Anatomy of a Law Firm Positioning Statement

Five years ago I wrote a post on this blog about the emptiness of law firm positioning statements, taglines and value propositions. Clearly my critique has not had the desired corrective effect over the intervening years.

How many buzz words are crammed into your firm's positioning statement?

How many buzz words are crammed into your firm’s positioning statement?

Law firm websites are now a bit less visually clunky — just a bit — but the dull, empty prose meant to animate them remains standard.

For example, law firm Taft Stettinius & Hollister LLP. — Taft, to its friends —  anchors its homepage with the grand-sounding but hollow “Innovation and Leadership Since 1885.” I say hollow because no evidence is provided to back up the brag. Wait, that’s not entirely true. While it feels empty, it’s actually filled with zero-calorie buzz words strung together in insubstantial assertions:

We work as one team, driven and committed to helping you succeed. Our attorneys understand that innovative, value-creating solutions help our clients reach their goals. Our collaborative approach, advanced technological resources and depth of services can transform what you expect from your legal team.

The mind reels.

A Law Firm Positioning Statement That Works

By contrast, my friends over at Klein Moynihan Turco LLP have crafted a positioning statement that connects its business practices and priorities with those of its clients.

Internet Lawyers Working on Internet Time

Our clients work in the Internet, mobile and new media worlds, where time is always of the essence. Whether our clients are working on mobile, telemarketing or e-mail marketing campaigns, hosting fantasy sports websites or conducting promotional sweepstakes, we ensure that they are compliant with all applicable laws, rules and regulations and are first to market.

Nailed it.

Three Rules of Thumb

If you’re considering updating your law firm’s positioning statement or crafting a new one, these simple guidelines will help you add depth and context.

Identify and articulate:

  • How your firm differs from/is better than your competitors.
  • Why current and potential clients should care about those differences.
  • What unique expertise your firm possesses.

Give it a shot. Let me know what you come up with.

Is TCPA a Potential Time Bomb? Ask These Lawyers

In the fall of 1983, the telemarketing world was roiled by the impending arrival of new Telephone Consumer Protection Act (TCPA) regulations. Beginning Oct.16, 2013, prior express written consent is required for all autodialed and/or pre-recorded calls/texts sent/made to cell phones and pre-recorded calls made to residential land lines for marketing purposes. TCPA Terror

That means mortgage lenders, insurance and home security companies and other businesses that generate a lot of telemarketing leads through online forms should capture and store authoritative proof of opt in from every prospect. With penalties for either actual damages or statutory damages ranging from $500 to $1,500 per unsolicited call, violations of those most recent TCPA rules are juicy bait for plaintiff firms.

Nearly two years later, the dreaded tsunami of class action suits hasn’t materialized — yet — and today TCPA is little more than a long tail search term. However, the financial risks of having to defend a TCPA suit are still quite real.

If you haven’t reviewed your company’s TCPA compliance practices yet, there are several lawyers/firms that specialize in the TCPA niche:

Klein Moynihan Turco  — If there’s a dean of TCPA law, David Klein is probably it. His thoughtful curation of the topic on his firm’s blog makes a strong argument in his favor. His post on how to defend your company against a TCPA suit should be a standard starting place for compliance-minded telemarketers.

Ifrah Law — In the past the firm’s Rachel Hirsch has been a visible TCPA subject matter expert at marketing events and in webinars, but the firm seems to be betting more heavily on the iGaming niche.

Drinker Biddle — Kudos to Drinker Biddle for having the good SEO sense to secure the TCPABlog.com URL. As of this writing, the site boasts 27 contributors from the ranks of the firm’s lawyers.

Kelley Drye — Although it only shows up on the inauspicious second page of results in a “TCPA” Google search, the firm’s TCPA FCC Petitions Tracker is nicely laid out (if difficult to read without magnification).

If you haven’t guessed by now, I have a budding interest in how firms large and small are investing in the advertising and marketing of their advertising and marketing practices. Very “meta,” right?