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BRAVERY IN BRANDING
How to put
teeth in your
messaging
without
getting bitten
Legal Marketing Association
Southeast Chapte...
Old paradigm
New paradigm
vs.
Read a blog
Read about the
firm on Connect, Legal
OnRamp, LinkedIn
Call a colleague
Do a Google
search
―We’ve gone from being
exposed to about
500 ads a day back in
the 1970’s to as many
as 5,000 a day today.‖
Yankelovich Con...
Blogs
Website
Proposals
Firm Ads
Trade
Shows
Umbrellas
Contact
with
Attorneys
Phone
System
Understand
All Your
Touch Point...
Map your firm’s touchpoints
with prospects
Unidentified
Prospects
Second
Meetings
Initial
Meetings
RFP
Responses
Beauty
Co...
Mapping your firm’s
touchpoints with prospect
• What are the touch points for each of these
types of encounters?
• What is...
Some practical
and brave ideas
Idea 1:
Kill the
passive
voice.
Enemies of
powerful writing
• Representation
• Assistance
• Development
• Implementation
•...
Writing in a passive style
adds 30% more words but
not more meaning.
Idea 2:
Scrub your
home page.
Don’t misuse
valuable real
estate.
Typical law firm home page
ABC Law Is Pleased to Announce the Relocation of
Our Alabama Offices
ABC Law Advises Hester Oil...
Stronger home page mix
5 Employment Cases That Should Scare You
Joe Biden, Former FDA Deputy, Joins Firm, Bringing Deep
FD...
Idea 3:
Stand out,
don’t blend in
Blending in
ABOUT US
Whether large or small, our clients know they can
depend on us to understand their business and
creat...
Standing out
ABOUT US
―Every company has unique challenges – competitive
threats, financing needs, sticky contracting issu...
Blending in
Our attorneys and advisors have experience in
virtually every area within the legal profession.
Utilizing the ...
PRACTICES
Blending in
ABC Law Litigation & Trial group is recognized as one of the most
preeminent in New England and is c...
PRACTICES
Standing out
We take the tough cases—
the make or break cases where companies,
careers, and reputations are ridi...
Blending in
[Lawyer’s] practice is concentrated in representing secured
and unsecured creditors, creditors' committees and...
BIO
Standing out
Whether she’s working on a $1 billion or a
$10 million deal, [she] is one of those rare
lawyers who can e...
Idea 4:
Write for
the
scanning
reader
People don’t read anymore
― ‖– Steve Jobs
Short, direct, call to action
Thought leadership Quick links;
buckets should
be flexible
What works.
• A hierarchy in copy
• Bolded words in a sentence
• Larger words
• Fewer words
• Sidebars and pull quotes
• S...
8 = 8 years of formal education
Fog Index:
equates to years
of school you
need to read a
paragraph
Gunning Fog Index calculates:
1. Sentence length
2. Number of three syllable words
3. Total number of words
Copy and paste...
Idea 5:
Pull Quotes
Engage and
breakdown walls
of words.
The rules.
• Not too long; one sentence is best
• It should be a big thought
• A major trend
• Or a call to action
• Contr...
Idea 6:
Use the
power of
headlines
1. Energy and Environmental Bulletin: EPA
Proposes New Regulation To Decrease
Amount of Phosphorus and Nitrogen
In Florida...
Headlines typically
buried at the end.
―A Momentous Step to Shrink the
Contracting Gender Gap: SBA
Strengthens Women-Owned...
These ads
stand out, but
is it for the
right reason?
Idea 7:
Go out on
a limb
Idea 8:
Curate
Content
Have a point of view.
• Propose solutions
• Forecast
• Highlight trends
•Create subheads for easy scanning
– What is at ri...
Idea 9:
Be
provocative
See color as a tool
Royalty free Hell
Be provocative
Meeting Hart-Scott Rodino Threshold For
Non-Reportable Transactions Is Not Always a
Guaranteed Safe Harbor
The Hart-Scott-...
―In a crowded marketplace,
fitting in is a failure. In
a busy marketplace, not
standing out is the same as
being invisible...
Elonide Semmes
207 450 0045
esemmes@righthat.com

BRAVERY IN BRANDING: How to Put Teeth in Your Messaging Without Getting Bitten
BRAVERY IN BRANDING: How to Put Teeth in Your Messaging Without Getting Bitten
BRAVERY IN BRANDING: How to Put Teeth in Your Messaging Without Getting Bitten
BRAVERY IN BRANDING: How to Put Teeth in Your Messaging Without Getting Bitten
BRAVERY IN BRANDING: How to Put Teeth in Your Messaging Without Getting Bitten
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BRAVERY IN BRANDING: How to Put Teeth in Your Messaging Without Getting Bitten

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Most firms understand they are competing in a crowded marketplace. Yet many continue to send watered-down messaging that makes them blend in rather than stand out. Differentiation comes from having the guts to communicate your firm's authentic value, and to communicate it in a different way. Style is as important as substance. That is how you get noticed. And more importantly, how you get remembered. But just being brave isn't enough. There have been enough Twitter fiascos to prove that. You have to be smart, too. We'll discuss strategies for choosing the right risks to take so you get remembered for the right reasons.

For more visit www.righthat.com

Published in: Marketing, Business
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BRAVERY IN BRANDING: How to Put Teeth in Your Messaging Without Getting Bitten

  1. 1. BRAVERY IN BRANDING How to put teeth in your messaging without getting bitten Legal Marketing Association Southeast Chapter May 6, 2014
  2. 2. Old paradigm New paradigm vs.
  3. 3. Read a blog Read about the firm on Connect, Legal OnRamp, LinkedIn Call a colleague Do a Google search
  4. 4. ―We’ve gone from being exposed to about 500 ads a day back in the 1970’s to as many as 5,000 a day today.‖ Yankelovich Consumer Research
  5. 5. Blogs Website Proposals Firm Ads Trade Shows Umbrellas Contact with Attorneys Phone System Understand All Your Touch Points LinkedIn Sponsorship Ads Media Twitter Thought Leadership Contact with Staff Bills and how they all connect Correspondence
  6. 6. Map your firm’s touchpoints with prospects Unidentified Prospects Second Meetings Initial Meetings RFP Responses Beauty Contests
  7. 7. Mapping your firm’s touchpoints with prospect • What are the touch points for each of these types of encounters? • What is value-added about each encounter? • What is the same about each touch point? • What is different from any other firm?
  8. 8. Some practical and brave ideas
  9. 9. Idea 1: Kill the passive voice. Enemies of powerful writing • Representation • Assistance • Development • Implementation • Utilization • Requirement • Concentration
  10. 10. Writing in a passive style adds 30% more words but not more meaning.
  11. 11. Idea 2: Scrub your home page. Don’t misuse valuable real estate.
  12. 12. Typical law firm home page ABC Law Is Pleased to Announce the Relocation of Our Alabama Offices ABC Law Advises Hester Oil in Relation to the Development of a New Hydrogen Production Unit at Georgetown Refinery, Portugal ABC Law Expands Labor and Employment Practice ABC Law Grows Health Industry Practice with Addition of Former FDA Deputy, Joe Biden, to the Firm’s DC Office
  13. 13. Stronger home page mix 5 Employment Cases That Should Scare You Joe Biden, Former FDA Deputy, Joins Firm, Bringing Deep FDA Regulatory Insight Should You Have Clarity in a Master Service Agreement? Done Deal: Advised Hester Oil in $100 Million Financing for Largest Hydrogen Production Plant in Europe Limiting the Liability of Heartbleed Damage
  14. 14. Idea 3: Stand out, don’t blend in
  15. 15. Blending in ABOUT US Whether large or small, our clients know they can depend on us to understand their business and create solutions that address their specific needs. It is our business to know and understand our clients, their business, their current needs, and their future plans. We focus on building lasting relationships with clients and gaining a thorough understanding of our clients' businessesand industries.
  16. 16. Standing out ABOUT US ―Every company has unique challenges – competitive threats, financing needs, sticky contracting issues— to name a few. Our job is to help remove some of the pain. We work diligently to provide companies frank and straightforward advice. Our style is to never belabor a legal point for the mere intellectual challenge or just because we prefer to win. Rather, we stay hyper focused on…‖
  17. 17. Blending in Our attorneys and advisors have experience in virtually every area within the legal profession. Utilizing the multidisciplinary skills of these attorneys, the firm is able to provide full-service legal assistance to individuals and businesses in a full range of industries. [The firm’s] attorneys handle a diverse range of mattersin more than 30 areas of practice and several additional sub-practices. PRACTICES
  18. 18. PRACTICES Blending in ABC Law Litigation & Trial group is recognized as one of the most preeminent in New England and is comprised of some of the most experienced and successful litigators in the region. We are alumni of several national firms, a former Massachusetts Supreme Judicial Court Justice, a former Department of Justice prosecutor, and a past President of the American Bar Association. We are frequently sought out by peers, publishers, and audiences for our knowledge and advice on developments in the law. We have also been recognized for excellence by national ranking firms such as Chambers & Partners, Best Lawyers, and Super Lawyers. Our litigation practice encompasses the full range of disputes.
  19. 19. PRACTICES Standing out We take the tough cases— the make or break cases where companies, careers, and reputations are riding on the result. True to our roots as trial lawyers, we relish the courtroom battles. Still, whether we go to trial, settle, or just make the problem go away, what matters is obtaining the best results for our clients.
  20. 20. Blending in [Lawyer’s] practice is concentrated in representing secured and unsecured creditors, creditors' committees and Chapter 11 debtors. He has extensive experience in bankruptcy litigation including relief from the automatic stay, adequate assurance issues, preferential and avoidable transfers, and plan and disclosure statement approval. [Lawyer] practices in the area of litigation with a focus on bankruptcy. She represents businesses in court when necessary and through alternative dispute resolution where possible regarding a number of bankruptcy-related issues, including valuation, adequate protection, lift stay rights, reorganization objections, non-dischargeability claims, bad faith filings, assumption of lease and executory contract questions. BIO
  21. 21. BIO Standing out Whether she’s working on a $1 billion or a $10 million deal, [she] is one of those rare lawyers who can explain in plain English how complicated tax rules will affect her clients’ business goals. With a steadfast focus on achieving these goals, she helps execute her clients’ transactions in the most tax-efficient manner possible. This is a talent [she] has nurtured over nearly two decades as a tax lawyer, navigating everything from straightforward stock purchases to the most complicated transactions and structures.
  22. 22. Idea 4: Write for the scanning reader People don’t read anymore ― ‖– Steve Jobs
  23. 23. Short, direct, call to action Thought leadership Quick links; buckets should be flexible
  24. 24. What works. • A hierarchy in copy • Bolded words in a sentence • Larger words • Fewer words • Sidebars and pull quotes • Short sentences to break up long thoughts • Shorter paragraphs
  25. 25. 8 = 8 years of formal education Fog Index: equates to years of school you need to read a paragraph
  26. 26. Gunning Fog Index calculates: 1. Sentence length 2. Number of three syllable words 3. Total number of words Copy and paste your text into the box below. Make sure you use complete sentences. CALCULATE
  27. 27. Idea 5: Pull Quotes Engage and breakdown walls of words.
  28. 28. The rules. • Not too long; one sentence is best • It should be a big thought • A major trend • Or a call to action • Contrast with text
  29. 29. Idea 6: Use the power of headlines
  30. 30. 1. Energy and Environmental Bulletin: EPA Proposes New Regulation To Decrease Amount of Phosphorus and Nitrogen In Florida’s Freshwater Lakes, Rivers, Streams, Springs and Canals Which headline do you prefer? 2. EPA Steps in with New Regs to Improve Florida’s Freshwater
  31. 31. Headlines typically buried at the end. ―A Momentous Step to Shrink the Contracting Gender Gap: SBA Strengthens Women-Owned Small Business Program‖ ―Idaho University Hit with $400,000 in HIPPA Fines For Sloppy IT Practices‖
  32. 32. These ads stand out, but is it for the right reason?
  33. 33. Idea 7: Go out on a limb
  34. 34. Idea 8: Curate Content
  35. 35. Have a point of view. • Propose solutions • Forecast • Highlight trends •Create subheads for easy scanning – What is at risk – Who is impacted – What industries – Action needed
  36. 36. Idea 9: Be provocative
  37. 37. See color as a tool
  38. 38. Royalty free Hell
  39. 39. Be provocative
  40. 40. Meeting Hart-Scott Rodino Threshold For Non-Reportable Transactions Is Not Always a Guaranteed Safe Harbor The Hart-Scott-Rodino (“HSR”) Act contains a requirement that a transaction that is under the regulatory threshold which is currently $75.9 million is not required to be reported in advance to the Department of Justice or Federal Trade Commission. To report, or not to report? That is the question! Just because a proposed transaction does not have to be reported in advance to the Department of Justice or the Federal Trade Commission, because it is under the $75.6 million threshold, you are not out of the woods. In fact, you should be losing sleep. Here’s why.
  41. 41. ―In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.‖ – Seth Godin
  42. 42. Elonide Semmes 207 450 0045 esemmes@righthat.com


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