putting the FAN in evangelism – spreading your messages by daring to share what you are a FAN of
Have you found your crossroads or intersection?
Are you familiar with the concept of crossroads/intersection in business success?
If you are interested in keeping up to date about the racial changes in the legal industry (especially how law firms market themselves) I firmly recommend the US website Great Jakes. (link at the end of this post)
Yeah – but what’s this got to do with crossroads?
Through Great Jakes I found a fantastic examples of lawyers finding and harnessing their CROSSROADS to build business.
This US Law Firm web deign business and blog led me right back to a great example in Australia – a progressive law that’s harnessing the concept of crossroads/intersection – as well as lots of other modern legal marketing techniques.
I am in no way associated with Great Jakes – yet I am a big fan and very grateful to them.
I carefully and regularly analyze their site and blog and they plugged me into major developments around the world – to see many of the latest best practices (in both meanings of practices)
I love the Great Jakes confident and often contrarian style! Their Thought Leadership is brilliant and insightful and even entertaining (in my learned opinion). I use that old legal expression a lot – often with tongue firmly planted in cheek – not trying to sound too opinionated!
I’ve mentioned in previous posts that I am a real legal marketing and legal website “nerd”. I love this stuff!!
I love this area because it’s at the crossroads of my experience – as a lawyer turned journalist and business communications consultant.
One of my heroes Steve Jobs spoke about the concept of business success and crossroads – where your areas of professional expertise or your work and your passion intersect.
The Apple success came from being at the crossroads of technology and the liberal arts. Apple products are positioned as more than just pieces of technology.
Here are his actual words – he used the above image and the word “intersection”.
“The reason that Apple is able to create products like iPad is because we always try to be at the intersection of technology and liberal arts, to be able to get the best of both.”
Anyway, you get the idea. That’s the reason I love the area of modern legal marketing so much and why I’m such a legal marketing nerd who carefully analyses every little detail (bios, profile photos, fonts and colours…and even how firms write disclaimers.
I love this stuff – because it’s at my crossroads/intersection between
The big and radical trend of CROSSROADS transforming the business of LAW and other professions!
One of the big trends I am noticing in modern legal marketing and professional marketing in general is finding and harnessing “YOUR” crossroads.
Find out the crossroads between different areas in your life whether it’s different areas of your expertise OR (if you are lucky) the crossroads between your business and a personal passion.
Now I know the idea of crossroads is often associated with having to make a choice – when you come to a crossroads – do you go this way or that way?
The Steve Jobs approach to crossroads is to position yourself at your crossroads – the intersection between your different skills – or between your professional skills and personal passions. You could also call it – your sweet spot!
Now, back to that Great Jakes site and modern legal marketing.
More and more lawyers are starting to find business success by finding (and marketing) their sweet spot, their crossroads.
As well as showcasing their professionalism, progressive lawyers are daring to show their passions and personal interests and talents and dare I say it – some personality.
Yes – shock, horror! – some lawyers DO have personality – it’s just been professional and “good for business” to keep personality compartmentalised away from their legal work.
The more modern trend is to blend professionalism and passions and personality!
Remember: Professionalism + Passions + Personality
In the competitive legal market, lawyers are working harder to:
Firms can achieve these objectives by sharing Professionalism + Passions + Personality
Now, I imagine some more mature lawyers may be spitting out their tea or coffee (or fine red wine!) as they read this!
In the US they call this moment a coffee spitter or a cornflake choker! In the UK it’s called a marmalade-dropper!
It’s a radical change from the old days (pre-GFC!) when lawyers could just focus on the law rather than having to worry about all this “other stuff”. This “other stuff” can be easier for younger lawyers and more mature lawyers who “think young”!
If YOU want to stay up to date with many of the radical changes in the legal business world – Great Jakes is a brilliant site.
Also, check out this following site for Marque Lawyers.
It was through Great Jakes that I found that one firm leading the way in radical thinking and website design and differentiating and daring to show personality was actually right here in Australia. – Marque Lawyers in Sydney.
Just look at how they show their lawyers and support staff on their website. Very different from the usual lawyer in suits in the office photos!
Caveat: Some clients will prefer the standard suit in the office shots – but for Marques clients and business the fresh new approach is clever (in my learned opinion!)
Marques lawyer bios are “legendary” in modern legal marketing circles!
Mind you, Marque is a smaller, more nimble firm with a managing partner who wanted to be radically different from the huge firms he’d worked for in the past. It sounds like he found his crossroads!
The firms “tagline”/”slogan” is:
law, done differently
– and the website certainly projects that brand. It IS (in my learned opinion – a common legal expression!) delightfully different. See what you think.
Now, the style may be a bit too progressive for some lawyers – but I think their approach is strategic in attracting and maintaining clients with or aspiring to have a similar brand.
I think the firm of Marque Lawyers is positioning itself for the future as new business leaders emerge and become the major decision makers at huge organisations. They look all cool and casual and rebellious – and they are – but there’s long-term strategic positioning behind their choices!
I’ll write a future post about the Marque Lawyers radical approach. They’ve been getting lots of international attention and the links are here:
Warning – the Marque approach may be a shock to some lawyers and perhaps cause palpitations especially their cavalier and colourful and very amusing approach to disclaimers.
I told you I was a legal website nerd! – I even read the style of disclaimers and was so keen to see how Marque wrote disclaimers. Very naughty – very cheeky – very human and engaging!
Enjoy…and good luck in finding YOUR crossroads!
Oh – and here the link to Great Jakes and links to other great US legal marketing site site that thinks the Marque example is leading the world.
So who is writing this?
Hi, I’m Tony Biancotti and I’m a lawyer turned journalist and business communication consultant.
Sure, I can be an over-enthusiastic “nerd” when it comes to business communication – but I get lots of feedback that people like my enthusiastic knowledge of and passion for the power of words and images and techniques of engaging people.
I will share with you practical and easy-to-apply tips I’ve gathered over many years working as a:
I’m also a very busy dad and husband juggling my work and travel with family life and our two wonderful kids – Orlando and Cleo.
I’m based in Brisbane, Australia – and regularly travel for work throughout Australia and Asia-Pacific.