Marketing Attorney Blog

DEAR MAM: I just read your response to the NY man who was asking about online law directories. I am just starting to market an 800 vanity number and want to know what are your feelings on vanity numbers?
SINCERELY YOURS, KK, Santa Ana, CA

DEAR KK: Much like domain names, my first and often last question in response to a vanity phone number is “how intuitive is it?” Naturally, I see no value in a 1-800-ANTITRUST for a corporate law firm. However, for many plaintiffs’ firms, a vanity number that resonates with the consumer can have tremendous value. Of course, it needs to be part of a solid, overall marketing plan. I often pass billboards for PI firms that highlight ridiculous phone numbers and web addresses. So ridiculous that I can not offer up an example, because they are so “not memorable.” A number that sticks in my head after I get out of the car, or turn off the radio or TV, is a winner. That is the question you need to ask yourself. And when purchasing a vanity number from a third party (not the phone company), you should take a hard look at the cost versus the potential benefits. Thanks for writing. Sincerely yours, THE MARKETING ATTORNEY

DEAR MAM: There are many attorney directories out there–MH, Best Lawyers, Who’s Who, Chambers, Lawyers Diary and Manual, etc…Using criteria such as how long the publication has been in existence, who receives it, how many people receive it, and how much it costs, which ones would you recommend to use and which ones would you recommend to ignore? SINCERELY YOURS, MD, New York, NY

DEAR MD: This is a question I receive daily. Just yesterday, I returned a solicitation call for a “Best Attorneys”, A “Who’s Who”, and a “Best Lawyers”. No kidding! The “Best Lawyers” was actually a forwarded e-mail from a “winning” attorney asking the same type of questions that you are asking.

Because I’m in a nice mood today, I’ll avoid calling any publication out on the carpet. Like Superman, Supergirl and Superlawyers. However, I usually ask attorneys this question: “Which do you use?” and “Which do your clients use?” The answer is generally neither. Most of these publications are ego-driven, vanity sells that impress two people-yourself and your grandma. Maybe, if you are single, a hot date. But, that is less likely.

DEAR MAM: I’m looking for the answer to this question: does it make sense for a law firm to employ an editor? Editors find ways to present information so it’s easy to follow, so it’s easy to find answers to questions. In other fields, editors work with Subject Matter Experts who know the material (but who may not know the best way to present it). Why not have them work with lawyers to make pleadings as effective and persuasive as possible? Sincerely, MT, San Francisco, CA

DEAR MT: I am going to answer your question along two completely different lines. First, while the concept of hiring an editor to work on pleadings, briefs and other legal documents might sound smart, the reality is that “legal writing” is in a world of its own. I still remember struggling through my 1L legal writing course in law school, because I was at a distinct disadvantage-I knew how to write. I was coming off a year reporting for The Baltimore Sun, and using real journalistic approaches to legal writing. Most lawyers can not write for their lives, but they know how to write legal stuff. Do you think someone putting together a one million page brief full of baloney is going to want it skillfully edited by a non-lawyer? Not to mention having to go through it again, since you might make editorial changes that alter the argument.

Now, for the second part of my answer. Many firms hire former journalists, editors and skilled writers for the marketing team. Because that stuff, when written by lawyers, is deadly. Some of the best law firm marketers I know are former journalists that lead a law firm’s publication and public relations efforts. They will also tell you that the pay is significantly better than what they would earn writing for a newspaper or magazine. The down side is that it is extremely boring. And instead of getting your stuff edited by skilled editors, you get your stuff edited by those same lawyers. It can be frustrating. But, it pays well. And polished marketing collateral, be it a magazine, client alert, press release, newsletter or article, does stand out. If you get a good paying publications job at a law firm, send me a gift certificate for dinner somewhere. Sincerely yours, THE MARKETING ATTORNEY