Let’s examine one of Avvo’s advertisements:
Notice how starkly different this style of advertising is when compared with traditional lawyer marketing: It’s focused on the brand, not the individual. It’s genuinely funny — with hints of the absurd that, nevertheless, do not edge into fantasy. The focus is on the client’s problem, not the superiority of Avvo — at least, not in any overt way. There is a visual call to action at the end, highlighting a simple method for requesting service. These ads ran during “Better Call Saul,” which is a spot where many laypersons get regular exposure to the lives of solo and small firm practitioners.
Run down that list, and you probably can’t identify one thing that solo and small firm lawyers do well in their own advertising.
