February 6, 2023

Volume XIII, Number 37

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February 03, 2023

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Is Shampoo More Interesting Than a Law Firm?

There are few products more boring than shampoo.

It’s soap.

For your hair.

Yet there have been some notable efforts over the years to differentiate it, or make shampoo seem more interesting or useful.  Clairol Herbal Essences took this to a ridiculous extreme (click here or here) and “organically” grew its market share.  [Silly NSFW parody here…]

Perhaps my favorite example is this Thai television commercial for Pantene’s “Chrysalis” shampoo, in which a young deaf woman triumphantly learns to play the violin, below.  If this spot doesn’t move you, you’re made of stone – it’s four minutes long and absolutely worth watching in its entirety.

Law is a profession full of actual drama and incredible achievements.

Lawyers deal with human tragedy and success on an almost-daily basis.  We make astonishing business and technological achievements possible and help the weak overcome unimaginable odds.  Without lawyers, entire industries wouldn’t exist and global transactions wouldn’t be possible.  We help our clients accomplish absolutely amazing things. Or consider Accounting, whose professionals ensure the viability and success of people and businesses who are doing important work.

So – if Pantene can make you cry while selling a generic, low-end commodity like soap. . .

Then why is most law firm marketing so boring?

Why do so many law firms still show skylines, artistic abstracts, and generic smiling lawyers on their website home pages? We can do better. We must do better.

Images (c) Pantene and Clairol

© 2023 Fishman MarketingNational Law Review, Volume XII, Number 158

About this Author

Ross Fishman legal marketing expert  Fishman Marketing

National Law Review Thought Leader 2018

Of Counsel magazine wrote: “Many people consider Ross to be the nation’s foremost expert on professional services marketing.” He uses powerful brands, websites, and marketing training to help lawyers and law firms dominate their markets and dramatically increase profits.

A former...