Recently, an Atlanta personal injury lawyer has been making waves in the blogosphere with a creative new law firm marketing campaign. The attorney, now - and perhaps forever- has become known as the "Bald Lawyer." His billboard campaign has attracted attention not only in the ABA Journal, but also on a whole host of other sites, even showing up on the website of a major communications firm in the United Kingdom. With the amount of widespread positive attention he's receiving, it seems clear that his creative advertising effort was a complete success.
Innovative Law Firm Marketing: Standing Out From Your Competitors Law firm marketing has become ubiquitous, with a lawyer billboard on every corner and lawyers promising to get you a fast divorce or a big cash settlement during every commercial break. Because there is so much legal advertising going on, it can be very difficult to get potential clients to sit up and take notice.
Lawyers have a special challenge in getting customer's to pay attention, since unlike selling a sleek and sexy new car or a cool new beverage, lawyer's aren't selling a lifestyle. Many of the lawyers who advertise offer aid to people who usually will become interested in their services only when something has gone wrong, and for everyone else, their ads will blend into the background.
Even when someone is seeking a lawyer, clients are going to have a hard time differentiating between one lawyer's promise to "get justice" or "get results" and the similar promise made by countless others, often all standing in front of the same stock set of law books in the generic law office so popular in legal ads.
The Bald Lawyer ad works and stands out from other law firm marketing because it is different. It shatters the stereotype of the conservative, unapproachable and uptight lawyer by allowing the attorney to poke fun at himself... yet it does this without undermining the law or the legal profession. The billboard also stands out because it attracts attention and because it gives the reader a memorable image. That image is accompanied by a website directly related to it, which fixes itself in the viewer's mind right along with the image, becoming easy to remember.
Clients who see the bald lawyer ad will take more notice of it- even if just for a few seconds out of curiosity- than they would just another lawyer ad. This can translate into the ad staying in their minds, consciously or subconsciously. In turn, when they need a lawyer, they may just be tempted to visit the website they remember from the billboard where the client can learn about the services the bald lawyer offers.
Creating Your Own Innovative Ad
Other attorneys who wish to take their law firm marketing efforts to the next level can take a page out of the bald lawyer's book. The ad is an important reminder that innovation is key in successful legal marketing, and that by offering clients some way to distinguish you from your competitors (preferably a memorable way), you can stand out from the rest.
When crafting your own marketing campaign, think of what makes you different. What aspects of your law practice management or law firm help you to stand out from the crowd and add value to your clients? If you can identify something that sets you apart and you can present that something in a new and creative way, your law firm marketing campaign is sure to be a great success.
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