Business Development

Published on: May 29, 2024

LP Magazine — TikTok Is Gospel to Generation Z

TikTok In recently reviewing a law advertising campaign, I found myself saying that we need to run this on TikTok. I looked at the matter and the target audience, and it seemed quite clear that this was the best way to engage. My growing fascination with one of the newer online tools—from something I considered a ridiculous kiddie timewaster—to an app that someone sends a link with useful (and/or entertaining) information nearly every day. When it comes to effective law marketing in 2024, you need to know TikTok—and that is why I wrote TikTok Is Gospel to Generation Z in the May/June 2024 issue of Law Practice.

If you are blocked from reading the column behind the ABA paywall, it is provided below in its entirety.

Summary

Published on: August 1, 2023

Law360: How Law Firms Can Capitalize On Marketing As Demand Lags

by Micah Buchdahl

law360 In the July 25, 2023 edition of Law360, reporter Aebra Coe writes on How Law Firms Can Capitalize On Marketing As Demand Lags. In my interview with her, we discussed what to do with lags in demand, and the best ways to guard against it.

“As many law firms see business decline amid a sluggish economy, some may cut back their marketing budgets to save on costs, however marketing experts say now is actually an important time to double down and create new business opportunities,” writes Coe.

Summer is also a good time for lawyers and their firms to focus on marketing and business development, as business naturally slows in the summer months, according to Micah Buchdahl, president of law firm marketing company HTMLawyers.

Published on: March 1, 2023

LP Magazine – Guilt by Associations

by Micah Buchdahl

ABA Law Practice Magazine In my March/April 2023 marketing column in the American Bar Association’s Law Practice Magazine, I address the pros and cons of organizational involvement in Guilt by Associations.

It should come as no surprise that I tout my ABA involvement as a core component of my own business development strategy. At some point, I decided I was going to go “all in” on ABA activity—and it has been beneficial on so many fronts. For me, as an attorney, I wanted to network with other lawyers. And because my own business and practice is national in scope, a broader-based organization made more sense. As a bonus, many of my closest friends today are people I met through ABA activity.

Now my home for most of the last 20+ years of ABA membership has been the Law Practice Division. But choosing the right places to hang your hat have a lot of variables—geography, practice type, cost, ability to travel, ability to meet on nights or weekends, ability to build a referral network, exposure through writing or speaking, and opportunities to be a leader. Are you an introvert or extrovert? Who else is active in the organization? The thinking should go well beyond, “I live in Chicago. I should join the Chicago Bar Association.” Or “I’m an IP lawyer, I should go to INTA.” It might involve a women’s initiative, or something outside the scope of legal, like a House of Worship or Museum group. Some of the wisest moves in organizational involvement is to sit on a board with huge potential clients on the left and right of you—but in a completely non-work, non-legal setting.

Published on: November 10, 2022

LP Magazine – Marketing Ethics Compliance Continues to Confound

by Micah Buchdahl

Marketing Column

In the November/December 2022 marketing column in the American Bar Association’s Law Practice Magazine, Marketing Ethics Compliance Continues to Confound, I combine a number of business development topics into one.

When writing my column, I often start by thinking about what “hot” areas I’m working on at the moment. In the 21 years-plus since launching HTMLawyers, I’d say most years that the bulk of law firm clients have been on the marketing and business development guidance side; a slight amount dedicated to my related but separate ethics practice. However, in recent years, it has flipped. I find myself spending a lot of time behind the desk reviewing a vast variety of marketing campaigns for law firms around the nation—not to give my two cents on the marketing aspects, but to review for ethics compliance. I help law firm managing partners and GCs sleep better at night. They don’t want to be at the helm when that disciplinary letter rolls in, or worse. It is a practice area loaded with inconsistencies, confusion and varied levels of enforcement. All of which makes it a super fun area to practice.

Published on: November 18, 2021

LP Magazine – The Law Marketing Up/Down Drill 2021

by Micah Buchdahl

LP Magazine - Leadership Issue The third annual Up-Down Drill, which played off my favorite morning-after column in The Philadelphia Inquirer after an Eagles game (why did Jeff McLane stop doing it?), was one of the more difficult to write. In the November/December 2021 issue of Law Practice, The Law Marketing Up/Down Drill tackles relationship-building, lawyer ratings, webinars, social justice and getting back out in the real world for in-person business development.

It was especially difficult to write due to my failure to prognosticate exactly how COVID would play out since the first quarter of 2020. It is still hard to believe we’re getting ready to hit the two year mark—and normalcy still seems to still be slightly in the rear view mirror (remembering that “objects are closer than they appear”). However, I finally got to go out and do my first in-person presentation last weekend—a law firm retreat in the DC area—in front of a crowd and without a mask over my mouth), so there is that. See my next LP column for more about the return of the law firm retreat.

Roaring back—hopefully—is true blue relationship building. While Zoom happy hours and wine tastings were quite the creation, the option of grabbing a drink or lunch or golfing has never looked so good. And as I’ve been counseling my law firm clients, strike while the iron is hot. People are not overbooked or over traveling yet—and are eager to accept the invites. That will not last forever. The “I’m way too busy to get together” will return in time.

Published on: August 17, 2021

LP Magazine – Getting to In-House Without Ending Up in the Outhouse

by Micah Buchdahl

LPcover_JulyAugust2021-231x300 Yes, I went with the lowest hanging fruit of topics for my marketing column in the July/August 2021 issue of Law Practice, Getting to In-House Without Ending Up in the Outhouse, by doling out pearls of wisdom as it relates to a law firm’s successful pitching of corporate counsel. It never fails to draw an audience.

Unfortunately, one of the key pieces of advice is simply this—everyone is different. It is a very subjective measuring stick. And for some reason, many articles written, and programs presented respond to a handful of in-house folks’ personal philosophies as if they were trends in the industry. When I drafted the column, I used as an example the Benjamin Moore & Co. decision to dismiss its entire legal department. Spoiler alert—it was not a trend. It was a one-off. And if I were writing the same column from scratch today, I’d replace that example with the recent uproar created by Eric Grossman, Morgan Stanley’s longtime chief legal officer, who sent a “warning” to the bank’s outside law firms about their policies allowing remote work and “the lack of urgency to return lawyers to the office.” Hey, if that is a “requirement” for Eric and/or Morgan Stanley—then perhaps my law firm would comply to get or retain the business. Because, as I said, it is a subjective target.

Of course, putting the squeeze on law firms to get attorneys back into the office is probably a little tone deaf today. Most of the law firms I work with and interact with most certainly would like to see attorneys and staff back in the workplace—but not at the expense of health and safety. They also must balance the happiness of associates—who are often in positions to bolt for greener pastures if they don’t like the arrangement. Work from Morgan Stanley would be great; but if you don’t have lawyers to staff it, then you lose regardless.

Published on: March 4, 2021

LP Magazine – Replacing Face-to-Face in Business Development

by Micah Buchdahl

LPcover_MarchApril2021-231x300 Earlier this week, I read an interesting article about how business travel will never fully return, because you can just go on Zoom, saving a ton of time and money. The story and premise all made sense until a quote at the end saying that the first time someone lost a sales pitch to a competitor that presented in-person—they’ll be right back on those airplanes. And I shook my head knowing that was so true.

Zoom fatigue is very real. Many of us have slowly chopped down on screen time whenever possible. However, when you really think, imagine life without it the last year? At least we see each other’s faces. What if the whole year was just thousands of hours of faceless conference calls?

Most of my phone and videoconferencing meetings with attorneys and law firms these last 13 months or so have revolved around the topic of my marketing column in the March/April 2021 issue of Law Practice, Replacing Face-to-Face in Business Development. While the subject of virtual online meetings is already old and stale (if you have not figured it out by now, nobody can help you), unfortunately we are still living a life of staying relevant and visible without the fun part of business networking—lunches, conferences, social outings—all those things that in the end really seal the deal for new business, winning business, referrals and references. I hope this column is soon very outdated (I’d like it to be laughable), but the timeline I give out about resuming face-to-face is a moving needle. So we still need to approach much of 2021 like we did most of 2020. Having said that, I’m scheduled to get dose one of the vaccine this week—and with it you start to think a little more wide-eyed about the people you can see and the places you can go. My calendar now shows some very possible business and conference travel in Q4. You can only hope.

Published on: November 16, 2020

LPT’s Ethics Issue — Taking Names: Eased Ethical Considerations Increase Firm Name Options

by Micah Buchdahl

ABA’s Law Practice Today Webzine

Over my 25+ years of working with law firms on business development, addressing the issue of law firm names is not really one of my favorites—because it rarely comes without some painful internal issues to address.

There are the firms that want to drop the second, third or fourth names (if you have more, you’ve got a real problem) from the law firm name—usually just in regard to branding and the logo (and the website, e-mail address and social media accounts), while keeping the full “legal name” intact. It is easier when those names are for attorneys that are deceased (sorry to say), because it is a lot tougher when the lawyer whose name is coming off the signage is still sitting right there.

Published on: November 2, 2020

LP Magazine – Profiting From Nonprofit Board Involvement

by Micah Buchdahl

Law Practice Magazine Cover A favorite business development endeavor for many lawyers (me included) is involvement on a nonprofit board. It can be time-consuming, potentially expensive and sometimes frustrating, but it is a do-good activity that ideally is tied to an area of interest and passion. In my November/December 2020 marketing column in Law Practice, I write on Profiting from Nonprofit Board Involvement.

The heart of my column comes from conversations with leaders of BoardAssist, a nonprofit itself that matches prospective board members with nonprofits in the New York metropolitan area (including New Jersey and Connecticut). Cynthia Remec, the executive director and founder of BoardAssist, is a former attorney who started her career at Pillsbury Winthrop and Weil Gotshal. I also received valuable input from Richard Hall, a partner at Cravath, Swaine & Moore, and a longtime member of its board of directors.

Like many aspects of our lives, nonprofits are reeling in the midst of a pandemic where time, money and resources are hard to come by. For board members, there is the teeny, tiny silver lining of being able to conduct most of these meetings from the comfort of home. However, that in-person human interaction is lost. And I’ve heard a number of people lament that they miss the free snacks at meetings. I, myself, will trade sitting at home in sweats and buying a box of munchkins out of pocket. But, seriously, it is true that removing the travel element (sometimes involving getting on a plane) can make donating your time simpler and easier. Bottom line—nonprofits need us to step up now, more than ever.

Published on: July 7, 2020

LP Magazine – The Law Marketing Up/Down Drill 2020

by Micah Buchdahl

ABA Law Practice Magazine My annual Law Marketing Up/Down Drill column in the July/August 2020 issue of Law Practice tackles the topics of diversity, websites, billboards & radio, press releases and ABA Resolution 115. Of course, I wrote this piece in the first week of March, in a seemingly different universe.

If I were writing this column today, the “hot topics” for the up/down drill would probably be quite different or certainly with a changed focus. Discussions of diversity in the wake of George Floyd’s killing and protests related to racial injustice and inequality are more important than discussing the shortcomings of the Mansfield Rule. I admittedly never crafted law firm communications before on office closings for Juneteenth, or what law firms were proactively doing in response to protests in various U.S. cities.

It’s the third paragraph of this blog post and I’m just referencing COVID-19 for the first time. It’s changed the way the world and society functions, so obviously it has a huge impact on law marketing as well. Some of that impact includes cutting of staff and budgets. I had one law firm cut my marketing program on March 16^th!—effectively the first Monday of the pandemic in the country—almost in a rush to decide marketing wasn’t a necessity (it still is, mind you). Most law firms, however, realize that staying visible now is at least as important, if not more so, than ever. With the removal of most in-person contact for the foreseeable future, we’ve pivoted business development plans to a mostly online marketplace.