Slick Attorneys

Working with both IP and PI attorneys has helped our agency get a complete view of legal marketing. And both now have a news hook to weigh in on, and possibly cash in on the BP oil crisis.

Intellectual property lawyers who specialize in green technology and alternative energy have a golden opportunity to help their clients capitalize on the U.S. government’s desire to more quickly advance energy innovations.

For personal injury attorneys the question becomes: Where does the harm and damage end with the disaster in the Gulf of Mexico?

What inspired this post was a story I read at ClickZ titled BP Oil Spill Fuels Legal Marketing Machines. While the article focuses on lawyers who are marketing to find aggrieved businesses and property owners seeking damages, it really opens up a whole new discussion on law firm marketing. Here are my thoughts:

  • Genuine opportunity to focus on helping others: There’s no question that relief efforts for the people, wild life and natural resources are a top priority. However, there are legal matters that need to be addressed almost as quickly. Attorneys who have a genuine interest and expertise should market to help the region recover and get what is fair and just from settlements with BP and the government. Lawyers might even get creative and help their reputation by finding ways to connect with non-profit organizations involved in the clean-up.
  • Moving Beyond the Disaster: While we know it will take months to fix the gushing oil leak and years to get the region somewhat back to normal, there is still something to consider beyond that. The attorneys that have been practicing in environmental law and alternative energy development stand ready to think through the legal implications of what can be done now in setting the agenda in the courts and in perhaps litigation that will set the stage for a greener environment.
  • There’s Nothing Wrong with Marketing Your Services When There’s A Need Due to a Disaster: People buy life insurance from trusted companies. The Red Cross mounts massive fundraising campaigns right after a tragic incident. Some people talk to a funeral director to make arrangements for after they’re gone. While people may not see how such services relate to attorneys, I would argue that attorneys who have the expertise to help, should get out there and make their services known in an ethical fashion.

Most law firms still take the slow conservative approach to marketing. What’s ironic is that attorneys, especially trial lawyers, aggressively go after the win in court without reservations. Why the dichotomy of lion and lamb when comparing legal practice to legal marketing?