Vanity Ads and Client Focus

I am not a fan of vanity ads for lawyers who serve Fortune 1000 clients. They perpetuate the image of egotistical, narcissistic and self important attorneys, the vast majority of whom are not. Who wants to engage a professional who spends good money to brag about themselves? Not me. And not most people.

What's more, few of the decision makers in major corporations actually thinks that being listed as a Best Lawyer really means that you are the best. Most of them are savvy enough to look for the ad placement that nudged you into the 'best' category. And, more than likely, the ad will contain a lot of self promotional content with words like "I", "we" and "Our Firm". These words howl at a fixation on 'me', not the client.

But I understand the need to publicize attorney achievements. I don't understand the need to do it in such a self serving and self important way. These ads are lazy marketing and don't position the lawyer in any meaningful way. There is a better way to announce these achievements.

Instead of writing an ad which says, "Congratulations to our 15 lawyers who were just named 2013 Super Lawyers", write the ad to say "Our 15 new Super Lawyers would like to thank their clients for giving them the opportunity to do great, interesting work. Without our wonderful clients, and the complicated work they give us, we would never have been able to achieve this honor." It gets the message across while putting the emphasis where the emphasis is due- on the clients.

It's not about you. It's always about your clients.

Random Acts of Unselfish Kindness

Want to make an impression? Get in the habit of performing random acts of kindness.

I have a close friend that taught me the power of this simple way of being. He is the president of the largest distributor of charitable gaming supplies in the world. He is quite accomplished for his young age and yet one of the most down to earth and approachable people you'll ever meet. I've always been slightly amazed at the heights of his accomplishments so quickly in life so I began to observe him every chance I got. And what I found was consistent with what I have found in observing the top rainmakers in law firms.

John, and great rainmakers like him, perform random acts of kindness. And they do this without the slightest hint of an expectation of reciprocity. This latter aspect seems to be the true key. John Smith (yes, that's his actual name) is the type of person who listens for ways he can help other people- and then acts on it. He doesn't seek permission or ask if he can do something (this only opens the door for the polite 'oh there's no need but thank you' conversation- a spoiler of generous intentions). To him, it doesn't matter who he helps, how he helps them or that they think to pay him back. He truly loves to help others. He seems to pride himself on the fact that his broad network of friends and business associates can be drawn on for just about any solution to a person's problem. And he takes it upon himself to initiate this help without being asked or it being suggested.

I once heard him offer to write a letter of recommendation and make a phone call for one of our friends who mentioned that his daughter was trying to get a position with a large local company. Another friend was looking for a hunting dog and he hooked him up with a breeder. He set up an internship for a guy's son for the guy who he had just met. He surprised me with a case of my favorite locally unavailable beer which he had trucked across the country on one of his cross country delivery trucks. The examples of his random acts of kindness and unselfish generosity are varied and far reaching.

We now lives thousands of miles apart and haven't seen each other in a couple of years. But, I have not forgotten his generosity and unselfishness. I will do anything for this great guy. And not because he is a master connector and rainmaker, or because I feel obligated to return his generosity, which I do, but because he taught me the secret to rainmaking success.

If I can help you uncover the secret to your rainmaking success, please don't hesitate to call Eric at 502-693-4731. You'll find that I am an eager resources and that it costs nothing to talk.

Tune Up Sign 10: Excessive Sponsorships

You receive frequent requests for sponsorships or advertising opportunities which are primarily granted based upon who has requested the sponsorship (attorney or client).

What does this indicate?

If true, this indicates a firm which has not defined the types of advertising and sponsorship opportunities which are consistent with its growth objectives. It also indicates that the firm does not have a formal process for assessing the sponsorship or advertising opportunity and, as a result, relies primarily on the advice of its attorneys, clients and community leaders to guide its decision process, none of whom typically have the firm’s best interests foremost in mind.

It’s important for a firm to have a sponsorship and community outreach plan in place. A well-defined plan can assist you in determining which events and activities are consistent with firm objectives, reach the proper audiences and integrate well into other firm initiatives.

As always, if I can help you fix the ‘kinks’ in your business development, give Eric a call at 502-693-4731. You’ll find that I am an eager resource and that it costs nothing to talk.

Tune Up Sign 9: Alarms are Ignored

Client alerts and advisories are not being read by your clients. You rarely get calls from clients inquiring about the subject of a client alert or advisory.

What does this indicate?

If true, these indicators point to two potential needs: One, there is a need to create more substantive content written in a more readable (less legal) style of writing. Or two, and more likely, it indicates that the firm needs to do a better job identifying emerging legal trends and issues earlier and producing the analysis more quickly. Quite possibly, other firms are sending this information to your clients faster than you, making your advisory redundant.

Building a powerful thought leadership program has the potential to draw inquiries from prospective clients and produce significant new work for the firm. It can also reduce marketing costs and lead to other opportunities which the firm might not otherwise have access to. But many firms lack an understanding of how to make their materials standout, identify emerging trends sooner and complete analysis that resonates with prospective clients.

This is the ninth in a ten part series explaining signs that indicate that your firm or personal marketing program could use a tune up.

Tomorrow: What do excessive sponsorships indicate?

As always, if I can help you fix the ‘kinks’ in your business development, give Eric a call at 502-693-4731. You’ll find that I am an eager resource and that it costs nothing to talk.

Tune Up Sign 8: Exit Panic

If an attorney suddenly left the firm, there would be a scramble to try to protect the client relationships she was working on.

What does this indicate?

If true, this indicates a lack of transparency in the working relationships between attorneys and clients. It may also indicate that the firm has no effective contact management system in place and does not require the recording of client information in an institutional client relationship management system.

The lack of information about attorney-client relationships and personal details about key client contacts perpetuates the firm’s inherent fragility. Firms without a transparent team approach to client relationships run a greater risk of client abductions to exiting disgruntled attorneys.

This is the eighth in a ten part series explaining signs that indicate that your firm or personal marketing program could use a tune up.

Tomorrow: What do ignored alarms indicate?
 
As always, if I can help you fix the ‘kinks’ in your business development, give Eric a call at 502-693-4731. You’ll find that I am an eager resource and that it costs nothing to talk.