In a recent ABA article about the benefits of "bold" marketing efforts, LP's video bio project was once again singled out as a positive example of memorable marketing.
Ann Handley, chief content officer of MarketingProfs, delivered an afternoon keynote at the 2016 Avvo Lawyernomics conference in which she encouraged lawyers to be “bigger, braver and bolder" when creating content for marketing purposes. “Bolder doesn't mean edgy or being way at the edge of risk,” Handley said. “Bolder means differentiating yourself through your marketing and how you sound to the folks you’re trying to attract.”
Handley cited several memorable videos created by lawyers and firms, including, Levenfeld Pearlstein, a Chicago law firm that augmented its lawyer biographies page by including videos of each lawyer talking about what was the best piece of advice they’ve ever gotten and what’s the biggest mistake an attorney can make.
“These lawyers don't sound like everyone else," Handley said. "They differentiate themselves through their marketing and through the bigger story they tell."
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