A junior associate in my law firm came up with a marketing idea so innovative and so crazy that it just might work. Should we implement it?

Well, the answer partly depends on what that marketing strategy is. If you're going to pay your local tattoo parlor to ink the name of your firm on the forearms of prominent citizens, no, you're probably better off saving your money. But if you're tinkering with a new kind of print ad, or a scheme to legally plaster your names on the outside of your city's taxicabs, then there's no reason not to give it a try, if you have the financial resources at hand.

It's important to keep one thing in mind, though: to quote from the Book of Ecclesiastes, “There is nothing new under the sun.” It may well be that the idea your junior associate cooked up has never been conceived before by any lawyer in the entire world, much less the United States. But it's much more likely that somebody, somewhere, has already come up with and implemented this scheme, and the results were mediocre at best.

How can we say this? Well, like military technology, new, wildly successful marketing techniques are virtually impossible to keep secret. If an idea works out of the gate, beyond all expectations, it will quickly be imitated by competing firms, first in that town, and then in that state, and then in the entire country. You would already have known about it well before your junior associate waylaid you in the corridor!

This isn't to say that you should be averse to new and untested marketing ideas; you should just implement them with a sizable grain of salt, and be equally prepared for failure as for success. Questions? Call the law practice marketing experts at Great Legal Marketing (888-791-2150) to find out more today!

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.