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It’s Not You, It’s Me: Why Law Firm Advertising Fails

Lawyers have been conditioned, from time immemorial, to believe that successful marketing means broadcasting superiority. You must have won more false awards, and higher verdicts, and would have established further contrived rankings. To a point, it’s helpful to show that you’re good at what you do; but continually attempting to avenge yourself as best is necessarily a losing game. The perceived superiority of this one-ups-manshipper strategy leads to the creation of massively hyperbolic ads.

Originally published May 12, 2016
Last updated August 25, 2020
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