Legal marketing is like weight loss. Beware of hucksters.


Legal marketing success requires hard work and a long-term commitment that many people find difficult to muster. And whenever the stakes are high and success is elusive, the ground is fertile for hucksters. Weight loss and legal marketing share this. In both instances: buyer beware.

I bring this up because I recently came across a PowerPoint presentation delivered by a prominent player in the legal marketing space. It was about optimizing your website to “boost sales.” I thought that the presentation was deceptive.

It wasn’t that the ideas contained in the presentation were patently wrong. The problem was that they made it sound like the barriers to successful marketing could be solved by implementing expensive technological solutions. This is seldom, if ever, the case.

For example, they focused on techniques like:

-Marketing automation

-Lead generation tools

-Advanced search engine optimization strategies

Just to be clear — these technologies and techniques can be helpful, if implemented under the right circumstances. However, most law firms don’t need these.

Why? Because techniques like “marketing automation” are icing on the cake. If you’ve got a well-oiled marketing machine, maybe they’ll help you boost your results by 5 or 10 percent. By focusing on the icing — and not the cake — many firms will likely be distracted from mastering the basics that can yield the biggest immediate results, namely, writing and speaking in order to develop a reputation as an expert in your niche.

So, how do you know if you’re ready to move beyond the basics — and embrace some of these advanced techniques and technologies? It’s different for each firm. However, I’d say that you’re probably ready if your firm is regularly producing a stream of high-quality thought leadership content (like articles, blog posts or podcasts) and if this content has garnered a loyal following. Short of that, I’d say you should save your money.

LOADING PDF: If there are any problems, click here to download the file.

Written by:

Published In:

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Great Jakes Marketing | Attorney Advertising

Don't miss a thing! Build a custom news brief:

Read fresh new writing on compliance, cybersecurity, Dodd-Frank, whistleblowers, social media, hiring & firing, patent reform, the NLRB, Obamacare, the SEC…

…or whatever matters the most to you. Follow authors, firms, and topics on JD Supra.

Create your news brief now - it's free and easy »


Great Jakes is a web-centric marketing company specializing in law firms and professional services.... View Profile »

Follow Great Jakes Marketing:

Reporters on Deadline

All the intelligence you need, in one easy email:

Great! Your first step to building an email digest of JD Supra authors and topics. Log in with LinkedIn so we can start sending your digest...

Sign up for your custom alerts now, using LinkedIn ›

* With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name.