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A View from the 'Upper Deck': Top-Down Marketing
Lawyers are in the business of providing information to their clients. The issue, which perplexes most lawyers, is how to effectively and efficiently convey the right information to the right people at the right time so that they will hire the firm to answer their questions and solve their problems.
All too often attorneys try to impress the consuming public with their intellect. In reality, lawyers are charged with the responsibility of not just analyzing complex legal issues and offering solutions, but building relationships through proactive communication and by adding value beyond the “here and now” issues. Once lawyers recognize that they are in the communication business, only then can they set out to identify their ideal client.
Before beginning this journey, it is imperative for marketers to know their firm and its personnel. What areas of practice should you emphasize and highlight to the consuming public? What brands should be moved front and center? You can no longer successfully rely on selling general legal services to today's savvy and discerning clients. All attorneys believe that they have something special to offer. The issue, however, is how to effectively communicate those strengths.
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Yachts, Jets, Horses & Hooch: Specialized Commercial Leasing Models
Defining commercial real estate asset class is essentially a property explaining how it identifies — not necessarily what its original intention was or what others think it ought to be. This article discusses, from a general issue-spot and contextual analysis perspective, how lawyers ought to think about specialized leasing formats and the regulatory backdrops that may inform what the documentation needs to contain for compliance purposes.
Hyperlinked Documents: The Latest e-Discovery Challenge
As courts and discovery experts debate whether hyperlinked content should be treated the same as traditional attachments, legal practitioners are grappling with the technical and legal complexities of collecting, analyzing and reviewing these documents in real-world cases.
Identifying Your Practice's Differentiator
How to Convey Your Merits In a Way That Earns Trust, Clients and Distinctions Just as no two individuals have the exact same face, no two lawyers practice in their respective fields or serve clients in the exact same way. Think of this as a "Unique Value Proposition." Internal consideration about what you uniquely bring to your clients, colleagues, firm and industry can provide untold benefits for your law practice.
Risks and Ad Fraud Protection In Digital Advertising
The ever-evolving digital marketing landscape, coupled with the industry-wide adoption of programmatic advertising, poses a significant threat to the effectiveness and integrity of digital advertising campaigns. This article explores various risks to digital advertising from pixel stuffing and ad stacking to domain spoofing and bots. It will also explore what should be done to ensure ad fraud protection and improve effectiveness.
Turning Business Development Plans Into Reality
This article offers practical insights and best practices to navigate the path from roadmap to rainmaking, ensuring your business development efforts are not just sporadic bursts of activity, but an integrated part of your daily success.