Category: Marketing & Strategic Planning

Getting More Business From Existing Clients — Five Easy Strategies That Work

No one method works best, but there are many ways to “mine” your existing clients for additional business.  A multi-faced approach works best.  Read more.

Don’t Wait to Save Your Practice

Clients used to be loyal.  There used to be abundant work for all.  Referral sources were reliable.  Outside competition was not nipping at our heels.  That was yesterday.  Not today.  READ MORE

 

Social Media Policies: The Impact On Your Practice

With the rapid rise in the use of social media both professionally and personally, the challenges become huge to preserve possible evidence. From text
messages on individual cell phones, to videos on YouTube, to  READ MORE

 

13 Tips to Improve Your Website

I receive requests from many firms to review their web site and tell them how “awful” it really is.  Most of the websites were actually fairly decent, but almost all called for improvement.  As I went along READ MORE

Linkedin Demystified

The first thing everyone needs to understand about LinkedIn is that the actual number of connections you have does indeed matter. I’m not suggesting you link up with a mess of people who have no connection with what you do. I get connection requests all the time from READ MORE

Will Your Firm be Fired or Hired by Corporate Counsel?

The Association of Corporate Counsel’s ACC Chief Legal Officers 2017 Survey is available for purchase.  I don’t get a dime for recommending it. But if your firm is still in the enviable position of getting work from any company’s Chief Legal Officer or minions, you need as much help as you can get in understanding what keeps them up at night. I have always been a proponent of strategic research, and this is a powerful tool to use in that regard.

Did you know that 46 percent of CLOs/general counsel (GCs) definitely or may replace a law firm for under-performance this year?   Did you know that many CLOs are now examining diversity at the firms which service them? For those who have determined that diversity is a “core value” they are looking beyond simple demographics of the firms which serve them.

In an article in Corporate Counsel Connect, Lauren Giammona, director of operations, business affairs, and legal at PayPal was quoted as saying, “We wanted to look at diversity not just in the context of how folks are staffed on matters — if you only focus on that it can be a bit of a shell game, so we wanted to look at things like who is getting origination credit, and of the management committees, how diverse are they? We found the diversity committee was tremendously diverse, but the executive committee wasn’t. We also looked at the promotions pipeline and programs offered to diverse employees. Those are the ways we measure ourselves internally and want our vendors to reflect that as well.”

Other top concerns right now include ethics and compliance, regulatory or governmental changes, information privacy, data breaches/protection of corporate data, and of course, legal spend. Since almost all of the firms which will be fired will be replaced, there will be lots of opportunity for firms of all sizes which are prepared to offer expertise combined with superior service and an efficient workflow.  Do your homework and positioning now.

 

First Place Prize for Easter Card to Clients

Once again Leisawitz Heller takes a first place prize (in my book) for innovative use of video in marketing.  I received a dribble of electronic best wishes for Easter or Passover from law firms.  Leisawitz Heller went all out with a funny tongue-in-cheek Easter video which is sure to amuse.

When I talk to firms about marketing, I encourage them to be different.  This firm has, I am proud to say, taken it to heart.  This is the third or fourth in a series of excellent holiday video cards which have been produced with great attention to detail.  By issuing cards for holidays which are not heavily celebrated, they assure curiosity will get them a good click-through rate.

Kudos to the firm, kudos to their video production company, and a big thumbs up to the attorneys who manage to keep a straight face while dead-panning to the camera.

Keep it up!

Are Your Practice Management Procedures Up to Snuff?

I presented a Lunch-‘n-Learn CLE on Tuesday, October 18, 2016, at the Dauphin County Bar Association.  The session — Fine Tuning Your Practice — covers best practices and procedures for today’s law office.  From intake through file closing and eventual destruction, hundreds of nuggets of useful information were offered to help attorneys return to the office and easily implement improvements.

During the marketing practices section, I challenged lawyers in attendance to leverage their current activities through use of social media.  I brought the challenge to life by offering to pose for selfies with any lawyer who would begin making the effort.

Three attorneys took advantage of my offer.  I haven’t received links from two of them, but here is the first.

Bravo to attorney Michael Hynum, who posted this photo on Twitter.  You’ve gained a new follower.

selfie-with-mike-hynum

Free Marketing Seminar

dena-lefkowitzDena Lefkowitz, an accomplished lawyer coach, will be presenting a free marketing seminar on October 20, 2016.  Sponsored by American Executive Centers, the seminar entitled “How to Get the Business You Want Starting Now” will be presented from Noon – 1:00 pm at American Executive Centers; 1515 Market Street; Suite 1200; Philadelphia.

Dena is a very sharp lady with a national practice.  I am privileged to know her.  As a personal coach, Dena assists lawyers with polishing marketing skills, increasing confidence, making career transitions and rediscovering their sense of purpose and joy. She is certified by the International Coach Federation and a former board member of the Philadelphia chapter. Dena has coached a best-selling author, lawyers, and executives in many industries.

For those of you who follow my writings, you know that I am a big believer in coaching assistance for those who need help getting themselves from thought to action.  If you have the time, register and get some solid assistance.  The price will never be better!  And it will give you a chance to see a good coach in action.

Holiday Cards and Events

It’s still summer, but many firms are already planning for the winter holidays.  There will be events, gifts, and print and/or electronic holiday cards.

Last year the best electronic card I received  was a link to a tongue-in-cheek video from Leisawitz Heller.  The writing was very good, and I have to say that the attorneys did a great job of staying in character.

The firm managed to cover all of their practice areas in an amusing and entertaining way.  I’m looking forward to seeing what they come up with this year, although I believe that their effort was truly unique and will be difficult to surpass or replicate.

Each year I highlight just one; the very best I receive from the hundreds of law firms which are kind enough to include me in their mailing list.  One year a personal letter which recapped business and personal events over the year created such an intense feeling of “relationship” with the attorney who sent it,  it was an easy decision.  For 2015, Leisawitz Heller made it another easy decision.  Other years it’s been more difficult to ferret out extraordinary from ho-ho-hum.

I have just a few tips:

  • Whatever you do, do it early.  There is nothing as disappointing as a card which arrives after the holiday has passed.
  • Don’t overthink the small stuff.  Some firms feel that having the signature of all lawyers on each card, or a hand-addressed envelope, will make the card more memorable.  Not so.
  • Personalize if you can.  Rather than sweat things like hand-addressing, putting a simple handwritten “Dear Client” at the top inside of the card is memorable, as is any other short personal message.  I still remember cards with notes like “I know you can’t wait to get back to gardening in Spring . . . almost there!”  Depending on the size of your mailing list, you may want to carve out only the top 10%, or best referral sources, for this type of personalization.
  • Consider other holidays.  Remember that Christmas is the largest mailing, and it’s hard to stand out in that crowd.  Thanksgiving is a holiday about being thankful. What better time to thank clients and referral sources?  Even Halloween can be utilized cleverly as a “touch” with clients and referral sources.  It’s usually memorable.
  • If your budget is limited, get more bang for your dollars with an electronic card.  What you save on postage you can budget for creativity and quality.
  • If you’re planning an event, get your invitation out early.  People have too much on their calendar that time of year.  If you’re not one of the first to reserve the date, you will not have a decent turnout.

Wondering what I do?  Some years I do nothing.  Most years I do a limited mailing to clients and key vendors and referral sources.  I use a high quality memorable card.  But I order several designs, so that when multiple people at the same firm get a card from me, they get different designs.  It’s noticed.  I also try to include a personal message in each card.  At a minimum I write their name inside the card.  And yes, my 2016 cards are already ordered and here.

WordPress Themes