Turning Any Press into Good Press (Part B)

Any Press Can Be Good Press

A criminal defense attorney friend of mine once said that it was always a good thing to get your name in the paper. I was a bit taken back by this statement, because the kind of press these guys get is usually when they're on the losing side of the legal battle. Positive press opportunities are few and far between for criminal defense attorneys.

Later, I would come to the realization that most people don't remember what they read about you, but that they read about you. They're not going to remember that Lawyer John Smith represented that convicted drug dealer and lost the case 3 years ago, they're just going to remember "Lawyer John Smith". Hey - they've got your name and they know you're a lawyer, that's instant lawyer advertising!

Turning Lemons into Lemonade

Another story I can relate pertains to a friend of mine, Jon, who filed a lawsuit against one of those companies that "loan" you money for outrageous interest rates. His local newspaper ran a small piece about the lawsuit and quoted him - seemingly great press, right?

Unfortunately (at first) they also quoted the former dean of his law school near the end with a statement that made it sound like Jon's case didn't have a chance. Most lawyers would read this article and think that no amount of lawyer advertising could erase this sort of black mark on their reputation. Not Jon. He took this as an opportunity to reinforce in his lawyer advertising that he was the little guy willing to fight for the little guy against the big guys.

Jon didn't let some negative words from a former law school dean get the best of him. He kept on going, even against overwhelming odds. At that point, it didn't matter if he won or lost the case, he already generated enough buzz about his David and Goliath struggle against both the loan company and against the nay-sayers like the dean.

Jon's potential clients and current clients see evidence that he's the everyday lawyer fighting for the everyday client like them. This is just another example of how to generate great lawyer advertising with little to no effort on your part.

At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So how do you get started? Get a complimentary report and CD from legal marketing guru, Ben Glass.

Ben Glass will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - 703-591-9829.

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