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

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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  Many entries were outdated directories with incomplete information...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  Or, like so many lawyers, did you find a combination of outdated directories and links that are not YOU?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?