There are myriad ways you can market a legal practice. We believe, perhaps not surprisingly, that thought-leadership marketing is one of the best ways. But thought-marketing is not a silver bullet. It’s not magic. And it’s not to be confused with other short-term, in-your-face marketing tactics. In this episode, Jay and Tom discuss some common misconceptions about thought-leadership marketing, describe what it is and is not, and attempt to set some realistic expectations. Among other things, they discuss:

• How thought-leadership marketing is more like farming than hunting

• How thought-leadership marketing generates new business leads, but not in the way most think about “lead generation”

• Why it’s critical to create a digital footprint consisting of your content

• The difference between “tricking” your audience and “enrolling” your audience

• Why thought-leadership is no substitute for business development

Reading & Resources

• Buyers get 57% of the way through the buying process before making contact with a service provider

• Create a digital trail to your website bio

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Hosts of The Thought Leadership Project

Jay Harrington is a lawyer, author, executive coach, and marketing consultant for law firms and lawyers. Tom Nixon, who is Chief Storyteller at the Harrington agency, has more than 25 years of experience helping experts become thought leaders. Both are prolific content creators whose work has been featured in leading publications in the legal industry.

From start to finish, we help our clients conceptualize, create, and produce podcasts that engage their audience, build awareness, and support business development efforts. In less than 30 days, we will have you up and running with a polished podcast. We will handle the details of podcast setup, from technology to branding, so you can focus on getting ready to host your show.