How Law Firms Can Improve Their Marketing Strategy


There are few products more annoying than shampoo.

It’s soap.

For your Hair.

Still, there have been notable efforts over the years to differentiate it or make the shampoo more interesting or useful. Clairol Herbal Essences has taken this to a ridiculous extreme (click here Where here) and “organically” increased its market share. [Silly NSFW parody here…]

Perhaps my favorite example is this Thai TV commercial for Pantene’s “Chrysalis” shampoo, in which a deaf young woman triumphantly learns to play the violin, below. If this place doesn’t move you, you’re made of stone – it’s four minutes long and absolutely worth watching in its entirety.

Law is a profession full of real drama and incredible achievements.

Lawyers deal with human tragedy and success on an almost daily basis. We make amazing business and technology achievements possible and help the weak overcome unimaginable obstacles. Without lawyers, entire industries would not exist and global transactions would not be possible. We help our clients accomplish absolutely amazing things. Or consider Accounting, whose professionals ensure the sustainability and success of the people and companies that do important work.

So if Pantene can make you cry by selling a low-end generic product like soap. . .

So why is the marketing of most law firms so boring?

Why so many law firms still displaying horizons, artistic summaries and smiling generic lawyers on the home pages of their site? We can do better. We to have to do better.

Images (c) Pantene and Clairol

© 2022 Fishman MarketingNational Law Review, Volume XII, Number 158


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