Congratulations! You are a Celebrity (Thanks to Attorney Marketing)
Using a celebrity to sell goods is proven to be effective but may seem irrelevant to attorney marketing. In many jurisdictions, using a celebrity may be unethical, and for many small law firms hiring a celebrity may be prohibitively expensive. However, that does not mean that your law firm has to advertise without a celebrity because if your legal marketing efforts are successful, you will be the celebrity.
How to Get to Celebrity Status
Celebrities in the legal field achieve celebrity status the same way as celebrities in other fields become famous. No, we don’t mean by doing the kind of celebrity shenanigans that land you in the tabloids. Instead, we mean working hard to become a household name.
You will become a celebrity by getting your name out there and becoming the attorney people think of when they need a lawyer in your practice area and geographic area. To achieve this, you must have an effective attorney marketing campaign and advertise in various media. For example, you might consider the Internet, social media, and TV marketing. You might write a book in your practice area that prospective clients want to read and that the media wants to talk to you about. You might position yourself to be the lawyer the media calls when there is a development in your area of law.
What Will You Do as a Celebrity?
Let’s face it. Hollywood is unlikely to be calling you. However, the benefits of being a local celebrity attorney can be lucrative and rewarding. You may be the first attorney that prospective clients think of when they need a lawyer. You may be the lawyer that people talk about to their friends.
Celebrity status may allow you to take only the kinds of cases you really want and turn away all others.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.