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Marketing Campaigns That Stand Out

By Beau Fraser
September 04, 2003

'Let's hire a dumb lawyer.'

Five words you're likely never to hear. Lawyers may come in all shapes and sizes, and their styles may run the gamut from presidential to ruthless litigator, but one thing you expect them all to be is smart. A dimwitted attorney is as desirable as an accountant who's bad with numbers, an architect with poor spatial perception or a management consultant who thinks ROI is the French word for king.

When prospects are considering a new law firm, they look for intelligence, expertise and knowledge. Given the intellectual nature of the firms they seek, one would expect marketing in this category to be of the highest caliber: thoughtful, interesting, provocative. After all, it's the first step toward a close working relationship between professionals and executives who are at the top of their game: bright, successful, adults.

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