I stumbled across a post by Dan Jaffe at LawLytics, a lawyer marketing company, that every lawyer needs to read. Ironic for a legal marketer, Jaffe explains, in a very lengthy, but deeply substantive and nuanced fashion, how we are diminishing ourselves for a buck, and why that buck is going to others rather than us. Much as I occasionally touch on pieces of this problem, Jaffe lays it all out, chapter and verse.
The post is titled “How much is that lawyer in the window? The secret commoditization of the legal profession,” and he means it. And he explains it. Just to whet your whistle, consider:
The internet has created a culture of instant gratification in consumers. The best lawyers know that if they aren’t available when a potential client wants to talk, a lesser lawyer will be there to take the call, and that many potential clients will not wait. To many potential clients the internet makes it impossible to tell the difference between excellence and mediocrity. And the more legal fees that flow to the mediocre lawyers, the more money they have to reinvest in marketing, and the dumbing down of the bar continues in a twisted mutant evolution that serves neither lawyers nor clients.
Given the length of Jaffe’s post, and your need to take the time to read it (rather than this), I’m cutting this short. And for any of you bar association “listservs are cool tech” types, post a link on your listserv and tell the ten other goofballs to read it as well. Just do it.
Update: Dan Jaffe responds by noting, after a generic thanks, that what I wrote about him “stuck in his craw.”
However, in reading his post, something he said stuck in my craw. He referred to me as a “legal marketer.” While labels, especially objectively true ones, don’t generally concern me because I know who I am, I noticed that the context of Mr. Greenfield’s reference to me as a “legal marketer” did.
I completely understand, Dan, and would feel at least the same if someone called me a legal marketer. And yet, what choice did I have?