Posted February 15, 2017 2:27 PM
Updated March 15, 2017 11:25 AM

Updating the website: What about printed collateral?

Ask Snap-D

Sandra Napoli-D’Arco
By Sandra Napoli-D’Arco
Looking for advice on how to grow your solo practice or build your small, midsize or large law firm? Send all legal marketing, business development, strategic planning and firm management questions to Responses to reader questions will appear anonymously in Ask Snap-D every Wednesday. Sandra Napoli-D’Arco, founder and president of Snap-D Marketing Inc., is a legal marketing and business development consultant. She has led marketing and business development teams and initiatives for firms with national practices.

Dear Snap-D: We are doing away with our current website and creating a new one from scratch. Should we change our letterhead, business cards and brochures at the same time? This is a huge expense, and we’d rather not change everything if possible.

A: Your biggest expense is the website, so as long as you are re-creating it it really does make sense to change everything else so you have consistency throughout all of your collateral materials. Without consistency, there is a gap in your brand image, which should be avoided when possible. If you’re on a tight budget, perhaps make your new brochure electronic and you will be able to save greatly on printing.

Q: I am 63 and my firm has a mandatory retirement policy, but I am still very active and my book of business is solid. I would like to continue working. How do you suggest I handle it?

A: Mandatory retirement policies are in place for a reason, and I’m not sure whether your firm has deviated from the mandatory retirement in the past to set a precedent. If so, you may have a case.

If not, you can certainly ask your management committee, as there are exceptions to every rule. If I had to bet money on it, I bet they are hoping you’ll take the next two years to transition your practice to younger partners and give them the opportunity to rise and shine in the firm as you have clearly done.

Q: I have just made partner and would like to get some vanity rankings on my resume. What’s the best way to go about getting nominated?

A: Each vanity publication has different criteria for different interests. Most of the time, the publications will send an e-mail to your peers asking them to nominate attorneys for their lists.

In my experience, it’s not terribly difficult to make a mark on these vanity publications. Depending on which one it is, they make their money on membership, plaques and advertising and they have a way of seeking you out and making lawyers a good fit for at least one, if not more, of their lists.

In addition to seeking out publicity in vanity publications, I would suggest publishing an article or going out and making face-to-face connections.

In my opinion, these marketing opportunities are more solid and have longer positive effects on your book of business.

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