Attorney of the Month HEATHER BOYSELTop 10 - Forbes Best Banks Western Alliance Bank specializes in banking for law firms and settlement administrators. We bring you years of expertise in supporting all phases of the settlement process from escrow through distribution with a single point of contact. Our committed team offers a highly personalized and transparent banking experience with a focus on exceptional service, honesty, integrity, flexibility and responsiveness. We provide a broad range of customizable solutions, a commitment to building relationships and access to decision-makers. Mass Torts Simple to Complex Attorney-Focused Fiduciary Banking Solutions westernalliancebancorporation.com/our-expertise/settlement-services Connect with our committed team of expert settlement services bankers: Class Action Settlements Bankruptcy from escrow through distribution. Supporting all phases of the settlement process, Specializing in: Why Choose Western Alliance: With more than $25 billion in assets, Western Alliance Bancorporation is one of the country’s top performing banking companies. Its specialized Settlement Services Group brings clients years of experience and offers exceptional service supporting all phases of the settlement process. Settlement Services Group Western Alliance Bank (833) 854-2705 settlementservices@westernalliancebank.comWelcome to the first issue of 2020! As we enter another decade, we at Attorney at Law Magazine are entering our sec- ond decade of delivering magazines to you in the Phoenix legal community. It’s an exciting time for us all. This month, we’re proud to feature Heather Boysel managing partner of Gammage & Burnham as the Attorney of the Month and cover story. Please check out her story, “Life at the Top” on page 10. This issue also brings us our first installation of a Digital Mar- keting column, written by Emily Larusch. Her first article fo- cuses on customer service. Be sure to read up on how your firm can focus on this to boost your firm’s success on page 18. Beyond that, our longtime columnists Dave Kinsey (technol- ogy), Mitch Reichman (family law), Daniel Hager (insurance), and Bill Gallagher (chiropractor) are back with more insight into their industries. I hope you enjoy. If you’d like to discuss getting more involved with the magazine with an article or an interview, please feel free to reach out to me. Happy reading, Ken Minniti EXECUTIVE PUBLISHER 480-219-9716 KMINNITI@TMMPUBLICATIONS.COM FROM THE Publisher Attorney at Law Magazine is published by: Target Market Media Publications Inc. Copyright ©2020, Target Market Media all rights reserved. Reproduction in whole or part is strictly prohibited. Advertising rates on request. Bulk third class (standard) mail. Although every precaution is taken to ensure accuracy of published materials, Attorney at Law Magazine & Target Market Media cannot be held responsible for opinions expressed or facts supplied by authors. Corporate Office : 5828 North 7th Street, Suite 200 Phoenix, AZ 85014 Phone (480) 219-9716 www.tmmpublications.com • info@tmmpublications.com CONTRIBUTING Editors DAVE KINSEY Ken Minniti PRESIDENT & CEO Howard LaGraffe VICE PRESIDENT Caitlin Keniston EDITOR Jaqueline Dávila GRAPHIC DESIGN Veronica Jauregui ASSISTANT EDITOR Dragana Kartalija ADMINISTRATION Bill Gallagher, DC, CMVI Daniel W. Hager Dave Kinnsey Emily Larusch Mitchell Reichman CONTRIBUTING EDITORS Susan Cushing Dimple Dang Kimberly Rice CONTRIBUTING WRITERS Andrew Paul PHOTOGRAPHY Northern Alabama | Atlanta | Chicago | Dallas | Ft. Lauderdale Jacksonville | Los Angeles | Miami | Minnesota North Carolina Triangle | Ohio | Philadelphia | Phoenix | San Antonio Salt Lake City | Middle Tennessee | Washington D.C. BILL GALLAGHER MITCHELL REICHMANEMILY LARUSCH DANIEL W. HAGER 4 ATTORNEY AT LAW MAGAZINE · PHOENIX· VOL. 12 NO. 14 Engage and Learn to Thrive in the Practice of Family Law By Mitchell Reichman 8 How to Use LinkedIn Video for Your Law Firm By FDimple Dang 10 Heather Boysel Attorney of the Month 18 Prioritizing Customer Service Boosts Your Law Firm’s Success By Emily LaRusch 19 Cyber Insurance Is Critical for Law Firm Risk Management By Daniel W. Hager 21 Multi-Factor Authentication: What Law Firms Need to Understand By Dave Kinsey 22 2020 Mindset: Will This Year Be Your Breakout Year? By Kimberly Rice 25 The Physical Examination By Bill Gallagher, DC, CMVI SPECIAL SECTIONS 27 Legal Events 28 Talk of the Town TABLE OF Contents Business Valuation Marital Dissolutions • Shareholder Disputes • Tax Purposes Buy/Sell Agreements Litigation Support Forensic Accounting • Commercial Damages Expert Testimony • Other fi nancial consulting services Brendan J. Kennedy, CPA/ABV/CFF, CVA, ASA Canyon Financial Services, LLC Email: bkennedy@canyon n.com Phone: (602) 363-2698 Website: www.canyon n.com 10 5Do you feel it? Excitement is being generated from a renewed commitment to create an environment in which our family law community will thrive. The early results are already impressive. A few weeks ago, judges and well-re- spected family law attorneys invested a day - clearing their calendars and the Old Courthouse in downtown Phoenix - to provide education and training in the now annual Family Law Trial College. Following an encouraging turnout in Tucson, the first “Town Hall” in Maricopa County happened on Fri- day, December 6 at the South Court Tower in the Superior Court Com- plex in Phoenix. Our judges were in- terested in knowing your view of the challenges that result from system- atic issues within the court system to improve the courts. This is a unique and timely. We had an opportunity to share information and ideas to the newly formed Family Court Improve- ment Committee. Their first project is to implement meaningful changes in the court system. Members of your Executive Coun- cil recently published a special news- letter in which each expressed why he or she volunteers their time and effort to serve on the Council. Each mem- ber offered to be a resource for indi- vidual family law attorneys to contact for guidance and advice. Over the next eight months our Family Law Section will sponsor training specifically targeting newer practitioners in the form of “101 Ba- sics of Family Law” including topics: • Child support • FKA Custody and parenting time • Legal decision making • Procedural and discovery issues • Spousal maintenance. An ever-growing number of law- yers and judges are getting engaged and working towards providing more education and training, promoting a higher level of professional conduct, and creating opportunities for mean- ingful partnership between the bench and bar. All of these efforts are de- signed to effectuate changes to make our jobs easier and to be in a better position to help our clients. Now, more than ever, there is no good reason for anyone to endure the practice of family law alone. I urge you to make an authentic effort to get involved. Reach out to connect with other attorneys who practice fam- ily law, particularly more seasoned ones. Share your own experiences and expertise by participating in the upcoming Town Hall, offer to present at a CLE program, encourage other lawyers to join the family law section, and take advantage of the learning opportunities and programs in family law throughout the year. A healthy community is a robust collection of strong relationships. When we develop a history of trust, a shared sense of mutual belonging, and engage in habits of mutual assistance, we will all thrive in the practice of family law. So don’t wait any longer; get engaged now. Mitchell Reichman | Family Law Mitchell Reichman is a Fellow in the American Academy of Matrimonial Lawyers, an Arizona state bar board certified family law specialist and attorney at the phoenix law firm of Jaburg Wilk. He is rated av preeminent by Martindale-Hubbell. Mitch is the Chair of the Executive Council of the Family Law Section of the state bar, named a best lawyer in America by Best Lawyers, Arizona top 10 Family Law Lawyer by Arizona Business Magazine and a Southwest Super Lawyer. Mitch is experienced in representing a variety of high net worth clients, often in high conflict cases. For more information, visit www.jaburgwilk.com. Engage and Learn to Thrive in the Practice of Family Law An ever-growing number of lawyers and judges are getting engaged and working towards providing more education and training, promoting a higher level of professional conduct, and creating opportunities for meaningful partnership between the bench and bar.” “ 7If used properly, LinkedIn can be used to target your audience, as well as generate leads and new cases for your law firm. LinkedIn is so powerful because of its vast reach of more than 610 million users (source: 99firms.com). Recently, videos are more impact- ful on social media, and social me- dia channels also reward those who incorporate videos or live streaming into their social media marketing by giving them more exposure and page views. Statistics show that videos are shared more than static content. Fur- thermore, people also spend three times longer watching LinkedIn video ads in comparison to regular ads. To get started, follow these steps. STEP 1: Create A Strategy for New-Client Acquisition This step requires you to identify short- and long-term goals for your law firm. Is the long-term goal of your marketing to create a funnel of consistent leads that come in? Or is it more about building brand awareness for your law firm? Perhaps it is even a combination of both of those aspects. STEP 2: Identify the Campaign’s Key Performance Indicators You should now define your target audience and come up with video content that will resonate with them. This may require some research on your part to determine what their hot buttons are and how to best relate to them. If you plan on doing any paid promotions on LinkedIn or hiring a professional video crew, it is essential to create a budget for your market- ing campaigns. It is also important to evaluate if you can do one broad cam- paign or if it is better to break up your campaigns into different segments in order to reach different target demo- graphics. STEP 3: Identify What Type of Linkedin Video Option Is Best for Your Purpose Currently, LinkedIn has two differ- ent types of video options. The first option is native videos. Native videos will auto-play in Linke- dIn and grab more attention because they are organically posted. The second option is LinkedIn video ads, which are sponsored vid- eos that appear in the feed. Sponsored LinkedIn video ads can be used for brand awareness and lead generation. The main difference between native videos and LinkedIn video ads (spon- sored videos) is that native videos can be up to 10 minutes long, whereas LinkedIn video ads can be up to 30 minutes long. So, depending on how long your video is, you can determine the best format that works for your goal. The three stages of your LinkedIn video funnel: Stage 1: Awareness If your goal is to create brand aware- ness, then the type of videos that work best for that are short ones that focus on your distinct practice areas or ser- vices rather than your law firm on a general basis. You can also use any clips from an event where you made a speech or perhaps a community event that your law firm hosted. Both of these clips can be used to create awareness of your firm as well as your personal brand. Stage 2: Consideration The goal of the consideration stage is to enhance the customer experi- ence. The best type of videos to use for the consideration stage are law firm story videos that show the hu- man side of the business that helps the audience connect with you. A good example would be to showcase your firm attorneys speaking about their experiences working for the firm and the satisfaction that they get from helping client’s day in and day out. Another type of video is called an explainer video. In this type of video, you can explain a problem and then present a solution to the problem. Stage 3: Conversions Testimonial videos are great for sharing actual experiences that can help build trust within potential cli- ents. As you may have to consider attorney-client confidentiality, you may need to conceal identity or follow state regulations set forth by state bar that you are licensed in. Simply posting a video to Linke- dIn is not enough. You must learn how to optimize your video for SEO purposes. To optimize your video to reach a wider audience, it is impor- tant to use LinkedIn hashtags in your video. However, don’t use too many. You should also consider putting sub- titles in your videos in case your audi- ence is watching from work and has to mute the volume. Done right, LinkedIn video is a great marketing tool to add to your law firm marketing plan! DIMPLE DANG IS A LAW FIRM MARKET- ING SPECIALIST AND ENTREPRENEUR AND SPEAKS AT MANY PROFESSIONAL GROUPS AND ORGANIZATIONS ALL OVER THE UNITED STATES. How to Use LinkedIn Video for Your Law Firm 8 ATTORNEY AT LAW MAGAZINE · PHOENIX· VOL. 12 NO. 1Next >