Your Guide to Holiday Card Planning

If you haven’t started making plans for your corporate holiday cards, I’m here to save the day. We just completed delivery on a holiday card project for Ellis & Winters and they were so awesome I thought I’d share.

So you better get busy. You have some critical decisions to make and a tight timeline to do it. But don't worry, I can ship standard card orders within 3 business days and ship overnight if needed.

Which Holiday Are You Observing?

In recent years, some lawyers have decided to beat the holiday card rush and send “Happy Thanksgiving” or “Happy New Year” greetings. Most, however, send their cards to arrive in early December, to take the traditional “season’s greetings” approach to cover the many holidays happening at the end of the year. It’s wise and thoughtful to remember that many clients and colleagues come from different faiths and ethnic backgrounds. Some observe their significant holidays at other times of the year entirely. 

E-Card or Printed Card?

Although many firms have turned to e-cards, the signed printed card is still a favorite. Whatever your decision, make your selection soon and get started right away on design concepts and updating mailing lists.

What’s Your Message?

What do you want the card to say? “Wishing you the best in the New Year?” “Warm holiday wishes to you and yours?” “Season’s greetings?” Or  … perhaps you want to go down the humorous message path? The options are endless, of course. Just make sure your message accepts celebration of various holiday traditions and that it is about the recipient instead of all about you. The best approach is to keep your content simple and concise.

Consider: Customized message. Many cards have common “holiday” messages at no extra charge. But a custom message is worth the $25.00 don’t you think?

What’s the Creative Concept?

Having selected the holiday message you wish to express, you have to consider the “creative.” What images will you use? What words will you choose? Holiday cards traditionally use many different images, including wintery landscape scenes, bright holiday lights, gifts being wrapped or unwrapped, wreaths and photos of cities in which the firms reside. Just make sure that the tone and spirit of the card reflects your firm’s brand. If that means something more unusual, creative or quirky, plan on production taking a bit more time then a traditional card, since the more creative elements that are added the longer it may take to get the concept through internal approval and production. 

Consider: Foil imprinting, embossed designs and adding your color logo.

Who Will Receive the Card?

How do you decide who receives them and which lawyer or lawyers will sign and send them? Do you create one central list that is approved by firm management or do practice groups develop their own lists and assign lawyers to send and therefore organize the signature process? 

For larger firms, this becomes one of the most difficult portions of the holiday card project. Another option is to have each individual lawyer responsible for their own holiday card distribution. The main concern here is that one recipient may receive multiple cards from your firm. Some firms believe this reinforces the importance of the recipient, others think it makes the firm look uncoordinated and wasteful.
As for the actual mailing list, you should include clients, prospects, friends of the firm, real or potential referral sources and firm alumni. Staff managers may wish to send the greetings to vendors and professional association colleagues. In some firms, the relationship between firm and client is broadened by including paralegals, assistants and secretaries in the signing groups, or encouraging them to send their own greetings to their contacts in the client organization.

Who Signs and Sends the Card?

For a solo lawyer, this is a perfect time of year for a sincere handwritten note on each card. Lawyers in larger firms who can make this work while coordinating with others find it to be the best approach for them as well. Many different strategies have been developed for the actual signings, one being to set up large conference rooms for signing sessions to ensure that everyone who touches a client signs their card.

Consider: Signature imprinting. Have the signatures imprinted in foil or ink and eliminate the signing. There is a minimal set-up charge. You just sign the signatures on a white sheet of paper in a felt tip pen. Do not overlap the signatures. Then the layout and size can be adjusted for the particular card chosen.

What About the Envelope?

It’s easy to get so focused on the card that you forget to plan the envelope. If you have multiple offices and lawyers sending cards, you will need to create envelopes with return addresses from each office. Nothing says “I did not put any thought into my holiday greeting” like a holiday card from a Wilmington lawyer sent in an envelope with the firm’s Raleigh return address. Also, lawyers in smaller offices have been known to feel marginalized by the implication that they aren’t in the “home office.” 

Consider: Self-seal envelopes. This costs a little more the staff will love you.

Holiday Card Planning Checklist 

 

  •        The vendor or designer you will employ to create the card
  •        The general creative concept and copy for your card
  •        Obtaining your first round of draft concepts for review and selection
  •        Approving the final card concept
  •        Identifying the quantity of print cards you need and ordering them
  •        Determining how many envelopes you will need and ordering them
  •        Beginning your mailing list process
  •        Informing the firm’s lawyers (if more than one) of when and how the cards will be distributed to them for signing
  •        Prepping any other staff or departments that touch the holiday card project on their role in implementing
  •        Printed cards in-hand
  •        Mailing lists updated and confirmed
  •        Printed cards distributed to lawyers
  •        Signing of the masses complete (if you take that approach)
  •        Started snail-mailing right after Thanksgiving
  •        Complete your mailing, preferably in early December
  •        Handle any last-minute requests for additional cards

     

Okay, so obviously you didn’t read this article until November. There is still time! It is acceptable to send cards out throughout the end of December. And we still offer 25% discounts up until 12/6/14. 

7 Direct Mail Formats You Should Understand

One of the beauties of direct mail is that it allows you to send people just about anything you can print. Your creative options are virtually endless. And while the standard envelope package is usually considered the most effective, there are plenty of other formats you can test.


Often an alternate format will increase response. But even if your response ends up being lower, many formats let you deliver your message at a reduced cost while maintaining enough response to offset the difference and give you more net profit. Here are a few format ideas:

  • Reduce costs with a self-mailer. It offers low cost and a quick read, good for quickly recognized content. It also helps speed response because it’s not as in-depth as a full package and looks more urgent and newsy. To make a self-mailer work at peak efficiency, combine elements of a standard direct mail package and a print ad. Include a strong headline in bold type, copy in easy-to-read sections, strong visuals, clear offer, reply card, toll-free number, message or mini-letter printed near the recipient’s address, feature list, testimonials, guarantee, and other elements as needed.
  • Signal exclusivity with an invitation. To make an offer special, you can issue an invitation in the appropriate format, usually a smaller envelope and letter on high-quality paper. This works best for offers targeted to high-income prospects, professionals, and executive level positions; for events such as conferences, meetings, and presentations; or for offers that need a quality feel.
  • Add urgency with a telegram. This is a good idea that is, unfortunately, wildly overused. It can be little more than an envelope design, such as “Urgent Gram,” “Speed Gram,” or some variation. Or it might be an envelope and letter combo resembling an actual telegram printed on yellow paper with tractor-feed holes down the sides of the letter. One way to make this format work is to create your own urgent-looking envelope for fulfillment materials. This allows the envelope to get noticed and assures that the contents will be relevant and interesting instead of boilerplate.
  • Generate quick leads with a postcard. Direct sales are possible with postcards but only for simple offers. However, because response is so easy, lead quality is often low. But it’s worth testing. Just remember to telegraph your message with a clear benefit headline, strong and tangible offer, a picture of what you’re offering, lean copy, and a bold call to action.
  • Use dimensional mailings cautiously. Boxes, bags, tubes, folders, and other unusual formats are great for getting attention. But while there are plenty of examples of successful campaigns, these formats are usually misused, wasting money on a novel format when a standard format could deliver a more powerful message and net a greater response or profit. Most of the dimensional mailings I have seen are simply a way for ad agencies to jack up their fee and cover up the fact that they don’t have anything to say about a product or service.
  • When in doubt, use an envelope package. The classic direct mail package consists of an outer envelope (usually #10, 6”x9”, or 9”x12”), a letter, brochure, reply card or order form, maybe one or more inserts, and a reply envelope. The reason this format is a standard is that it has been developed, tested, and perfected over many years. And it works. Test other formats but don’t be different just to be different.
  • Test formats head-to-head. The important point in format testing is to keep the offer, copy, graphics, and all creative elements as similar as possible so that you are testing the format itself and not a new creative treatment. And always test a new format in a head-to-head mailing with the old format. Never make a change until you have proven results.


IMAGE IS EVERYTHING

Do you remember the old Andre Agassi commercial for Canon Rebel camera?

Image is everything
— Andre Agassi

No doubt abut it, first impressions do matter. And for many people, the first impression they have about your firm is your marketing collateral - both digital and printed. Your website, brochures, even stationary represent your firm. And the moment they are in the hands of your potential client, they ARE your firm.

So just like a salesperson you want to make sure they are doing a good job. Is the image your marketing collateral projects consistent with your firm branding? Are they reaching your ideal prospects and telling the right story? You need collateral that cuts through all the noise and differentiates your firm as the leading authority in a given practice area.

Most importantly, you want your materials to look creative and edgy, not out dated.

When was the last time you reviewed all of your marketing materials? If it's been over three years, design trends have changed and you are behind the times. It's likely time for some updating and changes. Pay close attention to the following:

1. Contemporary Look

Styles and trends change. If your marketing tools and collateral don't change with them, your firm will not have a look and feel of authority and leadership. Check for consistent branding in colors, fonts, page layout and certainly update the images you are using. Make sure all look like they were done "yesterday" and not "yesteryear."

2. Targeted Design

You want your marketing message - whether it is for a family law practice or a tax practice - you want the message to match the targeted client prospects. So the language, imagery and tone of a brochure about divorce / child custody would differ greatly than that of brochure mailed to high net-worth individuals about an estate planning seminar. The goal is to customize as much as possible and create something the target prospects will find relevant to their issues. You want them to feel like you already know them. Only then can you connect and they can engage.

3. Compelling Message

Even if a mailer, brochure or web page is designed well, it will fail to connect without a compelling message. The focus of the message should be on the benefits the client can expect you to deliver. Not the accomplishments of the firm and the services you provide. They want to know what you can do for them in their specific dilemma. If your marketing materials focus more on you and your firm than on the client, it's time for an overhaul.

4. Mistake Free

If the marketing collateral copy is poorly written, it will fail. All materials should be mistake free. No spelling, punctuation or grammar errors. It should also be free of legalese and be clear, concise and informative. All marketing collateral should also have a good call to action. Tell your prospect the next steps they should take.

5. Consistent Branding

As you have developed marketing pieces over the years, different pieces from the same firm can look as if they were from different firms. You should have a specified color palette, family of fonts and design standards. If you do not, it's time to develop them now. You want consistency so your prospects will immediately recognize your firm's branding.

What to do next:
If you're not sure what impression your marketing collateral is making, ask some clients or close professional contacts. You may be surprised.

And if I can give you my professional opinion, I'd be glad to review your collateral pieces and give you some thoughts based on our industry experience. My job is to make you look good.

9 TRENDS IN LEGAL PRINTING

Remember how bad things were in the 2008-2009 time period? Many industries have completely changed the way they do business. For the printing industry, it was either adapt or die.

Here are 9 trends we've experienced:

Trend # 1 - Less Printing

Remember the days when the storage closet was full of firm brochures? Do you also remember throwing away the unused brochures when they become obsolete?

Those days are long gone. Today, there's no need to print excessive amounts of printed materials. Many prefer to download information on an as needed basis and new print technologies allow you to economically print smaller jobs.

Trend #2 - Quality over Quantity

Although there is less printing being done, you will find very high quality pieces still in demand. There was time when every law firm seemed to use an ivory color paper with black thermography (raised) lettering. Or every brochure or marketing piece was black and a regal-looking second color.

Today, there is a great need for firms to differentiate themselves and the quality of printed materials given to their clients or prospects is one way to do that.

Trend #3 - More Color

Back in the day, you would never see a respectable attorney use any color in their logo or on a business card. It was always black or black. Flat or raised. On white paper or ivory. Linen or laid.

Today, many prestigious firms use multi-color logos or full-color logos. This gives firms the opportunity to show their personality, even attitude, in the printed materials.

Trend #4 - Highly Customized and Personal

When you had those boxes of 10,000 brochures in the closet, they all said exactly the same thing. Each and every prospect got the same brochure. If you added a new practice area or partner, the brochures became obsolete.

Now you only need to print 100 high-quality pieces for each practice area. Why not print a little more of the more general "evergreen" brochure and supplement with highly specific marketing collateral customized for each target market? Or even each prospect?

Trend #5 - Print on Demand

Orders used to take weeks to process and deliver. You had to do a bit of pre-planning in order to make sure your supplies did not run out before you received your order.

Now, many specialty printers like us offer the ability to place an order 24/7 via custom online ordering portals. You choose what to print, when to print, and how fast you want it. You maximize storage space since you don't have to store the 1000's of materials like letterhead, envelopes, brochures, etc. You order only what you need and it's delivered according to a pre-arranged time schedule, sometimes within 24 hours or less.

Trend #6 - E-commerce

Have you ever remembered you needed to place an order and it was 5:30 pm? Too late to call now.

Today, firms are provided a custom online portal with access to a secure document library to conveniently place an order at anytime. Firm documents can be viewed, proofed, approved and ordered in a matter of seconds.

Trend #7 - Branding Consistency

There was a time when each local office would print their stationary or marketing materials at the corner printer. Marketing and branding wasn't taken as seriously back then.

Now image is critical. And consistency in image maintains branding integrity. The way to control branding integrity is with centralized control over printing of the firm's branded materials. With one printer, the colors and images presented can be controlled and consistent.

Trend #8 - Interactive Print

Until recently, we viewed the print and digital worlds as separate and competing avenues of communication.

Using currently technology like QR codes, Purls (personalized URLs) and even AR (augmented reality), you can make static printed pieces interactive. Use the printed piece to drive your prospective clients online to the more specific information they are seeking.

Trend #9 - More Creativity

The basic printed items of a law practice have remained relatively unchanged for a hundred years. Conservative and noble...yes. Boring...yes.

With the increased focus in legal marketing and most of the marketing directors coming from non-legal fields, we are seeing the creativity. New ideas and new ways of impacting prospective clients with creative marketing is changing the way print and promotional products are delivered and used.

Put these trends to work in your law practice to more effectively engage prospects and clients and better control how marketing dollars are spent.

THE BEST PROCRASTINATION ADVICE YOU'RE NOT TAKING

I am a world-class procrastinator. If there were awards or black belt levels of expert procrastinators, I'd be the Bruce Lee of procrastination. I'm just that good.

One time I heard that 80% of what you worry about never comes to pass. So all that worrying was wasted time and effort. That theory carries over in that, if you can put off 80% of your tasks, eventually most of them won't need to be done or will be done by someone else. Sounds pretty good, right? Unfortunately, it doesn't actually work that way and can cause quite a few additional problems along the way.

So I had to get better. Being self-employed mandates you must be more productive and self-motivated to succeed. It didn't happen overnight but over the years I've become, what I call, a "productive procrastinator."

Like many, I still procrastinate in many areas. So this is not advice because I have it all figured out. This is advice because I, myself, struggle with these exact things. So here are a couple areas I find particularly challenging and what to do about it:

1)  Don't check email first thing in the morning

I must admit this is very, very difficult. If we have our phones with us, we have email with us. Doesn't matter where we are at or what time of day. And it makes it even more difficult since we like to check other phone apps first thing in the morning.

  •         When I turn off the morning alarm on my phone, I am tempted to check email.
  •         When I check the weather forecast, I am tempted to check email.
  •         When I listen to a podcast each morning, I am tempted to check email.

The more we depend on our phones, the more tempting it is to check email. I even negotiate with myself that I'm only going to check but not act on any of the emails. And it's usually a downhill spiral after that. I'll see one thing I want to do "real quickly" and then another and another. You know what I mean, it's happened to you too.

What to do:

Not every job permits this, but on some level we can all commit to a NO EMAIL rule before a certain time each day. My rule is 9:00 am. Sometimes if I'm having a particularly good start to the day, it may be OK to check it at 8:30 am. But if we can focus on other high priority tasks BEFORE we let email dictate our day, we can get a jump start on the items we are procrastinating. Email is a big excuse for why we have not "had the time" to get around to it.

2)  Eat that frog

Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.
— Mark Twain

We all have that annoying task we avoid any way we can. It may be checking email, making phone calls, walking around, it doesn't really matter. We make up excuses to avoid it.

The idea behind this is that when you tackle the big, hairy, ugly thing you most hate to do; and do it first thing in the morning, you will feel so relieved and have a huge sense of accomplishment. You will feel like a champ the rest of the day and be able to tackle anything that comes your way.

What to do:

Ask yourself: What's my frog? You must do this the day before or during your morning routine BEFORE you get your day started. It works best if you have your "frog" scheduled to begin at a specific time, say 8:30 am. This could be a larger project and it may take a few days to "eat your frog." Or, your "frog" might change every day.

3)  Have a morning routine

This is an area where I'm getting much better.  This would differ for everyone but would certainly include the morning hygiene and breakfast ritual. It's what you do before, after and during this time that can either prepare you for the day or create additional chaos. With a plan, the day begins smoothly without your spouse standing over top of you yelling "CLEAR" and jolting you awake with 1000 volts. We've all started a day like that and realize it's not the best way to kick off a productive mindset.

A consistent daily routine allows time to your mind to begin working on your day at a "creative" pace. You may exercise, run, walk, read, listen to music or podcasts, watch the news...any of which can help you get your game face on. 

What to do:

First, give yourself plenty of time. Pick some activities that not only prepare you for the day, but you enjoy and look forward to them. Personally, I like listening to my favorite podcasts. This gets my mind thinking creatively and is very enjoyable. Start small and keep it simple. Stay consistent and add to or experiment with other activities and see how they affect the start of your day and overall productivity.

Conclusion

What are your thoughts on productivity and procrastination? Struggles with email? Either being overwhelmed by it or the "impossibility" of avoiding email first thing in the morning? Do you "eat a frog" regularly or have a morning routine?

 

WHY CHOOSE NEWSLETTERS?

When it comes to business marketing outreach tools, it just doesn't get much more respected than the newsletter. In fact, some even describe the newsletter as the perfect intersection of tradition and technology.

Indeed, it's hard to top a well-designed newsletter that's filled with useful, relevant information and thoughtful graphics and images, especially when it's printed on attractive paper. A well-done newsletter simply screams "high-quality," an impression that rubs off on the firm that distributes it.

The newsletter's history itself is inextricably entwined with commerce and marketing. Let's delve into the background of this classic marketing tool -- and explore the new ways that newsletters meld tech and tradition.

Newsletters: The Early Days

Historians believe that the first newsletter was created in 1538, decades before the advent of newspapers, but the first documented newsletter appeared in England in 1631. Titled "The Continuation of Our Weekly News from Forrain Parts," this newsletter disseminated news of happenings in foreign lands.

Across the pond in the New World, the "Boston News-Letter" made its first appearance in 1704. Many other newsletters followed, and the medium grew popular through the 18th century. By the mid-1800s, many newsletters had morphed into newspapers, a trend that continued until the 1900s.

In the early 20th century, businesses sought a new way to communicate with their customers, stakeholders, and other businesses. Though they'd long been placing ads in newspapers, companies needed a way to disseminate long-form information. Newsletters filled this gap.

The first business newsletter is believed to have been published in 1904. Known as the "Babson's Report," this newsletter provided financial and investing advice. It was soon followed by the "Kiplinger Letter," which provided business and economic forecasting trends. It still does today.

These early newsletters generally consisted of a single, typeset page that read like a letter from a financial institution to potential investors. Over the next decades, the trend continued to grow as businesses recognized the power of newsletters to build a customer base, serve as cost-effective advertising tools, and improve brand loyalty.

By the 1930s, the corporate newsletter craze was in full swing. A range of industries, from fashion to finance to farming, embraced this powerful marketing tool as a way to drive sales. In some cases, the newsletters themselves were used as moneymakers; for instance, paid subscriptions to stock market tip newsletters still exist today. In most cases, however, marketers realized the value of newsletters in building relationships with customers.

The Rise of Relationship Marketing

For decades, newsletters have been used as an essential tool in what's known as "relationship marketing," a method that emphasizes developing loyalty, retention, and long-term relationships by providing clients with solutions and information they actually need and can use. In today's marketing world -- which sometimes feels like it's characterized by an overwhelming amount of digital noise -- the classic printed newsletter stands as the iconic relationship marketing tool.

Why? The newsletter offers a level of practicality and usefulness that customers value, especially in an age of "interruption marketing." Consider that the newsletter:

  • offers practical, relevant information that clients can actually use; in other words, they see the newsletter as a benefit.
  • is long-lasting; unlike a TV or banner ad, the newsletter can be perused at a person's leisure, placed on their desk, and taken up again when the time is right.
  • provides credibility in a way that only printed materials can.
  • melds seamlessly with digital marketing by complementing online campaigns and pointing customers to websites.

As evidenced by its long, rich history, the newsletter is here to stay. Are you taking full advantage of this powerful marketing tool?

CONTENT MARKETING: 7 NON-LEGAL RESOURCES FOR LEGAL MARKETING

Bates_ad.jpg

In the game of marketing in general, the legal industry is still considered the new kid on the block. It's only been since the mid-1970's that lawyers have been allowed to use more than a business card and letterhead.

For 70 years, bar associations banned nearly all forms of attorney advertising. The bar thought advertising was unprofessional for such a "noble profession" and would cause unnecessary lawsuits and drive up fees.

LEGAL ADVERTISING

But thanks to John Bates and Van O'steen, a couple of Arizona renegade lawyers advertising "Legal Services at Very Reasonable Rates" (see advertisement above), and challenging the status quo, the Supreme Court ruled advertising was subject to First Amendment protection. And this was the birth of legal marketing.

Watching the evolution of lawyer advertising 35+ may have many re-thinking the ban. With the abundance of "look-a-like" yellow page ads and late night personal injury attorney TV commercials, seems the "noble profession" has attracted many shady characters.

So how can a lawyer be different?

Today all the buzz in legal marketing is about the Internet. Social media and banner ads are the new billboards and bus benches. And online lawyer directories are the modern-day yellow pages. 

But what's effective?

It's debatable when the actual "birth" of content marketing was but in 2008, content marketing was certainly defined:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action.
— Content Marketing Institute

Since 2008 it has gained a foothold as one of the most effective ways to build a reputation of trust.

Why should you care and invest valuable time in content marketing?

  • To build TRUST with your target client - When you provide valuable information on a given subject, you earn the trust of those reading your content. And it goes without saying, NO TRUST, NO CLIENT.
  • To gain TRAFFIC to your website - You can't "game" Google. It knows all the SEO trickery. But the more content you create, the more search visibility you will have - guaranteed.

The following resources will help anyone learn why content marketing is important for legal marketing and how to get the most out of it.

1.  WHAT IS CONTENT MARKETING? - Copyblogger's video introduction to content marketing. Start here if you're not sure what what content marketing is.

2.  THE BEGINNER'S GUIDE TO BLOGGING & CONTENT MARKETING STRATEGY - Free e-book on how to create a content strategy, creating an editorial calendar, etc.

3.  CREATING A CONTENT MARKETING PLAN - Joe Pulizzi of the Content Marketing Institute is the leading authority in the content marketing world.

4.  WHAT CONTENT MARKETING CAN DO FOR YOU - 10 content marketing goals worth pursuing.

5.  EXAMPLES OF CONTENT MARKETING DONE RIGHT - The time is now for content marketing. See what some of the major brands are doing.

6.  THE PERIODIC TABLE OF CONTENT - This breaks content types into "elements" and how to use these building blocks into your content strategy.

7.  SELLING THE IDEA OF CONTENT MARKETING TO SENIOR PARTNERS  - 7 content marketing myths debunked.

I hope you find these resources useful. Some links are a few years old but you'll find the information evergreen and still relevant today.

Just for fun, enjoy some sleezy lawyer videos. THESE ARE FOR REAL.

WHY A PRINT NEWSLETTER NEEDS TO BE A PART OF YOUR LEGAL MARKETING PLAN

Print has an unparalleled ability to keep the reader engaged. Yet too few leverage the sensory experience print provides...
— Nenad Senic, Chief Content Officer magazine Feb 2014

I've been hearing "print is dead" for years. The debate continues each year as to whether it's true or not. But in reality, the time has never been better for law firm CMO's to leverage the printing channel.

According to the 2014 State of Digital & Content Marketing Survey released by GreenTarget in association with ALM Legal Intelligence and Zeughauser Group, 77% of in-house counsel finds practice group newsletters the most valuable form of law firm-generated content.


77% of GC’s find practice group newsletters the most valuable form of content
— 2014 State of Digital & Content Marketing Survey

Clients, particularly corporate clients, are feeling the overwhelm from all the email, blog posts and social media updates sent out by law firms. But you can cut through the clutter with a print newsletter.

1. Print Grabs Attention

You've noticed how many fewer magazines, newsletters and postcards you get in the mail these days. Admit it, we pay more attention to our print mail because there is less of it. This creates an opportunity to grab the attention of your clients and prospects.

2. Print Helps Client Retention

Consistent newsletter campaigns deepen existing relationships with clients and enhance client retention. One of the biggest complaints of clients is they feel forgotten. Newsletters can economically nurture the relationship.

3. Print is "New Media"

Social media, online and mobile content are all key elements of the marketing mix today. What excites CMO's is being able to do something different. Look at what is NOT being done. The answer is print. Print is far from dead, it's making a comeback. 

4. Print is "Anti-Social"

Print gives its readers a chance to unplug and disconnect from all the digital noise. A printed newsletter can be read over time in multiple sittings and doesn't demand the urgency of digital. Content can be more in-depth and engaging and in longer format.

5. Print Can Be Interactive

A printed newsletter can support online media. By using mobile technology such as text, QR codes or AR (augmented reality) you can also make print interactive and even enhance the newsletter with video.

75% of law firm marketers do not have a documented content marketing strategy at their firm
— 2014 Digital & Content Marketing Survey

So what's your content strategy? Are printed newsletters part of it? If not, you are missing out on the content 77% of in-house counsel is looking for.

TOP 5 TV LAWYERS and NONE ARE PERRY MASON

Never lost, Never will. - Denny Crane

Some of the best shows on television are shows about the law. Over the years, I've been addicted to many of them. Most recently, Suits is my can't miss series. I was late comer and didn't start watching until late in Season 2, but with the beauty of free viewing on Amazon Prime, I got caught up in a hurry before Season 3 started.

There are also some phenomenal lawyers on the big screen, such as John Milton (Al Pacino) and Kevin Lomax (Keanu Reeves) in The Devil's Advocate. (1997). But all of this got me to thinking just how many popular TV and Movie Lawyers there have been.

Here are a few of my favorites: 

1.  Harvey Specter - Suits

Harvey Specter is known as "the best closer in New York City" and is finally a named partner in Pearson Specter. Know for his depth of knowledge of movie quotes and a love for jazz, he always finds a way to win. Motto: "Don't play the odds, play the man."

2.  Denny Crane - Boston Legal

Denny Crane claims to be one of the greatest attorneys to ever live. He is the founding partner of Crane, Poole & Schmidt. Although his skills as a litigator and reputation as a rainmaker have diminished due to age and a struggle with senility, he still holds a 6043 - 0 won/loss record.

3.  Arnie Becker - LA Law

L.A. Law (1986) was one of my original favorites. Arnie Becker was a stylish, opportunistic divorce lawyer who took the client-attorney privilege way too far. But Arnie was hard not to like.

4.  Saul Goodman - Breaking Bad

Saul is a criminal lawyer and is the kind of guy who "knows a guys who knows a guy." Saul has his office in a strip mall and runs late night TV commercials telling potential clients they'd "Better Call Saul."

5.  Jackie Chiles - Seinfield

Only on Seinfeld for two season, Jackie Chiles parody of Johnnie Cochran is unforgettable. His use of vocabulary with Cochran-like enunciation is hilarious. 

So I'm sure you have your favorites as well. Who would make your list? 

FRIDAY 5: NEWS YOU DON'T WANT TO MISS (04-25-14)

For your reading and educational pleasure, here's your weekly brief of can't miss articles I found and tweeted as I trolled the interweb. 

1.  Meaningful Productivity: The Agile Results System

This is a brief overview of productivity system that I have started using personally.

2.  Branding & Storytelling Help Lawyers Keep Clients

Fresh from #Lawyernomics conference in Vegas, this article is from Peter Shankman's (HARO) keynote speech. @VictorLi_ABA

3.  Survey: Large Law Firms Are Confident. Should  They Be?

Earlier this month, Citi Private Bank Law Firm Group released its Managing Partner Confidence Index, which polled 79 managing partners of large law firms and asked how they were feeling about the coming 12 months. @ThomsonReuters

4.  Profit Pressure Prompting Firm Leaders to Swing Ax

Since the start of the year, seven prominent firms have cut their nonlawyer payrolls. @AmericanLawye

5.  Would You Pass a Trust Account Audit?

A mismanaged trust account can mean big trouble. But most lawyers have received little or no training. @PeggyGruenke @Attyatwork