So, what did Michelangelo and Goldilocks know about marketing? And what exactly is niche marketing? Is market positioning something that law firms really need to care about? Isn’t “strategic branding” just an overused buzzword? In fact, aren’t all of these terms just meaningless marketing jargon that a sensible attorney can ignore? (C’mon, can’t you just […]
Strategic Marketing
Marketing in a Time of Social Change: Why Growing Numbers of Companies Are Voicing Strong Political Opinions on Controversial Issues
Starting with the tragic attack by a white supremacist at the Emanuel AME Church in Charleston, South Carolina on June 17, the last two weeks have been an historic and hyper-speed ride through some of our country’s most controversial issues, from race relations to gun control to same-sex marriage to Mexican immigration. Perhaps the most […]
Fiddling While Rome Burns, Part II: The Importance of Vision (and Execution) for Law Firms in 2015
In my previous blog post, I talked about how law firms have much in common with – of all things – philharmonic orchestras. Both are traditionally revered institutions with roots that are hundreds, if not thousands, of years old. However, because of changing times, both the traditional law firm and the classic municipal orchestra are finding themselves […]
Fiddling While Rome Burns, Part I: Tradition-Bound Law Firms Have Much in Common With Symphony Orchestras (and That’s Not Good)
What could your law firm possibly have in common with your city’s symphony orchestra? More than you may think. The L.A. Times recently published a fascinating story about the many challenges faced by the Los Angeles Philharmonic and other orchestras. As the Times describes the situation, “Orchestras across the country have been shaken by the loss of subscribers, […]
Ignition and Liftoff: The Future of Law Firm Marketing and Business Development
What does the future hold? To quote Nobel laureate Niels Bohr, “Prediction is very difficult, especially if it’s about the future.” And given all the ongoing change in both the legal profession and the marketing world, it must take a certain level of foolhardiness to attempt to tackle the subject of the future of legal […]
The Unique Selling Proposition Gets a Makeover: Attorneys, What’s Your “Unique Lawyering Proposition™”?
The “Unique Selling Proposition” is a concept that’s close to the heart of marketers everywhere. The USP is a shorthand way of describing what every product or service desperately needs: a meaningful point of distinction, a way of differentiating it from the products or services of its competitors. In a crowded marketplace, a well-defined USP […]
Your 2011 Marketing Plan, Part 2: Setting Goals the SMART Way
“Begin with the end in mind.” – Steven Covey In my previous post, Your 2011 Marketing Plan, Part 1: The Value of Setting Goals and Planning, I addressed the importance of setting goals. At this time, I’d like to take it a step further by discussing how to set meaningful and measurable goals that become […]
Your 2011 Marketing Plan, Part 1: The Value of Setting Goals & Planning
If you don’t know where you are going, you might wind up someplace else. – Yogi Berra It must be the end of the year already, because all the articles and blog posts about setting goals and planning are starting to appear. And guess what: This is yet another one. Hey, I heard that groan. […]
