The Care and Feeding of In-House Counsel

I recently attended a meeting of the Los Angeles Intellectual Property Law Association. The topic was “What Everyone Needs to Know about the Care and Feeding of In-House Counsel,” with the tagline “Especially Associates and Young Partners.” Although the audience was mostly IP lawyers, the intelligence shared by the panelists was valuable and actionable for […]

Where to Put Your Marketing Dollars Now

By: Sharon Berman
Published: The Recorder

As time and money are never plentiful, getting a good return on your marketing investment is always a challenge, regardless of economic conditions. Given today’s plethora of ways to market, including vehicles that didn’t exist several years ago, it’s even trickier to allocate your marketing dollars wisely.

One thing that hasn’t changed, however, is the fact that optimum marketing depends on not just one technique — rather it’s a mix of tactics, which is referred to as the “marketing mix.”

The Lead Generation Pipeline: Nurturing Prospective Clients Will Pay Off Later

By: Sharon Berman
Published: The Bottom Line – Publication of the State Bar of California Law Practice Management & Technology Section

It is a basic tenet of professional services marketing: the first step toward generating new business is establishing a qualified lead−a prospective client who fits within the parameters of the services you provide.

While it is great to receive an inquiry from a qualified prospect who ultimately gives you a signed agreement with payment, it does not always turn out this way. This does not mean that the lead should be dropped or discarded. Every inquiry has the potential to become a valuable future client if you remain on the prospect’s radar screen. To do this, you need to develop a “lead pipeline” by focusing on three areas: capturing the lead information, keeping it in the pipeline and nurturing the lead along the road to becoming a client.

Principal Sharon Berman Discusses Effective Attorney Marketing — Daily Journal

November 2010 Sharon Berman, Principal of Berbay Marketing & PR, was quoted in the San Francisco and Los Angeles Daily Journal article “How to Maximize Your Chances of Getting a Television Interview on a Budget.” The article discussed how lawyers can utilize television media to reach a large audience of potential clients and to help […]

How to Use Video to Get Up Front and Personal With Your Prospects

By: Sharon Berman
Published: Rain Today

When people require the professional services of an accountant, attorney or other type of professional services provider, they are really looking for a knowledgeable, approachable individual they can talk to, not just a firm. Even if your website articulately communicates your expertise and experience, you remain just another faceless company to a prospect who has never met you, your colleagues or one of your satisfied clients.

To counteract that dilemma, proactive service providers are now placing videos on their websites to show the people behind the firm. Some of these videos feature the firm’s professionals reaching out to website visitors and connecting with them on a personal level. Other firms have posted video testimonials, with actual clients telling powerful success stories.