Marketing: Lawyers create magazines, books to build credibility, gain clients
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Posted by Senior Account Executive Julia K. Wakefield
As you've read in our previous posts, the public relations game has changed. Correspondingly, so has marketing. In an increasingly competitive marketplace and an age in which Internet presence is king, it's no longer enough to market with brochures and business cards.
Especially in the realm of professional services, where success may depend upon claiming and dominating a niche area of expertise or clientele, many professionals are turning to tools like blogs or publishing their own content in the form of booklets, books, and like our client Ira Leesfield, magazines. In today's South Florida Business Journal, marketing columnist Jeff Zbar discusses ways lawyers are marketing to expand their brand, increase visibility, and build credibility.
Lawyers create magazines, books to build credibility, gain clients
South Florida Business Journal - by Jeff Zbar
Jason Chalik carries a stack of business cards wherever he goes. He has a Web site and a blog, and he speaks at local events – all to build his brand and credibility as a personal injury attorney.
Chalik’s next step in personal branding will be to publish a consumer-focused booklet on what people should do in the event of a vehicular accident.
“The more information you can provide people, the better,” said Chalik, partner at Chalik and Chalik, P.A. in Plantation. “Instead of giving out a business card, telling people about my Web site or running an ad in the Yellow Pages, a book gives more comprehensive information. They will read and digest it, and appreciate the person who has provided it.”
The age of the business card-as-marketing tool is passing, said Paula Black, president of Paula Black & Associates in Miami’s Coconut Grove.
Representative Ileana Ros-Lehtinen for Ira’s receipt of the American Jewish Committee’s Judge Learned Hand Award. Ira is being honored by the American Jewish Committee at an event on Feb.