Is Pinterest REALLY for Lawyers? Here's the 411...
It was a great honor to be interviewed and featured on this week's Lawyerist podcast. You can click here to access it, play it right here, or best yet, go to the iTunes app and subscribe to The Lawyerist podcast and leave a review. You should binge listen to all their episodes anyway! I do :)
Here's a short excerpt:
Sam Glover: I have, and let’s just dive into it because she does not need me explaining for her. Let’s hear that conversation with Christina.
Christina Scalera: Hey. I’m Christina Scalera. I’m the founder of scaleralaw.com, which is my intellectual property practice, and we finally have a website after two years in business, as of last week. I’m also the founder of ruckuslegal.com, which is just a platform that I’m using to teach attorneys about how I’ve used social media to grow my legal practice.
Sam Glover: Well, thank you for being with us today, Christina. I think that’s so funny that you haven’t had a website until now. What has been your strategy for getting people in the door, then?
Christina Scalera: Yeah, I haven’t had a website because, well, one, I kind of had a website but it was just my name and it was basically an email to me. What I was doing is I was leveraging third-party platforms. I was getting out there and I was educating the audience that I wanted to be in front of and that I wanted to work with. For example, I really enjoy working with creative entrepreneurs and wedding professionals and online course creators. Those are my clients, so what I was doing is getting in front of them in different ways. Finding people that had those people as an audience and using their platform to maybe write a guest post on their blog and link it back to something as simple as my email address, or doing joint venture webinars and creating presentations.
It was great because I could spend all the time that I would have spent creating and developing a website on working with these individuals or creating presentations that I could then leverage and put on their platform. It was great because they had an audience and they needed fresh and interesting new content, but I was the one who had the time and the ability to create that content for them. It was a really nice match, and that was how I got away with not having a website for my law firm for a long time.
Sam Glover: Let’s back up because you have a really interesting niche practice, right? You sort of slipped right by it, but you represent wedding professionals, which, does that mean planners, photographers, both?
Christina Scalera: Planners, photographers, calligraphers.
Sam Glover: That was what I was getting at, is the calligraphers. You represent calligraphers and you say it’s a growing practice area.
Christina Scalera: It is. I mean, I don’t know how niche I can go with that. I have to be really careful because of conflicts of interest, but yeah, it’s definitely a growing area. Etsy sellers, we have a lot of moms that have popped up, either new moms or moms that have been moms for a while and their kids are older and they’re looking to sell things on Etsy. Etsy was kind of the Wild West of online sales, but recently people have gotten very sophisticated. They’ve invested in their branding. They’ve invested in treating Etsy as what it should be treated as, which is a search engine. It’s been really interesting because there’s this whole economy around hand lettering and calligraphy that’s popped up. It’s becoming a growing section in Barnes & Noble, and just even in direct to consumer, a lot of these artists and calligraphers are having great success selling direct to consumers right from their website, or actually less from their website and more from Instagram, just building up a base of followers on Instagram and then surprise, I have a book, and it sells like crazy. It’s definitely a growing audience of creatives.
Sam Glover: I mean, anybody who know Aaron and I knows that we love pens and paper and notebooks and things like that. Obviously I’m just sort of automatically fascinated by this, but is that because, as writing becomes something that we don’t have to do all the time as a utilitarian thing, it becomes more interesting and valuable, do you think?
Christina Scalera: I don’t know.
Sam Glover: Or is it really more down to Etsy and the fact that there’s just an easier marketplace to access this stuff?
Christina Scalera: I think it’s just people have always been craving this choice, and they finally have it. 10 years ago, if I wanted … Because I’m right there with you. If I wanted a really pretty notebook or a notepad or something, I had to go to Target and just kind of sit on the options. Now, I can go on Etsy and two days later have something drop shipped to me that has my name in this beautiful font, and it’s personalized and it’s interesting and unique and a conversation piece. Even at TBD, where we met, I had this notebook and immediately it looked like this old 1950s notebook, and I bought it at the Denver airport and you were like, “Where did that come from?”
Sam Glover: And then when I went and looked it up, and if anybody’s interested, designworksink.com. Standard issue supplies, they are beautiful notebooks.
Christina Scalera: And they’re great. They’re fun to write in. They don’t bleed through the pages, which any of you stationary nerds out there know that’s a big deal. Yeah, I think it’s just that people finally have this choice, and there’s a market for it, so where there’s demand there’s supply.
Sam Glover: Now my pen geekery is dragging us off track, but. You did a lot of kind of bringing in referrals and getting clients by taking advantage of third-party platforms, other websites, that kind of thing. Tell me about like social media in general. Did you have a strategy around it, and what were the kinds of things that you used?