Sweat the Small Stuff
Berbay has coordinated numerous photo shoots for our clients – headshots, group photos for websites and ads, etc. – but we encountered something new the other day. I received a call from a worried client stating that the photographer, who Berbay recommended, was in the building lobby but wasn’t being let up to the firm’s […]
How to Impress In-House Counsel: Budgets
In the last blog, I shared some insights on communicating effectively with in-house counsel, which was provided by a panel at a Los Angeles Intellectual Property Law Association meeting. In the current blog I’ll impart the panel’s advice on cogent budgeting: Do your best to provide an accurate budget. Remember, in-house counsel is accountable to […]
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 […]
Wrapping the Substance in Sizzle
Marketing a professional services firm depends a great deal on packaging, and almost everyone has a story to tell whether they realize it or not. Lately, we’ve talked with several law and other professional services firms who had some terrific material to “package,” but had not taken advantage of it. As we assessed their situation […]
Build Now, Benefit Later
As I met with a law firm partner this week, he reminded me of something professionals usually overlook—the importance of building relationships while employed by a firm or in the corporate world. Those relationships will hold you in good stead if you should decide to become your own boss. This particular attorney started his own […]
Service Beyond Borders
Traveling can teach you a lot about different cultures—as well as about marketing. On our recent trip abroad, I was reminded about some time-honored marketing do’s and don’ts. One incident demonstrated how even small messages can make a big difference. When we were in Turkey, we stopped outside one of the hotel’s restaurants to read […]
Now Is The Time to Capture Your Share of SEO Leads
Through a proactive campaign, astute firms can position themselves to gain market share through relatively low cost search initiatives, while competitors are losing qualified leads and busy explaining why general counsel won’t be searching for them online. Firms marketing directly to consumers, such as personal injury, criminal defense and bankruptcy lawyers were the early adopters […]
Three Reasons to Keep Marketing Even When You’re Busy
Do you have so much business that you don’t think you need to promote your services? That’s great, but there are three vital reasons why you should market anyway. Consider the following factors: 1. Is the bulk of your current business the kind of business you really want? Is it profitable? Does it satisfy you […]
What’s in a Name?
In his book, How Pleasure Works, Paul Bloom cites research experiments that point to the fact that we are all drawn to and trust what is familiar. Lawyers, accountants, engineers, and other professional service providers, take note! Familiarity is an important factor to use to your advantage in business development. Your chances of obtaining a […]
Leverage or Lose It
When we propose to our professional services clients that they place a bylined article in an industry or professional publication, they sometimes ask about the circulation of various venues, usually with an interest in selecting the one with the widest distribution. While circulation or website hits are valid measures, they should not be your sole […]