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Tame the Marketing Beast Before it Devours You – The Recorder

By: Sharon Berman
Published: The Recorder

Universal Studios is home to a ride where the 3-D effects make the rider believe a wild dinosaur or monster robot is about to devour him. This is the same way many professionals feel about marketing today—that it’s a voracious, many-headed monster that seems impossible to control and tame.

In the not too distant past, this marketing beast seemed manageable. Social media was but a glimmer in a teenager’s eye. Cell phones were for phone calls.
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Keeping Your Marketing Efforts Current – The Recorder

Published: The Recorder
By: Sharon Berman

Changes in what is effective in marketing seem to happen today at the speed of light. Some concepts and vehicles, like Twitter, were in their infancy just a few years ago but have taken hold and are now pervasive. Others, à la MySpace, burned brightly but are now obsolete. This progression shows how once-effective marketing tools can evolve, while others essentially disappear Continue Reading

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How and When to Seek Business From Your Social Circle – The Recorder

Published by: The Recorder
By: Sharon Berman

Your social circles are often rich with prospects and referrals, yet approaching friends for their legal work can sometimes feel uncomfortable. Indeed, asking for business in social situations has both risks and rewards.

The most obvious risk is the potential to damage friendships that are important to you. Conversely, the rewards can include longstanding, mutually beneficial social and professional relationships. Therefore, you want to carefully weigh the potential outcomes of asking for business from those with whom you socialize before you decide to do so.
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Connecting Content to Marketing – The Recorder

Published: The Recorder
By: Sharon Berman

Professionals have been hearing a great deal about content marketing of late but are unclear as to what it is and why they should consider it as part of their marketing program. If you do a Google search, you will find that content marketing has many definitions, all of them having the same essence—providing informative and valuable material that will attract and engage your audience. While the term itself is seemingly new to the professional services lexicon, given this definition, content marketing is not actually new at all. Instead, it is simply a fresh term for something most professionals have been doing quite regularly throughout their careers. Even in the pre-Internet age, lawyers and other professionals marketed their services by sharing their knowledge, educating their clients about the issues and challenges that should concern them and their possible remedies. Continue Reading

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