Legal marketers would be wise to heed fashion writer Teri Agins’ advice in today’s Wall Street Journal: “Pay close attention to the daily fashion parade.”
The legal marketing street buzz that currently intrigues me is personalized attorney bios, because 1) it’s a blessed respite from blogging-as-cutting-edge-marketing paeans, 2) it hints at the humanization of the profession and innovation in legal marketing, and 3) it has valences to SEO, WOM, CRM and content marketing.
One of the catalysts has been a string of recent posts on attorney bios by Dion Algeri on The Great Jakes Blog, particularly the post “The future of attorney bios. How personal is too personal?” In it, Algeri critiques the website attorney bios of Axiom and Edelson McGuire, in both cases netting out that they might be too long on style and short on substance. A post today by Algeri explores the visual — and brand — impact of attorney headshots.
Lawyer-turned-therapist Will Meyerhofer, whose blog The People’s Therapist is carried on Above the Law, makes a case for innovation in attorney bios with his own attention-grabbing, John Waters-themed post “A sick and boring life”:
“There’s no sense of an actual person in those pages – only a scary apparition from the world of the serious and very grown-up.
I still recoil, looking at those bland, comically formal law firm directory pages – just as I wince looking at my old photo in the Sullivan & Cromwell facebook.”
I’ll conclude this post the way I started it, with a fashion axiom from Teri Agins that also is finding resonance in legal marketing: “The most original dressers have one thing in common: They tend to experiment with bold, unexpected colors.”
Now don’t go crazy — this is still legal marketing — but experimenting with bold design and personalized narratives could get you attention and help tell your story in a more compelling, impactful, memorable and influential way.
UPDATE: Speaking of going crazy, check out this off-the-hook website for French attorney Justin Conseil.