Monday, October 27, 2003

Holiday cards are a great way to contact your past and present clients, judiciary, referring counsel and colleagues, friends and family. However, it is very important to stand out from the crowd. Take the time to hire an independent graphic artist or direct marketing consultant to design a card that tells your story. Every law firm has a story - why not own it. And why not send a card for Thanksgiving or the New Year rather than during the traditional "Christmas" season? Think differently than all the rest and your card will stand out from the crowd.

Sunday, October 12, 2003

A letter to the editor is a great way to garner media attention in your area of expertise. Send letters in response to articles that are relevant to your practice area. Make sure you have an actual opinion about the article and why you are responding. Do you have a different solution to the problem under fire or do you have a different experience that you'd like to share. Send your letter within a week of the original publication and follow up with a telephone call to make sure it was read. Position yourself as the expert and you will be perceived as an expert - even in states like Pennsylvania were attorneys cannot call themselves experts . . .

Thursday, October 02, 2003

When speaking to the media, writing a press release, or talking to a jury, I always tell my clients to keep it simple. Speak in soundbites. Write at a 7th grade level. Talk to the jury not the judge. And so this morning, I was listing to Zig Zigler's "See You at the Top" during my morning commute and he reconfirms my message. He says we must remember, "there are only three pure colors but look what Michaelangelo did with them. There are only ten digits but look what Einstein did with them. And there are only seven notes but look what Bethtoven and Chopin did with them." His point is well taken! He then reminds us that the most notable speech in American history, the Gettysburg Address, only had 272 words - most of which are one sylabol. Now that's good writing! - Gina Rubel

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