Using the Write-Speak-Sell Approach To Business Development

In today's world, corporations live and die by the success of their brands. Unfortunately, the world of law remains remarkably detached from what is essentially the lifeblood of the majority of industries. It is often difficult to differentiate one top-tier law firm from another, which is in sharp contrast from the marketing efforts of other service sectors such as accounting, management consulting or investment banking. Branding is essential to business development, regardless of industry sector.

Pictures tell a story both literally and figuratively, and it is what corporate America ' a law firm's clients ' have been doing for over a century. When you hear the name McDon-ald's, you immediately think of the “Golden Arches” and consistent fast food at a reasonable price. With Nike, you have the “Swoosh” and think of athletic wear as well as athletic achievement.

Everyone at a law firm ' from the support staff to the managing partner ' needs to think in pictures rather than in words. What is the one picture that defines our firm? More importantly, what is the one picture that solves our client's and potential client's problem?

When law firms talk about what they want to be, they often reference being the “go-to” firm or practice ' in a geographic area, legal specialty, nationally, or globally. For a publicist, the best way to support such a goal by a firm, practice group or individual attorney is by significantly raising their profile in the media and among key target audiences ' to make the firm, practice or attorney “top-of-mind” with current and prospective clients.

The overall goal for any law firm's marketing strategy should be to create a desired level of “top-of-mind” awareness of the firm and its brand. Still, many law firms face significant obstacles in achieving brand recognition. Firms usually pay significant attention to the overall firm and its image, but little to their individual practice groups and attorneys, which in essence, make up the firm's products.

Potential and current clients are nine times out of ten more interested in what a practice group can do for them and less interested in how many years the firm has been operating. We hear attorneys and marketing staff say all the time, “Well we have offices in six U.S. markets and two in Europe.” That's great! But how does that solve my problem? How do I know that I am hiring the best team for my specific problem? How do I know that the attorney representing me has the expertise to solve my problem? Ultimately, the big question is how does a firm create the top-of-mind awareness – for the firm, its practices and its individual attorneys-that will influence the buyers of legal services?

By using a write-speak-sell approach to obtaining earned media opportunities, Chief Marketing Officer's can considerably improve their overall marketing efforts by supplementing the firm-wide branding efforts with practice- and attorney-focused efforts.

Implementing the Write-Speak-Sell
Marketing Model

If you look at studies that track factors that influence the buying of legal services, you will always find “what we read” and “who we know” among the key factors. There are two certainties in public relations: 1) If you are not quoted in the publications that your clients are reading, then your competitors will be; and 2) If you are not speaking at conferences your buyers attend, your competitors will be.

The major buyers of legal services are general counsel and C-Level executives. With this in mind, more and more law firms are turning to media relations and see generating media exposure as a key marketing tool. In addition, they encourage their attorneys to speak at conferences and symposia on subjects germane to their practices.

By implementing a concerted effort to have individual attorneys and practice group leaders write, give interviews and speak regularly, you greatly improve exposure that leads to new business.

Getting Ink

Many firms and attorneys are generally reluctant to disclose too many details regarding deals that they are involved in, for fear of breaching client confidence. This is usually the number one reason attorneys shun the opportunity to speak with reporters or write articles for publication. One way to circumvent this issue is for firms to position themselves as third-party “experts.” The easiest way to do this is to identify and comment on high-profile matters that they are not directly involved with, and therefore can comment upon. Issues involving client conflicts can be avoided. By being quoted in top news and trade media outlets, firms and attorneys gain unparalleled credibility with and access to prospective clients.

Being quoted in the Wall Street Journal is considered the epitome of media exposure. The Journal is regarded around the world as one of the best, if not the best place, to be quoted. But so, too, are many newswires, vertical trade publications and legal publications. Expert publicists know how to place legal sources as commentators with reporters at these outlets, and can help attorneys craft their messages to deliver results. Reporters need sources for commentary and analysis ' and someone will be quoted. Will it be you? Or will it be your competitor down the street?

Recently, a law firm CMO called to say the firm's chief rainmaker wanted us to collect all instances over the past year in which he was quoted in publications on a particular subject. The reason: a prospective client wanted to hire the top attorney in the field ' and media commentary was a critical yardstick for determining who the top dog is. Whether it's true or not, purchasers of legal services believe those individuals quoted in print, or appearing on radio or television, are the de facto experts on a subject.

In addition to securing interviews with reporters, publicists also counsel clients to seek opportunities to write and publish articles in trade journals or legal news outlets like the National Law Journal to garner greater exposure for attorneys and practice groups. The notion that “publish or perish” strictly applies to the academic community is incorrect ' public relations professionals know all too well its importance within the broader business community. The “holy grail” of written exposure comes in the form of book publishing. The author or co-author of a book on a specific subject automatically attains expert status at the time of publishing.

Building Your Brand Through Speaking

Hundreds of speaking opportunities for lawyers are available each year. Oddly, the same small group seems to grace the dais at most of the events. Are they truly better speakers? Perhaps. But the more likely answer is that they proactively sought the opportunity, or merely said “yes” when asked.

For some, writing and giving a speech takes away hours of potential billable time. Think of it, however, as an investment.

The top speakers, in any field, know that they will gain new business far in excess of the time spent preparing and traveling to speaking opportunities. In addition, giving speeches opens the door to further invitations to speak, to write and most importantly, to meet.

Converting Your Writing and
Speaking to Sales

Many attorneys can point to a handful of articles they've written during their career, as well as a few speeches they have given or a handful of interviews that have appeared in print. Those that can point to the concerted effort they have made to write and speak can also tell you about the specific business they have gained from their efforts.

“Law is a relationship business. When clients see your articles, it reinforces their belief in you as a practitioner by making them comfortable with your knowledge. When they hear you speak, it helps them to know you better. If they read your book, they know you are the expert. If they call you to a meeting and talk about your articles, your speeches or your books, it is a very strong indicator that they are ready to buy,” says Richard Levick, CEO of Levick Strategic Communications. “That's what makes the write-speak-sell model so powerful.”

Conclusion

The practice of law has changed dramatically over the last 50 years. Unfortunately, law firm marketing and branding efforts have not always kept up the same pace. No longer does an ad in Martindale-Hubbell or a poster in the B-Terminal of your local airport provide you with a competitive advantage over your competition. Branding truly occurs by repeatedly appearing in front of legal decision makers through writing and speaking. After that, the selling is the easy part.

In today's world, corporations live and die by the success of their brands. Unfortunately, the world of law remains remarkably detached from what is essentially the lifeblood of the majority of industries. It is often difficult to differentiate one top-tier law firm from another, which is in sharp contrast from the marketing efforts of other service sectors such as accounting, management consulting or investment banking. Branding is essential to business development, regardless of industry sector.

Pictures tell a story both literally and figuratively, and it is what corporate America ' a law firm's clients ' have been doing for over a century. When you hear the name McDon-ald's, you immediately think of the “Golden Arches” and consistent fast food at a reasonable price. With Nike, you have the “Swoosh” and think of athletic wear as well as athletic achievement.

Everyone at a law firm ' from the support staff to the managing partner ' needs to think in pictures rather than in words. What is the one picture that defines our firm? More importantly, what is the one picture that solves our client's and potential client's problem?

When law firms talk about what they want to be, they often reference being the “go-to” firm or practice ' in a geographic area, legal specialty, nationally, or globally. For a publicist, the best way to support such a goal by a firm, practice group or individual attorney is by significantly raising their profile in the media and among key target audiences ' to make the firm, practice or attorney “top-of-mind” with current and prospective clients.

The overall goal for any law firm's marketing strategy should be to create a desired level of “top-of-mind” awareness of the firm and its brand. Still, many law firms face significant obstacles in achieving brand recognition. Firms usually pay significant attention to the overall firm and its image, but little to their individual practice groups and attorneys, which in essence, make up the firm's products.

Potential and current clients are nine times out of ten more interested in what a practice group can do for them and less interested in how many years the firm has been operating. We hear attorneys and marketing staff say all the time, “Well we have offices in six U.S. markets and two in Europe.” That's great! But how does that solve my problem? How do I know that I am hiring the best team for my specific problem? How do I know that the attorney representing me has the expertise to solve my problem? Ultimately, the big question is how does a firm create the top-of-mind awareness – for the firm, its practices and its individual attorneys-that will influence the buyers of legal services?

By using a write-speak-sell approach to obtaining earned media opportunities, Chief Marketing Officer's can considerably improve their overall marketing efforts by supplementing the firm-wide branding efforts with practice- and attorney-focused efforts.

Implementing the Write-Speak-Sell
Marketing Model

If you look at studies that track factors that influence the buying of legal services, you will always find “what we read” and “who we know” among the key factors. There are two certainties in public relations: 1) If you are not quoted in the publications that your clients are reading, then your competitors will be; and 2) If you are not speaking at conferences your buyers attend, your competitors will be.

The major buyers of legal services are general counsel and C-Level executives. With this in mind, more and more law firms are turning to media relations and see generating media exposure as a key marketing tool. In addition, they encourage their attorneys to speak at conferences and symposia on subjects germane to their practices.

By implementing a concerted effort to have individual attorneys and practice group leaders write, give interviews and speak regularly, you greatly improve exposure that leads to new business.

Getting Ink

Many firms and attorneys are generally reluctant to disclose too many details regarding deals that they are involved in, for fear of breaching client confidence. This is usually the number one reason attorneys shun the opportunity to speak with reporters or write articles for publication. One way to circumvent this issue is for firms to position themselves as third-party “experts.” The easiest way to do this is to identify and comment on high-profile matters that they are not directly involved with, and therefore can comment upon. Issues involving client conflicts can be avoided. By being quoted in top news and trade media outlets, firms and attorneys gain unparalleled credibility with and access to prospective clients.

Being quoted in the Wall Street Journal is considered the epitome of media exposure. The Journal is regarded around the world as one of the best, if not the best place, to be quoted. But so, too, are many newswires, vertical trade publications and legal publications. Expert publicists know how to place legal sources as commentators with reporters at these outlets, and can help attorneys craft their messages to deliver results. Reporters need sources for commentary and analysis ' and someone will be quoted. Will it be you? Or will it be your competitor down the street?

Recently, a law firm CMO called to say the firm's chief rainmaker wanted us to collect all instances over the past year in which he was quoted in publications on a particular subject. The reason: a prospective client wanted to hire the top attorney in the field ' and media commentary was a critical yardstick for determining who the top dog is. Whether it's true or not, purchasers of legal services believe those individuals quoted in print, or appearing on radio or television, are the de facto experts on a subject.

In addition to securing interviews with reporters, publicists also counsel clients to seek opportunities to write and publish articles in trade journals or legal news outlets like the National Law Journal to garner greater exposure for attorneys and practice groups. The notion that “publish or perish” strictly applies to the academic community is incorrect ' public relations professionals know all too well its importance within the broader business community. The “holy grail” of written exposure comes in the form of book publishing. The author or co-author of a book on a specific subject automatically attains expert status at the time of publishing.

Building Your Brand Through Speaking

Hundreds of speaking opportunities for lawyers are available each year. Oddly, the same small group seems to grace the dais at most of the events. Are they truly better speakers? Perhaps. But the more likely answer is that they proactively sought the opportunity, or merely said “yes” when asked.

For some, writing and giving a speech takes away hours of potential billable time. Think of it, however, as an investment.

The top speakers, in any field, know that they will gain new business far in excess of the time spent preparing and traveling to speaking opportunities. In addition, giving speeches opens the door to further invitations to speak, to write and most importantly, to meet.

Converting Your Writing and
Speaking to Sales

Many attorneys can point to a handful of articles they've written during their career, as well as a few speeches they have given or a handful of interviews that have appeared in print. Those that can point to the concerted effort they have made to write and speak can also tell you about the specific business they have gained from their efforts.

“Law is a relationship business. When clients see your articles, it reinforces their belief in you as a practitioner by making them comfortable with your knowledge. When they hear you speak, it helps them to know you better. If they read your book, they know you are the expert. If they call you to a meeting and talk about your articles, your speeches or your books, it is a very strong indicator that they are ready to buy,” says Richard Levick, CEO of Levick Strategic Communications. “That's what makes the write-speak-sell model so powerful.”

Conclusion

The practice of law has changed dramatically over the last 50 years. Unfortunately, law firm marketing and branding efforts have not always kept up the same pace. No longer does an ad in Martindale-Hubbell or a poster in the B-Terminal of your local airport provide you with a competitive advantage over your competition. Branding truly occurs by repeatedly appearing in front of legal decision makers through writing and speaking. After that, the selling is the easy part.