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 […]
Frequency vs. Reach
One of our clients, a professional services provider, was considering spending a lot of money on an ad in a special supplement to a widely read publication. The amount in question far exceeded what they normally spent on any kind of marketing. We advised our client not to “put all their marketing eggs in the […]
Does Your Logo Need a Refresh?
Several clients and prospective clients have come to us recently with the notion of redesigning their current firm “look” to modernize it, make it more recognizable, or provide more flexibility on the firm’s future marketing materials. While these can all be good reasons for a redesign, it’s best to look past the surface variables and […]
First Impressions Last
I took a family member into a local outpatient surgery center this week. As we stepped out of the elevator, the first thing that jumped out at me was the amateurish-looking lettering on the wall signage welcoming visitors to the surgery center. The wording was composed of the kind of letters you buy from a […]
When Tough Means Confident
When I recently met with two senior-level professionals from a prospective client firm, one of them stated that a certain marketing tactic doesn’t work. I respectfully pointed out that there may be another point of view and explained how they could make that particular tactic work for the firm. The other professional commented that I […]
JELL-O Marketing
Think about plunging your hand into a large bowl full of JELL-O and trying to grasp hold of some. It’s impossible to get hold of because it just slips through your fingers. That’s the image that comes to mind when professionals talk about certain target markets, such as high net worth individuals, entrepreneurs and corporate […]
Marketing for All Ages
A lawyer-client in her mid-fifties has been practicing for three decades. She is a successful litigator and a partner at an established firm, but has never been a rainmaker. Now, however, with business slower at the firm, and she is facing the challenge of learning how to develop business. This was our question to her: […]
An Education in Marketing
Last week, in two separate meetings to discuss law firm marketing I met with very successful trial lawyers who attributed a portion of their success to their schooling and experience in secondary education. One of these attorneys had studied secondary education as an undergraduate but never taught in a classroom; the second attorney taught high […]
Why Set Google Alerts?
How do you stay up-to-date on the latest trends in your industry? What are people saying about you and your firm? To answer these questions, set up a Google Alert. A Google Alert is a program which monitors the web and sends you relevant email updates on your search term or query. To stay current […]