Archive for the 'Marketing' Category

Lawyer Makes Embarrassing Typo

Miami attorney Martin Sandler is getting some embarrassing publicity from the Smoking Gun. The website learned about a continuance motion he filed yesterday with a typo and promptly added it to their website. It seems that Mr. Sandler is recovering from back surgery for a herniated disk. Unfortunately, that’s not quite what he wrote.

We all make typos from time to time, so I’ll take this opportunity to provide a few quick proofreading tips.

1) Print it out. I find that it’s easier to catch errors in printed documents than on the computer screen where I tend to skim.

2) Read it out loud. When you read to yourself you can easily skip over words or insert words that aren’t there. Reading out loud makes it painfully obvious if you’ve skipped a word or something just doesn’t sound right.

3) Read the second half first. That’s usually where the errors creep in.

4) Take a break before re-reading. It’s much easier to find errors when your mind isn’t stuck in the stream of conscious flow. Take a 20 minute break to clear your mind so you can read it fresh.

5) Know your common mistakes. There are certain words I always seem to spell wrong. Unfortunately, spell check programs only pick out the non-words, so if you know you’re inclined to spell something wrong, do a word search.

6) Have someone else read it over. A second pair of eyes is always helpful for catching what you don’t.

Creating Brochures Clients Will Read

The Professional Marketing Forum launched the first edition of its magazine targeted professional service marketers. In it, there was an interesting article about how one law firm created a brochure that was client focused, rather than firm focused. The objectives of the brochure were to:

  • To communicate an updated image for the firm
  • To highlight the successes their clients had experienced in the past year
  • To illustrate our cross-disciplinary client team culture

The article describes the process the firm’s marketing team in creating such a brochure and getting buy in internally. » Read Article: The Making of a Brochure that Clients Actually Read

Marketing an Estate Planning Law Firm

There was a great discussion on the MarketingProfs.com website about how to market an estate planning firm.

(Keep reading →)

FindLaw Marketing Article on Law Firm Marketing Trends

Mark Beese of Holland & Hart LLP points out a number of trends in law firm marketing including:

  • Focus has moved away from branding and more towards business development - cross marketing, building client relationships, and specializing in an industry
  • Marketing is becoming more strategic, including business development and change management in addition to operational tactics
  • Convergence is a major challenge - Fortune 1000 companies want to reduce number of law firms they currently use
  • New sales models - using non-lawyers and business development professionals to do some of lawyer’s non-billable tasks. Lawyers still must be participants, but business development professionals can do a lot of the market research to identify prospects and research their businesses and industries. They can also develop a business development plan, and keep track of efforts.
  • The web is important in demonstrating a firm’s expertise in a particular industry and business area. It can also demonstrate how savvy the firm is with technology.
  • Blogs are popular to communicate with clients in a more informal way

» A Few Questions With Today’s Legal Marketing Minds

6 Reasons Why Marketing Is Essential to Your Law Firm

So Many Competing Lawyers

From an increase in the number of lawyers to national and global expansion of larger firms to corporations with counsel on staff, competition is everywhere. The number of lawyers increased almost 25% in the 1990s - from 755,694 in 1990 to 1,048,903 in 2001. And recent trends are pointing towards consolidation in the legal industry. A recent study conducted by research group, BTI Consulting Group, of 180 corporate counsel clients found that Fortune 1000 clients are going to cut their roster of law firms by 40% of the next 3 years. Marketing is about breaking through the group and establishing yourself and your firm as the leader in your specialty area.

(Keep reading →)

« Previous Page