More Cases, Less Waste: The Smartest Ways to Scale Your Law Firm

When you walk the floor at legal conferences, absorbing case studies, engaging with colleagues, and listening to industry leaders, one thing becomes clear: there is no single path to increasing case volume. It’s humbling to see the variety of strategies that firms use successfully. Some dominate television, others swear by radio. Billboards remain a powerful force for some, while others have mastered the art of engaging social media content.

Yet, very few firms have mastered all of these channels, let alone orchestrated a harmonious symphony of media efficiency with all at the ideal, optimized spend. The reality is all of these advertising channels work on some level. The key question is: what media mix and messaging is most efficient for your firm? Said differently, which strategy delivers the lowest qualified cost per case while also establishing a unique brand presence that commands market engagement?

What We’ve Learned from Working with Personal Injury Firms

At Scale Marketing, we’ve had the honor of working with a number of leading personal injury firms across the country. Here are some of the key lessons we’ve learned along the way.

1.) Media Buying Matters More Than You Think

How you buy media — pricing, programming, ad length, flighting, and audience targeting — can dramatically impact your cost per case. The same media channel can yield vastly different results depending on execution. Simply spending more isn’t the answer; spending smarter is.

Many PI firms assume that if they just increase their media budgets, their case volume will increase proportionally. However, this can quickly lead to diminishing returns without a strategic approach. The key is to buy media strategically to maximize exposure to your ideal audience at the lowest cost. This means negotiating competitive rates, understanding your ads' most effective time slots, and ensuring your placements are aligned with high-intent audiences.

2.) Messaging Drives Engagement and Lowers Cost Per Case

Standing out in a crowded legal market requires more than just frequency — it demands differentiation. What makes your firm unique? Why should someone choose you over the competitor with the same billboard placement? Crafting messaging that resonates emotionally and strategically lowers your cost per case by improving engagement.

Your messaging should speak directly to the pain points of potential clients. Are you emphasizing what sets your firm apart — whether it’s your trial experience, history of high settlements, or client-first approach? In a world of saturated ads that lack originality, those that break through do not need to overspend on excessive frequency. Consistency is also critical. Your TV, social media campaigns, website, and PPC ads should all tell the same story and reinforce your unique brand identity, but be adapted to the role that media is playing in your prospect’s journey.

3.) Last-Click Attribution Is Just the Beginning

Many firms look at last-click attribution as the definitive measure of success, but this is only part of the story. A potential client may have seen your TV ad, driven past your billboard, engaged with your social content, and finally clicked on a paid search ad before converting. Understanding the entire customer journey leads to better decision-making and budget allocation.

Understanding and identifying the role that each media channel plays in your client’s journey, such as upper funnel, mid-funnel, and lower funnel, will help you adapt your core message to speak to where your potential clients are. Ask yourself these questions:

  1. Is this medium most effective in telling my brand story to the masses who may or may not know my firm?
  2. Is this medium best used to help engage those who are familiar with me and just starting to research who they should hire?
  3. Is this medium most effective in driving final firm selection decisions?

4.) A Testing Mentality Is Crucial for Continuous Growth

Firms that scale efficiently embrace constant testing — new channels, new messaging, new audience targeting, and more. What worked last year might not work this year, and the competition always adjusts. The best firms are willing to experiment, analyze, and refine their strategies based on real performance data. Many times, learning what doesn’t work is just as valuable as maintaining efficiency before scaling up spending.

Collaborate with your marketing partners to experiment with different buying strategies and determine the most effective and efficient approach for purchasing inventory. Beyond media buying, continuous optimization through audience targeting, creative A/B testing, and strategic adjustments is essential to improving campaign performance.

This iterative testing process can be applied across all media types. By refining strategies across platforms and partners, you can drive better results and maximize your marketing investments.

5.) Knowing the Role of Each Medium in the Mix

Not all media channels serve the same purpose. Understanding their strengths, weaknesses, and role in your media mix is crucial. For example:

Understanding the role of each medium allows you to create a holistic marketing strategy that maximizes efficiency. For example, you may use TV and billboards for brand awareness, paid search for direct conversions, and social media for ongoing engagement. Each element plays a role in nurturing potential clients through the funnel.

6.) Leveraging Data for Smarter Decision-Making

The most successful PI firms use data-driven marketing to refine their approach continuously. A few examples:

By making data-informed decisions, you can allocate your marketing budget more efficiently and avoid wasted spend on underperforming channels.

Efficiency Is the Key to Sustainable Growth

The firms that scale most effectively aren’t necessarily the ones that spend the most—they’re the ones that spend the smartest. By optimizing media buying, refining messaging, understanding attribution, embracing testing, and leveraging the right mix of channels, personal injury firms can scale their case volume while maintaining efficiency.

About the author:

Michael Mann
Senior Account Strategist
Scale Marketing

Michael Mann is the Strategy Lead for Scale Marketing’s Legal Vertical. He began his advertising career at Young and Rubicam, working on media buying for AT&T, United Airlines, and Lincoln Mercury. He spent 20 years in sales and sales management with Newsradio 780, WBBM, WLS-AM, and Salem Media Group. For nearly the last 6 years with Scale, Michael has focused on brand performance marketing and lead generation, managing clients grossing over $570 million annually.

About Scale Marketing

Scale Marketing is a full-service marketing agency with decades of expertise driving revenue growth across 15 industries. They specialize in crafting innovative, data-driven marketing strategies that deliver measurable results.

Their team of experts is dedicated to providing a seamless and personalized experience. Whether it’s strategy development to execution and measurement, Scale delivers in a high-service, boutique environment but with the benefits of large agency talent.

Scale offers in-house Traditional, Digital, Paid Search, Data Analytics, Attribution Modeling, and Full Creative Services.

Walk a Mile in My Shoes: Strengthening Teams Through Shared Understanding

You have likely heard the expression, “Walk a mile in my shoes.” This phrase carries significant meaning — it encourages us to consider and understand another person’s perspectives, experiences, and motivations before making judgments. But does this concept have a place in the law firm environment? Absolutely!

Understanding your employees and co-workers on a deeper level allows you to utilize their strengths more effectively while fostering a culture of empathy and collaboration. The same principle applies to firm-wide initiatives and policies. When curiosity replaces judgment, you unlock the path to deeper understanding. This shift marks the beginning of truly “walking a mile in someone else’s shoes.”

Discovering the Concept

Several years ago, while working in Big Law, I stumbled upon this concept by accident. One Friday afternoon, our Controller called to inform me that the region I managed had more rush check requests on Fridays than any other region. I explained that our practice groups often worked on large M&A deals and real estate transactions, frequently leading to last-minute financial determinations. My explanation helped her better understand why we often submitted requests at the last minute.

Curious, I asked why these rush requests posed such a challenge. After all, we were a billion-dollar firm. She explained that her team met with the treasury team every Friday at noon to determine the cash needs for the week’s close. Any last-minute rush requests in the afternoon disrupted their cash allocation process.

I was surprised. I had never considered the broader impact of our late requests. She went on to describe the volume of check requests her team processed daily, the number of rush requests they received, and the overall workload their department handled. I was genuinely impressed. That conversation gave me a newfound appreciation for the finance team’s challenges and sparked an idea: the “Walk a Mile in My Shoes” program.

The “Walk a Mile in My Shoes” program was an initiative designed to foster empathy and mutual understanding across departments within the organization. Its core objective is to provide employees with firsthand experience of the responsibilities, pressures, and workflows that other teams manage daily. Through education and information, team members gained a deeper understanding of the tasks, responsibilities, and challenges their colleagues in different roles and departments faced. This immersive approach built awareness of interdepartmental challenges, strengthened collaboration, and enhanced workplace relationships. By walking in each other’s shoes, team members are better equipped to work together toward shared goals, reducing friction and promoting a more cohesive work environment.

Implementing the Program

Over the next few months, I met with various departments to learn more about their responsibilities and the impact of inefficiencies or miscommunications between teams. Many employees had no idea how their actions — or inactions — affected other departments.

The first “Walk a Mile in My Shoes” session focused on accounting and finance. I invited all team members to attend and had members of the accounting team present an overview of their roles, workloads, and the consequences of other departments not following policies. The session was eye-opening for everyone.

Throughout the year, I organized similar presentations from marketing and business development, HR, billing, practice assistants, paralegals, and IT. I noticed a genuine interest in learning about other roles, and employees gained a clearer understanding of how one department’s actions could create a ripple effect across the firm. This initiative fostered a sense of accountability and teamwork, ultimately improving efficiency and office culture.

Expanding the Program

To deepen the impact, consider integrating interactive elements such as job shadowing or cross-training initiatives into your law firm. These programs encourage team members to step out of their regular roles and spend a few hours or even a full day working alongside another department. By doing so, they gain firsthand experience of how other teams operate, the specific tools and processes they use, and the unique challenges they face on a daily basis. This immersive approach not only fosters a more profound appreciation of each team’s responsibilities, but also enhances collaboration, breaks down silos, and builds stronger interdepartmental relationships. Over time, these shared experiences can lead to a more cohesive and supportive workplace culture.

To successfully implement a job shadowing or cross-training initiative within a law firm, leaders should start by clearly identifying the specific goals of the program, such as improving collaboration between practice groups or enhancing junior attorneys’ understanding of firm operations. Once the objectives are defined, create a structured plan that includes selecting appropriate departments to participate, outlining the roles to be shadowed, and setting measurable outcomes. It is also essential to communicate the value of the initiative to all team members, ensuring they understand how it benefits both individual professional growth and overall firm performance. Designating mentors or senior staff to guide participants during the process can provide valuable insights and help ensure meaningful engagement.

Identifying Key Takeaways

Creating a feedback loop is crucial for fostering continuous improvement, collaboration, and better alignment across your organization. By encouraging employees to share their takeaways from each session and shadowing experience openly, you create an environment where learning is valued, and insights are acknowledged. Ask team members to reflect on what they’ve learned, how it applies to their roles, and what changes they can implement moving forward to drive better results. This reflection not only strengthens individual growth, but also promotes collective learning across departments.

Firms can also conduct periodic surveys or hold debrief sessions to assess whether employees feel more connected to their colleagues and better equipped to navigate cross-departmental interactions. These insights will help refine the program and sustain its long-term impact.

Law firm leadership should also initiate discussions on practical ways to enhance interdepartmental efficiency. This ensures that all teams are aligned in their goals and can work together more effectively. For example, teams might identify bottlenecks in processes, suggest new tools for collaboration, or propose strategies to improve communication across departments.

Providing a dedicated platform for these conversations is essential. This could include an internal forum, shared communication tools like Slack or Microsoft Teams, or regularly scheduled quarterly meetings. These structured spaces allow employees to share, discuss, and document their ideas, creating a centralized hub for feedback and collaboration.

By maintaining and encouraging this feedback loop, program progress is tracked over time, and valuable insights are preserved and translated into actionable outcomes. This process benefits the entire organization by driving innovation, fostering a culture of continuous improvement, and ensuring that every employee feels their contributions are recognized and impactful.

Follow the Leader

Another key element that will directly contribute to the success of your "Walk a Mile in My Shoes" program is leadership involvement. When managers, C-Suite leaders, and partners actively participate in the program, it reinforces the importance of collaboration and sets a precedent for open communication across all levels of the firm. Their engagement clearly demonstrates a commitment to the program's goals and motivates team members to follow suit, fostering a culture of trust and teamwork. By leading through example, leadership helps ensure the program's success and encourages everyone to contribute to a more connected and efficient workplace.

Getting Started with Your Own Program

Launching a “Walk a Mile in My Shoes” program doesn’t require a massive investment — just a commitment to fostering collaboration and understanding across teams. The idea is simple: give employees the chance to better understand the roles and responsibilities of their colleagues, which can lead to stronger, more cohesive teams and a more efficient work environment. Start by identifying team members eager to share insights about their roles and open to answering questions from others. Clearly communicate to the entire firm that the goal of this initiative is to break down silos, improve communication, and enhance overall operations.

A great place to begin this program is with your intake team. Intake plays a fundamental role in the client journey, as it’s where everything (aside from marketing) begins. Pairing intake with marketing presentations can provide a comprehensive view of how clients first interact with the firm. For example, marketing might explain how potential clients are reached and engaged, while intake can walk through how those clients are onboarded into the system. This allows both departments to see the full picture of how the firm attracts and retains clients.

That said, there is no strict order for how to roll out the program. You could also consider walking through the lifecycle of a case step by step, having each department present in the sequence of their involvement. This approach helps employees see how their work fits into the bigger picture and can uncover pain points or inefficiencies in workflows. Ultimately, the purpose of this program is to foster empathy, build stronger connections between departments, and create a more streamlined process for everyone.

Learning from Every Department

Every department has valuable insights to share. In addition to intake and marketing, consider presentations from:

Each team plays a crucial role in the firm’s success, and understanding their functions enhances efficiency and strengthens workplace relationships.

To enrich these sessions, consider inviting guest speakers, such as industry consultants, senior professionals, or thought leaders with extensive experience in the field. These experts can provide additional context, share real-world examples, and offer best practices tailored to your specific challenges. Their external perspective can bring fresh insights and inspire innovative solutions to interdepartmental challenges, fostering collaboration and encouraging creative problem-solving among your team members. Having guest speakers as part of your new program can spark meaningful discussions and motivate employees to think beyond their usual scope, driving growth and continuous improvement.

Measuring Success

To ensure the program’s effectiveness, establish key performance indicators (KPIs) to track improvements in workflow efficiency, communication, and overall employee engagement. Some specific KPIs you could focus on as you begin to develop and implement your own program may look like:

These metrics provide valuable insights into the program's outcomes, helping organizations fine-tune and maximize its benefits.

The Lasting Impact

Law firms can cultivate a more collaborative, efficient, and understanding workplace by taking the time to “walk a mile” in each other’s shoes. This involves encouraging employees to gain a deeper understanding of the roles, responsibilities, and challenges faced by their colleagues across different departments. Whether it’s an associate learning about the billing process from the finance team or a litigation paralegal understanding the pressures of rapid-fire intake calls, this commitment to cross-departmental awareness fosters empathy and respect throughout the organization.

The benefits are clear — better operations, a stronger office culture, and greater success for both employees and clients. Employees who feel understood and valued are more likely to collaborate effectively, leading to improved workflows and more innovative solutions for clients.

As firms continue to evolve in an ever-changing legal landscape, embracing initiatives that promote teamwork, knowledge-sharing, and mutual support will be instrumental in building a thriving and resilient work environment. Programs like the “Walk a Mile in My Shoes” initiative go beyond just exercises — they represent a mindset shift that encourages continuous learning, stronger relationships, and a more unified approach to achieving success. In the end, it’s about creating a workplace where everyone feels empowered to contribute their best while understanding the bigger picture of how their roles align with the firm's goals.

Data Democratization and Marketing: Empowering Smarter Decisions at Law Firms

“Half my marketing works; if only I knew which half.”

Sound familiar? It’s a marketing riddle most managing partners have faced at some point, especially when data often feels like it’s locked in a black box. You’re investing time, money, and trust into your campaigns, but when it’s time to make decisions, the answers to crucial questions—

—seem just out of reach.

The frustration is real. Too often, legal teams are handed reports filled with numbers, charts, and jargon that don’t connect the dots. And while marketing agencies might mean well, acting as gatekeepers to the data, it’s your firm that suffers when you’re stuck waiting for answers—or worse, getting answers to the wrong questions.

But it doesn’t have to be this way.

It’s time to flip the script.

By democratizing marketing data, we can give law firms the clarity, control, and confidence they need to lead smarter, faster, and better in a competitive market.

What Is Data Democratization?

Data democratization is the process of removing barriers between decision-makers and the insights they need. It’s not just about making data accessible, but about creating a culture where insights are actionable, understandable, and directly tied to business goals.

In 2023, the Harvard Business Review outlined five pillars of data democratization:

For legal teams, the shift to data democratization can be transformative. It puts them in control, allowing them to respond to trends and evaluate the ROI of their marketing efforts in real-time. But achieving this level of accessibility and understanding requires deliberate effort and investment.

Siloed Marketing Data Harms Your Firm

Too often, marketing agencies act as gatekeepers, controlling their clients’ data. At first glance, this gatekeeping might seem appealing, Legal professionals don’t have time to learn complex analytics platforms, nor should they have to.

But, sometimes, a power imbalance develops. Law firms might only get access to curated information that is time-limited or doesn’t provide the context and insights they need. Or they have to wait for a monthly rundown of metrics because of the lack of real-time data access.

The right data tools should:

Imagine a scenario where a managing partner reviews a marketing report. It shows website traffic is up 30%, but there’s no clear link to new clients. Without understanding conversion rates, lead quality, or ROI, the partner is left questioning the effectiveness of their marketing spend.

Democratizing data changes the narrative.

Understandability: The Need For Sense-Making

Raw numbers without meaning are overwhelming and often misinterpreted. To ensure data is understandable:

By focusing on understandability, your team can better connect the dots between data and outcomes, fostering informed and confident decision-making.

Actionability: Tracking The Metrics That Matter

Actionable data bridges the gap between insights and decisions. To make your data actionable:

Actionable data ensures that insights lead directly to improvements, closing the loop between analysis and execution.

How Your Law Firm Can Benefit From Democratized Data

When legal teams gain direct access to marketing data, they can:

If you’re reading Vista Consulting’s blog, you’re probably a firm believer in the power of data and operationalization. But you might not think about it in terms of your marketing—especially if you don’t have real-time access to all the information that matters.

Imagine a law firm COO logs into their marketing analytics dashboard and sees a recent drop-off in website conversions and form fills. The COO asks the dashboard’s AI-powered assistant some questions and identifies a decrease in usage of a specific form. They send a quick email to their marketing agency, and a quick redesign leads to a 20% boost in conversions.

Imagine this: You notice that your Google Ads campaign is driving a ton of traffic, but few leads. Instead of waiting for a monthly report, you ask your marketing analytics dashboard’s AI-powered assistant some targeted questions. The AI agent notes that much of your PPC traffic is coming from tangential keywords. You stop bidding on those keywords and reallocate that budget to other terms.

Or you spot a trend showing that referrals from a specific source tend to turn into high-value cases, so you double down on partnerships with that source.

This kind of agility gives you a competitive edge.

You didn’t have to slog through layers upon layers of marketing data. You also didn’t have to pry the information from your marketing team. Instead, the lawyers and marketers partnered together—quickly identifying opportunities and resolving problems.

The Path to Data Democratization

Democratizing your firm’s marketing data requires effort, but delivers transformative results.

Revisiting the Question: Which Half Works?

With democratized data, you’ll finally have the answer. No more guesswork. No more waiting. Just actionable insights that let you focus your energy—and budget—where it matters most.

The legal industry is evolving, and firms that embrace data democratization will be the ones leading the way. By investing in the right tools, building a data-first culture, and empowering your team, you’re not just improving your marketing—you’re future-proofing your firm.

Have questions or want to learn more? Let’s talk. Together, we can unlock the power of your data and take your marketing strategy to the next level.

About the author Chip LaFleur,
Founder & CEO of LaFleur Marketing:

With over 18 years of experience in digital marketing, web development, and team leadership, Chip LaFleur is the founder and CEO of LaFleur Marketing, a successful company that provides innovative solutions to clients in highly technical industries. LaFleur is a digital marketing agency that specializes in creating and executing data-informed marketing campaigns and delivering high-quality content and design.

As an entrepreneur, organizational leader, and digital marketing strategist, he combines his expertise in marketing tactics, web analytics, website development, and business development with a strong ability to harness talent and hone complex concepts into concrete deliverables. He’s always looking for new challenges and opportunities to leverage the creative use of tools, technology, and talent to achieve the best results for his clients and his teams.

His mission is to help forward-thinking businesses connect with their audiences more effectively and intentionally.

Supercharge your Team: Understanding the Kolbe System

If you’re a law firm owner overseeing a diverse team of attorneys, paralegals, and support staff, I would venture to say that enhancing team communication and boosting bottom-line productivity is almost always at the top of your wish list as a leader! Effective communication among team members not only fosters a collaborative work environment but also ensures that everyone is aligned with the firm's goals and objectives. When productivity is optimized, it leads to better client service, increased efficiency, and, ultimately, greater success for the firm. Investing time and resources into strategies that improve these areas can transform your practice and create a more cohesive and motivated team.

In this blog, we will delve into the Kolbe System, a powerful tool designed to enhance team dynamics and drive success within your organization. By understanding and implementing the Kolbe System, you can identify the instinctive strengths of your team members, allowing you to leverage these strengths to maximize efficiency and collaboration. This approach aligns team efforts with strategic objectives and fosters a more harmonious work environment. Utilizing the Kolbe System can lead to improved performance, greater job satisfaction, and a substantial impact on your firm's success.

The Reality of Communication Breakdowns and Struggles

Even the best and most well-intentioned teams, no matter how skilled or dedicated, experience periodic breakdowns in communication. These lapses can stem from various factors, such as differing work styles, remote work challenges, or simply the fast pace of the business environment. Teams frequently struggle to maintain that elusive “glide factor” when it comes to communicating effectively and staying aligned with the daily demands of the firm. This glide factor refers to the seamless flow of information and collaboration that allows team members to work harmoniously. Without it, misunderstandings can arise, and productivity may suffer, making it vital for teams to actively foster open lines of communication and regularly assess their collaborative processes.

But what if I told you that an invaluable solution exists that can help you and your team significantly reduce the stressors of both miscommunication and lackluster productivity?

A New Way of Thinking: The Kolbe System

The Kolbe System, a unique wisdom and set of individual and team performance assessments, does exactly that by helping us fully understand and strategically leverage our natural, instinctive strengths and our unique methods of operation.

As a matter of fact, founder Kathy Kolbe personally defines success as the “freedom to be yourself.” As a longtime certified Kolbe consultant and team trainer, I have certainly seen these words ring true 100% of the time.

When I first had the opportunity to work with Kolbe over 12 years ago, I had no idea how transformational it would be—not only in my own life but also in the lives of my current and future clients.

The Kolbe System is a robust set of tools that help us understand conation, specifically, the conative part of our minds. Simply put, conation dictates HOW we take purposeful action daily and how we actually get things done when we’re free to follow our own operational instincts. It analyzes and measures our performance-driven instinctive behaviors.

Note: Kolbe is the only tool available that evaluates the conative aspect of our minds. While there are many excellent assessments for cognitive (intelligence, skills) and affective (intrinsic motivators, personality) components, I highly recommend incorporating a variety of assessments within your team for a comprehensive understanding!

One important distinction about Kolbe to always keep in mind is that it has nothing to do with our intelligence, personality, or motivators (i.e., nothing related to our cognitive and affective components, as mentioned above). Because Kolbe shows us how we perform most naturally when striving and following our “gut” instincts, it provides tremendous value for teams committed to leveling up in terms of effective communication and results-driving productivity.

Getting Started with the Kolbe System

The first step in leveraging the invaluable benefits of the Kolbe System starts with taking the Kolbe A Index, the primary assessment tool. The Kolbe A Index categorizes our natural operational instincts into four action modes. This approach differs from other assessments in that it attaches to our natural talents and strengths rather than our learned skills or more subjective traits. There are NO weaknesses in Kolbe…only strengths! The four modes are as follows:

  1. Fact Finder: How and to what extent we gather and share information
  2. Follow Thru: How and to what extent we organize, design, and utilize processes
  3. QuickStart: How and to what extent we deal with risk, uncertainty, and innovation
  4. Implementor: How and to what extent we utilize space and tangibles; demonstrating versus telling

The Kolbe System Payoffs

Law firms that strategically incorporate the Kolbe System within their teams can expect to experience a range of significant benefits. This innovative approach focuses on aligning individual strengths and instincts with specific roles and responsibilities, leading to improved collaboration and productivity. By fostering a deeper understanding of each team member's unique working style, firms can enhance communication, reduce conflicts, and ultimately create a more harmonious and efficient work environment. This critical alignment can contribute to:

Knowing Your Strengths

After working with several hundred different law firms, I can share from firsthand experience that truly understanding our own operational strengths—along with those of the colleagues and partners we collaborate with closely—can absolutely make or break our communication, productivity, and overall sense of fulfillment in our daily roles and routines. This keen awareness helps in identifying areas where we excel and highlights potential gaps in our processes. By fostering open dialogue and collaboration, we can leverage each other's strengths, leading to more effective teamwork and a more satisfying work environment. In an industry where efficiency and clarity are paramount, this understanding can transform how we approach our tasks and support our clients.

Watching law firm owners and their team members reach new levels of understanding about themselves and experiencing breakthroughs with their colleagues has been one of the greatest joys in my life. What I personally love about Kolbe is that it provides immediately actionable insights that will positively impact every aspect of a team’s relationship with one another. And truthfully, the only regret I’ve ever heard my clients share is that they wish they’d gotten started with the Kolbe System sooner!

Ready to take the next step and learn more about how Kolbe can supercharge your team? Email Erica at Thrive Concepts for your custom plan of attack: erica@thriveconcepts.org.

About the author Erica Caviness,
Founder & Lead Consultant of Thrive Concepts:

With a professional journey rooted in both medical and legal coaching expertise, Erica stands out as a seasoned authority in the consulting realm, particularly within the intricate landscape of law firms.

Her track record has proven she's all about actionable strategies that make a true impact and drive measurable results within the business.

As a longtime certified Kolbe® consultant, she is especially passionate about helping law firm owners and their teams leverage their operational strengths to remarkably improve communication and productivity. Erica considers helping her clients break through barriers and thrive to be one of life's greatest joys.

Sustainable Resilience: Five Ways to Set Well-Being Goals You’ll Actually Achieve

Well-being has always been important to me, but I didn't realize how important until the day I was driving to work two and half years ago, thinking, “I hope I don't die in a car accident today because I don't want to go out being this miserable.”

But how did I get to that point? I was like the poster child for well-being.

About 25 years ago, I wrote a book on stress management for busy women and have since shared the message of well-being and peak performance with more than 100 audiences nationwide. For 15 years, as a side gig, I was also a certified personal trainer and group exercise instructor. For decades, I have worked for and with service-driven organizations and currently have my own consulting practice that helps leaders reduce overwhelm and, at the same time, elevate the impact of their work.

With this experience and knowledge, you'd think I would know better than to get burnt out.

Driving Toward Burnout

For me, like many, a crisis of well-being really hit home during the pandemic. Just five weeks before the U.S. shutdown, I had moved 500 miles from Baltimore, MD, to Greenville, SC, to assume the role of Executive Director at a nonprofit organization.

What I walked into in that new role was a level of dysfunction and mismanagement that I had not imagined. Add the pandemic to the mix, and it became a literal struggle for survival—for myself and my organization. For the next two years, I led a complete 180° turnaround that put the organization back on solid financial footing, expanded its reach in the community, and gave it new life. But the experience drained the life out of me.

That day I was driving to work trying to “stay alive” was the day I knew something had to change. I had been the right person at the right time for that role, and that time had run its course for me.

So I gave several months’ notice, helped recruit and onboard my successor, and left her and my team with a strategic plan and enough cash in the bank to last a year. I felt good about the way I left. But the problem is, I never intended to leave my job after just two years. And, as you know, I’m not the only one who saw resigning as the best way out of the burnout. It’s amazing to me that so many are now considering quitting as one of their most coveted aspirations.

Making Well-Being Accessible and Achievable

It’s a sad state of affairs, especially considering the reality for most—that you can’t just quit and make all of the stresses of work go away. We must find a new way of looking at our lives and work that brings a different lens to what well-being means for all of us.

After reflecting on my experience, I realized that I had allowed my well-being to take a back seat to the achievements I wanted to make in my role. It’s a mistake that’s easy to make and often subconscious—yet it is the very thing that often leads us even further down the path to burnout and can ultimately make us less effective in our jobs.

To strengthen our resilience, the first step is to recognize that well-being is essential for our performance and long-term success. The second step is to believe that we can foster well-being regardless of our job title, schedule, or daily demands.

With those beliefs as our foundation, we can start by setting one well-being goal and committing to it. Ask yourself these questions as you consider your own physical, emotional, mental, or spiritual well-being:

Use your answers to these questions to identify one well-being area or goal on which to focus.

Framing Your Goals for Success

Most people stop there—I have an idea or a goal, so let’s get on with it. But that can be a critical mistake.

The way we set our goals is important. In fact, it can make or break our ability to achieve them. Here are five ways to set goals that are motivating, doable, and sustainable.

  1. To promote clarity, set SMART goals. SMART is an acronym for Specific, Measurable, Action-Oriented, Realistic, and Time-Bound. There are few things more frustrating than an unclear goal. How will you know what’s really expected or if you succeed if you haven’t set a clear expectation? The SMART formula creates clarity and a certain level of motivation and accountability.

    To put this framework into action, you can change a statement like, “I want to exercise more,” to a SMART goal like, “I want to walk for 15 minutes three days a week.”
  2. To promote consistency, build small habits. Think to yourself—what is the minimally acceptable target I can create around this goal to keep me moving forward? You may have heard of James Clear, who is the author of Atomic Habits. He says for the best results, you should build small habits that you will be able to achieve even on your worst days. Those little things will lead to the big things because you can sustain them.

    To put this framework into action, you can change a statement like, “I am going to eliminate sugar from my diet,” to a small habit like, “I will skip dessert one day per week.”
  3. To promote perspective, set a rule or boundary. Shane Parrish, an author and entrepreneur who studies mental models, as he calls them, says, “Eventually, everyone loses the battle with willpower. The only question is when.” He suggests instead to create clear rules or boundaries that align with your goals. These can serve as a personal litmus test for decision-making and how you spend your energy.

    To put this framework into action, you can change a statement like, “I want to get better sleep,” to a rule like, “I will not check email within an hour of going to bed.”
  4. To promote prioritization, use the power of subtraction. Think about the difference between a painter and a sculptor. The painter adds color, texture, and strokes to her work, where a sculptor chips things away to create a masterpiece. When you think like a sculptor, you are more easily able to prioritize and focus on the things that are truly important. Instead of adding more to your to-do list, you are taking something away to create more of what you want.

    To put this framework into action, you can change a statement like, “I need to find time to read the books for book club,” to a subtraction like, “I am going to stop going to book club because I can never actively participate.”
  5. To promote positivity, make your goals meaningful. New research on New Year’s resolutions found the best success with “approach goals” vs “avoidance goals.” Approach goals are the things we want to achieve versus avoidance goals, or the things we want to avoid.

    To put this framework into action, you can change a statement like, “I want to avoid people who drain my energy,” to an approach goal like, “I want to surround myself with people who lift me up.”

Gone are the days of all-or-nothing thinking. That’s what gets us into trouble in the first place. This means that your goal does not have to fit into all of these frameworks. Pick one goal and one framework to start you on your way.

When you embrace and commit to your own well-being, you’ll build the foundation for your long-term success and set an example for those around you. We could all use more of that in the workplace.

About the author Kim Fabian,
Chief Experience Officer of Elevatr:

Kim Fabian is the Chief Experience Officer of Elevatr, a consulting firm that helps non-profit and service-based organizations reduce overwhelm and elevate impact with a focus on strategy, process, and well-being. A leadership and communications expert, Kim’s background provides a wealth of experiences that inform her work and perspectives—as a nonprofit executive, corporate professional, business owner, and board chair. She has been recognized for her ability to develop and implement strategic vision, fuel transformational growth, and motivate teams through transparency and meaningful vision.

As a published author and seasoned speaker, Kim has made more than 100 presentations to a variety of audiences and appeared on radio, TV, and print outlets across the country, including The New York Times, The Washington Post, First for Women, Selling Power, Fit, Baltimore Magazine, Baltimore Business Journal, Greenville Journal, The Daily Record, and SmartCEO. She currently leads the well-being programming at the Dr. Nancy Grasmick Leadership Institute at Towson University.

Visit https://www.linkedin.com/in/kimfabian/ to follow her feed, gain mindful leadership strategies, and learn more about Elevatr’s services.

Should Our Firm Buy Super Lawyers Profiles?

The case for and against purchasing a Super Lawyers online profile.

Year after year, this question seems unavoidable: “Should our firm purchase Super Lawyers directory profiles?” Like most legal marketing decisions, it depends on many different factors. After all, these profiles aren't cheap, and the value isn't always crystal clear. But with potential clients consistently turning to online resources to find legal representation, it's a topic worth exploring.

What is Super Lawyers, and Why is it Important?

Super Lawyers is an annual recognition program identifying exceptional attorneys across various practice areas. Established in 1991, it has become a valuable resource for potential new clients seeking and vetting legal representation.

As stated on the Super Lawyers website, Super Lawyers “recognizes the top attorneys nationwide, across various practice areas and firm sizes, using a patented process of independent research and peer input. The lawyers selected include those with many years of experience and the Rising Stars of the profession.”

A representative number of small, medium, and large firm attorneys are selected. Candidates are eligible for Rising Stars if they are 40 or younger or have been practicing for fewer than ten years. Five percent of the total lawyers in each state are selected for inclusion in Super Lawyers, while the Rising Stars list comprises 2.5%.

Super Lawyers describes the distinction as a ‘resource designed to aid those needing an attorney’ and outlines the selection process. If selected, attorneys also have the option to purchase profiles and premium listings with guaranteed placement within the attorney directory.

There’s a distinct difference between these products (profiles versus directory listings); the former is intended to help bolster results within branded search, while the latter holds the potential to generate leads from prospective clients who may have no idea you even exist.

Why Legal Directory Profiles are Branded Investments

If your goal is to build and protect your firm’s brand, and the Super Lawyers directory shows up prominently and consistently across the search engine results pages (SERPs) when searching for you or your firm's name, then investing in the online profile is likely a worthwhile investment.

The majority of lawyers generate their business via referrals. Your referral partners, as loyal as they may seem, share at least 1-2 other names besides yours when someone asks them for a recommendation. Most sophisticated buyers do their research and due diligence.

For many, the first step is usually a Google search for your name or your firm's. And if the Super Lawyers profile is one of the top results (i.e., under your website, LinkedIn profile, etc.), there's a good chance someone will click it.

This could be your only chance to make a great first impression, so put your best foot forward. Alternatively, a consumer viewing a neglected or incomplete profile might fallaciously assume that the same (minimal) effort put forth is what they can expect when working with the firm.

Like other legal directories, Super Lawyers will continue highlighting competing firms on your non-paid profile without the Enhanced or Premium profile subscription. Yes, they will show display-like advertisements for competing lawyers in the same practice area in your market. So, while it doesn't feel good to be forced to pay what seems like a ransom, purchasing the paid profile will help prevent visitors from immediately wandering to check out the competition.

Do Legal Directory Profiles Improve Our Firm’s SEO Efforts?

Yes, there is an SEO benefit. Links from legal directories are usually highly authoritative. Here’s an insider tip: Beyond your main website link, Enhanced and Premium profiles allow you to include links to specific pages within your website directly from your profile's About section. But tread lightly here—you don’t want to go overboard. Do this in moderation. Better yet, ask for your agency's input and guidance.

Why does this matter, and how does it help law firm SEO?

Remember, links from reputable online publications and directories pointing back to your website can significantly enhance your SEO efforts and authority. Think of high-quality links as endorsements, signaling to search engines that your site is a trusted and valuable resource. As a result, your website’s rankings and organic traffic can improve. Additionally, the association with authoritative sites boosts your credibility and trustworthiness in the eyes of both search engines and potential clients, further solidifying your online reputation and presence.

Why Wouldn’t My Firm Purchase a Super Lawyer's Paid Profile?

To determine if a paid Super Lawyers profile is worth your investment, start by searching for your name or your firm's name online. If the Super Lawyers directory doesn't appear in the results, pass on the opportunity and invest your resources elsewhere. Instead, focus on enhancing your existing online presence. Identify all of the other listings and business citations for your branded searches. Then, invest time, effort, and money into ensuring those results are as professional, distinguished, and complete as possible.

Your firm may opt against purchasing the profile because you prefer to focus on other marketing strategies such as SEO, content marketing, paid advertising, or business development. In my experience, these are usually instances where the perceived value of the listing is in question, or there’s a healthy dose of skepticism regarding the selection process, with some viewing it as a pay-to-play model.

At the end of the day, Super Lawyer profiles can be costly, and firms obsessed with attribution perfection, especially smaller firms with limited marketing budgets, will likely be unable to justify the expense.

How Can We Set Up Our Super Lawyers Profile For Success?

If you’ve decided that an Enhanced or Premium Super Lawyers profile is the right choice for you and your firm, here are some additional tips to ensure you’re setting yourself up for success.

  1. Add a headshot. Make the profile as complete, professional, and distinguished as possible.
  2. Add your website link and address. This also serves as a gentle reminder for those who have recently left a previous firm for another or went out on their own: make sure this link is to your website, not someone else's.
  3. Add tracking numbers to your profile. You can use FindLaw’s traditional INSIGHT tracking capabilities or firm-owned dynamic call tracking software. If you’re unsure how to do this, ask a legal marketing consultant or agency for help.
  4. Write a new, unique Bio/About section (don't copy/paste from your website). This is a great SEO opportunity that's usually missed. Capitalize on it.
  5. Fill out the Achievements, Additional, and Find Me Online sections entirely. Don't leave anything blank (if possible). This offers additional third-party validation and helps build credibility and trust.

Next Steps: Maximizing Your Online Presence

As you evaluate the potential of Super Lawyers profiles for your firm, remember that they're just one piece of a comprehensive marketing strategy. Whether you invest in a profile or not, focus on maintaining a strong, consistent online presence across all platforms. Regularly assess your marketing efforts, track your results, and be prepared to adapt your approach as the digital landscape evolves. If you need more clarification about the best path forward, feel free to consult with a legal marketing professional who can provide tailored advice for your firm's unique needs and goals.

About the author Ron Latz,
Founder of LegalFenix:

Ron Latz is a seasoned legal marketing consultant and the founder of LegalFenix, a consultancy dedicated to providing industry-leading marketing consulting and fractional CMO services to the legal community. With a deep understanding of the unique challenges lawyers face with their legal marketing, Ron has helped numerous law firms enhance their market presence, attract more clients, and transform their marketing results. His strategic approach and industry expertise make him a sought-after consultant and fractional CMO in the legal space.

Harnessing the Power of Gratitude: Transformative Practices for Everyday Life

Have you ever experienced the Power of Gratitude? Gratitude can reframe your whole attitude and re-energize you. Gratitude can also connect you to yourself, to others, and build trust and community. It is a powerful and simple tool that each one of us can use to shift our outlook. Although there is much ongoing research about the science of gratitude and its correlation to well-being, I am going to share my first-hand experience with what I have witnessed during sessions of a program that I developed called Gratitude Rocks!

Gratitude Rocks! began at our family's kitchen table almost a decade ago. During a vacation in Maine, we stumbled upon a charming shop with a bowl of small ceramic pinch pots we referred to as stones. I later renamed them "rocks" because the play on words with Gratitude Rocks! was irresistible. Each rock had a unique word inscribed, with distinct fonts and styles.

I picked the rock with the word, “gratitude” and decided we would ALL focus on gratitude. Each family member also chose a personal rock with another word on it. During dinner, we focused on the gratitude rock and turned all the others upside down.

Each of us blindly picked a rock. When it was our turn, we shared something we were grateful for with the gratitude rock and then something related to our personal rock (the one we had chosen or, as some say, the one that chose us!)

As our collection of rocks grew, more people could join in. Watching our small family tradition blossom and make an impact has been heartwarming. Now, when friends and family visit, they often request to participate in Gratitude Rocks! While it started at home as a practice for my family and me, it has grown and been embraced by corporations and organizations as part of their community wellness and team-building programs.

The Power of Gratitude

Gratitude is a transformative force. It has the power to enhance our overall well-being. By fostering a positive mindset, gratitude helps us to appreciate the present moment, fosters resilience, and strengthens our relationships. Scientific studies have shown that regularly practicing gratitude can lead to improved mental health, increased levels of happiness, and even better physical health outcomes. As we explore the profound impact of gratitude, it becomes evident that this simple yet profound practice holds the potential to bring about monumental changes in our lives.

Why does Gratitude Rocks! have such an impact on connecting people to themselves and to others? Here is what I believe. When you are asked to slow down and take a moment to think of something you are grateful for, several beautiful things happen:

  1. You become present.

    Whatever else you had spinning in your brain and swirling around in your heart and body must go away as you think about something that you are grateful for. Are you grateful for the smile on your child’s face that morning? Are you grateful for the sunshine and warmth on your face during a beautiful summer day? Are you grateful for the laughter that came from your belly when a co-worker made a joke? Are you grateful for the person who let you into the flow of traffic? There are so many things to be grateful for, and they are all personal and unique to you—what you are experiencing on that day and what comes to mind in that moment.
  2. You flex the self-reflection muscle.

    When thinking about what you are grateful for, you become present, slow down, and reflect on things that have occurred. Then, you often move into noticing how you feel. What emotions were evoked by whatever you are feeling grateful for? We can often be moving so fast in our daily lives that we do not even take the time to reflect on what is happening in our lives. Reflection is a powerful tool for growth and learning. When we reflect, we are able to zoom out a bit, pause, and view things from a balcony. Just the practice of self-reflection is one that when used repeatedly, can help us to be more attuned. Also, when we listen to other people reflect on what they are grateful for it often will prompt us to think of other things and reinforce this skill around reflection.
  3. You become vulnerable and courageous.

    Gratitude helps to show your human side. During Gratitude Rocks! individuals will often share something new and unknown. Especially when they choose their personal, unique “rock.” Since they do not know what their rock will be, they are forced to share what comes up for them. That takes courage. The vulnerability to be open with others is powerful. It helps connect the individual to themselves as they process the thoughts and emotions that come up for them with their unique word. It also helps connect them to others as they share and show their human side in an organic and natural way.
  4. You build trust and community.

    As you share, your authenticity and vulnerability build trust with the others in the group. This trust then spreads, and there is a sense of community among the group, something that connects the group to each other. Imagine if you continued to do this practice on a regular basis. Each time you would be deepening the connection and allowing for more opportunities to connect with others around you. Your connection breeds a new sense of belonging. You are organically building trust and creating community.

Mindful Gratitude

While fleeting moments of gratitude can certainly brighten our day, the impact of intentional gratitude practices extends far beyond these spontaneous experiences. Intentional gratitude involves a deliberate effort to acknowledge and appreciate the positive aspects of our lives regularly. This practice not only heightens our awareness of the good around us but also rewires our brains to look for and focus on positive experiences, ultimately shifting our mindset towards greater optimism.

By setting aside time daily or weekly to reflect on and express gratitude, we create a consistent habit that builds upon itself. Over time, this regular practice can transform our outlook, improving mental health, boosting emotional resilience, and fostering stronger interpersonal relationships. A structured and intentional approach engrains gratitude into our daily routine, making it a permanent fixture in our lives. This sustained practice can lead to profound life changes, helping us navigate challenges with a positive mindset and deepening our sense of connection to those around us. In our complex and often challenging world, I've found that this small practice around gratitude has been driving more positivity and bringing people together.

I would encourage you to try it. You could start to just think of something you are grateful for every day. Then, try to start your day with gratitude and end your day with gratitude. The more you do it, the easier it becomes. It also seems contagious, so if you share your gratitude, others may just follow suit.

There are so many ways to bring Gratitude Rocks! to life. Can you do this as a team check-in? Can you use this as a fun and different icebreaker? How about at YOUR kitchen table? Play with it and experience the impacts of gratitude firsthand. It starts with you, but if we all get into the practice of gratitude, imagine what the world could look like.

About the author Beth Mercurio, Founder of MercurioConnect:

I partner with leaders and teams to connect and thrive. In our current complex environment, it is more important than ever to connect; connect to yourself, connect to your team, and connect to your organization. I am passionate about leadership growth, lifelong learning, and human development. I help leaders make choices and commitments that leverage connection, drive purposeful action, and ultimately ensure leaders shift from surviving to thriving. When individuals are thriving, they make choiceful actions that move them towards what is possible, their envisioned future. With this attitude and mindset, leaders contribute to and connect more fully with their teams and organizations, driving positive results.

Working together we create space to reflect on and uncover the importance of self-awareness, collaborative connections, and authentic communication to harness opportunities and drive lasting change. Rather than race into action, we ensure that actions are values aligned. We slow down to focus energy on the few things that will drive desired outcomes and results. Together we create unique and personal commitments that drive accountability and action.

As appropriate, I integrate embodied leadership into our collaboration for the sake of staying present and bringing our best selves to each day through wellness, mindfulness, gratitude, and centering practices. Tuning into our bodies is yet another way to stay connected to ourselves and align our actions with our values. Combining embodiment practices with the more classical expertise from Babson's FW Olin Graduate School of Business's MBA facilitates my unique approach to coaching.

In addition to coaching and development skills, I bring over 20 years of leadership experience in innovation, business operations, and strategic planning for both B2B and B2C organizations. I led a startup technology business and have a deep understanding of working in a fast pace, constantly changing environment where failing forward and having a learning mindset were critical to success.

What the Fax?  Reforming the Stalemate Between Plaintiffs’ Firms and Insurance Carriers

Plaintiffs’ firms and insurance carriers locked themselves in 1994. Here's what to do about it.

The landscape of legal practice and insurance has undergone significant transformations over the past several decades, shaped by pivotal court rulings and evolving marketing strategies. Major judicial decisions have redefined the boundaries of liability and coverage, prompting continuous adaptation from both legal practitioners and insurers. The interaction between plaintiffs' firms and insurance carriers is a particularly dynamic area, characterized by growth, competition, and, at times, contentious negotiation. This relationship is further complicated by the increasing complexity of insurance products and the ever-changing regulatory environment. As both sectors continue to evolve, legal professionals must stay abreast of new developments and be prepared to navigate an intricate web of legal and financial considerations.

Key milestones, such as the landmark Supreme Court decision in Bates v. State Bar of Arizona and the rise of insurance advertising spearheaded by companies like Allstate, GEICO, and Progressive, have played influential roles in shaping these interactions.

Bates v. State Bar of Arizona: Revolutionizing Legal Advertising

The legal profession was historically bound by strict ethical rules prohibiting direct advertising. This changed dramatically with the 1977 Supreme Court case, Bates v. State Bar of Arizona. Two Arizona lawyers, John Bates and Van O’Steen, challenged the Arizona State Bar's restrictions on advertising, arguing that these rules violated their First Amendment rights. The Supreme Court agreed, holding that attorney advertising is a form of commercial speech protected by the First Amendment.

This decision opened the floodgates for attorneys to market their services, fundamentally altering the legal landscape. Plaintiffs' firms, in particular, leveraged this newfound freedom to reach a broader audience. Television commercials, radio spots, and later, online advertisements became common tools for law firms seeking to attract clients. This democratization of legal marketing increased competition among firms and made legal services more accessible to the public.

The Insurance Industry’s Advertising Surge

In parallel, the insurance industry began to embrace advertising with fervor in the 1990s. GEICO, formerly known as Government Employees Insurance Company, was at the forefront of this movement. By investing heavily in advertising, GEICO transformed its brand and the industry at large. Memorable campaigns featuring the GEICO Gecko and the Caveman not only increased brand recognition but also set new standards for consumer engagement in the insurance sector.

The success of GEICO's advertising strategies prompted other insurance companies to follow suit. Progressive, Allstate, and State Farm, among others, ramped up their marketing efforts, leading to a significant increase in consumer awareness and competition. This advertising boom in the insurance industry paralleled the rise in legal advertising, setting the stage for a more competitive and interconnected landscape between plaintiffs' firms and insurance carriers.

Growing Interactions and Contentious Negotiations

The increased advertising by both plaintiffs' firms and insurance carriers led to a significant growth in the interactions between these two entities. Plaintiff’s attorneys, empowered by their ability to reach potential clients more effectively, began to see an influx of cases. This surge in cases necessitated more frequent negotiations with insurance carriers, who were also experiencing an uptick in claims due to heightened consumer awareness.

Despite being adversaries in many respects, both parties share a common goal: resolving cases efficiently. Plaintiffs' firms aim to secure fair compensation for their clients, while insurance carriers seek to settle claims promptly to manage costs and maintain customer satisfaction. However, the path to resolution is often fraught with challenges, primarily due to outdated communication mechanisms.

Technological Lag and Communication Breakdowns

One of the most significant issues plaguing the interactions between plaintiffs' firms and insurance carriers is the lack of technological modernization. Despite the advances in advertising and client acquisition, the process of negotiating and settling claims remains remarkably antiquated. Many firms and insurers rely on outdated systems, such as fax machines and physical mail, to exchange crucial documents and information. This reliance on obsolete technology leads to inefficiencies and miscommunications, prolonging the resolution process.

The legal and insurance industries have been slow to adopt modern communication tools like secure email platforms, cloud-based document sharing, and real-time collaboration software. This technological lag hinders the ability of both parties to streamline negotiations and settle claims swiftly. As a result, clients often experience delays in receiving compensation, and insurers face increased administrative costs and extended claim processing times.

The Need for Technological Modernization

Plaintiffs' firms and insurance carriers must embrace technological modernization to improve the efficiency and effectiveness of their interactions. Embracing technological modernization has the power to fundamentally transform the operational landscape of the legal and insurance sectors. By reducing inefficiencies, enhancing collaboration, and leveraging advanced analytical tools, both industries can achieve higher levels of productivity and deliver better outcomes for their clients and customers. Here are a few ways both industries could level up their technological capabilities:

By embracing technological modernization, legal professionals and insurers can navigate the complex web of legal and financial considerations more effectively. As technology continues to evolve at a rapid pace, it is essential for these industries to stay ahead of the curve and adapt to new developments. Other newer solutions are in the market that seek to digitize the entire communication process to make engagement significantly more seamless and efficient.

A Common Goal: Swift Resolution

Despite the adversarial nature of their relationship, plaintiffs' firms and insurance carriers share a mutual interest in resolving cases quickly and fairly. For plaintiffs, timely settlements mean quicker access to compensation for injuries or damages. For insurance companies, efficient claim resolution helps maintain customer satisfaction and control costs.

To achieve this common goal, both parties must recognize the importance of modernizing their communication and negotiation processes. Embracing technology and fostering a more collaborative approach can lead to faster, more satisfactory outcomes for all involved.

Moving Forward

The history of interactions between plaintiffs' firms and insurance carriers is marked by significant milestones and evolving dynamics. The Bates v. State Bar of Arizona decision revolutionized legal advertising, empowering plaintiffs' firms to reach broader audiences and increase their caseloads. Simultaneously, the insurance industry’s advertising surge transformed consumer engagement and competition.

However, despite these advancements, the process of negotiating and settling claims remains hindered by outdated communication mechanisms. To better serve their clients and customers, plaintiffs' firms and insurance carriers must embrace technological modernization and work towards more efficient, collaborative solutions. By doing so, they can achieve their common goal of resolving cases quickly and fairly, ultimately benefiting all parties involved.

About author Jim Andrews, President and co-founder of Precedent:

Jim Andrews is the President and co-founder of Precedent. He is an experienced leader who works closely with customers to optimize the impact of Precedent’s products. With nearly 20 years of experience in the insurance industry, Jim previously co-founded Carpe Data which was acquired by Thomas H. Lee Partners in 2022. Before starting Carpe Data, he gained expertise in software and data while working in Operations at ChoicePoint and LexisNexis. Jim’s experience across the companies he has worked for and the roles he has held has given him an incredible perspective on the opportunities to improve in the legal and insurance industry.

Unlock Your Firm's Potential: Strategic Marketing & the Power of Diversification

For many plaintiff law firms, marketing can feel like an expense – a necessary cost with an uncertain return. But what if I told you that a well-crafted marketing strategy can be an investment, one that yields significant and measurable results for your firm?

Marketing: Expense or Investment?

To truly understand marketing, let’s begin with the foundation.

What is Marketing?

The American Marketing Association, an organization that updates its definition of marketing every three years, defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

In simpler terms, CIM’s definition is the “process of managing and positioning your business so that your potential client/customer sees your business as the only option for an exchange of a service or product.”

In the simplest of terms, marketing is finding a need and filling it! The more successful businesses do this better than their competitors do, which is why it is important for law firms to differentiate themselves from the competition through strategy and diversification.

The Power of Diversification

As the founder of CIM Marketing Partners, I've spent over three decades guiding law firms towards achieving their marketing goals. One of the core principles I advocate for is diversification. Just like a sound financial portfolio avoids concentrating wealth in a single stock, a Diversified Marketing Portfolio®(DMP®) spreads your marketing efforts across various channels. This approach mitigates risk and ensures you're reaching a wider audience.

Diversification is Key: Building a Strong Marketing Portfolio

Imagine your investment portfolio. You wouldn't put all your money into a single stock, would you? The same principle applies to marketing. A Diversified Marketing Portfolio (DMP) is a core tenet of CIM Marketing Partners' approach. A DMP allocates your marketing budget across a variety of channels and tactics, maximizing your reach and mitigating risk. Similarly to a diversified investment portfolio, a Diversified Marketing Portfolio produces marketing dividends.

What are Marketing Dividends?

In the financial world, you invest your money in an effort to obtain dividends or some other type of growth or benefit. The same is true when investing in marketing. The dividends you receive from investing in digital and traditional marketing include, but are not limited to:

Is Traditional Marketing Still Relevant in the Digital Age?

The rise of digital marketing has been undeniable. However, many firms completely neglect traditional channels like radio, billboards, or print advertising. A truly effective marketing mix leverages both digital and traditional tactics to reach a wider audience.

Imagine a potential client who has been injured in an accident. During their commute, they might pass by billboards along the highway advertising legal representation for personal injury cases. These eye-catching billboards serve as a visual reminder of available legal services. As they continue driving, they may also tune in to the radio, where they hear compelling advertisements about law firms specializing in personal injury cases. The radio ads provide additional exposure and reinforce the message delivered by the billboards.

Later that evening, when the potential client is at home, they might check their mailbox and find a direct mail flier from a local law firm, offering information about their expertise in handling personal injury claims. The tangible nature of the flier grabs their attention and prompts them to consider their options.

In addition to these traditional marketing touchpoints, the potential client may also turn to the internet to research law firms further. A well-executed search engine optimization (SEO) strategy ensures that when they type relevant keywords into a search engine, such as "personal injury lawyer," the website of the law firm with strong SEO appears prominently in the search results. This online presence further solidifies the firm's credibility and increases the chances of capturing the potential clients’ attention.

A comprehensive Diversified Marketing Portfolio that encompasses both traditional marketing channels like billboards and mailings, as well as digital strategies like social media advertising and SEO, maximizes the firm's visibility and engagement across multiple touchpoints. By strategically combining these different marketing approaches, the firm increases its chances of effectively reaching and converting potential clients who are seeking legal representation for their personal injury cases.

The Benefits of Diversification: More Than Just Brand Awareness

Diversification goes beyond just channels. Effective marketing campaigns also consider diversifying creative content to resonate with different audience segments. For instance, the message you craft for targeting personal injury cases might differ from the one used to attract clients for employment law matters.

The beauty of a DMP is that it's a dynamic plan. It's not a "set it and forget it" strategy. We constantly monitor the performance of each tactic within the DMP, ensuring your investment is working as hard as it can.

Don't Forget Your Most Valuable Asset: Your Existing Client Base

While attracting new clients is crucial, many firms overlook a goldmine: their existing client base. Loyal clients are more likely to refer your services to others and can be a source of repeat business. A well-rounded DMP also includes strategies to nurture these valuable relationships, such as client appreciation events or targeted email campaigns.

The Synergy of Diversification: When the Whole is Greater Than the Sum of Its Parts

When you achieve a truly diversified marketing mix, the collective impact can be greater than the sum of its parts. Your brand message becomes more cohesive and resonates powerfully with your target audience, through multiple touchpoints, keeping your firm top-of mind.

Standing Out From the Crowd: Creativity is Key

The legal services industry is fiercely competitive. To stand out, your marketing efforts need to be creative and attention-grabbing. A DMP allows for creative diversification, as well. This means crafting messages and visuals that resonate with different audience segments, ensuring your firm cuts through the noise and captures the attention of potential clients.

Investing in Your Audience is Investing in Your Firm

By strategically investing in marketing that reaches your target audience, you're ultimately investing in the growth of your firm and the overall value of your brand. Effective marketing campaigns generate leads, convert those leads into clients, and ultimately contribute to your bottom line.

In an industry where marketing can seem burdensome, it's crucial to view it as an investment rather than an expense. A well-crafted strategy not only yields measurable results, but also positions your firm for success. By embracing diversification across channels and creative content, you unlock the true potential of your marketing efforts. Through a Diversified Marketing Portfolio (DMP), your firm reaches a broader audience, fosters stronger connections, and drives growth.

Creativity becomes paramount in standing out amongst fierce competition. With a diversified approach, you can innovate messaging and visuals that resonate with potential clients. Remember, investing in your audience is investing in the future of your firm. Embrace diversification, unleash creativity, and witness your firm grow strategically. Unlock your firm's potential through strategic marketing and the power of diversification.

About author Darcy Neighbors, Founder and CEO of CIM Marketing Partners:

As founder and CEO of CIM Marketing Partners, Darcy has led the agency for nearly three decades. Her passion lies in helping personal injury law firms achieve significant results. She thrives on crafting strategies that tremendously improve their bottom line. While she enjoys the diverse energy of working across industries, her expertise truly shines in the fast-paced world of legal services. From small boutique firms to industry giants, she has a proven track record of success for clients of all sizes, increasing their revenue with right-fit clients and building brand value. The agency’s services range from deep strategic planning to align business goals with marketing strategies and tactics, to serving as firms’ complete outsourced marketing department. Darcy earned her business degree from the University of Nevada, Las Vegas (UNLV) and has a distinctive record of community involvement and service, most notably when she was honored as UNLV Lee Business School’s 2013 Alumna of the Year.

How to Unlock Your Legal Team’s Potential: Overcoming Barriers to Productivity and Empowerment

"Why can't my employees just do their job?" Have you ever asked yourself this question? Chances are you have. In most cases, your employees have the same thoughts: "Why can’t I just get my work done?" When they get in their vehicle at the end of the day or close their computer if they're working remotely as W2 employees, they feel defeated. They feel like they haven't accomplished anything all day.

The reasons for these questions occurring to you and your team might vary. Let’s take a deep dive into some of them.

Lack of Training

Oftentimes, you are met with resistance from your employees because they don't have access to the proper education, training, and coaching. Remember the golden rule—your team needs to be trained to become legal leaders.

Apart from hard skills, another important missing skill is confidence. That’s where we all need to start—by giving our employees confidence. How can this be achieved?

The answer is simple. Give your employees a task that scares them, something they have no training or knowledge of, and just say, "I trust you." Don’t use uncertain terms like, "Just don't screw it up." The truth is that your employees will learn how to take responsibility with confidence when they make mistakes.

They will gain the ability to communicate like a CEO, take ownership of their actions, and persevere without crumbling under pressure, especially if they don't come from a law background when they are certain that you trust them and that mistakes are not something they need to be afraid of.

Communication is Key

You’ve been forced to communicate since before you could speak. Unfortunately, knowing you’re supposed to communicate well with others is very different from actually doing it.

We have the power to choose how and if we talk with those in our space. Silence may be even more detrimental than thoughtless conversation. Silence causes us to falter in our collective company goals.

We need to overcome our fear of debate and realize that respectful debate is healthy. If we don’t trust someone enough to disagree with them, we create a broken foundation upon which no solid growth can be built.

Suffering in silence is not the solution. If you are an employee struggling to complete your work, your employer might not even be aware of it. Break this vicious circle and tell your boss about the problems you’re struggling with; try to have an open conversation.

If you’re an employer resenting writing everyone's paycheck because you feel like no one is delegating back to you, or you can't let go and trust because every time you do, things fall through the cracks and follow-through doesn't happen, remember: conversation is key.

This isn't a heavy or hard conversation. It's an empowering one. You can say, "Team: We need to get together, lock arms, schedule a workshop, get in a room, go to the proverbial whiteboard, and figure out what's not working and what we can do to turn this around.”

Success Requires Clarity

Clear, concise, and well-communicated job descriptions, along with time chunking, prevent confusion. When people have a clear goal, they become engaged, focused, and persistent. The business wins when everyone pulls together and moves in the same direction.

Setting goals helps us stay focused on what is significant. It's also the easiest way to establish clarity for everyone on the team. The greatest gift you can give yourself is to grant permission to seek clarification.

If a talented employee runs out of new opportunities, they’ll look elsewhere for fulfillment. The same holds true if they don’t have balance in their personal and professional goals. That’s why clarity is so important.

To keep things on track, dial in your project management system. Running your firm off Excel® spreadsheets and Word® documents is unacceptable. Invest in a project management system. Services like monday.com, Asana, and Basecamp are affordable and effective.

Host weekly team meetings to review all open projects. Ensure that you know the status of each to-do item, who is responsible, what (if anything) is needed to complete the task, and when it needs to be done. Be impeccable in keeping this tracking up to date.

Don’t Forget About the Power of Empowerment and Delegation

If you are an employer, you are likely saying ‘yes’ to way too much. You are the office manager, the paralegal, the trainer, the facilitator of all meetings, conducting quarterly employee reviews, and engaged in many other tasks.

If you are working nights and weekends, or, for example, showing up even when you are getting sick because of your incredible work ethic and thoughts that the firm will collapse without you, it’s a bad sign. That’s not being a team player. Don't create stories like that in your head. You're harming your business, your family, and yourself. You can't scale if you are unfamiliar with the power of delegation.

If you are doing everything yourself, the questions "What are my employees doing all day?" and "Why can't people just get their work done?" seem relevant. What do they need to do if you are the one person performing all the tasks?

Employers should empower their employees and delegate tasks to free up their time. Our job as leaders is to train and empower people. If you are wondering why everyone can't get their work done, there is a chance there are bottlenecks with YOU. Everybody's waiting for you to do your part. They're not letting go of control. Everything has to go through you.

True business growth begins when business owners realize one thing: They can’t do everything on their own. When you empower your team to take administrative tasks off your plate, you free yourself to focus on delivering outstanding service to your clients and growing the business.

You can grow a team that operates efficiently, understands your processes and systems, executes marketing efforts without a hitch, and makes trustworthy business decisions effectively. All you have to do is trust this process, set clear core values, guard what information you tell yourself, and establish realistic professional goals.

If you are wondering why your employees just can’t get their job done, pay attention to these points:

To build a successful law practice, you don't just need employees; you need empowered individuals who act like entrepreneurs on your behalf.

About author Molly McGrath, Founder and CEO of Hiring & Empowering Solutions:

Molly McGrath is the Founder and CEO of Hiring & Empowering Solutions and the author of Amazon's top #1 Best Seller: 'Fix My Boss: The Simple Plan to Cultivate Respect, Risk Courageous Conversations, and Increase the Bottom Line.'

She is a thought leader with 27 years of experience in the CEO space. Since the late nineties, Molly has coached, consulted, and directed presidents and founders of national organizations and over 4,500 law firms in executive-level leadership, continuous improvement, and team empowerment initiatives to infiltrate new markets, leverage partner ecosystems, and produce profitability.

Molly has 27 years of specific skill set experience in legal marketing, fractional CEO roles, conversation intelligence coaching, team development & empowerment, intrapreneur talent acquisition, Kaizen leadership, root cause analysis, revenue mapping, and action-based project management.