From the ABA TECHSHOW: the keynote speaker, Ari Kaplan

ABA TECHSHOW 2010 opened in Chicago yesterday and the keynote speaker was Ari Kaplan, a lawyer and experienced technology and marketing author who spoke on “The New Big Bang- The Convergence of Technology and Marketing”.

Reported by:  Val Chulamorkodt for ThePosseList.com

As expected, it was high-energy, quintessential Ari.  We have profiled Ari before (click here) and we have chatted with him numerous times at legal tech conferences and events. 

His main point was simple: as technology has rapidly advanced and people are able to communicate almost instantaneously, influence and branding has shifted from delivering perfection to building brand momentum with quick snippets of value/information:  bits of info (blog post, media quotes, social network activity) need not be perfect. In fact imperfection can lend authenticity.  Simplicity is the key, not the length.  Technology can serve (will serve) as a social leveller.  Thus a tech savvy practitioner can create more marketing opportunities.  This is all akin to what Wired magazine last year christened the “good-enough revolution”:  the key to success isn’t excellence. It’s well-priced adequacy (click here and click here).

Other “snippets” of Ari’s marketing tips :

*  When engaging in online/new media marketing, “brand to strangers, and market to friends/your target audience.”

*  Establish your brand with a social media presence by conmunicating through your area of practice by a profile page, a website, media quotes, etc.

*  Market to your friends/target audience by empowering them with technology resources –  interview them on video, podcasst;  introduce them to others ina position to help their goals; refer them to opportunities (awards, press opportunities).  Basically, “think of others”.

*  “Syndicate” yourself by engaging in some self promotion through the  plethora of resources offered by technology: contact bloggers and other press; blog or have an online presence (newsletter) that can be used across other networks/markets.

– Fight the fear of judgment and rejection by surrounding self with supporters. Remember that missed chances can create new ones.  And let yourself be transparent and accountable because it commits you to action.

– “Innovate” and try to implement new tech initiatives.  The value is in the attempt, even if the goal is not fully met.

And remember:  in marketing yourself/branding yourself “being perfectly imperfect will transform the profession. “

You really need to see the presentation because you will learn, get motivated.   See the whole presentation by clicking here.  He gives out many of the tips he gives you in his book and other materials.

We caught up with Ari after the speech and he had more so say:

We have told you about Ari’s very cool “this is what you have to do” book titled The OpportunityMaker: Strategies for Inspiring Your Legal Career Through Creative Networking and Business Development which is about how law students, lawyers and other professionals can stand out in today’s crap economy.  The book is chock-a-block with marketing ideas.   In Ari’s presentation at ABA TECHSHOW he provided a lot of what is in his book.  And the book is less than 20 bucks on Amazon.  We have tried many of his suggestions and they work.

So next month, to help Posse List members, we’ll be hosting a special program with Ari and we’ll be giving away 50 copies of his book.  We’ll have more in a subsequent announcement.