Integrity Marketing

October Quill & Column Newsletter

The October 2006 issue of the Quill & Column newsletter is posted online at http://www.imslegalmarketing.com/Online_News.htm

Topics this month include:

• Client Solutions: Schlender Law Firm
• Five Simple Rules for Success Behavior
• Branding Your Law Firm
• Service Spotlight: E-Newsletters Expand Effectiveness
• Company News: Upcoming Heckerling Institute

Click Here to subscribe to this FREE newsletter.

Brand Your Firm Online

E-Newsletters Expand Your Effectiveness

Did you know that IMS offers two versions of electronic newsletters? Both versions are fully customizable with your firm branding, professionally delivered as web-page type documents, tracked through a dedicated service, and suitable for use with professional advisors.

We do not use, and do not recommend using Adobe Acrobat files for online newsletters -- they require too many "extra" steps for the user, they download slowly, they are not "instant open," cannot be tracked through an e-mail server, and even if they are stored on your website, search engine crawlers will not index them -- so they do not help your directory rankings the way a web-page style newsletter will.

The key to search engine ranking is keyword-rich content, updated regularly -- which is exactly what these e-newsletters deliver when linked to your home page!

Here is a brief summary of the two versions :

Standard ENewsletter Service: $250 per month
(plus one-time initial set-up fee of $275)

Key Benefits:

• Professional, web-page type e-mails sent through a dedicated service
• Unlimited e-mails for one flat fee.
• Also INCLUDED at NO EXTRA CHARGE: online hosting at a unique landing website, interactive features engage readers, subscribe & feedback forms help you build your list, indexed archives stored online for up to 12 months.

E-mail a web-page type message to your entire list monthly (unlimited names) for one flat fee. Each e-mail is delivered through a dedicated e-mail service, with a synopsis of your online articles and a hyperlink bringing readers to a unique "landing" website where your e-newsletter is hosted online. Also store up to 12 months of newsletter archives. Includes an interactive self-quiz, subscription and feedback forms. Can be seamlessly integrated with your current website or choose one of our pre-designed templates.

E-SELECT® Newsletters: $125 per month
(plus one-time initial set-up fee of $149)
Available ONLY to SELECT© NEWSLETTER Subscribers

Key Benefits:

• Enhance your direct-mail marketing with cost-effective e-mail to reinforce your message, and provide an additional "touch" every month
• UP TO 498 Professional, web-page type e-mails sent through a dedicated service.
• Build value in your firm's brand by incorporating your logo & color palette.
• Also INCLUDED at NO EXTRA CHARGE: online hosting at a unique landing website, subscribe & feedback forms to help you build your list, and seamless integration with your home website

Add E-SELECT® e-newsletters to your SELECT® Newsletter order for only $125 per month. Use the same mast head, color palette, and articles from your monthly SELECT Newsletter (including any custom articles you submitted) creating a truly PERSONAL electronic newsletter to TURBO-CHARGE your marketing! One flat-fee for up to 498 emails monthly (additional names can be added for a nominal charge), includes your unique "landing" website where your e-newsletter is hosted online. Includes links back to your firm's website, and interactive subscribe and feedback forms.

Click here to send an email request for an ACTUAL SAMPLE of a client e-newsletter.

Law Firm Branding

Branding Your Practice ... Practicing Your Brand

I recently was privileged to acquire a positively magnificent young sport horse. Bred for athleticism, endurance and style, Elijah is a “warm blood.” His mother was a thoroughbred racer, his father a draft Trakehner. Eli passed inspection as a colt and was admitted to the Oldenberg sport horse registry.

Interestingly, even though Elijah’s impressive appearance and noble “presence” should be enough of a tip-off that he is a well-bred horse with tons of talent, there is more. The classic Oldenberg symbol is freeze-branded on his left hip, just above the stifle.

Why was it so important for Elijah to be branded when even the most inexperienced horse person could pick him out of a crowd? It’s there in the way he holds his head, the arch of his neck, the prance in his stride; the way he covers the length of the field in the blink of an eye. Even if I let his mane grow long and never bothered to brush him again, it would be impossible to mistake this magnificent animal for some back yard pasture puff.

We can learn a lot about the power of branding from that symbol on Eli’s hip.

What is a Brand?
On the most superficial level, Eli’s “brand” is the mark frozen into the hair on his hip. Unlike the typical ranch brand, seared into the hide of a steer to mark ownership, Elijah’s brand is not a mere nameplate. The Oldenberg symbol is the mark of a true brand – it distinguishes Elijah as a very special horse. It is a visible representation – a quick identifier – of the unmistakable quality of his breeding

It is important to understand that there is no value to merely freeze-branding any old symbol onto the hip of a horse; just as there is no value in merely slapping a logo onto a website and saying, “There! We have branded our firm!"

No, a brand is not a name, a catchy phrase, a design, or a jingle

A Brand is Your Value Position in the Marketplace.

Let’s take the Oldenberg “brand” as an example – and in this case I am not referring to that symbol on Elijah’s hip, but to the brand it represents. How has the Oldenberg brand been built ?

Without going into a long history of the registry, suffice to say that it is not enough for a horse to have the right bloodlines. Every horse admitted to the registry must first be properly bred, and THEN must be presented for inspection by qualified judges. Every youngster presented for inspection is given a score, and only those that score high enough are admitted to the registry – and permitted to wear the brand. This inspection process is a time-honored tradition that preserves the brand. While there are no guarantees that a registered horse will become a Grand Prix jumper, buyers can be assured that a registered horse was carefully bred by (relatively) knowledgeable, motivated people who sought to preserve certain qualities that, over time, have proven to lend themselves toward producing extremely athletic, stylish, intelligent horses with heart and scope.

THAT is the Oldenberg “brand.”

All of that work is represented in a symbol no bigger than my hand on the hip of a giant horse

Why Display the Brand?
Communication establishes the brand, builds awareness and recognition, and thus both real and perceived value. Whenever someone sees that symbol on the hip of a magnificent horse in the dressage ring or on the event course, the brand’s value grows. Every time someone asks, “What is that mark on his hip?” – the brand’s value grows. Should I ever (God forbid!) choose to sell this splendid animal, he will fetch a higher price – and attract more willing buyers – because the market has learned to perceive value in association with that brand.

What We Can Learn
When it comes to branding your law firm, take a few tips from Elijah.

• Determine Your Market Position. Elijah was not bred to cut cattle nor to run the Kentucky Derby. He is a sport horse. If you want to compete in the hunter, jumper or dressage rings, Elijah’s your horse! Cowboys need not apply. You, too, must decide what market you choose to serve. While it’s true that some horses are “all-purpose,” serious competitors (aka persons of high net worth) do not search the globe for an “all purpose” horse. [And by the way, one can buy a good "all-purpose" horse for less than $5,000. For a well-trained Oldenberg like Elijah, you will have to add a zero ... let that be a lesson in the relationship between fees and a well-built brand!]
• Build Your Brand. The Oldenberg registry has a clear vision of their mission, and established guidelines and standards for implementation. This brand has TRUE value, and is not just the result of some clever marketing hype. Make sure your brand is the same. For instance, if you choose to serve affluent business owners, take care that you have the expertise, the staff, and the systems to do so with excellence.
• Communicate Your Message. That symbol on Elijah’s hip tells everyone he is special. It is a quick identifier. But it also builds the value of the brand by it’s repeated appearance within the target market – go to any A-circuit dressage show this weekend and count the number of horses with that symbol on their hip. And here’s a hint – look for the the ones with the blue ribbons on their bridles! Build your own brand, then tell the world. I’m not suggesting you have it frozen onto your hip – but incorporating it into your firm’s newsletter would be a great idea!

With SELECT® newsletters you can now customize your marketing communications to include your own firm branding. For more information on branding solutions, visit our website at: http://www.imslegalmarketing.com/Online_News.htm or call us toll-free at 1-877-352-2021.

Branding Your Firm

SELECT® Newsletters Solve Branding Dilemma

Attorney Keith Davis recently hired a graphic designer to create a corporate image, or "branding package" for his law firm. He was looking for a high-quality, full-color newsletter to send to his clients, prospects and referral sources that would incorporate this new image.

His "must-haves" included:

1. High-quality editorial content
2. Professional image
3. Must incorporate firm branding -- graphic image and color scheme
4. Ability to insert custom articles
5. Affordable solution -- no "break the bank" costs!

SELECT® Newsletters fit the bill perfectly! We were able to create a custom mast head for the newsletter using the firm's branding image, and selected a color palette to match! The design costs for this unique solution? Just $265 (for the custom mast head!).

That was well under the budget Keith had set aside for the project. (See the results here)

If you have invested in image branding for your firm, then SELECT® Newsletters are a MUST to help you carry out that image into your firm newsletter! And -- if you have not yet established a graphic image for your brand, we have designers who can walk you through the process from start to finish!

To request a free SAMPLE, visit our website at http://www.estateplanningpartners.com/select.htm