How Buyers of Legal Services Find Your Firm

Martindale Hubbell Darryl CrossSome law firms have questioned whether or not Martindale-Hubbell is still relevant with the advent of firm web sites, newsletters and other marketing programs.

So I asked Darryl Cross, Director of Strategy and Competitive Intelligence for LexisNexis for an answer. “Having more options does not change the way that buyers of legal services find, evaluate and select outside counsel,” he said.

“The Martindale-Hubbell Global Legal Network is not a directory. It is a platform built to provide corporate counsel and other sophisticated buyers of legal services the information and tools they need to select the ideal lawyers and law firms and justify those decisions. Superlawyers, Best Lawyers and other directories have their place as a self-promotional tool for law firms to use much like an advertisement or a sponsorship of a golf tournament. Martindale is a tool for buyers to use during their selection process,” Cross said.

So I asked whether in-house counsel actually use M-H to vet lawyers.  Cross answered, "An independent 2006 Clear Horizons Research Study that showed Martindale was viewed by 84% of corporate counsel as the most credible source for ratings and rankings of lawyers. Other services such as Superlawyers and Best Lawyers did not even break into double digits.

According to Cross, the top three reasons clients use Martindale is to:

  • Verify lawyer credentials after a referral
  • Evaluate existing lists of preferred providers
  • Find new counsel in an unfamiliar jurisdiction.

He added, “In essence, Martindale’s place is in the middle of the decision making process: buyers get referrals (or look at the present firms they use), they compare them with each other, create a short list and then a final decision is usually made based on a relationship.”

I asked: Can’t a firm just include this information on its own web site?

“Firms have this option, but they are missing the main point: it does no good to post content that buyers do not see. Martindale is not in the business of posting words in a book or online. Martindale is in the business of driving thousands of qualified buyers to your listing by providing credible information and tools for buyers of legal services,” Cross said.

Cross said Martindale has evolved to reflect changes in how firms are selected, Martindale has added the capability to search by peer review ratings, expertise, common RFP requirements and other factors. He said Martindale has also added a feature called “client review” to provide buyers information on how a firm’s clients rate their service, expertise and value for the money.

“Corporate clients do not have time to screen dozens of web sites or review hundreds of lawyer biographies every time they need to outsource a matter. The explosion in marketing and communications vehicles has actually exacerbated this problem for buyers,” Cross said.

Well, what about all the AmLaw 100 firms dropping out of Martindale-Hubell?

“Some firms have chosen not to subscribe to Martindale-Hubbell, but it is a tiny minority of firms. We welcome any firm to scrutinize the ROI and apply the same standards to their other marketing initiatives. According to buyers of legal services, they are actually using Martindale more than ever despite firms having other methods of attracting their attention. That is why Martindale, when compared to other marketing initiatives, is still one of the best investments in your firm’s future that you could make,” he said.


Boogying Down With Nixon Peabody's Firm Song

"Everyone's a winner at Nixon Peabody," is the refrain of 600-lawyer Nixon Peabody in their very own firm song.  The firm commissioned the tune to celebrate being named named to Fortune magazine’s 2007 list of the best companies to work for.

It's got a good beat and you can dance to it, as they used to say on American Bandstand.  The 4-minute song, sung in a kind of Earth, Wind & Fire style, begins, “Yeah, yeah, yeah, it’s all about the team, it’s all about respect, it all revolves around integrity."  You can hear the song and judge for yourself.  It first appeared on the blog Above the Law, a legal gossip blog run by a former federal prosecutor, David Lat.  When he called the firm about it, he got an email stating, "This song was put together in celebration of Nixon Peabody's Fortune 100 'Best Places to Work' recognition. Nixon Peabody aims to be the best law firm to work with and the best law firm to work for. Fun is not prohibited here."

Then things went sour.  

The song was posted on YouTube, which subsequently took it down.  This led to some nasty videos razzing the firm's attempts to get the song off the Legal Top 40 Songlist.

Asked to discuss the situation, Nixon Peabody released the following statement: “This song was put together for a celebration. We were having some fun with it and now some other people are having fun with it. We’re moving on and focusing on being a great place to work and doing great work for our clients.”

Lessons for marketers:

  1. "You can't "unring the bell" once the news is out on the Internet and in the New York Times.  The firm should have hired a professional sit-com writer to draft a hilarious press release demonstrating their sense of humor. Nixon Peabody should have put the MP3 on their home page and forwarded copies to bloggers everywhere. This would have totally diffused the situation.
  2. Don't propose a firm theme song unless the law firm partners understand the value of a jingle.  Ditties like "Plop Plop, Fizz Fizz," "My Bolgona has a first name," and "I am stuck on Band-Aids" are still in the minds of consumers after 50 years.  But few big firm managing partners recognize the value.

Keep Gobbledygook Phrases Out of Your Press Releases

RainToday has published an excellent $30 manual entitled, "The Professional Services Guide To Online PR." They wisely recommend marketers avoid using having gobbledygook generic and repetitive terms.

"A press release has 10 seconds to catch attention, but it only takes one gobbledygook term to undermine the press release."  The most overused phrase in recent history is "next generation."

RainToday calculated that the news release wires collectively distributed just over 388,000 news releases in the nine-month period, and just over 74,000 of them mentioned at least one of these Gobbledygook phrases.There were over 5,000 uses of each of the following trite words and phrases:

  • "flexible"
  • "robust"
  • "world class"
  • "scalable"
  • "easy to use"

Other notably overused phrases with between 2,000 and 5,000 uses included:

  • "cutting edge"
  • "mission critical"
  • "market leading"
  • "industry standard"
  • "turnkey"
  • "groundbreaking"

Oh and don't forget "interoperable," "best of breed," and "user friendly," each with over 1,000 uses in news releases.  These are just some of the great insights in this new report.  Click here to get your copy.


Statistics for the Legal Market

Margaret GrisdelaHave you ever wondered how many law firms there are in the US?  How much the legal market is worth? How many marketers firms employ per lawyer?

Thanks to Margaret Grisdela, president of Leagl Expert Connections, I have all the key statistics in one place on the LawMarketing Portal:

  • There were 47,563 law firms serving the U.S. in the year 2000 according to the American Bar Foundation.
  • Lawyer offices (defined as the primary component of NAICS code 5411) generate $170.8 billion per year.
  • Law firms employ one full-time marketing person for every 30-40 attorneys, on average.

She's assembled these facts and a whole lot more for use in presentations, sales pitches and articles.  Just visit the Resources section of the LawMarketing Portal and click "Statistics for the Legal Market."  Margaret is author of the new book “Courting Your Clients: The Essential Guide to Legal Marketing.”


Why lawyers can't ignore Facebook for networking

Kevin O'Keefe has come up with some compelling information for law firm marketers about FaceBook:

  • Over 150,000 registrants daily. That's 1 million a week since January.
  • 35 million users today. Of course that number will be off a million one week from today.
  • Half of users are outside college. That number was zero in Sept. 2006.
  • 0ver 40 billion page views in May 2007.
  • Average visitor stays 20 minutes.
  • Most growth is among people over age 25.
  • 47,000 Facebook groups.

Eight of the largest law firms in the United States have a Facebook network:

  1. Skadden, Arps 335 Members
  2. Baker & McKenzie 557 Members
  3. Jones Day 220 Members
  4. Latham & Watkins 291 Members
  5. Sidley Austin 107 Members
  6. Mayer Brown No Network
  7. White & Case 287 Members
  8. Weil, Gotshal No Network
  9. Shearman & Sterling 137 members
  10. Kirkland & Ellis 160 Members

"Like I've said before, Facebook may not be the right place for every lawyer to network, but [this] info from Facebook should cause any reasonable lawyer to take notice," Kevin says.  Heck, I created a Facebook entry myself. 


Get Ready for the Coming Recession

You read it here first: the US will be in an economic recession, probably by the end of the year.  Prepare now, because the facts are everywhere:

  • The "wealth effect" that makes people feel prosperous is vanishing, because the median price of a home is expected to fall this year for the first time since the agencies began keeping track 56 years ago. Nigel Gault, an economist with Global Insight, a research firm in Waltham, MA, said, “It’s enough to cause [most people] to pull back.”
  • The credit markets are in turmoil, making it hard for big businesses to consumers to get loans.  The Federal Reserve is already bailing out the country's biggest banks, including Citigroup, Bank of America and JP Morgan.
  • The American consumer, whose profligate spending has kept the economy afloat lo these many years, will soon switch to austerity budgeting.
    • Average income is shrinking.  Americans earned a smaller average income for the fifth consecutive year in a row, according to the federal government.
    • The U.S. savings rate was negative last year, meaning that consumers have little cushion to survive a recession.
    • Consumers have racked up $880 billion in outstanding credit card debt, according to the bimonthly the Nilson Report (805-983-0448), which studies credit systems. The publication puts credit card debt per household is up nearly 5 percent from the year before.  Cheap credit is rare.
    • Consumers have rolled up their credit card debt into their mortgages, paying short-term debt with home equity loans.  Now homeowners are falling behind in their mortgages and are paying mortgage payments with credit cards.
  • The rate of mortgage foreclosures in the housing market in July was almost double that of a year ago.
  • The Chapter 7 bankruptcy filings for the quarter ended June 30, 2007 was the highest since the new bankruptcy laws went into effect in October of 2005.  Overall filings are creeping upward.  It's time to refresh yourself on Chapters 7, 11, 12 and 13.
  • The cost of the War in Iraq is sucking $4 billion per month from the federal budget.  Congress has so far appropriated about $123 billion for the war in Iraq in addition to the Defense Department budget, and there is no end in sight.
  • The stock market peaked on July 19 and is stair-stepping its way downward.  This trend alarms the 76 million Baby Boomers who see their retirement savings shrink, parents in their 30s and 40s investing for college, and the 70 million people under age 28 hoping to buy a house.
  • The dollar slid to an all-time low against the euro in July.  A weak dollar means consumers face higher prices on foreign products/services, higher prices on foreign products that contribute to higher cost-of-living, travel abroad is more costly, and it is harder for U.S. firms and investors to expand into foreign markets
  • The nation’s international trade deficit in currently $58.1 billion.

Here's how to prepare. 

  1. Lawyers must get business development training.  Rainmakers are not born, they are trained. Marketing is not taught in law school, and today's rainmakers got training and attended programs on business development. Getting clients is not an innate talent, but it is a learnable set of skills. 
  2. Smart lawyers will make extra efforts to stay close to their current clients -- setting up regular off-the-clock update meetings and visits to client offices -- so that they don't lose current revenue.
  3. Lawyers will develop personal business development plansThe time to prospect for new clients is when you have enough work -- right now.  If you wait to originate new work until your revenues start to go down, it's almost too late.  At that point your competition will be slashing rates and starting to market against you.  Don't wait until the recession is officially declared.



2,500 Marketers in the AmLaw 100

If you thought there are a lot of marketers in law firms, you are absolutely correct, according to the article "Career Journal: Looking at Law-Firm Marketing Depts. in 2007" in the August issue of Marketing the Firm (subscription required).

According to Eva Wisnik, President of Wisnik Career Enterprises, and Jennifer Johnson, Director of Recruitment, there are more than 2500 marketers in just the AmLaw 100 firms.  To show you how big that number is, the entire membership of the LMA is 2,800, and that includes lots of vendors, consultants and people who have never worked in a law firm.  It's estimated that there are about 50,000 law firms, 89% of which have 10 or fewer lawyers.

Some other tidbits:

  • Marketing directors are hiring "specialists," ranked between the marketing coordinator and marketing manager positions.  They have 4-7 years of experience, own projects but are not senior enough to manage people.
  • Firms are looking to hire Proposal Center Managers.  They oversee the RFP, pitch and proposal process, and track wins and losses.
  • The preferred title for the top position in big law firms is Chief Marketing Officer (not Director of Marketing, which is often a No. 2 position).

The firm also has some great information on the salaries of marketers.


Third Annual "MLF 50" Competition Open for Entries

Once again, it is time for law firm marketing and communications departments send in their entries to win a spot on coveted MLF 50 — The Top 50 Law Firms in Marketing and Communications. Last year, more than 125 law firms entered.

Good news:  The deadline for submissions has been extended to October , 2007. All submissions should be sent via e-mail only to Elizabeth Anne “Betiayn” Tursi, Editor-in-Chief, Marketing The Law Firm at

In keeping with past practice, firms of 100 attorneys or more are eligible to compete. The criteria for selection remain the same with two notable changes: Submission essays can be up to 1000 words. And this year, particular emphasis will be placed on those firms that have embraced the use of technology to achieve their marketing, communications and business development goals.

To see the prior winners, visit "Top 50 Law Firms in Marketing and Communications" and "Duane Morris Marketing Program Ranked No. 1" on the LawMarketing Portal.

The submissions will be judged on:

  • Marketing strategy
  • Results
  • Marketing department staffing
  • Communications/public relations/media relations strategies
  • Commitment
  • Advertising and visual communications
  • Technology
  • Client service programs
  • Outreach

Business Development Will Dominate Marketing

Dollars and bodies are being shifted from traditional marketing to business development, according to Joseph Calve and Carolyn Rumpf. After 15 years of marketing, law firms are embracing business development with a vengeance. It’s time for marketers who want to stay relevant to get active in business development.  

Carolyn RumpfIn the real business world, marketing and business development functions co-exist – albeit uncomfortably at times – in a more or less equitable partnership that sees them working toward common objectives but living on separate islands. In the somewhat more surreal world of BigLaw business, the functions tend to live together but, all too often work at cross purposes. And therein lies a budding tale.

Who is best suited to lead the firm, at least until the next, next thing comes along?

The answer seems clear. There's a new sheriff in town. Its name is business development. For the full story, visit the LawMarketing Portal.


US Navy at the forefront of Legal Recruiting with Web Video

Attention law students, how would you like a job where:
  • You get to work directly with clients right off the bat.
  • You are the sole lawyer for a clientele of 4,000 people.
  • You can practice in China, Hong Kong, Hawaii or almost anywhere in the world.
  • Your workplace includes fighter jets, attack submarines, aircraft carriers and helicopters.

That's what the U.S. Navy Judge Advocate General's Corps (Navy JAG) is offering in their new online recruiting video. The video was developed by Legal Insight Media, Inc., a Boston firm that produces electronic media for law firm recruiting and marketing.

Given how competitive the legal marketplace is we knew the best place to reach law students was online,” said LCDR Colleen M. Shook, JAGC, USN, JAG Corps Detailer for Accessions and Recruiting. “This compelling Web video captures the sense of adventure that attracts lawyers to become JAGs better than any other medium could.”

“The Navy JAG is in the forefront of using Web video for recruiting,” said Legal Insight Media President Peter Marx. “We conducted an informal survey of the AmLaw 200 and found less than 20 percent were using video on their career websites. Yet, they’re all competing to reach a generation that has grown up in an electronic world where the Web is their lifeline to everything and everyone.”

It's true that videos have taken the Web by storm. YouTube is the fourth most popular Web site on the Internet, reaching 10 percent of all the people online every day. That says to me that video is a must for recruiting Web pages. Static pictures and text just won’t attract them. 

The three-minute video highlights the experiences of Navy JAGs saying:

  • "I've already done my own murder trials.  I've caught pirates on the high seas and testified against pirates on the high seas."
  • "I've done more in my Jag career in 9 years than my civilian counterparts have done in 20."
  • "It's a fabulous feeling to come to work every day and see ... that you're going to work with people who love their job and love what they do."
The video will be shown to prospective JAGs around the country and will be available as a download from iTunes.  The video can be viewed at 

Best Practices in Building Your Professional Network - for Associates

Join business development expert Michael G. Cummings and me on Thursday August 23rd, 2007 at 1 PM Eastern time as we present a webinar about the skills associates need to build their own client base.

TO REGISTER visit or call 630-572-4798.

To succeed in the legal profession, even as a younger attorney, you have to be able to bring in new files and clients. Business development now an essential skill for law firm associates. Attend this webinar and learn:

  • How to build the marketing and selling skills you need to succeed in today’s legal profession.
  • How to create the network of business relationships you need to grow a thriving practice in the years ahead.
  • How to help bring in new work for your firm.
  • How to put yourself in position to make partner based on your business development promise.
Attendees at this live Web broadcast will get honest advice and real-world examples of what the best associates and top practitioners have done to succeed -- and how you can do the same. Again, visit or call 630-572-4798 for more details.

73 Blogs Among AmLaw 200 Law Firms

Biglaw is catching onto blogging.  According to "State of the AmLaw 200 Blogosphere, August 2007" on Kevin O'Keefe's blog "Real Lawyers Have Blogs" 38 firms are blogging. From those 38 firms, he found a total of 73 blogs.

The topics range from Law and the Environment, Labor and Employment Law Blog to the Antitrust Law Blog55 of these blogs were firm branded (meaning they had the firm's logo prominently displayed on the page). 18 were not branded, indicating that the lawyer was operating their blog independently of or at a distance from their firm.

For the full story, visit


Virtual Law Firm Unites Lawyers from 5 Law Firms

XDL Law GroupIn one of the hippest, coolest collections of talent, the virtual law firm XDL Group combines the skills of lawyers from five separate law firms, which have joined forces to litigate IP cases for individuals, corporations and universities.  The firm exists online and in the creative minds of the eight far-flung lawyers who can be seen rotating in a circle in a flash graphic at

In the firm name, "X" is for multiply, "D" is for dimensional and "L" is for lawyers: Multidimensional Lawyers. The firm makes one of the best uses of technology to combine lawyers with similar skills to go to market as "your IP light cavalry." And who says Generation X has all the new ideas?  The virtual law firm is the brainchild of Wyatt B. Durrette, Jr., the 70-year-old Director and founder of DurretteBradshaw in Richmond, Virginia, plus Amy Smith-Pike, a veteran with 14 years of professional service marketing experience, who is DurretteBradshaw's Marketing Director.

For the full story, visit The LawMarketing Portal.


YouTube and The Law Meet on Choate Recruiting Website

"The Web is, like, so cool for law firm hiring" proclaimed the headline of the Boston Business Journal, referring to the tongue-in-cheek Web commercials and candid online videos of 200-lawyer Choate Hall & Stewart on its new recruiting website.

Looking just like a YouTube video, the careers section includes spoofs of the Mac vs. PC commercials that pit "Choate vs. Megafirm" as well as video footage of summer associates discussing their favorite horror films and Swedish singing trios. The videos illustrate the importance Boston firms are placing on landing young legal talent.

One "Choate vs. Megafirm" spot shows a chubby young man covered with post-it notes, bragging about how Megafirm just won an antitrust case.

But he wasn't actually at the trial. She says, "See, at Choate we're part of the action from Day One. In fact, I have to cut it short, I have a deposition."  He says, "Wow. I'm doing document review for our next case. Over 800 boxes."  He is covered in post-it notes that state "privileged" or "confidential." She says, "you know they come in tropical colors now?"

"We hope it helps law students to see that there are some differences in our model and our approach," John Nadas, a managing partner at Choate told the newspaper. "We like to think that we're relatively innovative, energetic and youthful. By seeing clips of the associates talking about themselves, recruits will get some sense of our character and our culture. We're having fun. Frankly, we find the Web sites of other firms not that entertaining."

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Web 2.0: Great Marketing Expectations

Marketers expect Web 2.0 to influence revenues by supporting marketing efforts, enhancing communication with existing customers, and helping to acquire new customers, according to a Canright Communications survey conducted in June with Yet, Web 2.0’s potential is not fully tapped due to lack of awareness, general knowledge, and specialized expertise.

Join us August 16 at the Canright Speaker Series, where we’ll explore the survey results in greater detail, and define and show examples of major Web 2.0 techniques and technologies.

You’ll discover how to incorporate Web 2.0 techniques into your business and marketing plans, tailoring them to work for your needs. Register for the event.

“The content was very interesting because it was all very now and very topical. The panel gave me a chance to look at the topic of Web 2.0 not from a ‘catch-up’ point of view, but from people who are already looking at what’s next.”
Richard Norby, VP of Creative Services, Live Marketing, commenting on our last panel
Thursday, August 16, 2007
5:30 - 6:30 pm:
Meet and greet, appetizers, and refreshments
6:30 - 7:30 pm:
Web 2.0 survey results and examples with questions and answers
7:30 - 8:30 pm:
Networking wrap-up
Wright Institute, 445 E. Ohio, Suite 340,
Chicago, IL

For more information and to RSVP, please email or call Christina Canright at 773.248.8935 or

Principal, Canright Communications
Client Executive, Evalueserve
• Social networking (LinkedIn, Twitter, MySpace)
• Social bookmarking (, Digg, Sphere)
• Blogging (Blogger, WordPress)
• Content Sharing (Flickr)
• Wikis (Wikipedia)
• RSS Feeds (Feedburner)
• Mashups (Google Maps)
Share the knowledge. Feel free to bring friends and colleagues interested in this hot topic.

Click here to forward this email to a friend


Lawyer Markets Himself on MySpace

This just in from Caryn Tamber, Baltimore Daily Record Legal Affairs Writer:

To market his entertainment law practice, Lawyer Paul Gardner set up a MySpace page at his sister’s suggestion when she pointed out that the services were free and that it couldn’t hurt.  One night, he decided to build up his list of “friends” and messaged 20 or 30 music-industry types.

He met his one of his favorite clients on MySpace, Bibi McGill, lead guitarist for Beyoncé Knowles’ band. “I was feeling like I was going to get the gig and I knew I’d need a lawyer,” McGill said. “I read his profile and he just seemed so down to earth.”

McGill said she is not in the habit of meeting people on MySpace. She usually would not even go to lunch with someone from the Internet, “let alone hire a lawyer to represent me for Beyoncé.” But Gardner gave her a “good vibe,” so she retained him. He now does her contract reviews and helped her set up a limited liability corporation.

A search on "Paul Gardner attorney" brings up several references on MySpace. Legal marketing experts say Paul Gardner made a good business decision when he chose to market his practice on social networking sites. But, they caution, MySpace is not for everyone.

Gardner graduated from the Howard University School of Law and went on to clerk for Court of Appeals Chief Judge Robert M. Bell. He then landed at Piper, Marbury, Rudnick & Wolfe — now DLA Piper US LLP — where he practiced in the Venture Capital and Corporate Law departments. He didn’t have a thought of becoming an entertainment lawyer.

Then, he got assigned to do some legal work for the comedian and actor Tommy Davidson. He enjoyed the job so much that he started to think about how he could work with entertainers all the time.

In early 2004, he left Piper to start his own firm.

Gardner is a member of a hip-hop band Darkroom Productions and soul band EntertainmentEsq. He's got a happening musical law firm website at

“I think it can be used very well by lawyers, one, who understand how to use it, and two, for the appropriate type of lawyer,” said marketer Kevin O’Keefe, president of LexBlog, a company that helps lawyers set up blogs.

Gardner is the appropriate type of lawyer, agreed O’Keefe.  Reporter Tamber also quoted me:

“His potential clients are kids, so that’s the sort of thing, if you’re looking to represent BMX racers and skateboard champions and people who want to be actors and musicians, then that’s the perfect place,” Bodine said. “When you put it in that perspective, it’s excellent marketing. He’s going where the customers are.”

Anyone looking for young clients needs to follow Gardner’s lead and focus on the Internet, Bodine said.

“The way that you get to young people these days is online,” Bodine said. “You reach young people by text messaging them, you reach them on blogs, you reach them on YouTube. If the guy is smart, he’ll cut a video of himself and put it online.”

While MySpace may be appropriate for lawyers seeking to attract young clients, it won’t help corporate lawyers get clients, Bodine said. For that, attorneys might want to try a professional networking site such as LinkedIn, he said.

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Clientelevision hits the Web

There's a new free service at Clientelevision that allows lawyers to insert brief videos of practical information on the law firm's website (see an example below).  The website is the brainchild of Irwin R. Kramer of in Owings Mills, MD, a TV legal analyst and Maryland trial lawyer for 20 years.

LTVN, The Legal Television Network, has produced more than 100 Law on Demand and Case-in-Point features, organized by subject into several broadband channels.  "These "Clientelevision" channels should not only help consumers and small business people, they will hopefully help the online marketing efforts of many law firms," Kramer said.  "So, it helps disseminate this information to existing and prospective clients, but also helps lawyers leverage rich media content to engage their online visitors."

"It's a free service for law firms that want to spruce up their websites by engaging their online guests with a rich media experience," Kramer said. "Although we plan to limit the number of network affiliates during the beta period, affiliate registration is free and enables a firm to select from a variety of legal channels and integrate them seamlessly within their own sites in a matter of minutes. It's as easy as pasting in some code, requiring no programming experience at all (so long as the person can access the HTML of their own site and find the spot he or she wants the channel to display in)."

(Allow time for the video to load.)


Traffic on LawMarketing Portal Hits All-Time High

Traffic on the LawMarketing Portal,, hit an all-time high of 111,849 unique visitors in July 2007 -- equal to the entire population a city the size of Ann Arbor, MI, Santa Clara, CA or Charleston, SC -- who viewed 222,031 pages.  It gets far more traffic than any organization focusing on legal marketing.

The site has a No. 1 ranking in Google for the term "law firm marketing." In the last 12 months the site has been visited by more than 1 million unique individuals.

The typical visitor spent an average of 4 minutes 43 seconds on the site in July, reading articles on legal marketing sales, news, technology, plus:

  • LawMarketing Portal on AvantGo.comVisitors love the job listings that require employers to state what the position pays. 
  • The LawMarketing Portal contains hundreds of articles by experts worldwide, forms, lists and job descriptions, all keyword-searchable using the search box.
  • Visitors can also subscribe to the free LawMarketing Newsletter, which has 4,200 subscribers world wide. 
  • Visitors can subscribe to articles via RSS feed, or download all the articles on the home page to their PDA using AvantGo.

Premium members get the ability to add content to the site in the listings of job openings, consultants and events.  Work is underway to special members-only content.

I started the site in 1996 and have devoted it to the legal marketing community for 11 years. It is the best friend a marketing partner, CMO or marketing director has. If you have a great idea, you can submit an article to be considered for publication.


Develop New Business by Improving Your Client's Profitability

Darryl Cross, Business Development ExpertDarryl W. Cross is a marketer who can "see in the dark." He has personally visited hundreds of law firms across the U.S. and until now he has revealed his secret business development techniques only privately. On August 9 business development expert Michael Cummings and I will interview Darryl, and he will disclose his ultimate business-getting secrets in this not-to-be-missed Webinar.

This session will address how your firm can earn its place as an irreplaceable, trusted advisor that not only handles your client's legal matters, but actually helps them make more money.

  • Know how a client makes money and find out how you can help
  • How you assist with profits, process and people will determine whether you
  • Knowing industry information is the key to cross-selling and retention

According to Darryl Cross, the ultimate client development tool is to ensure the future profitability of your clients. Beyond doing "good work" and promptly returning phone calls, it requires a proactive approach to learning about their business, their industry and their competitors. The "Profitability Program" also entails working and communicating in teams, analyzing trends and being able to take action quickly.

Register today. Fee: $300.  Invite your management and marketing committees, income partners, associates and as many people as you wish to attend.  Simply project the program on a screen and put the telephone connection on a speakerphone.

Michael Cummings Professional Business Development InstituteThe Curriculum:

  • "Think Small" and "Act" Big" by identifying the 3-5 clients with whom you will use the Profitability Approach.
  • Developing highly specific proposals for your clients that solve business problems.
  • Changing your way of thinking -- looking at the client's company the way the CEO does.  Lawyers look at a company from today and the past; the CEO looks at the company from today and 90 days ahead.
  • Learning which specific facts you must know about your client.
  • Identifying "disruptive events" in the client's business that will lead to new legal work for you, and how to get information about these events.
  • Watching competitors of your client, and what to notify your client about them.

The program will go into specific examples how the Profitability Program works -- including the kinds of disruptive events that lead to new files, a description of how business owners look at their companies, and how to interpret a client's business problems so that you can fixes a known problem the client has.

Attendees will turn the lessons of this program directly into new files and new revenue.

Contact Laura Kresich: (773) 966-9273
or email 
Sign up online at

About the Speaker: Darryl Cross

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JD Supra now Online -- User-Generated Site for Lawyers

The website JD Supra is preparing to launch – the new user-generated site for the legal community. YouTube has finally met the Law. And it’s free.

Right now the site is collecting contact information for Founding Contributors of court filings, decisions and legal articles - it’s your chance to get in on the ground floor. I’ve been working on the project for four months, and we’re reaching out to colleagues and supporters to send us their contact information so we can give them a link to tour the site, contribute content and pre-register for a profile before we launch.

Even if you just want to keep posted on the progress, simply sign up at

JD Supra User Generated Website for LawyersCalifornia litigator Aviva Cuyler founded JD Supra to give members of the legal community an effective and convenient place to showcase their work and their successes and thereby:

  • Get new clients.
  • Get national recognition and media attention.
  • Get a free, easy- to- use legal research resource with documents that are not available anywhere else.

Did I mention it was free? You don’t have to pay to post a document. You don’t have to pay to search for documents – which are available nowhere else. And you don’t have to pay to have a profile. 

JD Supra will promote anyone who pre-registers and contributes court filings, decisions, orders, verdicts or articles before the launch as a Founding Contributor. Don’t wait – sign up at now.