Lawyer Marketing and Bottled Water

Taking lessons about lawyer marketing from bottled water


Have you seen the TV show where they "sell" fancy bottled water at a high end restaurant?

The water steward comes out and they have made up these very fancy bottles and they all have labels from different mountains and springs; and they're selling these 8, 9, $10 bottles of water and they are selling the story and getting feedback. And of course the camera goes to the back of the room and there's a guy with a water hose and he's filling all the bottles. Every bottle has the same thing in it. Well, the moral of the story is that if you can take something as plain and simple as water and learn how to differentiate it then you can make your firm stand out as well. It's all about the character, the personality, the drama.

There are many ways of choosing to market yourself in any media, the only challenge is finding a way that is different from everyone else's. If you're a lawyer from the consumer standpoint going through the Yellow Pages there's absolutely no reason to call one lawyer over the other given the Yellow Page ads. You can be in the consumer's face (shout louder than everyone else), or you can be discreet in a way that makes them want to come to you. I like to think of this as guerilla marketing. It's like Nike going to the World Cup and not being a major sponsor of the event. Instead, they drive their vans up and hand out Nike hats and T-shirts. It's the subtle message that nobody else is thinking about.

It doesn't matter if you're selling shoes or legal representation. All of this is transferable. In fact, my proposition is transferable if you want to open up a bakery or bagel shop, okay. The, the ideas are the same and, and what you may have a hard time getting over is that, I'm a lawyer and so my business is different. My profession is different. That's not true. The question then is if most small businesses fail but some don't, many don't, what is it that successful businesses have in common that we might draw from? Usually, they look at what everyone else is doing and do something different.

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