The Lawyer Head Shot Everyone’s Talking About…

Some marketing topics are complex and require a lengthy discussion.  Other times, res ipsa loquitur applies. We think today’s discussion of lawyer website biography photos might be one of those. 

Over time, attorneys grew willing to soften the formal website photos we used in the early 2000′s.  For example, we like the friendlier “environmental” pictures we shot for litigation powerhouse Hedrick Gardner.  Increasingly, lawyers with a more casual style have eschewed suits and ties in favor of business-casual attire.  

And once in awhile we find lawyers whose approach to their photos is even less stiff.  Winston-Salem’s J. Clark Fischer, for example:

Photos can help provide information that text cannot.  And Mr. Fischer’s “head shot”?  I’ve never met Mr. Fischer, but suddenly I know a lot about him.  I mean, like, an AWFUL lot.

What do you think? Please feel free to comment below. 

Perhaps if he’s ever handling a case in Chicago, Mr. Fischer could grab a cup of coffee with one of our more [insert adjective here] matrimonial lawyers, Corri Fetman (below), who gained some national notoriety a few years ago with her “Life’s Short. Get a Divorce.” advertising campaign.

Below, from Ms. Fetman’s own website:

I have a feeling they’d get along just fine.

Looking for a powerful new website?  Oil yourself up and contact Fishman Marketing at moc.gnitekramnamhsif@ssor or +1.847.432.3546!

Photos (c) 2013 J. Clark Fischer and Corri Fetman.

"City Slickers" and Law Firm Differentiation.

In the 1991 comedy City Slickers ("Yesterday They Were Businessmen. Today They're Cowboys. Tomorrow They'll Be Walking Funny."), Curly, played by Jack Palance, a wise and wizened cowboy, offers some old-time western wisdom to Mitch Robbins (Billy Crystal), during his cattle-driving vacation:

Jack Palance: "Do you know what the secret of life is?  One thing.  Just one thing. You stick to that and everything else don't mean [anything]." 

Billy Crystal: "Yeah, but what's that one thing?" 

Jack Palance: "That's what you've got to figure out."

Interesting advice.

What's your "one thing?"
What's your firm's "one thing?"

As a leader in a law firm, that’s what you have to figure out too.  When someone needs a law firm that does "X," when does your firm automatically come to mind?

When are you obviously one of the top-three choices?

Typically, the answer is "Never."

It's not that you can't accomplish this, it's just that you haven't tried.  Rarely is that our primary strategic or marketing goal.  What's your firm's focus?  Many firms state that their objective is to "get better known," or "get our name out there."  With vague goals like that, how do you know if you're succeeding?  Where is "There?"  How do you know if you're "Out?"  Your ultimate objective shouldn't be simply "better."  It should be market dominance.  And dominance is only accomplished with a singular focus on that narrow goal.

But if your firm were to own a top spot in some practice area in some geographic market, what would it be? What's your brand?  What do you stand for?  What do you aspire to stand for?

Decades ago, Baker McKenzie was the global law firm.

If you wanted an English-speaking law firm in some far-flung city or country where you didn’t have a direct connection, there weren't many options.  Many clients simply looked to see whether Baker McKenzie had an office there.  They were the law firm that stood for "Global."  If that’s your goal, the activities that facilitate it become relatively obvious.

That was then.

Today, many international firms have thousands of lawyers spread across dozens of countries and even more cities.  Global networks like Meritas, Lawyers Associated Worldwide, International Lawyers Network, and Lex Mundi have banded together hundreds of mid-sized, full-service law firms into a community that operates loosely like an international law firm.  "Global" isn’t enough any longer for Baker McKenzie -- or any other firm.

In 1997, Forbes asked Skadden Arp's managing partner, Joseph Flom, to identify his "personal hero -- the person he most seeks to emulate."  He selected Richard Branson, the pioneering leader of Virgin Group, because he taught Flom "the value of a brand."  Flom became the principal architect of Skadden's underlying strategy which caused its historic rise to the world's third largest firm, with over $2 billion in annual revenue.

What was his secret?  Focus.

Identify exactly what you want to be known for, execute ruthlessly, and market the heck out of it.

Images (c) Copyright 1991 City Slickers

The worst law firm website group photo ever?

At Fishman Marketing, we develop a lot of law firm websites, probably 20-30 legal sites per year.   We see our job as helping the law firms:

1. Use websites, branding, and other marketing tools to develop business, and
2. Avoid mistakes.

Neither one is easy, but both are important.

Here’s an especially egregious example of what can happen when a law firm lets its guard down, and there's no one looking out for the mistakes.  Perhaps their website developer was more interested in cashing the check than doing the right thing.  

Or maybe a strong-willed managing or marketing partner liked this photo and no one wanted to contradict him. Who knows?  There are many reasons bad marketing happens to good firms.

Maybe no one was thinking of the optics, of the subliminal message this conveyed to clients and prospects.

What’s wrong with this picture?

It’s obvious, isn’t it?

Yup, here she is -- a first-year associate...

What’s astonishing is that somehow, during all the inevitable rounds of approvals and revisions, no one:

1. Noticed, or
2. Had the guts to object.

Now this is a terrific firm.  They’re great litigators, who handle tough, complex cases for demanding clients.

But really, guys?

Clearly the firm has an internal issue.  In fact, many litigation boutiques have difficulty with recruiting.  Diversity is a challenge for many firms, even those who sincerely try.

So the answer is - if your firm doesn’t have as much diversity as you, or your clients, might like, there are ways to not call attention to that failing.   Here, for example, I wouldn’t have recommended a group shot, or any other collection of head shots.

Everyone makes mistakes.  Try to avoid this one.

Please call Fishman Marketing if you need a new marketing campaign or website.  +1.847.432.3546, ross@fishmanmarketing.com.

The photos are copyrighted and owned by the law firm (c) 2013.