Law Firm Marketing Message Should Be "We want YOU to be satisfied"

law firm marketing, marketing directorHere's something refreshing: the General Counsel of AutoZone described in 20 words or less what his company does.  He said:

"We are in the customer satisfaction business."

Notice that he didn't say he was in the business of selling auto parts. The company was all about making customer happy.  And this quote is from a company lawyer, not a salesperson.

I read this in the new issue of momentum, the annual report magazine published by the Nashville law firm of Bass, Berry & Sims.

Law firms can learn a lesson from this client service attitude. Imagine if a law firm's marketing message were, "We're in the client satisfaction business, and do so by providing personalized legal services." 

But instead, most law firms roll out a version of,

"For nearly two decades, our firm has been known as a premier law firm. Each of our practice areas is highly regarded, and our lawyers are recognized for their commitment to the representation of our clients’ interests throughout the U.S." 

The difference is clear: one message focuses on the client, the latter focuses on the law firm.

To get a copy of momentum -- a beautifully produced 29-page glossy magazine -- contact Eddie Bowen, Communications Coordinator, (615) 259-6447 and E-mail.

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Marta - January 28, 2009 2:43 PM

Does anyone know of an article that discusses how some large companies are moving their business from larger firms to smaller firms?

Larry Bodine - January 29, 2009 12:08 PM

Hi Marta,
Yes. The article is "Premeditated Business Development" found at

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