Category: Marketing

Is blogging worth the effort?

There are posts from Michelle Golden and Suzanne Rose that would draw you to an affirmative conclusion. Both articles are well written and deserve to be read if this is an issue for you.

Prospects are great, but clients are better

Tom Kane has an interesting comment that should cause those consumed with marketing for new clients to take pause. As he says, don’t stray too far from home — take care of existing clients before looking outside.

Marketing is not a 4 letter word

The suggestion was made recently that marketing is a “dirty” business and many attorneys refuse to do it. My response is … (more…)

Charging for emails – How to lose $80,000 per year

Larry Bodine in his excellent Blog on marketing, highlights a comment I made in our new Special Report concerning business competencies needed to be successful lawyers.

He cites a personal experience with a law firm that charged him $102 to listen to a voice mail message and, rather than credit this amount when Larry complained, told Larry to find another law firm to do his work.

Larry’s story is an excellent example of lawyers’ lack of sensitivity to the wishes/needs of clients. Can you imagine losing a 5 year client with more business in the future over $100? … I’m sorry, $102! … They would gladly have discounted the billed rate if asked, but got all hung up over a request not to be charged for emails.

In today’s world, with major corporations dictating what they will and won’t pay for, I can’t imagine this happening. But, I’m sure it still does somewhere.

When responding to emails (and even voice mail messages to a lesser extent) about litigation and transactional matters, this is legitimate work that frequently gets forgotten by lawyers for billing purposes because of the speed of response … and the failure of lawyers to note their effort in their time logs.

Bottom line lesson: Lawyers lose revenue when they don’t bill; speed of response frequently causes lawyers to overlook the need to note their time. When on a billable hour system, this oversight can be very costly to the lawyer.

“Ghostblogging”

In my recent article for ABA’s Law Practice Today, I spoke about blogs as a tool of marketing, not an end unto itself.

Joel Shoenmeyer takes issue with me, suggesting that I said others should write your blog … and that, if that is the case, “… prospective clients aren’t learning anything about your legal knowledge or your personality. And if you use a ghostblogger and don’t disclose this fact to your blog’s visitors, then you are also a liar.” (more…)

Preventive law — Serve better and more!

Patrick J. Lamb, in his new blog, says:

“There is a difference between hearing what the law firm can do to improve the work it is currently doing and whether there is more work to handle. I’ve done north of twenty client service interviews. I know clients are savvy enough to distinguish between a discussion about how you can serve them better and how you can serve them more.”

I agree that the client will know, by the “smell test,” whether you are seeking to serve him better or serve him more! (more…)

Law firm marketing vs. Sales

Adam Smith writes the following question:

“Most businesses know their leading indicators of sales. For example, if the company increases the number of sales calls in January, there will be more sales in April.

“Has anyone analyzed empirically what the leading indicators of sales are for AmLaw 200 law firms? Do the indicators include ads in the trade press? Fancy dinners with potential clients? Rounds of golf with potential clients? Publishing articles in legal or trade journals? Giving speeches? Winning jury trials? Closing big deals?

“It strikes me that law firms have very little idea of what business development activities they really want to encourage among their lawyers and so take a scattershot approach to the effort.

“Has anyone thought intelligently about this?” (more…)

Change Means Opportunity

Bob Ambrogi, a leading journalist on legal affairs, cites a BTI study about Corporate America’s dissatisfaction with their present counsel. (more…)

Lawyer advertising – again

New York is considering creating a commission to review lawyer advertising.

The idea is to make sure that lawyers advertising enhances the image of lawyers.

But, with the right to advertise given to lawyers, who will draw the line on what can be said … beyond truth and no false claims of success … why should lawyers be treated differently than any other profession in regulating its advertising?

Why do bar associations continue to think that the legal profession is different than other service professions? This is where arrogance starts.

Client service – an update and different perspective

Carolyn, in response to my comment about client responsiveness, suggests that fast response is not always possible. I agree.

There are some options, however, that one can apply to achieve a similar result. First, if you are busy and employ one or more staff, have the staff person set up an appointment for you when you will be available. That might be later that day, in the evening or the following day. The fact that the client knows you will call at a time certain is most often sufficient.

Studies have shown that most calls are process calls, calls that the staff person can answer. So much the better! Thus, you, the lawyer, have to deal with only 20% of the calls anyway … and can call the client back when you’re available.

If you’re a true solo and have no one to set up such an appointment, you must find a way to manage the clients expectations. Do this in the first intake session with the client. Tell the client that if you don’t answer the phone or return the call within two hours (or something of this nature), it’s because you are in court or otherwise just unable to respond. But, have no fear, you will call in the evening or early morning, depending on the client’s preference. Managing the clients expectations from the very beginning will avoid disappointment and anger by the client.