As a part of the Legal Marketing Association’s partnership with Above the Law, each month we’re here to share a roundup of insights and intel from Strategies & Voices, the online trade journal dedicated to the craft of legal marketing.
Articles in this edition help legal marketers empathize with clients’ buying motivations, collaborate across practice areas, and understand the political climate surrounding DEI programs.
What Do Law Firm Clients Really Want? A Fresh Look at Client Motivations
Understanding client motivations is key to shaping valuable and effective legal services. Beneath the Service: What Law Firm Clients Really Buy explores how law firms can create offerings that align with the underlying goals driving client behavior.
The article introduces four primary client motivations — control, belonging, mastery, and exploratory curiosity — and their corresponding goal facilitators: markers of progress, tools and skills, allies and friends, and agents of change. Successful client relationships hinge on understanding these motivations and leveraging value activities that meet their needs.
Cross-Firm Collaboration: Setting Up for Success
Cross-selling is an exceptional tool for increasing client revenue and “stickiness,” but it must be done with an approach that takes into account both client goals and firm realities.
In the podcast episode Collaborate to Elevate: Enhancing Client Service Through Cross-Firm Relationships, four legal marketers share how to structure strong internal partnerships, communicate effectively and keep client needs at the forefront.
Debates About DEI
Amid the presidential election, the topic of diversity, equity and inclusion became a hot-button issue.
In the podcast Merit, Identity and Leadership: Is DEI Under Siege?, a panel discusses both the backlash and support surrounding DEI initiatives, as well as the broader implications these conversations have in our law firms and daily lives.
Do you have a compelling case study about your firm, or marketing insights to share? Share your ideas with Strategies & Voices today.
Katherine (Katie) Hollar Barnard is the managing partner of Firesign | Enlightened Legal Marketing, a communications agency for law firms and legal service providers. She also serves as co-chair of the LMA’s Strategies & Voices editorial committee.
