Spill The Ink

Chris Kirby is an established professional coach and the Founder of BridgeField Group. He has worked as a business development coach since 2000, working initially for the WJF Institute before founding PCT Solutions in 2005. He then founded BridgeField Group which offers development and diversity programs for firms of all sizes. He has firsthand experience in law, having started his career as an attorney. Now he uses the experience to give firms and individual clients the tools they need to excel. Dominica McGinnis is an experienced coach herself and the CEO and Co-founder of BridgeField Group. She started out as an executive coach and has worked with influential clients from organizations such as USAA, the City of Austin and Pfizer. She has likewise worked with PCT Solutions in conjunction, working alongside Chris Kirby to train the next generation of firms. Before BridgeField, Dominica worked as a Business Development and Client Services Consultant for MediaTracking.com. She served in the US army for four years, rising to the rank of Captain and Senior Military Consultant. In this episode: Diversity has been the elephant in the room with law firms for decades. Despite the efforts of diversity training, most law firms still struggle to retain a varied staff with their own unique strengths. It’s not only a matter of principle, but also of profits. A lack of diversity and inclusion has been shown time and time again to hurt the performance of law firms. Even the firms that want to improve have struggled to implement it. So how can you do diversity the right way? One solution is to take the training out of diversity training. BridgeField Group has found tremendous success by utilizing coaching and more personal interactions to fuel that change. It’s no longer a token effort or a checklist, but a broadening of perspective and identity that can transform law firms. They have seen it work with their clients, and now, they show you how they do it. Michelle Calcote King hosts Chris Kirby and Dominica McGinnis of BridgeField Group to find out about their approach to diversity and inclusion. They go over the unique challenges of diversity and BridgeField’s process for building relationships. The three also touch on pressing topics such as mental health, the hiring process and making lasting changes. Find out the rest by listening to this episode of the Spill the Ink! podcast.

Allison Williams is a renowned lawyer, business coach and the proud owner of both Law Firm Mentor and the Williams Law Group, LLC. She most recently founded Law Firm Mentor to help small law firms achieve growth and increase revenue. She is also the current CEO for Williams Law Group which operates as a full-service family firm.  Allison is an acclaimed lawyer, operating as a Fellow of the American Academy of Matrimonial Lawyers and certified by the Supreme Court of New Jersey for Matrimonial Law. She has worked for multiple law firms and even spent time as the editor of the New Jersey Family Lawyer scholarly publication. In this episode: Smaller law firms can often feel hopelessly outmatched. Larger, better-established firms feel like they have every advantage going their way. Even the “small firm” charm can be difficult to achieve in larger cities with more direct competition. You know that your firm is worth it, but how do you convince clients to take a chance on you? There are a host of variables for the success of a law firm: marketing, experience, social media, specialties and more. These smaller law firms need to excel on all of these fronts to gain the traction they’re hoping for. Multiple legal marketing companies have sprouted up to fill this need, but few have the experience of Allison Williams. She has worked as a lawyer and the owner of a firm. Now, she coaches growing firms to help them thrive in the places they once struggled. She has guided countless firms before, and now she’s here to help you. On this episode of the Spill the Ink! podcast, Michelle Calcote King sits down with Allison Williams, the Founder of the Law Firm Mentor, to learn more about how to improve your marketing as a smaller law firm. They start by talking through Allison’s own rocky start as a lawyer and finding other good lawyers to work with. They transition into marketing advice, going through how to improve your social media, smoothing out your marketing cycle and answering the question “is buying leads worth it?”

Stefanie Marrone is a consultant for law firms of all sizes as well as B2C and B2B companies. She brings almost 20 years of legal marketing experience to the table, working for notable firms such as Sullivan & Cromwell and Morrison & Foerster over the years. Before she switched over to full-time consulting, her last position was the Director of Business Development and Marketing at Tarter Krinsky & Drogin LLP. Stefanie has also spent much of her career as a prolific writer, getting her start as an Assistant Articles Editor at Redbook Magazine. She continues to write for her popular blog, The Social Media Butterfly, where she talks about issues facing lawyers and legal marketers today. In this episode: How important is your presence on LinkedIn? For many law firms, social media is not a priority. Other forms of marketing receive all of the attention while their LinkedIn profiles fall to the wayside. Some law firms can do well without it, but many are struggling to find ground. A strong social media presence can not only make your firm more approachable, but it can open new demographics that were once inaccessible. It’s a Swiss Army knife of a marketing tool that is too often ignored. If done right, your LinkedIn output can transform your law firm. This is the approach of Stefanie Marrone, a legal marketing consultant who knows how to get results. Want to find out more? Michelle Calcote King hosts Stefanie Marrone to find out her approach to improving your law firm’s LinkedIn profile. Together they go over the full process, from how often you should post to creating multimedia content to LinkedIn groups and more. Stefanie goes into detail on her story and how she found success on her own LinkedIn page. They even find time to discuss the specific content that performs well on the website. Learn all of this and more on this episode of the Spill the Ink! podcast!

Christopher Melcher is a leading name in the field of family law and a Partner of Walzer Melcher LLP. He primarily works with celebrities, business owners and trust beneficiaries in divorce cases. His specialization lies in discretional practice and navigating the financial aspects. Christopher brings over 27 years of total experience to the table for his clients, with almost 20 of those at his current firm. His first experience as a lawyer came from his father’s law firm where he handled criminal defense and personal injury cases. Aside from his practice, he also teaches as an Adjunct Professor at Pepperdine Law. In this episode: There are few better ways to get your name out there like appearing on TV. Even on smaller networks, there is a tangible sense of importance and credibility that TV gives to people. Most law firms or lawyers only appear in advertising. However, some have found the secret to being featured as a source by media outlets. This not only gives exposure to the lawyer but also reinforces their expertise for all to see. It’s an effective strategy, but one that few people enjoy. Christopher Melcher has made a name for himself by appearing on multiple channels as a reliable source. Most recently, he has been giving his insight on the Britney Spears conservatorship case. His law firm has built its reputation on privacy and outstanding service, working for some of the most well-known families in California. He was able to find his niche as a media source, and now, so can you. On this episode of the Spill the Ink! podcast, Michelle Calcote King sits down with Christopher Melcher, a Partner of Walzer Melcher LLP, to learn the secret behind becoming a legal source for media outlets. Christopher talks about finding his start as a source and how he leveraged it into the career he has today. They go over the pitch process, preparing to speak on television and the importance of relationships. Stay tuned for more!

Kerry Benn is the Director of Series, Surveys and Data of Law360, working with her team to manage their data and surveys. The subscription-based news source has a staff of over 170, staying up to date on legal developments and intellectual property. She has worked for the news outlet for more than eight years, starting as an Assistant Managing Editor.  Kerry has had a rich career in editing, also working for the Dow Jones and Mail Tribune before her current position. Outside of her work, she was a champion on Jeopardy back in 2017. In this episode: There is plenty of competition for legal news and awards. Many publications put out their lists for the best lawyers and law firms, each attempting to be the definitive ranking. Additionally, the reporting from some websites can lack depth or variety. Both categories are flooded with options, but how many live up to the standards they set forth? Which publications can be trusted to provide accurate information? Law360 is a news source that commits themselves to a greater level of quality and integrity. Their website has grown considerably over the years, expanding their reporting to every corner of the legal industry. They recently launched Law360 Pulse to dive even deeper into the business of law, including in-depth surveys and research. Along with their trusted rankings, they have set the bar high for legal journalism. Now they’re willing to talk through their process for the law firms that want to get ahead. Michelle Calcote King takes time to speak with Kerry Benn — Director of Series, Surveys and Data at Law360 — to learn more about Law360’s approach to legal journalism and law firm awards. Kerry walks through the introduction of their new Pulse section and how it explores underrepresented sections of legal business. They then discuss Law360’s rankings and what you can do to help your chances of selection. Learn all of this and more on this episode of the Spill the Ink! podcast.

Michele Linn is a content marketing guru, having worked in the field since its early days. She is the Co-founder and Chief Strategy Officer of Mantis Research, which publishes and spotlights research in marketing. She has written and published hundreds of articles on the subject, being recognized as one of Folio’s Top Women in Media in 2015. Michele cut her teeth as the Head of Editorial at the Content Marketing Institute. She was the first employee hired there and helped the organization grow to an audience of 200,000 subscribers. She’s no stranger to podcasts either, having co-hosted the Marketing Breakout Podcast for six months. In this episode: Data is the single greatest tool that any company has at its disposal. It can inform strategists, help you understand your audience and improve your product. However, there are even more uses that fewer companies consider. Research can be utilized as a powerful tool for content marketing and brand authority. From driving traffic to media mentions, there are few things that specialized market research can’t do for your department.  This was the origin behind Mantis Research — helping marketers publish their research. Michele Linn founded it with experience as a content marketer herself. She saw the need for research, using it as a way to both build authority in your field and to grow awareness. She now works hands-on with marketing teams to get accurate and helpful research. Want to find out more? In this episode of the Spill the Ink! podcast, Michelle Calcote King interviews Michele Linn, the Co-founder and Chief Strategy Officer for Mantis Research, to find out more about how research can transform marketing and more. The two go through research and the common mistakes to avoid early on. They then dive deeper into the process, talking through strategy, finding the right people to survey and promoting your research.

Elizabeth Petit is the Director of Research and Development and Managing Editor at Best Lawyers. Her role involves oversight of planning, research and execution for the company’s programs, including Best Lawyers and Best Law Firms. She also works as Best Lawyers’ in-house Project Manager for any of their new business ventures.  Elizabeth’s career branches into arts management at First Avenue Associates and as adjunct faculty of art history at the University of South Carolina. Despite her many roles, Elizabeth still finds time to volunteer at the Harvest Hope Food Bank. In this episode: The conversation continues on the in-depth process of ranking law firms. In the last episode, Michelle Calcote King spoke with Michael Rafalowich of Benchmark Litigation. This week, she talks with Elizabeth Petit of Best Lawyers about their unique approach to law firm rankings. Best Lawyers is the only purely peer-reviewed resource for law firms and lawyers. Their methodology is designed to reflect the thoughts of other leaders who have worked directly with the nominee. They attempt to remove outside influences and accurately report the common consensus. For more than 30 years, they have remained one of the most important references in the legal world. Now they reveal more of their process and what you need to know for your rankings. Michelle Calcote King hosts Elizabeth Petit, Director of Research and Development and Managing Editor at Best Lawyers, to learn more about how they rank law firms. They go over their qualifications, how they consider diversity and their response to feedback. Elizabeth then goes over the common mistakes and best advice for law firms to help their rankings. Find out all this and more on this episode of the Spill the Ink! podcast.

Michael Rafalowich is the Litigation Managing Editor at Euromoney Institutional Investor. He has been with the company for more than 12 years, entering as a writer and editor before starting his current position in 2013. Euromoney is among Europe’s greatest financial institutions and a leader in business publishing with Benchmark Litigation. Michael is known as a proficient writer and researcher, with his main expertise in legal and financial industries. His diverse career has spanned from freelance work to credit consultation to working as a criminal courts researcher. He applies that same research mentality to bolster the Benchmark Litigation brand and increase its readership. In this episode: Exposure is crucial for the success of any law firm. The competitive nature of litigation means that a high ranking in a prestigious publication can lend some much-needed credibility. It also helps draw attention to the good work your law firm has already done, helping separate the wheat from the chaff.  On the other hand, these publications have to be incredibly selective with who they choose. Promoting any law firm can ruin their seal of approval and lose the trust of their audience. This creates a symbiotic relationship where great firms get the recognition they deserve while the publications earn their status as a reliable source. So what exactly defines a leading firm and how do you apply those attributes to your firm?  On this episode of Spill the Ink!, Michelle Calcote King interviews Michael Rafalowich, the Litigation Managing Editor at Euromoney Institutional Investor. Together, they dive into how Benchmark Litigation researches and ranks law firms across the United States and Canada. Michael discusses his criteria, why he visits firms in person and how they can improve their standing. They also talk about how Michael responds to feedback from firms about their rank. Stay tuned!

Ken Hardison is the President of PILMMA, a marketing and management resource designed for attorneys. PILMMA, or the Powerful Innovative Legal Marketing and Management Association, works to provide its members with the tools and education to grow their law firm. In conjunction with his company, Ken is also a legal marketing coach and certified Scaling Up coach, having worked in the industry for more than 30 years. In that time, he has developed and sold two different seven-figure law firms. Known as the “Millionaire Maker,” he shares his knowledge with other attorneys so they can reach their full potential. In this episode: How do you find your edge as a law firm? Marketing is a necessity for lawyers, but the competition is fierce. With so many other law firms, it can be difficult to grow your brand. There are a hundred different ideas on how to grow your firm, but which ones are actually effective? This is where experience is key. Ken Hardison is a lawyer and Scaling Up coach that has more than 30 years of experience in the field. He has grown two separate law firms that were worth seven figures when sold. His passion is found in sharing his expertise with other attorneys so they can also grow their businesses. Want to hear some of his insights? Michelle Calcote King talks with Ken Hardison, President of PILMMA, to walk through his approach to legal marketing. The two discuss how to find your niche as a law firm, some common mistakes lawyers make when advertising and how best to use grassroots marketing. Ken even goes into rising trends in legal marketing that you should be on the lookout for. Find out all of this and more by listening to this episode of Spill the Ink!

Melissa Costello is the Creative Lead and Chief Storyteller at MELISSACOSTELLO.com. Her passion is found in telling the stories of people and businesses through creative video marketing. She started the company in 2016 and has worked with clients such as Magic Johnson and President Barack Obama.  Melissa has been awarded domestic and international honors for the videos she produced over a 30-year career. Now she applies those same skills to help companies of all sizes establish their brand. In this episode: Marketing, when broken down to its core idea, is telling a story to sell a product. Oftentimes, the latter half of that process is what gets emphasized. Traditional marketing can feel rote and predictable to audiences, failing to connect when it should. Meaningful storytelling in video marketing, however, can engage both potential clients and the business itself. It’s a bold change of pace that is not only compelling but also effective. Melissa Costello specializes in these kinds of marketing videos, designed to build brands and tell their stories. She knows what works, having notable clients such as Mayor Rahm Emanuel and President Barack Obama. She recently has been focusing her award-winning storytelling on businesses, and now shares those same concepts with you. On this episode of Spill the Ink, Michelle Calcote King sits down with Melissa Costello, Creative Lead and Chief Storyteller of MELISSACOSTELLO.com, to talk about how to sell through storytelling. From knowing how to use emotion to learning how she makes her videos, Melissa walks listeners through her in-depth process. They also dive into Melissa’s early career and how she found her unique passion. Stay tuned!