I’m not gonna lie, I think this is the best solo practitioner YouTube ad ever. The other ones, the ones strange or ridiculous enough to make this site or be aired during the Super Bowl, don’t impress me. They’re fun, sure. But they smell of slightly unhinged people desperate to get attention. I wouldn’t hire those people.
I would hire the Law Hawk. The Law Hawk looks hardworking. The Law Hawk looks tenacious. The Law Hawk doesn’t take himself too seriously, he takes your rights too seriously! The Law Hawk is good-looking, and I don’t generally think white people are good looking….
Given the glut of lawyers and law firms to choose from out there, the way their services are advertised grows more and more important each day. Sure, prospective clients are looking for skilled representation, but standing in front of a wall of legal books in a low-budget commercial can only do so much to prove your intelligence. Sometimes, clients are looking for that extra something, that je ne sais quoi that even they don’t know they want until they see it on their television screens at home.
Say, for example, that you happen to know a rapper so famous that he’s one of the highest-paid hip-hop entertainers on Earth. You’d definitely want that guy to appear in your commercials, wouldn’t you?
That’s exactly what one small law firm did. Which rapper is helping them make it rain?
The story going around the legal internet today is about the creative advertisements from lawyer Svitlana Sangary. Nobody really knows what kind of “lawyer” she is, but it doesn’t matter. Sangary was nailed with an ethics violation and license suspension by the State Bar of California. The Recorder reports that Sangary photoshopped herself into pictures with famous celebrities.
Bill Clinton, Barack Obama (curious that I named them in that order), George Clooney, Magic Johnson — the list goes on. Protip, Svitlana: People with the kind of “access” you suggest you have don’t like to get their pictures taken.
That this amounts to deceptive lawyer advertising efforts is obvious. You can see the pics below. But if you read the ethics ruling against her, Sangary’s statements do not look to me like a charlatan attorney looking to pull a fast one on unsuspecting clients. Instead, Sangary presents to me as a sympathetic immigrant who bought a bill of goods we call the “American Dream” without bothering to read the fine print. She’s like a person who learned about business from The Apprentice and learned law from Legally Blonde.
Actually, I don’t know how she graduated from law school. I’d ask her, but she’d assert her “first amendment right to remain silent.”…
Slick marketeers, snake-oil salesmen, racketeers, office assistants… Some lawyers believe marketing is not a valid profession or discipline. That’s B.S.
Legal marketers are misunderstood at best and completely maligned at worst.
As a legal industry outsider, I’m confounded by how law firms de-value marketing and their hard-working marketers. I understand how we got here, but ladies and gentlemen, lawyers and marketers, it’s time to get caught up with the rest of the world…
“Wait, was that a flash grenade?”
“Oh, now there’s a picture!”
“They arrested journalists… just for being in a McDonald’s?”
“Now the arrested reporters are back online!”
Last night, many of us fixated on our Twitter feeds to follow, in real time, every breaking development in Ferguson, Missouri. The hashtag acted as a latter day, crowdsourced ticker tape keeping those miles away from the town — clear to Gaza — abreast as the peaceful protests brought on a symbolically striking military-style occupation, complete with the use of gas and rubber bullets and the arrest of journalists for performing their constitutionally protected jobs.
That’s what Twitter did that was awesome. Unfortunately, last night also put on display everything awful about Twitter. Everything that people mistake it to be when they set up a handle and broadcast their message to the world in 140 character segments. Others have tackled what Ferguson means in the grand scheme of criminal law and what lawyers should do in response to Ferguson. But there are also lessons to be learned from “#Ferguson” — the cyber place that conveyed the events of Ferguson — and the opinions of casual observers — to the world.
Lessons that all technologically connected lawyers, and frankly everyone, can use….
Making people think you are not horrible is a full-time job for lawyers. Gallup did a poll on the most trustworthy professions in the United States and, you guessed it, lawyers are near the bottom. You know who’s the most trusted profession? Doctors and nurses, and they are the number 3 cause of death in the United States. Even historically, two hundred years ago, lawyers were drafting and signing the Declaration of Independence and doctors were using leeches to heal people. I’m pretty sure that, on top of killing fewer people, the average person will be overcharged in their life more by doctors and nurses than by lawyers, but whatever. So, again, making people think we are not horrible is an uphill battle for us.
The Internet is helping some of us tip the scales in one way or the other. Each one of these topics could be their own article, but for now, I wanted to give you a short primer on how to shrug off the shroud of horribleness we have as lawyers.
It’s not every day that a lawyer ad features a caber toss by the attorney. But then again, it’s not everyday you find this kind of lawyer. A Scottish gent who worked for an Australian law firm and practiced in New York before pulling up stakes and moving to Austin, Texas, to start his own firm.
And he has fun with the expectations of firm advertising. For a split second, the ad opens with the dreaded “guy in suit in front of books” before pulling the rug out from under us and taking the audience on a madcap journey of every bit of awesomeness that happens to him while he tries to get through Ronald Dworkin’s Law’s Empire (affiliate link).
So I’m just sitting around with Elie when my phone informs me that I’ve been denounced by the Boston Bar Association. Apparently, they took offense to my post from a couple weeks ago about the new ad campaign by Suffolk Law. The headline was: This Law School Is Looking For The Dumbest Possible Students. Catchy right?
And I thought accurate because the ad tries to sell Suffolk Law on the grounds that it produced more Massachusetts state judges than Yale, Harvard, and Columbia. Which is such a no-brainer that anyone falling for it would have to be equally lacking.
Now the Boston Bar is cross with me. But their critique rests on such a profound misunderstanding of my point that I have to wonder if there’s just something in the dirty water up there…
Soon after I started my solo practice, I realized that I needed to develop and execute a plan for getting new clients. At first, I did it the old-fashioned way: networking, joining organizations, giving elevator speeches, passing out business cards, and doing contract work for other attorneys. This method took time and cost money and it didn’t work to the extent I had hoped. So I asked a few colleagues whether I should hire someone to help me improve my business.
I received the names of consultants, SEO experts, and coaches. Someone even suggested I talk to Tony Robbins. Some people swore by them while others said that the “advice” they provided was a bunch of hooey and can be found on the internet or at the library for free.
Over the last few years, I have become very skeptical of business development professionals (sometimes known as “marketeers”) who claim that they know the “secret technique” for improving my solo practice. A number of them are lawyers or ex-lawyers who — for one reason or another — decided to go into consulting and coaching. Also, some of these “experts” have questionable backgrounds and may not understand the professional rules that we lawyers have to follow.
I should point out that the purpose of this post is not to badmouth any particular person or the legal business development industry. This guy covered that already. But click onwards to find out the reasons for my skepticism and my thoughts on when it might make sense to retain a business development professional….
When law schools face double-digit declines in admissions, it’s time for a slick ad campaign to bring in more students. When traditionally lower-ranked law schools face double-digit declines in admissions, it’s time for a slick ad campaign to bring in low-hanging mouthbreathers to subsidize the rest of the school.
Such is the case for one school that plastered a new series of posters around town hoping to draw in new students to fill their ranks.
A new ad that requires the prospective student to suffer a severe lack of reading comprehension and critical thinking….
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