Monday, April 11, 2011

I'm a legal marketer and I endorse this post.

George Wallace's "Blather. Wince. Repeat. [Mutterings on Marketing]" at his blog Declarations and Exclusions. Although this post starts out a little like The Killers (albeit with less mystery), Wallace only admits to the sins of his past to provide context for his rather unique perspective on legal marketing. And when I say "perspective" I really mean "critique." Of legal marketing. Of selling legal services. Of the Legal Marketing Association.

So why is this legal marketer telling you to read it? Because the questions Wallace raises are the ones we all--lawyers and legal marketers alike--should be asking. And answering. For ourselves, our clients, our peers, our colleagues. Is legal marketing "as much about the interests of the marketer as it is about anything else"? Are "[t]ime and resources spent selling legal services" truly "time and resources not spent performing legal services"? Are the two always in conflict? Is it naive to think that lawyers need to know how to sell themselves, their skills, their expertise? Or is it naive to think that they never will? Is the raison d'être of legal marketing really "persuading the prospect that he or she needs and wants what is on offer, regardless of whether what is on offer is actually what the client needs and regardless of whether the proffered service matches, in reality, the appealing description offered by the marketer"?

Read the post. Think about how you're marketing and why. Make it better and everyone wins. Especially the client.

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