Observed

Chances are that each of us has a soft spot somewhere. For something we celebrate. Whatever it is, an interviewer might have to find a way to touch that spot in order to get a subject to relax. Which can be a step in the right direction.

Almost all of the lawyers I interview for their bios or practice descriptions want good or better-than-good results.  It’s just that some are simply not wired or are otherwise determined not to relax.

Which is, in my experience, not helpful.

Oh, well.  A stiff, preoccupied or tentative interview subject is better than no subject at all.

No matter how they’re predisposed, I do my best to help them relax.  The results can be amazing.

I learned this when I was scripting a corporate anniversary video a while back.  This was for an international manufacturer based in the US and owned by a Japanese holding company.  I had prepped the corporate communication person who, in turn, had prepped her boss, the US company’s CEO.

He was, of course, a very bright fellow.  And, he was board-room-ready.

The good news was that he was prepared.  The bad news was that he was prepared.

Mind you, not horrible news.  He gave bright, coherent, strategically practiced responses to my questions.  I just wanted more — more life, more engagement, and so on.

So, I tried something.  I said, “You’re from New York City, right?”

“Yes.”

“Mets or Yankees?”

It’s as if someone hit his Thaw button.  Without missing a beat, he and I doubled back to a couple of key issues, and he simply and naturally talked.  He came across beautifully and totally on message.

Then, I relaxed.

Visitors come to law firm Web sites mostly to check out lawyer bios.  It’s a fact.

Here’s a quick video offering five simple tips to improve yours:

Want more?

I can't say for sure whether Telemachus ended up thanking Mentor for showing the young man how to write better Web content or edit a video clip and upload it to YouTube. Let me know (doug@doug-stern.com), however, if anything like that appeals to you.

My business employs interns from time to time. Here’s a brief description outlining what that generally looks like.

WHERE

Experience has proven that face-to-face interaction improves just about every aspect of what an intern does, how they do it and what they get out of it.  So, at least a few hours a week ought to be spent on site, in my office.  I have wi-fi and whatever else an intern might need.

WHEN

I’m flexible.  For the sake of productivity, however, I suggest that interns expect to spend 4 to 8 hours a week either in my office or telecommuting, perhaps split between a couple days each week for however long the internship lasts.  A lot depends on what (if anything) an intern’s professor or degree program requires or recommends.

WHAT (more…)

When I build a bio page for an attorney, I remind them that getting picked is an emotional process, at least in part. That’s why it’s important to let visitors to your page know they’re dealing with someone who’s more than a list of impeccable credentials.

Carl Aveni, a litigator based in Columbus, Ohio, agrees. Take a look at this recent clip:

Making your bio like a personal story will also make it more readable and set you apart.

PS:  Thanks to Larry Bodine for sharing this clip with me.  Plus, there’s a related post at http://doug-stern.com/blog/2010/11/19/people-buy-from-people/.

Here’s the second in a series of practical how-to writing clips from Doug.  It’s a companion to a blog post.

Here’s a brief clip with five questions to help you weigh the relative benefits of analog and digital marketing communications. It’s a companion to an article published by my editorial home, MarketingProfs.com — http://xrl.us/BeforeSend.

Here’s a clip offering six best practices for proposal writing. Let me know (doug@doug-stern.com) if you’d like a sample proposal I wrote.

For more info, go to http://xrl.us/WritingGreatProposals to read the article on which this clip was based.

Here’s a clear, practical, before-and-after tip that addresses a common content issue on a lot of law firm Web sites. It offers a way to present lists of representative engagements without sounding self-centered and monotonous.

There’s a companion post.

Selling intangibles is hard work. A lot of architects, lawyers and other professional service providers have Web sites that make it even harder.

This clip outlines seven common weaknesses of such sites and offers suggested remedies. It’s based on an article originally published by MarketingProfs.com.

A couple days ago, I posted something about the importance of engaging your reader-listener-visitor.  This clip is the second in a series of three I produced to complement an article of mine, “The KILLER BEs:  Strengthening Your Business Development Writing.”  Larry Bodine posted it on his LawMarketing Portal.