Most legal marketing is crap

I visit a lot of lawyer's web sites and the vast majority give me the creeps. Please re-read the memo which told nearly everyone else that folks hate pop-up windows. If your legal marketing strategy is based upon some ancient cartoon image of a cat patiently crouched down by a mouse hole waiting for the mouse to come out to be pounced upon, here's a clue for you: Nobody likes to be made to feel like a damn mouse.

On average, consumers need ten data points before making a purchase decision, and that is related to which toaster oven to buy. Handing your ass and your fortune to some lawyer is a tougher sell. This is why repetition in advertising is necessary over and over again, redundantly, and that is why it is so expensive to cast a wide net.

I understand the fascination with new clients. It is the times we live in, or the times hitherto we have been living in, that 'more is better' is an article of faith. It isn't true. Your best client is not your next client, it is your last client. A bird in the hand & blah, blah, blah. You've heard it before.

Surprise and delight the clients you have. Communication is cheap and easy, and it doesn't take much, as long as it is relevant and personal. "Hi. I hope you enjoyed Derby. I wanted you to know that nothing happened this week in your life-and-death legal situation, but we remain ever vigilant protecting your interests. Have a nice day."

It's just a thirty second email.

Tom Fox, J. D.
Louisville, Kentucky

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This is not legal advice and I am not a lawyer.