PRACTICE MARKETING blog

—- I just wrote an e-mail to a client giving some advice………………………..

Your website, and e-newsletter, are examples of the kind of attention you can gain from having well-designed impressions.  Your business card must earn respect by the conservative, traditional, and old fashioned - it’s expected from a lawyer; you know that.

Going against a strong expectation is a contradiction that may bring on the wrong sort of attention: I’m calling it “the Sanjaya effect.”  However, on that note, with the right personality… you too can pull it off.  How much do you want to leverage your personality?

…..

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Advertisements - be in printed, audio (radio), video (tv) - or any other collaterals should achieve your goal. Some marketing collaterals are meant to position your brand with the right target community. Others are meant to actively generate leads right away.My latest podcast quickly talks about the two types of focus an ad, brochure, website, or postcard can have. I also cite quick thumb-rules for you to make the necessary improvements to achieve the right result.

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There’s a new website that will literally show where the convicted offenders live. It’s public & legal. It’s alarming and truthful.

It also shows us the power of “API Mashups.”

How is this useful for marketing?

Yesterday I was networking with Bruce Mendelson, an insurance broker who specializes in families with special needs kids. As the conversation progressed, he beat me to the punch: Bruce asked me what I enjoyed doing - besides business. I admitted my geeky hobby of learning about Web 2.0 “stuff”.

I told him that it’s like the Wild West Web all over again, like the late 90’s Boom… there are so many Internet Innovations going on! So Bruce fed my instant excitement, “What’s the coolest thing on the Web now?”

More than blogs, podcasts, social bookmarks, and profiles are… APIs. An API is a “Application Programming Interface.” Basically, it allows you to query, search, lookup, or “mix and mash” public databases of information.

Private companies are creating APIs into their database. Google allows you to mash into their maps, for example. Yahoo! created an API for us to use Flickr photos in creative ways (for example… this programmer created a way for us to send free e-cards). Amazon has just created an API to search their book database (Google too). There are over 2000 mashups currently created by programmers. Start browsing here.

Type in your zip code and be warned. MapSexOffenders.com is a “mashup” of the National Registry… and Google Maps. (Personally, I am a righteous civil libertarian — but Freedom of Information about public threats trumps personal privacy.)

Here’s an example of what Real Estate professionals can do with Mashups…

You can grab the RSS feed off of Craiglist that queries the new real estate property listings (or MLS, if they offer a way). You can mash that onto Google Maps. Or you can mash your exclusive listings onto a Google street-photo map.

Your website visitors can get a birds-eye view of the properties for sale in their desired geography. They can even see its roof! Moreover, it would link to its specific property page. With another click, they can call you immediately!

Wanna create your own mashup?

1. Choose from the 400 APIs or public databases you can mash up (Now you know why it’s called ProgrammableWeb.com)

2. Learn programming languages like XML or use new “point-and-click” services like Teqlo.com and Yahoo! Pipes. BTW: You can also use RSS feeds as XML data. There are other cool mashup services too. 3. Place your free valuable service on your website!

4. Or you can just call me: 516.642.4100 and let’s talk about your imagination: What would be valuable to your prospects? What would lure your web visitors to return to your website often? How can your colleagues use your website as a resource?

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Do you have a logo/letterhead?

Is your logo/letterhead any good?

When was the last time you updated your logo/letterhead?

Is it even necessary for you to have a logo?

Do you trust your logo?

Is your logo a piece of art, or a piece of….?

Logos & designed letterhead can help your practice stand out.

But there’s a difference between artful design and a brand logo:

I gave this same advice to two well-experienced professionals, both with years of marketing themselves. I got off the phone with them, and then recorded the podcast for you:

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Most lawyers, accountants, financial planners, and other advisors who go to networking events and tradeshows tend to blend in with all the other lawyers, accountants, financial planners, et al.

How can we stand out, be remembered, provoke questions, and appeal to those who want a distinctive business advisor? You don’t have to change anything about you or even what you say.

This trick is so good, it’ll often relief the pressure of breaking the ice for you!

It’s simple. It takes less than 4 minutes.

First step, listen to the podcast. Next step, ask me any questions. Third step, use the podcast!

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