Advertising is for Suckaz
Have you ever watched the show “The Practice?” It’s based on a defense law firm. Great show from the late 90s and early 2000s. What baffles me is the animosity the firm had for advertising. They go through what seems like a dozen episodes always critiquing the attorney who filmed a commercial to advertise his services. He becomes the black sheep because he wanted to expand through advertising.
Can you believe that?
I have an attorney friend who is a bit older than I am, and I remember him telling me a few years ago that he wouldn’t be caught dead running an ad. He couldn’t explain exactly why, or maybe I wasn’t able to grasp his reasoning. Advertising somehow equates to desperation and a necessity for more clients.
I don’t buy that though. In the service industry you can increase prices when the demand is high. So if you feel you have lots of clients or cannot take on more, why not increase prices where you’ll either have to do less work for the same revenue, or you’ll do the same amount of work for more revenue. Seems like a win-win to me.
At least in the past few years I have seen more advertising from attorneys, which is a sign of more open-minded logic. But lots of commercials are…stale. They don’t compel me to learn more.
If you’re going to advertise, make sure at least one of your goals is to be remembered. Otherwise, what’s the point?
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