Recently, an Atlanta personal injury attorney made a splash in the blogosphere with a creative new marketing campaign for a law firm. The lawyer, now, and perhaps forever, is known as the “bald lawyer”. His ad campaign garnered attention not only in the ABA Journal, but also on a host of other sites, including being featured on the website of a major UK communications company. With the amount of widespread positive attention he is receiving, it seems clear that his creative publicity effort was a complete success.

Innovative Marketing for Law Firms: Standing Out from Your Competitors

Law firm marketing has become ubiquitous, with a billboard of lawyers on every corner and attorneys promising to get you a quick divorce or big cash settlement during every commercial court. Because there is so much legal advertising going on, it can be very difficult to get potential clients to sit up and take notice.

Lawyers have a special challenge getting clients to pay attention, because unlike selling a fancy, sexy new car or a fresh, new drink, lawyers aren’t selling a lifestyle. Many of the lawyers who advertise offer help to people who are usually interested in their services only when something goes wrong, and for everyone else, their ads blend in with the background.

Even when someone is looking for a lawyer, clients will find it difficult to differentiate between one lawyer’s promise to “get justice” or “get results” and the similar promise made by many others, often all facing the same set of actions. of law books at the generic law firm so popular in legal advertisements.

Not so for the Bald Lawyer. His eye-catching billboard features the slogan “Injured? Don’t pull your hair out!” Below is a large photo of the lawyer with a bald head and his website address ‘MyBaldLawyer.com’.

What makes the bald lawyer ad work

The Bald Lawyer ad works and stands out from other law firm marketing because it is different. He breaks the stereotype of the uptight, unapproachable, conservative lawyer by allowing the lawyer to make fun of himself… but he does so without undermining the law or the legal profession.

The billboard also stands out because it draws attention and because it gives the reader a memorable image. That image is accompanied by a website directly related to it, which is fixed in the viewer’s mind along with the image, making it easy to remember.

Customers who see the bald lawyer ad will notice him more, if only for a few seconds out of curiosity, than they would any other lawyer ad. This can result in the ad staying in their minds, consciously or unconsciously. In turn, when they need a lawyer, they may be tempted to visit the website they remember from the billboard where the client can learn about the services that the bald lawyer offers.

Create your own innovative ad

Other lawyers who want to take their law firm’s marketing efforts to the next level can take a page out of the bald lawyer’s book. The ad is an important reminder that innovation is key to successful legal marketing, and that by offering clients some way to distinguish you from your competitors (preferably a memorable way), you can stand out from the pack.

When creating your own marketing campaign, think about what makes you different. What aspects of running your law practice or law firm help you stand out from the crowd and add value to your clients? If you can identify something that sets you apart and can present it in a new and creative way, your law firm’s marketing campaign is sure to be a huge success.