Posts Tagged ‘law practice’

Incorporating multi-media into marketing efforts

January 6, 2010

YouTube and online videos are relatively inexpensive and popular.  For lawyers, it makes sense to think about incorporating them into marketing campaigns.  Here is an example of an attorney utilizing a “video blog.” 

But start with the goals and objective first.  And its not enough to say, “I want to become more visible.”  You need follow-up and ask who do you want to see your videos and what do you want them to think or do once they see them?  Then you can determine what you want the video(s) to be about and how professional should they look.  Do research on what other lawyers are doing with videos and how they are doing it.  Finally, make sure its easy to embed videos into your website so that you can drive traffic to them.

Solo practice: a pipe dream?

January 1, 2010

The blogger(s) over at “Big Debt Small Law” posted this hilarious rant against small law firm consultants holding out the promise of solo practice as the cure-all for what ails the poor law graduate who can’t find work and has way too much debt.

Bottom line: you will starve in solo practice.

Like most things this is true as is the opposite.  Statistically, you are probably more likely to starve than to be successful but that’s the same with any small business.  Most fail and some succeed.

But think about this: if your competition are the blogger(s) over at “Big Debt Small Law” you might have a fighting chance:

1.  Don’t let bitterness consume you.  The post is extremely funny and appears to be quite popular with others in the misery pool but how does all this bitterness help you to be a successful business person let alone a lawyer?

2.  This blogger(s) thinks that the world owes them a living.  That if you went to law school for three plus years, you should come out of it with a job having sent out a few resumes or set up a law office.  Just in case, they didn’t get the memo; we are in a deep doo-doo recession and everyone has to hustle.

3.  The only work out there for solos is document review, DUI defense and other “bottom-feeder” activity.  Really?  What if you develop a marketing plan for yourself that focuses on the type of law you would like to practice?  Maybe you would have to engage in document review and other “unsavory” practices to pay the bill.  It might take several years to build the practice you want for yourself but that’s called work.

4.  They think $595 is a rip-off?  First, given what they paid for law school, this is a pittance.  Next, I have no idea how good the program is.  BUT, whether you purchase a self-help book, a book on opening your own law practice, attend a CLE program on managing a small law office, you will spend money and you will have to take what you learn and apply it to your own life and business.  And guess what?  Being soaked and marinated in bitterness won’t make it any easier.

5.  I hope that the Big Debt, Small Law blogger(s) are shopping around a film script.  It would be a legal industry expose featuring lots of rants as in the film, “Network.”   They have real talent and the movie would be a laugh riot.  But if they have any hope of working as a lawyer, they might want to lay off the 5,000 word screeds and pick up the phone and reach out to their network.  Just saying.

Publicizing Twitter account on professional bios?

December 16, 2009

This is the recommendation of one SEO company specializing in lawyer marketing.  They recommend attorneys include their Twitter accounts on all their print materials including business cards and the like as a way to increase the number of followers on Twitter.

Here are some of the reasons not to do it.

*Looks gimmicky, like you are trying new things for the sake of it.

*Twitter isn’t a utility, it’s a business and as one that’s profitability is questionable.  What if it crashes and burns three months after you plaster your Twitter account all over your collateral?

*How does listing your Twitter account on all your collateral assist in your overall marketing strategy?  If one of your goals is to gain visibility and creditability as an expert on a particular subject area, then it would make more sense to list a blog title that references your expertise.  Unless you’ve created a Twitter account to reflect your expertise, “CAUCCLawyer” then your Twitter account won’t advance your cause.  You also won’t advance your cause if you use to Twitter to vent about traffic snarls and your favorites hockey team. 

*Beware of SEO tactics like these that don’t take into account your overall marketing strategies.  You might be driving people to your site but if they don’t get a positive impression of your practice when they get there, you might be doing more harm than good.

Tough times at Cravath, Swaine & Moore

December 15, 2009

Last week I gave a talk to recent law graduates who were contemplating solo practice.  Not so much because they were excited about going out on their own but  because Big Law and even Not So Big Law isn’t hiring so much.

More evidence of that comes from Elizabeth Wurtzel’s piece in the Wall Street Journal about Cravath’s deferral offer to new first years  by providing them an $80,000 incentive not to work.  According to Ms. Wurtzel, many of these first years declined the offer.  She surmises that they did so because they were concerned about the stability of Cravath.  Maybe and maybe not.

The point is that there has been a sea-change in the legal industry and what the new paradigm will be is anyone’s guess.

Blog & email blasts: coordinate your efforts

October 31, 2009

Too often social networking and email communications are seen as separate efforts, silos that compete rather than complement one another.  This is more reason why having a social networking and online marketing strategy is important.

Example:  I blog about legal issues related to social networking.  I’ve posted about lawsuits filed against Facebook and have found there is huge interest in the topic.  Say there a significant ruling in one of these lawsuits I’m following and I email my contact list about it.   In the email I post a link to my blog so that folks to track breaking news about the suit.  

Subsequently, on my blog I can alert readers to an in-depth review of the lawsuit by signing up for my email blast.  Furthermore, I post significant news items from my blog to my website home page.  This way people who see the item on my homepage can visit my blog and see the value of signing up for an email alert.  People from my contact list and blog can visit my homepage and learn more about my legal practice.

This is the power of social networking: tools that work together to build awareness and offer clients and prospect value about issues they are following.