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Lessons Learned from a Quarter Century in Legal Marketing
Having stepped away from 18 years as an in-house legal marketing professional in three regional law firms and forming the legal advisory firm KLA Marketing Associates in 2008, I've worked with hundreds of lawyers in scores of legal practices across the U.S. What I've witnessed and learned bears sharing with the legal community at large, for the benefit of “lessons learned.”
1. Law school does not prepare you for private practice, or much else. Over my 25 years of coaching, advising and working with lawyers, I have made a habit of asking lawyer clients, “On Day One of your private practice, what did you feel prepared to do?” Without exception, the response has always been, “nothing,” or “not much.”
Lesson: Recognize that, as in most areas of higher education, much of your academic training provides plenty of theoretical analysis and little practical information and experience. Understanding this will propel you to seek out practical guidance on how to successfully launch and grow your new legal practice, and how to engage in appropriate business development and marketing tactics, such as getting and staying connected with your law school classmates on Day One. Doing so provides critical relationship-building opportunities throughout the course of your legal career.
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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.