partner WRITING FOR BUSINESS DEVELOPMENT: HOW TO BUILD CLIENT RELATIONSHIPS AND GROW BUSINESS

Ideally suited for a partner retreat or new partner orientation, this workshop engages partners, counsel, and partner candidates on how to use business development writing to enhance their professional reputation.  The program teaches specific techniques to engage potential clients when writing (i) client outreach emails and letters; (ii) client alerts on substantive legal issues; (iii) articles for publication; and (iv) responses to RFPs from prospective clients.  The program focuses on three key ways to reach clients: (i) the hook; (ii) the takeaway; and (iii) the call to action. Techniques include 1) How to engage client interest on new developments in the law; 2) How to transition a client from awareness of an issue toward hiring the firm to address it; and 3) Using current events, questions, and a sense of humor to connect to clients. Ed tailors the content to match your firm’s unique position in the legal marketplace. Before the program, Ed meets with the firm’s Business Development, Communications, and Marketing teams to make sure that he emphasizes any firm-specific brand and tone priorities, and to collect brochures, RFPs and client letters that he reviews during the program and compiles into a binder for participants. Ed will highlight writing strategies used in recent firm publications (as well as any applicable firm Style Guide) to emphasize how to distinguish your firm from your competitors. Partners walk out of the program with concrete strategies to draft client communications and publish articles that will enhance their professional profile and visibility.

PARTNER coaching: CLIENT COMMUNICATION AND BUSINESS DEVELOPMENT

Ed's partner writing coaching is a six-month course focusing on work product, client communication, and business development. Ed works individually with each partner, counsel, or partner candidate on all aspects of their work product to improve its structure, tone, and style. The business development coaching focuses on helping partners increase their visibility and enhance their professional reputation through writing. The program teaches specific techniques to engage potential clients and communicate expertise when writing (i) client outreach emails and letters; (ii) client alerts on substantive legal issues; (iii) articles for publication showing legal expertise; and (iv) responses to RFPs from prospective clients. The coaching encourages partners to develop concrete techniques and strategies to draft client-centered communications and publications that enhance their professional profile and visibility.

“TRAIN THE TRAINERS” WRITING WORKSHOP

Ed also offers a “Train the Trainers” workshop for Business Development, Marketing, Communications, Recruiting and Professional Development teams to discuss best practices in client communication and business development writing. The program teaches specific techniques to engage potential clients when writing (i) firm marketing materials; (ii) internal communications; and (iii) assisting attorneys in responding to RFPs from prospective clients. Ed will also review proofreading strategies to help participants catch common grammar and usage mistakes. Ed tailors the content to fit your firm’s unique position in the legal marketplace. Participants walk out of the program with concrete strategies to help attorneys draft client communications and enhance the firm’s professional profile.