Thursday, September 2, 2010
Is it OK to Use A Celebrity Spokesperson for Your Firm?
Do you have what it takes to be the number one law firm in your market? That is the question splashed across the webpages of Market Masters Legal, a Massachusetts company that can provide your law firm with a celebrity spokesperson. In legal trade journals, the company advertises custom made ads that are touted as the most powerful in the country. They can prepare a package for you that includes a tv campaign, yellow page ads, media buying and online lead generations. The company focuses only on law firms. As more lawyers crowd the marketplace, could this be the very thing to give you the edge. And to think there was a time lawyers were barred from advertising.
My first question is "does it work?" The second is "what about my reputation?" Attorneys can be a snobby bunch. Our law firm has a 70 year history. If I take this fork in the road, will people start thinking of me as an ambulance chaser? Would I only attract Jerry Springer fans who happened to catch our new ad during a segment on transgender rollerskating nuns? Would we lose our corporate and "fancy pants" clients. Admittedly, I have snorted in disdain at bus ads. I have turned up my nose at over the top tv commercials. So sue me. (Editor's note: Don't sue me.) A part of me believes such advertising sullies how the general public views our profession. Do you really want a practice that relies on Captain Kirk to get you clients? Perhaps another part of me is a little envious. I have clients who are Trekkies. Imagine having Denny Crane singing the praises of your firm to a captive tv audience. Market Masters answers the reputation question this way. "Aside from phenomenal reported increases in quality and volume of caseloads, this campaign is designed to make your firm the most prestigious and best known in your market. Our licensees report that they receive more respect and attention than ever before."
Posted 12:05 AM