Bruce Buchanan

About Bruce Buchanan

Greensboro, NC 27401


Basic Details

After a 10-year career as a newspaper reporter, I've been the Marketing Copywriter for Womble Carlyle since 2006. My job has involved pretty much any type of communication that a 550-attorney, 14-office law firm might need. I'm based in the firm's Greensboro, N.C. office.


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More for the Money: Legal Marketers Can Give Clients Value By Serving as “Outside Communications Specialists”

Legal Marketers Help with Law Firm Communication

Now more than ever, corporate clients are asking law firms to justify costs and provide more for the money. “Value” is the new buzzword in client-counsel relations and law firms ignore it at their peril. Quite simply, the old model of “We do legal work and send you a bill for what we believe it […]

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The “P” Doesn’t Have to Stand for Pain: Making the RFP Process More Efficient

Stressed Out Attorney

More than a century ago, Henry Ford revolutionized manufacturing—and wrote his name into the history books—by pioneering the use of the assembly line in building cars. Ford recognized that standardizing the manufacturing process made cars cheaper and more efficient to build. The assembly line approach normally doesn’t apply very well to legal marketing, where every […]

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Recycle, Reduce and Reuse—Finding Multiple Uses for Valuable Legal Content

Recycle

Look on your local city street corner or strip mall sidewalk and chances are you will find a recycling bin. Society has embraced the notion that we need to reuse raw materials, rather than simply use them once and discard them. The same basic principle applies to the legal content you and your firm create. […]

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Important New Legal Marketing Study: Attorney Rankings Don’t Drive In-House Decision-Making

Rank

My attorney friends reading this may wish to cover their eyes before reading this column. But a new survey reinforces what many of in the legal marketing professional already believe—attorney rankings (Chambers, Best Lawyers in America, Super Lawyers, etc.) don’t help win client engagements. Conducted by Greentarget, InsideCounsel and Zeughauser Group, the 2013 In-House Counsel […]

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“You Mean They Don’t Want A Front-Page Story on My Latest Award?” Tips for Writing Law Firm Press Releases That Might See Print

newsboy

Contrary to what you may read online, your traditional media outlets—the daily newspaper and the local TV news station—remain valuable, trusted resources for providing news. A legal marketer should think about ways to get her or his client in the local paper or on the six o’clock news. But before shouting “Stop the presses!” and […]

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Check Yourself Before You Wreck Yourself: Proofreading, Fact-Checking Key to Legal Content Creation

It often gets said that we learn more from our mistakes than from our successes, and I certainly believe that to be true. I’ve written somewhere north of 10,000 articles in my career as a legal marketer and, previously, a newspaper journalist. The vast majority of those articles were (thankfully) mistake-free and, to be honest, […]

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Taking the Pain Out of Writing a Client Alert

Taking the Pain Out of Writing a Client Alert

Novelist Edna Ferber once described writing as “a combination of ditch-digging, mountain-climbing, treadmill and childbirth.” Undoubtedly, that is how many already busy attorneys feel about the idea of writing a client alert. But writing a client alert doesn’t have to be difficult. A client alert is a mass e-mail message addressing a new or developing […]

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Show, Don’t Tell – Storytelling’s First Rule Works in Legal Marketing, Too

I’m often asked “So what do you do as a Marketing Copywriter at a large, corporate law firm.” The job description is pretty broad, encompassing writing practice group descriptions and client pitches, to drafting press releases and internal e-mails. But I often like to say, “I’m the firm’s storyteller.” The analogy isn’t as far-fetched as […]

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