Posted by Dan Slater
That was the question posed Friday by Dechert’s James Beck and Jones Day’s Mark Herrmann, co-authors of the well-read Drug and Device Law blog. Given that, for instance, Drug and Device scores 25,000 page views per month, “wouldn’t you expect at least a few of your colleagues to wander down the hall and ask two questions: (1) How did you do it? and (2) How can we replicate it?” ask Beck and Hermann. “Our firms surely benefit indirectly from the attention that this site receives. Wouldn’t our firms also benefit if they were affiliated with (or even sponsored) the most widely read securities law blog on the internet? Intellectual property blog? Tax law blog?” So why, ask Beck and Herrmann, are so many firms indifferent or unsupportive of their lawyers’ blogging efforts?

They propose four possible answers:

“Most widely read product liability blog” = “World’s tallest midget”: 25,000 pageviews is a drop in the bucket, and there’s essentially no institutional benefit to blogging. If the two of us — Beck and Herrmann, the blogging morons — want to waste our Saturday mornings feeding this beast, we should go ahead and entertain ourselves.

Power of blogosphere eludes firm management: Management is basically folks over 50 who start their days sipping a cup of coffee and reading the Journal. Only people under 40 start their days sipping a cup of coffee and checking [legal blogs].

Blogs attract the wrong eyeballs: The target market for big firms such as ours is the general counsel and C-level management of Fortune 500 companies. With all due respect to our visitors — and we love you guys; really! — you folks are younger and less important.

Where’s the money in this? It takes many hours of effort each week for the two of us to provide regular, fresh content to this site, and the amount of business generated doesn’t justify the effort. If the two of us get some personal satisfaction from blogging, no one will interfere, but firms do cost-benefit analyses of marketing initiatives, and this one flunks the test.

What do the leaders of Dechert and Jones Day have to say about the commentary? We’ve reached out to both firms and will let you know if we hear back.

Ok, LB readers, are firms missing big marketing opportunities by not encouraging more lawyers to blog? Internet marketing companies would say otherwise - but are they right?

Popularity: 91% [?]

BALTIMORE, Feb. 4 Online directory & news service — Local-Attorneys.com has announced its recommendations for online marketing activities for law firms in 2008.

Forget the television commercials, radio ads, and other gimmicks. This is a year that law firms are focusing on their presence online. Not only will a great online presence boost the brand and image of your law firm, it can also be a great tool for generating traffic to your firm’s website, which in turn can become leads, which in turn can become clients.

Here are the top online activities law firms should do in 2008.

1. Optimize your own website.

If you don’t already have a website, you have probably heard from
someone or read somewhere what a great promotion tool a website can be for law firms. If you are considering getting a website, a great starting point is to plan what you want your website to look like and write some content pages to put on the website. Then, contact a firm about building a
professional website that your law firm can be proud of. If you have a
website, but you are not getting the traffic from it you think you could,
consult an internet marketing agency. One firm, Ephricon Web Marketing
(http://www.ephricon.com), based in Baltimore, MD offers clients search
engine optimization which includes on-page optimization, content creation
and link building as well as pay-per-click services to help online
searchers find what they are looking for easier.

2. Add new content to your website.

New content can be in the form of new pages your site may need, such as information about your firm’s practice areas or informal articles about law topics in the news or tips on a legal topic for the layperson. A quality internet marketing agency can take an article and send it to various sites that accept articles. Particularly, sites on legal topics that accept articles would be especially beneficial. The main purpose of the articles is the fresh content that they provide your site but adding a couple links in an article that is posted on other websites helps boost traffic to your website.

3. Announce news with press releases.

Most internet marketing agencies can help spread your news to
newspapers, television stations and industry sites on the web through
services like PR Newswire and Market Wire. Because of their ability to be
picked up by many sites, press releases are a fantastic way to add bursts
of traffic to your website through links that you may include in them.

4. Add photos to your website.

Pictures of the firm’s partners and other staff, a photo of the office building if it’s in a desirable location, or a photo of inside an
attractive, professional office can give visitors to your website a reason to trust you and can convey that your firm is a successful one. One Baltimore, Maryland firm, Ingerman & Horwitz LLP (http://www.ihlaw.com) has a photo of their Park Avenue office location and photos of the firm’s
principals on the homepage. These help put a face on the firm, making it
easier for website visitors to relate. Photos are especially powerful for
professional service organizations, such as law firms.

5. Send an email blast a couple times a year.

Gather a few hundred client email addresses and send a mass email.
Topics in the email newsletter could be informative information from the
articles, interesting cases worked on or new laws that may be of interest
to the public.

6. Join directories that will link to your website.

Both directories that you must be paid to be listed in and directories that are free give links to websites along with a one or two sentence description. Local-Attorneys.com is a directory specifically for law firms that list lawyers by region and specialty. For example, search under tax and Maryland and you will find law firms like Fried & Rosefelt, P.A. (http://www.frtaxlaw.com), who focus primarily on tax-related legal issues.

Another worthwhile pursuit is to try to get listed on sites that are
specific to your practice area. In the tax law space, for example, exists a notable website for tax problem resolution specialists — the website for the American Society of Tax Problem Solvers at http://www.astps.org. Steven N. Klitzner, P.A. of Florida Tax Solvers (http://www.floridataxsolvers.com)
is listed on this site, which can provide quality, relevant traffic. A
handful of directories are also profile sites, which are basically the same as directories but allow you to expand upon your description, instead of a couple sentences, usually a couple of paragraphs.

If you want to improve the amount of leads your firm receives, consider the online activities above. Though offline marketing activities like print brochures can also see much value, focusing attention online is very useful because your clients come to you, searching on what they need and then
finding your site. Doing it right means you can spend less time on
marketing and more time practicing law.

Local-Attorneys.com is a law firm directory that sorts attorneys by
practice area and region. For example, someone who visits the site having
been involved in an auto accident will click on auto accident and the state where they are looking for an attorney. With over 1,000 law firms listed so far, Local-Attorneys.com continues to grow. For more information on getting your firm listed, visit http://www.local-attorneys.com. Local-Attorneys.com
is owned by Net Focus Media. Visit http://www.netfocusmedia.com/lawfirms/
for more info.

Popularity: 100% [?]

This is just downright funny… I wonder who his target market is?!?

http://flickr.com/photos/bhartzer/

Since when do guys getting busted on “Major Drug Charges” need “…a price you can afford!”?.

Resources:

• Info on drug possession penalties here.
• Drug treatment options are available: a full drug rehab center directory
• National Association of Criminal Defense Lawyers (NACDL)

Popularity: 29% [?]

Popularity: 20% [?]

Courting Your Clients: The Essential Guide to Legal Marketing

BOCA RATON, Fla. — Legal marketing is a key ingredient for an attorney’s success in today’s competitive legal environment, but it is rarely taught in law school. The art of rainmaking - how to attract and retain clients - remains a mystery to many lawyers at all levels of their legal career.

Now a new legal marketing book, “Courting Your Clients: The Essential Guide to Legal Marketing,” provides a practical guide to creating and implementing a successful legal business development strategy. Written by legal marketing consultant Margaret Grisdela, President of Legal Expert Connections, the book reveals how to get speaking engagements, publishing opportunities, press coverage, and other proven techniques that build an attorney’s visibility and reputation as an expert in their field.

“Courting Your Clients is written for attorneys, legal marketers, law firm administrators, managing partners, practice group leaders and sole practitioners,” said author Margaret Grisdela. “The book contains a sample lawyer marketing plan, attorney marketing checklists, and the top ten legal marketing mistakes to avoid.”

CLIENT Rainmaking[R], a methodology introduced in the book, creates a strategic step-by-step approach to lawyer business development. Readers will learn how to make effective use of networking, referrals, community relations, legal directories, Internet marketing, and search engine optimization (SEO).

An entire chapter is devoted to client retention, since most new business comes from current clients. Attorneys will discover how to up-sell, cross-sell and measure client satisfaction.

Three key concepts in this legal marketing book include: 1) the importance of focus; 2) educating prospects as a way to build a reputation; and 3) never stop marketing.

“Courting Your Clients” (ISBN 978-0-9795674-0-7) can be ordered online at www.legalexpertconnections.com.

EDITORS: For review copies or interview requests, please contact the author.

About Legal Expert Connections, Inc.

Legal Expert Connections specializes in marketing and business development exclusively in the legal and litigation support markets. Founded by legal marketing consultant Margaret Grisdela, the firm’s services include legal business development seminars, attorney marketing plans, rainmaking programs (arranging speaking engagements and publishing opportunities), law firm brochures, expert witness marketing, direct mail, web site development and more. The firm’s web site is www.legalexpertconnections.com and lawyer marketing blog is www.rainmakingclub.com.

Popularity: 21% [?]

Waiting to open a solo practice until you know where all your work will come from is like waiting to have children until you know where all the money (or time) will come from: You’re likely to wait forever. Each of those life-changing opportunities requires a certain amount of faith. However, the chances of long-term success as a solo increase by utilizing the wide range of tools available to bring work into your shop.

COURT APPOINTMENTS

Courts appoint lawyers to handle not only criminal cases but also family, juvenile, probate and bankruptcy matters. The qualifications for court appointment to criminal cases vary from jurisdiction to jurisdiction, but most lawyers will qualify for misdemeanor appointments immediately.

Handling several such cases a week, even for only a few hundred dollars each, a new solo can sustain an office while word gets out about his or her practice. Trying misdemeanors diligently for a few months, along with sitting second chair in some felony trials, will generally qualify a lawyer for felony appointments if he or she is inclined to build a criminal practice.

Criminal appointments also frequently lead to civil cases. The client who is happy with how his lawyer handled his minor drug possession charge might call the next month about a close family member injured by a drunk driver who is well insured.

ADVERTISING

Mark Twain wrote in “A Connecticut Yankee in King Arthur’s Court” that “any a small thing has been made large by the right kind of advertising.” Advertising works, and snobs forgo it at their economic peril. This is especially true for solo practitioners, who can’t devote as much time to networking and business development as rainmakers at larger firms. The most common venues for lawyer advertising include telephone books, television and, more recently, the Internet.

In my experience, telephone book advertisements are the most productive form of lawyer advertising. More than half of my clients tell me they found me through my phone book ad.

The most common reason solos don’t advertise in the phone book is the expense. A half-page ad in the primary telephone directory of a major Texas city can cost $15,000 to $25,000. Moreover, some directories have an aggravating practice of raising advertising rates on ads each year unless the buyer increases his or her ad’s size — and thus its cost. However, such ads can produce five to 10 times their cost in billings.

Lawyers who decide to advertise in the telephone book should avoid the temptation to scrimp on design. Many lawyers spend tens of thousands of dollars on ads only to take the directory up on its offer for a free design. Don’t fall into this trap; You get what you pay for. An architect’s fee for a well-designed building project is often about 7 to 10 percent of the project’s cost. Similar figures make sense for a well-designed ad. Professional help with their image can be especially important for solo practitioners, who must combat the stereotype that they are amateurs or part-time lawyers.

Television ads are the most maligned form of lawyer advertising, often for good reason. However, they can be nearly as effective as phone book ads. TV ads also have the advantage of timeliness. A telephone book ad runs all the time, and the buyer pays for it all the time, regardless of whether the lawyer is in a position to take on new clients. In contrast, once an attorney pays for the production of a television ad, he or she can run it whenever there is a need to generate calls. This can generate more bang for the buck for solos, whose smaller caseloads generally have less flexibility than those of multilawyer firms.

Internet ads and listings are the wave of the future. Ten years ago, they were largely a novelty relied upon by lawyers more for prestige than profit. That is changing as Internet access reaches the great majority of indoor work spaces and homes of every economic level.

Just as some younger people are abandoning telephone land lines in their homes in favor of cell phones, some foresee the day when online directories replace hard-copy phone directories. That day isn’t here yet, but Web site ads and listings with Internet directories certainly complement traditional ads.

Internet listings with prominent directories often cost less than $100 per month, a fraction of the cost of a telephone book ad. After an initial development investment of a few thousand dollars, Web sites can cost as little as $100 per year to host.

REFERRALS

Solo practitioners sometimes feel like it’s them against the world, but they are best served by viewing the world as full of people who can help their practices by steering unanticipated business their way. Some of the most important sources of referrals include former firms, especially those looking to refer prized clients with specialized matters to competent counsel who can be trusted not to poach clients; referral services run by local bar associations or state bars; other lawyers, such as those with whom the solo might share an office suite, co-counsel or even opposing counsel in prior cases; former clients; and family members and friends.

The first case I accepted as a solo was an earnest-money dispute involving my older son’s soccer coach. Who could have foreseen that or written it into a business plan?

One of the greatest selling points a solo has to offer is personal attention. When a solo practitioner receives a referral, the referring person knows who’s going to do the work, and it’s not some faceless associate. For that reason, view work done for referrals as another form of advertising. Undertake it with an extra measure of diligence. Word of a job well done will likely find its way back to the person who did the referring, and that increases the prospects for more referrals down the line.

Paul Schorn is an employment law solo with offices in Lockhart and Austin, Texas. His e-mail address is paul@schornlaw.com.

Popularity: 13% [?]