June 22, 2006
Client-Centric Ads? Is It Time?
In advertising, never attack your own industry. I read that long ago. But in 1998--when people started to realize that a combination of emerging technologies, strategy and plain American hustle would permit more lawyers to participate and compete in the "new global economy"--well, we had some extra cash for advertising. We ran an ad (text below) in three U.S. east coast business newspapers for an 8-week period. Maybe it was dumb luck, but this very basic and somewhat crude ad produced: (1) some wildly enthusiastic phone calls from people we did not know (in the first week, one GC, apparently sober, congratulated us from an airport payphone during a layover), (2) some catty but entertaining and telling comments from lawyers in Pennsylvania and D.C. we did know, and (3) the firming up for us at least one still continuing relationship with a like-minded company fed up with the lethargy and indifference of its traditional large law firm:
"IS THIS A GREAT TIME TO CHANGE LAW FIRMS, OR WHAT?
Doing business has changed. But many law firms haven't.
They still charge for "services" and overhead no corporate client should have to absorb. Like associate lawyer training. Duplicative conferences. And senior lawyers who will never understand or care about your business.
The product is disappointing. Service and follow-up are only words. And the bill makes you nuts.
Stop being the equipment in games lawyers play. At Hull McGuire, we focus on clients, and solving their problems. We build lifetime relationships with businesses of all sizes.
IT'S TIME, ISN'T IT?
HULL MCGUIRE PC
Washington DC, Pittsburgh, San Diego
Corporate Planning, Transactions, Tax, Intellectual Property, Telecommunications, Litigation, Employment Practices, Environmental, Legislative, International."
Posted by JD Hull at June 22, 2006 12:27 PM