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Lawyers face the same challenges any business does. In order to get new business they must market their services, i.e., advertise. And lawyers deal with the same marketing and advertising challenge every business does – how to beat the competition. Plus lawyers have to assume that any Internet or non-Internet marketing or advertising they do may well produce little or no results for the amount of time and money they spend — regardless of what an outside marketing or advertising advisor may say to the contrary.

Prior to the Internet the main non-Internet marketing option or advertising choice for any lawyer was to advertise in the yellow pages. To this day the print yellow pages contain plenty of colorful, one page display ads that feature lawyers offering their services, and lawyers pay a lot for these ads. How effective these ads are is anyone’s guess — it’s hard for your colored, one page display ad to stand out when you have 20 other lawyers doing the exact same thing! The yellow pages companies, however, continue to promote their marketing and advertising philosophy that “bigger is always better” and “everything we sell is an opportunity,” so they often present a lawyer with a non-Internet marketing and advertising solution that costs plenty but often produces little.

This line of thinking, along with the use of print yellow pages in general, has gone the way of the dinosaur at a very accelerated pace. The yellow pages in print form had their heyday for many decades, but the population now goes to the Internet for the information they seek, so most print directories are collecting dust. A lawyer who advertises in the print yellow pages may well get calls, but they’ll most likely be from vendors using the yellow pages as a cheap source of leads.

The major paid search providers (pay per click search engines) tend to offer lawyers Internet marketing and advertising solutions in a manner similar to the way the yellow pages do with their print directories. “Bigger is always better,” so rather than realistically discuss with a lawyer a pay per click Internet marketing and advertising campaign that makes financial sense and produces a decent ROI, the pay per click providers will tell the lawyer to go for as many top listing keywords (the most expensive) as their budget will permit and bid as high as they can. The lawyer may go broke in the process, but at least they’ll get exposure! Many lawyers get into pay per click as a quick way to get leads but quickly exit a month later after spending lots of money for Internet marketing and advertising results that produce nothing but expense.

While pay per click Internet marketing and advertising is the running favorite of Internet marketing advertisers worldwide, pay per click advertising for a lawyer is usually an extremely expensive proposition for what they get. How much a lawyer is willing to “pay for a lead” takes on a whole new meaning with pay per click. The cost per click for many lawyer related keywords, e.g., “personal injury lawyer,” “criminal defense lawyer,” can range from $5.00 to $70.00 per click depending on the market, and when the typical lawyer’s conversion rate (the number of clicks it takes to generate a lead) of one to two percent is factored in, the lawyer can find themselves paying upwards of $500.00 to $7,000.00 per lead, and a lead is not a client.

Part of the problem lawyers face when they work with pay per click (and this translates directly into poor conversion rates) is that (1) they spend little time creating their pay per click ads and (2) the ads direct traffic to the lawyer’s website. Any Internet marketing professional who knows something about pay per click knows you never send pay per click traffic to a website. Instead you create special pages, i.e., “landing pages” for pay per click traffic to be directed to. The landing pages perform the job of convincing traffic to do what the lawyer requires, which is normally to contact the lawyer via e-mail or by phone.

Legal Internet directories and portals offer the lawyer a potential Internet marketing and advertising option because of their popularity and enhanced Internet visibility. How effective a listing in a legal Internet directory or portal can be for a lawyer in terms of marketing, advertising and Internet exposure will depend upon the particular attributes of the legal Internet directory or portal in question. All things being equal, legal Internet directories or portals that charge a fee to be listed in them make more sense as an Internet marketing and advertising choice than similar sites that offer listings for free. The lawyer has to be particularly careful, however, when they consider advertising in legal Internet directories and portals that “look” like they offer a lot — and a price to go with it — but for whatever reasons simply do not produce enough leads for the amount of Internet marketing and advertising money the lawyer must spend.

Many legal Internet directories and portals exist that have a very strong Internet presence, and they are excellent resource centers for lawyers, but this does not automatically make them good places to advertise. With Internet legal portals especially it’s not how many lawyers the portal attracts but how many people the Internet legal portal attracts who are searching for legal services. People have paid thousands of dollars for advertising in Internet legal portals that have produced nothing in the way of Internet marketing and advertising results. A very wise idea for any lawyer who considers advertising in an Internet legal portal is to get some very accurate user demographics on what kind of specific traffic the Internet legal portal is actually attracting.

What is a lawyer supposed to do? Everywhere the lawyer looks, whether the marketing and advertising media is Internet or non-Internet, considerable financial risk is involved, and a guarantee that the lawyer will get good, solid results for the amount of money they spend is often hard to achieve.

Ultimately the best way for a lawyer to go with Internet marketing and advertising – the way that will ultimately get them the best long term results for the money they spend — is to focus on getting their website to rank high in organic search results. When all things are considered, people on the Internet who search for goods and services mainly search for websites to find their answers. They may look to legal Internet directories and portals, and if they don’t find what they want they may turn to pay per click listings as a last resort (only about 30% to 40% of users bother with pay per click) but ultimately people who search the Internet are looking for websites that provide them with the answers they seek.

If a lawyer is looking for an Internet marketing and advertising solution that doesn’t require being part of the pay per click crowd, the lawyer may want to look into pay per phone call programs. Pay per phone call is like pay per click, but the lawyer does not pay for a call unless they receive one. And the costs for pay per phone call are normally substantially less that what the lawyer will pay for a click in many cases. A smart lawyer may even want to consider getting involved with several pay per phone call providers with the idea that between the providers the lawyer will receive enough leads in the aggregate to make involvement with these programs worth it.

Many of the Internet marketing and advertising solutions that a lawyer chooses to look into must be tried on a case by case basis. Absolutely nothing can be assumed. A pay per click advertising campaign that works extremely well for the lawyer with one search provider might fail miserably with another.

One last thing that a lawyer should be aware of when it comes to the Internet and a website presence is that appearances really do count. Many people have been on the Internet for 10 years and have correspondingly seen websites of all types and styles. People are used to seeing professionally designed websites. The lawyer’s website should be too.

Michael Merten is an Internet marketing professional who consults with lawyers and legal finance companies. He specializes in getting legal websites to appear in first page search results on major search engines in record time. Mr. Merten can be reached at Minnesota Internet Marketing [http://www.minnesotainternetmarketing.com].

Most are familiar with the old adage cautioning against discussing religion or politics in polite company, but a recent survey indicates that many are not heeding this advice when it comes to talking politics at the office.

According to a 2007 survey by Vault, 66% of respondents say that their co-workers discuss politics at work, while 46% have witnessed a political argument at the office.

With election season in full swing, impassioned political debate has the potential to escalate into conflict of a deeply personal nature, some of which may create bad will among co-workers that can far outlast the current issues of the day.

While a certain amount of political discussion at work is unavoidable, it’s not surprising that such talk often leads to heated and emotional argument. Political viewpoints often serve as umbrellas that cover a spectrum of deeply held personal beliefs that are informed by an individual’s religion, culture, upbringing, economic class and other influences.

Appropriateness: When and how much?

Best practice dictates that employees avoid political discussion of any form during the regular conduct of business. Interjecting political commentary into meetings, work-related email and/or other official communication is highly unprofessional and grossly inappropriate. Doing so drags down productivity, creates unnecessary distraction, and can potentially alienate fellow employees and/or clients.

While the line is clear in the conduct of official business, it’s not as clear when socializing with co-workers while on the job. The following are a few guidelines to help you steer clear of any unintended harmful side-effects that may come about when expressing your political views.

Be mindful of those around you:

While a boisterous political discussion may seem to you to be the perfect way to spend your lunch break, others may not share your enthusiasm for politics. Never take an individual’s silence as agreement. It is equally likely to signal discomfort.

Before launching into a political discussion, ask all within earshot two questions:

1. Are you comfortable having a political discussion with me?

2. Do you mind overhearing me talk about politics?

If the answer to either of these questions is no, then it is not appropriate to continue.

Remember that others may feel as strongly as you:

While it can be frustrating when someone refuses to be swayed by your

seemingly reasonable arguments, it’s important to remember that others have deeply and honestly held convictions as well. Bullying and/or pestering others until they come around to your viewpoint is inappropriate behavior and will likely create conflict, workplace disruption, and hard feelings.

Avoiding escalation always begins with the respecting the rights of others to believe differently than you. When in doubt, it’s best to “agree to disagree” and drop the issue.

Never make it personal:

People of good faith can disagree on all manner of things. A particular political viewpoint is nothing more than a set of ideas and has no bearing on an individual’s integrity or intelligence.

Never allow political disagreement to become personal. Always take care to avoid inflammatory language, personal insults, and sweeping generalizations.

Allow your sensibilities to be guided by basic courtesy. A good rule of thumb is to follow the same conversational etiquette that you would follow if you were a dinner guest in your co-worker’s home.

Handling Harassment

No employee should feel compelled to agree with or remain silent in the face of aggressive political advocacy. Attempts to embarrass, ostracize, harass or punish employees for their political ideologies can create a hostile work environment.

If you are uncomfortable with the discussion of politics at your workplace, it’s recommended that you make your feelings known and politely assert your wish to avoid political discussion at the office. If met with resistance or retaliation, report your discomfort to a supervisor or a Human Resource representative.

Distributed by http://www.workexcel.com

Free workplace wellness and mental health fact sheets on topics that include stress management, making the holidays more positive, planning for a great New Year, safety prevention, resolving workplace conflicts, helping teenagers stay safe in summer, and topics of sudden national, seasonal, or economic concern to employees and employers.

“I used to feel depressed at work, hate my boss, and was sometimes so bored that I actually fell asleep at my desk!” — career test taker

If this sounds like you, then it’s probably time to consider changing jobs or careers. But before you can make your career change, you need to figure out what you want to do.

One of the best ways to get clear is to complete a career assessment. Yet there are literally hundreds of career tests out there. Is a career test the same as an aptitude test? What about a career personality test? This article clarifies the differences and presents 7 criteria for deciding which career test is best for you.

#1 Career test vs. personality test

Is the assessment specifically designed to provide career guidance?

Personality tests only tell you about your character traits whereas a career assessment gives specific career advice. Of course, it helps to know whether you’re an extrovert or an introvert and perceive by sensing or intuition. Personality tests such as the Myers Briggs Type Indicator (MBTI) and the Enneagram are quite useful as background information. Making the leap from simple awareness of your personality type to specific career strategies is very difficult, however. If you want a new job or career, it’s better to take an assessment that is specifically geared to providing career guidance.

#2 Specific vs. general

Does the career assessment give concrete recommendations that you can use immediately rather than vague observations that are open to interpretation and not actionable? Aside from the change itself, the hardest part of changing careers is narrowing down your choices. But if you don’t get specific, you won’t be able to take action. A good assessment should not be general like the astrological horoscopes in the newspaper.

#3 Motivation rules: why motivation is a better indicator than aptitude or personality

Does the career assessment measure motivation?

Motivation is a far better career indicator than skill or personality because what you like to do is what you WILL do and what you will get very good at (if you aren’t already). Why force a square peg into a round hole?

When you base your decisions on what motivates you, you’ll probably feel much more fulfilled, and be much more successful, too.

#4 Where’s the beef?

Even if you’re a vegetarian, you’ll want “meaty” results! A good career assessment should include hard data, as well as sufficient detail and explanation to help you interpret the results.

#5 Do you believe it?

Is the career assessment scientifically valid? An effective career assessment should have a high predictive reliability. Such things can be measured statistically. Anything over 95% is quite good.

Statistical validity is important for a number of reasons. Obviously, you want to feel that the assessment provides an accurate picture of what motivates you and you don’t want to be misled by grossly inaccurate results. But another point is that when the results are believable this provides a boost to your self-confidence. In my case, I was relieved and encouraged to see from my results that I had chosen the correct career path. It was a kind of confirmation or validation: “Whew! What a relief!”

Remember that ultimately it’s up to you to decide whether a set of results makes sense or not. However, it helps to use a highly reliable assessment.

#6 Can you get from A to Z?

Are additional tools available to help you take your results and develop a clear career roadmap for yourself?

Honestly, a lot of people take career tests and get brilliant insights. Unfortunately, many of these same people are never able to turn their insights into results. What’s needed is a support infrastructure of materials and people to help you apply your results over time.

#7 Is it fast?

Even in the internet age, there still are a lot of tests that you can only take on paper. It takes 30 minutes or even over an hour to take the test. Then you have to wait while the test is scored and processed. You may only get your results after several days or weeks.

Personally I prefer career tests that I can take online and that give me my results immediately.

Conclusion

A career test is just a tool and just one step on your career change journey. Nonetheless, it’s worth spending some time to understand what types of tests are available and which is best for you. Just remember that even the best career test is only a tool. It’s up to you to take charge of your own career.

Paul Arinaga is a career coach and owner of [http://www.fast-career-test.com] Visit [http://www.fast-career-test.com/sample.htm] for a free sample report for the Motivational Appraisal of Personal Potential (MAPP) or a pdf version of this article.