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Articles, Presentations and Books
Articles
25 Questions – A Client/Law Firm Checklist
This questionnaire will provide the full scope of a client's immediate and future legal needs, and help determine if and how providing legal services to a client is strategic to your firm.
The Firm vs. The Lawyers
Promoting an entity or the individuals isn’t an either/or proposition; both need to happen. Lexpert, November/December 2012.
12 Questions – A Personal Checklist for Business Development
This checklist helps create a do-able business development action plan. It was designed for a Law Society of Upper Canada CPD-accredited presentation for women lawyers at University of Toronto, Faculty of Law, November 2012. The presentation, Marketing and Business Development for Women Lawyers, can be found below.
Name + Reputation = Brand
Nailing down your brand helps determine whether you’ll be remembered, considered, and selected. Lexpert, September 2012.
Social Media Mugwumpery
Are you still on the fence about social media? Maybe you’re a mugwump. Lexpert, June 2012.
What’s in a Name?
Why building a strong brand identity and cleaving to it makes all the difference especially in a changing market. Lexpert, April 2012.
Legal Directories in the Age of Google
Will online marketing make legal directories obsolete? National, February 2012.
How to Be a Valentine
Show your clients some love all year round. Lexpert, February 2012.
Culling Clients
Do you really want the clients and files you’ve got? Culling is critical to getting work you want. Lexpert, November/December 2011.
No Guts, No Glory
No Guts, No Glory means having the boldness to be your unique self. Audacity pays big benefits. Lexpert, September 2011.
Grooming Best Clients
Chasing after new clients is not nearly as important as keeping your best clients happy. Lexpert, June 2011.
Get Smart on Media
Relevant 50-word communications are what clients want - not intellectual showboating. Lexpert, April 2011.
Social Media Mania
Tweeting, blogging, poking, friending and connecting is best taken slowly and after careful thought. Lexpert, February 2011.
Humbug to Holiday E-Cards
Nothing says client care less than an impersonal holiday e-card. Lexpert, November/December 2010
Websites - A Plague of Sameness
Standout sites are in the minority. Break the sameness mold. Lexpert, September 2010
Winning Work You Want
Why and how to say "no" to work that is not in your wheelhouse. Lexpert, June 2010
Deign to Survey Clients
Client surveys result in greater loyalty, new work and referrals. Lexpert, April 2010.
What In-House Counsel Really, Really Wants
Corporate counsel explain what they need and expect from external lawyers. Canadian Bar Association's Practice Link, March 2010; reprinted in The Law Office Management Association (TLOMA) newsletter, May 2010.
Building Trusted Client Partnerships: A Checklist
Proven ways to earn a reputation as a trusted advisor. Canadian Bar Association's Practice Link, January 2010.
Law I.Q.
Mining client data through competitive intelligence grows business. National, April 2009.
Self-Marketing for Lawyers: Bios Mean Business
Effective bios drive business. Shift from “just the facts” to “get the business.” The accompanying presentation can be found below. The Law Office Management Association (TLOMA) newsletter, December 2007.
Marketing Need Not be an Expensive Endeavour
There are numerous ways to bolster a firm's marketing initiatives without blowing the budget. Law Times, November 2007.
Selling Law as a Commodity
Commoditization of legal services is increasing pressure on law firms to reduce their expenditures and costs to clients. Law Times, November 2007.
Going Solo
Establishing a new client base for sole practitioners. Canadian Lawyer 4Students, September 2007.
Time to Ditch the Old Practice Groups?
Developing industry practices signals clients that you have the inside know-how to get work done. Canadian Lawyer, April 2007.
Dare to be Different
Daring to be different means finding your points of difference and unique selling propositions – and using them to distinguish yourself from the competition.
Definitions of Business Development, Marketing and Sales
The terms “business development” and “marketing” are often confused with sales. Discover the difference and how they connect.
If you wish to subscribe to future articles, please send your request to: heather@heathersuttie.ca
Presentations
Marketing and Business Development for Women Lawyers
Develop a personal and do-able business development action plan. This is a Law Society of Upper Canada CPD-accredited presentation for University of Toronto, Faculty of Law. The accompanying 12 Questions – A Personal Checklist for Business Development can be found above.
Website Search Engine Optimization
A presentation to The Law Office Management Association (TLOMA) on maximizing search engine optimization (SEO.) Topics cover strategies and tactics that result in high rankings on search engines, intuitive navigation, writing for the Internet, cross-linking, and how to use rich content and tools to generate repeat visits to your website.
Self-Marketing for Lawyers: Bios Mean Business
A presentation to The Law Office Management Association (TLOMA) on Bio Construction and Personalized Marketing that are key to winning new business. The accompanying article can be found above.
Keeping Clients First
A presentation to the Toronto Intellectual Property Group (TIPG) on attracting clients, why clients leave, and how to grow your business through current clients.
Books
Rainmaking Made Simple by Mark M. Maraia - A how-to guide demystifying the process of building client relationships.
Managing the Professional Services Firm by David Maister – A manual exploring strategic planning, marketing and business development, profit improvement, and effective leadership.
Strategy and the Fat Smoker by David Maister – Insights to do the hard work necessary to turn aspirations into reality.
The End of Lawyers?: Rethinking the Nature of Legal Services by Richard Susskind - An argument that commoditization of legal services combined with information technology will result in erosion or, in some cases, elimination of traditional lawyer jobs.
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