is a widely known metric, share of voice (SOV) isn’t as clear. It’s defined a number of ways depending on the source, but it essentially means the number of conversations about a brand, divided by the number of conversations about a topic, industry or niche (i.e., whatever “market” you are measuring).

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The end of ‘done for you’ marketing: why attorneys must partner with marketers on knowledge extraction

February 19, 2021

Thought leadership is a critical marketing strategy for business law firms. Today’s legal buyers expect their lawyers to be at the forefront of issues that matter to them. They are seeking a trusted advisor — an attorney (and a firm) who they can trust with sensitive and high-stakes matters. 

Demonstrating expertise through content such as blog posts, bylined articles, in-depth reports, videos, podcasts and webinars is the most effective way to build a reputation as a trusted advisor (beyond actually serving as one to an existing client).

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How to write better client alerts: 10 of the best tips

February 1, 2021

Clients alerts are a staple of law firm marketing. These short news bulletins — generally written by attorneys and edited, formatted and distributed by marketers — inform clients of recent developments in the law and provide analysis on how these changes will impact their business.

And while client alerts play a critical role in a firm’s marketing efforts, they are renowned in the industry for their lack of readability, substance and timeliness.

This poor quality isn’t due to a lack of guidance on how to use this marketing tool effectively. Numerous articles by seasoned legal marketing pros provide excellent advice on how to write better client alerts. In this post, I’ve cherry picked the best advice out there and put it all in one place for you. If you’re looking to improve your firm’s client alerts, look no further. 

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Attending virtual conferences: How to get value from a socially distanced event

October 27, 2020

While attending a conference used to mean skiving off work for a few days to listen to industry-specific keynotes with boutique coffee in your hand, these days … not so much.

Conferences are now being held entirely online, with participants watching presentations on one screen while checking in with work on another. This is all before we take into account that the farthest most of us can travel these days is to our porch. 

So even if you’re a rare unicorn of a human who can focus entirely on days worth of online presentations, odds are you are sharing your space with a partner, enthusiastic pet or homebound children.

This doesn’t mean you should throw in the towel.

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6 ways lawyers can use downtime to build for the future

May 21, 2020

6 ways lawyers can use downtime to build for the future

While much has been written about how to network and build business during the coronavirus pandemic, a lot of the advice has focused on short-term activities and gains. And while the recommendations are solid (as marketing and biz dev are critical during a downturn), a basic principle of marketing cannot be ignored: Marketing and business development are long-term endeavors. In professional services like the law, those who succeed are consistent over the long term with their marketing and business development.

However, marketing is time-intensive and requires the involvement of the attorneys themselves. This becomes a Catch-22 — marketers and publicists need access to lawyers’ knowledge and expertise (I call our role in the process “knowledge extraction”), while lawyers’ time is stretched thin as they meet aggressive billable targets.

That’s why, as COVID-19 disrupts every aspect of our society, I see an opportunity. While some lawyers are busier than ever in areas such as bankruptcy, healthcare, insurance, employment and cybersecurity, others aren’t faring so well, as M&A deals and court proceedings are put on hold. For those attorneys, now is the time to focus on the labor-intensive marketing activities that form the foundation of any successful practice.

Here are six ways lawyers with coronavirus-induced free time can build for the future:

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Law firm communications and COVID-19: What’s next?

May 1, 2020

Law firm communications and COVID-19: What’s next?

I was honored to be part of a panel discussion last week, hosted by three Florida Legal Marketing Association (LMA) groups: Orlando, Jacksonville and South Florida. If you couldn’t attend the virtual event, you missed hearing from the following law firm public relations professionals:

The panel discussion was moderated by Laura Kaminsky of BakerHostetler. While we covered a range of topics, I’ve highlighted key takeaways below (the full webinar recording is available here).

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How lawyers should network during the coronavirus crisis

April 23, 2020

How lawyers should network during the coronavirus crisis

Wendy Merrill is the Founder & Chief Rainmaker of StrategyHorse Consulting Group, providing leadership, professional and business development training and support to lawyers. We talked to Wendy about how lawyers can continue to nurture and develop their networks during the coronavirus crisis.

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How much should you spend on marketing during a recession? Here’s what the research says

April 13, 2020

Image source: Vaile, Roland S., “The Use of Advertising During Depression,” Harvard Business Review, 5 April, 1927. 

As COVID-19 sweeps the world, our economy is quickly going down the toilet (along with stockpiles of toilet paper). Unfortunately, we are likely already in a recession. For marketers, recessions have historically been scary times. Often, marketing seems like the easiest thing to cut. But is that wise? 

As a marketer, if I wrote a blog post telling you to increase marketing during a recession, I’d look a little self-serving (to say the least). So instead, I decided to look at what the research tells us about marketing during recessions.

What I found is overwhelming evidence that it pays to maintain — and in some cases increase — marketing expenditures during an economic downturn. As Peter Fader of the Wharton School said, “As companies slash advertising in a downturn, they leave empty space in consumers’ minds for aggressive marketers to make strong inroads.”

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How law firms should communicate about coronavirus

March 14, 2020

Unless you’re living under a rock (which might be a good place to be right now), you know we are living through a global pandemic, as the novel coronavirus, or COVID-19, spreads throughout the world

While this isn’t a time to panic, it is a time for thoughtful, deliberate action. While I can’t provide technology, human resources or other operational advice, there are some crisis communications best practices that are helpful to remember when considering your firm’s approach to communicating about the virus. 

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