ADVERTISING | MARKETING COMMUNICATIONS | B2B | PROFESSIONAL SERVICES
COPYWRITER | CREATIVE DIRECTOR
LAW FIRMS
"LEGAL MARKETING"
WAS ONCE AN OXYMORON.
NOT ANY MORE.
With the Great Recession of 2009, lawyers finally came to terms with the need to embrace marketing. Since then, many law firms have become deft marketers, and several dozen have engaged me to help them. This continues to warm my heart.
PRACTICE AREAS
Most practice descriptions are a "cavalcade of commas"—endless lists of industries served and services offered. For sheer excitement, they're right up there with insurance contracts and medical dictionaries. Getting them to sing—even just a little —is what I do for fun.
LAWYER BIOS
Every lawyer needs a bio on the firm website. Usually written by the lawyers themselves, far too many start with where they went to law school—as opposed to what they've done since. Which is exactly wrong.
CASE STUDIES
The trick here is to tell a story—complete with happy ending—without resorting to legalese. These cases will never be confused with a Grisham thriller, but compared to most, they're bodice rippers.
ARTICLES AND POSTS
Some highly opinionated material on law firm marketing and advertising, prepared for the Legal Marketing Association Newsletter. Also, some posts written for K2 Intelligence about, among other things, cybersecurity.