Why Would This Multi-Award Winning Law Firm Publish a Magazine?

It’s not surprising that when it comes to effectively marketing a law firm, all the banter is about “online.” I get that, because 85% of our work with law firms in Australia and the United States sits there. However, does the more traditional ways of positioning your practice still work?

A little over a year ago, we pitched the idea of publishing a high-end magazine to long-standing client Best Wilson Buckley, a fast-growing specialist family law firm recently acquired by Shine Lawyers.

Why? Because as my hero, Marty Neumeier would say, that when it comes to positioning brands, at the very heart of it, it’s all about doing a zig when the others zag. In fact, Marty wrote a book with that title you should read it.

Essentially his thesis is that radical differentiation is the key to a successful brand and is key to creating lasting value for shareholders and consumers. He opines that brands die out because they are unable to keep their zag and eventually camouflage in with the rest of the other teeming mass of brands.

In the context of publishing a magazine, it was simply the “Zag” while all the other competitors are zigging, but it never would have happened if the firm wasn’t up for it. This was critical because you don’t embark on a publishing regime of 4 quarterly substantive editions lightly. It’s an immense amount of work, both on the part of the firm and of course, my design team.

The magazine was aptly titled, “CrossRoads,” and would not only be a beautifully aesthetic and wonderfully tactile read, it would be a body of client-focused family law content but supplemented by other related articles, from food, to health, to finance etc etc.

We wanted the publication to be at home in coffee shops, cafes and restaurants and be truly, an interesting read to a wide-ranging demographic, not necessarily just those immersed or about to be immersed in a family law dispute.

“Crossroads” has been hugely successful for the firm, measured by not only feedback, but now of course, with plenty of external contributors wanting to be a part of it. It’s distributed widely and it always fascinates me where the magazine turns up.

It’s been another great example for us as law firm marketing designers, that when there is a distinct brand strategy by a firm to be continually positioning, seeking out new ways to really engage with their community in different ways, extraordinary things happen when you all come to the table in the spirit of co-creation.

The Autumn edition is now on our design boards and it just keeps on getting better and better!

GIVE ME SOMETHING TO READ

Need some more information, or want something tangible to hand around to others in your firm.

1 May 2019 in Design Hub, Technology Hub

When Things Go Wrong with Your Law Firm’s Website

Managing your law firm’s website these days can be a challenge. At Fast Firms, we’re surprised at how often things can go wrong very quickly! Like all technology, things go…
Read More
27 April 2019 in Design Hub, Marketing Hub

What The Heck Are People Doing On My Law Firm Website?

You’ve got your latest google analytics report and it told you that 16500 people are crawling your website. What the heck are they doing? Google Analytics can tell you with…
Read More
18 April 2019 in Brand Hub, Design Hub, Marketing Hub

Oh No! Law Firm Admin Have Got Control Over Marketing!

It worries us to no end when we learn that administrative staff (or lawyers) in the law firm are designing and executing design and marketing. At Fast Firms, we get…
Read More
15 April 2019 in Brand Hub

Let’s Change the Name of Our Law Firm…Maybe Not

Naming and law firms is always a contentious issue, particularly for smaller practices, with partners prone to wanting their name in there..somewhere. The worst examples of business naming happen within…
Read More
12 April 2019 in Brand Hub

Who is the Next Leader of Your Law Firm?

Picture this! Your law firm has long positioned itself in known waters! The captain, he knew both the craft and water, but he's leaving the ship, either of his own…
Read More
12 April 2019 in Brand Hub, Design Hub, Marketing Hub, Technology Hub

What’s the Problem with the Problem?

Law firms when considering their brand, design, marketing or technology often get off on the wrong foot! They identify the wrong problem! There is little doubt that positioning and growing…
Read More
Keep your firm on the front-foot, without having to deal with a multitude of service providers.
Law Firm marketing business logo