WASTED TIME, WASTED SPENDING: DEVELOPING A LAW FIRM PUBLISHING

PROGRAM

Greg Siskind

GSiskind@visalaw.com

901-682-6455

The Challenges - 1994

• Solo lawyer with limited time resources• Limited market potential in Tennessee• Lack of capital for expensive marketing

campaign• Lack of established clientele• Lack of experience

The Solution• Capitalize on interest in writing and

developing a publishing strategy as a means of establishing market brand

• Created first web site and kick started a general immigration practice.

• First newsletter distributed by email with 40,000 (now with 40,000 weekly readers)

• Created first lawyer blog in 1997

Today• One of largest, best known immigration

practices in the US (only 3 AmLaw 100 firms have larger groups)

• Representation of many of the best known companies and individuals in the world

• Used many of the same online tools to create a global immigration law network to service clients moving to markets outside the US

Your Target Audience• Existing clients

• Potential clients

• Referring attorneys

• Other attorneys in your firm

• Journalists

• Government and court officials

• Law students and other potential hires

The Components of the Publishing Program – Online Content

• newsletters– Weekly newsletter and two quarterly publications– Published on web site and distributed by email

• Portals – articles, blogs, original research (charts, spreadsheets), flowcharts

• ACT! email blasting• Blogs• Legislative tracking

The Components of the Publishing Program – Print Content

• Books

• Book chapters

• Articles

• Op-Eds

The results• New clients• Existing clients feel like our lawyers are better

informed and they have access to information earlier

• Government officials rely on our publications and this translates to better results for clients

• Speaking invitations• Regular calls from reporters

The costs

• Time – the big one

• Writer to help me

• Tech costs – web hosting, design, Quickbase, Topica, ACT!

Thanks

Contact Details at

www.visalaw.com