I've been reading The Big Short by Michael Lewis (great book by the way). At the very beginning of the book, before the story even starts, Mr. Lewis has a quote from Leo Tolstoy that encompasses many of the themes you are about to encounter.
The most difficult subjects can be explained to the most slow-witted man if he has not formed any idea of them already; but the simplest thing cannot be made clear to the most intelligent man if he is firmly persuaded that he knows already, without a shadow of doubt, what is laid before him.
What struck me about the quote was the relevancy it has for lawyers and the various attitudes towards online marketing.
The most difficult subjects can be explained to the most slow-witted man if he has not formed any idea of them already
The attorney that has an open mind about the possibilities and strategies available tends to see the best results. There is no one-size-fits-all approach to marketing a firm online. There are strategies that work well for a particular firm, individual, and practice area but not so much for another.
Those lawyers that are open to new ideas, new tools, new communities, and new platforms will thrive. Online marketing should be an extension of your offline reputation and persona. In the end, the best online marketing is about relationship building and growing out your network and connections. In our own consulting business, the lawyers that come to us wanting to try new ideas and are open to learning different approaches to generating clients online are the ones who have the most success.
but the simplest thing cannot be made clear to the most intelligent man if he is firmly persuaded that he knows already, without a shadow of doubt, what is laid before him.
The biggest roadblock to success are attorneys with a minimal understanding of online marketing but complete confidence about what they need to do for success.
I speak with attorneys that assure me they don't need to blog. Others that tell me they don't need to add content to their website. They don't need to cultivate relationships and put the time into developing their online reputation. What they need is for me to get them ranked #1 for a random keyword phrase they pulled out of their hat.
As the quote above so eloquently points out, it's difficult to convince someone with a closed mind of the possibilities that lay before them.
Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]
John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]
I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]
If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]
If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]
The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]
The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]
How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]
And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]