Browsing Category 'law firm marketing’ RSS

Business Plans and Social Media-two new podcasts

Date June 22, 2018 Comment Comments Off on Business Plans and Social Media-two new podcasts

smallerIn the most recent episodes of Counsel to Counsel (Episodes 10 and 11), I interview Larry Buchsbaum on the importance of business planning for lawyers and Betsy Munnell on how to incorporate social media into your overall marketing strategy.

Who’s Your Unicorn?

Date April 2, 2018 Comment Comments Off on Who’s Your Unicorn?

Who’s Your Unicorn?

unicornWhen it comes to receiving gifts, I freely admit that I’m a tough customer.  There aren’t that many things that I want.  And when I do want something, I’m usually pretty picky.  But this past December, my colleague, Amy Levine, found me the perfect gift.  It didn’t cost a lot; but it was truly appreciated and it has been sitting on my desk ever since.

The gift was a small rubber unicorn which now serves as a daily inspiration for me. Read more…

13 Killer Mistakes Lawyers Make When Marketing

Date January 23, 2018 Comment Comments Off on 13 Killer Mistakes Lawyers Make When Marketing

13 Killer Mistakes Lawyers Make When Marketing

My latest webinar (please excuse all the “ums”.  I haven’t done one of these in a while!)

Using Reference Checks to Build Your Network

Date February 9, 2017 Comment Comments Off on Using Reference Checks to Build Your Network

Using Reference Checks to Build Your Network

Reference ChecksIf you are a professional services provider and you want to grow your business, you know the importance of marketing.  Whether you are a lawyer seeking to represent startup technology companies, an agency recruiter like me who is looking to generate more search work from the life sciences industry or an accountant looking for individuals who need help with their tax returns, it is important to speak, write and participate in professional activities that enhance your reputation.

But marketing alone is generally insufficient to generate the work you want.  While branding and advertising may be enough to get customers to buy a cup of coffee at Starbucks, branding/marketing may not be enough to get a prospective client to pick up the phone and call a professional services provider. Read more…

What Lawyers Put in their Bios vs. What Clients Look For

Date October 30, 2013 Comment Comments Off on What Lawyers Put in their Bios vs. What Clients Look For

What Lawyers Put in their Bios vs. What Clients Look For

Great venn diagram on the subject.

Getting the Help You Need

Date April 8, 2013 Comment Comments Off on Getting the Help You Need

Getting the Help You Need

One of the key things that you do as a lawyer is to help your clients sleep better at night. You identify legal risks and work with your clients to manage these risks. In doing so, you enable your clients to focus more of their mental energy on their businesses and less on worrying about what might go wrong.

Lawyers also need help in running their law practices. But unlike people who run other types of businesses, lawyers are not very good at asking for help. (“I’m smart. I should be able to figure this out myself.”)

In the complex world that we now live in, failing to get help can be a crucial mistake. As a lawyer, all you have to sell is your time. Do you want to spend your time doing client work and cultivating relationships that can lead to higher value client work? Or would you like to spend hours solving your computer problems, doing your own bookkeeping and preparing your own tax returns.

If you are just starting in practice, paying for help may not be feasible. Until you have generated some cash flow and until you are busy with client work, it may make sense to try a “do-it-yourself” approach for a while. But if that is the case, you can still tap into some of resources that are available to you at little or no cost. In doing so, you won’t spend hours reinventing the wheel.

One source of free help is other lawyers who have been in practice for a while. There are many attorneys who remember what it was like to be starting out. Find someone who is willing to meet with you to discuss how to organize your practice. Find out what technology they use and how they do their billing.

A great resource is Massachusetts LOMAP (Law Office Management Assistance Program), an agency supported by your bar dues. LOMAP provides free technical support to lawyers in the areas of law office management and technology. They will work with any lawyer in Massachusetts and they do a great job.

The Law Practice Management Section of the MBA hosts seminars and meetings that are low or no cost. Check the calendar to see what is coming up.

As your law practice (and your cash flow) continues to grow, make sure that you hire professionals who can help YOU sleep better at night. Hire an accountant and bookkeeper to worry about the books. Get a technology consultant who can work on your firm’s network while you spend time on legal work and marketing.

If you are spinning your wheels about where to focus your marketing energies, consider hiring a marketing coach. A good coach is a sounding board and provides guidance and encouragement to ensure that over time, you are doing the “right” things to help you elevate your reputation and build your referral relationships (and ultimately generate the work you want).

Initially, bringing in help may cause your cash flow to decrease. But hiring consultants is an investment in yourself and in your business. Getting help means giving yourself the time to produce higher quality work and to focus on building your business. You also get the benefit of learning how to run a more efficient and professional practice.

The great American myth is that people who are successful are self made. In truth, behind every successful politician, entrepreneur, athlete, performer or professional services provider is an army of support. So don’t be afraid to get help yourself.  It will do wonders for your practice.

Posted by Stephen Seckler

Market Your Niche; Refer the Rest

Date January 17, 2013 Comment Comments Off on Market Your Niche; Refer the Rest

In deciding how to market your services, remember that less is more. Understand that having a niche will make you more memorable. It will help you differentiate yourself from other lawyers. If you are known for doing a certain kind of work, you are much more likely to get referrals.

Being known for something does not preclude you from taking other kinds of work if it happens to come your way. But take the time to define your ideal client and build all of your messaging around that niche.

The diagram below illustrates the concept of focused marketing. Talk about the clients you serve in the red circle. Accept matters that are in the brown circle; but do not invest marketing time and energy into trying to get that work. Finally, make sure to reject or refer out work that falls into the green circle.

Marketing your niche

A Marketing Audit to Start Off Your Year On the Right Foot

Date January 3, 2013 Comment Comments Off on A Marketing Audit to Start Off Your Year On the Right Foot

My latest LPM tip in the MBA’s Lawyer’s eJournal.

Making Selling Easier for Lawyers

Date September 27, 2012 Comment Comments Off on Making Selling Easier for Lawyers

Making Selling Easier for Lawyers

Why do attorneys find it difficult to sell?  Is there something intrinsic in a lawyer’s personality that gets in the way when they try to market their services?   What are some of the ways that lawyers can improve their sales effectiveness and overcome these natural barriers?

I was recently interviewed  about these topics on the Legal Talk Network by  Jared Correia of MassLOMAP .  In the interview, I discuss with Jared some of the ways you can get past your own natural obstacles and build the practice you want.  Click here to listen to the podcast or subscribe to this and other LTN podcasts through iTunes.

Substance (not Method of Communication) Should Remain Focus of Ethics Regulation

Date January 18, 2011 Comment Comments Off on Substance (not Method of Communication) Should Remain Focus of Ethics Regulation

That’s the gist of a thoughtful comment submitted to the ABA’s Commission on Ethics 20/20.   (The commission was established to “perform a thorough review of the ABA Model Rules of Professional Conduct and the U.S. system of lawyer regulation in the context of advances in technology and global legal practice developments”.)

A number of leaders in the field of law firm marketing have voiced strong concerns that the Commission would adopt rules that would impede the use of social media as an important marketing tool for attorneys (See e.g.)

The comment, submitted by PR firm Hellerman Baretz, suggests that the ABA  “Should Neither Prohibit Nor Discourage the Use of Internet-Based Tools for Client Development”.