SHOW NOTES:

In this episode of the Building Brands podcast, Boyd Black, a shareholder and patent attorney at Kinney & Lange, discusses the firm's focus on intellectual property law, particularly patent law. He emphasizes the importance of training new attorneys to maintain a consistent quality of service and the competitive advantages this brings. Boyd also shares insights into client acquisition strategies, the challenges of building relationships with in-house counsel, and the significance of digital marketing and their website. He highlights the role of authored books in their marketing efforts and suggests creative outreach techniques to engage potential clients.

Takeaways

Kinney & Lange specializes in patent law and intellectual property.
Training new attorneys ensures consistent quality across the firm.
The firm's competitive advantage lies in high-quality patent applications.
Location in the Midwest allows for competitive pricing.
Building relationships with in-house counsel is crucial for client acquisition.
Challenges include competition and identifying in-house counsel.
The client journey often involves multiple interactions before work is assigned.
Industry experience is important for gaining client trust.
Outreach strategies are tailored based on technical expertise.
The firm's website serves as a recruiting tool and client confirmation.