Insights

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...

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...