Episode 100-Word of Mouth Marketing with Michael Katz

Counsel to Counsel - Career Advice for Lawyers

In this episode, Michael Katz, returns to Counsel to Counsel after a 3 year hiatus. In 2019, Michael and I spoke about how to use newsletters as an effective marketing tool. Check out Episode 29 of this podcast.

Newsletters have only grown in value, especially during the pandemic when in-person marketing went away.

As many of us have resumed in-person activities, however, live relationship building is moving back to center stage. Of course it never truly went away and Zoom made sure of that. But more than ever, we now have the chance to build strong referral relationships by participating in activities that we enjoy.

One of the challenges of relationship building is how to stay top of mind so that our prospective clients and referral sources will think of us when they hear about an opportunity that is right for us.

If you are like me, it is easy to deliver a lengthy discourse when someone asks what you do. In all likelihood, you do a lot of things. And some of those things are actually hard to explain.

While a lengthy discourse may be effective when you are making a closing argument in a $200 million dollar theft of trade secrets case, it’s probably not effective for generating referrals.

So how do you make a lasting impression on someone so they will tell someone else to call you?

Michael Katz has some great tips on that very subject.

Michael Katz is an award-winning humorist and former corporate marketer. His company is Blue Penguin Development and he is founder and Chief Penguin. Michael specializes in coaching professional service firms and solos in improving their marketing.

Since launching Blue Penguin in 2000, Michael has been quoted in The Wall Street Journal, The New York Times, Business Week Online, Bloomberg TV, Forbes.com, Inc.com, USA Today, and other national and local media.

He is the author of four books and over the past 20+ years has published more than 500 issues of “The Likeable Expert Gazette,” a twice-monthly email newsletter and podcast with 6,000 passionate subscribers in over 40 countries around the world.

And he is someone I have learned a lot from through our business networking group ProVisors.

Additional Resources

• Episode 29-How Newsletters Can Set You Apart From the Competition
• Episode 74-Turning Business Conversations into Business
• Episode 44-Getting the Most From Networking Meetings and Troikas
• Making Introductions that Generate Referrals