Starbucks Sells More than Coffee-Redux

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.

Read moreStarbucks Sells More than Coffee-Redux

Defining Your Target is the First Step in Effective Marketing

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.

Read moreDefining Your Target is the First Step in Effective Marketing

What Does it Take to Generate Legal Work?

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).

Read moreWhat Does it Take to Generate Legal Work?

With LinkedIn, Measure Quality of Engagement not Quantity

provisorslipostLike 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.

Read moreWith LinkedIn, Measure Quality of Engagement not Quantity

Find Your Tag Line; Make Yourself Memorable

provisors-logo-circle-2xI 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.

Read moreFind Your Tag Line; Make Yourself Memorable

Marketing Lessons From Politics

valerie-jarrettI 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:

Read moreMarketing Lessons From Politics

Starting Business Conversations at Networking Functions and Beyond

deb-scaringi-photo-e1309454901792In my latest podcast, I interview Deb Scaringi about ways to increase your effectiveness at networking functions.  Click here to listen or find Counsel to Counsel on your favorite podcast app.

See show notes for lots of business development resources.

Read moreStarting Business Conversations at Networking Functions and Beyond

30 Second Media Training for Podcast Guests

If you are invited to be a guest on a podcast:

um

  • Limit your use of words or verbal fillers on this list.
  • Avoid using combinations of these words.
  • Understand that podcasts are not live and can be edited after the fact.
  • If you feel compelled to say one of these words while pausing to think, try breathing instead.

Read more30 Second Media Training for Podcast Guests

Leveraging Your Blog Posts and Saving Time

text-expanderBlogging is a great way to capture ideas in a highly readable format.  Good blogging is generally brief but frequent.

Admittedly, I haven’t focused that much on my blog in recent years (it was more of a passion when I launched it in 2005); but when I’m at my best, I post to Counsel to Counsel several times a month.  Blogging is a way for me to gather my thoughts about career and marketing issues facing the legal community.  In a small way, blogging also helps me to raise my visibility in the legal community. 

Read moreLeveraging Your Blog Posts and Saving Time