At Law Firm Blogging, Nathan Burke offers this stand-out ad with the tagline “800 Pound Gorillas are great at getting your attention…but does that make them the right attorney for you?” As Burke admits, the ad might be a bit “out there,” but the point is valid:
just getting your name out there is not enough for small firms. You can’t just say why clients should come to you; you also need to address why clients should not go to the big guys.
I’m not sure if I like the ad, but Burke is on to something. Most of the books about marketing small firm practices assume that solos all target small consumer clients, where tools like yellow pages or library seminars or setting up a booth at the county fair will attract clients. In reality, the more recent trend in solo practice is where smaller lawyers compete with the big boys in areas like securities, complex litigation, energy regulation, telecom and other traditionally biglaw practice. Yellow pages and local gigs don’t help attract these types of business clients; the ad such as that suggested by Burke is at least a good start in the right direction.