“Stealing” Legal Marketing Ideas

Maybe using the word ‘steal' is a bit harsh, but it's true. Look at every other competing business type out there and take a look at the top businesses in that category. All of their marketing is somewhat similar, because when one company comes out with an idea, the others follow suit. They're all "stealing" from each other's marketing systems.

Take for example McDonalds, Wendy's and Burger King. It seems that every time one comes out with a new, innovative menu idea, the others follow suit. McDonalds came out with the McFlurry blended ice cream; a few years later Wendy's came out with the Twisted Frosty. Burger King started offering premium XL Steakhouse burgers, McDonalds popped up with their Angus beef 1/3 lb burger line.

Inventors have hundreds of failures before their single success, but these failures aren't failures if business lessons are learned. In business, many companies choose to let their competition fail with a new idea before they attempt a new venture. This is in hopes that business lessons can be learned from failure, leaving others to gain on that single success.

If both McDonalds and Burger King had launched their premium burger lines at the same time, they may not have been as successful. But allowing one to test the waters first let Burger King prove the success, and McDonalds steal the idea. McDonalds knew that the Burger King loyalists would be the experiment to see if premium burgers would sell, and if they did, the McDonald loyalists would still come to try their version.

I recently read an article about the Under Armour company CEO Kevin Plank who had some pretty great business lessons to give. Stealing ideas from his competition was one of them. He recognized early that the big athletic apparel companies all used celebrities to endorse their products, and he followed suit. 

If you're still squeamish about the word ‘steal' just remember that Nike doesn't own a patent on celebrity endorsement, so it's not stealing, it's a tribute to their marketing genius (imitation is the sincerest form of flattery).

Business lessons are everywhere - whether you find legal marketing ideas from other law firms, or from completely separate industries - don't be afraid to capitalize on great ideas and change them to fit your legal marketing needs.

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