Category Archives: Legal Marketing

Useless Advice

If your firm goes to the trouble of researching, drafting and publishing an article on a legal development, and you fail to include any practical advice other than, “Be sure to consult legal counsel before [insert reason we bothered reading your article in the first place],” you’ve lost an opportunity to impress us.

The Marketing Lunch: Why yes, it IS all about me

As a GC you get lots of lunch invitations from lawyers who want to start a business relationship. I turn most of them down because they’re generally a waste of time.

The other day I had lunch with a lawyer I used to work for when I was with The Big Firm(TM). It had been a while since we had talked. We hadn’t been particularly close, but I thought that maybe, just maybe, with all his experience, I could (for once) have lunch with a “pro” who knew how to make it rain. It would be fun to admire an expert in action, and share some of his better techniques in this blog. Unfortunately it didn’t work out so well and it was another wasted afternoon.

This lunch, like so many others before it, was the “blue plate special” of marketing lunches.

  • Small talk before ordering
  • How big the firm is
  • Where our offices are
  • Our practice areas
  • My practice area
  • Is there anything we can do for you? We’d sure like your business.

What’s missing from this list? Oh. Right. How about a question about MY company? What’s going on with MY industry? What’s on MY stay-awake list? Is MY staff sufficient to support the increasing demands from our internal customers?

That’s right, it IS all about me.

Let me let you in on a secret: We love talking about our company, our challenges, our successes, and our industry. Simply put, we like talking about ourselves.

Your job is to fill my needs. How will you know my needs without asking? Better yet, how will you help me discover my needs unless you probe the periphery? You should be doing no more than 50% of the talking.

Ask me about me, and then listen.