Not All Media Coverage Is Created Equal

December 31, 2018

Credibility matters.

A big part of our job at Page 2 is counseling clients on the most important media outlets in their field, and, especially with newer online publications, how to tell the difference between the credible outlets and the dubious fakers. Of course, every firm’s overall goal is to build its attorneys’ profiles as thought leaders making an impact in their practice areas. But having one of your attorneys quoted in a shady publication could actually be worse for your...

Economic Incentive to Create Women-Led Litigation Teams Is an Enticing Opportunity

December 31, 2018

But only if firms can seize it.

Global Finance and Investment Management Firm Buford Capital’s recent announcement of its Equity Project, a $50 million pool of capital earmarked for financing commercial litigation and arbitration matters with a woman-led counsel team, illuminates another source of pressure on top firms to make progress on equity....

2018’s Most Talked-About Law Stories in Chicago and Beyond

December 20, 2018

“Disruption” is painfully overused, so let’s say that the watchword for law in 2018 is upheaval. Chicago law firms continued to react (or not) to the demand for change that came from both inside—their own lawyers—and out—their clients across the nation. On top of that, our region saw the continued development of work in the private tech market and in cannabis practice. And, of course, there was that September story that broke the internet, at least in Cook...

Social Currency

December 11, 2018

What it is and how you can use it to develop your business.

In October, Page 2 was fortunate to attend the Legal Marketing Association Northeast Chapter’s annual conference in Boston and hear a fabulous keynote address by Jonah Berger, a marketing professor at the Wharton School of Business and author of a bestselling book called Contagious: Why Things Catch On.

In his talk, Jonah told a story about a speakeasy in the East...

‘Marketing’ Doesn’t Have to Make You Cringe

December 6, 2018

Consider broadening your definition of this dreaded word.

Successful attorneys often tell us they never market their practice because they don’t have to: work is coming in and they are doing just fine. Why should they have to be out networking, sponsoring golf outings, and handing out business cards?

We agree that unless you derive great joy from these activities (does anyone?), you should not feel the pressure to do them. Schmoozing is just one kind of marketing, and it...