There may be slight differences in prestige and curriculum, but most lawyers learn pretty much the same thing no matter what law school they wind up attending. And one of the things they learn is the “accepted” methods with which to market their new practice: advertising in newspapers, magazines and the Yellow Pages, and, of course, having a presence on the Web.

As long as you stick to this tired script, you will probably find yourself warmly accepted by the other lawyers in your community, and you can trade stories about clients who found you in the phone book or responded to a generic newsletter campaign. But if you stray from what you were taught in law school, and begin marketing yourself in innovative ways (say, by using state-of-the-art client management software), the result may be that your drinking and lunch buddies no longer want to have anything to do with you.

Is this because they resent your success? Probably. But it's also because you have upset the apple cart: by going that extra step in marketing yourself, you have forced them to venture into territory where they're not comfortable, and where—given their lax attitude up to now—they will most likely fail. It's easier to ostracize you for “breaking the rules” than it is to own up to their own antiquated approach to law firm marketing.

Are you a lawyer who wants to break free from the marketing groupthink in your town or community? Call the lawyer marketing experts at Great Legal Marketing today (888-791-2150); we'll get you moving in the right direction!

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