From brainy Professor Bainbridge’s blog, of all places, I learned about the coolest, most expertly executed marketing idea I’ve seen in a while: a You Tube video by California criminal attorney Allison Margolin. Why does the video work? Several reasons. First, the video gives Ms. Margolin’s potential clients an opportunity to see what’s she’s like – at the office and also in front of the court house. Second, Ms. Margolin discusses her philosophical objections to criminalizing drugs, particularly for therapeutic uses. So clients can see that Margolin believes in what they’re doing and isn’t just interested in defending clients charged with drug crimes for the money or because of the constitutional issues potentially raised. Third, even though Margolin is young, putting her at a disadvantage against more seasoned practitioners, she’s got something many of them don’t: an Ivy league education and a Harvard Law degree, which she displays prominently in the video and apparently, in her other marketing materials. As I’ve often said, anyone from any school can succeed as a solo, but if you’ve got a unique credential like a law degree from a top school, why not flaunt it?
Is anyone out there getting ready to pull out the video camera yet?