A Different (Search Engine) Mousetrap

Thanks to Jason Calacanis I've visited a search engine site that is new to me; Icerocket. What's attractive about Icerocket is the ability to search blogs only. It's not tag based or service specific. Google, pay attention... you do not want to become "last year's search site."

What's Not to Love...

Passion inspires vision... and vision inspires passion.

Someone asked me today; "Do you really enjoy what you do?" I hesitated only a heartbeat and answered with complete certainty, "YES!" My job is to create vision where none existed; to inspire bright minds to be something even more (hopefully) than these minds might have imagined.

In the great bubble culminating in the year 2000 I was connected to several "incubators". You know, those entrepreneur gathering engines that passed out hope like it was candy in their pockets. Without regard to success or failure I was inspired by the sheer determination of creative minds trying to create a business where (according at least to them) none had gone before. Does it matter if success is on the horizon or failure at their feet? So many bright minds bent toward a dream.

Does this not describe the partners in a law firm? Who wouldn't want to hang around the aura of inspiration. That's why I love the work I do. I am inspired by a collective of minds bent toward succeeding.

I was once informed I'd never do much more than "dig ditches in Louisiana"... If the people that dig ditches in Louisiana are as inspired as those I work with now; I would like that job too.

The Vision of a Firm Can Be Expressed in Recruiting

Marketing and recruiting should be walking the halls of your firm holding hands... Not literally, but you know what I mean. I know the marketing vision of my firm will not succeed unless I have attorneys willing to work it. From the Executive Committee right down to the newest hire.

I heartily recommend that marketers should plant themselves in front of the appropriate people and share the vision of the firm. Discuss the types of individuals and skills that will compliment the marketing efforts. Discuss personality traits; look at already successful attorneys and see if there are traits you can look for in others.

As a former Marine Drill Instructor (the Nation's quickest melting pot) it was my job to take what young men jumped off the bus and turn them into Marines. And in the Marines we had recruiters that understood a potential Marine had to possess certain qualities beyond the ability to stand without assistance and breath through their nose.

Not every young man arriving at boot camp made it to graduation, but most did because the recruiters knew how to measure the spirit and willingness of these men to fit into the decidedly narrow culture of the Marines.

Law firms might consider the same factors. Will the attorneys (and staff) we hire fit into the work we do AND the vision we've embraced for presenting ourselves to the marketplace.

Go ahead, start the conversation and see what happens.

An Analogy I Can Love

Diva Marketing announced the arrival of Diva Teresa Caro, and like a good soldier I trot off to see what she has to say. And in her first sentence I am captured! Her words read, "So, why is affiliate marketing like dating?" I cannot think of a better reason to like someone than to know that we share a common belief. So many times I've used the dating analogy that I've even linked to dating books as instruction manuals for law firm partners.

I don't know all that Teresa Caro will have to say... but for now; ROCK ON DIVA TERESA!

Money Talks... So Plan Your Conversation

In his own style of wit and realism Andy Haven offers an important lesson on the budgeting process. For me, my budget will be a integral part of expressing my plan and strategy.

Partners in most law firms see "marketing" as pure overhead; A firm function that eats into profit. The firm I am with now will definitely need to see measurable results, and my budget will be the most demonstrative vehicle for making their hopes come true.

I could not agree more with Andy when he points that a right of passage for marketers comes when they "learn to budget".

Proof of what might be negative is always easy to believe with the slimmest of evidence. Proof of what is good takes a little more work.

Gone Fishing

Words most professional services marketers have heard time and time again; "If you can just get me in front of them... I can close the deal."

The whole experience is much like fishing with a rookie in an unknown lake without a fish-finder (yes, such a devise is manufactured.... Isn't technology amazing?). And, just for those that might get hung up on the "rookie" reference, this is an analogy without inference of character.

The rookie wants to catch his/her first fish and is certain that if one can be gotten to the hook, he/she can reel it in. The more experienced person will need to do all of the things it takes to get a fish near the rookie's hook. Gather the right gear, put the boat in the water, understand the weather and water conditions, look for likely spots where fish hang out, select the right lines and lures, and finally point at the spot in the water where the rookie will cast to.

Sounds a lot like marketing for a law firm. And, when it comes to getting the fish in the boat; partners ARE really good at landing 'em. They have to be. It's the only way they'll survive in business.

The profession of marketing is all about being excellent at finding the fish. Just like with people in the markets we target, I suspect most of the time the fish would prefer not to be found. And, once found, not every fish in a school will chase your offering.

Not sure what all of this means, but it's fun to explore intangible processes. And, come Tuesday morning, instead of going to work, I'm going fishing.

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

July Fourth is Worth Honoring

I am a former Marine, native to the United States, and humbled by all that has been sacrificed in honor of the American ideal. This article tells a good story in honor of what we commemorate.