Sunday, February 12, 2012

Now They're "Masters Of Marketing," Says A Marketer

For the self-proclaimed "lawyer marketers," tweets, books, and consulting gigs are never enough to pay the rent (or half the hotel room when he goes to conferences and asks if anyone wants to stay with him.)

The marketers tweet ideas and posts of others, write posts on "what lawyers can learn from (any non-law story)," congratulate each other on being congratulated by other marketers, and write books that only the most desperate, moronic lawyers find relevant. ("Use my real name in social media? Wow!")

So what to do?

Have another marketer package you up as a Law Firm Marketing Master.

Yes, that's right, an Australian lawyer marketer has put together a group of 10 5 of your favorite social media stars and in late February, well, the whole thing will launch. Yes, you'll be able to buy their "secrets" to growing your practice.

I don't know who the other 5 will be, but there will be 10, even though there's 5 now.

When I first saw the link to the "Law Firm Marketing Masters," I figured that some national association had knighted these twitter rock stars and epic thought leaders as "masters." But no, they are masters by virtue of....another marketer.

We are bringing the World’s best law firm marketing experts straight to you. The Law Firm Marketing Masters Series offers you real-time tools, techniques and strategies to build an extraordinary law firm. The content ranges from how to build a winning culture, right through to how to integrate a successful online marketing campaign, through the smart use of blogs and social media tools. Learn what the leading rainmakers are doing today to drive exponential growth in difficult times. The Law Firm Marketing Masters series gives you over 7 hours of audio content, as well as the book with loads of other exclusive information and offers.
This is Exceptional Real-Time Content


But leading rainmakers? These are marketers. Which one of the 10 5 are rainmakers?

We wouldn't expect anything less than exceptional from one of the "masters," Adrian Dayton.

From the site:

Adrian is an attorney, author and internationally recognized speaker and consultant to some of the largest and most respected firms in the World

You remember Adrian? He was fired after 8 months as a lawyer, wrote a book on how lawyers can type on twitter, then admitted to me that he puffed his resume to sell himself, and now has convinced several, as he calls them "large law firms" to hire him to teach them how to blog and tweet, and game Google.

None of these clients care how he got to where he is, in fact, they don't ask. I recently spoke with a lawyer marketer about how the scum of the industry get in the door of respected law firms and lawyers and was told "you have no idea - lawyers don't ask questions."

And the lawyer marketers thank God for that. There's no money in having to answer to your past, especially when so much of it is made up.

There's also Larry Bodine.

From the site:

Larry Bodine needs no introduction. Now, the Editor in Chief of, Larry is the World’s most recognized law firm marketing expert.

Says who?

Another marketer.

Larry recently shuttered his lawyer marketing consulting shop to become "Editor In Chief" of, whatever that means. Larry doesn't like me much, because I wondered aloud why a long-time marketer like him would want to associate with the likes of Adrian Dayton. Larry seemingly is a fan of "organic" marketing, you know, non-social media marketing? He had a voice that wasn't part of the merry mix of happy "make money by tweeting" clowns. That changed. Can't beam 'em? You know the drill. So as that changed. he of course also became a big fan of Adrian, and as I saw it happening, I started wondering when they would join ranks.

There's also who the site refers to as "Law Firm Marketing Special Guest" Ari Kaplan, who is described as "one of the World’s leading Thought Leaders."

The site doesn't say who is producing this marketing package, so I went on a little search. At the bottom right of the site there is a link to "Law Firm Marketing." Clicking the link got me here.

Then I went to "About," which led me here.

Scroll down a bit and found a link to Multi-Award Winning Lawyer and Change-Agent Dan Toombs.

And here he is. Dan Toombs founded "grow your practice" in 2010.

You can sign up now so that when the product goes on sale you will be notified. I don't know how much it will be or who the other 5 "masters" will be, but get on board, sign up now, and grow your practice with the "masters."

Anonymous comments are welcome as long as they say something relevant and half-way intelligent and arent a vehicle for a coward to attack someone. I trust you understand.

Located in Miami, Florida, Brian Tannebaum practices Bar Admission and Discipline and Criminal Defense. He is the author of I Got A Bar Complaint.Share/Save/Bookmark


David Fuller said...

Ari Kaplan is "recognized as one of the world's [sic] leading Thought Leaders."

I'm not sure what a "Thought Leader is," but I imagine it's something like a 14yr old with a copy of Hustler and the sincere belief that he is the world's greatest lover.

Rick Horowitz said...

This is about as ridiculous as anything I can imagine. How do the lawyers justify not asking questions? Even if they aren't concerned about the potential ethical issues they could get wrapped up in because of this outsourcing (of their marketing AND their ethics), don't they even worry that the State Bar will be?

Jordan Rushie said...

When I was in law school, some dumbass in Civil Procedure asked "Just how many minimum contacts do you need to get jurisdiction??"

The professor looks very serious and says "11." Everyone was like "What the hell? Which case did that come from?"

In a rare moment of insight from a law professor, he said that he pulled it out of his butt. However, he went on to explain that if you just keep repeating something, other lawyers will believe it and it will become the law. If enough lawyers say "11" is the requisite number of minimum contacts for jurisdiction, then eventually the answer becomes "11." It doesn't matter if there's no reason for it.

Funny how that's what's happened here.

The more they say they are "marketing gurus", the more events they'll book, and then they can add those events to their qualifications. These guys have created a self perpetuated system without ever having to have any actual experience or qualifications. They keep saying they're marketing gurus and it becomes a self fulfilling prophecy.