Lawyers Marketing and The Lies They Tell
There is one big lie that currently affects lawyers marketing activity. It is the concept that just being a good lawyer is enough to help you attract clients. Here’s how this usually plays out:
A WISE OLD MAN sits down with a group of young lawyers. He tells them that they must pay their dues. They must handle crappy cases for little money for years and years. Then, finally, when everyone knows they are a good lawyer, the good clients will come.
The WISE OLD MAN tells them this is how it happened for him. He says that he doesn’t believe in lawyers marketing to get clients. He shares stories of attorneys on TV and billboards bringing the profession down. Then he cautions the young lawyers not to BE LIKE THEM (meaning the unethical,immoral lawyers who spend time on marketing).
I believe you are smart enough to see through this façade. Here are just three reasons why this argument falls apart:
First: If you don’t promote your law firm and your services, nobody will know how great a lawyer you are. THE WORD simply doesn’t spread by itself. People don’t simply hear about great lawyers through the grape vine. Yes, some folks in your neighborhood may learn of your reputation. Sure the judges and/or your peers may think you are a great lawyer. Both of those things are important but they will not get you the number of new cases you need to pay your bills. The world deserves to know how good you are. Marketing gets THE WORD out to the people who need to hear it.
Second: Most lawyers marketing themselves are ethical. They follow the guidelines set by The Bar and they represent themselves appropriately. Because they are ethical, they don’t receive the same attention as the bottom feeders who lie, cheat and steal from clients. Legal marketing can be done ethically and in a way that makes the lawyer and the profession look good.
Third: The WISE OLD MAN is doing his best to keep you from competing with him. Most great attorneys are intensely competitive. If someone was going to compete with you, in your market, how willing would you be to give them a road map toward the best clients? Think about it. Whose interest is the WISE OLD MAN protecting?
Lawyers marketing their law firms are not bad for the profession. If it is done correctly, attorney marketing can highlight everything that is good about it. Don’t believe the lies of the WISE OLD MAN.
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