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Managing

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

By Jared Correia

Lawyers love lawyer advertising because it’s all about lawyers. The only problem is, this is what that looks like to the rest of the world:

Little Caesars "Smingleberry" from Harold Einstein on Vimeo.

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, like this one:

(I watch the Super Bowl so I can learn about new Doritos’ flavors, broseph.)

Lawyers are real worried about branded networks — as they should be — because branded networks have access to some major fundage, way more than you. And they can throw a lot of that money at advertising. The difference, however, between the branded networks and your average lawyer is that the networks waste far fewer of those dollars and then also better track their effectiveness.

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Jared Correia Jared Correia

Jared D. Correia is CEO of Red Cave Law Firm Consulting, which offers subscription-based law firm business management consulting services for law firms, bar associations and corporations. Red Cave also works with legal vendors to develop programming and content. Jared is also COO of Gideon Software, Inc., which offers intelligent messaging and predictive analytics software built exclusively for law firms. A former practicing attorney, Jared has been providing services to lawyers and law firms for over a decade. He is a regular presenter at events and regularly contributes to legal publications, including his Attorney at Work column, Managing, his advice column for Lawyerist and his column for Above the Law focused on legal technology startups. He is host of the Legal Toolkit podcast and teaches for Concord Law School, Suffolk University Law School, Solo Practice University and Becker College. He loves James Taylor, but respects Ron Swanson.

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