It used to make me uneasy. We have met people in the marketing industry for over ten years who get anxious when building one. I want you to walk away…

Regardless of your chosen practice area(s), pretend you are an estate planning attorney. You set up various types of trusts, draft wills, and help your clients title their assets appropriately…

For years, we have expressed our belief in content marketing through a concept called The Content Loop—and we still do. The Content Loop stands in contrast to a funnel because…

This article was provided by Gary Mitchell, a lawyer coach since 2005, taking a unique approach with his clients by focusing on the psychological aspect of the way they work….

You must expect some of your marketing efforts to fail in the short term. We discussed having a confidence scale at the end of the previous blog. Each marketing initiative…

To pick up where we left off, let’s discuss your options for marketing plans that aren’t working. When something isn’t generating a return, you must either modify what you are…

This article was provided by Gary Mitchell, a lawyer coach since 2005, taking a unique approach with his clients by focusing on the psychological aspect of the way they work….

In our last post, we discussed how much money you should spend on marketing. We advocated that you should allocate 10% of your revenue toward marketing. Now, imagine the person…

Throughout the previous six posts, we have addressed 1-3. The last point, cost, is probably the most straightforward, even though it’s the one most people are concerned about. It is…

After our previous blog, we discussed how a great marketing plan includes goals and intentions. There are several different types of marketing, and each one should have an associated outcome….

This is where we will address the elephant in the room surrounding ROI. After our blog on how to get started, we said that your plan has to be dynamic…

In this next blog, to give you an idea of where we are heading, we will explain how to maintain your marketing plan. Before you adapt and work with it,…

Ok, so you’ve committed to building a marketing plan. You have a spreadsheet with four rows, one for each quarter, and a blank series of columns because you are unsure…

In the previous blog, we discussed the fifth step in a marketing plan: organizing your marketing plan under several different categories. We mentioned that you could either have a category…

Many people ask what they need to start developing a marketing plan. However, we question to what degree most law firms either have a marketing plan or think they have…

If you have ever sat down with any of us at Spotlight Branding when we have gone over the Content Loop, you would have heard us discuss touchpoints. Examples of…

After doing some quick napkin math, I figured I had had around 700 phone conversations with attorneys. Though each one was professional in tone, we discussed surfing, hockey, jiu-jitsu, music,…

Before you read anything else, please visit our company website, schedule a consultation, meet with one of our employees, and choose us for your content marketing. Did you do it?…

Your previous clients are your best salespeople. Because you have established trust with them and have proven your ability to deliver an appropriate resolution, they are in the best position…

Communication is a tool that bridges the gap between confusion and clarity. Despite its importance, it’s one of the first things that gets cut out when people are short on…

We’ll seek advice from established professionals as we continue our conversation about mental health in the legal industry. If you have seen a documentary called Stutz, you will have a…

Am I a mental health professional? No. Did I study psychology or a related field in college? Also, no. However, there are two reasons why I am taking the time…

There are almost five billion people on social media, and, on average, people use 6.7 platforms daily. (https://backlinko.com/social-media-users) Many attorneys who use social media in their personal lives also use…

There were (at least) two key statistics in our 2024 Legal Marketing Trends Report that warrant us discussing how a law firm can market itself effectively in less time. The…

Advertising and marketing have changed significantly in the last 60 years. The most obvious one is technological advancement. In the 1960s, marketers relied on print media, radio, and television. These…

There is a divide in the advertising/marketing community between two methods: Brand Marketing & Direct Marketing. The former is the Volkswagen commercial during the Super Bowl, the Pepsi logo on…

Word-of-mouth marketing is a timeless and powerful tool for influencing decisions and driving sales. In the past, this involved one person telling another or pointing them toward a product or…

In our final discussion on the stages of awareness, we will veer slightly off course. We will briefly discuss what the most aware stage looks like, as described by Eugene…

We’re reaching the point in your prospective client’s journey where they recognize the product and understand what it offers but are still hesitant to book a consultation. (Although Breakthrough Advertising…

Once a person or potential client realizes they have a problem, they naturally seek solutions. As we have discussed previously, these are the types of people who will move to…

As a law firm—or any other business for that matter—you’re swarmed by a hoard of different marketing tactics. While there is room for what is new or trendy, the best…

Some products and services solve problems you don’t know you have. Think about the person who thinks they don’t need an estate plan—and don’t take the time to learn about…

In 1966, a mail-order copywriter published a book called Breakthrough Advertising. It is the foundation for everything I have come to believe and embody as a marketing professional. However, you…

Our CEO, Marc Cerniglia, once talked with Gary Vee about the difference between hunting and farming. Hunting is to lead generation as farming is to lead nurturing. Many successful attorneys…

This is a conversation about content and why firms and businesses build their marketing strategies around it. One of the greatest misconceptions about content marketing is that it is a…

In our previous blog, we spoke about the core beliefs that shape our approach to marketing for law firms. While we respect SEO’s role in a larger marketing plan, it…

The Anti-SEO Report is still displayed on our free resources page, and we will stand by what it says. However, the title alone doesn’t paint the whole picture because we…