Articles Posted in Law Marketing

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Legal Netlink Alliance

Law Firm Referral Networks

Referral networks may seem like relics in an era dominated by digital marketing, but the right network can still deliver steady, high‑quality work and expand a firm’s reach. After more than 25 years evaluating these groups, I’ve found that their value depends on fundamentals: strong leadership, high‑caliber member firms, and a realistic understanding of the full cost of participation. When those elements align, networks can become reliable engines of referrals, reputation, and professional community. My latest marketing column, in the January/February 2026 issue of ABA Law Practice, suggests Law Firm Referral Networks Make Sense If They Make Cents.

Recently, I’ve had the opportunity to work closely—on behalf of a law firm member—with the Legal Netlink Alliance (LNA), a global association of small and midsize independent law firms. Even in a relatively short time, I’ve watched genuine trust take root and real friendships form among its members. Because the network is intentionally composed of smaller firms and its U.S. conferences are intimate by design, it’s remarkably easy to build meaningful connections. I’ve already met another Rabbi’s kid (like me), a Chicago sports fan who always thinks of me when the Phillies or Eagles are relevant, and even found a lawyer in the Midwest who helped me navigate an unexpected traffic stop—best not to ask.

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ethics_image-300x200It was once again my privilege to serve as editor for the Ethics edition (December 2025) of the American Bar Association’s Law Practice Today webzine. I’ve had the honor of shepherding the Ethics-themed issue for many years—drawing on my work with ABA Law Practice’s Ethics & Professionalism Committee and my long-standing role on the webzine’s editorial board.

A sincere thank‑you to this month’s outstanding contributors. The issue brings together a thoughtful mix of perspectives on the ethical challenges lawyers face today:

  • Beyond the RPC: Staying Compliant with Your Law Firm’s Marketing Efforts — my article exploring how ethics rules intersect with modern marketing practices.
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In a digital landscape where attention is currency, law firms are beginning to ask a provocative question: Can influencers drive legal business? My latest marketing column, in the September/October 2025 issue of ABA Law Practice, addresses The Rise of the Influencer in Legal Marketing.

Gone are the days when law firm marketing revolved solely around SEO, pay-per-click campaigns, and carefully crafted blog content. Today, the spotlight is shifting toward social media influencers—individuals with massive followings and the power to shape consumer behavior. As I note, influencer marketing is no longer a novelty; it’s a $10 billion industry projected to keep growing. And while it’s long been a staple in retail and entertainment, its potential in legal services is just beginning to surface.

Shortly after moderating an ABA CLE on the subject of influencers, and having already submitted this column to the magazine editors, I read an interesting article in the Wall Street Journal, These Restaurants, Salons and Workouts Are Free for Hot People—if They Post About Them, that focused on the influencer-targeted social media app, Neon Coat, founded by a model as a way to book entire days of meals and experiences for free, by tying brands and businesses. Unfortunately, I don’t appear to qualify as “hot,” and must grab hard-to-book tables on Open Table by being first when a reservation window opens, but wondering if you could offer up legal services, is an interesting notion. It was highlighted by Jones Walker attorney Kaytie Pickett in a blog post on the firm website.

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From The Richmonder/Eleanor Shaw

When Eleanor Shaw, a reporter for The Richmonder, reached out to chat about Morgan & Morgan’s expansion into Richmond, I didn’t hesitate. I’ve been analyzing their disruptive marketing tactics for years, and if you’re even remotely interested in legal advertising (and really, who isn’t?), Morgan & Morgan is the ultimate case study.

Their multi-million-dollar ad blitz is impossible to ignore. Shaw’s article, “You can’t avoid Morgan & Morgan’s multi-million-dollar ad blitz. It’s shaking up Richmond’s legal scene,” offers a comprehensive look at the firm’s entrance into the Richmond market. It explores the ripple effects on local law firms and draws comparisons to how M&M has reshaped legal advertising landscapes in other cities across the country.

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Morgan & Morgan Billboard in Philadelphia

I’ve seen city highways seemingly taken over by lawyers for a long time now. Throughout Nevada, Florida and Arizona, the interstates are littered with promises of fast cash, big cash, and cash in general. I could not begin to tell you which of those attorneys are good or bad—which I guess is part of the point—the consumer selecting counsel off a street sign or a bus is interested in $$$$ and not representative clients or experience in the courtroom (spoiler alert – maybe 50-50?).

For me, though, there is no place like home. And it is on the roads surrounding Philadelphia that brought me the subject for my most recent marketing column, Lawyer Billboard Wars! How Is That Still a Thing? – in the May/June 2025 issue of Law Practice. In an age where almost every spend in law firm marketing is digital, how is it that the billboard is still standing? And not just standing, but thriving? Read on…

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Dunkin Donuts influencer Charli

A few years ago, when my daughter insisted that she needed to try the Charli drink at Dunkin Donuts, I scoffed. Who is Charli? And what is that drink? Well, it turned out “Charli” was social media influencer Charli D’Amelio, with over 100 million TikTok followers, and considered one of the most influential teens in the world. The drink was a sugar-blasted undrinkable concoction (that’s my opinion, and I was not the targeted demographic). The result of that influencer marketing program was (1) the drink sold like hot cakes; and (2) more importantly, it led to a 57% surge in mobile app downloads. Cold Brew sales increased by 20% on the launch day, and 45% on day two. The goal was to appeal to young consumers. It worked. Big time.

As an attorney in the law marketing space, I’ve tried to wrap my head around these newer forms of advertising and promotion. There is no question that influencers influence–Corporate spending on influencers will exceed $10 billion in 2025, more than doubling since 2021, according to eMarketer. Consumer reviews—a cornerstone of marketing for most every industry (law firms included!)—bring their own set of potential perils with them. And creative (and entrepreneurial) digital designers employ dark patterns—deceptive design techniques used in websites, apps, and digital interfaces to manipulate users into making choices they might not otherwise make. In other words, there is lots of room for legal issues and the need for a CLE on the subject matter. This is not your grandparents’ marketing.

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ABA Law Practice PodcastIn the January 20, 2025, episode of the American Bar Association’s Law Practice Podcast, host Terrell Turner discusses the complexities of legal marketing with me in this 30-minute discussion available on americanbar.org as well as in your favorite podcast library, including Spotify and Apple.

Micah Buchdahl, who concentrates his practice in marketing, advertising, and solicitation issues at the state bar level, shares his vast experience working with aggressive law firms. The conversation covers the evolution of advertising from print to digital, the impact of changing algorithms on marketing strategies, and the integration of influencers in legal marketing. Micah emphasizes the importance of understanding multi-jurisdictional ethical rules and the responsibility that law firms hold over their marketing practices. This episode provides valuable insights for law firms navigating the rapidly changing landscape of legal advertising.

The Law Practice Podcast is hosted each month by Terrell Turner, the founder of accounting firm, www.TLTurnerGroup.com.

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Shopping CartIt would seem like a no-brainer. You or a family member, relative or friend needs a lawyer. Hey, I’m a lawyer. I know lots of lawyers. That should be easy. But in many cases, it is not. We know the practice areas we know. And in many cases, those are not necessarily typical consumer-facing ones. And I can’t tell you how many times I’ve had commercial real estate attorneys complain to me about getting calls from Jane Doe for a residential commercial real estate transaction. Or an employment lawyer getting a call from John Doe to represent him against the very company that is your client. I remind them that the public does not typically know the difference between plaintiff side and defense, or a real estate attorney handling multi-million-dollar commercial transactions and not interesting in reviewing your kid’s college apartment lease (which many of us have done). This all traces back to us—the “educated” consumer that is a lawyer and needs a lawyer. It should be so simple.

But we often find that it is not always so easy. I doubt many of us in the practice are going to look to advertising for help. We’ll reach out to a variety of colleagues for suggestions and guidance. My most recent marketing column in the January/February 2025 issue of Law Practice, Lawyers Shopping for Lawyers, tackles the business development considerations of the referral source and the challenges that come with marketing (and representing) other lawyers.

If you are blocked from reading the column behind the ABA paywall, it is provided below in its entirety.

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TextingIn once again serving as the issue editor for the Ethics-themed December 2024 edition of the American Bar Association’s Law Practice Today webzine, I contributed an article addressing recent changes to the Rules of Professional Conduct in Pennsylvania, and related ethics opinions, addressing texting in two different ways—ways where texting can be improper solicitation, and a whole different definition of “solicitation”—as it relates to sexting. In the article headline I submitted, “For PA Lawyers, Remember Sexting is Sex; Texting can be Improper Solicitation,” I may or may not have made it more salacious to increase readership and interest (i.e. click bait). But our copy editors did edit my title to the official “Can Texting Be Improper Solicitation?”

Many thanks to the authors contributing excellent articles to the Ethics issue. Michele Carney wrote on Formal Opinion 512 and The Reasonableness of Fees When Using AI. Dave Ries once again tackled a cybersecurity ethics issue with Ethically Avoiding Fraud and Scams. Law Practice Division chair-elect Dan Siegel authored Generative AI Competence. And Charity Anastasio wrote on Lesser Known but Wildly Helpful Ethics Rules. All of us—myself, Dave, Dan, Michele and Charity—are active members of the ABA LP Ethics & Professionalism Committee.

If you are blocked from reading the article behind the ABA paywall, it is provided below in its entirety.

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ethics-regulations-ai-artificial-intelligence-hammer-gavel-judgement-legal_1162612-1423-300x200A few months ago, I was asked to provide the ethics attorney perspective for a Legal Marketing Association (LMA) program, AI for Communications and PR: What You Need to Know Now. At that point, I had not put a lot of thought into the ethical considerations. As with most business development professionals, I had already incorporated artificial intelligence (AI) into my day-to-day. But as is often the case for many lawyer speaking gigs, I delved into the topic and learned it–quickly. And because I believe strongly in taking a presentation and turning it into an article (or vice-versa), my marketing column addresses the issues in the September/October 2024 issue of Law Practice, Ethical Issues When Incorporating AI Into Law Firm Marketing.

Where I come from, when you say “A.I.” it can only mean one thing—Allen Iverson. But in most parts, AI has become a part of our everyday lives—whether we’re talkin’ about practice, not a game, or almost every aspect of business operations (IYKYK). The bottom line is that AI is integrated into almost everything. Thus, the need to understand where the Rules of Professional Conduct (RPC) and other ethical issues in law practice come into play. As I note in my column, no less than 15 different RPCs were noted in one state’s AI task force report, as it relates to potential ethics issues that overlap with law firm marketing concepts.

If you are blocked from reading the column behind the ABA paywall, it is provided below in its entirety.

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