We talk about legal content marketing, the entrepreneurial spirit, and then we visit master marketer and IP law goddess, Autumn Witt Boyd, to discuss how content marketing has transformed her practice.
AI Lawyers & Giving Away The Goods
There are two articles we run down in today’s Hot Take. First up is “10 Lawyers-Turned-Entrepreneurs Creating a Revolution in Law” by Jonathan Marciano https://www.entrepreneur.com/article/295194
Lawyers are leaving the safe and well-paying world of law to build their own fast-growing, tech-first companies. The driver: the need to fix problems and deep inefficiencies encountered in their first career of law. Our favorite out of the group is Chrissie Lightfoot, CEO and founder, Robot Lawyer LISA. She created Robot Lawyer LISA (Legal Intelligence Support Assistant), the “world’s first impartial AI lawyer.” While this is a great illustration of the entrepreneurial approach many lawyers are starting to embrace technology with, it also demonstrates the types of intellectual property and data security they are having to protect, while at the same time making it accessible and marketable.
Article number two is “Giving Away Legal Forms Is Good Business” by Joe Patrice https://abovethelaw.com/2015/01/why-giving-away-free-legal-forms-is-good-business/
Firms are starting to play with the idea of offering free legal forms to build reputation and demonstrate expertise. Also, putting legal documents online allows law firms to maximize potential deal flow at minimal cost. “It’s a scalable marketing move,” explains one attorney responsible for one of the popular sites. “If you have a question [about the documents] you’re probably going to contact us.” This is at the heart of most law firm content marketing strategies – basically, the consumer will DIY it until they are inevitably in over their head, at which point they will contact the firm that provided them the initial free docs.
The Content Marketing Lawyer
Autumn Witt Boyd is an experienced intellectual property lawyer practicing out of Tennessee, helping entrepreneurs grow successful businesses by providing legal strategies that tap the hidden goldmines of IP in their companies. Autumn got her JD from Vanderbilt, she now runs her own practice, she’s on Season three of her own podcast, and she’s an amazing force to be reckoned with, when it comes to legal marketing. After successfully aligning our schedules we are honored to have her on the show.
The Difference Between Business and Busy-ness
In this excerpt from the podcast Jake and Paul talk with Autumn about finding your audience, learning about what works and what doesn’t and finding those profitable clients:
Jake: You know, I think that we’re kind of hitting a stride with a lot of…I just have survey out on Twitter about, “Who asks their clients about law firm owners? Who do you ask for feedback about the experience of their firm?” And it’s crazy. Not a lot of people want to hear from their clients. And, I remember working in a law firm, and being amongst lawyers, and they’re like, “These clients are making my life difficult.” And I was like, “Well, it’s just, I wonder where you buy your pants from, and how you have pants that cover your legs.” Because there’s this give and take. How did you get in there and discover who your most valuable client was? I mean, was it this deep process, or how did you do this? I mean, you’re a success.
Autumn: Oh gosh. It’s been a lot of trial and error.
Jake: Important to know.
Autumn: I’m going to tell you one thing that I’ve done that I think has served me really well, is that I have done a lot of self education outside of the legal world. So, I am in a lot of Facebook groups, and I’ve gone through some online courses, and I’ve read a lot of books that are targeted at people who are not lawyers, because I think lawyers sometimes get a little stuck in, “Well, this is the way we’ve always done it, so this is the way we’re always going to do it, and, you know, we’re hemmed in by all these ethics rules.”
But I like to be more creative, and I like to see what other people are doing. So, I’ve learned a lot from how a photographer markets their business, or how a graphic designer, or you know, somebody in a totally different, still client-centric service based business. What are they doing to reach people? Because they’re not just sitting in an office like a lot of the lawyers do, or just going to lunch. They’re doing really innovative interesting things, and so I think I’ve learned a lot from that, from watching other people in other industries.
Paul: It’s just so cool, and then the fact that you’re honest about, like I went and shook hands, and it was amazing and it didn’t work.
Jake: You got to pay attention to your activities, and I think a lot of people feel busy-ness is business. And as long as I’m just active, you know, I got…
Autumn: You need facts. I mean, last year, so I was in like a networking group that’s kinda like BNI, but it wasn’t BNI. But it’s the same kinda model. We met on a regular basis, we were supposed to be trading leads, and I literally got one client from it, which was not a very profitable client. So, I was like, “I’ve spent all this time and energy that I could have been spending on other things.” And, the result was not great. But if I had been tracking that, you know, it did like you said, I was very busy. I was going to a lot of lunches, a lot of coffees.
Get More Information About Content Marketing For Law Firms
Be sure to listen to the entire podcast episode for more insights and conversation about content marketing strategies and methods of marketing your law firm by providing free resources. If you want more LAWsome subscribe to the show on your favorite podcast platform, and for the latest in legal marketing insights and information be sure to subscribe to the Consultwebs Newsletter here –>SUBSCRIBE<—