My tips for managing your career during the COVID-19 crisis. A special edition of the Counsel to Counsel Podcast. Click here or listen wherever you get your podcasts. If you are feeling isolated or if you just want a sounding board, I also invite you to set up a time for an informal consult by Zoom. I’m always happy to speak to lawyers about their marketing or their efforts to build a practice.
In the latest episode of Counsel to Counsel, I speak with Jared Correia, one of the pioneers in legal podcasting. Jared was a huge mentor to me when I was launching the Counsel to Counsel podcast back in 2018 and I’m very pleased to welcome such a seasoned veteran.
As of 2019, over half the US population had listened to at least one podcast. In 2019 over 100 million people listened to at least one podcast every week. There are over 700,000 active podcasts and 29 million podcast episodes available.
Almost a decade ago, I drafted a blog post entitled Starbucks Sells More than Coffee. For a number of reasons, this has been one of the most popular posts on my blog. For starters it doesn’t hurt to use a strong brand name like Starbucks in your marketing. But clearly, something I wrote in that post has resonated and stood the test of time.
Almost 10 years has passed, and the world has only gotten more complicated. We have so many more channels available for communicating with the public and with our networks. It is harder than ever to get people’s attention and cut through the “noise” of social media. It is with this in mind that I am referring back to this post and adding some additional commentary.
Michael Katz of Blue Penguin Development shares some great tips on producing client newsletters. Listen to him in the latest episode of the Counsel to Counsel Podcast (on iTunes or wherever you get your podcasts). You can also click hear to listen.
Marketing is more art then science but one thing is for sure, if you take the time to define your niche, you will have a lot more success in generating referrals. I always tell my coaching clients to think of legal marketing as if you were aiming at a dart board. The bullseye is your ideal client and the work you like to do for that client.
I had a “troika” the other day with Frank Rudewicz of the accounting firm Blum Shapiro and Steven Konowitz of the Law Firm Konowitz and Greenberg. Troikas, for the uninitiated, are a gathering of three Provisors members. They are set up in order to help members get to know each other and they serve as a nice complement to the monthly meetings you have with your Provisors home group (or affinity group– or group where you have served as a guest).
Like most people who share content on LinkedIn, whenever I post something, I start to focus on how many views the post has had. It is a fun way to see if my messaging is having any impact and in a small way, it is a measurement of whether my marketing is working. I do the same when I send out newsletters.
Anyone who posts on Facebook or Instagram knows the feeling. You get a little rush of dopamine when you see the “likes” adding up. But focusing on the quantity of views on LinkedIn may not be a very good measure of how much impact you are having with your target audience.
I joined ProVisors today and I’m really looking forward to getting to know the members of my home group, Cambridge I. ProVisors is a business networking organization that provides a great platform for building your network. There are a lot of lawyers who are members and I can already see how valuable it is going to be.
I recently listened to a great episode of my favorite podcast, Stay Tuned With Preet (see May 16-D.C. Dramas & Advising Obamas). Anyone who knows me knows I am a huge fan of Preet Bharara, a rational voice who provides insightful commentary on the law, politics and the Trump administration.
In this episode, Preet interviews Valerie Jarrett a former senior advisor to President Obama. She has just released a memoir called Finding My Voice: My Journey to the West Wing and the Path Forward and she is on the book tour. While she spoke a lot about Chicago politics, Barack Obama’s rise and her own career from biglaw to public service, a lot of what she had to say is relevant to legal marketing. Here are some of my takeaways from the interview:
See show notes for lots of business development resources.