If you’re like most lawyers, just the thought of chatting with Howard Stern on air would send you straight to the bar or at least make you break out in hives. We’ll deal with the ever intimidating Howard and the $50 grand you’d make for 40 minutes on his show a bit later, but, first, let’s work our way into marketing your law biz on the radio while wearing jammies and bunny slippers.

While “EAT” leads most of us to think about restaurants or a plate full of yummy food, it means something totally different in Google’s world. And because it’s critically important, law firms should familiarize themselves with the ins-and-outs of “E-A-T.”

No one has placed the word “respect” more on the map than the infamous late Queen of Soul, Aretha Franklin. We’ve all heard this classic, originally written by Otis Redding, but knocked out of the ball park with Aretha’s style and ingenious spelling out of the word “R-E-S-P-E-C-T.”… And now that I’ve got the song stuck in your head, you may be wondering: “What does any of this have to do with how to improve client intake???”

While on spring break in a small coastal town in Florida, I awoke early and took a stroll to the local pier, which extended out into the Gulf of Mexico. At the end of the pier was a fisherman who, despite the morning chill, was already working up a sweat.

You probably have several target audiences you want to reach. One audience is prospective clients. And another audience is people from whom you hope to receive referrals. Here’s how to persuade them to send you more referrals.