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Dear General Counsel,

You are not imagining it. Every single law firm you have ever given a dollar to is sending you a Coronavirus client alert, most likely daily. Every single law firm has also set up a COVID-19 Resource Center (<<< that one links to my firm’s).

I agree, I’m seeing a lot of undifferentiated, repetitive, lacking in value, general content. Basically, there’s a lot of crap out there.

Problem is, you need some of that information, and no single law firm is going to give you all that you need for the simple truth that one size fits one, and marketing is about the one to many.

I need your help here. You are going to have to decide which law firms (might not be yours) are providing relevant content and figure out what is the most meaningful way for that content to be delivered to you.

Separate the wheat from the chaff

As a legal marketing professional, I’m going to give you a few tips to manage the information coming your way so you can find what you need and ignore or unsubscribe from the rest:
Continue Reading Tips for General Counsels to Manage Coronavirus Client Alerts

Dale Carnegie wrote the famous book How to Win Friends and Influence People that was the bible for business people going back to 1936. Today he might write, “How to win friends and influence content.”

I have a great legal marketing friend Roy Sexton out of the Detroit market. If you’re not aware, I’m in Los Angeles.

Whatever content I write and share, whether through my blog, Twitter, LinkedIn or Facebook accounts, Roy shares it with his network. He usually adds a personal note showing me that he really read the content, and explaining to his network why they need to read it.

What happens from there is what I call the Roy Sexton Effect. My content goes viral, as you can see from this picture of a recent LinkedIn post of mine:

As you can see, the majority of the views of my post are coming from outside my direct network, and the majority of those people are in the Greater Detroit Area. Home to, you guessed it, Roy Sexton.

By way of comparison, posts not shared by Roy get a couple hundred views.

Be a Roy Sexton

Continue Reading The Roy Sexton Effect or How to win friends and influence content?