Miami Legal Business Development | Branding | Law Firm Coaching | Paula Black

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Your personal brand... as Kevin O'Keefe, suggests... Will save you as a lawyer. Most lawyers can't conceive of themselves as a brand. But, let me tell you... YOU already have a personal brand! And I guarantee... 99.9% never give it a thought. What does your personal brand represent to the world? Is it substantive?

Why should you want to intentionally build a personal brand? It differentiates you... you can stand out from the crowd. It helps you be remarkable, YES...  worth making a remark about.

If your personal brand is outstanding... you just might hear... "You had me at hello!" In order to accomplish that you MUST have a strong online presence. It is no longer acceptable to simply have a good local reputation since when you are recommended to others they WILL Google you. So what will they find? Are you proud of the content that shows up on the 1st page of Google? If not download my FREE E-Book... Be a Celebrity in Your Own World. It's a 4-part strategy:

1. Write articles... post them on article directories and start with JDSupra.

2. Give speeches... repurpose your articles for speeches. 

3. Participate in social media... write a blog. There is no better way to solidify your personal brand than a blog. 

4. Write a book... it can build your credibility in the strongest way.

NOW...  here's the Harvard Business Review and Dorie Clark's, How to Become a Thought Leader in Six Steps. In a nutshell...

"1. Create a robust online presence. Blogs are particularly good because they showcase your knowledge - and search engines prize the frequent stream of fresh content.

2. Flaunt high-quality affiliations... If you've got well-known connections, flaunt them and leverage them.  

3. Give public speeches. Given the terror that public speaking instills in most people, your street cred will automatically skyrocket when you take the stage.

4. Appear on TV. Make it a point to build relationships with TV producers - you can often follow them on Twitter and strike up a conversation.

5. Win some awards. Identify the awards that matter in your industry, monitor the deadlines, and make it happen.

6. Publish a book... There is no more definitive proof of thought leadership than authoring a good book on a chosen subject."

A powerful personal brand will establish credibility, differentiate you from your competition, and ultimately make it easier to attract new business. The steps we've covered here will get you started in the right direction... so get going!

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Be direct. You never want to hear... "You talkin' to me?"

Identify your target market. I mean PICK one! No... You can't talk to EVERYBODY. You try and do that and NO ONE will listen. The message becomes so generic or watered down that nobody thinks you're talking to them.

So where do you begin? You narrow your focus... pick a slice of the market that you serve in your practice area. It maybe a segment of an industry, a group with a particular problem or green eyed children born to left handed women! Be the biggest fish in the smallest pond. Here are 4 strategies to put into place:

1. Speak the language of your target market. Use their terminology, refer to the things they do and they way they think. Doing this makes it very clear to your audience that you KNOW them... it gives you credibility. What would happen to MY credibility if I referred to your firm as a company? It would be out the window I'm sure!

2. Tell stories that are relevant to their lives. Not only does it connect you to them, but also stories are memorable. They are memorable because they conjure up an image and evoke emotion. When told well they are very powerful tools.

3. Let your personal brand shine. Give some considerable thought to what you want to be known for and make sure your writing reflects that, and YOUR personal brand will soon become clear to your target audience. Approachable... Attention to detail... A get it done kinda guy... All of these can be illustrated in your writing without having to come out and say those exact words.

4. Repetition, Repetition, Repetition... did I say repetition? Yes, that is what cements your personal brand into the memory of others, and believe me when I say... there is NO substitute for it!

You know how it feels when someone looks you in the eye and seems to be truly interested in YOU... it feels great and it creates a connection in a way that is exclusive. THAT, my friends is what these strategies will do for you. When you put them into action, soon it will be... "Oh my... you're talkin' to ME!"

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Who wouldn't want to hear these words? "You had me at hello!"

Did I get your attention? OK, what does this have to do with business development? I'll tell you.

When it comes to producing content, lawyers are pretty good at it... but aesthetics and design is a different story. Remember that the first impression is the hook... How seductive is your content? Will it pull your reader in at first glance? Is it visually intriguing as well as verbally intriguing? We are in an era of information overload, so what can make yours standout?  And shouting (everything in large bold type) isn't usually the answer. Here are five things to keep in mind so you can have them at hello!

1. Become skillful at using bold and italics. Use them to guide the reader through your article, blog or proposal.

2. I know it may be hard for you to believe, but EVERY word of your content may not be important to your reader. So, try to figure out what might be and pull it out as a "pull quote" or a larger font.

3. Most people skim articles, blogs, proposals, etc. So, provide a few jewels that will slow them down... photos, a graphic element, colored type or large type.

4. A sea of type is just that... a sea of type, and lacks enticement. Find ways to break it up into quickly digestible chunks.

5. Make sure the length is appropriate. A quick read is always the best option! Who has time to read War and Peace? If you have a lot to say, divide it into several blog posts, articles or even books. Remember that it's always better to keep them coming back for more!

Aesthetics and design is the hook, it creates the first impression. Make it so enticing that they want to read every word you have written. And they tell their friends... and their friends, tell their friends.

Black Pearls: Here are three books that can help you develop a sharp aesthetic eye. Presentation Zen by Garr Reynolds, The Presentation Secrets of Steve Jobs by Carmine Gallo and Typography for Lawyers by Matthew Butterick. Have fun!

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 I ran across a great blog post at Lawyerist... Checklist for Creating a Great Law Firm Website. They remind us that planning in advance is essential to a successful website. Lawyerist zeros in on some great points for small firms and solos... here are a few:

Determine your market and define your unique selling proposition. I would like to add... what are your points of differentiation and will they resonate with your target audience?

Set goals and align the goals of your business with the website and make sure your client's needs are met. I think this is vital. Your website is an extension of your business and it needs to speak like you and look like you.

Design your website with compelling images that correspond with your branding. Your website is the place to bring your brand to life... with photos. So choose wisely. Generic skyline photos do nothing to separate you from the competition in your market.

Include sticky content. Break text into small easily read chunks separated with headings and images for easier scanning. I want to remind you that people don't read... they scan. Make sure they are picking up something of value about your firm as they scan the page.

Measure and update. Set up Google Analytics to measure traffic. Create an ongoing method of marketing and encouraging visitors to your website. It's no secret that I am a big fan of blogs and they are the answer here. Google Analytics can help you see what is getting read and you can fine-tune your content.

The big take-away here is... first, create a plan! 

Black Pearl: Here is Lawyerist's list of the Best Law Firm Website in 2011 take a look.

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Many lawyers have said to me that they don't have a personal brand. But they most certainly do... they just didn't create it consciously. Everything one does adds to their personal brand... positively or negatively. But we don't often see it that way. The question here is can we change it? Sure we can. Should we change it? Absolutely. If you are working on business development it is imperative that you craft the personal brand that will get you where you want to go. 

But... it isn't easy. Seth Godin talked about... "Changing Personas". He defines a marketing persona "as the posture or approach or attitude you bring to the market"... your personal brand positioning.

Change is needed when what we are doing doesn't work any more and we need to move to the next level. He pushes back with:

"Please don't tell me about authenticity. Brands and personas are made, not born, and we use them because they work, not because our DNA ordains us to. When they stop working, it's time to change them." 

CHANGE...

• You first have to make a commitment to do it. Not just put it on a list, I mean the kind of commitment that is uncompromising.
• Make a plan... you need to know where you are headed. What do you want to be known for? What do you want people to think when they hear your name?
• Get into action... do something every single day. Show the world you are who you say you are and do it little step by little step.

No, it isn't easy... but becoming a lawyer wasn't either. Legal business development will be less arduous if you have a strong personal brand... persona... reputation... OR whatever you would like to call it. It is easier for people to send you referrals or hire you when they can clearly understand your values... small and large.

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Effective business development requires several elements working together cohesively, and one of them is a strong brand. Last week I was working with a client on the question... is it time to re-brand? How do you know? It will be obvious when you know the competitive landscape.

I believe a good first step is to do a brand audit... what is a brand audit you may ask? Get a copy of every printed piece of material you give to clients. From business cards to brochures and include your website. I like to put them up on the wall so you can stand back and take a look.

The next step is to Google your practice areas with the city or region you practice in. For instance... Family Law - Miami. Do that for each of the practice areas you want to develop. Take a look at who is on the first page (let's face it no one goes beyond the first page.) Print out all of their logos and put them on the wall. Also print a few pages of their website. Most websites don't print as they appear on the screen so you will need to do this as a "screen capture". 

The wall is now filled with YOUR materials and logos from your COMPETITORS, as well as their websites. Stand back and take a good hard look. Now ask yourself these questions...

1. Does your logo standout or does it blend into the landscape of competitors?
2. Who has a tagline that communicates a clear difference?
3. Who appear to be the top three strongest firms based on the visuals you see? Are you one of them?
4. Whose websites have a compelling home page?
5. Where do you fit in amongst these competitors? What are your points of differentiation?
6. Whose names are short and easy to remember?

Are you proud of your side of the wall? If you are not satisfied with the answers to these questions it might be time to consider re-branding and maybe even shortening your firm name.

My client realized their branding was not clear and strong enough. They saw the competition in a very different light. Some they hadn't considered competitors, but they realized that if someone Googled them they would most definitely see them as a competitor. They looked at how the top three presented themselves and clearly saw an opening in which they could fill. We will now re-brand them with all of this in mind.

Is it worth the time and effort to go through this exercise? I can tell you that my client would say absolutely.

Here are more circumstances that will help you know when it is time to re-brand.

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I was talking with an attorney last week... he's had his firm for ten years and his website STILL isn't launched. He knows he should get it done and he knows this isn't good. But I'm not so sure he really knows what is at stake.

No website? 

1. It gives the impression that you are behind the times... in the way you think. 

2. You have no idea how many people hear your name, but don't consider your firm because they can't find information. They simply find someone else.

3. It's a missed opportunity to be able to explain to potential clients and referral sources what you do and how you do it... establish your brand.

4. Plain and simple... no internet presence means no internet business.

Would any attorney think they could do without business cards? Of course not. Today, a website is your electronic business card. There is too much at stake to procrastinate.

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 " Don't Ever Be Late. Ever."

FINALLY it is the subject of conversation! Thank you Tom Kane for your post yesterday. He writes...

"Okay, sometimes you can’t help it. Unfortunately, with some people it is just a bad habit. From a lawyer marketing standpoint – in the case of this bad behavior – it is dumb marketing. Oh yeah, did I also say it is rude.

Whether you are perennially late to a client meeting, or court, or a deposition, a negotiation, or a bar luncheon, etc., you are sending the wrong message, which likely includes:

• My time is more valuable than yours;

• You’re not important enough for me to be on time – you are not the President or the Pope for goodness sake;

• Didn’t mean to be late, but I’m not organized today (as in make sure to hire me, so I can prove how disorganized I can be on your next legal matter); and

• Even though I’m suppose to be a professional, I’m not able to “get it together and act like one.”

"Those points were raised by Otto Sorts (who apparently is an anonymous friend of Merrilyn Tarlton)  in posts on both Attorney at Work and HeyYouKidsGetOffMyLaw. He reminds us that bad habits can be overcome. Accordingly, if you are interested in gaining new clients and matters, you just may want to impress your clients, referral sources and prospects by showing them respect by being on time."

THIS is personal branding my friend! If this is you and you were a product, you need to be "re-called". Many lawyers think that their EXCELLENT work is all that matters... absolutely not! I wrote in an earlier post...

Take a moment to reflect...

Are you a listener or do you talk too much?

Are you energetic or passive?

Are you punctual or are you habitually late?

Are you open-minded or are you argumentative?

Are you focused or scattered?

Are you in control or are you always behind?

Are you kind or are you dismissive?

Are you decisive or are you wishy-washy?

Are you a approachable or are you a sour-puss?

Are you a resource of information or do you horde information?

These are traits that are visible to the world and reflect who you are… your brand personality. Identify the traits that best describe you… be honest. I would suspect that you are not particularly proud of some of them… right? (We all have them.)

So now let’s answer the questions… What do you want to be known for? What do you want to do about the things you’re not so proud of? Can you adapt a new way of being? Do you WANT to?

If you have the desire and the commitment… 2011 can be the year you move to a whole new level of how you project your personal brand and how the world responds to you. Be the person you want to be… your personal brand is the most powerful tool you have. It can enhance your legal skills or undermine them. It’s your choice. Create a personal brand that you are proud to step into each and every day. And when you get off track… pull yourself together and get back on track.

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Yesterday, I gave a speech on personal branding and as part of what I do for this presentation... I googled everyone in the room. It's eye opening for the people in the audience that seldom do it. How much of that first page is YOU? This is important to know since anyone that wants to check you out will google you... so what will they find? One women in the audience found out she died last year and someone else won a coloring contest... of course that was not them. But your prospective clients can't be sure and besides do you want them to have to sift through all of that? I don't think so.

Take a moment to google yourself. Are you on the 1st page? Is the content substantive? Are you proud of it? Does it add to your credibility? If the answer is NO to any of the questions, you can do something about it. Consider writing a blog and articles on a consistent basis. This is the best way to dominate your name on google. Before I started writing articles and blogging I had 20% of the first page of google. One entry was my website and the other was Amazon where my books are sold. But now? I have 90% of the first page of google and that is out of 9.2 million entries. Yes... 9.2 million. There are a lot of Paula Blacks. And in addition, the shoe industry names their shoe styles with women's names and they often use the name Paula and you guessed it... they ALL come in black! Who can compete with women's shoes? I did! I dominate my name on the 1st page of google. Do YOU?

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You can plan and work and push as hard as you want, but if you don’t have a personal brand that shines through you’ll never get to the top.

On Tuesday I mentioned Seth Godin’s great post from last week, celebrating the life and lessons of fitness guru Jack LaLanne. But what does it have to do with you? Let’s take a look…

“He bootstrapped himself. A scrawny little kid at 15, he decided to change who he was and how he was perceived, and then he did. The deciding was as important as the doing.”

Jack Lalanne saw a direction and moved forward not with what he WAS but with what he WANTED to be. The same applies to clients. Go after the clients you WANT, not the clients you happen to have.

“He went to the edges. He didn't merely open a small gym… he created the entire idea of a health club, including the juice bar. He did this 70 years ago.”

The message? Think big. Don’t limit yourself to being featured in a local Superlawyers edition. Go after national media. Don’t just write one little article and post it online. Figure out how to turn those ideas into a speech, a seminar, and an e-book.

“ …most of what Jack had to offer he offered for free. He understood the value of attention.”

As I tell my clients all the time. Free isn’t a four letter word. Give clients something for nothing once in a while, it will not only build on your relationship but will give them ammunition to refer out your services.

“He was willing to avoid prime time. Jack never had a variety show on CBS. He was able to change the culture from the fringes of TV.”

You don’t always have to play in the big pond. Find your audience and cater to them, wherever they are. Be an expert in your own world and don’t worry about competing with the big guys.

“He stuck with the brand. He didn't worry about it getting stale or having to reinvent it into something fresh. Jack stood for something, which is rare, and he was smart enough to keep standing for it.”

This one is pretty self-explanatory. Commit to your brand (both firm and personal) and own it. Repetition, repetition, repetition.

Black Pearl: One final link on this subject. Here’s an Inc. slideshow about LaLanne that I thought was fun and inspiring. Hope you enjoy it…
 

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As most of you who follow my blog know, I’m a big fan of Seth Godin and regularly find inspiration in his thoughts and ideas. Last week I received a great post from his blog (which, as I suggest you all do, I subscribe to) about the life of a unique and similarly inspirational marketer: Jack LaLanne (more about that post later). After reading his post, I did a quick search on the Internet and found many, many references to lessons we can all learn from the life of this legendary public figure. Here are some I thought I would share.

1. Use it or lose it.
2. Make a personal connection.
3. It’s never too late.
4. Do, don’t stew. 

As for Seth’s 8 lessons? Come back on Thursday and we’ll take a closer look.
 

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How did you find your last real estate agent? I bet it was via a referral. Take a lesson.

Some of the greatest marketers I know are realtors. And when it comes to referrals? They’re masters. In fact, most established real estate agents work solely off referrals from past clients. Sure, the businesses may be a bit different, but the basic principles apply to everyone. Here are a few links to some great articles by and for realtors. Open your mind and see how they apply to your own referral business… you may be surprised!

Black Pearls: 6 Prospecting Tip to Help Grow Your Business,  7 Ways to Generate Leads and Build Your Business,  8 Ways Real Estate Agents Can Generate Referrals for Free

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For the past two weeks we’ve explored the idea of trust and how to build that trust with clients, potential clients and colleagues. So once it’s there what comes next? You guessed it: referrals. But getting referrals isn’t as easy as doing a good job. You have to let people know that you want them… and what type of referrals you want. Here are five tips for getting started:

1. Don’t be shy. The only way to get more work is to ask for it.

2. Understand what you want. People can easily send you work if they have a clear idea of what kind of work you’re looking for.

3. Focus on the right people. If you have a referral source who has sent you 1 case and another who has sent you 20, it becomes clear where to place more of your efforts.

4. Make use of family and friends. They know you best and won’t be afraid to throw your name out.

5. Have a plan. Know how you’re going to follow up with a referral source and create a system for everything from initial contact to a follow-up and thank you gift.
 

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Last week we talked a bit about personal branding again. Who you are and what you want to project to the world. But the truth is, you can craft the most perfect personal brand in the world, but if no one knows about it, it means nothing. That’s why, starting today, we must all make 2011 the year of being noticed. While skimming through some articles on marketing trends for 2011, I was continually faced with one word: TRUST. And it makes sense. In an age where emails often replace face time and social networking has replaced a good old phone call, clients are inundated with information. They tune out. So what gets you noticed? And what brings in business? Good, old-fashioned trust. In fact, I think we could all use a good refresher on how to build that trust via The Fearless Competitor.

And once you've established that trust the work doesn't end. In fact, it's just the beginning...

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Research shows that it literally takes only TWO seconds for people to develop a strong first impression.

Smart… not so smart. Likeable… not so likable. Charming… not so charming.

So what could that be based on? The visual of course, it’s the first thing that impacts your brand. It’s your package… your visual identity… your trademark.

Take a moment to think about the image you project…

Is it professional or casual?
Is it neat or dishevel?
Is it memorable or unimpressive?
Is it unique or like everyone else?
Is it who you want to be or did it just happen?

Take charge… think about what you want others to think when you enter a room. Then create the visual that will reflect that quality. Enlist a friend that will be brutally honest to give you feedback. My advice is to add an element that is unique, make it memorable.

After giving a personal branding speech a judge stopped me to say, “You know I wear a hat all the time and now that you mention it, I realize it’s my trademark. People don’t recognize me without it.”

Black Pearl – Lawyerist talks about dressing for interview success. It’s great advice you could apply to client meetings as well as interviews.
 

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Take a moment to reflect...

Are you a listener or do you talk too much?

Are you energetic or passive?

Are you punctual or are you habitually late?

Are you open-minded or are you argumentative?

Are you focused or scattered?

Are you in control or are you always behind?

Are you kind or are you dismissive?

Are you decisive or are you wishy-washy?

Are you a approachable or are you a sour-puss?

Are you a resource of information or do you horde information?

These are traits that are visible to the world and reflect who you are… your brand personality. Identify the traits that best describe you… be honest. I would suspect that some of them you are not particularly proud of… right? (We all have them.)

So now let’s answer the questions… What do you want to be known for? What do you want to do about the things you’re not so proud of? Can you adapt a new way of being? Do you WANT to?

If you have the desire and the commitment… 2011 can be the year you move to a whole new level of how you project your personal brand and how the world responds to you. Be the person you want to be… your personal brand is the most powerful tool you have. It can enhance your legal skills or undermine them. It’s your choice. Create a personal brand that you are proud to step into each and every day. And when you get off track… pull yourself together and get back on track.

In 2011 craft your personal brand with thought and intention.

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Yes, I know…a lawyer. But today let’s think about who you really want to be in 2011? Truly define it. Do you want to focus your practice on a certain niche? Do you want to be “the small-banking go-to lawyer,” the “aviation law expert for the Northwest,” the “Georgia divorce expert?” Where do you want to steer your business and what type of client do you want to attract? It may sound silly, but just writing down the kind of clients you want to walk through your door can help you see opportunity when it presents itself.

Quick example: In October of 2009 I sat at my desk and wrote down a goal. I wanted to get one non-lawyer coaching client in 2010. Then I put the thought away. Fast-forward to January 2010 and an old client happened to call me up and ask for my help in branding his new (non-legal) company. Had I not written down that goal I would have taken the business, been happy to hear from an old friend and moved on. But a light went on and I took him to lunch, pitching my services as a marketing coach. He became my first non-lawyer coaching client. Write it down.
 

Black Pearl: Think outside of the box when re-thinking your strategy. Cordell Parvin recently found 10 core values after reading Zappos' founder Tony Hsieh's book "Delivering Happiness: A Path to Profits, Passion, and Purpose."

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Should you risk a major investment in marketing and business development if you can’t measure the results?

This week we asked: How much are you willing to invest in something you may not be able to measure?

1) Nothing. - 35%

2) A small amount...and let's see what happens. - 50%

3) I'm all in, and I don't need to measure. - 15%

My Thoughts: Not surprising only 15% of you said you would go all in for an initiative that had no way of measuring ROI. On the other hand, a whopping 50% of you said you would be willing to invest a small amount. Great!

Here’s the bottom line (at least in my opinion): It’s silly to miss out on a marketing opportunity as powerful as social media/blogging just because you cannot get a detailed measurement of ROI. The benefits of blogging especially, can be anything from building relationships to gaining recognition to building credibility. Who knows how many clients (or potential clients) Googled you, found credible information (rather than just some directory listings) and hired you. Trust, and belief in your expertise, is unmeasureable.

Seth makes two points in his blog: First that its never a good idea to try and measure the unmeasureable and use that to make decisions. I agree wholeheartedly. The second is trickier. He believes “Small investments in unmeasurable media almost always fail. Go big or stay home.” I disagree. Jumping all-in into an unmeasureable marketing effort will only cause stress and frustration. You have to understand your own comfort level and choose something that you’ll stick to. If that means testing the waters with a Twitter account or working contacts through LinkedIn for a few months then I’m fine with that. Just be sure to be consistent with your efforts. If you’re not comfortable you won’t place a consistent focus on the initiative… and it will fail.

Black Pearl: Here is Seth Godin’s full post “On buying unmeasurable media,” as well as a recent post from Kevin “Do law firms need to measure ROI on social media?”. And yes, I know it’s our second reference to Kevin in 2 weeks, but what can I say? (We must be on the same wavelength lately?)
 

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Since we’ve already started our discussion of blogging and social media I thought I would continue on the path this week. And wouldn’t you know it? Both Kevin O’Keefe and Seth Godin (two of my favorite bloggers) were, unknowingly, right there with me. What they were addressing was the inevitable question of ROI. It’s not unnatural to want to see measurable results when you invest your time (and sometimes money) into social media and blogging. The problem? Measuring results from these two avenues of business development are quite tricky. So what’s the answer… come back on Thursday and we’ll discuss.

Question of the Week: Should you invest time and money in something that can’t produce measurable results?
 

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*Special Friday Post

Seeing as though we've spent the week discussing the various benefits of social media I was excited to run across this Mashable post entitled: "How Lawyers May Use Social Media in the Future." I think it's further evidence (no pun intended) that all attorneys need to start considering the topic...and dip a toe in the water.

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By now most of us are at least minimal participants in both of these social networking behemoths—but are we making the most of our presence?

This week we asked: Have you ever brought in business from a social networking site?

1) Yes, from friends on Facebook. - 15%

2) Yes, from colleagues on LinkedIn. - 42%

3) No, never from either one. - 43%

My Thoughts: Not surprising most of you who have received business online did so as a result of LinkedIn (about 42%) but a good 15% of you said you received at least one referral from Facebook. What does this mean? I think it’s fairly clear that LinkedIn is a winner when it comes to professional needs. It’s a great place to discuss business-oriented issues, to see where past colleagues are working now, and it’s easier to navigate when it comes to joining groups and protecting privacy. I recently came across as great article that I’ve posted in the Black Pearl section below called “LinkedIn Group versus Facebook Group,” (thanks Kevin O’Keefe). I encourage you to read it and better understand just how important keeping up your LinkedIn presence can be.

But here’s another quick thought. Facebook has merits all its own. The people you connect with are usually friends (new ones and old ones) and family or acquaintances from around your non-work life (your church or temple, schools, community organizations)…in other words people who have a PERSONAL connection to you. And that small tie to you builds instant trust. And trust spurs referrals. As my friend Mr. O’Keefe so eloquently put it:

“There's no question I'm going to continue to play with Facebook. Making friends and nurturing relationships is the stuff that life is made of. From 30 years in business, I know that friendship drives business development.”

Where was your last online-generated referral from? Let us know in the comments section!

Black Pearl: Here’s Kevin O’Keefe’s take on the situation (LinkedIn Groups Versus Facebook Groups) as well as a direct link to the original article from Search Engine Journal (click here).

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By now I would guess over half of you have seen “The Social Network,” a movie (for those not aware of it) about the creation and subsequent evolution of the phenomenon known as Facebook. I would also guess that more than half of you have personal Facebook pages, mostly used for keeping in touch with old friends and classmates, and perhaps family that live far away. But how does Facebook impact your business? And if it doesn’t, should it? It seems its closest competitor when it comes to networking would be LinkedIn, a site dedicated more to your professional life than to vacation pictures and idle chatter. But should we discount Facebook as a serious referral source? Come back Thursday and we’ll discuss.

Question of the Week: Can Facebook compete with LinkedIn when it comes to bringing in business? 

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Whatever your interests outside of the law office, there are marketing and business development lessons to be learned everywhere. So keep your eyes and ears open…as well as your mind.

This week we asked: Have you ever taken and adapted marketing advice from another industry?

1) Yes. - 45%

2) No. - 55%

My Thoughts: Only 45% of you have taken and adapted marketing advice from other industries. Time to think outside your world! As I mentioned on Tuesday, The Gap logo debacle really got me thinking about how marketing and business development rules are truly immune to industry. The Gap’s plight was covered by media outlets and bloggers from the worlds of fashion, news, business, advertising, branding, and more. Then, on the heels of that news I came across a fabulous post relating marketing lessons to a rock-and-roll legend (see the Black Pearl below) and it truly hit home.

So what’s the lesson here? The lesson is that marketing and business development doesn’t have to be a chore. It can incorporate issues and ideas that you find interesting in your everyday life. You just have to keep an open mind.

Something a little different this week… I would love to hear your thoughts on finding marketing inspiration in unusual places. See something great and put it to use? Post your comments below!

Black Pearl: Here’s a great piece entitled “What Bruce Springsteen Can Teach Lawyers about Law Firm Marketing” (click here) via Elizabeth Ferris (read about her here). It has some great advice on how to stay relevant to your clients!
 

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Building on last week’s focus on The Gap and their new (and now scrapped) logo, I started thinking about how many marketing and business development lessons we can learn from companies that exist outside of our own industry. Because my focus is squarely on marketing on a daily basis, I have the advantage of pulling ideas and inspiration from everywhere…but not everyone has that mindset, and it’s a shame. In fact, sometimes looking at success stories from those outside the law arena can spark creative inspiration for your own firm…not to mention that people and industries that exist outside our work life but within our hobbies and interests (Sports? Music? Film?) can sometimes be even more relatable than other law firms.

Question of the Week: What other industries can you look to for marketing and business development inspiration?

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Old sayings ring true for a reason. They make sense. If you’re logo is strong, highly visible and easily recognizable, it’s never a good idea to change it up. (But, if it is not all those things... get to work.)

This week we asked: Have you ever considered changing your firm logo?

1) Yes - 30%

2) No - 70%

My Thoughts: 70% of you said you’ve never considered changing your firm logo. Good thinking! Repetition, Repetition, Repetition is the key to any good marketing strategy, but you can’t repeat what you keep changing.

I think it’s pretty clear what I think of The Gap’s sudden redesign. Not a great move. Not only does it alienate loyal clients, it prevents new ones from recognizing the brand and connecting with it.
According to AdAge’s article, “The logo is pervasive in American culture, appearing on some 1,200 stores in North America. Gap also operates nearly 300 stores in Europe and Asia. Gap is the 84th most-valuable brand in the world, according to Interbrand's 2010 study.”

That’s a powerful brand. Why mess with it? Forget the rules of branding, strategy and marketing. Think emotion. People become emotionally attached to what they know (Hello New Coke, Tropicana, and a slew of others…), and are put off when a new version is introduced.

Brand equity is a powerful thing, and something that I see way too many law firms treat casually. Respect the power of your brand and the look and feel that surrounds it. If the question comes up, ask yourself and your firm members WHY you need to change it. If the reason is legit (and there are some reasons that are), then go for it. But if it’s change for change’s sake, step back and reconsider. Believe in the power of your brand and stay true to it. Your clients—and your wallet—will thank you.

Black Pearl: A few quick and interesting posts about the Gap debacle from AdAge (see link above) and BrandChannel.com (http://www.brandchannel.com/home/post/2010/10/06/Gap-Rebrands-Itself-Into-Oblivion.aspx). Plus, here’s The Gap’s response (http://www.huffingtonpost.com/marka-hansen/the-gaps-new-logo_b_754981.html) and a great piece from MSNBC on the worst rebranding disasters (http://www.msnbc.msn.com/id/36398773/ns/business-us_business/).

P.S. Just this week The Gap reverted back to its original logo. Read more here. 

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In case you’ve been buried under briefings in your office for the past 10 days, last week The Gap introduced a new logo (click here to view it http://www.gap.com/). Though they rolled out the new design with little to no fanfare, it was promptly rejected by most (ok, almost all) viewers, clients, experts and bloggers. In fact, over the past week there have been countless articles about the changeover. So, does bad branding equal great PR? Maybe. But, in the end, they still have to live with the change and continue to explain themselves to their customers. If they can recognize them…

Question of the Week: Does new always mean better?

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Just because you keep bios in a consistent format doesn’t mean they have to be carbon copies. Play to your strengths but stick to your brand.

This week we asked: Are your firm bios consistent?

1) Yes - 45%

2) No - 55%

My Thoughts: More than half of you were not convinced that your firm bios were truly consistent. Time to change that. Even in smaller firms, keeping bios in the same format looks more professional, more branded and more cohesive.

The best way to ensure that bios look uniform is to charge one person with the task of organization and upkeep. Be it a marketing director, administrator, secretary or even receptionist, identify someone to take charge of the project and keep it on track.

Tip #1: The first step in a revamp is to create a questionnaire (click here to download ours) and use existing bios to fill in the information. Then send those questionnaires back to each individual attorney so that they can fill in any blanks or update outdated information.

Tip #2: Pick a format and stick to it. In what order do you want to present the information? Will you put dates on Bar Admissions? Undergraduate information before JD or vice versa? Will you separate membership listings in charitable organizations from professional organizations? All questions you should consider.

Tip #3: Look at your head shots. Do they look like they were photographed by the same person? Are they outdated? If you answered no to the first question and yes to the second you may want to look into investing in some new photos. Never underestimate the power of a strong head shot.

Black Pearl: Just because you’re an accomplished attorney it doesn’t mean you can’t have a sense of humor. Not all attorney bios are as serious as you may think. While you don’t have to take it as far as this guy (http://nylawblog.typepad.com/legalantics/2008/09/best-lawyer-bio.html), there are small ways to incorporate a sense of personality. My team and I came across D.C.-based Beverage & Diamond by accident and were impressed and inspired by their “Professionals” section. Take a look at the way they used photography to punch up their bios while still remaining, well… professional. (http://www.bdlaw.com/attorneys.html)
 

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Whenever I begin working with a new firm, one of the biggest challenges my team and I tackle (once the branding and positioning has been determined) is collecting and refining the firm biographies. Inevitably all of them will be formatted differently, many will contain out of date information and none of the head shots will have been taken by the same photographer. Sound familiar? Organizing, updating and creating consistency with your firm bios is a project, but one that can reap true rewards for your entire firm. So how do you go about it? Check back Thursday and I’ll share some insight.

Question of the Week: Do your firm bios reflect a unity within your firm and your branding?

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Did I mention repetition?

This week we asked: Are your marketing ideas, efforts and materials separate entities or a united front?

1) Separate. - 12%

2) Unified. - 9%

3) Half and Half. - 79%

My Thoughts: Only just under 10% of you are convinced that your marketing efforts are working together to create a seamless message. Not great. In order to achieve the best (and fastest) results you have to present a united front.

Quick Test! Lay out on your desk the following items: your bio, your brochure, a print out of your firm website (homepage is good enough), two presentations and a PowerPoint template. Now step back and look at them. Do they all LOOK like they came from the same firm? Now read them. Do they all SOUND like they came from the same firm?

Staying true to your firm language and visuals is an important part of being “seamless.” You have to build brand recognition and keeping a consistent look and feel to your materials is a key factor. Even firm announcement and ads should feature the same language, logos, fonts and colors as your other materials. Think REPETITION.

The best part? It will make your marketing and business development efforts even EASIER. Yes, easier. Once you have a strict set of guidelines you need only pull from other materials to create new ones. Pull brochure headlines to use as marketing statements in presentations or on folders. Hand out articles or blog posts during speeches or presentations to punctuate your points.

Remember…Be Seamless!

Black Pearl: For those of you who use social networks and E-mail in your marketing and business development, here’s a great post (http://www.jeffbullas.com/2010/07/01/10-ways-to-integrate-your-social-media-and-email-marketing/) by Jeff Bullas (http://www.jeffbullas.com/bio/) on integrating the two for maximum results.
 

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Recently I’ve been working with a client whose company prides itself on the idea of being “seamless.” In their case it means bringing together various aspects and teams within a project, but in the world of marketing it can be just as powerful an idea. Many times we compartmentalize our marketing efforts: the brochure, the website, social media, e-mail marketing… the list can go on and on, when, in reality, they all need to work off of each other. They need to be seamless. Not sure yours are? Check back on Thursday and we’ll discuss the topic further. But first...

Question of the Week: Are your marketing efforts seamless?

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It may seem strange, but translating your blog to video is much easier (and more sophisticated) than you think.

This week we asked: Would you use video to reach out to potential clients and colleagues?

1) Yes, it sounds like a great idea. - 71%

2) No, too much like a commercial. - 6%

3) Maybe, it depends on the video. - 23%

My Thoughts: It seems as though almost all of you (about 94%) are open to using video as a medium to connect to with readers. It’s an exciting prospect. Video is a fantastic way to help readers get to know you better—provided you stay true to your content, your brand and your audience. The easiest way to get started is to use content you already have.

Have a great power point presentation that you use on a regular basis? Translate it into a video and post it on your blog (Instructions and Tips here). Now you’re giving readers even more value via your online presence. Just remember:

                     • Keep it short.
                     • Make sure its branded (your firm name and website/blog should be on all slides).
                     • Speak clearly.
                     • Address a need or subject that hits home for your readers.

Connect with your readers, give them something they can use and see the results!

Black Pearl: Interested in learning more about video? Find some interesting information and quick tips at The Lawyer's Video Studio.

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In my quest to constantly improve and update the blog, I often do my own research on new ways to think about content. One of the things my team and I have been talking a lot about lately is the idea of making your content come alive. In other words, how to bring the reader into your world beyond just words on a page. Recently we came across an interesting solution—using video. Now, I’m not talking about commercials, I’m talking about using video online to reach out to your readers and give them even more value. How do you do that? Check back Thursday and we’ll discuss.

Question of the Week: What is your opinion on lawyers using video for marketing purposes?

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He may have only started last year, but Jim Walker has built his blog into a must-read for the cruise line industry. How did he do it?

As I mentioned on Tuesday, Cruise Law News has been a huge success for Jim Walker. In fact, he estimates that  firm inquiries are up about 5 times what they were pre-blog. Have they turned into cases? I would say so. From a single accident he blogged about he got 8 cases--that my friends is results. But his journey is not without effort. So how did he get to where he is today?

My Thoughts: Don’t be fooled, blogging is a full-time commitment. If you want to be successful (really at anything, right?) you have to first put forth the effort. Here are a few ways I think Jim built his blog into a vehicle that gets results:

• Consistency--Rather than post when he felt like it, Jim made a commitment to his readers to post on a regular basis. With 356 posts in 365 days, I’d say he proved himself a reliable source for industry news
• Timeliness--Jim writes about real, of-the-moment industry news and information. If something happens that involves a cruise line or ship you can be pretty sure he’s going to cover it. That drives people to return to his blog over and over again for fresh content.
• Focus--By picking an industry he knows well, Jim created a niche for himself. His background gave him unique insight into his readers and he stayed true to what THEY want to read about.
• Conversation--Instead of being simply a source of information, Jim engages with his readers through the comments section. By reaching out to them he’s connecting—and talking WITH them, not AT them.
• Passion--Jim’s interest in the subject and enjoyment in writing the blog comes through in every post. When you truly enjoy what you do it shows…and it draws others straight to you.

Kudos Jim! Keep blogging…getting cases is proof that it works!

Black Pearl: Almost as if on cue, this post from Cordell Parvin arrived in my Inbox. “If you need to, got to or have to-You won't,” is a great wake-up call for those of you who see marketing and business development as a burden. Change your attitude, change your future!
 

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If you have the time, the focus and the desire, a law firm newsletter can be your first line of communication with long-lost clients and colleagues.

This week we asked: Do you send out a newsletter?

1. Yes, and I truly think through the content – 12%

2. Yes, but it’s somewhat thrown together – 19%

3. No, I don’t have time – 41%

4. No, but I would like to start – 28%

My Thoughts: More than 65 percent of you don’t send a newsletter and the ones who do admit to not giving it the attention it truly needs. Not surprising.

Here’s the key- If you’re going to create a newsletter, create one that gels with the rest of your marketing materials... and with your firm. Better to send out 4 great newsletters a year than monthly communications that go straight into the trash (digital or paper!). Your clients should have a common ground (something we discussed long ago when creating a marketing plan) so cater to them. Give them a great article on something of importance to their business or personal life. Give them important updates on news and laws that affect them. Profile an attorney every other newsletter to give it an editorial feel. Enlist a good graphic designer to make it inviting and professional. Give it the attention it deserves.

So what got me focused on newsletters? I was browsing Copyblogger, and came across a great post that included this gem:

“There may be seven thousand reasons why your newsletter won’t get the response you’re looking for. Most of those reasons have the same common problem, though: readers just don’t like it.”

Simple but true.

Black Pearl: The post I came across “5 Reasons Why No One Is Reading Your Email Newsletter,” is full of great information. And don't forget to read the comments!

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I’ve never been a big advocate of the newsletter when it comes to law firms (digital or paper). Why? Because in reality, most firms don’t have the time to truly focus on making it a useful marketing and business development tool. Instead, they simply throw together some content and send it out to their mailing list. The key to making your newsletter work is time and effort, and, when executed correctly, it can be a huge help in connecting with clients, encouraging referrals and sharing your knowledge and expertise. But before we go on…

Question of the week: Do you send out a newsletter?

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*Special Friday Post

When somebody Googles your name, what will they find?  I had the privilege of speaking to the Young Lawyers Division of the Hillsborough Bar Association in Tampa, Florida yesterday... and I delivered them a bit of a wake up call.  Prior to the speech, I had Googled each of the attendees... and I had some news for them.  The good news was that 54% of them showed up on the first page.  The not-so-good news is that not many of the entries built credibility.  Many entries were outdated directories with incomplete information... some even displayed their previous employers.  The really bad news?  40% of them could not even be found on the first page of Google.  If I couldn't find them, neither could potential clients or reporters. 

So here is the exercise... open another window right this instant, and search for your name on Google. 

What did you find?  Did you find a link to your biography?  Did you find current, accurate information?  Or, like so many lawyers, did you find a combination of outdated directories and links that are not YOU? 

If you weren't pleased with what you found, then do something about it.  Why?  Think about it-- what do you do if somebody recommends that you contact a professional in another industry?  You Google them!  And that is exactly what prospective clients are going to do before they pick up the phone to call you.  It is critical that you dominate the first page with content about YOU!

So are you pleased with where you stand on Google?  If the answer is no, I have some good news for you: You can do something about it, and you can start today.  The first step is to download my free e-book, entitled "Be A Celebrity In Your Own World."  There you will find many of the same tips and proven strategies that I shared with the lawyers in Tampa.  They heard me loud and clear... and I'm sure many of them are updating directories as we speak.

Black Pearl: Set up a Google Alert for your name.  It takes less than a minute to set up, and you'll know what people are saying about you.

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For the second part of this special post I went to a true success story from the Lexblog network, Delaware Corporate and Commercial Litigation Blog’s Francis Pileggi. With over five-and-a-half years of blogging under his belt, Francis continues to reap the rewards of having a well-recognized blog. So how did he do it?

Take control of your image.

“[In 2004], I came to the realization that people who wanted to find more information about lawyers went online and Googled them. I realized that lawyers who care about their image should be concerned what people find when they do a Google search and I wanted influence over it. I wanted to make sure that the first 5 or 10 things they saw on a Google search would be the best 5 or 10 things about me. I decided I needed to increase my Internet presence and the best way to do that was through a blog.”

Enjoy the process.

“For me it was a natural evolution. I’ve always written a lot of articles. It’s not likely you’re going to do well with a blog unless you write a lot. You have to enjoy writing and want to write frequently and extensively. It’s a lot of work but it’s a labor of love.”

Speak to the right audience.

“It’s developed into something bigger than I ever anticipated. I’ve developed a following among lawyers… and judges. It’s become required reading for some law clerks… Now I am on a first-name basis with all of the nationally recognized corporate law professors and other corporate law experts.”

All rewards are not financial.

“I’ve gotten a substantial amount of business from it, no question about it. [The blog] has improved my professional stature. It’s made me a better lawyer. Now I’m not just reading cases, I’m summarizing them and I’m using it for my own research.”

Blogging is not an option anymore.

“If you really want to be well known in a specific area… then you should be blogging on that topic. It identifies you as someone who is serious about that subject matter.” 

Thanks so much to Francis for his invaluable insight.  Next week we will focus on two more bloggers who have proven that you can get business from your blog! 

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It may not be the most frequently ASKED question by my clients, but I can guarantee you it’s certainly the most frequently thought.  So rather than give you theory—I want to give you results. This week we’ll take a break from the norm to look at two successful bloggers, the results they’ve achieved and how they got to where they are. First up: Adrianos Facchetti of California Defamation Law Blog.
 
Adrianos estimates that an astounding one-half to two-thirds of his business comes from his blog, which has been steadily growing since he launched in September of 2008. I spoke to him by phone last week and here’s what we can all learn from him...

Don’t underestimate the power of a blog. 

“I get calls from people all over the U.S., people in 30 countries read my blog and I get asked all the time to work on matters as co-counsel. I recently got my first legitimate 7-figure case. I wouldn’t have been contacted if it weren’t for my blog.”

Find your place.

“You have to pick a really specific niche [to be successful]. Choose something very specific and be known as the person who does that specific thing.”

A blog can affect your practice.

“[If it weren’t for the blog] I think my practice would be more scattered. I would probably just be a general litigator, taking everything I could. The blog forced me to learn even more about my subject. I was practicing defamation law before, but this allowed me to get my information in front of more people and gain credibility.”

Be patient.

“I didn’t get any clients from the blog for a long time. At least until six months after I started. This last 12 months is when it’s really kicked up a notch.”

Thank you Adrianos for your insights. Let us all remember that results don't happen overnight. If you know your stuff your credibility will shine through and your niche market will find you.

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Stop overthinking and speak your mind. Your blog is the perfect place to let your personality shine.

This week we asked: If you blog, how often do you incorporate stories from real life, the daily news or pop culture?

1. Often - 10%

2. Sometimes - 56%

3. Rarely - 32%

4. Never - 2%

My Thoughts: This week 34% agreed that you rarely or never incorporate timely news and events into your blogging. Why? With the plethora of information available on the Internet, why not use it to your advantage? Commenting on top headlines can make your blog more relevant, give great examples for potential clients and, sometimes, even garner you national attention. A few months ago one of my employees happened to turn on “The Today Show” as she was making breakfast. The segment that was on? Personal branding. Rather than laugh and move on, we threw together a last-minute “special” post and used it to illustrate the points we had just been blogging about (you can see it here.)

The point is that it doesn’t have to be all business all the time. As long as it’s relevant to your overall strategy and has a connection to your practice area or specialization there’s no harm in having a little fun now and then. If something strikes you…write about it!

I think this quote from Evan Schaeffer really does a great job of summing it up:

“It often feels uncomfortable to provide personal details on a professionally-oriented weblogs, but you'll gain a lot if you do. Readers are more likely to return if they feel like they know something about the weblog's author. Think of yourself not as a reporter but as a columnist. The ability to easily provide personal details is a feature of weblogging that's easy to use and free for the taking to anyone who recognizes its value.”

Black Pearl: While it may be extreme, Russell Wetanson’s blog Popsquire (“where pop culture and law collide”), combines commentary, legal opinion, celebrity and pop culture all in one. Here’s how he got there.

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For all of my yelling and shouting about consistency and repetition, there are some (but only some) exceptions to the rules. A good place to break from the norm? You guessed it—your blog. While keeping on topic is still important, a blog is a place to get creative in the way you communicate with the outside world. It’s a place to show your personality and occasionally your humor, interests and view of the world. Don’t be afraid to think outside the box and draw inspiration from everyday events, news and pop culture.

Question of the week: Are you breaking from the norm?

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Working with a ghostblogger can be a great, collaborative experience for many busy attorneys--but the key is just that... COLLABORATE!

This week we asked: Do you write your own blog?

1. Yes, every word comes from me - 55%

2. Somewhat, I collaborate with a ghostwriter - 35%

3. No, I give direction but the writing is done by someone else - 10%

My Thoughts: Almost 90% of you either write your blog yourself or collaborate closely with your ghostwriter. Fantastic.

My main advice to clients who want to work with ghostblogger is just that…be involved! No matter who puts the actual words on paper (or on screen), the voice, tone and ideas should come directly from you.

A few of my clients have recently begun working with ghostwriters with great results. Though you must still dedicate your time to overseeing the content, these professionals can help shape your words and post on a regular basis. My advice if you’re planning to go this route? Stick with someone in the legal arena, whether it be a lawyer, former lawyer, paralegal or law student; find someone you connect with—even though it’s someone else writing it should still reflect your tone and your opinion, and all content should be directed by you; and be clear on the arrangement from the beginning by setting a schedule for how many posts you expect per week or per month. I also think the lawyer needs to be the one fielding comments and responses, and generally connecting with readers.

On the other end of the spectrum is LexBlog’s own fearless leader Kevin O’Keefe, who his own definite view of ghostblogging. I recently read a post by Kevin that included the following statement:

“But the very essence of social media precludes ghostwriting. Social media is not about producing content. Social media is about engaging others so as to build and nurture meaningful relationships. Engagement that requires listening to your audience and offering value to the conversation.”

I agree with the statement, but not the context. I truly believe that you can engage and nurture relationships even if you are not the only hand in the blog. In fact, I called Kevin and had a discussion about this very issue. My point? Rather than negate the power of a ghostblogger, we should look at the ways to make that arrangement work to the benefit of the lawyer. If the question is: "to blog or not to blog?" the answer is simple... do what you have to do to blog. 

Black Pearl: For more thoughts from Kevin, read the rest of his post on ghostblogging.  

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Ghostblogging has come under a bit of scrutiny lately (we’ll discuss that on Thursday) but in my mind it’s a great alternative. Better to be a part of the social media world than write off all the opportunities that can arise from it simply because you are afraid of the time commitment. Working with a collaborator can be a great experience, but (of course) there’s nothing like your own ideas going straight from brain to paper (or screen in this case). The true challenge is finding the right balance.

Question of the week: Do you write your own blog?

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From business opportunities to PR for your practice, making the connection is an important part of your blog.

This week we asked: What are you doing to make connections?

1. Nothing, I'm just writing my blog - 45%

2. I’m asking questions and engaging my audience - 30%

3. I’m promoting my posts on Twitter, LinkedIn and other social media - 25%

My Thoughts: The good news is that a little over half of you (55%) are actively engaging your audience via social media or simpy asking questions and encouraging discussion. The bad news? Almost half of you (45%) are not.

As I mentioned on Tuesday, a focused, smart blog can open doors to a wide variety of opportunity…whether that be new business (which we’ll discuss in 2 weeks) or just connecting with other professionals in your industry. At the very least it can open up a forum for discussion, at its best it can draw regional or national attention for its commentary. The key is to keep your posts relevant and interesting enough to draw comments or re-posts from others. I can’t tell you how many books I’ve sold or how much traffic I’ve driven from a simple link to a post I’ve done on this very blog.

A few ideas for connecting? Don’t hog the spotlight. Feature other bloggers and link to interesting or insightful commentary they’ve posted. Then let them know about it! It’s a great way to build relationships. Also, promote your posts to others via social media—whether it be LinkedIn, Twitter or if it is appropriate Facebook.

I came across this great quote on connecting from Zappos.com CEO Tony Hsieh. He was speaking about Twitter but I think it applies to blogs as well…

“We’ve found that Twitter has been a great way for us to connect on a more personal level with our employees and customers. We use it to help build our brand, not drive direct sales. It’d be like asking how does providing a telephone number for customer service translate into new business when they are mostly non-sales-related calls.”

Black Pearl: I pulled the quote above from this great Copyblogger post about using Twitter to connect. It’s a great summary of who’s using social media and how they’re doing it in new and interesting ways.

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One of the greatest things about putting out a truly engaging and thoughtful blog is the opportunity to connect. A focused, smart blog can draw attention and comments from potential clients, industry colleagues and even local, regional and national media; it can help you develop your personal brand (as we discussed previously); and can open the doors to other opportunities via the reputation you build. While having a blog is obviously step one, there are many more ideas to consider when understanding just how to make those connections.

Question of the week: What are you doing to make connections?

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While templates may seem the simplest route, adding a little personal brand to the layout can take your blog to the next level.

This week we asked: Does your blog design gel with your personal brand?

1. Yes, it’s obvious that it’s mine - 2%

2. Somewhat, I think it’s a decent reflection - 58%

3. No, it’s just a generic template - 40%

My Thoughts: It seems the majority of you (about 60%) have put at least some thought into your blog design. Good for you. It’s important to remember that as much as content might be king, design should never be overlooked.

The biggest missed opportunity in blog design is the lack of branding. It takes only a few extra minutes to incorporate your logo or signature colors into the banners and headlines (same with your Twitter page—if you have one) to set yourself apart from the competition. A few other suggestions?

• Make sure your logo or tagline plays a prominent role as soon as the page appears.
• Stick with the same colors and fonts as your website, brochure or business cards, (no need to look like a twin sister, but it should look like a family member).
• Be organized in the way you think out placement of buttons such as “search” or “archives” and make sure they are easily spotted.
• Make sure headlines look like headlines and not simply blocks of copy and use links or quotes to enhance the readability of your posts. 

I recently came across this quote from Michael Martin of Pro Blog Design and thought it made a great point about balancing content and design:

"People come to your blog to read articles and the easier they are to read, the better. A design that obscures the content will only turn visitors away."

Black Pearl: For more on increasing the readability of your blog from a design point of view, here's the rest of Mr. Martin's article "30 Ways to Improve Readability." It's a short post but includes a lot of solid, smart, simple advice for bloggers.

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Though most blogging platforms offer up templates of how a blog should look, it’s up to you to impress your personal brand on the page. The true test: Can someone easily identify the blog as YOURS upon first glance? That doesn’t mean intricate design or flashy graphics, it simply means bringing a sense of organization to the visuals and reflecting your brand in the color, fonts and logos used.

Question of the week:  Does your blog design gel with your firm or personal brand?

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Whether you devote one hour a day or one hour a week, making time for blogging is an integral part of your business development success.

This week we asked: How often do you post or plan to post on your blog?

1. At least 1-2 posts a week - 75%

2. At least 3-4 posts a week - 15%

3. 5 or more posts a week - 10%

My Thoughts: It seems most of you (about 75%) seem to hover around 1-2 posts a week, a respectable goal for any good blogger. 15% of you post 3-4 times per week, which is very good.  5 or more posts a week is reserved for the truly dedicated (10% of you).  If you're posting less than once a week, you need to either step up your blogging or don’t bother.
 
It may sound harsh, but if you’re not willing to dedicate your time and your focus you may as well not embark on the journey. While once or twice a month is often seen as a bare minimum, to truly reap results from the blog you should plan on posting at least once a week. It will help you build a following and get readers on board to follow you and keep up with your posts. If it’s impossible to find time during the day, think outside the office. Keep a voice recorder in your car and dictate ideas during your commute; give up 2 hours of your weekend to work on posts, or even use part of your lunchtime to do research and jot down ideas.

As my colleague Juan Antunez of Stokes McMilan Maracini & Antunez (and FLProbateLitigation.com) says:

“I spend about 2 to 4 hours a week on the blog. Most of that time is at home, writing on my laptop while the kids run around me. I’m the only obsessive compulsive at my office, so the blog is a solo affair.”

Black Pearl: Here is a great post from Cordell Parvin on the importance of making time for blogging, with input from one of his actual (overworked!) clients.

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The first question out of most of my client’s mouths when I suggest a blog is the following: How much time will it take? The answer is simple. As much as you want it to. There are many ways to think about time when it comes to blogging but the most important thing to recognize is how much of it you want to devote.

Question of the week: How much time do you devote (or plan to devote) to blogging?  

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Bringing your personal brand to the forefront and mixing it with what your target market wants to know makes for a clear, concise blog personality.

This week we asked: Do you have a clear vision for your blog or potential blog?

1. Yes, my vision is clear - 0%

2. Maybe, I have a few ideas - 68%

3. No, I have no idea where to begin - 32%

My Thoughts: It seems that most of you have at least an idea of where you’re headed with your blog and 32% of you don't know where to begin. I'll shed a bit of light.

I often speak about staying true to your personal brand, and blogging is one of those areas where it becomes even MORE important. You want readers to get an instant sense of who you are, what you do and what makes you stand out. Once you have that straight, move on to your target audience. A copywriter that I work with says she often pictures writing to a specific person… do the same with your blog. Who are you writing to? Other lawyers? Potential clients? A specialized industry? It will help you become clear on what your blog needs to cover and how you can position your voice and your advice or opinion in the best light.

Finally, think about theme. Find a way to differentiate your blog from others out there that are similar. Mine places it’s focus on simple, straightforward legal marketing and business development advice that can be applied to everyday life and is formatted in a very specific pattern (question, poll, answer and discussion). Are you passionate about a certain topic within the law? Blog about that. Have special insight into city-specific rulings or legislation? Blog about that. Does your legal knowledge translate well into a long-term newsworthy topic (such as local real estate, celebrity divorces, or travel issues)? Turn it into a blog. Just be sure to choose something that interests both you and your target audience and do it in a voice that stays true to your personal brand.

As my colleague Carolyn Elefant of LegalMarketingBlawg.com says:

“In addition to staying on top of news streams, put yourself in a client's shoes.  If you were a prospective client searching for a [bankruptcy or immigration or family or special education or fill-in-the-blank] lawyer, what kinds of questions would you have?  What information would you want to know?  And what would you hope to learn about your lawyer?”

Black Pearl: For great examples of interesting and focused blogs look no further than the blogroll at right. Click through and you’ll get a good idea of focus and content. A few of my favorites: DeathPenaltyBlog.com, themaclawyer.com, artlaw.foxrothschild.com, NYBusinessDivorce.com, and cruiselawnews.com.

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Finding your niche when it comes to blogging is an important part of the process. Randomly commenting on events or ideas won’t cut it in this day and age…you have to have something that sets you apart and distinguishes your blog from the other million or so out there. So how do you know what to blog about? Use your expertise, your personal brand and your target market to begin with.

Question of the week: Do you have a clear vision for your blog or potential blog?

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The key to a successful blog? Have a plan before your get started and stick to it!  



This week we asked: Do you blog?

1. Yes - 2%

2. No - 40%

3. I'm considering it - 58%

My Thoughts: At least 2% of you blog, with another 58% considering it! Those who gave me a flat-out no? Time to reconsider.

As we touched on last week, everything you put out into the world should have your distinct stamp on it. From design to content, that includes your blog. Prior to jumping in head first, I always advise my clients to stop and understand the strategy behind the journey they are about to embark on. If you don’t have a plan, your blog becomes lost. Do your research. Look at what’s out in the blogosphere, what’s NOT out in the blogosphere and where you fit in with your expertise, your background and your target market. What do potential clients and referrals want to read about? What should it be called? How often will you post and will your posts have a set format? Will you write them or hire a ghostwriter? These are the questions (and more!) you need to answer before you get started. 

We’ll cover all of these topics in-depth in the coming weeks but feel free to post specific questions or concerns you wish to see touched on in the comments section below and we’ll do our best to bring you answers.

As my friend Kevin O'Keefe, CEO of LexBlog Inc. (and author of Real Lawyers Have Blogs) said in an interview with GPSOLO Magazine:

“I think the biggest thing is to know what you are doing. People are going to find and read your blog. They will search for and monitor particular words and phrases and see what you are writing on that subject… If you are not presenting yourself well and you do not know what you are doing, that is an issue."

Black Pearl: Want more O'Keefe advice? Here  is  the full article from the American Bar Association website.  It's a great introduction to blogging from a pioneer in the "blawg" arena.

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In the past year I can truly say I've seen an incredible interest from my clients in the area of blogging.  Even my most internet-skeptical attorneys are venturing into this new arena (well, new to them!) and exploring the possibilities that come from expanding their brand online.  So what makes a great blog?  One word: strategy.  But first...

Question of the week: Do you blog?

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Whether it’s a blog or Twitter page, make sure your presence online is a true extension of the personal brand that you’re working to build.

The question this week was: My social media is a [fill in the blank] representation of my personal brand:

Great - 20%
Good - 40%
So-so - 0%
Weak - 0%
Nonexistent - 40%

My Thoughts: Kudos to those of you who have already recognized the importance of seeing your personal brand reflected in your social media. For the 40% of you, today is the day to rethink what goes out into the world.

As I’ve mentioned before (many, many times!) everything that you do should bear the stamp of your personal branding. Think about the market you have decided to focus on and tailor your online presence to attract them. What does your LinkedIn say about you? Does your firm have a LinkedIn page? If you tweet, what does your Twitter page look like? Does your picture reflect your visual brand? Is your logo clear and recognizeable? Are your tweets geared at drawing in the clients you want? Create a filter in your mind for everything you write and make sure your topics and tweets fit that criteria before you post them.

Now let’s talk about blogs. Look around at mine. It’s very clearly branded with my signature black. Even the title reflects my brand—both in the “black and white” and the meaning behind it. I give simple, straightforward advice; black is my signature color. That’s a personal brand. Content is the same idea… stick to what your target audience wants to know and don’t get off track.

As my colleague Glenn Callison of Munsch Hardt Kopf & Harr says:

"Keeping everybody on message is what our culture is all about.  It's very easy to throw marketing dollars at a variety of events and social functions.  However, trying to pull it together so there is a consistent message to build brand identity... that's the real challenge."

Black Pearl: Twitter power by Joel Comm is a great book about the power of social media.  It's a great way for those new to Twitter (and even those already using it!) to truly understand how to make the most of their time online. 
 

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Social media has become a major talking point in the realm of marketing and business development. Today, almost every professional has a LinkedIn profile, if not a blog, twitter account and yes, even Facebook page. Whether or not you choose to participate in any of the above, you should know that everything that’s put out into the world needs to reflect your personal brand.

Question of the week: Does your social media reflect your personal brand?

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There are 4 simple ways that you can dramatically increase your visibility-- and credibility-- in the circles you want to be known.

This week we asked: In the past six months I have:

Written an article - 51%
Given a speech - 19%
Made use of social media - 4%
Started a book - 0%
Done nothing to increase my visibility - 26%

My thoughts: It’s great that 74% of you have done SOMETHING over the past six months to increase visibility. It all ties into building your personal brand!

For those of you who have yet to read my E-book “Be A Celebrity In Your Own World,” I thought I would go over a few quick points in the 4-step plan. For more in-depth discussion, click the link in the Black Pearl below—it’s a quick and easy read.  For those who have already read it, I'm curious to know what actions you've taken since then and how you've seen your visibility improve.

• First, articles—write them on a regular basis and post them. If you post one article in 10 directories every week for a year and it’s picked up 4 times a week… that’s 728 content-driven spots on the Internet bearing your name and your expertise. Just make sure it gels with your personal brand.

• Second, speeches and seminars—Let your brand come through in person by forging face-to-face relationships. Create speeches from the content of your articles.

• Third, social media—no matter what you’re feelings on the subject you don’t want to be the only one left out. At the very least get your profile on LinkedIn, for the more social media-savvy consider a blog (more on this topic next week!).

• Finally, the book—it doesn’t have to be long, or even published by a major publishing house. It will give you instant credibility and is an incredible marketing tool.

The thing to remember with all of these strategies is this: do everything through the prism of your own personal branding. Make sure that everything that is put out into the world reflects the visual and verbal ideas that you’ve set up and that it speaks directly to your target market.

As my colleague Peter Russin of Meland Russin & Budwick said:

“One's ability to generate business depends in large part on reputation and visibility. Reputations are built via hard work and providing intelligent,creative, ethical, caring advice to clients. Visibility is achieved by being involved in professional and charitable organizations, going to public functions, and publishing well-written material.”

Black Pearl:  As I mentioned above,  download my free e-book “How To Be A Celebrity In Your Own World.” It’s short and informative and will spell out, in detail, the strategies I’ve covered in this post.

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You can’t have a brand without visibility. It’s rocket fuel for your marketing and business development efforts. We’ve discussed the importance of Google (if you haven’t yet, go Google yourself... you may be surprised what potential clients will see first), but there are many other options to increasing your visibility… and credibility.

Question of the week: What are you doing to increase your visibility?  

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You can never be all things to all people. It’s important to recognize your target market and make THEM your focus.

This week we asked: My target market:

1. Is abundantly clear - 53%

2. Is somewhat clear - 47%

3. Is not clear to me at all - 0%

My Thoughts: It’s great that over half of you have a clearly defined target market. That’s a huge step in making sense of your personal brand. For the rest of you, take some time to look over your client list… then make a list of the dream clients you want to have. Market to them. In simple terms: market to what you want, not what you have.

Identifying your target market is an extremely important step in not only building your brand, but in all aspects of your marketing and business development. Here’s why: Once you’ve defined your market it makes it easier to speak to them. You can focus on what THEY want, what THEY value, what THEY look for in an attorney. Once you’ve identified those things you are better able to speak to them in their own language. Don’t tell them what you want to say… tell them what they want to know.

Some great advice from my friend Patrick Mead of Carter Newell: 

"Differentiate yourself through specialization and expertise. This takes time--be prepared to invest time in building your own sphere of excellence and then do the same things well over and over and over.” 

Black Pearl: Defining a target market is a basic principle of smart marketing. Here are two great pieces that focus on non-law firm examples... but do a great job of illustrating its importance. The first discusses the now-famous Apple iPad and its search for a target market; while the second is from Business Week and looks at an equally important group: the clients your firm DOESN'T want.
 

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Strong branding REQUIRES that you have a clear target market. In other words: any group, or individual (for that matter) that you need in order to succeed. Your homework for the week:  Sit down and think about who YOU want to gain business from. It could be fortune 500's, financial institutions, rocket scientists OR... other lawyers. Narrow your focus and see where you stand…

Question of the week: Do you know who your target market is?

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From Martha Stewart to Alan Dershowitz, all successful marketers need a verbal identity to illustrate what they stand for and how they stand apart.

The question this week was: I can verbalize what sets me apart:

1. In one sentence - 0%

2. In one paragraph - 0%

3. In a somewhat rambling way - 50%

4. I can’t verbalize it - 50%

My Thoughts: An even split between "rambling" and "can't verbalize it"... not so good! The questions for most of you become: What exactly do you stand for? What COULD you stand for? What makes YOU stand out in your firm culture? You may be the one with all the answers; the one that can make on-the-spot decisions; the one who takes on the toughest of cases; or simply the one who knows their clients inside and out. The key is to communicate that to the rest of the world…and especially to your target market (but more on that next week).

And if you don’t know what you stand for? Don’t be afraid to ask. Others who have worked with you might have a great sense of what makes you rise above the crowd, so take their comments to heart and see how it fits in with the brand you want to build.

Some great advice from my friend Jeff Kennedy of Martin Pringle:

“Always have a ‘30-second commercial’ ready in your mind, so when someone asks you what you do, you have a prepared response.”

Black Pearl: When crafting your message read “Made To Stick” by Chip and Dan Heath. They offer great insight on creating a message that will resonate with your market.

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This week we need to address the second step in defining your personal brand. The verbal identity. You’re not just a lawyer… you’re a specialist. It may be in criminal law, real estate law or immigration. How can you own a slice of your specialty? This is the time to verbalize the big idea that will resonate with your market. It may be a keyword or an original name, an approach or simply a point of view. What’s yours?

Question of the week: Do you know what you stand for?

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Whether it’s bow ties, a bald head or a signature pin, never underestimate the power of your visual identity… it can make you memorable.

This week we asked:
I have a clear visual identity or trademark…

Yes 0%
No  50%
Maybe 50%

My Thoughts: So, no one is clear and we are evenly split between uncertainty and no vision. Pinpointing what makes you memorable is the first step in using it to your advantage. I hope this conversation has opened eyes and encouraged you to find your own. Can’t think of anything? Ask your friends, family and colleagues!

As for mine? I always wear black. Everywhere, everyday, and to every meeting or event that I attend. And you can bet that people remember my name. That’s the power of a visual trademark. A personal brand means a package that may not be perfect, but is certainly unique. Think about the last time you met someone new—on first glance what would they remember about you? What makes you stand out?

Some great examples of linking a visual identity with a memory can be seen within the fragrance industry. I would be willing to bet that almost everyone reading this would be able to identify their favorite perfume or cologne simply by the shape of the bottle. Now close your eyes and imagine the smell of that fragrance. Got it? That’s packaging. On the people side there are more examples than I can even relay: think Larry King’s suspenders, Jackie Kennedy’s sunglasses, or even Albert Einstein’s hair (I bet you immediately recognized him--even in bobblehead form!). The key is to stand out from the crowd.

As my colleague John Genovese of Genovese Joblove & Battista says:

“First impressions are the most important, you'll never get to re-do a first meeting.”

Black Pearl: For those of you who watched "The Today Show" segments I posted on Friday (and if you didn't, I encourage you to go back and do so!), I thought I would share Martin Lindstrom's  book, Buyology. It's an interesting study on what influences our  decisions and shapes our taste ...  

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Research shows that it only takes two seconds for people to develop a strong first impression. Smart? Likeable? Trustworthy? And it’s all based on the visual. YOUR visual identity, your package, your trademark. Just like a trademark Tiffany-blue box or the bright red of a Coke can… you can create a memorable image as well.

Question of the week: Are you making the most of your visual identity?
 

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*Special Friday Post

While we’ve just begun our discussion on creating a personal brand, the ideas behind it have been around a long time. The best and most creative personal brand examples? Celebrities! I recently caught this segment on personal branding on The Today Show and wanted to share it with my readers. I think it’s a great introduction to the idea of a personal brand, and a great example of translating the visual and verbal trademarks we all have into business development. I hope you enjoy it!

PART 1:

PART 2:

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How do you create a personal brand? You make a commitment to do something every single day.

This week we asked: My personal brand is...

1. Crystal clear to me. 0%   
2. Somewhat clear to me. 8%
3. Needs some work. 90%
4. I haven’t thought about it. 2% 

My Thoughts:

Surprisingly, almost all of you who voted said your personal brand "needs some work." It's fine to admit that your personal brand may not be instantly apparent, it simply means that it's time to sit down and take inventory of what makes you stand out from the other millions of attorneys in the world.

As I said on Tuesday, creating and furthering your personal brand is an important part of building a foundation for all of your marketing and business development efforts. Not everyone wears black everywhere (but I do!), not everyone has worked with high profile clients (have you?) and not everyone is an expert in your field (aren’t you?). These are all basic elements of personal branding. The key is figure out how to make them work for you.

In my opinion there are 4 basic steps to creating your personal brand:

1. Create the package…your VISUAL identity
2. Stand for something… your VERBAL identity
3. Narrow your market…FOCUS, focus, focus
4. Increase your visibility… STAND OUT from the crowd

In the coming weeks we'll be discussing all four points in-depth. For now, as my friend Dr. Andreas Bittner of the German law firm Grützmacher/Gravert /Viegener says:

“Show your personality and charisma, it is not necessary to be always in line. We and our firm need to differentiate from other law firms and their art to handle business. In a people business we must show our individuality and not be afraid of it.”

Black Pearl: Those of you who are a little skeptical about personal branding will enjoy this column from The New York Times. It's a great first-person account of one woman's foray into the world of personal branding. My favorite quote? "If you don't brand yourself, Google will brand you." How true that is.
 

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We’ve spent the past few weeks looking at your firm brand. What it is, how it’s conveyed and what it means. Now I’d like to move on to another branding topic: your personal brand. We all know it’s not enough to simply do a great job anymore… you need a competitive advantage. Something that will make YOU stand out. YOU are your brand. Your personal brand will help you leverage your assets, strengths, expertise and experience. Forget what others think today—perception is reality, and if you can create a memorable brand you can differentiate yourself from the competition.

Question of the week: Have you defined your personal brand?
 

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Forget the bells and whistles... your website needs to reinforce your brand, your message and your points of differentiation via powerful, compelling content.

This week we asked: When visitors come to our firm website they can recognize our points of differentiation...

1. Instantly. 13%

2. Within the first 2 minutes. 29%

3. After poking around the site for a bit. 37%

4. Our website doesn't clearly reflect our points of differentiation. 21%

My Thoughts:

Congratulations to the 42% of you who said visitors to your firm website can recognize your message within the first two minutes. It's a great way to give potential clients an idea of your firm vision and brand. For the 58% who found their message not as obvious... you've got some work to do!

Websites are truly one of the easiest ways to give potential clients (and others) a good picture of who you are and what you do and have the added bonus of being easily updated on a moment's notice. It is the only vehicle that can present up-to-the-minute information about what's happening within your firm. Don't let your site get carried away with the bells and whistles of technology... let it be driven by your brand message with fresh content.

• First, nothing is more of a disconnect than a firm website that takes on an entirely new visual identity. Your site should reflect your firm, from the brochures and advertising to the overall personality. Repetition, Repetition, Repetition.
• Second, take the time to have a clear logo, full firm name and brief synopsis of what you do on the home page. What makes YOU different?
• Third, be concise but informative! Your firm website is a great place to expand on information you may have left out of other legal marketing materials, but be sure to edit yourself. If you must go longer than two or three paragraphs consider using subheads between them to better organize the information.
• Fourth, think about layout. Type should be designed to pull their eye to the most important information on the screen. If they glance at the screen what words or statements do they see instantly? Remember not EVERYTHING can be important.
• Finally, think like the client. What would you like to know? What do they want and value? That means keeping attorney bios clearly organized and easy-to-read; practice area descriptions free from legalese; and (once again) contact information clearly labeled and thorough.

One last thought: Be honest when planning your site. If your firm events occur only once a year...don't put up an events page. If you're not able to keep up with blog posts... don't add a blog. Be aware of what's online and make the necessary adjustments.

To quote my friend Marlon Hill of delancyhill:

"To see results from your marketing efforts you need to be consistent and deliberate and inspire confidence in your services and position in the industry."

Black Pearl: The best way to understand great content is to see it in action. Try browsing through different sections of The Webby Awards (such as Best Copywriting or Best Navigation). Even if the industry is outside the law, it's a good way to see what works on the web and get valuable ideas to translate over to your own site.
 

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Last week we took a look at five important marketing materials. This week I want to discuss one in depth. Your website. These days nearly everyone has a website. Unfortunately, not everyone has a truly business development-driven website. Forget for a moment the possibilities of technology...we challenge firms to use their on-line presence as more than just a showplace and focus on the words, the message and the BRANDING that can stimulate business development. Sure, visitors may be impressed with your tech-savvy but what makes them stay and read is good, clear, interesting content that reinforces your points of differentiation.

Question of the week: Does your website content truly reflect your brand?
 

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By regularly reevaluating even the simplest of marketing tools, you will make it easier to continually present a current visual representation of your firm.

This week we asked: When was the last time you evaluated your marketing materials?

1. ... within the last 6 months. 15%

2. ... within the last year. 37%

3. ... within the last 2 years. 13%

4. ... within the last 3 years or more. 35%

My Thoughts:
The results are almost evenly split... 52% that have focused and kept materials current... and 48% that have ignored their materials and the potential they have to help or hinder your business development efforts. Where do YOU fall?

As I mentioned on Tuesday, these five marketing materials are important tools in your ongoing marketing and business development efforts. They are what clients and potential clients will remember about you and your firm when you’re not around.  A few tips:

• Your website. Forget the fancy bells and whistles, does your website reflect your firm? Can a visitor to the site immediately understand who you are and what you do? If not, it may be time for an update.
• Your attorney biographies. An easy way to update your materials. Keep the information short and relevant to the clients that you are trying to land, not the ones you already have       
• Your business cards. Think outside the box...turn them vertical if your logo allows, go for a 2-sided card so that your firm name (or logo) takes center stage on one side or even add a tagline for extra marketing message punch.       
• Your brochure. Does your brochure have personal quotes from firm partners? Does it give statistics on the number of closings you did last year? Does it feel like it truly fits with your other materials or could it be generic to any firm your size? Use the website to get into real details...use your brochure to set the tone and keep it short and to the point.      
• Your E-mail. It may be simple but having a formatted e-mail signature with your firm logo, tagline (if you have one) and contact information lends an extra air of sophistication to an otherwise basic form of communication. Have them personalized for each attorney, secretary and paralegal...it will be a small detail that people will notice. 

As Gail McQuilken of Kozyak Tropin Throckmorton says:

“Brochures are not something that gets you the business. They are follow-up pieces that make people feel good about you. We take our firm’s brochure with us when we go out to see people. It’s a nice piece that carries through the look and feel of the firm, and the level of skill we have in handling sophisticated cases.”

Black Pearl: Although he hasn't yet posted his reviews for 2010, Micah Buchdahl's internetmarketingattorney.com is a great place to spend some time browsing through others firms' websites. By ranking and evaluating these law firm websites, Buchdahl gives great insight and might just inspire some new ideas for your own firm.
 

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Law firm marketing materials can encompass everything from business cards to brochures to websites and are often one of the most overlooked aspects in day-to-day law firm marketing. In my mind there are five major materials you need to evaluate: your website, your brochure, your business cards, your e-mail and your biographies. It takes just a few minutes but can make a big difference.

Question of the week: When was the last time you evaluated your marketing materials?
 

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A firm name is a sensitive subject, but ultimately your first opportunity to create a lasting impression.

This week we asked: How many partner names are in your logo?

1. One name - 17%

2. Two names - 32%

3. Three names - 15%

4. Four or more names - 36%

My Thoughts: Kudos to those brave souls with one name! OUTSTANDING! 32% with two names: your memorable factor is GREAT. 15% with three names: that is GOOD. But... it's clear that many of you have work ahead of you... 36% have four or more names in your logos. You have a challenge and I bet my last dollar that your street name is shortened to the first two names... am I right? Come on, be honest!

If people have already shortened it out of EASE... shouldn't you?

Our number one rule for firms looking to update their branding is this: shorter is better. Shorter firm names are easier to remember, easier to say and easier to design a visual identity around. Of course, shortening a firm name is never easy. Most partners have worked for years to get their name in the firm logo, which makes cutting it down an incredibly sensitive subject.

 In the case of partner ego—a good solution is to use a shorter name for the visual identity while keeping the legal name of the firm written above the address line on the stationary,etc. using the same font as the address.

If all else fails call in a marketing professional or consultant. Sometimes the truth is easier to swallow from a stranger. By approaching the discussion from a branding and marketing point of view you can, together, navigate the waters and achieve a delicate balance of personality, simplicity, memorability and ego.

There is a way to deal with both sides of this challenge. Take a cue from Michael Fichtel of Kelley Kronenberg:

“Shorter firm names are easier to remember – and when it came to our firm’s name, it was possible to balance fairness and brevity. Our solution was to use the first two names for the logo and list all name partners on the address line or below the logo in our printed materials. I think it will prove to be a good balance.”

Black Pearl: Bill Torpy writer for The Atlanta Journal-Constitution wrote "A law firm with one name? Is it... legal?"

 

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The cornerstone of your brand is your firm name. If you don't have name recognition... what do you have? Is yours memorable or is it a mouthful? Is your receptionist the only one that gets it all out, and it's so fast that no one really understands what she said?

Over the next day try this test: tell five people your firm's name. A day later ask them to recall it in its entirety. If they can't remember... you know you have work to do.

This week's question is: How many partner names are you using in your firm name?

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Repetition! Repitition! Repitition!

This week we asked: Are you protecting your brand?

1. Lent our firm name to a project/event that did not further our brand. 16%

2. Drawn business in via synergistic and brand appropriate partnerships. 5%

3. Had multiple logos/colors/fonts on firm materials. 79%

4. Created strict guidelines for use of logos/colors/fonts. 0%

5. Created a "sub-brand" for a firm project or business endeavor. 0%

6. Had multiple and eclectic business entities under one brand name or logo. 0%

My Thoughts: WOW... 95% of you are faced with an uphill battle. Multiple logos... colors... and fonts on your firm materials, as well as, lending your name to endeavors that don't build on the foundation of your brand; that is NOT how you create a strong memorable brand. A few pieces of advice:

Never, never dilute your brand. Remember the power of repetition and the importance of establishing a clear visual connection back to your firm. Think hard about whether your materials fit into that idea and make sure that firm members are clear about how and when to use logos. Your brand is your business. 

Never let a project overwhelm the brand. No matter what type of fundraiser or event your firm is participating in, the overall vision should stick closely to the original brand. Don't forget that everything must be done through the prism of the firm's brand strategy...or you put your brand at risk.

Practice groups need to stay loyal to the overall brand. Whether you have two or twenty, each group is still beholden to the identity of the firm as a whole. That means no playing with logos, colors or layouts when it comes to Power Point and other materials viewed by clients. 

Establish clear brand guidelines. Where and how the logo can be placed, the colors that can be used, etc...and, for those willing to go the extra mile, brand templates.

Don’t play with your logo. Whether it is on letterhead or golf balls, your logo is the most prominent visual symbol of your firm. Never forget that. Many firms have a tendency to put the materials ahead of the logo and want to manipulate and rework their logo to make it fit with whatever they're working on at that moment. Don't let anyone do it.

Create a tagline or sub-brand. What do clients value? What sets you apart from the other guys? How are you different? This will add to the power of your established brand. Take a cue from my friend Joe Gagliardo of Laner Muchin:

 “We’ve worked hard to brand ourselves as the ‘2-Hours Guaranteed’ law firm.Surprisingly, the ‘2-Hours Guarantee’ was in effect a long time before I ever got here, and that was over 18 years ago. We never really thought about it until we had a marketing person come in and tell us that while he was interviewing clients, everybody kept talking about this 2-Hour Rule. We wish we would have formalized the 2-Hour Rule sooner.”

Black Pearl: As we begin our discussion of branding you may want to take a look at my first (award-winning!) book The Little Black Book on Law Firm Branding and Positioning. The book is a great introduction to the basic principles of branding and positioning as they relate to both law firms and lawyers themselves.

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When it comes to law firm marketing and business development your best efforts are only as strong as your brand. Your brand is what the world recognizes (or will come to recognize) when they think of your firm: its visual identity, its message, its voice. From website to letterhead your brand is the first thing outsiders see and perhaps one of the most important aspects of marketing for firms to focus on, in order to build a foundation for the future.

One of the key strategies in creating a brand is repetition... repetition... repetition! Did I say repetition?

Once you start diluting that identity you risk confusing clients and hindering business development efforts. You may be tired of the same old thing...but that's only because you see it every day. Your market doesn't.

Question of the week: Are you protecting your brand?