On vacation... reading and thinking.

Posted on July 7, 2010 by Paula Black

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

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

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

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

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Your Brand: The Question of Content.

Posted on January 26, 2010 by Paula Black

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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