We all know that the legal market is dismal these days. People will go to almost any lengths to land jobs. A perfect résumé touting your strongest attributes is key. Most lawyers implicitly understand that this means legal attributes – you know, things that portray a sense of professional competence. But every now and then we come across a special someone who throws conventional wisdom out the window and provides us with a perfect example of what not to do.
Today’s special someone is David M. Anderson of Mahoney Anderson LLC in Eden Prairie, Minnesota. A perusal of the Mahoney Anderson website raises several questions – not the least of which are who the Mahoney in Mahoney Anderson is, where Mr. Anderson went to law school, and what Mr. Anderson might have done in his legal career prior to working for his current mysteriously-named firm.
Thankfully, we have David Anderson’s marketing ad (gavel bang: An Associate’s Mind). It is a gem. It might not answer any of these questions, or, quite frankly, tell you anything that might make you want to hire Mr. Anderson. But it is certainly the worst most unique approach to attorney advertising I have seen in quite some time….
Before this column launched, I spent several moments stewing over possible pseudonyms. After all, branding is everything. So, I wanted to come up with a name that said to my audience that I was a small-firm expert and a super-cool chick. Naturally, I picked the name that is synonymous with post-menopausal Jewish bubbies. Perhaps I still have a thing or two to learn about branding.
I am not the only small-firm lawyer with a problem selecting the right name. Indeed, after Jay Shepherd opened my eyes to the hyphen-crisis, I began noticing a comma-crisis. Specifically, I noticed that there are a lot of small firms with way too many last names strung together with commas.
Why is it that many small firms have such problems coming up with the perfect firm name? Let’s explore this age-old question….
A few weeks ago, I was riding in a cab on the way to the airport. Right off the highway was a large sign for Le Massage Plac (the light for the “e” had died). I insisted that the cab driver make a pit stop. I needed to get le massage from Le Massage Plac[e], even if the dingy surroundings would give me le staph infection and require me to go le emergency room.
Yesterday I was walking through downtown Chicago and I was nearly run over by a food truck captioned The Meatyballs Mobile. I ran after the Meatyballs for several blocks. I just had to have a “Shweddy Balls” sub sandwich.
These experiences taught me firsthand the power of branding. What does this have to do with small law firms?
Ed. note: This is the latest installment of Size Matters, one of Above the Law’s new columns for small-firm lawyers.
They say that to be competitive in today’s market, branding is key. To do that, one needs a snappy marketing campaign. I mean, think about the marketing genius behind the Shake Weight, or that truly awesome FreeCreditReport.com song!
According to an article in the Martindale.com Blog entitled Small Law Firms Take the Lead in Marketing, small firms have, well, taken the lead in marketing. Martindale-Hubbell commissioned a survey to look into the issue of small-firm marketing and concluded that the smallest firms are increasing their spending on marketing, with a focus on internet advertising.
Given this premise, I decided to search the worldwide web for some of the best (or most entertaining) small-firm websites. I found one website that stuck out to me: the home page of a boutique law firm, Edelson McGuire. (ATL previously covered the firm when it gave out free iPads to all employees, both attorneys and staff.)
How do I love the Edelson McGuire site? Let me count the ways….
Consider the evidence, from the website of Cravath. We’re guessing this change was made a while ago, perhaps when Cravath overhauled its home page last June, but we didn’t notice it until a Cravath alum pointed it out to us just now.
In the past, Above the Law has kindly taken the time to mock provide constructive feedback to firms that choose to take more unconventional approaches to their attorney website photos. Among our favorites have been the “body shots” of Ballard Spahr and Cox Smith.
Today’s installment of bad lawyer photography comes courtesy of a tipster who brought the website of Fieger Law to our attention. Fieger Law is headed up by none other than Geoffrey Fieger, who gained notoriety by repeatedly winning acquittals for Jack Kevorkian, aka Dr. Death, and by obtaining a $25 million verdict in the Jenny Jones case.
But life at Fieger Law isn’t all about trying serious cases. These lawyers have fun while loving the law!
In what I can only guess is an attempt at creativity, Fieger’s website photographer has abandoned all lessons learned in Photo Composition 101 in favor of a more… artistic approach. The result is a collection of lawyers peeking around edges of photos, missing foreheads, and appearing to fall out of frames.
But the fun photography doesn’t end with the off-kilter headshots. Check out some stellar action shots, after the jump….
The law firm that “specializes” in World Trade Center aftermath issues has already drawn the ire of the judicial system. The firm represents workers injured in the WTC cleanup, and a federal judge previously benchslapped them for seeking excessive legal fees.
You’d think Worby Groner would try to keep a low profile after that. But the firm’s latest advertising campaign is just tasteless….
By now, everyone has seen the Volkswagen Super Bowl commercial featuring Max Page as a pint-sized Darth Vader. You know, Max Page — the kid who plays Baby Reed on The Young and The Restless. You mean to tell me you don’t watch a little Y&R? Yeah, I don’t either, and I also hadn’t heard of him until the ad came out.
If you are one of the four people in the world who hasn’t seen this commercial yet, check it out here (first ad). The minute-long video features Page dressed in a Darth Vader costume trying (and failing) to use the Force on everything from his dog to the washing machine to his sandwich, with the Imperial March theme playing throughout in the background. When his father comes home in his shiny Volkswagen Passat, Page runs out not to greet him but to attempt to use the Force on the car. As he focuses all of his energy on it, the Passat suddenly starts.
The audience is quickly made aware that the car started not because of this little Vader’s supernatural abilities, but due to the father starting it remotely from the kitchen. Although Page is wearing a mask, you can imagine the look of surprise on his face as he turns in astonishment toward his parents. As I read online from one random commenter, the commercial managed to capture the spirit of Star Wars better than Lucas did in his last three prequels.
What many people don’t know is that Volkswagen used some of the Force itself with its social-media marketing — and that campaign may provide useful marketing lessons for attorneys. The company managed to not only create one of the most popular commercials during the Super Bowl, but also saved itself at least $3 million dollars in the process.
Is there any way lawyers could implement something similar?
To borrow a line from Sharon Nichols, I judge you when you have a poor website.
Like it or not, we live in a superficial world where your website is judged on a daily basis — and not just by me. Friends, colleagues, potential employees and most importantly potentially paying clients are all looking at you — watching, judging.
Of course, there’s the old adage that one shouldn’t judge a book by its cover, but do you know why that’s an old adage? Because we all judge books by their cover, and by “book” I mean “your law firm.” But fear not, you of the static, monochromatic firm website that still lists now-departed associates. Your salvation lies in the hands of your beloved managing editor, David Lat — at least partially….
I’d like to believe we live on a planet where reason dictates the choices we make as well as the policies of law firms. As numerous personal experiences and Above the Law articles have demonstrated to me, this isn’t always the case. And nowhere is this irrationality more perplexing than firm policies towards LinkedIn recommendations.
LinkedIn has a feature that allows lawyers and clients to write recommendations of each other. For a recommendation to be published online, it has to “accepted” by the person being recommended. The problem is, major law firms are prohibiting the use of LinkedIn recommendations by their attorneys (both inbound and outbound). Referrals and peer-to-peer recommendations are the lifeblood of most practices.
So why are so many firms prohibiting their use online?
The holiday season is upon us, and yet again, you have no idea what to get for the fickle lawyer in your life. We’re here to help. Even if your bonus check hasn’t arrived yet, any one of the gifts we’ve highlighted here could be a worthy substitute until your employer decides to make it rain.
We’ve got an eclectic selection for you to choose from, so settle in by that stack of documents yet to be reviewed and dig in…
Ed. note: The Asia Chronicles column is authored by Kinney Recruiting. Kinney has made more placements of U.S. associates, counsels and partners in Asia than any other recruiting firm in each of the past six years. You can reach them by email: email@example.com.
We currently have a very exciting and rare type of in-house opening in China at one of the world’s leading internet and social media companies. Our client is looking for an IP Transactional / TMT / Licensing attorney with 2 to 6 years experience. The new hire will be based in Shenzhen or Shanghai. Mandarin is not required (deal documentation will be in English) but is preferred. A solid reason to be in China and a commitment to that market is required of course. This new hire will likely be US qualified (but could also be qualified in UK or other jurisdictions) and with experience and training at a top law firm’s IP transactional / TMT practice and could be currently at a law firm or in-house. Qualified candidates currently Asia based, Europe based or US based will be considered. The new hire’s supervisors in this technology transactions in-house team are very well regarded US trained IP transactional lawyers, with substantial experience at Silicon Valley firms. The culture and atmosphere in this in-house group and the company in general is entrepreneurial, team oriented, and the work is cutting edge, even for a cutting edge industry. The upside of being in an important strategic in-house position in this fast growing and world leading internet company is of the “sky is the limit” variety. Its a very exciting place to be in China for a rising IP transactional lawyer in our opinion, for many reasons beyond the basic info we can share here in this ad / post. This is a special A+ opportunity.
If your firm is in ‘go’ mode when it comes to recruiting lateral partners with loyal clients, then take this quiz to see how well you measure up. Keep track of your ‘yes’ and ‘no’ responses.
1. Does your firm have a clearly defined strategy of practice groups that are priorities of growth for your office? Nothing gets done by random chance, but with a clear vision for the future. Identify the top practice areas for which you wish to add lateral partners. Seek input from practice group leaders and get specifics on needs, outcomes, and ideal target profiles.
2. In addition to clarifying your firm’s growth strategy, are you still open to the hire of a partner outside of your plan? I’ve made several placements that fit this category. The partner’s practice was not within the strategic growth plan of my client, but once the two parties started talking with each other, we all saw how it could indeed be a seamless fit. Be open to “Opportunistic Hires.” You never know where your next producing partner might come from, so you have to be open to it. I will be the first to admit that there is a quirky element of randomness in recruiting.
The traditional job application and interview process can be impersonal, and applicants often struggle to present themselves as more than just the sum of their GPAs, alma maters, and previous work history. ATL has partnered with ViewYou to help job seekers overcome this challenge. ViewYou NOW Profiles offer a unique way for job seekers to make a personal, memorable connection with prospective employers: introduction videos. These videos allow job candidates to display their personalities, interpersonal skills, and professional interests, creating an eDossier to brand themselves to potential employers all over the world. Check it out today!