by Tom Ciesielka
Being the first to get attention is often considered a prized commodity but may not always work out well for law firms. In the Bible, when the prophet Samuel came to Jesse of Nazareth to anoint one of his sons as future king of Israel, he looked right past the first ones and asked for Jesse’s youngest, a scrawny shepherd boy named David. He would go on to become a giant-killer and one of the most successful kings who ever ruled Israel.
A more contemporary example of this concept is the historical anomaly of the First Amendment of the United States Constitution. It was originally the Third Amendment but became the contemporary First Amendment when the original first two were removed. The book In God We Trust: How the Supreme Court’s First Amendment Decisions Affect Organized Religion underscores a crucial lesson: perceived precedence often hinges on strategic positioning rather than mere chronology.
While it may seem appealing to law firms to rely on being “first” in the world of advertising, astute attorneys recognize the value of crafting a unique brand identity and executing smart publicity strategies that will get attention. Here are three techniques to accomplish that.
- Embrace Differentiation: Attorneys should intentionally shape their distinct identity to stand out from the crowd of competitors. Instead of focusing on trying to outdo other firms in spending more on advertising, conveying a compelling brand can be more effective. For example, a firm responds to a message from a client within two hours or donates one hundred dollars to a charity of the client’s choice.
- Strategic Publicity: While attention-grabbing stunts may cause a temporary stir, continued success is found in a well-thought-out public relations strategy. A firm specializing in immigration law could actively participate with various non-profit groups they serve.
- Nurturing Networks: It is key to intentionally cultivate relationships within your network. This is often done by giving first, offering value without immediate personal gain. It is better to first refer clients to someone else before asking them to also give new business leads.
Each approach presents its own array of advantages and risks. While aggressive advertising tactics may get quick results, they risk affecting the firm’s credibility in the long run. Prioritizing advocacy and charitable initiativescan also yield enduring results in terms of client loyalty and brand equity.
Attorneys should consider rethinking being “first” among their competitors. It all comes down to supporting worthy causes, presenting what makes a firm unique, and making smart publicity decisions. By reimagining their approach to branding, attorneys can be trailblazers in their field, set apart not by precedence alone, but by the substance of their contributions.
