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.

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