In Black And White : Legal Marketing Strategies & Insights : Paula Black & Associates : Law Firm Marketing, Branding and Positioning

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Not everything always goes according to plan. Sometimes you have to change your vision to see results.

This week we asked: What’s the greatest lesson you’ve learned from a marketing mentor or consultant?

1. The importance of a marketing and business development plan - 52%

2. New ways about thinking about networking - 0%

3. Finding strategies that work for your individual strengths - 18%

4. Developing a personal brand - 25%

5. Other - 5%

My Thoughts:  I’m thrilled to see that over 50% of you learned the importance of creating a plan, while developing a personal brand and playing to your strengths together were almost as important. All three are key elements in a successful business development journey!

As I mentioned on Tuesday, I’ve learned my fair share of lessons after over two decades of working with clients on their marketing, branding and positioning. Here are few lawyer-specific things to consider as you make your way through the marketing world.


You've got to have buy-in support. Years ago my team and I conceptualized an incredible strategy for a mid-sized firm to cater to its varied industry clients--the marketing committee loved it. Yet, from the beginning the concept was poorly communicated through the organization, and as we progressed the marketing committee got more and more push-back from others.  What was, at first, an innovative concept turned into a nightmare for both us and the client. The lesson: No matter how exciting the idea, without the support of a large portion of the firm it's destined to fail.

Know when to back down. This is a lesson I continue to learn on a daily basis. Whether it's compromising on a firm name (something I've done many times) to meeting attorneys halfway on marketing strategy, it's the age-old wisdom of picking your battles. The truth is, no matter how much experience in marketing, branding and positioning I bring to the table, my clients are the ones who know what clients they want and how they want to present themselves to the public. The lesson: I can give my advice, impart my experience and expertise and usher them into what I see for their future... but the real decision has to come from them. As long as I have given them both sides of the issue... I have served my client well.

Not every attorney has to do everything. I've learned to identify early the skilled writers and set them up as bloggers; recognize the networkers and help them target industry organizations; and cultivate the large personalities into prolific speakers. It's all about understanding where their talents--and comfort zones--lie. The lesson: Let attorneys play to their strengths. They will only pursue what feels comfortable... if they like it, they will do it.

Overall, the lessons I've learned are applicable to almost any profession, but they're solid ideas to consider when approaching your own legal marketing. Whether it's being open to a new way of speaking to clients or making marketing and business development fall into YOUR comfort zone, the key is to pay attention and focus…and never get frustrated. There is always a solution.

Gail McQuilkin of Kozyak Tropin Throckmorton reminds us that along with what we've discussed above, patience is an essential ingredient in a legal marketing plan:

“The most challenging marketing issue I face is trying to convince the lawyers in my firm that there is a return on their investment. That’s difficult because there’s always a time lag in cultivating new business. It’s not the same as deciding you need office supplies and you meet somebody at a local activity and say, ‘Gee, I can get the same supplies from him that I’m getting from my current vendor. I’m going to give this guy a chance.’  It’s different when a client needs legal service – it’s usually a serious matter. It’s not going to be something where they meet you at a social activity and just give you the business. That’s why it’s important to work your relationships and keep working them, so when the moment comes when they need a lawyer, you’re top of mind.”

Black Pearl: Want to learn a few things from a corporate giant? Here’s a great piece on what lawyers can learn from Toyota.

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After 15 years of working with both individual lawyers and firms there has never been one strategy that could work for all. The strategies are as varied as the individuals implementing them. For some, "thinking outside the box" is the route to follow, while others fare better when focusing on the basics. Taking into account time, experience and marketing goals, I personalize every marketing plan I work on, but sometimes things don't go as expected, and it’s in these instances that I’ve learned the greatest lessons of my consulting career. As we wrap up our discussion of marketing mentors and consultants I’m happy to share these lessons with you. But first…

Question of the week: What’s the greatest lesson YOU’VE learned from a marketing mentor or consultant?

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Make no mistake, choosing the right  marketing and business development coach can make or break your efforts.

This week we asked: What do you think is the greatest benefit of a marketing consultant?

1. Help with writing a plan - 0%

2. Keeping me on track - 0%

3. Bringing new ideas to the table - 0%

4. All of the above - 90%

5. I don't see the benefit - 10%

My Thoughts: Wow!!! I'm thrilled 90% of you said "all of the above" would be the greatest benefit of a coach. It's clear that we ALL need help to stay on track... I have 2 coaches and I can tell you their insights are invaluable to me. So how do you select one? Well, allow me to explain.

The most important part of the equation is the partnership between you and your marketing coach or consultant. That’s why you must take extra care to choose the right person for your personality, your practice and your goals. Here are a few tips:


Do your research. Get to know their ideas and strategies. If you're going to take advice from someone, know who that person is and how he or she gets their points across. Do you like their tone? Does what they preach make sense to you? If not, keep looking.

Look into their background. Do they specialize in legal marketing or marketing in general? How many lawyers or law firms have they worked with? Marketing attorneys isn't the same as selling cars or other consumer products, it is a category all its own.

Evaluate their services and relationships. Look into exactly what it is you're getting for the money. Some may see themselves only as coaches. Still others may offer public relations or advertising services as part of their firm. Think about what you need and how all aspects of marketing work together.

Listen to what they're asking YOU. Before embarking on a plan, your consultant has to know you inside and out. In your first few meetings listen carefully to what they're asking you. Are they asking the right questions to understand your daily business life? Are they delving into your clients, your referral sources, and your hobbies and interests to see where growth can be accomplished? Or are they simply skimming the superficial?

Go with your gut. As I mentioned above, you're entering into a relationship, and as with any relationship... you have to trust your instincts. Beyond the pitches and the samples and the strategy-do you LIKE this person? More importantly, do you TRUST this person with your business development future? If not... walk away. You must be completely open with your consultant... comfortable collaborating and discussing your everyday business life. You have to be willing to commit to taking advice and guidance before you can enter into a successful partnership.

Still not sure if you need a consultant?  Read what Doug Ward of Rogers Towers has to say... and think about which "group" you're in:

"When you have busy lawyers, sometimes the last thing they want to do is try to market their services.  You have some lawyers who don’t think about marketing at all and think that the business will somehow materialize on its own. You have others who agree that marketing is beneficial, but say, ‘I don’t know when I’m going to be able to come up for air, let alone think and talk about marketing.’  Then you have a group who says it’s critical and make a concerted effort to help the marketing process along."

Black Pearl: For more on choosing the right consultant, read this.

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Finding a mentor is a great step in your marketing and business development journey, but some attorneys need more than just a daily email. For those looking to place a major focus on developing that area of their career, a marketing coach or consultant can be a great investment. A coach/consultant can step in and not only help you write a marketing and business development plan, but help you determine your strengths and weaknesses and keep you on track. But first, what’s your take?

Question of the week: What do you know about the advantages of a professional marketing consultant?

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Whether it’s a bestselling author or your friend down the hall, finding a mentor is easier than ever.

This week we asked: Do you have a marketing mentor?

1. Yes - 25%

2. No - 0%

3. No, but I would like one - 75%

My Thoughts: Good news, 25% of you said you had a definitive mentor when it comes to marketing and business development. The great news?  75% of you said you would like one. But where to look? Here are a few ideas:


The Traditional Route- The easiest way to find a legal marketing mentor is to look around. Who do you know in your firm (or other firms) who has impressive legal marketing skills? Take them to lunch, ask their advice, pick their brain. I would be willing to bet the person in question will be flattered to offer their suggestions.

Gather A Group- They say there's safety in numbers, but could there also be success? I think so. Look around at your friends and colleagues and make a list of those who might be open to a weekly or monthly marketing roundtable. Share tips and ideas, help each other with referrals, discuss what's working...and what's not, and recommend interesting blogs, books and articles.

Go Virtual- Most legal marketing experts (myself included) have blogs and Twitter accounts designed to share advice and strategy on a weekly, if not daily, basis. The key here is finding someone you connect with...even on a virtual level. Subscribe to a few and see which fits best into your own mindset. Then develop a relationship. E-mail questions, comment on blog posts and keep your mentor updated on your successes.

Start Slow- Browse your local bookstore for best-selling marketing and business development books or read Amazon.com reviews to see what author suits you best. No time to read? I have been a longtime fan of books on CD. Keep one in your car, office or home and put in on in the background, the information is bound to sink in!

Joe Gagliardo of Laner Muchin tells us about the mentoring program his firm utilizes:

"We have a mentoring program and we require lawyers to work with their mentor to develop individual marketing plans.  For instance, I had an opportunity to speak at a diversity conference that was going to involve a number of general counsel from big companies. I brought a number of the women and minority lawyers from the firm with me. I made a commitment to them that if I got any business, rather than just take it, which I could have done, I was going to be willing to share it with them. That's how a mentoring program should work."

Black Pearl: Here’s an interesting article from The Ladders about the mentor/mentee relationship. It has some great tips for making the most of such an important relationship!

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Whether you have an in-house marketing professional to help and guide you or not, it’s never a bad idea to look around at what others are doing and suggesting. Finding a marketing mentor is easier than ever these days—social media outlets such as Facebook, LinkedIn and Twitter give us a direct method of communication with almost anyone. And it doesn’t even have to be that far-reaching. The senior partner/rainmaker down the hall can often take that role...you just have to ask.

Question of the week: Do you have a marketing mentor?  

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I’m on vacation… and sitting in an airport reading Fast Company... The Invincible Apple: 10 Lessons From the Coolest Company Anywhere. I have to admit that being in the creative field makes me prone to be a bit of a disciple of Steve Jobs. The reporter Farhad Manjoo writes:

Lesson # 6 - Everything Is Marketing... and he goes on to quote Martin Lindstrom…"Apple's brand is so powerful that for some people it's like a true religion.”

Just imagine for a moment that you had the ability to create that kind of loyalty with just 10 of YOUR clients. That would be pretty powerful wouldn't it? It’s not out of the realm of possibility. In fact you may have one or two right now. Clients that love and respect everything you do… from your legal work to your billing as well as your availability and how your staff interacts with them. Yes… even your bills… EVERYTHING is marketing. Everything we say and do. Everything we produce and distribute. Everything!

 The lesson we can take away from Apple’s competitive edge… it’s all the details that make up the total package. From the sound when you turn on the computer to it’s unique capabilities… not to mentions the cool factor. What is YOUR total package?  How are your clients greeted the moment someone picks up the phone? What are your unique capabilities? And maybe you don’t have a cool factor; however you may have a prestige factor… can your clients brag that YOU are their lawyer? They should! Don't you think?

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Want to make the most of your business development time? Enlist some help in the form of your marketing director.

This week we asked: Does your law firm have a dedicated marketing or business development professional? 

Yes - 68%

No - 18%

No, but we are considering hiring one - 14%

My Thoughts: It seems that having a dedicated marketing or business development professional is still a growing trend within firms across the country. It’s great that 68% of you have access to professional help, and another 14% are considering it.

Over the past decade the idea of a law firm marketing director has become more and more popular. Not only are most marketing directors experienced in creating marketing strategy and copy, they often bring with them connections to organizations, writers, reporters and editors. Here are a few ways to further your relationship...

• Let Them Get To Know You.  
Rather than treating a marketing director as just another firm member you pass in the hallway, find the time to sit down and develop a relationship. Speaking with you and hearing about your goals and accomplishments can help spark ideas that a resume cannot.


• Get To Know Them
.  You’re more likely to go out of your way for someone you have a personal connection to. Nurture your relationship. Send them interesting articles you come across, stop by their office and say hello, and return their calls and emails in a prompt manner.
   
• Ask For Help
.  Don't forget that a marketing director's job is to help you so don't be afraid to ask. Need help re-writing your biography? Ask. Need to polish up an article for publication? Ask. Wondering how your speech for next week's conference sounds? Ask. 


• Be clear about what you want. 
Marketing directors aren't mind readers...they can't help you unless they know exactly what you want out of your marketing time. The more specific you are about your goals, knowledge and strengths, the easier it will be for your marketing director to work on your behalf.


• Let them do their job. 
You would never send your marketing director into the courtroom, so don't tread in their territory either. Seeking their advice should be at the top of your mind when marketing opportunities arise. If you don't want or need their help with a project, at least inform them of what you're working on. A simple email can do wonders to nurture your relationship and build respect between you both.

Your relationship with your firm marketing director can be one of the most fruitful partnerships in business development. By working together you can maximize your time and energy while furthering both the firm's marketing agenda and your own.

Still don't think it is worth the time commitment?  Jay Courie of McAngus Goudelock & Courie has a warning for you:

"I think people have a tendency to get caught up in the day-to-day business of practicing law and they forget what got them to the party.  If you quite marketing and get complacent, you will fail."

Black Pearl: Interested in business development’s evolution? Here’s an article about the history of law firm marketing.