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

By Jared Correia

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.

Categories: Business Development, Law Firm Marketing, Lawyer Advertising, Managing Law Firms
Originally published May 12, 2016
Last updated August 25, 2020

Pages: 1 2 3

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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, and 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 is the host of the Legal Toolkit podcast and speaks frequently at industry events. In addition to his Attorney at Work column, Managing, he writes an advice column for Lawyerist and on tech startups for Above the Law. Follow him @JaredCorreia.

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