Last week on Legal Marketing Live, Marc and I shared our top "pet peeves" when it comes to law firm websites. We've had the privilege of working with hundreds of lawyers across the United States and we've reviewed thousands of lawyer websites since we launched Spotlight Branding back in 2011. As a result, we've got a strong grasp on what works, what doesn't, and where many lawyers are being led astray. Below are Read More
What to Include in Your Law Firm E-Newsletter
An email newsletter is one of the most valuable marketing tools for your law firm. Every lawyer and every law firm should have an email newsletter that goes out monthly, if not even more frequently. We broke down several reasons why this is the case in a previous blog entry. Today, I'm going to focus on what your newsletter should look like. But first, I want to emphasize a key principle that should guide your Read More
Become a Brand, Not A Commodity: How to Stand Out in an Increasingly Competitive Legal Marketplace
This article is a modified excerpt from our 2017 Special Report: Become a Brand, Not a Commodity: How to Stand Out in an Increasingly Competitive Legal Marketplace. For centuries, attorneys have enjoyed a prominent role in society. Recognized for their intelligence, discernment, and education, attorneys commanded respect - and were able to enjoy a high standard of living in recognition of their contribution to a Read More
How to Make Money with Your Brand, Part Two
In the last couple of weeks we've talked about why your brand matters as a lawyer, and how you can begin to understand and take control of your brand. Specifically, last week we talked in depth about assessing your brand as it currently exists and then defining the brand you'd like to create moving forward. Today, we'll look at practical steps to make this happen. For illustration purposes, imagine that this is Read More
How to Make Money with Your Brand, Part One
Last week we talked about why your brand matters as a lawyer. "Branding" is such an overused and nebulous term so I attempted to demystify it and show you how it's relevant to your practice. If you didn't read that article, I recommend you do so before you finish this one because the concepts build on each other. It's important to understand that everyone has a brand. It's not optional. Last week I gave you a Read More
Lawyer Marketing: Why Your Brand Matters
Just what the heck is a "brand" and why does "branding" matter for lawyers? These are important questions and there's a lot of misinformation out there, so let's dive in: I like to define your brand as simply: How you are perceived by the outside world. When people hear your name or see your logo... what thought, feelings, and ideas come to mind? That's your brand. Now, how to take control of your brand and Read More
Lawyernomics 2017: Day Two Recap
Good morning Las Vegas. My body is still on East Coast time so I'm up early this morning. We'll be bringing you highlights of Lawyernomics Day Two throughout the day, so stay tuned. Pretty much the only time of day this place is peaceful #vegas pic.twitter.com/pcwBc6WoHW — Daniel Decker (@DanielJDecker) April 22, 2017 Tom Breitling was the keynote speaker this morning and his presentation centered on the Read More
Why We’re Not a One-Stop Shop
Every once in a while, we chat with a lawyer who wants to know why we're not a one-stop shop for all their legal marketing needs. The conversation often goes like this - "I really like what you guys do but I want to work with a single company that can handle everything." I get it - there's no doubt it would be convenient to only have one vendor relationship to manage. But if you really think about it, working with Read More
Why Hire a Marketing Company That Focuses Solely on Lawyers?
At Spotlight Branding, we focus exclusively on small law firms. There are a handful of reasons why we do this, but here's what it boils down to: Small law firms face unique challenges, serve a unique client base, and require a unique branding and marketing strategy. Many of the strategies that work for other professions and other industries aren't relevant for lawyers and won't produce results. Here are five Read More
Four Ways to Maximize Your Networking ROI
Networking is a critical piece of the business development puzzle for just about every lawyer. Referrals are arguably the very best source of new business - and an active, engaged network is critical to generating those referrals. In addition, for lawyers still in the "I have more time than money" phase of growing their firm, networking is even more crucial. Unfortunately, it's easy to waste your time. You need a Read More
