I. Introduction
I’ve mentioned Squidoo before, but this time I’d like to go into a little bit of detail.

I think of Squidoo as a publicly available list of bookmarks from experts on a subject. Sure, it’s much more than that, but that’s the idea.

Squidoo’s main idea is: “Everyone’s an expert at something.” So the idea is to have “experts” create “lenses”, which are dynamic pages that use RSS to link to relevant sites and articles. The lenses are then categorized by keyword and ranked.

For example, I have a lens called Law Firm Blogging by Nathan Burke (yes, it is a very clever name). When I set up the lens, I chose the following keywords for categorization purposes: attorney, blog, marketing, blawg, and legal.

Since I started early with Squidoo, my ranking is particularly high within the law-related keywords. Right now, here’s what you see under the attorney tag:

So at least I have some company there. But when you go to the “blawg” keyword, this is all you see:

And while I enjoy being atop the ratings right now, it is lonely there. So, I’m inviting some competition from fellow bloggers. Here’s a little primer on how to get started with Squidoo.

II. Creating a Lens

1. Registration- To get started, you need to create an account. To do this, simply go here, and fill in your account details. Once you have registered, you need to…..

2. Create Your Bio- Enter some text about yourself in the form field:

3. Choose how you want to get paid- Squidoo puts Google AdWords ads on your lens, and you can choose what you want to do with your cash (if you generate any, of course):

4. Create a lens URL- You now create a lens URL, which is http://www.squidoo.com/lensname
On mine, I used http://www.squidoo.com/lawfirmblog

5. Give Your Lens a Title- Come up with your lense’s title.

6. Pick a main category for your lens- Here is the list of main categories:

7. Add Your Tags (Five Required)- Add the keywords you want associated with your lens. I listed mine above. I’d really like some company in the blawg, attorney, and legal category, so I’d suggest you add those. Since I blog about blogging, I’m fairly limited when it comes to tags. For legal bloggers, I’d suggest adding tags that relate to your subject. For instance, if your blog is about Intellectual Property, I’d add that.

8. Should everyone see your lens?- If your lens is going to be “family and office safe”, say yes.

9. Your lens is created- Now your lens is created. Time to add content to it.

a. Link List Module- This is basically the same thing as a blogroll.
b. RSS Module- This is where you can add an RSS feed, which will be published on the lens.
c. Text Module- You can add any text you’d like here
d. Google Maps- You can enter an address, and a Google Map will be published.
e. Money Makers- I chose Amazon here, and you can either let Amazon pick what displays, or you can choose your own entries.

10. Introduction- This is where you can enter and edit your lense’s description, and upload a photo of yourself if you’d like.

When you’re done, click “Publish”. Now you’re done.

Popularity: 16% [?]

Well, it looks like this will be my last blog post here until after Christmas. I’m sure I’ll post again before the year is over, but until then:

Popularity: 4% [?]

Although I’ve read Blawg Review from time to time, I have to admit: today was the first time I’ve actually taken the time to understand the concept. The idea being that each week, there’s a different “host” who puts together the best recent law blog posts, and packages it in a clever narrative.

The current issue was posted on Sunday, and it uses “The Night Before Christmas” as the theme.

Law Firm Blogging focuses on marketing, so what I’m about to say won’t surprise anyone:

I think Blawg Review would benefit from a logo.

Blawg Review’s strength is in the diversity of opinions from contributing hosts. Each week, the look of Blawg Review changes, as each blog has a different theme, layout, color scheme, etc. The only drawback I can see as a result is a lack of recognition. Sure, BlawgReview is an insider publication, and because of that, readers know where, when, and how to find it. But, I think a logo for blawg review would have a couple of benefits:

• After a blogger has hosted Blawg Review, they could put the Blawg Review Logo on their site, with a link to the Blawg Review
• If a reader is looking for a Blawg Review that is no longer on a blog’s home page, they could just scan the page(s) until they see the logo
• It would encourage Blawg Review hosts to link to the main Blawg Review blog
• It would be a mark of credibility for the blogger

The best example I have of a logo that accomplishes this is Blawg.org. LawFirmBlogging was listed as a “Featured Feed” for a while, so I listed their featured feed logo:

I suppose I should email the Blawg Review folks to see if they think this would benefit them. I think I’ll do just that.

Popularity: 8% [?]

Burkey Belser is a legend.

Referred to as “The Father of Legal Advertising,” Mr. Belser’s work has been seen by millions worldwide. He was awarded the Presidential Design Award for the design of the Nutrition Facts Label, the most frequently produced graphic in the world. His firm, Greenfield Belser has won hundreds of national and international awards in graphic design.

In October, I had the pleasure of hearing Mr. Belser speak at a meeting of the Boston Chapter of the Association of Legal Administrators. The topic was “Professional Services Branding Best Practices: Case Studies and some Show and Tell” and I was blown away. His knowledge of legal marketing and branding is incomparable, and Greenfield Belser is the go-to firm for law firms looking to define and enhance the brand they project to the world.

Mr. Belser was kind enough to take time from his busy schedule (on a plane, no less!) to answer my questions. I am very honored and excited to present the following interview:

LawFirmBlogging- I remember from your recent presentation that legal advertising is relatively new, and that there was a time when law firms weren’t allowed to advertise. Today we’re seeing firms looking for new ways to promote their services. Of blogging, advertising, and other forms of promotion, which method do you feel is the most effective?

Mr. Belser- A mix of methods is required. There is no magic bullet, even a blog. Great marketers use a variety of methods so that one reinforces the effect of the other. That’s one secret to successful marketing.

LawFirmBlogging-Many legal blogs do not overtly promote the firm, but instead aim to establish the blawgger as an expert in their particular practice area. Do you feel like this is a smart way to market, or do you see it as being a missed opportunity for firms?

Mr. Belser-Blogs are really designed for narrow interest groups; therefore, it follows that it will be difficult to build a broader audience for a collection of practices (a firm). Firms are using blogware as a vessel for news and updates to improve their Google rankings. Meanwhile, don’t be surprised if we see bloggers advertising elsewhere on the net or even in print to build a larger audience once the blog has reached a tipping point.

LawFirmBlogging-Though legal blogging is a very new phenomenon, commentators are criticizing firms for not including blogs in their overall marketing plan. Instead, it seems as if most firms see blawgs as “something else”. Not quite a web site, not quite advertising, and not quite a separate entity. Where do you see blogs fitting into the overall marketing plan of a firm?

Mr. Belser-A blog cannot possibly fit into the marketing plan of a firm because the firm will not maintain it. Blogs must be maintained by passionate (and driven) individuals. BUT, I would do everything I could to encourage bloggers within the firm. Associates and young partners might find it a gateway to building a practice, particularly if they’re uncomfortable in the person-to-person sales moment. I’d love to have someone prove me wrong, but right now I can’t see blogs as a firmwide tool.

LawFirmBlogging-In your work, you talk a lot about establishing a brand identity for firms. With most blawgs being attorney-specific, there appears to be a disconnect between the firm’s identity and the blawg’s identity. Do you see this as a positive thing? Or do you see a need for integration?

Mr. Belser-That’s a great question. If firm hardware and software is supporting the blog, then I would demand that the blog share the firmwide brand. In fact, I would design a template for the individual. If enough attorneys create wonderful blogs, the firm should receive some of the glow. Traditionally, lawyers keep their rolodex in their back pocket in case they get itchy feet and decide to bolt to another firm. If lawyers are allowed to build their own “brand” in their blog, then they can port the blog to the new firm, too, without a hitch. Good for the lawyer. Bad for the firm.

LawFirmBlogging-Again, looking at blawgs as a one-off, how should firms approach blawgs in their promotion? Do you think the main firm sites should be prominently linking to their attorneys’ blawgs? Or should there just be a one-way linking process (blawg links to main site, but main site doesn’t link back?)

Mr. Belser-By all means, link to the blog prominently from the firm site. Remember, law is a relationship business and those relationships should be built however they can. Value accrues to the firm by featuring blogs prominently because the firm itself appears hip, technologically savvy, young and energetic. Go bloggers!

LawFirmBlogging-One of the most frequent themes I’ve seen when talking about legal blogging is client acquisition. Many professionals I talk to say “But are these blogs actually bringing in clients?” Which makes me then think: Do ads bring in clients? Since the results are intangible, how do you judge whether blawgs or ads are successful?

Mr. Belser-Yes, you’re right, you can’t easily isolate the source of new business. After all, even if they mention the ad they saw as a reason for the inquiry, they have almost certainly heard about the lawyer or the firm from other sources. Once again, it’s not an either/or issue. A marketing mix is required. Bloggers need to speak and publish their thoughts on sites other than their blog and in print as well.

LawFirmBlogging-I keep coming back to this, but it’s something I haven’t quite grasped an understanding of yet. I see lots of legal blogs that have contextual advertising. One thought is that a legal blog exists to promote an attorney’s services, and therefore should not have advertisements that bring visitors away. The other thought is that the right ads, if they aren’t sending visitors to a competitor, actually are providing another resource. What is your feeling on ads on blawgs?

Mr. Belser-Personally (I have no data on this), ads on blogs increase the blog’s credibility in my mind. People often overlook the fact that women buy Vogue for the ads, not the articles (There are articles?). Ads are part of our cultural fabric, for good or ill. We all have well-developed filters to manage our intake of advertising messages. Some ads are actually welcome, fun, thoroughly enjoyed (Apple’s iPod campaign). There is, however, universal distaste for boring ads and intrusive ad tactics.

LawFirmBlogging-Cooperation among competitors is something that is unique to blawgs. Do you feel that linking to other attorneys that cover the same topics is a good thing (establishing links and providing
resources), or is it something to be approached with caution?

Mr. Belser-One word: conflicts. The legal profession demands positive relationships with competitors who think well of you. Here’s a gospel we preach to our clients every day: “Don’t advertise, contribute to the conversation.” When there is good conversation, there are good feelings all around, mutual respect and pleasure in the activity. Business is competitive, but it’s not war. You can be a ruthless competitor, utterly good-natured and honest all at the same time.

LawFirmBlogging-Prediction time: What do you see in your crystal ball in regards to blawgs?

Mr. Belser-I wish I knew. Most Web sites are just terrible and very very few of the best live up the opportunities the technology presents. Blogs are the raw, generally unedited version of the semi-edited, more polished Web site. For that reason, they’re very attractive. Some great voices will be found through blogs, some great personalities. But life is not Tron. We still have to get out, meet and greet in the real world.

LawFirmBlogging-You are definitely the expert in all forms of law firm branding and promotion. What advice would you give a firm that is toying with the notion of starting a legal blog?

Mr. Belser-Go for it. If you fail or get tired of it, then chances are no one will have noticed anyhow. It’s a great place to fail. Like diving off a cliff and landing in bed. If it turns out you love it, then you’re honing your writing skills, your public persona, your VOICE. Just wait a bit before you link from the firm Web site.

Popularity: 27% [?]

I may be describing something that already exists here, but if I am, I’m not aware of it.

A few of my friends who have blogs are doing something they call “tagging”. It’s not a good name for the practice, as “tagging” already means something else in the blog world. Here’s a basic rundown of how it goes:

1. I write a post. For example, the post is: “10 things about me that would surprise my friends”
2. At the end of the post, I “tag” my friends. This involves putting a list of people’s names, which are linked to their blog.
3. In “tagging” them, I am basically asking them to make the same post “10 things about me….” about themselves on their own blogs.

The problem: unless the people I tag read my blog, they are not aware of my request.

So, I’m trying to figure out a way to automate this “tagging”. Again, I hate that name, so from now on, I’m going to call it “monkeying”.

The ideal way (to me at least) would to have a “monkey” field in your blogging software. You’d list the names you want to ping, and when you submit your post, they are notified via email and their blogging software also contains the request. Just like MySpace, you could approve or deny your “monkey” requests.

If you approve:
You are redirected to a “Write Post” screen, which automagically quotes the original request. You make your post, and the person that sent you the “monkey” receives notification of your post.

If you deny:
The person that sent you the “monkey” gets an email notice, and their blogging sofware automatically deletes them from your post (ie the link to them is removed within the post).

I think this would be a very popular feature among blogs. It would not only result in greater collaboration and communication among bloggers, it would also, by nature, create a “directory” of content. If someone reads your post, and that post is interesting to you, you’d also be able to follow the “monkeys”, and read other blogs that are talking about the same topic.

Popularity: 5% [?]

I tend to go on and on about branding. There. I said it.

But it’s true. Especially for law firms.

If you’re someone looking to retain a law firm, it is difficult to tell the difference between Firm A and Firm B. They both provide the same service, and if they’re at the same price point, what’s the difference?

Let’s say you don’t have a referral. I know that’s a fairly important qualification, but we’ll go with it. How are you going to make your decision?

feel
v. felt, (flt) feel·ing, feels
1. To be persuaded of (something) on the basis of intuition, emotion, or other indefinite grounds: I feel that what the informant says may well be true.
2. To believe; think: She felt his answer to be evasive.

I’m not saying that the look of a law firm’s web site, brochure, or business card is going to be the deciding factor for a potential client. But it counts. It is a factor.

A Non-Law Firm Related Example of Packaging
Right now, Coca-Cola is introducing a new product. Actually, they’re doing more than that- they are introducing a new product category. They’ve announced Coca-Cola Blak, which they describe as:

an invigorating and stimulating blend that has a perfect balance of the effervescent taste sensation of Coca-Cola and natural flavors, with real coffee. The lightly carbonated, mid-calorie beverage, which is designed to appeal to adult consumers, is yet another example how The Coca-Cola Company reaches out to new audiences and addresses new beverage occasions.

And here’s the packaging:

Notice the Tab can next to it? Tell me that’s not a nearly identical font. To me, the packaging of Blak is a disconnect. I don’t expect the contents of the bottle to contain something coffee related. Rather, to me, it looks like a beer bottle.

I’ve never tasted Blak, but I’ve already made up my mind about it- I don’t like it. The taste would have to be so surprisingly good to make me change my mind. But maybe that’s what they’re going for- maybe Coca-Cola wants you to have one impression before tasting - and a surprise reaction after tasting it. Maybe they’re counting on it.

Either way, it just goes to show you how much packaging means at an almost uncouscious level. We form our opinions in nanoseconds, and that opinion is hard to change.

So….is your firm’s package right for what’s inside?

Popularity: 9% [?]