Archive for May, 2011

Marketing of Law Firms

Marketing a law firm is primarily based on selling the solicitor as the product, so your biography is an essential component to marketing your services. This article offers 5 essential ideas to make sure you get your bio absolutely right.

Developing a biography, which markets lawyers on websites or in printed material is often given very little thought and invariably done in a rush. Worse still is the bio that a lawyer hasn’t been involved in writing and another worker has scraped together from a CV.

If this rings a bell regarding your firm or your bio then you have a serious flaw in your marketing strategy. You must remember that marketing for lawyers, especially those in repeat business areas of law, is based around the principle that the lawyer is the product. That is why the staff page of a law firm website is generally the most popular page after the home or landing page. If you charge an hourly rate for your time, you are the ‘product’, and your prospective clients want to be aware of what they are buying!

It’s true that some companies base their marketing on a general sales pitch, or branding in one area of law, but for most law firms the success of a marketing strategy will be due to the client believing they will get good value when they buy the time of the lawyer doing the work. So, hopefully having impressed on you the importance of a well-crafted bio, here are 5 ideas for putting one together:

Quick Ideas for writing a compelling Lawyer Biography

Provide all the relevant information
It’s bewildering how many law firm web-sites have biographies of their staff that neglect to include relevant information. And this doesn’t mean which law school they attended. Make sure to begin the bio with a full name, your position within the company, the type of work you provide, and any other firm responsibilities. It’s important to remember that you’re not writing this for other lawyers to read.

As a lawyer I was pretty pleased the day I was admitted to the Supreme Court in my state. But truly, most clients won’t have any interest what this means. So remember to include information that may be relevant to your client, not just facts that will impress other lawyers. By all means mention qualifications, positions on legal committees and the like, but unless it’s something your clients will understand and consider important, then leave it to the end of the bio. It may be of some help to involve a third party. Have someone outside the legal industry read your biography and give you some feedback.

Your client is looking for a solution
Difficult as it may be for your ego to accept, clients are not engrossed in you as individual. They are looking for a solicitor they believe can best solve their problem or most successfully undertake their project. So you need to provide information that convinces them you’re the right professional for the job. In printed documents you should aim to include actual examples of how you’ve helped people, but online bios are often very short. So try to use phrases such as: “More than 10 years experience in”, “Recognised within the X business community for assisting with”, “A certified specialist in the area of”, or “Successfully negotiated more than 200 rural property contracts”.

Connect with the real world, not just the legal world
If your firm or practice provides services that are based in a particular city or region you can improve your marketing efforts by demonstrating a connection to that community. Being recognised as a “local” by prospective clients or demonstrating a connection with the region’s major industry eg. ” from a family with a long involvement in the coal mining industry”, helps to build an immediate connection with the client.

Add a little personality
Don’t be afraid to inject a little personal to your biography. And this doesn’t just have to be the standard “Married with 2.5 children”. Include personal information if it helps with point number 4 above, but more importantly, you should think about your ‘flavour’ and the type of “client experience” you provide. Are you a ” fiercely determined approach”, a “collaborative practitioner focussed on keeping costs down” or a “down to earth, with a knack for easing clients concerns”. Finding a genuine point of difference in how you practice shows that you are a real person with a real personality” and not the same as the numerous other lawyers who are busily marketing themselves.

John Gray is a practising lawyer and the Senior Marketer at John Gray Marketing, an Australian specialist law firm and legal marketing consultancy. If you are interested in law firm marketing, legal marketing and marketing for lawyers, contact John Gray today.

 

Painting Properties and Techniques

Whether an artwork reaches completion by careful application or was implemented directly by a hit-or-miss alla prima method (in which medium are applied in a single application) was once largely decided by the ideals and established techniques of its cultural tradition. For example, the medieval European illuminator’s painstaking procedure, by which a detailed linear pattern was gradually enriched with gold leaf and precious pigments, was contemporary with the Sung Chinese Zen practice of quick, calligraphic brush painting, following a peaceful period of spiritual self-preparation. However, the contemporary artist has decided the technique and working method most suited to his aims and temperament. In France in the 1880s, for instance, Seurat might be working in his studio on drawings, tone studies, and colour schemes in preparation for a large composition at the same time that, outdoors, Monet was endeavouring to capture the effects of afternoon light and atmosphere, while Cézanne analyzed the structure of the mountain Sainte-Victoire with deliberated brush strokes, laid as irrevocably as mosaic tesserae (small pieces, such as marble or tile).

The type of communication established between creator and patron, the site and subject matter of a painting commission, and the physical properties of the medium employed could also dictate working procedure. Peter Paul Rubens, for example, followed the business-like 17th-century custom of submitting a small oil sketch, or modella, for his client’s approval before creating a large-scale commission. Distinctive problems specific to mural painting, such as viewer eye level and the scale, architecture, and type of a building interior, had first to be solved in preliminary drawings and occasionally by using wax figurines or scale models of the interior. Scale working realizations are essential to the speed and precision of execution needed by quick-drying mediums, such as buon’ fresco (see below Fresco) on wet plaster, and acrylic resin on canvas. The drawings traditionally are divided with a frame of squares, or “squared-up,” for enlarging on the surface of the support. Some modern painters prefer to outline the enlargement of a sketch projected directly onto the support by epidiascope (a projector for images of both opaque and transparent objects). In Renaissance painters’ workshops, student assistants not only ground and mixed the pigments and prepared the supports and painting surfaces but often laid in the outlines and broad masses of the painting from the master’s design and studies.

The distinctive properties of its medium or the atmospheric conditions of a site may themselves preserve a painting. The wax solvent binder of encaustic paintings (in which after application, the paint is fixed by heat [see below Mediums], for example) both retains the intensity and tonality of the original colours and protects the surface from damp. And, while prehistoric rock paintings and buon’ frescoes are preserved by natural chemical action, the tempera pigments thought to be fixed only with water on many ancient Egyptian murals are conserved by the very dry climate and unvarying temperature of the tombs. It has, however, been customary to varnish oil paintings, both to protect the surface against damage by dust and handling and to restore the tonality lost when some darker pigments dry out into a higher key. Unfortunately, varnish will darken and yellow over time into the sometimes disastrously imitated “Old Masters’ mellow patina.” Once appreciated, this amber-gravy film is now usually removed to reveal the colours in their original intensity. Glass started to replace varnish towards the end of the 19th century, when painters wished to retain the fresh, luminous finish of pigments applied directly to a pure white ground. The air-conditioning and temperature-control systems of modern museums make varnishing and glazing unnecessary, except for older and more fragile exhibits.

The frames supporting early altarpieces, icons, and cassone panels (painted panels on the chest used for a bride’s household linen) were often structural parts of the support. With the establishment of portable easel pictures, ornate frames not only provided some protection from being stolen and damage but were considered an aesthetic addition to a painting, and frame making became a specialized craft. Gilded gesso moldings (made of plaster of paris and sizing that forms the surface for low relief) in exuberant presentations of fruit and flowers certainly appear almost an extension of the restless, exuberant design of a Baroque or Rococo painting. A hefty frame also provided a proscenium (in a theatre, the area between the orchestra and the curtain) in which the picture was separated from its immediate surroundings, thus adding to the window view illusion intended by the artist. Deep, ornate frames are unsuitable for many modern paintings, where the artist’s intention is for his creation to appear to advance toward the spectator rather than be viewed as if through a wall aperture. In modern Minimalist paintings, no effects of spatial illusionism are wanted; and, in order to emphasize the physical shape of the support itself and to emphasise its flatness, these abstract, geometrical designs are usually displayed without frames or are merely edged with thin protective strips of wood or metal.

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Travel Insurance is not Compulsory, but it is Essential

For the majority of people travelling overseas is a magical experience, a rite of passage or a well-deserved reward for hard work. Unfortunately there are some instances in which outings have not gone exactly to plan and travellers are involved in accidents that result in injuries, hospitalisation or even death. Each year, Australian Consular Offices handle over 25,000 cases involving Australians in difficulty overseas including 1,200 hospitalisations, 900 deaths and 50 evacuations for medical purposes.

In these examples, where individuals are not covered by travel insurance, such personal misfortunes are exacerbated by long-term financial burdens. Hospitalisation, medical evacuations and the return of a deceased’s remains to their home country can be very costly. When travellers are not covered by travel insurance they are themselves liable for covering any incurred medical and associated expenses. In some cases, unfortunate individuals and families have been forced to sell off assets including their houses, in order to ensure the safety and wellbeing of their loved ones.

Types of travel insurance include coverage for trip cancellation/interruption, medical insurance, baggage loss/delay, flight delay/cancellation and travel document protection. Whether you travel overseas all the time, occasionally or are planning a once-in-a-lifetime journey, travel insurance is imperative. The cost of travel insurance is dependent on the type of coverneeded, the age of the policy holder, destination of travel, how long you are intending to stay and any pre-existing medical conditions. It is very important to buy the correct form of travel insurance to suit your particular requirements and it is imperative that you fully disclose any factors that may influence your insurance otherwise you may not be covered in the event of illness or injury.

Like other insurance policies there are the standard general exclusions on most types of travel insurance and these can include acts of civil unrest, self-inflicted injury, loss/theft of unattended baggage, loss/theft of cash and pre-existing medical conditions. Some insurance policies may be invalidated where injuries are sustained as a result of being under the influence of drugs or alcohol or being part of “dangerous or extreme activity” such as skiing, snowboarding, rock climbing, bungee jumping and underwater activities involving the use of artificial breathing apparatus so travellers should read the fine print of their policy to ensure that their insurance is correct for them.

The consequences of not taking out travel insurance far outweigh the costs associated with taking out a policy. The general consensus is that is you can’t afford travel insurance then you can’t afford to travel. It is also imperative that you are covered for the entire period you will be travelling and not allow your coverage to run out before your return home.

If you’re looking for affordable travel insurance for peace of mind on your next holiday, TravelOnline in partnership with QBE Insurance will keep you safe and sound. TravelOnline and QBE are Australian travel insurance specialists.