When it comes to marketing forget all about stare decisis. Over the years I have been asked the question, when suggesting a marketing strategy, “have other firms done that?” It isn’t that the question is wrong, it’s the desired answer that is wrong. In other words, in legal marketing you do not want to be doing what everyone else is doing. You should want to be different so as to stand out among the clutter in today’s marketing world. Further, it isn’t that you can’t do some of the same things that work for others in law marketing, just do them differently.
Bob Weiss, a PR consultant, wrote an article that appears in June issue of Law Practice Today that addresses very effectively how precedent can be the enemy when it comes to marketing. He cites an example of how one firm did it differently. Take a look.