"ABA Law Practice Magazine"

Published on: December 2, 2016

LP Magazine – Law Firm Marketing Spending: How Much is Enough?

ABA Law Practice Magazine

Although I typically write my marketing column around four months before publication (in this case, it was July 4^th weekend), my timing for the November/December 2016 issue of the ABA’s Law Practice Magazine was spot on. It is early December and I’m in the thick of figuring out 2017 marketing budgets for about a dozen law firms. Micah…how much should we be spending?

In Law Firm Marketing Spending: How Much Is Enough? I provide the answer.

Published on: July 8, 2016

LP Magazine – A Business Development Coaching Clinic: Culture Beats Scheme

by Micah Buchdahl

LPM_JA16_1FrontDepts 3.indd As National Football League coach Chip Kelly begins his first training camp with the San Francisco 49ers, my column in the July/August 2016 issue of the ABA’s Law Practice Magazine, A Business Development Coaching Clinic: Culture Beats Scheme, seems quite timely.

Much like many law firm BD coaching efforts, I wonder if Coach Kelly—who I believe is a smart guy, as are many of the attorneys I’ve coached—will make the necessary adjustments to learn from his past failings (and past successes). Unfortunately for me, his failings came with the Philadelphia Eagles, where I am a season ticket holder, as opposed to the Oregon Ducks, in which I have no personal allegiance.

The column looks at the heavy investment of time and money many law firms put into “coaching,” often with lukewarm results. I talk about the all-star attorneys—the rainmakers—that already know what they are doing. And the process that needs to be undertaken to make these efforts pay off.

Published on: March 15, 2016

LP Magazine – Do Lawyers Rule the Internet?

by Micah Buchdahl

In the March/April 2016 issue of the ABA’s Law Practice Magazine, my column asks the question: Do Lawyers Rule the Internet? Well, I would not ask the question if the answer did not lean toward “yes.”

With the 30th anniversary of ABA TECHSHOW on the horizon (and this is the TECHSHOW issue of the magazine), I examine the role that technology has played on the marketing and delivery of legal services. Google AdWord sales in 2015 approached $70 billion–and with 78 of the 100 most expensive keywords belonging to the legal profession, you realize just the impact the Internet has had on the practice of law, and vice-versa.

Throw in the changing landscape of social media, including changes LinkedIn made to accommodate attorneys (and the rules of professional conduct), and you can judge for yourself–do we indeed rule the web?

Published on: January 7, 2016

LP Magazine — Struggling with Ethics Issues Surrounding Branded Networks

by Micah Buchdahl

In the January/February 2016 issue of the ABA’s Law Practice Magazine, I was asked to put on my ethics attorney hat in authoring Struggling with Ethics Issues Surrounding Branded Networks. Issue Editor Nick Gaffney asked me to write this sidebar in a magazine dedicated to the theme of branded legal networks–a huge topic of discussion in law practice management.

There is not a more controversial area of lawyer marketing when it comes to interpretation and enforcement of the Rules of Professional Conduct (RPC) than the issues that arise from the ever-growing legion of branded networks in the legal profession. From Avvo and Justia to Best Lawyers and a slew of entities that may or may not be “lead generation,” the issues, rules and opinions vary from state to state. They remain…consistently inconsistent. One thing is for sure, these companies are not going anywhere. The question is where they end up fitting in the long term approach to business development among attorneys.

Published on: November 6, 2015

LP Magazine – Content Marketing Is Outpacing the Ethics Rules

by Micah Buchdahl

It was watching and reading news coverage from the aftermath of the deadly Amtrak crash in Philadelphia earlier this year that my marketing column topic came to light. Usually the theme finds me, and in this case, with each press conference, e-mail, press release and newspaper article–it occurred to me that Content Marketing is Outpacing the Ethics Rules (ABA’s Law Practice magazine, November/December 2015).

You can put this column under “Marketing” or “Ethics.” It works out well for my areas of focus. I spend the bulk of my time working with law firms on business development efforts. But I also maintain a niche ethics practice that only looks at marketing and advertising issues. Perhaps you will read this column and think of it as an ethics primer. Or you might read it and gain ideas and insight into marketing for a plaintiff’s practice. Before submitting my final draft to the Law Practice editors, I decided that I needed some differing perspectives beyond my own. The result was some hefty editing based on those thoughts. You’ll read some comments from the ethics attorney I myself turn to for advice, Tom Spahn of McGuireWoods. Some differing views came from my fellow LP columnist, Greg Siskind, who was focused on the value of content. A few unnamed ethics friends gave me some additional feedback and direction.

A number of pieces from The Philadelphia Inquirer‘s law firm beat writer Chris Mondics touched on many aspects of what I reference in his coverage of the Amtrak disaster–and the issues surrounding “the race for clients.” The simple speed of selecting counsel in today’s society–ramped up through social media and related technology tools–means that an attorney seeking a piece of this very lucrative pie needs to get moving fast. You might argue that your marketing needs to arrive before the actual matter at hand. The most successful lawyers in this space have figured out how to generate promotional opportunities without violating the Rules of Professional Conduct. If you are waiting for the dust to settle–as the 30-day moratorium was built to provide–you will find yourself a day late to the game.

Published on: July 8, 2015

LP Magazine – The True Value of Your Published Work

by Micah Buchdahl

You could also call my column in the July/August 2015 issue of the ABA’s Law Practice magazine, “101 Uses for an Article,” but in The True Value of Your Published Work, I discuss how sitting down to write one article can pay dividends in so many ways. The key is not to think about the time spent as writing one article for one publication, but more as writing one thing that will be repurposed in so many ways.

This very blog post you are reading is yet another use of one article. Perhaps you reached this blog post through one of my social media feeds. Or maybe I handed you this very column during a pitch meeting at your law firm or during a subsequent meeting with an attorney about business development planning.

Print deadlines being what they are, I just submitted my next column for Law Practice earlier this week. You won’t see it until November. I would never spill the beans on the subject matter, but suffice it to say that while rereading it, I was struck that the column could be turned into an entire CLE program…and you will likely see it as my Ethics Potpourri offering in 2016 for the Pennsylvania Bar Institute. It is a little disturbing that this idea came to me in my sleep last night (there are better things to dream about), but it occurred to me that the column could be the centerpiece of the program and the accompanying written materials. In other words, the four hours or so that I put into writing, research and editing will pay numerous dividends moving forward. You get the idea.

Published on: March 5, 2015

LP Magazine — Effectively Managing and Maintaining Your Online Portfolio

by Micah Buchdahl

In the March/April 2015 issue of the ABA’s Law Practice magazine, my topic is relevant to pretty much every practicing attorney (not to mention almost every human being on the planet). What does your online portfolio look like, and why should you care?

Every week, I will meet, speak with or e-mail a prospective client. While I will send them my own crafted biography, links to my website and blog, and additional information–what they will often be more interested in is what they find when doing a search for my name. With a somewhat unique first and last name, what they see will almost always be me. This is not the case with many that have more mainstream names to search for.

While some individuals and firms are forced to use reputation management companies to “fix” a page of results, most of us simply live with what we see. But the thought that you have no control over what appears is not accurate. Taking advantage of profile pages on powerful sites should help control that first page of results. Few will venture on to page two. Almost nobody will get to page three. And only stalkers are likely going beyond.

Published on: January 6, 2015

LP Magazine – Embracing the Changing Face of PR (and a tribute to Lou Corletto)

by Micah Buchdahl

In the November/December 2014 issue of the ABA’s Law Practice magazine, I write about Embracing the Changing Face of PR. In the column, I write about how much the concept of PR has changed with time and technology. While I still believe that PR is a significant part of business development, the way you utilize it and how it works has little resemblance to the way that it functioned a decade or two ago.

With print deadlines for Law Practice coming about four months prior to publication, it was summertime when I sat down to write this piece. What the column does not tell you is why I chose this particular issue to address PR. At that time, my first boss, Lou Corletto, had just passed away. I started my professional career as a PR professional, before law school, before a lot of things. In high school and undergrad, I had PR internships with the Baltimore Blast and Philadelphia Fever of the Major Indoor Soccer League (and at the league office). But my first formal PR training came via an internship with the Philadelphia Flyers. I learned a lot from the PR triumvirate of Rodger Gottlieb, Mark Piazza and Joe Kadlec. To this day, Mark and Joe are among my dearest personal friends. I “see” Rodger on LinkedIn from time to time, and while not in touch, have always appreciated what he did for me. They played a role in suggesting to the Washington Capitals that they hire me the following year. The Caps PR director was a long-time, old school, gentleman named Louis Corletto. For his memorial service, I sent along my thoughts and remembrances (ironically, an ABA meeting prevented me from attending in person). The memorial took place in Richmond, Virginia in August. I thought this would be an appropriate forum for sharing those words. Thanks Lou.

LOU CORLETTO MEMORIAL

Published on: July 14, 2014

LP Magazine – Age over Beauty? Marketing a Law Firm’s Anniversary

by Micah Buchdahl

In the July/August 2014 issue of the ABA’s Law Practice magazine, I address the always-sensitive subject of age. In this case, it is about the marketing value of a law firms’ years. It is yet another subject that seems to present itself to me with clients a few times every year. How young is too young? And how old is too old? And is there value in touting age–and more specifically–an anniversary to clients and prospects?

Many law firms have taken anniversaries–literally as short as the one year mark and as long as 200 years–and looked to make them into marketable events. In some cases with good success; in others, it simply does not work. My column provides anecdotal examples of ways your firm may or may not commemorate a business birthday. When you look at all the possibilities, you might be surprised to find that some of the ideas and scenarios fit right into an upcoming anniversary of your law firms’ entry into the marketplace. We often look for excuses to celebrate. We often look for ways to manufacture firm “news.” Somewhere in the middle is the marketing of a law firms’ anniversary. If you are going to invest time, money and effort into such a commemoration, read my column first. It should serve as a guide to ways to ensure the highest level of business development return possible.

Published on: March 11, 2014

LP Magazine – The Impact of the Three R’s: Ratings, Rankings and Reviews

by Micah Buchdahl

In the March/April 2014 issue of the ABA’s Law Practice magazine, I address a law firm marketing topic that never seems to lose steam–the impact of lawyer ratings, rankings and reviews on the legal profession.

Of course, I should not really complain. The topic has proven to be great fodder for my Pennsylvania Bar Institute ethics courses; I’ve been quoted countless times in the media on the subject; in the ABA Law Practice Division, we led the “educational” charge with major panels (and participation from all the players in the business) for both the ABA Law Firm Marketing Strategies Conference and an ABA Annual Meeting. Last October, an ABA CLE Premier Speaker Series program on the subject attracted nearly 5,000 attorneys. Everyone always is interested and has an opinion.

It has been fascinating to watch the evolution of the industry over the last 15-odd years. To think, when I first became a lawyer, the only thing you really knew about was Martindale-Hubbell. Today, the brand struggles mightily with shifts from across the pond (the UK’s Chambers publication); from known ranking brands such as U.S. News & World Reports; from thousands of local-yokel attorney “awards”; and both legal and non-legal online reviews from the likes of Avvo and Yelp. The business has never stopped booming, but it has definitely changed–a lot.