How to Introduce the New, New Thing...

I am on the cusp on introducing blogging to the firm I joined. I do believe that blogging is not right for every firm or every practice, but in this case, I do. I read the stuff over at Real Lawyers Have Blogs by Kevin O'Keefe and am certain my firm is the perfect candidate for entering the blogsphere... but, how to do it?

My own blog (this very one) has been wonderful so I don't need to be convinced about what can happen if we journey forth. What would be helpful is words and ideas on how to tell the story so that the attorneys at my firm will get energized by the opportunity.

So here is my request; I'd like to hear from marketers of firms that have crossed this chasm. What did you say? How did you tell the story? What was your business case? I would love to hear your story.

Naming the four curves of want and get

See this post at Seth Godin's blog to see the curves in question...

A. Hero Curve (what everyone predicts they can achieve)
B. Loyalist Curve (several cash cow products with this curve create a saleable business)
C. Warrior Curve ("true-believers" and evangelists live on this line)
D. Hindsight Curve (only a co-dependent optimist can survive along this line)

I am surprised that Seth's latest book is riding on the Loyalist curve. Not that I'd like to make any effort to out-guess Seth, but has he considered the different methods on communication that would effect the sale of his book over the long haul?

As a blogger with a large audience it makes sense that the launch of his book would show an immediate spike in sales (a large audience of people electronically connected that knew the instant his book was available). I believe his book's tale will play out on a Hero curve simply because the rest of his audience will become aware through all of the older, slower methods of finding things out.

I wonder if there is one more curve that accounts for this disparity in the speed of knowing.

(mis)Leading the Competition

The ageless tendency to do things because "they've" (insert name of competitor) done it is not going away any time soon. It's the part in us that hates looking silly... if "they've" done it and it appeared not to have bitten them in the butt, then we can do it. Even more; We SHOULD be doing it too. Here and here are a couple of great posts that look at this tendency.

Now, let me share a twisty little marketing strategy secret with you. If your competition makes their marketing moves based on what they see others (you) doing then you might ultimately be able to predict what they'll do. It's like the mouse that hung the bell on the cat's collar....

The best part is; even as I share this tiny little secret, I trust in human nature. Even with foreknowledge my competitors will still watch each other like a hawk and venture forth only when they see someone else has "done it" and survived. This is how trends are born.

Remember - you can only lead from the front of the herd; not from the middle.

Technorati Tags: Legal Marketing, Professional Services Marketing, Marketing, Business Development, Sales

Every Audience Has Different Eyes

As previously announced I am working at Rutan & Tucker and this thing about "perceived image" has come up a couple of times. Depending on the audience I'm listening to the "image" of this great firm keeps changing.

• Internally they perceive the quality of the firm they are (true believers) but definitely feel the rest of the business world has passed them over (we're here but no one can see us)
• In the legal community they are the 100 pound gorilla. I hear comments like, "why would they need someone like you? They're already at the top."
• Among other service providers Rutan is a big firm with a great reputation... "but I don't seem to do a whole lot of deals with them."

The journey, and a fun one at that, will be to bring all of the perceived firms together and make them one. The best part is it's not the firm that needs reinventing... it's a market that needs to be reintroduced to a firm that's already there.

What Do People REALLY Think?

You're walking into a business reception, and looking around, you recognize several people; Some are good friends, and many are those you keep running into at most of the business events you attend. Several of the people you see have passed opportunities your way over the last several months.

Before leaving the office for this reception you were in a lively discussion with another partner in your firm about business networks and developing referrals. The other partner had suggested that attending receptions and the like were basically silly. He/she had never really gotten much in the way of new business by working the "circuit" and considered it a huge waste of time and money. Your response was, "balderdash! I've been showered with opportunities ever since I started getting out to mingle."

The question to be answered here is, "why?" If both partners were to attend every event side-by-side yet one seems to flourish, and the other not... what gives?

The answer is; perceptions. No one fits into every crowd. The key is to know the crowd you fit.

This article at HBS Working Knowledge looks at "personal identity"; the person your audience perceives you to be. The main point we might take away from the discussion is; you are whom you are. Trying to fit into any other skin will not produce what you're looking for.

Honesty starts with "self". As soon as you know whom you are in business, the business that is yours will come.

How Many Marketers Do YOU Need?

Thanks to Andy Haven for getting kick-starting my brain this morning... His post on marketer to attorney ratios is a great look at a common misconceptions in professional services. His comments illustrate the natural tendency to storm-the-castle "whether you're with me or not!"

I was recently talking with a firm that believed it might not be an attractive challenge for me as a marketer because they had "fewer attorneys than the firms you've worked with in the past." Their view was in line with what Andy commented on.

My answer to the firm, and what I believe as a marketer is that it's not the size of the firm that creates the challenge; It's the size of the audience they're marketing to (hmmm, goals...).

In every battle plan there is an objective. To accomplish the objective a commander looks at all of the many units at his/her disposal and all of the special things each can do. When the battle plan is put in motion the various units will charge out in many directions, each doing the thing they do best. But each unit, and each individual is breathing one plan; To stand together again on top of THE objective.

SO... how many marketers should you have; or attorneys, or staff? As many or as few as it takes to accomplish the objective/goal of the firm. Large firms may only need a few; Small firms may need a bunch. What's your plan?

Thanks again to Andy for this mornings bowl of Wheaties.

Doing the Right Thing... Not Your Thing

A quick trip to this article at Mobile Magazine will offer you a great insight into real-life experiences in customer service. From the eye of the user your effort at effectiveness may be something entirely different to the customer. Read and heed.