Expert Positioning

Targeted Messaging Supporting a Specific Service Offering with Tanya Pohl

Tanya Pohl defines herself very specifically as a social media attorney. In this episode of the Legal Marketing Studio, she describes how she came to see this niche of IP law as the basis for a viable practice and as a form of effective marketing. Our conversation wends its way through the language that she uses across various marketing channels and the subtle ways that she modulates this messaging for each. We discuss also the nuts and bolts of moving out of big law and starting a solo practice.

Recorded April 17, 2017 at the New York City Bar.

Adapting to the New LinkedIn Interface with Bruce Segall

In early 2017 LinkedIn began rolling out its new interface. The changes were met with a mix of delight, acceptance and gnashing of teeth. Regardless of how one feels about the changes, in what ways is it necessary to adapt one’s business development strategy on the platform? What will continue to work? What will get a lower response? And what new opportunities are there? Bruce Segall of Marketing Sense joins me on this episode to explore what the changes to LinkedIn’s interface portend for users and suggest about the direction the platform will move in the future.

Recorded March 21, 2017 @ the Shetler Studios in New York City.

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Simplifying Content for Effective UX with Alex Acker and Nathan Crandall

As a kind of bonus to last month’s web design series, Alex Acker and Nathan Crandall of Adventure House join me to discuss the importance of simplifying content in order to effectively engage a firm’s website users. The challenge of focusing the wide range of content available on most law firms’ websites is one that has come up often in my conversations with legal marketers. Alex and Nathan discuss in detail their approach to content from a user experience (UX) perspective. The bottom line is that a considered approach to a site’s UX can lead to increased engagement and, ultimately, new business.

Recorded February 3, 2017 @ the offices of Adventure House in New York City.

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Moving Law Firm Websites Towards Publishing Platforms Using Attorney Microsites, a conversation with Robert Algeri


The nature of the web is constantly changing, giving law firms significant opportunities to leverage their websites in new and innovative ways. In the second episode of a four part mini-series on web design for law firms, Robert Algeri of Great Jakes joins me to talk about his agency’s vision for law firms’ websites as publishing platforms and their use of Attorney Microsites as one means of achieving this. There are some terrific insights on the potential for law firms’ web presences.

Recorded January 9, 2017 @ the offices of Great Jakes in New York City.

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