Legal Marketing Blog

Anne’s talk “Facing Reality -- Stretched Too Thin And Can't Do It All,” was summarized and posted on Amy Campbell’s Web Log.  Although intended for marketers in the audience, I realized that lawyers interested in advancing their legal marketing efforts can benefit just as much, to wit:

• Plan your strategy (to paraphrase the Cheshire cat in Alice in Wonderland “if you do not know where you are going, any road will take you there”),

• Act on your strategy (figure out what part of your plan will be most effective and you can do quickly, then do it),

• Communicate your goals (let others, especially management know what you are doing in order to keep their support),

• Narrow your focus (look at your strengths in terms of your practice area(s), and keep them at the center of your business development efforts),

• Work with your firm on strengthening its web presence (emphasizing how in this day and age your web site is used to validate and compare your firm), and

• Measure, Measure, Measure (To coin the phrase attributed to Bob Thompson of CustomerThink.com “what gets measured is what gets done,” otherwise…..well, it don’t).

When I was a new risk manager, my boss took me aside and warned me to "take the rifle approach with management, not the shotgun approach." This has been a valuable lesson I've continued to use in my career.

consistency, consistency, consistency.

pick the it (marketing message)
& display & say it over and over and over again.

the same thing, be consistent with your marketing channels... networking after you do it a while, same thing with e-newsletters, etc. etc.

keep your Core Content marketing message constant and consistent.

branding happens through repetition.

doesn't this get in the way of improvement and innovation?

luckily, most firms are pretty conservative and change averse :)
and clients don't mind that all that much.

conservative branding works for most.

creative branding should be reserved for lawyers practicing within highly-creative, easily-distracted, and impatient communities of clients, e.g., entertainment & youth markets.