The Anatomy of a
Top Law Firm's Marketing Strategy

 

 

I awoke suddenly, and cocked my ear to the right, listening to the strange whirring sound coming from the corner of my bedroom...

 

I had programmed the VCR wrong again, and it was emitting high-pitched pig squeals... in other words, it was recording something.  I turned on the T.V., and to my surprise...

 

A law firm commercial.  Not just any law firm commercial, but a "high class" one... by one of the top law firms in the city.  If you've never seen a "high class" lawyer's commercial, I'm going to show it to you.

 

Thanks to the magic of the Internet, you can see the same commercial that I saw...

 

Simply watch the commercial labeled "Weitz & Luxenburg" at the bottom of the following website:

 

(Please note that only the Windows Media Player file works... the RealMedia files don't work... sorry Macintosh users!)

 

http://web.archive.org/web/20040202060134/www.weitzlux.com/media/newsletters.asp

 

I'm not quite sure what people rowing a boat has to do with asbestos litigation, but it looks mighty neat.

 

Now, I don't know how many clients the firm receives from this commercial (played in the middle of the night), but my guess is that they don't receive very many at all.  In fact, I'd bet dollars to cents that they don't receive any at all.

 

This commercial is brand-building advertising (as opposed to direct-response advertising, which we'll discuss in a moment).  It could be made to work, if it were used correctly.  For example, if it were...

 

* Aired during a prime-time slot, repeated 4-8 times (one showing at 3:43 AM doesn't cut it)

* On the closed-circuit television sets that some trade shows have

* Showed to clients while they waited in the reception area

* Included in a DVD presentation that showcases the firm's departments

 

At the very least, they should have included their website at the end.  This is one trick that I'll be discussing in the future -- driving hordes of traffic to your website using offline advertising, which works better than anything that I know.

 

But for the moment, let's assume that they did show their website.  Although their website has changed recently (to an Internet presence so effective, it's scary)... let's take a look at what their website looked like a few years ago...

 

Here's what was at the top right corner of the website:

 

 

This is direct-response based advertising (which is defined as a marketing method that solicits an immediate and measurable response).  Asking asbestos victims to request a "the book" on asbestos litigation is a direct-response tactic.

 

Notice how writing "the book" on asbestos litigation... positions them as the expert in asbestos law.  It's funny... anytime you proclaim that you "wrote the book" on a particular subject... you are perceived as the expert on the subject, regardless of whether you are an expert or not.

 

Now, not knowing anything else about the firm... and just going on the fact that you saw their commercial and saw the above advertisement... wouldn't you refer an asbestos case to them, if you needed to make a referral? 

 

I know I would, and -- pay attention here -- even if I knew nothing about the firm's history, I am comfortable making that referral because of the dignified image that the firm portrays.  Think about it:  you only make referrals to attorneys who are competent... and who will make the clients you refer feel comfortable.

 

Conveying comfort and competence... with just a 30-second T.V. ad and a little website... is incredible.

 

I actually requested the asbestos book (actually, a booklet) in the autumn of 2002.  (No, I am not an asbestos victim; I am a crazy marketing analyst.)  Here's what I got:

 

11 days after requesting it, I received a little white 9" X 12" envelope in the mail.

 

I was not impressed at all.  And I hadn't even opened the package yet.

 

If you are going to use direct-response marketing, you must contact the prospective client quickly, because 11 days later... who knows what will happen?  Maybe the client will hire another attorney...

 

Also, here are a couple of more tips on direct response mailings (these have been tested and proven):

 

* Use live postage stamps instead of metered mail.

* If you must use mailing labels, clear labels (as opposed to white labels) are best.

 

Both of these tips actually increase response rates from clients.  I don't know why -- they just do.

 

I don't recall what was inside of the 9" X 12" package, but I remembered being unimpressed, mostly due to the late delivery.  This is too bad, because I know that this is a top plaintiff's firm... and it may have turned off many clients who desperately needed the firm's services.

 

In any case, it doesn't look like the firm is using this direct-response strategy anymore.  Let's move on to what this firm is doing today...

 

* * * Editor's Update:  The following analysis was written before New York revised its Code of Professional Responsibility, which no longer allows the following marketing tactic. * * *

 

If you visit their website: www.weitzlux.com, and you click on the link labeled "Talk to Us Now" on the right-hand side... this pops up:

 

 

Although I've blocked out the eyes -- trust me, this guy is staring right at you and smiling.  The other night, I saw a woman.  So, these are real people who apparently work in shifts.

 

This is amazing.  I heard of this service (through a telemarketer) a couple of years ago... but didn't think much of it.  Now, I realize how powerful it is... because:

 

Once the window "pops up," the message "Hello.  I hope I can help.  What's your question?" looks like it is being typed in real-time (when, in fact, I doubt that it is).  If you were a client seeking an attorney... you probably wouldn't be able to help yourself... you'd find yourself typing a question.  And, best of all...

 

Notice that this is entirely ethical.  This is not solicitation, because:

 

(1)  The client initiated contact with the firm by visiting the website.

(2)  The pop-up person does not solicit the client; instead, he says, "I hope I can help."

 

Notice also, that he asks, "what's your question?"  This prompts the client to respond immediately.  This is direct-response advertising at its finest.

 

* * * Editor's Reminder:  This webpage was written several years ago.  This type of "interactive marketing" is no longer allowed in some jurisdictions.  Please check your local rules. * * *

 

Well, I hope that you've learned something from this analysis.  (According to learning experts, examples are the best way to learn abstract concepts.)

 

And please keep in mind -- no matter what kind of firm you have (or work for)... you can apply what you've learned here to your own practice.  (See my discussion of "style vs. strategy" here).

 

ACTION SUMMARY

 

How can you create a "dignified" image... so that clients will want to hire you... and so that other attorneys will want to refer to you?

 

Can you write "the book" on a particular legal topic... or find a law student who can do it for you?

 

How can you use "direct-response" marketing to create an instant bond between you and a prospective client?