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September 02, 2005
The Ultimate One-Day Law Marketing Conference for Attorneys and Law Firm Staff--Philadelphia, Friday, October 21
As Education Board chair for the American Bar Association's Law Practice Management section, I have worked to create an outstanding one-day law marketing seminar for the section's fall meeting, in my backyard of Philadelphia, Pennsylvania on Friday, October 21, 2005.
Unlike many law marketing seminars that are either geared toward your firm's non-lawyer marketing team or toward small firm marketing efforts, this program is geared toward attorneys and staff of mid-size to large law firms. Because this is an ABA program and not a for-profit entity, the cost is ridiculously low ($195 for the full day, including breakfast, lunch, and premium items).
For complete information, including the e-brochure for the event, please visit the meeting web site.
Posted by Micah at 04:29 PM
ASK THE MAM -- DIRECTORIES, DIRECTORIES AND MORE DIRECTORIES
DEAR MAM: There are many attorney directories out there--MH, Best Lawyers, Who's Who, Chambers, Lawyers Diary and Manual, etc...Using criteria such as how long the publication has been in existence, who receives it, how many people receive it, and how much it costs, which ones would you recommend to use and which ones would you recommend to ignore? SINCERELY YOURS, MD, New York, NY
DEAR MD: This is a question I receive daily. Just yesterday, I returned a solicitation call for a “Best Attorneys”, A “Who’s Who”, and a “Best Lawyers”. No kidding! The “Best Lawyers” was actually a forwarded e-mail from a “winning” attorney asking the same type of questions that you are asking.
Because I’m in a nice mood today, I’ll avoid calling any publication out on the carpet. Like Superman, Supergirl and Superlawyers. However, I usually ask attorneys this question: “Which do you use?” and “Which do your clients use?” The answer is generally neither. Most of these publications are ego-driven, vanity sells that impress two people—yourself and your grandma. Maybe, if you are single, a hot date. But, that is less likely.
Your questions about how long a publication is in existence or who gets it or how much it costs are meaningless to me. I receive lots of books that I never crack. I only care about whether it positively impacts a business development effort. My usual approach at most firms is to keep Martindale (with a pared down listing; I want you to read the full bio at the firm web site); often buy the firm listing in Chambers USA (although they are starting to annoy me, especially by billing me in UK funds); might buy an expanded listing in the rare local rag that is honoring lawyers if the firm is selling legal services to the housewives (and househusbands) that read it (i.e. consumer-driven practices). I do not care about expanded listings, ads, plaques and which publications you bought ad space in. The next GC that tells me he or she has used one of these publications (outside of the aforementioned two) will be the first. I’ve heard MH. Some read Chambers. The rest get play in the attorney’s bio and sometimes in a local press release about it. There is no harm in the freebies.
And do not even get me started on all the online stuff. That makes the publications look legit.
Hope I answered your question. Thanks for writing. Sincerely yours, THE MARKETING ATTORNEY
Posted by Micah at 04:28 PM | TrackBack
ASK THE MAM -- LAW FIRMS HIRING EDITORS FOR IMPROVED WRITING
DEAR MAM: I’m looking for the answer to this question: does it make sense for a law firm to employ an editor? Editors find ways to present information so it’s easy to follow, so it’s easy to find answers to questions. In other fields, editors work with Subject Matter Experts who know the material (but who may not know the best way to present it). Why not have them work with lawyers to make pleadings as effective and persuasive as possible? Sincerely, MT, San Francisco, CA
DEAR MT: I am going to answer your question along two completely different lines. First, while the concept of hiring an editor to work on pleadings, briefs and other legal documents might sound smart, the reality is that “legal writing” is in a world of its own. I still remember struggling through my 1L legal writing course in law school, because I was at a distinct disadvantage—I knew how to write. I was coming off a year reporting for The Baltimore Sun, and using real journalistic approaches to legal writing. Most lawyers can not write for their lives, but they know how to write legal stuff. Do you think someone putting together a one million page brief full of baloney is going to want it skillfully edited by a non-lawyer? Not to mention having to go through it again, since you might make editorial changes that alter the argument.
Now, for the second part of my answer. Many firms hire former journalists, editors and skilled writers for the marketing team. Because that stuff, when written by lawyers, is deadly. Some of the best law firm marketers I know are former journalists that lead a law firm’s publication and public relations efforts. They will also tell you that the pay is significantly better than what they would earn writing for a newspaper or magazine. The down side is that it is extremely boring. And instead of getting your stuff edited by skilled editors, you get your stuff edited by those same lawyers. It can be frustrating. But, it pays well. And polished marketing collateral, be it a magazine, client alert, press release, newsletter or article, does stand out. If you get a good paying publications job at a law firm, send me a gift certificate for dinner somewhere. Sincerely yours, THE MARKETING ATTORNEY