When we first started this firm over 20 years ago, law firm marketing was still in its infancy and many lawyers asked, “Is there really any value in law firm and lawyer marketing?” Anticipating the question, we wrote a book, Inside Outside: How Businesses Buy Legal Services, interviewing hundreds of general counsels, who ostensibly said, “Yes, of course I’m influenced by what I read and hear about a lawyer.”
Lawyers will always be expected to do great work as the price of admission. But how to stay top of mind?
Wanting to create a direct conduit for lawyers to general counsel buyers, we have developed two new podcasts in collaboration with the Corporate Counsel Business Journal and the In House Community of Asian-MENA Counsel, collectively to reach 75,000 general counsels. For the CCBJ, we have developed a daily five-minute podcast called In House Warrior and for the IHC we developed a weekly program called The Weekly. All shows will run on Spotify, Stitcher, Apple Podcasts, and many other podcast services and, importantly be e-mailed directly to the general counsels through CCBJ and IHC. Each show is built around a single lawyer and the crucial things they believe GCs need to know about a single issue. Five minutes for a podcast is magical, just long enough to make key points and short enough to invite the listen.
In the age of isolation we have built a studio out of my home and we connect by Zoom. Guests never have to leave the house.
The concept is already immensely popular and we have a queue of guests for the shows. If you would like to be on air and reach GCs, please let us know by emailing [email protected] and including the topic you’d like to cover.
Enjoy the listens.