As
a
part
of
the
Legal
Marketing
Association’s
partnership
with
Above
the
Law,
each
month
we’re
here
to
share
a
roundup
of
insights
and
intel
from
Strategies
&
Voices,
the
online
trade
journal
dedicated
to
the
craft
of
legal
marketing.
Articles
in
this
edition
help
legal
marketers
empathize
with
clients’
buying
motivations,
collaborate
across
practice
areas,
and
understand
the
political
climate
surrounding
DEI
programs.
What
Do
Law
Firm
Clients
Really
Want?
A
Fresh
Look
at
Client
Motivations
Understanding
client
motivations
is
key
to
shaping
valuable
and
effective
legal
services.
Beneath
the
Service:
What
Law
Firm
Clients
Really
Buy
explores
how
law
firms
can
create
offerings
that
align
with
the
underlying
goals
driving
client
behavior.
The
article
introduces
four
primary
client
motivations
—
control,
belonging,
mastery,
and
exploratory
curiosity
—
and
their
corresponding
goal
facilitators:
markers
of
progress,
tools
and
skills,
allies
and
friends,
and
agents
of
change.
Successful
client
relationships
hinge
on
understanding
these
motivations
and
leveraging
value
activities
that
meet
their
needs.
Cross-Firm
Collaboration:
Setting
Up
for
Success
Cross-selling
is
an
exceptional
tool
for
increasing
client
revenue
and
“stickiness,”
but
it
must
be
done
with
an
approach
that
takes
into
account
both
client
goals
and
firm
realities.
In
the
podcast
episode
Collaborate
to
Elevate:
Enhancing
Client
Service
Through
Cross-Firm
Relationships,
four
legal
marketers
share
how
to
structure
strong
internal
partnerships,
communicate
effectively
and
keep
client
needs
at
the
forefront.
Debates
About
DEI
Amid
the
presidential
election,
the
topic
of
diversity,
equity
and
inclusion
became
a
hot-button
issue.
In
the
podcast
Merit,
Identity
and
Leadership:
Is
DEI
Under
Siege?,
a
panel
discusses
both
the
backlash
and
support
surrounding
DEI
initiatives,
as
well
as
the
broader
implications
these
conversations
have
in
our
law
firms
and
daily
lives.
Do
you
have
a
compelling
case
study
about
your
firm,
or
marketing
insights
to
share?
Share
your
ideas
with
Strategies
&
Voices
today.
Katherine
(Katie)
Hollar
Barnard
is
the
managing
partner
of
Firesign
|
Enlightened
Legal
Marketing,
a
communications
agency
for
law
firms
and
legal
service
providers.
She
also
serves
as
co-chair
of
the
LMA’s
Strategies
&
Voices
editorial
committee.