Grow My Law Firm

Martindale misfires again with new video service.

Martindale did it again. I received a fax this morning advertising a new service that they're adding to their host of increasingly out-of-core-competency services. This time it is for an online video component.

You can refer to my post from October 14th called, Martindale Newswire - way out of their core competency, about the first time I became aware of this ridiculous foray outside of their skill set. This time it's the same poor delivery, by fax, with no other distribution or introduction that I've seen. Again, I don't want my clients' fax machines clogged up by Martindale's promotions.

The jury is still out on the value of using video on a legal website. To me, anything that slows down the user experience is a waste of money and disrespectful of visitors' time. People do not go to a legal website to be entertained; they want information, fast. The most efficent delivery of information is through clear and concise text delivered via an intuitive navigation sytem. Fancy video is likely to fall victim to partners' egos, simply singing firm glories, and not demonstrating what users really want and need - To know what's in it for them? What do they get? Why that firm and no other?(The firm's position in the market.)

The fax from Martindale doesn't include pricing information, but why would any law firm pay Martindale to do something so far out of their core competency, which will probably not do anything except further line Martindale's own pockets?

My advice - don't be lured in by Martindale's Online Video service.


by: Christine Pilch
Christine@GrowMyCo.com
My LinkedIn Profile

Are you LinkedIn yet?

Are you LinkedIn yet? No? What are you waiting for?

Social media networking is today's online version of working the room. But it's even easier because it can be done from the comfort of your office or home, in a suit or your favorite jeans. It's about tapping into friends and professional acquaintances and forming a network akin to the famous Kevin Bacon Six Degrees of Separation formula.

With LinkedIn, your connections have connections, and those people also have connections, so three rings of people have access to your profile whenever they are looking for someone with your skills. The connectivity makes it easy for someone to check you out before contacting you, so the referral is already warm.

A word of caution though. A strong LinkedIn bio requires commitment and time to develop. Don't simply list your current job title and expect the phone to ring. Like a polished resume, a detailed LinkedIn profile is essential to putting you best foot forward and creating desire in prospects.

If you're a hiring manager or business owner, LinkedIn is a terrific tool to look for candidates and check up on what your competition is doing from a hiring standpoint. Are they adding staff? Laying off? What is the rate of turnover in certain positions? What is their employee structure?

Asking and answering questions also raises awareness of your expertise. I asked an employment law question that impressed a few attorneys across the country enough that it opened a repeat email dialog with them. One became a connection of mine. I would never have met this San Francisco attorney if not for LinkedIn. Now we are both aware of each other's prospective value.

Within 6 weeks of launching my own LinkedIn profile, a new prospect found me through one of my connections, and she is now a client. It works. Give it a try. And let me know if you need help with your profile.


by: Christine Pilch
Christine@GrowMyCo.com
My LinkedIn Profile

A depressed economy is the perfect time to make a deal

Many businesses are watching profits dwindle while expenses continue to grow. There is, however, a bright spot on the horizon for those who make a commitment to continuing to spend money on advertising. There are incredible deals to be had if you're not afraid to bargain.

Keep in mind that the economy is an equal opportunity oppressor, so your local media are likely as strapped and scared as you are about the future. I am hearing from my media contacts that T&E budgets have dried up, and there is lots of space that can be had on the cheap.

It's time to sit down across the table from your media reps one by one and negotiate. They have excess time and space, so you can make an offer to fill that at a discounted rate. If you have a current buy in place, and they won't budge on the rate, it is a reasonable alternative to request upgrades. Ask if your morning news spot can run in evening news. Request that an evening news spot run in prime. Ask for upgraded placement of print ads too. How about spot color for the black and white price? Remember that you're now the loyal client who hasn't deserted them when times were tough. This is relationship-building time.

I had lunch with the General Sales Manager of a local TV affiliate last week. I didn't have any new business to spin her way, and I didn't want her to use any of her dwindling T&E budget, so we agreed to split the check as friends. We enjoyed each other's company, caught up, and strengthened our relationship. It was an investment in the future.

There are fantastic advertising deals available now if you're willing to continue to invest in your marketing. Remember however, that a me-me-me message without any client benefit and value-added will simply waste your money. Go back to your positioning and invest wisely.


by: Christine Pilch
Christine@GrowMyCo.com

Martindale Newswire - way out of their core competency

I received a strange communication from Martindale the other day. It was a fax advertising a press release service that Martindale is launching called Newswire. It caused me to wrinkle my nose and think, "Huh?"

Let's start with the delivery. I must note that I've seen no other promotion of this service. So since when is a fax an appropriate way to market something? Maybe back about 12 years ago, but not in 2008. Send me an email or a piece by snail mail. I don't want anybody clogging up my firm's fax line with promotions, thus jeopardizing my clients' ability to communicate with their clients.

And more incredulous is the fact that this is a big stretch outside of Martindale's core competency. I believe in the innate value of Martindale and applaud their attempts to remain relevant in today's marketplace by diversifying their services through related products that enhance my clients' online experience; but PR?

Not only is this a stretch from their core competency, but their offer that "…you can chose to have your news delivered to up to six specific media outlets…" is grossly inadequate. For example, I have a client in a small market with about a quarter million people, and I send each of their releases to 2 - 3 times that many media sources, depending upon the news. Imagine the reduction of their media coverage if they had to choose only 6!

Martindale touts search engine optimization of each release to improve visibility on the web. Well, honestly, that's not rocket science and not really a selling feature. Success on this front is simply the result of good writing skills.

Finally, they say that they will submit your news to leading news sites, like Yahoo News and Google News. Again, this is not difficult and can be done by anybody. Detailed instructions, as well as an explanation about what actually lands on Google, can be found here: http://www.freshthinkingbusiness.com/google-news.html

In my opinion, Martindale's Newswire is a misfire, and I don't even know how much it costs.



by: Christine Pilch
Christine@GrowMyCo.com

Recession marketing – your online reputation is more important than ever

I recently stumbled upon a very good article about marketing during a recession. It was published in eMarketing and Commerce magazine, but the principles are so sound that they relate to service professionals as well.

The first several points the author makes regard consumer behavior. In a nutshell, when gas gets more expensive, people stay home more and do their homework upfront before shopping for anything. This includes professional services.

Since your online presence is more important than ever, what is your online brand? What impression do people get when they Google you? Are you portrayed in a positive and professional fashion? Are your online bios sufficiently packed with information so that prospects get a feel for who you are before they call?

Take a look at your website bio, blog bio and LinkedIn profile. Are they complete? When a prospect compares yours with a competitor's, is one full of helpful information and the other sadly lacking anything but bare minimum facts and obviously not important to the author? What message does that send to a prospect?

Can any service professional afford to drop their guard and allow a competitor to get an appointment because their online brand is stronger?


by: Christine Pilch