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Keep Shooting
Making a sale is like scoring a goal in ice hockey. Or, as Linus Pauling (double Nobel Prize winner but not a very good hockey player) said, “The best way to have a good idea is to have a lot of...
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What Clients Want from Their Lawyers, Part 2
Demeter, the patron saint of sales coaches? This Greek earth-goddess taught Triptolemus the secrets of agriculture, and he in turn taught them to the rest of us lesser beings. It’s simple. Be...
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If you can talk, you can write
A great way to write readable copy is to read it out loud (or even dictate it). Here's a table read for the cast and writers from "Badlands," listening for whatever doesn't sound natural, so that it...
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Creating Content With Your Client in Mind
Few of us in law firm marketing want to touch them. The long lists of long descriptions of the services we offer. Because of their sheer number and length, we rarely touch them -- from our old sites...
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