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234 posts categorized "Marketing"

April 12, 2011

Haiku Your Way to a Better Elevator Pitch

I'm a fan of Haiku, and have been doing an exercise based upon it for several years now at conferences and law firm retreats.  Instead of the 5-7-5 syllable format, I ask my audiences to answer three questions, using just five words for the first question, seven for the second and five again for the third.

Though I'll use different questions depending upon the event, I recently spoke to the New York City Bar about in-person networking and gave these three questions as a way to quickly develop an "elevator speech" that responds to the "What do you do?" question we get all the time.

The three questions, which must be answered with the specified number of words, are:

  • Who do I help? (Answer in Five Words)
  • What do I do for them? (Answer in Seven Words)
  • Why do they need me? (Answer in Five Words)

An example response to these questions from a business lawyer could be:

I help small business owners

incorporate their businesses and protect their assets

so they can sleep better.

Another example for a personal injury lawyer may be:

I help injured accident victims

understand their rights and recover medical expenses

from people who are responsible.

Give it a try.  It isn't an easy exercise, but it will help you answer that all-to-common networking question with something other than, "I'm a lawyer."

October 17, 2010

Use the Right Words in Your Marketing

Found this great tip on Connection Cafe about how to use Google's Keyword Tool to understand what people are looking for:

Explore opportunities for new offers or ones adjacent to what you currently offer.  Go to the Google Keyword Tool.  Enter a single term associated with your organization’s services, products, or offers.  You could also provide a URL to one of the pages that describe what you’re doing today and Google will use that to help with the research. 

The tool will return a long list of similar terms that people are searching for.  It will also tell you roughly how many people are searching for those terms and how competitive the market for placing advertisements on those pages will be.  Sort by search volume or competition.  What do these results tell you people are searching for versus what they’re finding?


August 23, 2010

Great Estate Planning Quote

Found this quote from professional organizer Sue DeRoos that would be a tremendous quote for a firm trying to market to estate planning clients:
Everyone gets organized at some point, they just might not be around for it.
Via Unclutterer.

Is your website for your clients or for your peers?

Inspired by this venn diagram found on Business Pundit,  I thought I'd do one for Law Firm Websites:

What are your Relationship Rituals?

Keith Ferrazzi shares a few simple "Relationship Rituals" that should be on every professional's weekly checklist:

1.    First thing every day after you turn on your computer, ping one friend and one acquaintance.

2.    Every weekend, invite someone else into an activity that you normally do alone (walks, gym sessions, gardening, shopping trips).

3.    Pick a day for a weekly check-in with a colleague/associate/friend, during which you share a success, a challenge, and make a commitment for the upcoming week.

4.    Every Friday, send a broadcast – status update, blog post, Tweet, etc.

5.    Host a monthly dinner or happy hour.

What are the things you do every week to maintain your client relationships?

July 19, 2010

Should you tell prospects why they shouldn't hire you?

Jessica Hische, a tremendous print designer and illustrator has a section on her website titled "Why you should not hire me to design your website."  Some excerpts:
I might seem like a jack of all trades because I do print design, type design, lettering, and illustration, but really I’m a specialist. I specialize in drawing type and illustration. This is what I’m best at and is probably why you found my website in the first place. I find it strange that I get so many requests for web design—I went to school for graphic design, yes, but each subfield of graphic design has its own set of problems, limitations, and guidelines.

Just as you wouldn’t expect any random person that owns Adobe illustrator to be able to draw a decorative initial from scratch, you can’t expect any print designer to be able to really and truly design for web. Web design is not print design, it is so much more complex. With book design, a person that encounters your book knows how to view it. They look at the cover, they open the cover, and page by page they work their way to the end. With web design, it’s (for the most part) not linear. You have to understand how people are going to use the site (and how people use the web changes all the time).

Anyway, to conclude a fairly long rant: Hire people that are best at what they do. It’s not that I (or other print designers) CAN’T do web design, its that you should want to hire someone that will do it best—someone that knows the ins and outs of the web and can then hire people like me to do what they do best: draw ornaments, logos, illustrations etc that will make the site sing.
I'm quite certain many lawyers and firms would benefit from a similar "disclaimer" telling potential clients why not to hire them.  Communicating what you do -- and most importantly, what you don't (and won't) do -- goes a long way towards getting you the clients you want and dissuading the ones you don't from picking up the phone.

July 13, 2010

Stretch Your Thinking About Biz Cards

One of my favorite business cards of all time:

Check out the entire post at Creative Bits for lots of other cool, inspirational cards.

July 06, 2010

What Are Your Clients Afraid Of?

I saw this great over-the-counter medicine packaging (from Help Remedies), and was taken with the simple way each remedy's package focused how the consumer feels before using it.

I wonder if this simple message would work with law firm marketing?  Instead of telling the world what you do, what if you focused your marketing message on how clients felt before hiring you?  Start by answering this question: what are your prospective clients worrying about at the time they need you most?

June 01, 2010

Looking for a Legal Job, Try YouTube

Here's a brilliant way to catch the eye of that hiring partner who won't take your calls.  Worth a watch if you're trying to catch the attention of someone in a unique way.

Where is Matt Homann?

I've been on the road almost non-stop for the last three months speaking, doing work for law firms and facilitating a ton of corporate meetings.  My summer's shaping up to be a busy one as well, and I'd love to connect with you if I'm in your city. 

Here's my speaking schedule (so far) for the next few months:

July, 2010

  24-27:  ACLEA's 46th Annual Meeting

August, 2010 

  2-3: MinnCLE Strategic Solutions for Solo and Small Firms

  5-10:  American Bar Association Annual Meeting

October, 2010

  28-30: Wisconsin Solo & Small Firm Conference

November, 2010

  18-19:  Utah Bar 2010 Fall Forum

If you'd like to learn more about me speaking to your firm, organization or conference, please contact me.