Insights

Marketing images have always overrepresented young, thin, able-bodied, straight, white and cis-gendered people. But as the world becomes increasingly diverse, it’s important to use images that look like the audience you communicate with. That includes the photos your firm uses on its website, social media, and in internal and external communication.

Why Diverse Images Are Important

Representing different kinds of people is important because it affects how...

Thought-leadership marketing can be a great way to stand out as a competent, well-respected expert in your field. This is especially true if you write content tailored to the concerns of a specific audience. While it can be tempting to showcase your expertise across a broad range of industries and practice areas — to be all things to all people — this strategy is counterproductive. Here’s how to ensure your thought leadership makes an impact:

Narrow your focus....

Law firm marketers have many channels to choose from when deciding where to post content promoting their firm and its individual lawyers. But with so many options available, it can be difficult to decide how to push these messages out.

Often, firms think about where they want to post instead of figuring out where their target audience hangs out. "We want to be on Instagram," they might say. Well . . . why? Are the firm’s clients...

Earlier this spring, BTI Consulting reported that “82% of top legal decision makers say they know virtually nothing about their law firms’ DEI...

Almost everyone claims to hate jargon, but it’s a perennial feature of most industries. Law firms are notorious for using their own special brand of jargon — legalese. As confusing and off-putting as jargon can be, it persists. Researchers Zachariah Brown, Eric Anicich and Adam Galinsky, who published their work in a recent