Heather Morse

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I love when someone asks, “What does the Marketing Department in a law firm do?”

We do everything under the five (or are we up to six or seven yet) P’s of Marketing umbrella.

In short, we’re the “Make it Work” department.

My department maintains a task list that we update every couple weeks. It’s amazing how many items are on that list, and how many items get done in the course of a two week period, and all the things we do that never make the list. It’s overwhelming, really, and sometimes I just want to wave that list around and shout, “See??? This is why …,” and you can fill in the blank with just about anything.

During one day recently we were:
Continue Reading Marketing: The “Make it Work” Department

Look, Ma! No Wifi.
Look, Ma! No WiFi.

For those who are friends with me on Facebook you know that I’m in one of those boot camp/transformation gyms. It’s not quite Cross-fit, but you get the idea. I’m working out four days a week, at 5:00 a.m., and during my upcoming 8-week challenge, I’ll be there five days a week.

Today is a “recovery day” for me. My Tuesday lower body workout is really tough. I am wiped out by Tuesday mid-day. My body needed a little extra sleep today (I was up at 5:15 a.m., rather than my usual 4:00 a.m.). I had a slower pace getting ready for work this morning. All in all, I feel refreshed.

Like many of you, I also took a vacation this summer. I prefer that my vacations include a beach, along with an awesome pool with lounge-chair service, because that’s what I find relaxing. I’ve done the “6 theme parks in 7 days” vacations, and I come back exhausted. I need my summer vacation to rejuvenate me. Sure, we took a couple side trips to visit some local sites, but, all in all, we spent a lot of time at the resort.

And isn’t that what recovery days and vacations are about? Rest. Rejuvenation. Allowing our minds and bodies to heal. Taking a well-needed break. Balancing ourselves. Letting go of what we need to let go of.

So why do we fight it?

When it is apparent we need a “mental health day,” we grit our teeth and get into the office even earlier.

Vacations, if taken at all, are planned around WiFi availability.

Sure I checked my email while on vacation, only to delete all the crap that could be deleted, and to forward along the few things to my team that had to be handled. But I was off the grid many a day, and guess what? They did just fine without me.

To give you my best, in the gym or in the office, I need to be at my best. I need my mind clear. My body rested. My spirit whole.

So why do we fight it?
Continue Reading The Importance of Recovery Days and Vacations

Wow. I cannot believe I’ve now spent a full lifetime as a legal marketer. When I started at my first firm, back in 1998, we were just launching 2nd generation websites, and I was tasked to shepherd through this program called InterAction (by InterFace). There have been many changes over the years, and, sadly, too many things that have stayed the same.

So, what have I learned these past 18 years? A lot, I am certain. But rather than make a list, I’ll sum my experience and my job up to this, from “The Great One”:

quotation-wayne-gretzky-a-good-hockey-player-plays-where-the-puck-is-a-11-73-08

And perhaps that is the difference between good and great legal marketers.

When I arrived at my first legal marketing job (it was a job then, not a career), we did good work. By the time I left, we were doing great work, as defined by Gretzky. We were starting to move ahead from where the business model was to where the industry was headed.

And I just kept moving forward, always playing “where the puck is going to be.”

Eighteen years have gone by. I’ve worked at mega firms, regional law, and boutiques. I have been part of a firm that acquired another, and have been on the acquiring end as well. In these 18 years I have had two kids, two husbands, and survived the Great Recession.

As an industry, we know we’re not returning to the “good ol’ days,” and our law firm leaders (managing partners, CFOs, CTOS, CMOs, CHROs) have all joined forces and are out there leading. But will the firms, and the attorneys in those firms, follow us?

I keep reading depressing story after depressing story of how law firms just aren’t moving in the right direction and the doomsday clock of 2020 has started ticking (Law Firm Leaders Still Aren’t Listening (James Bliwas), or Clients to Law Firms: Most of You Still Stuck in the Past (BTI), or Altman Weil’s 2016 Law Firms In Transition (pdf) survey, or Developing legal talent: Stepping into the future law firm (Deloitte), to link just a few.

Sometimes the depressing stories are so overwhelming that I wonder “What am I doing in this industry?”

And then my inner Pollyanna comes out to play.
Continue Reading What I’ve learned in 18 years of legal marketing

political rant

I just had to close my Facebook page. The “debate” and “commentary” of people I actually care for is getting out of hand. Two people are arguing about the George Bush video (I agree with the Atlantic on this one). Others think Ruth Bader Ginsberg is right on, while others think she needs to temper her comments considering her role on the Supreme Court. Some think Trump is the anti-Christ; others thing he is the Messiah. Hillary Rodham Clinton is either the greatest role model EVER, or the most corrupt politician since her husband (or Nixon). And voting for a third party candidate was brought to my attention as being un-American, and will ensure that the person they don’t like might make it into the White House.

Enough already.

I know when you are sitting at home, or in your office, alone, your comments seem pithy and witty. You get lots of likes from those who agree, and some debate from those who don’t, but the majority of us are rolling our eyes and wondering:
Continue Reading Do you really care what I think about the elections?

personal_branding
I promise, my personal brand is not, “I’ve been too busy to blog.” I think I’m going through a process. An evolution. A “what’s next in my life” moment that has lasted for months. I have a lot to say, but I’m not sure HOW I want to say it.

You will often hear me say that deep down, at my core, I’m a writer. But that’s not my brand.

As a writer, however, I have a need to write. But the last few months have me questioning who I am at my core. Not that I am not a good communicator and writer; it’s just not my brand, and I’m trying to get to a more authentic place with who I am. And how am I going to write about anything, if I am not grounded in my core, my brand?
Continue Reading My own personal branding exercise

to do listTo say life has been in session this past year would be an understatement. I’m crazy, stupid busy everywhere. I can’t seem to get to what I want to get to. My mind is constantly swimming with what I need to do next … trying to create the pathway to get done, well, everything.

Nothing has fallen through the cracks, although I have had to let things get perilously close before I had the time to yank it back to get it done.

It’s not organizational. It’s not that I’m seeking “work life balance.” It’s just that my life is very full, and those areas of my life of importance are busy. Work. My relationship with the Sports Dude. My kids. My spiritual life. My friends. My extended family. My professional development.

It’s not that I want to do it all. It’s that I want to be present and active in each of these areas because they are each important to me.

To sit down and write this post means the sacrifice of something equally important: Today it’s my morning meditation and yoga.

I wrote a post many years ago about managing my time, including taking a Sharpie to my calendar, and I have done that and continue to do all of those things. I have taken things off my plate, removed myself from what is not necessary. I have shut down the chatter so it does not distract me, and I filter my intake so I get the most important information. Yet I am still crazy, stupid busy.

More adjustments need to be made. I am not as engaged where I want to be engaged, and the things that will get crossed out in this round will be things that are important to me, to make room for other things that are just slightly more important right now.
Continue Reading Is there an app for crazy, stupid busy?

organizational-process-improvement-resized-600

Confession time. I’m crazed. Crazy busy at work. A thousand moving pieces. Eighty six internal clients today (and two more joining on Monday). Then there is home. My personal life. Spiritual life. Still haven’t made it to the market. It’s crazy. Nothing has fallen through the cracks, but we’ve gotten close a few too many…

toservelawyers

A theme I heard, or just picked up on, at the 2016 LMA Annual Conference is that our role, as legal marketers, is as a service provider to our clients … the lawyers we serve. Yet, sometimes, the relationship seems much more adversarial than it has to be.

Yes, our “job” is to increase the top line, but very few of us are true sales people heading out to bring in new clients to the firm. And it takes finesse to be successful in our roles.

For the most part, our job is to help identify opportunities both internally and externally. To coach and train lawyers. To prepare for the sale. To provide the infrastructure. Too many lawyers want to abdicate (or blame) marketing if they do not have a steady stream of new business. The rainmakers get it. The service partner (which are becoming a dying breed in law firms) do not.

Kirk_surrounded_by_Tribbles
Directories and submissions multiply faster than Tribbles.

So where am I going here? The disdain for a function of our jobs — submissions — has to stop. And the attitude change has to come from us.

Yes. Directories and submissions seem to breed new directories and submissions faster than Tribbles, but can you not see the value? And I’m not talking about pointing to new revenue. The ROI for each of our functions is not necessarily new revenue, and I will argue that directory and submissions do more for us than they do for the lawyers.

Here’s how I came to appreciate the Chambers and Partners submission process, as well as Best Lawyers, and yes, Super Lawyers:

It’s not about bringing in new business.

It’s about the service provider/client relationship we share with the lawyers.

I believe the Chambers/Super Lawyers panel has surpassed the General Counsel panel as one of my favorites at the LMA Annual Conference. Why? Because my CLIENTS, the lawyers, value these and learn something new each time that allows me to serve my clients better.

I wrote about my change of heart here last year in I’m changing my tune on surveys. Once I stopped thinking about how these submissions are a waste of time and don’t bring in any new business, and started to recognize WHY the attorneys value them, I was then able to see how they allow ME to build a better relationship with my CLIENT. At that moment I began to not only  appreciate the submissions and directories, but look forward to them.

Why?
Continue Reading To Serve Lawyers – Thoughts from #LMA16

Leadership chart

I cannot believe that it’s been a week since I attended the CMO Summit at the Legal Marketing Association’s annual conference featuring Leonardo Inghilleri. Leadership can’t be taught in five hours, you need five days or more to take a deep dive. That said, what a great program. It’s an unspoken rule to not live-tweet the CMO Summit, so I did not, but I’d like to touch on a few things.

My first take-away, for LMA, is that this is a great opportunity for us to create a new online education program for our current and future leaders. Leadership is lacking in law firms, law firm marketing departments, and everything we touch. There is a void. There is a need. Fill it. (Is that direct enough??)

My second take-away is that leaders cannot lead if they don’t know where they are going. Even if you have an idea of where you are going, how are you going to get there without a guiding, moral compass?

Your compass is your personal mission statement. You have one, right? If not, I cannot underestimate the value of having one. If  you don’t have one, you’re probably wondering, “What the hell is that, and how do you create one?”
Continue Reading Leadership isn’t just for CMOs – Thoughts from #LMA16